The MySize line, targeting women aged 35-plus, will make its debut in September. It includes three padded-bra styles in regular and half-cup sizes, from A to D. The launch will be backed by TV and press ads through Publicis, PR and in-store activity.
The products will be sold in Debenhams, House of Fraser, John Lewis and specialist lingerie shops, with prices starting at 拢16 for bras and 拢7 for matching co-ordinates.
The MySize range is well-established in the US, where it was launched 15 years ago. Since a relaunch in 2003, it has posted sales growth of 643%.
Playtex recently appointed integrated creative consultancy Together to redesign its UK website as a lifestyle destination featuring content written by female journalists and celebrities.
The brand's other ranges include Feel Beautiful, which is aimed at 'real women' and offers bra sizes up to 38G. Its top brand in the UK is Wonderbra, which it has manufactured under licence from Gossard since 1994.
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