<sod>In Japan, cuteness is expected of men and women.<ref name="Bremmer" /> There is a trend of men shaving their legs to mimic the [[Neoteny|neotenic]] look.<ref name="Bremmer" /> Japanese women often try to act cute to attract men.<ref name="Bremmer" /> A study by [[Kanebo]], a cosmetic company, found that Japanese women in their 20s and 30s favored the "cute look" with a "childish round face".<ref name="theage" /> Women also employ a look of innocence in order to further play out this idea of cuteness. Having large eyes is one aspect that exemplifies innocence; therefore many Japanese women attempt to alter the size of their eyes. To create this illusion, women may wear large contacts, false eyelashes, dramatic eye makeup, and even have an [[East Asian blepharoplasty]], commonly known as double eyelid surgery.<ref>{{cite web|last=RiRi|first=Madame|title=Some Japanese customs that may confuse foreigners.|url=http://www.japantoday.com/category/lifestyle/view/some-japanese-customs-that-may-confuse-foreigners|publisher=Japan Today|accessdate=25 March 2013}}</ref><eod>
<sod>In Japan, cuteness is expected of men and women.<ref name="Bremmer" /> There is a trend of men shaving their legs to mimic the [[Neoteny|neotenic]] look.<ref name="Bremmer" /> Japanese women often try to act cute to attract men.<ref name="Bremmer" /> A study by [[Kanebo]], a cosmetic company, found that Japanese women in their 20s and 30s favored the "cute look" with a "childish round face".<ref name="theage" /> Women also employ a look of innocence in order to further play out this idea of cuteness. Having large eyes is one aspect that exemplifies innocence; therefore many Japanese women attempt to alter the size of their eyes. To create this illusion, women may wear large [[contact lenses]], false eyelashes, dramatic eye makeup, and even have an [[East Asian blepharoplasty]], commonly known as double eyelid surgery.<ref>{{cite web|last=RiRi|first=Madame|title=Some Japanese customs that may confuse foreigners.|url=http://www.japantoday.com/category/lifestyle/view/some-japanese-customs-that-may-confuse-foreigners|publisher=Japan Today|accessdate=25 March 2013}}</ref><eod>