Brand Tone

Empowering, Supportive, Authentic, Honest, Comfort-focused, Gentle, Conscious, Ethical, Relatable, and Inclusive

Brand Values

• •Self-Love & Body Positivity
• •Comfort
• •Ethical Production & Sustainability
• •Authenticity & Transparency
• •Empowerment
• •Quality over Quantity

Best Practices

• •Prioritize "You" over "We": Focus the narrative on the customer's feelings, experiences, and empowerment. Instead of "We make comfortable bras," try "You'll feel effortlessly confident in our comfortable bras."
• •Embrace Vulnerability & Authenticity: Share real stories, acknowledge imperfections (both in a general sense and perhaps even in the brand's journey where appropriate), and speak from the heart. This builds trust and resonates with the core value of self-acceptance.
• •Use Gentle & Affirming Language: Words like "celebrate," "embrace," "nourish," "gentle," "soft," and "kindness" reinforce the brand's supportive and comfort-centric ethos. Avoid overly technical jargon or hyper-sexualized terms.
• •Highlight Ethical Choices Naturally: Integrate messages about sustainability and ethical production as part of the quality and care embedded in the products, rather than as a separate, preachy component. It’s part of *why* the garments feel good, both physically and consciously.
• •Foster Community & Dialogue: Encourage interaction, share user-generated content (with permission), and ask open-ended questions that invite reflection on self-love and personal comfort. This keeps the "Self Love Club" spirit alive in all communications.

Social Perception

Positive & Respected, Champion of Body Positivity, Ethical & Sustainable Leader, Community-Oriented, Higher Price Point Justified by Values, Recent "Goodbye For Now" Message

Copy Examples

• •Headline: Feel Good, Inside & Out. Body: Your body is perfect, just as it is. Our consciously crafted lingerie and loungewear are designed to celebrate your natural shape with cloud-like comfort. Because true confidence begins with self-love. #MaryYoung #SelfLoveJourney
• •Headline: More Than Just Lingerie. It’s a Movement. Body: We believe in lingerie that empowers, not restricts. Ethically made in Canada, each MARY YOUNG piece is a promise of comfort, quality, and a commitment to loving the skin you're in. Join our community of self-celebration.
• •Headline: Undress Expectations. Embrace You. Body: For too long, lingerie has been about someone else's gaze. At MARY YOUNG, it's about *your* comfort, *your* confidence, *your* story. Discover the freedom of soft, sustainable fabrics that feel like a second skin.
• •Headline: Sustainable Comfort, Uncompromising Style. Body: Made with love in Canada, using gentle, eco-conscious materials. Our pieces are designed to make you feel beautiful and good about your choices. Wear your values, comfortably.
• •Headline: The Softest Welcome Home for Your Body. Body: After a long day, slip into something that understands you. MARY YOUNG loungewear: where ethical craftsmanship meets unparalleled comfort. Because you deserve to feel cherished.