Pound for pound, British buy more makeup

LONDON (UPI) -- When it comes to glamming, British women put the continent to shame, spending more than women in France, Germany and Spain, research showed.

Average spending on mascara, lipstick and other beauty accoutrements in Britain rose by 40 percent over the last five years to more than $1.9 billion, the London Independent said Wednesday. In toppling France, a British woman will spend an average of $69 this year on cosmetics, compared to $61 in France and $42 in Germany and Spain, industry analyst Mintel said.

While British women spend more, analysts said they're going for the understated look, the Independent reported. Researchers said French women wanted to stand out in a crowd, Spanish women were more concerned about their appearance and image, while German women want others to be aware of them in public.

Analyst Michelle Strutton said changes in attitudes and fashion were behind the boom, the London Daily Mail said. Strutton said the British makeup market rebounded from the downturn in the 1990s when the look was more natural, the Daily Mail said.