Playtex, the grandmother of the bra industry, is launching a new campaign that seems to be aimed at younger audiences.  The campaign is built around the importance of finding the right fit in a bra – which we can’t argue with.  There’s nothing like a good bra to make an outfit, or a bad one to break it.

The companies new website, www.playtexbramakeover.com, will also host a series of webisodes featuring each winner being fitted by style expert Alison Deyette who has also appeared on Bravo’s “Millionaire Matchmaker” and “Ten Years Younger.”  Winners will be flown to New York for their fittings, so it’s a pretty cool prize.

If you’re interested in getting a bra makeover, or just a free bra, check out the website before May 21st or find Playtex on your favorite social networking venue.  The interactive ad agency, Night Agency, has brought the company into the social networking sphere.  There will be promotions on Facebook and YouTube, including “Fit Fridays” promotions where one Facebook fan wins a free bra, fit and style tips and a staring role in video segments featuring Deyette.

Bras are already the largest segment of the undergarment market, looking at perhaps a $10 billion dollar per year market value by 2014, so Playtex has a lot a stake in keeping their share of the market place.

(Photo via: Playtex)