Playtex set to shake up body-control underwear

Playtex, the Sara Lee-owned underwear brand, is planning to shake up the body-control underwear category with the launch of its new range, Secrets Make-Up.

The range aims to move the category away from problem solving towards enhancing body shape.The range, which will be launched early next year, is part of a move by Playtex to become a leading brand in innovative but functional underwear.

It follows the launch of Magic Feeling, a supportive but lighter bra created using various fabrics glued together in a different way to traditional bras, earlier this year.

Playtex marketing director Stephen Holbrooke says the launches are two of five new products that the brand is looking to launch over the next two years. He adds that the focus is on offering women unique benefits by developing new technology.

Sara Lee is also extending the Wonderbra brand with the launch of W-Spirit, a range of bottom-enhancing briefs.

W-Spirit, to be launched in January next year, will have three different styles: hip-hugging, bottom cleavage and invisible panty line.

Last week, Sara Lee announced that UK managing director John Dixey had stepped down following the integration of the UK and Scandinavian divisions to form Sara Lee branded apparel (MW last week).

Kirk Adkins, former president of Sara Lee hosiery division in Europe, has been appointed to head the division.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here