Bali(R) Celebrates Living a Beautiful Life

America’s No. 1 department store intimate apparel brand is touting the simple pleasures in life as the essence of beauty this spring. The lull of lapping waves, a leisurely walk on a deserted beach, children laughing and playing in the sand – it is the beauty of these moments that is the inspiration for the Bali brand’s new "Live Beautifully™” campaign. The print, television and online ad campaign celebrates the beautiful moments of a woman’s life – inspired by the comfort and beauty of Bali intimate apparel including Bali bras and panties from its Passion for Comfort™, Seductive Curves® and Cotton Creations™ lines. Passion for Comfort, designed to be the ultimate comfort bra, features a Silky Smooth Lining for a luxurious feel against the body. Seductive Curves is a sexy, everyday bra with ultra-thin foam and a plunging neckline. Cotton Creations panties, a collection of full-cut, 100 percent cotton panties, features contemporary styling. All have the signature unmatched comfort that inspires women everywhere to live beautifully. "The ‘Live Beautifully’ campaign embodies today’s Bali woman,” said Bali Marketing Director Angela Hawkins. "She’s self-assured, alluring and at the top of her game. She’s happy with the way she lives her life – and it shows.” According to Bali’s philosophy on beauty, it’s feeling beautiful on the inside that’s most important and ultimately leads to beauty on the outside. The brand positioning is based on extensive market research, including a recent national survey of 1,000 women. The Bali "Live Beautifully” survey shows that while U.S. women believe society places a far greater emphasis on outer beauty, they overwhelmingly believe inner beauty is more important. In fact, when asked whether they’d prefer to possess a beautiful body or live a beautiful life, 93 percent chose a beautiful life. Of the women polled, the top reason chosen for why they feel beautiful was "you are happy with the way you live your life.” "Living beautifully is all about appreciating the special people and fulfilling moments throughout your life,” said Hawkins. "It might be running on the beach with your family, a sunny morning sipping coffee or snuggling with your partner – any little moment in life. Bali can be there for all of them.” The spring ’07 campaign created by Kraftworks of NYC, features photographer/director Peter Lindbergh, known for his work for some of the foremost design houses in Europe and America, including Giorgio Armani and Prada. Lindbergh shot the entire campaign in his signature style of black and white. "We were looking for the perfect way to illustrate the beauty and understated elegance of Bali,” said Lindbergh. "Often intimate apparel ads are unnatural and a little heavy. This campaign for Bali is very natural, very real.” Danish model Louise Pedersen was chosen to represent the quintessential Bali woman. "She’s beautiful, alluring and self-assured. She is also sophisticated and has a real beauty that shines from the inside out,” said Lindbergh.. The campaign kicks off in April with TV advertising. The print campaign begins with May magazines, and online ties everything together in late April. The campaign will coincide with the relaunch of the Bali brand’s website at www.balicompany.com. The site will feature a Beauty Concierge that will help consumers find the right bra, the Bali Bra and Panty Club, which will provide notice of upcoming fit events, as well as tips on living a beautiful life. Background on Bali "Live Beautifully” Survey The Bali Survey, which asked a nationally representative group of 1,000 women ages 18-54 questions about both inner and outer beauty, was conducted by global market research firm Synovate. About Bali® Bali is the No. 1 department store intimate apparel brand. Bali bras, shapewear and daywear are sold at department stores nationwide. Bali is part of Hanesbrands Inc. (NYSE:HBI). For additional information about Bali bras, panties and shapewear, visit the Bali Web site at www.balicompany.com. About Hanesbrands Inc. Hanesbrands Inc. is a leading marketer of innerwear, outerwear and hosiery apparel under strong consumer brands, including Hanes®, Champion®, Playtex®, Bali, Just My Size®, barely there® and Wonderbra®. The company designs, manufactures, sources and sells T-shirts, bras, panties, men’s underwear, children’s underwear, socks, hosiery, casual wear and active wear. Hanesbrands has approximately 50,000 employees in 24 countries. More information about Hanesbrands Inc. may be found on the internet at http://www.hanesbrands.com.