Words at Holiday Inn Express

Holiday Inn Express has a tagline on all their unbranded toiletries that says simplySmart. Every item carries a one word description of what you do with that item. SimplySmart means that their creatives are smart enough to come up with a single verb for each item, and the hotel’s guests are smart enough to understand it. Simple, right?

Here are the list of words:
Cleanse
Wash
Tame
Soften
Freshen
Groom
Remove

Here is what they are on:
Soap
Shampoo
Conditioner
Lotion
Mouthwash
Vanity Kit (cotton, nail file, qtips)
Make-up Remover

And the towels have simplySmart embroidered on them. Shouldn’t they say Dry.