News & Blog

Model Effect by LYCRA® BEAUTY

Jun 23, 2016

Leading Spanish retailer El Corte Ingles made waves with a big early summer promotion for its ENFASIS shaping swimwear collection. While elegant styling and bold colours were grabbing shopper attention across its network of 95 stores, the promotional theme – Model Effect by LYCRA® BEAUTY – and iconic campaign graphics promised even more.

ENFASIS shaping swimwear made with LYCRA® BEAUTY fiber showcased at El Corte Ingles

Those tempted into the changing room could see it for themselves – the figure-flattering enhancement of SHAPING technology by LYCRA® brand allows swimwear designers to work with fabrics precisely calibrated to mould and gently firm natural body curves.

Better known to consumers as LYCRA® BEAUTY fiber, its contouring effect was at the heart of the El Corte Ingles campaign. The ENFASIS and LYCRA® BEAUTY brand promises were combined in giant in-store banners and a range of display and point of sale materials.

It was a striking example of the power of point of sale marketing to dramatize offers and engage and educate consumers in ways that directly stimulate purchase behavior.

The collection and the swimwear benefits of LYCRA® BEAUTY fiber were also highlighted in a three-page advertorial in El Corte Ingles Summertime magazine, which reached an even broader audience of around 2.5 million readers when it appeared in the May edition of HOLA magazine.

The famous Spanish retailer celebrates its 75th birthday this year and has moved with the times to take advantage of innovative fiber and fabric technologies that deliver what premium customers are looking for – and a bit more besides.

INVISTA is proud to support El Cortes Ingles – and can do the same to boost your sell-through.


The LYCRA Company Marie Braun Senior Account Manager Legwear, Intimate and Swimwear, Spain and France +34 689 744 857 Barcelona Spain