# Edgewell Personal Care Brand Voice

This document outlines the core elements of Edgewell Personal Care's brand voice, designed to ensure consistent and impactful communication across all platforms.

### Communication Style

-   **Overall tone and personality:** Aspirational, proactive, positive, and purpose-driven. Our tone is caring, dynamic, and inspiring, aiming to connect with our audience on an emotional level while reflecting our commitment to personal well-being, sustainability, and a thriving culture. We are professional yet approachable.
-   **Key stylistic elements and patterns:**
    -   **Repetitive, impactful statements:** A signature element is the use of the "Never. Stop. [Verb]." framework (e.g., Thriving, Caring, Smiling, Growing) to articulate our core values and continuous drive.
    -   **Benefit-oriented language:** We focus on the positive impact and value our products and initiatives bring, such as "bring joy," "provide confidence," and "infuse joy into the everyday."
    -   **Symbolism and metaphor:** The hummingbird emblem signifies motion, agility, and our constant pursuit of improvement.
    -   **Emphasis through bolding:** Key phrases and values are often bolded to highlight their importance and ensure quick comprehension.
    -   **Concise and direct:** Sentences are typically clear, impactful, and to the point, conveying strong messages efficiently.
-   **Vocabulary preferences and word choices:**
    -   **Positive & Aspirational:** Joy, thriving, caring, smiling, growing, inspire, cultivate, meaningful, unique, special, confidence, protection, comfort, quality, fullest.
    -   **Action-oriented:** Motion, on the move, innovate, transform, champion, nurture, encourage, spread, impact.
    -   **Value-driven:** Sustainability, inclusion, belonging, people-first, diverse, nurturing culture.

### Content Patterns

-   **Common themes and topics:** Our content consistently addresses personal care, overall well-being, sustainability initiatives, corporate social responsibility (inclusion, belonging), company culture, career opportunities, and the breadth of our global brand portfolio.
-   **Structural approaches to content:**
    -   **Thematic sections:** Content is organized into clear, digestible sections, often introduced by a core value or aspirational statement (e.g., "Never. Stop. Thriving.").
    -   **Benefit-first approach:** We lead with the positive impact or value proposition before delving into specifics.
    -   **Clear navigation:** We utilize direct links and intuitive menu structures for effortless information access.
-   **Call-to-action styles and patterns:**
    -   **Direct and relevant:** CTAs are specific and immediately follow the content they relate to, guiding the audience to learn more or take action.
    -   **Value-aligned:** CTAs often link to pages that expand on the value presented (e.g., "Our Brands," "Our Mission," "Join Our Team," "Our Culture").
    -   **Simple button/link format:** Examples include "View more," "Our Brands," "Our Mission," "Our Culture," "Join Our Team."

### Audience Interaction

-   **How the brand addresses its audience:** We address our diverse audience (consumers, employees, partners, investors) with respect and a sense of shared purpose. We use inclusive language, fostering a collaborative and inviting relationship.
-   **Level of formality and relationship style:** Professional yet warm and inviting. We aim for a relationship built on trust, shared values, and mutual benefit. We are approachable but maintain an authoritative and knowledgeable stance on our values and mission.
-   **Engagement and conversation patterns:**
    -   **Inspirational language:** We engage through aspirational statements and emotional appeals (e.g., "infuse joy into the everyday," "helping you care for yourself").
    -   **Inclusive language:** We speak to "you" and "us" to foster a sense of community and belonging.
    -   **Focus on shared future:** We emphasize collective goals, such as caring for the planet and cultivating a diverse, nurturing culture.

### Guidelines & Examples

-   **Do's and don'ts for brand communication:**
    -   **DO:**
        -   Use positive, uplifting, and forward-looking language.
        -   Emphasize benefits and values (joy, confidence, care, growth).
        -   Be concise, clear, and easy to understand.
        -   Incorporate our "Never. Stop." messaging where appropriate and authentic.
        -   Highlight our commitment to sustainability and inclusion.
    -   **DON'T:**
        -   Use overly technical jargon without clear explanation.
        -   Be cynical, negative, or passive in tone.
        -   Employ overly formal or stiff language that creates distance.
        -   Make unsubstantiated claims or exaggerate.
-   **Example phrases and expressions that are "on-brand":**
    -   "Infuse joy into the everyday."
    -   "Never. Stop. Thriving."
    -   "Helping you care for yourself, live life to the fullest, and express everything that makes you special and unique."
    -   "We are always on the move to do better and be better."
    -   "We find joy in cultivating a diverse, nurturing culture where good ideas thrive, and individuality is recognized."
-   **Content types and formats the brand uses:**
    -   Website marketing copy (homepage, About Us, Careers)
    -   Sustainability reports and mission statements
    -   Brand portfolio overviews
    -   Career opportunity descriptions
    -   Newsroom articles
    -   Product category listings (functional and direct)