Many Britons now acknowledge that they would consider cosmetic surgery to improve their appearance, with an estimated £360 million spent on cosmetic treatments in 2005.
However, a new survey has revealed that a large number of consumers are not content with merely improving their own looks, but are also keen for their partner to go under the knife.
A survey by Which? consumer group has revealed that one in ten people would be prepared to undergo cosmetic surgery and four per cent would like their partner to consider surgery themselves, the Evening Standard reports.
Perhaps unsurprisingly, the surgery men most commonly want their partners to have is breast enlargement, while women mainly want the men in their life to take steps to make their stomach flatter.
However, men tend to see neck and facelifts as the most desirable form of cosmetic surgery for themselves, while women crave tummy tucks.
Which? health campaigner Michelle Smyth told the Evening Standard: "It seems many people are considering a cosmetic change in the future, and perhaps not just for themselves."
The survey also revealed that less than a quarter of respondents who had either already undergone or were considering cosmetic surgery felt that they were very well informed about the procedure.
What's better? Private or NHS healthcare?