Doctor: Botox Breast Lift Is 'Gimmick'

BOSTON (CBS) - Thousands of women get breast augmentation surgery every year, but some doctors are looking for less invasive ways to enhance a woman's breasts.

WBZ-TV looked into two new trends and whether they really work.

Botox has been used to get rid of frown lines for years and now some doctors are applying the paralyzing agent to breasts. They say they can lift a woman's breasts and make them look perkier, without surgery, by injecting Botox directly into the muscles of the chest wall. The procedure takes about 30 minutes and reportedly lasts up to 6 months.

But Dr. Eric Halvorson, a plastic surgeon who specializes in breast reconstruction at Brigham and Women's Hospital, tells women not to waste their money. "I think it's likely a marketing ploy or gimmick," he says, "Because I don't understand how paralyzing the pectoralis muscle could have any effect on the shape or size of the breast."

So if Botox isn't the answer what about a procedure that some are calling an "Insta-boob" or "Lunchtime Lift"?

Developed by a doctor in Manhattan, saline or salt water is injected into the breasts to make them temporarily appear larger and fuller. It can be done in 15-20 minutes but only lasts up to 24 hours.

Some women are doing it before a special occasion, like a wedding or a vacation, or even to see how they look before committing to breast augmentation surgery. "I see that there is probably very little downside to it," says Dr. Halvorson. "It could be helpful for certain patients in making a decision (about breast augmentation)."

But before you sign up, you should know that it costs about $2500 and involves multiple injections.