Every culture has a definition of beauty. Some countries (including Mexico, India and the Philippines) where "natives have a naturally darker complexion, skin whitening products litter convenience store shelves; while in countries where natives have a naturally fair complexion have tanners and bronzers all over their supermarket's beauty aisle."
The women of the Kayan tribes of Burma and Thailand believe that their attractiveness is related to the perceived length of their necks. They start wearing rings around their neck at a very young age that gives the illusion of having a longer neck. Maybe this definition of beauty is what makes Kiera Knightley and her long neck seem so attractive.
Women in Japan find it very important to have smooth and soft skin without any marks. They eat a lot more collagen- glue like protein - to keeps the skin elastic and strong and keep it from wrinkling. Having clear and wrinkle-free skin is also a mark of beauty and youth in the western cultures. That's why there are so many people getting Botox and face surgeries to look young. Acne medications are also one of the most marketed products in the US. They are targeted towards teens and young adults since they have the highest tendency to get acne.
The textbook states that physical attractiveness is especially important to men. This may explains why women feel the pressure to look more presentable than men do. The text also states that women tend to be picky when they choose a partner. One very important qualification to them in a man is the amount of financial resources he can offer. That's why men in some culture, such as the Maori people of New Zealand, get tattoos in certain parts of their body to signify their wealth and prosperity.
The definition of beauty varies with every culture, but research shows that men in many cultures put more emphasis on physical attractiveness, while women put more emphasis on financial resources. Therefore, "beauty is in the eye of the beholder, and depending on what motherland you've dug your heals into, the defining factors for attractiveness may be different."