Filling a website with hot women standing in their underwear is a sure fire way to get lots of traffic. So it’s probably always a good day at Fleur du Mal.

But the French luxury lingerie brand has even more reason to be cheerful on todays launch of its mobile website, designed by Usablenet, which it is calling the first ever mobile pop-up shop.

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

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

“Fleur du Mal exemplifies how retailers should be thinking about engaging customers in today’s mobile-centric environment,” said Carin van Vuuren, CMO of Usablenet. “The freshness of their brand allowed us to build a unique, next-generation mobile experience that engages users in a deeply relevant way. We are thrilled to work with Fleur du Mal to deliver a mobile experience that is in line with its luxury, bespoke brand offering.”

The English translation of Fleur du Mal is flower of evil. Which probably isn’t what you should call your other half.