A recent survey commissioned by QVC has found that one fifth of women in the UK consider buying beauty products far more important than stocking up on food.
Offering explanation to this startling statistic, is the news that half of the 2000 women polled said they would feel extremely uncomfortable leaving the house without wearing one of their favourite make-up items – particularly mascara and lipstick.
It was also discovered that a whopping 78% of women only feel completely comfortable in their own skin if they are wearing make-up, despite the fact that one in 10 lie about how much they are actually putting on.
It’s not surprising then that 28% of men believe their partner wears less make-up than she actually does. In fact, many women go to desperate lengths to keep their other halves in the dark about their true make-up obsession.
The poll showed that one third of women will deliberately wake up earlier than their partner so they can apply make-up without them seeing, whilst 41% will leave work early to do the same before they get home.
London women were rumbled for being the worst culprits of this sneaky behaviour, and 24% admitted they regularly tell people that they wear less make-up than they do.
Keeping it natural?
Rather paradoxically however, it seems all this make-up is necessary for achieving the desired ‘natural look’, which 54% of us seem to aim for. Close behind is the summery bronze glow.
Bonkers about beauty
So what beauty products are we women going crazy for? The items pin-pointed as the nation’s favourites are mascara, foundation, lipstick and eyeliner, while eye-shadow, blusher, concealer, face powder and lip balm were rated as second best – though still essential.
Cosmetic collections by county
The poll also revealed a stark difference in beauty product behaviour between counties.
While northern ladies have a penchant for lipsticks, liners and bronzer, southern babes are more interested in spending their money on lip balms, concealers and flawless foundation.
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