Australian women: Health, beauty & ageing
Today's Australian woman is health conscious, well-informed and doesn't buy into the pressure put on her in the never-ending quest for an unachievable image...or does she?
Insights released today from "The Woman in the Mirror"; the latest research report from SheSpot, a division of Kidspot.com.au, reveals that:
Her health is good but apparently not good enough
- It's quite clear that being healthy is a high-order priority, with 4 out of 5 Australian women placing more than passing importance on it.
- Australian women have the third longest life expectancy rates in the world behind Japan and Switzerland.
- Nearly 90% rate their health as "good" or better (includes physical and emotional well-being) but less than half are satisfied with this.
- Living a healthy life is far more important than being well groomed, dressing well or looking beautiful. Or so she says.
Online is growing in popularity
- Google surpasses her GP for health and wellness related information (72% v 52%).
- Online research provides answers from articles and real-life advice in forums which she values highly.
- She favours specialist content sites over online portals or Facebook by a margin of 2 to 1.
- More than 70% of women are not loyal to a particular health site.
- Price, convenience and online reviews drive health and beauty online purchasing at the expense of retailers.
She believes that beauty is attitudinal but spends heavily on her appearance.
Australian women believe:
- Society expects them to enhance their physical appearance (83%)
- Only the most physically attractive women are portrayed in popular culture (71%).
- This contradictstheir definition of beauty which nearly 90%says can be achieved through attributes other than physical appearance.
- Only29% admit that "looking beautiful" is important YET:
- Australian women are guilty of the highest daily mirror time globally
- 29% would invest in plastic surgery if they could, and
- The majority are not satisfied with their looks, shape, weight or physical attractiveness.
If money was no object:
- 46% of women would spend more on makeup and cosmetics
- 42% on skin care products,
- 50% on teeth-whitening products and
- 75% on more facials and massages.
More information plus charts can be found here - http://www.shespotau.com/Media-release--The-hazards-of-health-and-beauty-marketing.html