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Wonder Serum v9 — Foreplay creative research

Research date: 10 September 2026. Decision: build five pain-led territories, each with three distinct executions and native 4:5 / 9:16 Remotion masters.

Scope and method

Direct Foreplay connector pulls covered eight brands. The first pass requested live image ads sorted longest-running (up to 20 per brand); a second pass added Divi and oldest historical image ads from georgiemane and Act + Acre. After ad-ID deduplication there are 166 records, 126 marked live and 40 ended. Download hashes identify 122 distinct image files. All seven contact sheets were visually screened; R002, R013, R044, R110, R123 and R130 were also opened individually at larger size. Identical files remain documented as duplicate records, not independent creative evidence.

This is a bounded, duration-prioritized sample, not a census of every competitor ad. Foreplay provides ad-level duration and live flags, not ad-set age, spend, purchases, CPA or ROAS. Duration is a selection heuristic only. Current live status was not separately verified in Meta; seasonal live labels may lag. Cosmetic formulations and promises differ, so a competitor’s product claim is not evidence for Wonder.

Coverage

What the pixels support

The operator’s criticism of uniform black text is supported by this sample. The category mixes pastel review cards, saturated blue/mint fields, colored stars, rotated week labels, condensed capitals, serif statements and native-looking question boxes. Some competitors do use large bands and banners; the evidence supports variety rather than a ban on banners.

Photo credibility comes from changes in shirt, pose, light, framing and background between uploads. Cropped hands, ordinary rooms, flyaways and imperfect consumer framing are more useful references than flawless studio portraits. These observations inform fictional generated imagery; they do not establish actual customer results.

Long-running review formats and emotionally explicit hair concerns receive more weight than recent sale-only designs. Recent brush and application references contribute composition, not a claim that they have proven conversion. Mielle’s very recent green/pink executions are color references only.

Annotated source references

- R002 · georgiemane · 433 days · live flag: Pink/lavender field, white rounded review card, turquoise buyer shield, peach stars and three different-day photos. Transfer the hierarchy and casual photo mismatch, not the customer or testimonial.

- R013 · georgiemane · 33 days · live flag: Hair clumps held in hands make the pain concrete. White review UI leaves most of the space to photographic evidence. Recent example: 33 days, not evidence of long-term success.

- R019 · georgiemane · 14 days · live flag: A hair-filled brush is the immediate visual hook; oversized white condensed type sits low in the photograph. Recent 14-day execution supports a composition reference only.

- R044 · Moérie Beauty · 423 days · live flag: A phone portrait becomes the full background. Pink quote marks, selective bold highlights and small Week 1/Week 3 photo insets provide multiple levels of emphasis. The 423-day duration makes this a useful long-running layout reference.

- R049 · Moérie Beauty · 409 days · live flag: Customer/product photo on one side, warm brown review column on the other; colored stars and a green capsule CTA. A clear alternative to both full banners and text directly over every photograph.

- R057 · Moérie Beauty · 358 days · live flag: Yellow and green sticky-note treatments vary the visual voice. Transfer irregular note placement and handwritten character, not offer claims.

- R063 · ActandAcre · 24 days · live flag: Native-looking question and answer boxes sit over casual UGC. Short lines and contrasted cards explain how to use text on a busy photo. Recent active execution.

- R080 · Routine Wellness · 526 days · live flag: Routine uses strong blue offer framing and gift emphasis. Its 526-day duration is substantial, but the gift premise is not an appropriate substitute for Wonder’s hair pain.

- R087 · BondiBoost · 149 days · live flag: Blue product scene with a compact question card; natural negative space and a localized text box avoid one universal headline band.

- R101 · BondiBoost · 40 days · live flag: Ponytail close-up turns an identity worry into a visible everyday moment; white compact text strips keep the photo dominant.

- R110 · Divi · 98 days · live flag: Large stacked black type on mint, with a small contrasting CTA, frames shedding as a loss of identity. Transfer the emotional territory and bold hierarchy with original copy.

- R114 · Divi · 78 days · live flag: Hand-held dropper and bottle imagery makes application tangible. Adapt to the actual Wonder bottle and a practical oil-in-palm moment.

- R118 · Divi · 71 days · live flag: Close scalp application and blue field combine tactile use with serif typography. Supports an application variation within a pain-first family.

- R123 · Divi · 58 days · live flag: Two brush images on mint form a very direct comparison. The brush itself carries the argument; text is restrained. Do not transfer a product-specific shedding result.

- R130 · georgiemane · 593 days · ended: Historical white review card with green verification, colored stars and three different-day hair images. Foreplay reports 593 days, ended. Strong format precedent, not an active winning ad claim.

- R139 · georgiemane · 991 days · ended: Historical paired scalp photographs within a review treatment; Foreplay reports 991 days, ended. Repetition across records is one image execution, not multiple independent winners.

- R150 · ActandAcre · 6 days · ended: Dropper application with small testimonial-style chips. Ended after six days: visual reference only, no longevity weight.

- R161 · ActandAcre · 63 days · ended: Social-review presentation plus an ordinary hand-held bottle picture. It feels like a customer upload because the composition and context are informal.

Translation into the 15 designs

Boundaries and testing

Review names, stars, verification badges and week labels in the new batch are internal design mockups, not verified Wonder customers or measured results. The board carries that context outside the artwork, as requested. Source product facts are the supplied listing and real-bottle reference: pure batana oil, 30 ml, scalp-to-ends nourishment.

These are exploratory concepts, not controlled A/B tests: imagery, hook and layout vary together. Start by selecting concepts visually; for a later paid test keep audience, offer, landing page and delivery conditions comparable. Judge with measured purchases/CPA and sufficient spend, not these editorial scores. No paid campaign or platform object was created.

Evidence inventory

- `research/raw/longest-live.json` and `research/raw/additional.json`: original connector responses.

- `research/source-index.json`: all 166 records, durations, URLs, file hashes and local media paths.

- `research/images/R001.jpg` through `R166.jpg`: downloaded visual references.

- `research/sheets/overview-1.jpg` through `overview-7.jpg`: screened contact sheets.

- `concepts.json`, `prompts/`, `sources/lineage.json`: original creative decisions and generation lineage.