Brand Tone

Caring and Supportive, Professional and Trustworthy, Informative and Solution-Oriented, Discreet, Environmentally Conscious

Brand Values

• •Quality of Life
• •Sustainability and Environmental Responsibility
• •Quality and Innovation
• •Customer-Centricity/User Focus
• •Trust and Reliability
• •Social Responsibility

Best Practices

• •Emphasize "Care" and "Support": Always use empathetic language that acknowledges the user's needs and feelings. Focus on how the products improve well-being and provide solutions rather than just listing features.
• •Highlight "Quality" and "Trust": Consistently mention certifications (Nordic Swan Ecolabel, Dermatologically Tested, FSC), high-quality materials, and the brand's Danish heritage and expertise to build and maintain trust.
• •Integrate "Sustainability" Naturally: Weave in the eco-friendly aspects (responsibly sourced materials, recyclable packaging if applicable, reduced environmental impact) as a core benefit, showing that care for the user extends to care for the planet.
• •Maintain a "Professional yet Approachable" Voice: While providing factual, science-backed information, ensure the language is easy to understand, respectful, and never clinical or cold. The tone should be reassuring.
• •Focus on "Discretion" and "Dignity": Address the sensitive nature of the products with respectful and empowering language. Highlight features that contribute to discretion and allow users to maintain their dignity and confidence.

Social Perception

Positive, Reliable, Eco-Conscious Choice, Comfortable but Sometimes Bulky, Premium Product

Copy Examples

• •Live your life with confidence and comfort. Our Abena products are designed with you in mind, offering discreet protection and skin-friendly materials, so you can focus on what truly matters. #AbenaUSA #ComfortInConfidence #QualityOfLife
• •Experience unparalleled peace of mind with Abena's maximum absorbency briefs. Engineered for extended wear and superior leak protection, day and night. Because you deserve uninterrupted rest and worry-free days.
• •Care for Yourself & the Planet with Abena's Eco-Friendly Solutions.
• •Sensitive Skin? Trust Abena. Dermatologically tested and certified gentle for your ultimate comfort and skin health.
• •Reclaiming Your Freedom: How Abena's Innovations Support an Active Lifestyle with Incontinence.