Playtex is launching a new campaign aiming to get women to find the right bra with the right fit. The effort includes a new Web site that hosts a promotion wherein the company will give 10 women a "bra makeover" with style maven Alison Deyette. Deyette has been on Bravo's "Millionaire Matchmaker" and TLC's "Ten Years Younger," among other shows.
The effort, via Night Agency, includes a series of webisodes on PlaytexBraMakeover.com, with a new one debuting every two weeks and each featuring one of the ten candidates getting a fitting with Deyette and Playtex products.
The company is also doing social media elements on Facebook and YouTube, as well as Playtex "Fit Fridays" promos where one Facebook fan wins a free bra, fit and style tips, and a star turn in video segments featuring Deyette. The campaign, which runs through May 21, offers a chance to be flown to New York for a fitting with Deyette.
Playtex sought out interactive agency Night Agency to create the digital home and social media activations for the Playtex Bra Makeover campaign.
According to Chicago-based Mintel, the women's undergarment market stood at $13.6 billion in 2009, having increased from $10.3 billion in 2004.
The firm characterizes the market as being driven by a search by consumers for "value-added" products that offer bargains as well as quality.
The bra category leads other segments of the undergarment market. The firm predicts bra sales will rise an additional 25% from 2009 to 2014, to a total of over $10 billion.
Per Mintel, advertising in the women's undergarment market focuses on print ads and catalogues, although Victoria's Secret runs commercials during prime time. Younger consumers are more likely to purchase bras more often per the firm, which says they prefer bras in different shapes, colors, or styles. Victoria's Secret is the most popular brand of bra purchased among women who are 18 to 44 years old.
The firm says brands like Playtex are more popular among older consumers. Mintel says Playtex has the oldest customers, with 31% over 65, versus 11% for Hanes and 5% for Fruit of the Loom.