The recession has hit women hard and, according to a recent survey, many of us are turning to the bottle.
The sheer vivacity and carefree appeal of blonde hair makes it one of the most sought-after colours in the world and now bottle blondes are back in style.
According to celebrity hairdresser Andrew Barton there has been 67% surge in the rise of his blonde hair products compared to this time last year.
The trend for blonde locks seems to escape the depression of the credit crunch, after all blondes are supposed to have more fun. "I don't believe it is purely a coincidence that there's been a huge sales rise in blonde hair products during these tough financial times," said Barton, the hair expert on Channel 4's Ten Years Younger.
"Many of my female clients say they feel more confident, more youthful and more attractive when they go blonde and they get more attention."
With a relatively small number of women having naturally blonde hair, the decision to reach for the bleach is linked to many physiological factors.
The feelings experienced by those with lighter hair were confirmed in the results of a survey regarding the perception of blondes. The survey of 1,200 customers in Asda found blonde hair is associated with being extrovert and sexy and 90% of male respondents said they believe blondes have more fun.
Time to dig out the peroxide I think...
