INVISTA Surfaces, a division of INVISTA Performance Surfaces & Materials and maker of STAINMASTER carpet fibers, will present its new STAINMASTER carpet with TruSoft fiber at Surfaces. The company added that STAINMASTER carpets with TruSoft fiber will become available late in the first quarter of 2012.
“We continually challenge ourselves to look for opportunities to improve upon our offerings to help create differentiated value for our customers,” said Steve Griffith, chief marketing officer, INVISTA Surfaces. “Our market research continues to confirm that consumers want carpets that are both durable and soft. Through extensive testing, our R&D team has struck the optimum balance of soft fiber design with our proprietary stain and soil resist technologies to create a soft fiber platform on which we are proud to hang the STAINMASTER brand name.”
With this introduction, INVISTA continues to focus on softness, building upon the success of its 2009 launch of Luxerell fiber and 2000 launch of Tactesse fiber; both premium, soft fibers that currently represent a significant part of its business.
INVISTA will showcase planned consumer advertising, promotions and merchandising support for 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.
Additionally, this summer INVISTA will run consumer-reaching TV and online advertising spots that will communicate the new soft touch of STAINMASTER with TruSoft fiber, encouraging them to visit stores and experience this “new touch sensation” in carpet. INVISTA will also 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.
INVISTA to unveil TruSoft fiber program at Surfaces
January 10, 2012