USE OF COSMETICS AMONG FEMALE STUDENTS OF QUAID-I-AZAM UNIVERSITY ISLAMABAD

Abstract

The exposure of cosmetics has great influence on society especially on female students of the university. Media shows beauty icons, unrealistic images of beauty, cosmetics products through advertisement. make up tutorials. websites and morning shows. These new trends of beautification affect female remark as good-looking in addition to generates connotation by beauty types and their charm. Females consuming their co I?fidence. self-perception and idy llic self-respect are haggard to crops on behalf of similar standards and consequently female inspire by them and purchase these products. The present study was designed with an objective to know the purpose. types and side effects and awareness for cosmetic in female 's daily life. This research conduct to see relationship between cosmetics and its impact on female students of Quaid-e-Azam University. In theoretical framework researcher found social comparison theory of Festinger as suitable for her topic. The universe of current study was Quaid-e-Azam University, Islamabad. For this research data was collected by using purposive sampling technique. In this research researcher used Questionnaire and survey method for data collection. The keys findings of this research show that the majority offemale student were heavily partial by media explore regarding the usage of cosmetic products. Also, th is research also explored some side effects of Llsing cosmetics among .F~ male 's students of university. The researcher has concluded that the attractive models expose the unrealistic ideal beallty images and beauty standards, which strongly influencedfemales towards these beauty ideals and insist them towards buy illg cosmetic products for beautifying themselves.