It might not be consciously or specifically done to attract a man but those are the origins of it.
Red lipstick highlights the lips and 'resembles' the labia of sexually aroused women. So it makes us appear more sexually desirable.
That might not be why women wear lipstick on a daily basis but it's why lipstick was invented for women to wear.
I'm also surprised that it's often the people who you'd expect to be against gender norms who get annoyed when men wear female clothing/makeup etc - e.g. drag queens.
Drag Queens aren't smashing gender norms, they're parodying women. That's why.
I was more talking about women dressing 'provocatively' than the good figure bit. I've found women to be much more disparaging, although obv not all. I mean, look at all the gossip magazines with'see Kate Moss's giant zit!'etc. Men aren't interested in that stuff. You'll never see a lads mag with a front page headline about Ben Affleck's beer belly etc.
Women have been conditioned to compete for male attention. Men get to sit back and enjoy the view. They haven't been conditioned to compete with each other for female attention and, when they do, they're not interested in picking at other men's bodies, they're targeting the women who reject them.
Just a perspective...