July 14, 2011 04:30 ET

Brits' Beach Body Fears

- 38% of Brits spend up to GBP 150 on beauty before a holiday

- Quarter of Brits fret about braving the beach

- 82% of people are embarrassed about having pre-holiday beauty treatments

LONDON, ENGLAND--(Marketwire - July 14, 2011) - The UK's obsession with body image is alive and kicking, research from Mira Showers reveals that almost half of us (46%) feel under pressure to look good on the beach, and a further 24% of people spend a considerable amount of time fretting about how they will look before jetting off.

Over a third (38%) of Brits spend £150 on beauty treatments before going on holiday, an additional 15% of people would need to spend more than £150 to feel 100% confident on the beach. The findings show it's not just money that's being invested in looking good, nearly a third (29%) of people are spending longer than ever on beauty treatments, for 31% this means up to a whole day just to feel ready to brave the beach.

Although nearly half of those in the UK are spending a fortune on holiday beauty treatments, the majority (82%) are embarrassed about it. Shockingly over a third (31%) say they would go to the extreme length of actually denying having anything done.

Beauty expert Tricia Welch said "It's really interesting to see nearly half of people (45%) say they would go to a professional to get all their beauty treatments done and a further 18% don't feel confident enough to do it themselves. It's really simple to do all the beauty preparation needed before going on holiday in the comfort of your own home. You can also minimise the amount of beauty booty you need to pack by prepping your body before you go, using your shower as the base for your home spa."

Mira's Savvy Spenders Guide to Beauty can be found at www.mirashoweringperfection.co.uk.

Notes to editors

About the research:

Research was carried out in July 2011 by the UK National Research panel YourSayPays. Results were collected from a sample of 2,000 people across the UK.

About Mira Showers:

Founded in 1921, Mira is the UK's leading manufacturer of mixer, electric, power and digital showers. The entire range of showers and accessories, such as taps and shower trays, use stylish design and innovative technology to deliver a high performance showering experience.

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