The recession has caused us to cut back on many things, but there’s one thing that women still see the value of investing in – and that’s their face.

Today, one of the biggest ever beauty surveys has been released, and it reveals for the first time since 2010 how women’s attitudes towards their beauty regime has changed. It’s shown that despite four in ten women believing they’ve actually increased their beauty spending, there’s actually been a 15% drop in purchases, with women’s perceptions of what they’re spending failing to mirror the reality.

Amongst women who are cutting back, it seems make –up, hair-cuts and body products are most likely to have been given the chop. In fact, 9.75 million women would cut back on body treatments if they had to reduce their beauty spending, 4.13 million would cut back on haircuts and colour, and only 1.75 million would chose to cut back on anti-aging products. Thus research shows that however tight the purse strings are drawn – women still want their skin to do the same, with skincare revealed as the area where most are still willing to invest their cash.

It’s also revealed that women’s attitudes towards the hype surrounding products has changed, with 8 in 10 women not prepared to spend more than £30 on the latest miracle cream. They’re also relying more on the results of clinical trials, as well as the word of mouth of family and friends – perhaps influenced by an increased reliance on social media.

Olay scientist Sian Morris, and financial expert Jasmine Birtles both hold high the importance of skincare – and have their own top tips to share.

Jasmine stresses the importance of thinking long term with beauty products. You only get one face – you have to look after it! Sian echoes this, recommending women to get out there and look at what’s clinically proved. Try free testers – explore what really works for you. Think of your skincare, or anti-aging cream as an investment, something you do on a regular basis for the well being of your skin.

For more information visit www.beautyrecommended.com