Brand Tone

Seductive, direct, aspirational, empowering, and accessible luxury.

Brand Values

• •Confidence and Self-Expression
• •Versatility
• •Inclusivity
• •Customer-Centric Service

Best Practices

• •Lead with Empowerment, Follow with Seduction: Start with messages of confidence, self-love, and power. Use the seductive elements as the result of that empowerment, not just the primary goal. Frame sexiness as a form of self-expression.
• •Use "You" and "Your": Speak directly to the customer. This creates a personal and intimate tone that aligns with the nature of the product. Phrases like "your partner will love" and "bring out the best in you" are effective.
• •Maintain the Bedroom to Boardroom Link: Consistently reinforce the idea that lingerie is a foundation for confidence in all areas of life. This elevates the brand beyond being purely for special occasions and integrates it into the customer's daily life.
• •Balance Luxury with Accessibility: Continue using aspirational words like "luxury" and "elegant embroidery," but ensure the tone remains welcoming. Mentioning a wide range of styles—from comfortable to role-play—and highlighting promotions keeps the brand from feeling intimidating or exclusive.
• •Be Explicit About Inclusivity: Go beyond just having a "Curvy" category. Use inclusive language in all marketing materials. Describe how different pieces are designed to "support and flatter" a variety of body types, making all customers feel seen and catered to.

Social Perception

Shaped primarily by self-representation as a straightforward, UK-based online retailer specializing in a wide array of sexy and functional lingerie, due to a lack of external social proof or independent reviews.

Copy Examples

• •Your Power. Your Layers. From the boardroom to the bedroom, discover the confidence that lies beneath. Lingerie With Roxanne – Impress while you undress.
• •Unleash your inner icon. This exquisite lace bodysuit isn’t just lingerie; it’s a statement. Designed to sculpt and celebrate your silhouette, it’s the perfect secret weapon for a night of unforgettable seduction.
• •Psst... Your Daily Dose of Confidence Is Here.
• •Who says comfort can't be captivating? Our Comfort Collection pairs the softest fabrics with elegant designs, because feeling good in your own skin is the sexiest look of all.
• •Ready for a refresh? Your top drawer deserves an upgrade. Explore our 'We Love Curvy' collection and find pieces that flatter, support, and empower every curve. #LingerieWithRoxanne #ConfidenceUnderneath