LONDON, Feb. 7, 2011 /PRNewswire/ -- Debenhams has discovered that British women carry a staggering 256 pounds Sterling worth of make-up in their handbags every day, as reported in a new study.
Research found that 13 essential products make up the average cosmetics bag, with each item costing on average 20 pounds.
Despite the fact that their beauty products are often worth more than their mobile phone and camera, 72 per cent of women did not include their make-up kits on their personal belongings insurance and 64 per cent would not think to claim for the items if their handbag was stolen.
Mascara was the 'must have' make-up with 95 per cent of women saying they wouldn't go anywhere without it. A favourite bottle of perfume and foundation were also handbag staples, carried by 79 per cent and 76 per cent of women and costing on average 50 pounds and 25 pounds respectively.
Ruth Attridge, spokesperson for Debenhams, said, "The lipstick index has shown that treating yourself to designer make-up will boost your mood and transform your look, without busting your purse strings.
"However, when your make-up bag becomes the most valuable item in your handbag, it's time to ensure your insurance is up to date."
The study further revealed that while women aged 18 years old to 25 years old carried the most make-up, it was professional women aged 35 years old to 44 years old whose make-up bags were worth the most.
Women in London, Glasgow and Leeds carried the most make-up, with ladies in Leicester, Brighton and Edinburgh opting for a more natural look.
The most make-up was carried on a Monday, with one respondent stating, "I take pretty much all my make-up with me on a Monday morning. I do my make-up when I get to work so I can have longer in bed after the weekend."
In addition, cosmetic bags swell across the nation on Fridays as women apply an entirely new face of make-up at 5pm, ready for a night out.
Attridge concludes, "British women are renowned for their love of beauty products as shown by the weight and worth of their well-stocked make-up bags.
"These cosmetics could contribute to an expensive and time-consuming loss should a handbag be lost or stolen. Without personal belongings insurance, the true cost of beauty could be an ugly surprise."
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, menswear, childrenswear, home and health and beauty.
Debenhams operates 160 stores in the UK and Republic of Ireland, comprising 147 full department stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries.
Beauty brands at Debenhams include Benefit, bareMinerals, Biotherm, Elemis, Clinique and Clarins.