Just as younger people are hit with a barrage of negativity in the media about bodies that don’t fit the thin paradigm, we older people are also constantly bombarded with an onslaught of advertising urging us to do whatever we can to look younger than we actually are, regardless of our age.

“Up to 10 years younger in just four weeks”, “ageless”, “fight deep wrinkles for plumped, youthful skin” and “visibly younger looking skin starts here”. Suggestive promises, every one. And they often come with a typically not very realistic visual: smiling, smooth-faced models – sometimes too young to even know what wrinkles are – and ghoulish and unconvincing before and afters.