I think certain cultures have been conditioned to respond positively to females who wear make-up. Whether this reenforcement was created by the large cosmetic companies is up for debate. Regardless, people still have their own decisions to make, so I don't blame the corporations for the reality we live in. They're just out there to make money. It's a business which employs manipulative tactics just like any other. If we blame the corporate community for fostering false ideals as reality then we shouldn't just go after cosmetic companies. The problem will always come down to uneducated consumers not noting the hypocrisy of their purchases and buying into the message. That's not to say women shouldn't buy make-up because it will only go to show their ignorance. People should just be aware of what they're doing and to what ends they will benefit from it.