Beauty class and the practice of beautification among lower middle-class young women

Ninik Tri Ambarwati

doi:10.29037/digitalpress.41226

Abstract

Beauty class is a place for a woman to share experiences in applying makeup. The participants in the beauty class obtain tips and trick or some specific ways of applying makeup. The participants in this class can directly practice the knowledge on how to apply makeup on their faces. The beauty class phenomenon has existed in Indonesia since 2000. Beauty class becomes a trend which attracts young women. Beauty class becomes a place where ideal beauty is constructed, for instance, white skin for body and face, thick eyebrows, long eyelashes, pointed nose, oval face, and pink lips. This research aims to see the consumption practice by lower-class young women at the beauty class in Yogyakarta. This research uses ethnography method by attending and observing the beauty class and having an interview with two active participants in the beauty class. This research shows that 1). Makeup has become a part of the everyday lifestyle of young women. 2). Beautification practice is determined by some beauty standards identified by the other party, in this case, cosmetics industry, and beauty blogger. 3). Beauty class opens an access for lower-middle-class women to use a wide range of cosmetics palette and tools that beyond what they can afford.

Highlights

IntroductionProceeding of the ICSEAS 2017 dominant construction of a woman to be considered as a pretty woman
This study aims to look at the consumption practice by the under middle-class women in beauty class in Yogyakarta
A cosmetic is regarded as a thing that must be bought by women as by using makeup, their face are considered prettier

Summary

Introduction

Proceeding of the ICSEAS 2017 dominant construction of a woman to be considered as a pretty woman Those women images make beauty becomes a myth. Beauty class cannot be separated from the demand of lower-middle-class women to fulfill the beautiful image. As explained by Naomi Wolf, Beauty Myth as a feminization tool makes them feel unsatisfied with their body, feel afraid that they cannot satisfy the Beauty class and the practice of beautification among lower. Do not be surprised if this beauty myth is continuously reproduced to perpetuate the capitalism and patriarchy system This theory became a reference in this study to explain: first, how dressing up became a part of the lifestyle for young women.

Methods

Cosmetics and Women

Conclusions