Differential effects of makeup on perceived age

Makeup accentuates three youth‐related visual features – skin homogeneity, facial contrast, and facial feature size. By manipulating these visual features, makeup should make faces appear younger. We tested this hypothesis in an experiment in which participants estimated the age of carefully controlled photographs of faces with and without makeup. We found that 40‐ and especially 50‐year‐old women did appear significantly younger when wearing makeup. Contrary to our hypothesis, 30‐year‐old women looked no different in age with or without makeup, while 20‐year‐old women looked older with makeup. Two further studies replicated these results, finding that makeup made middle‐aged women look younger, but made young women look older. Seeking to better understand why makeup makes young women look older, we ran a final study and found evidence that people associate makeup use with adulthood. By activating associations with adulthood, makeup may provide an upward bias on age estimations of women who are not clearly adult. We propose that makeup affects social perceptions through bottom‐up routes, by modifying visual cues such as facial contrast, facial feature size, and skin homogeneity, and also through top‐down routes, by activating social representations and norms associated with makeup use.     

The perception of makeup for the elderly and the makeup behavior of new seniors

With the rapid aging of the world population and the tendency to focus on appearances, the demand for cosmetics for the elderly is likely to keep rising. Therefore, it is necessary to develop cosmetics for the elderly. In this study, we aimed at studying the perception and attitude toward makeup of New Seniors at the pre‐elderly stage, assessing a strategy to approach them and evaluating their needs through the analysis of their effective behaviors related to makeup. We conducted in‐depth interviews and participant observation through video recording. The results showed that New Seniors had a prejudice against makeup in the elderly, their generation did not enjoy using makeup, and they tend to wear makeup to look younger rather than prettier. Also, they need training in how to apply makeup and use products that meet their needs, are easy to use, and produce effects that stand out.