Invista has developed a marketing campaign along with Refinery 29, a digital media and entertainment company for young women. Invista is the owner of the Lycra brand portfolio of spandex fibers.
The program 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 key social media influencers on Refinery 29 to promote the benefits of jeans made with Lycra dualFX technology and active wear powered by Lycra Sport technology.
Custom videos and editorial content will be presented by fashion influencers promoting participating brands’ apparel across Refinery 29 and Lycra brand digital channels, as well as influencer-owned social media channels.
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. Many of the most common frustrations women have about comfort, fit and shape retention are solved when the jeans have Lycra dualFX technology inside.