Brand Kit review

AgelessYou

Getting AgelessYou found on ChatGPT

29 October 2026 • Prepared by Team Empathy

How this works

This is everything Notable will use to write for you. You already did the hard work in your homework: we've loaded your Entity Pack and Brand Kit Change Summary into Notable, and this page shows it back to you section by section. Tick OK, or choose Change and tell us what you'd like instead.

Who does what

LouYour Brand Kit (voice, writing rules, products, audiences, competitors and markets), your company facts, and the open questions only you can answer. Type in the box, or attach a file (a lab report, a certificate, a headshot).

The rules

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What happens next

We fold your changes into Notable.
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Your Brand Kit

This is exactly what Notable reads before it writes a word for you, built from your Entity Pack and Brand Kit Change Summary. Tick OK, or choose Change and tell us what you'd like instead. Anything you leave alone, we go ahead with.

Your brand

#	Item	What we have	Your call
A1	About your brand	AgelessYou is a New Zealand longevity brand founded by Lou McDowell, maker of AgelessYou DAILY, a once-a-day powder with 13 science-backed ingredients including 1,000mg of clinically studied Uthever NMN, formulated to support the 12 hallmarks of ageing, made in New Zealand and third-party tested twice. Registered legal name AGELESS YOU LIMITED, two words, used only on legal documents and invoices. Everywhere public the brand is one word with a capital Y: AgelessYou. The two-word form in content is a misspelling. Founded 2024, founder-led, based in Queenstown, New Zealand. AgelessYou DAILY is the hero product: a once-a-day, orange-flavoured longevity powder anchored on 1,000mg of Uthever NMN, a branded NMN with a published human clinical trial (Huang 2022), with 12 further ingredients formulated to support cellular energy, cognition, sleep, mood, resilience, metabolic function and skin vitality. One scoop is designed to replace a cupboard of separate supplements. DAILY is formulated and manufactured in New Zealand, with ingredients sourced from around the world, and is third-party tested twice. Test results are published at agelessyou.co.nz/pages/thirdpartytesting. AgelessYou Skin, a marine collagen supplement, is the second continuing product. Built for people navigating midlife, primarily women, who want something evidence-backed, simple and trustworthy. The core belief: ageing is not a fixed decline; it is a process that can be supported and influenced, and experienced with more agency. Positioning line: cellular science that shows up in your energy, your clarity, and your vitality. The formulation is reviewed by a three-person scientific advisory board (Dr Colleen Fogarty Draper, Prof. Mark JS Miller, Nicole Barnett). Customers typically notice changes within 2 to 8 weeks: energy first, then mental clarity, then sleep. The six differentiators: one scoop instead of a cupboard of pills; clinical dosing rather than marketing dosing; a synergistic 13-ingredient formula rather than a single-ingredient shortcut; made in New Zealand and third-party tested twice; a cellular-first approach connecting internal health with how you show up; and founder-led credibility rooted in two years of research and a real midlife perspective. Sells into New Zealand (home) and Australia (cross-border from New Zealand).	OK Change
A2	Taglines	Your positioning line stays in use: "Cellular science that shows up in your energy, your clarity, and your vitality."	OK Change
A3	Voice and tone	Lou speaking. A woman in her late 50s who noticed her own body shift in midlife, went looking for answers, and built the thing she couldn't find. She talks to another woman like her, one to one, never a brand addressing a market and never a marketer performing empathy. Plain, direct, emotionally grounded in the reader's actual internal monologue: spoken language a 16-year-old could read aloud without stumbling. If a line needs a second read to parse, it's wrong. No copywriter-constructed metaphor, no cleverness for its own sake. Warm but not soft. Honest before reassuring: she names the hard thing first, then she's on your side. Confident without hype. She trusts the reader to be smart. No pressure, no urgency theatrics, no crisis language, no anti-ageing vanity. Scientifically credible and conversational: explains the biology in plain language without dumbing it down, and translates every science term immediately after using it. Short paragraphs of 1 to 3 sentences. Vary sentence length; a short line lands hardest right after a long one. Contractions always. Digits for numbers. Get to the point, no throat-clearing. Parenthetical asides are welcome for honest human reactions. The test: read it back in Lou's voice. If it sounds like something she'd say out loud to a friend across a kitchen table, it's right. If it sounds written, cut it back.	OK Change
A4	Who writes	Lou McDowell, founder of AgelessYou, is the primary author and the brand voice. Approved long bio: Lou McDowell is the founder of AgelessYou, the New Zealand longevity brand behind AgelessYou DAILY. Her story started at 54, when she began feeling the effects of ageing and set out to understand how she could age better. That question turned into two years of research into cellular energy decline and NAD+, and eventually into a brand: a once-a-day formula of 13 evidence-backed ingredients, made in New Zealand and third-party tested, which she launched in 2024. Now in her late 50s, Lou is the on-camera voice of AgelessYou, sharing what she has learned in plain language for people who want to feel strong in midlife and beyond. Her own epigenetic testing through TruDiagnostic returned a biological age of 45.8 years against a chronological age of 56. Lou holds no clinical or professional qualification and content must never imply one; her credibility is lived midlife experience plus research depth. Never frame her as an entrepreneur or foreground revenue or business scale. LinkedIn: linkedin.com/in/lou-mcdowell-3033a7155. Ingredient science and evidence articles are reviewed by, and may be authored by, the three named members of the AgelessYou scientific advisory board (equal advisers, no figurehead; all three have approved being named and published). They do real formulation review and R&D work; this is not a paid endorsement. Dr Colleen Fogarty Draper, PhD, RD. Nutrition systems biology and women's health, Leiden University. Colleen is a nutrition scientist and registered dietitian with a Life Sciences PhD from Leiden University and more than eight years in molecular nutrition and systems-biology research at Nestlé. Her doctoral work focused on metabolomic response signatures, sexual dimorphism and hormone chronobiology: how nutrition affects women and men differently. She is first author on published human dietary trials. Prof. Mark JS Miller, PhD, MBA, FACN. Biomedical research, inflammation and natural products. Mark is a biomedical researcher and former professor who held tenured positions at US medical schools and is a Fellow of the American College of Nutrition. His research on nitric oxide, inflammation and the mechanisms of natural compounds has been published in leading journals including PNAS and the Journal of Biological Chemistry, and includes randomised human trials. He pressure-tests the evidence and dosing behind the active ingredients. Nicole Barnett, ND, BHSc. Nutraceutical development and clinical practice. Nicole is a naturopathic clinician and product-development executive with nearly 30 years across nutraceutical innovation, integrative nutrition and clinical practice in markets spanning Australia, Asia-Pacific, Europe and North America. She has led new-product development, clinical initiatives and regulatory work for global wellness brands. She reviews how the formulations translate from evidence into real-world practice. Adviser pull-quotes are not yet approved: never invent or attribute a quote to any adviser.	OK Change
A5	Where every article's closing link sends readers	https://agelessyou.co.nz/products/nmn-supplement-nz	OK Change

Writing rules

#	Item	What we have	Your call
B1	Rule 1	1. The "supports" construction is the rule that makes everything work. Ingredients support, help the body manage, are associated with, contribute to. Never treat, cure, prevent, reverse, eliminate or guarantee.	OK Change
B2	Rule 2	2. Never position the product against a named disease (cardiovascular disease, diabetes, cancer, dementia, Alzheimer's, stroke, menopause). The hallmarks of ageing may be named in general educational context only. Never import EffePharm white-paper disease language into consumer copy: "clinically studied" is the ceiling. Never build claims around long COVID, stroke recovery, chemotherapy, thyroid cancer, mild cognitive impairment or early Alzheimer's prevention, or IVF support, even though some customers buy for these reasons.	OK Change
B3	Rule 3	3. Never adjudicate HRT in any direction, including safety verdicts. AgelessYou sits in the cellular-energy support lane, complementary to HRT, never a competitor. The safe angle is empathy about the fear.	OK Change
B4	Rule 4	4. Lead register: healthy ageing, longevity, slow the effects of ageing, cellular ageing, supports. "Anti-ageing" is not banned but never leads.	OK Change
B5	Rule 5	5. Name Uthever NMN and the 1,000mg clinical dose whenever dose credibility matters, except in Australian-facing content (see rule 17); never "generic NMN". Accuracy watch-point: the Uthever-branded human trial (Huang 2022, Frontiers in Aging, doi:10.3389/fragi.2022.851698) dosed 300mg a day. "Uthever NMN is clinically studied" is accurate; never imply that single trial proved the 1,000mg dose. Other published human NMN trials have used 1,000mg a day, so 1,000mg being clinically studied is defensible via the broader literature.	OK Change
B6	Rule 6	6. The 13 ingredients, locked spelling and dose. Write Uthever® NMN with the registered mark where formatting allows; doses may be written with or without the space (1,000mg or 1,000 mg) but never any other way. Uthever® NMN 1,000 mg; Calcium Alpha-Ketoglutarate (Ca-AKG) 800 mg; L-Theanine 250 mg; Pterostilbene 300 mg; Spermidine 5 mg; Taurine 1,200 mg; L-Glycine 800 mg; Ginger 40 mg; Vitamin D3 1,000 IU; Magnesium Citrate 100 mg; Vitamin B6 10 mg; Folate (B9) 100 mcg; Vitamin B12 50 mcg.	OK Change
B7	Rule 7	7. Made in New Zealand leads. It is the number 1 trust driver in the customer data and chronically underweighted. The only sourcing statement to make: AgelessYou DAILY is formulated and manufactured in New Zealand, with ingredients sourced from around the world. Never name the manufacturer or itemise ingredient origins.	OK Change
B8	Rule 8	8. Testing claims: "third-party tested twice" exactly, never more. The two tests: Cawthron (New Zealand) tests the raw ingredients before manufacture, for microbes and heavy metals; Scientest (Australia) tests the finished batch after manufacture, for purity. Until Lou confirms which lab does which test (her Entity Pack and Change Summary differ), name neither lab in published content. The manufacturer is never named (rule 7). Certificates of Analysis are public at agelessyou.co.nz/pages/thirdpartytesting; link there rather than quoting certificate numbers. Never claim GMP certification, FDA facility registration, TGA registration, awards, press coverage, or any green, give-back or B-Corp programme: none are held on file.	OK Change
B9	Rule 9	9. Honest 2-to-8-week timelines, always: energy first, then mental clarity, then sleep. Never promise speed. This is the Quiet Seeker's number 1 conversion lever.	OK Change
B10	Rule 10	10. Any competitor spec (dose, origin, form) must be verified before publication. Competitors are named in published copy only in verified comparisons. Standing example: Age Mate (two words in copy) NMN is made in Australia, not China.	OK Change
B11	Rule 11	11. Customer-results claims come only from the customer dataset; the cold-audience survey is never used for results claims. Publicly say "we surveyed our customers", never a specific number.	OK Change
B12	Rule 12	12. No miracle or breakthrough as product claims, no weight-loss or fat-burning claims (visceral fat may be discussed as a concern, never a promised outcome), no before-and-after body transformation framing, no fear-mongering about ageing, no countdown or scarcity language.	OK Change
B13	Rule 13	13. Price never leads and is never apologised for; dose, simplicity, sourcing and results justify it. Do not state prices in content. The 60-day money-back guarantee and the 60-Day Cellular Transformation offer (Welcome Kit plus guarantee) are live and safe to reference. Guarantee terms as published: contact within 60 days of purchase with the order number; first-time purchases only, one per household; shipping costs are not refunded.	OK Change
B14	Rule 14	14. Anchor on energy, support with mental clarity, then sleep. The sleep-to-energy bridge and the "no afternoon crash" story are the proven arcs; use them across all personas.	OK Change
B15	Rule 15	15. Write for 55+, longevity-first. Menopause and perimenopause are two distinct life stages and are adjacent context, never the headline. Content welcomes men as a secondary audience without excluding them.	OK Change
B16	Rule 16	16. Founder facts: research period is two years (never three); age framing is "in her late 50s"; never imply a clinical qualification; never frame Lou or the brand around revenue or business scaling. Bio-age story is approved: TruDiagnostic TruAge result of 45.8 years biological age against a chronological age of 56, held flat across 2023 and 2024. Frame it as Lou's personal result and the origin of DAILY's formula, never as a product efficacy claim.	OK Change
B17	Rule 17	17. Australia: AgelessYou sells cross-border from New Zealand and is not TGA registered. Australian-facing content must never imply Australian domestic retail availability, and keeps the TGA-sensitive ingredients out of Australian-facing content entirely: Ca-AKG, spermidine, pterostilbene, and NMN at doses above 500mg (so the 1,000mg figure does not appear in Australian-facing pieces; see rule 5). Planned markets (China, USA, possibly UAE) are not active: never imply availability there.	OK Change
B18	Rule 18	18. HER (women's protein) is developed but off the content plan until Lou green-lights it: write nothing about HER. AgelessYou Skin is a continuing product and may be supported lightly; DAILY carries the content effort.	OK Change
B19	Rule 19	19. Company history starts in 2024. Never reference any earlier business history. Publish "founded 2024", never a company age. Ownership is described only as founder-led. The registered legal name (AGELESS YOU LIMITED) appears only where a legal name is required.	OK Change
B20	Rule 20	20. Mechanics: New Zealand English spelling, digits for numbers, contractions, short paragraphs, second person where natural, sentences under about 22 words, and never an em dash (use commas, colons or full stops). Lead with the lived benefit, then the cellular mechanism, and translate every science term in the same or next sentence.	OK Change
B21	Rule 21	21. Shipping and subscriptions: free shipping on orders over $99. Never state delivery times or dispatch promises. Subscriptions are managed through the customer account (agelessyou.co.nz/account/login); never name a subscription app.	OK Change
B22	Rule 22	22. TruAge COMPLETE and the TruAge test are discontinued: never promote, recommend or link them as something to buy. Lou's own TruAge result stays as her personal story (rule 16).	OK Change
B23	Rule 23	23. The percentages and multiples in the Brand Bible's internal proof pillars never appear in published copy, and nor does any facility registration claim. "Clinically studied" is the ceiling.	OK Change
B24	Rule 24	24. Avoid "nobody tells you" or "nobody warned me" as a hook unless Lou asks for it.	OK Change
B25	Rule 25	25. The Washington University / Nature Medicine study is context only, always with "not proven cause", and never tied to the product.	OK Change
B26	Rule 26	26. Never reference or link the Spill The TEA podcast (May 2026). Make no packaging claims.	OK Change

Product lines

#	Item	What we have	Your call
C1	AgelessYou DAILY	The hero product and where all content effort points. A once-a-day, orange-flavoured longevity powder with 13 science-backed ingredients formulated to support the 12 hallmarks of ageing, anchored on 1,000mg of clinically studied Uthever NMN: Uthever NMN, Calcium Alpha-Ketoglutarate (Ca-AKG), L-Theanine, Pterostilbene, Spermidine, Taurine, L-Glycine, Ginger, Vitamin D3, Magnesium Citrate, Vitamin B6, Folate (B9) and Vitamin B12. One scoop replaces a cupboard of separate supplements. Made in New Zealand, third-party tested twice. Sold on subscription; the hero offer is the 60-Day Cellular Transformation with Welcome Kit and a 60-day money-back guarantee. Buyers search for it as NMN supplement NZ, NMN powder, longevity supplement, NAD+ supplement.	OK Change
C2	AgelessYou Skin	Marine collagen supplement that supports healthy hair, skin, nails, bones and joints. A continuing product supported lightly in content; DAILY carries the territory. Buyers search for it as marine collagen powder NZ, collagen supplement.	OK Change

Who we're writing for

#	Item	What we have	Your call
D1	The Quiet Seeker (largest warm pool, 50 to 65)	A year or more of low-grade sleep disruption, fatigue or fog. Has tried several things with partial results. Price feels like risk. Fear: "I'll spend money on this and still feel the same." Desire: certainty, realistic hope. Says: "I've tried a lot of things and nothing has really worked", "What results can I realistically expect?" Number 1 conversion lever: knowing what results to expect and when (honest 2 to 8 weeks: energy, then clarity, then sleep). Number 2: the trial or starter offer and the money-back guarantee. Messaging: real results, honest timelines, no hype.	OK Change
D2	The Midlife Overcomer (reach and awareness)	Reach and awareness play, not the primary buyer. Broader midlife audience encountering the healthy-ageing conversation for the first time. Content for this group is founder-story and lifestyle-led rather than product-led.	OK Change
D3	Men (secondary audience)	Lou has many male customers. The brand promotes to women first, but content must not exclude men: write healthy-ageing, energy and cognitive-clarity content in a way a man in his 50s or 60s can see himself in. Confirmed by Lou as a secondary audience content can target directly.	OK Change
D4	The Vitality Protector (lead buyer, 55 to 70)	Through menopause, in deliberate maintenance mode, physically active and self-directed. She isn't in crisis, she's optimising. "I'm not done yet." Fear: ageing faster than she wants to. Desire: independence, power, longevity. Says: "I just don't bounce back like I used to", "I want to age well, not just get older." Converts on Made in New Zealand (primary), clinical-dose Uthever NMN, third-party testing, testimonials from her age group, a verified competitor dosing comparison. Tone: calm, confident, earned. Avoid crisis language, menopause-heavy framing and anti-ageing vanity. Highest advocacy.	OK Change
D5	The Informed Upgrader (highest intent, 45 to 62)	Already fluent in NMN and NAD+, often taking a competitor product. She's being converted from a competitor rather than educated. Fear: "I've been taking something mediocre and wasting money." Desire: order, proof, confidence. Says: "What's the NMN dose compared to Age Mate?", "Is it Uthever or a generic form?" Real switcher language: stopped taking a competitor because they changed the format; with AgelessYou she could get the 1,000mg NMN she had been taking. Converts on Uthever named, 1,000mg versus the market, third-party testing, full ingredient transparency, Made in New Zealand. Tone: precise, direct, credible. No emotional hooks without substance. Shortest path to purchase.	OK Change

Competitors

#	Item	What we have	Your call
E1	Who we measure you against	The brands we measure you against in search. They're only ever named in your content in a checked, like-for-like comparison. Simply Nootropics (NZ) (nz.simplynootropics.com) Tmrw (NZ) (drinktmrw.com) Age Mate (AU) (agemate.com) Fon (AU) (usefon.com) IM8 (global) (im8health.com) NOVOS Labs (US) (novoslabs.com) About Time (NZ search leader, collagen) (abouttime.co.nz)	OK Change
E2	Still to confirm	You named Simply Nootropics, Tmrw, Age Mate, Fon, IM8 and NOVOS. We added About Time because it leads New Zealand search for collagen, which matters for Skin. Is it a real competitor, and is anyone missing? About Time	OK Change

Markets

#	Item	What we have	Your call
M1	Primary market	New Zealand	OK Change
M2	Secondary markets	Australia	OK Change
M3	How we treat them	New Zealand is your home and primary market, and our research starts from New Zealand search. Australia is your second market, sold cross-border from New Zealand. Everything is written once in New Zealand English.	OK Change

Content we'll write

#	Item	What we have	Your call
G1	Comparison	AgelessYou DAILY versus named competitors, and buyer guides on how to read a longevity-supplement label, on dose, form and testing. Verified specs only. The Informed Upgrader's shortest path.	OK Change
G2	Informational article	Answer-first education for the category (NMN, NAD+, spermidine, collagen, the hallmarks of ageing, biological age), grounded in the supports construction and Lou's kitchen-table voice.	OK Change
G3	Founder story and thought leadership	Kitchen-table Lou on ageing with agency: the one-scoop story, the two-year research journey, her TruAge result as a personal origin story, and a clear point of view on healthy ageing. Never revenue or business-scaling framing.	OK Change
G4	Ingredient science explainer	Advisory-board-reviewed deep dives on a single ingredient: mechanism, the supporting evidence, dose rationale and locked spelling and dose from the ingredient list. May carry an adviser byline once quotes and headshots are supplied.	OK Change
G5	Symptom-led article	Search-intent content for readers experiencing a specific sign of ageing (low energy, the afternoon crash, poor sleep, brain fog) that connects the symptom to cellular causes and how targeted ingredients support the body. Anchor on energy, support with clarity, then sleep.	OK Change
G6	Honest expectations	What to expect and when: the 2-to-8-week timeline (energy, then mental clarity, then sleep), what a realistic first 60 days looks like, and how the money-back guarantee works. The Quiet Seeker's number 1 lever, and almost nobody in the category does it honestly.	OK Change
G7	Healthy lifestyle strategies	Practical, evidence-based strategies for increasing healthspan and lifespan in midlife and beyond: movement, sleep, nutrition, stress and habits, with supplementation as one supporting layer rather than the point.	OK Change

Your company facts

The facts from your Entity Pack that your Brand Kit doesn't already carry. We'll state these exactly as written, in your content and in the structured data search engines and AI assistants read. Tick OK, or choose Change.

Name and contact

#	Item	What we have	Your call
F1	Your name	AgelessYou, one word with a capital Y, everywhere public. The two-word form is only for legal documents and invoices.	OK Change
F2	Website	agelessyou.co.nz	OK Change
F3	Public phone	+64 21 931829	OK Change
F4	Your address	123 Frankton Road, Queenstown, Otago, New Zealand. One form, used everywhere.	OK Change

Who you are

#	Item	What we have	Your call
F8	Your short bio	"Lou McDowell is the founder of AgelessYou, the New Zealand longevity brand behind AgelessYou DAILY. At 54, she set out to understand how to age better; two years of research into NAD+ and cellular ageing led her to launch AgelessYou in 2024."	OK Change
F10	The short version	"AgelessYou is a New Zealand longevity brand and maker of AgelessYou DAILY, a once-a-day powder with 13 science-backed ingredients including 1,000mg of Uthever NMN." For anywhere with a character limit.	OK Change

Your profiles

#	Item	What we have	Your call
F23	Social and reviews	Instagram and Facebook (agelessyou.daily), YouTube (@AgelessYouDaily), your personal LinkedIn, and Judge.me reviews on your site. No TikTok and no LinkedIn company page.	OK Change

Open questions

The things only you can tell us. Type your answer, or attach a file where it's easier (a certificate, a policy, a headshot). Skip anything you don't know yet: we won't state it until you tell us.

Proof

#	Question	What we need	Your answer
Q1	Your two testsLou	Your Change Summary says Cawthron tests the raw ingredients before manufacture (microbes and heavy metals) and Scientest tests the finished batch (purity). Your Entity Pack says the raw-ingredient test is done by the manufacturer, and Scientest tests individual ingredients every second or third batch, with no finished-product test yet. Which is right? A lab report or certificate settles it, and please check we've spelt Scientest correctly. If the first test is done by your manufacturer rather than an outside lab, "third-party tested twice" may need to change too, so we won't name either lab in anything published until you've answered.	Attach a file (up to 10 MB):
Q2	Your biological ageLou	Is it 45.8 against a chronological age of 56 (your TruAge report, as in your Change Summary) or 45.7 (your Entity Pack)? We're using 45.8 until you say.	Attach a file (up to 10 MB):
Q3	GMP and FDALou	Your DAILY page says "Made in NZ in GMP/FDA Facility", but we have no certificate on file, so our content never says it. If you can send the certificate (certifying body, number, dates), we'll use it. If not, we'll suggest taking it off the page.	Attach a file (up to 10 MB):
Q4	Your advisersLou	An approved quote from each adviser, and high-res headshots. Until then their names and bios go in, with no quotes.	Attach a file (up to 10 MB):

Shipping and returns

#	Question	What we need	Your answer
Q5	Australian shippingLou	We used the numbers on your bundle page: free over $99, International Post under $99 $11, International Courier $20. Are those right?
Q6	The claim windowLou	The guarantee asks for 60 days of use, and customers contact you within 60 days of purchase. That leaves no time to claim. Should the window be 60 days or 90?

Your company

#	Question	What we need
Q7	Your public emailLou	Your Entity Pack gives support@agelessyou.co.nz as the public email, but your policies and FAQ use lou@agelessyou.co.nz. Which should customers see?
Q9	Google Business ProfileLou	You have one, but we couldn't find the link. Can you send it?
Q10	Your second podcastLou	Send the link once it's out, and we'll add it.

Red lines

#	Question	What we need	Your answer
Q12	Anything else we should never sayLou	Claims you'd be uncomfortable with even if they're true, words or spellings you dislike, and any style vetoes.