Brand Tone

Reassuring, Empowering, and Dignified.

Brand Values

• •Dignity and Respect
• •Innovation and Quality
• •Comfort and Confidence
• •Inclusivity and Adaptability
• •Practicality

Best Practices

• •Lead with Lifestyle, Support with Technology: Start with the emotional benefit (e.g., 'Peaceful Nights Ahead,' 'Weekend plans? Don't worry.') before explaining the features (e.g., 'multi-layer design,' 'bamboo lining'). The focus should always be on the user's life, not the product's specs.
• •Champion Dignity in Every Word: Always use empowering and respectful language. Avoid terms like 'sufferer' or problem-focused phrasing. Instead, use positive framing: 'for those dealing with incontinence' or 'a solution for bladder leakage.'
• •Speak as a Supportive Innovator: Write with a tone that is both caring and knowledgeable. Combine empathetic statements ('We understand...') with confident assertions about the product's innovative design ('We’ve solved...'). This builds trust and authority.
• •Use "You" and "Your" to Center the Customer: Frame all copy around the customer's experience. For example, instead of 'Our pants provide comfort,' write 'Enjoy your day in total comfort.' This makes the message more personal and direct.
• •Amplify Authentic Voices: Continue to leverage customer testimonials and reviews in marketing copy. Phrases like 'Customers tell us it's life-changing' or quoting positive reviews directly adds authenticity and social proof that is more powerful than any brand-written claim.

Social Perception

Dryment is largely perceived positively as a provider of a high-quality, effective, and dignified product, often described as 'life-changing' by customers and appreciated by caregivers for improving quality of life. The discreet, sweatpant-like appearance is a major selling point. Criticisms include sizing issues (suggesting ordering up), some reports of a 'plasticky' feel, inaccurate product representation, and occasional ineffectiveness for specific needs, alongside the impracticality of air-drying for some users.

Copy Examples

• •Headline: Peace of mind is a pair of pants.Body: Live comfortably and confidently without worrying about leaks. Dryment pants are designed with a soft bamboo lining and a discreet, waterproof layer to keep you dry day and night. Looks and feels like your favorite loungewear, protects like nothing else.
• •Subject: Don't just manage incontinence. Rise above it.
• •Text: Confidence Woven In. Discretion by Design.
• •Description: The absorbent pants that don't look like them. For adults & kids. Soft, washable & incredibly discreet. Reclaim your comfort and confidence. Shop Dryment today.
• •Text: Beyond absorbency, we deliver dignity. Each pair is engineered with a silent, waterproof barrier and a cloud-soft inner layer, offering you the freedom to relax, sleep, and live without interruption. It’s not just incontinence care; it’s a new standard of comfort.