October 18, 2004
Lads lust for legs, but alas, ladies leave them unloved
While Kiwi blokes lust over women's legs, a quarter of all New Zealand females don't spend a cent on making their "pins"
look good.
A nationwide survey released today by Gillette for Women Venus Divine questioned women about how much they spend on
beauty products to make themselves more attractive. At the same time men were quizzed about what features they rated
most attractive in women.
Men - regardless of age, geographical location or income bracket - rated the face as tops. Nearly sixty percent say this
is a woman's best feature, with legs being their next favourite (17 percent), followed by hair (14 percent) and then
hands (1 percent).
But women spend more of their monthly pay-cheque on their hair - getting haircuts, colours, shampoos and product - than
on any other feature. The next biggest spend is the face, buying cosmetics, facials, cleansers, moisturizers, toners,
scrubs and masks. This is followed by spending on manicures, hand creams, nail polish and polish removers and lastly,
spending on legs for hair removal and moisturisers.
Gillette Grooming Business Manager, Andrea Spearman, says a quarter of Kiwi women don't spend any money on pampering
their legs, but it is definitely worth their while.
"Leg care costs a lot less than hair or facial regimes and represents, in terms of man appeal, one of the best uses of a
woman's grooming budget."
The wealthier the woman is, the more likely she is to spend some of her beauty budget on her legs. More than 80 percent
of women earning more than $40,000 spend up to $60 a month on their legs compared to 63 percent of those earning less
than $40k.
But the older she is the less likely she is to care about her legs. Young women (aged 18 to 29) are the most diligent.
More than 90 percent spend some of their monthly pay on their legs, while three quarters of women aged 30 to 50 spend
time or money on their legs. By the time women are over 60, less than half bother.
The majority of women - more than half - spend up to $20 a month on their hair, face, legs or hands. More than 20
percent spend between $20 and $100 a month while just two percent spend more than $100 a month and 16 percent spend
nothing at all.
Nearly 70 percent of women aged over 60 spend between $1 and $60 a month on their beauty regime, with nearly a third of
this age group spending nothing at all on these features. More than three-quarters of young women aged 18 to 29 years
spend between $1 and $60 a month on their beauty regime, with just nine percent spending nothing on these features in a
month.
The new Venus Divine razor from Gillette, features a sapphire blue opalescent design with pearl accents, and gives women
the closest shave for divinely smooth skin, even in sensitive areas.
Venus Divine features four innovations that work together to provide the closest shave: Comfort Coated(tm) blades,
Intensive Moisture(tm) Strips, enhanced skin-smoothing cushions and a redesigned razor handle.
In addition to these four new product improvements, Gillette is offering the Venus Divine experience in two forms - a
razor with replacement cartridges, plus a convenient, disposable razor perfect for the goddess on the go. Australasia is
the first market in the world where Gillette for Women has launched Venus Divine disposable razors.
ENDS