International Journal of Gender and Women’s Studies June 2015, Vol. 3, No. 1, pp. 165-171 ISSN: 2333-6021 (Print), 2333-603X (Online) Copyright © The Author(s). All Rights Reserved. Published by American Research Institute for Policy Development DOI: 10.15640/ijgws.v3n1p16 URL: http://dx.doi.org/10.15640/ijgws.v3n1p16 Analysis of Men’s Perception on Yoruba Women Cosmetics Usage in Abeokuta, Ogun State, Nigeria Adetoun Adedotun Amubode, Suliat Omolola Olabode & Olajide Rahman Goriola Abstract Cosmetics are artificially applied to the body either by surgical or non-surgical means, which is meant to enhance the physical appearance of a person. They are mostly associated with women, due to their constant desire to enhance their physical appearance. The study compares men’s perception on women using cosmetics and those with no cosmetics at State Universal Basic E ducation Board [SUBE B], Abeokuta, Ogun, State. Random sampling technique was used to select the respondents; data was collected through a well-structured 4-point Likert Scale questionnaire and analysed using descriptive statistics. The result reveals a favorable perception of cosmetics usage in enhancing the beauty of a woman and attractiveness towards opposite sex. Statements number 1, 5 and 9 with mean scores of 3.32, 2.99 and 2.89 respectively shows that cosmetics enhances the beauty of a woman; cosmetics make women attractive to the opposite sex and cosmetics make men appreciate different facial looks of women. On the other hand, statements 4, 11and 15 with Mean Scores of 3.17, 2.97 and 3.05 respectively reveals that men prefer their spouses to be natural; women without cosmetics are pleasing to men and that natural beauty should be encouraged. The overall perception score is 2.81 confirming a favorable usage of cosmetics by women. Keywords: Cosmetics, Beauty, Perception, Men Introduction Cosmetics are natural or synthetic/chemical substances used to enhance the appearance of an individual. Cosmetics are artificially applied to the body either by surgical or non-surgical means, which is meant to enhance the physical appearance of a person. They are mostly associated with women, due to their constant desire to enhance their physical appearance. A subset of cosmetics is called "make-up," which refers primarily to coloring products intended to alter the user’s appearance. In Nigeria today, cosmetics application has become a common phenomenon in younger women especially ladies in tertiary institution. Some are addicted to the use of cosmetics, hence feel unattractive without it. The output of cosmetics depends on the style of application, current vogue, quality of cosmetics used and the level of exposure/civilization of the individual. Some people abuse cosmetics usage while to others, it is the most irrelevant but no matter how cosmetics are used or applied, they still remain an effort to enhance the physical appearance of a person. There are two categories of cosmetics: the surgical means and the non-surgical means. Surgical means are cosmetics conducted with the aim of making the normal body structure more attractive. E xamples are facelift (which gets rid of sagging skin and wrinkles; it tightens the skin and makes the individual looks younger); breast argumentation / lid (Increasing the size of the breast); tummy tucks (to reduce the size of the tummy and remove tissues surrounding the abdomen) while non-surgical means are cosmetics done by the application of substances to the body. E xamples are powder, eye lashes, eye shadow, body cream, nail polish e.t.c. Bruno and Luisella (2010). There are traditional non-surgical cosmetics that identify tribe or customs. Among the Yoruba, traditional cosmetics include: ororo (lipstick), tiro (eye liner), laali (nail polish), osun (skin toner), atik e/ pank ek i (powder), ayoorun (relaxer), E we aailu (conditioner) adiagbon (hair/body cream). 166 International Journal of Gender and Women’s Studies, Vol. 3(1), June 2015 Yoruba Traditional Cosmetic Yoruba regards beauty as a gift of God and anyone with natural beauty is fortunate. It is also believe that God intentionally make female to be more beautiful than male, consequently, it is culturally expected that everyone especially female should pay personal attention to body adornment. Body adornment takes many forms such as special hairdos, body painting/ use of cosmetics, tattooing and use of outing accessories. These do not only enhance beauty but also emphasise feminity. Young girls learn the techniques of body adornment from their mothers or from female friends of the same group. Hair dressing is an art of hair adornment by styling or coloring of hair in order to enhance personal appearance of both men and women. Among Yoruba women, hairdressing is a notable traditional occupation requiring skill and keen imagination; while every Nigerian woman knows the rudiments of hair braiding, some have become professional hairdressers who establish stalls or sheds in the market places of cities, towns or even villages. Men do not dress their hair, they shave it and whenever they do dress it, it has to do with a kind of religious observance. Working tools for hairdressing include: wooden or plastic combs (ilarun), black thread (owu dudu), a mirror (gilasi), a long hair pin (ik oti), a blade, and locally made oil (adin). The wooden comb, ik oti and adin are traditional tools still widely use despite some innovation. Body painting is an art of body decoration and expression of beauty. Among the Yoruba, body painting includes tattoos, painting of lips, finger/ toe nails, eyes, face and hair colouring. This body embellishment enhances the beauty of the wearer. For instance, tiro is a black substance gotten from lead, it is been grinded into powdered form and applied on the lines of the eyes as the eye pencil; efun or moju is a white substance gotten from white clay. It is white in colour, grinded into powdered form and applied on the face with the use of foam as the face powder. It is mostly used for local dramatic make over. On the other hand, laali is gotten from henna plant. The leaf is been squeezed and the juice extracted from the leaf is applied on finger/toe nails as cortex. It stays on the nails till it fades off. It is also used to make temporary tattoos on the body for beautification. Ori is the local name of shea butter. It is an off- white or ivory-colored fat extracted from the nut of African shea tree (V itellaria paradoxa). Shea butter is widely used in cosmetics production as a moisturizer or lotion. It is been applied on the skin as body cream, It smoothens and moisturizes the skin. Ori is edible and is used in African food preparation. Occasionally, the chocolate industry uses shea butter (ori) mixed with other oils as a substitute for cocoa butter although the taste is noticeably different. Ori also works as balm for wounded parts of body. A din dudu is an oil extract from the palm kernel seed while adin agbon is an extract from coconut oil. Both adin dudu and adin agbon are used as body oil to lubricate and smoothens the skin. Osun is gotten from Camwood or sandalwood tree. It is been added to body cream or local bathing soap (ose dudu) to softens and moisturizes the skin. E ffect of Cosmetics Usage Several studies have found that cosmetics improve female facial attractiveness when judgments are made based on photographs (Gueguen and Jacob, 2010). In a study carried out by Graham and Jouhar (1981), reported that with facial makeup, the targets were rated as being cleaner, more tidy, more feminine and more physically attractive as well as being more secure, sociable, interesting, poised, confident, organized and popular. Similarly, Nash, Fieldman, Hussey, Leveque and Pineau, (2006) found that women with cosmetics were perceived as healthier and more confident than when they were presented without cosmetics; women with makeup were awarded greater earning potential and more prestigious jobs than the same women without cosmetics. In a study carried out by Workman and Johnson, (1991), instructed female participants to view one of three colored photographs of a professional model wearing either heavy, moderate or no cosmetics. It was discovered that cosmetics significantly enhanced the impression of attractiveness and feminity. Graham and Jouhar (1981), state that a central theme in the work on physical attractiveness is that if one is physically attractive one is assumed to have a more ideal personality than someone of lesser attractiveness. If cosmetics really do make people look more physically attractive, then with the use of cosmetics others should perceive people more favorably in terms of personality characteristics. Graham and Jouhar (1981), therefore, find out whether cosmetics really do improve appearance ratings (by males and females) and in result improve ratings of personality. Two hypotheses were confirmed: The use of cosmetics (facial make-up and hair care) leads to more favourable appearance ratings by others (both males and females). For make-up there were more favourable ratings on all of the six appearance scales, and for hair care there were more favourable ratings on four of the six appearance scales. The use of cosmetics leads to more favourable ratings of personality as perceived by others (both males and females). Facial make-up enhanced ratings on eight of the fourteen personality dimensions tested and hair treatment led to more favourable ratings on ten of the scales (Graham and Jouhar, 1981). Amubode, Olabode & Goriola 167 Cash, Dawson, Davis, Bowen and Galumbeck (1989), found that women with facial makeup as opposed to a no-makeup condition were associated with positive traits and high-status professions. Few systematic studies have examined individual differences in women's use of facial make-up or the possible psychosocial effects of such use. Cash and Cash, (1982) developed several measures of the amount and the situational and temporal patterning of cosmetics use among forty-two female college students through the imagery-induction of cosmetics use and non-use conditions. Result shows that differential use was associated with a number of selected personality variables-public self-consciousness, public body-consciousness, social anxiety, and various body-image factors. In a variety of imagined situations, subjects reported being more self-confident and sociable when wearing as opposed to not wearing their customary cosmetics. Thirty-eight American female college students completed several body-image measures and were photographed while wearing their typical facial cosmetics and following the removal of their makeup, in a counterbalanced within-subject experimental design. Results indicated more positive body-image cognitions and affect in the cosmetics-present than the cosmetics-absent condition. The more makeup typically worn by the subject, the greater the body-image differences between the two cosmetics conditions. Male judges were less favorable when the women were cosmetics free; female judges were not differentially affected (Cash, etal, 1989). Guegen and Jacob (2011) discovered that women’s makeup is associated with the behavior of men; male patrons gave tips more often to a waitress who wore makeup while female patrons have no difference though both male and female patrons rated the waitress as more attractive in the makeup condition than in the non-makeup control condition. On the other hand, Graham and Klingman, (1985), examined the relationships between physical attractiveness; cosmetic practices and self-perception in elderly females. Attractiveness did not appear to be correlated with the aspects of examined cosmetic practices among the elderly. It was discovered that the physically attractive and unattractive did not differ significantly with respect to cosmetic usage (frequency and number of products), attitude towards cosmetics, history of cosmetic care, or difference between their cosmetic and basic attractiveness. Griffiths (2014), reported a study conducted by Welsh, a psychologist that people often misjudge what the opposite sex find attractive and, men found women’s faces more attractive when they were much fresher faced; in some cases, they found women more attractive with 40 per cent less make-up. The study also claims women shared similar ideas and thought females looked better as more natural beauties. Cosmetics form a basic component of dressing; however, concern has been expressed for many years about the adverse health effects of cosmetics. According to Diffey, (2003), in the medical and regulatory literature use of cosmetics especially melanoma has raised concern, from the use of sun beds for cosmetic tanning. While cosmetic tanning using sunbeds should be discouraged, prohibition is not warranted especially as exposure to the sun, which cannot be regulated, remains the major contributory factor to the risk of melanoma. The wide range of cosmetics used by women gives various appearances even though they are all aimed at enhancing appearances of an individual. Application of cosmetics by women have its advantages (makes women look good and attractive) and disadvantages (conflicts between couples, skin problems e.t.c). Consequently this study compares men’s perception on women using cosmetics and women with no cosmetics/with natural beauty. Specific Objective  To assess men’s ability to identify various cosmetics used by women.  To assess men’s perception on the use of cosmetics by women.  To compare men’s perception on women with cosmetics and women without cosmetics. Methodology The study was carried out at Ogun State Universal Basic E ducation Board, Abeokuta, Ogun State. Random sampling technique was used to select 140 men and data was collected through validated structured questionnaire to elicit responses in line with the objectives of the study. The instrument was designed using 4-point Likert Scale and analysed using descriptive statistics. Both modern and traditional cosmetics were presented to the respondents for identification. 168 International Journal of Gender and Women’s Studies, Vol. 3(1), June 2015 Result Table 1: This Table Shows the Socio Demographic Characteristics of the Respondents Variable Age 25-30 31-35 36-40 41-45 > 45 TOTAL Qualification SSCE OND/NCE B.SC/HND M.Sc. Others Total Marital Status Married Single Divorce No response TOTAL Religion Islam Christianity TOTAL E thnic Group Yoruba Igbo Hausa Others TOTAL Frequency Percentage (%) 44 20 20 14 42 140 31.9 14.2 14.2 9.9 29.8 100.0 12 19 94 7 8 140 8.5 13.5 67.3 5.0 5.7 100.0 102 34 3 1 140 72.9 24.3 2.1 0.7 100.0 57 83 140 40.4 59.6 100.0 132 5 2 1 140 94.4 3.5 1.4 0.7 100.0 The table shows that 31.9% of the respondents fall within the age range of 25-30years and 9.9% are within the age range of 41-45 years; 67.3% of the respondents are B.Sc/HND holders while 5.0% have Masters’ Degree. Fig.1: Identification of Various Cosmetics This chart shows that 69.3% men can identify lipstick, 50.7% identify foundation, (pank ek i)26.4% identify body oil (ororo), 50% identify nail and feet polish (laali), 35% identify eye shadow, 55.7% identify eye liner, 42.9% identify mascara, 39.3% identify blush, 61.4% identify nail polish, 74.3% identify facial powder, 60.7% identify artificial nails, 59.3% identify eye pencil, 55% identify tiro, 26.4% identify osun, 17.9% identify ayoorun, 27.1% identify adiagbon, 4.3% identify ewe aailu, 25.7% identify ose dudu, while 45.0% identify toner and 65.7% identify cleanser as cosmetics used by women. Consequently, the men are able to identify various cosmetics used by women. Amubode, Olabode & Goriola 169 Table 2: Men’s Perception on the Use of Cosmetics by Women S/ NO 1 STATE ME NT Cosmetics enhance the beauty of a woman SCORE 465 ME AN 3.32 RE MARK Agree 2 3 Cosmetics make women pleasing to the senses. Cosmetics are beauty treatment to improve the quality of skin. 422 407 3.01 2.91 Agree Agree 4 5 I prefer my spouse to be natural Cosmetics make women attractive to the opposite sex. 444 419 3.17 2.99 Agree Agree 6 Cosmetics have nothing to do with my spouse beauty. 401 2.86 Agree 7 8 9 Women in multi-colour cosmetics piss me off. Women in bogus cosmetics piss me off. Cosmetics make me appreciate different facial looks of women 442 440 404 3.16 3.14 2.89 Agree Agree Agree 10 Women with traditional cosmetics are pleasing to me. 383 2.74 Agree 11 12 13 14 15 16 17 18 19 Women without cosmetics are pleasing to me. Women in moderate cosmetics meet my taste. Traditional cosmetics promote my culture. Modern cosmetics should be discouraged in our society. Natural beauty should be encouraged Women in traditional cosmetics are fetish. My religion disapproves the use of cosmetics. Women using cosmetics are sinners. Women with natural beauty are more holy than women with artificial beauty. I can afford buying cosmetics monthly for my spouse. I can easily afford # 5,000 for my spouse cosmetics monthly. Cosmetics is not part of my monthly budget Women with cosmetics are sociable Cosmetics make women look younger and fashionable. I enjoy buying cosmetics for my spouse. Women with cosmetics look scary. I can contribute freely to discussion on women’s usage of cosmetics. My friends admire my spouse when she uses cosmetics. My wife usage of cosmetics attracts my friends and I get jealous. OVE RALL TOTAL 416 393 444 330 427 367 364 331 314 2.97 2.81 3.17 2.36 3.05 2.62 2.60 2.36 2.24 Agree Agree Agree Strongly Disagree Agree Agree Agree Strongly Disagree Strongly Disagree 340 319 367 448 419 397 380 405 387 334 11,409 2.43 2.28 2.62 3.20 2.99 2.84 2.71 2.89 2.76 2.39 81.48 Strongly Disagree Strongly Disagree Agree Agree Agree Agree Agree Agree Agree Disagree 20 21 22 23 24 25 26 27 28 29 KE Y: 0.50 ≤ 1.49 = Disagree 1.50 ≤ 2.49 = Strongly Disagree 2.50 ≤ 3.49 = Agree > 3.49 = Strongly Agree Men’s perception on the use of cosmetics by women = Total Mean Likert Score Number of Statemen 81.48 29 = 2.81 (Agree) The table reveals the Mean Score of the perception of men on women using cosmetics and women without cosmetics. For instance statements number 1, 5, 9, 24 and 28 with mean scores of 3.32, 2.99, 2.89, 2.99 and 2.76 respectively shows that cosmetics enhances the beauty of a woman; cosmetics make women attractive to the opposite sex; makes men appreciate different facial looks of women; make women look younger and fashionable and friends of the respondents admire their spouses when they use cosmetics. 170 International Journal of Gender and Women’s Studies, Vol. 3(1), June 2015 This is in line with Gueguen and Jacob, (2010); Graham and Jouhar (1981) that cosmetics improve female facial attractiveness. On the other hand, statements 4,6, 11and 15 with Mean Scores of 3.17, 2.86, 2.97 and 3.05 respectively reveals that men prefer their spouses to be natural; cosmetics have nothing to do with their spouse beauty; women without cosmetics are pleasing to men and that natural beauty should be encouraged. This confirms the report of Griffiths, (2014), that men found women’s faces more attractive when they were much fresher. However, statement number 14, 16, and 18 with Mean Scores of 2.36, 2.62 and 2.36 respectively, reveals that modern cosmetics should be discouraged in our society, women in traditional cosmetics are fetish and strongly disagree that women using cosmetics are sinners. It can however be deduced that men have unfavorable perception towards modern and traditional cosmetics. Statements number 20, 21 and 22 with Mean Scores of 2.43, 2.28 and 2.62 respectively, shows that the respondents Strongly Disagree to statements 20 and 21 informing that cosmetics are not part of their monthly budget. Though the respondents cannot afford buying cosmetics for their spouses, the overall perception of men on women use of cosmetics is 2.81 confirming a favorable response toward cosmetics usage. There are many other statements that support the view that cosmetics enhances beauty of women, however further research should be carried out to compare the perception of women on the use of cosmetics. Table 3: Comparison of Men’s Perception on women with Cosmetics and Women without Cosmetics A woman that uses lipstick Very Beautiful Moderately Beautiful Not Beautiful No response TOTAL A woman that uses foundation Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman that uses blush Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman that uses mascara Very Beautiful Moderately Beautiful Not Beautiful No Response TOTAL A woman that uses eye shadow Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman that uses eyeliner Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman that uses tiro Very Beautiful Moderately Beautiful Not Beautiful TOTAL Freq. 48 50 39 3 140 % 34.0 36.2 27.7 2.1 100.0 40 56 44 140 28.4 40.4 31.2 100.0 35 57 48 140 24.9 41.1 34.0 100.0 29 50 60 1 140 20.6 35.4 43.3 0.7 100.0 32 50 58 140 22.7 36.2 41.1 100.0 29 59 52 140 20.6 42.5 36.9 100.0 37 71 32 140 26.2 51.1 22.7 100.0 A woman without use of lipstick Very Beautiful Moderately Beautiful Not Beautiful No response TOTAL A woman without use of foundation Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman without use of blush Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman without use of mascara Very Beautiful Moderately Beautiful Not Beautiful No Response TOTAL A woman without use of eye shadow Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman without use of eyeliner Very Beautiful Moderately Beautiful Not Beautiful No Response TOTAL A woman without use of tiro Very Beautiful Moderately Beautiful Not Beautiful TOTAL A woman without any cosmetics (natural beauty). Very Beautiful Moderately Beautiful Not Beautiful No Response TOTAL Freq. 64 59 16 1 140 % 46.1 41.9 11.3 0.7 100.0 57 61 22 140 40.1 44.3 15.6 100.0 52 69 19 140 36.9 48.9 13.5 100.0 53 67 19 1 140 37.6 48.2 13.5 0.7 100.0 63 61 16 140 45.4 43.3 11.3 100.0 61 55 23 1 140 43.9 39.1 16.3 0.7 100 51 73 16 140 36.2 52.5 11.3 100.0 72 52 15 1 140 51.8 36.9 10.6 0.7 100.0 Amubode, Olabode & Goriola 171 This table compares the use of each facial cosmetic by a woman with non-usage. The result shows that men assess a woman without use of lipstick to be more beautiful (88.0%) than a woman that uses lipstick (70.2%); a woman without use of foundation (84.4%) is more beautiful than a woman that uses foundation (68.8%); a woman without use of blush (85.8%) is more beautiful than a woman that uses blush (66.0%); a woman without use of mascara (85.8%) is more beautiful than a woman that uses mascara (56.0%) and a woman without any cosmetics was assessed to be beautiful with 88.7% favorable response. Consequently, men prefer women to be natural. Conclusion Cosmetics are artificially applied to the body either by surgical or non-surgical means, which is meant to enhance the physical appearance of a person. Men find women with less or no cosmetics more attractive. Most of the men prefer women with moderate cosmetics and dislike women with bogus cosmetics because they appear scary. Majority of them prefer women with natural beauty. It is therefore advisable for women to apply cosmetics moderately or better still maintain their natural beauty. References Bruno. B and Luisella. V. (2010), Herbal Principles in Cosmetics, CRC Press Cosmetics surgery online, www.mayo.edu/plastic.rst/surgery.html Cash, T.F. and Cash, D. W. (1982), Women's use of cosmetics: psychosocial correlates and consequences, International Journal of Cosmetic Science, 4(1):1-14. Available on: http://onlinelibrary.wiley.com/doi/10.1111/j.14672494.1982.tb00295.x/abstract;jsessionid= F834B83848EC4477326A579FF4250543.f02t03?deniedAccessCust omisedMessage= &userIsAuthenticated= false Cash,T.F., Dawson, K., Davis, Bowen, M. and Galumbeck, C. (1989), E ffects of Cosmetics Use on the Physical Attractiveness and Body Image of American College Women, The Journal of Social Psychology129(3): 349-355.Available on: http://www.tandfonline.com/doi/abs/10.1080/00224545.1989.9712051# .U-joNaNcmds Diffey, B.L. 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