Record numbers of people are having cosmetic surgery in Colchester - many of whom are balding men.
Experts in the town say the amount of people going under the knife, as well as having non-surgical procedures to better their looks, is on the increase.
Youngsters and aging women make up a large percentage of clients prepared to part with money for "enhancement".
And the town's men are also splashing the cash to make themselves look good - most wanting hair transplants.
Terry Roper, director of the Colchester Clinic said he dealt with up to 300 cosmetic related inquiries in the last 12 months alone - the most ever in his 37 years.
He said: "If you say to me is cosmetic surgery on the increase in Colchester, the answer is basically yes.
"There are quite a lot of men having things done such as lower eye lid and face lifts. Some are having liposuction too although that tends to be the younger men, but I also see a lot of men who are interested in having micro hair replacement."
Mr Roper said up to 30 per cent of his client base is now male - a figure which has been "gradually" increasing over the years.
Mr Roper said: "We are still seeing an increase, that tells you there is a demand. Overall there has been an increase in interest and people having things done, both men and women."
The British Association of Aesthetic Plastic Surgeons last year reported a 34.6 per cent increase in the amount of people having cosmetic surgery from 2004, with more than 22,000 procedures recorded.
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