in the post-war era was influential in creating the shift from custom-tailored undergarments to manufactured sizes. For example, the company introduced large floor displays with fitting charts so that women could find the right size without a custom fitting. In 1954, ILC was sold to Stanley Warner Corporation for $15 million($ in modern dollars). The following year, it was the first to advertise under-garments on network television. In 1962, the industrial division of Playtex was awarded a contract to develop space suits for the Apollo mission to the moon, including a customized suit for Neil Armstrong. Playtex's industrial division was spun off in 1967, two years before the moon landing that utilized its space suits; it eventually became ILC Dover. Playtex created the consumer products subsidiary Playtex Products Inc. in 1960 which produced baby products, tampons, and other consumer goods. It introduced and patented the first plastic tampon applicator in 1973. By 1975, the five largest tampon manufacturers began competing with multimillion-dollar advertising budgets, and Playtex became the primary competitor to market-leader Tampax. Playtex introduced a scented tampon that was advertised with the slogan, "When you're wearing a tampon you don't worry about odor. But should you?" Planned Parenthood complained, so a warning label was added saying that some women may experience irritation from the chemicals. Playtex and other tampon manufacturers were sued for aggressively advertising and competing over absorbency, when some studies found that excessive absorbency leads to toxic shock syndrome. In 1985, a judge offered to reduce an $11 million verdict against Playtex if they would recall their super-plus tampons and admit that they were killing women. Joel Smilow era Joel Smilow became chief executive officer (CEO) of Playtex in 1969 and was associated with the company through five owners. The company was acquired by Esmark in 1975 for $210 million ($ in modern dollars). By the early 1980s, Playtex controlled 25 percent of the market for bras, giving it the largest market-share in the industry. In 1982, Playtex acquired the skin and hair products brand, Jhirmack Enterprises Inc., for $28.3 million ($ in 2018 dollars). Three years later Esmark sold Playtex to Beatrice Foods. Four years later an investor group led by Smilow bought Playtex for $1.25 billion ($ in modern dollars). To help fund the acquisition, the company's cosmetics brands, Max Factor, Almay and Halston, were sold to Revlon for $345 million ($ in modern dollars).