Abs in a Box

Wrote Andrew Adam Newman in yesterday's New York Times:

••••••••••••••••••

The Abs in a Box kit by It Cosmetics offers both a defining cream containing caffeine and a makeup palette to both darken contours and lighten the summits of muscles.

“Its a great alternative to plastic surgery or crazy things like that,” said Jamie Kern Lima, a founder of the company, which also makes a women’s Abs in a Box kit (it sells about five times as much as the men’s).

All shapes can benefit, she said.

“If you’re 60 pounds overweight, you’re not going to draw on a six pack, but you can use the same techniques to look 5 or 10 pounds lighter,” Ms. Kern Lima said. “And if you’re 10 pounds overweight, you can’t draw on a six pack, but you can create a washboard effect.”

The makeup, she said, is waterproof. “It’s not like you’re going to get out of the pool and leave your abs” in the water, Ms. Kern Lima said.

••••••••••••••••••

$34.50.