Like many women in their 50s, Noreen Sims feels she has to make that bit more of an effort these days if she’s going to be happy with her reflection.
The 54-year-old teaching assistant from Bristol spends several minutes every day and night massaging her face with moisturiser to plump up her skin.
She regularly gurns and grimaces as she does facial exercises to tone her muscles and keep lines at bay. She even sleeps on one pillow as opposed to two, having read it helps combat gravity’s effect on skin while she’s sleeping.
And for the most part, Noreen is perfectly happy with what she sees in the mirror.
But when she looks a few inches down, it’s a different matter.
‘It’s the one part of my appearance that worries me the most. At least if you are overweight you can diet, but there’s only so much you can do to banish a saggy jawline or wrinkly neck.’
Until recently, women didn’t seem to worry about a crepey neck or decolletage until they were well into their 60s. But thanks to the rise of the computer and smart phones, which means we spend more time than ever looking downwards as we tap away on our devices, gravity is taking effect on much younger women.