They wear it for other women who are much harder on them then most men.
I think that makeup, for the most part, becomes counter-productive with heavy use.
The women I am attracted to might wear a touch, maybe paint their eyes and a bit of lip gloss... but that's about it...
But when they do get made up, it's a knockout punch... I am left literally breathless!
If they did that every day, it would lose it's effect (as I would become accustomed), and rather, become a heavy stone, as their very best look becomes a standard to which they must adhere, or look sickly by comparison.