The Face of Sexualization: Faces Wearing Makeup are Processed Less Configurally than Faces Without Makeup

Human bodies are sometimes cognitively objectified, i.e., processed less configurally and more analytically, in a way that resembles how most objects are perceived. Whereas how people process images of sexualized bodies appearing in the mass media has been well documented; whether subtler manifestations of sexualization, such as wearing makeup, might elicit cognitive objectification of ordinary women’s faces, remains unclear. The present paper aims at filling this gap. We hypothesized that faces wearing makeup would be processed less configurally than faces wearing no makeup. Sixty participants took part in a face recognition task, in which faces wearing or not wearing makeup were presented. In regards to faces with no makeup, people recognized face parts better in the context of whole faces than in isolation, which served as evidence of configural processing. In regards to faces wearing makeup, face parts were recognized equally well when presented in isolation vs. in the context of whole faces; evidence of a lower configural processing. That pattern of results was driven by eye makeup (vs. lipstick). Implications for research on objectification and sexualization are discussed.