Northern women have over-taken the TOWIE set in their love for make-up, according to our beauty survey.
Northern women reveal a penchant for luxury beauty products like Yves Saint Laurent Forever Youth Liberator from Selfridges, Debenhams, Boots and John Lewis
We asked you to get involved with our Beauty Magic survey and you didn't disappoint. The findings reveal a well-groomed female population with a penchant for luxury products.
A third of you revealed that they like to spend on high-end luxury cosmetics brands, priced at £30 to £100.
And you showed an enormous appetite for cosmetics, with almost a quarter of those polled saying they wore a full-face of make-up every day of their lives – with a third saying they wore a full face on “most days”.
Benefit at Debenhams and Boots
A revolution in Northern grooming
The results have prompted us to wonder if a revolution has taken place in Northern grooming. Said the Centre’s Caroline Aikman: “With the huge success of shows like The Only Way Is Essex and Made in Chelsea, the perception has been that southern ladies are better groomed and more committed to their cosmetics. But what we’ve discovered is that female northerners are every bit as make-up mad as their southern sisters – if not more so!”
Northern women clearly adore their favoured brands, with three quarters of those polled saying they had a “hero product” in their make-up bags that was so effective that it became a staple item they would use permanently.
Bobbi Brown at Selfridges and Debenhams
Mascara is a must-have
When pressed to identify that must-have item, the most popular answer was mascara, with almost two-thirds of the vote. Next up was lipstick (20%) and blusher (13%), with eye-shadow trailing in last place.
A third of women showed they took more than 30 minutes a day in front of the mirror to apply their make-up – while only one percent of those polled admitted they took more than an hour per day to apply their make-up.
And Northern women display excellent hygiene habits when it comes to the use-by date of their cosmetics, with only 10% admitting they kept make-up for longer than a year. A more careful 62% said they would not keep a cosmetic item for longer than 6 months – the habit recommended by make-up artists which means make-up bags are less likely to harbour harmful bacteria.
Eve Lom at Selfridges
Investing in beauty
The phenomenon of the “lipstick economy” has been quoted as the reason behind increased spend on cosmetics in recent years, as women cheer themselves up with low-cost buys during times of economic strife.
But Caroline adds: “With so many women opting for luxury items on a regular basis, we see this as much more than instant gratification, but instead a continuous and well-educated investment in the way we look and feel.”
Your top picks
No surprise that your favourite brands include leaders like Clarins, Mac Studio, YSL and Benefit – but here's what you told us...
“For me, eye-shadow can do anything. My look is rarely natural, and I love adding colour, glitter, shimmer, smoke and anything that adds drama. There is so much choice in shades and finishes that it’s almost impossible to run out of options.” Shaiza
“Christian Dior Capture Totale is essential for me. It’s helped with my spots and blemishes – and at £65 it lasts for a good six months.” Sajed
“For foundation I use Estee Lauder Double Wear and YSL Radiant Touch Pen – I can’t choose between the two!” Alison
“Mineral Veil by Bare Minerals – a fantastic product that not only sets the make-up, but can be used on its own to give a photo-shopped appearance!” Samantha
“This year I decided I am finally old enough to need a good base on my skin – so after many trials I fell in love with Chanel’s Vitalumiere. It’s so light and refreshing, I can’t live without it now!” Emma