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Marketing 50

Spanx

By Published on .

It was a great day for Laurie Ann Goldman when Gwyneth Paltrow told USA Today in 2004 that her secret to hiding her post-baby weight was to wear not one but two pairs of Spanx Power Panties.

The 42-year-old CEO of the fast-growing body-shaping intimates line, Spanx, was thrilled when months later Oprah Winfrey announced on air that she had given up wearing underwear and just wore Spanx every day. "Gwyneth prompting multiple purchases and Oprah showing usage behavior? It doesn't get much better than that," Ms. Goldman says.

The mentions contributed greatly to Spanx's stellar growth. The upstart 5-year-old brand is expected to see retail sales double this year to roughly $80 million, says Ms. Goldman, who started her career in retail and at Coca-Cola Co. before coming aboard to play, as she says, "air traffic controller" for Spanx's team, central among them founder Sara Blakely and PR director Misty Elliott.

NPD Group chief analyst Marshal Cohen notes that "Spanx is one of the few brands that has listened to and provided solutions for women's biggest (no pun intended) issues."

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