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DESTINATION DIVA: VAIN VACATIONERS SHED POUNDS TO LOOK BEACH BEAUTIFUL


More than two thirds (68 per cent) of Brits undertake fitness regimes to look their best before going on holiday, according to new research by Sheilas’ Wheels travel insurance(1). 

For the many Brits seeking to beat the winter blues by heading overseas for some winter sun, their holiday fitness regime will start several weeks before they jet off. 

The latest research from Sheilas’ Wheels found that one in ten (11 per cent) of people embark on diet and exercise regimes more than 16 weeks before heading off on holiday, and 6 per cent claim that they have lost more than a stone before hitting the beach.  In fact, more than a quarter of body-conscious men (28 per cent) and more than a third of women (34 per cent) lose an average of half a stone before heading off on holiday.

However, it seems that we’re as concerned with looking effortless as looking good because despite going to great lengths to lose weight, a quarter of Brits (26 per cent) admit to not being open with their families and friends about their beach-body programmes – rising to 30 per cent among men.

Men are even less forthcoming when it comes to admitting that they have undertaken beauty treatments, with 28 per cent refusing to tell their families and friends, compared with 12 per cent of women.

In fact, men who enjoy pre-holiday beauty treatments spend more than women – an average of £77 compared with £69 – to look sexy in the sun, with nearly 32 per cent of men who have had treatments favouring back, bottom and chest waxes and 15 per cent having opted for ‘boyzillians’.

A third of men (32 per cent) have beauty treatments because they are embarrassed by their appearances, compared with 23 per cent of women. A further one in ten men (10 per cent) claim that they are pressured into beauty treatments by the people who they go on holiday with.

However, nearly three quarters (71 per cent) of holidaymakers simply want to look their best on the beach, with women aspiring to look like Kelly Brooke in a bikini and men aspiring to replicate Justin Timberlake’s beach body.

Jacky Brown, spokeswoman for Sheilas’ Wheels travel insurance, said: “With the winter travel season in full swing, holidaymakers are keen to ensure that they have perfectly smooth skin and the perfect tan before the plane has even landed.  However, while weeks of diet and exercise regimes, and a small fortune spent on beauty treatments may guarantee that holiday-goers will look beach beautiful, it is imperative that they put as much effort into making sure that they have the right level of cover for their needs.”

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For further information please contact the Sheilas’ Wheel’s press office at 3 Monkeys Communications on 020 7009 3100 or email sheilas@3-monkeys.co.uk

Visit the media centre: www.sheilaswheels.com
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Notes to Editors:
(1)  Sheilas’ Wheels used the independent online research company, One Poll in October 2010, to survey 2,000 people from across the country aged 18 and over.  Sheilas’ Wheels travel insurance is arranged and administered by esure Services Limited on behalf of the insurer, Great Lakes Reinsurance (UK) PLC.