Global research group AC Nielsen surveyed people in 42 countries and found 60 percent of Americans, the world's biggest consumers of cosmetic surgery and anti-aging skincare, believe their sixties are the new middle age.
Cosmetic surgery is altering not just how people look but how they feel by changing perceptions of middle age.
On a global scale, three out of five consumers believed forties was the new thirties.
Healthier eating, longer life spans and higher disposable incomes have helped to hold back the years. However, for many people the biggest boost is coming from the surgeon's scalpel, the survey found.
Russians surveyed confirmed their status among the world's biggest consumers of luxury goods when 48 percent, the highest percentage globally, said they would consider cosmetic surgery to maintain their looks. One in three Irish consumers, 28 percent of Italians and Portuguese, and one in four U.S., French and British consumers felt the same.
"Cosmetic surgery has become more acceptable and financially it's become affordable. Our mothers might have gone to Tupperware parties but this generation is more likely to be invited to Botox parties," Martell said. "Lunchtime ‘lipo’ is likely to become the next cosmetic 'special' on the menu."
AC Nielsen’s findings underline how a desire to look younger has created one of the world's fastest growing businesses.
Cosmetic surgery surged 35 percent in Britain in 2005 compared with a year earlier, data showed from The British Association of Aesthetic Plastic Surgeons.
Top sellers in the U.K. are botox at 400 pounds (774 U.S. dollars), eye surgery at 5,000 pounds (9,679 dollars) and combined face and eyelift at 8,000 pounds (15,400 dollars).
"We're seeing more and more facial procedures, particularly people having their eyes done, we are getting people of all ages, even people in their eighties are getting surgery to refresh them," said Douglas McGeorge, president of the British Association of Aesthetic Plastic Surgeons.