"After the face and the breasts, this is the area women worry about most," says Ravipa Pitipaisarn of Lancome. "This is where signs of ageing are really noticeable. Remember, the neck has hardly any protection against the weather."

Don't panic. All you need is a little tender loving care.

Put on a little soothing music, light some aromatherapy candles and try these exercises.

l Lightly pinch the middle of your chin, then move the pinches upward to the ears. Move back to the chin and repeat the process three times.

l Now do the same to your neck, up from the neckline to the ears. Repeat three times.

l Pinch the area around your voice box, again moving from neckline to ears.

Lightly rub a warmed moisturising cream upward from the neck to the ears with both hands. Repeat.

You can do this motion right from the chest to the neck as well.