A cosmetic cream, said to help reduce a woman's post-natal stomach bulge, has been launched - prompting reports of rush buying. But why does it seem women are suddenly worried about this most natural result of pregnancy?
It's a miracle apparently. A new cream costing £18.85 with "fat-burning ingredients" that can help banish a mummy tummy - the softness around the midriff most women are left with after having a baby.
That women worry about their stomachs - and bodies - after giving birth is nothing new. The average woman puts on two-and-a-half stone during pregnancy, so it's no wonder her stomach muscles are left looser than they were.
But in recent years this natural body change has been given its own moniker. At the same time, the raft of celebrity-focused magazines and tabloid newspapers seem to be keeping a watching brief on which famous mothers are winning - and losing - their battle with this baby bulge.
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