Macho makeup: New research on how cosmetics increase attractiveness in men PLOSONE
One point to note from our study is that not all of the faces were found to be more attractive with makeup. Previous research has found that identity has an effect size that is 1.36 times larger than the effect size attributed to makeup []. In our study, four out of the 20 faces were not rated as more attractive with makeup and it would be interesting for future research to investigate which types of faces gain the most from makeup applications.
It would also be interesting to further examine what aspect of the makeup application most greatly influences attractiveness perceptions. In our study, the professional makeup artist was instructed to increase skin homogeneity, decrease facial contrast, and accentuate the bone structure. While we got an overall effect of makeup, we are not able to dissociate which of these factors was the most important.
Lastly, this study only looked at perceptions of attractiveness in male faces. However, there is vast amount of research examining the effects of makeup on several other traits in female faces. For instance, likeability [
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