Nutrimetics, one of Australia's leading cosmetic companies, revealed the findings of its inaugural Beauty Lab Report. The report provides an insight into Australia's unique take on what constitutes beauty, Australian women's views of their own self image, and the factors that shape the population's perceptions.

Nutrimetics Australia and New Zealand Vice President of Marketing Richard Wolstenholme said: "The report reveals that as a nation, Australians prize a look that is fit, healthy and natural, and that Australian women enjoy their relaxed attitude to beauty."

"With a presence in Australia that spans five decades, Nutrimetics is a leading authority on Australian women's beauty and this in-depth piece of research enables the brand to continue our understanding of beauty and self image, as well as helping us to tailor our product offering and lifestyle opportunity."

Some of the Beauty Lab Report specific findings were:

• For 60.3% of Australian women, 'beauty' is not only about physical attractiveness, but also personality, achievements and sense of self

• 95.4% of women agreed that 'inner beauty' is what is most important

• Rural residents of Australia think less of the physical aspects of 'beauty' (56.3%), compared to the national average (60.3%), indicating that city slickers are more self conscious

• Aussie women enjoy spending time perfecting their appearance with the average beauty routine taking each woman 24 minutes a day or 146 hours a year

• 89.4% of women ranked successful Australian women as positive influences whilst three quarters (74.4%) agreed that celebrities and models had a negative impact upon shaping perceptions of beauty

The research was conducted by McCrindle Research on June 2010 with a national survey of 1,842 Australian women from all States and Territories, aged from their teens to their late 60s. Women were selected from rural, regional and urban rears as well as a combination of ethnic backgrounds.