High-profile older women are rapidly taking up the role of cougars, flooring their men with their charm and sensuousness.
The idea of "cougars" -- females in their 40s and 50s who prefer to hunt, rather than be hunted - is being reinvented.
The author of 'Cougar: A Guide for Older Women Dating Younger Men', Valerie Gibson, believes times are definitely changing with women being more "confident, sophisticated, desirable and sexy".
"She's the new breed of single, older woman -- confident, sophisticated, desirable and sexy," the Age quoted Gibson as writing.
"She knows exactly what she wants. What she wants is younger men and lots of great sex.
"What she doesn't want is children, cohabitation or commitment. It's an irresistible combination for younger men who are more than willing to meet these sleek and sexy single women," she added.
Celebrities such as Megan Gale and Collette Dinnigan have already inspired the trend with many other Australian women working on it.
Of more than 1000 Australian women who responded to a survey in Prevention magazine last year, 37 percent said they were attracted to a younger men because of their good looks and 29 percent said they liked them young because they had more energy and stamina.
Another 55 percent of Australian women have dated a younger man, showing how acceptable dating down has become.