Bellin thinks the underwear works better at reducing inches than cellulite. "I would say the anti-cellulite property is modest," Bellin says, "the inch-reduction is astonishing. Really surprised me."
Bellin believes that the anti-cellulite underwear is neither a significant advancement nor a complete misrepresentation.
"I would say you're somewhere well in between that," Bellin says. "It's not a major medical breakthrough, but it's not crackpot because I saw with my own eyes these patients have improvement from their cellulite. As for the claim on the Solidea DVD that it cures cellulite, even the company says they don't believe that one."
Max Hauer, the owner of Solidea USA , says all they're claiming is the underwear does provide temporary results in the appearance of cellulite, a claim substantially less impressive than those advertised on the DVD. In any case, Solidea can report one clear result: money. Projected sales for 2008 were about $11.5 million.
The Brassage wellness bra, on the other hand, is not doing so well. The Brassage is no longer manufactured. And after ABC News began asking questions, Gaiam, a major retailer stopped selling the product, which is just fine with cancer researcher Susan Love.
"I would love to have a way to prevent breast cancer," she said. "If it came from wearing a special bra, or standing on your head for 20 minutes a day, I would be the first one out there promoting it. But we need hard science to answer these questions, not just hypotheses, not just speculation, but real studies."