11:41 20 July 2010
If age is just a number, then 31 is the number you want. According to a new study, the year after the big 3-0 is the time when women are at their prime.
When asked which age women reach their peak in beauty, the majority returned with 31 as the magic age.
The poll, which was conducted by TV shopping channel QVC to mark the launch of its Beauty Month, surveyed over 2,000 men and women.
And rather than the fresh-faced 20-somethings, it was women in their flirty 30s that were considered much more attractive.
The reason confidence!
Some 70% of those polled believe it's confidence that makes a woman beautiful. While physical perfection was next on the agenda, with 67%.
Style was also considered an important element with 47% thinking it makes a difference.
Almost two thirds agreed with the saying: "With age, comes beauty", the same number caring less about what others think as the years went by. And over half said that have let go of their insecurities as they got older and feel more beautiful.
However, it seems to be more about being happy with what you've got and making the most of it, as three quarter s make a conscious effort, while 55 per cent felt they knew the best make-up to wear.
Celebrities proving the magic '31' rule include Kelly Brook, Christine Bleakley and Alesha Dixon, while stunning stars such as Jennifer Aniston and even Helen Mirren have shown that it's not all downhill after the milestone age.
QVC's marketing director, Sue Leeson, said: "This research shows what many have always suspected real beauty is about more than just good looks but a combination of confidence, style and personality too."
Confidence differed across the country, with London ladies emerging as the most secure, while women from Wales were less confident, 37% compared to 28% respectively.
Meanwhile, East Midlands women spend the most on beauty regimes £129.69 monthly compared to the national average of £105.50.
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