TENCEL™ enables Japanese Customers and Partners to “Feels So Right” with Latest Advertising Campaign

This spring, Lenzing introduced the first TENCEL™ brand activation program in Asia Pacific region in collaboration with renowned retail brands, AG Jeans, Wacoal and Danskin in Japan.

Named after the TENCEL™ brand tagline “Feels So Right”, the co-branding campaign features Japanese actress Ryoko Hirosue demonstrating various “Feels So Right” moments in everyday life. The Campaign also features a series of online and offline advertising promotions across the country which will run from now till May 2018.

The highlight of the “Feels So Right” Campaign was the special TENCEL™ brand promotion which was conducted at Tokyo Metro’s Omotesando Station starting on February 27^th. The campaign also featured placements of TENCEL™ branded indoor advertisements on pillars inside Omotesando station of Tokyo Metro in Japan, print advertisements in the Metro Station magazine and online exposure in lifestyle website enjoytokyo.jp.

At a retail level, TENCEL™ themed instore promotions have been activated in more than 2,000 retail outlets of AG Jeans, Wacoal and Danskin. A key focus of the promotion is to educate consumers on the benefits of TENCEL™ branded fibers. Promotion at AG Jeans retail shops will be focused on TENCEL™ Denim, while Wacoal promotions will be on TENCEL™ intimate and Danskin will be focused on TENCEL™ Active.