There has been an increase in the number of people seeking cosmetic surgery on their ears in the US, it has been revealed.
The trend, which is likely to quickly make its way over the pond to the UK, highlights the fact that consumers are increasingly seeking ways to improve every aspect of their body.
Already, cosmetic surgeons in the UK are being asked to perform procedures such as earlobe plumping or reduction, the Guardian reports.
London-based Dr Rita Rakus, an expert in non-surgical cosmetic procedures, told the newspaper: "I have noticed an increase.
"It can be part of the total package in making you look a bit younger and in particular it can bother women who wear their hair back."
Earlobe plumping uses an injected filler such as Restylane and costs around £400, while lobe reduction is a rather more expensive surgical procedure, with surgeons charging from £1,000 upwards.
New figures from the Harley Medical Group suggest that demand for botox fillers increased by 51 per cent in 2007.