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This spring, Lenzing held a series of “Feel So Right” themed customer and consumer events in Europe and Asia to celebrate the launch of the TENCEL™ brand
The celebrations began in Paris, where the TENCEL™ brand was announced globally at Première Vision Paris on February 13. A dedicated area was set up at Lenzing’s booth to showcase the TENCEL™ brand, its identity, and how the new brand fits into Lenzing’s overall business. More than 500 customers and partners joined Lenzing’s executives at an exclusive event held at Palais Brongniart, which was transformed into a nature-inspired haven with plants and wooden elements. Over dinner, Lenzing executives shared with industry peers the motivations behind Lenzing’s new brand strategy and the company’s new communications direction that focuses on establishing a strong emotional connection with consumers. To bring the TENCEL™ brand’s ethos to life, dancers wearing TENCEL™- enabled fabrics appeared in a “ballet catwalk” to express through ballet and modern dance the gentleness, silky smoothness, strength and versatility of fibers from TENCEL™ Active, TENCEL™ Denim, TENCEL™ Home, TENCEL™ Intimate, and TENCEL™ Luxe. A similar event was held in Shanghai on March 13th for Lenzing’s customers and partners in the Greater China region.
In Japan, Lenzing launched the company’s first TENCEL™ brand activation program in Asia Pacific with renowned retail brands AG Jeans, Wacoal and Danskin. Featuring Japanese actress Ryoko Hirosue, the co-branding campaign emphasizes on purity, nature, and care, and captures the “Feel So Right” moments in everyday life. The campaign involves a series of online and offline advertising and instore promotions that are being implemented throughout Japan from March to May 2018.
More activities to promote the TENCEL™ brand continue to be rolled out worldwide including events for customers, partners, media, and other industry peers in markets such as Tokyo and Istanbul.