Lipstick, the Recession and Evolutionary Psychology | Guest Blog, Scientific American Blog Network

Why do women tend to buy more lipstick in times of recession (along with other beauty products)? It’s an evolutionary reproductive response, according to economists. The numbers show this trend, though on an individual level, it’s probably not noticeable. 

“Across species, female mate preferences, as well as the effort spent on attracting a suitable mate, are amplified when high-quality males are in short supply, as the reward for discriminating between potential partners is greater. As for the best way to attract males, it’s no secret that you might want to look your best. Selection has favored men who seek in mates qualities related to fertility, such as youth and physical attractiveness. Correspondingly, women’s increased efforts to attract mates most often take the form of enhancing their physical appearance.”

Lipstick, the Recession and Evolutionary Psychology | Guest Blog, Scientific American Blog Network

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