Facial reshaping is on top of the list of many middle-aged men and women this season of love

Despite indications that '50 is the new 30', middle age continues to be used as a figure of speech for decline or inactivity in a person's life. But this Valentine's Day, for many middle-aged men and women, it means turning over a new leaf. Cosmetologists assert that clinics have been abuzz with a steady stream of middle-aged men and women in the run up to the day earmarked for celebrating love.

Fish-lip, chin-up, Botox and facelift are measures being undertaken by people to rid of frown lines and grooves near the lips. These procedures act as confidence boosters according to cosmetic experts.

"Just yesterday, I had a 38-year-old professional walk in to my clinic, wanting an instant procedure to look pleasant on Valentine's Day. This year, we have been getting many clients who are looking for a second chance of settling in life," said Dr Rashmi Shetty, a cosmetic physician from Santacruz who has worked on 10 such clients in the last 3-4 days.

"After a rough patch in life one tends to lose confidence and looks do matter, with these procedures it's not just the face but also the person's confidence that tends to grow, stimulating them to move on faster in life," added Shetty.

Footing the bill
Apart from the growing awareness on cosmetic procedures, affordability is also another reason, which has led to an increase in such procedures. These procedures cost between Rs 10,000 and Rs 1.5 lakh, depending on the number of sittings and injections used in course of the treatment.

"From nose or chin correction, to a fuller lip through a Botox shot, to a face lift, everybody wants to attain that perfect look. They want quick results, without any side effects," said Dr Jamuna Pai, cosmetologist, Blush Clinic.

Meanwhile, cosmetologist, Dr Jaishree Manchanda, founder of Berkowits chain of cosmetic clinics, said, "Hair weaving and bonding is a big hit among men. We are seeing almost double the clients, who want to look good for Valentine's Day, especially men who opt for hair weaving procedures. This week, we have done procedure on people in the age group of 30 plus."

Did you know?
A 2010 report by the American Society of Plastic Surgeons revealed that the fastest-growing non-surgical procedures sought out by men aged between 20 to 29 are injections of Botox and soft-tissue fillers like Juvderm.