Women maximizing their visit to a nightclub: Marked increases in amounts of flesh exposed, heel heights of shoes, use of a wider range of makeup products & increases in the colour intensity of many of those products (lips and eyes)

Women’s strategic use of clothing and make-up. Colin Hendrie, Rhiannon Chapman, Charlotte Gill. Human Ethology, Volume 35, 16-26, March 9, 2020. https://doi.org/10.22330/he/35/016-026

Abstract: Clothing and make-up signal a wide range of characteristics including age, sex and sexual motivation. The present study examined the change from daywear to clothing/make-up worn in preparation for a ‘night out’ that would include a visit to a nightclub in over one hundred young women living in the UK. Amounts of flesh exposed were derived from photographs of participants and intensity of make-up products used determined using the ‘Methuen handbook of colour’. Results showed marked increases in amounts of flesh exposed, heel heights of shoes, use of a wider range of makeup products and increases in the colour intensity of many of those products, particularly those used on the lips and eyes. It is concluded that the young women in this study prepared themselves for a ‘night out’ that would include a visit to a nightclub in ways designed to maximise the rich opportunities to attract the attention of potential sexual partners provided by such venues

Keywords: clothing, make-up, sexual signalling, women