Attention: Beauty/Fashion Editor



NEWS RELEASE

Attention: Beauty/Fashion Editor

Elle Canada

December 20, 2009

Media Contact

Pound PR

poundpr@

416 290 7488

Crystal encrusted La Senza lingerie for Valentine’s Day

La Senza and Swarovski launch lustrous lingerie collection

TORONTO: Elegant Swarovski crystals are being scattered on La Senza lingerie to create the ultimate feminine line just in time for Valentine’s Day. This collaborative collection will include red, black, and pink La Senza lingerie with Swarovski crystals and will be available in a variety of styles.

Victoria Secret has owned La Senza since 2007 and will use model Miranda Kerr for role of spokesperson for this campaign and will be modeling the collection for the La Senza spring catalogue that will be available for preview this Christmas. The products will range from $25 for panties to upwards of $200 for the higher end bras and bustiers. A portion of profits will be donated to breast cancer research.

This line will be available at all La Senza boutiques in Ontario and Quebec, and is also available at the Online La Senza store. La Senza recently joined forced with Victoria Secret and has plans to collaborate with designer lines to extend their lingerie into haute couture status. The Swarovski line is the first of many to follow and has an emphasis on the theme of love and femininity.

The collection makes the perfect Valentine’s Day gift. A special gift package will be available along with the collection for the price of $200 and includes one Swarovski bra, one matching panty, La Senza exclusive valentines lip gloss and perfume in Very Sexy, and an exclusive limited edition Swarovski bangle style bracelet with matching crystal. The launch date will follow the Christmas rush and is set for January 14, 2010.

Swarovski is the leading producer of cut crystal in the world. Since it began in Wattens, Tyrol in 1895, the company has preserved its independence. Today it employs 17000 people and is represented in more than 120 countries around the world. As Canada’s premier lingerie retailer, La Senza owns and operates over 300 stores throughout Canada, and a further 300 stores in 30 more countries around the world. For more information visit the La Senza website.

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MEDIA ALERT

Swarovski and La Senza exclusive Valentine’s Day crystal lingerie line

TORONTO: December 20. 2009

What: La Senza launches special Swarovski inspired line in time for Valentine’s Day. The collection will include red, pink, and black bras, panties, and corsets sprinkled elegantly with Swarovski crystals.

Who: Miranda Kerr, spokesperson

Daniel Swarovski, CEO of Swarovski

Irving Teitelbaum, CEO of La Senza

Where: The grand launches will take place at the Bloor Street and Eaton Center locations in Toronto; the collection will be available in Ontario and Quebec. Collection will also be available for purchase Online at the La Senza website.

When: Catalogue available: December 24, 2009

Launch date: January 14, 2010

Special Opportunities:

❖ A special gift package will be available for the price of $200 and includes one Swarovski bra, one matching panty, LaSenza exclusive valentines lip gloss and perfume in Very Sexy, and an exclusive limited edition Swarovski bangle style bracelet with matching crystal. More information is available at the La Senza website.

Media Contact:

Pound PR poundpr@

416 290 7488

Media Contact

Pound PR

poundpr@

416 290 7488

PHOTO CAPTION

La Senza Introduces New Bedazzled Lingerie Line

Miranda Kerr will be the spokesmodel for the new lingerie line Swarovski for La Senza. The collection will feature various styles in red, black and pink and will be released just in time to surprise that special someone for Valentine’s Day.

Media Contact

Pound PR

poundpr@

416 290 7488

B-Roll

Date: Dec 24, 2009

Image #1

Young man, aged 20-25, looking confused trying to pick out jewelry from Swarovski

Image #2

Young woman’s leg as she puts on opaque black stockings

Flashback to image #1

Image #3

Young women doing up La Senza bra from the back in her bedroom

Her face is not shown, dimly lit apartment in background

Image #4

Women wearing black silk robe in hallway of romantically lit apartment

Image #5

Camera shot over her shoulder to see the young man standing in the apartment doorway

Image #6

Man can see her front while audience only sees her back, he looks embarrassed and flustered as he looks at her then back at the earrings he purchased

Image #7

View switches to women looking amazing in her Swarovski for La Senza lingerie; caption reads “A Girls Best Friend Just Became Yours Too”

BACKGROUNDER

Media Contact

Swarovski for La Senza

swarovski@

416 290 7488

Bedazzle your senses with Swarovski crystals and La Senza lingerie

La Senza Corporation is owned by Victoria’s Secret, a part of Limited Brand Inc. Since the merge in 2007, it has the leading seller of women’s lingerie and apparel in Canada. Founded in 1982 near Montreal, the company owns and operates more than 200 lingerie stores in Canada. La Senza’s primary objective is to provide affordable lingerie that is comfortable, romantic and sensual for women of all ages.

Since the sexy niche carved out by Victoria Secret, La Senza has focused on being the leading Canadian retailer in women’s lingerie. La Senza invests in the growth of multiple store locations across the globe: United Kingdom, the Middle East and parts of the United States providing comfortable and romantic lingerie for all.

La Senza introduced a number of successful new trends into the romantic life of women, “Pretty and Pink, OOH La Lace and Sexy Cabaret”. Winners of “ Best Underwear,” and “ Best High Street Lingerie Retailer,” La Senza’s ongoing objectives are constantly met and recognized. Victoria’s Secret plans to bring a higher end image to the La Senza brand starting with the Swarovski line.

La Senza encompasses the comfort and sex appeal for all women around the world. In 2009, La Senza invests in a merge with 1895, Jewelry Company Swarovski. The ongoing partnership brings the world of women a new line of lingerie filled with crystal dreams and romantic clothing. La Senza Inc. a global retail company.

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FACT SHEET

❖ The prices will range start at $25 for panties to upwards of $200 for the higher end bras and corsets.

❖ All lingerie is made from 100% silk with each crystal hand sewn or glued onto it. Crystal count varies from 500-2000 pieces per item.

❖ Available colours will include: black, red, and pink.

❖ Victoria Secret Model Miranda Kerr will be the spokesperson and model for the collection.

❖ More information and a preview of the collection will be available at all stores and online at the La Senza website.

❖ The launch date is set for January 14, 2009.

❖ Swarovski was established in 1895 in Wattens, Tyrol and over the years it became the leading producer of cut crystal in the world.

❖ Swarovski is a unique line of accessories that underscores the significance and remarkable success enjoyed by crystal in the realms of luxury and beauty.

❖ La Senza owns and operates over 300 stores throughout Canada and a further 300 stores in 30 more countries since its launch in 1990.

❖ La Senza brand name has become synonymous with high quality, affordability and elegance, the company takes pride in dedicating itself to its customers and merchandise.

❖ Collaborative collection of the two emphasizes the theme of love and femininity.

SPEECH

Miranda Kerr, Victoria’s Secret Model

Swarovski for La Senza Spokesperson

Thank you, Mrs. ________

It gives me great honour to be a part of this sexy and charitable project. This collaboration is ingenious – an unstoppable pair joining forces at last. Though I do not often leave my safe and humble home with Victoria's Secret, this new collection could not be passed off. What girl wouldn't want to be covered in the beautiful Swarovski crystals? And not only that, but what man wouldn’t want to cover a beautiful woman with these crystals? A girl's best friend has now become man's also with this Swarovski-encrusted lingerie. La Senza is epitomizing and enhancing both male and female sexualities.

Our sense of self as a sexual human being, male or female, is essential to our self-esteem and dignity. This concept relishes in the element of judgement. The Judgement of Paris, in which the most beautiful woman receives the apple. The prize. But now, it is as though the prize is won by both mates – both teams. A reciprocal sexual relationship where both sexes are contented. A gift providing women confidence and lucid desire, imperative in one's healthy sexual being.

Women have always been represented in art to appeal to the sexuality of the man. The viewer. As if women are there to feed a deep hunger while not having one of their own.

This is not the La Senza woman.

The La Senza woman is a powerful, seductive individual. She is an archetype of the femme fatale. She is of feminine wiles such as beauty, charm, and sexual allure.

She is not simply satisfying man's hunger, but feeding and nurturing her own confidence.

To be a part of this new line of lingerie is incredible. It is this Valentine's Day's perfect gift – the gift that continues to give in more ways than one. A portion of the profits made from the line will be donated to breast cancer research.

La Senza is opening the doors for women alike to discover the true Goddess within them. La Senza is opening the doors to discover genuine sexuality. Genuine confidence. Genuine well-being.

La Senza is providing women and men alike to discover genuine beauty. I will now provide myself to answer questions or comments regarding the La Senza/Swarovski crystal-encrusted lingerie line.

Thank you.

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