Today, Nutrimetics announced the findings from its inaugural Beauty Lab Report*; providing an insight into Australia’s unique take on what constitutes beauty, Australian women’s views of their own self image, and the factors that shape the population’s perceptions.
“The report reveals that as a nation, Australians prize a look that is fit, healthy and natural, and that Australian women enjoy their relaxed attitude to beauty.
“With a presence in Australia that spans five decades, Nutrimetics is a leading authority on Australian women’s beauty and this in-depth piece of research enables the brand to continue our understanding of beauty and self image, as well as helping us to tailor our product offering and lifestyle opportunity.” Richard Wolstenholme, Vice President of Marketing, Nutrimetics Australia and New Zealand
Compliments Don’t Cut It
Personal achievement, over compliments, is the biggest confidence booster with over half (57.8%) of all Aussie women agreeing that a sense of accomplishment over a challenging task would strongly impact on their confidence and self worth.
Aussies say no to plastic surgery and would always opt for a more natural beauty treatment to give them that little ‘lift’. Only 1.8% of the entire population would consider a dermatological procedure such as Botox or fillers and taking time for a massage was the most popular way for women to boost their mood (35%).
Rural Beauty More Relaxed
Rural residents of Australia think less of the physical aspects of ‘beauty’ (56.3%), compared to the national average (60.3%), indicating that city slickers are more self conscious of the physical attributes in defining who or what is beautiful.
Aussie Women Spend Five Years Getting Ready!
Aussie women enjoy spending time perfecting their appearance with the average beauty routine taking each woman 24 minutes a day. That’s 146 hours a year; or the equivalent of six full days. A woman therefore spends more than a year of time getting ready over the course of her adult life. For the combined adult female population *that’s 50,856 hours, 2,119 days, or in other words; five years!
The Price of Beauty
Australian women spend an average of $69.98 on beauty each month. That’s approximately $839 a year, about an entire week’s salary for the average full time employee***.
Looking at this on a national scale, Aussie women are clocking up a combined spend of around $519.6 million a month; that’s a $6 billion a year!
Girls Grasping Beauty Far Too Young
Richard Wolstenholme comments on the findings; “Australian women agreed that they first started to become aware of society’s interest in beauty around the age of 14. Nowadays women believe that girls are thinking about beauty much too young, estimating the average age of a girl’s grasp of beauty at just eight years old!”
“Australia’s young people are more fashion aware, technologically connected and empowered than previous generations. Therefore young women are adopting beauty regimes earlier and being influenced by fashion at an earlier age – not just in the teen years but increasingly the ‘tween’ years,” adds social commentator Mark McCrindle, McCrindle Research.
Celebrities, models and advertising have the biggest influence on shaping Australian women’s views of beauty: 89.4% of women ranked successful Australian women as positive influences whilst three quarters (74.4%) agreed that celebrities and models had a negative impact upon shaping perceptions of beauty.
The Most Admired Aussies
These women were frequently referred to as Australia’s most beautiful women:
• Megan Gale
• Elle Macpherson
• Nicole Kidman
• Kylie Minogue
• Cate Blanchett
• Deltra Goodrem