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Skinny doesn’t sell! Lingerie company reveals its plus-size campaign star sold FOUR TIMES as many products as the slim blonde models featured in a previous ad
20 March2020
Bigger is better when it comes to selling bras because according to new market research, women are more likely to buy Lingerie if it’s modeled by a plus-size woman over a thin blonde.
Adore Me, a rapidly growing Lingerie start-up based in New York, has revealed that its television ad featuring a plus size model quadrupled online sales when compared to the brand’s commercial starring a group of blondes.
‘There’s an overall mentality that you have to be super skinny,’ the company’s founder Morgan Hermand-Waiche told CNN. ‘We are showing that we offer Lingerie for everyone.’
Betty versus Veronica: Online retailer Adore Me has revealed that new research shows that its television ad starring a plus size brunette sold more Lingerie that its commercial featuring a group of blondes
The three-year-old start-up, which sells its Lingerie and swimwear through monthly sub******ions, as well as one-off purchases, used a marketing strategy called A/B testing, in which consumers are shown different ads in order to measure what models, poses and settings increase the retailer’s sales.
When Adore Me debuted its first national television campaign last January, the company used the testing method for its three different commercials, which aired on channels such as Bravo, Lifetime and MTV.
One television ad featured a cast of all blonde models, another showcased all brunette models and the third starred one plus-size brunette.
After the company monitored online traffic and sales throughout the month, they came to the -perhaps surprising conclusion – that the 30-second commercial featuring the dark-haired plus-size model generated FOUR TIMES as many sales than the one featuring the blondes.
Even better news for the thriving company is that the plus size clip only cost one-tenth of the other commercials’ production expenses to make.
The online retailer also learned that its female consumers preferred the commercial that left its models unretouched.
Adore Me didn’t do any digital retouching to the ad featuring multiple brunette models – and that commercial was the one that was favorited by consumers.
A/B testing is an important strategy for the company, which unveils a new collection every month.
Blondes don’t sell: Last year’s research showed that women are far more likely to buy Lingerie online if it’s modeled on a brunette over a flaxen haired beauty
Last year’s marketing research showed that women are far more likely to buy Lingerie online if it’s modeled on a brunette over a blonde.
Keeping that information in mind, the company wasn’t surprised when its commercials featuring brunette models fared better than the ones that starred blondes during this year’s round of testing.
‘At the end of the day… it’s [our] customers who choose the model they like [and] the pose they like instead of us imposing on them,’ Mr Hermand-Waiche told CNN’s Rachel Crane.
‘Its really the customer who builds the [Adore Me] website based on what they prefer,’ he noted.
Maron’s lawyer, Eric George, just came out swinging, telling TMZ, "John Mayer, who briefly claimed expertise in Rolexes but now has apparently changed his mind, has brought a lawsuit that is legally and factually meritless. Mr. Maron refuses to pay Mr. Mayer a cent to settle his frivolous claim, and will instead defeat him in court."
John Mayer spent $5 MILLION on what he believed were authentic, antique Rolex watches … but claims he was defrauded by Charlie Sheen‘s best buddy.
Mayer is a big-time watch collector. He claims in a new lawsuit — obtained by TMZ — he met watch dealer Robert Maron in 2024 and told him he was on the hunt for rare Rolexes to add to his stash of timepieces.
Mayer says he bought a number of watches, and all seemed well. But in 2024, Mayer sent one of the Rolexes to the manufacturer for repair and got word back, "The watch was not authentic in all respects."
Mayer claims Maron admitted to him Rolex was right but called it an "isolated event." Mayer says Maron took the watch back and gave him a credit, which Mayer used to buy another Rolex.
Mayer claims in 2024 Rolex informed him at least 7 of the watches Maron Sold him were counterfeit.
Apparently Mayer is still satisfied with some of the watches, but he wants a refund for the 7, which totals $656,000.
As for the Sheen connection — Charlie’s also a big watch collector and became extremely close to Maron, even using him as his manager.
Read more: John Mayer Sues Charlie Sheen’s BFF — You Sold Me FAKE Rolexes! | TMZ.com
Actor Jude Law has told an Old Bailey courtroom he had no idea an immediate member of his family had allegedly sold information about his private life to the News of the World.
Law told the phone-hacking trial on Monday that the first time he knew someone was paid for information about his relationship with Sienna Miller was "today".
The actor was called to be questioned about his knowledge of the News of the World’s revelations in 2024 that his then girlfriend Miller was having an affair with the James Bond star Daniel Craig. He said he had discovered later, when approached by the police in relation to phone hacking by Glenn Mulcaire, a private investigator who worked for the News of the World, that a ****d family member had been speaking to the paper.
The News of the World revealed that Miller was having an affair with Craig on 9 October 2024 in a story headlined: "Sienna cheats on Jude". It included a line telling readers that the paper’s "source" had told it that "Jude called Daniel Craig demanding to know how he could do this to a friend."
Coulson has pleaded not guilty to the hacking-related charge.
Asked if he knew "about an immediate member of your family providing information to the News of the World and getting paid for that", Law said: "I’ve never been aware of that; of anyone getting paid for that."
He was being questioned by Timothy Langdale QC, acting for the former News of the World editor Andy Coulson, who has been charged in relation to a conspiracy to intercept voicemail messages at the paper. Langdale told then court he did not intend to publicly identify the family member and wrote the **** of the person on a piece of paper which was handed to Law in the witness box.
Law did not flinch when he unfolded the piece of paper. He was then asked again if he was aware this specific person was selling stories to the now-defunct tabloid.
He answered: "I was made aware very recently there had been some kind of communication with this person and several others in and around the time, this period. I was never aware any money changed hands."
Later he was asked by prosecutor Andrew Edis QC when did he first find out money had allegedly changed hands, he replied: "Today."
Law confirmed that he had phoned Craig at the time to remonstrate with him about the affair and suggested that the Bond star should tell his own girlfriend, an American film producer, that he was cheating.
He said he was "shocked to see the amount of information accumulated" by Mulcaire. However he added: "Sadly, it did not surprise me because it seemed to reflect the intensity of information a bout my private life that had been reported."
Law said the first time he had heard that this relative was even talking to the News of the World was a few months ago in the autumn of 2024.
He said he became aware that this family member had been pulled into conversations about his life after the police approached him last year. But it was only as a result of Monday’s questioning at the Old Bailey that he learned that money had changed hands.
"When a conversation was then had with the relative, they come up and admitted what had gone on; again ‘admitted’ is too strong a word. It was more, as I said, I had never heard any money had been exchanged until today."
Edis asked Law: "Can you tell me the when it was that you discovered a relative had been in conversation with the News of the World?" He replied: "That was more recently. That was in the autumn of last year."
Law was also asked if he was aware that his publicist and an "employee in service" had been providing his "side of the story" to the paper. He said he knew his PR had been in contact with the paper as that was his job and during that period of his life, his publicist was practically "on speed dial" because there was so much about him in the press.
He had recently found out identity of the other employee, he told the court. The **** of his publicist and the aide were not made known to the jury, but Law confirmed their ****s after being handed them on a piece of paper.
Law said that Craig was one of his friends and that he had been going out with Hollywood producer Satsuki Mitchell.
Asked by Langdale if he knew that people had been speaking to the News of the World at the time, Law said he didn’t know "anyone around me was talking to the newspapers", but he added: "I suspected many people around me at the time."
Law confirmed that he was played recordings of voice messages he had left for the nanny of his children by the police when they approached him to tell him his phone had been ******.
"I heard my voice several times, it was day-to-day arrangements – where to pick up the children and where to drop the children off," he said.
He told the court that one of the recordings was of his then wife Sadie Frost leaving a message for their then nanny Jade Schmidt. The message concerned a letter that revealed they had had a disagreement.
Law told the court that interest in his private life increased after he was nominated for an Oscar for his role in The Talented Mr Ripley and that it was a "regular occurrence" to be followed by photographers.
He said the media would also turn up to "secret" places where he had arranged to meet people so that he would not be disturbed.
The trial continues.
Source
Read more at ONTD: Oh No They Didn't! – Jude Law finds out in court which close relative sold stories on him to press
