As more older women reject frozen faces and pillow cheeks, there are new approaches to ageing well. From actress Helen Mirren, 72, to model Elle Macpherson, 52, today’s active, energetic older celebrities present a very different image to the stereotype of the homey, grey-haired granny. But then, in recent years, our idea of what it means to grow – and look – old has changed radically. Much of this is down to the power, culturally and numerically, of the baby boomers, the ever-youthful generation aged roughly between 50 and 70 years old. United Nations figures show that by 2020, one in three women around the world will be over 50.