Welcome to Cougar Town where 40 is the new 20 as cougar women boost lingerie sales

4th May 2010

Sexy female forty somethings in movies like Sex And The City 2 and TV series like the fab and funny Cougar Town (now showing on Living TV, Tuesdays at 9pm) have boosted the sale of lingerie according to a new report from Debenhams.

In the past, women in their early 20s had been the main buyers of cleavage-enhancing bras, basques, thongs, stockings and suspenders, but times are definitely a changing with women in their 40s rediscovering their figures and sexuality.

"With women's 40s being touted as the new 20s, and lingerie designers stepping up to the mark to feed this demand, it's a market we expect to see grow further in the future," said Annette Warburton, Debenhams head lingerie buyer.

More evidence of the cougar effect can be found over at M&S who have launched their new Portfolio label which offers flattering sexy lingerie for the 45 plus market.



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