Strategy report · Updated Aug 5, 2026
What's working for @fleurdumalnyc on Instagram.
Fleur du Mal
437K followers · 8.8K posts
“Lingerie, ready-to-wear & swim Founded by @jenniferzuccarini Nolita | Upper East Side | Williamsburg | LA”
Engagement rate
0.26%
Per post, last 90 days
Posts per week
2.3
Niche avg 5.0
Average likes
1K
100 avg comments
Post mix
Last 90 days · 8,836 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 1.32% engagedsomething lacy, something shiny…it’s a @nyxcosmetics x @fleurdumalnyc #giveaway! 😏 enter to win: ✨ the entire @nyxcosmetics lid lingerie collection 👙 a @fleurdumalnyc $500 gift card how to enter: 💖 FOLLOW @nyxcosmetics and @fleurdumalnyc 💖 TAG 2 of your besties 💖 BONUS ENTRIES: Comment this emoji 🌹 on both of our recent posts! US Only. No purchase necessary. Must be 18+ and a legal US resident. Giveaway ends 7/28 and 2 winners will be chosen & contacted via DM’s!
reel 0.83% engagedA true cult classic 🖤 #fleurfatale @charli_xcx wears our Top Stitch Convertible Bra in Black while performing at @lollapalooza Stylist: @chrishoran20 📹: @coveteur
carousel 0.74% engagedAddison Summer Forever 🖤 #fleurfatale @addisonraee wears our Eve Balconette Bra in Baby Rose and custom Eve Boyshort Styled by: @dara._ 📸 slides 1, 2, 3: @jamie_heath 📸 slides 6, 7: @michaeldrummnd
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
- 03
Community UGC Roundup
13.00%Carousels aggregating customer and micro-influencer photos tagged with #fleurfatales. The format builds social proof and stretches content production by reusing community-submitted imagery.
- 05
Giveaway & Growth Play
7.00%Collab giveaway posts requiring follows and tags to enter, executed with complementary brands like NYX Cosmetics. These posts spike comment counts dramatically but deliver lower organic reach quality.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.3 posts/week
Niche benchmark · 5.0/week
Best days
Tuesday · Wednesday · Friday
Best hours
7-9am · 12-2pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
#fleurfatale [celebrity name] wears our [product]
Used 12×
#fleurfatale @charli_xcx wears our Top Stitch Convertible Bra in Black while performing at @lollapalooza
The iconic #fleurfatale @meganfox wears our Frankie Lace Thong in Black
#fleurfatale @shakira wears our Le Stretch Lace Bodysuit in Ivory while attending a World Cup match.
Introducing our [product description]
Used 4×
Introducing our Silk Ruffle Top & Luxe Twill Flare Pant
Introducing our softest lounge collection yet
Introducing the Fleur du Mal x Matchaful 'Bananas for You' Soft Serve 🍌
Because you [relatable behavior] [product or color]
Used 3×
Because you hate attention 🩷 Styling the color of the season
Because you should always wear red on a first date 🌹
We can't believe it's [playful name] 🧈 Our [product] is back
Used 2×
We can't believe it's Butter 🧈 Our iconic Rib Polo Sets are back in stock in Butter & Ivory
Did you miss her? Us, too. Our Jersey Built-In Bra Cami is finally back in stock
Otw to [destination] like... [emoji] #fleurfatale [celebrity]
Used 2×
Otw to the function like... 💋#fleurfatale @giverachelashot wears our Hydrangea Balconette Bra
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
Fleur du Mal's strongest lever is unambiguously celebrity placement. Posts featuring Charli XCX (posts 6 and 4), Addison Rae (post 9), Megan Fox (post 25), and Shakira (post 17) account for five of the top six posts by likes, averaging over 2,500 likes each while the account median sits closer to 400. The #fleurfatale franchise is the brand's most replicable asset and it is being under-deployed at only 2.3 posts per week against a healthy benchmark of 5.
The biggest leak is low-production product content. Posts 21, 22, and 26 each pulled under 165 likes, less than one-tenth of what celebrity posts earn, yet they occupy meaningful feed real estate. The giveaway post (post 7) generated 2,023 comments but only 3,766 likes, signaling comment-farming that inflates vanity metrics without driving brand affinity. Cadence is also a problem: the account is posting at less than half the recommended frequency, leaving reach on the table every week.
The fix is straightforward. Double posting cadence by batching celebrity-adjacent content into more releases, retire low-production solo-product carousels unless they anchor a restock story, and route collab giveaways toward brands with genuine audience overlap rather than cosmetics crossovers.
Working
4- Celebrity placement reels consistently outperform every other format, with posts 6, 9, and 25 each clearing 2,000 likes.
- The #fleurfatale hashtag franchise creates a recognizable talent-endorsement series that fans and press can follow.
- Brand collabs tied to real events, like the Matchaful soft serve activation in posts 3 and 28, generate comments and foot traffic.
- Restock announcements with playful copy, like post 10, punch above their weight for mid-funnel conversion.
Risks
4- Posting cadence at 2.3 per week is less than half the recommended 5 and leaves significant reach unrealized.
- Solo product carousels without talent or narrative context, like posts 21, 22, and 26, average under 160 likes and dilute feed quality.
- Giveaway mechanics in post 7 inflated comments to 2,023 but attracted low-quality followers unlikely to convert.
- Hour-level timing is inconsistent with posts scattered across the day rather than concentrated in proven 7-9am and 12-2pm windows.
Ship next
5- Increase posting cadence to 4 to 5 times per week immediately by batching upcoming celebrity placement shoots into more individual releases.
- Retire standalone product carousels unless paired with a talent credit, restock urgency, or a collab story.
- Schedule all posts to land within the 7-9am or 12-2pm ET windows on Tuesday, Wednesday, or Friday based on current engagement patterns.
- Negotiate at least two new #fleurfatale celebrity features per month with stylists already in the network, using post 6 engagement data as the pitch.
- Replace cosmetics giveaway formats with product-seeding collabs that drive saves and profile visits rather than comment entries.
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