While the average British woman of 31 may be married with a child, the survey noted they are at a prime age because they have youthful beauty but also more confidence and a better sense of style than fresh-faced teenagers.

Almost two thirds of women surveyed agreed with the proposition 'With age, comes beauty', and over half said that as they age they shed their insecurities and feel more beautiful, while 55 per cent felt they knew the best make-up to wear.

Self- confidence varied widely across the country in the survey: London women emerged as the most confident about their looks, with 37 per cent describing themselves as beautiful, compared with just 28 per cent of Welsh women.

Meanwhile, East Midlands women spend the most on beauty regimes - £129.69 monthly - compared with a national average of £105.50.

The research was carried out for TV shopping channel QVC to mark the launch of its 'Beauty Month'.

QVC marketing director Sue Leeson said: 'This research shows what many have always suspected - real beauty is about more than just good looks but a combination of confidence, style and personality too.'

Since former One Show host Miss Bleakley's birthday in February, she has signed up to front ITV's new breakfast line-up.

Meanwhile the Northern Irish presenter's relationship with England and Chelsea midfielder Frank Lampard has become so serious that friends of the couple are predicting a proposal soon.

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