Fair enough, I’m over it now, but I note that no-one has ventured an answer yet though.
Challenge accepted 
They do it to attract male attention, because men generally are attracted by it.
Some women may do it to make them feel good about themselves in the face of what is expected of women, influenced by the media, fashion and makeup empires.
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Thank you both, my view too, it doesn’t neccessarily answer the thread’s title but some might think that some men as a result fail to read the signs correctly and assume that the, apparent, invitation to closer attention is real. That does not excuse violent or insulting reactions to subsequent rejection, but it might go someway towards understanding them from certain men and thus surely women should be mindful of the risks involved.
That isn’t sexism it is realism, if women were attracted to men wearing makeup and took advantage as a result, men might think twice about doing so. The fact is that they aren’t, so men don’t generally wear makeup, but if they did, they should be advised that the attraction encourages those who are not welcome as well as those who are.
I think you are partly there.
Speaking as a woman, how we deport ourselves never has simply one reason. (Of course not, we are women. Never simple!)
As I see it, for most looking good and feeling good wrap together. I don’t think all women are concerned about how they look, certainly not all the time. Some of it goes back to our mothers.
Firstly, this may come as quite a surprise to some, but women do not try to look nice just to please men! That takes far less effort.
In our little village, the coiffeuse is busy every day of the week. Dozens of some quite elderly ladies making their hair look beautiful with absolutely no man considered. A new coat or colourful scarf will be admired and maybe rewarded by a smile.
Younger women may sometimes dress out of concern for what other women may, or may not, think. Partly competitive but also reflecting a subtext that broadcasts how women feel about themselves. How we present reflects and reenforces our own self confidence. If makeup makes us look prettier than wearing no makeup, and we care to look pretty, then why not? Making the world look and feel better is what we do.
Attracting men is secondary. And sometimes really more of an undesirable hassle.
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I think I agree with all you have said above…
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I wore flared trousers back in the day, but I didn’t think by wearing them, that gorgeous young women would start chasing me down the street. I think I was more influenced by the young male fashion of the day. Nothing more than that.
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and platform soled shoes as well … I felt tall and majestic as I sashayed across the room… 
Edit: a nice change from my normal 5ft 2 ish 
I hesitate to say it, but the lady’s age is very often the critical factor. Her relationship status may also have an effect. So ladies of a certain age have a different purpose in self-presentation, and will dress less like those in @dav
That is exactly how the wife of Lord Lucan avoided the dreadful fate of the nanny.
A friend proudly announced that his wife never used make-up. My response was that that’s fine, if that’s her choice but she misses out on the ‘theatricality’ of m/up, using m/up to create a different persona, when the mood takes.
Telling my g/f she was looking particularly fab she said, “Thanks love, but it’s all paint and Polyfilla”
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Oh yes. And if the woman is of independent means, it’s a sliding scale 
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My friend, whose funeral we recently attended, was definitely that. Well turned out to the end. Exactly my idea of a sophisticated, glamorous Frenchwoman.
Sorry, that the assumption that all men behave in the same way has upset you. I agree that there are some decent men arround. I assume that you are one of them. Unfortuneately, I just seem to find the wrong kind!
Thank ypu for this reply, very appropriate.
This post was directed at Trump and nobody else but Trump! Maybe as an after thought to his followers.