Tuesday, 22 March 2011

Boom in Bust Cream - ‘Bra in a Jar’ sales soar

Debenhams report:

Women are worrying about the appearance of their necks and busts as much as their faces, causing a boom in ‘bra in a jar’ products, says the Debenhams Beauty Hall.

Products designed to minimise turkey necks and smooth crepey cleavage are up 265 per cent on last year, so that the sector is now one of the fastest growing in the beauty industry.

Women, conscious of the ‘Madonna effect’ - age-defying face yet age-indicating neck and décolletage - are turning to dedicated creams to turn back the years and achieve the full, glowing cleavage continuing to make a comeback on red carpets and high streets alike.

Celebrities such as “the sexiest woman in the world”* Christina Hendricks (age 36 years), Nigella Lawson (51), Jane Seymour (60), and Raquel Welch (70) have shown age is no barrier to a fantastic décolletage and with summer on the way, British women are preparing for bikini season with gusto.

Sara Stern, Director of Beauty at Debenhams says, “However much you take care of your face, ignoring the décolletage and neck area will betray your age in a second.

“Motherhood, too much sun, lack of moisturiser and use of perfume on the area can damage the thin, fragile skin and wrinkles and sun spots will all be evident.

“We’ve already seen a boost in sales of cleavage-enhancing bras and now our Beauty Hall is following suit. The popularity of the hourglass figure shows no signs of slowing and women are keen to turn back the clock with a plump bust”.

Bust make-up has also experienced a rise in sales with women masking any imperfections with fake tan (up 28 per cent) and using bronzer (up 7 per cent) to shade in the illusion of the ideal cleavage, a long established tool used by make-up artists.

Stern adds, ”A high SPF suncream should be an everyday staple for any women concerned about her skin. Bust specific toning and firming creams go one step further to improve the area and combined with a well-fitting bra will maintain your assets”.

“Also take a tip from the ever-stunning Elizabeth Taylor. Swirl your bronzer around your cleavage and wear strings of pearls or costume jewellery to cast a flattering light and distract the eye”.

The Mirror DIY boob boosters
The cheat bra
Ultimo’s clever Day- Night Plunge Bra can increase your assets by up to two cup sizes. Wear the basic bra for work then boost your bust at night by adding the silicone pouches, £24 from
The boob-job bikini
A gel bikini offers a natural-looking way to boost cup size and create cleavage. Discreet liquid-filled pads are sewn inside the bikini cups to give a “real breast” look. Try: Sailor Girl Gel Bikini Set, £55 from
The lunchtime lift
Madonna and Gwyneth Paltrow are reported to be fans of Ultratone Bust Lift, a salon treatment that uses electrical pulses to tone muscles and give the effect of a natural boob lift. Visit
Wonderbra in a jar
Bust-firming creams won’t increase your cup size but they can plump up the skin. Try best-selling Mama Mio’s Boob Tube, £26,

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