The Wodaabe tribe holds an annual festival, which they called the Gerewol. In the course of this festival, men dress baroquely, wear make-up and hold a beauty pageant in a way to dazzle the wives of other men.

Also, in their culture, they believe that beauty can be cut and dried by the pallidness of the eye, the on-ice straight bridge of the nose, and white teeth. Consequently, they do the make-up to drive home these visages. It takes the men like six hours or more to prepare for this festival, so it's not easy stuff, and all this just to dance and show themselves off to other men's wives.

Though the Wodaabe is patriarchial, when it comes to sex, the women are at the helms of affair. You might not think there is anything special about that, but the Wodaabe brass ring male beauty over female beauty, and it's the men who spend hours putting their makeup on. Naturally, the women also take a full monty of care of their looks, but it's nothing compared to the amount of time the men cough up in their dressing.