type: curiosity

template: I thought this was fake until...

use_when: novel product or surprising result


template: I tested this so you don't have to.

use_when: review/test video


template: If your {pain_point}, watch this before you buy anything.

use_when: clear user pain point


type: transformation

template: From {pain_point} to fresh in one routine.

use_when: visible before/after


template: Stop believing this beauty myth.

use_when: ingredient education