Lighting the Fuse
Needed lift?
South Florida Business Journal - by Michael Miller
I walked behind two women as they talked about the movie we had just seen, "Erin Brockovich."
"You can tell that movie was directed by a man," one woman said. "Why did they put her in those cleavage clothes?"
"I will never understand," said her friend, "why breasts are such a big deal to men."
"I can tell you why," I said, "but before I do, can I touch yours?"
"Noooooo," said one of the women.
"That," I said, "is why they're a big deal."
The mystery of the big deal equals big business, as ads for plastic surgeons in South Florida indicate. But Coconut Grove-based Brava LLC is seeking a niche with a nonsurgical method of breast enlargement called the Brava System.
It consists of a sports bra that holds two polyurethane domes that have a tacky silicone gel sealant. A vacuum pump sucks out the air and pulls the breasts forward. Breast cells then swell and multiply as the system is used for 10 hours a day for 10 weeks, the company says.
My initial reaction to the device was, "Ouch."
After 700 hours of effort, breasts are typically about one cup size larger after the swelling subsides, Brava says.
The $2,500 system is designed for women 18-40 who are cup size AA, A, or small B. It is not recommended for pregnant women (clinical participants were required to practice birth control), or women with a history of breast surgery or breast cancer.
Sad state of affairs
Complete with an Internet connection that allows doctors to monitor patient participation, the Brava system is the latest in a long list of products that reflect one of the saddest aspects of gender relations male preoccupation with breast size.
Playboy, Hooters and Sports Illustrated emphasize size to the extreme. Legions of women put their healthy bodies under a knife and allow mutilation so plastic bags filled with chemicals can be inserted under their skin to make them "more attractive."
If you've ever touched breasts with implants, you know they do not feel natural, and the process leaves scars. It's not an enhancement, it's a distraction, no matter what Larry Flynt and Russ Meyer think.
Brava's founders have extensive medical backgrounds; one has reportedly reattached 500 severed hands and other body parts. The Brava System has been featured in several newspapers and television programs in an isn't-that-cute manner.
But look carefully and you'll see contradictions in Brava's marketing.
Brava's officers say the device is not meant to be a replacement for implants, but its users say they adopted it for exactly that purpose. Brava dismisses any notion that it is exploiting women's male-influenced concerns, but its marketing materials are thick with scenarios that emphasize how women with "small" breasts are viewed.
The business opportunity is vast. According to the American Society for Aesthetic and Plastic Surgery, 200,000 women underwent breast implant surgery in 2000. Brava claims more than 16 million women between the ages of 18 and 39 "are dissatisfied with their breasts because they are too small."
It may be a great business opportunity, but it is also a sad commentary on the horrible level of self-worth we teach our nation's women.
The men in charge
I met with two of Brava's principals in their offices, which overlook a marina on Biscayne Bay. The modern artwork on the walls features sharp angles and harsh lines, not what I expected at a company that makes its fortunes from curves.
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