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Face, unquestionably.
The two usually go together, however. We deem properly-developed (in terms of facial aesthetics) individuals as attractive; these people's environment has worked in their favor to best express their particular set of genetics.
For example, proper posture is nearly a MUST for one's face to grow horizontally, as opposed to vertically. Proper posture also exercises and tones the body (see the research of Esther Gokhale), yielding attractive and arousing proportions.
I must say that EVERY individual that I've come across with a properly-developed face also had an attractive body. Conversely, it's usually a toss-up when I come across a person with a "melted" face; if they happen to have a nice body, chances are it was attained through some form of physical training. People with attractive faces have to work less to maintain their physique (again, because of the mechanics of proper posture).
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