London, Aug 18 (ANI): British women have taken to dyeing their hair blonde, which suggests the end of recession is close at hand, revealed a study.
Sale of the hair dye has gone up for the first time since the start of the global financial meltdown, and beauty experts have pointed out that this only happens when economic recovery is underway.
Maintaining highlighted hair costs much more, and one in three blondes dyed their hair darker during the downturn, to save cash and be taken more seriously at work.
The study on more than 3,500 women by hair dye firm Garnier showed their Nutrisse Natural Blonde shade is their biggest seller, compared to Light Mahogany Chestnut Brown last year.
Demand for blonde hair colouring in salons and for at-home treatments is up 20 percent so far this year, and Garnier is expecting blonde dye sales to triple in the next 12 months.
But women are choosing natural shades, suggesting recovery could be slow, as girls only dye their locks bright blonde during boom times.
Trevor Halls, Garnier Colour Expert dubbed the colour 'brainy blonde'.
"Women only choose platinum blonde when the economy is booming, as it requires dyeing every two weeks," the Sun quoted him a saying.
"Right now girls want to be blonde, but not look like bimbos. The emphasis is on beauty and brains," he stated.
The research also found a third of women prefer to be blonde as it makes them feel more "confident, youthful and sociable".
"The switch to blonde shows a new sense of optimism and a desire to recover from the gloom of the recession," Body Language expert Judi James said.
"But it is also a desire to re-affirm our femininity thanks to a new sense of confidence in business status that leads to the confidence to reveal our more sexual, fun-loving side," she added. (ANI)