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Take control and express your sexuality

Take control and express your sexuality women urged

New Zealand women are being urged to take control of how they look and express their femininity and sexuality when they want to.

That’s the message from Australian model and media personality Sophie Falkiner who is the face of Wonderbra®, the world leader in push-up bras.

Ms Falkiner is in Auckland for today’s New Zealand launch of Wonderbra, the original push-up bra.

“Women shouldn’t have to spend a fortune or look like supermodels to wear sexy lingerie. All they need is the confidence to be themselves,” Ms Falkiner said.

“Wonderbra is all about putting women in control of how they look and giving them the freedom to express their femininity and sexuality when they want to.”

Despite having many imitators on the market, the original Wonderbra continues to excel in lifting and supporting the bustline while creating a deep plunge and push together effect.

This is achieved through a series of superior design elements, giving women the appearance of additional volume and flattering curves, Ms Falkiner says.

The Wonderbra range by Sara Lee Apparel delivers high quality fashion bras and matching briefs for under $45.00 a set. Until now, Wonderbra has been available only overseas. The Wonderbra range is available only from Farmers stores for the first six months in this country.

Wonderbra expects to sell about $2.5 million worth of the world-famous push-up bras in its first year. That’s equivalent to about 100,000 bras. Spokesperson Siobhan Fitzgibbon says she expects the market for Wonderbra to be worth $5 million over the next three years.

“The lingerie market in New Zealand is full of opportunities,” says Ms Fitzgibbon.

“We see the market as buoyant particularly as Wonderbra is a quality garment at a very reasonable price. This launch will help stimulate growth in the category.”

Ms Fitzgibbon says a Wonderbra bra sells for $29.95 and the matching briefs are $14.95. Many bras alone sell for between $40 and $50 in New Zealand she says.

“Wonderbra is a well known brand and many New Zealand women who already own one would have bought it overseas. By going with Farmers we now ensure all New Zealand women have access to the one and only Wonderbra,” Ms Fitzgibbon said.

“We believe women will look on Wonderbra as an essential item for their lingerie drawer.”

Sophie Falkiner’s Wonderbra predecessors have gone on to become supermodels in their own right. Eva Herzigova re-launched the brand in the UK in 1994 and Sarah O’Hare became the face of Wonderbra in the USA in1997.

Ms Falkiner launched Wonderbra in Australia earlier this year.

In New Zealand, Wonderbra has maintained the cheeky and successful marketing formula pursued internationally. A mix of PR and traffic-stopping billboards is being used in Auckland, Wellington and Christchurch.

The billboards show Falkiner in a variety of Wonderbra products with captions such as “By the way, my eyes are blue” and “Am I keeping you up?”

The Wonderbra was invented in 1963 by Canada’s Louise Poirier and has sold successfully in the United States, Europe, South Africa and Australia.


Issued by 141 Palace Plus for Sara Lee Apparel (NZ) Limited

Contacts:
Siobhan Fitzgibbon Anna Gibson
Sara Lee Apparel (NZ) Limited 141 Palace Plus
Ph: (04) 237 0119 Ph: (09) 358-0141
Mob: 021 890 439 Mob: 025 274 1710

NOTE TO EDITORS: PIX ARE AVAILABLE ON APPLICATION TO DAVID PAINE (davidp@palaceplus.co.nz).

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