Hitting the gym — not the makeup counter/ Rita Watson
What do women want in a man?
There seems to be a tug of war going on between what researchers are callingthe lipstick effect and an advertising campaign dubbed “What women want.” Numerous studies show that men look for beauty in a mate, whereas women look for financial stability. The lipstick effect is based on the notion that when the economy is tight women invest in cosmetics.
However, a new Gillette campaign is trying to turn the focus to men’s looks — clean shaven with tight abs. With the lipstick effect, it appears that women are playing into what men want in order to get what they want. But it is more fundamental than that. It has to do with the decrease in “available quality mates during periods of scarcity.” As such, women enhance their looks, according to social psychologist Sarah E. Hill at TexasChristianUniversity.
The bottom line is this — women spend money to look more attractive, but men do not feel the need to do so. Thanks to a profit-driven ad campaign, this may change. Gillette’s spokesperson is Kate Upton, a well-ogled Sports Illustrated swimsuit model. Can she inadvertently be starting a healthy movement?
These commercials have the overtone of fit and well-dressed. Such advertising may dictate a trend. It often does. Looking again at what women want — in addition to financial stability, women do covet love, romance, and respect. Also women want men with a social circle of friends, since loners are suspect. Let’s keep in mind that in the world of romance, men who buy flowers are often the good kissers and hot lovers.
There is some good news about the clean-shaven ads. They may shake up a society in which too many mature men mistakenly believe that women will look past their paunch and sloppy dress. Despite fame and money, even Simon Cowell is too old to be touting his white T-shirt and signature jeans. Same goes for Robert Pattinson, whose slept-in look is topped with a backwards baseball cap.
Women who are untidy dressers are jeered, not cheered. And in Tinseltown the fashion police are quick to write out citations.
As for this tug of war between the cosmetics woman and the new Gillette-made man, perhaps the real answer is exercise. Maybe it’s time for women to spend less money on makeup and more money at a gym. Shocking words, I know, from a woman who thinks exercise is walking back and forth to the refrigerator between paragraphs. But if women want men with resources and a well-toned body, and men keep eyeing women who look like swimsuit models, maybe it is time for both men and woman to embrace a “fitness together” attitude.
Rita Watson is an All About You relationship columnist.
Providence JournalSunday, September 22, 2013Page: H5Section: All About You