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The practice is particularly popular among men from London's financial district, mostly male executives in their 30s. Surgery to remove love handles is among the most popular procedures, but even that falls behind things like facial injections of Botox relaxants and collagen, which are being used to cover up wrinkles associated with aging. Experts say that, in a high-stakes business world, it's not hard to see why.

"There is a pressure on jobs and the general appearance in the City," said Harley chairman Mel Braham, referring to the high-pressure environment of London's financial district. "The ravages of life catch up. People work late, travel long distances and entertain clients. It shows on the face."

Business rivals often seize on these signs of weakness, so men are increasingly willing to spend money on products and services that promise to make them look younger so they can stay ahead of the game. One such product is Intercytex Group's new facial wrinkle treatment, which uses injections of healthy, living skin cells to stimulate growth; a product Intercytex hopes can compete with collagen.

The company is also developing a series of injections to treat baldness, giving men a chance to regain a full head of hair. According to Intercytex Chief Executive Nick Higgins, the "deluxe version" is currently undergoing trials, and once health regulators have approved it, it will sell for between 10,000 pounds (roughly $18,800) and 50,000 pounds (more than $94,200) per treatment.

The British Association of Aesthetic Plastic Surgeons -- an organization that represents about a third of all plastic surgeons -- reports it performed 22,041 cosmetic surgery operations in 2005, which is a 33 percent increase from the previous year.

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