For younger people, the bathroom is a relaxing and stimulating environment. But as one becomes older and less able, it can turn into a daunting prospect. Hard surfaces, hot taps and slippery floors in combination with water and soap can cause accidents. For that reason many older people prefer a bath to a shower – and deny themselves the therapeutic benefits of regular showering.

By the year 2020, one in every two European adults will be over the age of 50. That represents a vast consumer market for shower products. Currently, the bathing products on offer to older and less able people isolate and stigmatise them as a group by providing special needs equipment. Yet the 50+ age group has the largest disposable income of any consumer group in Europe, and they are as aesthetically aware and responsive to well-designed products as younger people.