LCC Broadcast News Room

A department store is changing the face of the high street - by becoming the first major chain to offer Botox.

The firm opened its first Mediskin Cosmetic Laser Clinic in its Newcastle store last Tuesday and now plans to roll out the salons nationwide, meaning its flagship Oxford Street shop could be offering it very soon.

The treatment will cost from £170 and take place in private consultation rooms with qualified physicians.  Including an initial consultation the whole process would only take about 45 minutes. The chain also plan to introduce a whole range of treatments in the next few months

But some established cosmetic surgeons feel big high street shops may not be the right place to have cosmetic procedures.  Dr Alan Kingdon Medical Director of The Cosmetic Surgery Clinic is concerned that people continue to get the kind of responsible advice he offers.

So what do people think of Debenhams' new plans to bring Harley Street to the high street? Shoppers at the chain's Oxford Street have reservations; "I don't know if I'd want to get it done in Debenhams, I think I'd rather pay more".

Over 100,000 people in the UK use Botox a year, which smoothes away lines on the face by freezing muscles. Celebrity fans include Katie Price, Kylie Minogue and Amanda Holden and its use has increased 2,500 per cent in three years making it the fastest growing treatment in the cosmetic industry.

Dr Kingdon also wants more regulations to govern how Botox is administered and who by. "Alagan will only sell to a doctor but there are other products and doctors are selling it on to some unscrupulous practitioners".

But government ministers have recently rejected plans to make regulation compulsory as its too expensive.  A voluntary register is being set up instead. This will involve qualified practitioners who administer injectable cosmetic drugs to be able to displaying a quality mark.

For more on this issue go to the cosmetic surgeons' website

Debenhams PR manager says the idea of high street Botox was to celebrate opening it's Newcastle store, but response wasn't overwhelming so it may not take off nationally. So it seems Debenhams plans to bring a new definition to the term ‘shop lifters' may have fallen flat on its face.

Go to Debenhams online for more information.