My friend's hubby is an absolute sweetheart! They've been married almost 10 years and she makes an effort to look good when they go out, i.e. wearing contact lenses, kaam waley kaprey - but she tends to get headache if she wears them too long or the clothes are not comfortable when trying to chase after their kids. He tells her she looks beautiful in her glasses and will insist that she wear what is comfortable for her - and to not fuss about what she's wearing. On the same hand, if she shops only for him and the kids - he gets really upset and tells her she has to shop for herself as well. In fact - he'll call me up and tell me to take her shopping and insist that she buy at least one nice thing for her.
If she's craving something, like chocolate cake, he'll make a trip to the store to buy her what she wants - he tells her she doesn't need to watch her weight - that she's pretty how she is.
I think because he's so good about not expecting her to make an effort on her appearance - she reciprocates and takes care of herself and how she looks for him.