It is one thing to open a beauty salon (which Edwige and her young lover Gaston have just done) but it is another to keep it on its feet.To best promote their speciality, fountain-of-youth treatments, Edwige decides to apply to the letter the old slogan "It pays to advertise" by posing as... Gaston's mother, a sixty-year-old woman, miraculously grown younger.

James, the supervisor of an agricultural colony, is in love with Hélène, who is unfortunately meant for another. At Hélène's engagement party, James has an argument with her fiancé. When the latter gets mysteriously killed, James is arrested and condemned to twenty years of hard labor. Hélène is convinced James is innocent but she falls under the control of a gold digger who has set up a dummy company with the money stolen from James. The swindler is finally arrested and Hélène and James are reunited.