Move Over Manolo, there is a New Object of Desire in Town

LONDON, July 25, 2012 /PRNewswire/ --

Over a decade has passed since the Sex and the City generation shone a spotlight on women's love affair with designer shoes; now it seems there is a seismic shift occurring with over half (56%) the UK's women* willing to trade their designer shoes in return for perfect arms.

This quest for perfection is put into context when over a third of women (35%) admit to another woman's arms being the first physical attribute they register in a survey commissioned by skincare brand Mama Mio.

Arm Heroes

Perfect arms in the public eye are inspiring this mutual lust historically reserved for next seasons' Laboutins. The study highlighted top honours going to UK royalty with Pop Princess Cheryl Cole and Her Royal Highness the Duchess of Cambridge together registering over half of women's votes, whilst Dame Helen Mirren's arms are the envy of the over 55year olds. Surprisingly, given the global acknowledgement of her right to bare arms, First Lady Michelle Obama's shapely biceps inspired just 11% of UK women.

The Wobble Factor

Glances in admiration aren't just reserved for arms with great definition (25%) or a distinct lack of wobble (33%), arms baring skin that looks fit and healthy (41%) actually attracts the most attention from fellow females.

Celebrity trainer and Mama Mio consultant Efua Baker comments;

"It's not surprising that arms are concern for many women, most especially the flabbier tricep at the back of the arm, as they are now on show so often.  It's understandable that women are happy to trade in their luxuries in pursuit of perfection as it's such a confidence boost to be happy in your own skin and know that others think you look amazing too."

Whilst not exclusively age related, upper arm definition gets worse from your mid 30's as your body starts to lose muscle mass at the same time as your skin loses elasticity.

Efua continues;

"It's hard to see the early signs for yourself and many of my clients complain that their arms seemed to change overnight. To ensure shape and definition you have to work your arm muscles regularly, women rarely worry about the 'front of arm' muscles as these are used much more in everyday living, however, the trickier and flabbier back of arm, tricep, is often overlooked until it becomes a problem. It sounds simple but the best results are achieved by those women who are aware of their skin's condition and exercise regularly, working their muscles to improve tone and appearance."

The Price of Perfection

However the pursuit of perfection it appears doesn't have to break the bank. Of those surveyed massive 87% would happily pay up to £50 to banish their bingo wings.

Mama Mio Founder Tanya Mackay comments;

"You shouldn't have to break the bank or spend hours in the gym to have arms you feel proud of. In these frugal days we women understand that sometimes you have to trade one must have for another…and giving up a pair of cripplingly high heels for a pair of gorgeous toned buff arms is a very good deal!"

Bootcamp Your Arms

Mama Mio Bootcamp for Arms includes the perfect skincare products to exfoliate, tighten and tone, giving that lusted after fit and healthy looking skin. The kit also includes simple yet effective exercises, developed by Efua Baker, to banish any hint of wobble and create arm definition - it takes just 4 minutes a day to get you waving your arms with pride.

Notes to Editors

*All figures, unless otherwise stated, are from Populus. Total sample size was 1134 women/920men. Fieldwork was undertaken between 5th - 9th July 2012. The figures have been weighted and are representative of all UK adult females & males (aged 18+).

Bootcamp for Arms, priced just £49.50, is available from Boots nationwide.

To understand your skin better and receive a personalised report on how to improve and maintain smooth, firm FIT skin from top to toe visit http://www.fitskinforlife.com

For more information, please visit http://www.mamamio.com/uk/