Debenhams Beauty Hall has revealed that 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.
Products designed to minimise turkey necks and smooth crepey cleavage are up 265% 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 making 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 said, “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 push up 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%) and using bronzer (up 7%) to shade in the illusion of the ideal cleavage, a long established tool used by make-up artists.