The 'Cougar' euphemism generally refers to older women who date or marry younger men. Many surgeons and elective surgery centers have coined the "Cougar Lift" term to identify an entire category of cosmetic procedures for women in this demographic who are engaged in new romantic relationships — and want to look as vibrant and youthful as they feel.

The number of women age 45 and over choosing to have breast enhancements has doubled. Procedures popular among cougars include facial fillers and buttock implants. Leading the 'Cougar Lifts' trend are stars like Demi Moore, Kylie and Madonna.

Since 2008, the number of breast enlargement patients aged 45 and over at Transform, the UK's largest cosmetic surgery group has doubled, according to a press release issued here. Transform has experienced a large spike in the number of mature women undergoing body enhancement procedures such as buttock implants and breast enlargements. This trend is now being referred to as the 'Cougar Lift'.