Cosmetics have a great impact when it comes to a woman's satisfaction levels and it seems that the prettier the bottle in which they come, the greater the satisfaction

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Cosmetics have a great impact when it comes to a woman's satisfaction levels and it seems that the prettier the bottle in which they come, the greater the satisfaction

Although it has been known for years that cosmetics have been around for more than 30,000 years now, since the Neanderthals were around, no one knew until now the reason behind why people used them.
A new study suggests that we use cosmetics according to our emotions. The researchers involved in the study analyzed a wide range of facial creams (including day creams, night creams, colored and non-colored creams), but also some body creams, like anti-cellulite ones. “The study shows that both the emotional and utility aspect of cosmetic brands have a significant impact on consumer satisfaction, but that the emotional component has a greater effect,” said Vanessa Apaolaza, Ph.D., the lead author of the study.
According to Apaolaza, it seems that beauty products trigger some positive emotions, including a general state of well-being gained from the reduction of feelings such as guilt or worry, which seem to have the main impact on us. What the researchers did was to recruit about 350 women with ages ranging from 18 to 50 and they asked them about their feelings toward the cosmetics they used. Also, the researchers asked the women to evaluate their satisfaction rate toward the said cosmetics. The results of the study showed that women were more satisfied with their cosmetics if these helped them relieve feelings of stress, worry and guilt when it came to their appearance. What is very ironic is the fact that for these products to work, they have to make the users first feel bad about themselves and about their image.
According to Apaolaza, the way through which this is acquired is by subtly telling women they are rather ugly (thing that can be seen in any cosmetics ads – the beautiful women that present them are the factor) and that they should necessarily do something about that, to try and change the way they look. By doing this, by triggering these bad emotions, cosmetics firm assure somehow the women that by using their products, their self-image will improve, that they will be more beautiful, and thus, more satisfied.
The study also suggests that the main way in which cosmetics firm inflict these sorts of negative feelings on women is by comparison. Women see other beautiful women on ads and they become self-conscious, they become worried and frustrated and they start thinking that they would do anything to look like those gorgeous girls in the ads. That is when they turn to cosmetics, buy them, use them and start feeling better about themselves. Their self-esteem increases and so does their satisfaction both towards their appearance and towards the products they are using. The researchers involved in the study said that these methods should disappear, that such ads should not be allowed to be on the market, but rather new ways of promoting products and making women feel good about themselves should emerge.
Given that it is our emotions that make us take decision, people should not always base their decisions on such negative feelings. Rather, things that would make people feel great should be provided instead, so as to make people rationalize before making a decision rather than base them on simple negative emotions. Furthermore, it seems that the greatest pleasure is triggered when women are recognized socially when it comes to their image (provided, of course, by the expensive cosmetics they use in order to look fabulous). What is more is that it seems that the bottle or recipient in which the cosmetic product comes into also has a great impact on a woman’s satisfaction toward that particular cream. If the bottle is attractive and it makes women think that it is high quality, than it has more chances to increase women’s pleasure. The researchers concluded by saying that this study should provide some insight into how cosmetics ads should work. They should be pointed towards emotions rather than towards functionality, because that would make them even more popular among women.

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