Most recently beauty retail website feelingunique.com asked 1,000 women in the UK about their shopping habits and found that the credit crisis may reveal itself more clearly in cupboards than bathrooms.
Beauty over food
Nearly one in three female respondents said they would prefer to eat less than reduce their spending on ‘essential’ beauty items.
The survey also indicated that three quarters of women also consider make-up and body treatments 'everyday essentials' as opposed to luxury items.
The results support the findings of a ShopSmart survey of female customers in the US carried out last month.
Polling 1,000 women by telephone the magazine concluded that female shoppers were more likely to opt for cheaper food essentials than give up their chosen cosmetic brands.
While 67 per cent would switch to less expensive brands for eggs and milk, only 30 per cent said they would be willing to turn to cheaper cosmetics.
Brand loyalty also seemed more pronounced in cosmetics than personal care where women were more likely to trade down. A total of 48 per cent said they would be willing to buy cheaper personal care items.