Brand Tone

Playful, Provocative, and Direct. It's cheeky, confident, and sales-oriented, encouraging self-expression and bold personas.

Brand Values

• •Self-Expression and Fun
• •Customer Privacy
• •Variety and Curation
• •Affordability

Best Practices

• •Always blend playful with direct: Balance fun, cheeky tone with clear calls-to-action.
• •Focus on the 'how' not just the 'what': Connect products to the feelings or experiences they enable.
• •Use hashtags strategically: Leverage brand-specific and broader relevant hashtags for content discovery and user-generated content.
• •Emphasize privacy and trust in transactional copy: Proactively mention discreet shipping in FAQs and checkout processes.
• •Maintain a consistent voice across all channels: Ensure the playful, confident voice is present in every customer touchpoint, from website to social media and customer service.

Social Perception

A niche, legitimate online boutique rather than a major, well-known brand, generally seen as a safe place to shop with a neutral-to-positive customer experience.

Copy Examples

• •Don't just go to the festival. BE the festival. Our new 'Electric Dreams' rave collection just dropped. Light up the night. ✨ #girlielingerie #ravewear #festivalfashion #electricdreams
• •Forget the box of chocolates. Here’s what you really want. ❤️
• •Why wait for Halloween? It's always playtime here. Shop costumes and turn any night into an adventure.
• •Sun's Out. Confidence On. From barely-there bikinis to monokinis that make a statement, our swimwear is made for more than just swimming. Find your perfect beach look and get 10% off your first order! #girlielingerie #swimwear #beachbody
• •Warning: may cause double takes. This delicate lace bodysuit isn't shy. With its daring cutouts and soft-to-the-touch fabric, it's designed to celebrate every curve. Perfect for a special night in... or a bold night out under a blazer. You make the rules.