Wonder v35

What Obvi does that we weren't — and what changed

Type. Theirs is a rounded geometric sans (Poppins-class) at normal width, two-tone — pink + navy on light fields, pink/yellow + white on blue. Ours was condensed Archivo 900 under a black halo, which reads like a discount flyer. v35 sets everything in Poppins ExtraBold, two-tone, with Obvi's lead-word pill (their REGROW device) on the pinks, coral and marigold, and yellow + white on the blues. The heavy halo survives only on the two before/afters and where a line runs over her hair; elsewhere a light shadow or none.

No black. Obvi's darkest colour is navy. The black CTA and black halo are gone: buttons are yellow where the text carries yellow (W02 W05 W06), white with navy text on the pinks and coral (W01 W04 W09), navy with white on W03 W08 W10, pink on W07. Chrome is navy or white, never black.

Bottom furniture. Their foot is a spec row (10G collagen · 40 calories · 0 sugar · 0 carbs) or a guarantee line with a thumb. Ours now: 100% batana · 1 ingredient · 0 silicone · 0 fragrance on W02 and W10, the thumb + skip-or-cancel line elsewhere. One roundel per ad stays.

What is still different — and is not a typography problem. Their tubs are huge, multi-flavour and surrounded by props in motion (cereal, milk, marshmallows); their fields are pastel or clean white. Our plates are single brown bottles on saturated fields, calm and still, and the dropper caps sit where their headline space is, which is why lines over the caps still need a shadow. Closing that gap means a plate round: props with energy (batana nuts tumbling, oil splashes, brushes), the product bigger, a lighter field — not another type round.

The hooks are Obvi's, copied

Read off the 36 hair-led Obvi ads in the research set (on-image headlines, not the captions). How often Obvi ran each: Goodbye hair loss ×9 · Regrow hair fast ×2 · Regrow hair in just 2 weeks ×3 · Grow healthier hair fast ×3 · Reverse signs of damaged hair ×3 · Grow out hair fast ×2 · Improve hair thinning ×2 · Repair damaged hair ×1 · Say hello to silky healthy hair ×2 · This year's hottest trend ×1 · Would you rather ×1.

The ten frames mirror that weighting — three goodbyes, two regrow-fast, one 2-weeks, one grow-healthier, one thinning, one repair, one reverse. Each card names its Obvi source ad. Obvi sets the lead word in one colour and the rest in another; ours is yellow + white.

Not copied: "30 Day Satisfaction Guarantee", "200,000+ satisfied customers", "4,000+ 5-star reviews" — Wonder's real proof is 4.8/5 from 1,121 reviews, free shipping, skip-or-cancel, $14 first bottle, and that is what the chrome says.

Gates — r3, both ratios, all clean

What is real

Product from the reference photograph in every scene. All proof is the genuine 4.8/5 from 1,121 Trustpilot reviews. Free shipping, skip-or-cancel and “$14 first bottle” are live PDP terms. People and before/afters are generated stand-ins for the design team to replace. Headline claims are deliberately unqualified per the brief and are not cleared for placement.