Brand Tone

Empathetic and Supportive, Reassuring and Trustworthy, Direct and Informative, Positive and Normalizing

Brand Values

• •Dignity and Confidence
• •Quality and Reliability
• •Comfort
• •Discretion
• •Customer-centricity
• •Empowerment

Best Practices

• •Prioritize Empathy and Understanding: Always address the customer with respect and acknowledge the challenges incontinence can bring. Use language that empowers and supports, avoiding overly clinical or stigmatizing terms.
• •Focus on Solutions and Benefits: Clearly communicate how the products solve problems (e.g., prevent leaks, provide comfort, enable activity) and the positive impact they have on the user's life (e.g., confidence, freedom, peace of mind).
• •Maintain Honesty and Transparency: Be direct about product features and capabilities. If discussing sensitive topics like odor control or discretion, do so in a straightforward, reassuring manner.
• •Use Positive and Inclusive Language: Frame messaging around regaining independence and living fully. Ensure language is inclusive and speaks to both men and women who use the products.
• •Be Consistent Across All Channels: Whether it's the website, social media, customer service interactions, or packaging, the tone should consistently reflect care, reliability, and empowerment. Review customer feedback to ensure the brand voice resonates positively.

Social Perception

Positive for many users, Seen as a problem-solver, Mixed experiences/criticism, Generally trusted for its claims, Brand recognition primarily within the incontinence product user base

Copy Examples

• •Live freely, without the worry. UnderX offers maximum absorbency and discreet comfort, so you can embrace every day with confidence. Take back your life.
• •Don't let incontinence define your nights. Our Xtreme Absorbency briefs provide up to 8 hours of trusted protection, ensuring dry, peaceful sleep. With UnderX, rest assured.
• •The dignity you deserve, the protection you need. UnderX is more than just an incontinence product; we're your support system for a confident, active life. Experience the UnderX difference.
• •Managing incontinence with comfort and discretion is possible. Our soft, skin-friendly materials and innovative Xsorb technology keep you dry and secure, day and night. Feel the UnderX comfort.
• •Join thousands who trust UnderX for reliable incontinence solutions. It's time to say goodbye to leaks and hello to freedom. Explore our range and find your perfect fit today.