The new lingerie range aimed at women over 50 allows them to toss aside the granny knickers.
Next week, Playtex, the iconic underwear maker, is set to relaunch in order to empower older women who wish to keep up with current fashion trends.
After spending two years consulting with hundreds of women, the company discovered a significant gap on the High Street that fails to meet their needs.
It appears that women aged 50 and above account for half of all bra purchases, and they are unwilling to compromise on ‘hammock’ bras and ‘parachute’ knickers.
Reports indicate an increase in the sales of sexy lingerie among women in their 50s. And let’s be honest, 50 is the new 30.
Initially launched in the 1950s, Playtex was known for selling 12,000 girdles each week.
by Susan Floyd