# What the earlier favorites did better

The older W41 brush and W42 SNAP ads are stronger starting points for these two concepts. That is a design judgment from the rendered artwork, not a claim about measured conversion.

## SNAP: make the important word important
W42 builds a sentence with distinct sizes: GROWING IT OUT, the smaller WATCHING IT, then an oversized, underlined SNAP. Brick-red type sits in quiet cream space. The frayed ends remain visible and the bottle sits in the same scene. B1 has a strong newer close-up, but two similarly sized lines across the photo flatten the hierarchy. The product is missing and the explanation is separated from the headline.

Decision: restore W42 in both formats. Keep B1 as a newer alternative, not a discarded file.

## Brush: show the problem and the product together
W41 places the Wonder bottle beside the hair-filled wooden brush. Plum type and a compact yellow highlight give Dread day a distinct role. The support line and small underlined CTA stay near the headline. H1 has a compelling candid brush image, but its dark gradient, repeated large uppercase treatment, and distant generic CTA make the product connection weaker.

Decision: restore W41 in both formats. Keep H1 as a newer alternative. A TOF ad can show the product clearly while the pain remains the first thing people notice.

## Keep what v9 improved
All three Hair Diary directions and their six masters remain byte-for-byte unchanged. They bring colorful review headers, week stickers and different-day framing. The oil-in-palm, application, bedroom, gym and identity scenes also remain: the batch needs photographic variety, not 15 versions of one bathroom.

## Apply these decisions to the mix
The default board is still five concepts with three variations each: R1/R2/R3; W42/B2/B3; W41/H2/H3; O1/O2/O3; I1/I2/I3. It combines the earlier art direction and product presence with the newer scene diversity. The selection control reveals the two v9 alternatives or all 17 designs. Nothing from the earlier boards was edited or removed.

For further revisions: choose one decisive word per hook to emphasize; design copy around clear photographic space; keep explanation close to its hook; vary the role of typography rather than only changing its color; use a bottle in the scene when it improves product recognition. Avoid forcing the same CTA pill onto every composition. Not every review card needs a bottle, but the overall mix needs enough recognizable Wonder product.

## Research context
This curation reuses the completed Foreplay study: 166 unique ad records across eight brands and 122 unique image files, screened on contact sheets with selected individual inspections. It is not a new research sweep. The linked research report distinguishes live and ended ads and gives the specific references. Longevity is an observation, not proof of profitability. No CPA, ROAS or ad-set performance data was available.

## Scope and evidence
This is a curation revision using exact existing native masters, not a newly generated or re-rendered artwork batch. Original W41/W42 and all retained v9 masters are hash-checked against their source files. Numeric editorial scores are inherited and should not be read as a new side-by-side ranking. AI review imagery and buyer details remain internal design studies.