Brand Tone

Engaging & Authentic, Informative & Transparent, Passionate & Committed, Positive & Resilient, Friendly & Approachable

Brand Values

• •Durability & Quality
• •Ethical Production & "Made in France"
• •Sustainability & Eco-responsibility
• •Transparency
• •Customer Satisfaction
• •Innovation

Best Practices

• •Always Circle Back to Core Values: Ensure that messages, even promotional ones, subtly reinforce durability, French origin, and sustainability. For instance, instead of just "Sale," try "Invest in Lasting French Quality: Special Offer."
• •Speak the Customer's Language (of Frustration and Hope): Acknowledge the common annoyances with regular tights (snags, short lifespan) and position Cygnes as the empowering solution. Use relatable scenarios.
• •Maintain Authenticity and Transparency: Be honest about the product, the production process, and even challenges (as seen with their response to the TV show cancellation). Avoid overly slick marketing jargon that might feel disingenuous.
• •Balance Information with Engagement: While it's important to educate about the technical aspects of durability and ethical production, deliver this information in an engaging and digestible way, especially on social media. Use visuals, short videos, and customer testimonials.
• •Be Consistently Passionate but Approachable: Let the commitment to the mission shine through, but maintain a friendly, human tone. Whether it's a product description, a social media reply, or a newsletter, the voice should feel like it's coming from people who genuinely care about their product and their customers.

Social Perception

Cygnes is largely perceived as an innovative and trustworthy brand that offers a high-quality, durable alternative to traditional, easily damaged tights. Customers appreciate the "Made in France" aspect and the brand's ethical and sustainable commitments. This resonates with a growing consumer desire for more responsible fashion choices. The brand is seen as a solution to the common problem of disposable fashion, particularly in the hosiery market. Their active presence on social media, especially TikTok with product testing, contributes to a perception of transparency and product confidence. Events like the canceled TV appearance, and their proactive response, have also garnered public support and reinforced their image as a resilient and committed French brand.

Copy Examples

• •Headline (Website/Social Media): Tired of throwaway tights? Embrace French-made durability. Cygnes: Wear, wash, repeat. Really.
• •Instagram Post: That feeling when your tights last through the *entire* day (and the next, and the next...). ✨ Our 40 denier Révolution tights aren't just strong, they're a little piece of French-made magic. Ready to join the Cygnes revolution against planned obsolescence? #Cygnes #SustainableStyle #MadeInFrance #DurableTights #ByeByeSnags
• •Product Description Snippet: Crafted with care in France, our ultra-resistant tights are designed for life, not landfill. Experience the Cygnes difference: exceptional comfort, incredible durability, and a clear conscience. Thanks to our innovative knit and quality fibres, say 'adieu' to snags and 'bonjour' to long-lasting elegance.
• •Email Subject Line: Still buying flimsy tights? There's a better (French) way! 🇫🇷
• •TikTok Video Concept/Caption: Video shows someone struggling to put on delicate tights, which rip instantly. Cuts to someone confidently pulling on Cygnes tights, then going through a series of 'tests' – brushing against a rough surface, pet claws, etc., with no damage. Caption: The daily tight-mare VS the Cygnes dream! 💪🇫🇷 Stop the cycle of disposable fashion. Invest in tights that actually LAST. #CygnesCrashTest #DurableFashion #MadeInFrance #ProblemSolved #SustainableTights