We would not expect these findings to happen for older, non-reproductive age women. While self-esteem may certainly be involved, attributing the lipstick effect only to self-esteem does not provide an alternative explanation to evolution -- in the same way that attributing a peacock displaying its tail to self-esteem is not an alternative explanation to the evolutiunary reason why peacocks display their tails. The human brain evolved following the same principles of natural selection as the brains of all other living organisms. This means that human behavior is rooted in our evolutionary history as much as the behavior of all other living organisms.

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