This anxiety relates to living in fear of ruining newly purchased clothes – but there's a way to get over it.
How many people suffer from 'first wash anxiety'?
Over three-quarters of Brits say they feel anxious that they’ll spoil their new togs on the first wash – with more than half admitting that they no longer consider an item "new" once it has been laundered.
Three in five Brits say they purchase new clothes specifically for a “just bought feeling” – with many putting off washing new clothing because they’re afraid their clothes won’t look the same.
40 per cent of Brits admit to being worried that colours might bleed and whites might dull after the first wash.
But if they knew that they could clean their clothes, like new, in one wash, 60 per cent say it would remove this anxiety.
How can you ensure you won't ruin your clothes in the wash?
Leading Fabric Care brand Ariel partnered with designer Giles Deacon to conduct a social experiment to "redefine the meaning of clean".
The Eek! Collection was launched through the opening of a pop-up shop in the heart of London.
Because the clothes looked beautifully new, unsuspecting shoppers did not realise that the seemingly new clothes had in fact been fully stained and then washed using Ariel 3 in 1 PODS.
The experiment came after research revealed three in five of us say that new clothes are important – with 79 per cent saying they give us a confidence boost when we need it the most.
Giles Deacon said: “As a designer, I’ve always had a deep interest in the psychology of what makes clothes appealing to us, and Ariel’s campaign gets to the heart of our relationship with new clothes.”
“I was excited to design a collection that could help reverse the common perception that once washed, clothes lose their appeal.”
At Ariel, Fibre Scientists identified "3 Signs of New" where advanced performance can help consumers get a "clean like new" look.
These "3 Signs of New" are stain free, bright colours and brilliant whites.
The "Science Secret’" behind "Clean Like New" is contained in Ariel 3 in 1 PODS which have an advanced cleaning formula which delivers a clean that goes beyond stain removal, using 3 step FibreScience to clean, protect and enhance your clothes.
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