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Study Reveals That Makeup Can Control the Way Women Want to Be Perceived

Posted: October 5, 2011

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The first study included 149 adults (61 men, 88 women) of different ages and ethnicities who were shown the faces for 250 milliseconds. The second study included 119 adults (30 males, 89 females) of different ages and ethnicities who were given unlimited time to inspect each face. All participants saw the faces in a randomized sequence and rated them based on attractiveness, likeability, trustworthiness and competence. "Collaborating with global academic and industry experts has allowed P&G Beauty & Grooming scientists to transform cutting-edge color science into solutions for skin, cosmetic and hair color products," said Shekhar Mitra, senior vice president, P&G Global Beauty & Grooming Research & Development. "This fundamental research helps us better understand the motivations and desired beauty outcomes of our consumers and how to translate that knowledge into innovations that have a proven impact on perception."