Debenhams Reveals Glamour Reigns In The North
Released on: October 14, 2011, 12:18 pm
Debenhams has reported that the North/South divide is ringing
true for beauty hall tills across the country, with Northern lasses
snapping up the longest of lashes and glossiest of lips and Southern
ladies opting for a more natural look, with the exception of Essex.
Research into regional beauty buying habits by one of the UK's largest retailers,
Debenhams has revealed that different areas of the country favour a varying amount
Northern women are aficionados of the 'more is more' style with fake tan, false lashes and pink lip-gloss the runaway
bestsellers. Northern celebrities, particularly the ever-groomed WAGs Coleen Rooney
and Abbey Clancy are no exception.
Scottish lasses follow suit with their love of tanning and bronzer, perhaps making
up for the chillier climes.
Back down South, women are devoted to creating perfect skin. Cult product YSL's
flattering tinted moisturisers and pore-perfecting powders fly off the shelves in
London, Exeter and Brighton.
Bucking the trend comes the county of Essex. Instead of echoing the simpler slap of
their Southern sisters, Essex girls align themselves firmly with the Geordies and
Their devotion to a full face of makeup means Debenhams stores in Lakeside, Romford
and Chelmsford have reported local girls wearing three pairs of lashes at the same
time and spending hours in store getting ready for a Saturday night out.
In contrast, the simple but effective red lipstick reigns supreme in the Midlands -
the classic look sells best in Birmingham and Nottingham. The Midlands women also
know how to apply it with matching lip-liners also featuring regularly in their
Irish (and Welsh) eyes are smiling thanks to a love of mascara and eyeliner. Mascara
is the enduring favourite of the Celtic regions as best demonstrated by Welsh
songstress Katherine Jenkins and Irish television presenter Christine Bleakley.
Research from Debenhams also showed that:
- Northern women buy on average a new pair of false eyelashes every fortnight
- Midlands women own on average ten red lipsticks
- Irish women tend to reapply mascara three times a day
- British women are most likely to apply fake tan on a Thursday evening, leaving
enough time for the colour to develop before Friday and Saturday nights out
- Southern women spend three hours carefully choosing the correct skin tone match of
foundation / tinted moisturiser
Ruth Attridge, spokesperson for Debenhams said: "British women's love of lotions
and potions has ensured that our beauty halls are busy all over country.
"Our lipstick sales are up 19 per cent, mascara sales up 21 per cent and nail
varnish up 21 per cent when compared to last year.
"This beauty research helps us manage where we send our stock and when.
"Shipments of fake tan will be winging their way up North to satisfy the Thursday
rush while we'll also make sure Londoners don’t miss out on their Touche Éclat fix.
"However, when it comes to starting the Saturday night getting-ready ritual in
store, The Only Way really is Essex".
Debenhams is the second largest department store chain in the UK with a strong
presence in key product categories including womens clothing, men's clothing,
childrenswear, furniture and health and beauty. Debenhams operates 167 stores in the
UK and Republic of Ireland. Debenhams also has 61 international franchise stores in
24 countries and six Magasin stores in Denmark.
Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda
Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry
Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer,
Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew
33 Wigmore Street
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