Why does a guy suddently have interest in a girl when she puts on more makeup?

Let's say he used to like her when she would put little makeup or none. Then he starts loosing interest, but when the girl puts a lot of makeup, has interest in her again.
He sees her differently or what is he thinking?
If he likes her only when she has makeup, then he has no genuine feelings for her? Is he shallow?
Why does a guy suddently have interest in a girl when she puts on more makeup?
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