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Many women wear facial makeup to accentuate their appeal and attractiveness. Makeup may vary from natural (light) to glamorous (heavy), depending of the context of interpersonal situations, an emphasis on femininity, and current societal makeup trends. This study examined how light makeup and heavy makeup influenced attractiveness ratings and facial recognition. In a rating task, 38 Japanese women assigned attractiveness ratings to 36 Japanese female faces with no makeup, light makeup, and heavy makeup (12 each). In a subsequent recognition task, the participants were presented with 36 old and 36 new faces. Results indicated that attractiveness was rated highest for the light makeup faces and lowest for the no makeup faces. In contrast, recognition performance was higher for the no makeup and light make up faces than for the heavy makeup faces. Faces with heavy makeup produced a higher rate of false recognition than did other faces, possibly because heavy makeup creates an impression of the style of makeup itself, rather than the individual wearing the makeup. The present study suggests that light makeup is preferable to heavy makeup in that light makeup does not interfere with individual recognition and gives beholders positive impressions.

Many women wear facial makeup in their daily lives to accentuate their attractiveness and create favorable impressions. However, what type of makeup currently creates the most appealing and memorable impressions is not always evident. If people were aware of the social and psychological effects of makeup on the beholder, they would be more satisfied with, and knowledgeable about, their selection and use of cosmetic products.

The positive bias toward attractive individuals is known as the beauty halo effect or a beauty-is-good stereotype (Zebrowitz, 1997; Etcoff, 1999; Lemay et al., 2010; Lorenzo et al., 2010; Etcoff et al., 2011). For example, attractive people are assumed to have better personalities, greater abilities, and higher moral standards when compared with unattractive people. Makeup is expected to improve facial attractiveness and affect interpersonal perception.

However, the type of makeup that is considered most attractive to others is an unsettled issue. People’s positive attitudes toward the attractiveness of another’s makeup are affected by various factors, including societal and interpersonal contexts. For example, light makeup that enhances natural facial expressions is often considered attractive or appropriate in daily situations, whereas glamorous heavy makeup, which has greater contrasts as well as obvious coordination of the makeup applied to the eyes or lips with clothing or hairstyle, is considered more appropriate at events such as parties or celebrations. A previous study suggests that color cosmetics can be considered phenotypic extensions that are linked to biological meanings (Etcoff et al., 2011). Moreover, the luminance contrast in the face and redness of lips typically enhance attractiveness and femininity (Russell, 2003, 2009; Stephen and McKeegan, 2010). This effect is assumed to be due to the association of luminance and lip color with greater oxygenated blood perfusion, a state that typically reflects higher levels of estrogen levels, sexual arousal, and cardiac and respiratory health (Stephen and McKeegan, 2010).


Source: frontiersin.org

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