Evidently, it doesn't sell well to women, which is interesting, according to this study.
"After analyzing the data, we found that female consumers only saw two types of beauty: wholesome and sexy-sensual," Goodman said.
For instance, the actress Katie Holmes is an example of "wholesome" while the Victoria's Secret models are "sexy-sensual," Goodman said.
"Based on this research, it is evident that many advertisers may have been misled in using more sexual models to attract women to their products," Goodman explained.
What do women want?
"Presumably women desire to be more like the wholesome beauty models, and in turn, will purchase the products they endorse more readily than they would a product endorsed by a more overtly sexual model," Goodman said.
Well, obviously there is a difference between a 30 year old woman considering buying a car or microwave and a 14 year old girl deciding what is fashionable. It would be interesting (and encouraging) to see if there is a hard-wiring for modesty in women, despite a culture that seeped in selling promiscuity and overt sexuality to youngsters.