News & Blog

Bras targeting Millennials promoted on Refinery29

Mar 11, 2019

The LYCRA Company has teamed up with Refinery29 (R29), a leading digital media company for young women, and a credible source for fashion news and tips, to develop an engaging co-branded marketing campaign promoting the most comfortable bras for spring by SPANX, WACOAL, and SKARLETT BLUE. The campaign’s goal is to educate female millennials about the benefits that LYCRA® fiber adds to bras and drive them to each brand’s ecommerce site for immediate purchase.
SPANX, Wacoal and Skarlett Blue bras featured in the Spring 2019 LYCRA® brand and Refinery29 Digital campaign

The LYCRA® Fiber Difference

When it comes to bras, women have had to sacrifice comfort for performance for far too long. All of the bras in this collection are aimed at millennial women who want to have it all! These bras featuring LYCRA® fiber not only deliver comfort, but women can be confident that their shape and support will never be compromised.


R29 Program Elements

The R29 digital campaign features custom content showcasing a refreshing collection of bras featuring LYCRA® fiber, which provides a comfortable fit that keeps women moving freely all-day long. The article includes a slideshow of the seven most comfortable bras for spring, with each photo linking to the brand’s website for more information and online purchasing. Facebook and Twitter posts will also drive R29 followers to the article, in addition to followers of LYCRA® brand’s social media sites (LinkedIn, Twitter and Facebook).

Join Our Next Campaign

Contact the marketing representatives listed below to learn how you can source the best performing fabrics for intimate apparel and be eligible for our next campaign opportunity! Read this article to learn how the LYCRA® Bra Fabric Finder™ can benefit your business.

Want more information on the campaign and performing technologies in Intimate Apparel?

North America:

Pattie Ficorilli

Michelle Schlegel

Europe (EMEA):

Edy Figini

Claire O'Neill

Christine Wahle

LYCRA® is a trademark of The LYCRA Company.