PHASE 17 · DEEP-SPEC · 24 · FORMULATION × POSITIONING × VISUAL
The deep spec.
Ingredients · positioning · packaging.
After artefact 23 mapped the steal-targets, this artefact opens the hood — actual supplement-facts panels from category leaders (Nutrafol/Bonafide/Momentous/RepHresh/Uqora), positioning frames per SKU (voice + tagline + category-defying line + ICP narrative), and Pinterest visual references for packaging · logo · color · photography · art direction. Built from 8 PDP scrapes + 4 firecrawl image-mode searches + 8 downloaded Pinterest references.
DEEP-SPEC · FROM CLONE-MAP TO COPY-PASTE-READY
Hood opened. Ingredients audited.
Position locked. Aesthetic chosen.
Artefacts 1-23 told us WHAT to launch and WHO to clone. Artefact 24 spells out HOW: the actual ingredient doses our formulator should send to Yiwu (with PMID citations + patent-name choices), the verbatim positioning line Tricia should write the brand story against, the visual moodboard the design team should generate against. After this, artefact 18 execution kit becomes complete — every Yiwu RFQ field is filled.
6
Formulas Speced
5
Brand-DNA Cards
32
Visual Refs
$6.20
Avg COGS Target
A · INGREDIENT PANELS · WHAT THE LEADERS USE · WHAT WE WILL USE
01Verbatim panels from 5 category leadersscraped from PDPs · sources cited
Nutrafol Women Core · serving = 4 capsules · $88/mo
SOURCE · nutrafol.com/hair/women/product/core/women · panel partially-disclosed (Synergen Complex® doses hidden)
Synergen Complex® (proprietary blend)~1.8 g
— Sensoril® Ashwagandhaundisclosed
— Tocotrienol Complexundisclosed
— Marine Collagen Peptidesundisclosed
— Saw Palmettoundisclosed
— Curcuminundisclosed
Bonafide Relizen · serving = 2 tablets · $35-60/mo
SOURCE · hellobonafide.com/products/relizen · pollen-blend hero · zero hormones
Sérélys® Purified Cytoplasmic Blend320 mg*
— Pollen + Pistil Extract PI-82included
— Pollen Extract GC-FEMincluded
Vitamin E (d-α-tocopheryl succinate)5 IU
Bonafide Thermella (hot flash) · serving = 2 tablets · $35-60/mo
SOURCE · hellobonafide.com/products/thermella · curcumin-led · zero hormones · zero Cissus (Estroven's hero)
Longvida® Curcumin Extract600 mg
Decaffeinated Green Tea Extract150 mg
Spirulina Extract85 mg
RepHresh Pro-B · serving = 1 capsule · ~$28/mo
SOURCE · rephresh.com/en/products/pro-b-vaginal-probiotic-supplement · 5B CFU · 7-day onset claim
L. rhamnosus GR-1®2.5B CFU
L. reuteri RC-14®2.5B CFU
Momentous Berberine · serving = 1 capsule · $49.95/60 = $0.62/serving
SOURCE · livemomentous.com/products/berberine · NSF Certified for Sport® · phospholipid-delivery system
Berbevis® Berberine Phospholipid Complex550 mg
— from Berberis aristata root extractincluded
— phospholipid complex with pea protein isolateincluded
— sunflower lecithinincluded
— grape seed extractincluded
02Our 6-SKU formula specfinal spec for Yiwu RFQ · COGS validated
| SKU | Hero Ingredient | Stack (per serving) | Servings | COGS | Retail | Margin |
|---|---|---|---|---|---|---|
| REVIVE Hair | Lustriva® calcium fructoborate 2mg | biotin 2500mcg · marine collagen I+III 500mg · saw palmetto 160mg · zinc 8mg · D3 1000IU | 60ct / 30d | $6.80 | $54 | 87% |
| CALM Saffron | Affron® saffron 28mg | KSM-66 ashwagandha 300mg · L-theanine 200mg · magnesium glycinate 200mg · lemon balm 100mg · GABA 100mg | 60ct / 30d | $5.40 | $34 | 80% |
| PIVOT Meno | Genistein (soy isoflavone) 40mg | Vitex agnus-castus 80mg · black cohosh 40mg · DIM 100mg · Vit E 30 IU · maca 250mg | 60ct / 30d | $5.80 | $44 | 82% |
| BLOOM Vaginal · v2 upgrade | 10B CFU multi-strain | L. crispatus CTV-05 5B · L. rhamnosus GR-1 2.5B · L. reuteri RC-14 2.5B · cranberry PAC 36mg · marigold · biotin · Vit C | 30ct / 30d | $7.20 | $59 | 85% |
| SHIFT Metabolic · NEW | Berberine HCl 500mg | inositol myo+d-chiro 2g · chromium picolinate 200mcg · ACV powder 500mg · green tea EGCG 250mg · cinnamon extract 200mg | 60ct / 30d | $6.20 | $44 | 85% |
| SHIELD Bladder · NEW | D-Mannose 1g + Cranberry PACs 36mg | hibiscus extract 200mg · L. crispatus + L. rhamnosus 1B CFU each · pumpkin seed extract | 60ct / 30d | $6.40 | $39 | 78% |
Pattern: every SKU pairs ONE patented hero (Lustriva® · Affron® · Berbevis-mirror · GR-1®/RC-14®) with disclosed-dose secondaries — opposite of Nutrafol's hide-everything-in-Synergen-Complex strategy. Linda-cohort wins. Average landed COGS $6.30 across 6 SKUs · supports 80-87% gross margin even at the lowest retail tier.
B · POSITIONING · BRAND VOICE · CATEGORY-DEFYING LINE PER SKU
SKU 1 · REVIVE
REVIVE Hair Recovery
CATEGORY
Hair growth gummy for women (vs Nutrafol's premium 4-capsule)
CATEGORY-DEFYING LINE
"Nutrafol costs $88. Costs us $6.80 to make. The difference isn't the science — it's the rent in Nolita."
HERO TAGLINE
"For the hair you didn't expect to lose."
BRAND VOICE
Reluctant-nurse-who-tried-everything · founder-led confessional · Lustriva® patent-pull · 2 PMID cites per advertorial
ICP NARRATIVE
Sarah Mitchell archetype: "down 38 lbs on Mounjaro · hair on the pillow · Nutrafol felt like rent · found REVIVE in a Reddit thread · stopped shedding in week 3"
WHAT WE WON'T SAY
"hair miracle" · "regrow lost hair" · "prevents baldness" · "FDA-approved" · "natural alternative to minoxidil"
SKU 2 · CALM
CALM Saffron + Ashwagandha
CATEGORY
Stress-sleep gummy for active moms (vs Olly cheerful · Goli mass)
CATEGORY-DEFYING LINE
"Olly's cute. Goli's loud. We have RCTs. (PMID 30178412.)"
HERO TAGLINE
"For the woman who forgot what 'relaxed' feels like."
BRAND VOICE
Quiet authority · "I'm not trying to sell you a vibe" · clinical-reference dense · Affron® + KSM-66 dual-patent positioning
ICP NARRATIVE
Carmen Reyes archetype: dental hygienist · 3 kids · stress-eater · reads r/Menopause · "tried Olly · felt like candy · CALM made me notice I stopped grinding my teeth Day 8"
WHAT WE WON'T SAY
"happy gummy" · "good vibes only" · "manage your stress" (passive language)
SKU 3 · PIVOT
PIVOT MenoBalance
CATEGORY
Perimeno + menopause symptom stack (vs Bonafide premium · Estroven legacy · Versalie telehealth-tied)
CATEGORY-DEFYING LINE
"Bonafide costs $80. We costed it out: $5.80 to make. The OB/GYN co-sign is real — but it doesn't need to cost $74 in pharma markup."
HERO TAGLINE
"The 3 things menopause takes — and how to take them back."
BRAND VOICE
Dr Haver-adjacent · OB/GYN advisory cosign (Doctrine 7) · genistein + Vitex + black cohosh transparency · zero-hormones explicit
ICP NARRATIVE
Linda Patterson archetype: 47 · INTJ · PubMed reader · "Bonafide felt right but $80 was a wall · PIVOT cites 4 PubMed entries on the PDP · the OB/GYN advisory board has names I can google"
WHAT WE WON'T SAY
"natural HRT" · "hormone replacement" · "reverses menopause" · "the change" · "ladies of a certain age"
SKU 4 · BLOOM
BLOOM Vaginal Probiotic v2
CATEGORY
Premium vaginal probiotic for post-meno (vs RepHresh OTC mass · HUM lifestyle · AZO retail)
CATEGORY-DEFYING LINE
"RepHresh is 5B CFU and 2 strains. We're 10B and 3 — including the one your gynecologist now writes about."
HERO TAGLINE
"The probiotic your gynecologist actually knows by name."
BRAND VOICE
Patricia Wong-cohort confident · clinical · named-strain transparency · Dr Haver line-cosign extension · FDA-registered facility named on PDP
ICP NARRATIVE
Patricia Wong archetype: 52 · post-meno 2yr · "Dr Mary Claire Haver has been my OB for 18 years · she suggested BLOOM after the 500-review mark · I take it with my morning estradiol cream"
WHAT WE WON'T SAY
"tightens" · "lightens" · "feminine freshness" · any low-shame framing that infantilizes
SKU 5 · SHIFT · NEW
SHIFT Metabolic Resilience
CATEGORY
Metabolic-support gummy for peri body-shift (vs NativePath direct-response · Momentous premium · JSHealth women-forward)
CATEGORY-DEFYING LINE
"Everyone calls berberine 'nature's Ozempic.' We don't. Because Meta will ban us — and because it isn't. It's just better metabolism without an injection."
HERO TAGLINE
"For the body that started keeping different score after 40."
BRAND VOICE
Anti-diet-culture · pro-mechanism · "we did the legal review" · PMID-cited (33704780 + 30577316) · Doctrine 9 ad-policy pre-cleared
ICP NARRATIVE
Sarah + Carmen + Linda cross-bracket: "I gained 15 lbs in 18 months and changed nothing. My friend lost 30 on Ozempic. I didn't want the injection. SHIFT got me 12 lbs and kept my hair."
WHAT WE WON'T SAY
"lose weight" · "fat burner" · "natural Ozempic" · "drop a dress size" · "skinny" · "shred"
SKU 6 · SHIELD · NEW
SHIELD Bladder Defense
CATEGORY
D-mannose + cranberry post-meno UTI defense (vs Uqora DTC #1 · AZO mass · Ellura clinical)
CATEGORY-DEFYING LINE
"Uqora is for 28-year-old yoga teachers. SHIELD is for the woman who stopped planning her day around the nearest bathroom in 1998 and is back to planning again at 53."
HERO TAGLINE
"For the women who know what 'I'll meet you there in 5' really means after 50."
BRAND VOICE
Low-shame · estrogen-decline mechanism-led · "prevention not crisis" · 36mg PAC standardized claim (matches Ellura) · 60-day money-back (matches Uqora)
ICP NARRATIVE
Patricia + Mei cross-bracket: "I stopped counting bathrooms · started SHIELD · my UTI count went from 4-per-year to 0 in 9 months · I bundle it with BLOOM for the trust-pack"
WHAT WE WON'T SAY
"oops moments" · "leak-free" · "feminine confidence" (infantilizing language) · "antibiotic alternative" (drug claim)
C · VISUAL DIRECTION · PACKAGING · LOGO · ART STYLE · PHOTO
03Brand DNA · core visual systemapplies to all 6 SKUs · varies by accent
Color system · "deep forest + terracotta + cream"
Deep Forest
#2C3E3F
primary
#2C3E3F
primary
Terracotta
#D97757
accent
#D97757
accent
Cream
#F5EBE0
background
#F5EBE0
background
Ink
#1A1A1A
type
#1A1A1A
type
Tobacco
#8B7355
secondary
#8B7355
secondary
Per-SKU accent shifts: REVIVE uses tobacco (hair-warm). CALM uses muted plum + indigo. PIVOT uses dusty rose (HRT-adjacent). BLOOM uses sage green. SHIFT uses burnt orange (metabolic-warm). SHIELD uses dusty teal.
REVIVE.
For the hair you didn't expect to lose.
FOR WOMEN 35+ · WITH LUSTRIVA® 40× BIOTIN BIOAVAILABILITY
Hero: Fraunces serif (semi-bold 500) · 32-64px · contemporary editorial · same as research.gaiaos.ai hub
Body: Geist sans (regular 400) · 15-18px · clean rational · NOT Inter (per CLAUDE.md anti-Inter rule)
Mono: JetBrains Mono · 10-12px uppercase 0.25em · metadata · trust-stamps · clinical-cite tags
04Packaging style · the 3 reference clones we steal fromdownloaded references inline
GLOWMULA (Behance · Chídr)Color-coded per-SKU functional palette. Flat sphere with palm-twist opening. Chemical-equation graphic motif. STEAL: 6-SKU color-coding system applied to our 6 SKUs. Not the chemistry-equation graphic — too playful for our editorial voice.
Olura Gummies (Behance)Premium serif logo · botanical illustration · amber-glass bottle. STEAL: amber-glass bottle (matches our 100mL CR cap spec in artefact 18) + serif logo treatment.
Biologica (Packaging Digest)Tin sachet format · editorial line-illustration · women's health positioning. STEAL: editorial illustration approach + tin-format for travel/trial SKUs (3-day sample).
Female Supplement Label (Dribbble · Malysheva)Soft pastels · botanical-arch motif · serif headline. STEAL: botanical-arch as a unifying graphic motif across all 6 SKUs (each SKU gets a different botanical: hair → ginkgo · meno → sage · etc).
05Color palette · 3 referenceswe lock deep-forest + terracotta + cream
Mushroom Wellness (Perspektiiv)Warm organic · earthy. STEAL: earthy-warm overall mood — but pull away from mushroom-specific tones toward our deep-forest base.
Spa Wellness Earthy (Pinterest)Sand · sage · clay · charcoal. STEAL: 5-tone palette structure — primary + accent + 3 supporting. Map to our deep-forest + terracotta + cream + ink + tobacco.
Dark Autumn (Twelve and Twentyeight)Brown · sophisticated · cinematic. STEAL: dark-autumn mood for SHIFT (warmer metabolic) + REVIVE (tobacco-hair). Cooler tones for BLOOM (sage) + SHIELD (teal).
OUR LOCKED PALETTEDeep Forest #2C3E3F + Terracotta #D97757 + Cream #F5EBE0 + Ink #1A1A1A + Tobacco #8B7355. Applied across hub + all 6 SKU PDPs + ad creative.
06Logo style · serif-anchored monogram + wordmark8 sample references · pick + remix
Sample logos · what to steal from
Minimalist Beauty (Etsy)Pure serif wordmark · wide letterspacing · zero ornamentation. STEAL: letter-spacing + clean serif treatment for parent-brand mark.
AZ Monogram (Freepik)Two-letter monogram inside a thin circle frame · wellness mark. STEAL: circle-frame containment for the parent-brand short-mark on small surfaces (favicon · gummy embossing · sticker).
Skincare Serif (99designs)Tall-narrow serif · single-letter ascender treatment · feminine clinical. STEAL: SKU-level serif treatment with ascender accent (e.g. the "R" in REVIVE).
Elegant Logo Suite (Etsy)Wordmark + monogram + horizontal-lockup variants · full system. STEAL: 3-variant lockup system (wordmark · monogram · horizontal) for different applications.
Wellness Line ArtBotanical line-illustration + wordmark stacked. STEAL: botanical-arch motif under SKU name (ginkgo for REVIVE · saffron crocus for CALM · sage for PIVOT · etc).
Female Supplement Label (Malysheva)Soft pastels + botanical-arch + serif. STEAL: exact unifying graphic system for our 6 SKUs (one arch motif, 6 botanicals).
Full brand-system references (logo + packaging + guidelines)
Elivide Wellness (Studio 77 London)Full label-design system across multiple SKUs · cohesive palette + serif lockup + color-coded per-SKU. STEAL: single most-applicable model for our 6-SKU lineup — copy this label structure exactly.
Elivide Brand Guidelines (Studio 77)Brand-book pages · typography + color + logo lockups + photography rules. STEAL: document format for our own DESIGN.md / brand-book PDF.
Upspring Health (Design Womb)Women's health supplement system · soft palette + sans-serif (we'll go serif-led but borrow layout). STEAL: per-SKU color-strip + label hierarchy.
Olura Gummies (Behance · repeat)Amber-glass + serif wordmark + botanical illustration. STEAL: the exact bottle-shape language we already locked in artefact 18 (100mL amber CR cap).
Our logo spec (synthesized from above)
| Element | Spec | Reference |
|---|---|---|
| Parent brand wordmark | Custom wordmark using Fraunces 500 · letterspacing -0.02em · all-caps for "the parent name" · single-line | 16-Minimalist Beauty + 19-Elegant Suite |
| Parent monogram (short-mark) | 2-letter monogram inside thin circle frame · used for favicon · gummy embossing · sticker · subscribe-card | 17-AZ Monogram (Freepik) |
| SKU sub-mark | Serif wordmark (REVIVE · CALM · PIVOT · BLOOM · SHIFT · SHIELD) with single ascender accent · botanical-arch motif beneath in 1pt line · 9mm height | 18-Skincare Serif + 06-Malysheva |
| Botanical motifs (per SKU) | REVIVE = ginkgo · CALM = saffron crocus · PIVOT = sage · BLOOM = lotus · SHIFT = berberis · SHIELD = cranberry | 20-Wellness Line Art |
| Trust stamps | JetBrains Mono · 9pt uppercase 0.3em letterspacing · "halal cert · NSF · FDA-registered · 90-day" in single horizontal strip across bottom of label | 21-Elivide label-strip |
| Lockup variants | 3 variants per SKU: (a) full wordmark+botanical · (b) horizontal lockup · (c) monogram-only | 19-Elegant Suite + 22-Elivide guidelines |
| NO | NO chemical equations (kills clinical-trust) · NO smiley faces · NO bright primary colors · NO Inter typeface · NO Helvetica · NO purple gradients · NO emoji | (CLAUDE.md anti-AI-slop rules) |
07Photo art direction · the hero-shot system2 hero shots + 3 lifestyle per SKU
Hero Shot Type 1 · bottle-anchor minimalism (PDP fold-1 · cold-traffic feed)
Indigo Health (Kia & Co)Bottle on neutral surface · soft top-light · clean mat backdrop · single bottle hero. STEAL: exact composition for SKU PDP fold-1.
Indigo Health · vertical heroVertical-format · stone backdrop · clinical-clean. STEAL: 9:16 reel hero + IG story format.
Hero Shot (Velting Studio)Low-angle · botanical prop · warm light · cinematic. STEAL: low-angle dramatic for SHIFT + REVIVE warm-tone SKUs.
E-commerce CTR Hero3/4 angle · clean shadow · brand label prominent. STEAL: primary ad-creative composition (proven CTR-lifting pattern).
Hero Shot Type 2 · hand + bottle intimacy (PDP fold-2 · retargeting)
Hand-Hold Supplement (iStock)Hand + bottle · soft daylight · skin texture visible. STEAL: framing for "she uses it" credibility — woman 45+ version.
Vitamin Bottle LifestyleMid-distance · woman + bottle · kitchen-bright. STEAL: shift to woman-45+ portrait + kitchen-counter context (peri-cohort native).
AI Product Photo ExampleVertical · botanical-arrangement around bottle · editorial. STEAL: NanoBanana / Recraft prompt structure for generating our own hero shots without live shoot.
40-Over-40 Portrait (Kim Brundage)Real woman 40+ · forest setting · unposed. STEAL: lifestyle shots NOT polished-model. Patricia/Linda persona-aligned.
Hero Shot Type 3 · 3-shot lifestyle vignette (Reels · TikTok · email hero stack)
3-frame narrative continuity (morning ritual → hand-pour → aftermath). Same model across all 3. Style targets: Indigo + Velting hero shots above for composition · Brundage portrait for human element · Olura packaging refs (Section C-04 above) for product styling.
| SKU | Hero Shot model | Backdrop | Color grade | Prop |
|---|---|---|---|---|
| REVIVE | Sarah-archetype 38yo · Mounjaro alumna look · slightly thinning hair visible at part | Bathroom-mirror reflection or vanity-styled shelf | Warm tobacco · natural window | Hairbrush adjacent · before/after timeline |
| CALM | Carmen-archetype 41yo · mid-burnout-mom · evening setting | Kitchen at 9pm · dishes still on counter | Muted indigo · low-light | Tea mug + open notebook |
| PIVOT | Linda-archetype 47yo · INTJ · home-office desk | Open book on table · ergonomic chair | Dusty-rose · warm afternoon | PubMed page on laptop (blurred in BG) |
| BLOOM | Patricia-archetype 52yo · post-meno · home-confident | Bathroom sink shelf · curated | Sage-green · soft morning | Estradiol cream tube adjacent (telegraphs "she's on the protocol") |
| SHIFT | Sarah + Carmen cross-bracket · workout-clothed but not gym-set | Kitchen counter · post-workout | Burnt orange · gold-hour | Smoothie + Apple Watch + bottle (no GLP-1 pen in frame) |
| SHIELD | Patricia-archetype + Mei-archetype 60yo | Travel bag open · packing for a trip | Dusty teal · midday | Bottle + passport + sun hat (telegraphs "she's still going places") |
08Push-back to upstream artefacts8 deltas applied
| Update | Target | Owner |
|---|---|---|
| BLOOM upgrade to 10B CFU multi-strain (add L. crispatus CTV-05 5B) — beats RepHresh 5B, matches HUM 10B. +$0.40 landed. | artefact 18 execution kit (BLOOM-specific) | marketing |
| CALM upgrade Affron® saffron 28mg (vs original generic saffron 50mg) — patented form mirrors Bonafide's Longvida® + Sérélys® strategy. Adds $0.30 landed but unlocks named-patent trust signal. | artefact 12 ad scripts + artefact 18 execution kit | creative-director |
| Disclosed-dose policy applied universally — NO proprietary blends. Linda-cohort (artefact 20) downvotes proprietary blends. We disclose every mg. | artefact 09 doctrines (D10 added) | Jenn approval |
| Botanical-arch motif as unifying graphic across all 6 SKUs (ginkgo/saffron/sage/lotus/berberis/cranberry per SKU) | artefact 16 launch kit · creative-gen prompts | creative-director |
| Photo system locked · 2 hero shots + 3 lifestyle per SKU · 40-over-40 portrait style for lifestyle · no agency-polished models | artefact 16 launch kit · NanoBanana prompt pack | creative-director |
| Anti-AI-slop list locked: NO Inter · NO Helvetica · NO purple gradients · NO chemical-equation graphics · NO smiley faces · NO emoji on packaging · NO drug-claim language | artefact 12 god-audit rules | qa-doctor |
| Per-SKU accent palette mapped (tobacco/indigo/dusty-rose/sage/burnt-orange/dusty-teal) — accent-shifts on parent palette per SKU | artefact 16 launch kit visual system | creative-director |
| NEW Doctrine 10: Every SKU formula must disclose every mg (no proprietary blends). Every SKU label must show ONE patented hero ingredient (Lustriva® · Affron® · Berbevis-mirror · GR-1®/RC-14® · etc) — trust signal is the patent, not the blend. | artefact 09 doctrines | Jenn approval |
ARTEFACT 24 · FORMULATION × POSITIONING × VISUAL · DEEP-SPEC COMPLETE
6 formulas locked. 6 voices written.
1 visual system. Yiwu RFQ-ready.
Section A · ingredient panels for 5 category leaders verbatim + our 6-SKU spec at average $6.30 landed COGS / 83% margin. Section B · per-SKU positioning with category-defying line + brand voice + ICP narrative + "what we won't say" exclusion list. Section C · brand DNA lock (deep-forest + terracotta + cream · Fraunces serif + Geist + JetBrains Mono · botanical-arch motif system · 40-over-40 photography). Artefact 18 execution kit (currently REVIVE-only) can now extend to all 6 SKUs using this spec. Next: build artefacts 25-29 = SKU-specific execution kits for CALM, PIVOT, BLOOM, SHIFT, SHIELD.