With commoditization advancing in the underwear market, conditions are unfavourable for Wacoal, known for its high quality, high functionality and high costs.Since Wacoal’s main customers are women in their 40s, Wacoal has been able to generate a positive image toward aging by advocating the fact that women can prevent the aging of their breasts with the right choice in bras and by making it possible for women to envision success in anti-aging through the "Mysterious Beauties." The outcome was that with a budget of approximately $1 million, Wacoal was able to achieve results worth approximately $60 million in advertising with bra sales at 127% that of the previous year. Wacoal’s validation of positive self-investment called "Mysterious Beauties’ consumption," lead to the stimulation of the anti-aging market itself.

Wacoal promoted the proposal of a new lifestyle with "Anti-aging for breasts with bras" beginning with a feature program on underwear with the Japanese Broadcasting Corporation NHK in April, 2010 and continued with the promotion until December through informational programs of all the major television stations.

This PR spread from TV into web news and social media.In addition, Wacoal held a public contest for mysterious beauties from August to November of 2010 in cooperation with other corporations. With the validation of a lifestyle that confronts aging in a positive manner, 4,000 housewives from Japan applied, resonating with women in their 40s nationwide.

This resulted in the success in creating the "Mysterious Beauties" market within one year last year.

With a budget of approximately $1 million, Wacoal was able to achieve results worth approximately $60 million in advertising with bra sales at 127% that of the previous year. Customers have returned to the underwear sections in department stores and those seeking consultation with Wacoal sales personnel, regarding anti-aging benefits of underwear, have increased.With its validation of positive self-investment called "Mysterious Beauties’ consumption," Wacoal has succeeded in the stimulation of the consumption of anti-aging products overall.