DON’T

be fooled into thinking that the banning of the term anti-ageing by Allure magazine — instead it prefers ‘youth liberators’ — has anything whatsoever to do with a genuine desire to ‘empower’ older women.

It’s just another marketing ploy designed to give us all permission to spend far too much money on oil and water emollients in the vain hope of achieving the impossible: looking as good as helen Mirren.