Bra in a jar
One of the most important parts of my skincare regime is to moisturise my neck and bust as much as I do my face.
One of my mum’s early skincare advice tips was to keep the neck and bust well moisturised as these are the areas that age first. It seems that she was right according to the Debenhams Beauty Hall, 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 cleavages are up 265 per cent on last year and 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”.
* in a poll of readers taken by Esquire magazine, 2010.
Décolletage and neck creams available at Debenhams include:
Mama Mio Boob Tube Bust & Neck Firming Cream
Mama Mio Boob Tube Shimmer
Guerlain Success future neck & décolleté
Guerlain Orchidee Imperiale neck & décolleté
Clarins Super Restorative décolleté and neck concentrate
Clarins liquid bronze self tanning for face & décolleté
Clarins after sun replenishing moisture care for face & décolleté
Clarins Bust Beauty Extra Lift Gel
Clarins Advanced Extra-Firming Neck Cream
Clarins Body Treatment Oil – Firming / Toning
Elemis Pro-Collagen Lifting Treatment Neck & Bust
Bliss Thinny Thin Chin neck firming cream