You have probably heard the term cougar used to describe women in their 40s, who still feel sexy, and are on the hunt for flings with younger men.

‘Being a cougar’ has become a popular trend in the US and has even being glorified by the TV show Cougar Town, starring Courtney Cox. Lots of celebrities seemed to be at it too: from Demi Moore marrying a guy 15 years younger than her, Ashton Tucker, to Michelle Pfeiffer and Halle Berry dating younger men.

The trend has even been so influential that its been credited with boosting sales of luxury lingerie over the past year, as older women try to show that they are not past being sexy yet.

However, all trends must have their end and the idea of cougars is now facing a backlash. Kim Catrall, who plays Samantha in Sex in the City, told a newspaper that she doesn’t like the term to be associated with her character: “I think that ‘cougar’ has a negative connotation, and I don’t see anything negative about Samantha, and sexuality, and sensuality and choice.” Cougar Town is apparently considering a name change to fit in with growing disdain for cougar culture.

From toyboys to sex toys

We wonder whether, as these older women turn away from their toyboys, they will look instead to sex toys to get their kicks? Sex toys are hugely popular among older woman and the extinction of the cougar may only serve to increase this connection.

Interestingly, a survey in 2009 showed that the majority of women who have used vibrators were in their 20s when they first did so. Only around 10% were in their 40s. At the same time, most women who use vibrators in general were in their 30s. So maybe women are more likely to try vibrators for the first time in their younger years – but more likely to use them regularly when they’re approaching middle-age.