This study was conducted by Massachusetts General Hospital, Harvard Medical School, Dana-Farber Cancer Institute, Procter & Gamble Beauty & Grooming, Procter & Gamble Cosmetics, and the Department of Computer Sciences.
Excerpt from study abstract
Research on the evolution of signaling has shown that animals frequently alter visual features, including color cues, to attract, intimidate or protect themselves from conspecifics. Humans engage in conscious manipulation of visual signals using cultural tools in real time rather than genetic changes over evolutionary time. Here, we investigate one tool, the use of color cosmetics. In two studies, we asked viewers to rate the same female faces with or without color cosmetics, and we varied the style of makeup from minimal (natural), to moderate (professional), to dramatic (glamorous).
The results suggest that cosmetics can create supernormal facial stimuli, and that one way they may do so is by exaggerating cues to sexual dimorphism. Our results provide evidence that judgments of facial trustworthiness and attractiveness are at least partially separable, that beauty has a significant positive effect on judgment of competence, a universal dimension of social cognition, but has a more nuanced effect on the other universal dimension of social warmth, and that the extended phenotype significantly influences perception of biologically important signals at first glance and at longer inspection.
Our results have a number of implications. As predicted, makeup had significant positive effects on ratings of female facial attractiveness at brief and longer inspection times. Ratings of competence increased significantly with makeup look tested on first glance and longer inspection. Effects were weaker and more variable for ratings of likability and trustworthiness, although generally positive.
Social psychologists have suggested that social warmth and social competence represent two universal dimensions of social perception by which we evaluate individuals and groups, with warmth capturing traits related to social cooperation, and power/competence capturing cues relevant to advantage in social competition, such as status and dominance. Here we show a robust and positive effect of increased beauty on social power/competence and a generally positive but more nuanced and variable effect on social warmth.
Past studies have shown that attractive people are expected to do better on the job, in school, and in life – and are treated that way – by being agreed with, deferred to, helped, and granted larger personal space. In a recent experimental study using a task for which physical attractiveness did not improve productivity, researchers demonstrated conclusively that employers expect physically attractive workers to perform better at their jobs and be more competent.
But, as sociologists Webster and Driskell noted when first proposing the idea of beauty as status, there are important differences between attractiveness and other status characteristics such as race or sex: beauty is a malleable characteristic. They predicted that, given the powerful effect of status, “attractiveness will assume increasing significance as other characteristics such as race and sex fall into disuse.” We suggest that attractiveness has assumed increasing significance, and will continue to do so as long as beauty remains an often unconscious proxy for status and ability.
The beauty halo effect has been called the “what is beautiful is good” effect. In our study, makeup increased inferences of warmth and cooperation (likability and trustworthiness) when faces were presented very briefly, but did not always do so on longer inspection. In general, there is less agreement about whether beauty invariably signals social cooperation, with some studies suggesting that there is a ”dark side” to beauty characterized by vanity, immodesty, or greater likelihood to cheat on a partner. Our findings suggest that it may be fruitful to disentangle the effects of beauty from beauty enhancement, or phenotype from extended phenotype here. 