Bodyform has launched new Bodyform Daily Fresh Black Liners – the UK’s only black liner.
Bodyform’s new Daily Fresh Black Liners address the insight that black is the most popular colour of women’s underwear, yet all liner products in the UK are white.
With discretion being a key consideration in this category, this can prevent women from entering the category and using liner products on a more regular basis. This is set to change thanks to a new proposition from Bodyform that is designed to be worn discreetly in black underwear.
Along with the colour, Bodyform Daily Fresh Black Liners also deliver on other key category requirements of comfort and freshness. The soft black topsheet and special CurveFit shape ensures each liner is flexible enough to mould to the curves of the body for a perfect fit, whilst the specially designed back sheet ensures each liner is breathable, like cotton underwear, for all-day comfort and long-lasting freshness.
Supporting this will be a dedicated multi-channel marketing campaign, focused around driving fashion-focused messages on digital and social media.
Heavyweight digital display and social media advertising is set to deliver 40m impressions amongst women aged 16-34, with the opportunity to reach this audience up to four additional times over the course of the campaign.
A large-scale sampling campaign has also been launched in conjunction with fashion retail partner, Missguided, which is set to reach 123,000 women. Customers purchasing goods from the Missguided website during October will receive bespoke inserts in their online order and a money-off coupon to encourage further purchase of Bodyform Daily Fresh Black Liners in-store.
The launch will also include a PR campaign aimed at major consumer and retail trade press titles, as well as key collaborations with influencers from fashion and lifestyle sectors.