NEW YORK — Wacoal is turning the big 3-0. To celebrate the milestone, the intimate apparel brand is launching a yearlong program, titled “30 Years of Beauty.”
“We really want to take the anniversary as an opportunity to explain Wacoal, a brand that was built on the foundation of making really high quality products that performed for women, that was beautiful and lasted a long time,” said vice president of marketing Susan Malinowski. “We have built the brand steadily by making the best quality products and the most beautiful products. We’re a brand that’s all about putting the value right out there and creating a value proposition that women see and feel and enjoy.”
The theme of beauty comes from a past marketing campaign that addressed bras as part of a woman’s daily beauty routine. “Women tell us that they have a drawer full of bras, but they always pull out the Wacoal,” Malinowski said. “Just like if you have a drawer full of makeup and there’s that one lip gloss that you grab because it just works or that one eyebrow pencil, even though it’s down to the nub, you still use it because it just works. That’s what we are to them.”
Beginning in March, Wacoal will host a national sweepstakes consisting of a weekly giveaway of 30 bras. Through December, the brand will randomly select 30 winners per week from those who have registered on 30yearsofbeautygiveaway.com. Upon being selected, all winners will receive a digital gift card to be redeemed online.
To help customers select what bras to shop, Wacoal has tapped Zanna Roberts Rassi, Marie Claire’s senior fashion editor, to host a series of online videos that highlight Wacoal’s styles. Each month, Rassi will pick a “Bra of the Month” and supply wardrobe tips and styling tricks applicable with that particular style. “[Rassi] is a busy lady but such a warm and engaging woman with great knowledge about fashion,” Malinowski said. “She aligns well with the brand because she understands women want to look their best. She knows the techniques, tricks and ways to make the most of what you have.”
The brand will also release a special collection of both new and past popular styles done in anniversary-themed colors. For example, it’s best-selling collection, Embrace Lace, will be offered in several new colors all enhanced with the shimmer of Lurex. The Embrace Lace collection will also be expanded to include a new no-wire bralette and matching garter. Wacoal will additionally introduce a new style group, called In Bloom, which features floral embroidering, metallic silver yarn on stretch mesh, and a teardrop pearl accent. All limited edition styles will carry a special anniversary hangtag.
Wacoal’s ongoing relationship with Susan G. Komen will be reflected in the “30 Years of Beauty” theme through its Fit for the Cure program, which invites women for in-store bra fittings. No purchase is required to participate, and for each fitting, Wacoal donates two dollars to Susan G. Komen. An additional two dollars is donated for every bra and shapewear piece purchased, and customers receive a gift with purchase when spending $80 or more. Beginning in February, the gift will be a special edition cosmetics case and set of cosmetic brushes.
By taking on this slate of anniversary initiatives, Wacoal sets its sights on a goal for the next 30 years: worldwide brand recognition. “Our goal is to increase brand awareness and become the kind of brand women think of first,” Malinowski said. “[We want to be] a brand they discover on their own because they heard our message, and they’re intrigued by our proposition and what we offer.”