Makeup is a tool that women use to shape their image and gain benefits in both inter- and intrasexual selection. As makeup enables the hiding or enhancing of facial features, it allows women to strategically shape impressions in a given context. It affects interpersonal perceptions, workplace impressions, and can attract romantic partners. However, research has primarily focused on examining everyday makeup use, although the amount and type of makeup can vary depending on the situation and the motivation to make an impression. In two studies, we investigated how the intended amount and application of makeup differ depending on various situational contexts. Specifically, in Study 1 (N = 533), we explored the everyday and party contexts, while in Study 2 (N = 400), we additionally introduced the contexts of mating and threat. The results show that: 1) women intend to put on more makeup in a more diligent way in party contexts compared to everyday contexts, 2) the intended diligence of makeup application is the highest in contexts were women expect an attractive man to be present, and the lowest when a threatening context is introduced, 3) these effects are partially or fully mediated by women's motivation to make an impression, and 4) neither sociosexual orientation nor appearance orientation significantly moderated the obtained effects. Our studies extend previous research on makeup application as an appearance-enhancing or worsening strategy by further investigating the signaling function of women's makeup and its strategic use in various situational contexts. We discuss the results from a functional evolutionary perspective.
Keywords: appearance enhancement; appearance worsening; evolutionary psychology; makeup application; motivation.