It's that day of the year. Not quite Easter and just after Human Rights Day. Think longer necklines and perkier boobs. Yes, you've got it, it's National Cleavage Day!
As always, you can expect a few rather lovely examples walking around today to celebrate the right to show off the beauty of the female anatomy and why not? Beauty should be appreciated.
According to research, cleavage flaunting does more for men than just encourage them to appreciate beauty. In fact, a 2009 study claims that ogling a woman's breasts for 10 minutes daily can improve men's lifespan by five years.
Conducted by German by gerontologist Dr Karen Weatherby, it showed that men who got in at least 10 minutes of breast gawking on a regular basis were getting the equivalent of 30 minutes of exercise each time.
In case you're wondering, gerontology is defined as the study of aging - most correctly in older men.
Wonderbra's iconic 1994 advert with Eva Herzigova.
Wonderbra South Africa, Cosmopolitan magazine and SABC radio station 5fm first sponsored National Cleavage Day in 2002.
Weatherby conducted her study on 200 men in three different hospitals for five years. The men were divided into two groups — one was required to ogle women's breasts daily and the other were told to refrain from such activity. Both groups underwent thorough medical examination at the beginning of the study.
After the five years, researchers found that the group of boob watchers had lower blood pressure, slower resting heart rates and less incidences of heart disease.
In an article by MedGuru, Weatherby suggested that there was a strong correlation between sexual desire and overall health. She is quoted as saying: "Sexual excitement gets the heart pumping and improves blood circulation. There's no question: Gazing at breasts makes men healthy."
The researcher also suggested that men over the age of 40 should get their 10 minutes per day of breast ogling to improve their lifespan by as much as five years.
Here's to National Cleavage Day!