Early history
Abram Nathaniel Spanel founded the International Latex Corporation in Rochester, New York, in 1932[1] to produce latex products[2] such as bathing caps, swimwear,[3] and baby pants.[1] ILC moved to Dover, Delaware, in 1939, making it the first large, non-agricultural business in the city.[4][5]
ILC did not produce apparel for adults until the introduction of the Living Girdle in 1940,[1] after patenting a method of manufacturing latex girdles that would not tear at the seams if they had a small tear or hole. The Living Girdle was advertised with images of mobility and comfort, such as women playing tennis or leaping while wearing it, though the solid rubber girdle was actually very uncomfortable.
During World War II, the bombing of Pearl Harbor and the Japanese invasion of Malaysia cut off Allied manufacturers from their largest sources of latex. Supplies ran out and demand fell for consumer products, so ILC halted production; sales did not resume until 1946.[6] The company almost went out of business during the war, so it created an industrial division to find government and military applications for latex.[7] Playtex was founded in 1947 as one of four divisions into which ILC re-organized.[2] Its name was a portmanteau of "play" and "latex", reflecting its focus on latex products.[3] Playtex's marketing in the post-war era was influential in creating the shift from custom-tailored undergarments to manufactured sizes. For example, the company introduced large floor displays with fitting charts so that women could find the right size without a custom fitting.[6]
In 1954, ILC was sold to Stanley Warner Corporation for $15 million[8]($ in modern dollars). The following year, it was the first to advertise under-garments on network television. In 1962, the industrial division of Playtex was awarded a contract to develop space suits for the Apollo mission to the Moon, including a customized suit for Neil Armstrong.[9] Playtex's industrial division was spun off in 1967, two years before the Moon landing that utilized its space suits; it eventually became ILC Dover.[6]
Playtex created the consumer products subsidiary Playtex Products Inc. in 1960[10] which produced baby products, tampons, and other consumer goods.[6] It introduced and patented the first plastic tampon applicator in 1973.[11][12] By 1975, the five largest tampon manufacturers began competing with multimillion-dollar advertising budgets, and Playtex became the primary competitor to market-leader Tampax.[13] Playtex introduced a scented tampon that was advertised with the slogan, "When you're wearing a tampon you don't worry about odor. But should you?" Planned Parenthood complained, so a warning label was added saying that some women may experience irritation from the chemicals.[14] Playtex and other tampon manufacturers were sued[15]
Joel Smilow era
Joel Smilow became chief executive officer (CEO) of Playtex in 1969[19] and was associated with the company through five owners.[20] The company was acquired by Esmark in 1975 for $210 million[21][22] ($ in modern dollars).
By the early 1980s, Playtex controlled 25 percent of the market for bras, giving it the largest market-share in the industry.[23] In 1982, Playtex acquired the skin and hair products brand, Jhirmack Enterprises Inc., for $28.3 million[24] ($ in 2018 dollars). Three years later Esmark sold Playtex to
Recent history
Playtex Products continued to erode Tampax's market share throughout the late 20th century. The two companies had divided the market almost evenly by the late 1990s.[38] Both makers increased profits primarily by reducing the tampon count per box, and prepared to enter emerging markets, particularly in Asia, where many women still used homemade pads. In 1997 Procter & Gamble (P&G), makers of Always sanitary napkins and pantiliners, bought Tambrands for $1.25 billion, its largest acquisition up to that point, returning to the tampon sector almost two decades after pulling Rely from the market over Toxic Shock Syndrome concerns.[39]
Due to its strong advantage among younger women, and baby boomers reaching menopause, Playtex continued to gain market share on Tampax. After extensive market research, Tampax reversed that trend with the 2002 introduction of Pearl, with an applicator designed to be as visually appealing as it was functional, and making the brand once again appealing to teens.[40]
