According to a study carried out for Dove in 2004, only 2% of French women between the ages of 18 and 65 find themselves naturally beautiful. Not surprising then that 86% of them apply make-up at least once a week!
According to the Dove study, 63% of women think that society expects them to be more attractive than their mothers: the diktats of beauty seem to be reinforced. The beauty seen in advertisements is the ideal to achieve, even though women are aware that make-up alone isn’t enough to transform them into models.
To find out about cosmetics, women use women’s press (80% with, in this order, ELLE, Marie-Claire then Cosmopolitan), TV ads (65%), billboard posters (61%) and information available in perfume shops (60%).
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