Brand Tone

Approachable and Friendly, Educational and Informative, Confident and Science-Backed, Real and Authentic, Empathetic

Brand Values

• •Efficacy
• •Accessibility & Affordability
• •Transparency
• •Innovation
• •Science-Driven
• •Inclusivity & Community
• •Responsibility
• •Simplicity

Best Practices

• •Prioritize Clarity and Simplicity: Avoid overly technical jargon unless explained simply. The focus should be on clear benefits and easy-to-understand language, reflecting the brand's no-nonsense approach.
• •Lead with Science, Support with Empathy: Highlight the clinically proven ingredients and their efficacy, but always frame it around solving the customer's real skin concerns and making them feel understood.
• •Be Authentic and Transparent: Don't overpromise or use exaggerated claims. Stick to factual benefits and be open about what the product can achieve, aligning with the "real results" philosophy.
• •Maintain an Educational Stance: Use copy as an opportunity to educate consumers about their skin and the ingredients they are using, reinforcing the brand as a knowledgeable and trustworthy resource.
• •Foster Community and Inclusivity: Use language that is welcoming and speaks to a diverse audience. Encourage interaction and sharing, making customers feel part of the Indeed Labs journey.

Social Perception

Trusted, Effective & High Value, Innovative, No-Nonsense/Honest, Go-To for Specific Concerns, Relatable

Copy Examples

• •Headline: Tired of Dark Spots? Science Says Hello to Peptabright™ II. Body: "Real results for real skin. Our Peptabright™ II serum, packed with powerful peptides and Tranexamic Acid, visibly brightens uneven tone and fades the appearance of dark spots. No filters, no fluff – just clinically proven ingredients for a complexion you’ll love. See the science, see the glow."
• •Headline: Your Brightest Skin, Made Accessible. Body: "Great skin shouldn’t be a luxury. Peptabright™ II delivers potent brightening power without the premium price tag. We believe in effective, science-driven skincare for everyone. Ready to reveal your radiance?"
• •Headline: What’s in Peptabright™ II? Only the Good Stuff. Body: "We’re transparent about what goes into your skincare. Peptabright™ II features a blend of [Key Ingredient 1 e.g., Brightening Peptide] to enhance clarity and [Key Ingredient 2 e.g., Tranexamic Acid] to tackle unevenness. Gentle, effective, and always formulated with your skin’s health in mind. Learn more about our ingredients on the blog!"
• •Headline: Join the #IndeedLabsGlow! Real People, Real Peptabright™ Results. Body: "See how Peptabright™ II is helping people like you achieve a clearer, more even complexion. We love seeing your real skin journeys! Share your before & afters with #IndeedLabsGlow and let your radiance shine. Because skincare is about solutions, not perfection."
• •Headline: Dull Skin? Let’s Get Specific. Peptabright™ II Targets Uneven Tone. Body: "No more one-size-fits-all. Peptabright™ II is your targeted solution for dark spots and uneven skin tone. This lightweight cream-serum absorbs quickly to deliver visible brightening where you need it most. Simple science, powerful results."