I'm not totally sure what you mean by "wins" and "loses" here - you seem to mean increasing or decreasing some sort of relative attractiveness (to the average potential mate? To your definition of beauty, which seems universal?), which would then be zero-sum for whatever group it's normalized over.

But just because something is called winning, doesn't mean you can rely on it to describe human behavior - humans have a much more complicated set of motivations than "maximize relative attractiveness."