The super make-up

I came across a TV show the other day about the extremely effective make-up techniques mastered by several women in Taiwan.

Before taking off the make-up, one of the woman is so attractive that a man was willing to buy her a FERRARI for her to win her heart. However, after she took off the make-up, that man was not even willing to answer her phone-call.

http://cavemancircus.com/2010/10/28/asian-girls-are-deceiving-16-photos-before-and-after-makeup/

Here is a comparison of several girls with and without their make-ups.

Are make-ups that important for women?
Why are they important?
Is it vanity that is behind the story?
Or is it a psychological suggestion?
What does make-up mean for women?
Confidence?
Social status?
Sense of security?