The following year, the National Association of Broadcasters (NAB) relaxed rules regarding partial nudity on television, which previously forced undergarment manufacturers to use mannequins in their commercials, despite bathing suits and equally revealing swimwear being allowed. Playtex was the first to advertise with a live model wearing only a bra from the waist up. This attracted criticisms from members of the American Family Association and the Eagle Forum. The New York Times called the ads "totally inoffensive" and CBS's spokesman said they were "well done, tasteful and not exploitative." Ownership of the remaining apparel and consumer products divisions were split among the company's leadership (28 percent), BCI Holdings (20 percent), Drexel Burnham (19 percent) and institutional investors (33 percent). The following year the company attempted to sell the Family Products division to Johnson and Johnson but the deal fell through. In 1988, Playtex split into two companies, Playtex Apparel and Playtex Family Products, in a series of financial transactions totaling $1.3 billion. The transactions allowed Smilow to buy out other Playtex shareholders and put ownership of the brand into two separate investment groups that were owned by Smilow and other Playtex executives. In 1990 Playtex Products acquired cosmetics brand Maybelline for $300 million ($ in modern dollars). The next year Smilow sold Playtex Apparel to the Sara Lee Corporation, owner of the Bali and Hanes brands, for $571 million, ($ in modern dollars) but keeping the Playtex Family Products Corporation. In November of that year, Sara Lee also bought a 25 percent stake in Playtex Family Products for $62.5 million ($ in modern dollars). Playtex Products Inc. went public in 1994. In 1995, another 40 percent of Playtex Products Inc. was sold to Haas Wheat & Harrison Investment Partners for $180 million ($ in modern dollars). Recent history Playtex Products continued to erode Tampax's market share throughout the late 20th century. The two companies had divided the market almost evenly by the late 1990s. Both makers increased profits primarily by reducing the tampon count per box, and prepared to enter emerging markets, particularly in Asia, where many women still used homemade pads. In 1997 Procter & Gamble (P&G), makers of Always sanitary napkins and pantiliners, bought Tambrands for $1.25 billion, its largest acquisition up to that point, returning to the tampon sector almost two decades after pulling Rely from the market over Toxic Shock Syndrome concerns. Due to its strong