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Flashback to the Seventies: The L’eggs Egg Returns

The brand's Sheer Energy legwear is bringing back its iconic egg-shaped packaging for spring.

Flashback to the Seventies: L’eggs Sheer Energy legwear is bringing back its iconic egg-shaped packaging for spring.

The innovative packaging was an important symbol of sheer legwear and was instrumental in making Sheer Energy the number-one Sheer Support brand in America. The L’eggs brand was an important part of the women’s empowerment movement during the Seventies.

The decision to bring back the egg trademark — which many women used as storage containers for accessories and cosmetics — was the result of numerous consumer requests.

“One superfan has been asking for its return twice a week for the past year,” said Angela Hawkins, vice president and general manager of legwear at Hanesbrands Inc. “We’re excited to bring back a part of the L’eggs brand heritage that’s remembered and cherished by so many.”

With the tagline “Fabulous after 40,” the L’eggs brand is celebrating with a sweepstakes that offers female consumers a chance to win more than $40,000 in prizes. The sweepstakes on Leggsluckyegg.com will run March 3 through April 28.

Hawkins said the “L’eggs Lucky Egg Sweepstakes” grand-prize winner and a guest will receive a trip to Las Vegas for a “special egg hunt,” a $2,000 shopping spree, a beauty make-over and tickets to attend a Las Vegas show. In addition, the grand-prize winner will receive a $25,000 check.

There will be eight weekly prize winners announced every Monday starting on March 10, who will each receive a check for $1,000.

To engage L’eggs egg aficionados, the brand will also launch a social media campaign with a 3-D animated video showcasing the egg through the years, from the “far-out Sixties, the totally awesome Eighties, and the OMG 2000s,” said Hawkins. Consumers can learn fun facts about L’eggs Sheer Energy legwear on Facebook.

The limited-edition L’eggs egg will be sold at Walgreens and select Rite-Aid and Wal-Mart stores at a suggested retail price of $5.50.