The Thematic Analysis of Use of Modern Cosmetics Patterns and Accessories among Female Students of University

In the contemporary societies, especially in modern societies, the appearance is so important and body and face appearance one of considerable for gaining beauty and attraction, especially for women. Beauty and make up for being beauty is a phenomenon that now-a-days is very important in societies. The extension of new makeup patterns and the increasing tendency of young women and girls to use these accessories is one of the issues that is considerable to be investigated. Accordingly, this study has been investigated the reasons of female students' tendency to make-up patterns and accessories. This study is an applied one that qualitative approach and thematic analysis method was used to answer the research questions. The statistical population of this study consisted of women students of Yasouj University in the semester of 2016-2017, from which 30 sample cases were selected via purposive sampling method. Data analysis was done by categorization method. The results showed that the most important reasons for students' tendency to make-up's patterns and accessories were "gender attitude and identity", "fashionistic function of mass media", "being reference and influence of peer group", "internal concerns", and "duality of men's appearance orientation and moralism". These categorizes showed that identity, new media, advertisement industry via mass media, psychological and social interaction are main important reasons for using make up patterns and accessories among female students.