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February 14, 2002
The obvious answer to why lingerie companies use beautiful models to sell lingerie is because the combination of both lingerie and the model's attractiveness will spur impulse on the part of both male and female buyers. What is often obscured is the belief that somehow the lingerie, when worn, will make the wearer as attractive as the model. The beautification of heavier women has helped to lift this obscuration but not the sales technique. The result: Buyers wanting to know how well lingerie looks on the woman must try it on and buy it at the store that sells it.