LYON, France — Invista Co., formerly known as DuPont Textiles & Interiors, unveiled its Body Care by Lycra campaign at the Lyon, Mode City trade fair.
The concept of fabrics that promote well-being was illustrated at an informal fashion show at the massive Lycra and Tactel booth, where models wore concept lingerie pieces created by Italian hosiery designer Emilio Cavallini and machine-maker Santoni that depicted Body Care by Lycra’s three applications: freshness, moisturizing and massage. The show was staged by Iris LeBron, Invista’s fashion director of intimates, swimwear and activewear.
At the presentation, which featured Body Care by Lycra banners with a tag line reading “Invista Built on DuPont Innovation,” Bill Ghitis, president of global apparel, described the newly named company and it’s direction as “definitely not the same old, same old. It’s a liberated enterprise focused on the future.”
Ghitis said the Body Care by Lycra platform represents the “convergence of textile science with skin care and aromatherapy that fits into the well-being sector. Body by Lycra draws heavily on textile science and fiber heritage. It goes beyond the old business model.”
Meg Burich, Invista’s new business development director of apparel, said the concept, which is aimed at men and women whose priorities are comfort and well-being, as well as aesthetics, said the well-being sector, which includes skin care, has the potential of becoming a booming $19 billion business this decade. According to the National Spa Association, the number of spas opening is increasing over 20 percent a year, she said.
“Baby boomers will do anything they can to prevent growing old and remaining young. They’ll pay a premium for well-being products, with $20 the average sale in the U.S.” said Burich. “That potential is big enough to make an investment worthwhile.”
Ghitis noted that Invista will be investing $2 million annually for research and development.