Lexus Luxury Lifestyle Barometer tells us what UK men really want - A smile, a spa and a city break…
Lexus, the premium car manufacturer, today unveils its Lifestyle Barometer – a unique measure of which luxuries we really value in the UK. The Lifestyle Barometer looked at the luxury tastes and desires of the nation, and found that despite, or perhaps due to our stressful lives, we love to spoil ourselves – some of us more than others.
In fact, contrary to popular belief, it’s men who have proved to be have the most sensitive souls, with further surprising results revealing:
• A third of men (36.5%) and nearly half of women (52.7%) chose a city break when it comes to the perfect gift from a partner - city breaks proved more popular than either jewellery (9%) or clothes. HOWEVER, more men than women (nearly a third of men at 28.8%) claimed that more QUALITY TIME with their partner was their idea of a perfect gift.
• Supporting the recent and ongoing growth in male grooming, nearly a fifth (17.1%) of men (compared to a quarter of women 27.4%) would choose SPA THERAPIES as their top personal luxury.
• It’s not just women who are attracted by Tom Cruise’s radiant smile – an incredible 30% of men are appearance-conscious and picked COSMETIC DENTAL WORK as the personal luxury they would value most. But that’s as far as they would go – only one in twenty opted for plastic surgery!
• However, diamonds are still a girl’s best friend, with 29.8% of material girls choosing jewellery as their most valued personal luxury
Some things have not changed, though, and there are areas where men’s luxury tastes stayed true to expectations:
• The results support the cliché that women can’t park and men won’t ask directions – when asked which luxury they would choose for the car, women were far keener on a parking camera, and well over a third of men went for satellite navigation (35.8%) whereas the figure was only (28.7%) for women.
• Women opted for holidays as the one luxury they could not do without, whereas men could not decide between their holidays and their car.
• When it comes to a place to get away from it all, a third of women (34.5%) do nothing more than turn on the taps and have a bath, whereas men more inclined to get out of the house, with almost half of them claiming the only way to get away from it all is to go for a walk, a run or a drive in the car.
Jan Kidacki, General Manager, Marketing & Strategy, Lexus (GB), comments: “Britain’s luxury tastes are more subtle than we’re sometimes led to believe. We have a love of quality, but we seek subtle pleasures over the more brash and obvious alternatives.”
More: sourcewire.com