CONSUMPTION PATTERNS OF ONLINE MAKEUP TUTORIALS OF GIRLS OF LAHORE

Abstract

A new trend of makeup and beauty tutorials is rising daily among girls. This study attempted to determine the consumption patterns of online makeup tutorials of girls in Lahore. Additionally, the aim of study was to undercover the reasons behind watching makeup tutorials, the platforms, influencers, the time spent every day watching these tutorials and mainly the effects of makeup tutorials on girls. Quantitative research design was used. Sample size was comprised of girls (N=100) with age range from 18 to 28, who watch makeup tutorials on daily basis. Moreover, a survey was conducted to collect data. Results suggested that majority of girls watch online makeup tutorials on mostly Instagram (54%) in order to learn about the new makeup application techniques, new products and to spend time. Furthermore, results showed that girls believe these tutorials are helpful and have a positive impact on them. However, these tutorials make them self-conscious in a productive way. Moreover, the study revealed a link between tutorial consumption and knowledge acquisition, with increasing viewing associated with higher levels of awareness.