You could posit a "virtual good" of "female beauty" the supply of which may be artificially increased by selling beauty products, and the demand for it inflated artificially by the mass media creation of this artificial "ideal [beautiful] woman".
You could say instead that a woman's worth (or "power" if you will) MAY
be increased by enhancing her appearance, while the same is not true (or
is MUCH less true) for a man. Hence there is significant economic value
attached to same for a woman and not for a man. Then you are still
absolutely right, that is, that the things that help a woman become more
attractive, hence, more "powerful", are vastly increased in value.
could just as well say to me that I should get an education, for
example. I have shown my ability to study and could probably graduate,
and then I'd get the pride and the leverage in terms of getting jobs and
work visas in foreign countries (like France and Japan, et al). I could
say that it's not economically worth it, and it's probably not, but
there would be social stigma, and people would say things like "Your so
smart [beautiful], why don't you make the effort to get a degree [make
yourself look nice] so you can get ahead in life?" and think I was
stupid and lazy not to do so. That's maybe what social pressure looks
like, and if so, we all get it -- I know I do.