title: Faces with Light Makeup Are Better Recognized than Faces with Heavy Makeup.
abstract: Many women wear facial makeup to accentuate their appeal and attractiveness. Makeup may vary from natural (light) to glamorous (heavy), depending of the context of interpersonal situations, an emphasis on femininity, and current societal makeup trends. This study examined how light makeup and heavy makeup influenced attractiveness ratings and facial recognition. In a rating task, 38 Japanese women assigned attractiveness ratings to 36 Japanese female faces with no makeup, light makeup, and heavy makeup (12 each). In a subsequent recognition task, the participants were presented with 36 old and 36 new faces. Results indicated that attractiveness was rated highest for the light makeup faces and lowest for the no makeup faces. In contrast, recognition performance was higher for the no makeup and light make up faces than for the heavy makeup faces. Faces with heavy makeup produced a higher rate of false recognition than did other faces, possibly because heavy makeup creates an impression of the style of makeup itself, rather than the individual wearing the makeup. The present study suggests that light makeup is preferable to heavy makeup in that light makeup does not interfere with individual recognition and gives beholders positive impressions.
authors.affiliation: Shiseido Global Innovation Center, Shiseido Company, Limited Kanagawa, Japan.
authors.forename: Keiko
authors.initials: K
authors.lastname: Tagai
authors.affiliation: Shiseido Global Innovation Center, Shiseido Company, Limited Kanagawa, Japan.
authors.forename: Hitomi
authors.initials: H
authors.lastname: Ohtaka
authors.affiliation: Graduate School of Integrated Arts and Sciences, Hiroshima University Hiroshima, Japan.
authors.forename: Hiroshi
authors.initials: H
authors.lastname: Nittono
keywords: attractiveness; female faces; impression; makeup; memory