Perceptions of beauty enhancement: a case study on the use of hair extensions among Black women in the Pietermaritzburg central business district, KwaZulu-Natal.

Abstract

The struggles faced by young women in conforming to traditional beauty standards are influenced by media portrayals, leading to body dissatisfaction and low self-esteem. The study emphasizes how Western beauty standards impact African women and their cultural identity, while also discussing the role of the media in shaping women's self-perception. In South Africa, beauty is influenced by skin colour and hair texture, with lighter skin and straight hair being favoured. Hair extensions are popular among Black women, reflecting changing social and cultural norms. The cosmetics and hair care industry in South Africa caters to the demand for beauty products. The broader concept of beauty encompasses various physical and intellectual traits, and women face pressure to conform to societal standards, perpetuated by a select group and popular culture. The societal pressure on women to conform to Western beauty ideals is significant and the challenges faced by African women with a dark complexion and natural hair in meeting those standards, together with the role of media in shaping beauty perceptions, are apparent in South African society. This study aimed at examining the perceptions of Black women regarding their use of hair extensions in the Pietermaritzburg CBD. The objectives of the study include understanding Black women's perceptions and definition of beauty, exploring the reasons for their use of hair extensions, and examining how these extensions influence beauty standards. The study aims to contribute to the ongoing discussion on beauty practices. The study used a qualitative research methodology to understand the perceptions and experiences of Black women regarding beauty and the use of hair extensions. Fifteen Black women were interviewed using semi-structured face-to-face interviews, and the data collected were transcribed and analyzed. The study acknowledges the influence of media and societal pressures on beauty standards, the challenges faced by Black women in meeting these standards, and the role of Black feminist theory in understanding and addressing these issues. The findings reveal that Black women in Pietermaritzburg CBD prioritize qualities beyond physical appearance when defining attractiveness, emphasizing African body characteristics and inner beauty. Hair extensions are used for practicality, convenience, protection, and desired aesthetics. The study highlights the tension between African identity and the pressure to conform to Western hair standards, influenced by social media and global cultural trends. It utilizes the Black feminist theory to understand beauty perceptions, challenging Eurocentric beauty standards, and promoting inclusivity and self-acceptance. The study provides recommendations to encourage diversity in beauty standards, improve media literacy, support black-owned businesses, and conduct further research aimed at empowering black women and promoting positive body image.