Elucidation that hair styling has a strong effect on improving cleanliness
- Analysis of the effects of hair styling and makeup on attractiveness and cleanliness -
TAKARA BELMONT Co. Rise into beauty, Walk into life. Ltd. (Headquarters: Osaka City Chuo (Hidetaka Yoshikawa, Representative Director, Chairman and President) conducted joint research with Professor Kazunori Morikawa of the Graduate School of Human Sciences, Osaka University, on ``the influence of hair and make-up on attractiveness and cleanliness''. Both types of makeup have the power to increase attractiveness and a sense of cleanliness, and hairstyles have a particularly strong effect on increasing a sense of cleanliness, and it has been revealed that hair, like makeup, has a great power to change one's impression. This research presentation was presented at the 26th Japanese Facial Society Conference Forum Facial Studies 2021 (held online from September 18th to 19th, 2021).
[Key points]
■ Both hair styling and make-up have the power to increase attractiveness and a sense of cleanliness, and it has been revealed that hair styling has a particularly strong effect on increasing a sense of cleanliness.
■ It was suggested that hair, like makeup, has a great power to change impressions.
【reaserch result】
In order to compare the effects of hair set and makeup on impressions, we conducted an analysis of variance to find out whether the effects themselves were large. The results of the analysis showed that for both the evaluation terms ``attractiveness'' and ``cleanliness,'' the evaluation score was higher when hair and makeup were used than when they were not used, and hair and makeup had a higher rating. was shown to have a significant effect on We also conducted multiple regression analysis to find out how much difference there is in the influence of hairstyle and makeup. The results of the analysis show that while hairstyles and makeup have the same effect on attractiveness, hairstyles have about twice as much of an impact on cleanliness.
[Research background]
Hair design and makeup are ways to significantly change one's appearance, and much research has been conducted on the effects of hair attractiveness on facial attractiveness ratings and the effects of makeup on perceptions of attractiveness. A preliminary survey of consumers about their impressions revealed that they think makeup is more important than hair in changing impressions. Based on TAKARA BELMONT 's past impression studies*, we believe that hair, like makeup, has the power to greatly change one's impression. I conducted a comparative investigation.
*Reference: February 2018 News Release Psychological factor analysis of the impression received from the luster of hair
https://www.takarabelmont.com/column/gloss-impression/
【research summary】
In this study, in order to investigate whether hair has the same power to change impressions as makeup, we compared the degree of impression change caused by hairstyle and makeup under as fair conditions as possible. * Stimulus image creation
We used 28 women between the ages of 30 and 49 who are highly conscious about their hair and makeup as models, and created 4 types of photos (2 types with and without hair set x 2 types with and without makeup), with the shooting conditions as consistent as possible. The model was photographed by herself.
[Experiment participants and evaluation method]
100 female participants between the ages of 30 and 49 who are highly conscious about hair and makeup were presented with stimulus images and rating words on the same screen, and were asked to rate the stimulus images as ``attractive'' and ``attractive.'' We rated the degree to which the statement ``cleanliness'' applied to us on an 11-point scale ranging from ``not applicable (0 points)'' to ``very applicable (10 points).''
【summary】
A person's impression is formed by a variety of factors, and the results of this study revealed the impact that hairstyle has on impressions of attractiveness and cleanliness. Due to the ongoing coronavirus pandemic, it is expected that communication with people will continue in a state in which most of the face is hidden by masks, and as face-to-face meetings shift to online, hair will become thinner. The “impression” given is likely to become a more important indicator. In the future, by further researching the impressions created by hair, we aim to solve problems in human communication and apply this to product development.
<Company Profile>
Trade name: TAKARA BELMONT Co., Ltd.
Representative: Hidetaka Yoshikawa, Chairman and President
Location: Osaka Head Office (Main Store) 2-1-1 Higashi-Shinsaibashi, Chuo-ku, Osaka Tokyo Head Office 7-1-19 Akasaka, Minato-ku, Tokyo
Founded: October 5, 1921
Capital: 300 million yen
Number of employees: 1,570 (as of March 31, 2021)
Business content: Hairdressing/cosmetics business/dental/medical business
URL: https://www.takarabelmont.com/
TAKARA BELMONT celebrated its 100th anniversary on October 5, 2021.
For the next 100 years, we have established a new purpose: `` Rise into beauty, Walk into life.''
In this new and completely changed world, we have begun our journey to find out what kind of social contribution we can make.