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.
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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.