A new bikini that stops sunbathers falling asleep and getting burnt is being launched in East Sussex.
The alarm sounds every 15 minutes
The swimming costume has an alarm attached which sounds every 15 minutes and it will be modelled at Brighton beach on Thursday.
It is hoped the £20 bikini will reduce the number of Britons who admit falling asleep in direct sunlight, when it goes on sale across the UK next week.
A spokesman for the Tan-Timer said a male version could soon be developed.
The gadget was designed to make users roll over, wake up or seek shade.
Hash Ladha, New Look's marketing director, said: "As well as the health implications of over-exposing your skin to the sun, burnt or peeling skin is not a good look for the image conscious."