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current news

Parfait’s New Marketing: # morepowHERful


(Filed Under wholesale Lingerie News). Parfait, the sister brand to Affinitas, has launched a number of interesting marketing campaigns recently, all focused on the theme: #morepowHERful. The latest release had extensive impact.

“On Friday, August 26th, in honor of Women’s Equality Day,” according to the company, it unveiled “an original #morepowHERful short film via its social media channels which has quickly hit home with viewers. Within its first few days alone, the viral sensation has already received 100,000+ views and 1000+ shares with its powerful message. The film can be viewed on Parfait’s Facebook page (@ParfaitLingerie) here: https://www.facebook.com/ParfaitLingerie/

“Parfait is campaigning to remind women everywhere that “You are more powerful than you think,”” the company continued. It created the campaign by “randomly selecting seven women out of hundreds, of all ages, ethnicities, body shapes and sizes. The participants were asked to choose photos of women who they consider powerful. Each woman was shown 20 images and of the 20, one image was of one of the seven women in the group. These images showcased women in just about every role: teacher, fitness instructor, firefighter, mother, wife, politician, college student, scientist, sky diver and more. There was one key twist: Each participant was unaware that her own photo was included among the 20 images presented to the other participants, so there was a 1 in 20 chance that an image of one of the seven women would be selected by her peers. Unsurprisingly, we see that all seven photos of the women in the group ended up being selected - proving that each woman is powerful in her own unique way. The most compelling messages, however, are found throughout the film, when the seven women share their emotional stories of courage, hope, and wisdom. The film has truly moved viewers to an emotional and positive response by embracing the strength, beauty, and power of women everywhere.

As one of the participants beautifully said:  “Rejoice in your uniqueness, don’t let people intimidate you because you’re different or you don’t run with the crowd.” - Holgie Forrester 

A series of blogger and event partnerships have also been held by Parfait, “including giveaways hosted by Kristie of Blushing Basics, Lynzy of Sparkling Footsteps and Lauren McBride on her eponymous blog. Event partnerships include Create + Cultivate, a creative conference, and online platform for female entrepreneurs in the digital space and Simply Stylist’s March fashion + beauty conference in Los Angeles.”

Parfait has also “tapped select retailers to participate as well, hosting in-store contests and sweepstakes designed to engage the shopper with the #morepowHERful theme. Messaging has been further executed by a series of aligning comic-strip style graphics, available through Parfait’s social media channels and housed alongside campaign activities on www.morepowherful.com and www.parfaitlingerie.com.”


more wholesale Lingerie News >>

Published 09-23-2016 by -

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