Over 4,400 people entered their opinions during the poll and the results show that on average, women are spending approximately 15% less on their beauty products than in 2010. Although women also stated that they think they spend more now, the average monthly spend has dropped from £23 to £20.
Anti-Ageing skin care was proven to be the item that women prioritise the most, being most reluctant to give up when compared to their other beauty treats, with only 7% choosing to cut back on anti-ageing skin care over other beauty products if need be.
Not surprisingly, Mascara was voted the most popular 'can't live without' beauty product, with 35% of women voting it as their top makeup must have.
What do you think? Do the results of Olay's Big British Beauty Poll line up with your beauty priorities?
*This post in sponsored by P&G/Olay