East of England spends most time on appearance, North East the least

Consumers in the East of England invest the most time in their appearance, at seven hours a week, according to research from bathroom equipment supplier showerstoyou.co.uk.

An hour of this time is spent shaving and plucking hair, while 30 minutes is spent grooming nails each week.

Additionally, 91% in this region also wear a perfume or cologne, scoring higher than any other region.

In comparison, those in the North East spend the least amount of time grooming overall at just three hours per week, with just 13% of those living in the region shaving or trimming their body hair. Londoners invest most time in skincare, at 20 minutes per week, with 32% exfoliating and 21% moisturising regularly.

Across the nation, nail care is the most neglected grooming practice, with just 19% of Brits looking after them regularly, spending an average of just six minutes per week.