Image-conscious women spend more than twice as much money every year on looking good than they do on feeling good, a study found.
Research revealed stocking up on the latest cosmetics and hair products in a bid to keep up appearances sets the nation’s females back more than £10billion a year.
But staying fit and attending regular medical check-ups only sees women pay out £161 each per year.
The research was commissioned by Oasis Dental Care.
Clinical Director Eddie Coyle said: “While 60% of people told us that they believe it’s more important to feel healthy than look good, they also told us they’d be more likely to spend their last £30 on new clothes than a dental check-up, which suggests we love our looks more than we love our health.
“We’ve created ‘Oasis Basics’ so that customers can get the best of both worlds for their dental treatment.
“It’s an alternative option between NHS and full private dental care and allows customers to access a range of treatments without having to pay full private prices or wait for an NHS appointment.”
Incredibly men and women only spend £124.36 each per year on dental treatments, including regular check-ups.
Just to put this into perspective, women spend on average £95.94 annually on make-up, and a further £162.52 on looking after their hair – including cuts, serums and shampoos. Men spend half that amount on haircare, paying out £85.99 each a year.
One in five respondents say that their primary motivation for using a gym is looking good, over maintaining their health.
And incredibly, over half of Brits say they’d put up with a permanent minor pain like a hip ache, in exchange for a perfect physique.
Over two thirds say they’ve worn something that caused them physical discomfort, just because it looked good.
More than a third of Brits say they don’t bother visiting the dentist annually, and twice that many dodge visiting the optician.
Eddie added: “Taking the time and spending a bit more money on dental and medical check-ups could prevent much more painful and expensive outlays further down the line. Also your smile will be one of the first things people notice about you.”
“We’re offering customers a quick and easy way to book in dental treatments at affordable prices. It’s difficult to look your best if you’re not feeling your best – so hopefully our research will get people thinking about what’s really important in life.”