New Delhi (Agencies):Valentine’s Day celebrations is not only limited to college goers now. Even the middle aged women want their share of celebrations.

Women who are now in their late 30s and even 40s too are turning to cosmetologists to get youthful looks back as a part of pre Valentine’s Day beauty treatment.

Ready to shed the bucks to tone–up their bodies and skin, many middle-aged women of today feel it is imperative for their own self to look younger and fresher.

Popular treatments which many women are opting these days are beauty-fillers like Juvederm, and other non-invasive and non-surgical cosmetic procedures that address and alleviate specific problems of an ageing skin.

Doctors say treatments like beauty-fillers and botox come handy to overcome the evident loss of skin volume and elasticity that is common in middle-aged women.

Juvederm is a hyaluronic acid filler, which upon injection into skin, can fill into a facial line, depression or even a fold.

"Hyaluronic acid is a natural component of our skin and plays a vital role in keeping our skin hydrated. It also maintains the skin volume. We have seen excellent results with fillers in the case of middle-aged woman who often wish to restore their youthful plumpness in cheeks and lips," says Dr Chiranjiv Chabbra of Skin Alive Clinic.

Prerna, a 42-year-old housewife says now that her kids are grown up, she and her husband have more time for themselves.

"To infuse an element of freshness in my relationship it is important that I first feel younger and fresher and I wouldn't hesitate to discuss possible treatments with a cosmetologist," she says.

 Increasingly women of this age group are opening up to the option of beauty-fillers.

Shreya Singh, a 38-year-old professional, says, "Since I am a working woman, I don't get much time for elaborate skin care regime. Hence, I am open for treatments that are quick and I have got a filler done for my shallow cheeks".

Dr Kuldeep Singh, a cosmetic surgeon at Apollo, says his department has handled over 30 cases of women who had come looking forward for pre-Valentine quick-fix beauty treatments this year.

Dr Simal Soin, cosmetic dermatologist at Apollo who also runs her own clinic in upmarket Vasant Vihar, says, "Women today are looking after themselves so much better than their mothers and grandmothers. Hence, enhanced self-consciousness driven by the availability of better, newer and safer non-surgical procedures could be identified as the reasons for this."