Don't Leave without Your Make Up

Some 50% of women in Britain aged 16 years and above will not go out of their homes without wearing some form of cosmetics, according to recent findings from Taylor Nelson Sofres (TNS).

The research - carried out by TNS' European Toiletries and Cosmetics Database (ETCD) - compared penetration of make-up usage in Britain, France, Germany and Italy. The results are published to coincide with the UK's Beauty Awareness Week, now in full swing.

The study showed that Britain has the highest penetration of make-up usage with almost three quarters (73%) of women using make-up in an average week, compared to just six out of ten (61%) in Germany, where more women tend to prefer the 'natural' look. Italian women are the most frequent users of make-up and will apply cosmetics up to three times a day.

Interestingly, more than half of women in Britain choose to wear make-up for moisturising or nourishing purposes compared to just one in ten women who use make-up to 'hide imperfections' (10%) or 'make me more beautiful' (eight per cent). This pattern - where moisturising benefits are more important than the beautifying purposes of make-up - was true for all European countries surveyed.

Additional findings from Taylor Nelson Sofres' Superpanel show that the British cosmetics market is currently worth £783m and is growing year on year. Approximately 19.2 million women bought some form of make-up in the last twelve months, with 19 to 24-year-olds spending the most money on products.

According to Amelie Gouws, Account Manager at ETCD, Taylor Nelson Sofres, 'Clearly, for the majority of women in all countries surveyed, cosmetics are an important part of their daily routine. However, it is surprising that relatively few women use make-up to feel more attractive and confident. Instead, they are using products to improve the quality of their skin. This may be due to changes in the way in which cosmetic manufacturers package and market their products as well as a desire by a growing number of women to look after their skin and reduce the effects of ageing. Due to the popularity of moisturising and moisture-balancing cosmetic products, we anticipate that manufacturers will continue to develop new moisture-enriching ranges and also invest in product ranges for the modern woman, such as 'convenience' ranges which provide multi-purpose products for working women.'

Research was undertaken by Taylor Nelson Sofres European Cosmetics and Toiletries Database during the 12 months to December 2001.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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