Asda George

May 25, 2012 06:17 ET

George at Asda Launches the Ultimate Illusion Swimsuit to Boost Women's Confidence This Summer

LONDON, UNITED KINGDOM--(Marketwire - May 25, 2012) -

  • 69% of women expect to gain up to half a stone while on holiday
  • The stomach is voted as the biggest concern for women on the beach
  • Kelly Brook and Beyonce top the poll of best celebrity beach bodies
  • Almost three-quarters of women diet pre-holiday

George at Asda is helping to put an end to women's beach woes and fad holiday dieting with the launch of the 'Slimsuit' this week.

A survey with shoppers has revealed that a staggering 69% of women expect to gain at least half a stone during their annual summer holiday. Almost three quarters of women admitted to dieting pre-holiday to boost their beach confidence with a third of women aiming to lose up to as much as half a stone to compensate for their holiday indulgences.

Over half of female shoppers disclosed they feel insecure about their bodies in swimwear, with 64% saying they believe their stomach is the biggest problem area on the beach, 25% saying legs are the areas they are most conscious of on holiday, closely followed by their hips.

Designed to create the illusion of the perfect hourglass figure, support the stomach and make women appear a dress size smaller on the beach, the innovative and first-to-market 'Slimsuit' is perfect for women who battle with their body confidence in the run up to their holiday.

The 'Slimsuit' includes built-in control panels for the stomach and black panelling along the sides to create the illusion of a smaller waistline and smoother hourglass shape like celebrity figure-favourites Kelly Brook and Beyonce, who customers revealed have the most enviable beach bodies*.

Celebrity fans of illusion wear include Kate Winslet, Kate Moss and Amber le Bon.

Fiona Lambert, George brand director said: "Putting on swimwear for the first time after months of covering up is a daunting experience for most women. The art of clever design to enhance and flatter your curves is no longer only available in dresses - George has come to the rescue with the Slimsuit so women can look curvy and feel confident on holiday and still enjoy themselves with the odd indulgence."

George's control swimwear range starts from £12 and is available in Asda stores and online at

Notes to Editors:

  • Results taken from Asda's Pulse of the Nation survey *Celebrity Beach body poll results (in order of preference):

    • Kelly Brook

    • Beyonce

    • Cheryl Cole

    • Kate Middleton

    • Cameron Diaz

    • Michelle Keegan

    • Kim Kardashian

    • Helen Mirren

    • Helen Flanagan

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