Playtex is launching a lingerie range called Feel Beautiful, a new brand aimed at “real women” and which sees Playtex roll out bras in its biggest size yet – 38G.
Playtex, the company that made the Wonderbra, says the Feel Beautiful collection has been designed for “comfort on the inside and style on the outside”.
The bra brand owned by Dim Branded Apparel says Feel Beautiful is the result of research to find out what real women want from their lingerie. Products will be sold in specially designed bags and packaging to add a sense of luxury.
To support the launch later this week, there will be below-the-line activity and in-store activity and celebrity endorsement.