New Avon underwear line meant to fit women of different shapes and sizes
IN CELEBRATION of the fact that women come in various shapes and forms, Avon Fashions, has introduced an intimate line which it says will “give the right fit for curvy, plus size, petite, or athletically built women,” according to a company press release.
“Avon Fashions is really driving as a statement [because] as a brand, we really stand for women empowerment. If your intimate apparel has the perfect fit, it gives you confidence, and confidence equals being sexy,” Jean Reyes, Avon Philippines’ marketing director, told reporters on the sidelines of the line’s May 11 launch at the One Canvas Events Place in Makati City.
She noted that 85% of Filipinas are wearing ill-fitting underwear which she explained is sometimes caused by changing their body sizes as they age. “Our bodies change and our cup sizes change,” she said.
The launch is part of a continuing campaign for the brand’s Intimates lines focusing on fit, quality, and design. This launch focused on the “emotional benefits of having the perfect fit underwear,” Ms. Reyes said.
“[Women] now are not afraid of speaking their minds, how they feel about themselves and their [body] shape. I think it’s really just Avon helping them make a statement,” she added.
At the center of this new line is the Jamila Bra and Panty Set, an underwire printed cotton brassiere with a solid center cup panel paired with a bikini style panty in the same print.
Other options are also available under the Classic, Missy, and Everyday Comfort selection as seen in the most current Avon brochure.
Avon Intimate Apparel, according to Ms. Reyes, is currently the company’s largest category in terms of sales followed by cosmetics, fragrance and personal care (lotions, etc.).
“The [underwear market] is still growing, driven by the different needs of different consumers,” she said.
Current trends, she said, are geared towards “being very lifestyle-based” and is something that is seen even in the cosmetics line.
“The products in this generation are all about the consumers and we take note of what they want,” Ms. Reyes said before adding that some of their most popular designs are multi-way bras which can be styled in different ways for different occasions.
And because there is currently a growing “athleisure” segment, Avon is looking at expanding its active wear line to keep up with the demand.
Alongside the launch of the new underwear line, Avon Philippines also introduced its first male endorser, model/ actor Daniel Matsunaga, representing the company’s Men’s Club, it] s male- centric underwear line.
“[Mr. Matsunaga] is a man of style, adventure, and confidence that perfectly reflects the ‘Modern Gentleman.’ He knows what makes him comfortable in his own skin,” Ms. Reyes was quoted as saying a company statement.