Turning 50 used to mean an end to the pressure of maintaining a perfectly preened appearance. But these days it seems that those who have passed their half century are more determined than ever to keep looking youthful.

The over-50s are increasingly turning to cosmetics and even surgery to remain ‘toned, tanned and tinted’, a survey shows. Men and women over 50 are ten times more likely to use fake tanning lotion or sunbeds than their parents were, and fourteen times more likely to use anti-wrinkle cream. And the desire to keep old age at bay means cosmetic surgery has almost doubled in a generation.

Some 15 per cent of women over 50 admitted to still wearing padded bras. This is five times as many as their mothers at the same age.

The trend has been put down to changing social expectations, with 62 per cent of women surveyed believing they are more likely to be judged on their appearance than previous generations.

Emma Soames, editor of Saga magazine, which carried out the survey of 10,000 people, said it showed that today’s over-50s are ‘a generation that has successfully re-defined attitudes to age’ in the face of the present day ‘politics of beauty’.

She also said that images of naturally shapely and age-defying actresses such as Dame Helen Mirren, 65, who was photographed in a bikini while on holiday in Italy in 2008, create added pressure for older women.

She added: “The over-50s are clearly taking matters into their own hands and using every method possible to remain as young looking as possible.”

The survey showed that spending on cosmetics by the over-50s has risen from £1.9billion a year to £2.1billion in ten years.

Editor, Third Age.