American Women dish on their views on Aging, Beauty and What They'd Do for Themselves if rhey had an extra day in the year

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American Women dish on their views on Aging, Beauty and What they'd do for themselves if they had an extra day in the year

SKILLMAN, N.J., Feb. 28 /PRNewswire/ -- Sixty-five percent of American women confess to skimping on beauty: these time crunched ladies spend 30 minutes or less on their beauty rituals each day.

However, more than three in five women admit they wish they had an extra day in the year to spend on themselves, and one third declare they would spend more than 30 minutes on beauty or grooming rituals with this extra day.

Just in time for Leap Year, the findings from a recent survey commissioned by AVEENO(R) POSITIVELY AGELESS(TM) Lifting & Firming are released.

The AVEENO(R) Extra Day study, conducted by Opinion Research Corporation, surveyed more than 1,000 American women about their views on aging, individual beauty, and what exactly they would do if they had an extra day in the year to do what they please.

Age Might Be More than Just a Number

Whether American women's days are becoming increasingly jam-packed, or they just don't feel like they can or should take the time to indulge themselves, it is apparent that the older a woman gets, the less amount of time she spends on beautifying herself.

The AVEENO(R) Extra Day survey revealed that after 45, women claim to spend less than half an hour on beauty in increasing numbers.

Interestingly, women aged 45 and older are also increasingly likely to say that they feel "less beautiful" with the ticking of the clock.

Women are spending less time on beauty, at the same time their confidence is waning.

"These survey results have confirmed how important it is in this day and age for an anti-aging products to work harder, and last longer," says Alissa Hsu Lynch, Group Product Director of AVEENO(R).

An "Extra Day for Me" Proves Popular

Maybe it's because they don't necessarily have enough time to spend on themselves, but American women are eager for an extra day of beauty

In the spirit of this year's Leap Year, AVEENO(R) also set out to find out if women wished for an extra day for themselves, and if given one, what they would do.

While three in five women wished they'd had an extra day, not surprisingly, moms were the most likely group to wish for an extra day in the year to spend on themselves, with a whopping 73 percent saying "yes, please."

Additional survey highlights include:

-- An extra day proved popular with the majority women who admitted spending less than 30 minutes on their own beauty a day.

-- More than two thirds of women between 35 and 44, and seven in ten women

45 to 54 confessed to wishing they had an extra day every year to spend on themselves.

-- In fact, women between the ages of 35 and 44 were actually second most likely to say they would spend more than 30 minutes of an extra day on beauty (they were the second largest group to report they spent less than 30 minutes a day beautifying behind the 65 and older group), behind only women in the 18 to 24 age group.

-- Interestingly enough, women between the ages of 45 and 55 were just as likely to admit they would spend more than three hours of an extra day on beauty or grooming rituals as the beauty indulgent 18 to 24 age group.

"Beauty Sleep" Isn't Just a Saying

Given an extra day in the year, nearly half of all women (44 percent) claim they would indulge in extra sleep or pampering rituals in the comfort of their own home.

And almost half of women (45 percent) between the ages of 35 and 44 would choose to pamper themselves at home if they had an extra day in the year, with a full 48 percent choosing extra beauty rest, making sleep a slightly more popular activity than a traditional beautifying day at home.

While nearly 30 percent admit they hadn't a clue that their skin undergoes a renewal process while resting, the 44 percent that owned up to choosing sleep if they had an extra day in the year are clearly on the right track.

Beauty and Aging: Feelings and Habits

In addition to women's perceptions on aging and what they would do with an extra day, the AVEENO(R) Extra Day survey also looked into how women feel as they get older, what their aging concerns are, and how they fight the signs of aging. Highlights include:

-- Nearly three in five women (59 percent) say that the effects of aging have some level of importance in their lives with nearly a quarter saying it's very important to them.

-- While health is understandably the primary aging concern for women, skin is the second largest aging concern ahead of weight gain and grey hair.

-- Sagging or loss of firmness is the greatest skin aging concern of women 55 and older, followed directly by wrinkles. For all women younger than 55, wrinkles tops the list of their greatest skin aging concerns.

-- Women between the ages of 18 and 24 are more likely to confess that they spend more than 30 minutes a day on their beauty routine, while women aged 65 and older are most likely to say they spend 30 minutes or less a day.

-- More than a third of women believe that the sun affects skin the most, making it the most recognized barrier to skin health. However there is a difference in the amount of women who actually wear sunscreen daily;

--only 45 percent of women say they wear SPF daily to fight or correct the signs of aging.

-- Almost half of women between the ages of 35 to 44 say they use products to fight the signs of aging, while over 50percent of women between the ages of 45 to 64 say they use anti-aging skincare products to fight or correct the signs of aging.