Quite true, health and fertility are generaly universal standards. However, as you pointed out, there are different ways to interpret such standards.If you believe the research, there are general themes which tend to be related to attractiveness (though not by any means a conclusive or a universal test), particularly symmetry. In general, attractiveness tends to be correlated with features which imply good health, reproductive ability, and fitness.
Take health for example. We in the West would consider someone thin to be healthy, and thus atractive. However, in other cultures fat women are considered healthy, simply because it means they are better fed and thus more likely to survive.