Face Bra

Invented by Vicki Southard, a Florida entrepreneur, the Face Wrap Face Bra (above) is said to help firm up jowls and reduce puffiness.

Alix Strauss featured it in a March 29, 2007 New York Times story, which follows.

Bringing the Double Chin to Heel

Afraid of surgery? Want lift without the lipo? How about a bra — for your face?

The Face Wrap is an elastic cotton contraption to be worn an hour or less several times a week — presumably in the privacy of the home, unless frightening the neighbors’ children is not a concern.

The wrap combines a mineral concoction with a swath of cloth meant to be pulled around the neck, face and head. Its maker says that wearing it for 30 to 60 minutes 2 to 3 times a week will reduce water retention and inflammation beneath the surface, improve a double chin, take puffiness out of the eyes and lift sagging jowls.

The product comes in a clear plastic package, with instructions, and is available at www.thefacewrap.com. The price: $79.

“We’ve been out for about a year,” said Vicki Southard, 50, the Florida entrepreneur who created the face bra. “We’ve sold 7,000 already, mostly to women ages 30 through 70. Many people see visible changes within two to six at-home treatments.”

The key, she said, is the mineral powder (refills, $54). “You mix it with water and then let it soak into the wrap.” The mixture then penetrates the epidermis, she said, flushing away toxic waste and tightening the skin.

But it is not just youth-obsessed Americans who are willing to spend for facial gadgetry. The British have access to a dental device that is said to retrain the facial muscles to help postpone the old nip and tuck. Retainerlike, it’s called the Oralift Brace and it costs about £2,500 (almost $5,000).

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As regards the Face Bra, apparently one size fits all.

$79.