Forgive me if I wrote this before, but I have proof that men care about personality, and women care about looks.
A man will happily date down in search of a woman with a good attitude. This is how the entire Hypergamy situation started in the first place. Men will trade a woman's looks for better personality
Women will repeatedly chase after men who don't care about them and mistreat them, just because they're good looking. Women trade personality for good looks.