L’eggs Launches Smoothing Panty

New York–Borrowing on its ability to create control-top pantyhose, hosiery giant L’eggs introduced today L’eggs Intimates Smoothing Panty.

The nylon/Lycra panty, which sells for a suggested retail price of $4.99, is designed to provide support and eliminate panty lines under clingy clothing. Distribution is through www.leggs.com and via Internet sampling. L’eggs currently offers, through food and drug outlets, cotton panties and panties with stretch.

“Our ultimate goal is to get it into the mass market,” said Debbie Erdman, brand manager. “We are in discussions now.”

Erdman added: “We know women love control-top pantyhose. We have taken the control top and put that into a panty to reach a broader consumer base. It’s the next logical step for the brand.”

A viral marketing campaign with www.barenecessities.com and banner ads support the launch. L’eggs is also co-sponsoring trunk shows with www.theknot.com to reach brides-to-be and is partnering with other organizations to reach a broad base of women.