If advertising can be believed, legions of women are convinced that beauty is ephemeral, dissolving quickly. Consequently, there is no scarcity of cosmetics advertisers capitalizing on this conviction. Females can spend inordinate amounts of money in their attempts to improve upon nature. Advertisers pitch a commensurate number of promotions designed to ensure women continue their spending habits. Marketers can elicit optimal results by understanding how promotional material affects female audiences.