A full pout is not just a sure fire way to look sexy - it's also a sign of youth.
As well as everything heading south in later life, our lips also loose volume, so plumping them up or giving them the illusion of a fuller form is a great secret to looking younger.
Dr Williams compares the loss of volume around the lip area to a fresh plum loosing water and turning into a prune.
No one wants a prune for a pout.
As well as using moisturizer around the lip area, there are other things you can do to minimize the loss of volume and creation of lines.
For starters, if you're a smoker - stop. It won't do your lips any favours.
Try hydrating your lips with a quality balm like Elizabeth Arden's Eight Hour Cream to keep lips nourished and hydrated.
But if you really want to have a more youthful look to your lips, try Restylane fillers which can create a natural looking fullness.
Elizabeth Arden Eight Hour Cream
Available from The Bay.