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On July 3, 2012, tumblr user fabu-lass posted a link  with the title “NEW FAVORITE SITE, AW YES”. The link lead to the website “Booty Break” , a website created by Vichy Laboratories in order to advertise the product “CelluDestock”.  The product is advertised to diminish the appearance of cellulite.
The original post quickly gained notes, and within five hours had over 13,000 notes. Several screencaps and gifs were created from the content on the website.
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