AND THE WINNER IS ....
The Dove Pro-Age campaign.
(But where are the peace signs, Baby Boomers acting like idiotic teenagers, and 60s Rock in the music bed?)
What do the models think about all this? Read about it in The Daily Mail:
The artist and alternative therapist, who lives in London, said: "Women my age are repeatedly told to fight the ageing process and so we start to believe there is age limit to certain things.
"Eventually we give into this view and begin to see, feel and look older. However, I know many women in their 50's and 60's who look amazing and I applaud their tenacity.
"We are, after all, children of the 1960's, a generation determined to achieve anything. It really is time to change the limited view presented by the media and I'm proud to be part of it."
Athena Uslander, aged 51, who owns a commercial bakery in Chicago, said: "People just see us as over the hill, but that's just not true.
"You can travel, you have disposable income and the whole world is open to you when you're older, so I think it's just the beginning of life."
Mirinete Morrison, aged 54, from London who has three daughters aged 18, 24 and 26, said: "If your heart is beautiful, your skin is beautiful, you are beautiful."