This works because too many consumers (the majority of which, in this case, are female) can be tricked into believing:
(1) that their worth is determined by their attractiveness,
(2) that they're not attractive enough and therefore less worthy then others and possibly in danger of either not getting good things in life or else losing what good things they have, and
(3) that smearing expensive goop on their faces is somehow a solution.
It's a combination of consumer stupidity and social pressure. Anyone who rejects point #1 isn't affected by the rest.
