Eyal Gur said: 'This might not quite be the end of normal the bra, but we've shown that with a very small operation that it's possible to give a woman an internal bra that she can have for the rest of her life.' 

He believes that women will be able to go bra-less if they want unless they are playing sport when an ordinary bra would be needed for additional support.

In the first stage, Orbix is focusing on developing the breast lifting kit for solving the breast sagging (ptosis) problem. As women age, the breasts may begin to sag or become ptotic. This process is often accelerated by pregnancy and nursing. mastopexy, or breast lifting, may be performed to enhance the shape of the breast and to obtain a more youthful appearance, improved projection, and reduced ptosis.

The mastopexy procedure is performed as a standalone procedure or often as part of a breast augmentation procedure. The Mastopexy procedure involves massive interference with both internal and external breast tissues. Unfortunately, the aesthetic improvement achieved comes at the cost of noticeable scars and asymmetry, Orbix says

In addition, the procedure, which is not suitable for the early stage of breast sagging, is an expensive, long term recovery procedure, with potential specific risks and complications and short term effect.

The target market for Orbix Mastopexy procedure includes the existing mastopexy market. Since the breast lifting kit reduces risks and presents better aesthetic results, Orbix expects to replace the existing breast mastopexy procedure and also to give a better solution for women afraid of the present mastopexy procedure. Furthermore, Orbix unique procedure and breast lifting kit can be used in conjunction with breast augmentation surgery (which is currently the most popular of all breast surgery procedures) or breast reduction procedures, providing an excellent solution for a large group of women who require breast lift in addition to augmentation (augmentation-pexy), and/or as a preventive measure against ptosis process and enhancing the aesthetic effect. It is also the only solution for early stage of breast sagging and the only corrective measure for women suffering from Pseudo-ptosis, an undesirable, post-surgical process usually observed in postpartum breast atrophy, characterized by inferior pole ptosis with nipple at or above the inframammary fold.

Whereas in the past only older women wanted to reshape their bodies, today teen girls are open to augmentation treatments and breast-lifts says CEO Cohen. "We're not encouraging this trend, we are simply trying to minimize risk."

"There's intense interest already," Gur told an Israeli news agency back in 2007.  "Women talk with about it as do plastic surgeons worldwide and some leading international figures are interested in cooperating with us. Statistic show that about 8% of American women who undergo breast lifts end up filing malpractice suits due to sagging. Our device is safer than breast surgery and will prevent the need for these women to undergo a second invasive procedure."

The first woman to receive her internal bra was operated on by Belgian surgeons as part of a year long trial.

Cohen believes it will become widely available in Europe within the next 18 months, Daily Mail reported.

'We have enough women volunteers in the trial and we will be doing our second patient just before Christmas,' he said.

'In a year's time we will have enough evidence that it works. Then we will be able to get the green light from the European medical licensing authorities.'

Source-Medindia
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