In the beauty business, we're bombarded with all sorts of studies and surveys all the time. Lipstick contains lead, more and more women are foregoing bikini waxing, amphetamines have been found in weight-loss drugs -- again. These sorts of "news" blips are non-stop really.

But one that came across the wire this morning had us wondering whether perhaps The Onion had pervaded the beauty realm. The headline? "British Women Would Rather Give Up Sex Than Moisturizer." Now, there's one you don't see every day.

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U.K. paper/website The Telegraph shared the results of a survey conducted by a beauty company called The Sanctuary.

Here's the rub: A thousand women were polled and the majority -- 55 percent -- said they'd rather "give up on their sex lives than their moisturizer."

Now I'm not sure what kind of magic in a pot they're hiding across ye old pond but it would appear that to the majority, anyway, a bottled rosy glow is more important than pursuing one the old fashioned way.

While this stat may seem shocking to most of us with a pulse or even the most anemic of libidos, the public relations folks at The Sanctuary are tickled, well, pink. "It's fantastic to see that British women are placing such importance on their skincare regime!" their resident skincare expert said.

No word on how British chaps feel about this latest revelation but we highly doubt that "jolly good" would be the first thought to spring to mind.

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And, just so our pals across the pond don't feel alienated, we came across a similar-ish U.S. study released by Elizabeth Arden which found that an astounding 76 percent of women would do something drastic to reverse the aging process. Among the radical swaps they'd make to look more youthful? Giving up social media for a year (33 percent), hanging up their mobile phone for a year (19 percent) and, yup, foregoing the whoopie for a year (21 percent).