In order to appropriately assist with the application of makeup even when trends in makeup techniques change over time, a server of a makeup application assistance system includes: a makeup technique collection unit that collects information on practical makeup techniques from each of a plurality of people, said information representing makeup techniques selected as targets for practice in the application of makeup by said people; a makeup technique analysis unit that analyzes the information on practical makeup techniques that was collected, and determines a selection criteria for the makeup techniques to be presented to a user; and a makeup technique presentation unit that selects makeup techniques on the basis of the selection criteria that were determined, and presents suggested makeup technique information, which represents the selected makeup techniques, to the user.