Half Sizes Reshape Playtex Image

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ATLANTA Playtex this week launched the last in a triptych of campaigns aimed at transforming the 70-year-old brand’s image from the utilitarian undergarment that held aloft Jane Russell’s bosom to a sleek undergarment for today’s 30-somethings.

The latest national marketing push supports the Winston-Salem, N.C., apparel maker’s “Thank goodness it fits” line, the first that allows women to choose among half sizes when selecting a bra cup.

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