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L'eggs brings new ideas to hosiery segment. (Marketplace 2003/Corporate Profiles).

WINSTON-SALEM, N.C. -- Staying true to its heritage of innovation, the L'eggs Products Inc. division of Sara Lee Hosiery has launched the anticellulite L'eggs Care line and the Body Beautiful No Hose collection.

Billed as "not your mother's girdle," Body Beautiful is designed to help eliminate panty lines, smooth and shape, and present a bare leg look.

"Body shapers have long been the trick for boosting a woman's confidence to wear that snug-fitting dress or slacks," says a company spokeswoman. "Now L'eggs is offering some extra support with Body Beautiful No Hose.

"The lightweight and ultrasoft styles are perfect for every outfit, every occasion and every day," she adds. "Ideal under the spring season's body-skimming skirts, dresses and stretch slacks, L'eggs Body Beautiful No Hose offers comfortable and fashionable shaping for that extra control women need with body-conscious clothing. From the 1970s retro wrap dress, skirt lengths of any proportion to high-rise or low-rise slacks or jeans, they provide the finishing touch to a polished look."

Body Beautiful is offered in mid-thigh, waist cincher, long leg Capri, control brief and control slip styles. It is available in colors including nude, soft brown, jet black and white.

Drug chains carrying Body Beautiful include CVS Corp., Eckerd Corp. and Rite Aid Corp.

L'eggs Care promises to reduce cellulite with botanicals, such as Paraguay tea and grape seed extracts, embedded in microcapsules in the hosiery. Their release from the capsules and the massaging action of the hosiery combine to target cellulite. L'eggs Care hosiery and tights are designed to work throughout the day and remain effective for five washings.

"We tested it, and it works," the spokeswoman comments. "Not only does L'eggs Care reduce the appearance of cellulite, it also makes legs look visibly firmer and more toned. In addition, it contains moisture-enriched skin-softening aloe vera to leave legs feeling silky soft."

Two-thirds of women noticed a reduction in the appearance of cellulite in 12-week consumer and cosmetic clinical trials after wearing L'eggs Care eight hours a day, five days a week. Initial results were visible after four weeks. Lasting effects require continued use.

"Nearly all women are concerned about cellullite, and many are constantly searching for new ways to reduce its appearance," notes L'eggs marketing director Nadine Hall. "With L'eggs Care anticellulite leg wear we are able to provide busy women with an easy and inexpensive way to beautify their legs without extra effort."

L'eggs Care is available in control-top sheer pantyhose, opaque tights, knee highs and trouser socks. Sheer colors include suntan, buff, charcoal and black. Opaque shades include ivory, stone, navy, charcoal and black.

With the bare leg look in fashion women are expecting more from hosiery, the spokeswoman points out. L'eggs comes through with value-added fashionable products, she says.

For example, the company's Sheer Energy brand, the No. 1-seller in the United States, has been extended with Sheer Vitality, billed as "the sheerest Sheer Energy ever."

The new products are designed to create a sheer look while providing gentle allover support to help stimulate circulation for better leg health.

The balance of sheerness and light compression makes legs feel and look beautiful and healthy, according to the spokeswoman. Sheer Vitality satisfies women's demand for a sheer product that helps leave their legs feeling terrific at the end of the day, she notes.

"Sheer Vitality offers a woman all the benefits of support found in Sheer Energy, but now she can have those benefits in a significantly sheerer leg," comments L'eggs marketing manager Michelle Boyte. "If you're going to be on your feet the entire day, whether you are at work or at a social event, it's refreshing to know that after wearing Sheer Vitality your legs will look and feel great."

At the same time as L'eggs works to empower women to look and feel their best through its steady stream of product launches, the company is celebrating women who are doing their best. The L'eggs Honors Women Who Shape Our World program lauds women "who have had the courage to fight, the wisdom to prevail and the dedication to make the world a better place."

Since the program's inception four years ago L'eggs has donated over $800,000 to charitable causes in honor of the women who lead them. Current honorees include Judy Vredenburgh, president and chief executive officer of Big Brothers Big Sisters, and Lynn Price, founder of Camp to Belong (an organization committed to giving siblings separated in the foster care system the chance to reunite at summer camp).

Past honorees include the founders and leaders of such organizations as the Susan G. Komen Breast Cancer Foundation, the National Multiple Sclerosis Society and the Children's Miracle Network.

L'eggs Products Inc.

5660 University Pkwy.

Winston-Salem, N.C. 27105

Key contact:

Larry McAlister, Director of Sales Administration

Web site: leggs.com

Phone: (336) 519-8400

Fax: (336) 519-3298

Primary business:

GENERAL MERCHANDISE/SERVICES

Women's leg wear

Marketplace booth #4405
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Publication:Chain Drug Review
Article Type:Company Profile
Geographic Code:1USA
Date:Jun 9, 2003
Words:820
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