Filling a domain with hot women standing of their underwear is a sure fire strategy to get a lot of traffic. So it’s probably always a great day at Fleur du Mal.

But the French luxury lingerie brand has much more reason to be cheerful on today’s launch of its mobile website, designed by Usabelnet, which it’s calling the 1st ever mobile pop-up shop.

Usablenet’s U-Control tool to enables the corporate to dynamically manage the content, promotion and messaging delivered via the mobile browser- independently from the desktop. The corporate can create a ‘store within a store’ to geo-target mobile users wth unique product offerings and special deals in real-time.

To drive social engagement, the mobile site includes feeds for Instagram and Twitter, which can be also managed within the Usablenet back-end. The blog content – everyone’s a publisher nowadays – is mobile-optimised and suitably cool. Pinterest-esque shots of Kate Moss, Bowie and a little full-frontal nudity What more could you ask for

“Fleur du Mal exemplifies how retailers might be interested in engaging customers in today’s mobile-centric environment,” said Carin van Vuuren, CMO of Usablenet. “The freshness in their brand allowed us to construct a different, next-generation mobile experience that engages users in a deeply relevant way. We’re thrilled to work with Fleur du Mal to deliver a mobile experience that’s in step with its luxury, bespoke brand offering.”

The English translation of Fleur Du Mal is ‘flower of evi’. Which probably isn’t what you want to call your other half.