Women in Liverpool are the vainest in the UK - checking their appearance in a mirror up to 71 times a day, according to a new survey.
Some women re-apply make-up as many as 11 times a day
The city topped the poll ahead of London and Newcastle.
The woman also re-apply make-up as much as 11 times a day - which is almost once an hour for an average day.
Rosalind Chapman, from Transformulas International, which commissioned the survey said it proved that British women like to look good.
She said: "British people often get criticised for not being as image conscious as our European counterparts but this survey is the proof that we love to check our appearance and look good."
The city is home to the likes of shopaholic wags and fashion aficionados Coleen McLoughlin and Alex Curran.
More than 2000 people were questioned in the online survey.
The most vain age is 27 with people of both sexes looking in the mirror an average of 52 times a day.
The least image conscious age group are people in their 60s who look in the mirror just five times a day.
London came out as the most vain city for men, followed by Manchester and Leeds.
On average British women check their reflection 34 times a day, and men 27 times, the survey said.