The Psychology of Marketing: Beauty Products Lower Self-Esteem

As much as indulging in “retail therapy” can trigger a short-term giddy feeling, new research shows that some products actually work in the opposite manner: we buy them because they make us feel bad. A new study finds that beauty product marketing, in particular, makes female shoppers feel bad about their appearance by suggesting to women that without the product, they are not as attractive as they should be. The unrealistic appearance of air-brushed models has already been shown to have a negative affect on female self-esteem. But this study found that even packaging and advertisements without humans in the imagery had a negative psychological impact on female viewers.

© Copyright 2010 by By John Smith. All Rights Reserved. Permission to publish granted to GoodTherapy.org.

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  • Kate Bopp

    October 20th, 2010 at 1:40 AM

    I despair a little at the reliance of otherwise intelligent (mostly)women on what is frequently a bizarrely exaggerated promise of youth/beauty/slowing-down/reversal of the aging process. No substance in a little pot can stop the sands of time. Why would a sane person want to? Why would a person in their 50’s 60’s or 70’s want to look decades younger? It would not change a thing about the way one feels inside. A healthy diet, drinking plenty of water, adequate exercise & a positive attitude are the best steps to looking and feeling good.

  • Molly

    October 20th, 2010 at 4:35 AM

    Oh good gracious. . . really?!? When are we gonna wise up and just get over all of this beauty nonsense? It’s about what’s on the inside ladies, not about the outside. Stop feeding into all of this crap and eventually they will have to stop feeding it to us and their unrealistic expectations.

  • beth

    October 20th, 2010 at 9:14 AM

    whatever the design of these adverts by these large corporations looking at only one target(profits),it all comes down to our own thoughts.people feel inferior not because of the ads or anything but because they are so obsessed about looking good…oh sorry,about looking great!

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