One in three women admit that they would definitely have cosmetic surgery to improve their appearance, a new study has revealed.
Research carried out by market analyst Key Note shows that the number of women content to go under the knife has doubled over the last two years, demonstrating the extent to which appearance-enhancing surgery has gained in acceptance.
Several factors have contributed to the growing popularity of procedures, including advances in technology, television programmes such as Nip/Tuck which feature cosmetic surgeons, and the availability of low-cost loan schemes.
Demand is expected to rise even further over the next four years, and the market may be worth as much as £1.8 billion a year by 2011.
The report revealed that 12 per cent of women would opt for a breast lift, while eight per cent would consider having breast implants.
In addition, the Key Note research showed that younger women are more open to the idea of cosmetic surgery than older consumers.
However, 46 per cent of women still say that they would never consider having any form of cosmetic surgery out of principle.