Dylon is backing its Fabric Care Lingerie Whitener with a new magazine ad campaign.
The first run kicks off this month in Good Housekeeping, Red and OK!, with a second planned for May.
All focus on the product’s proposition of revitalising white underwear that has turned grey through washing.
Product manager Morag Melville said the need was “reinforced by research showing 94% of women wear white underwear and nearly 60% found it discoloured with regular washing”.