There’s been a lot of media buzz lately about how Victoria’s Secret’s CEO wants to reshape (excuse the pun) the lingerie company’s image from too sexy to more feminine.

Sorry, but I just saw a Victoria’s Secret TV ad about its new Biofit bra line and nearly had to take a cold shower. Methinks the lady doth protest too much. If this type of advertising is going to appeal to the middle-American woman I think Victoria’s Secret wants to reach, they’ll have to ratchet the heat down a few dozen degrees.

This interesting read in the Pittsburgh Post-Gazette is about how the CEO claims to want to “get back to basics.” Why should they? Well, because profits and sales are down, most likely, and the firm thinks reinventing itself will help.

As the columnist points out, sexy lingerie is what made the firm take off in the first place. Interestingly, it was founded by a man who sought an “embarrassment-free” environment for other men to shop for lingerie. There’s no shortage of standup comedians who will tell you that shopping in a VS store is one of the most embarrassing things a guy can do.

If you’re sales are a little slow, I say don’t rush into an entirely new look or merchandise. Your customers expect a certain level of stability inside your store; it makes them feel comfortable, loyal and in a spending mood.

It will be interesting to see what the less-steamy Victoria’s Secret image will look like. I, for one, hope it keeps the cold showers a shopping hazard.