Every long-running competitor hook promises another person's reaction to the buyer — her knees,
compliments everywhere, unexpected romance. V63's YOU SMELL LIKE NOTHING described the absence of a
scent, which is a product property and reads as an insult. Replaced.
Design grammar also taken from them: hook in white knockout boxes hugging each line (Cupids' 195-day
device — that's how their hook survives a busy photo), the offer as a separate full-bleed two-tone strip
or corner tag, and a big starred number in a bottom corner. Phone caps: hook 17-19px, offer 10.4px,
proof 7.9px — floors are 12 / 7 / 5.