Look Good merz survey

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Mirror, mirror – what do women want?

Psst! How do you stay looking so good? Ask that question of a woman from NSW and the odds are she’ll just smile a mysterious smile and answer with artful elusiveness.

According to What Do Women Want?, a new survey commissioned by Merz Aesthetics (distributors in Australia of Radiesse bio-stimulant dermal filler), NSW women are the most likely not to share their beauty secrets, while Queenslanders are the most likely to be honest.

The survey canvassed the opinions of 1225 Australians aged 18-74 (1123 of them women) about their attitudes to their physical appearance and self-enhancement procedures such as dermal fillers and anti-wrinkle injections.

In terms of sharing information about anti-ageing and self-enhancement treatments, 17 percent of respondents in NSW said they would keep it to themselves as compared with 14 percent in Victoria, 12 percent in Western Australia, 11 percent in South Australia and a mere two percent in Queensland.

The survey found that 50 percent of women who seek anti-ageing procedures would rather put off buying clothes and shoes in favour of treating their face, 33 percent of all women would do the same, 25 percent would get an extra job to afford treatments and 15 percent would be willing to take out a loan. In further findings:

  • 70 percent of women have a facial beauty treatment at least once a year.
  • 92 percent of Australian women agreed that women are beautiful at every age – it is not dependent on youth.
  • 95 percent believed it was possible to stay attractive despite fading youth.
  • 57 percent of women disagreed that beauty is in the genes and cannot be created.
  • 31 percent of the women and 36 percent of men surveyed revealed they want to look better for their age than friends or peers.

Yet on a global scale, Australians are the least competitive with each about their looks – and among the least likely, along with French mesdames, to keep checking themselves out in the mirror.

Merz also conducted a survey of 4007 Europeans (from France, Germany, Italy, Russia, Spain and the UK) and discovered that the Russians are the most conscious of their looks but among the least accepting of  non-surgical procedures, while people in Australia and the UK were the most open to facial injectables.

The surveys reveal that 58 percent of Russian women check their appearance in the mirror at least every couple of hours, as compared with only 19 percent of Australian and French women.

German women were the most likely to use beauty to their advantage at work, with 50 percent saying that it was just another tool to make use of in a job, like intelligence and network of contacts.

However, Spanish women were the most eager to play it down (as were Australians), with 45 percent saying they wanted to be respected for what they achieved, not how they looked.

Yet Spanish women are most concerned about losing their attractiveness as they age, while Australian women are afraid of losing their confidence.

Italian women (58 percent), followed by the British (47 percent) felt the most social pressure to improve their physical appearance, as compared with only 30 percent of Australian women (roughly the same findings as with the French, Germans and Russians).

Italian men are also most likely to draw attention to their partner’s ageing, whereas very few Australian men would apparently dare.

Commenting on the findings, Sydney cosmetic physician Dr Naomi McCullum says for the vast majority of women seeking non-surgical procedures at her practice, it is not about chasing youth but feeling more confident.

`The comment I probably hear the most is that they want to “feel like themselves again”,’ she says.`They want to refresh their appearance while looking natural, feel sexier and generally happier. Doing it primarily to attract the opposite sex or please a partner is not a key motivator, in my experience.

`They are not trying to recapture youth, as such, look and feel a more youthful version of themselves.’

The Merz Aesthetics surveys concluded that social acceptance of non-surgical enhancement is accelerating and that in 15 years it could be considered the norm: in essence, “injectables are the new lipstick”.



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