Brand Tone

Playful and Fun, Inclusive and Welcoming, Empowering and Confident, Educational and Informative, Sex-Positive and De-stigmatizing, Approachable and Friendly

Brand Values

• •Inclusivity: Welcoming, serving, and celebrating people of all backgrounds, ethnicities, gender identities, sexual orientations, and socio-economic statuses.
• •Well-being: Believing that experiencing pleasure plays an essential role in overall health and well-being.
• •Sex Positivity: Promoting a sex-positive culture and supporting causes that advance body and sex positivity.
• •Respect: Holding respect and consent as essential to every sexual experience.
• •Empowerment: Believing in personal empowerment as an essential component of personal growth.
• •Customer Satisfaction & Quality: Focusing on high-quality products and exceptional customer service.
• •Privacy & Discretion: Ensuring discreet packaging and a safe shopping experience.

Best Practices

• •Embrace Playful Positivity: Always lean towards a fun, encouraging, and positive voice. Avoid language that is clinical, overly technical (unless explaining safety/materials clearly), or shameful. Use emojis and lighthearted phrasing where appropriate, reflecting the adult candy store vibe.
• •Prioritize Inclusive Language: Consciously use language that welcomes everyone, regardless of gender identity, sexual orientation, relationship status, or experience level. Highlight diversity in visuals and scenarios.
• •Focus on Empowerment and Wellness: Frame products and content around the benefits of sexual well-being, self-discovery, and personal empowerment. Shift the narrative from taboo to healthy and normal.
• •Be Informative but Approachable: Provide clear, accurate information about products in an easy-to-understand and friendly manner. Avoid jargon where possible, or explain it simply. The goal is to educate and build confidence, not intimidate.
• •Maintain Discretion and Trust: While the tone is open and playful, always reassure customers about privacy, discreet shipping, and the quality/safety of products. This builds the trust necessary for a sensitive product category. The copy should make customers feel safe and respected.

Social Perception

Positive Customer Experiences, Trusted Retailer, Modern and Progressive, Community-Engaged (Potentially Pre-Acquisition/Sale), Accessible

Copy Examples

• •Headline: Your Pleasure Playground Awaits! ✨ Body: Dive into a world where fun meets fantasy. At Lovers, we believe everyone deserves a little more ooh-la-la. Explore vibrant toys, tantalizing lingerie, and all the good stuff to make you (and yours!) smile. #LoversPlay #AdultCandyStore #OwnYourPleasure
• •Headline: Good Vibes Only. Seriously. 😉 Body: Discover tools for joy, connection, and your ultimate well-being. Lovers is your trusted, judgment-free zone for exploring what makes you feel amazing. High-quality, body-safe, and always delivered with a wink (and discreetly, of course!). #SexualWellness #FeelGood #LoversStores
• •Headline: All Bodies. All Loves. All Welcome. ❤️🧡💛💚💙💜 Body: At Lovers, inclusivity isn't just a buzzword – it's our everything. We celebrate every shade of desire and every way to love. Find something that speaks to *your* unique spark. #InclusivePleasure #LoveIsLove #LoversForAll
• •Headline: Level Up Your Lovin'. 🚀 Body: Ready to explore new horizons? Our friendly experts (and super informative product guides!) are here to help you find the perfect aha! moment. From solo sensations to partnered play, let's make pleasure an adventure! #ExploreTogether #SexPositive #EmpoweredIntimacy
• •Headline: Unwrap Happiness. (It's What's Inside That Counts 😉) Body: Treat yourself or someone special to a little (or a lot of) joy from Lovers. With discreet shipping, exploring your desires has never been easier or more fun. What will you discover today? #SelfLove #GiftIdeas #LoversSecrets