While many of us fret about the lines on our forehead or crow's feet around the eyes, it turns out that there's another sign of ageing to worry about - cleavage wrinkles.
Yup, the beauty powers that be have declared war on those unsightly lines in your chest. Just throw it on the pile of imperfections to be ashamed of.
So if you don't want your chest to look like a distressed, leather tote bag, take heed from the enthusiastic woman in the video above.
Her suggestions include lathering cream over the area, sleeping on your back and rethinking those thread-bare sports bras. Yawn.