Client Challenge – “Re-invent pantyhose”.
Collaborative Breakthrough – Pantyhose, by their very nature, create a number of challenges for the wearer. Among these issues is dry skin, chafing and itching that result from trapped moisture and the friction involved in putting pantyhose on and taking them off. In an age of casual fashion and declining pantyhose sales, the L’eggs Division of Sara Lee Hosiery, needed some new ideas that would address these consumer complaints. The technological breakthrough came from a Naïve Creative Collaborator, a retired chemist from Bacardi, who introduced encapsulation technology from the beverage industry to the world of pantyhose.
Reality – L’eggs Care With Aloe encapsulates skincare lotion into pantyhose that applies a light layer of moisturizing aloe when pantyhose are worn.