You've looked through Escape and found your perfect holiday. And now you're lying on your perfect beach with your favourite drink just within reach and your favourite person on hand to put sunscreen on your back. The gentle breeze blows just as you begin to get too hot, and someone has swotted the mosquito which was threatening to disrupt your tranquillity.

But there's something not quite right. The sand is beginning to feel a little bit hard underneath your head and a few grains have found their way into your ear. You wish you had brought the inflatable pillow you usually use in the bath, but there wasn't any room for it in your bag. Enter stage right the winner of the 'What Will They Come Up With Next?' prize for this week. Simply carry your swimming costume and suntan oil to the beach in this waterproof yellow bag, and then inflate it to make a comfy pillow. Then just settle back as comfy beach perfection is restored.

• £4.99 from Carlton (020 8805 1111).