Brand Tone

Empowering & Confident, Informative & Solution-Oriented, Supportive & Caring, Sophisticated & Feminine, Approachable & Relatable

Brand Values

• •Empowerment: A core mission is to empower women through products that instill confidence.
• •Quality & Innovation: Strong emphasis on high-quality materials, advanced technology (PowerSlim®, DuraFit®, SmartLace®), and durable garment construction.
• •Comfort & Fit: Prioritizing garments that are not only effective but also comfortable for various body types and needs.
• •Sustainability & Social Responsibility: Commitment to eco-friendly practices in production (water and energy management, eco-friendly materials) and fair labor practices.
• •Heritage & Experience: With over 60 years in the business, Leonisa leverages its long-standing expertise in garment manufacturing.
• •Body Positivity & Inclusivity: Increasing efforts to showcase diverse body types and encourage self-acceptance, though this is an evolving aspect with some past criticisms regarding model diversity.

Best Practices

• •Emphasize Empowerment and Confidence: All copy should aim to uplift the customer and focus on how the products will help them feel their best and most confident, rather than focusing on "fixing" flaws.
• •Highlight Technological Innovation and Quality: Clearly communicate the benefits of proprietary fabrics and unique design features. Explain *how* the products work to deliver results, reinforcing value.
• •Speak with Empathy and Understanding: Acknowledge common fit and comfort challenges women face with intimate apparel and position Leonisa as a knowledgeable, caring solution provider.
• •Maintain a Voice of Supportive Sophistication: The language should be intelligent, refined, and encouraging. Avoid overly casual slang (unless specifically for a very targeted TikTok trend) but remain warm and approachable.
• •Integrate Values Consistently: Weave in mentions of sustainability, social responsibility, and the brand's heritage where relevant, to build a deeper connection with consumers who share these values.

Social Perception

Widely recognized for high-quality, effective shapewear and bras. Seen as a reliable brand, particularly for specific needs like post-surgical wear or robust support. Customers appreciate the durability and longevity of the products. The brand's efforts in sustainability and ethical production are increasingly noted. Many customers feel more confident and comfortable wearing Leonisa products.

Copy Examples

• •Headline: Feel the Power of You. Body: Our innovative shapewear isn't about changing who you are, it's about revealing the confidence that's already there. Sculpt, support, and step out knowing you look and feel incredible. #LeonisaConfidence
• •Headline: Engineered for Your Every Move. Body: Experience the Leonisa difference. With advanced PowerSlim® technology and designs that prioritize your comfort, our lingerie and activewear are crafted to support your life, beautifully. Discover your perfect fit. #LeonisaTech #ComfortReimagined
• •Headline: More Than Just Lingerie, It’s a Feeling. Body: For over 65 years, we've been dedicated to creating pieces that make women feel empowered from the inside out. Quality you can trust, style you’ll love. #LeonisaLegacy #FeelLeonisa
• •Headline: Your Solutions for a Smooth Silhouette. Body: Tired of back bulges or discomfort? Our back-smoothing bras and seamless shapers are designed with your challenges in mind, offering targeted support and all-day comfort without compromising on style. Problem solved. #LeonisaSolutions #SmoothStyle
• •Headline: Celebrate Your Shape, Sustainably. Body: Look good, feel good, do good. Leonisa is committed to eco-friendly practices and empowering women. Choose lingerie that loves you and the planet back. #SustainableStyle #LeonisaCares