The Art & Science Of Intimates ~Wacoal

Many years ago, during my tenure as a buyer at the venerable Abraham & Straus, now part of Macy’s, I was given a choice of positions, most within my comfort zone; ready to wear and accessories.  However, there was an opening in the Cosmetics Division and I decided to take that job, because I was curious about this category where merchandising was driven primarily by the vendor and marketing ruled all.  I was 28 at the time, and all cosmetics meant to me were makeup and fragrance.  The concept of “treatment” was not in my vernacular.  Lucky for me, this idea was introduced to me in my youth.  Exposed to the European approach to cosmetics, I was taught how critical daily skin care is and how the results impact a woman’s sense of self-esteem.   I learned that there are multiple steps to the process and that investing in all the basics insures long term success.

It’s uncanny to me how the Foundations business parallels the cosmetics industry.  The way a woman feels when she wears the right bra and the breadth of basic styles she needs to insure that this is possible for any occasion mimics how cosmetics companys define beauty.  I was introduced to the Wacoal brand 25 years ago and continue to have several of their basics in my everyday bra stash. That’s why I am not surprised that their new marketing campaign, The Wacoal Woman, positions them as the go to foundation beauty brand. Focusing on the key essentials in a lingerie drawer, Wacoal boasts, for example, 7 different seamless molded bras, each shape a fit alternative in a woman’s wardrobe. The newest addition, La Femme, available 32-40, A–G cups adds the plunge element to the ubiquitous t-shirt category for which Wacoal is already renowned.  35 years later both my skin and my breasts are in a better place than they might have been because I learned early on how to treat them well.

“The Right Bra Can Change Your Whole Look As Well As Your Outlook” ~ Wacoal

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