You might recall the advertising campaign for Dos Equis beer featuring a bearded, debonair older gentleman - the most interesting man in the world - talking about his daring exploits when he was younger. He didn't wear glasses. Presumably, this made him more appealing to younger beer drinkers and prevented associations with vision deficiency, old age, and weakness.Politicians often avoid wearing glasses in public for the same reasons. Conveniently, Jeb Bush attributed his failure to defeat Trump in the Republican primaries to his glasses.Eyewear is serious business in politics. It's been the focus of several studies that suggest that wearing glasses can have both negative and positive effects on electoral success. Yes, academics study these things.Many studies used photoshopped images of politicians wearing or not wearing glasses. Other studies focus on the so-called beauty premium hypothesis. One study confirmed that good looks pay off for bank CEOs. It assessed the facial appearance of the CEOs of large U.S. banks and found that facial attractiveness is positively associated with the annual total compensation and the discretionary, performance-based components of compensation - about 24% higher than the compensation of CEOs with below-average looks after controlling for various CEO-specific and bank-specific attributes.Glasses have been associated with negative perceptions such as reduced attractiveness and dominance. But they also carry a rich historical connection to learning, studying, and wisdom. This positive stereotype dates back to the Middle Ages, when monks donned glasses for scholarly pursuits. These positive connotations can potentially enhance the perceived credibility of politicians who wear glasses, demonstrating their commitment to analytical thinking.In other words, glasses made Pierre Poilievre more serious-looking than the unwise man he often refers to simply as Justin. The one who likes to dress up for fun or to blend in while visiting India.When Poilievre began his speeches by adjusting his glasses, he signalled a willingness to delve deep into complex issues. For his supporters, many of whom long ago found Trudeau's Rolling Stones cover photo embarrassing and his oratory irritating, his glasses provided a reassuring contrast. In a rapidly changing world, glasses gave Poilievre the image of someone who honed his expertise through years of studying, making him someone with the ability to make informed decisions to fix a broken country. The kind of leader who embodies the wisdom voters seek - notwithstanding his analysis of cryptocurrencies.In response to a growing concern among Conservatives about their leader's low likeability and high negatives despite a message that resonates with many Canadians looking for change after eight years, the glasses are gone.It's also part of a summer wardrobe change, just in time for the Canada Day backyard barbecues and selfies.Poilievre's decision to trade his glasses for a clear-eyed look is a curious play in the grand game of political optics. The move seems counterintuitive, given the credibility and intellectual seriousness often associated with glasses. Can he be viewed as more competent than the incumbent Prime Minister while also benefiting from an increase in his beauty premium?We must remember that, unlike the casting for commercial roles, such as Dos Equis' 'Most Interesting Man in the World,' the role of a Prime Minister cannot be simply scripted and performed. Authenticity remains a crucial element in political image management.Poilievre's decision to forego glasses signals an attempt to balance competency and attractiveness to voters who don't like him much. However, for it to resonate with voters, it needs to be accompanied by shifts in political messaging and policy actions, ensuring that changes are not merely skin-deep. If Poilievre's new look seems contrived or insincere, it might backfire, causing more harm than good.As we grapple with the 'glass effect' and the 'beauty premium,' we find ourselves tangled in a tale of two political charms. While we wait in anticipation for this spectacle to unfold - a show that will likely include an advertising blitz promoting Poilievre later this summer -, let's remember that, just like a blockbuster film, in politics too, it's the final act that truly counts, not the celebrity cameos or the glitzy costumes.Éric Blais is the president of Headspace Marketing in Toronto.