In a fascinating turn for relationship sciences, new research has shed light on the specific facial features women notice first when evaluating a man’s attractiveness. Contrary to the prevailing idea that broad general impressions or stereotypically “obvious” features dominate initial attraction, evidence now points overwhelmingly to three key facial characteristics: the lips, jawline, and cheekbones. This revelation comes from a 2009 study published in the Journal of Experimental Social Psychology and has been widely discussed in contemporary media, including recent analysis by YourTango and ScienceDaily (YourTango; ScienceDaily).
For readers in Thailand, where concepts of beauty and attraction are deeply influenced by both traditional beliefs and emerging modern trends, understanding the science behind attraction provides valuable insight for both personal relationships and broader cultural conversations. In Thai culture, notions of physical attractiveness have historically included facial harmony and clear skin, while popular trends frequently highlight sharp jawlines and refined cheekbones in both male celebrities and everyday style icons. This latest research links global scientific evidence directly to the nuances of what many Thai women—and observers worldwide—may already subconsciously prioritize.
The ground-breaking study involved fifty heterosexual women who were shown images of male and female faces and asked to rate their suitability as either potential dates (invoking a sexual attractiveness assessment) or future lab partners (an aesthetic, nonsexual consideration). The researchers intentionally split some of the facial images horizontally to disrupt their natural alignment, then presented the altered and whole images to separate groups of participants (ScienceDaily). The aim was to distinguish between the ways in which women process facial attractiveness at a purely physical level versus an overall, holistic level.
The findings revealed a two-tiered system—women evaluate facial attractiveness both sexually and aesthetically. At the sexual level, attention zeroes in on the jawline, cheekbones, and lips: features strongly associated with masculine traits and reproductive fitness. The full face assessment, however, aligns more with trust and suitability for partnership outside of immediate sexual attraction. Interestingly, when presented with split-face images, women relied even more heavily on distinct features such as the jawbone and lips for their evaluations. This suggests that, stripped of the ability to judge a face holistically, well-defined features become more influential in the assessment process.
Psychologist and research lead Robert G. Franklin from Penn State, reported in ScienceDaily, summarized: “We have found that women evaluate facial attractiveness on two levels—a sexual level, based on specific facial features like the jawbone, cheekbone and lips, and a nonsexual level based on overall aesthetics.” He further remarked, “Splitting the faces in half made the women rely on a purely sexual strategy of processing male faces. The study verifies that these two ways of assessing facial appeal exist and can be separated for women.” (ScienceDaily)
The study’s methodological approach—differentiating romantic desirability and nonsexual affinity through lab partner ratings—mirrors both Western and Asian perspectives on relationships, where trustworthiness and aesthetic appreciation are often separated from sexual attraction. In the Thai context, celebrity culture frequently celebrates actors and singers for their distinctive jawlines and full lips, echoing the very findings this research highlights. Moreover, these facial features are not just considered attractive; they are thought to reflect health, confidence, and status, qualities valued in traditional Thai matchmaking and social interactions (Wikipedia - Physical Attractiveness).
Another layer to consider is the biological basis for these preferences. Literature reviewed in PubMed and summarized in ScienceDaily notes that sexual attraction in women is partly governed by evolutionary cues tied to reproductive success. That is, men with prominent jawlines and cheekbones are often seen as possessing higher testosterone levels and, by proxy, better genetic fitness (PMC). The fullness of lips is similarly associated with youthfulness and fertility.
Beyond biology, the role of cultural conditioning is an open question. Franklin himself cautioned in ScienceDaily, “We do not know whether attractiveness is a cultural effect or just how our brains process this information. In the future, we plan to study how cultural differences in our participants play a role in how they rate these faces.” This is of particular significance in Asia, where rapid societal changes, the spread of global media, and localized beauty standards continually interact—potentially shaping or reinforcing these preferences.
In Thailand, numerous studies and anecdotal observations support this interplay of evolutionary psychology and local culture. Traditional handicrafts and mural paintings often depict idealized male faces with defined cheekbones and harmonious features, while contemporary fashion and entertainment industries perpetuate an appreciation for sharp, “clean” jawlines and pronounced facial features. Cosmetic trends, including non-invasive contouring treatments and jawline surgery, have gained popularity in Bangkok and other major cities, reflecting a societal aspiration for these very traits highlighted by research (Bangkok Post).
While facial symmetry is universally considered attractive, culturally specific elements such as skin tone, facial hair, and grooming style add further dimensions to attractiveness assessments among Thai women. For example, popular Thai actors often maintain a certain balance between ruggedness and refinement that aligns closely with the study’s identified markers of sexual attraction—well-defined jawlines, healthy lips, and visible cheekbones—underscoring the dynamic between global research findings and local ideals.
Experts in evolutionary anthropology remind us these preferences are deeply rooted but not absolute. Social psychologist Reginald Adams, co-researcher in the Penn State study, explains that hormonal cycles also influence female preferences over time, with ovulation periods amplifying attraction to more masculinized facial features. “Women’s preferences can shift depending on biological and contextual factors, which further complicates our understanding of what truly drives facial attraction,” Adams notes in follow-up interviews (ScienceDaily).
Looking forward, Franklin’s team is investigating cultural differences in perception and the impact of hormonal cycles on facial assessment. The implications for health, well-being, and even self-esteem are significant. As beauty standards evolve in Thailand—shaped by media, technological advancements in cosmetic procedures, and growing global interconnectedness—awareness of what drives initial attraction can offer Thais a more empowered, conscious approach to personal presentation and relationship dynamics.
In practical terms, this study suggests that individuals seeking to make a memorable first impression might benefit from maintaining healthy lips and caring for skin around the cheekbones and jawline. For men, grooming and subtle highlighting of these features—through balanced nutrition, adequate hydration, and good skincare routines—can enhance perceived attractiveness. In professional settings, the holistic evaluation of faces for trustworthiness and credibility reinforces the importance of context; first impressions matter, but lasting partnerships are based on more than just facial structure.
Critically, the conversation should remain inclusive, reflecting an understanding that beauty is multifaceted and subjective. While research can illuminate general patterns and preferences, individual tastes and cultural traditions ensure that diversity in attraction remains a celebrated aspect of Thai society.
For those seeking greater self-confidence or curious about the science behind attraction, consider focusing on self-care that enhances natural features, engaging in open dialogues with friends and partners about preferences, and recognizing the layered, complex nature of what draws us to one another. For educators, researchers, and health professionals in Thailand, these findings invite more culturally nuanced studies—and conversations—about attraction, beauty standards, and well-being.
For further exploration, readers are encouraged to review studies on physical attractiveness in PubMed (PMC), general overviews in Wikipedia (Wikipedia - Physical Attractiveness), and recent cultural commentary in the Bangkok Post.