You have a newborn baby, have been up all night, spend all your days feeding and changing nappies, you are dog-tired, not eating properly, haven't had a minute to yourself for months yet apparently this is no excuse not to look good.
Boots are telling women how to apply make-up with one hand whilst feeding baby with another and are asking women how to pile on the pressure to new mums with so-called 'tips' on how even the tiredest, most emotional of mums can still slap on the paint and look great.
Apparently without make-up you lack confidence and shouldn't really show your naked face to the world. How on earth are you expected to cope with everything life throws at you without tinted moisturiser and curling mascara?
Am I expecting too much from Boots and MNHQ in asking them to lay off new mums and stop putting subtle pressure on them to wear make-up every single day as if it were some kind of oxygen mask.
Men can afford to look dishevelled and tired but new mums must never been seen with naked faces! Even women themselves now think that they only wear make-up as a confidence boost - so successful is marketing that we rely on make-up for our confidence and self-esteem.
It's pants isn't it?