Underwear just got nutritious, thanks to Aussiebum, and Australian company who is using vitamins to enrich your next pair of skivvies.
The microfibre of the underwear is treated with acerola, which is high in vitamin c and antioxidents. Apparently, the nutritious additives can remain in your underpants for up to 15 wash cycles. If you want them to last longer, simply don't wash your underwear. Lol.
Implications - As part of a health binge, products that incorporate even the most minute elements of a healthy lifestyle will be popular among consumers. Businesses shouldn't look past health gimmicks as they can be an integral feature of many successful products -- like these Essence by Aussiebum underpants.
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Segment: Females, 18-55
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