In early humans, men and women worked together as hunters and gatherers.
The men were the hunters because they were more physically suited to hunting, because of physical size, speed, and their constant presence was not as vital to the offspring as the mother’s presence.
Of those women, the average time expenditure applying make-up is 20 minutes per day. Being in a relationship with a man that makes time to remind his girlfriend that she is beautiful (as all women are) can help to offset a youth-race-body type fixated cultural beauty standard that is deleterious.
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However, historically it has always been the woman’s role to be pretty. Letting your girlfriend know that you think she is pretty is important to her because society has taught women to be unduly concerned with their physical appearance. That suggests to me that we live in a society where a great deal of importance is placed on physical appearance.
For example, between January and March (2012) beauty sales increased 14% (,278,000,00) Four out of five women wear make-up according to TBC (ref below). Studies have shown that "more attractive people" are more successful careerwise. As a man of color, I have an issue with the Teutonic-based beauty standard, which tragically encourages beautiful black, brown, and dark-haired women to abandon their natural beauty to emulate white women, e.g., hair straightening products, weaves and blonde hair dyes.