Batres and her team hypothesized that makeup increases facial contrast, thereby suppressing the appearance of blemishes such as spots and wrinkles. They concluded that cosmetics not only affect skin appearance but also modify its visual context.
“The persistence and ubiquity of makeup is due, at least in part, to its perceptual potency,” Batres wrote, adding that the increased “attractiveness” also activates the brain’s reward centers.
Swansea University lecturer Dr. Alex Jones also conducted his own study on how cosmetics affect physical perception. The goal of his research was to see how wearing makeup affects social status.
Dr. Jones shared his findings with Yahoo! and revealed how dolled-up women exude more social dominance, especially in terms of what they can achieve. In turn, it may also invoke jealousy.
Dr. Jones concluded that makeup is a “powerful tool” in altering social perceptions and a “multitude of traits.” And having this tool at one’s disposal can be empowering.
“Knowledge about how it can change perceived traits allows the wearer to use it to their advantage in different social situations, or be aware of how others might judge them in different scenarios,” Dr. Jones noted.
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