Summary
What the research says in one screen.
Findings
- The biggest paying buyer wants to get thick. Amua's top-ranked ads this week all lead with the skinny/flat woman (#1 is an animated "flat sister at the wedding" story). Her fear isn't weight, it's weight landing on her stomach.
- Our first position aimed at the wrong promise. "No weight gain / same scale / same waist" is the claim her community mocks most ("you can't spot-gain"), and the ingredients (fenugreek, maca) are sold by Amua as appetite boosters.
- The enemy is right and open. Weight gainers, shakes and appetite syrups that "went to my belly" are all over the VOC. Amua can't attack them: it guarantees "if you don't gain at least 10 pounds… money back."
- Story video wins. 19 of the top 20 ranked ads on Amua's main page are video: animated drama stories, skits, songs and a 14-day mechanism explainer.
- Same ingredients as the competition. Curvani had them too, launched ~1,800 ads with one message, and died. Position is the lever, not formula.
Product facts
Checked against Shopify and the live PDP on 2026-09-24. Re-check the storefront before quoting a price.
The product
- Booty Drops by Curvelle · trycurvelle.com/products/booty-drops
- Liquid supplement, brown glass dropper bottle, 2 fl oz, label "CURVELLE BOOTY DROPS / Natural Curve Support"
- One full dropper a day, under the tongue or in water. Sweet taste.
- Formula (Clean Nutra "Adapto Drive"): maca root 100 mg, ashwagandha 100 mg, beetroot 100 mg, L-arginine 50 mg, fenugreek 50 mg, Adaptodrive blend 50 mg
The offer
- $44.99 one-time (compare-at $69.99)
- Monthly subscription: 30% off, ships every 30 days, cancel anytime
- Banner: "UP TO 83% OFF TODAY" + countdown, above the header site-wide (bundle tiers rendered by app; verify before quoting)
- Free shipping (7–12 business days); shipping protection $2.95
- 60-day money-back guarantee, no return needed
The position
Adopted 2026-09-24. Live on the PDP the same night.
Enemy
Weight gainers, shakes, appetite syrups (Apetamin), "just eat more", and gain that goes to the belly first.Say no
No shakes. No syrups. No force-feeding. No eating schedule.Proof lines
"Your jeans change first." · "You eat the way you already eat." · "Tighter in the back."Killed lines (from v1)
your scale doesn'tsame waistnothing on the scaleno appetite boostwithout gaining weightkeep your butt on GLP-1
Why v1 changed
| Test | v1 "Not weight gain" | v2 "grows your shape" | Evidence |
|---|---|---|---|
| Desire intensity | 5 | 8 | "I would literally cry tears of joy if I got thick." Weight is welcome; stomach gain is the fear. |
| Market size | 5 | 8 | v1 excluded the proven buyer (skinny/flat). The belly-not-booty woman is mostly a subset of her. |
| Believability | 3 | 6 | "Bigger booty, same scale" collides with "you can't spot-gain" and hands her a scale to prove us wrong. |
| Differentiation | 8 | 7 | Same enemy, still unowned on Meta. "No weight gain" wording exists only on Amazon pills (Kimi Naturals). |
| Product-truth safety | 3 | 6 | Buyers of same-format drops report appetite and gain ("went from 164-185", "102lbs → 115lbs"). |
| Total | 24/50 | 35/50 |
Root cause (as we tell it)
Why the "eat more" route gave her a stomach instead of a booty.
- Where fat is stored is set by hormones, not by how much you eat. Estrogen is linked to fat stored on hips and thighs (gynoid distribution); cortisol, the stress hormone, is linked to fat stored on the belly. This is mainstream physiology (MedlinePlus, gynoid fat distribution).
- Weight gainers only change the "how much". They add calories and, in the syrup's case, appetite. They do nothing about the "where". For many women the extra weight goes to the stomach first.
- Her own words confirm it. "EVERYTIME I gain weight it went to my belly." · "All my fat goes to my belly." · "all I got was a belly." (VOC rows #40, #172, #175)
- The belief we sell against: "to get curves I have to eat more, and it'll go to my stomach." Both halves are true in her experience, which is why the enemy line lands.
Mechanism
Same ingredients as the category, a different job: where the weight goes, not how much.
| Ingredient (per serving) | What we say it supports | Role in the story |
|---|---|---|
| Maca root 100 mg | Healthy estrogen balance | The hips-and-thighs signal |
| Fenugreek 50 mg | Plant estrogen support | The hips-and-thighs signal |
| Ashwagandha 100 mg | Healthy cortisol levels | Less of the stress signal that stores fat on the belly |
| Beetroot 100 mg + L-arginine 50 mg | Circulation | Blood flow to the glutes |
Amua teaches the same idea as an estrogen "signal" (don't use that word, it's theirs). SP Nutrition scaled a magnesium gummy on cortisol ("That's not fat from food. That's cortisol."). The cortisol half is proven at scale in ads; we have ashwagandha to carry it.
Say
- "Not a weight gainer." "No shakes, no syrups, no force-feeding."
- "Supports healthy estrogen balance and circulation."
- "Shape, not the scale." "Your jeans change first."
- Real customer quotes about jeans fitting differently, once we have them.
Never say
- "Moves fat from your belly to your booty."
- "Same waist, bigger booty, same scale."
- "Keeps your butt while you lose weight on GLP-1."
- Any % or inch number, fake doctors, "93% / 95%" internal stats.
- Any appetite promise, either way.
Market & statistics
Competitor data from TrendTrack (winners judged by ad rank), plus public polls.
| Data point | Value | Source |
|---|---|---|
| Amua main shop traffic (shopamua.com, "AMUA VITALDROPS") | 230,558 / month, +238% | TrendTrack tracker |
| Amua old shop (tryamua.com) | 20,759 / month, −58% | TrendTrack tracker |
| Amua live ads naming skinny / flat / invisible | 55 of 157 | Gemini reads of live ads |
| Amua live ads with "stomach filling out, hips aren't"-type lines | 24 of 157 | Gemini reads of live ads |
| Amua live ads using scale / no-weight-gain language | 0 of 157 | Regex over transcripts + on-screen text |
| Amua body copy "support healthy weight gain in the right places" | ~119 live ads | TrendTrack ad copies |
| Amua guarantee | "If you don't gain at least 10 pounds… money back" | tryamua.com listicle |
| Amua PDP mentions of appetite | 10 | shopamua.com PDP |
| SP Nutrition active ads / new in 30 days | 3,428 / 3,942 | TrendTrack tracker |
| Curvani ranked ads (last 7 / 30 days) | 0 / 0 | TrendTrack ad rank (dead) |
| r/Ozempic "Ozempic butt" threads | 50–153 comments each |
Sub-avatars
Sizing is by proxy (polls, Amua's ad mix, thread volume). Google Trends blocked scripted pulls, so there are no search-volume numbers.
| Sub-avatar | Size (proxy) | Buying intent | Call |
|---|---|---|---|
| Skinny/flat, 20–35, tried eating more, shakes or Apetamin and got a stomach | Mid pool; ~11% of adults want to gain; Amua's #1, #20, #32, #35 ranked ads | Highest | Lead |
| GLP-1 / weight loss: "lost the weight, lost the booty" | Largest raw pool (15% of US women on a GLP-1) | Medium | Test lane |
| Belly-not-booty, fears gaining | Mostly a subset of the lead; 24 Amua ads | Medium | Inside lead |
| Lean / fit, squats don't build it | Large (r/xxfitness ~3.1M) | Low (anti-supplement) | Park |
| Menopause shape change | Mid | Medium | Park |
What she believes
Why she thinks she lacks a booty, and what she'll push back on.
Her diagnosis
- Genetics is the default: "it's just not in my genes".
- Squats are the socially correct answer (already tried).
- Eating more is the second answer (already tried).
- BBL is the feared endpoint.
- Hormones are taught by the ads, not native to her.
Her objections
- "You can't spot-gain." (the most-repeated sentence in every thread)
- "It's scam pills."
- "It's just appetite."
- Phytoestrogen safety (mostly 35+).
Lines people say to her (count across 9,121 pulled messages)
| Line | Count | |
|---|---|---|
| "eat something / eat more" | 106 | |
| "are you anorexic / eating disorder" | 97 | |
| "stick" | 65 | |
| "no ass / no butt" | 54 | |
| "skeleton / bony" | 28 | |
| "flat / pancake" | 27 | |
| "malnourished" | 16 | |
| "you look sick" | 15 | |
| "built like a boy / 12-year-old" | 11 | |
| "crackhead / on drugs" | 10 |
Counts include people repeating, advising and venting; read as frequency, not a strict insult tally.
Voice of customer
294 verbatim quotes, each re-checked against the raw pull. 56 are filmable moments with a named witness; 41 are from the GLP-1 lane. Sources: Reddit (93 threads), YouTube comments (13 videos), Lipstick Alley (8 threads), Trustpilot (Amua, Curvani).
The 12 strongest real scenes
“I realized that my face was getting fatter than usual which I didn't mind but when I went to work the other day my boss was like "CONGRATULATIONS " and I ask if I got a promotion and he said no.... he's congratulating me on my new baby..... that's how big my stomach was”
The boss and the “baby” — Apetamin went to her stomach · YouTube comment · 1500 likes · witness: boss · #1
“My roommate in undergrad was very skinny and wanted to gain so she used apetamin. It would make her sleep for hours and hours. When she took it, beforehand she’d ask me to come next door and check and make sure she was still breathing.”
The roommate who checked she was still breathing · Lipstick Alley forum · witness: roommate · #197
“that still made me sleep all day but when I would wake up I would eat the entire fridge like a crazy pregnant lady with cravings. All the weight went to my ass 😛 but sadly to my belly as well and it made me super insecure. So I stoped taking it. It’s been two months and I’m still trying to lose my stomach fat.”
“All the weight went to my ass… but sadly to my belly as well” · YouTube comment · 11 likes · #31
“The amount of times I got told to eat a burger when I was in HS was crazy always getting asked if I had an eating disorder 😭. I used to feel so insecure about it I would put multiple leggings under my jeans and stuff my pockets with folded paper to try & give the illusion of a bigger butt”
Leggings and folded paper · Reddit r/blackladies (comment) · 13 upvotes · witness: classmates · #99
“my schoolmates would tell me "only a dog wants a bone". I used to stuff my face hoping that I'd become thicker. I think when I was 11 I used to stuff my butt so that it'd look bigger lol.”
“Only a dog wants a bone” · Reddit r/blackladies (post) · 14 upvotes, 17 comments · witness: schoolmates · #153
“Multiple times in the past has a partner tried to grab my ass through I clothes and I’ve felt them have nothing to grab”
The partner’s hand finds nothing · Reddit r/blackladies (post) · 161 upvotes, 98 comments · witness: partner · #92
“It’s so bad I take showers in the dark because that’s the only way I can shower and get dressed without feeling like I’m cursed over my body.”
Showers in the dark · Reddit r/blackladies (post) · 135 upvotes, 60 comments · #109
“I even had my aunt tell me maybe I should workout or wear longer shirts to cover the fart my butt is flat.”
The aunt’s advice · Reddit r/blackladies (post) · 135 upvotes, 60 comments · witness: aunt · #110
“my aunt and cousin came to visit us at my father's birthday party. Aunt looks like size 22-24. The cousin is not much smaller. But NOBODY said that they were overweight and needed to lose weight. But when we had dinner together, everyone asked me "why am I so skinny?".”
Dad’s birthday party · Reddit r/blackladies (comment) · 8 upvotes · witness: aunt, cousin, family at dinner · #120
“I was wearing a dress that showed a little bit of my collarbones and my parents were nagging me the WHOLE morning to change my dress because they didn't want people to see how skinny I am and ask questions.”
The church dress · Reddit r/blackladies (post) · 71 upvotes, 32 comments · witness: parents, church · #124
“my coworkers when I worked in fast food would give me extra food on my tray when I went in break to fatten me up down there, lol. They also compared my butt to another coworker”
The fast-food break-room tray · Reddit r/blackladies (comment) · 30 upvotes · witness: coworkers · #84
“I always thought that eating a lot of junk food to help me gain weight fast, but I did not, all I got was a belly.”
“All I got was a belly” · Reddit r/gainit (comment) · 15 upvotes · #175
Stakes escalators
“I’ve never had a bf that didn’t make me feel bad about my body.”
Relationships · Reddit r/blackladies (post) · 135 upvotes, 60 comments · #111
“For now I feel like I have to avoid wearing bodycon or even dating until I reach my goal body.”
Dating on hold · Reddit r/blackladies (post) · 34 upvotes, 26 comments · #143
“I’ve personally have never worn a short dress or shorts outside because I’m not big”
Events avoided · YouTube comment · 912 likes · #3
“over the years i’ve bought multiple pairs of hip pad shorts just so i could wear skirts and dresses without feeling ugly.”
Money spent · Reddit r/blackladies (post) · 16 upvotes, 43 comments · #137
“I almost ordered it off an illegal website when I was in high school because I felt like I was too skinny!! I recently saw this one girl on Instagram who used apetamine on and off and now has a permanent stomach issue where she can only eat lettuce”
Syrup health scare · YouTube comment · 139 likes · #7
“I took this mess when I was in high school. I felt the pressure from society to gain a little weight because I was pretty skinny. It made me sooo tired I couldn’t get up for school. My mom threw it right in the trash”
Mom threw it in the trash · YouTube comment · 72 likes · witness: mom · #11
“women sitting there dying on surgery tables trying to appease to and look like people they’ll never meet. No hate to anyone who has a bbl but seeing as it’s SO incredibly dangerous, I hate how popular it is.”
BBL death fear · Reddit r/blackladies (comment) · 98 upvotes · #287
“i genuinely feel like i have the body of a 12 year old.”
Identity · Reddit r/blackladies (post) · 16 upvotes, 43 comments · #136
GLP-1 lane
“Same jeans. Butt has disappeared. Got told by my chemist today that I need to buy new clothes.”
Same jeans · Reddit r/Ozempic (post) · 103 upvotes, 91 comments · witness: chemist (pharmacist) · #238
“my man says my butt disappeared. I see it too.”
Her man notices · Reddit r/Ozempic (comment) · 5 upvotes · witness: partner · #239
“Who knew sitting on a plane would be painful?! I wish I could move my stomach pooch to the rear!”
The position, in her words · Reddit r/Zepbound (comment) · 5 upvotes · #237
“how do I live with having no ass anymore? Serious padding is needed when I sit and it’s frustrating. I mean, I can feel every single bone in my butt when it hits the chair. Long drives are no longer pleasant.”
Physical pain · Reddit r/Ozempic (post) · 48 upvotes, 45 comments · #258
Angles & first test
Proposed creative built on real scenes. Row numbers point to the VOC bank.
| # | Angle | Real scene / seed | Format |
|---|---|---|---|
| A1 | Backfire: "I ate more and got a stomach" | Boss congratulates her on a baby (#1) · "all the weight went to my ass… but sadly to my belly" (#31) · "EVERYTIME I gain weight it went to my belly" (#40) | Song / skit story |
| A2 | Witness humiliation → status reversal | Dad's birthday dinner "why am I so skinny?" (#120) · "only a dog wants a bone" (#153) · partner's hand finds nothing (#92) | Animated story (Amua's #1 format) |
| A3 | Danger contrast: syrups and BBL vs one dropper | Roommate checks she's still breathing (#197) · syrup stomach damage (#7) · BBL death fear (#287) | Story / explainer |
| A4 | Mechanism explainer: where, not how much | "I wish I could move my stomach pooch to the rear!" (#237) · estrogen/cortisol in plain words | 14-day explainer |
| A5 | Hiding and faking → jeans change first | Leggings + folded paper (#99) · hip pads (#137) · showers in the dark (#109) | Song / UGC |
| B1 | GLP-1 test lane | "Same jeans. Butt has disappeared." (#238) · "my man says my butt disappeared" (#239) | Story; support + shape only |
First test
Song story video on A1 or A2 through the cartoon + song lane (every CHECK gate), 3 hooks per ad; a long-form testimonial static as the secondary lane. Traffic to the PDP. Read at 7 days, never earlier.
Claims register
What we can say, what's retired, and the proof we still need.
Approved
- "Not a weight gainer." "No shakes. No syrups. No force-feeding." "No eating schedule."
- "You eat the way you already eat."
- "Supports healthy estrogen balance" · "supports healthy cortisol levels" · "supports circulation"
- "Shape, not the scale." "Your jeans change first." "Tighter in the back."
- "Sells out all the time" (scarcity, Fish 9-24)
- 60-day guarantee as risk reversal, never the headline
Retired
- "Not weight gain. Booty growth." (v1 line)
- "Your scale doesn't" · "same waist" · "nothing on the scale" · "no appetite boost" · "without gaining weight"
- "Keep your butt on GLP-1" · redistribution with zero gain
- % or inch results · fake doctors · "93% / 95%" · hip-pain or gluteal medical claims · "stick to thick"
- Any appetite promise, either way
Proof gaps, in order
- Curvelle's own reviews and support tickets for "hungry / appetite / gained / stomach"
- Real customer quotes about jeans fitting differently
- Review-set authenticity
- Registered business name for Privacy and Terms
Reusable copy brief
Fill every line before writing a Curvelle ad. Cite VOC row numbers.
| Field | What goes here |
|---|---|
| Sub-avatar | Lead (skinny/flat, burned by gainers) or GLP-1 test lane |
| Desire | To be seen: fill out her jeans, turn heads, stop hiding |
| Scene | One real moment with a witness (VOC row) |
| Line said to her | From the insult table (VOC row) |
| Failed solutions | Eat more, shakes, Ensure, Apetamin, squats, pads (her words) |
| Enemy line | Weight gainers grow your stomach |
| Mechanism line | Where, not how much (approved "supports" wording) |
| Proof beat | Jeans change first; witnesses react |
| Offer | Live discount + 60-day guarantee as risk reversal; scarcity allowed |
| Checks | Claims register passed · Evolve 13-question checklist passed · hook = emotion + gap + stakes, no backstory |
Messaging order
Brand kit
From the live PDP.
- Fonts: DM Serif Display (headlines), DM Sans (body), Playfair Display (listicle headings)
- Imagery: warm natural light, cream and cognac, Black women in their 20s–30s, jeans as the proof object
- Bottle: reproduce the "CURVELLE BOOTY DROPS / Natural Curve Support" label exactly, never redraw it
How the competitors broke in
Neither winner had a new product. Both scaled one proven ad or page, then fanned out.
Amua VitalDrops
- Entered Apr 2026 with one plain video, "healthy weight gain in the right places".
- Jul 13: long-form testimonial static; monthly ad launches 23 → 157 → 319.
- Now ranks with video: animated drama stories, skits, songs, a 14-day explainer, counterfeit warnings.
- Two FB pages, one shop. Winners go straight to the PDP.
SP Nutrition
- Magnesium gummies into a crowded category, on a form difference (bisglycinate vs oxide).
- One advertorial page ran 317 days.
- May 2026: reframed magnesium as a cortisol mineral, opening men and body-shape. Launches 34 → 132 → 264 → 1,124/month.
- Top hook this week: "her hips start coming back in… her jeans fit different."
Curvani (dead)
- Same ingredients as Curvelle.
- ~1,800 ads; 75% used one primary text ("They'll swear you flew to Miami…").
- 573 ads sent traffic to the homepage.
- No position; avatars jumped around. Zero ranked ads now.
What the winning ads look like
22 top-ranked videos downloaded and read scene by scene (21 readable).
Long-form story (122–653 s): the format for our song ad
- Amua's audience split in its top videos: ~10 skinny/flat, 4 belly-not-booty, 0 menopause.
- Songs are full songs, not jingles: 5 of 14 Amua and 2 of 8 SP ads, some as rewritten covers of real hits.
- No live body morphs: change is shown through the same jeans, a dress swap, mirror week cards and people reacting.
- Captions: bold white/yellow with a black outline, word-by-word sync.
Risks & open items
“i have been takin maca root and fenugreek i feel like i can see a difference my breasts are more fuller not much but a little bit i have gained weight not sure if its the maca etc or just food, but i have a bit more weight on breast, ass and DEFINITELY MY STOMACH YUCK”
Lipstick Alley forum · #189
- Open: check Curvelle's own reviews and support tickets for "hungry", "appetite", "gained", "stomach" before any copy implies no belly gain.
- Claims: redistribution and "keep your butt" claims have no substantiation (FTC risk). Stay on "supports" language.
- Gaps: no search volumes (Google Trends blocked); Latina voices thin in the VOC; TikTok and Amazon reviews not pulled.
Sources & method
- TrendTrack Public API: trackers for Amua (two pages), SP Nutrition, Curvani. Winners judged by ad rank (current rank, 7 and 30 days).
- Gemini scene-by-scene reads of 22 top-ranked videos and the Amua "sister's wedding" ad.
- VOC: Reddit via the Arctic Shift mirror (93 threads), YouTube comments via yt-dlp (13 videos), Lipstick Alley (8 threads), Trustpilot (Amua, Curvani). Every quote re-checked against the raw pull; nothing composite.
- Polls: Gallup GLP-1 usage, Gallup weight goals. Claims: FTC Health Products Compliance Guidance.
- Framework: Evolve copywriting and positioning (avatar desire-first, enemy, say-no, different not better).