JOURNAL OF COSMETIC SCIENCE 288 DISCUSSION The present fi ndings confi rm that women’s makeup is associated with the behavior of men. In this study, we found that male patrons gave tips more often to a waitress who wore makeup and that when they did so, they gave her a larger amount of money. When considering the behavior of female patrons, no difference was found for both measures. However, it was found that both male and female customers rated the waitress as more attractive in the makeup condition than in the non-makeup control condition. These re- sults confi rm previous studies that found that makeup is associated with an increase in the perception of the physical attractiveness of the target (1,3,4). In these previous stud- ies, the judgment was formed/given while evaluators were exposed to facial photographs of women wearing makeup or not. This effect remained the same when evaluators were exposed to actual facial appearance in our study. However, our results partially contradict the data of Cash et al. (5), who found that ratings of the physical attractiveness of women were more favorable when they were photographed with cosmetics than when they were cosmetics-free, whereas female judgments were not affected by the presence versus ab- sence of makeup. In our experiment, both male and female customers evaluated the phys- ical attractiveness of the waitress more positively in the makeup condition relative to the non-makeup condition. This difference is perhaps explained by the methodological difference between the two experiments: facial photographs in Cash et al.’s study versus live faces in our experiment. It will be interesting to evaluate this aspect in a further study in which participants will evaluate faces presented both in real life and by photographs. The results have a theoretical interest by showing that makeup, which is traditionally asso- ciated with a higher positive impression of a target (1,3,5,6). is also associated with positive behavior toward the same target. Thus it seems that makeup not only affects physical judgment, but also affects the behavior of people who interact with a woman who is Figure 1. Mediation of the effect of makeup on tipping behavior by rating of attractiveness. Figure 2. Mediation of the effect of makeup on amount of tipping by rating of attractiveness.

MAKEUP AND TIPPING 289 wearing cosmetics. However, this link between impression and behavior seems to be activated only with male observers. Indeed, in these previous studies on impression formation, except in Cash and al.’s (5), female participants were found to evaluate the phys- ical attractiveness of women who wore cosmetics more positively. Overall, we found that the relation between makeup and tipping behavior was mediated by the rating of the physical attractiveness of the waitress. However, this effect was found only when considering the data of the male patrons, whereas it was not found when considering the data of the female patrons. The results of the mediation analysis combined with the correlational analy- sis seem to show that this positive effect on judgment of physical attractiveness is not asso- ciated with variation in the female patron’s behavior. A positive and signifi cant relationship was found both with compliance to tipping or the amount of tipping and the rating of phys- ical attractiveness when considering data of the male customers. However, this relationship was not signifi cant when considering data of female participants, and the relationships even appear negative. Why did this difference occur in this experiment? Perhaps the effect found with male patrons is explained by a greater physical or sexual attractiveness of the waitress when she wore makeup. A recent study (11) examined the effect of cosmetics in a courtship context. Women with and without makeup were seated in two bars for one hour and the number of solicitations by men and the latency of their fi rst solicitation were used as dependent variables. Results showed that the makeup condition was associated with a higher number of male solicitations and a shorter latency between the arrival of the women in the bar and the fi rst courtship solicitation of a male. In our experiment, this greater physical or sexual attractiveness of the waitress could explain why the male pa- trons tipped more favorably because, unconsciously, they wanted to be noticed by the waitress. It will be interesting to evaluate whether tipping behavior is associated with variation in the sexual attractiveness of the waitress or the chance of dating the target. Cox and Glick (3) found that average-looking women wearing cosmetics were posi- tively associated with sexiness. However, the relationship between sexiness and behav- ior toward the target was not examined, as the only evaluation made was through facial photography. Even if this experiment was the fi rst that examined the effect of a target’s makeup on male and female behavior, this study has some methodological limitations. Only one restaurant was tested and only one waitress participated. Though care was taken to ensure that the treatment of the two experimental groups differed only in terms of presence versus ab- sence of makeup, the experimental conditions may have also differed in other ways. The same waitress acted in the two experimental conditions. However, some factors are diffi - cult to control, such as changes in facial expression or body language, which could have infl uenced her attractiveness. Cash and Cash (12) and Cash et al. (5) found that American female college students wearing makeup had more positive body-image cognitions and affects than when cosmetics were not worn. Perhaps this effect led our waitress to exhibit nonverbal behaviors related to such cognitions: behaviors that, in turn, led women to enhance their attractiveness to men. It would be interesting to conduct a similar experi- ment employing women for whom cosmetics have positive body-image cognitions versus those who do not. Another possibility is to employ the methodology of Mulhern et al. (7) to test the effect of different cosmetic products separately. The results cannot be general- ized to cultures other than the French culture given the fact that this experiment was conducted only in France. However, the above-cited studies were conducted in the U.S.