British women spend £1.1 billion a month on cosmetics
Women carry an average of £57-worth of cosmetics in their make-up bags, according to a new poll.
Despite the recession, a survey of more than 1,000 women by cosmetics firm Avon found that Britons are spending £1.1 billion a month on make-up.
Mascara was overwhelmingly the most popular item with 62% of women saying it was an essential purchase, while 38% considered lipstick a ‘must-have buy’. Foundation came a close third with 37% of women saying they had to have it.
Cary Cooper, professor of psychology and health at Lancaster University, said women were probably spending on make-up to help cheer themselves up amid the current economic turmoil.
‘During the recession, many people will feel low because of financial difficulties and may be worried about their job or a partner’s job,’ he said.
‘Many people buy luxuries in a time like this to make them feel better – whether that is chocolate or make-up. Women who feel low want to look better – they go for a haircut, have their nails done or buy new make up. It’s a common phenomenon.’
‘It may make them feel better at the time but it’s what psychologists call a temporary palliative – it doesn’t solve the problem but helps them to feel better in the short term.’
The study found women between the ages of 16 and 24 carry £69 worth of make-up while 25 to 34-year-old have on average £71 of cosmetics. After this age, women’s spending on make-up drops off steadily with the over-55s carrying less than £35 of product.