1 J. Cosmet. Sci., 74, 1–13 (January/February 2023) Address all correspondence to Cyril Messaraa, cyril.messaraa@oriflame.com Is There an Additive Effect of Makeup Upon Gaze and Perception? A Pilot Study CYRIL MESSARAA, MICHELLE MANGAN AND MICHELLE CROWE Oriflame Research and Development Ltd., Bray, Ireland (C.R., M.M., M.C.) Accepted for publication April 18, 2023. Synopsis This study explores the added value of combined makeup product application versus bare skin or stand-alone makeup products. Mascara effect upon gaze was also investigated when wearing a facial mask versus without. Front images of 20 women aged 19 to 60 years old were captured using an imaging booth under varying makeup conditions: Bare skin (B), Lipstick (L), Lipstick +Foundation (LF), and Lipstick +Foundation +Mascara (LFM). A mixed male and female panel assessed perceived age, health, and attractivity of the images while their gaze was monitored. The experiment was replicated with facial masks on LF and LFM images to assess mascara effect. Lipstick application received increased gaze and fixations versus bare skin. An incremental effect of adding other makeup products was observed, with mascara concomitant with higher perceived attraction. No differences in perceived age were observed. Foundation positively affected perceived health. Mascara effect on gaze was still observed when wearing facial masks. Lipsticks and mascaras are key makeup contributors to increased gaze on images. A positive effect of foundation on perceived health was observed. No significant difference in perceived age was observed, likely due to skin color distribution focus versus skin surface topography. INTRODUCTION Why is makeup such a popular category of product? As reported in the literature, one may assume that the use of color cosmetics, or makeup, can allow a person’s face to look younger. This is thanks to an increase in contrast between facial features (both size and color) and skin tone homogeneity, through the application of makeup products (1). Such contrasts enhance the sexual dimorphic attributes of the face (in particular, the lip and eye areas), which is in turn associated with “attractiveness” (2). Attractive, as an adjective, can be defined as “appealing to look at” or “sexually alluring.” Indeed, it can also mean “having qualities or features which arouse interest.” Typically, faces that look younger are also perceived as more attractive, and we can consider both qualities intrinsically linked (3). The perception of attraction is also linked to social representation, in that people who are considered attractive have certain advantages over less attractive people. For example, people who apply makeup are associated with greater earning potential and more prestigious jobs, in contrast to those who do not apply color products (4). Although judgmental from