Image via Rodial

The beauty industry was in a tizzy a couple of months ago when Rodial UK announced it would be launching Boob Job, a hormone-free topical meant to increase cup size, later this summer, and it's now available at US stores like Bliss. Sure, it sold like pancakes over in Jolly Old (why, I haven't seen a stampede like that since Boots No. 7 came out!). But what I want to know is, is anyone naive enough to think that this stuff is going to work? Even though they had the audacity to charge $175 for it, a high price tag does not an efficacious product make.

The claim from their site:

Boob Job works with your natural fat cells. As the fat cells move around the body after eating, Boob Job "blocks" the fat into the area where the product has been applied, so the bust and décolleté areas. You will see a gradual increase in cup size within 56 days as well as gaining an instant lifting and firming effect. Increase in cup size by 8.4 percent.

Rodial Boob Job is based on a natural phytosterol, derived from an Asian root that has no hormonal activity which works on the skin and the layer of fat beneath and is 100 percent paraben free.

Hmm... What is this vague "Asian root," exactly? Sounds like snake oil to me. Do you think this is something that warrants a try? I have like, a super small, practically concave chest, and sure, I wouldn't mind the teeeensiest enlargement, but I smell a gimmick. (I think I'm gonna stick with the old bronzer in the cleavage trick that I bust out for very, very special occasions (like say, once every two years). Have you tried this stuff yet? If so, I want to hear how it all went down. Or up.