Brand Tone

Empowering and Supportive. It's also Informative when explaining the technology and benefits of its products, and Relatable through its use of real customer stories and influencers. The language is positive, confidence-boosting, and focuses on celebrating the female body rather than hiding it. Phrases like "respecting your curves" and "celebrate the skin you're in" encapsulate this tone.

Brand Values

• •Comfort & Quality
• •Technological Innovation
• •Female Empowerment & Body Positivity
• •Versatility & Practicality
• •Authenticity

Best Practices

• •Always frame the narrative around confidence, support, and celebrating the body. Use words like "enhance," "support," "celebrate," and "empower" instead of "hide," "fix," or "slim down."
• •Don't just list technical features; explain why they matter. For example, instead of "hydrophilic treatment," say "our unique fabric lets your skin breathe, keeping you comfortable all day long."
• •Regularly feature authentic testimonials and user-generated content. This reinforces trust and shows the product in real-life scenarios, making the brand more relatable.
• •Ensure that all visuals and text represent a diverse range of body types, ages, and life stages, reinforcing the message that Plié is for every woman.
• •Whether responding to comments on social media or writing product descriptions, the tone should always be helpful and encouraging, like a trusted friend offering a great recommendation.

Social Perception

Plie South Africa–PlieAfrica is perceived as a premium, high-quality shapewear provider. Customers see it as a worthwhile investment due to the products' durability, comfort, and performance. It is viewed as a "game-changer" and a "life saver" by many who have struggled to find effective and comfortable shapewear. The brand has successfully built a loyal following by delivering on its promises of quality and by fostering a community around body positivity and female confidence. The association with the original Brazilian brand lends it credibility and an international standard of quality.

Copy Examples

• •Your Confidence, Redefined. It’s not about changing who you are, it’s about celebrating every curve. Our seamless shapewear is designed with innovative technology to smooth, support, and move with you—so you can focus on shining. Ready to embrace your best self? #PlieAfrica #RespectYourCurves #MadeforWomen
• •Postpartum Support That Understands. The journey of motherhood is beautiful, and your body deserves the best care. Our maternity line offers gentle, breathable support to help you feel secure and comfortable during and after pregnancy. Because every mum deserves to feel strong and confident. #PlieMaternity #PostpartumCare #NewMum
• •The Secret to All-Day Comfort and a Flawless Silhouette. Experience the difference of Brazilian design and hydrophilic technology that lets your skin breathe. From the boardroom to a night out, Plié is the foundation for your perfect look. Shop our Daily Wear collection now.
• •Feel the Plié Difference. (And get 10% off!) Why do women across South Africa love Plie? It’s simple: comfort meets confidence. Our shapewear doesn’t roll, pinch, or squeeze. It hugs, supports, and empowers. See what they’re raving about and find your perfect fit today. Your first order is on us!
• •Struggling to find shapewear that’s actually comfortable? Here’s the secret. This isn’t just shapewear; it’s a second skin. It’s seamless, breathable, and moves with me, not against me. See that? No lines, just smooth curves. Now I’m ready to take on the day. #ShapewearThatWorks #PlieAfrica #ConfidenceBoost