Brand Tone

Empowering, educational, playful, inclusive, bold, and unapologetic in its sex-positive stance.

Brand Values

• •Inclusivity
• •Female Empowerment and Perspective
• •Sexual Development and Education
• •Quality and Trust

Best Practices

• •Lead with Empowerment: All copy should aim to make the reader feel confident and positive about their sexual exploration. Use active, encouraging language.
• •Educate, Don't Just Sell: Frame product descriptions and social media content around the benefits for sexual wellness and discovery. Explain the 'why' behind a product, not just the 'what.'
• •Maintain a Playful Edge: Incorporate wit and humor where appropriate. The brand's personality is bold and unafraid to be a little provocative, which resonates with its audience.
• •Emphasize Inclusivity: Use gender-neutral language where possible and ensure imagery and messaging represent a diverse range of people and relationships.
• •Highlight Heritage and Trust: Remind the audience of the brand's long history and its roots as a female-founded business. This builds credibility and differentiates it from newer competitors. Mentioning discreet shipping and quality materials reinforces this trust.

Social Perception

Mail & Female is perceived as a reputable, high-end, and pioneering brand in the erotic retail space. It is seen as a safe and welcoming place, particularly for women, but inclusive of all genders. The perception is that of a tasteful 'tribute to erotica and women,' a stark contrast to the stereotypical image of a sex shop. Customers feel at ease due to the knowledgeable and friendly staff, and they trust the brand for its discreet and reliable service.

Copy Examples

• •Unleash shared pleasure. Our new Duo vibrator is designed for couples ready to explore new heights of intimacy together. Because your unique sexuality is a journey best taken together.
• •Since 1988, our doors have been open to every body and every story. At Mail & Female, inclusivity isn't a trend; it's our foundation. #SexPositive #InclusiveSexShop #Amsterdam
• •Your sexuality is uniquely yours. We're here to help you explore it. Discover toys, workshops, and a community dedicated to sexual empowerment since 1988.
• •A little cheeky, a lot of fun. 😉
• •Engineered for ecstasy. This G-spot dildo is crafted from body-safe silicone for your comfort and pleasure. Let our expertly curated collection guide you to your next 'o-moment'.