They don't actually understand "why" they do a single thing they do 
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The tendency is for men to be valued for their good career/income, and women for their beauty. An older woman who was very attractive in her youth can struggle with self worth as they get older. Sad commentary but true.
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You are correct. And in all honesty, unless they have cultivated their other virtues, they aren’t worth much to anyone after their beauty fades.
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I believe women are terrified of losing the attention makeup, etc gets them. From both men and women. As someone who uses almost no makeup I can say it certainly hurts my pride a little because I know I’m ‘overlooked’ compared to my friends who spend more time on themselves.
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nor do I color my hair. I could do the hair and makeup bit, but it’s just not aligned with my values so it never makes me feel better (I’ve tried it).
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I think they are telling the truth or at least part of it. They like to look feminine and to be seen as attractive and attract the attention of men.
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I don't do it for men. I do it for myself
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The word “ego” is mostly used in describing mens motives. Do you agree that women have strong egos too? I believe they feed off the attention they get when all dolled up weather it comes from male or female. “All the girls walk by dressed up for each other” -Van Morrison
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Maybe it's just because they feel they look better to the wider world.
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p.s. and little girls, who have no concept of this stuff yet...it’s dress up cuz it’s fun and pretty and makes them feel grown-up. And so what too.
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That's 40-50% of it. But, random men do not compliment women on their looks/outfit. Random women do. Also, men do not make snide remarks about how women wear their makeup. Women do and all women engage in that behavior, so they're trying to avoid the criticism.
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They do not know why they do it so they cannot admit it. Most woman are not equipped to reflect inward. They never had the need to do a gut check.
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Who doesn’t love a good game
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For the record as a woman I am appalled at the expectations on younger women to have so many fake things they don't even look like themselves.
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I don't think most women "know" why they do it; they are inundated with media that makes it seem necessary. Not a lot of "women's media" asks women to think.
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