Doctor of Psychology, Professor at Psychology department Tohoku University, Sendai, Miyagi, editor “Psychology in Russia: State of the Art” (since 2013).
Cosmetics are a very familiar part of our daily life. However, they have not been popular objects of psychology.
This report introduces the author’s studies of cosmetics-related behavior. Regarding skincare, spa/beauty massage has a characteristic psychophysiological effect by suppressing sympatho-adrenal medullary axis and hypothalamo-pituitary-adrenocortical activity with subsequent slight activation, indicating a relaxation and refreshment curve. Makeup techniques consist of visual illusion, which is a good sample for examination using cognitive psychology. Furthermore, makeup contributes to visible differences among people, presenting opportunities for cosmetic therapy. Fragrance is also a suitable subject for cognitive psychology, psychophysiology, and aromachology.
Results of these studies indicate that cosmetics-related behavior plays an important role in daily life as an emotionally influential factor.