Water companies ought to be promoting bathroom flannels

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Debenhams has launched a campaign to rebrand the bathroom flannel. Sales of facecloths have dropped by an average of six per cent every year, suggesting the only person regularly receiving a load of old flannel is Jeremy Paxman on Newsnight.

The dictates of a global beauty industry mean we shower morning, noon and night, using wipes and scrubs to exfoliate and moisturise (and that’s just the men). The trusty facecloth that served Liz Taylor and Marilyn Monroe so well is as obsolete as vinyl and typewriters.

On average, Brits use a shocking 150 litres of water per person per day.

Perhaps water companies should join Debenhams in re-instating flannels and the thrifty cleaning they can provide.