From TV ads to magazine features, sometimes it feels like every Tom, Dick and Harry is trying to sell women anti-ageing products.
Annick Robinson, from Montreal, has well and truly had enough of it.
Robinson was at an airport last week when a salesperson tried to sell her products to combat her "wrinkles", "eye bags" and "smile lines".
In a Facebook status that's now been shared more than 23,000 times, Robinson asked: "What's wrong with a woman looking 40?
"I was so horrified by the normalcy of his sales pitch, and the sales ringing up at his cash, that I took a picture of that wrinkled baggy face he was selling to, right on the spot," she added.
"This is the face my children and my husband love. I think I'll keep it."
On Facebook, Robinson shared details of her conversation with the salesman, which she said went something like this:
Man: "Your skin is so natural looking, you aren't wearing any make-up, right?"
Me: "Um, nooooo?"
Man: "Let me guess your age..." Proceeds to pull out a number 12 years younger than I am.
Me: "I look my age and that's ok actually."
Man: Unsure how to handle that.. "Let me show you our face serum, because if you aren't careful to maintain your skin now, these wrinkles on your face will get much deeper, by 45, creams won't help anymore."
Me: "What's wrong with a woman looking 40?"
Man: "Well let's talk about the bags under your eyes, and smile lines, my eye cream could improve those in 15-minutes."
Me: "What's wrong with my eyes? I have a miracle baby at home and haven't slept in 2 years, so if I have bags I am grateful to have them, and my husband and I laugh a lot. Those are his fault. He loves how I look... I don't think I need your cream."
Man: (Nervously) "They may be manageable now, but by 50, it's too late to correct sagging skin and deep wrinkles, unless you act now, only surgery can correct those."
Me: "What's wrong again with a woman ageing? You know, my husband and I can't wait to grow old together, we talk about it all the time, how we'll be this funny wrinkled old couple. My husband is going to age too, we all are. It's kind of how life works."
Man: Glancing nervously at other customers in the store who are listening in... "Wait, if it's the price that's an issue, I can offer you our special this week, all three creams for $199 - that's cheaper than Botox!"
Me: "I look fine now, and when I'm 45 I will look fine, and when I'm 50 I will look fine, because there is nothing wrong with a woman ageing. Old age is a privilege denied to many, and I don't appreciate you marketing youth instead of your products, and denigrating ageing women as a sales tactic. Thank you, but I don't want or need your cream."
In an update on Facebook, Robinson called for an end to the "billion dollar industry that depends on women hating themselves".
"I could have been a supermodel, but I still would have been told there was something terribly wrong with my face. And odds are, I would have believed it," she said.
"It's hard-wired into us from the cradle that our main value as a woman is beauty, and a standard of beauty that we can never actually attain. Even our supermodels get photoshopped.
"Let's start a movement peeps, let's end predatory marketing practices that sell self-loathing to women from cradle to grave.
"Women have more important things to do in 2016 than spend a single other minute worried about our wrinkles or the acceptability of our thighs."
Amen to that.