Fashion Trends
Why Women’s Desire to look good is Greater Than Ever
New Orbit Complete research reveals 30 years of beauty secrets Over eight out of ten (85%) British women feel there is greater pressure to look good today than 30 years ago, according to new research from Orbit Complete, which coincides with the sugar free gum’s 30th birthday this year.
The survey of 650 women reveals almost half (47%) would consider cosmetic enhancement in today’s highly pressurised environment, whereas 30 years ago it was more about ‘home-made’ solutions. When Orbit Complete, the first ever sugarfree gum, launched in 1977 it was a world where women used to bleach their own teeth (6%) and unbelievably even sunbathed in cooking oil or took tanning pills to get their tan (19%)!
Although a third (32%) of women say their tummy is the part of their body they are most uncomfortable with, beauty concerns around the face and mouth remain high on the agenda today. Almost half (47%) of women feel that scientific discoveries showing the link between poor oral hygiene and plaque and cavities has had the most impact on their beauty regime, closely followed by the risks of extreme dieting (32%). Today, teeth whitening tops the league of preferred cosmetic enhancements with a third (32%) of women, followed by teeth veneers (16%) with just 12% dreaming of a tummy tuck.
"There’s a lot of pressure on today’s women to look good. Media images are often heavily retouched so the average woman is under pressure to replicate an unrealistic look." says Louise Redknapp, who partners with Orbit Complete.
Flares, Flower Power and Farrah Flicks
Back in the ‘70s, women obsessing over the cabbage soup diet and the Y Plan, were happy to be constrained by items such as the girdle (35%) and went to extreme lengths of even ironing their hair (63%) and wearing wigs (9%) in the name of looking good. In a time when the current array of health and beauty products weren’t as readily available, women employed more ‘home-made’ methods.
Detox, Botox Beauties
According to the survey results, today's generation of women are more focused on a regular regime of facial beauty, with eyebrow shaping (47%), facials (27%) and hair straightening (39%) high on the list of priorities."Believe it or not, I’m really straightforward about my appearance - I pretty much get up and go! I try to keep my face out of the sun when possible and always use a moisturiser with an SPF. I’m also really good about removing my makeup before I go to bed and I always brush my teeth no matter how late it is. I also carry a pack of Orbit Complete with me for a healthy, fresh mouth during the day when brushing isn’t an option!" continues Louise.