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Leading UK hosiery brand, Aristoc, has unveiled an integrated ‘Burlesque’ themed marketing campaign to support the launch of its new Bodytoners Lingerie – a range of four body sculpting products, that builds on the phenomenal success of Bodytoners Hosiery launched in 2007.

The new Bodytoners Lingerie campaign conceived and executed by Brandnation includes digital, viral, press advertising, point of sale, consumer activated marketing and PR elements all orchestrated to an inclusive ‘Burlesque’ theme. The approach was to use elements of burlesque to demonstrate the sexiness and femininity of this new generation of body shaping garments whilst also featuring a positive body-confidence message for women of all shapes and sizes. The campaign includes the involvement of real Burlesque performers and invites consumer participation through a nationwide competition to find the all ages, all sizes Aristoc Bodytoners Body Beautiful 2009.

Campaign highlights include a microsite (that goes live 1st October) dedicated to Burlesque and the new Bodytoners products www.aristocbodybeautiful.co.uk, plus a 30 second burlesque movie, directed by Tony Briggs at Dab Hand, and shot at the legendary Rivoli Ballroom in South London, to be distributed virally and available to view on-line.

The campaign has also recruited the services of GMTV’s resident stylist Mark Heyes as an ambassador and he will be making in-store appearances offering customers a series of ‘15 Minute Makeovers’, as well as providing on-line style tips.

According to Gail Newport, Aristoc’s Marketing Director, “The Burlesque theme is quite tongue in cheek – sexy but fun and really inclusive for - all women. We really want their involvement and for them to use the new products in the best way possible. Using real Burlesque performers makes the products and what they can do for your body more accessible and more easy to demonstrate.”

For further information please contact jess@brandnation.co.uk / 0207 940 7173


Contact Name: Jess Wales
Company: Brandnation
Contact Email: click to reveal e-mail
Contact Phone: 0207 940 7173

Tags (click tag to find related articles; click icon for feed):
marketing | burlesque | lingerie | hosiery | aristoc | brandnation | bodytoners | sexy |

Categories:
consumer goods
fashion/beauty
media/advertising/marketing
men's interest
retail trade
women's interest

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