Following hot on the heels of Boob Job with its fat redistributing technology, Rodial has just launched Bum Lift. Isn't Rodial endearingly cheeky (pun intended) in the way it markets its creams at parts of the body not mentioned in polite drawing rooms.

According to Rodial 70% of women are unhappy about their butts. So what's new? I'd have to be feeling pretty desperate about my sagging derriere to fork out $130 for a handful of antioxidants and a peptide. And, frankly, I know I would just feel silly rubbing a special bum cream into my buttocks. But then I'm English and most things make me feel silly. Rodial isn't bashful about the claims it makes for Bum Lift: "Cellulite is reduced by a whopping 32% and thigh/buttock girth can be reduced by up to 3.8cm. The skin firmness is improved by 60% and stretch mark appearance is dramatically altered." It's hard to see how - although there is caffeine, which does help tighten skin.

On the other hand, it probably makes more sense than a butt bra. How do you put them? Or get them off for that matter? On second thoughts, please don't answer that.

Ingredients

Aqua (Water), Alcohol Denat., Propylene Glycol, PPG-15 Stearyl Alcohol, Glycerin, Dimethicone, Cyclopentasiloxane, Ammonium Acryloyldimethyltaurate/VP Copolymer, Polysilicone-11, Triticum Vulgare (Wheat) Protein, Punica Granatum (Pomegranate) Extract, Spirulina Platensis Extract, Soy Isoflavones, Caffeine, Panthenol, Marrubium Vulgare Extract, Palmitoyl Tripeptide-5, Parfum (Fragrance), Benzyl Salicylate, Benzyl Alcohol, Linalool, Limonene, Citronellol, Hexyl Cinnamal, Lilial, Coumarin, Galactoarabinan, Polyacrylamide, C13-14 Isoparaffin, Carnitine, Phenoxyethanol, Disodium EDTA, Polysorbate 80, Laureth-7, Potassium Sorbate, Sodium Benzoate