Wrangler launches Denim Spa Range with Elizabeth Jagger

by Katie on January 25, 2013

This is an interesting launch. Normally one to pooh-pooh any clothing that claims to make differences to the wearer in terms of beauty or fitness claims, this launch is certainly high on innovation and creativity as well as delivering a great fitting product. My initial reaction is, ‘who cares if it works or not?’, as the jeans that have been developed in three slinky styles are so smooth to touch and skin-tight sexy that any woman would lap them up, regardless of claims to smooth legs and decrease cellulite with wear.
And, continuing the lineage of rock-star wear from Texan born mother and global icon father to daughter, Lizzy Jagger is the new face and legs of the Wrangler Denim Spa range. The range of three styles (Aloe Vera, Olive Extract and special formula dark-dyed Smooth Legs) has been developed with added moisturisers to the denim for slow timed release, to help maintain toned and smooth, sexy legs. Of course, Wranger developed this range with the close help of beauty product specialists with the know-how and the existing technology to do so. Sprayed with cosmetic microcapsules than bind to fibres giving good resistance to between 4-6 washes* (*you can purchase a re-load spray), the claimed effects are moisturisation (Olive Extract), anti-cellulite (Smooth Legs) and soothing & sensitive (Aloe Vera)
As the conditioning treatment is more effective with close fitting styles, all three treated offers are in skinny-fit styles, coming in low rise Molly, regular Courtney and new mid-rise Corynn options.
This may simply be great PR and a point of innovation for a heritage brand rather than ground-breaking technology but, the fact remains, the product styling is excellent and any additional moot advantage is a plus-point. What this does significantly, is to bring Wrangler to the fore again and makes the 1947 brand a talking-point and with a global name as the face of the brand. Touche.

The Wrangler Denim Spa range is priced £85 per pair and drops into http://www.newlook.com/ on 1st Feb. Initial sales immediately sold out on Asos.com



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