Why have we always been so fascinated by our own image? Are we vain, egotistical creatures? Or does beauty serve a deeper purpose than that?Today’s beauty industry is often slammed as shallow, self-indulgent, materialistic and even destructive. An increase in mental health problems (such as eating disorders, low self-esteem and depression) has been linked with pressures laid down by a money-driven beauty industry. Some people believe we place too much importance on material goods like make-up and other grooming products. Most religions, including Christianity, Islamism and Buddhism, denounce excessive grooming as narcissistic and immoral, as well as irrelevant in the grander scheme of things. But in denouncing these rituals, are we in fact underestimating the importance of beauty? After all, common sense tells us that beauty is important. Why else would we sacrifice so much in our attempts to achieve it?Appearance has always been one of the most important tools for animals living together in communities. Take a look at our primate cousins, for instance. Chimps, gorillas and monkeys spend many hours every day picking lice from each other’s fur – not just for health and hygiene reasons, but also to reinforce social bonds and establish hierarchical structure within their groups.
Humans too utilise appearance for social reasons. Attractiveness is thought to:
- help increase our social standing
- increase the likelihood of attracting a suitable partner
- increase the likelihood of success at work
- help us earn more money
- make us appear more competent
One study by the University of British Columbia found that people tend to pay closer attention to attractive people either out of curiosity, sexual attraction, or a desire for friendship and social status6.
Another study, this time by Harvard University, revealed that women who wear make-up are perceived as more competent, likeable and trustworthy than those who go bare-faced7.
One economist calculated that people with ‘less than average’ looks incur a lifetime’s loss of around £89,300 compared with better looking people.
Surely it pays, then, to make ourselves as attractive as possible?
