{
  "batch": "Wonder v12 — expressive composition revision",
  "newVariations": 30,
  "newNativeMasters": 60,
  "controlledVariable": "Photograph per native format and product evidence retained. Hook and composition vary together; not an isolated copy test.",
  "sourcePhotos": "Synthetic product-reference-led editorial photographs; no customer-result evidence.",
  "concepts": [
    {
      "id": "A1A",
      "angle": "Grow-out frustration",
      "name": "The ends tell the story",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "parents": [
        "W42",
        "T01"
      ],
      "color": "#963f32",
      "accent": "#f1d797",
      "style": "snap",
      "hooks": [
        [
          "GROWING IT OUT.",
          "WATCHING IT SNAP."
        ],
        [
          "ALL THAT LENGTH.",
          "ROUGH ENDS."
        ],
        [
          "THE GROW-OUT",
          "FRUSTRATION."
        ]
      ],
      "support": "Give dry ends rich batana-oil nourishment.",
      "cta": "Meet Wonder Hair Serum",
      "scene": "A candid close crop of chestnut fraying dry hair ends held gently between fingers entering from the right, adult woman in oatmeal cotton shirt with face outside frame. Exact bottle naturally standing on cream dressing table lower left, hair on right. The upper-left 52 percent of width and upper 36 percent of height is completely empty warm plaster wall. Bottle top begins below 38 percent height. Natural window light, ordinary bedroom. This is the problem-object photo, not an after result."
    },
    {
      "id": "A1B",
      "angle": "Grow-out frustration",
      "name": "Care for the length already here",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "parents": [
        "T01",
        "T04",
        "W42"
      ],
      "color": "#803843",
      "accent": "#ecd0ae",
      "style": "serif",
      "hooks": [
        [
          "THE GROW-OUT",
          "NEEDS CARE."
        ],
        [
          "DRY ENDS?",
          "START HERE."
        ],
        [
          "LONGER PLANS.",
          "ENDS FIRST."
        ]
      ],
      "support": "Massage a few drops through damp or dry ends.",
      "cta": "Give ends some Wonder",
      "scene": "Candid adult woman with freckles and medium brown hair in faded rose T-shirt seated sideways on a simple bedroom stool, gently smoothing the ends of her hair between both palms, looking down at her hands rather than camera. Hair has ordinary flyaways, no perfection. On dresser at lower left stands exact closed Wonder bottle label facing camera. Subject and hands on right and lower 60 percent, upper 39 percent is naturally empty dusty pink plaster wall. Cozy cloudy daylight, off-center handheld phone feeling."
    },
    {
      "id": "A2A",
      "angle": "Brush and wash-day worry",
      "name": "The brush pause",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "parents": [
        "W41",
        "T02"
      ],
      "color": "#593d76",
      "accent": "#f2d955",
      "style": "brush",
      "hooks": [
        [
          "Wash day.",
          "Dread day."
        ],
        [
          "That hairbrush",
          "pause."
        ],
        [
          "Another wash.",
          "That same worry."
        ]
      ],
      "support": "Make room for scalp-and-ends care with Wonder.",
      "cta": "Find your care step",
      "scene": "Natural overhead candid product photo on pale cream stone counter: exact closed Wonder bottle with front label readable stands/leans naturally lower left, ordinary wooden paddle hairbrush lower right with realistic modest loose brown strands visibly caught in bristles. One lavender towel corner lower right, no other products. All objects contained in lower 58 percent. Upper 39 percent completely empty pale counter with soft shadows reserved for headline. Honest texture, natural side window daylight, no giant clump, no glam studio spotlight."
    },
    {
      "id": "A2B",
      "angle": "Brush and wash-day worry",
      "name": "A gentler moment in the routine",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "parents": [
        "T02",
        "T03",
        "W41"
      ],
      "color": "#324f75",
      "accent": "#efd68d",
      "style": "routine",
      "hooks": [
        [
          "AFTER THE",
          "WASH-DAY WORRY."
        ],
        [
          "WASH DAY.",
          "THEN A CARE STEP."
        ],
        [
          "THE BRUSH PAUSE.",
          "THE CARE STEP."
        ]
      ],
      "support": "A few drops. Massage into scalp and through ends.",
      "cta": "See how to use Wonder",
      "scene": "Unretouched phone-style photograph of adult Black woman with natural textured shoulder-length hair, blue casual cotton shirt after washing, seated in bright modest bathroom. One hand with anatomically natural fingers gently massaging scalp at temple, other hand relaxed. Exact capped Wonder bottle on near counter lower left at realistic 30ml scale, label clear. Woman occupies lower right 60 percent, upper 40 percent and upper-left are empty pale blue painted wall, no mirrors, no text. Small wooden brush partially visible on lower counter. Damp natural curl texture, ordinary skin, soft window light."
    },
    {
      "id": "A3A",
      "angle": "Dry lengths and neglected care",
      "name": "The tactile ends-care step",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "parents": [
        "T04",
        "O1"
      ],
      "color": "#9a4d20",
      "accent": "#edc562",
      "style": "serif",
      "hooks": [
        [
          "FRESHLY WASHED.",
          "STILL ROUGH?"
        ],
        [
          "CLEAN HAIR.",
          "THIRSTY ENDS."
        ],
        [
          "ROUGH TO THE TOUCH?",
          "REACH FOR RICH CARE."
        ]
      ],
      "support": "Rich, pure batana oil for dry-hair nourishment.",
      "cta": "Meet your ends-care oil",
      "scene": "Tactile honest phone macro of adult hands gently rubbing a tiny amount of hair oil between fingertips beside dry dark hair ends at lower right. Do not show an unsupported colored oil pool or oversized droplet; only a subtle natural sheen on fingertips. Exact Wonder bottle capped on wooden dressing surface lower left with readable front. Deep cream natural plaster empty across upper 42 percent, body cropped so no face. Worn cinnamon linen garment, imperfect skin texture, ordinary room, midday light. Bottle must be clear, integrated and correct 30ml scale."
    },
    {
      "id": "A3B",
      "angle": "Dry lengths and neglected care",
      "name": "A routine worth remembering",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "parents": [
        "T05",
        "T04"
      ],
      "color": "#28665b",
      "accent": "#e3cf85",
      "style": "routine",
      "hooks": [
        [
          "WASH. CONDITION.",
          "DON’T FORGET ENDS."
        ],
        [
          "THE ROUGH-ENDS",
          "ROUTINE GAP."
        ],
        [
          "ENDS FEEL ROUGH?",
          "GIVE THEM A STEP."
        ]
      ],
      "support": "Damp or dry hair. A few drops. Massage through ends.",
      "cta": "Make Wonder your care step",
      "scene": "Honest overhead bathroom shelf photograph in pale sage and cream. Exact closed Wonder serum bottle lies naturally front label toward camera at lower center-left next to an unbranded damp ivory washcloth and simple wide tooth comb. A natural female hand enters from lower right reaching toward bottle, realistic anatomy. Empty pale sage painted shelf/counter across top 43 percent for typography. Product occupies about 27 percent width, never giant. Quiet natural daylight, imperfect everyday cotton, subtle scratches, no extraneous labels, no text on wall."
    },
    {
      "id": "A4A",
      "angle": "Hair identity",
      "name": "The ponytail moment",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "parents": [
        "I1",
        "T01"
      ],
      "color": "#85434f",
      "accent": "#edc177",
      "style": "serif",
      "hooks": [
        [
          "MISS YOUR",
          "FAMILIAR PONYTAIL?"
        ],
        [
          "SAME HAIR TIE.",
          "ROUGHER LENGTHS."
        ],
        [
          "THAT PONYTAIL",
          "FEELS DIFFERENT."
        ]
      ],
      "support": "Care for dry lengths with rich batana-oil nourishment.",
      "cta": "Bring Wonder to your routine",
      "scene": "Candid side/back phone photo of adult South Asian woman in casual burgundy cotton shirt tying a normal medium-length dark ponytail with simple black elastic near a bedroom dresser. Ordinary frizzy flyaways, natural density, no hair loss or transformation. Person below upper 40 percent and on right two thirds. Exact closed Wonder bottle front visible on dresser lower left, realistically sized. Empty warm pale pink wall across upper 40 percent for headline. Familiar everyday styling moment, no luxury salon, natural afternoon light."
    },
    {
      "id": "A4B",
      "angle": "Hair identity",
      "name": "A note to my ends",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "parents": [
        "I2",
        "T05",
        "T06"
      ],
      "color": "#514772",
      "accent": "#ecd97a",
      "style": "notes",
      "hooks": [
        [
          "NOTE TO SELF:",
          "CARE FOR MY ENDS."
        ],
        [
          "MY DRY-ENDS",
          "REMINDER."
        ],
        [
          "BEFORE I TIE IT UP:",
          "CARE FOR THE ENDS."
        ]
      ],
      "support": "A few drops through damp or dry ends. Then style.",
      "cta": "Make a little room for Wonder",
      "scene": "Natural overhead photo of exact Wonder bottle capped front label facing camera on faded lavender linen bedside dresser. Simple black hair tie, tortoiseshell comb and the corner of a closed cream notebook lie nearby in lower half. A woman’s hand and brown hair ends enter lower right as an everyday getting-ready detail. Upper 43 percent completely empty pale lavender linen, no writing, no reviews, no names. Source plate for an editorial first-person note, not customer testimonial. Casual real phone photo, soft grain, fine fabric texture, warm side daylight."
    },
    {
      "id": "A5A",
      "angle": "Purchase reassurance",
      "name": "Rich oil, considered amount",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "parents": [
        "B01",
        "B03"
      ],
      "color": "#715036",
      "accent": "#e7c986",
      "style": "dose",
      "hooks": [
        [
          "WORRIED ABOUT",
          "TOO MUCH OIL?"
        ],
        [
          "RICH OIL.",
          "START WITH A FEW."
        ],
        [
          "THE HEAVY-FEEL",
          "HESITATION."
        ]
      ],
      "support": "Start with a few drops on damp or dry hair.",
      "cta": "See the Wonder directions",
      "scene": "Close candid product-use photo, exact Wonder amber bottle uncapped standing on pale tan dressing table, readable label unchanged. An adult female hand holds the correct black dropper horizontally over her other open palm, glass pipette visible without a large or colored drop. Hands and product entirely in lower 57 percent, bottle left and palms right, sensible 30ml bottle scale. Top 42 percent empty warm cream natural wall. Authentic skin creases, no jewelry glamour, off-center phone composition, soft daylight. Show amount-control gesture without inventing oil color or viscosity."
    },
    {
      "id": "A5B",
      "angle": "Purchase reassurance",
      "name": "Read what is in the bottle",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "parents": [
        "B02",
        "B03",
        "T06"
      ],
      "color": "#315c4b",
      "accent": "#e6ce82",
      "style": "ingredient",
      "hooks": [
        [
          "BEFORE ANOTHER PROMISE,",
          "READ THE BOTTLE."
        ],
        [
          "WHAT’S ACTUALLY",
          "IN THIS BOTTLE?"
        ],
        [
          "BATANA ON THE FRONT.",
          "WHAT’S INSIDE?"
        ]
      ],
      "support": "One ingredient: Elaeis Oleifera (Batana) Nut Oil.",
      "cta": "Meet pure batana care",
      "scene": "Natural still-life of exact closed Wonder amber dropper bottle, full precise front label toward camera, sitting on warm pale stone shelf in ordinary home. Bottle at lower right 34 percent width and 48 percent height. A single small unbranded green towel edge lower far right. Left lower area completely empty cream stone where ingredient callout will be typeset later. Top 42 percent naturally empty warm ivory plaster wall with soft leaf shadow only far edge. Not a cosmetic laboratory, no certificates, no botanical species props, no added seals. High-fidelity source bottle identity, calm natural side daylight, true photographic texture."
    }
  ],
  "angles": [
    {
      "id": "A1",
      "name": "Grow-out frustration",
      "slug": "angle-1",
      "vibe": "A · Problem object   /   B · Actual ends-care step"
    },
    {
      "id": "A2",
      "name": "Brush & wash-day worry",
      "slug": "angle-2",
      "vibe": "A · Brush pause   /   B · Human post-wash care"
    },
    {
      "id": "A3",
      "name": "Dry lengths & neglected care",
      "slug": "angle-3",
      "vibe": "A · Tactile nourishment   /   B · Clear routine"
    },
    {
      "id": "A4",
      "name": "Hair identity",
      "slug": "angle-4",
      "vibe": "A · Familiar ponytail   /   B · Editorial reminder"
    },
    {
      "id": "A5",
      "name": "Purchase reassurance",
      "slug": "angle-5",
      "vibe": "A · Amount and heavy-feel hesitation   /   B · Ingredient clarity"
    }
  ],
  "variations": [
    {
      "id": "A1A1",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Names the grow-out-versus-snap frustration directly, echoing the liked original.",
      "headline": "GROWING IT OUT. WATCHING IT SNAP.",
      "lines": [
        "GROWING IT OUT.",
        "WATCHING IT SNAP."
      ],
      "primaryText": "GROWING IT OUT. WATCHING IT SNAP. Give dry ends rich batana-oil nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet Wonder Hair Serum",
      "support": "Give dry ends rich batana-oil nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A1A2",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Contrasts gained length with the rough-ends problem.",
      "headline": "ALL THAT LENGTH. ROUGH ENDS.",
      "lines": [
        "ALL THAT LENGTH.",
        "ROUGH ENDS."
      ],
      "primaryText": "ALL THAT LENGTH. ROUGH ENDS. Give dry ends rich batana-oil nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet Wonder Hair Serum",
      "support": "Give dry ends rich batana-oil nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A1A3",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Gives the experience a short, recognizable frustration label.",
      "headline": "THE GROW-OUT FRUSTRATION.",
      "lines": [
        "THE GROW-OUT",
        "FRUSTRATION."
      ],
      "primaryText": "THE GROW-OUT FRUSTRATION. Give dry ends rich batana-oil nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet Wonder Hair Serum",
      "support": "Give dry ends rich batana-oil nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A1B1",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Frames ends care as part of the grow-out routine.",
      "headline": "THE GROW-OUT NEEDS CARE.",
      "lines": [
        "THE GROW-OUT",
        "NEEDS CARE."
      ],
      "primaryText": "THE GROW-OUT NEEDS CARE. Massage a few drops through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Give ends some Wonder",
      "support": "Massage a few drops through damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A1B2",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "A direct dry-ends question invites the viewer into the demonstrated step.",
      "headline": "DRY ENDS? START HERE.",
      "lines": [
        "DRY ENDS?",
        "START HERE."
      ],
      "primaryText": "DRY ENDS? START HERE. Massage a few drops through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Give ends some Wonder",
      "support": "Massage a few drops through damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A1B3",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Contrasts the longer-term plan with the immediate place to apply care.",
      "headline": "LONGER PLANS. ENDS FIRST.",
      "lines": [
        "LONGER PLANS.",
        "ENDS FIRST."
      ],
      "primaryText": "LONGER PLANS. ENDS FIRST. Massage a few drops through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Give ends some Wonder",
      "support": "Massage a few drops through damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A2A1",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Uses the familiar wash-day/dread-day rhyme with the brush object.",
      "headline": "Wash day. Dread day.",
      "lines": [
        "Wash day.",
        "Dread day."
      ],
      "primaryText": "Wash day. Dread day. Make room for scalp-and-ends care with Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Find your care step",
      "support": "Make room for scalp-and-ends care with Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A2A2",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Names the specific pause when hair is noticed in the brush.",
      "headline": "That hairbrush pause.",
      "lines": [
        "That hairbrush",
        "pause."
      ],
      "primaryText": "That hairbrush pause. Make room for scalp-and-ends care with Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Find your care step",
      "support": "Make room for scalp-and-ends care with Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A2A3",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Makes recurrence, rather than the hair quantity, the emotional entry.",
      "headline": "Another wash. That same worry.",
      "lines": [
        "Another wash.",
        "That same worry."
      ],
      "primaryText": "Another wash. That same worry. Make room for scalp-and-ends care with Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Find your care step",
      "support": "Make room for scalp-and-ends care with Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A2B1",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Moves from wash-day worry into the shown scalp-care moment.",
      "headline": "AFTER THE WASH-DAY WORRY.",
      "lines": [
        "AFTER THE",
        "WASH-DAY WORRY."
      ],
      "primaryText": "AFTER THE WASH-DAY WORRY. A few drops. Massage into scalp and through ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "See how to use Wonder",
      "support": "A few drops. Massage into scalp and through ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A2B2",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "A sequential hook makes the product step easier to place in the routine.",
      "headline": "WASH DAY. THEN A CARE STEP.",
      "lines": [
        "WASH DAY.",
        "THEN A CARE STEP."
      ],
      "primaryText": "WASH DAY. THEN A CARE STEP. A few drops. Massage into scalp and through ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "See how to use Wonder",
      "support": "A few drops. Massage into scalp and through ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A2B3",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Connects the brush moment to a concrete care action without promising less shedding.",
      "headline": "THE BRUSH PAUSE. THE CARE STEP.",
      "lines": [
        "THE BRUSH PAUSE.",
        "THE CARE STEP."
      ],
      "primaryText": "THE BRUSH PAUSE. THE CARE STEP. A few drops. Massage into scalp and through ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "See how to use Wonder",
      "support": "A few drops. Massage into scalp and through ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A3A1",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Contrasts a fresh wash with persistent roughness.",
      "headline": "FRESHLY WASHED. STILL ROUGH?",
      "lines": [
        "FRESHLY WASHED.",
        "STILL ROUGH?"
      ],
      "primaryText": "FRESHLY WASHED. STILL ROUGH? Rich, pure batana oil for dry-hair nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet your ends-care oil",
      "support": "Rich, pure batana oil for dry-hair nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A3A2",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Uses the clean-versus-dry contrast in a compressed sensory hook.",
      "headline": "CLEAN HAIR. THIRSTY ENDS.",
      "lines": [
        "CLEAN HAIR.",
        "THIRSTY ENDS."
      ],
      "primaryText": "CLEAN HAIR. THIRSTY ENDS. Rich, pure batana oil for dry-hair nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet your ends-care oil",
      "support": "Rich, pure batana oil for dry-hair nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A3A3",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Links rough feel with a rich care step directly.",
      "headline": "ROUGH TO THE TOUCH? REACH FOR RICH CARE.",
      "lines": [
        "ROUGH TO THE TOUCH?",
        "REACH FOR RICH CARE."
      ],
      "primaryText": "ROUGH TO THE TOUCH? REACH FOR RICH CARE. Rich, pure batana oil for dry-hair nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet your ends-care oil",
      "support": "Rich, pure batana oil for dry-hair nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A3B1",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Adds the neglected ends step to the familiar washing sequence.",
      "headline": "WASH. CONDITION. DON’T FORGET ENDS.",
      "lines": [
        "WASH. CONDITION.",
        "DON’T FORGET ENDS."
      ],
      "primaryText": "WASH. CONDITION. DON’T FORGET ENDS. Damp or dry hair. A few drops. Massage through ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Make Wonder your care step",
      "support": "Damp or dry hair. A few drops. Massage through ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "✓ Damp or dry hair · ✓ A few drops · ✓ Massage through ends"
    },
    {
      "id": "A3B2",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Names a routine gap rather than offering an unrelated benefit.",
      "headline": "THE ROUGH-ENDS ROUTINE GAP.",
      "lines": [
        "THE ROUGH-ENDS",
        "ROUTINE GAP."
      ],
      "primaryText": "THE ROUGH-ENDS ROUTINE GAP. Damp or dry hair. A few drops. Massage through ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Make Wonder your care step",
      "support": "Damp or dry hair. A few drops. Massage through ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "✓ Damp or dry hair · ✓ A few drops · ✓ Massage through ends"
    },
    {
      "id": "A3B3",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Turns rough-end recognition into a specific application reminder.",
      "headline": "ENDS FEEL ROUGH? GIVE THEM A STEP.",
      "lines": [
        "ENDS FEEL ROUGH?",
        "GIVE THEM A STEP."
      ],
      "primaryText": "ENDS FEEL ROUGH? GIVE THEM A STEP. Damp or dry hair. A few drops. Massage through ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Make Wonder your care step",
      "support": "Damp or dry hair. A few drops. Massage through ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "✓ Damp or dry hair · ✓ A few drops · ✓ Massage through ends"
    },
    {
      "id": "A4A1",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "A question names the familiar ponytail the viewer misses.",
      "headline": "MISS YOUR FAMILIAR PONYTAIL?",
      "lines": [
        "MISS YOUR",
        "FAMILIAR PONYTAIL?"
      ],
      "primaryText": "MISS YOUR FAMILIAR PONYTAIL? Care for dry lengths with rich batana-oil nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Bring Wonder to your routine",
      "support": "Care for dry lengths with rich batana-oil nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A4A2",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "An unchanged hair tie makes a changed hair feel concrete.",
      "headline": "SAME HAIR TIE. ROUGHER LENGTHS.",
      "lines": [
        "SAME HAIR TIE.",
        "ROUGHER LENGTHS."
      ],
      "primaryText": "SAME HAIR TIE. ROUGHER LENGTHS. Care for dry lengths with rich batana-oil nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Bring Wonder to your routine",
      "support": "Care for dry lengths with rich batana-oil nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A4A3",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Uses the ponytail feel as the immediate recognition cue.",
      "headline": "THAT PONYTAIL FEELS DIFFERENT.",
      "lines": [
        "THAT PONYTAIL",
        "FEELS DIFFERENT."
      ],
      "primaryText": "THAT PONYTAIL FEELS DIFFERENT. Care for dry lengths with rich batana-oil nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Bring Wonder to your routine",
      "support": "Care for dry lengths with rich batana-oil nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A4B1",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "A self-addressed reminder gives the care habit an editorial voice.",
      "headline": "NOTE TO SELF: CARE FOR MY ENDS.",
      "lines": [
        "NOTE TO SELF:",
        "CARE FOR MY ENDS."
      ],
      "primaryText": "NOTE TO SELF: CARE FOR MY ENDS. A few drops through damp or dry ends. Then style. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Make a little room for Wonder",
      "support": "A few drops through damp or dry ends. Then style.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A4B2",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Labels the note around the specific dry-ends need.",
      "headline": "MY DRY-ENDS REMINDER.",
      "lines": [
        "MY DRY-ENDS",
        "REMINDER."
      ],
      "primaryText": "MY DRY-ENDS REMINDER. A few drops through damp or dry ends. Then style. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Make a little room for Wonder",
      "support": "A few drops through damp or dry ends. Then style.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A4B3",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Anchors the reminder to the visible hair-tie moment.",
      "headline": "BEFORE I TIE IT UP: CARE FOR THE ENDS.",
      "lines": [
        "BEFORE I TIE IT UP:",
        "CARE FOR THE ENDS."
      ],
      "primaryText": "BEFORE I TIE IT UP: CARE FOR THE ENDS. A few drops through damp or dry ends. Then style. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Make a little room for Wonder",
      "support": "A few drops through damp or dry ends. Then style.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A5A1",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Names the amount concern before explaining the verified starting directions.",
      "headline": "WORRIED ABOUT TOO MUCH OIL?",
      "lines": [
        "WORRIED ABOUT",
        "TOO MUCH OIL?"
      ],
      "primaryText": "WORRIED ABOUT TOO MUCH OIL? Start with a few drops on damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "See the Wonder directions",
      "support": "Start with a few drops on damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A5A2",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Pairs rich oil with the few-drops starting amount directly.",
      "headline": "RICH OIL. START WITH A FEW.",
      "lines": [
        "RICH OIL.",
        "START WITH A FEW."
      ],
      "primaryText": "RICH OIL. START WITH A FEW. Start with a few drops on damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "See the Wonder directions",
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      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A5A3",
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      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
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      "hypothesis": "Names the hesitation without promising weightless or non-greasy results.",
      "headline": "THE HEAVY-FEEL HESITATION.",
      "lines": [
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      ],
      "primaryText": "THE HEAVY-FEEL HESITATION. Start with a few drops on damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "See the Wonder directions",
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        "B01",
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      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated."
    },
    {
      "id": "A5B1",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Addresses skepticism with a checkable label fact.",
      "headline": "BEFORE ANOTHER PROMISE, READ THE BOTTLE.",
      "lines": [
        "BEFORE ANOTHER PROMISE,",
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      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet pure batana care",
      "support": "One ingredient: Elaeis Oleifera (Batana) Nut Oil.",
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        "Official Wonder bottle photograph",
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        "R087"
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      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL."
    },
    {
      "id": "A5B2",
      "conceptId": "A5B",
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      "angle": "Purchase reassurance",
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      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Asks the exact ingredient question the evidence answers.",
      "headline": "WHAT’S ACTUALLY IN THIS BOTTLE?",
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        "WHAT’S ACTUALLY",
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      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet pure batana care",
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        "Official Wonder bottle photograph",
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      "referenceIds": [
        "B02",
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        "R087"
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      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL."
    },
    {
      "id": "A5B3",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Photograph per native format, product evidence and support premise retained; hook and typography composition vary together.",
      "hypothesis": "Contrasts front-label marketing with what the ingredient list contains.",
      "headline": "BATANA ON THE FRONT. WHAT’S INSIDE?",
      "lines": [
        "BATANA ON THE FRONT.",
        "WHAT’S INSIDE?"
      ],
      "primaryText": "BATANA ON THE FRONT. WHAT’S INSIDE? One ingredient: Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil · 30 ml",
      "cta": "Shop Now",
      "onImageCTA": "Meet pure batana care",
      "support": "One ingredient: Elaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
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        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
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      "confounds": [
        "Hook and composition vary together; not a pure copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL."
    }
  ],
  "deferred": {
    "B04": "Unverified one-time price",
    "B05": "Unverified introductory and renewal subscription prices",
    "B06": "Unverified subscription cadence and cancellation terms"
  },
  "originalMapping": {
    "T01": [
      "A1A",
      "A1B",
      "A4A"
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    "T02": [
      "A2A",
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    "B04": [],
    "B05": [],
    "B06": []
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  "designRevision": "v12: composition variety, not a font lock. Same photographs/copy; layout, alignment, emphasis and annotation vary."
}