Late on Friday, Playtex announced that they had finally removed the controversial +5/6 bra calculator from their US website.
In a post on Bust 4 Justice’s Facebook, they said:
“Thanks for reaching out. You’re right, and we’re sorry the fit calculator was wrong. We took it down, and we’re making adjustments to ensure it is correct. We appreciate your passion on this subject, and your feedback is really important to us. If you have any additional comments, feel free to send us an email at firstname.lastname@example.org. We will respond as soon as possible.”
So that’s it, right? A job well done, off to the next?
Despite a few critics’ misinterpretations, the War on Plus Four isn’t merely a battle against +4 calculators. Nor is it a case of +0 vs +4. The War on Plus Four fights against bad fit advice where it finds it, tears it down, but then works to ensure that what replaces it is truly effective at helping people find their perfect fit (check out the War on Plus Four battlecry for more...). And here at Playtex, there is still work to do. Though the calculator has gone, still the fitting advice video advocates a +5/6 method; and in the bra makeover videos poor examples of fit are being held up as correct. So we will keep up the pressure to ensure they take this opportunity to rethink their fitting advice, because we want Playtex fans across the US to get the best possible support from their brand – and, in turn, get the best possible support from their bras.
Rewriting a new marketing position and creating good fit advice and support isn’t free and it doesn’t happen overnight. But – to Playtex and any other lingerie company – it’s an investment worth making. People who hate their fit also tend to hate their bras, but you only have to look at the rapid expansion of D+ specialists in the UK to know that women who find that perfect forget-it’s-there support will buy more lingerie – because they love it. Sometimes, doing the right thing pays off.
I’ve extended our support to Playtex on this going forward – and if anyone has any constructive suggestions or would be keen to volunteer for a focus group, you can reach Playtex on the e-mail address above.
I’d also like to say thank you and congratulations to all who inspired and helped fight this battle – you did amazingly. The work at Playtex isn’t over yet… but I wonder who will be next?
Love from B4J xx