Well, after been studying for the last few years in the field of psychology I shall talk over certain issues of needs vs wants, since i'm doing marketing psych. Today's topic, which was spark by my conversation with a friend of mine - Makeup
Lets traverse back to the beginning of 19th century, since the 17th and 18th had much to do with wigs, and more towards the hair part which isn't what I am going to discuss about. In the early 19th century, also known as the Victorian Era - Women in the 19
th century liked to be thought of as fragile ladies.
They compared themselves to delicate flowers and emphasised their delicacy and femininity. They aimed always to look pale and interesting. Paleness could be induced by drinking vinegar and avoiding fresh air. Sometimes ladies discreetly used a little rouge on the cheeks, but make-up was frowned upon in general especially during the 1870s when social etiquette became more rigid.
A pale skin was a mark of gentility. It meant that a lady could afford to not work outdoors getting suntanned which was then considered vulgar and coarse. Continuous work in sun and harsh weather coarsened the skin then, as it does now. Rooms were shuttered with dark heavy velvet curtains to keep out the sun's rays. Some effort was made keep the neckline in good condition as it was often exposed in evening dress. Fine blue lines would be painted on the skin to increase the appearance of delicate translucent skin showing veins.
Ahhh, that's not all. As the years past, lips and nails became more and more important to the extend, as every year passed the colors grew bolder. By 1960s with the emerging of color TV, make up was made important to portray everlasting beauty, which was, is, and always be the important aspect from a female perspective.
I know its a brief history of makeup and it doesn't do it justice, but what justice? Is make up necessary? At present time about 80% of urban females uses make up everyday, but does it even add an inch of beauty to them?
Marketers sells make up as attention catcher. The better the color, the easier the application, the convenience of making everyone beautiful, but is it necessary? Every year, beauty line make more than 30 billion from just selling make up. 30 billion poured into the faces of every female (some males too) only to be applied/used for a couple of hours and washed up the very night.
But, of course it doesn't stop people from buying - everyone knows the facts, but why? Has it become a mask to cover up every inch of 'social perception' of ugliness? Has it become a need to conveniently conform to social pressure to be 'beautiful'?
A note, the beauty everyone talks about is only decided by a group of minority, and you know who is that - Media. Out of 6,772,446,920 people on earth (as per 10th of April, 2009), did you know it only takes 8 people to decide the new 'in color', 4 people to decide the new 'look', 4 people to say 'Go for it', and 12 people enjoying the benefit of their 'marketing gimmick'.
There you have it, the minority decides, and we complain there's no democracy in this world. Heh. Thus, everyone's is living in the shadow of a small group of people, whom barely even reached 50 people. Judge every single person using these 50 people's judgement as point of reference.
Well, everyone buys it. So, yeah back to is make up a necessity. So now the arguement that is left would be - "because guys digs it, if we didn't do that would the guy even look our way." Ah, i love the foolishness of people at time. What to do, people follows what media tells them. Then again, what these small group of people tells them to.
Even the girl did not make up, a male hormonal level and survival instinct will kick in to fall in love with the girl, like it or not that's the fact. Oh yeah, guys are now into looks first. Well then who started to make it easy for the guys? I am not blaming, but stating a fact that instead of complain, stand up for it. But, oh well I do know this - you may complain now, but you will still fall back into opening that Mac make up kit, the Christian Dior mascara, the Elizabeth Arden foundation kit, the Maybeline Lip Stick.
At the same time know this. People never fall in love with the looks, people are attracted to it, but never an emotional attachment to the beauty. If beauty makes people fall in love, everyone would have been heart broken. Everyone falls in love differently, but never looks. Some fall in love because of words, some because of quality time spent, some because of gifts (and this group of people, don't go for fancy gifts, a cup or mug or chopstick - they'll keep it forever because they just love it to be given a gift), some by acts of service (action), and some through touch (as how a baby needs at times, just to feel secure) ... but never looks
I know there's another arguement - I want to look my best for the person I love, or I just want to look good. Then the question would be - where is your point of reference of 'looking good'? Through the media? Through the ideas of 50 people whom you don't know? And if its your reference, how did you have the schema of it? It has got to be build from a reference.
Yes, to look best for the person you love. Noble, genuine effort - but don't you think they have already loved you because of who you are and not because of the chemicals and powders that are on your face?
So with all the marketing gimmick, people still buy. And i find no reason to stop being a marketing psychologist because people will eventually buy, even it comes a day when i make the call and says, "Bald hair is the best hairstyle for females" because all I need to do, it to pay a few actress and models to be in magazines; lo and behold I have the world following what I want.
