Playtex picks UK head of marketing

Playtex, the maker of Wonderbra, has promoted marketing manager Stephen Holbrook to UK marketing director.

Holbrook’s appointment follows the promotion of commercial director Nick Houghton, who oversaw sales and marketing, to managing director.

Holbrook, who has been with Playtex since 1993, will report to Houghton.

Playtex brands, owned by the Sara Lee Corporation, include Affinity, Cross Your Heart, Essensis and Wonderbra Bliss in the UK.

Last month, Sara Lee announced it was withdrawing the Lovable and Fila lingerie brands from its Playtex UK portfolio to concentrate on its core products – Wonderbra and Cross Your Heart.

The withdrawal of these brands is to be followed by the launch of the Wonderbra Pure brand next autumn.

The Wonderbra created a stir with its “Hello Boys” poster in 1994, featuring model Eva Herzigova.

Holbrook says: “Playtex is a strong business and has an excellent portfolio of brands. I’m looking forward to bringing a new dimension to my role and building on the success of the company.”

Sara Lee also owns the Pretty Polly lingerie and hosiery brand, which is seeking its fourth marketing chief in a year, following the announcement that marketing director Sharon Harrison is to leave the company in June (MW January 25).

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