Abstract

Everybody is Doing Beauty (which refers to the German word Schönheitshandeln) - women use make-up daily and men shave. The first section of this paper deals with the differentiation of the various forms of Doing Beauty. On the one hand some of these actions are part of the daily routine and carried out in a rather unconscious way. On the other hand there are a number of actions where the result is durable, intended and product of a rational process. However they have one thing in common: Doing Beauty means both portraying yourself and securing one’s identity. In the following the focus is on the motives for it: conformity and individuality the pursuit or refusal of the prevailing beauty ideal. Several gender-specific hypotheses are derived from these theoretical implications, for example: Females are more critical of their own body and therefore, attain a higher degree of Doing Beauty. In contrast, men are more content with themselves, which is also reflected by the extent and manner of their Doing Beauty. These differences are to be found for activities in a daily routine as well as a product of a rational process. The discrepancies between the sexes are evaluated with a student sample (N=621). The quantitative analyses dearly show the different levels of involvement in these actions. In fact females are more critical of their bodies, their amount of time spend on Doing Beauty habitually is larger, their consideration of durable actions is more pronounced as well as they perform these actions more often.