Brand Tone

Empowering, Sophisticated, and Intimate

Brand Values

• •Empowerment
• •Affordable Luxury
• •Comfort
• •Inclusivity
• •Body Positivity

Best Practices

• •Lead with "Feeling": Always frame the product benefit around the emotion it evokes. Instead of just "soft fabric," use "fabric that caresses your skin." Focus on confidence, empowerment, and comfort.
• •Use an Empowering Vocabulary: Integrate words like "celebrate," "embrace," "confidence," "empower," "fierce," and "radiant" into headlines, descriptions, and social media posts.
• •Maintain Sophistication: Employ elegant language. Use terms like "meticulously crafted," "intricate detail," "elegant silhouette," and "luxurious" to describe products, elevating them beyond simple garments.
• •Speak to "Her" Directly: Use a personal and intimate tone. Address the customer with "you" and "your" to create a direct connection, making the brand feel like a trusted friend or confidante.
• •Balance Luxury and Accessibility: Consistently pair luxurious descriptions with the promise of affordability and practicality for daily wear. Use phrases like "affordable luxury," "everyday elegance," or "luxe for less" to reinforce this core value proposition.

Social Perception

The public perception, based on available online reviews and the brand's self-presentation, is that of a reliable and stylish Indian lingerie brand. Customers perceive the products as high-quality, comfortable, and true to their online descriptions. The brand is seen as a go-to for affordable yet elegant lingerie, particularly for special occasions like weddings and honeymoons, as well as for comfortable daily wear. The tagline 'Made For Every SHE!' effectively summarizes this inclusive and female-centric perception.

Copy Examples

• •Elegance isn't a choice; it's a feeling. Our new Chantilly Lace Bralette is designed not just to be worn, but to be experienced. Feel the gentle support and intricate detail that moves with you. Because you deserve to feel extraordinary, every single day. #Sheluxe #LuxeForLess #FeelConfident
• •Your Confidence, Woven in Lace and Satin. Discover Lingerie That Celebrates You.
• •Your special day deserves a touch of magic. Our bridal lingerie collection is crafted to make you feel as radiant as you look. From delicate lace sets to silken nightwear, find the perfect pieces for your honeymoon and beyond. Shop the Sheluxe Bridal Edit and start your new chapter in style.
• •A Little Luxury, Just For You.
• •Meet your new everyday essential, redefined. The 'Aura' T-Shirt Bra provides a seamless silhouette under any outfit, but its true beauty lies in its second-skin comfort. Made with ultra-soft, breathable fabric and a supportive, flexible design, it's the perfect foundation for a day full of confidence. This isn't just a bra; it's a commitment to your comfort.