Brand Tone

Supportive and Comforting, Empowering and Confident, Classic and Trustworthy, Approachable and Friendly, Inclusive

Brand Values

• •Comfort
• •Support
• •Quality and Durability
• •Fit
• •Empowerment and Self-Acceptance
• •Innovation
• •Sustainability (emerging)

Best Practices

• •Prioritize "Comfort" and "Support" in Messaging: These are the brand's strongest attributes. Consistently weave these keywords and their synonyms into product descriptions, social media posts, and ad copy.
• •Use Empowering and Positive Language: Frame product benefits in a way that makes women feel good about themselves and their bodies. Focus on solutions and confidence-building rather than problems.
• •Maintain an Approachable and Inclusive Voice: Speak to a diverse audience of women, acknowledging different needs, ages, and body types. Avoid overly technical jargon and keep the language relatable.
• •Balance Heritage with Modernity: Acknowledge the brand's long-standing reputation for trust and quality, while also highlighting modern designs, innovations, and any new initiatives like sustainability.
• •Show, Don't Just Tell, with Testimonials and Real Stories: Incorporate genuine customer experiences (where appropriate and with permission) to reinforce claims of comfort, support, and satisfaction. This builds authenticity and social proof.

Social Perception

Trusted for Comfort and Support, A Classic, Sometimes "Mature" Brand, Reliable and Good Value, Associated with Specific Iconic Products, Increasingly Inclusive

Copy Examples

• •Headline: Find Your Freedom. All-Day Comfort, Unwavering Support. Body: Tired of bras you can't wait to take off? Discover the Playtex difference. Our expertly designed bras blend innovative comfort with the support you deserve, so you can move through your day with confidence and ease. Feel good, look great, be you. #PlaytexComfort #SupportYouCanTrust
• •Headline: Embrace Your Shape. Celebrate Your Curves. Body: Every woman is unique, and your lingerie should be too. Playtex offers a beautiful range of styles and sizes designed to perfectly fit and flatter your natural shape. It’s time to love your curves and feel empowered from the inside out. #PlaytexEmpowers #LoveMyCurves
• •Headline: The Secret to Effortless Days? It Starts with Playtex. Body: Experience the perfect foundation for any outfit and any occasion. With legendary Playtex support and blissful comfort, you’ll forget you’re even wearing a bra. Focus on your day, not your undergarments. #EffortlessComfort #PlaytexSupport
• •Headline: Generations of Trust. Decades of Comfort. Body: For years, women have turned to Playtex for quality, fit, and unparalleled comfort. We’re proud to continue that legacy with innovative designs and timeless styles that support you through every stage of life. Feel the Playtex promise. #TrustedComfort #PlaytexLegacy
• •Headline: More Than Just a Bra. It's Your Daily Dose of Confidence. Body: The right bra can change how you feel. Playtex combines thoughtful design with luxurious comfort to give you that extra boost of confidence, every single day. Step out feeling supported, secure, and ready for anything. #PlaytexConfidence #FeelGoodEveryday