An article in Scientific America has pointed out that empirical research says that, actually, you think you're more beautiful than you are. We have a deep-seated need to feel good about ourselves and we naturally employ a number of self-enhancing strategies to achieve this. Social psychologists have amassed oceans of research into what they call the "above average effect," or " illusory superiority," and shown that, for example, 70% of us rate ourselves as above average in leadership, 93% in driving and 85% at getting on well with others -- all obviously statistical impossibilities.

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