PLAYTEX SETS AMBITIOUS PLAN FOR ONLY YOU

Byline: Karyn Monget

NEW YORK — Playtex Apparel is putting some marketing muscle behind its new Only You by Playtex brand with a $10 million media budget for fall and holiday.
The media buy of Sara Lee Corp.’s Playtex launch for Only You bras will include national print advertising, as well as Internet ads and outdoor vehicles. The ad campaign, which was photographed by Bruce Weber and conceptualized by Sam Shahid, begins July 2001 through spring 2002.
Helen McCluskey, president of Playtex Apparel, said retailers can select exclusive visuals and personalize point-of-sale materials with a variety of Bruce Weber photos, an idea she said will help differentiate the look of product and in-store displays in a highly competitive retail environment.
McCluskey noted that the Only You style — developed through Playtex Secrets’ patented heat-sealed technology and having a lightweight effect similar to a smooth, double-faced seamless fabric — is the company’s first stitch-free bra for the U.S.
McCluskey said the initial shipment of 500,000 units will be distributed to 2,000 department store doors nationwide.
The first tailored style, which McCluskey has described as a “big hit,” will feature scalloped-edge nylon microfiber cups and will be introduced at retail in May. Two additional styles are an underwire lace-embellished style, which will be launched in August, and a soft-cup style that will hit stores in November.
Suggested retail for the tailored bra, which will be available in swimwear-inspired shades of coral, turquoise, orchid and lavender as well as black and white, in cup sizes 34A to 38D, will be $26.
The lace-embellished style will sell for $27 in cup sizes 32A to 38D and will come in dark olive, plum, sapphire, crimson red, and black and white. The soft-cup version in white and honey will be $25, in sizes 34B to 38D. A coordinating brief, which also features lightweight support, will retail for $12.
Gail O’Connor, vice president of marketing, said: “The consumer target audience is women 40 and older. Ninety-four percent of women who tested the product said they would buy it again, and more than 50 percent said they would buy the Only You bra instead of a bra [brand] they typically buy.”
O’Connor added that 10,000 samples of Only You bras will be “given away” to intimate-apparel sales associates across the country so that they can send the message of “smooth, lightweight comfort.”