Who spends more on cosmetics: students or full-time workers?

2^nd July 2013

Isabella Stockwell

Isabella Stockwell

2 July 2013

Thanks to recent statistics, the age-old stereotype of the poor student is having a makeover, after a recent survey has discovered that students are the biggest beauty spenders in Britain.

A recent survey by YouGov on behalf of Debenhams has revealed that make-up trends are more important to students than any other British female age group, with 15% of full-time students admitting to spending at least £30 a month on make-up.  By comparison, only 4% of part-time and full-time workers pass the £30 threshold on beauty bits per month, and far fewer are interested in current beauty trends than students.

While the statistics show that the deprived student stereotype may not be applicable to cosmetics, of course it doesn’t mean that students are actually richer than those who work full-time, however it does suggest that cosmetic trends are more of a priority.

Sarah Stern, beauty director at Debenhams, commented on the findings: “We’re all familiar with the old image of students living off noodles and barely scraping by, but whether or not respondents from this group would consider themselves low on cash, it seems looking good – and on-trend – is something worth spending money on.” 

Other findings suggested that price is the main factor for students when they buy a product, preferring to get multiple items for their spend, compare with the over 55s, who showed more of an interest in brand reputation. However, 54% of students said that they would be willing to spend more on a good quality foundation.

“It’s no surprise that foundation is such a popular item to spend that little bit extra on – and not just for students. Women appreciate that a good base can make all the difference to a make-up look, and are prepared to treat themselves to achieve it,” Stern explains.

“Besides,” she adds, “while items like lipstick and eyebrow pencils are great products to have in your make-up bag and are ideal for creating a certain look, a foundation is something many women wear day-in day-out, so buying a high-quality formulation is an investment.”

Isabella Stockwell

To take a look at the latest beauty trends, visit Debenhams here.

To find out more about spending trends, visit YouGov here.