The practice of using makeup: A consumption ritual of adolescent girls

In: Journal of consumer behaviour, Volume 11, Issue 2, p. 115-123

Abstract

ABSTRACTThe consumption of makeup by teenage girls may represent a ritual critical to the rite of passage to adulthood. To explore this issue, depth interviews were conducted with 25 teenage girls in France, ages 14–18 years, about their makeup use. The data in this exploratory study suggest that putting on makeup is a ritual that plays a critical role for adolescent girls separating from their childhood and transitioning toward adulthood. Evidence of ritual dimensions (repetition, symbolic, codification, and dramaturgy) was found. The data further suggest that the traditional rite of passage associated with primitive societies is useful in identifying ritual teenage girls' makeup consumption in modern society, although with some differences. Copyright © 2012 John Wiley & Sons, Ltd.