Strathprints Home | Open Access | Browse | Search | User area | Copyright | Help | Library Home | SUPrimo

Escaping into the world of make-up routines in Iran

Jafari, Aliakbar and Maclaran, Pauline (2014) Escaping into the world of make-up routines in Iran. Sociological Review. ISSN 0038-0261 (In Press)

Full text not available in this repository. (Request a copy from the Strathclyde author)


Traditionally, and as a result of cultural turn's emphasis on identity, Iranian women's use of dress and make-up has been an arena – sometimes a battleground – for identity negotiation. The present study questions the current over-emphasis on identity and the prevalent tendency to look for identity meanings in the use of hejab (veiling) and cosmetics. The results of fifteen interpretive in-depth interviews with young adult women in Iran reveal that these individuals' make-up practices are largely associated with a total immersion in the experiential, creative aspects of make-up use and with ways to uplift their tired spirits in a monotonous environment. Make-up routines provide these women with opportunities to escape from boredom and immerse themselves in the playful fantasies of the world of cosmetics. Despite facing various challenges, including frequent stigmatisation on account of their use of make-up, the informants in the study derive high levels of satisfaction from their make-up practices. The study establishes that changing socio-cultural dynamics give rise to new forms of consumption experiences in contemporary society and calls for further investigation of such experiences in women's everyday lives.

Item type: Article
ID code: 41385
Keywords: identity negotiation, make-up, Iran, cosmetics marketing, cosmetics, hejab, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Pure Administrator
Date Deposited: 11 Oct 2012 15:59
Last modified: 31 Oct 2013 09:53

Actions (login required)

View Item