Why ThirdLove Is No Longer Marketing an ‘Anthem About Female Empowerment’

As more competitors enter the intimates space, the DTC company is working to stand out

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DTC intimates brand ThirdLove is no longer interested in telling consumers how they should feel in its products. Instead of crafting a message about unconditional self-love and confidence, the brand is cutting to the chase by reminding women they should never settle for a bra that is uncomfortable.

One of ThirdLove’s new slogans says it all: “Instead of an anthem about female empowerment, we just make stuff that makes you feel good.”

Marketing product value

While the line of intimates is designed to make women feel confident, according to co-founder and CEO Heidi Zak, this language doesn’t need to be used to generate sales.

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