I’m sure they mean well. Aside from the basics of selling creams, of course. And the push from brands such as Dior (with Sharon Stone, even though she’s in trouble with China at the moment) and L’Oréal (with Jane Fonda) to use faces that prove they’re pro-women of a certain age, should be applauded.

I say should, for with all the soft-focus lenses and airbrushed skin, it can sometimes come across as more condescending than inspiring. Much like the brouhaha surrounding Madonna’s imminent 50th birthday – as if it’s a small miracle that a woman that age can look that good. (I know many real-life, non-celebrity examples). Perhaps I’m just feeling sensitive as a recent birthday has taken me one number closer to female over-the-hill status. At least these companies have made a start; a move away from the idea that youth (and an unwrinkled epidermis) holds the answers to life.