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Prior research on facial beauty has suggested that the average female face in a population is perceived to be the most attractive face. This finding, however, is based on an image processing methodology that appears to be flawed. An alternative method for generating attractive faces is described and the findings using this procedure are compared with the reports of other experimenters. The results suggest that (1) beautiful female faces are not average, but vary from the average in a systematic manner, and (2) female beauty can best be explained by a sexual selection viewpoint, whereby selection favors cues that are reliable indicators of fertility.
