UNDERSTANDING THE FACTORS AFFECTING

BEAUTY PRODUCT CONSUMPTION AMONG

SELECTED PUP UNIVERSITY STUDENTS

In Partial Fulfillment of the Requirements in GEED 10043

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Chapter 1

INTRODUCTION

This chapter presents the introduction of the study, it also includes the main objectives,

statement of the problem, significance of the study and scope and limitations.

A. Background of the Study

Massive changes has taken as humans approach the post-industrial era. With the advent of

technology and globalization, many products came within the reach of the middle classes and even

within marginalized sectors of the society. As the whole world is going into the new phase of

technological performance, people’s needs become more sophisticated. Furthermore, this results

to improve hygiene and later on evolve to the emergence of beauty products (Souiden & Diagne,

2009).

Media has paved the way in introducing various trends whether be it in clothing styles,

make-up trends, new hairstyles, and many more. Among these evolving trends are the different

beauty standards that the media imposes. The constant depiction of models in magazines having
these specific repetitive characteristics (e.g. skinny, fair, muscular body, glassy skin) can lead to

the dissatisfaction in one’s body.

Aside from media, peer influence is another factor on why people consume beauty

products. In order to fit in and feel a sense of belongingness, people especially teenagers conform

to pressure and standards set by their friends.

Cultural and social factors also affect the perception of beauty. In the Philippines, the

concept of “Westernized beauty” is popular- having fair skin, skinny with long legs, big breast,

pointed nose and plump lips are just among the examples of standards being upheld. Through the

passage of time, most of the Filipino actors that continue to stay recognized or be discovered are

predominantly composed of half-foreigners because of their eccentric qualities that make them

stand out among the “normal-looking” Filipino actors. Media influence, peer pressure, cultural and

social factors are some of the reasons that shaped the buying behavior of consumers.

Being dissatisfied with their own bodies, which is a dissatisfaction caused by comparison

with what is considered the ideal body, is commonplace. With this mindset, many people resort to

using beauty products to achieve their “ideal” perfection of beauty. In order to obtain their ideal

results, people start using beauty products like slimming products, moisturizers, toners, cleansers,

facial masks, whitening products, cosmetic etc.

Beauty is valued by most people. Good-looking people are said to be more happy and

successful in life (Chang, 2013). But Shimizu (n,d) has an opposing view of beauty, she states

that all women all over the world should be aware that their color, how slim or good looking they
are doesn’t define their worth but through the inner beauty that will eventually make them beautiful

just the way they are.