While it has often been stated that beauty is in the eye of the beholder, for women there are not many more troubling conditions from a beauty perspective than the presence of facial hair. Attractiveness is largely driven by facial beauty, and is independent of ethnic extraction [4]. Several studies have demonstrated that the presence of facial hair on women is associated with a compromised quality of life. A report by Loo and Lanigan [5] suggested that excessive facial hair was similar to eczema and psoriasis and exceeded acne in terms of a dermatology life quality index score, indicating a strong negative impact. One of the most universal features desired by women, in particular, is flawless skin. From an evolutionary perspective, facial beauty is associated with good health and genetic makeup and, as such, promotes reproduction. The presence of hair on a woman’s face, along with the skin texture, age, and facial shape, affects the perception of beauty, health, and reproductive capacity [4]. In addition, a negative self-perception arising from facial hair causes women to feel “abnormal” and “unfeminine”. While these notions of beauty are largely reinforced in the popular media, they are based on an evolutionary bias.
The psychosocial affect of facial hair was most recently highlighted in a report by Lipton et al. [3] where 88 women in the United Kingdom were surveyed about their hair removal practices, and the emotional impact of facial hair. In this study, the impact of facial hair on the psychological and social well-being of women was explored. This work revealed that more than 80% of the women surveyed often or almost always put a “lot of effort into facial hair removal”. Moreover, a similar overwhelming percentage is often or almost always “frustrated” by the process. Interestingly, Asian and mixed-race women were more likely to perceive the extent of their facial hair as being more severe than Caucasian women. The emotional impact of facial hair described in the work by Lipton et al. [3] indicated that the majority of the women were “bothered” and “worried” about their facial hair to the extent that it had a negative impact on their self-confidence, resulting in them being uncomfortable in social situations. In addition, feelings of shame and even anger were related to the presence of facial hair.
Consistent with what Lipton reported, internal data from P&G consumer insight studies on US females revealed that 65% of respondents (out of 423 subjects) reported having fine facial hair. In about a third of respondents, facial hair was found along the jawline, and another third indicated the presence of facial hair on the upper lip region. Fifty percent of respondents claimed to be bothered by fine facial hair, and 57% felt that fine facial hair makes them feel less feminine. In addition, 40% said facial hair makes them feel less confident. Not only does the presence of facial hair contribute to feelings associated with a lack of femininity, but the actual process of removing facial hair can also represent a source of such feelings. Some example comments from a nonpublished P&G consumer study include:
• I wish it was more feminine/pleasurable
• The experience of removing facial hair is not beautiful!
• Facial hair gets in the way of my beauty
• When I look in the mirror, I want to see me!
• I want others to see me for who I am, not for the facial hair
The study also suggested that removal of fine vellus hair on the cheek area and coarse upper lip hair rank as being among the top 10 global beauty needs. In addition, the study highlights a particularly low satisfaction with current hair removal methods for facial hair. While many women are interested in preventing or reducing the presence of facial hair, a P&G survey of 1098 women in the United States revealed that only about 4% are using products to treat facial hair, highlighting the gap in the ability to meet the needs of the consumer in this area.
A report by Housman et al. [6] noted the demographic differences with respect to the reporting frequency of excessive facial hair. Women in the 30-to-59-year age group were more likely to report excessive facial hair than women aged in the 18-29 and over – 60 age groups. An increase in facial hair as a function of age is often associated with a shift in the estrogen/androgen balance and, therefore, it was surprising to learn that the over-60 age group was less likely to report excessive facial hair. As pointed out by Housmann et. al., this may be a result of the life stage such as less likely to be pursuing career and relationships, in contrast to the 30-59 years age group. Overall, the study suggested that excessive facial hair is a common problem for many women, and has a negative impact on their quality of life.
While it has been well-documented that facial hair is common and bothersome to many women, the psychological impact of facial hair—especially in today’s hypermedia world— cannot be overstated. In an article by Toerien et al. [2] entitled “Body Hair Removal: The ‘Mundane’ Production of Normative Femininity,” the authors highlight the association between being hair-free and youthfulness, and attractiveness. Their findings were based on a study of 678 women residing in the United Kingdom with 86% between the ages of 17 and 50. Of this sample, 41% reported having depilated facial hair at some point, and a significant relationship was determined between the age factor and whether facial hair was ever removed, with 39% of the subjects in the 21-30 years age group reporting to have
removed facial hair versus 54% of those in the 31-50 years age group, and 64% in the 51 years and older group. Consistent with similar studies, these data suggest that facial hair represents a problem for a large percentage of the female population which increases with age as assessed by the necessity for removal.