Eye shadow is applied above the eye lids on a downward tilted area of the face. The idea is to darken the eyes and accentuate the eye color. Usually the color used is blue, even if the eye color is not blue. Often there are multiple colors used on different parts of the eye area. There is the eyelid, the boundary between eyelid and brow bone, and the brow bone itself. The contrast between the applied colors can be fantastic and bring out the color of any eyes. 
How the hell is this real science?
It’s the science of beauty, dammit.
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Yeah it’s amazing how you can make someone that looks “normal” into a super model. I’ve seen it done. If that isn’t science I don’t know what else is really.
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…And boom goes the dynamite.
Do you really want to see the science of a normal looking woman turning into a totally hot woman just by wearing makeup? I can find the YouTube video again. IT’s pretty awesomely weird.