Brand Tone

Empowering, supportive, and confident, focusing on the feeling the product provides. It is also direct, practical, friendly, and approachable.

Brand Values

• •Empowerment
• •Comfort & Quality
• •Inclusivity
• •Versatility & Practicality

Best Practices

• •Lead with Feeling, Follow with Function: Always start copy by focusing on the emotional benefit (confidence, empowerment, feeling good) before detailing the functional aspects (smoothing, support, breathable fabric).
• •Use Supportive & Positive Language: Avoid terms that suggest
• •fixing
• • a flaw. Instead of
• •hiding imperfections,
• • use phrases like
• •enhancing your silhouette
• • or
• •smoothing for a seamless look.
• •Maintain a Consistent Visual & Verbal Identity: Ensure the models, photography style, and color palette on all channels reflect the brand's values of inclusivity and modern simplicity. The copy's tone should always match this visual identity.
• •Amplify Customer Voices: Continue to leverage authentic customer testimonials and user-generated content. This reinforces the brand's social proof and builds a community around shared experiences.
• •Create a
• •Key Messaging
• • Guide: Develop an internal document with approved brand keywords (e.g.,
• •confidence,
• •
• •effortless,
• •
• •support,
• •
• •comfort
• •) and phrases to ensure all team members and marketing efforts are aligned.

Social Perception

Largely positive, customers praise products for being effective and comfortable. Perceived as a

Copy Examples

• •Your Daily Dose of Confidence. Discover shapewear so comfortable, you'll forget it's there.
• •The perfect t-shirt does exist. Our Everyday Shaping Tee smooths, supports, and styles effortlessly, so you can move through your day with total confidence. The only secret is how comfortable it is. #WaistlineWorld #EffortlessStyle #Confidence
• •Subject: Say goodbye to wardrobe worries.
• •The confidence is real. The comfort is everything. ✨ #Waistline #Shapewear #OOTD #FashionHacks
• •We believe confidence is the best outfit. But we also know that sometimes, a little support goes a long way. Waistline was founded on a simple idea: that shapewear should empower, not restrict. We design garments that celebrate your natural curves with incredible comfort, giving you a seamless foundation to conquer your day, your way.