Every girl you aquire has a specific max sex appeal depending on her class (ugly, perfect, divine etc.).
This max value is shown at the right side of the sex appeal. You can not go beyond this value. Her current sex appeal is shown at the left side. Sex appeal is important for getting certain jobs or clients and gives more money in general.
You can increase your girls sex appeal until 60 with workouts in the gym. Aim here for ideal values (near zero).
Increasing all four values lasts 10 minutes. Decreasing one value will be done in 5 minutes. Please be aware that this values change over time, so you have to do the gym daily.
If you have to increase above 60, you should send your girl to the SPA. There she will get some beauty treatment. The max value here for the girl is 40 although you can give her a +50 treatment (no idea why) for 600000 bucks and almost 2 days. The SPA treatment is for good and doesn't have to be renewed.
Have fun pimping your girls;-)