Attraction, feelings of love, want, sexual desire, etc. are all very dynamic.
This is what I know:
Attraction of facial features is nearly universal, faces which are considered attractive in one society are also considered attractive in others. In has nothing to do with media and such because faces shown to primitive people living in the amazon who were never exposed to Western media still agree on which faces are attractive and which are not. More than likely it is biologically based to help select the most healthy mates as there is some evidence for this based on symmetery or faces and such. It's very complicated and there are thousands of studies, but the above is a good synopsis and all most people need to know.
Body is also somewhat standardized, however, in some AIDS and starvation ridden areas a heavier body type may be prefered as a sign of health. I've seen a number of studies that conclude women prefer an atheletic, medium build in men. Also, men who are tanned with dark features seem to be prefered, but if you run out and tan everyday you'll probably look 85 at 35 so....... Also different hair colors match different skin colors and such, so this hardly means everyone should run out and dye their hair... I am only talking about averages here.
In my personal experience a man's good looks will only get him so far. It will get him laid by a certain segment of women, but if he has zero charisma and doesn't connect with people, most women I've met seem turned off by guys like that, especially if the guy acts like a spineless, wuss bag or disassociated with others and possibly a psycho.
Studies suggest women prefer men who are charismatic, warm, attractive, well-groomed, and humerous. This also matches my personal experience. Most guys see life as a competition and so they watch their every move like a hawk hoping to "get one over" on someone else and thus there is always a weird group dynamic when these people are around. I find it better to be a leader, not a dictator, to be democratic and fun to be around, not atocratic and so-serious, to make the group more fun to be around, not to "destroy the competition", to let women become attracted to me rather than constantely trying to do or say the right thing to "make her attracted".
There is a lot of advice out there based on mistaken ideas and a feeling that one is so far behind that he has to do something incredible to be equal to others, to be good enough to be accepted. I think these same guys have apparently never walked into a bathroom after an attractive woman just took a massive dump, they don't seem to realize that we are all just people. Furthermore, first impressions are often wrong. There are so many times I was initially turned off by a woman, but after I got to know her found out she was really cool or maybe I thought she was a prude and ended up being a wild child who rocked my world, giving people the benefit of the doubt, not jumping to conclusions or trying to be the big, bad man no one can relate to has been better for me.