Makeup as a postfeminist masquerade: understanding the impact of beauty tutorial engagement on young Chinese women’s appearance satisfaction

Abstract

ABSTRACT Beauty tutorials, one of the most popular media genres among young Chinese women, promote makeup as a self-beautifying ‘masquerade’ for women to cope with societal lookism. This genre celebrates postfeminist self-empowerment by providing young women with role models (i.e. beauty influencers) who successfully transform themselves with makeup. Drawing upon the theoretical frameworks of social media engagement, social comparison, and postfeminism, this study investigates the psychological mechanism through which active beauty tutorial engagement influences young Chinese women’s appearance satisfaction. Results of an online cross-sectional survey (N = 473) indicated that (a) cognitive-affective, behavioural, and relational engagement with beauty tutorials positively predicted women’s appearance satisfaction. (b) Perceived similarity to beauty influencers mediated the relationship between beauty tutorial engagement and appearance satisfaction. (c) The moderating effect was more pronounced in predicting appearance satisfaction against perceived similarity when female audiences held stronger postfeminist beliefs. This study contributes to our understanding of the impact of active social media engagement on female well-being and broadens the applicability of postfeminism by quantitatively validating it in the understudied Chinese context.