Published 27 January 2012
Northern ladies "love luxury make-up"
Northern women have over-taken the TOWIE set in their love for make-up, a new survey by The Trafford Centre has revealed.
More than 1000 Northern women were polled for the Trafford Centre Beauty Magic survey - and the findings reveal a well-groomed female population with a penchant for luxury products.
A third of women revealed that they like to spend on high-end luxury cosmetics brands, priced at £30 to £100.
And the ladies 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”.
The results have prompted bosses at The Trafford Centre to claim that 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!”
The Beauty Magic survey looked at attitudes and consumer habits of females in the North, as part of a week-long beauty event at The Trafford Centre (Beauty Magic: 30 Jan – 5 Feb).
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.
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.
Time at the mirror
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.
The most popular new trend in cosmetics for the year ahead was mixed finishes, a look for 2012 that involves mixing matt and gloss finishes in the same look – with 39% of women saying they would like to try out the trend.
The next most popular trend was the billion-dollar nutricosmetics industry – those nutritional supplements that aim to support the function and structure of the skin. Such products can be enhanced with Vitamin C or Omega 3 fatty acids, for example, to help combat the ageing effects of the sun – and are set to be big news in 2012. A huge 31% of those polled showed an interest in this medicinal make-up.
Just one in ten respondents said they were looking into organic cosmetics – showing how far the organic make-up market has to go to match the 50% of Brits who regularly buy organic food. Industry experts predict the organic market to be the next big growth area for UK cosmetics.
Clean and serene
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.
The Trafford Centre this week invited all women of the North to brush up on their make-up skills, investigate new products and try out some new trends for 2012, at the Beauty Magic event.
Caroline Aikman, organiser behind the week-long extravaganza, said of the survey: “Northern women are clearly ahead of the game when it comes to new innovations in cosmetics. They spend big, and they spend regularly – which reveals just how important grooming has become in the region, perhaps even over-taking the south in terms of the effort ladies put in to feeling and looking good.
“Mascara is the hero product of the hour, and any woman will tell you what a relief it is to find that perfect product that suits you as an individual. And as the eyes are such an important element of any look, we are not surprised that mascara tops the list.
“The women of the North will be into their mixed finishes this year, so expect that trend to really take off as ladies experiment outside the box by clashing matt and gloss together.
“And it’s very heartening to see that women have heeded the experts’ warnings and have adopted the habit of refreshing the goodies in their make-up bags regularly. Few products can last more than a year, and the make-up mad ladies of the North recognise this.”
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.”
Trafford Centre Ladies' Top Picks
No surprise that the favourite brands of the typical Trafford Centre lady include leaders like Clarins, Mac Studio, YSL and Benefit – but here are the specifics...
“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
Your Guide to Best-Before
Mascara: Toss your mascara after 3 months. Mascara has the shortest life span of all make up because of the high risk of transferring bacteria back and forth from your eye into the mascara tube.
Eye pencils: Eye pencils can be kept up to 2 years. To make sure you’re using a clean tip, remember to sharpen before each application.
Eye shadows: Keep your applicators clean and your liquid shadows should last 12 months. Powder shadows will keep 2 years.
Lipsticks: Keep your tube lipsticks and your lip pencils for 2 years. As with eye pencils, sharpen your lip pencils before each use.
Blushes and powders: Discard your cream blushes after a year, powder blushes and powders after 2 years.
Foundations and concealers: Moisturising foundations and stick concealers can last for up to 18 months. A 12-month shelf life applies to both oil-free foundations, which can dry out quickly, and liquid concealers.