Yummy Tummy body shaper generates wild buzz, but is it green?

Celebrities have tons of clout when it comes to generating buzz about a particular product or service and Yummy Tummy (actually spelled Yummie Tummie) has plenty of celebrity support. Right now it’s receiving enough attention that the site’s home page is loading slowly and masses of people are continuing to search for “yummy tummy” on Google.

Obviously people are interested in Yummie Tummie for its fashion statement and association with celebrities but is the product responsible when it comes to the environment? The company doesn’t make any up front claims regarding Yummie Tummie and the environment but there are a few notable things that make a difference.

As with most things, going green usually starts with increases in efficiencies. Since the Yummie Tummie body shaper can be used as a base layer it becomes an accessory for older clothes that might not fit perfectly anymore. Just like bras provide shape for breasts, the body shaper slims the tummy and lower torso.

Yummie Tummie evinces pleasing curves for tight-fitting clothes where the alternative might be hours in the gym. So kudos to Yummie Tummie for making old clothes desirable again, and possibly keeping them out of our landfills.

So it’s efficient for end consumers, but what about the materials used? According to its web site, Yummie Tummie uses three different fabrics in separate layers that starts with cotton at the top connected to the form fitting middle made of trico and ending at the bottom with more cotton.

The body shaper uses its own kind of trico so it may have slight differences but overall the fabric is popularly used in undergarments and usually holds its shape well for several years. That’s good from a sustainability perspective because it could keep Yummie Tummie in active use longer than its less durable counterparts.

Heather Thomson certainly has a good idea going here though maybe she should have considered spelling the product Yummy Tummy considering how many people are searching for it that way. And, somehow incorporating sustainability more strongly into her value proposition couldn’t hurt.