How Does the Use of Facial Cosmetics Influence Social Perceptions of Women in the Recruitment Process?

Abstract

The current study aimed to investigate the influence of facial cosmetics on perceptions of female applicants. In all, 286 participants were asked to evaluate the resume of a photographed female based on capability, earning potential, popularity, and hire-ability for either a “sales assistant” or “sales manager” role. It was hypothesized that perceived attractiveness and use of professional facial cosmetics would increase all ratings of professional competence. Further, facial cosmetics would be more advantageous for less attractive applicants and managerial applicants. The results supported these hypotheses, demonstrating that the use of professional facial cosmetics improved ratings of competence for female applicants. However, this enhancement was greater for less attractive female applicants and managerial applicants. Implications and limitations are discussed.