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Invista at Surfaces: new innovation, brand extension, retail seminars & marketing support

Invista Surfaces, a division of INVISTA Performance Surfaces and Materials (PS&M) and maker of Stainmaster carpet fibers, continues to ‘walk the talk’ of investing in the equity of its 25 year strong Stainmaster brand. At the Surfaces tradeshow, Invista will unveil two new fiber innovations to retailers; in addition, Invista will highlight some exciting Stainmaster brand extensions and brand-supporting and consumer-reaching advertising and merchandising support for its aligned retail partners.

NEW INNOVATIONS

Invista’s  two new fiber innovations,  Stainmaster carpet with TruSoft fiber and Stainmaster carpet with SolarMax fiber, have been anecdotally dubbed “show stoppers” by many of the retailers who saw them at some pre-show events.

Stainmaster carpet with TruSoft fiber is being promoted as “the softest fiber yet”!  This new soft nylon 6,6 fiber, which can be manufactured in many colors, styles and patterns, will help carpets stay durable and beautiful, while delivering what consumers expect from the Stainmaster brand: stain and soil resistance. Stainmaster carpets with TruSoft fiber will be available late first quarter of 2012.

Stainmaster carpet with SolarMax fiber, initially announced in September, is a unique product offering that delivers inherent stain resistance, exceptional fade resistance and impressive color fastness, along with a soft touch. Utilizing a custom nylon 6,6 solution dyed polymer and special processing, it is available in face weights starting at 32 ounces. It will be available through Stainmaster floor center showrooms, Stainmaster showcase retailers and select National Accounts, such as Lowe’s and Carpet Direct, where consumers will be offered a limited lifetime stain and soil warranty plus a 25-year fade warranty.

With these introductions, Invista continues to focus on softness and durability to deliver ultimate beauty and long-lasting comfort; these offerings build upon the success of Invista’s 2009 launch of Luxerell fiber and 2000 launch of Tactesse fiber — both premium, soft carpet fibers that currently represent a significant part of its business.

“As the market trends to softer fibers, we are raising the bar on softness with Stainmaster carpets with TruSoft fiber” said T.M. Nuckols, director of innovation and product development, Invista Surfaces. “It’s the softest Stainmaster carpet ever introduced and is among the softest of any carpet on the market.  However, we aren’t sacrificing performance with TruSoft fiber. These styles will meet the same performance levels and will have to pass the same battery of tests required of all Stainmaster carpets.” Nuckols continued, “In addition, with our other new innovation, Stainmaster carpet with SolarMax fiber, we hope to reach the consumers with demanding performance needs, but who also need their carpets to be better protected from fading caused by sunlight. And we think that the soft touch of carpets made with SolarMax fiber will also make them happy.”

In addition to the newest fiber innovations from Invista, retailers will also see an exciting collection of new Stainmaster carpet styles made with Tactesse and Luxerell fiber offerings, showcasing the versatility and array of styling options afforded by these industry-proven premium fibers.

BRAND EXTENSIONS

Invista and its aligned retail network will also continue to encourage consumers to protect their carpet investment and extend their carpet’s life by protecting their floors underneath with the Stainmaster carpet cushion.  Plus, when a Stainmaster carpet cushion is installed with a Stainmaster carpet, Invista will extend the new carpet’s limited warranties.**

Invista will also feature its Stainmaster resilient vinyl flooring – a perfect choice to stand up to messes and heavy floor traffic in kitchens, baths, laundry rooms and mudrooms.  It is very durable, easy to clean and maintain, and will look stylish for years. All resilient vinyl products come with Soft Step fiberglass backing technology to enhance cushioning underfoot, and according to the company, installation is a snap.

RETAILER SEMINARS

Two new and interesting educational seminars will be held in the Invista booth to help pre-registered retailers drive sales in their market.  Led by Invista’s marketing directors, Gary Johnston and Tom Donoghue, the “Segmenting U.S. Flooring Consumers Following the Recession” seminar will take a look at the flooring category, some consumer-buying process learnings and emerging trends in consumer behavior. The “Enhancing Your Showroom Design” seminar will be led by Adina Baker, Invista’s store planning and design manager, who will share her latest findings about in-store traffic flow and optimizing the shopper experience.

MARKETING SUPPORT

Planned consumer advertising, promotions and merchandising for Invista’s Stainmaster line of products will be showcased, dubbing its new Stainmaster carpet with TruSoft fiber under the “Unbelievably Soft, Unmistakably Stainmaster Carpet” tagline.

New merchandising materials, including sample back labels, Point of Purchase (POP), shelf talkers and consumer literature will be available for retailers to highlight Stainmaster carpet products made with new TruSoft fiber. This summer, Invista will run consumer-reaching TV and online advertising spots that will communicate the new soft touch of Stainmaster carpet with TruSoft fiber, encouraging them to visit stores and experience this “new touch sensation” in carpet. In addition, Invista will launch a national consumer promotion featuring its new Stainmaster carpet products, complete with national TV and digital advertising spots as well as extensive POP materials for participating retailers. All of these marketing initiatives will hitchhike on the power of the Stainmaster brand, which has a strong 94% brand awareness; the highest it has been in the last five years**. Retailers can contact Invista for more information about these promotional activities.

With these new innovations, brand extensions and new marketing programs to support its aligned retail network, Invista continues to invest in and leverage the equity and strength of the Stainmaster brand with the changing consumer, reaching her with an integrated strategy of interactive and traditional media; and will continue to deliver industry innovation, outstanding performance and beautiful designs that meet the demands of the ever-changing marketplace.

Steve Griffith, chief marketing officer for Invista Surfaces, sums up his excitement for Invista’s continuing momentum in 2012, saying “I believe that retailers will leave this show excited about our new products and how we are continuing to create value and drive differentiation and innovation through our 25-year strong consumer valued and recognized Stainmaster brand*.”

*Data sources; Hall & Partners US brand tracking survey – August 2011; JRP Marketing Research Services. **See limited warranty brochure for details