Abstract
This study attempted to investigate the influence of overt narcissistic tendencies on body images and beauty care behavior against young women in their 20s-30s living of China. For this, a survey was reconstructed based on previous studies, and the first pilot study was conducted against 20 Chinese women in their 20s or older. A total of 406 copies were used for the final analysis. The above results confirm that as overt narcissistic tendencies get stronger, body satisfaction, appearance orientation, ‘home beauty care’ and ‘beauty care by expert’ were higher. In a rapidly changing Chinese modern society, such trend has been influenced by social changes such as lookism and spread of online media. Under these circumstances, those with overt narcissistic tendencies having individualistic thinking and ostentatious attitude believe that outer beauty is more important than inner beauty. It is anticipated that the study results would be available as basic data in understanding the desirable values and sociocultural trends of beauty, suggesting the positive aspects of Chinese beauty industry and developing effective marketing strategies.
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