But has it ever occurred to you why women love wearing makeup? Japanese scientists say that women anticipate a rush of anticipation and optimism as they prepare to apply make-up. The findings are based on two years of research by cosmetics giant Kanebo. The company’s ‘Cosmetics, Beauty and Brain Science’ project determined that there are distinct cognitive activities involved in a woman’s perception of her face with and without make-up. The researchers used a brain scanner and monitored activity in the caudate nucleus of the brain and found that when a woman sees her own face without make-up, she anticipates how she will eventually appear to others and a ‘reward system’ is activated, releasing dopamine to give sensations of pleasure. Keishi Saruwatari, of Kanebo’s laboratories said, "There is a mixture of expectation, encouragement and ambition. Make-up contributes to building relationships with others and feelings of pleasure in women."On another note, please take a moment to participate in this survey. Look for it on the second sidebar. Poll closes on 23rd March, 2009.
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