Makeup Lifestyles of the Female Youths in Ghana. Evidence from Kumasi and Accra Tertiary Institutions

Abstract

Women would want to appear more attractive and feminine to enjoy the benefits that accompany it. It is against this background that they predominate in makeup usage. The study fundamentally determined the makeup lifestyles of the female youths in selected tertiary institutions in Ghana. Employing descriptive research through cross sectional survey and using convenience sampling techniques, data was collected from female students, mainly in Accra and Kumasi tertiary institutions and 260 questionnaires analysed. Findings revealed that respondents generally used makeup for glamour, attractiveness, supporting their career, creativity, feeling confident and empowerment. More respondents applied makeup only on special occasions and mostly considered the complexion, skin tone, skin type, clothing, occasion and quality of the product before using it. Generally, respondents used makeup whilst going to ‘lectures’, ‘on a date’, ‘to church’, and ‘to work’. Some did not use make on all and more makeup users spent less than 15 minutes on all situations especially to ‘lectures’, ‘job interviews’, ‘church’ and ‘visit to friends’. Greater respondents ‘sometimes’ or ‘once daily’ touched up their makeups and many ‘seldom’ carried makeup item(s) for touch-ups mostly being lipstick, powder, and lip-gloss. More respondents started makeup between 16 and 19 years and more viewed makeup to social situations as ‘important’ and that makeup enhances their self-appearance, and boost their consciousness. Respondents were satisfied without makeup than with makeup and majority were aware of the negative effects of makeup on human skin. The study recommends that makeup users be educated on the negative effects of colour cosmetics so that they would be better informed in their application. This study is the first to have been conducted in Ghana and could be useful for the cosmetic industry, researchers and the academia.

Keywords: Attractiveness, makeup cosmetics, female youths, tertiary institutions, makeup lifestyle, Ghana.

Definition of Terms

In this paper, makeup refers to cosmetic makeup and makeup cosmetics means coloured cosmetics, makeup items, cosmetics and are thus used interchangeably.

DOI: 10.7176/ADS/75-01

Publication date: August 31^st 2019