Tattoo Vous

On an escalator recently I noticed the woman in front of me had "Vous etes belle" (pardon my lack of accent circumflex) tattooed on the back of her neck.  Looking it up on the internet I see the phrase is related to some sort of fashion thing, but this young lady wasn't doing advertising, was she?  So I have a few questions.

First, a tattoo is a fairly intimate thing, so why the formal language?  Shouldn't it be "Tu es belle"?

Second, isn't she the beautful one?  Why is she telling others that they're beautiful?  Maybe it should be "Je suis belle." Or did her boyfriend give her a secret tattoo while she was sleeping.

Third, why put a tattoo on the back of your neck?  Doesn't she ever want to look at it?

Maybe I'm overthinking it.  If you're willing to put a tattoo on the back of your neck for the rest of the world to read, these are probably not the questions you ask yourself.