Brand Tone

Caring, Trustworthy, and Reassuring

Brand Values

• •Family & Health
• •Sustainability & Environmental Responsibility
• •Innovation & Quality
• •Trust & Heritage

Best Practices

• •Lead with the Family: Always frame the product's benefit around the family. Use words like "your family," "your home," and "your little ones" to create a direct, personal, and caring connection with the target audience.
• •Balance Gentleness with Strength: Pair reassuring words ("gentle," "soft," "aloe-infused") with confident, powerful words ("kills 99.9% of germs," "durable," "superior clean"). This duality addresses the core needs of a parent: a product that is safe for their family but tough on dirt and germs.
• •Incorporate Trust and Heritage: Casually mention the brand's history ("Since 1960," "a trusted brand for generations") or its professional backing ("used by healthcare professionals") to build credibility and reinforce its trustworthy tone.
• •Always Highlight Sustainability: Make "plant-based fibers" and "environmentally responsible" a consistent part of the messaging. This is a key differentiator and appeals to modern consumers who value eco-friendly products.
• •Maintain a Clean and Simple Style: Mirror the brand’s visual guidelines in the copy. Use clear, simple, and direct language. Avoid overly technical jargon unless explaining a specific innovation (like SecureFLUSH™), and keep the tone reassuring and positive.

Social Perception

Customers perceive the brand as high-quality, effective, gentle, and convenient. They trust its safety claims, especially for baby products and germ-killing efficacy. The flushable and eco-friendly aspects are highly valued, though some note flushing limitations. There's also strong brand loyalty, evidenced by frustration over availability issues.

Copy Examples

• •Messy moments, made gentle. From muddy hands to sticky smiles, our plant-based baby wipes are here for it all. Made with purified water and naturally derived ingredients, they're strong enough for any cleanup, yet soft enough for your baby’s delicate skin. Because we believe in keeping your family healthy, one gentle wipe at a time.
• •Confidently Clean. Responsibly Flushed. Our SecureFLUSH™ Technology wipes are strong when you need them, but break apart 5x faster than toilet paper when flushed. Made from 100% plant-based fibers, they’re a clean you can feel good about.
• •Your Trusted Partner in a Healthy Home. Protect your home with Nice 'N CLEAN® Disinfecting Wipes, proven to kill 99.9% of viruses and bacteria, including the COVID-19 virus. Our wipes are 64% larger than the leading brand, giving you more cleaning power to tackle any surface. Made with renewable plant-based fibers and infused with aloe, they offer a powerful clean that’s gentle on your home and family.
• •Life is messy. Cleaning it up doesn't have to be. For over 60 years, our family has been helping yours stay healthy and well. With a wipe for every need—from sanitizing hands to disinfecting counters—trust Nice 'N CLEAN to handle life's messes, so you can focus on the moments that matter.
• •A Healthier Home Starts with a Trusted Clean ✨