Ann Summers has taken its first steps into the world of cosmetic surgery, offering “breakthrough” bottom lifts to its customers.

Outlining its new service in a short film on YouTube, the lingerie retailer follows the case study of Natalie, who hates her flat bum and books in at a surgery to get a curvier behind. The squeamish can stay comfortable however, there are no graphic surgery shots because the film shows Natalie undergoing the procedure to change her big, unsupportive Bridget Jones underwear to the retailer’s new Exaggerate range, which includes bottom-enhancing knickers. It’s certainly a cheaper way of getting a boost to the bottom line.