Brand Tone

Empowering, Uplifting, Inclusive, Accepting, Authentic, Relatable, Supportive, Friendly, Confident, Positive, Solution-Oriented, Practical

Brand Values

• •Body Positivity & Self-Love
• •Inclusivity & Diversity
• •Confidence & Empowerment
• •Comfort & Quality
• •Authenticity & Realness
• •Community & Support

Best Practices

• •Always Lead with Empowerment and Positivity: Every piece of copy should aim to make the reader feel good about themselves and their potential. Avoid language that implies 'fixing flaws'; instead, focus on 'enhancing,' 'celebrating,' and 'supporting' natural beauty.
• •Use Inclusive and Relatable Language: Speak directly to 'you' (the customer) and use 'we' to represent the FIGUR community. Share stories and use phrases that acknowledge shared experiences with body image and clothing. Ensure imagery and examples are diverse.
• •Maintain Authenticity – Channel Jules’ Voice: Remember the origin story. The copy should sound like it's coming from someone who genuinely understands and cares, not a faceless corporation. Keep it real and avoid overly technical jargon unless explaining a specific benefit clearly.
• •Focus on Both Emotional and Functional Benefits: Connect the feeling of confidence and self-love with the practical comfort and effectiveness of the shapewear. Explain *how* the products help achieve that feeling (e.g., 'no-roll waistband for all-day comfort so you can feel unstoppable').
• •Foster Community and a Sense of Belonging: Encourage interaction and use terms like 'FIGUR Tribe.' Frame purchasing FIGUR not just as buying a product, but as joining a supportive movement that celebrates all women.

Social Perception

Positive & Trusted, Life-Changing for Confidence, A Brand That Understands Women, Advocate for Real Beauty, High Quality & Effective

Copy Examples

• •Headline: Stop Hiding. Start Shining. FIGUR empowers your every curve. Body: Tired of shapewear that dictates instead of celebrates? FIGUR is designed for YOU – your shape, your size, your confidence. Feel the all-day comfort, love the beautiful silhouette, and step out as the amazing woman you are. #FigurTribe #ShapeYourShine
• •Headline: Real Confidence. Real Comfort. Real You. That’s the FIGUR promise. Body: Remember uncomfortable, roll-down shapewear? We do too. That's why Jules created FIGUR – award-winning designs that smooth, support, and stay put, so you can focus on living your life beautifully. It’s not about changing you, it’s about celebrating you.
• •Headline: Every Body is a FIGUR Body. Body: From size 6 to 24, petite to tall, and every beautiful stage of life – FIGUR is here to embrace your unique shape. Join our community of incredible women who are redefining beauty and confidence, one comfortable, curve-loving garment at a time.
• •Headline: The Secret’s Out: Your Best Outfit Starts with FIGUR. Body: Unlock a new level of confidence in your favorite clothes. FIGUR shapewear is designed to be your invisible ally, providing seamless support and a flawless foundation, so you can rock any look with comfort and poise. Feel the FIGUR difference.
• •Headline: More Than Shapewear. It’s a Movement. Body: FIGUR isn't just about looking good; it’s about feeling incredible from the inside out. We’re a community championing self-love, diversity, and the power of women supporting women. Wear your FIGUR with pride.