An increasing number of people are opting to have cosmetic surgery on their jawline in order to obtain a stronger, more defined profile.
According to British surgeons, there has been a 35 per cent rise in the number of both male and female patients having surgical chin enhancement.
However, the trend is even more noticeable elsewhere in Europe, with the president elect of the International Society of Aesthetic Plastic Surgery (Isaps), Dr Javier de Benito, suggesting that the increase could be as much as 50 per cent.
Simon Withey, a consultant surgeon at London Plastic Surgery Associates, told the Independent: "A lot of people come in to have their noses operated on, but then realise the problem is a recessive chin which makes their nose look proportionately larger."
The procedure involves the insertion of a permanent implant, usually made from silicon, through an incision inside the mouth, pushing the chin forward.
Britons pay around £3,500 for the surgery, which is believed to have become popular as a result of people longing to achieve the profiles of celebrities such as Sarah Jessica Parker.