New bra concept from Playtex, that claims to give a more youthful breast shape for the over 40's

It's not often that the word unique is used when it comes to bra design, with
all bras being variations on a theme, based on soft cup (bras without wires) and
underwired bras. Now Playtex have introduced a new type of bra replacing the
traditional wire with a flexi support panel. Now why fix it, if it isn't broke I
hear you ask ? Well the answer to that is that Playtex see themselves as
providing bras for the over 40's (although we find we have fans who are a lot
younger than 40) and their research tells them that the over 40's want their
busts to look like it did 10 years ago. Now this isn't about cleavage or
anything that you might expect from a wonderbra. What women are looking for is a
natural, firmer, younger looking shape and with this new bra Playtex have found
the answer.

The Playtex
Tonique Contour creates the youthful effect by using a Flexi Support panel
which gives a natural looking shape, providing lift along the bottom and side of
the breast in a comfortable and invisible way. The result is that the bust line
looks younger, contoured and rounded, providing a fantastic silhouette.

The first batch of these bras have just arrived in store and as you might
expect we had a willing volunteer in the over 40 age range to test the bra, to
see if the claims were true.  Always a little bit of a sceptic when it comes to
advertising claims, I have to admit that it certainly does what it claims to,
giving a fantastic shape, with the feedback being, that not only does it give
great support and shape, but that it is undeliveably comfortable as well.

So how does the flexi support work? Well the moulded bottom cup contains the
flexi support contained within light padding to ensure comfort and shape. The
panels are adapted to suit each cup size so that the support is there throughout
the size range.

So if you are a fan of soft cpu bras and hate wires this is the bra for you
and if you are a fan of underwired bras, then you will also be pleasanly
surprised at how great this bra is.

About the Author

Richard is the lingerie buyer for Just Bras Lingerie Outlet and www.JustBras.co.uk. He regularly blogs on the latest trends in the lingerie world at www.JustBras.co.uk/blog

Unbelievably Comfortable Bra!

A bra that has crept up on us over the last couple of years is the Sans Complexe Arum bra by
Rosy, made by Wolf Lingerie in France. To describe it as a slow burner is
probably is probably the best way of talking about it, as bra fitters have their
favourites and will stick to the bras that they know well when taking bras into
the fitting room.

It can be difficult then as a buyer to persuade the fitters to give something
a try in the shop. The Arum was one of these bras. French bras are traditionally
limited in terms of their size range, often not going beyond a D or DD Cup and
with regard to back sizes often starting at a 34 back.

This in itself puts a barrier in the mind of the fitter who is likely to fit
with a bra with a wider size range.

When customers have tried it on, there has almost been an element of surprise
as to how well it fits and what a great shape if offers, this was possibly
treated as a bit of a fluke and it was forgotten about again.

Now one of the things I try to do as a buyer is to sit down and discuss with
the fitters how they are finding the fit of particular bras and what do
customers think of the colours etc on offer. I then try and encourage them to
give something a try, you know the type of thing, give it a bit of a push for a
couple of weeks and see what the reaction is.

This was the approach taken with the Arum and from being a bra that sold
occasionally it has fast become one of the three top selling bras at Just Bras.
Customers who try it, love it. Thy love the fit, they love the shape it gives
them and they love the fact that not only is it available in White and Black,
but also a variety of fashion colours. But, what they love most about it, is how
comfortable it is.

I can't think of any other bra we have ever stocked where customers have
bought a bra and then phoned up to say it the most comfortable bra they have
ever worn and what colours do we have in stock in their size, because they want
to buy more.

Well that bra is the Sans Complexe Arum.

About the Author

Richard is the lingerie buyer for Just Bras Lingerie Outlet and www.JustBras.co.uk. He regularly blogs on the latest trends in the lingerie world at www.JustBras.co.uk/blog