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Wacoal America Inc. will be launching an aggressive multimillion-dollar advertising campaign called “Wacoal Woman” in May.

The campaign was developed and produced in-house and will feature a new tag line: “The Art and Science of Intimates,” which speaks to a combination of beauty and technology. The marketing message is one of affordable luxury and seeks to portray Wacoal’s bras as beauty products that make women feel and look beautiful — just like the best beauty products.

Susan B. Malinowski, vice president of marketing at Wacoal America, said the campaign “recognizes our place in our consumer’s fashion life.”

“We are actually in the beauty business,” said Malinowski. “More to the point, we are one of consumers’ go-to beauty products. She chooses Wacoal daily over all the other bras she may have in the drawer. In fact, among the 1,300 Wacoal wearers we polled, 75 percent of those who buy Wacoal bras wear them every day. So just like her favorite mascara, concealer or lip gloss, we are the one she relies on, because we work and we are her most comfortable bra.”

The advertising and marketing initiative will break initially in May in upscale fashion magazines, and will be expanded this fall and in early 2015 across a wider range of print placements. The campaign will also have digital and social media components and in-store promotions. Point-of-sale materials will include a modern, glossy black-and-white video that Malinowski described as “very woman-friendly.”

“The campaign continues in September, through spring 2015 and beyond,” Malinowski said. “We are making a big investment in media. Our media plan is a significant increase and reflects nearly a tripling of pages versus the same period in 2013. Many insertions will be spreads. Look for us in Elle, Vogue, Harpers Bazaar, Marie Claire, Town & Country and InStyle. You won’t miss our message.”

Regarding Wacoal’s consumer profile, Malinowski said, “Our consumer is decidedly upscale and well educated. Almost 70 percent went to college, and almost 30 percent have advanced degrees. She is a dedicated better and prestige department store shopper, not a mall specialty shopper or a Target-TJ Maxx cross-shopper at all.”

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