Ann Summers’ campaign to find a real woman to be the face of is brand received 30,000 votes from the public in three weeks.
The lingerie and sex toy retailer unveiled size 16 Lucy Moore as the winner of its campaign to “find the sexiest face in the UK” which it kickstarted with its first ever TV advert in November.
The ad, aired during the final episode of the ITV2 show The Only Way is Essex, featured the final 10 girls, out of the 4,000 who applied, strutting down a catwalk. Viewers were urged to vote for their favourite via Ann Summers’ Sexy Uncovered website. The ad was seen by 9.4m people.
Ann Summers chief executive Jacqueline Gold said: “This has been such an exciting campaign for Ann Summers and I was amazed by the amount of entries and votes we received. The campaign was about finding a real woman who oozed sexiness and confidence Lucy really stood out for us.”
The campaign is another big milestone for Ann Summers since its rebrand in early 2011. Along with its first TV ad, the retailer has had a redesign and relaunch of its website and opened its new concept store at Westfield Stratford City.
Moore will now take centre stage in Ann Summers’ store window campaign from January 19 and will also feature in the retailer’s Valentine’s mini-catalogue and on website and in-store collateral.