Edinburgh loves eyebrows - John Lewis Beauty Map of Britain

I love beauty survey results, and John Lewis’s Beauty Map of Britain has thrown up some really interesting ones. The map compares sales of make-up in John Lewis branches across the UK against the national average, to reveal regional trends. And, Edinburgh, it seems you love your brows. Are Edinburgh ladies channeling Cara Delevigne?! Whoever the inspiration is, sales of eyebrow makeup are over 21% higher in the John Lewis Edinburgh store than the national average!

There are clearly no bushy brows in Edinburgh! Of course, the BeneFit Brow Bar may have something to do with it, but John Lewis Edinburgh Beauty Section Manager, Gillian Currie has noticed the trend for herself.

“It’s great to be able to see the regional differences in beauty product purchasing across the UK.  We know that maintaining beautifully groomed brows is something that is really important to our customers here in Edinburgh – sales of eyebrow make-up are consistently strong,” she said.”In addition to the range of eyebrow products we provide, the Benefit Brow Bar which launched in our branch last year has been hugely popular.”

Trends around the country are interesting as well, if not predictable in some cases – in Newcastle, the Geordies love a bit of fake tan – sales of self-tanning products here are over 48% higher than the national average! The Geordie Shore cast may be solely responsible! And the Welsh seem to love their blusher – sales in Cardiff are over 55% higher than the national average! And in Liverpool it’s all about false eyelashes, and nails – sales here are a massive 295% more in eyelashes, and 71% more in nails.

“It is remarkable to see the regional differences around the most popular products in different parts of the country,” says Amanda Scott, Head of Beauty for John Lewis. “Who knew that geography could be such a factor in makeup? The map illustrates Cambridge’s penchant for concealer and Edinburgh’s embrace of the wow brow, among other local characteristics. And yes, Liverpool’s sales are all about false lashes and Newcastle’s fake tan – showing that not all stereotypes are wrong.”