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Playtex launch new Ideal Beauty bra

New research unveiled by lingerie specialist Playtex reveals how more than 6 out of 10 women are not happy with their breasts.

Lingerie brand Playtex launches major innovation for women wanting to enhance their assets and go WIRELESS

• Playtex’s new wireless bra promises 360° support and lift and a new sense of freedom and comfort throughout the day
• Holly Willoughby and Catherine Zeta-Jones top the list of breasts most admired
• Helen Mirren voted as biggest role model amongst women ages 40-65

New research unveiled by lingerie specialist Playtex reveals how more than 6 out of 10 women are not happy with their breasts.

The study among 2,000 UK women aged between 40-60 suggests women’s unhappiness about their breasts may be having detrimental consequences on their confidence, with only 8% of women listing their breasts as the favourite part of their body, whilst over a third admitted they aren’t comfortable with their partner seeing them naked.

Despite a majority of women (80%) admitting that they’d feel more confident about their breasts if wearing a comfortable bra that shows off their shape, the study suggests that women are instead feeling more irritated than happy with their bras.

Whilst a bad fit and straps digging are common complaints, the research found that for many women underwires cause the most frustration. Over half said wires popping out or digging in are their biggest bug-bears, so much so that three quarters admitted that the first thing they do when arriving home is take off their bra and change into something more comfortable. It’s therefore not surprising that a large percentage (86%) of women said they are eager to see a wire-free bra with a comfortable and supportive fit available on the high street.

A spokesperson for Playtex, who commissioned the report to coincide with the launch of its new wireless bra said: “The research findings prove there’s a real need amongst women for a wire-free bra with a comfortable and supportive fit, so we’re delighted to finally unveil Ideal Beauty – a completely wireless bra that replaces uncomfortable wires with a continuous fabric construction to give women shape-enhancing support, whilst offering all day, light-as-a-feather comfort.”

Despite nearly half (47%) of women saying they feel more attractive when wearing a bra that fits well and more than 9 in 10 women (95%) agreeing that comfort and support are the two most important things in a good-fitting bra, the research revealed that over half of women (53%) have never – or in the last five years – had their breasts professionally measured.

The research also revealed that nearly half of women (42%) believe a ‘C’ to be the ‘ideal’ cup size, despite a majority of the women surveyed having a cup size D. And when asked which celebrity’s breasts they most admire for their breast shape, a third said Holly Willoughby while only 6% are in awe of Carol Vorderman’s assets. Catherine Zeta- Jones also featured highly on the list of breasts most admired, as did Nigella Lawson.

However, the future looks promising for the 9 out of 10 women seeking a bra which redefines their own silhouette. Playtex’s new Ideal Beauty bra features a continuous fabric construction between the straps, wings and under-band, giving 360° support and lift whilst the S-shaped curve at the side of the cup gently pushes the breasts inwards, helping to redefine the silhouette. What’s more, the wireless construction also works to eliminate lines and bulges, ensuring a smooth and streamlined shape.

The study also asked women who they consider to be their biggest role model, with the top three voted as:

• Helen Mirren – 24%
• Judi Dench - 15.8%
• J.K. Rowling – 12.7%


A survey of 2,000 UK women aged 40-65

For further information or imagery, please email Katie O’Driscoll or Hayley Elvin: / / T. 0207 908 6455

DB Apparel hold a license to manufacture, sell and distribute apparel products under the PLAYTEX trademark in the member states of the EU, as well as several other European nations and South Africa.

Pricing information

Ideal Beauty (antique white or skin) is available in sizes 32-42 B-F (RRP: £30.00)
For a limited period only, an introductory offer of £5 off the retail price can be enjoyed at participating retailers when purchasing Ideal Beauty. Available whilst stocks last.


Playtex's Ideal Beauty bra is available at, It is also available in all good independent and online retailers including Beales,,,,,,,, and Visit for stockist details.

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