The evolutionary game theory of makeup :: Daily Mail

Quote:

Among those with make-up, the pattern was lost and the results far more random, suggesting that the cosmetics acted as a leveller, cancelling out the natural advantage of the attractive volunteers.

The study, published in the journal Proceedings of the Royal Society B, concluded: "The use of make-up may compensate for or mask cues indicating low hormone levels."

The effects of nature (biological success) mean that men are hard-wired to find women with high estrogen levels more attractive. Make-up makes up for low estrogen levels. Evolution works at such a slow rate relative to the spread of cosmetics that women can fake this appearance.

Does this mean attractive women are wasting time and money on cosmetics? Are women in a cosmetics arms race? Or could an attractive woman distinguish herself from the crowd by using less make-up? She could, and it would be worthwhile, if (1) she wears make up to be attractive to men, and (2) the men she wants to attract are intelligent enough to figure out that she is distinguishing herself.