The woman adorns her face in make-up, covers herself in perfume,
removes all “unnecessary” hairs, puts on a most flattering outfit and enters
the field. The man grooms himself, applies a hearty amount of cologne, and
drapes himself in his finest clothing, entering that same realm. These are the
stereotypical, if abbreviated, versions of preparation each human gender takes
to make themselves a viable option for the opposite sex, a process that has
only gotten more complex. Yet despite the understood belief, this is not the
only species that undergoes such strenuous enticement methods. It exists
everywhere regardless of the harm it may cause!
A grand example would be the peacock. This lovely creature is known for
its noticeable plumage, an addition that both attracts the opposite sex as well
as makes them a target for any predator on the prowl. This attachment has
remained despite the danger it poses because of the higher probability of being
chosen by the females for the proud honor of fatherhood. (No female can resist
beautiful plumage.)
But why pick the incredibly-feathered peacock ? Or the cologne laden
male? It can all be attributed to the implication. The female peacock will pick
the male because if such a gentleman could survive despite the hindrance the
tail causes and maintenance energy it requires, the female can safely assume
this fellow is of a strong caliber and in possession of a quality genotype. This choice of the
fittest mate, despite its troublesome side effects, is necessary in ensuring
the peacock’s survival. Now if we look to humans, it must be acknowledged that
there are somewhat more complex methods put in place but it is the same at
heart. By primping oneself, it also implies the same strength and quality
genome as the peacock feather. But here lays the greatest difference: humans
have evolved the ability to mislead quite a bit better, meaning that such preparations may cover up an unflattering truth. (A thing no peacock can muster.)

(http://www.haryana-online.com/images/Birds/David/Peafowl_3.jpg)
On a final note, the lady’s choice in mate is also chosen in
consideration to the way their offspring will come out. A female will choose an
attractive mate to give birth to others who will prove just as attractive, to
ensure they will also be chosen. However, in the case of the male peacock and
countless other species, these “attractive” traits are detrimental to their
continued existence, yet they are chosen nonetheless. Oh how curious it is…
Hewett,
C. (2003). Theory of sexual selection- the human mind and the peacock's tale. The Great Debate,
Huk, T, & Winkel, W. (2008). Testing the sexy son
hypothesis- a research for
empirical approaches. Oxford Journals, 19(2), 456-461.