L'eggs Hatches Care Line - moisturizing pany hose - Brief Article - Statistical Data Included

Brandweek, June 25, 2001 by Sandra Dolbow

L'eggs, looking for a fresh niche in the competitive women's hosiery segment, will ship a new leg-pampering hosiery collection called L'eggs Care in August and will back the launch with a print campaign.

The Sara Lee unit is targeting October fashion and beauty pubs including Cosmopolitan, Glamour, Marie Claire and others. Mullen/Long Haymes Carr, Winston-Salem, N.C., handles.

L'eggs Care products are made with a technology that releases moisturizers to the legs via invisible micro-capsules containing aloe. Besides moisturizing and nourishing the skin, the products have a smooth finish so they slip on easily.

The collection includes five styles: control-top pantyhose, sheer knee highs, opaque control-top tights, opaque body-shaping tights and trouser socks. Prices range from $3.39-5.97.

Creative shows a bottle pouring and swirling moisturizer around a model wearing the pantyhose.

"The challenge was to communicate the benefits of having the legs moisturized all day long," said L'Eggs vp-marketing Karen Bartoletti.