Integrated
The Art of Shaping
Issue 20 | September 2011
Background
Shapewear is the fastest growing segment in the women’s lingerie category. To tap into this market, Triumph developed the Shape Sensation range. They needed a campaign to:
Position Triumph as an advocate for the positive portrayal of the female body shape and image.
Appeal to a younger more fashionable segment of the market - specifically women aged 16-44 years who are extroverted and prepared to pay for products that enhance their appearance.
Increase retail sales.
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