CHAPTER II

REVIEW OF RELEVANT LITERATURE AND STUDIES

This chapter provides a comprehensive review of previous research and concepts that are

essential to the investigation of self-confidence. By presenting relevant literature and studies, it aims to

deepen our understanding of the subject matter explored in this study.

RELATED LITERATURE

Cash et al. (2006) establish a correlation between women's belief in the beautifying

effects of cosmetics and their daily application of makeup. This connection underscores the

profound impact of cosmetics on women's daily lives, shaping their perceptions and behaviors.

Renfrew (2012) builds upon this by highlighting the negative emotions women may experience

when not wearing makeup, emphasizing how cosmetics extend beyond mere enhancement to

become symbols of power and status in society (Berry, 2007, "Beauty Bias").

Whittenton (2011) further elaborates on the societal emphasis on physical appearance,

affecting both men and women and permeating various aspects of life. This societal pressure

intersects with Grogan's (2016) assertion that attractiveness correlates with perceptions of

intelligence and persuasiveness, particularly for women who often enjoy social and professional

advantages due to societal biases.

Moreover, Gordon (2013) underscores the long-term benefits of attractiveness, such as

higher educational attainment and socioeconomic status, further highlighting the pervasive

influence of physical appearance, especially among women. Wilson and Eckel (2006) contribute
to this discussion by establishing a link between attractiveness and trust, indicating that attractive

individuals, especially women, are often perceived as more trustworthy.

The influence of media and advertising on perceptions of beauty is discussed by Ray

(2015) and Chiodo (2015). Ray emphasizes the role of advertisements, particularly among

younger demographics, in promoting unrealistic standards of beauty. Chiodo elucidates the

societal construction of female attractiveness perpetuated through media, despite the often

unattainable nature of these standards. This pressure to conform to societal expectations is

further emphasized, particularly for women, by Bornstein (2018).

In conclusion, the literature demonstrates the dynamic and often unrealistic nature of

societal norms surrounding beauty, revealing how individuals, especially women, navigate these

pressures in their pursuit of idealized standards.

Foregein studies

Britton (2012) delved into the beauty industry's influence on college women, highlighting

makeup's significance across various scenarios like classes, work, job interviews, social outings, errands,

and dates. Davis (2013) explored African American women's attitudes toward cosmetics, revealing mixed

feelings—some find confidence in makeup while feeling pressured to enhance their natural beauty.

Silverio (2010) studied makeup's effects on self-perception among Old Dominion University students,

concluding that it boosts confidence. Utilizing closed-ended questions, the research showed most women

feel good when their makeup looks good, associating it with heightened self-assurance. Meanwhile,

Palumbo et al. (2017) investigated makeup's potential impact on academic performance, finding that

female undergraduates who wore makeup during a simulated exam achieved higher grades, suggesting
makeup might enhance self-perceived beauty, subsequently boosting self-esteem and cognitive

performance.

Local studies

Aquino, Balanyos, Botardo, Mandanas, Monte, and Ordas (2017) conducted a study at Ateneo de

Naga University, exploring how cosmetics influence the confidence of senior high school women. The

research investigated the impact of cosmetics on students' self-confidence levels. To conduct the study,

researchers interviewed five random senior high school students and distributed a survey to a total of 14

participants. Twelve completed surveys were utilized for analysis. The study unveiled that facial cleanser

is the most commonly used cosmetic product among senior high school students. However, the extent of

cosmetic use also depends on individual physical features or preferences to address perceived flaws.

Respondents cited personal reasons for using cosmetics, including their own decisions and the acceptance

of societal trends. Additionally, students acknowledged feeling self-conscious while wearing cosmetics,

yet they believed that using beauty products enhanced their presentability without concerns about their

appearance. Moreover, they noted improvements in social skills and attitudes when interacting with

others. They expressed confidence in walking in front of people without feeling awkward. Overall, the

study shed light on the multifaceted relationship between cosmetics and the self-confidence of senior high

school women.

A study conducted by Lanzuela, J. G., Lovendino, L. J., Munoz, J. E., Odon, J. M. C., & Caguioa,

J. J. O. (2019) explored the relationship between cosmetic product usage and self-confidence among

Grade 11 HUMSS students at Bayambang National Senior High School. The findings revealed a

moderately strong correlation between the frequency of using cosmetic products and the level of self-

confidence. Despite this correlation, there was only a weak relationship between the reasons for using

cosmetic products and self-confidence levels. It was observed that students often opted for budget-

friendly and easy-to-use cosmetics, such as face powder and lip tint, due to school regulations and

financial constraints. Moreover, while cosmetic products were used across various situations in students'
lives, they did not solely rely on them for enhancing self-confidence. Although most respondents claimed

that using cosmetics boosted their self-confidence, the reasons for usage did not consistently align with

the level of self-confidence experienced. The study suggests that while cosmetic products have the

potential to enhance self-confidence, individual decisions and circumstances play a significant role. in

cosmetic product usage across different life situations. Future research should aim to explore the

relationship between cosmetic product usage and self-confidence among diverse genders, providing

insights into potential variations in attitudes and behaviors. Moreover, it is advisable to increase the

participant pool, as the research focused on a group of 40 Grade 11 Humanities and Social Sciences

female students from Bayambang National High School. Expanding the number of respondents would

result in a more inclusive sample, enabling researchers to gain a better grasp of cultural and socio-

economic factors at play. These suggestions underscore the significance of incorporating a range of

perspectives and settings in the investigation of how cosmetic usage influences self-esteem, ultimately

fostering a deeper comprehension of beauty norms and confidence levels.

Research Gap

The research gap in the existing literature lies in the lack of studies that have adequately explored

the relationship between cosmetic product usage and self-confidence among different genders. While

numerous studies have delved into the impact of cosmetics on women's perceptions and behaviors, there

is a notable absence of research that investigates how cosmetic usage affects the self-confidence of men

and individuals of non-binary genders. Despite acknowledging the societal pressures surrounding

physical appearance, particularly for women, and the potential benefits of cosmetic usage on self-esteem,

these studies predominantly focus on female participants. Moreover, many of these studies that do include

participants from diverse gender groups often have small sample sizes. The absence of research on

diverse gender groups and the limited sample sizes in existing studies collectively limit our understanding

of how cosmetic products may influence self-confidence across different demographics. Consequently,
there is a need for future studies to address this gap by examining the relationship between cosmetic

product usage and self-confidence among individuals of various genders. By incorporating diverse

perspectives and experiences, researchers can provide a more comprehensive understanding of the

nuanced dynamics between cosmetic usage and self-esteem, thereby contributing to a more inclusive

body of knowledge in this field.