The main question in the survey, which was conducted by global market research firm Synovate, was: "Would you rather live a beautiful life or possess a beautiful body?" Ninety-three percent of the respondents said they would prefer to live a beautiful life, Hawkins said.

Other key points in the survey are:

• 92 percent believe women put too much emphasis on being physically beautiful.
  
  
• 96 percent think society considers outer beauty more important than inner beauty.
  
  
• 83 percent would choose to have overwhelming inner beauty instead of overwhelming outer beauty.br>
• 78 percent think feeling beautiful most often results from self-acceptance.
  
  
• 29 percent singled out Sandra Bullock as the most beautiful celebrity, followed by 21 percent for Oprah Winfrey and 20 percent for Angelina Jolie.

The campaign will highlight bras and panties from three groups: Passion for Comfort, a "comfort" bra with silky-smooth lining and lightly padded straps that retails for $30; a Seductive Curves Underwire bra that offers shaping, support and a deep-plunge neckline at $31, and full-cut Cotton Creation panties priced at $8 each or three pair for $21. Bra cup sizes will start at 34B and go to 40DD; undies will be sized S-XL in four silhouettes: bikini, high-cut, boyshort and brief.

The TV ads, scheduled to run through July, will coincide with the relaunch of the Bali Web site, balicompany.com, which will feature a "Beauty Concierge" to assist consumers in finding the right bra. The site will also feature the Bali Bra Club that will provide a schedule of fit events, as well as tips on living a beautiful life.

"We want to elevate the content and be able to generate more consumer engagement," Hawkins said. "There will

also be a section where consumers can describe and share their beautiful moments with

viewers."