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Several years ago Coleman (1981) reported that in 1979 one of the many in ternational cosmetics companies had an annual sales figure of $2. 38 billion, nearly 1. 25 million sales representatives, and over 700 products, the majority of these being for the face. Cash and Cash (1982) noted that in 1979 U. S. consumers spent over $4 million on cosmetic products. They stated that, "Although this practice would seem to be a fascinating aspect of human be havior on the basis of its generality and resilience, social-behavioral scientists have largely ignored the phenomenon so plainly (or pleasingly)...

We live in a society in which messages associating physical attractiveness with success and happiness are pervasive. There is an epidemic of appearance concerns amongst teenagers and adults in westernised countries and body image dissatisfaction is now considered normative. Large numbers of people experience negative impacts on wellbeing and, for many adolescents, adults, and even children, appearance concerns are influential in choices about a range of health behaviours. The challenges facing them include difficulties with social encounters and the problem of having to cope with negative...