New research sheds light on link between makeup, perception of attractiveness

CINCINNATI — Color cosmetics use can impact judgments of attractiveness and character, according to new research.

The two studies — which were conducted by Procter & Gamble's Beauty and Grooming division and lead investigator Nancy Etcoff, assistant clinical professor at Harvard and associate researcher at Massachusetts General Hospital department of psychiatry — included 100 photos of 25 women's faces (ages 20 to 50 years, who self-identified as Hispanic, Caucasian or African-American), which were judged without makeup and with three different applied makeup looks that included varying levels of light to dark makeup shades (referred to as "luminous contrast"), which informally were classified as "natural," "professional" and "glamorous," respectively.

In the first study, 149 adults (61 men and 88 women) of different ages and ethnicities, were shown all three makeup looks for 250 milliseconds.  The three makeup looks realized increased ratings of attractiveness, competence, likability and trust, compared with the ratings of the same faces without makeup. Additionally, in the second study, which included 119 adults (30 males and 89 females) of different ages and ethnicities, who had unlimited time to inspect the faces, gave both the natural and professional makeup looks increased ratings of attractiveness, competence, likability and trust, whereas the glamorous look, which had the highest luminous contrast, was judged to be equally likable, significantly more attractive and competent, but less trustworthy, compared with women without makeup.

All participants saw the faces in a randomized sequence, the researchers noted.

"Researchers have studied first impressions of innate facial characteristics, such as facial symmetry, but until now, no research has rigorously examined the role that applied beauty or features of the extended human phenotype, such as makeup and hair color, play in perception of beauty, personality and character at first glance and longer inspection," Etcoff said. "For the first time, we have found that applying makeup has an effect beyond increasing attractiveness — it impacts first impressions and overall judgments of perceived likeability, trustworthiness, and competence. In today's world of self-portraits appearing on networking and dating websites, ballots, resumes and applications, the results of the study have broad implications."

"Collaborating with global academic and industry experts has allowed P&G Beauty & Grooming scientists to transform cutting-edge color science into solutions for skin, cosmetic and hair color products," said Shekhar Mitra, SVP research and development at P&G Global Beauty and Grooming. "This fundamental research helps us better understand the motivations and desired beauty outcomes of our consumers and how to translate that knowledge into innovations that have a proven impact on perception."