Beauty Standards and Consumer Perception: Exploring Beauty-Related Influence, Ageing Concerns, Self-Esteem and Body Appreciation
Abstract: The present study aimed at finding an association between beauty and cosmetic-related influence, appearance-related ageing concerns, self-esteem, and body appreciation among women aged 18-73 years. The approach adopted was a quantitative, correlational, comparative, and cross-sectional research design. The sample comprised 108 participants aged 18 to 72 years, classified into two equally sized groups: 18-45 years (n = 54) and 46-73 years (n = 54). The questionnaire included the researcher-developed Facial Appearance and Cosmetic Influence Scale (FACIS) and Age-Related Facial and Skin Anxiety Scale (AFSAS), along with the Rosenberg Self-Esteem Scale (RSES) and Body Appreciation Scale-2 (BAS-2). The findings suggested that both beauty and cosmetic-related influence and appearance-related ageing concerns were significantly negatively associated with self-esteem and body appreciation. Women aged 18-45 years reported higher levels of beauty and cosmetic-related influence than women aged 46-73 years. However, no significant age-group differences were observed in appearance-related ageing concerns, self-esteem, or body appreciation. Overall, the findings highlight associations between beauty-related social and cosmetic influences, appearance-related ageing concerns, self-evaluations, and body appreciation. The cross-sectional design and researcher-developed measures limit causal interpretation and suggest the need for further research to establish the psychometric properties of FACIS and AFSAS.
Keywords: beauty standards, cosmetic influence, appearance-related ageing concerns, self-esteem, body appreciation
How to Cite?: Sethulakshmi V, "Beauty Standards and Consumer Perception: Exploring Beauty-Related Influence, Ageing Concerns, Self-Esteem and Body Appreciation", Volume 15 Issue 10, October 2026, International Journal of Science and Research (IJSR), Pages: 809-812, https://www.ijsr.net/getabstract.php?paperid=SR261012235807, DOI: https://dx.doi.org/10.21275/SR261012235807