are the six-pack fairy finishes up her ab magic with contouring makeup. then we ll take like a cream cosmetic like this and really kind of almost draw. and then buff it out. and this isn t cheating? this is definitely not cheating. how is it i mean, think about it this way. is makeup for you cheating? every woman wears makeup. is that cheating? enhancing. enhancing, that s a better word to use. reporter: for $35, the average guy can now buy abs in a box. assuming he knows how to paint them on. men are just as vain as we are. they really are. reporter: that vanity is driving sales of products like the lab series ab rescue body sculpting gel, which promises to tighten and tone. we went into the lab to see the science of enhancing the six-pack. the chemistry would be the polymer chemistry that gives you that instant tightening feel. then we have ingredients of caffeine, creatine, soybean
protein extract that help with the long-term improvement in the skin s appearance of tightening, toning and firming of the skin. what s the difference between this and a woman s cellulite cream? cellulite creams are attacking the fat in the skin. we re not attacking the fat at all. this is toning of the skin itself. reporter: brandon not only works here as a chemist, he s also a client. the focal point if you re on the beach or somewhere. the abs is what draws all the attention. reporter: he s been using the gel for a few weeks vigorously rub it in. i feel a cooling sensation. after an intense workout and a hot shower is just hot. reporter: no matter how much of this you lather on, the gel won t burn fat. but it will tighten the skin. do you think this is something that you d be, you know if you had a girl come over, would you be embarrassed to have this