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In "Beauty Pays" he reckons that, over a lifetime and assuming today's mean wages, a handsome worker in America might on average make $230,000 more than a very plain one.
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"All primary schoolchildren need book bags to take to and from school," says Tomkins. "When I tried to buy one for my daughter, I couldn't get any except very plain ones - there really wasn't anything suitable, except from the school, and you want to be a little bit different". She plans to make a small range of bags with brightly-coloured patterns, with the option of names to be added after sale.
Evidence for this is very plain on the surface.
The polls make very plain that only one challenger can beat Johnson on 3 May: Livingstone, attempting a comeback in a country where political restorations are rare.
I moved down to the Village and bought this very plain-vanilla one-bedroom apartment on 12th Street, between Fifth and Sixth, and so I decided to make it my town house.
No, Budweiser is a very plain pilsener with one tenth the taste of even a craft-made pilsener.
The drawings are very plain and beautiful, putting one in mind of the puppets of some our best theatre companies.
One is very plain, and she's never had a boyfriend.
As Georgina Harding puts it in "The Solitude of Thomas Cave," existence is "very plain when it is reduced to one day at a time and to that one day's routine of survival".
And beauty has lost none of its power to bewitch, bother and get its own way, as three new books on the economic advantages of good looks confirm.Physically attractive women and men earn more than average-looking ones, and very plain people earn less.
It is very plain, therefore, that the appeal is one within our jurisdiction.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com