Young working women's beauty practices : a sociological exploration in a South African small city context

Abstract

South African research on the meanings young working women assign to their beauty practices is scant, with specific data on women in Potchefstroom notably absent. Beauty is in the eye of the beholder, but given the complicated relationships women have with themselves, it would have been surprising if the topic was not fraught with contradictions. There are feminists who maintain that beauty practices oppress women, and others who argue that it empowers women. This tug of war between two extremes has been a topic of feminist research since 1974. This study examined what meanings young working women in Potchefstroom attach to their beauty practices. A qualitative design was employed, as it enabled the researcher to gain a deeper understanding of the subject. Methods included semi-structured interviews, which allowed participants to share their subjective perspectives and experiences of their own beauty routines. The findings suggest that participants attach various meanings to their individual beauty practices. Some consider it fun to work on their hair and makeup and watch their appearance change; others feel it is a chore to be completed before leaving the house. Most women indicated that they groom themselves for work, since it influences their interactions with co-workers and clients. On the one hand, participants revealed that they willingly engage in beauty practices because it allows them time to themselves and they enjoy the process. On the other hand, most are not comfortable leaving the house without makeup, as they do not consider their natural appearance beautiful. Their hairstyles and cosmetics have become a part of their identity. These participants experience beauty practices as restrictive, since society expects them to be pretty and groomed. However, it is also a ritual that gives them confidence and makes them feel secure, so it has an empowering effect too.