Silk Laser Clinics nurse Shivawn Jeans said these days, ahead of big events like the Gold Cup, booking in a session of anti-wrinkle treatment, or a touch of cheek or lip filler, has become as common as booking a hair appointment.

"I personally have seen beauty treatments overtaking hair when it comes to big events," Ms Jeans said. "I have had conversations with hair dressers and every single one says beauty treatments are taking precedence. I've just never been so busy."

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Ms Jeans has seen business skyrocket since COVID last year, but said major events like the Gold Cup only help matters.

"Demand definitely increases ahead of Gold Cup, or the festive season," she said. "Everyone wants to look good for the events."

Riverina Cosmetic Medicine's Colleen Redding who has been in the Wagga beauty game since 2011 said demand was so high she was able to run a Gold Cup promotion offering two areas of anti-wrinkle injections and a skin treatment for $350.

"I think everyone likes to look good, feel good and the cup is a nice time to refresh, and rejuvenate," Ms Redding said. "It's a busy time and sales have definitely increased, the promotion is going really well."

Both agreed that demand is growing in younger demographics which is helping normalise the procedures.

"For the generation today it's like lashes, hair products, or eyebrow tinting, it's part of their daily maintenance," Ms Redding said.

She added that though plump lips are all the rage among the younger patients, she encourages a natural approach when it comes to injections.

"Lips are very, very popular among the younger set, but sometimes people come in wanting overfilled lips and I'm not afraid to say no," Ms Redding said.

The Therapeutic Goods Administration advises patients always attend a consultation before commiting to a cosmetic procedure, and ensure a suitably qualified practitioner performs it.

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