At the APt Age Perfecting Treatments stand, visitors were lining up to book a botox treatment, before moving on to look for more traditional wedding services like dresses, flowers and invitations.

The company, which has clinics in London, Manchester and Isle of Man, is offering ‘special discount’ prices – and there are plenty of women willing to fork out £175 a time.

Natalie Mason, APt’s director of marketing, said the treatments were becoming more and popular for weddings.

“We suggest brides-to-be have a microderm abrasion around two weeks before their wedding. It removes dead skin cells and brightens up the face for the big day.

“And for the mother-of-the-bride we recommend Botox,” she said.

Up to 17,000 people are expected at the NEC show, which runs until tomorrow. The three-day event features catwalk shows and a celebrity wedding planner offering top tips.

From dazzling dresses to wedding cakes, groomswear, music, photography and honeymoon destinations the show claims to offer everything couples need.

Event director Christine Weaver said the show had been designed as a ‘one-stop’ shop for people planning weddings – and that the botox stand fitted in perfectly. She said: “It is very popular. This kind of treatment is now accepted as normal and prices are such that it is suitable for a big occasion.

“The weekend has been very busy. Dress prices range from £400 to £4,000, and we are not just catering for the brides as we have a range of groomswear on offer also.

“Colour is definitely the thing this year. Many girls are after the fairytale look and love the style of dress Jordan chose.”

One bride-to-be Sally Mills, aged 21, from Wombourne, said: “The show really does have everything you need to know about planning for a wedding. I loved looking at the wedding gowns. The colours have been amazing with everything from blacks and reds to pretty pastel colours.

“Although we’ve only just got engaged I’ve picked up some top tips for when we eventually get married – although I will personally skip the botox.”

Report by Maria Cusine