What expression ironically says that something new is better or improved?

In French, we have the Expression X lave plus blanc which translates word for word as X washes whiter. It comes from old TV advertisements where it was the typical argument to show that a new laundry detergent was better than others. It's now used in every possible way to ironically convey the idea that X is new so it's better.

I don't know an English expression that translates that idea with the same pinch of irony; can someone suggest one?

Solution 1:

Advertisers use "new and improved!" a lot, and sometimes in cases where it's not really true. I've heard people use this phrase ironically, but it depends on context, tone of voice, etc.

Solution 2:

It's the new black which is pretty similar to "washes whiter".

I believe the origin came from Henry Ford when he could only make black Model T cars and he said he "would make it in any color as long as it's black".

Solution 3:

We have exactly the same expression in English. And the origin is the same - there was a British TV series about advertising that used it as its title.

But beware, it's perhaps more often used to refer to "whitewashing" i.e. someone who is very good at covering their tracks. And sometimes it is used for someone who literally makes things cleaner (warning: link not suitable for people with weak stomachs!).