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Hosiery package gets a leg up

a new hosiery line from Kayser-Roth of Greens- boro, NC, age defiance by HUE®, has created an about face in hosiery packaging. The package, designed by Slover and Co.

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(New York, NY), breaks away from the typical photo of a pair of legs and instead uses an extreme close-up of a young woman's face.

Jody Eskenazi, senior marketing manager at HUE, says the face on the package will differentiate the product from the sea of legs in the hosiery department and make eye contact with the consumer.

The package for age defiance by HUE's line is a 12-pt solid bleached sulfate board offset-printed in six colors plus an aqueous coating by TPC (Chattanooga, TN).

"If you think about what people use for age defiance, it's face products, creams and hair dyes," Eskenazi says. "age defiance by HUE is a product to keep your legs looking younger, longer. I think [the package] is original and impactful."

Retailing at $6.50, the hosiery hit department and specialty store shelves in early February.

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