DRAFT, ALL UNCONFIRMED

A. Maya, "flat by noon" (Test group A: fine hair greasy or flat)

Age

mid-20s to early 30s. [inferred/estimate]

Daily routine

She washes her hair often, maybe daily, and blow-dries. By lunch it looks flat or oily, so she reaches for dry shampoo or a ponytail. [inferred/estimate; dry shampoo as a patch: sourced: research/customer-problems-v1.md #4]

Where she shops

Ulta and Sephora for hair products, plus cheaper drugstore picks like Mielle or OGX. [sourced: research/customer-problems-v1.md #4 names Verb Ghost on Ulta, Olaplex No.7, Mielle, OGX] Amazon is not verified for her. [inferred/estimate]

What she scrolls

TikTok hair content and Reddit r/finehair. [sourced: research/customer-problems-v1.md #4 ("TikTok lies…", r/finehair)]

Core problem

Anything meant to smooth or add shine makes her fine hair greasy or limp within hours. [sourced: research/customer-problems-v1.md #4]

"I put one pump in my hair after washing and it dried wet and greasy, so bad that I had to rewash my hair." (Verb Ghost, Ulta) [sourced: same]

Triggers

Her hair looks flat by afternoon. A hyped product lets her down: "That $40 hair oil everyone's obsessed with made my hair feel like I'd dipped it in a vat of fryer grease." [sourced: research/customer-problems-v1.md #4]

Objections

"Oil means grease on my hair": "I really don't believe there is a lightweight oil for hair." [sourced: research/customer-problems-v1.md #4]
She's wary of paying again after a $40 letdown. [inferred/estimate, from the quote above]
She wants to see it on hair like hers before she believes it. [inferred/estimate]

Message that lands

"Made for fine hair that's flat by noon. Light enough that you won't have to wash it again." Show how little to use, on fine hair. No volume-growth or thickening claims. [inferred/estimate; claim limits: sourced: research/customer-problems-v1.md #4]

Why there's room

None of the 9 reference brands owns "fine hair, weightless finish" in the US. [sourced: research/competitor-benchmark-cross-brand-learnings-2026-10-30.md §1.8, Ana's judgment]