Beauty is as beauty does

While much of the survey was about beauty-on-the-outside, Synovate started by asking respondents to define beauty, with two thirds of all people choosing a definition about something other than appearance. Overall, 35% attribute beauty to 'what's on the inside' and another 32% say it's all about confidence. So which nations are moved more by appearance?

In India, social acceptance and the need to belong mean that 11% of respondents identified most closely with 'Beauty is about being complimented by other people'.

Synovate India's Research Director, Rahul Varma, said: "Affirmation from others in the form of compliments goes a long way to a sense of validation in India... what others think of you matters a great deal."

By contrast, not a single Spaniard linked beauty with compliments. Indeed, the Spanish seem to think you either have it or you don't, with one third saying beauty means you are naturally attractive to others and a further 35% saying it's about confidence.

Julio Vidosa, Managing Director of Synovate Spain, said beauty is God-given - or not! - in Spain, but attractiveness and confidence were possibly even more highly regarded.

"In Spain, having presence is just as important as the looks someone was born with. A person is born beautiful or not - and this cannot be changed. However, you can influence your attractiveness and you are absolutely expected to try! For this reason almost no Spaniard expects to get compliments about their beauty but will instead expect compliments about their look."

The South Africans and Bulgarians (both 43%) shared the highest scores for the altruistic view of beauty-is-on-the-inside but the Bulgarians were also the most likely to agree with the definition 'Beauty is all about good looks' (22%).

Managing Director of Synovate in Bulgaria, Stoyan Mihaylov, attributes this to the rocketing pace of a fast-developing nation.

"Bulgaria is booming and some people don't always take the time to look beyond the surface. If you look good, you're half way there. Here, beauty is your calling card for getting ahead, fast."

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> A mixed beauty bag

> Don't go changing

> It's a kind of magic

> Putting your mouth where your money is (and other things people will do to improve their looks!)