AT last, a news story which is indisputably uplifting. Last night Playtex, the company which 2 1/2 years ago thrilled the world (or its male constituency, at least) with a series of provocative advertisements for Wonderbra, arrived in Dublin to introduce a new product.
Some 300 members of the lingerie trade were invited to the RDS for a special "roadshow" which included dinner and dancing to the sound of 1970s disco survivor Edwin Starr, plus a chance to see lots of intimate undergarments up close and personal.
Affinity, as Playtex's latest addition is called, is the sister of Wonderbra, but altogether a gentler, quieter member of the clan. The model promoting this bra is not Eva Herzigova - who became internationally famous thanks to her association with the item - but Helena Christensen.
"According to our research," explained Mr John Dixey, Playtex's managing director, "Helena is the supermodel most women relate to, the one they feel comfortable and would prefer to have as a friend."
And that's precisely what he and his company want their new bra to be. If Wonderbra is the racy relation of the foundation family, then Affinity is intended to be the bosom pal.
"It's not a fashion item," said Mr Dixey. "Affinity has been designed specifically for comfort, everyday use and value for money." While Wonderbra is a plunge front, push up garment, Affinity, comes more sensibly underwired. From a man's point of view, it's the equivalent of your everyday white business shirt." If that sounds dull, it's worth pointing out that 50 per cent of the bra market falls into the underwire category, of which Playtex holds a mere 2 per cent share. The company is spending £2 million on a publicity campaign for what is, after all, little more than a sliver of lace and a few artfully located pieces of wiring.