A single word for this seems tricky. A somewhat close match is "chichi"
trying too hard to be decorated in a stylish or attractive way and therefore having no real style or beauty
There are also related words (which do not match your definition but could lead in the right direction): frilly, pretentious, splashy
On the off chance that you misremember the definition, a word for trying to be attractive (and not failing) is "peacocking":
when a male uses ostentatious clothing and behavior to attract a female and to stand out from other competing males, with the intention to become more memorable and interesting