Abstract
This study examined the differences in the perceived psychological utility of makeup and self-consciousness among female university students based on the frequency of their makeup use. The survey yielded valid responses from 129 female university students. These respondents were divided into two groups: high-frequency (N = 67) and low-frequency (N = 62) groups. For each variable, we compared the scores of the two groups. Resultingly, we found that the scores of the high-frequency group were higher than those of the low-frequency group for perceived utility of makeup, mitigation of interpersonal anxiety ("lack of confidence"), and public self-consciousness. These findings were consistent with those of previous studies. Based on the results, we discussed the use of makeup as a strategy for self-evaluation maintenance and emotion regulation among modern female students.
