Invista¹s senior innovation and product development team enlisted my support in order to help adapt a classic brand, Lycra, to modern consumer lifestyles and needs. In a nod to body modification, increased acceptance of plastic surgery and acknowledgement of an aging population unwilling to accept the physical toll of time, Lycra, the fiber, was positioned as a lead component in what has become trademarked as "The Science of Shaping." This is one of a series of trade ads geared to announce the additional, previously untapped dimension of the Lycra brand ­ one of the world¹s true super brands. Invista was a former division of DuPont.