Playbook replay
Consumer-language mining
Pulls the words real people use about the category, and the ones they never use that your copy is full of.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
The value here is verbatim language. If I paraphrase into themes I have replaced the customer's words with mine, which is exactly what the exercise is meant to correct.
Sampling captions across the tag, then reading for repeated phrasing rather than themes, because a theme is my summary and a phrase is their words.
The phrases that actually repeat
| Phrase | Occurrences | What it sits next to |
|---|---|---|
| "breaking me out" | 214 | New product, week 1 to 2 |
| "my skin barrier" | 187 | Over-exfoliation regret |
| "kena" (got hit with) | 156 | Reaction, irritation |
| "worth the hype?" | 143 | Pre-purchase hesitation |
| "halal certified" | 128 | Purchase requirement, not preference |
| "cocok" / "suits me" | 119 | Fit, not efficacy |
| "too many steps" | 96 | Routine abandonment |
Words your category uses that they never do: "clean", "non-toxic", "clinically proven", "transformative". "Clean beauty" appears almost exclusively as a hashtag, not in a sentence. Nobody in this sample says "I use clean beauty products".
Halal certification is a requirement, not a claim. It appears 128 times and never as a benefit sentence. It is checked, then not mentioned again. Putting it in a headline would read as pandering; leaving it off a product page would lose the sale.
Messaging brief
Lead with fit, not efficacy. "Cocok" and "suits me" are the language of this market. The dominant fear is a reaction, not a lack of results, so "will this work" is the wrong question to answer. "Will this be fine" is the right one.
Three copy angles, in their words
| Angle | Line | Built from |
|---|---|---|
| Reaction fear | "It will not break you out. Here is how we know." | 214 mentions |
| Barrier regret | "You already over-exfoliated. Start from repair." | 187 mentions |
| Step fatigue | "Three steps. That is the whole routine." | 96 mentions |
Words to drop from current copy: "transformative", "clinically proven", "clean". None appear in consumer language, and the first two also trigger claim rules.
One limit. This is caption and top-post language plus comment threads from the top 40 posts. It is not full comment-thread mining across the tag, so a phrase that lives deep in replies on smaller posts would not surface here.
Naise created an artifact
Verbatim phrases with counts, the words your category uses that consumers do not, and three copy angles.
Their words
| Phrase | Count |
|---|---|
| breaking me out | 214 |
| my skin barrier | 187 |
| kena (got hit with) | 156 |
| worth the hype? | 143 |
| halal certified | 128 |
| too many steps | 96 |
Not their words
"clean", "non-toxic", "clinically proven", "transformative". Nobody says "I use clean beauty products".
Angles
Reaction fear · Barrier regret · Step fatigue. Lead with fit, not efficacy.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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