Live Lush

From viral TikTok sensation to empowering lifestyle brand.



We transformed Popilush from a functional shapewear label into an aspirational brand on a mission to unleash the power of self-realization, reframing shapewear not as a compromise but as a celebration of self-expression and confidence for women of all shapes and sizes.



Our team led a complete brand refresh, beginning with a robust foundation. We created comprehensive guidelines covering voice and tone, messaging architecture, visual language, and graphic systems. We built a cohesive framework that supports consistency and clarity across every touchpoint to ensure long-term brand resonance.



Leveraging this new foundation, we reintroduced Popilush to the world with Live Lush—a bold brand platform and creative campaign that repositioned the brand as an empowering force. We launched Popilush’s first-ever TV commercial, bringing the brand’s new voice and look to screens across Bravo, HBO, and TLC. With evocative visuals and a relatable narrative, the spot sparked connection and drove significant brand engagement.



We extended the transformation into every detail of creative production. From casting and styling to lighting, set design, and photography direction, we established standards to guide how Popilush shows up everywhere. Our streamlined approach to product shoots—supported by strategic shot lists—enabled the team to produce high-impact content across e-commerce and organic social, reinforcing a cohesive visual identity.



We redefined Popilush’s voice on social media through a new persona: the Girls’ Girl—confident, inclusive, and relatable. We developed a social toolkit, refreshed content templates, and reimagined influencer strategy to deliver an engaging, community-driven feed that blends product storytelling, brand values, and cultural relevance.



The results speak volumes. In Q3, “Popilush” became an official Search Topic on Google. Share of Voice nearly doubled to 7.6% (excluding Skims), and tripled from 0.4% to 1.2% even with Skims included. InTouch magazine echoed language from our Live Lush press release in a feature on Lizzo—proof that consistent messaging builds cultural traction.



Through a powerful brand refresh and repositioning, we transformed Popilush from a product to a platform for confidence, style, and self-love led by and for women.