From personal experience and observations I really don't doubt the findings of this study as I see a tremendous amount of falsies, fake eyelashes, fake tans, gym memberships are more common here, tons of people always out running, look at the outfits, and Utah is one of the leaders in the nation in "the mommy tuck" procedures where they give falsies and trim up the belly after a lady has kids and wants to feel young and sexy again.
HOWEVER,
I find it hysterically ironic that the site that performed this study is called www.whatsyourprice.com which allows you to bid on dates and the other person gets paid to date you. A little like legalized prostitution? That's not superficial at all! They even have a place on their homepage that allows you to "browse attractive members" male or female. Their findings sound reasonable, but this is all just advertising to promote their site.