Rowland points to ongoing studies that aim to prove that there is a direct link between healing and a positive self- image. Our learned association between makeup and beauty begins very early in life. So it's quite likely that our ideas of what constitutes the right sort of makeup are formed very early on, either by what our mothers wear or, in some cases, by our toys. As well as being a tool to convince ourselves that we are pretty, confident, or even more mature, makeup is often a means of telling the outside world who we are and how we want to be perceived. Not only is makeup often fundamental to the story lines in movies, but, says Specter, it also enables actresses to get into character and to distance themselves from what thev are actually doing.
Women also tend to use makeup to express their personality and their needs.
Some experts suggest the prime target market is men. Putting on your face gives out the signal 'I want to be attractive to vou. Talk-show host Joan Rivers says that she only wears makeup for men. Women act as censors of other women, persuading them to toe the line. If you're wearing the right makeup, you're likely to be an okay person.