This article is intended as a cultural and political analysis of visual perception in electoral dynamics. It does not serve as an endorsement of any political figure or party. At The Beauty Edit, we believe in the power of informed choices—and as the country prepares for the upcoming elections, we encourage our readers to look beyond surface appeal and vote with both discernment and purpose.
Since time immemorial, it has been the norm in Philippine politics that good looks matched with irresistible charisma can win more votes than any policy platform or credential. Candidates know their audience. In a country where beauty and charm often open more doors than merit, appearances can win half the battle—perhaps even more. It’s no surprise that elections in the Philippines can sometimes resemble beauty pageants more than political contests.
One only needs to glance at the latest national election surveys. The front-runners may not be the most conventionally attractive individuals, but they share a standard quality: the elusive “It” factor. They draw people in with charisma and seal the deal with grooming, polish, and an unmistakable presence.
A well-documented psychological phenomenon helps explain this dynamic: the halo effect. It is a cognitive bias where we unconsciously associate physical attractiveness with intelligence, kindness, and competence. A foundational study in this field, titled What is Beautiful is Good, found that people consistently attribute more positive characteristics to attractive individuals, a pattern that holds across cultures.
This bias becomes even more pronounced in political contexts, especially in societies where visual cues carry immense influence. In the Philippines, these perceptions are reinforced by cultural expectations. Terms such as malinis tignan (neat-looking) or mukhang mabango (looks like they smell good) are more than colloquialisms—they signal snap judgments about a person’s respectability, credibility, and even moral uprightness. Being “presentable” is not just about hygiene; it is a proxy for trustworthiness, leadership potential, and social status.
What Makes a Candidate Winnable
Campaign strategist and president of Agents International Public Relations, Alan German, explains that the Philippines does not have a monopoly on electing presentable candidates. Still, the effect is “more pronounced in the country.” German, who has worked on numerous national and local winning campaigns, says that for a candidate to be deemed winnable, they must have what he calls CARE: Charisma, Attractiveness, Relatability, and the ability to be Extemporaneous. Most candidates possess these qualities to varying degrees, but a few—those he calls “unicorns”—have them all and exhibit them naturally.
For a candidate to be deemed winnable, he or she must have CARE: Charisma, Attractiveness, Relatability, and the ability to be Extemporaneous.—Alan German, campaign strategist
Charisma plays a decisive role in shaping voter preferences. Candidates need not be objectively attractive; they need to exude magnetism. Voters are often moved not by detailed plans or platforms but by how a candidate makes them feel. In this way, the emotional appeal of candidates usually overrides rational policy-based evaluations. This phenomenon has been widely documented in political psychology literature, including Drew Westen’s The Political Brain, which argues that emotional resonance, not cold logic, drives most voter decisions.
According to German, candidates often fall into one of three categories. There is the Gut Candidate, whom people like instinctively, without knowing why. Then there is the Heart Candidate, someone to whom voters feel emotionally connected, the kind who elicits cries of “Idol!” on the campaign trail. Finally, there is the Head Candidate with the clearest policy direction and platform. German notes that the Philippine electorate favors the Gut and Heart candidates, who strike an emotional chord rather than appeal to reason.
Change at the Grassroots
However, he believes there are signs of change, particularly at the local level. “It’s the younger generation that’s pushing for change,” he says. “Walang kuryente, lubak-lubak ang kalsada, walang pagkain. (There’s no electricity, roads are bumpy, there’s no food.) And that brings about a change in leadership, I hope. Candidates on a local level can be seen and heard, it’s logistically possible to go out in the streets. But for national elections, that’s nearly impossible. So that’s when attractiveness comes to play—the posters, the TV ads, looking as presentable as possible.”
There is, of course, nothing wrong with wanting our leaders to be presentable. A composed demeanor and polished style can instill confidence. However, problems arise when appearances mask a lack of substance.
German reminds us that a winning campaign is built on the “Four Ms”: Man (or candidate), Message, Machinery, and Money. Attractiveness falls under the first category—how a candidate is perceived and what that perception evokes in others. This echoes findings from a 2019 study published in Electoral Studies, which found that in image-driven democracies, physical attractiveness can significantly sway voter decisions, particularly in low-information environments where policy positions are less visible or accessible.
A Call to Look Deeper
What does all this mean for the Filipino voter? It means we need to pause and reflect. We can appreciate a candidate’s poise. We can respect their presence. But we must never stop at the surface. Behind every smile, there should be a strategy. Behind every confident stride, a policy. Behind every well-styled photo op is a genuine commitment to serve.
Because when charisma and attractiveness are not matched by competence or vision, the people pay the price.
Candidates Who Turn Heads
In the realm of Philippine politics, presence often matters as much as policy. These public figures are notable not just for their platform, but for the visual and personal appeal that helped shape their public perception.
Francis “Chiz” Escudero
Currently serving as Senate President, Escudero has consistently maintained a clean and composed public image. In recent years, observers have noted a more deliberate attention to grooming and style—possibly influenced by his public-facing partnership with Heart Evangelista—positioning him as both presentable and media-friendly.
Joseph “Erap” Estrada
A textbook case of celebrity-to-politician crossover, Estrada’s popularity as a former action star translated seamlessly into political capital. His mass appeal and familiarity with the public made him a charismatic figure, ultimately propelling him to the presidency in 1998.
Noli de Castro
A familiar face from television long before he entered politics, Kabayan’s distinctively warm voice, trusted presence, and camera-ready looks helped turn his newsman credibility into political capital, making him win the second highest office in 2004.
Risa Hontiveros
Known for her composed public appearances and articulate delivery, Senator Hontiveros presents a refined and calm presence. Her consistent presentation of grace under pressure has reinforced her image as both thoughtful and trustworthy in the public eye.
Rodrigo Duterte
While unconventional in appearance, Duterte’s appeal stemmed from a forceful persona that resonated with many Filipinos. His distinct brand of charisma—rooted in tough talk, decisiveness, and populist rhetoric—created a strong visual and emotional impression that played a key role in his national rise.
