This may date me, but's that the tag line from a 90's cosmetics commercial. It refers to presentation (in this case, makeup) perhaps creating the actual sensual or sexual allure of a woman.
Cuteness is clearly a factor in MAP arousal by LGs (or LB's), but I don't believe that it's the main reason that many MAPs become sexually aroused. For example, I find lots of young cosplay teens to be cute as f*ck, but I'm not necessarily aroused by them. For God's sake, puppies are cute, but I don't find them particularly arousing. And don't even get me started on cuttlefish ...(smile)
For me, the formula is complicated. One day, I might find a particular LG arousing and she might not be all that cute. Maybe it's her attitude that day; maybe it's the way she wears (or erm .. not wears) her clothes, maybe it's both. However, the very next day, I might silently be thanking that LG's parents for dressing her in a way that's much less arousing. I don't know if this makes any sense, but I'm not always attracted to the same LGs every day. Some days some of them are more attractive to me than on others. Yet, even if might not find an LG particularly arousing, I'm still likely to be overly fascinated by her.
Oftentimes a very cute LG will elicit a protective or "ah so adorable" response in me instead of an arousal response. Take 7yo Danielle Friz (@aleksandra_friz on IG), for example. I find her to be cute as hell, but she doesn't sexually arouse me. Perhaps if I encountered her in RL it might be a different story, but that's a discussion for another post.
On a semi-related tangent, I admit that I feel both guilt and pleasure for being sexually aroused by LGs. Just yesterday, I was at a crowded street fair where there were lots of LGs of all types, in jeans, shorts, and dresses. I physically had to sit myself down at a table for several minutes to avoid displaying an embarrassing boner.
The reason that I feel guilt is not that girl love is frowned upon by society (as it clearly is), rather it's because I may well be betraying an LG's trust in me as a protective adult, when, in actually, I'm craving to enjoy her closeness and touch for my own enjoyment ... and, of course, hopefully, hers.
Well, this is going far afield of the original question; so let me stop and summarize:
Cuteness may not be the only, or even the most dominant, factor in MAP arousal (or specifically, my arousal)