COVERGIRL Bombshell Collection (Photo: Business Wire)

Primp pose snap…delete? Although it was named word of the year in 2013, Canadian women are not sharing their selfie as often as one might expect. Canada has become a nation of shutterbugs in pursuit of the shot that will show us at our personal best. According to a recent COVERGIRL survey of Canadian female smartphone users aged 18 to 49, 59 percent take two to four pics before landing on one that is share-worthy and only 13 percent are actually posting their selfie as their primary profile picture.
COVERGIRL Makeup Pro Amélie Ducharme (Photo: Business Wire)

COVERGIRL Makeup Pro Amélie Ducharme (Photo: Business Wire)

Almost half (45 percent) of women surveyed say that they have, or would, allow a photo to be taken but then would avoid sharing it online. In fact, 28 percent are actually opting to include someone or something else - even pets - in their profile pictures and 19 percent used a group shot to divert the spotlight.

“Our lives today are documented on screens. From a selfie to the red carpet, all women want to be prepared to transition beautifully from the real to the virtual world,” says Amelie Ducharme, COVERGIRL Canada Makeup Pro. “COVERGIRL wants to give women the tools needed to feel on-screen ready, taking the selfie to the next level and turning it into a #covermoment.”

Ducharme explains that a #covermoment is when a person feels their most beautiful and empowered and wants to share the experience with the world. It celebrates the uniqueness in everyone, and showcases the times in life when someone feels their most confident, independent and authentic.

And while 45 percent of women surveyed wish they could have professional stylists to help them with their hair and makeup to get that perfect shot, Amélie believes that you can rock your #covermoment with a few simple tips:
  • Let your skin take centre stage: Given the opportunity to retouch a profile picture, one third (33 percent) of women surveyed agreed that “flawless skin” is the most important attribute to showcase. Skip the post-production and create a perfect canvas from the start with COVERGIRL TruBlend Liquid Makeup. Matching 98 percent of all skin tones in Canada, TruBlend features unique pigments for a natural and seamless look. Moreover, you can let your personality shine instead of your t-zone with the all new TruMagic Skin Perfector for a matte finish.
  • Duck Face is out, glam smiles are in: According to the survey, when considering which profile picture to post on a dating website, 34 percent of surveyed women say a casual, natural look is most important while 29 percent say a great smile will get you noticed. So lose the exaggerated pout (i.e. the ‘Duck Face’) and get ready to flash those pearly whites with a boost from Crest 3D White Whitestrips 1 Hour Express, which will remove years of stains in just one hour. Enhance that grin by gliding on the sheer colour and shimmering shine of Smoochies Sizzle Gloss.
  • The eyes have it: From ‘smizing’ to ‘squinching’, much of the talk around getting the perfect shot focuses on the eyes. In fact, 16 percent of women surveyed said they adjusted their poses for bigger looking eyes, but Ducharme says there’s no need. “Bold, dark lashes will contrast against the white of your eyes, making them really pop and appear larger.”

With the new COVERGIRL Bombshell Volume mascara you can get sultry, sexy lashes in just two steps. First, load on the volume with the big brush and mega-volumizing formula, then follow with the dark, topcoat for a jet-black finish.

Other Key Findings

  • While selfies are most often taken to celebrate a new look (24 percent) or a new experience (18 percent), seventeen per cent of respondents admit they often or sometimes retouch their selfie photos to enhance the final result.
  • When not feeling on screen ready, one third (32 percent) of women surveyed have or would move to the back row of a group photo to be less visible and 31 percent have or would offer to be the picture taker to stay behind the scenes.
  • Women have more than just one trick up their sleeves to snap that perfect selfie. Eighteen per cent of respondents have done the three-quarter pose for a more angular or defined look while others have adjusted the flash to avoid shine (17 percent) and dimmed the lighting or used a filter to improve the look of their skin (14 percent).
  • Nearly half of all women surveyed (46 percent) are updating their profile pictures at least once every six months and 21 percent have adjusted privacy settings on their social media platforms to ensure they have photo approval before it is released unto the digital world.
  • When it comes to video calls, 15 percent say they have declined a video call because they didn’t feel on-screen ready, 14 percent have applied or touched up makeup before a video call and 18 percent say they have changed locations for more flattering lighting.

Survey Methodology

From November 25th to November 27th 2013, an online survey was conducted among 1,014 randomly selected Canadian women aged 18-49 who own a smartphone and who are Angus Reid Forum panelists. The margin of error—which measures sampling variability—is +/- 3.1 percent, 19 times out of 20. The results have been statistically weighted according to region census data. Discrepancies in or between totals are due to rounding.

About Procter & GambleP&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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