# Ad 03 — It Was Never My Cleanser
- **Funnel:** 5 Signs (ICP1 · misdiagnosis)
- **Stage:** MOF
- **Format:** reel 9:16 (UGC video)
- **Placement:** TikTok / Reels
- **Lever:** Absolution / objection ("it was never my cleanser")
- **Andromeda signal:** absolution × ugc-confessional × PAS-reframe × blame-reversal × MOF (light)

## Reference assets
- assets/purifying-cleanser.jpg — appears ONLY as a B-roll beat (a shelf of old face washes being quietly set aside; the real Purifying Cleanser may sit among them). If shown, reproduce the frosted bottle, white pump cap and "PURIFYING CLEANSER" label EXACTLY. The KEYFRAME below is a talking-head with no product in frame.

## GPT Image prompt
Create a 9:16 vertical reel KEYFRAME / thumbnail (1080×1920), authentic phone-shot UGC confessional: a real woman aged 42–52, minimal makeup, natural un-airbrushed skin (visible pores and fine lines), sitting in soft natural window light, mid-sentence and honest — not performing, no stock-photo grin. Casual, native TikTok/Reels framing. Bake a bold sans caption into the upper third: the headline below, ink #26302B on a translucent sage #EAF2EC band with a thin gold #C9A14C accent line. Brand palette forest green / gold / sage; NEVER purple. Negative direction: no airbrushed plastic skin, no invented packaging, no medical or diagnostic claims, no before/after, no purple. Compliance: absolution and personal experience only — never diagnoses, never says the product acts on hormones. Spell caption text exactly.

## Overlay copy (typeset verbatim)
- Headline: "I blamed my cleanser for three years. It was never my cleanser."
- Subhead/body: "I changed the face wash, the pillowcase, the dairy, the stress. Nothing moved — because I was solving the wrong problem."
- CTA: "See the 5 signs"

## Script (spoken + on-screen beats)
- **0–3s** — Straight to camera, no preamble. VO: "For three years I blamed my cleanser." On-screen: "It was never my cleanser."
- **3–8s** — Quick cuts of the kill-list — the face washes, the pillowcase swap, the no-dairy month; a shelf being quietly set aside. VO: "Then my pillowcase. Then dairy. Then stress." On-screen: "Changed everything. Nothing moved."
- **8–13s** — Tone drops, honest. VO: "The stronger stuff just left my face stripped and stinging — and the breakouts came anyway." On-screen: "Stripped, stinging — and still breaking out."
- **13–18s** — The turn. VO: "What I didn't know is that many women in perimenopause notice a very specific pattern. Someone finally listed it out — and I recognized five out of five. That's not a diagnosis; it's a pattern I'd missed." On-screen: "Many women notice the same 5 signs. Not a diagnosis — a pattern."
- **18–23s** — End card. VO: "I wasn't doing it wrong. I was solving the wrong problem." On-screen: "You weren't doing it wrong. Read the 5 signs →"

## Expected output
A UGC confessional keyframe (honest, mid-sentence, no product) plus a ~23s blame-reversal script that lifts self-blame and reframes toward the 5-signs list; product appears only as fleeting B-roll.

## Compliance rail
Absolution, personal-experience framing only. Names perimenopause once — paired with the explicit hedge "That's not a diagnosis; it's a pattern" and "many women in perimenopause notice." NEVER "you have perimenopause." Never implies the product acts on hormones — Livyond is cosmetic. Respects Rx; no disparagement of medicine.
