La Vie en Rose launches comfort bra campaign

By

Jennifer Braun

Published
Mar 11, 2017

Canadian specialty lingerie and swimwear retailer la Vie en Rose has launched a new bra campaign promoting comfort.
 
Baptized “Confidence Through Comfort”, the campaign highlights a range of the retailer’s top styles and how they meet the various needs of women. Throughout the campaign, comfort is promoted as a common feature.

 
“We are convinced that a woman can be confident only if she is comfortable first,” says Marie-Noël Gervais, Vice-president E-commerce and Marketing Strategy at la Vie en Rose, in a news statement. “Our new ‘Confidence Through Comfort’ campaign is not a repositioning, because comfort has always been a priority for la Vie en Rose. It is an evolution of our image, a clear affirmation of who we are, and of our products’ DNA.”
 
In the campaign, models of different ages, ethnicity and bust sizes are featured posing on a simple white background, stripped of all decor. The company explains that they had models pose in such a way that exemplifies that “comfort is personal to every woman”.

Moreover, coinciding with the launch of its new campaign, la Vie en Rose introduced a new bra style called the Sweetheart. The bra was designed for women looking for contour without extra padding, a moderate cleavage, and adequate support.
 
The campaign launched on March 8 for International Women’s Day.
 
La Vie en Rose is headquartered in Montreal. The chain counts over 180 boutiques nationwide and 2,000 employees. Since its international expansion in 2004, la Vie en Rose has opened nearly 100 boutiques outside Canada in 16 countries.