Playtex appoints marketing boss

Playtex, the maker of Wonderbra, has appointed Victor Crawford as its new UK marketing director.

Crawford joins from Miracle Garden Care, formerly part of Zeneca/ ICI, where he was marketing manager reporting directly to the managing director. He will control a marketing spend of 7m.

He replaces Nick Houghton, who was promoted to European marketing director in September (MW September 18). Houghton has been with the company for 15 years.

Playtex is launching a “sister” to the Wonderbra, called Bliss, in February 1998. The bra gives push-up and shape but results in a less exaggerated cleavage than is the case with the traditional Wonderbra.

The company is also relaunching its Cross Your Heart range, targeting a younger market with advertising which features Helena Christensen.

Parent company Sara Lee, which also owns Hanes, Sanex and Douwe Egberts, announced record results for the first quarter of 1998, with net sales of $4.9bn (3bn) and net income for the year up 9.2 per cent.

Meanwhile, Miracle Garden Care has appointed Soren Sorensen, former marketing manager, Europe, to the new position of marketing director following Crawford’s departure.

The company, which makes Miracle-Gro, was taken over by The Scotts Company, the largest garden fertiliser manufacturer in the US, in January 1996.

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