With contemporary positioning emphasizing efficacy and value over hype - in tandem with a close relationship with U.K.-based retailer, Boots, pepta-bright, from Canadian-based, Indeed Labs, follows in the footsteps of their mega-hit, nanoblur. Consumers have embraced both the concept and the brand. As Creative Director on this project, I had to address a speciality audience while simultaneously touting the overall benefits of the product to a broader population. The "everywoman" model selection, absence of make-up and a headline that reads: "Fade to Bright", opens up the door of inclusion to woman of multiple age groups and ethnic backgrounds.