Brand Tone

Empowering, Confident, Relatable, Humorous, Solution-Oriented, Innovative, Supportive, Understanding, Playful, and Bold

Brand Values

• •Empowering Women
• •Comfort
• •Results-Driven Innovation
• •Giving Back
• •Authenticity and Relatability
• •Body Positivity (Evolving)

Best Practices

• •Speak "Woman to Woman": Use an empathetic, understanding voice that acknowledges shared experiences and challenges. Avoid overly technical jargon; instead, focus on benefits and feelings. Think "we get it."
• •Focus on Empowerment, Not Just "Fixing": Frame products as tools that enhance confidence and allow women to feel their best, rather than solely focusing on correcting "flaws." Highlight the feeling of being supported and ready for anything.
• •Inject Personality and (Appropriate) Humor: Reflect Sara Blakely's founding spirit – be approachable, occasionally witty, and don't take things *too* seriously. This makes the brand more relatable.
• •Clearly Communicate Solutions and Benefits: Explicitly state how each product solves a problem or improves an experience (e.g., "no more visible panty lines," "all-day comfort," "smooth silhouette").
• •Showcase Versatility and Real-Life Application: Illustrate how Spanx products fit into diverse aspects of a woman's life, from special occasions to everyday wear, aligning with their "We Live in Spanx" campaign. Use visuals and storytelling that reflect this.

Social Perception

Perceived as a problem solver/confidence booster, innovative and high quality, associated with its founder, expanding beyond shapewear, and having a strong social media presence.

Copy Examples

• •(Headline for new apparel line): Beyond Smooth. Beyond Shapewear. It's You, Elevated. Live in Spanx.
• •(Social media post for leggings): From coffee runs to conference calls, conquer your day in comfort that doesn’t quit. Our [Product Name] leggings: designed by women who get it, for women who do it all. #SpanxLife #ComfortFirst
• •(Product description for shapewear): That favorite dress? It’s about to look even better. Our [Product Name] shapewear is your secret weapon for a confident silhouette – smoothing, supporting, and letting the real you shine. No more wardrobe woes, just effortless fabulous.
• •(Email subject line for a sale): Get Ready to Feel Amazing (and Save!). Your Spanx favorites are calling.
• •(Instagram caption with a customer testimonial): Real women, real confidence. ✨ Jane D. says, "I never thought I could feel this good in a fitted dress until I found Spanx!" We're not just making apparel; we're crafting confidence, one amazing outfit at a time. Share your #MySpanxStory!