Self-care economy booms as women seek more ‘me time’

57 per cent of women now think it’s important to take time out for self-care, according to a recent study commissioned by centre:mk.

This desire for the feel good factor has led to almost half of women trying DIY beauty treatments at home.
However, these DIY beauty hacks at home have not been all smooth sailing.

More than a third of women are experiencing a beauty nightmare, including wonky haircuts and eyebrows, streaky fake tan and allergic reactions.

The poll of 2000 British female adults* revealed found that fringe trims, leg waxing and applying eyelashes were among the list of things that they have tried to carry out themselves but for 34 per cent it only resulted in disaster, including shaving off eyebrows, upper lip burns caused by hair removal cream and DIY highlights resulting in green locks.

Other respondents said they have experienced stubborn wax which wouldn’t come off their skin or stuck their legs together, and reactions to homemade facemasks. As a result, 33 per cent ended up having to see a professional to get their mishap fixed.

During a typical week, women spend 76 minutes on ‘me time’, including going for walks, practising yoga and
even retail therapy.

Other self-care activities include meditation (17 per cent), listening to music (55 per cent) and enjoying face masks (38 per cent).

Following time out and beauty treatments, 47 per cent of women polled feel relaxed, while 24 per cent are revitalised, proving just how important self-care really is.

Kim Priest, Head of Marketing at centre:mk, which commissioned the study said: “It is clear from the research that women are eager to take time out for self-care in order to boost their mental and physical wellbeing.

“Beauty is a quick fix for making women feel good, however the research has also revealed that walking, yoga, exercise, meditation, retail therapy and good sleep are amongst many other self-care activities undertaken to boost well-being. The demand for self-care will only intensify.”

As part of this research, centre:mk collaborated with Suzy Reading, chartered psychologist and author of The Self-Care Revolution, to explore why beauty is such an important part of selfcare.

The study also found that during lockdown, the most missed pamper sessions included haircuts and colouring, eyebrow shaping and gel nails.

The research also found 40 per cent of women have given themselves a DIY pedicure, whilst 15 per cent have attempted to tint their eyebrows. A quarter have even tried doing their own bikini line waxing.

The study also revealed the at-home hacks women swear by, including washing their face with cold water, using coconut oil as a hair mask and cold green tea bags to help with dark eye circles.

Other treatments women would get regularly as part of their self-care regime include eyebrow threading,
pedicures and waxing.

Such appointments give 39 per cent a confidence boost, whilst 27 per cent book them in order to feel pampered, 12 per cent to de-stress and over a third of women look forward to a beauty appointment to treat themselves.

While 44 per cent of women said they get excited for regular self-care treatments, 29 per cent have appreciated them more in recent months.

Whilst at home, 27 per cent of women roped in their partner to help them with treatments, while 12 per cent even asked their child for assistance. Tasks most likely to require support included dying hair (51 per cent), self-tanning (18 per cent) and waxing (12 per cent) – but a fifth ended up regretting getting their relative to help!

Kim Priest, continued, “The desire to get that feel good factor so closely associated with the perfect beauty treatment has created a false sense of security throughout our lives – the ‘I can do that at home’ thought has led to a wide range of epic beauty fails all women can relate to and often with hilarious results.

“Our research has shown wonky fringes, burns, allergies, hair dye and wax dilemmas is just the tip of the iceberg. It seems that some simple beauty hacks can go well from home, but for those more challenging, it’s best left with the experts and a trip to the salon is called for.”

Top treatments women have tried at home:
1. Facemasks (64 per cent)
2. Hair removal cream (64 per cent)
3. Hair dye (61 per cent)
4. Hair cut (43 per cent)
5. Fringe trim (43 per cent)
6. Leg waxing (41 per cent)
7. Hair mask (41 per cent)
8. Self-tan (from a bottle) (41 per cent)
9. Pedicure (40 per cent)
10. Foot exfoliator (38 per cent)

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