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Recent research shows we’re a nation who relies on the colour black. It has never gone out of fashion because it’s practical, flattering and therefore timeless. Women in the UK own 550 million items of black clothing, which means each of us has more than 20 items in our wardrobe! And while favourite pieces such as the Little Black Dress (LBD) are worn for an average of five years before they reach the end of their days, 17 new black items of clothing and accessories are purchased per person every year. One in five women surveyed agreed ‘you can never have enough black,’ [1] but why?

According to consumer psychologist, Donna Dawson:

“It has always been considered a comforting and protective colour and can also be associated with a mysterious femininity explaining why more women than men are sub consciously drawn to it ” [2]

Suggested feature angles:
Forever black – a look at the latest and timeless black fashions for the ultimate in femininity
LBD golden rules – tips for choosing the right LBD to suit you and how to wear it (including accessorising)
How to protect your LBD for longer

New Sanex Dermo Invisible gives you the confidence to wear even black and look your best, thanks to its unique combination of ingredients that protects your clothes and your skin. Sanex Dermo Invisible minimises white marks by going on clear so only your confidence is visible.


[1] Daily Mail, 28th April 2005 “Black still works its magic”
[2] Daily Express (28th April 2005) “Our ongoing love affair with the beauty of black”


1. The right fit
When choosing the style of your LBD, make sure you think about your body shape. Consider your best assets; do you want to show off your legs, or would a low-cut front suit you best?

2. The right underwear
Choose the right underwear for the style you’ve chosen. For example, if you’ve chosen a halter neck or backless dress, make sure you’ve got the appropriate underwear – visible bra straps or worse a visible panty line won’t do your LBD or you justice!

3. Visibly invisible deodorant
Worse than visible underwear is white marks left by your deodorant. Use Sanex Dermo-Invisible to help minimise this party no-no. It has a light, clean fragrance and goes on clear, so only your confidence is visible.

4. Add accessories
Different accessories will transform the same LBD giving a new look for each and every occasion. Compliment your dress with a bag/ hat/ scarf and/or jewellery to complete the look.

5. Check your posture
Finally, make sure you carry yourself correctly. Stand tall, lifting the crown of your head as if someone is pulling it up with a piece of string. Keep your back straight and hold your shoulders back. Not only can this help you appear slimmer and taller, it also adds a touch of class – sure to get you noticed.


Nicky Garvey
T 01992 579990

This press release was distributed by ResponseSource Press Release Wire on behalf of The Bottom Line Consultancy Ltd in the following categories: Women's Interest & Beauty, for more information visit