Back to Beautiful provides ultimate comfort

18 Mar '10

2 min read

Bali, the No. 1 national intimate apparel brand in department and mid-tier stores, has introduced new products featuring its signature Comfort-U Back design. The feature ensures the straps and back stay in place, delivering the ultimate fit and comfort in a place most women don't think to look – the back.

"The signature Comfort-U design from the Bali brand gives women a bra that is comfortable and elegant. With straps and a back that stay in place, she is going to feel sophisticated, pulled together and beautiful – delivering on the Bali brand's belief that when you feel beautiful, you are," said Jennifer Stell, Bali senior marketing manager. "We are excited to let women in on the secret to a great bra – it's in the back."

Available at retailers nationwide, the U Back design feature can be found in many of the best-selling Bali bras including Double Support and the new Back to Beautiful styles. Comfort-U Back bras blend fantastic full coverage and support with luxurious, soft fabrics to achieve a smooth look and comfortable fit.

The Back to Beautiful collection launched with a national advertising campaign featuring supermodel Helena Christensen. The multifaceted advertising campaign, created by Kraft Works NYC, includes television, print and online advertising, as well as internet-based social networking to leverage Christensen's beauty, style and self-confidence.

Bali

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