Press Centre

Bare-faced Beauty

Asda reveals what men want, and what they really get.

  • Two thirds of men say they prefer their girlfriends ‘au natural’
  • 11% of women get out of bed before their partner wakes to apply their make-up
  • 1 in 3 women wear a full face of make-up even when home alone
  • Kate Middleton over Katie Price any day of the year


Despite research from Asda that two thirds of men prefer their woman to look fresh-faced, 11% of the females surveyed admitted to getting up first thing to apply their slap before their partners wake. Unbeknown to their slumbering beau beside them they apply their make-up, and then slide back into bed beside their partner so he wakes up to a vision of loveliness.

The recent poll by the supermarket giant, conducted to celebrate the launch of its new George make-up range, also asked shoppers how often they dared to bare all and go without make-up. 1 in 3 women admitted to wearing ‘the works’ even when they’re home alone, with a further 28% refusing leaving the house without their so-called ‘mask’ on.

Contrary to what many women think, their men prefer the natural look. While smoky eyes, glossy lips and flawless skin may make a woman feel her absolute best, research from Asda shows it’s only herself that she will be impressing. And the same applies to the world of celebrities. When asked to nominate whose look they preferred, men rated these famous faces in the following order:

  1. Kate Middleton
  2. Natalie Portman
  3. Katie Holmes
  4. Jennifer Lopez
  5. Katie Price


Psychologically, make-up is said to act as a mask or a barrier for women to ‘hide’ behind both literally and metaphorically. Without their make-up, 39% of the customers polled felt ‘less attractive’, 31% felt ‘less confident’ and only 9% actually felt liberated with a clean face.

Commented Anna Coote, Health & Beauty Marketing Manager at Asda: “Wearing make-up is not just about vanity, it’s about giving women confidence and empowering them in every area of their life. We’ve re-designed and re-launched our George make up to offer our customers a range of products at affordable prices. Whether our shoppers like to wear thick and dramatic make-up, or keep it natural and light, there are products, shades and colours for every early riser, every skin tone and every preference – whether the men like it or not, make-up is here to stay!”

Visit your local Asda store to see the complete range of George make-up. Prices start from £1.75 for Quick Dry Nail Varnishes.

Posted in Press Centre on 31 March 2011