Skincare is the last step for a derriere that glows like Kim’s in Paper, even if it doesn’t blow snow. (Trust us, it’s worth checking out the Jimmy Kimmel skit on YouTube). In fact, derms and facialists adviseyou to exfoliate and moisturizeyour secondary cheeks, just likeyou would those on your face. And they’re happy to do it foryou, which has given rise to the bum facial. (With cheeky names like the Shiny Hiney and the Diva Derriere.) With this new hyper-focus on the area, beauty companies are also pulling up the rear. Straight from France comes Talika’s Back Up 3D Sculpting, Lifting Ultra-Serum ($50). The self-proclaimed pushup serum for the butt contains such booty-plumping and lifting exotics as guggul extract, ngalama bark and marula oil. At The Organic Pharmacy in Beverly Hills, the brand’s Firming Body Cream ($348) with its stimulating formula of horsetail and green coffee is a top seller and part of a popular cellulite-targeting tush treatment. Models regularly stop in pre-photoshoot. We do an intensive massage technique, really kneading the tissue to break up fatty deposits and enhance lipolysis, says resident homeopath Urvi Radia, who notes that the sexy poster in front of the shop drew business. A guy even came in asking if he could meet the girl in the photo. Clearly, he liked her bottom, she laughs.
Giving yours a little extra attention may not be a bad idea. The Week-nd’s new pop culture hit, Earned It (part of the Fifty Shades of Grey soundtrack), comes complete with a sexy, booty-revering video. In it, dancers wiggle onstage in backless briefs with black X’s marking the centre spot of each cheek. A hint, perhaps, that the focus is here to stay.
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