Research conducted by Kim and Lee (2018) entitled Why do women want to be beautiful? A qualitative study proposing a new "human beauty values" concept actually focuses on confirmation of social phenomena in the form of how a woman perceives beauty based on her culture to her role in their lives. Therefore, researchers use the concept of Human Beauty Value (HBV) in order to find a relationship between physical beauty and the value of life, especially the social aspect of a person who has a high level of beauty based on local culture.

This study used 60 respondents from 3 different ethnicities namely Korea, China, and Japan. Based on the four dimensions of HBV, superiority, self-development, individuality, and authenticity the reasons a woman becomes beautiful are as follows:

• Attractive appearance has a positive impact on the assessment of women's abilities or personalities

The 'hello' effect and the overall first positive impression of people towards others are the main triggers of women's motivation to be beautiful. Previous research has found that beautiful looks create competitive advantages that help individuals gain limited social resources such as easier job searches, couple selection, and rising income levels. The predominantly male society in East Asia specifically reinforces this phenomenon. In this study, Korean participants often mentioned gender discrimination in Korean families and communities. In fact, gender discrimination in South Korea has led to objectification of women's bodies and intentions to maximize the benefits of social competition, even through risky appearance management such as cosmetics and surgery.

• Beauty as a barometer of how a person takes care of himself

Beauty can be obtained through constant effort and management. Based on these values, women can enhance their beauty through personal efforts. Female beauty is also a barometer for estimating how much effort she is doing for self-development. From this perspective, it cannot be said that only young women retain their beautiful biological youthfulness, but older women can also be beautiful if they maintain their appearance.

• Be beautiful antique so unique

This study assumes that it reflects the prevalence of HBV individuality in Japanese culture characteristic of post-modern society looking for diversity. Postmodernism, the ideological Foundation that advocates anti-aesthetic, incomplete, uncertainty, pluralism, and deconstruction, has influenced the aesthetic judgment of modern Japanese society. According to postmodernism, beauty is judged not by irreversible or objective criteria but with flexible or subjective criteria that fluctuate depending on the circumstances.