Wacoal Launches 'ACTIEVA' Project: Empowering Active Seniors with Innovative Products

Introducing ACTIEVA

Wacoal, headquartered in Kyoto, Japan, has recently initiated a project called 'ACTIEVA'. This program is designed to support the active lifestyles of the new senior generation in the Reiwa era, focusing on their individuality and desires.

ACTIEVA encompasses a multi-faceted approach to communication and product development, including a catalog magazine, website, pop-up shops, and seminars tailored for today’s seniors. The aim is to foster a community where seniors can express their preferences and lifestyle choices confidently.

As the saying goes, 'The age of living to 100', we are witnessing a rise in seniors who are embracing life actively, enjoying a variety of experiences, and diversifying their values and preferences. Through customer research and interviews, Wacoal has identified that this demographic values the importance of authenticity and personalization in their interactions with brands.

Wacoal’s growth strategy focuses on energizing senior women and their daily routines, ensuring that they can maintain comfort while walking and engaging in activities. The company acknowledges the importance of addressing age-related changes and providing emotional support that turns anxiety into empowerment. Accordingly, ACTIEVA is built upon three core philosophies: Empathy (sharing relatable information), Co-creation (offering shared experiences), and Coexistence (developing long-lasting products integrated into daily life).

New Products: Comfortable Outing Pants

In addition to the ACTIEVA project, Wacoal will launch the [Outing Comfortable Pants] on October 23, 2025. These pants are designed to be worn in conjunction with commercially available absorbent pads, alleviating concerns for active seniors about incontinence and allowing them to enjoy going out with greater confidence.

Statistics reveal that about 30% of seniors experience incontinence within a year, with roughly half expressing anxiety about restroom availability when out. The need for fashionable, discreet solutions becomes vital as more seniors wish to enjoy travel and exercise without worry. To address this, Wacoal has developed these pants to be user-friendly, comfortable, and stylish, thus making outings enjoyable for seniors of all activity levels.

These pants are designed with a stretchy, soft fabric that fits comfortably to the body and can accommodate absorbent pads. They are constructed with a unique method that keeps the pad securely in place while also incorporating odor control features. Their ease of care includes being dryer-friendly, ensuring that seniors can maintain their garments easily.

Multi-faceted Communication Strategies

To bring the ACTIEVA vision to life, Wacoal will implement several tools for effective communication:

1. Catalog Magazine: This magazine will connect Wacoal with 'Active Senior Women' by featuring topics beyond just product listings, such as health and fashion tips.
2. Website: Launching concurrently with magazine updates, the official website will provide resources to help seniors navigate digital platforms, addressing purchasing concerns with informative content.
3. Pop-Up Shops: These shops will showcase selected items aligning with seniors’ outing needs, set to open at centers like the Oita Tokihahonten.
4. Seminars: In-person events will facilitate direct engagement with active senior women, including body wellness checks and exercise introductions.

ACTIEVA: A Symbol of Active Living

The term 'ACTIEVA', a blend of 'ACTIVE' and 'DIVA', embodies Wacoal’s commitment to supporting seniors who seek vitality and joy in their everyday lives. The company firmly believes in the beauty of aging gracefully and living life to the fullest, celebrating each moment. Wacoal's mission is to foster a deeper connection with their community of seniors, offering innovative products and services that align with their aspirations.

Ultimately, through ACTIEVA and its accompanying products like the Outing Comfortable Pants, Wacoal aims to contribute positively to the lives of active seniors, providing them with the confidence and comfort needed to embrace life’s adventures anew.