Two-thirds of U.S. consumers agree that the pressure to look good is much greater now than ever before, according to a global beauty survey by The Nielsen Company.

Although Americans—and global consumers—agree the pressure to look good is greater today than it was in previous generations, less than a quarter of U.S. consumers (23%) agree they spend more on beauty products and treatments. On a global scale, 30% of consumers agreed they spend more than they used to.

“While cultural differences abound, the pressure to look good is felt worldwide,” said Shuchi Sethi, vice president, consumer products, Nielsen Customized Research.  “That doesn’t necessarily mean that consumers are compelled to spend more on beauty products and treatments.  It seems the older you get, the less you spend, as teens and consumers in their 20s spend more in this category.”

When consumers do invest their personal grooming dollars, U.S. respondents reported spending the most on hair care (81%), skincare regimes (61%) and facial treatments (47%).  The fewest U.S. dollars go to hair removal (21%), tanning (23%) and eyebrow/eyelash tinting and shaping (29%).   And if money was no object?  U.S. consumers would spend the most on body massages, teeth whitening, hair care, facial treatments and manicures/pedicures.