Forget cosmetic surgery... try the face bra With soaring numbers of women resorting to cosmetic surgery to restore their looks, it is the perfect option for those who can't face the knife. But be warned, as its name suggests, it is not quite the invisible lift-me-up that most women are looking for. This is the face bra, the latest ingenious device that promises to lift that troublesome sagging jaw line and tighten those tired jowls. It follows in the footsteps of underwear that mimics the effect of buttock implants and tights that promise to create a whole new figure. The face bra though claims to offer more permanent benefits than knickers that give a short term booty boost. Not since Elaine the dizzy secretary on television's Ally McBeal created her own face bra has there been such a bizarre beauty product. But creator Vicki Southard claims her own creation owes nothing to the screen device. For some women the face bra, which costs £43, does have one rather obvious drawback - its Egyptian mummy style appearance. Bandages stretch around the forehead, under the chin and round the neck. The secret of the 'bra' is said to be the minerals the user must soak the soft elastic cotton fabric in before application. It is then held in place with Velcro straps and worn for 30 to 40 minutes at a time. The user is advised to 'baste' herself with minerals every 10 minutes for maximum effect. 'Women want to age gracefully, and most consider surgery as a last resort,' said Mrs Southard, a US-based businesswoman. 'I was never a fan of cosmetic surgery, so I decided to create a non-invasive system to lift the face and tighten the complexion - a simple procedure that didn't require a visit to a surgeon's office.' The mother-of-two, 49, came up with the idea two years ago after noticing the effects of aging on her own skin. 'I tried lots of different non-invasive treatments that didn't really work. But I remembered that I had tried a body wrap once before and wondered if I could use that formula.' After obtaining the mineral formula, the mother experimented until she came up with the face bra. Speaking from her Florida home, Mrs Southard said skin felt noticeably softer after just one application and after two to six application the skin felt tighter. She recommends using the device two to three times a week. 'It's a safe, easy, and effective rejuvenation process for the face that really does work,' said Mrs Southard. who ships her face bras overseas. 'Too many people choose surgery or suction as their first option.' There have been an increasing number of treatments and tools to help women tighten up or improve their curves without resorting to the surgeon's knife. Earlier this year the underwear maker which gave women the Wonderbra introduced Curves Up knickers, with spongy removable pads to clinch, lift and squeeze the bottom into a more rounded shape.