Female Use of Cosmetics: Is Feminist Orientation Important in the Decision to Purchase?

Abstract

This paper reports on a survey of females which examined the relationship of feminine role orientation to purchase and use of cosmetics. Females of pro-feminist orientation were expected to generally use less cosmetics. A sample of 182 coeds at two colleges were measured for feminist orientation using the Attitude Toward Women Scale and their use of various cosmetic products was recorded. Significant relationships were found, having potential interest to cosmetics marketers.