Pretty boys
The secret is out and it may raise a few perfectly groomed eyebrows. New research[1] released today reveals that foundation and concealer are not just women's make-up must-haves as 10 per cent of men surveyed admit to dipping into their better-halves' stash to cover that blemish or dark circle.
According to the survey by Sheilas' Wheels home insurance, tweezers are the top beauty steal with 39 per cent of men admitting to borrowing their partners to make themselves body beautiful and well groomed - followed closely by moisturiser (37 per cent). Further to this, nearly a third (31 per cent) of men questioned admit to using at least three of their partners' beauty products or gadgets.
Just short of the top ten products that men admit to borrowing from their girlfriends or wives were hair straighteners (7 per cent) - Alex Reid's Big Brother beauty essential - fake tan (7 per cent), nail varnish (6 per cent) and eyeliner or mascara (5 per cent) - or should we say 'guyliner' and 'manscara'.
Top ten beauty products and appliances that men borrow from their partners are:
- Tweezers (39 per cent)
- Moisturiser (37 per cent)
- Hair dryer (36 per cent)
- Nail file / buffer (29 per cent)
- Hair styling products (22 per cent)
- Lip salve / lip gloss (22 per cent)
- Face mask / facial scrub (15 per cent)
- Shaver (15 per cent)
- Concealer / foundation (10 per cent)
- Hair removal cream / wax (8 per cent)
Whilst some men are happy to follow in the footsteps of male celebrities who have stepped out in public wearing make-up - not everyone is so open about their beauty regime. Over a third (34 per cent) of men questioned admit to using these items in secret, despite 31 per cent of women claiming to have caught their other halves using their beauty must-haves behind closed doors.
A fifth[2] of men polled (20 per cent) even admit to causing damage in the home with a beauty gadget or product - with hair straighteners named the worst offenders (38 per cent). Proving that home grooming is not quite the cost-saving option it seems, the average cost of beauty damage by men to the home equates to £249 each per year - compared to £187 by women.
Jacky Brown at Sheilas' Wheels home insurance comments: "Whilst it's common knowledge that women enjoy pampering themselves at home and making the effort to look good using an array of beauty gadgets, lotions and potions, little did we know that men also secretly want to jump on the beauty bandwagon.
But men delving through their other halves' make-up bags should be careful as it's all too easy to spill or stain something - causing damage around the home. That's why having accidental damage cover added onto your home insurance can prove to be invaluable. So watch out ladies, and keep those prized beauty must-haves under lock and key."
Regional differences
- 43 per cent of women surveyed in the North East have caught their partner using their beauty products or gadgets - compared to 22 per cent of women in Wales
- 17 per cent of men questioned in the East Midlands admit to using their other halves' foundation or concealer - compared to just 5 per cent of men from the West Midlands
- Men from London are the most secretive when it comes to borrowing and using their partners beauty products as only 42 per cent of those who use female grooming products, admit to openly using these items
- ends -
For further information please contact the Sheilas' Wheels press office at Mischief PR on 020 7100 9999 or email sheilaswheels@mischiefpr.com
Visit the official fansite for Sheilas' Wheels: www.ilovesheilas.com
An ISDN line is available for radio interviews.
Case studies are available on request.
Notes to Editors:
- Sheilas' Wheels used the independent online research company Fly Research who surveyed 2,036 men and women from across the UK, aged 18 and over, between the 14th and 18th January 2010.
- Supporting research carried out by online independent company Opinium Research on behalf of Sheilas' Wheels. Opinium surveyed 2,016 adults, from across the country aged 18 plus between Tuesday 7th April - Thursday 9th April 2009.
About Sheilas' Wheels:
Sheilas' Wheels was launched in October 2005 to offer women drivers cheaper car insurance and product enhancements including £300 handbag cover - for bags stolen from the car (comprehensive cover only), competitive breakdown recovery rates, a dedicated counselling line run by trained professionals to help customers cope with driving issues such as road rage (comprehensive cover only) and a network of female-friendly repairers. In February 2008, the brand moved beyond car insurance to offer home insurance and in January 2010, it moved to also offer travel insurance.
