Demand for alternatives to full cosmetic surgery procedures increased significantly in 2010, according to the British Association of Cosmetic Doctors (BACD).
The group said that men and women were seen to embrace non-surgical procedures last year, with Botox™ seeing a particularly strong rise in interest of 30 per cent.
Dr Mike Comins, chairman of the BACD, commented: "Less appears to be more when it comes to cosmetic treatments. With the economic downturn, people seem to be spending hundreds of pounds on treatments like Botox™ and fillers to keep the scalpel at bay rather than thousands on major cosmetic surgery."
The group predicted that 'the fluid facelift' will become increasingly popular over the course of 2011.
This treatment involves adding filler to the cheeks and areas where fat has depleted to leave cheeks looking hollow.
Following a growing trend, the BACD also found that men are showing an increasing interest in cosmetic treatments, with numbers rising by 21.5 per cent over the course of last year.