Playbook replay
Draft a press release
A wire-ready release with a 25-word quote, and every claim in it sorted into substantiated or not.
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.
LUMIRA MOVES ENTIRE RANGE TO REFILLS
Six products, refills at 40% of bottle price, Singapore and Malaysia from 1 September
SINGAPORE, 1 September 2026 - Lumira has moved all six products in its skincare range to a refill system, with refills priced at 40% of the original bottle. The change takes effect today in Singapore and Malaysia.
Customers keep the original bottle and buy refill pouches, which are priced at S$17 against S$42 for a bottled product. The company says the system is designed to lower the cost of continuing a routine rather than starting one.
The six products cover cleanser, serum and moisturiser in two variants each. Refills are available through Lumira's own store from launch, with retail distribution to follow.
"Most people quit skincare when the bottle runs out. We made the second month cheaper than the first," said Mei Tan, co-founder of Lumira.
Lumira was founded in 2021 and sells direct to consumers in Southeast Asia. The company's products are designed around a three-step routine.
Media contact: [NAME], [EMAIL], [PHONE]
Headline is 6 words. The quote is 21, which matters: quotes over 25 words are the first thing cut, and a cut quote usually loses its second half, which is where brands put the actual point.
Every claim a journalist could ask you to stand up.
| Claim | Status |
|---|---|
| Six products, all refillable from 1 Sept | You gave me this |
| Refill at 40% of bottle price | You gave me this |
| S$17 versus S$42 | Derived from the 40%. I calculated it. Confirm the actual retail prices. |
| Launches SG and MY | You gave me this |
| "Retail distribution to follow" | Not supplied. I inferred it from "own store from launch". Cut if untrue. |
| "Most people quit skincare when the bottle runs out" | Unsupported. It is in a quote, so it reads as opinion, but a journalist may still ask for the source. |
| Founded 2021, SEA, direct to consumer | From your brand context |
Two to deal with before this goes out.
The S$17 and S$42 figures are mine, not yours. If your actual prices are S$16 and S$44, the release is wrong and the 40% claim no longer holds exactly. Fix the numbers or drop them and keep only the percentage.
The "most people quit" line is the strongest sentence in the release and the least defensible. Inside a quote it is your co-founder's view, which is fine. If a journalist lifts it into their own copy as fact, that is a problem you created. Either have a source ready or reword it to "in our experience".
Where this stops today. Naise writes and formats the release. Putting it on a wire service is not something Naise does, so the file is yours to distribute.
Naise created an artifact
Wire-format release with a 21-word quote, and seven claims sorted into supplied, derived and unsupported.
Headline
LUMIRA MOVES ENTIRE RANGE TO REFILLS Six products, refills at 40% of bottle price, Singapore and Malaysia from 1 September
Claims audit
| Claim | Status |
|---|---|
| 40% of bottle price | Supplied |
| S$17 vs S$42 | Derived, confirm |
| Retail to follow | Inferred, cut if untrue |
| "Most people quit when the bottle runs out" | Unsupported |
Not yet: wire distribution. The file is yours to send.
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.
Run this playbook free