{
  "title": "Wonder Serum — Meta TOF & BOF Ads",
  "revision": "v1 · 2026-09-09",
  "brand": "Wholesale Botanics",
  "product": "Wonder Hair Serum",
  "status": "Copy and concept review. No finished ads, verified creator reuse rights, live offer, Meta objects or launch approval.",
  "scope": "12 concepts, 36 hooks, short and expanded primary copy, ad fields, production directions, four complete spoken UGC scripts, editorial ranking and PDP message match.",
  "offer": {
    "state": "PROPOSED REVIEW ASSUMPTION — not deployed Shopify billing",
    "currency": "USD",
    "first_ever_eligible_subscription_bottle": 14,
    "renewal_per_bottle": 24,
    "one_time_bottle": 28,
    "intro_discount": "50% off the $28 one-time price, first-ever eligible subscription bottle only",
    "delivery_days": [
      30,
      60,
      90
    ],
    "default_delivery_days": 60,
    "management": "Skip, change or cancel before an order processes; a processed order is not reversed by a later change.",
    "additional_costs": "Shipping and taxes additional.",
    "activation_dependency": "Verify the implemented offer, first-ever eligibility, renewals, cadence, customer management and approved purchase destination before any priced or subscription execution."
  },
  "pdp_reference": {
    "url": "http://15.204.83.60/WB/PDP/wonder-v17/",
    "local_path": "projects/botana-wonder-serum/candidates/v17/index.html",
    "local_sha256": "ae4057697c6d473742260b1615c22c5b1102c5cbe37c508ffc5d40c11f105b07",
    "served_html_sha256": "ab4891207a46048b1d93f5af6d8f472252a83c9f8f59f4c59f9c53fe2ff74f3b",
    "release_receipt": "projects/botana-wonder-serum/hosting/v17-20260908/release-receipt.json",
    "role": "Frozen nonproduction message-match reference, verified against its receipt. Not operator acceptance or an approved paid-ad destination."
  },
  "product_facts": [
    "One ingredient: Elaeis Oleifera (Batana) Nut Oil; 100% pure batana oil.",
    "30 mL / 1 fl oz amber glass bottle with dropper; use the real bottle and official label as identity authority.",
    "Official directions: Apply a few drops to damp or dry hair. Massage into scalp and through ends. Style as desired.",
    "Rich oil: start light, especially on fine or easily weighed-down hair, and add only where needed.",
    "Cosmetic care: scalp and strand conditioning, softer and smoother-feeling dry ends, shine.",
    "No added fragrance or silicone follows the single-ingredient listing; no origin, processing or certification claim is established."
  ],
  "claim_position": "The operator explicitly authorized aggressive pain-solution growth and shedding territory using qualifications such as 'may stimulate hair growth' and 'may help with shedding'. This batch preserves those qualifications. No Wonder-specific human efficacy study or measured customer outcome was supplied. The PDP's matching language is messaging authority, not efficacy evidence. Internal notes describe the boundary; this is not an unsolicited platform-compliance audit.",
  "rankings": [
    {
      "rank": 1,
      "id": "T01",
      "initial_test": true,
      "reason": "The grow-out/trim setback is concrete, emotionally legible and closely matched to v17's central promise. A straightforward ends-and-bottle demonstration can carry it without a result claim.",
      "learning_question": "Does the length-retention frustration bring qualified cold visits?"
    },
    {
      "rank": 2,
      "id": "B01",
      "initial_test": true,
      "reason": "Resolves a practical buying objection with something a new shoot can show: amount and placement. It respects Wonder's rich texture instead of inventing a non-greasy benefit.",
      "learning_question": "Does a controlled-amount demonstration help interested visitors choose?"
    },
    {
      "rank": 3,
      "id": "T02",
      "initial_test": true,
      "reason": "The brush pause names a recognizable concern quickly and tests shedding interest separately from the lost-length concept. It needs especially disciplined wording and visuals.",
      "learning_question": "Does the shedding moment outperform other cold premises on useful downstream traffic?"
    },
    {
      "rank": 4,
      "id": "B05",
      "initial_test": true,
      "conditional": "Only after the proposed offer is implemented and verified.",
      "reason": "Connects first-order cost to the grow-out goal and gives renewals equal clarity. This tests price hesitation rather than assuming it is the only objection.",
      "learning_question": "Does transparent intro pricing help product-aware visitors act?"
    },
    {
      "rank": 5,
      "id": "T03",
      "initial_test": true,
      "reason": "The takedown moment gives the priority textured-hair audience a specific scene and care occasion. It broadens the cold test beyond generic growth and brush imagery.",
      "learning_question": "Does between-style edge care produce stronger relevance for this segment?"
    },
    {
      "rank": 6,
      "id": "B06",
      "initial_test": true,
      "conditional": "Only after scheduling and subscription-management behavior are implemented and verified.",
      "reason": "Separates refill-control anxiety from price and oil texture. Useful for understanding whether the subscription itself is the hesitation.",
      "learning_question": "Do cadence choices and a clear processing deadline reduce refill hesitation?"
    },
    {
      "rank": 7,
      "id": "T04",
      "initial_test": false,
      "reason": "A tangible cosmetic benefit provides a useful reserve angle with a different expectation set. Start here if the first cold batch attracts interest that depends too heavily on growth claims.",
      "learning_question": "Does the dry-end use case bring better-qualified visits?"
    },
    {
      "rank": 8,
      "id": "B02",
      "initial_test": false,
      "reason": "Strong inspectable product truth, but best used when ingredient questions are a demonstrated objection. It needs a genuinely legible label photograph.",
      "learning_question": "Is pure oil versus blend a meaningful purchase hesitation?"
    },
    {
      "rank": 9,
      "id": "B04",
      "initial_test": false,
      "conditional": "Verify the $28 one-time option and destination first.",
      "reason": "A distinct response to recurring-billing aversion. Useful after the first warm test separates product interest from subscription reluctance.",
      "learning_question": "Does showing one-time purchase recover subscription-averse interest?"
    },
    {
      "rank": 10,
      "id": "T05",
      "initial_test": false,
      "reason": "A credible routine-convenience story, though the emotional opening is less urgent than lost length, brush worry or the edge check.",
      "learning_question": "Is effort, rather than product skepticism, stopping scalp care?"
    },
    {
      "rank": 11,
      "id": "T06",
      "initial_test": false,
      "reason": "A useful product-switching tension. It is less distinct in a crowded category, so keep the real ingredient and clear routine visible if tested.",
      "learning_question": "Does routine-restart fatigue create relevant cold interest?"
    },
    {
      "rank": 12,
      "id": "B03",
      "initial_test": false,
      "reason": "A reserve expectation-setting message for evidence questions. The candid premise may improve understanding, but its conversion effect is uncertain and it lacks a supplied product-specific efficacy study.",
      "learning_question": "Does more explicit expectation-setting improve the quality of warm consideration?"
    }
  ],
  "test_readout": {
    "basis": "Producer editorial judgment, not independent scoring, predicted ROAS, measured winners or a campaign build.",
    "first_wave": "Three TOF messages (T01, T02, T03) and three BOF messages (B01, B05, B06). Compare concepts within the same funnel stage. Subscription concepts are conditional, not ready to activate.",
    "fallback_if_offer_is_unavailable": "Use B02 and B03 as non-price warm-message alternatives once an approved functioning destination exists. Do not silently replace the proposed economics.",
    "controls": "Begin with hook 1 for each selected concept. Keep the same audience assumptions, destination and production quality within a stage when testing. Alternate hooks are subsequent variants, not 36 simultaneous launches.",
    "measurement": "After explicit platform authorization, evaluate cold attention together with qualified landing-page visits, and warm consideration together with purchases and acquisition cost. No budgets, thresholds or audience sizes are invented here."
  },
  "sources": [
    {
      "id": "SRC-BOTTLE",
      "label": "Official real-bottle photograph",
      "path": "projects/botana-wonder-serum/source/real-bottle-reference.png",
      "role": "Product identity and geometry authority; used as the review cover's source reference, not a finished ad.",
      "path_sha256": "50d07570737b5b124ef693cd04ecb577f6a38708320cbcf4a18900465106a7cf"
    },
    {
      "id": "SRC-LABEL",
      "label": "Official label and listing",
      "path": "projects/botana-wonder-serum/source/wholesale-botanics-label.png",
      "additional_path": "projects/botana-wonder-serum/source/listing-copy.md",
      "role": "Ingredient, size and directions. Old listing price and growth-language prohibition are superseded by the explicit current operator handoff.",
      "path_sha256": "ce7636819c5e2a5d47b6029bd2b160f8cd01d1aa547095fbda964a5702ff73af",
      "additional_path_sha256": "362d30aeb183baef381a5aad4814f9d4e2000e86d357da7d61c430ab5dd8c212"
    },
    {
      "id": "SRC-PDP-V17",
      "label": "Frozen Wonder v17 review",
      "path": "projects/botana-wonder-serum/candidates/v17/index.html",
      "url": "http://15.204.83.60/WB/PDP/wonder-v17/",
      "role": "Message and UX reference only; not efficacy evidence or live commerce.",
      "path_sha256": "ae4057697c6d473742260b1615c22c5b1102c5cbe37c508ffc5d40c11f105b07"
    },
    {
      "id": "SRC-OFFER-DRAFT",
      "label": "Operator's bounded handoff and v17 offer",
      "path": "projects/botana-wonder-serum/handoffs/2026-09-09-meta-tof-bof-ads.md",
      "role": "Authority for proposed $14 first-ever eligible subscription bottle / $24 renewal / $28 one-time; not implemented billing.",
      "path_sha256": "8bc9b283988fe5f40e4f54990d1bf8437f3231dbdfde87ec8d0ab81a2f1e5c86"
    },
    {
      "id": "SRC-DENITA-INSPIRATION",
      "label": "Denita routine — shot-planning reference only",
      "path": "projects/botana-wonder-serum/research/reset-v4/proof/PROOF-AND-MEDIA-REPORT.md",
      "url": "https://www.tiktok.com/@denitasb123/video/7673856603321404686",
      "role": "Observed product and scalp/curl application. Excessive pour around 9–12 seconds is excluded. Paid-ad republication/editing rights were not established; do not reuse the footage.",
      "path_sha256": "5c8caef6d81f2bcbcaf6fc98321f51669bc8a6b3191d149bec8a1d9a7c0f85cd"
    },
    {
      "id": "SRC-ASHLEY-INSPIRATION",
      "label": "Ashley routine — shot-planning reference only",
      "path": "projects/botana-wonder-serum/research/reset-v4/proof/PROOF-AND-MEDIA-REPORT.md",
      "url": "https://www.tiktok.com/@ashley_bitchhh/video/7671364455359384845",
      "role": "Damp-hair routine and cosmetic experience language, not growth evidence. No established off-platform paid-media rights; new demonstration required.",
      "path_sha256": "5c8caef6d81f2bcbcaf6fc98321f51669bc8a6b3191d149bec8a1d9a7c0f85cd"
    },
    {
      "id": "SRC-DIVI",
      "label": "Divi concern-led ad, captured 2026-09-06",
      "path": "projects/botana-wonder-serum/research/foreplay-v2/foreplay-evidence.json",
      "url": "https://app.foreplay.co/discovery?ad=btYoB3j9sC2HYGomxHQF",
      "role": "Historical category lesson: name the specific concern before explaining care. Do not transfer its follicle mechanism, clinical framing, customers or outcomes. Activity does not establish performance.",
      "path_sha256": "5314d4cb1fc00c061e1ba57e6deda3600b34f6938b621f381a7a7edc34bcb7ca"
    },
    {
      "id": "SRC-FABLE",
      "label": "Fable & Mane ritual ad, captured 2026-09-06",
      "path": "projects/botana-wonder-serum/research/foreplay-v2/foreplay-evidence.json",
      "url": "https://app.foreplay.co/discovery?ad=uO5AGR5Z7OAZGAHOK8tf",
      "role": "Historical category lesson: make the application easy to picture. Do not borrow its multi-ingredient formula, pre-wash instructions or stronger-hair outcome.",
      "path_sha256": "5314d4cb1fc00c061e1ba57e6deda3600b34f6938b621f381a7a7edc34bcb7ca"
    },
    {
      "id": "SRC-BATANA-CATEGORY",
      "label": "Batana category and label inspection, captured 2026-09-06",
      "path": "projects/botana-wonder-serum/research/competitors/public-product-data/batana_babe.json",
      "additional_path": "projects/botana-wonder-serum/research/foreplay-v2/foreplay-evidence.json",
      "url": "https://app.foreplay.co/discovery?ad=cCHOuvs1vTdvesEpUbTx",
      "role": "Historical category lesson: buyers may need clarity about the formula. Batana Babe product-data source and the separate batana-search ad are different evidence records; do not conflate the advertiser. No competitor origin, processing, guarantees, ratings, sales or growth results transfer to Wonder.",
      "path_sha256": "a1a8f3a3452546c4a05316347c0820e576dcf65a97bc9f82c67fbfabd32bac0a",
      "additional_path_sha256": "5314d4cb1fc00c061e1ba57e6deda3600b34f6938b621f381a7a7edc34bcb7ca"
    },
    {
      "id": "SRC-META-CONTEXT",
      "label": "Existing Meta and competitor evidence reports",
      "path": "projects/botana-wonder-serum/research/META-AD-EVIDENCE.md",
      "additional_path": "projects/botana-wonder-serum/research/competitors/EVIDENCE-REPORT.md",
      "role": "Use concern → routine → clear offer as structure. No new scrape was run; September 6 activity records are not current counts or winning-ad proof.",
      "path_sha256": "3a71630dcb8ad5e5295503876c7ed6920041a839ae25de969e40f46179370551",
      "additional_path_sha256": "7667494b3556885a6c7cbac0f77358758b89ef6e3168d328bbf437ed3580afae"
    },
    {
      "id": "SRC-MEDIA-LINEAGE",
      "label": "Media and generated-asset lineage",
      "path": "projects/botana-wonder-serum/research/revision-v11/media-manifest.json",
      "additional_path": "projects/botana-wonder-serum/brief/ASSET-LINEAGE.json",
      "role": "No legacy videos embedded or reused. AI-disclosed, child, contradictory-blend and unsupported growth-result material remains excluded. Rejected oil-texture image is not appearance authority.",
      "path_sha256": "80ab9c8fdd2435a0b58a8d151deee62607c9480c17879b225b43e7a018a688c4",
      "additional_path_sha256": "27342a7c25b14346e56e2241fa479de4995cec742903be16e48bf42063d7f5f8"
    }
  ],
  "method_status": {
    "skills_loaded": [
      "progress-heartbeat",
      "resume-agent-work",
      "write-pain-first-direct-response",
      "ad-copy",
      "run-admaker-project-work",
      "copychief"
    ],
    "knowledge_loaded": [
      "WebBuildr AGENTS.md and shared continuity",
      "AdMaker AGENTS.md",
      "AdMaker creative-system/README.md",
      "AdMaker docs/STATIC-CREATIVE-KNOWLEDGE-MAP.md",
      "Wonder bounded handoff, source records, existing competitor/Meta evidence and media provenance",
      "WebBuildr docs/preview-hosting.md"
    ],
    "admaker_bootstrap": "FAILED: contract artifact changed: AGENTS.md. Observed SHA256 057d5513dfe904697efe202f1bb50b325e7008ed035e4cb1612c987c8bd5e105; expected 56efd5ff226807ac432ff4ed62719724186b03d93de47af445ea8efc0b673511. No valid bootstrap receipt was issued. No contract, registration or registry was changed.",
    "scope_resolution": "The explicit handoff permits initial WebBuildr strategy drafts for the unregistered brand. Work remains in WebBuildr. Material AdMaker production requires resolving its contract and brand registration first.",
    "copy_review": "Internal producer copychief pass; no independent agent, blind judge or measured performance score.",
    "media_state": "No new images or videos generated. Existing real bottle is the only illustrative product asset in this copy document. Unverified creator footage is neither embedded nor playable."
  },
  "schema_version": "wonder.meta-concepts.v1",
  "built_at_utc": "2026-09-09T18:46:27.601386+00:00",
  "concepts": [
    {
      "id": "T01",
      "funnel": "TOF",
      "name": "Growing it out. Starting over.",
      "icp": "Adults growing out textured, curly or coily hair who feel that fragile ends keep undoing their effort; prioritize an adult Black woman with natural texture in the first execution.",
      "awareness": "Problem-aware; cold to Wonder. Audience hypothesis, not a measured customer segment.",
      "pain": "The frustration of working toward longer hair, then trimming or losing fragile ends and feeling back at the beginning.",
      "angle": "A grow-out routine needs care for the ends being kept, alongside scalp care for growth.",
      "reframe": "Give the hair already grown attention too. Scalp care and length care belong in the same routine; this does not equate breakage with shedding.",
      "hooks": [
        "Growing it out. Cutting it back. Again.",
        "The ends keep snapping. The length goal keeps moving.",
        "All that grow-out effort. Another trim back."
      ],
      "primary_short": "Growing it out. Cutting it back. Again.\n\nWhen fragile ends keep undoing the effort, give those lengths some care too. Wonder Hair Serum is 100% pure batana oil for scalp and ends. It conditions dry strands and may stimulate hair growth.\n\nStart with a few drops. More length. Less starting over.",
      "primary_expanded": "Growing it out. Cutting it back. Again.\n\nThe scalp gets attention. The ends get tucked away—until another wash day shows how rough and fragile they've become. It can make months of effort feel like another restart.\n\nWonder Hair Serum brings scalp and length care into one simple step. Its only ingredient is pure batana oil: rich conditioning care for dry strands that may also stimulate hair growth.\n\nApply a few drops to damp or dry hair. Massage into the scalp and work through the ends, using a light amount to start.\n\nGive the scalp attention. Give the ends some, too. More length. Less starting over—that's the goal this routine is built around.\n\nMeet Wonder Hair Serum.",
      "headline": "More length. Less starting over.",
      "description": "Pure batana. Scalp to ends.",
      "meta_cta": "Learn More",
      "spoken_cta": "See how Wonder fits your grow-out routine.",
      "format": "UGC demonstration; optional static built from the same new shoot.",
      "visual_direction": "New adult demonstrator with coily or curly hair pauses with one section of dry ends, then shows the genuine Wonder bottle and a light scalp-to-ends application. No snapped-hair stunt, ruler, trim montage or before/after result. Static: real bottle beside an unaltered close view of the ends being handled; H1 'Growing it out. Cutting it back. Again.' Support line 'Pure batana conditions dry ends and may stimulate hair growth.'",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-DENITA-INSPIRATION"
      ],
      "production_dependency": "Commission a new adult demonstration with written paid-media rights. Archive footage is shot-planning reference only. Script UGC-T01 below.",
      "message_match": {
        "anchor": "#the-difference",
        "pdp_language": "Grow it out. Keep more of it. / Keep more length.",
        "bridge": "Ad recognizes the grow-out setback; v17 continues with scalp support and conditioning for fragile lengths. Its FAQ distinguishes shedding from breakage."
      },
      "claim_notes": "Growth stays qualified with 'may'. Conditioning is not proof of reduced shedding or a measured breakage reduction. Headline is an aspiration, not a guaranteed outcome.",
      "test_hypothesis": "A specific repeated setback will attract more relevant cold attention than a generic growth headline. Validate with delivery data and downstream visits; no performance prediction is established.",
      "editorial_rank": 1,
      "initial_test_recommendation": true,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#the-difference"
    },
    {
      "id": "T02",
      "funnel": "TOF",
      "name": "The brush pause",
      "icp": "Adults for whom hair left in the brush turns wash day into worry; prioritize textured and curly hair representation without asserting a viewer's health status.",
      "awareness": "Problem-aware; cold to Wonder. Audience hypothesis.",
      "pain": "Finishing a long hair-care routine and lingering over the hair left in the brush instead of enjoying the finished style.",
      "angle": "Move from the worrying moment to a manageable scalp-care step, with qualified shedding support.",
      "reframe": "A brush is not a diagnosis. Make the creative about the lived worry and a care routine, without claiming to identify or cure its cause.",
      "hooks": [
        "The last step of wash day: staring at the brush.",
        "Hair washed. Style finished. Still thinking about the brush.",
        "That pause before emptying the hairbrush."
      ],
      "primary_short": "The last step of wash day: staring at the brush.\n\nWonder Hair Serum may help with shedding while giving the scalp and dry lengths rich conditioning care. One ingredient: 100% pure batana oil.\n\nA few drops on damp or dry hair. A scalp-to-ends step worth making room for.",
      "primary_expanded": "The last step of wash day: staring at the brush.\n\nAfter all the washing, detangling and styling, it's a discouraging place for the routine to end.\n\nWonder Hair Serum gives scalp care a place in that routine. Made with just pure batana oil, it may help with shedding while conditioning the scalp and dry strands.\n\nStart with a few drops on damp or dry hair. Massage into the scalp and through the ends, then style as desired. The oil is rich, so start light rather than soaking the hair.\n\nScalp first. Then the lengths. One ingredient, with a clear place in the routine.\n\nGive scalp care a little attention on wash day. Explore Wonder and see how to use it.",
      "headline": "Give scalp care a place",
      "description": "Batana may help with shedding.",
      "meta_cta": "Learn More",
      "spoken_cta": "Take a look at Wonder and the scalp-to-ends routine.",
      "format": "UGC demonstration.",
      "visual_direction": "New adult creator finishes detangling, pauses with the brush, then turns attention to the product and scalp care. Keep the brush at normal shot scale; no manufactured hair pile, counted strands, drain close-up or treatment transformation. On-screen shedding language retains 'may help'.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-ASHLEY-INSPIRATION"
      ],
      "production_dependency": "New consented demonstrator shoot; no scripted claim that this person has used Wonder previously or reduced shedding. Script UGC-T02 below.",
      "message_match": {
        "anchor": "#the-difference",
        "pdp_language": "Hair in the brush. Fragile edges. Ends that keep snapping. / Help with shedding.",
        "bridge": "The ad's brush moment leads directly into the existing qualified shedding block. Preserve the same qualifier in any landing-page excerpt."
      },
      "claim_notes": "The 'may help with shedding' wording is operator-authorized strategy and v17 message match; no Wonder-specific efficacy study has been supplied. Do not add hair-loss diagnoses, DHT or reduced strand counts.",
      "test_hypothesis": "An ordinary wash-day pause may identify the shedding concern more clearly than a broad fuller-hair promise. Watch whether engagement becomes useful product-page traffic.",
      "editorial_rank": 3,
      "initial_test_recommendation": true,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#the-difference"
    },
    {
      "id": "T03",
      "funnel": "TOF",
      "name": "The takedown edge check",
      "icp": "Adult wearers of braids, twists and other protective styles who want gentle care for fragile-feeling edges between styles; first execution with an adult Black woman.",
      "awareness": "Problem-aware; cold to Wonder. Audience hypothesis.",
      "pain": "The uneasy edge check after taking a style down, when another installation feels more urgent than caring for the scalp and hairline.",
      "angle": "Make the between-style interval a moment for care rather than another rushed restart.",
      "reframe": "Edges deserve deliberate, gentle care too. Batana is conditioning care that may support hair growth, not a fix for tight styling or traction injury.",
      "hooks": [
        "The style comes out. The edge check begins.",
        "Between taking it down and putting it back up: edge care.",
        "The next style can wait a minute. Care for the edges."
      ],
      "primary_short": "The style comes out. The edge check begins.\n\nMake room for care between styles. Wonder's pure batana oil conditions the scalp and fragile-feeling lengths and may support hair growth.\n\nStart with a few drops on damp or dry hair. Massage gently into the scalp and work through the ends.",
      "primary_expanded": "The style comes out. The edge check begins.\n\nIt's easy to spend more time planning the next look than caring for the hair between looks—especially when the hairline feels fragile.\n\nWonder Hair Serum makes that care step simple. One ingredient, pure batana oil, gives the scalp and dry strands rich conditioning care and may support hair growth.\n\nAfter taking a style down, use a few drops on damp or dry hair. Massage gently into the scalp, give the hairline careful attention and work through the ends. Start light; more oil isn't the goal.\n\nMake the time between styles care time, too. Give the scalp, edges and ends a little attention before the next look.\n\nExplore Wonder Hair Serum.",
      "headline": "Care between the styles",
      "description": "Scalp. Edges. Lengths.",
      "meta_cta": "Learn More",
      "spoken_cta": "See the Wonder routine for scalp, edges and lengths.",
      "format": "UGC scene with a static companion.",
      "visual_direction": "New adult creator takes down the last loose twist, checks the hairline without a zoomed defect shot, and shows a gentle care step with the genuine bottle. Natural current hairline only. Static uses that between-style moment, not a split-screen edge comparison. Support text 'Pure batana conditions. May support hair growth.'",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-DENITA-INSPIRATION"
      ],
      "production_dependency": "New adult shoot with consent and paid-use rights. No child footage, traction demonstration, edge filler or digital hairline alteration.",
      "message_match": {
        "anchor": "#the-texture",
        "pdp_language": "Scalp. Edges. All your lengths.",
        "bridge": "The ad introduces between-style care; the page shows where to apply and how to start light. Growth language matches the qualified difference section."
      },
      "claim_notes": "Do not say regrows edges, repairs traction alopecia or makes a protective style safe. 'May support hair growth' must remain intact if used in the frame.",
      "test_hypothesis": "A recognizable style-takedown moment may be especially relevant to the priority textured-hair audience. It remains a hypothesis, not a claim about all protective-style wearers.",
      "editorial_rank": 5,
      "initial_test_recommendation": true,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#the-texture"
    },
    {
      "id": "T04",
      "funnel": "TOF",
      "name": "Conditioned yesterday. Rough today.",
      "icp": "Adults with dry, coarse or textured lengths who feel the softness of wash day disappears quickly; include mature natural curls or coils.",
      "awareness": "Problem-aware; cold to Wonder. Audience hypothesis.",
      "pain": "Doing the wash-day work, then noticing rough-feeling ends again before the next wash.",
      "angle": "Dry ends can receive attention between full routines; not every care moment needs another wash day.",
      "reframe": "Condition the lengths that feel rough with a light amount of a rich oil. Do not promise lasting hydration, permanent repair or a time-bound effect.",
      "hooks": [
        "Conditioned yesterday. Rough ends today.",
        "Wash-day effort. Next-day roughness.",
        "The style is done. The ends still feel dry."
      ],
      "primary_short": "Conditioned yesterday. Rough ends today.\n\nDry lengths can get care between wash days, too. Wonder Hair Serum is pure batana oil for softer, smoother-feeling ends and shine.\n\nUse a light amount on damp or dry hair and focus on the areas that need conditioning. Rich oil. A few drops to start.",
      "primary_expanded": "Conditioned yesterday. Rough ends today.\n\nThe washing, detangling and styling are done. Then the fingers reach the ends and that rough feeling is back.\n\nWonder Hair Serum gives dry lengths a simple conditioning step between full routines. It's 100% pure batana oil, made for scalp and hair care, with softness, smoothness and shine as the everyday focus here.\n\nStart with a few drops on damp or dry hair. Work a light amount through the ends and style as desired. With coils or dense hair, taking one section at a time can make the application easier to control.\n\nIt's a rich oil, so add only where needed. There's no need to turn a small care step into another full wash day.\n\nSee Wonder's texture and application guide.",
      "headline": "Give dry ends some care",
      "description": "Softness. Smoothness. Shine.",
      "meta_cta": "Learn More",
      "spoken_cta": "See how to start light with Wonder.",
      "format": "Tactile static or short demonstration.",
      "visual_direction": "New close shot of an adult hand gently handling one section of natural hair, paired with the real bottle. Keep lighting and hair appearance continuous through a filmed application; no fabricated glossy reveal or changed lighting that implies a result. Use the tactile pain hook rather than a generic beauty portrait.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-ASHLEY-INSPIRATION"
      ],
      "production_dependency": "New source-controlled photograph or shoot. Existing creator material informs the routine only. Do not invent oil color or viscosity from rejected generated imagery.",
      "message_match": {
        "anchor": "#texture-guides",
        "pdp_language": "Start light. / Focus on ends.",
        "bridge": "The ad's between-wash dryness leads to the page's texture-specific amount guidance and cosmetic conditioning benefits."
      },
      "claim_notes": "Cosmetic conditioning angle. No long-lasting hydration duration, split-end repair, sealed cuticle mechanism or growth outcome is claimed.",
      "test_hypothesis": "A tactile cosmetic problem may bring qualified interest with less dependence on growth expectations. Compare the downstream quality of those visits with growth-led concepts.",
      "editorial_rank": 7,
      "initial_test_recommendation": false,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#texture-guides"
    },
    {
      "id": "T05",
      "funnel": "TOF",
      "name": "The step that gets skipped",
      "icp": "Time-pressed adults with a long wash-and-style routine who want scalp care but regularly postpone adding it; feature an adult with textured hair.",
      "awareness": "Problem-aware; cold to Wonder. Audience hypothesis.",
      "pain": "A full wash day uses the available time, leaving scalp care as the step that keeps getting pushed to later.",
      "angle": "Attach a small scalp-to-ends application to a routine already happening.",
      "reframe": "The next care step can be manageable without becoming another elaborate ritual. Ease supports the decision to use it, not proof of efficacy from a specific schedule.",
      "hooks": [
        "A full wash day. And scalp care still got skipped.",
        "Washed. Detangled. Styled. Out of time for the scalp.",
        "The hair routine is long enough. Make scalp care simple."
      ],
      "primary_short": "A full wash day. And scalp care still got skipped.\n\nWonder fits into the routine already happening: a few drops on damp or dry hair, massaged into the scalp and through the ends.\n\nPure batana conditions dry strands and may stimulate hair growth. One bottle for that scalp-to-ends step.",
      "primary_expanded": "A full wash day. And scalp care still got skipped.\n\nBy the time the hair is washed, detangled and styled, another elaborate ritual is a hard sell.\n\nWonder Hair Serum keeps the application simple. Put a few drops on damp or dry hair, massage into the scalp and work through the ends. Then style as desired.\n\nThe only ingredient is pure batana oil. It provides rich conditioning care for dry strands and may stimulate hair growth.\n\nKeep the bottle where the styling already happens, and start with a light amount. After detangling, give the scalp and ends some attention, then carry on with the style. The directions fit damp or dry hair, so the care step can fit the routine.\n\nExplore the scalp-to-ends routine and decide where Wonder fits.",
      "headline": "A care step that fits",
      "description": "A few drops. Damp or dry.",
      "meta_cta": "Learn More",
      "spoken_cta": "See the few-drops routine on the Wonder page.",
      "format": "UGC routine transition.",
      "visual_direction": "Adult creator puts the detangling tool down and reaches for Wonder beside existing styling essentials. Show a modest application without a speed timer. No suggestion that more frequent use produces faster growth. Keep the hook visibly about the skipped scalp step.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-DENITA-INSPIRATION"
      ],
      "production_dependency": "New adult demonstration. Follow the official damp-or-dry directions, not a competitor's pre-wash or multi-hour treatment protocol.",
      "message_match": {
        "anchor": "#how-to",
        "pdp_language": "A few drops. A little consistency. / Make it a habit.",
        "bridge": "The page resolves the ad's time objection with the same application sequence; it does not establish a result-producing treatment duration."
      },
      "claim_notes": "No 30-second, daily-use or days-to-results claim. Routine convenience is observable from the stated directions; consistency is not presented as proven growth efficacy.",
      "test_hypothesis": "Removing the perceived effort of one more care step may resonate with people who want scalp care but postpone it.",
      "editorial_rank": 10,
      "initial_test_recommendation": false,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#how-to"
    },
    {
      "id": "T06",
      "funnel": "TOF",
      "name": "The half-used bottle shelf",
      "icp": "Adults tired of switching among hair-care products while struggling to keep a manageable routine; cold to Wonder, with previous category experience.",
      "awareness": "Problem-aware to solution-aware; cold to Wonder. Audience hypothesis.",
      "pain": "Another half-used bottle joins the shelf, bringing another restart instead of a routine that feels understandable and manageable.",
      "angle": "Replace the confusing next-product pitch with one clear ingredient and one clear use step.",
      "reframe": "The reason to consider Wonder is inspectable simplicity and conditioning care—not a claim that every other product failed or that one ingredient guarantees better growth.",
      "hooks": [
        "Another half-used bottle. Another routine restart.",
        "The shelf is full. The routine still isn't settled.",
        "Bought for the grow-out. Abandoned on the shelf."
      ],
      "primary_short": "Another half-used bottle. Another routine restart.\n\nWonder keeps the next step easy to understand: 100% pure batana oil, a few drops on damp or dry hair, scalp through ends.\n\nRich conditioning care that may support hair growth. Read the ingredient. See the routine. Decide if it fits.",
      "primary_expanded": "Another half-used bottle. Another routine restart.\n\nThe hopeful purchase is easy. Figuring out what is in it, where it belongs and whether the routine is manageable takes more thought.\n\nWonder Hair Serum starts with something inspectable: one ingredient, Elaeis Oleifera (Batana) Nut Oil. No added fragrance or silicone.\n\nApply a few drops to damp or dry hair, massage into the scalp and through the ends, and style as desired. Pure batana gives dry strands rich conditioning care and may support hair growth.\n\nThere's no blend to decode and no treatment to mix. Just a clear ingredient and a straightforward application to consider before another bottle joins the shelf.\n\nTake a look at Wonder's formula and routine.",
      "headline": "One ingredient. A clear routine.",
      "description": "Pure batana. Simple care.",
      "meta_cta": "Learn More",
      "spoken_cta": "Read the ingredient and see the Wonder routine.",
      "format": "Static concept with a short UGC option.",
      "visual_direction": "New adult creator places a few generic, unbranded hair-care containers to one side and picks up the real Wonder bottle, label legible. Containers are illustrative props, not a claim about this person's purchase history. No competitor logos, trash-can stunt or miracle-bottle reveal.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-BATANA-CATEGORY"
      ],
      "production_dependency": "New prop-controlled shoot or source-faithful product photograph. No testimonial about finishing the bottle unless a future real speaker can substantiate it.",
      "message_match": {
        "anchor": "#formula",
        "pdp_language": "Just batana. Every drop.",
        "bridge": "The ad invites formula inspection; the page supplies the exact ingredient and the adjacent how-to block supplies the application."
      },
      "claim_notes": "Single-ingredient composition comes from the official listing and label, not a lab purity certificate. Do not add origin, organic certification or cold-pressed claims.",
      "test_hypothesis": "A routine-restart story may attract category-experienced cold prospects who are skeptical of another complicated product.",
      "editorial_rank": 11,
      "initial_test_recommendation": false,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#formula"
    },
    {
      "id": "B01",
      "funnel": "BOF",
      "name": "Rich oil. Start light.",
      "icp": "Wonder page visitors who want scalp or dry-end care but hesitate because oils can leave their hair feeling heavy; include an adult with finer wavy hair in the demonstration.",
      "awareness": "Product-aware retargeting hypothesis. No audience has been built.",
      "pain": "Wanting the care, but worrying that the oil will leave the finished hair heavy and create another wash-day problem.",
      "angle": "Show the amount and placement instead of promising a weightless oil.",
      "reframe": "Wonder is a rich oil. Start light and adjust to hair texture; quantity is part of the use decision.",
      "hooks": [
        "Want the care. Worried about the weight?",
        "Wonder is a rich oil. Start with a few drops.",
        "Before filling the dropper: start light."
      ],
      "primary_short": "Want the care. Worried about the weight?\n\nWonder is a rich, pure batana oil. Start with a few drops on damp or dry hair and add only where needed—especially with fine or easily weighed-down hair.\n\nSee the texture guide before choosing the amount. Scalp-to-ends care can start light.",
      "primary_expanded": "Want the care. Worried about the weight?\n\nAn oil that overwhelms the style can make the whole routine feel like extra work. Before using Wonder, take a look at the amount and where it goes.\n\nStart with a few drops on damp or dry hair. Massage into the scalp and work through the ends, using a light amount and adding only where needed. Fine or easily weighed-down hair deserves an especially light start.\n\nWonder has one ingredient: pure batana oil, for rich scalp and strand conditioning. The page's texture guide helps put the amount and placement into context.\n\nSee the application, look at the bottle and choose whether it fits the routine before adding it to the cart.",
      "headline": "Rich oil. Start light.",
      "description": "See the texture guide.",
      "meta_cta": "Shop Now",
      "spoken_cta": "See Wonder's texture guide, then choose what fits.",
      "format": "UGC demonstration with an amount-first opening.",
      "visual_direction": "New adult demonstrator with fine or wavy hair shows the real bottle and a small starting amount, then controlled application. Shoot the actual product to establish exposed-oil appearance. Keep the style and lighting continuous. Do not stage a grease-free after shot or demonstrate an overflowing palm.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-DENITA-INSPIRATION"
      ],
      "production_dependency": "New authorized product shoot and demonstrator rights. The excessive pour in Denita's archived clip is specifically excluded. Script UGC-B01 below.",
      "message_match": {
        "anchor": "#texture-guides",
        "pdp_language": "Start light. / Focus on ends.",
        "bridge": "Warm-traffic amount concern lands in the page's texture guidance and rich-oil FAQ, using the same few-drops directions."
      },
      "claim_notes": "No weightless, non-greasy, fast-absorbing, all-textures-same-dose or guaranteed style-preservation promise.",
      "test_hypothesis": "An honest amount demonstration may resolve a concrete purchase objection better than repeating growth benefits to an already-interested visitor.",
      "editorial_rank": 2,
      "initial_test_recommendation": true,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#texture-guides"
    },
    {
      "id": "B02",
      "funnel": "BOF",
      "name": "Turn the bottle around",
      "icp": "Wonder visitors comparing batana products who want to know whether this is pure oil or a blend.",
      "awareness": "Product-aware and comparing alternatives. Audience hypothesis.",
      "pain": "The front says batana, but the shopper still has to work out what is actually in the formula.",
      "angle": "Answer the ingredient objection by showing the exact label, not by borrowing authenticity claims from another brand.",
      "reframe": "Make the composition easy to inspect. One ingredient supports transparency; it is not clinical growth proof.",
      "hooks": [
        "The front says batana. Read the back, too.",
        "Before another oil goes in the cart, check the ingredient.",
        "Wonder, turned around: one ingredient."
      ],
      "primary_short": "The front says batana. Read the back, too.\n\nWonder Hair Serum contains one ingredient: Elaeis Oleifera (Batana) Nut Oil. No added fragrance or silicone.\n\nPure batana for rich scalp and strand conditioning, in a 30 mL bottle. Read the formula, see the application, then decide.",
      "primary_expanded": "The front says batana. Read the back, too.\n\nComparing oils shouldn't require guessing what 'with batana' means. Wonder Hair Serum makes the ingredient clear: Elaeis Oleifera (Batana) Nut Oil. That's the formula.\n\nThe 30 mL / 1 fl oz bottle contains 100% pure batana oil, with no added fragrance or silicone. It provides rich conditioning care for the scalp and dry lengths.\n\nUse a few drops on damp or dry hair, massage into the scalp and through the ends, and style as desired. Start light because this is a rich oil.\n\nA short ingredient list isn't proof of better growth than a blend. It is a clear answer about what this bottle contains.\n\nInspect Wonder's formula and decide whether that simple care step is the one being looked for.",
      "headline": "Just batana. Every drop.",
      "description": "One ingredient. 30 mL bottle.",
      "meta_cta": "Shop Now",
      "spoken_cta": "Read Wonder's formula and choose your bottle.",
      "format": "Label-led static or single-take product demonstration.",
      "visual_direction": "Photograph the genuine front and exact ingredient panel under readable light. Use the official flat label to check typography and INCI, not as a floating fake bottle wrap. Layout starts with the shopping doubt and lets the ingredient panel answer it. No seals or provenance badges added.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-BATANA-CATEGORY"
      ],
      "production_dependency": "Fresh legible label photograph if the existing source cannot support the final crop. Do not generate a purity certificate or invent packaging text.",
      "message_match": {
        "anchor": "#formula",
        "pdp_language": "Just batana. Every drop. / Elaeis Oleifera (Batana) Nut Oil.",
        "bridge": "The label inspection in the ad continues into the exact formula block."
      },
      "claim_notes": "No Honduran origin, La Moskitia, organic, cold-pressed or authenticity certification claim. No claim that single ingredient means safer or more effective.",
      "test_hypothesis": "Label clarity may help visitors whose hesitation is composition, rather than price or use.",
      "editorial_rank": 8,
      "initial_test_recommendation": false,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#formula"
    },
    {
      "id": "B03",
      "funnel": "BOF",
      "name": "After the miracle promise",
      "icp": "Wonder visitors interested in growth or shedding support but skeptical after encountering exaggerated category promises.",
      "awareness": "Product-aware with a credibility objection. Audience hypothesis.",
      "pain": "Wanting help for the grow-out without buying another confident promise that leaves no room for individual results.",
      "angle": "Explain precisely what the growth language means and pair it with a concrete conditioning use.",
      "reframe": "Qualified support and an understandable use are the basis for consideration; a promise of guaranteed inches is not.",
      "hooks": [
        "The last 'miracle' bottle made enough promises.",
        "Before buying another growth promise, read the details.",
        "Wonder says 'may help.' Here's the care behind it."
      ],
      "primary_short": "The last 'miracle' bottle made enough promises.\n\nWonder is pure batana oil for rich scalp and strand conditioning. It may stimulate hair growth and may help with shedding. Those are possibilities, not guaranteed results or a deadline.\n\nRead the formula and routine. Decide whether this care step fits.",
      "primary_expanded": "The last 'miracle' bottle made enough promises.\n\nWhen the goal is longer or fuller-looking hair, a big claim can be tempting. The useful next question is what the product contains, how it is used and what is actually being promised.\n\nWonder Hair Serum contains pure batana oil. It conditions the scalp and dry strands and may stimulate hair growth or help with shedding. Results aren't guaranteed, and there's no promised number of inches or timetable.\n\nStart with a few drops on damp or dry hair, massage into the scalp and through the ends, then style as desired. The oil is rich, so start light.\n\nIndividual results vary. The formula and directions are there to inspect before buying: one clear ingredient, rich conditioning care and qualified growth and shedding support.\n\nRead the Wonder details before choosing.",
      "headline": "Read the care behind the claim",
      "description": "Clear formula. Simple care.",
      "meta_cta": "Learn More",
      "spoken_cta": "Read Wonder's formula, routine and growth details.",
      "format": "Direct-to-camera explainer or text-led static with real product.",
      "visual_direction": "New adult demonstrator at a bathroom counter points to three plain lines: 'Pure batana oil'; 'Scalp + strand conditioning'; 'May stimulate hair growth. May help with shedding.' No lab coat, medical graphics, clinical seals or customer-result collage.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-PDP-V17"
      ],
      "production_dependency": "Commission a factual presenter, not a fabricated satisfied customer or clinician. This is a reserve education concept; keep qualifications intact through final execution.",
      "message_match": {
        "anchor": "#faq",
        "pdp_language": "Qualified growth and shedding answers; results vary.",
        "bridge": "The FAQ carries qualified growth and shedding language and individual variation. The formula and how-to sections support the ad's inspection-first CTA."
      },
      "claim_notes": "Operator-authorized qualified efficacy language is not validated efficacy. No claims of clinical proof, a hidden cause, DHT blockade or superiority to treatment.",
      "test_hypothesis": "A clear expectation-setting message may improve the quality of warm clicks, though it may reduce initial click volume. This tradeoff is unmeasured.",
      "editorial_rank": 12,
      "initial_test_recommendation": false,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#faq"
    },
    {
      "id": "B04",
      "funnel": "BOF",
      "name": "A bottle without a commitment",
      "icp": "Interested Wonder visitors who want to buy the oil but do not want another subscription.",
      "awareness": "Product-aware to most-aware. Audience hypothesis.",
      "pain": "One more recurring purchase feels like another obligation when the shopper only wants to start caring for the scalp and ends.",
      "angle": "Make the one-time purchase visible as a legitimate choice.",
      "reframe": "Starting the care routine need not mean committing to recurring deliveries; the one-time option costs more than the proposed intro subscription offer.",
      "hooks": [
        "Want the oil without another subscription?",
        "One bottle. No recurring order.",
        "Start the care routine without a refill commitment."
      ],
      "primary_short": "Want the oil without another subscription?\n\nChoose Wonder Hair Serum as a $28 one-time purchase. Pure batana gives the scalp and dry lengths rich conditioning care and may support hair growth.\n\nA 30 mL bottle, a few drops to start, and no recurring order. Shipping and taxes are additional.",
      "primary_expanded": "Want the oil without another subscription?\n\nCaring for the grow-out doesn't have to mean adding a recurring delivery to the calendar.\n\nWonder Hair Serum has a $28 one-time purchase option for a 30 mL / 1 fl oz bottle. Shipping and taxes are additional. Choose that option and the order does not repeat.\n\nInside is one ingredient: pure batana oil. It gives the scalp and dry lengths rich conditioning care and may support hair growth. Apply a few drops to damp or dry hair, massage into the scalp and through the ends, and style as desired.\n\nThe subscription option has different introductory and renewal prices. The one-time option is here for the shopper who wants a bottle without an ongoing order.\n\nSee both choices and pick the one that fits.",
      "headline": "$28, one-time purchase",
      "description": "Shipping and taxes additional.",
      "meta_cta": "Shop Now",
      "spoken_cta": "Choose the one-time Wonder bottle if that's what fits.",
      "format": "Offer-choice static or product-and-selector demonstration.",
      "visual_direction": "Show genuine bottle with pain-led H1 'Want the oil without another subscription?' and clear '$28 one-time' support. Keep 'Shipping and taxes additional' legible in the frame. Any selector view must come from the approved implemented storefront at production time, not a fabricated live checkout.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-OFFER-DRAFT",
        "SRC-PDP-V17"
      ],
      "production_dependency": "Proposed offer only. Verify the one-time $28 option, final checkout behavior and destination before production or activation. No platform work is authorized in this batch.",
      "message_match": {
        "anchor": "#offer",
        "pdp_language": "One-time purchase / $28.",
        "bridge": "v17's review selector contains the one-time choice. It is not deployed billing evidence."
      },
      "claim_notes": "No free shipping, refund trial, guarantee or false scarcity. This price is a review assumption, not a live Shopify offer.",
      "test_hypothesis": "Making the one-time option explicit may recover interested visitors whose main objection is recurring billing, even at a higher first-order price.",
      "editorial_rank": 9,
      "initial_test_recommendation": false,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#offer"
    },
    {
      "id": "B05",
      "funnel": "BOF",
      "name": "A smaller first bill for the grow-out",
      "icp": "Interested Wonder visitors who want a manageable scalp-and-length routine but hesitate to spend on another hair-care purchase.",
      "awareness": "Product-aware to most-aware. Audience hypothesis.",
      "pain": "The grow-out already takes patience; another uncertain hair-care purchase makes starting feel expensive.",
      "angle": "Connect a lower introductory subscription price to the actual care goal, while making the next charge unmissable.",
      "reframe": "The first bottle has a smaller price; it is not a $14 lifetime subscription, a free trial or a guarantee of results.",
      "hooks": [
        "Care for the grow-out. Start with a smaller first bill.",
        "The ends need care. Another full-price start can wait.",
        "Make room for scalp care—and know the next bottle's price."
      ],
      "primary_short": "Care for the grow-out. Start with a smaller first bill.\n\nWonder's pure batana conditions dry strands and may stimulate hair growth. $14 for the first-ever eligible subscription bottle; $24 renewals. That's 50% off the $28 one-time price for the first bottle only.\n\nChoose 30, 60 or 90 days; 60 is the default. Skip, change or cancel before processing. Shipping and taxes additional.",
      "primary_expanded": "Care for the grow-out. Start with a smaller first bill.\n\nFragile ends and a scalp-care step that keeps getting skipped are enough to think about. If Wonder fits the routine, the introductory subscription price lowers the cost of the first bottle.\n\nGet the first-ever eligible subscription bottle for $14—50% off the $28 one-time price. Future subscription bottles are $24 each.\n\nChoose delivery every 30, 60 or 90 days; 60 days is selected by default. Skip, change or cancel before an order processes. An already processed order is not reversed by a later change. Shipping and taxes are additional.\n\nEach 30 mL bottle contains pure batana oil for rich scalp and strand conditioning, and it may stimulate hair growth. Apply a few drops on damp or dry hair, massage into the scalp and through the ends, then style as desired.\n\nSee the routine and full purchase choices before starting.",
      "headline": "$14 first subscription bottle",
      "description": "$24 renewals. Terms apply.",
      "meta_cta": "Shop Now",
      "spoken_cta": "See the full terms and choose the Wonder option that fits.",
      "format": "UGC offer explainer with a pain-led static companion.",
      "visual_direction": "Adult textured-hair demonstrator first shows a scalp-and-ends care moment, then the real bottle beside clear offer text. Static must retain '$14 first-ever eligible subscription bottle / $24 renewals' together. Include 30/60/90-day options, 60-day default, change/cancel before processing, and shipping/taxes additional in a readable caption area. No price-only beauty shot.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-LABEL",
        "SRC-OFFER-DRAFT",
        "SRC-PDP-V17"
      ],
      "production_dependency": "Offer is not deployed. This concept remains conditional on implemented eligibility, prices, cadence, management behavior and final destination. Script UGC-B05 below is review copy, not launch approval.",
      "message_match": {
        "anchor": "#refill",
        "pdp_language": "Start for $14. Keep it going. / $24 renewals.",
        "bridge": "The ad's first and renewal prices match v17's review offer. v17 is a nonproduction reference, not a functioning subscription destination."
      },
      "claim_notes": "All amounts USD. First-ever eligibility and $24 renewals must accompany $14 wherever price is presented. No unsupported bottle-duration or cost-per-day calculation.",
      "test_hypothesis": "Transparent introductory pricing may lower an interested visitor's first-purchase hesitation without creating surprise about renewals. It cannot be tested until the offer is implemented.",
      "editorial_rank": 4,
      "initial_test_recommendation": true,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#refill"
    },
    {
      "id": "B06",
      "funnel": "BOF",
      "name": "The bottle isn't empty yet",
      "icp": "Wonder shoppers open to replenishment but worried about stockpiling oil or managing unwanted deliveries.",
      "awareness": "Product-aware to most-aware. Audience hypothesis.",
      "pain": "A new bottle arrives while the current one is still being used, turning a care routine into cupboard clutter and another bill to manage.",
      "angle": "Answer refill anxiety with the actual cadence choices and the deadline for changes.",
      "reframe": "Subscription cadence is a selectable delivery preference, not a claim about how long a bottle will last.",
      "hooks": [
        "Another bottle before the first one's empty?",
        "Keep the scalp-care habit. Choose the refill timing.",
        "The routine needs care. The cupboard doesn't need a stockpile."
      ],
      "primary_short": "Another bottle before the first one's empty?\n\nWonder's subscription lets the refill timing fit the routine: choose every 30, 60 or 90 days. The default is 60 days.\n\nSkip, change or cancel before an order processes; a processed order isn't reversed by a later change. See the full prices and terms before choosing.",
      "primary_expanded": "Another bottle before the first one's empty?\n\nA scalp-and-length routine should not require finding cupboard space for a delivery that wasn't needed yet.\n\nWonder's subscription offers delivery every 30, 60 or 90 days, with 60 days selected by default. Choose the timing that fits the way the oil is being used. These are delivery options, not a promise that every bottle lasts a set number of days.\n\nNeed to adjust? Skip, change or cancel before the next order processes. Once an order has processed, a later change does not reverse that order.\n\nWonder is pure batana oil for rich scalp and strand conditioning. Start with a few drops, use a light amount and add only where needed.\n\nSee the prices, delivery choices and full terms together before choosing a subscription.",
      "headline": "Choose the refill timing",
      "description": "30, 60 or 90 days. See terms.",
      "meta_cta": "Shop Now",
      "spoken_cta": "Review Wonder's refill choices and full terms.",
      "format": "Routine-and-refill UGC or simple illustrated choice static.",
      "visual_direction": "Begin with an adult demonstrator holding one partly used bottle and an illustrative unopened carton without implying a real billing mishap. Cut to plain 30 / 60 / 90 day cards, clearly noting 60-day default and changes before processing. Do not record a fake live subscription-management interface.",
      "asset_sources": [
        "SRC-BOTTLE",
        "SRC-OFFER-DRAFT",
        "SRC-PDP-V17"
      ],
      "production_dependency": "Verify implemented scheduling, skipping, cancellation and processed-order behavior before execution. Current selector is only a review prototype; no account or checkout action in this task.",
      "message_match": {
        "anchor": "#faq",
        "pdp_language": "Subscription schedule and skip/change/cancel answers.",
        "bridge": "The FAQ and offer selector carry the proposed delivery choices. All claims remain conditional on the actual billing implementation."
      },
      "claim_notes": "No cancel-anytime promise that implies reversal of a processed order. No unsupported 60-day supply or savings calculation. If price is added later, include intro eligibility, renewal price, shipping and taxes.",
      "test_hypothesis": "Resolving stockpile and control concerns may help subscription-interested visitors who have already accepted the product and price.",
      "editorial_rank": 6,
      "initial_test_recommendation": true,
      "pdp_reference_url": "http://15.204.83.60/WB/PDP/wonder-v17/#faq"
    }
  ],
  "ugc_scripts": [
    {
      "id": "UGC-T01",
      "concept_id": "T01",
      "name": "Growing it out. Starting over.",
      "duration_seconds": 45,
      "talent": "New adult Black woman with curly or coily hair; paid demonstrator, not presented as a customer with proven results.",
      "performance": "Conversational and slightly weary in the opening, then practical. Speak to camera as a demonstrator. First-person application must match the action actually filmed.",
      "shoot_status": "Script only; requires genuine product, new footage, consent and paid-media rights.",
      "beats": [
        {
          "start": 0,
          "end": 4,
          "spoken": "Growing it out, then cutting it back. Again.",
          "visual": "Medium close-up, creator gently holds one section of ends. No cutting, staged snapping or result comparison.",
          "on_screen": "Growing it out. Cutting it back. Again."
        },
        {
          "start": 4,
          "end": 11,
          "spoken": "When the ends keep snapping, all that effort can feel like starting over.",
          "visual": "Return eyes to camera. Maintain a real, unaltered view of current hair.",
          "on_screen": "All that grow-out effort."
        },
        {
          "start": 11,
          "end": 19,
          "spoken": "This is Wonder Hair Serum. One ingredient: pure batana oil, for scalp and lengths.",
          "visual": "Show the genuine 30 mL bottle with label in focus.",
          "on_screen": "Wonder Hair Serum · 100% pure batana oil"
        },
        {
          "start": 19,
          "end": 28,
          "spoken": "It conditions dry strands and may stimulate hair growth. I'm starting with a few drops on damp hair.",
          "visual": "Show a light starting amount using the actual product. Exposed oil appearance must come from this real shoot.",
          "on_screen": "Conditions dry strands. May stimulate hair growth."
        },
        {
          "start": 28,
          "end": 37,
          "spoken": "Massage into the scalp, then work through the ends. It's a rich oil, so start light and add only where needed.",
          "visual": "Two continuous application angles; no altered after-look. Amount controlled, no full-dropper instruction.",
          "on_screen": "A few drops to start · Scalp through ends"
        },
        {
          "start": 37,
          "end": 45,
          "spoken": "Give the scalp attention. Give the ends some, too. See how Wonder fits the grow-out routine.",
          "visual": "Creator holds the bottle at the counter. End with product name and CTA.",
          "on_screen": "More length. Less starting over. · Learn more"
        }
      ],
      "edit_notes": "Caption the full speech. Keep 'may' in the same visible phrase as the growth claim. Do not add a before/after, growth ruler, timeline, testimonial badge or result screenshot. The closing line expresses the goal, not a measured outcome.",
      "spoken_full": "Growing it out, then cutting it back. Again. When the ends keep snapping, all that effort can feel like starting over. This is Wonder Hair Serum. One ingredient: pure batana oil, for scalp and lengths. It conditions dry strands and may stimulate hair growth. I'm starting with a few drops on damp hair. Massage into the scalp, then work through the ends. It's a rich oil, so start light and add only where needed. Give the scalp attention. Give the ends some, too. See how Wonder fits the grow-out routine.",
      "spoken_word_count": 90
    },
    {
      "id": "UGC-T02",
      "concept_id": "T02",
      "name": "The brush pause",
      "duration_seconds": 44,
      "talent": "New adult Black woman with natural curls or coils. General situation and current product demonstration; no claimed history of shedding reduction.",
      "performance": "Recognizable, quiet opening rather than alarm. Transition from the wash-day worry to a clear demonstration without promising that the worry is medically resolved.",
      "shoot_status": "Script only; new authorized footage required. Ashley's archived routine is inspiration only.",
      "beats": [
        {
          "start": 0,
          "end": 5,
          "spoken": "The last step of wash day: staring at the brush.",
          "visual": "Creator finishes detangling and pauses with the brush at ordinary distance. No hair-pile insert.",
          "on_screen": "The last step of wash day…"
        },
        {
          "start": 5,
          "end": 12,
          "spoken": "After the washing and styling, that can be a discouraging place for the routine to end.",
          "visual": "Set the brush down and turn to camera. No claim about this creator's prior result.",
          "on_screen": "Hair washed. Still thinking about the brush."
        },
        {
          "start": 12,
          "end": 20,
          "spoken": "Wonder Hair Serum is pure batana oil. It may help with shedding while conditioning the scalp and dry strands.",
          "visual": "Genuine bottle, then a clear look at the label.",
          "on_screen": "Pure batana oil · May help with shedding"
        },
        {
          "start": 20,
          "end": 29,
          "spoken": "Start with a few drops on damp or dry hair. Massage into the scalp and work through the ends.",
          "visual": "Controlled application on the actual hair and scalp. Show a small starting amount.",
          "on_screen": "A few drops · Damp or dry · Scalp through ends"
        },
        {
          "start": 29,
          "end": 36,
          "spoken": "It's a rich oil, so start light. This is a care step, not a promise of an empty brush.",
          "visual": "Return to a medium shot, no brush comparison or count.",
          "on_screen": "Rich conditioning care · Start light"
        },
        {
          "start": 36,
          "end": 44,
          "spoken": "Give scalp care a place in the routine. Take a look at Wonder and see how to use it.",
          "visual": "Bottle in hand, natural current hair visible. End card remains simple.",
          "on_screen": "Wonder Hair Serum · See the routine"
        }
      ],
      "edit_notes": "Do not use a drain shot, strand count or diagnosis. No creator-review stars or invented before/after. Keep the qualification audible and visible. Use Learn More as the proposed Meta CTA.",
      "spoken_full": "The last step of wash day: staring at the brush. After the washing and styling, that can be a discouraging place for the routine to end. Wonder Hair Serum is pure batana oil. It may help with shedding while conditioning the scalp and dry strands. Start with a few drops on damp or dry hair. Massage into the scalp and work through the ends. It's a rich oil, so start light. This is a care step, not a promise of an empty brush. Give scalp care a place in the routine. Take a look at Wonder and see how to use it.",
      "spoken_word_count": 102
    },
    {
      "id": "UGC-B01",
      "concept_id": "B01",
      "name": "Rich oil. Start light.",
      "duration_seconds": 40,
      "talent": "New adult demonstrator with fine or wavy hair, showing how the amount is controlled. This is a use demonstration, not a claim that Wonder cannot weigh hair down.",
      "performance": "Helpful and matter-of-fact. Lead with the amount concern, show actual use, avoid a glossy reveal.",
      "shoot_status": "Script only; actual oil and authorized new demonstration required.",
      "beats": [
        {
          "start": 0,
          "end": 4,
          "spoken": "Want the care, but worried about the weight?",
          "visual": "Creator holds Wonder near the styling area, then shows the dropper without filling it for display.",
          "on_screen": "Want the care. Worried about the weight?"
        },
        {
          "start": 4,
          "end": 11,
          "spoken": "Wonder is a rich batana oil. The place to start is a few drops, not a palmful.",
          "visual": "Show a small starting amount of the real product. No oil-color simulation.",
          "on_screen": "Rich oil. A few drops to start."
        },
        {
          "start": 11,
          "end": 20,
          "spoken": "Use it on damp or dry hair. Massage into the scalp and work through the ends, keeping the amount light.",
          "visual": "Apply deliberately; continuous lighting and hairstyle.",
          "on_screen": "Damp or dry · Scalp through ends"
        },
        {
          "start": 20,
          "end": 28,
          "spoken": "For fine or easily weighed-down hair, start especially light and add only where needed.",
          "visual": "Creator demonstrates controlled placement on a small section. Don't show or claim an after-result.",
          "on_screen": "Fine hair? Start especially light."
        },
        {
          "start": 28,
          "end": 34,
          "spoken": "One ingredient: pure batana oil, for rich scalp and strand conditioning.",
          "visual": "Readably show genuine label with current hair still in frame.",
          "on_screen": "100% pure batana oil"
        },
        {
          "start": 34,
          "end": 40,
          "spoken": "See Wonder's texture guide, then choose what fits your routine.",
          "visual": "Bottle in hand and clean end card; destination is assigned only after storefront approval.",
          "on_screen": "See the texture guide · Wonder Hair Serum"
        }
      ],
      "edit_notes": "No non-greasy, fast-absorbing or weightless overlay. Do not repurpose the archived excessive-pour sequence. Use Shop Now only with a verified purchase destination at activation.",
      "spoken_full": "Want the care, but worried about the weight? Wonder is a rich batana oil. The place to start is a few drops, not a palmful. Use it on damp or dry hair. Massage into the scalp and work through the ends, keeping the amount light. For fine or easily weighed-down hair, start especially light and add only where needed. One ingredient: pure batana oil, for rich scalp and strand conditioning. See Wonder's texture guide, then choose what fits your routine.",
      "spoken_word_count": 80
    },
    {
      "id": "UGC-B05",
      "concept_id": "B05",
      "name": "A smaller first bill for the grow-out",
      "duration_seconds": 56,
      "talent": "New adult Black woman with textured hair, explaining a proposed offer as a brand demonstrator; no invented purchase or results story.",
      "performance": "Open on the care goal. Slow down for prices and renewal terms. Record only after the proposed offer has been implemented and verified.",
      "shoot_status": "Conditional script: the $14 / $24 / $28 offer and subscription management are review assumptions, not deployed billing.",
      "beats": [
        {
          "start": 0,
          "end": 5,
          "spoken": "Care for the grow-out. Start with a smaller first bill.",
          "visual": "Creator handles dry ends gently, then reaches for the genuine bottle.",
          "on_screen": "Care for the grow-out."
        },
        {
          "start": 5,
          "end": 14,
          "spoken": "Wonder's pure batana oil conditions dry strands and may stimulate hair growth. Start light, with a few drops.",
          "visual": "Bottle and brief, controlled application with actual product.",
          "on_screen": "Conditions dry strands · May stimulate hair growth"
        },
        {
          "start": 14,
          "end": 25,
          "spoken": "The first-ever eligible subscription bottle is fourteen dollars. Renewals are twenty-four dollars per bottle. The one-time purchase price is twenty-eight dollars.",
          "visual": "Static offer card beside the bottle, no moving price counters.",
          "on_screen": "$14 first-ever eligible subscription bottle\n$24 per renewal bottle · $28 one-time\nShipping and taxes additional"
        },
        {
          "start": 25,
          "end": 34,
          "spoken": "Choose delivery every thirty, sixty or ninety days. Sixty days is the default.",
          "visual": "Readable 30 / 60 / 90 day choices. Keep '$14 first-ever eligible subscription bottle / $24 renewals' and shipping/taxes line visible from the prior card.",
          "on_screen": "30 / 60 / 90 days · 60-day default\n$14 first-ever eligible subscription bottle · $24 renewals\nShipping and taxes additional"
        },
        {
          "start": 34,
          "end": 46,
          "spoken": "Skip, change or cancel before an order processes. A later change won't reverse a processed order. Shipping and taxes are additional.",
          "visual": "Hold an uncluttered terms card long enough to read. Retain the first/renewal price context if any price remains visible.",
          "on_screen": "Skip, change or cancel BEFORE processing.\nA processed order is not reversed by a later change.\nShipping and taxes additional."
        },
        {
          "start": 46,
          "end": 56,
          "spoken": "See the routine and full terms. Then choose the Wonder option that fits.",
          "visual": "Creator and genuine bottle. Final frame can omit price entirely to keep the CTA clear.",
          "on_screen": "Wonder Hair Serum · See the routine and full terms"
        }
      ],
      "edit_notes": "All amounts USD. All spoken terms must survive editing. Do not shorten the script by hiding the renewal price, first-ever eligibility or shipping/taxes in Meta's description field. No claim that 60-day delivery means a 60-day supply. Produce legible native placement layouts later; this document contains no finished media or launch authorization.",
      "spoken_full": "Care for the grow-out. Start with a smaller first bill. Wonder's pure batana oil conditions dry strands and may stimulate hair growth. Start light, with a few drops. The first-ever eligible subscription bottle is fourteen dollars. Renewals are twenty-four dollars per bottle. The one-time purchase price is twenty-eight dollars. Choose delivery every thirty, sixty or ninety days. Sixty days is the default. Skip, change or cancel before an order processes. A later change won't reverse a processed order. Shipping and taxes are additional. See the routine and full terms. Then choose the Wonder option that fits.",
      "spoken_word_count": 96
    }
  ],
  "copychief_record": "COPYCHIEF.md"
}