There has been a noticeable increase in the number of women seeking genital cosmetic surgery, new research has revealed.
According to a study presented at the British Psychological Society's Psychology of Women Section Annual Conference, rising awareness and promotion of the benefits of genital cosmetic surgery have been behind the increase.
The number of procedures performed on the NHS has doubled over the last five years, with many patients expecting genital cosmetic surgery to increase their sexual pleasure.
However, Dr Virginia Braun, a researcher at the University of Auckland, expressed concerns over the motivation behind women's decisions.
She said: "Women grow up and live in a sociocultural context in which there are many negative messages about their genitalia. And now there are, often heavily marketed, surgical solutions to a range of 'problems'.
"We need to urge caution about how the availability of genital cosmetic surgery may promote genital distress and anxiety in some women. While women are provided with more choice, they are also given more reasons to feel inadequate," she added.
Some clinics, such as the London Clinic, have started offering all-female surgical teams for patients undergoing intimate cosmetic surgery procedures.