British people are determined to undergo cosmetic surgery despite the global credit crunch, with demand for procedures continuing to grow, reports suggest.
According to Harley Medical Group, the nation's largest provider of private cosmetic surgery, demand has risen by 35 per cent over the last ten months, indicating that consumers see their looks as a priority.
Harley Medical Group's Liz Dale told Reuters news agency: "It's interesting to see what people cut back on during a credit crunch.
"Research among our patients has shown that despite cutting back across all other areas…people aren't cutting back on money they spend on themselves."
According to Harley Medical Group, demand for tummy tucks (abdominoplasty) has risen by 59 per cent and cosmetic surgeons have performed more than 300 such operations in the last ten months.
Ms Dale noted that people who have a tummy tuck tend to have planned their procedure for years.
"For this reason, they're unlikely to want to now put this off and instead they consider their procedure to be an investment."
A full tummy tuck costs in the region of £4,250 to £5,370 in the UK, although patients can make significant savings by undergoing treatment abroad.