Women are constantly being bombarded with creams, products and 'miracle' serums to make us look younger, and when we're faced with so many marketing messages, it can be hard to remember that actually, there's no shame in looking our age.
After all, the anti-ageing industry is booming, with millions shelled out each year on creams, Botox and even facelifts to create the illusion of youth.
However, one mother refused to bend to the pressure of looking younger than she is, and when she was confronted by a salesman trying to sell her anti-ageing products, she not only spoke her mind, but shared the exchange on Facebook to inspire other women to do the same.
In her post, Annick Rbsn hit back at the shaming element of salespeople trying to peddle her anti-ageing creams.
While she did start her statement with "I was kind of a brat yesterday" (no you weren't, Annick, and don't apologise for making such a valid point), she then recounted the details of her encounter at Calgary International Airport, describing how she was approached by a salesman from a skincare shop trying to flog her a free bar of natural soap.
After the man offered her the soap, and guessed she was 12 years younger than her actual age, he tried to persuade her that if she didn't purchase some anti-ageing creams that very moment, "these wrinkles on your face will get much deeper".
The salesman also attacked other elements of Annick's face, telling her: "Well let's talk about the bags under your eyes and smile lines – my eye cream could improve those in 15 minutes."
However, rather than feeling ashamed of her wrinkles or bags, Annick's response was genius.
"I look my age and that's okay, actually," she told the salesman. "What's wrong with a woman looking 40? What's wrong with my eyes? I have a miracle baby at home and haven't slept in two 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."
When the salesman continued to attempted to sell the creams, saying though her wrinkles may be "manageable" now, by 50 it would be "too late to correct sagging skin and deep wrinkles" without surgery, Annick replied: "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.
"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."
She finished off her impassioned post by sharing a photo of herself and writing: "This is the face my children and my husband love. I think I'll keep it."
When one commenter wrote that the words were "beautiful" and that she'd be sharing with her friends, Annick replied: "Share away! If everyone reacted the same way to the aggressive marketing of impossible beauty standards (like eternal youth) then things would start to change. We have to change this for our kids. We HAVE to."
Annick, you're our heroine.
Read the full post below.