What Does Women's Facial Attractiveness Signal? Implications for an Evolutionary Perspective on Appearance Enhancement

To Enhance, or not to Enhance: The Situational Context Shapes Women's Intentions on Amount and Diligence of Makeup Application

Makeup is a tool that women use to shape their image and gain benefits in both inter- and intrasexual selection. As makeup enables the hiding or enhancing of facial features, it allows women to strategically shape impressions in a given context. It affects interpersonal perceptions, workplace impressions, and can attract romantic partners. However, research has primarily focused on examining everyday makeup use, although the amount and type of makeup can vary depending on the situation and the motivation to make an impression. In two studies, we investigated how the intended amount and application of makeup differ depending on various situational contexts. Specifically, in Study 1 (N = 533), we explored the everyday and party contexts, while in Study 2 (N = 400), we additionally introduced the contexts of mating and threat. The results show that: 1) women intend to put on more makeup in a more diligent way in party contexts compared to everyday contexts, 2) the intended diligence of makeup application is the highest in contexts were women expect an attractive man to be present, and the lowest when a threatening context is introduced, 3) these effects are partially or fully mediated by women's motivation to make an impression, and 4) neither sociosexual orientation nor appearance orientation significantly moderated the obtained effects. Our studies extend previous research on makeup application as an appearance-enhancing or worsening strategy by further investigating the signaling function of women's makeup and its strategic use in various situational contexts. We discuss the results from a functional evolutionary perspective.

Neural and behavioral plasticity across the female reproductive cycle

Sex is fundamental for the evolution and survival of most species. However, sex can also pose danger, because it increases the risk of predation and disease transmission, among others. Thus, in many species, cyclic fluctuations in the concentration of sex hormones coordinate sexual receptivity and attractiveness with female reproductive capacity, promoting copulation when fertilization is possible and preventing it otherwise. In recent decades, numerous studies have reported a wide variety of sex hormone-dependent plastic rearrangements across the entire brain, including areas relevant for female sexual behavior. By contrast, how sex hormone-induced plasticity alters the computations performed by such circuits, such that collectively they produce the appropriate periodic switches in female behavior, is mostly unknown. In this review, we highlight the myriad sex hormone-induced neuronal changes known so far, the full repertoire of behavioral changes across the reproductive cycle, and the few examples where the relationship between sex hormone-dependent plasticity, neural activity, and behavior has been established. We also discuss current challenges to causally link the actions of sex hormones to the modification of specific cellular pathways and behavior, focusing on rodents as a model system while drawing a comparison between rodents and humans wherever possible.

Women's Self-Objectification Under Competition When They Believe Sex Is Power

Competitions are ubiquitous and their psychological consequences for women have not received sufficient attention. For this research, we tested whether competition, in either work settings or a broader form of competition for resources, would interact with the sex is power belief to result in self-objectification among women. This prediction was confirmed by a series of studies (N = 1416), including correlational studies, a quasi-experiment, and fully controlled experiments, with samples including company employees, MBA students with work experience, college students currently competing in a job market, and Mechanical Turkers. Competition (or a sense of competition) as a feature of the working environment (Study 1), a real state in life (Study 2), or a temporarily activated state (Studies 3-5) resulted in self-objectification among women who believe sex is power (Study 1) or who enter such a mindset (Studies 2-5). This effect further impaired the pursuit of personal growth (Studies 4 and 5).