For the lucky few, some look better with age. But for the rest, beauty parlours are becoming increasingly popular.

Outlets in the capital city of northeast China's Jilin Province are reporting more and more mature clients.

An ever-higher number of pensioners are enjoying the mixture of treatments and the chance to meet new friends.

He Shuyuan, 65, enjoys a facial at a beauty salon almost every day. She has not stopped since her daughter's recommendation last October.

"Honestly speaking, I was quite embarrassed to go to a beauty parlour with so many young people there at first," she said.

"However, after several sessions I discovered my skin was becoming whiter and the wrinkles had reduced. It was really fantastic. My husband could not even recognize me."

She says she now looks 10 years younger than her age.

"From the way people look at me now, I have regained confidence which I lost several years ago," she said.

"I have met many other older people in the salon, and some of us have even become good friends now. How to look much younger and be full of energy is the topic that we discuss frequently."

Her daughter said: "I believe going to beauty salons and having more hair treatments will help my mother not only improve her appearance but also stay vigorous and confident."

He Shuyuan is just one of a large number of frequent older visitors to beauty parlours.

According to Zhang Jinying, manager of Natural Beauty salon in the city, about 10 percent of the shop's customers last year were aged over 65. And this year the figure is growing closer to 40 percent.

Spotting the growth market, many beauty shops now have special offers and treatments tailored to the needs of pensioners.

Experts say the growing popularity of beauty treatments is a sign that the traditional conception of beauty among older people is changing, and also shows that pensioners are beginning to attach a greater importance to their quality of life and looks.

Professional studies show the hairdressing and beauty industry has become the fifth major growth area in China in recent years, following real estate, automobile, tourism, and telecommunications industries.

China's beauty and hairdressing economy has experienced rapid development during the past two decades, with its annual revenue increasing by 15 percent since the mid-1980s.

According to the "Beauty and Hairdressing Industry Survey" conducted by the China Beauty and Fashion Paper, by the end of last year there were 1.54 million salons, 3,750 cosmetics enterprises and 673 related professional training institutes in China.

(China Daily February 21, 2006)