Information Density: Repel – Signal Evidence & AI Readability

Repel

(https://repel.com) 📸 Data Snapshot: May 25, 2026
Information Density — The Lens

Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.

Info Density Power-words vs. Substance ratio.
18 Impact Weight: 30 / 100
60% Reputation

The information density is bifurcated between high-substance chemical data and severe template fluff. While sub-pages provide specific percentages (98.11% DEET) and duration claims (up to 10 hours), the site is littered with placeholder text such as HEADING H1, HEADING H3, and Standard banner paragraph text – Figtree 24pt. This creates a high ratio of structural fluff to useful content, despite the technical specificity of the ingredient descriptions.

Information Density is read straight from the body copy: how much of the text carries grounded, checkable substance versus hollow filler. Below is the clean text the engine analyzed, then the industry’s known generic-claim patterns to weigh it against.

📝 The Narrative — clean text per page (the substance-vs-filler signal)
HOMEPAGE (https://repel.com) Home
[IMG: New look same great products - explore now]

[IMG: Products]

/products

[IMG: up to 8 hours of mosquito protection for the entire family - learn more]

[IMG: Products]

/products#numberOfResults=12&f:@sku=[HG-14136,HG-94262,HG-94269]

[IMG: up to 50 hours of zone mosquito protection - explore now]

[IMG: Products]

/products#numberOfResults=12&f:@categories=[Area%20Protection]&f:@deliverymethod=[Device,Device%20Refill]

[IMG: learn about our active ingredients - read now. Permethrin, IR3535, Picaridin, Oil of Lemon Eucalyptus, DEET]

[IMG: Active Ingredients]

/tips-and-articles/understanding--active-ingredients-in-mosquito-repellents

[IMG: NO BITES. JUST GLORY.]

[H3] WINNING FORMULA

[H2] NO BITES. JUST GLORY.

Discover Repel® brand’s full range of effective, long-lasting mosquito protection solutions—your winning formula for family adventures.

[H3] PRODUCT SPOTLIGHT

[H2] Repel® Insect Repellent Family
Formula feels light on skin and offers up to 8 hours of protection

Learn More

[H3] PRODUCT SPOTLIGHT

[H2] Repel® Insect Repellent Mosquito & Tick Wipes
Up to 10 hours of protection in a convenient, easy-to-use wipe

Learn More

[H3] Shop by Personal Repellents or Area Protection

[H2] Explore Tips & Articles

[IMG: Tick Bite Tips]

[H3] Tips for Avoiding Tick Bites

Take some simple precautions to prevent tick bites during your family’s outdoor adventures.

Learn More

[IMG: Common Tick Types]

[H3] Common Tick Types

Get familiar with the most common types of ticks to help avoid bites when having fun outdoors.

Learn More

[IMG: Choosing the Right Mosquito Repellent]

[H3] Choosing the Right Mosquito Repellent

Find a personal mosquito repellent for every adventure and every member of your family.

Learn More

[IMG: Active ingredients]

[H3] Understanding Active Ingredients in Mosquito Repellents

Discover which ingredients in repellents are a good fit for your family adventures.

Learn More

[H3] GET OUT THERE

[IMG: Get Out There]

[IMG: Get Out There]
4459 chars
SUB-PAGE · THIN (https://repel.com/products/) Products
Browse Products

Sort by
115 chars
SUB-PAGE (https://repel.com/tips-and-articles/understanding–active-ingredients-in-mosquito-repellents/) Understanding Active Ingredients in Mosquito Repellents
[IMG: Permethrin, IR3535, Picaridin, OLE, Deet]

[IMG: Active ingredients Mobile]

[H1]
HEADING H1

[H3]
HEADING H3

Standard banner paragraph text - Figtree 24pt Line Height 30pt

[H1] Understanding Active Ingredients in Mosquito Repellents
You want the best possible protection against mosquitos, with the best possible ingredients for your family. From DEET sprays to natural insect repellent products, there are a variety of ways to keep mosquitoes away. So, how do you make sense of the different active ingredients in different personal insect repellents? We can help. Get outdoors with your family and protect them with an EPA-registered personal insect repellent made with one of these proven active ingredients:

[IMG: DEET - Long-Lastng Mosquito Protection]

[H2] DEET
DEET is an ingredient that has been used to keep mosquitoes away for more than 60
years. Recommended by the CDC for effective, long-lasting mosquito protection,
DEET-based products are available in a wide variety of formulas, including aerosols,
sprays and wipes.
A higher concentration of DEET means that it will work longer—not that it will work
better. Depending on the percentage of DEET in an insect repellent, the product will
provide mosquito protection from two to 10 hours. If you want longer protection,
choose a repellent with a higher concentration of DEET.
Explore Products
[IMG: Oil of Lemon Eucalyptus - Plant-Based Active Ingredients]

[H2] Oil of Lemon Eucalyptus
Oil of lemon eucalyptus is an ingredient derived from oil from the leaves of the
Eucalyptus citriodora tree. With natural mosquito repellent properties, lemon
eucalyptus is the only plant-based active ingredient recommended by the CDC for
mosquito protection.
This active ingredient lasts up to six hours and is approved for use on kids three years
and older. If you’re looking for DEET-free* protection and plant-based ingredients, this
natural insect repellent is a good choice. *not a safety claim
Explore Products

[IMG: Picaridin]

[H2] Picaridin
Picaridin is a relatively new synthetic repellent compound that mimics the effects of
piperine, which is found in plants that produce black pepper. Picaridin-based formulas
won’t damage plastics, like backpacks or sports equipment.
This picaridin insect repellent repels insects for up to ten hours. You should reapply
this product no more than three times per day.
Explore Products
[IMG: IR3535 - Odorless, Non-greasy & feels light on the skin]

[H2] IR3535®*
Inspired by a naturally occurring amino acid, this synthetic ingredient has been used
as a mosquito repellent in the United States for more than 20 years. IR3535®* - based
insect repellents are odorless, non-greasy and feel light on the skin. Best of all, this
product lasts up to eight hours. You should reapply this product no more than three
times per day.
*IR3535 is a registered trademark of Merck KGaA, Darmstadt, Germany or its affiliates
Explore Products

[IMG: Permethrin]

[IMG: Permethrin]

[H2] Permethrin

Permethrin is an insect repellent that can be applied to your clothing and gear.
Although this repellent isn’t made for the skin, it’s important to protect everything that
will be subject to the outdoor elements.
Permethrin retains repellency even after repeated laundering, so you don’t have to
continuously reapply for spontaneous travels.

Explore Products
3749 chars
SUB-PAGE (https://repel.com/tips-and-articles/choosing-the-right-mosquito-repellent/) Choosing the Right Mosquito Repellent
[IMG: Choosing the Right Repellent]

[IMG: Choosing the Right Repellent Mobil]

[H1]
HEADING H1

[H3]
HEADING H3

Standard banner paragraph text - Figtree 24pt Line Height 30pt

[H3] CHOOSING THE RIGHT MOSQUITO REPELLENT

Choosing the right insect repellent to fit your outdoor adventures can make repelling mosquitoes effortless. And there’s nothing better than having fun
outdoors, while protecting your family. Repel® brand offers personal mosquito repellents ideal for every adventure and every member of your family.

[H4] Ask Yourself These Questions:

[IMG: Question Mark]
[H3] HOW LONG WILL YOU BE OUTSIDE?

Find a mosquito repellent labeled for the length of time you’ll be outdoors. Remember that length of protection for a personal insect repellent is tied to the percentage of its active ingredient. For example, the higher the percentage of DEET, the longer your protection will last.

[IMG: Shorter Outings]

[H3] For Shorter Outings
Pick a repellent lower in DEET, like Repel® Insect Repellent Scented FamilyFormula® 15% DEET Aerosol. Or try a DEET-alternative repellent like Repel®Plant-Based Lemon Eucalyptus Insect Repellent₂ Pump Spray.

[IMG: Outside All Day]

[H3] Outside All Day
If you’re camping or making fun family memories outside all day, choose a longer-lasting formula for up to 10 hours of protection, like
Repel® 100 Insect Repellent products with 98.11% DEET or picaridin-based Repel® Insect Repellent Mosquito & Tick products. If you’re outdoors for extended periods of time, be sure to reapply for longer protection.

[IMG: Question Mark]
[H3] WHO NEEDS MOSQUITO PROTECTION?

If the whole family is joining the adventure, consider a repellent appropriate for young children. DEET repellents do not have an age restriction. However, Repel® Plant-Based Lemon Eucalyptus Insect Repellent₂ DEET-Free* products should not be applied to children under age three. Always read and follow label directions when
considering and using an insect repellent.
*Not a safety claim.
Try Repel® Insect Repellent Family 15% DEET Aerosol, Repel® Insect Repellent Family Pump Spray or Repel® Insect Repellent Family Aerosol

[IMG: Question Mark]
[H3] WHAT ACTIVITY ARE YOU PLANNING?

If you’re playing a sport or spending time out in the sun, consider an insect repellent formula that resists perspiration, like Repel® Insect Repellent Scented Family
Formula® 15% DEET Aerosol, Repel® Insect Repellent Sportsmen Formula® 25% DEET products or Repel® Insect Repellent Sportsmen Max Formula® 40% DEET products.

[IMG: Question Mark]
[H3] DO YOU NEED AREA TREATMENT?

Consider treating clothing, backpacks, tents and shoes with a permethrin-based
spray. This repellent isn’t made for the skin, but when your family adventures involve
additional gear, it’s important to protect everything that will be outdoors. One
treatment of Repel® Permethrin Clothing & Gear Insect Repellent lasts two weeks
and holds up through several machine washings, so you don’t have to keep
reapplying when adventure awaits.
3859 chars
🧭 Industry Context — common generic-claim patterns in Beauty, Cosmetics & Personal Care to weigh the text against
Generic Claims: visible results, transform your skin, unlock your natural beauty, trusted by millions, the secret to radiant skin, look younger in days…
Red Flags: before-and-after photos with different lighting or makeup, clinical claims without study citations, proprietary blend hiding ingredient concentrations, celebrity endorsement without FTC disclosure, transformation timelines without disclaimer, anti-aging claims promising reversal of biological aging…
Semantic Drift Patterns: homepage claims clinical-grade but ingredients page shows basic cosmetics, claims natural and clean but ingredient lists include synthetic compounds, homepage targets luxury market but pricing is drugstore-level, claims dermatologist-developed but no dermatologist is named…
Proof Expectations: full ingredient lists (INCI format), specific clinical study references with sample sizes, named dermatologists or formulators with credentials, before-and-after with methodology disclosure, specific percentages of active ingredients, third-party lab testing documentation…