SINCE the dawn of time people have been going to extraordinary lengths to make themselves look more attractive.
However, British research conducted during the COVID-19 pandemic has revealed that no amount of time spent applying cosmetics, or sculpting that hipster beard can compete with a protective facemask when it comes to making someone more desirable.
The authors, from the University of Cardiff, conducted an initial assessment in Feb 2021, recruiting 43 women to run their eyes over a series of pictures of men with and without face coverings.
Participants overwhelmingly reported that the images of the men with the bottom half of their faces obsecured were significantly sexier.
"The results run counter to the pre-pandemic research where it was thought masks made people think about disease and the person should be avoided," the authors said.
"The pandemic has changed our psychology in how we perceive the wearers of masks. When we see someone wearing a mask we no longer think 'that person has a disease, I need to stay away'."
In a blow for the environment, the research found blue disposable masks were the most alluring.
It is not known if the results were skewed by the unmasked men having particularly terrible teeth or wonky noses.
The above article was sent to subscribers in Pharmacy Daily's issue from 17 Jan 22
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