21.01.2003

japantoday > technology

Gunze to launch underwear with built-in fragrances

Tuesday, January 21, 2003 at 09:00 JST
OSAKA — Underwear maker Gunze Ltd said Monday it will launch a new lineup of ladies' underwear and pantyhose Tuesday featuring special built-in substances — caffeine and certain fragrances — that the company says are "expected to have a slimming effect" on wearers.

The VIFA brand products make use of key agents used in Shiseido Co's popular skin lotion, Inicio Body Creator, launched in April 2002 as a breakthrough in "slimming" cosmetic products.

Gunze said it has developed technologies to attach caffeine and fragrances — such as grapefruit, pepper and fennel — to textiles, which remain on the products even after washing.

The VIFA pantyhose will be sold for between 500 yen and 700 yen in seven different colors. Its underwear lineup includes panties and camisoles and will be priced at between 1,800 yen and 3,800 yen.

Gunze said the initial-year sales target for the pantyhose is 8 million units and that for the underwear is 600,000 units.

Shiseido claims that smelling certain fragrances activates the sympathetic nervous system, while caffeine is effective in breaking down fat. The largest Japanese cosmetics maker added that combining fragrances and caffeine is effective in burning off fat.

Gunze said it had women try on the new products, and more than 65% reported results that "made the company believe the products are expected to have a slimming effect" on wearers. (Kyodo News)

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