Abstract
An influence of beauty on young women means overall effect of advertised and promoted images of beauty on women that s idealized by young girls and women. The trend of looking beautiful in women is gaining popularity in Pakistan and the influence of beauty on urban women has been observed for centuries. Gradually, the idealized images of the beautiful women are being reinterpreted in a way that our young women fall prey to the extreme situations of ‘make ups’ to keep abreast with the beauty norms. This study presents data and analysis on the prevailing beauty norms in young women according to the idealized images of beauty and what is being done by young women to attain those and why is it impossible for young women to avoid and ignore such beauty standards. Our religion Islam very clearly emphasizes the importance of actions and strongly denounces the judgment of human beings on the basis of physical aspects and appearance. The study focuses on young females from three socioeconomic variable areas about their perception of ‘make ups’ in following the beauty norms. It is important to keep in mind that men, unlike women, are not encouraged by their parents or the media to be obsessed with their appearance nor to consider their bodies a material resource. Moreover, while more men are becoming more conscious of their body image, beauty norms for men are not predictable as those for women (Buskirk, 1977). Findings of the research show that women are highly influenced by beauty and its norms. At present these norms are different from western pre-conceived notions of beauty. However, working females who are expected to be environment and age wise mature and the students who are in the tender age of acceptance, both are interested in the attainment of beauty customs. Use of make up to accomplish these norms is extraneous of the qualifications, age factor and income groups; because all sampled young women are more or less equally interested in spending on preferred aspects of beauty as an inspiration from models and actresses or by gender considerations. The influence of beauty on young urban women is so much that they do not pay attention to the basic disadvantages of using different types of cosmetics. In the today’s society, uses of ‘make up’ are legitimated and held up by the members of the society for unattainable beauty norms.
The Editor and the Sub-Editor share no responsibility regarding the views and opinions expressed by the authors. Articles published in the Biannual Research Journal Grassroots can be quoted or reproduced after acknowledgment.