Brand Tone

Empathetic & Appreciative, Modern & Innovative, Aspirational & Confident, Community-Focused, Playful & Relatable, Direct & Informative

Brand Values

• •Quality & Innovation
• •Empowerment
• •Community
• •Service & Giving Back
• •Authenticity (striving for)
• •Disruption

Best Practices

• •Always Center the Healthcare Professional: Your copy should speak directly to them, acknowledging their challenges, celebrating their dedication, and highlighting how your product supports them. Use "you" and "your" frequently.
• •Balance Professionalism with Personality: While the products are for professionals, the tone can be warm, approachable, and even humorous where appropriate (especially on social media). Avoid overly clinical or sterile language. Maintain respect for the profession.
• •Highlight Both Function and Fashion: Healthcare professionals choose FIGS for comfort and performance, but also for style. Ensure your copy reflects this dual appeal – the technical benefits and the confidence that comes from looking and feeling good.
• •Emphasize Community and Shared Purpose: Use language that fosters a sense of belonging. Refer to "our community," "fellow Awesome Humans," and the collective dedication of healthcare workers.
• •Be Authentic and Empathetic (and Learn from Mistakes): Strive for genuine connection. Acknowledge the realities of healthcare work. Given past controversies, it's crucial to be sensitive and ensure all marketing reflects a deep understanding and respect for all healthcare roles. Review copy for potential misinterpretations.

Social Perception

FIGS is seen as a desirable, high-quality, and fashionable brand that understands their needs and makes them feel good. They are often viewed as a status symbol within the healthcare community. Critics and some healthcare professionals view the brand as overpriced, sometimes overhyped, and have concerns about past marketing insensitivity or the perceived "influencer" culture around the scrubs. The perception is largely positive regarding product quality and style, but value for money and brand ethics (due to past controversies) are points of contention for some.

Copy Examples

• •Introducing the [New Scrub Line Name] Collection. Engineered for your longest shifts, designed for your unshakeable spirit. Because those who care for others deserve to feel extraordinary. Experience the difference. #FIGS #WearFIGS #HealthcareHeroes #MedicalApparel #Innovation
• •Meet Dr. Anya Sharma – changing lives one patient at a time, and doing it with grace and grit. We're constantly inspired by the #AwesomeHumans in our FIGS community. Who inspires you? Tag them below! #FIGSCommunity #HealthcareInspiration #MedicalProfessionals
• •12-Hour Comfort. Zero Distractions. Our FIONx™ fabric moves with you, fights odor, and keeps you looking sharp, so you can focus on what truly matters. Upgrade your uniform. Upgrade your day. Shop FIGS.
• •(Video: Nurse humorously struggling with old, ill-fitting scrubs, then transforms into FIGS looking confident and comfortable) Caption: That feeling when you finally ditch the boxy blues for FIGS. ✨ Level up your shift! #ScrubLife #NurseLife #FIGS #ComfortAndStyle #MedicalHumor
• •More Than Just Scrubs. At FIGS, we believe in empowering every healthcare professional. From our cutting-edge fabric technology to our Threads for Threads initiative that gives back to our global community, we're committed to supporting you, inside and out. Thank you for being awesome.