And if money were no object, they would continue to lavish attention on their faces and hair to maintain or enhance their looks, according to a recent study by The Nielsen Company.

In its global consumer report on personal grooming, Nielsen questioned 25,408 Internet users in 46 markets, including Europe, Asia-Pacific, North America and the Middle East, about their attitude to personal grooming, how often and in which beauty products and treatments they invest, and what they would spend, and on what, if money were no object.

In Thailand, 500 people aged 15 and above were interviewed.

The survey found that with the world's highest percentage of people desiring to look good, Thai consumers made an effort to enhance their appearance daily, weekly or monthly through facial treatments (87 per cent), hair care ( 86 per cent) and follow-up skin-care regimes (78 per cent).

"Having a dull complexion and unpleasant hair is simply not an option for Thais when it comes to looking one's best," said ACNielsen (Thailand) managing director Chantira Luesakul.

When broken down by gender, 27 per cent of Thai men focus on daily hair care, compared with 22 per cent of women. Similarly, 32 per cent of men invest in monthly hair care, 22 per cent of women.

"Consumers around the world are becoming more sophisticated, which is reflected in their attitude to personal grooming, making personal care an increasingly competitive sector for manufacturers," added Chantira.

"In particular, hair and skin care are considered very important, generating huge market potential for manufacturers. According to Nielsen Media Research, manufacturers of hair and skin-care products spent more than Bt15 billion on advertising in Thailand in 2005 and 2006, representing a 14-per-cent increase year on year."

Among the world's consumers, those in the Asia-Pacific region are most likely to worry about skin colour, led by 30 per cent in China who claim to use skin-whitening products either monthly or more frequently, followed by 20 per cent of people in Taiwan and 18 per cent in Japan and Hong Kong.

When it comes to what consumers would spend more on if money were no object, both men and women in Thailand (80 per cent) agree facial treatments are the ultimate indulgence.

The second and third most-aspired-to regimes for Thai women are skin care (78 per cent) and hair care (76 per cent), while 63 per cent of Thai men opt for hair care, ahead of skin care (61 per cent).

Interestingly, 51 per cent of Thai men would opt for teeth whitening. Only 48 per cent of  women said they would do so.