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.