tl;dr: Person took photos of self barefaced and with makeup. Photo with makeup is rated higher.
Edited to add: the shallowness I speak of is on the part of the raters / public. I polled my work gang quickly and a number of them spoke of being treated better when in makeup.
For example, one says that a security officer seems to only say hello to her when she’s got her face done. Personally, I once walked through the cosmetics floor of a department store with face full of makeup, and that was the only time when the counter staff clamored to get my attention and gave me samples. Of course, these are only anecdotal evidence, but it’s got me thinking.