Smelly people of the world rejoice. You can now turn your socks and underpants inside out after a week to prolong their wear yet be safe in the knowledge they will still be fragrant (probably) thanks to a new development from Unilever.

According to the press release, its new Persil with Microcapsules contains capsules of fragrance that 'lock' into fabric when it is washed. These burst upon movement to deliver a "just-washed fragrance" for up to 28 days. While the product appeals to the lazy part of my brain, the business side is less impressed. Surely the boffins at Unilever should encourage people to wash their clothes more often, as with its Dirt is Good campaign, rather than enabling them to scrimp on detergent.