Staying true to its DNA, Playtex reinvents
the essential wireless support bra with
Ideal Beauty. This bra boasts a
new-generation construction that lifts and
defines the bust for a stunning effect.
With the launch of the Invisible Elegance
collection, a new range made using
ultra-flat lace that is discreetly invisible
under clothing and promises complete
comfort, Playtex begins its collaboration
with actress Zoé Félix, a bubbly, modern
woman who is already won over by the
quality and expertise of Playtex products.
Once again, Playtex leads the way in
innovation with the launch of Tonique
Contour, a revolutionary bra that sculpts
the bust, giving it a fuller, rounder look
with an enhancing and rejuvenating
The new millennium welcomes two new
innovations to shake up the lingerie
In 2001, Magic Feeling is the first lingerie
collection to offer a lace bra in a
In 2004, Playtex launches Just my Style, a
range of lingerie sets whose bras are
designed and constructed according to
Playtex enters the lingerie set and fine lingerie
markets with its new Stylis range. Just as its
advert says, Stylis by Playtex “reconciles the
irreconcilable: well-being and seduction.” The
fast-paced TV advert, released in 1998, shows
women who remain beautiful every day, no
matter whether they are cleaning the floor,
watching television or taking a taxi,
with the tag line, ‘Women on the move’.
The popular and highly effective 18 Hour
range is born, boasting such a high level of
comfort that it can be worn for 18 hours
Still made from latex but allowing the skin
to breathe thanks to micro-perforations, it
also offers an excellent level of abdominal
support. A new milestone in the art of
enhancing and shaping the figure is
1954 witnesses the birth of an iconic piece of
lingerie: the Cross Your Heart. To support the
launch event, Playtex USA opts for an
advertising campaign with the slogan ‘Lifts
and Separates’. In 1955, it is the first brand to
dare to mention lingerie on TV.
ILC is restructured and Playtex, one of the
company’s four new divisions, is created.
The name derives from a fusion of the
words PLAY and LATEX.
ILC enters into the women’s underwear
sector with the innovative Living Girdle, an
indestructible girdle that is resistant to
holes and snags.
An advertising campaign depicts women
dancing and playing tennis, illustrating the
level of comfort that this new-generation
girdle has to offer.
After developing various products, such as
gloves, hats, swimwear, and even baby
nappies, ILC gains approval to market latex