Underwear brand Playtex is using lingerie site figleaves.com to
introduce its new Wonderbra Pure range online in the UK.
Figleaves.com has developed a branded microsite for Wonderbra, available
via an ad on its home page, which supports the new bra's national
launch. It features model Adriana Sklenarikova, who also stars in
Wonderbra's TV and print advertising.
Wonderbra's Pure line is the third range to be introduced by Playtex for
the brand. In this case, it promises cleavage without padding.
"We believe our microsites are very important in creating a special
showcase for brands, enabling them to be presented in an environment
that reflects their style," said Kara Bailey, commercial director at
figleaves.com.
"The idea was to launch the brand across both the affiliate network and
to our customers first."
Both companies also linked up to offer Wonderbra T-shirts for initial
orders. A co-branded competition which offers users the chance to win a
five-star weekend in Brussels is planned.
Figleaves.com is the e-tail partner for wonderbra.co.uk, with links
between the two sites. Its deal with Wonderbra is the latest in a line
of branded microsite agreements that it has secured. It created a brand
site for the UK launch of supermodel Elle Macpherson's Intimates
collection (Revolution, 5 September, p4), for which it was the exclusive
online retailer.
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