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The light-makeup advantage in facial processing: Evidence from event-related potentials.
Keiko Tagai1, Hitomi Shimakura1, Hiroko Isobe1
1Shiseido Global Innovation Center, Kanagawa, Japan.
Plos One
|February 25, 2017
Summary
Light makeup enhances facial attractiveness by improving neural processing fluency. This study found that light makeup led to higher attractiveness ratings and distinct brain responses compared to no or heavy makeup.
Area of Science:
- Neuroscience
- Psychology
- Cosmetic Science
Background:
- Attractiveness research traditionally relies on subjective measures.
- The neural underpinnings of makeup's effect on perceived attractiveness remain underexplored.
Purpose of the Study:
- To investigate the neural processing of faces with varying makeup levels using event-related potentials (ERPs).
- To correlate neural responses with subjective attractiveness ratings of faces with no, light, and heavy makeup.
Main Methods:
- Recorded event-related potentials (ERPs) from 45 Japanese women performing an identity judgment task.
- Analyzed N170, vertex positive potential (VPP), and P1 amplitudes in response to faces with no, light, and heavy makeup.
- Collected subjective attractiveness ratings for each facial condition.
Main Results:
- N170 and VPP amplitudes were smaller for light makeup compared to no or heavy makeup.
- P1 amplitude showed no significant difference across makeup conditions.
- Faces with light makeup received higher attractiveness ratings than those with no or heavy makeup.
Conclusions:
- Light makeup enhances facial attractiveness, potentially due to improved processing fluency.
- Neural processing differences, specifically reduced N170 and VPP amplitudes, may underlie the preference for light makeup.
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