"It's not so hot to have a pancake a** these days," News.com.au quoted 26-year-old Montreal wedding planner Azar Jazestani as saying. Tara Rachel Benson, who favours the Booty Pop brand of underwear says the panties, which contain egg-shaped foam pads to plump up the posterior, are "part of the whole outfit".
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.
Booty Pop is hoping to sell close to one million pairs of padded underwear this year. However, Booty Pop is not 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.
At lingerie retailer Frederick's of Hollywood, the 'Booty Boy Short' 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.