women being into looks is a pretty new thing . Before a womans first concern was survival and being able to eat. The guys looks really didn't come into play much.
Actually, it is an old thing - a very old thing. It is a myth that women don't care about looks. They do, and it is wired into the genes. There was a study done not that long ago that tracked womens' eye movements when shown 3 male figures. The 3 figures had different heights and hip:waist:shoulder ratios and the women pretty much ignored the smaller, less 'masculine' shaped figure. (The study actually focusses on penis size but I think that is erroneous because it's really not the first the thing that is apparent when you look at this picture, the authors just wanted something new to publish. This thing is basically the female equivalent of men in general preferring low waist-to-hip ratio etc)
Here is the image -
Then you've got all the stuff about women being on the pill (ie. their body believes it is pregnant) preferring less masculine guys that they would if they were not on the pill, and ovulating (ie. fertile) women preferring more masculine guys than non-ovulating ladies, etc. etc. etc......
As I've mentioned before, the reason we have lots of crappy teeth and jaws now and we may not had such bad teeth/jaws prior to the neolithic is due to genetics as much as diet. Lots of s**tty genes are able to survive now while in the neolithic they wouldn't have had a chance. That is due to a variety of factors (and one of those factors is that we are a lot more monogamous than we used to be. We didn't have gorilla-style harems but we didn't have nearly so many instances of women having the majority of their kids by the same father like we do now and there was more freedom to chose your desired 'mating strategy' - whereas in more modern times (post neolithic revolution) we have generally been forced into long-term (and therefore more monogamous) mating (or at least reproducing) strategies. Now, perhaps, we are starting to see a slightly shift back....)
I find it interesting comparing Europe (especially northern Europe) to where I live now, in the Middle East. Society here is incredibly shallow and everyone wears tons of makeup and spends a lot of time and effort grooming. The standards are so much higher than they are in the UK and compared to places like Germany, Austria, Denmark, Norway...wow. I feel like the women there bring a lot more than their looks to the table so they don't have to waste so much time and effort making sure they look impeccable. Living here feels a bit like living in the 1950s (or the 1550s at times....)