Debenhams Sees Bra in a Jar Sales Soar

LONDON, March 28, 2011 - Debenhams Beauty Hall has revealed that women are worrying about the
appearance of their necks and busts as much as their faces, causing a boom in
'bra in a jar' products.

Products designed to minimise turkey necks and smooth crepey cleavage are
up 265% on last year, so that the sector is now one of the fastest growing in
the beauty industry.

Women, conscious of the 'Madonna effect' - age-defying face yet
age-indicating neck and décolletage - are turning to dedicated creams to turn
back the years and achieve the full, glowing cleavage making a comeback on
red carpets and high streets alike.

Celebrities such as "the sexiest woman in the world"* Christina Hendricks
(age 36 years), Nigella Lawson (51), Jane Seymour (60), and Raquel Welch (70)
have shown age is no barrier to a fantastic décolletage and with summer on
the way, British women are preparing for bikini season with gusto.

Sara Stern, director of Beauty (www.debenhams.com/beauty) at
Debenhams said, "However much you take care of your face, ignoring the
décolletage and neck area will betray your age in a second.

"Motherhood, too much sun, lack of moisturiser (
www.debenhams.com/beauty/womens-skincare/moisturisers) and use of
perfume on the area can damage the thin, fragile skin and wrinkles and sun
spots will all be evident.

"We've already seen a boost in sales of cleavage-enhancing push up bras
(www.debenhams.com/lingerie/bras/push-up-bras) and now our Beauty Hall
is following suit. The popularity of the hourglass figure shows no signs of
slowing and women are keen to turn back the clock with a plump bust".

Bust make-up has also experienced a rise in sales with women masking any
imperfections with fake tan (up 28%) and using bronzer (up 7%) to shade in
the illusion of the ideal cleavage, a long established tool used by make-up
artists.

Stern added, "A high SPF suncream should be an everyday staple for any
women concerned about her skin. Bust specific toning and firming creams go
one step further to improve the area and combined with a well-fitting bra
will maintain your assets".

Notes to Editors:

*in a poll of readers taken by Esquire magazine, 2010.

About Debenhams: (www.debenhams.com/)

Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear, menswear, childrenswear, home
and health, beauty and make up. Debenhams is the second largest department
store chain in the UK.

Debenhams operates 161 stores in the UK and Republic of Ireland.
Debenhams also has 61 international franchise stores in 24 countries and six
Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey,
Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon,
FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald,
Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa
Stickley, Eric Van Peterson and Matthew Williamson.

    PR contact:

    Ruth Attridge
    PR Manager
    Menswear, Beauty, International & Retail Services
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)8445616161
    www.debenhams.com

PR contact: Ruth Attridge, PR Manager, Menswear, Beauty, International & Retail Services, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)8445616161