The U.S. Wonderbra rollout included events with Eva Herzigová in New York's Times Square. The advertisements were toned down in comparison to the earlier UK campaign. The U.S. print and billboard advertising showed models wearing only the Wonderbra. Underneath read slogans such as "who cares if it's a bad hair day" and "look me in the eyes and tell me that you love me." The $25 Million campaign worked in conjunction to the ongoing media interest in the bra. Although Playtex promoted the authenticity of their "One and Only Wonderbra", the rapid introduction of competitive products meant that the overall U.S. market benefited from a 43% increase in push-up bra sales by the end of 1994.