Thousands of women in their 60s, 70s and even their 80s, are having non-surgical procedures in a bid to hold back time, according to recent reports.

And with the new government policy allowing them to cash in their pensions, the numbers are expected to leap up again.

“There is a definite increase in ladies in their 60s-80s coming to us,” says Dr Thevendra from the APSARAS Clinic in Coventry, West Midlands.

“We are looking at a strong increase in the last year alone. And why not? These are women who are still youthful in the way they think and they want to look youthful too.”

Dr Thevendra said she was seeing both sexes undergoing non-surgical anti-ageing procedures like dermal fillers and fat reduction treatments like Aqualyx, although admitted women made up more of the APSARAS clientele.