LYCRA® BRAND LICENSED TO HENKEL FOR LINE OF HAIR PRODUCTS

May 27, 2005
NEW YORK, NY, – LYCRA®, the brand known for innovation and wholly owned and operated by INVISTA, has announced that Henkel KGaA has been licensed to develop an inventive new line of hairstyling products containing the LYCRA® technology.

Henkel will launch the first five products with LYCRA® in major European markets in June 2005, targeting the hairstyling products to retail, drugstores, food chains, mass volume retailers and department stores.

“Since LYCRA® was invented more than 40 years ago, it has revolutionized the world of fashion -- bringing freedom of movement, comfort and great fit to apparel. Today LYCRA® is widely recognized for being modern, innovative, flexible and stylish. We have seen these attributes successfully translated to cosmetics, and now consumer research indicates that the LYCRA® brand can drive consumer interest in hair care as well,” commented Denise Sakuma, Licensing Director, INVISTA Apparel. “Henkel’s innovation, market position and keen understanding of consumer desire for performance in hairstyling products, combined with their vision for LYCRA® resulted in a very strong proposition and we look forward to a long, successful partnership.”

“We are excited about working with INVISTA and the world renowned LYCRA® brand,” noted Tobias A. Gubitz, Taft International Brand Manager - Henkel. “We plan to take advantage of the LYCRA® brand’s qualities, image and reputation for technological innovation to provide differentiation and relevance in hairstyling products. Our initial research indicates that this product line will be extremely well received by consumers,” Gubitz added.

LYCRA® has long been the leader in apparel innovation, introducing new fabric technologies to diverse marketplaces including intimate apparel, activewear and denim. LYCRA® recently began expanding beyond the apparel industry, applying its unique technology to the cosmetics market with brands such as Coty. Henkel’s hairstyling line marks the first appearance of LYCRA® in hairstyling products.

Michelle Alfandari, President of MODA International Marketing, the licensing agency representing LYCRA®, explains, “Haircare was the next targeted product for LYCRA® in the health and beauty care categories. This follows the successful worldwide launch of the LYCRA® brand in Coty, Rimmel and Astor cosmetics, reinforcing consumers’ high awareness of LYCRA® as a brand that provides fashion and performance. We fully expect that the success we’ve seen in cosmetics will carry through to hairstyling where Henkel will use LYCRA® to add value, market share and differentiation as a branded ingredient in Henkel’s well known TAFT and POLY SWING brands.”

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