It may be that natural beauty or natural appearing beauty leads to positive inferences of social cooperation, where more obvious beauty enhancement may lead to neutral or even negative inferences. Finally, our results provide additional evidence that judgments of facial trustworthiness and facial attractiveness are at least partially separable; the highest contrast makeup (glamorous) increased attractiveness significantly while at the same time decreasing judgments of trustworthiness.
Our study looked at one potential source of the cosmetics effect on face perception, increasing luminance contrast between the features (eyes and lips) and the surrounding skin, and looked for the first time at luminance contrast in African American and Hispanic faces. We found that cosmetics increased luminance contrast by significantly darkening the eyes and lips. Skin was neither significantly lightened nor darkened. However, luminance contrast effects for our natural look compared to a face without makeup was only marginally significant. It is likely that cosmetics induced image changes other than changes in luminance contrast contributed to our effects. These include possible changes in the smoothness of skin tone, in the redness of skin color or lip color, and in shading that accentuates the cheekbones. Previous research has shown that makeup can improve skin appearance, evenness, and texture to appear healthier, fertile, and youthful and that skin and lip color can contribute significantly to perception of sex typicality and attractiveness, with lip redness enhancing femininity and attractiveness of female Caucasian faces.
Finally, our study included only North American subjects; we do not know if such effects will be found in subjects from other cultures*.
In sum, we show that faces with cosmetics engage both fast, reflexive processes, and more deliberative conscious processes. The fast, automatic effects are uniformly strong and positive for all outcomes. In situations where a perceiver is under a high cognitive load or under time pressure, he or she is more likely to rely on such automatic judgments for decision-making. Facial images appear on ballots, job applications, websites and dating sites. Our results underscore the malleability of judgments derived from facial images of a single individual at zero acquaintance, judgments that can be highly consequential. When inferring trustworthiness, likeability, or competence from an image, we are influenced significantly not only by the attractiveness of the inherited phenotype but by the effects of the “extended phenotype,” in this case, makeup.
*Do you think these findings would hold up in Europe?