“Shades of Beauty”: Examining the Relationship of Skin Color to Perceptions of Physical Attractiveness

The purpose of this research project was to investigate the relationship between skin color and level of perceived physical attractiveness. Previous research suggested that skin color plays an important role in how we perceive an individual's physical attractiveness. The current study was conducted to determine how influential the role of race is on perceptions of physical attractiveness. In this study, 79 subjects were asked to evaluate images of potential endorsers to be used in an upcoming advertising campaign. The images were those of females of varying skin tones. Data were then collected and analyzed to determine whether skin tone and level of skin color can in fact influence the physical attractiveness stereotype.