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Interesting discussion. Let me take a run at it…
Unlike men, for whom fertility lasts pretty much until death, women have just 20 to 30 years of it. During those years they possess an ability that’s the most important thing in the world for our species, the only thing that keeps it going. But it comes at a cost, so they need to be healthy as well as young for best results.
At some level everyone has an automatic recognition of this when they see a woman at this stage in her life. And it’s easy to spot because the evidence is all visual: old enough to be curvy, young enough not to have wrinkles and gray hair, and not sickly.
Makeup is a way for younger women to draw attention to their fertility, and for older women to give the impression that they might still be young enough, might still be able to trigger that response to a woman’s youth and health.
It’s not important for men because they don’t have this issue of limited fertility and visual cues.
That’s my theory, anyway.
It’s funny Matt. I decided to check out what others thought while I was listening and I read your comment as Tommy said “I want to make a sex to you”. It probably does relate to fertility, convincing potential mates that you can reproduce and need to be acquired.