These are the vainest countries in the world

These are the vainest countries in the world

Have you ever wondered if there was more to life, other than being really, really, ridiculously good looking?

New data from market research company GfK shows that that might not be the case in Italy, which is the country that spends the most time on personal grooming - that's bathing, shaving, dressing, hair and make-up.

GfK interviewed 27,000 people in 22 countries to find Italian women came top of the list, spending an average of 6.2 hours a week on how they look. Italian men clocked up 5.0 hours a week.

While American and French women spend just as long getting ready as their Italian counterparts, Italy was also the country with the least time disparity between genders:

The UK came in at number 10, with men spending an average of 3.7 hours a week on personal grooming, and women 5.4 hours.

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