Well, everybody, both men and women, want to look their best, don’t they???
As a man, I can’t speak to women and their make up. But, just for myself, can say that I bathe and shave and get haircuts and try to wear clean clothes. And I do all of these when it’s time for “date night” with my leading lady.
Many this isn’t exactly analogous, but, just saying, men can care about their appearance too, and will do things to help them look their best.
Dogs and some other animals roll on dead stuff or manure to obscure their scent. Perfume/aftershave an extension of this trait?