Lingerie brand Playtex has reported a 32% sales increase for the first six months of its financial year to December 31, 2011.
Playtex cited its recently launched Tonique Contour bra, which is designed to provide a firmer looking bust without the need for traditional underwiring, as one of its top sellers.
In September last year Playtex’s parent company DB Apparel said it was to freeze prices on all of its product lines until autumn 2012.
DB Apparel has also invested in its marketing function to promote its brands, which also include Wonderbra and Shock Absorber, increasing its level of digital marketing and introducing celebrity endorsements such as announcing TV presenter Ruth Langsford as the face of Playtex last year.
“The brand has been successfully harnessing its heritage and reputation as a trusted, quality lingerie brand, whilst meeting consumer demand with contemporary and innovative product launches,” said Paul Devin DBA general manager for the UK.
“We’re looking forward to the continued success of Playtex with exciting new product launches, a growing range of styles ahead as well as continuous media and marketing support.”