No Len, I don't think they are the same, not nearly as strong on boys, or as much involved in what's required.
It's really hard to separate it all out. My dd is 13 and ds 14 so I have two little case studies right in my own home. Dd very much wants to be part of the alpha crowd (luckily they are very nice), and therefore wears and does what's required. What I have noticed is that whereas I wear little make up (apart from powder to hide my red nose), don't bother with my hair, live in jeans, opine long and loud on the beauty industry etc etc, her friends' mothers go to spas and have their hair done etc (mainly professional women) and their daughters buy into the whole "grooming/looking after oneself" thing. Mine is joining in, but I imagine that's largely to fit in. She is also very "lucky" because she is very pretty (freak genetics), and is seen as such by her peers and given status by it.
So, I think that with her, because the whole appearance thing is a huge part of her group, she buys into it because being part of that group is THE MOST IMPORTANT thing in her life. But I wonder if she'll come out the other side thanks to early indoctrination.
Ds cares about his appearance, but he and his friends have a group where appearance (other than not looking like a pillock) isn't really part of it.
It's all very interesting to watch.