The number of men and women over-60 who are willing to undergo cosmetic surgery has soared, new figures have revealed.
The trend is being fuelled as pensioners try and emulate the age-defying looks of celebrities such as Helen Mirren, 63, and Joan Collins, 75.
According to one of Britain’s largest cosmetic surgery clinics, Transform, there was a 31 per cent rise in breast implants and a 35 per cent rise in facelifts among the over 60s last year.
The firm also said that 20 per cent of its Botox patients are over 60, up from 8 per cent last year.
‘These women may have their bus pass, but they haven’t lost the desire to look good,’ said Transform spokesman Shami Thomas.
‘They have higher disposable incomes, and are motivated by high-profile role models such as Joan Collins and Helen Mirren. We are calling this the "Joan Collins effect".’
Transform said the proportion of those seeking cosmetic surgery who were under 30 had also doubled since 2005, to 30 per cent.