An increasing number of brides-to-be are having Botox and other treatments ahead of their big day in order to ensure they look great.
This is the discovery of Dr Jagdev Heir, an acclaimed surgeon in Sacramento, who told UPI.com that he has been booking lots of women in lately to correct minor problems on the skin and body before they are highlighted in wedding photos.
"Brides are choosing procedures such as breast augmentation, liposuction, Botox, Collagen and other injectables and fillers," he commented.
Money does not seem to be an object either, with some patients spending up to $6,000 (£3,723) on their appearance during one visit.
Last month, Dr Mohan Thomas told the Times of India that he always sees a spike in demand for Botox around Valentine's Day, whether it is from women wanting to look their best for the most romantic night of the year, or from men buying their partners vouchers for treatments.