Women Desperate For Bigger Looking Butt Going Bananas Over New 'Booty Pop' Panties. Brand Expected To Sell 1 Million Pair This Year [Video]


Video After The Jump

When Tara Rachel Benson went out on a recent night to an album release party in Los Angeles, she put on her makeup, a tight-fitting Herve Leger dress, stiletto heels—and a pair of padded panties.

"It's part of the whole outfit," says Ms. Benson, a 25-year-old assistant to a music manager. Wearing the Booty Pop brand of underwear, which contain egg-shaped foam pads to plump up the posterior, "I look better, I feel better, and as a result, I act better," she says.

For centuries, women have wriggled into girdles and other slimmers to minimize their rear ends. Now, a fascination with the hind-quarters of celebrities like Beyoncé and Kim Kardashian is fueling a booming market for undergarments that amplify the derrière.

On Booty Pop's late-night infomercials, which began airing in December, viewers are entreated to "forget about doing endless squats—and cosmetic surgery, who can afford that?" as models prance around in tight jeans flaunting their backsides.

In May, Bed Bath & Beyond started carrying Booty Pop in most of its 967 stores and online. Drugstore Walgreens, which jumped on the Booty Pop bandwagon in April, is carrying the product at 1,000 of its 7,541 stores and mulling an expansion. Earlier this month, Target started carrying Booty Pop online.

Booty Pop projects it will sell close to 1 million pairs of padded underwear this year.

"I want one," the famously skinny reality TV star Nicole Richie wrote this month on Twitter, after which she posted a link to a "black licorice" cotton-spandex pair, on sale for $19.95. Through her publicist, Ms. Richie declined to comment.

Booty Pop isn't the only company seeking a boost from behind. Early next year, Maidenform Brands plans to introduce a "Jean Collection"—internally called "Project Injeanious"—containing bottom shapers.

"There are a lot of similarities between what you can do for the rear and breast—you can lift it, round it and shape it," says Maurice Reznik, Maidenform's chief executive.

At lingerie retailer Frederick's of Hollywood, the $28 "Booty Boy Short" (they're for women, despite the name) is currently the No. 2 top-selling shaping item online. Victoria's Secret introduced the "bum booster" in January in some outlets, and a spokeswoman says it is selling well.

"It's not so hot to have a pancake a— these days," says Azar Jazestani, a 26-year-old wedding planner in Montreal, who wears Booty Pop panties with jeans.

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Comment by Kawel on July 23, 2010 at 1:32pm
It's a very simple idea, I'm pretty sure that people thaught about it years ago, but the booty culture wasn't read for it.
Now because of the stars image women embrass it.
It's great for them and unfrotunate for the men: watch the surprise
Comment by Jakez on July 23, 2010 at 3:38am
Don't act like ya'll weren't staring at the bigger asses all droolin and s***, "f*** outta here"!!! The only amazing thing is that it took this long for a product like this to blow up.
Comment by Jakez on July 23, 2010 at 3:35am
What the f*** do you mean "1 million??? f*** outta here"? B**** there are 307 million people in the US alone, lets say 150 million are women, ONE (1!) PERCENT of them is 1.5 million. You don't think less than 1% of women want a bigger a**? F*** outta here. Enjoy being retarded the rest of your life.
Comment by Bob on July 23, 2010 at 2:01am
1 million??? f*** outta here
Comment by Petey on July 22, 2010 at 10:27pm
ITS STILL NOT REAL, YOUR FOLLING THE PEOPLE
Comment by Trent Lawrence Wanganeen on July 22, 2010 at 9:44pm
@ PIGGY_SMALLZ,, your a legend...love the posts man, keep it up!!!! N yeah, f*** a fake b****, keep a real one!!! smh
Comment by Ruben on July 22, 2010 at 9:03pm
piggy, got it 100 percent right..next time i c a b**** im gonna have ot ask her to let me know whats real or whats not, i dont wanna waste any money on a fake b****
Comment by Ruben on July 22, 2010 at 9:02pm
Comment by piggy_smallz 6 hours ago Ok.. Fake Hair, Fake Contacts, Fake B****, Fake Nails... now Fake Apple Bottoms ?? I'm glad a n**** already on lock cuz the way females are FAKING IT these days... N***** better off watchin porn and gettin a nut... least you know what you watchin...f*** around and get one of these to the crib, by the time all the fakeness comes off, a n**** left wit a f***** Hobbit....
Comment by Chris Bellmar on July 22, 2010 at 7:55pm
cosign piggy 100%
Comment by Kashane on July 22, 2010 at 7:03pm
Co sign piggy smallz that comment was hilarious!



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