Renowned British chain Debenham has become the first chain to offer busy shoppers a ten-minute Botox treatment.
The company unveiled the wrinkle-smoothing procedure, priced from 170 pounds, in its store in Newcastle.
The entire process was claimed to take around 45 minutes, including 10 minutes for the jabs, handled by qualified physicians.
"Being able to have this treatment in a department store means customers can fit in procedures around their everyday activities," News of the World quoted spokeswoman Ruth Attridge as saying.
"It's all under the guidance of medical practitioners," she added.