Cosmetic surgery business Transform is seeking to position itself as leading edge, a senior official has said.
Pat Dunion, chief operating officer of Britain's largest cosmetic surgery business, told the Guardian that the firm will become the first in the UK to offer face-lifts that do not require surgery later this year.
Already available in the US, the latest technique will combine a combination of botox, injectable fillers and laser therapy to create the desired effect.
Ms Dunion revealed that face-lifts, which cost from £4,750 at Transform, are particularly popular with women in their mid-50s, and the firm's oldest client was a female in her 70s who had the bags under her eyes reduced.
The most popular procedures for younger women between the ages of 18 and 25 tend to be breast augmentations and lip enhancements, while those in their 30s typically opt for tummy tucks or liposuction.
The trick is to go for a natural look, Ms Dunion noted, adding: "The aim is to make someone look refreshed and rejuvenated, not dramatically change their look."