Changes in Emotions and Attitudes When Using Cosmetics

Abstract

Regarding effects of cosmetics on our minds, there is limited information on whether different cosmetic categories can be associated with human emotions. Therefore, we conducted an internet survey to assess emotions and attitudes of 2340 Japanese women, aged 20─44 yrs, and cataloged their opinions on 10 categories of skincare and make-up cosmetics. Emotions are defined as a level of arousal, while attitudes are defined as an actualized recognition of self-consciousness. Survey results revealed “relaxed and refreshed” and “energetic and cheerful” as emotion factors, and“ introvert” and “extrovert” as attitude factors. Results of the survey indicated that participants were “relaxed and refreshed” when using skincare products and they were “energetic and cheerful” and “extrovert” when using make-up products, in line with previous studies. Moreover, the survey revealed that each cosmetic category is associated with specific emotions and attitudes. Although skincare products were associated with “relaxed and refreshed” feelings, women reported less of such feelings when using moisturizers and face creams than when using other skincare products ; similarly, women felt less “energetic and cheerful” when using primers and foundations compared to other make-up products. On the other hand, serums had a high association with “energetic and cheerful” and “extrovert” while make-up removers and face creams had a low association with “introvert.” The survey also revealed that emotions and attitudes towards skincare products are different during morning and night. “Energetic and cheerful” was experienced more in the morning and “relaxed and refreshed” and “introvert” were experienced more at night.