INVISTA, owner of the LYCRA® brand portfolio of spandex fibres, today announced the launch of its global consumer marketing campaign ‘LYCRA® Insiders’. Developed with Refinery29, the leading digital media and entertainment company for young women, the campaign’s tagline – “It’s what’s inside that matters most” – advises consumers to look for advanced LYCRA® fibre technologies inside their clothes if they want to experience lasting comfort, fit and performance.
The campaign leverages key social media influencers on Refinery29 to promote the benefits of jeans made with LYCRA® dualFX® technology and activewear powered by LYCRA® SPORT technology. Custom videos and editorial content will be presented by fashion influencers promoting participating brands’ apparel across Refinery29 and LYCRA® brand digital channels, as well as influencer-owned social media channels. Refinery29 homepage takeovers, banner ads, dedicated emails and e-newsletters will also promote key brands and all program content links to a curated shop where consumers can immediately purchase their favourite apparel.
The first phase of the “LYCRA® Insiders” program focuses on the unique and lasting benefits that even a small percentage of LYCRA® dualFX® technology can add to denim. This innovation combines two different LYCRA® brand fibers to create one resilient yarn that creates jeans that keep their shape all day, every day, while delivering exceptional comfort and fit. “This campaign lets millennial women know that just as it’s what’s inside them that matters most—the same can be said about their jeans,” said Helen Latham, Marketing Accounts Manager, Denim and Wovens, UK. “Many of the most common frustrations women have about comfort, fit and shape retention are solved when the jeans have LYCRA® dualFX® technology inside.”
The second phase of the global co-branded campaign promotes activewear brands that have adopted LYCRA® SPORT technology for their collections. Participating brands include CALIA by Carrie Underwood and prAna®. “Market research has shown that consumers are often frustrated by underperforming and uncomfortable activewear,” said Latham. “Comfort and performance matter most, so our influencers will demonstrate how leggings made with LYCRA® SPORT technology have it all.”
