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From Kim Kardashian to the annual Miss BumBum contest, it is perhaps no surprise that having a large rear is a sex symbol for the modern age.
What is shocking is the lengths some women will go to in order to get the look - as revealed by this film of Brazilian cops busting an illegal butt-boosting clinic.
Situated in a grimy three-storey house in one of Rio de Janeiro's largest favelas, police say women fly from around the world to places such as this in order to have their posteriors injected with bone cement in potentially lethal doses.
Investigators believe that during the two years this one clinic has been running, up to 50 women have risked their lives to get the treatment.
While it is hard to know how many similar clinics exist - as they are run from nondescript buildings and promoted over social media - what is clear is the demand: butt augmentation surgery was the fastest growing cosmetic procedure in America in 2015, with similar growth expected in 2016.
Shocking footage shows officers catching one woman, identified as Irys Cabral Pierrout, in the act of pumping a chemical called methacrylate into a woman's rear.
Methacrylate is otherwise known as bone cement and is typically used to set joints in place or define bone structures during reconstructive surgery.
Police say the patient had flown from Portugal especially for the treatment, which costs a minimum of £1,000 ($1,300).
Using the chemical for butt enhancements is considered highly risky and has been linked to several deaths, leading to the procedure being completely banned in countries such as America and the UK.
The Brazilian Medical Association does allow the procedure, but only using small amounts of up to five millilitres.
An undercover female police officer, who set up this sting, said the women working at this clinic offered to inject 400mls into each of her buttocks - 160 times the 'safe' amount.
Pierrout and the other two suspects, named as Renata Pena and Ana Paula Pequeno, claimed to be specialists in the bum plumping procedure, but none of them had any medical training or professional experience in the field.
The women, all in their early thirties, have since been charged with drug trafficking and administering near-lethal dosages.
Spy camera footage, released last week by cops from the city's consumer investigations division, show officers entering the rundown house in the Complexo do Alemao, one of biggest favelas in north zone Rio.
A plain clothes female agent set up the sting by first pretending to be a customer who had booked an appointment over the phone.
She covertly filmed the women working in the backstreet property before cops raided the premises.
According to investigators, Pierrout advertised the cosmetic treatment on social media and boasted in a phone call, tapped by cops, that her work was 'good' and she did her own rear 'years ago'.
In the recorded conversation with the female undercover agent, she said: 'My work is good, I'll put 400mls in each buttock. I'll give you a local anaesthetic.
'I did my bum seven years ago and the girl who works with me has had hers in for ten years,'
'The procedure is done on a surgical bed. We use only disposable material which is opened in front of you.
'You will see everything being done and the result is immediately noticeable and permanent.'
Detective Ricardo Barbosa revealed the clinic had been under surveillance for three weeks following a tip-off.
He said: 'Something very serious could have happened there. But thanks to police intervention it did not occur.
'But we have reports of people who have died after this type of illegal and irregular activity performed by people who have no training and no concern for human life.'
Barbosa added: 'It appears that we caught operators red handed. We found large amounts of the illegal liquids stored in small unhygienic containers and lots of illegal medical materials including anaesthetic that should only be obtained on prescription.'
Alan Bernacchi of the Brazilian Society of Plastic Surgery, said the substance being used at the clinic should only be used in reconstructions, such as for casting fractured bones.
He said: 'Methacrylate can cause obstructions, necrosis, pulmonary embolism and death.
'When it is injected it is a fluid, it then turns into a silicon plastic without any malleability.
'If this acrylic embraces a nerve in the leg and symbioses with the muscles, it can cause inflammation. Then as a surgeon I must remove and cut everything, including muscle and nerves, for the patient to survive.'
In 2013, Sueli de Oliveira, a 37-year-old mother of four from Sao Paulo, suffered a heart attack and died shortly after a rogue doctor injected her with the bum enlargement liquid.
In 2015, former Miss Bum Bum model Andressa Urach, who allegedly had a brief liaison with footballer Cristiano Ronaldo, nearly died after the similar silicon-based substances injected to plump up and give her a larger backside triggered flesh rotting infections.
She has since recovered and vowed never to use the substances again.
Barbosa said: 'We're investigating the type of products the suspects have been using and who has been supplying them and where it has come from.'
The accused face jail terms of up to 15 years if found guilty of trafficking, the illegal possession of drugs and operating a clandestine clinic.