How Makeup Rituals Transform Makeup Wearers and Their Romantic Interests

Abstract

This research shows that the ritual of applying makeup is more than cosmetic. Results of a qualitative study and a quantitative study that each employed a makeup ritual intervention between a pretest and posttest indicate that the process and time devoted to putting on makeup and the self-reflection the ritual entails empower women beyond a boost in self-esteem. It inspires them to be more than objects of “the gaze,” to be agents of their own romantic relationships via increased playfulness toward romantic partners, initiatives that were frequently reciprocated and that strengthened the romantic relationships. Our findings were used by Revlon to develop a successful social media campaign featuring the video “Love Test.”