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La Vie en Rose breaks new campaign

Montreal-based  lingerie and swimwear retailer La Vie en Rose has begun a new campaign called "Confidence Through Comfort" to promote its line of bras. According to the company, the intent of the campaign is to "highlight each woman's individual beauty." The creative consists of various women modeling the chain's bras against a plain white back ground. The effort includes still imagery and video executions.

"Nothing makes a woman more beautiful than the confidence she radiates," said Marie-Noël Gervais, vice-president of e-commerce and marketing strategy at the company. "At La Vie en Rose, we are convinced that a woman can be confident only if she is comfortable first. Our new campaign is not a repositioning, because comfort has always been a priority for La Vie en Rose. It is clear to us that the discussions among our customers are no longer about being sexy above all when it comes to lingerie. We have a social media community that shares a lot with us. They want to feel good first, please themselves before anyone else and accept and enjoy who they are and how they look. We wanted to create a campaign with this in mind, in which our customers could see themselves, and help those who don't know us to discover La Vie en Rose."

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