A study of women over 40 found they are sick of being bombarded with anti-ageing products advertised by much younger models.

Just under 3 per cent said they actually wanted to look younger, compared with more than half who would prefer to look good.

And a large number felt annoyed by how older women are represented in beauty adverts, stating that it is still possible to be sexy in later life and that they want to see women more like them as ‘we don’t all look like Twiggy (pictured) or Helen Mirren’.