Brand Tone

Bold, Confident, and Playful

Brand Values

• •Self-Expression
• •Confidence
• •Empowerment
• •Playfulness

Best Practices

• •Lead with Attitude: Start captions, headlines, and descriptions with confidence. Use active, empowering language ("Own it," "Unleash," "Define your style") instead of passive phrasing.
• •Speak Directly to the Customer: Use "You" and "Your" to make the copy feel personal and direct. Frame the product benefits around how they will make her feel—confident, powerful, playful.
• •Embrace Playful Language: Don't be afraid to use modern slang, light humor, or a bit of sass where appropriate. This makes the brand more relatable and reinforces the "fun" value. (e.g., "This set understood the assignment," "Your new obsession just dropped").
• •Create a Brand Lexicon: Develop a list of on-brand words (e.g., Unstoppable, Unapologetic, Bold, Electric, Vibe, Energy) and off-brand words (e.g., Pretty, Cute, Sweet, Hidden) to guide all writers.
• •Focus on Feeling, Not Just Features: While mentioning lace and mesh is important, always connect it back to a feeling. Instead of "This set is made of mesh," write "Feel empowered in breathable mesh designed to celebrate your curves."

Social Perception

Neutral to Non-Existent

Copy Examples

• •Your Lingerie Drawer Is Calling. It wants something that says 'I'm my own main character.' Shop the new collection.
• •Rule #1: Never wear boring lingerie. This lace number understands the assignment. Tap to shop the look that’s too good to keep under wraps. #HotGirlLingerie #BodyConfidence
• •Why play by the rules when you can write them? Our 'Unleashed' Caged Set is for the days and nights you’re in charge. Featuring intricate strap detailing and delicate lace, it’s the perfect balance of daring and divine. Wear it for you, and no one else.
• •Psst... Your Confidence Boost Is Inside. Ready for a refresh? We just dropped styles designed to make you feel unstoppable. Because being a 'hot girl' isn't about a season, it's a state of mind. Get 15% off your next power move. Use code: STATEOFMIND
• •Life’s short. Buy the lingerie. You don't need a special occasion to feel amazing. Our collection is made for celebrating yourself, any day of the week. Find your new favorite set at Hot Girl Lingerie.