Shape
Business Profile
Core Value Proposition
Shape provides inclusive, trusted, and empowering digital wellness content and community across fitness, health, and beauty.
Target Customer
Wellness-minded individuals seeking accessible, nonjudgmental guidance across fitness, beauty, health, and nutrition; readers of Shape with interests in inclusive, science-backed health advice; diverse body types and fitness levels; advertisers and partners targeting a broad, engaged wellness audience.
Key Differentiator
Editorial ethics focused on inclusivity and Healthy at Every Size (HAES), with a commitment to science-backed tools, diverse voices, and nonjudgmental content; editorial independence in product reviews; large-scale audience and a blend of content across fitness, beauty, health, nutrition, and shopping.
Implementation Timeline
Not explicitly stated in the content; digital partnerships and campaigns typically deliver value after launch, with potential for rapid exposure through online content and promotions (no specific timeframe provided).
Pain Points
- 1Need for reliable, science-backed wellness information accessible to all body types and fitness levels
- 2Lack of inclusive, nonjudgmental health/fitness content and guidance
- 3Finding unbiased product reviews and credible shopping guidance in fitness/beauty/health categories
Key Features
- 1Multi-category digital content: Fitness, Beauty, Health & Wellness, News & Trends, Food & Nutrition, and Shopping
- 2Product Reviews and Recommendations with editorial integrity (affiliate commissions exist for some items)
- 3Shape Certified Sales & Deals and shopping content
- 4Editorial guidelines and ethics focused on accuracy, sourcing, and inclusivity
- 5Newsletters and a broad content ecosystem including editor-tested recommendations and trend coverage
Target Customer Industries
Decision Makers
- 1VP Marketing
- 2Director of Advertising
- 3Brand Partnerships Manager
- 4Media Planner
- 5Chief Marketing Officer
- 6Marketing Director
Client Results
- 1Access to a large, engaged audience of wellness enthusiasts for brand exposure
- 2Credible, editorially vetted product recommendations and reviews
- 3Shopping and deals integration through Shape's editorial environment
- 4High-credibility partnerships grounded in editorial ethics and HAES-focused content
Competitive Advantages
- 1Large-scale audience reach with high engagement and trust
- 2Credible, editorially-reviewed product recommendations
- 3Diverse content across fitness, beauty, health, and nutrition with inclusive framing
- 4Editorial independence and transparency around affiliate relationships
- 5HAES-aligned, nonjudgmental wellness approach that differentiates from mainstream fitness/media outlets
Key Benefits
Additional Product Information
Product Description
Shape is a digital fitness, health, and beauty destination and community offering inclusive, trusted, and empowering wellness guidance.
Target Market
Wellness seekers and lifestyle readers looking for accessible fitness, beauty, health, and nutrition content; advertisers aiming to reach a broad, engaged audience; Shape’s own readers across multiple wellness categories.
Unique Value Proposition
Inclusive, science-backed wellness content for all body types and fitness levels, guided by editorial ethics and HAES principles, with a large, engaged audience and credible product reviews.
Technical Requirements
Not specified
Pricing Model
Not disclosed; notes affiliate commissions on some items and advertising inquiries exist; no public pricing provided
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