What are those crazy Brits up to now? John Lewis is a popular British department store with locations throughout Great Britain. The chain recently launched a new line of anti-cellulite lingerie that is causing quite a stir with our fellow cellulite victims across the pond.
The $40 Scala Bio-Fir Anti-Cellulite Underwear quickly became the fastest selling lingerie in the store’s 145-year history. The product sold out within hours of its initial release, with some women purchasing ten pairs each. They soon appeared on Ebay at up to a hundred dollars a pop.
Has the cellulite epidemic driven our British counterparts to the verge of madness or is there good reason for the Scala knicker frenzy? According to scientific studies (conducted by the Brazilian manufacturer, perhaps?), the product was tested on fifty women who wore them daily for a month. The result is no small claim. Eighty percent of women are said to have lost inches from their stomach, hips and thighs and 82 percent showed “a significant reduction in cellulite.”
How do these miracle underoos work? The fabric contains “crystals” which emit heat upon contact with the skin, supposedly boosting circulation and stimulating cell metabolism. John Lewis now sells Scala Anti-Cellulite Tights in addition to the popular underwear line, which is already flying off the shelves at a rate of 25,000 a month.
What do you think? Could there be a kernel of truth to the claims? Even if you think the hype is unwarranted, would you give the fat-busting knickers a try if given the chance?
{ 2 comments… read them below or add one }
I think they sound like heat rash waiting to happen!
Ha! You're right! I don't think they will have much market appeal here in Florida. Maybe I could get someone up North to test drive them for me so we can see if they work. Even if they don't, it would be a good piece of evidence to add to the file…