INVISTA, owner of the LYCRA brand portfolio of spandex fibers, announced the launch of its global consumer marketing campaign, “LYCRA Insiders,” developed with Refinery29, a digital media and entertainment company for young women.
The “LYCRA Insiders” program and its tagline, “It’s what’s inside that matters most,” advises consumers to look for advanced LYCRA fiber technologies inside their clothes if they want to experience lasting comfort, fit and performance. The month-long campaign leverages 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 also will promote key brands. All program content links to a curated shop where consumers can immediately purchase their favorite apparel. In addition, brands that are sold in the United Kingdom and Germany will be promoted across digital channels in those markets.
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, said the company. Denim brands promoting their use of LYCRA dualFX technology on Refinery29 include FRAME, 7 For All Mankind, Joe’s Jeans, NYDJ and others.
“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 Rita Ratskoff, senior marketing manager, denim, INVISTA. “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 launches in mid-October and 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 Melissa McGlynn, marketing manager, activewear, INVISTA. “Comfort and performance matter most, so our influencers will demonstrate how leggings made with LYCRA SPORT technology have it all.”