soft launch
/sɔːft lɔːntʃ/
Meaning
Originally a business term for releasing a product quietly, in modern slang, a 'soft launch' refers to posting a picture of a new romantic partner on social media without showing their face or tagging them. It is a way to hint that you are in a relationship without making a formal, explicit announcement. The tone is casual, trendy, and playful.
Examples
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She posted a photo of two coffee cups, which was a classic soft launch of her new boyfriend.
She posted a photo of two coffee cups, which was a classic soft launch of her new boyfriend.
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I'm not ready to post his face yet, so I'll just soft launch him with a photo of his hand.
I'm not ready to post his face yet, so I'll just soft launch him with a photo of his hand.
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His Instagram story showed a mysterious girl's shoulder—looks like a soft launch!
His Instagram story showed a mysterious girl's shoulder—looks like a soft launch!
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They did a soft launch for a few weeks before finally posting an official couple photo.
They did a soft launch for a few weeks before finally posting an official couple photo.
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A picture of a dog leash and a man's shoes is the ultimate soft launch.
A picture of a dog leash and a man's shoes is the ultimate soft launch.
Common Mistakes
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✗ I soft launched my boyfriend's face yesterday.
✓ I posted my boyfriend's face yesterday.
A 'soft launch' by definition hides the partner's identity. If you show their face, it is a hard launch or a regular post.
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✗ We had a soft launch dinner together.
✓ We had a quiet dinner together.
Unless you are referring to a business opening or the relationship trend, 'soft launch' does not just mean 'low-key' in everyday life.
Related Expressions
Practice
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Posting a photo of your partner's hand holding yours is a classic social media ___.
💡 Hinting at a relationship without showing their face.
Show answer
soft launch
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Are you going to post him directly, or just ___ him first?
💡 Verb form of subtly introducing a partner.
Show answer
soft launch