Q: WHAT do Nicole Kidman, Dannii Minogue, Lulu, Cindy Crawford, Jennifer Aniston and Kylie Minogue have in common?

A: They have all admitted to having Botox.

And, if you, too, have succumbed to the needle you are one of many.

According to the British Association of Cosmetic Doctors (BACD), the demand for non-surgical procedures soared in 2010 as women and men embraced alternatives to invasive cosmetic surgery.

“Less appears to be more when it comes to cosmetic treatments,” said Dr Mike Comins, chairman of the BACD. “With the economic downturn, people seem to be spending hundreds of pounds on treatments such as Botox and fillers to keep the scalpel at bay rather than thousands on major cosmetic surgery.”

The most popular procedures performed last year were Botox and fillers, which saw a 30 per cent rise.

Cosmetic medicine has come of age as doctors discover what we can achieve non-surgically. It’s about using safe and effective treatments and perfecting them to give a refreshed look. People are having what is known as Botox Lite or Baby Botox when less is used for more subtle effects.

Michelle Nicholls, Director of National Slimming and Cosmetic Clinics (NSC) in Bournemouth said: “Baby Botox does give a very natural appearance.

“A lot of people worry that they will appear very wide-eyed after such treatment, but that is very much an American look. In the UK, we are more subtle.”

In line with national trends, the main treatments requested at the Bournemouth clinic are Botox and fillers such as Restylane – to eliminate lines and wrinkles.

“People are shying away from going under the knife, which only lasts a few years anyway,” said Michelle.

“Dermal fillers have really taken off. Cheeks can be lifted, eyebrows can be lifted... Anything can be lifted.” Clients include women in their 20s going for a preventative fix, right through to people in their 50s and 60s.

Such is the demand for such treatments there is a three-week waiting list at NSC, and figures are already 13 per cent up from last year. It’s predicted that 2011 will see the rise of the fluid facelift – a procedure that adds filler to the cheeks and areas where fat has depleted in such a way that the face begins to hollow.

As the ageing process is better understood, doctors have realised that facial volume depletion and migration causes facial ageing. Placing fillers deep under the skin adding volume to areas that need it leads to a refreshed rather than what is referred to as a ‘Wildensteined’ appearance.

Dr Comins stressed that these techniques are very advanced and it is important to have them performed by health professionals with a thorough understanding of the facial issues and ageing process, such as doctors within the BACD.

The number of men seeking cosmetic treatments also rose by 21.5 per cent in 2010 and will continue to grow. “Men are increasingly self-conscious and are coming forward for body contouring procedures such as Liposculpture and Vaser” says Comins. “These procedures are performed under local anaesthetic and do not cause major disruption. They give a sculptured appearance and reduce areas of localised fat.”

In Bournemouth, around 10 per cent of NSC’s clients are men.

“Although they don’t come in the same numbers as women, it’s a growing market,” said Michelle Nicholls. Men mainly go for Botox and fillers to soften their looks. In this insecure job market professional men are turning to treatments to look younger.”

Demand for hair transplants are also on the rise, fuelled by celebrities such as James Nesbitt who have gone public with their transformation.

“And that’s the thing. People are far more open with what they have had done,” said Michelle. “No one need look old nowadays.”

Rebecca Holland, owner of Bournemouth Laser Clinic added: “We have certainly seen an increase in injectables. While we have been busy with laser treatments such hair removal, tattoo removal and thread vein removal, the dermal fillers and botox have overtaken these and now account for more than 50 per cent of the business. More and more people – including men – are going for an instant result at affordable prices. It isn’t just for the rich and famous any more.”