Study: you’re so vain

Vanity is rising in Geelong, a new survey suggests.
The Yellow Directory study of searches on its website for business phone numbers found that users seeking self-enhancement services had almost doubled in five years .
The study examined searches on yellow.com.au between 2001 and 2006.
A directory spokesperson said the dramatic increase in searches for beauty-related businesses suggested “locals are investing more in how they look and feel”.
One of the biggest rises was searches for beauty salons, up 89 per cent over the five years.
Solariums and sun-tanning centres were close behind on 87 per cent, followed by psychologists, fitness equipment, massage therapy and masseurs at 86 per cent.
The trend to self-improvement continued with hairdresser searches up 84 per cent and an 83 per cent increase for naturopaths.
The spokesperson expected the trend to continue in Geelong.
“Search results from 2007 show a similar trend in the types of businesses for whom searches have increased,” the spokesperson said.
“The increase in locals’ healthy – or unhealthy – obsession with themselves is also reflected in an increase in business listings in the Geelong print directory between 2001 and 2008.
“Increases in listings are up by 100 per cent for cosmetic surgeries and procedures, day spas, health and fitness centres and masseurs.”
However, the study found that Geelong directory users were most interested in home improvements, particularly in the kitchen.
The biggest search category rise was for building hire and kitchen renovators, up 92 per cent.
Carpet and furniture cleaners were equal second with beauty businesses at 89 per cent.
A range of other building services from garage builders to blind retailers also increased anywhere from 85 to 87 per cent.
The spokesperson said 2007 results showed the same trend for building-based businesses.
The biggest fall was internet access providers, down 22 per cent, followed by guest houses, 21 per cent.