Investigating the Influence of Mass Media on Cosmetics Usage among Women in Kashan during 2015

Rouhullah Dehghani, Rezvan Talaee, Mojtaba Sehat, Narges Nikkhah Ghamsari, Leila Mesgari


The use of cosmetics is very common among women in Iran. Given the importance of the use of mass media and the impact on the consumption of cosmetics, this study attempted to consider the influence of mass media on the use of cosmetics among women in Kashan. Using a standard designed questionnaire, the data were obtained from 800 women. Multi-stage cluster sampling was randomly carried out. The data were analyzed using SPSS statistical software. The findings showed that 59.9% of the participants believed that satellite programs have the greatest impact on the use of cosmetics. 33% of the participants who believed that mass media had significant influence in this regard; they had a constant tendency to use cosmetics. Mass media advertisements encourage women to consume cosmetics; therefore, introducing the real and appropriate cultural models via advertisements on mass media may have positive impacts on women to consume cosmetics properly.


Mass Media, Women, Cosmetics, Propaganda

Full Text:



. Bocca B, Pino A, Alimonti A, Forte G. Toxic metals contained in cosmetics: a status report. Regulatory Toxicology and Pharmacology. 2014;68(3):447-67

. Dehghani R. Environmental toxicology. 1th ed.Tehran: Publications of Tak Derkhat .2010;P:250-82 [Persian],Tehran, Iran

. Grimes PE. Skin and hair cosmetic issues in women of color. Dermatologic clinics. 2000;18(4):659-65

. Lee SY. The Effects of Cosmetic Surgery Realty Shows on Women’s Beliefs of Beauty Privileges, Perceptions of Cosmetic Surgery, and Desires for Cosmetic Enhancements. American Communication Journal. 2014;16(1).1-14

. Volpe M, Nazzaro M, Coppola R, Rapuano F, Aquino R. Determination and assessments of selected heavy metals in eye shadow cosmetics from China, Italy, and USA. Microchemical Journal. 2012;101:65-69

. Blanchin A, Chareyron C, Levert Q. The customer behaviour in the men's cosmetics market. Diss. University of Halmstad School of Business and Engineering. 2007.P:15-20

. Dehghani a R. Human, Environment and Disease. 1th ed , Kashan: Publications of Farmanesh and Kashan University of Medical Sciences. 2014; P:354-57 [Persian],Tehran, Iran

. Jablonski NG. Skin: a natural history. Berkeley: University of California Press. 2006

. Maghsoodi S, Araste M, Tonadvoli S. The factors of female students tend to use cosmetics in Kerman city universities (The factors of female students tend to use cosmetics). Quarterly of Social Studies and Research in Iran. 2013;2(2):295-14[Persian]

. Agner T. Susceptibility of atopic dermatitis patients to irritant dermatitis caused by sodium lauryl sulphate. Acta dermato-venereologica. 1990; 71(4):296-00

. Warshaw EM, Buchholz HJ, Belsito DV, Maibach HI, Fowler JF, Rietschel RL, et al. Allergic patch test reactions associated with cosmetics: retrospective analysis of cross-sectional data from the North American Contact Dermatitis Group, 2001-2004. Journal of the American Academy of Dermatology. 2009;60(1):23-38

. Babamiri M, Ghasemi D, Zare R, Abasi M. Psychological and sociological factors influencing cosmetics use by female univesity students. Dermatology and Cosmetic. 2011;2(4):193-02[Persian]

. Carroll J, Kirkpatrick R. Impact of social media on adolescent behavioral health. Oakland, CA: California Adolescent Health Collaborative. 2011

. Schlichte MJ, Karimkhani C, Jones T, Trikha R, Dellavalle RP. Patient use of social media to evaluate cosmetic treatments and procedures. Dermatology online journal. 2015;21(4):13

. Fouts G, Burggraf K. Television situation comedies: Female body images and verbal reinforcements. Sex roles. 1999;40(5-6):473-81

. Berberick SN. The objectification of women in mass media: Female self-image in misogynist culture. The New York Sociologist. 2010;5:1-15

Safiri K, Ghobadi M. Beauty culture and consumer society (with emphasis on consumerism in cosmetics). Quarterly of Social Studies and Research in Iran. 2013;2(2):247-66[Persian]

. Fatehi A, Ekhlasi E. Body management and its relationship with social acceptance of body. Women's Strategic Studies (Ketabe Zanan). 2008;11:9-42[Persian]

. Abol Hassan Tanhai H, Arzbin F. Sociological survey on cosmetics consumption patterns among students in West Gilan. Sociology. 2010;5(2):25-41[Persian]

. Manová E, von Goetz N, Keller C, Siegrist M, Hungerbühler K. Use patterns of leave-on personal care products among Swiss-German children, adolescents, and adults. International journal of environmental research and public health. 2013;10(7):2778-98

. Norudin M, Desnika Efni binti Mat A, Mohd Rafi Ya. Cosmetic usage in Malaysia: understanding of the major determinants affecting the users. International Journal of Business and Social Science. 2010;1(3):273-81

. Kiani M, Mugouei F. Socio-economic factors influencing cosmetic products use by females under 20 years old in Yazdanshahr NajafAbad. Dermatology & Cosmetic. 2013;4(1):1-9[Persian]

. Rezaie A, Inalu M, Fekri M. Body management and its relation to social factors among Mazandaran University students. Women's Strategic Studies. 2009;47(12):1-23 [Persian]

. Moradi G. Female student’s use of cosmetics and its sociological factors affecting it. Woman in development and politics(womens research). 2012;10(2):87-06[Persian]

. Dehghanib R. Human, Environment, and Disease from viewpoint of Iranaian Intelectuals. Science Cultivation Journal. 2014;4(1):84-7[Persian]

Iranian Journal of Health, Safety and Environment e-ISSN: :2345-5535 Iran university of Medical sciences, Tehran, Iran