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January 23, 2009 12:04 pm
Who hasn’t experienced the joy that comes from a well-executed makeup job—when a few coats of mascara and the perfect shade of foundation turn your entire day around? Get this—it’s not the actual makeup that makes us feel so good. According to an article in the U.K.’s Daily Telegraph, Japanese scientists have discovered that this rush of anticipation and optimism is strongest in women as they prepare to apply makeup, rather than after they’ve finished. Based on more than two years of data collected from a scanner used to monitor brain activity, the research team, funded by cosmetics giant Kanebo, was able to confirm that when a woman sees herself without make-up, she thinks about how she’ll eventually appear to others once she’s put on her proverbial “face.” A “reward system” is then activated in which dopamine is released to give sensations of pleasure—yet another reason why cosmetics remain recession-proof.
tags: Daily Telegraph, Kanebo, Makeup
