Lingerie seller La Senza has launched shorts which it claims help reduce cellulite formation and maintain skin elasticity.

The GBP10 (US$19.01) shorts - sold only online - are made of a fabric containing micro-nutrients, which are activated by friction between fabric and skin.

The effects last between about 15 and 20 washes, La Senza said.

"… you are giving yourself a better body just by moving around as normal", the company said.