Macy's Bikini Breakthrough: Undies With Anti-Cellulite Cream

Macy's Shapewear In a launch sure to get the attention of the 85% of women who struggle with cellulite, Macy's is introducing a novel product: Skineez Skincarewear, a combination of cosmetics and textiles. The new line of women's body shapers is embedded with microcapsules that "continuously moisturize and smooth the skin while helping to reduce the appearance of cellulite."

Available exclusively at Macy's and, the new line of body shaper products also comes with a bottle of Skintex skincare spray, to replenish the fabric after every six to 10 trips through the wash. The line includes both a Thigh Slimmer and Waist Slimmer in nude and black that sell for $68 each; replacement bottles of Skintex cost $20.

Skineez are made by Clothes for a Cause, a women's apparel company that raises funds for such initiatives as mammograms for women in need. "Women will be able to give their body a slimmer, more contoured look, while helping to smooth the appearance of cellulite and moisturize their skin, all at the same time and with one garment," the company says. (The company also markets the Heroes Collection, which raises funds for children's causes; the Pink Ribbon Collection, which raises funds for breast health and education, and the Red Dress Collection, which raises funds for heart health.)



"Smart" fabrics are becoming increasingly common, and a growing number of apparel companies are injecting clothes with something extra, from sunscreen to fragrance to antimicrobial agents. But the anti-cellulite angle is sure to generate attention, especially in the middle of bathing suit season.

Skineez fall into a category that fashion mavens refers to as shapewear--lingerie that smush women into shape, led by such brand names as Spanx and Maidenform's Flexees. NPD Group, a market research company based in Port Washington, N.Y., reports that in the period from April 2006 to April 2008, sales of shapewear have soared, with unit sales climbing 21.9% and dollar sales jumping 36.1%. For the most recent 12-month period, sales have reached $718 million.

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