Playtex woos ‘ignored’ 50-something British women

Lingerie brand Playtex has launched a £1 million marketing campaign to officially reposition itself as the underwear brand of choice for 50-something British women.

The new campaign, which starts this month, will comprise print ads and stretch across consumer magazines, national supplements, digital and PR.

Created through creative agency LEG, the series of single page print ads and digital banners feature the strap line ‘Feeling better than ever’.

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In line with the repositioning of the brand, Playtex has moved away from using a 20-something model and the campaign stars a model who is 42 and a mother of three, who the brand considers embodies the values of the brand to ‘appeal to women who are young at heart but coping with their changing body shape’.

The PR campaign by Sixty PR will also focus on the brand’s new direction to target the 50-something consumer. Key product ranges will be promoted within key women’s media, with a high profile celebrity partnership in the pipeline.

Playtex marketing manager Marica Carleschi said: “The aim of our marketing campaign is to reposition Playtex as the lingerie label for British women in their fifties… We’ve conducted extensive research over two years and we understand what these women want but are not getting from what’s currently out there – they feel ignored. We’re confident that Playtex’s new approach, product and campaign will help plug a sizeable gap in the market and really drive our distribution.”

New products and ranges are planned for later in 2011, as well as a complete website re-design which is due to be unveiled in May, and several celebrity partnerships will be announced.

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