Brand Tone

Empowering, Friendly & Approachable, Body Positive & Inclusive, Youthful & Playful, Caring & Comfort-focused

Brand Values

• •Self-Esteem & Empowerment: Helping customers feel powerful and beautiful in their own skin is a central message.
• •Comfort: The products are consistently described as comfortable, highlighting this as a key priority.
• •Femininity: The products and branding celebrate a soft, appealing aesthetic.
• •Quality & Appeal: The visual presentation suggests attention to the attractiveness and desirability of the lingerie and basics.
• •Accessibility: Shipping throughout Chile indicates a value for reaching a broad customer base within the country.

Best Practices

• •Create a Brand Voice Guide: Document the key elements of your tone (empowering, friendly, body-positive, comfort-focused) with examples of do's and don'ts. Share this with anyone creating content.
• •Focus on "Her": Always write with the customer in mind. How does this copy make *her* feel? Does it resonate with her desires for comfort, confidence, and self-love?
• •Use Empowering Language Consistently: Integrate words and phrases like "powerful," "confident," "beautiful," "self-love," "feel good," "comfort," and "embrace" naturally throughout your communications.
• •Maintain Visual-Copy Cohesion: Ensure the tone of your copy aligns with your visual branding. If the visuals are soft, feminine, and comfortable, the copy should reflect that same feeling.
• •Engage Authentically: When responding to comments or messages, maintain the established friendly and supportive tone. Personalize responses where possible to build a stronger connection.

Social Perception

Largely positive. Customers seem attracted to the product aesthetics and the empowering message. There is an appreciation for the combination of comfort and beauty in the product offerings. The brand is perceived as a provider of attractive and comfortable lingerie and basics that can boost confidence.

Copy Examples

• •Instagram Post (Image of a woman comfortably lounging in Dulcelina pajamas): "Sundays are for unwinding in comfort that makes you feel fabulous. ✨ Our new pajama set: because feeling powerful starts with loving your downtime. #DulcelinaStore #ComodaYPoderosa #SelfCareSunday"
• •TikTok Video (Quick showcase of different lingerie sets with upbeat music): "Your daily dose of pretty & powerful! 😉 Which Dulcelina set matches your vibe today? Let us know below! 👇 #LenceriaChile #FeelGoodFactor #Dulcelina"
• •Website Product Description (For a lace bralette): "Meet your new favorite secret weapon. This delicate lace bralette isn't just beautiful, it's designed for all-day comfort that moves with you. Feel empowered from the inside out. #DulcelinaBasics #ConfortYEstilo"
• •Instagram Story (Poll): "What makes you feel most powerful? ✨ A) A killer outfit B) Comfy & confident basics (Our answer: Both! 😉 Shop Dulcelina for lingerie that gives you the best of both worlds!)"
• •Promotional Email Subject Line: "Unlock Your Inner Power ✨ New Comfort Collection Inside!" (Email body snippet): "Hey [Customer Name], at Dulcelina, we believe that true confidence shines from within. That's why our latest collection of comfortable basics and beautiful lingerie is designed to make you feel amazing, every single day..."