중국 화이트 칼라 여성들의 외모관리인식과 화장행동이 화장품 소비행동에 미치는 영향

Abstract

It is increasingly common to observe the use of makeup among female white-collar workers. Its popularity stems from the interconnectedness of politics, economy, culture, and technology. Our research begins with the current landscape of makeup fashion and studies the trends in makeup behavior among female white-collar workers. Our study aims to answer how and why women white-collar workers use makeup. We attempt to understand the anxiety among contemporary youth, gender construction, and physical discipline within the living conditions of female white-collar workers. Our study reveals that influenced by makeup trends, the current make-up behavior of white- collar women is associated with the characteristics of universal makeup, ritual fashion makeup, a continuous study of makeup, and a rationalized consumption of makeup. There is a self-controlled rational individual under the makeup. Through makeup, young female white-collar workers can cope with risks, respond to society’s multiple requirements, and achieve creative self-improvement.