Fabulous Underwear Boosting British Women’s Confidence

A third of women choosing fabulous underwear to boost their confidence in the recession. Psychologist Judy James reveals that body language signals are twice as appealing if a woman’s wearing gorgeous underwear. Men overwhelmingly love silky French knickers.

London, United Kingdom, July 30, 2009 --(PR.com)-- To celebrate the launch of the fabulous limited edition Andrex* Shea Butter Knickers by British lingerie designer Ayten Gasson, Andrex® has scrutinised Brits about their under garments in a YouGov survey, discovering some very
revealing thongs... sorry things, about underwear habits during the credit crunch.

Since the start of the recession, over a third of women (37%) admit to regularly picking gorgeous matching underwear as they know it’ll make them feel fabulous and give them added confidence for the day ahead. To coincide with the launch of their most luxurious toilet tissue ever, Andrex® Shea Butter, Andrex® have investigated just what underwear makes women feel fabulous. And a pair of silky French Knickers is the desired garment (38%), followed by a classic lacy thong (22%) and a faithful satin high leg brief (15%).

Renowned body image expert, Judi James comments: “Like rich chocolate treats, beautiful flowers or Champagne, the ultimate gift a woman can buy herself to boost confidence and reward, without blowing her recession-hit budget, is luxurious silk underwear. The type of women who buy silky underwear are smart enough to self-motivate when it comes to sensuality. However, rather than be an obvious clichéd man-pleaser, the colour and feel of underwear is of maximum appeal to the wearer. Selfishness like this is sexy and whatever boosts sexiness automatically boosts confidence and therefore performance.”

The Andrex® research goes on to reveal, of those who stick to their good-old comfy cotton favourites (29%), or ‘boy pants’/boxer shorts (10%) on a daily basis, only 4% feel confident and fabulous, meaning the key to a woman’s success could be her undergarments.

Interestingly when British women make the effort for a man, they are getting it right. British men, when quizzed, overwhelmingly love silky French knickers (35%) followed closely by a satin high leg brief (19%) and a lacy thong (17%). 1% interestingly love ‘big pants’ on their women.

Judi continues, “It’s important that men appreciate it when women choose attractive underwear, for obvious reasons! However what men don’t realise is that a woman re-boosts her own sexual confidence by opting for self-pleasing underwear, making her body language signals twice as appealing!”

With this research in mind, Andrex® has created a limited edition range of beautiful Andrex* Shea Butter Knickers, designed and handmade by British lingerie designer Ayten Gasson. Made from the finest silk with a panel of Shea Butter enriched fabric on the back, the Andrex* Shea Butter Knickers have been designed to give wearers an extra luxurious feeling and are to celebrate the news Andrex® Shea Butter toilet tissue.

The Andrex* Shea Butter Knickers cost £10 and are available from www.andrexsheabutter.co.uk as well as luxury lingerie retailer Bordello in London. Not only will the Knickers ensure women are given a self-confidence boost, but £5 from every pair will be donated to cancer charity ‘Look Good…Feel Better’ a charity for women who have been diagnosed with cancer.


® Registered trademark of Kimberly-Clark Worldwide, Inc. or its affiliates
* Trademark of Kimberly-Clark Worldwide, Inc. or its affiliates
For further information please contact:
Gemma Young or Louise Cook at Mandate Communications
T: 020 3128 8100
E: gemma.young@yourmandate.com / louise.cook@yourmandate.com

About Look Good… Feel Better:
Look Good…Feel Better was set up by the Cosmetic Toiletry and Perfumery Association (CTPA) and gained charitable status in 1993. Today, the Programme has the support of over 40 leading companies and brands in the Beauty Industry.

Look Good…Feel Better helps women cancer patients in the most practical and positive way. It holds free skincare and make-up workshops to help combat the visible side effects of cancer treatment and, in turn, boost confidence and wellbeing.

The sessions are run weekly, fortnightly or monthly for up to 12 people. They are held in over 50 locations throughout the UK, in hospitals and cancer care centres. The Look Good Feel Better Programme is now available in 20 countries worldwide.

At the beginning of each workshop, patients are given a gift bag filled with 17 different products donated by major companies throughout the Beauty Industry. Three volunteer beauty consultants take everyone through a specially designed 12-step skincare and make-up regime. At the end of two hours of learning, fun and laughter ladies leave feeling relaxed and full of renewed confidence in their appearance. They are then free to enjoy the product gift bag or 'cosmetic tool kit' at home.

Many women have said that their LGFB workshop helped them regain a sense of control and normality at a time when diagnosis and treatment can make everything feel overwhelming.
Gemma Young
0203 128 8123