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'When people see things repeated on TV more and more, it becomes normalized,' Stephens says.
French sociologist Jean-Claude Kaufmann says this is true overseas, too: 'In Europe, and in France especially, there's a trend to show off the buttocks in place of breasts.
According to new figures, companies are cashing in on the growing trend for bigger behinds, offering women everything from special posterior-plumping gym classes to padded panties in order help them enlarge their behinds.
Some women have even been encouraged to undergo surgery in order to gain their ideal butt size.
Susan Bloomstone, Booty Pop's co-founder, says customers have asked for larger sizes.
So, the Boston-based company plans to begin selling pads that are 25 per cent larger this month. Feel Foxy, another maker of padded panties, says 2014 has been its best year since launching nearly a decade ago.
Dr Matthew Schulman, who performs the procedure in New York, says this year has been busier than last.
Schulman, who charges ,000 to ,000 for the three-hour surgery, does six to eight Brazilian butt lifts weekly, up about 25 per cent from a year ago.
Cougar dating is a growing trend and has been there from the beginning.