The Bon Charge rulebook.

Body typeface is always italic - never regular weight

Do not use 'calms redness' claim in any ad

The claim 'calms redness' must not be used in any Bon Charge ad creative. Andy Mant confirmed this claim is off-limits.

FDA terminology: use 'FDA Listed' not 'FDA Cleared' or 'FDA Approved' for Red Light Cap and Toothbrush

When referencing FDA status for the Red Light Cap and Red Light Toothbrush in US market ads, always use 'FDA Listed'. Do not use 'FDA Cleared' or 'FDA Approved' as these imply regulatory review or assessment the products have not undergone - the products are entered into the FDA database only. Compliance owns this directive.

No red glow on Infrared Sauna Blanket ads - far-infrared is invisible

Do not apply red glow or red light visual effects to Infrared Sauna Blanket ads. Far-infrared heat is invisible to humans, so a red glow is inaccurate and off-brand for this product.

Write 'product reviews' not 'customer reviews' in ad copy

All ad copy referencing reviews must use 'product reviews' not 'customer reviews'. Similarly use 'users' not 'customers' where applicable. This reduces compliance risk around implied payment for reviews.

Do not use puffiness or lymphatic claims for the face mask product

Puffiness and lymphatic drainage claims (e.g. 'less puffiness') must not be used in face mask ads. Use approved alternatives such as 'A more sculpted look'.

Use 'routine' - never 'ritual' or 'regime' in copy

Use 'routine' in place of 'ritual' or 'regime' across all copy. 'Regime' reads as too military and is not on brand. Exception: Marco noted 'regime' may be acceptable in non-oral-care contexts, but 'routine' is the default preference.

No blue used anywhere in Bon Charge creative assets

Blue must not appear anywhere in Bon Charge creative assets - including product images, backgrounds, text, or UI elements. This is a brand-level rule grounded in the brand's anti-blue-light positioning.

Rip graphic element is not on brand - do not use

The rip/torn-paper graphic element must not be used in any Bon Charge creative assets. It is explicitly off-brand.

No full stops at end of ad copy lines

Full stops must not be used at the end of copy lines in ad creative. This applies across all ad formats and products.

USA only - inflammation at the gums claim permitted (FDA cleared)

Inflammation at the gums may be referenced as a benefit in USA-market assets only, on the basis that the relevant product is FDA cleared. Do not make this claim in UK or other non-US markets without separate regulatory confirmation.

USA only - 'hair growth' claim permitted for FDA-cleared device

For the USA market only, the claim 'hair growth' is permitted in copy and creative because the device is FDA cleared. Do not use this claim in other markets without separate regulatory clearance.

Do not use 'Eyes closed.' as copy in mask creative

SAB and elite-athlete logos used across prior emails must keep being used - don't drop them

Marco flagged that Scientific Advisory Board logos and elite-athlete logos used across other emails were missing from new designs. Keep using them - do not drop them from new email/creative designs.

Icon usage - source from the BON CHARGE website; never a white box on a brown section

Source icons directly from the BON CHARGE website - never watermarked or generic stock icons. And match the icon background to the surface: an icon on a brown section must not appear in a white background box (use transparent / brown). Marco flagged both.

Bijou shape: accent only - fully curved corners, never gridded or stacked

The bijou is an accent - use it only for callout/highlight moments where it genuinely fits, never as a near-default (Marco flagged it being overused). Whenever used, it must have fully curved corners on all sides - never gridded or stacked.

Use "product reviews" not "customer reviews" in ad copy

Always write "based on product reviews" (not "based on customer reviews") in all Bon Charge ad copy. Similarly use "users" not "customers" in claims. Using "customer reviews" creates a slim compliance risk of implying payment. This rule was confirmed by Ana Martins (compliance).

No puffiness or lymphatic claims for the face mask

Do not use "less puffiness", "reduces puffiness", or any lymphatic drainage claims in copy for the face mask. These are not permissible claims for this product. Use "a more sculpted look" as the approved alternative. Confirmed by Ana Martins (compliance).

FDA terminology: "FDA Listed" only for Red Light Cap + Toothbrush

When referencing regulatory status for the Red Light Cap and Red Light Toothbrush, use "FDA Listed" - never "FDA Cleared" or "FDA Approved". These products have been entered into the FDA database only; they have not been reviewed or cleared by the FDA. Using stronger terminology is inaccurate and higher risk. Confirmed by Ana Martins (compliance).

Do not use "calms redness" as a claim

The claim "calms redness" must not be used in Bon Charge ads. Andy Mant has explicitly rejected this. Do not reintroduce it in any ad, copy brief, or landing page.

Use "routine" not "ritual" or "regime" in copy

Always write "routine" when referring to a wellness or product usage pattern - never "ritual" or "regime". "Ritual" and "regime" are both off-brand. "Regime" sounds military; "ritual" has been flagged by multiple reviewers. This applies to oral care, skin, and general wellness copy.

(Ads / static creative) Rounded / curved corners on all block elements

All block, card, and pill elements in Bon Charge ads must have rounded/curved corners. Straight-edged rectangular blocks are off-brand. Apply consistently to stat blocks, claim blocks, and CTA containers.

No stroke borders on ad elements

Do not apply stroke/outline borders to blocks, cards, or callout elements. Marco has explicitly flagged this as something he hates. Use solid fills, gradients, or shadows instead.

No full stops in headlines or sub-headlines

Do not put a full stop at the end of headlines, sub-headlines, eyebrows or callout text. Standard body/paragraph copy uses full stops normally.

Star rating colour: #FFC247 (gold)

Star ratings in ads must be gold, hex #FFC247. This is to match the new Bon Charge website UI. Update any red, white, or off-colour stars to this value.

Verified-buyer tick is green (#55B705), not red

Make the "verified buyer" tick green (#55B705) to match the new website UI, not red. This aligns the tick colour with the verified-buyer copy. Adopt this on each new round to build the habit even while the website UI is still mixed.

No handdrawn elements or "rip" effects - they are off-brand

Avoid hand-drawn-looking elements such as scribbly arrows and torn-paper "rip" effects. They are not on brand for BON CHARGE.

Never use blue or blue light anywhere in BON CHARGE creative

Never use the colour blue anywhere in BON CHARGE designs, including product shots. The brand is anti blue light, so blue reads as off-brand. When sourcing product imagery (for example the toothbrush) get a hi-res shot that is not blue.

Never cover the product or logo on a cap

Keep the product and the logo fully visible. Do not let copy, badges or graphic elements sit over the product or over the cap logo. If something must cover a part (e.g. an outdated product detail), use an approved element like a beauty award badge.

Always set BON CHARGE in full caps

Whenever the BON CHARGE brand name appears in a design, always set it in full capitals - "BON CHARGE". This is a non-negotiable wordmark rule.

Do not claim BON CHARGE products increase collagen production - use appearance/texture language instead

Collagen production is a high-risk claim for BON CHARGE. Do not say the products "increase collagen" or "boost collagen production." Use instead: "improves skin texture", "improves elasticity", "the appearance of fine lines", "firmness", "overall radiance". Educational content with a cited peer-reviewed study is an acceptable way to reference the collagen-red light connection, but the study must back the specific claim made.

Never advertise BON CHARGE products to children or for use by children

Red light therapy and PEMF effects on children and growing infants have not been studied. Advertising must never be directed at children. Exception: blue light blocking glasses for kids can be advertised to parents (e.g., back-to-school campaigns targeting parents). All ad targeting, UGC casting, and copy must assume an adult audience only.

Never name or reference competitors in BON CHARGE copy - not even indirect comparisons

Dr Ana is explicit: no competitor names, no competitor product references, no denigration of any brand, ever. Even indirect "us vs them" comparisons must de-identify and generalise the competitor category (e.g., "other glasses on the market"). If a de-identified comparison is used, keep evidence on file in case of challenge. The preferred positioning is that BON CHARGE is so good it does not need to reference anyone else.

Never say "safe", "effective", "clinically proven", "clinically tested", or "FDA approved" in BON CHARGE copy

These are hard compliance bans from Dr Ana (regulatory): "safe" implies no need to read the user manual and can lead to product misuse; "effective" cannot be said without a qualifying percentage; "clinically proven/tested" implies BON CHARGE has paid for clinical trials (they have not); "FDA approved" and "TGA approved" are prohibited by those agencies from use in marketing. Use instead: "evidence-backed", "backed by science", "scientifically demonstrated", "has been shown to". Never use "cure", "heal", "eliminate", "diagnose", "prevent", "fix", or "repair" without a softener.

All visuals must show product used exactly as per user manual - protective goggles required where specified

Visual compliance rule from Dr Ana: every image or video of a BON CHARGE product in use must match the user manual instructions. Where the user manual requires protective goggles to be worn, they must be worn in the visual. Do not produce or approve UGC or creative assets that show products being used differently from the manual (e.g., no goggles, wrong distance from body, excessive session duration implied). Flag any incoming UGC showing non-compliant use to Dr Ana before running as an ad.

Red Light Face Mask cannot claim acne treatment - use fine lines, even skin tone, radiance only

The Red Light Face Mask is not registered with the FDA or TGA to treat acne. Do not use "treats acne", "reduces acne", or "clears skin" in any copy or UGC script for this product. Safe claims: "reduction in the appearance of fine lines", "more even skin tone", "overall radiance". UGC submissions showing before/after acne improvement cannot be used as ads. Alert Magda and any UGC briefers to exclude acne angle from the face mask brief.

BON CHARGE UGC: 1 product per concept only - no bundling multiple products into one video

Each UGC concept must feature exactly 1 product. Do not combine 2 products in the same ad (e.g. red light cap + toothbrush in the same video). Client feedback was that bolt-on product appearances feel incoherent rather than intentional.

Never use the Channel 7 logo in non-Australian BON CHARGE ads

"As-seen-on" press logos must be market-relevant. Channel Seven is Australia-only - non-Australians do not recognise it. Use Channel 7 logo only in AU-targeted ads. For US ads and global ads, use US or international press only. Coordinate with the PR contact (Jack) to confirm which press logos are cleared per market (US, UK, AU).

Product name must appear in a single consistent style - no split font, weight, or colour

When a product name appears on a static ad, all words of the name must be the same font, same weight, and same colour. You cannot split "Red Light" in one treatment and "Toothbrush" in another. The founders flag this when they see it. The name can break across 2 lines but must look visually unified. Instrument Sans is the brand sans font; use it for product names unless Marco specifies serif.

Do not use hand-drawn or spiral arrows on BON CHARGE static ads

Marco explicitly banned hand-drawn and spiral arrows from static ad designs - they feel too informal and off-brand. Solid geometric arrows (where needed at all) are acceptable but should be used sparingly. Prefer pill-shaped CTAs over any arrow pointing to a button. If an arrow genuinely aids eye flow in a native/UGC-style asset, use a minimal solid line. When in doubt, remove the arrow entirely.

BON CHARGE UGC: no podcast-style content - do not have non-experts present as authorities

Do not produce podcast-style content (microphone setups, talking head "expert" format) with creators who are not actual medical or scientific authorities. BON CHARGE is an educational brand and credibility is core to brand equity. Reusing Andy's genuine podcast content is fine. Doctors and nurses presenting their own credentials in video are OK but must be confirmed with Dr Anna first.

PEMF wrap placed on belly requires a compliance-approved on-screen or caption disclaimer

If a creator wears the PEMF wrap on their belly (abdomen), a compliance-approved caption or on-screen disclaimer about pregnancy must be shown. To avoid this requirement, direct creators to wear the PEMF wrap on the lower back or shoulders instead. This was flagged by Dr Anna and applies to all video content.

Do not use "life hack" or equivalent diminishing language for BON CHARGE products

Describing BON CHARGE products as a "life hack" or similar casual shorthand is not appropriate for the brand. Products are science-backed wellness devices, not hacks or tricks. Scripts and copy should reflect clinical or personal transformation framing instead.

Social proof designs - 'Verified User' label must be title case

The verified badge label on social proof and awards creative must read 'Verified User' (title case). Lowercase variants such as 'verified user' are not acceptable.

Social proof designs - always use serif font in italics, never the regular weight

On all social proof and awards ad creative, the font must be the serif variant set to italic. The regular (non-italic) serif or any sans-serif weight is not permitted in this context.

UGC creator on-camera appearance - no makeup and neutral brand-aligned clothing only

Creators must not wear makeup on camera, or if they do it must be very minimal and not visible. Clothing must be neutral and reflect Bon Charge brand colours: cream, white, beige, or black. No visible brand names or logos on clothing are permitted. These points are frequently missed in briefs and must be explicitly highlighted to creators to avoid refilming.

Sale discount percentage copy uses title case, not sentence case

When writing discount or sale percentage copy (e.g. in ad templates or promotional banners), use title case: '25% Off Sitewide', not '25% off sitewide'. The brand otherwise defaults to sentence case, but this treatment is a deliberate and consistent exception across the brand.

Logo treatment in sale ad creative: use fully white secondary logo

In sale ad templates, the logo should be rendered fully white. This is the secondary logo variant. Do not use the standard logo colour treatment in these contexts.

Pill treatment in sale ad creative: white pill with black text (standard) or black strikethrough with red discount price (sale pricing)

In sale ad templates, pills should use a white background with black text as the default treatment. When displaying sale pricing with a comparison, use a white pill with the original price in black strikethrough font and the discounted price in red.

The word 'pain' is prohibited in copy - use 'recovery and performance' instead

The term 'pain' cannot be used in any Bon Charge copy, including pop-ups, ads, emails, or on-site content. This is a compliance requirement. Replace all instances with 'recovery and performance' or equivalent compliant language. Apply across all touchpoints and review any in-flight assets before publishing.

Dr Seb (Scientific Advisory Board) cannot be used in ad creatives - no usage rights

Dr Seb, a member of the Bon Charge Scientific Advisory Board, must not appear in any paid creative assets. The brand does not hold usage rights for his likeness or content. Remove any existing assets featuring him before they go live.

No AI-generated visuals - product images, shots, or UGC; AI clips only 1-3s where unavoidable

Do not use AI-generated product images or shots anywhere, and no AI-generated visuals in UGC. AI-generated clips are permitted only as 1-3 second inserts and only where there is no real alternative. Keep content premium, never AI-heavy.

Award and nomination badges must only appear on products that actually received them

When producing DPA creative that features award or nomination badges (e.g. Beauty Shortlist Awards 2026, Beauty Award Gold 2025), the badge must only be applied to the specific product that received the award or nomination. Do not apply award badges catalogue-wide or to products outside the awarded set. Verify eligibility per product before production.

Do not build warranty-forward or warranty-as-reassurance creative angles for BON CHARGE

Warranty is a known customer pain point for BON CHARGE. Creative must not lean on warranty strength or warranty-as-reassurance messaging. Avoid warranty-forward angles entirely until told otherwise by the client.

Colour graded deliverables must be supplied to both Tethrd and the Bon Charge client server

Once colour grading is complete and approved, a full copy of all graded assets must be delivered to the client so they can store it on their own internal server for team use, in addition to Tethrd retaining the assets for use in paid media. Do not treat ad use as the sole delivery destination.

Grainy texture preferred over crinkled paper texture for backgrounds

When applying texture to backgrounds, use a grainy/grain texture rather than a crinkled paper texture.

Claim colour hierarchy: red for hero claim, brown for supporting claims

When multiple claims appear in an ad, use red for the primary/hero claim and brown tones for supporting claims. Keep colours consistent unless deliberately differentiating a hero callout.

Flat backgrounds must have gradients or glow added

Plain flat-colour backgrounds should always have a gradient, glow, or texture applied. Do not leave backgrounds as a single flat colour.

No stroke/outline borders on design elements

Stroke or outline borders on design blocks and elements should not be used. Marco's strong preference is no strokes on any elements.

Corner blocks and UI shapes should have curved/rounded corners

Blocks, cards, and UI shapes in Bon Charge ads should consistently use rounded/curved corners, not sharp right angles.

NIR mask imagery - closed-eyes visual is acceptable when framed as rest or wind-down

Images showing a person with eyes closed alongside the NIR eye mask are acceptable in creative assets, provided the visual context reads as rest or wind-down rather than as an active usage instruction. The image itself does not need to be removed or avoided.

Subjects and people should come out of the frame

When placing people or subjects in cards, sections or product blocks, have them break/come out of the frame rather than sitting fully contained within it. This is a recurring direction across the email designs.

No soft glows on product images - except a soft red glow on the red light cap

Remove soft glows from product images. The one exception is a soft red glow / red-light effect on the red light cap, which is on-brand. Never add a red glow to far-infrared / sauna products (Infrared Sauna Blanket, Sauna DOME, PEMF) - far-infrared heat is invisible, so a red glow misrepresents the product.

Prefer premium, texture-led backgrounds over plain or AI-generated fills

When a background treatment is needed, lean toward warm textures (e.g. grainy texture) over plain colours or AI-generated fills. AI-generated imagery should be used sparingly or not at all in background fills. Crinkled paper or overly rendered textures are also off-brand.

Use emojis only very sparingly

BON CHARGE creative generally avoids emojis. They may be used only very sparingly where a specific reference image calls for it - never as a default decorative element.

Colour hierarchy: red for the hero claim, browns for supporting claims

Keep colour consistent across claims. Unless one is a clear call-out, use red for the hero claim and brown tones for the supporting claims so the hierarchy reads clearly.

Lead with a reason to care, not bare claims

Don't run bare claims - give the viewer a reason to care. Frame proof points around the benefit and scale (for example "400K customers with better hair" rather than a flat "better hair" line).

BON CHARGE UGC creator profile: aspirational wellness aesthetic, US-based talent

Preferred creator profile for BON CHARGE UGC: aspirational, good-looking (not athletic/sweaty), natural presentation, US accent, shot in a US-looking home environment. Use the approved Incense/Magda partnership creator pool as a reference for accepted talent range. Avoid creators who skew overly athletic, older male (sweaty), or "mum" archetypes.

BON CHARGE UGC must be premium and aesthetic - no "down and dirty" problem-agitate

BON CHARGE requires UGC content that feels ultra-wellness, premium, and science-backed at all times. Avoid heavy problem-agitate setups (e.g. sweaty guys, weird zooms, gross close-ups). Problem agitation is acceptable only when it looks visually good and is handled subtly. The brand benchmark is: would this look at home on their Instagram feed?

Use pill-shaped CTAs on BON CHARGE static ads

Marco approved pill-shaped CTA buttons on static creatives. Avoid rectangular CTAs with sharp corners or block strokes - they feel claustrophobic. Pill shapes are the preferred CTA format going forward. Confirmed on both the sauna blanket and toothbrush ads during this review session.

"Detox" is a banned word in BON CHARGE sauna blanket copy

Do not use "detox" or "detoxify" in any sauna blanket ad copy or scripts. Use "recover faster", "ease sore muscles", "release lactic acid", or "deep heat for recovery" instead. The primary functional angles for the sauna blanket are recovery and sleep (via the cool-down mechanism post-session), not detox.

AI voice: UGC uses the creator's own voice; any AI VO elsewhere must sound real

UGC must use the creator's own voice - never ElevenLabs or AI voiceover. Where AI voiceover is used outside UGC, it must sound realistic, never synthetic or robotic.

Client (Marco) favours people in hero images for email creative

The client contact Marco has a known preference for featuring people in the hero image of email designs. When presenting multiple design options, option variants that include people in the hero are more likely to be approved. Factor this into initial design direction before client review.

UGC talent must not read as 'alt' or overtly sexual - brand fit is conservative

The client rejected individual creators flagged as 'too alt' and 'too sexy' for the brand. When selecting or casting UGC talent for BON-CHARGE, avoid creators whose aesthetic, styling, or content history reads as alternative subculture or overtly sexualised. The brand positioning is mainstream health and wellness, and talent should reflect that.

UGC creators must skew 30s and older with strong age and ethnic diversity

The client has flagged that previous creator selections skewed too young (20s) and too heavily toward blonde, white talent. Going forward, UGC creator casting must prioritise talent in their 30s, 40s, and 50s, and must include meaningful ethnic diversity and ethnically ambiguous talent. The client's reasoning is that BON-CHARGE's customer base is older and current-skewing-young lineups do not resonate with them or with a global audience. Apply from Week 1 content onwards.

Benefits-led messaging is the priority in creative - product technology is secondary

Creative should lead with the customer outcome or benefit (e.g. muscle relief, hydration) rather than the product technology or ingredient (e.g. red light therapy panels). The client's framing: customers are looking for the result, not the mechanism. Red light therapy should appear as a supporting or secondary message, not the hero. This applies to copy hierarchy, layout, and visual emphasis.

Discount callout text on popup second frame should be sized down to match the pill elements

On the second frame of the Bon Charge popup design, the '25% Off Sitewide' text should be reduced in size to approximately the same visual weight as the pill elements below it. It should not be oversized relative to surrounding elements. Apply this sizing convention to equivalent discount callout text in future popup designs.

Ad openings must not feel intense or overwhelming - aim for engaging, not aggressive

BON CHARGE ad openings should draw the viewer in without overwhelming them. The 30 Days ad opening was described as punching the viewer in the face rather than delivering a 'cute slap', meaning the edit intensity was too high. Openings that have too much happening at once - rapid cuts, heavy sound design, dense copy - conflict with the premium tone. The script and talent are not the issue; the edit pacing and intensity are the levers to adjust.

BON CHARGE messaging must not be fear-mongering - subtlety is required

Ad messaging for BON CHARGE must not lean into fear to drive conversion. The Lifelong Investment ad was flagged as implying the viewer's gums will literally bleed without the product, which was considered too aggressive. Instead, the approach should be subtle: suggest positive outcomes rather than threatening negative consequences. Visuals that reinforce fear-based messaging (such as imagery of bleeding gums) must also be removed. This principle applies across all BON CHARGE concepts, not only dental-adjacent products.

Product name is 'Slate' not 'Sienna'

Linen Deep is used for blocks placed on top of Linen Light to provide definition without intensity

Star rating colour: gold #FFC247

Star ratings in Bon Charge creative assets should be gold, using colour code #FFC247, to match the new website UI.

Verified-buyer tick colour: green #55B705

The verified-buyer tick in Bon Charge creative assets should be green, using colour code #55B705, to align with new website UI. Not urgent while website UI is still in mixed development.

Approved brand background and block colour codes

Approved Bon Charge UI colour codes: primary background #FBF7F2; block/linen colour #EBDBCB; strap colour #F5EEE7.

Product name capitalisation: 'Infrared Sauna Blanket' and 'Far-Infrared'

Always capitalise product names as: 'Infrared Sauna Blanket' (title case) and 'Far-Infrared' (with capital F and I, hyphenated). Do not use all-caps or lowercase variants.

Specific copy claims approved for Bon Charge skin ads

The following copy lines are approved by Andy Mant for use as written: 'Supports even skin tone'; 'Fine lines aren't permanent. Turn up your glow one session at a time.'; 'Sonic + red + near infrared light combined'. Do not alter phrasing.

Sauna DOME must only be shown closed - never with lid open

The Sauna DOME product must only be photographed/shown in the closed (tube) position. Never use images of the DOME with the lid open. If the current image shows an open DOME, replace it.

Approved claim phrasing: "sonic + red + near infrared light combined"

The approved product descriptor for the Red Light Toothbrush combining modalities is "Sonic + red + near infrared light combined". Ana Martins confirmed this phrasing is compliant. Use verbatim when describing the toothbrush technology stack.

BON CHARGE brand colour palette (hex codes)

Use the BON CHARGE brand hex codes. Backgrounds: #FBF7F2 (primary light/linen), #F5EEE7 (warm strap), #EBDBCB (deeper linen/bijou fill). Accents: #FFC247 (yellow), #55B705 (green - used for the verified-buyer tick). Red is the hero callout colour. Avoid blue entirely.

BON CHARGE compliance hierarchy: user manual → compliance training docs → website (some pages under audit)

The authoritative source for what BON CHARGE can claim is: (1) the product user manual (updated approximately monthly, new products prioritised); (2) the compliance training folder Dr Ana maintains in Google Drive (permissible claims summary, cheat sheet, product-specific tables); (3) the website - but note some pages are currently under internal audit and may contain outdated or risky copy. When using AI to write copy, attach the compliance PDF and instruct it to use low-risk alternatives. For any uncertain claim, email ana@boncharge.com.

"Consult a healthcare professional" disclaimer is required for elaborate health-claim content, not every ad

Dr Ana clarified: the healthcare professional disclaimer is not required on every piece of advertising. A simple image + sale code does not need it. It is required (ideally in the caption) when content makes more elaborate health claims, references a medical condition, or discusses therapeutic outcomes - e.g., an Instagram carousel on cardiovascular benefits of sauna use. The disclaimer can be brief: "Consult your healthcare professional." Apply this as good practice on any content that goes beyond a product/discount announcement.

BON CHARGE non-returnable products list: toothbrush, earphones, sleep masks, prescription glasses, sauna blanket, towel inserts, underwear, goggles

The following BON CHARGE products are non-returnable (hygiene or custom-made reasons): Red Light Toothbrush, earphones, sleep masks, prescription glasses (custom-made), protective goggles, sauna blanket, towel inserts, underwear, and individual items from a bundle (due to bundle pricing). This policy creates friction especially with high-value repeat customers who feel entitled to exceptions. Do not reference a generous return policy in ads for these products. CS note: customers who used a discount of 25%+ are also ineligible for refunds.

UGC content from Magda via Incense: all shared content carries full perpetual usage rights for ads

Magda (in-house UGC/influencer manager) will share all UGC content with Tethrd. Any content she shares has been pre-cleared with full perpetual usage rights for both organic and paid ads. Do not assume organic Instagram posts are cleared - only use what Magda explicitly sends. Videos come in paired versions: no-text hook + with-text hook. Magda also sources creators via Incense (for Meta partnership ads) and direct outreach. All creator briefs go through internal compliance review before being sent to creators.

Red Light Cap product images: only use UGC or post-manufacturing-update photos

The Red Light Cap underwent a manufacturing change (extra bulbs added to the back section) after a competitor (Higher Dose) dispute. Any product photos taken before this change show the incorrect version. All UGC from creators shows the correct updated cap because the old caps were never shipped. Only use UGC or photos explicitly confirmed as post-update when showing the cap in ads. Flag any pre-update stock images to Marco before use.

BON CHARGE 4 brand pillars: sleep, skin, hair, recovery

The 4 brand pillars that Andy is pushing across the business are sleep, skin, hair, and recovery. Use these as the organising framework when briefing UGC creators on product categories and for any educational copy or scripts. Each product should be mapped to at least one of these pillars in the brief.

Red light face mask UGC scripts: "reduced appearance of fine lines" is the approved claim

The approved phrasing for skin-improvement claims in UGC scripts is "reduced the appearance of fine lines" - not "reduced fine lines". Subjective first-person framing is also acceptable: "I feel like my skin is smoother since I started using it." Claims must remain subjective/appearance-based; do not assert clinical outcomes as fact. Confirm any new claim variations with Dr Anna before finalising scripts.

Wavelengths: panels incl. Demi = 660nm red + 850nm near-infrared; the Red Light Cap = 650nm (hair)

Bon Charge red light panels, including the Demi, emit 660nm red light and 850nm near-infrared - distinguish the two in scripts. The Red Light Cap is 650nm (used for hair). Use the correct wavelength per product.

Approved user-reported benefit claims for Red Light Face Mask - exact figures and mandatory footnote

The following user-reported benefit (URB) claims are approved for marketing of the Red Light Face Mask and must be used with the exact figures and mandatory footnote shown below. Do not alter the percentages, rounding, or footnote language. Approved claims: - 98% reported even skin tone* - 96% reported glowing skin* - 84% saw results in just 4 weeks* Mandatory footnote (must accompany any use of the above claims): *Based on reviews that mention at least one outcome (n=50). All 3 claims are approved for use across marketing channels including creative, email, and site copy. Do not use unapproved or paraphrased variants of these claims.

DOME product not available in AU; Dome photos must show a closed tube, never an open dome

Product claims and key stats must be included in brand reference documentation and emails where relevant

No soft glows on images or sections in emails

Product blocks in emails do not show prices - use a leaf/bijou-style 15% off badge instead

Email header order: brand logo first, then review bar, then nav bar

No nav bar on Tethrd email variants

Email base background colour is #FBF7F2, not white

Do not use soft glows or glow effects on images or elements in email designs

Do not use watermarked icons in email designs

Horizontal scrolling product section in emails is delivered as a GIF (mirroring the mobile website experience)

All sentences in email copy end with a full stop

Em dashes are not used in email copy - replace with a comma

Product Claims section must be included in emails - brand stats are a high priority

Email product blocks should be dynamic Klaviyo product blocks, not static

Product recommendation CTA label uses 'QUIZ' not 'FINDER'

Discount sticker in emails uses the bijou/leaf shape from Bon Charge branding

Do not display prices on product blocks in emails - use a leaf/bijou style '15% off' sticker instead

Use icons sourced from the Bon Charge website, not third-party or watermarked icon sets

Do not use arrows/chevron navigation elements in email layouts

Email header structure: brand logo block first, then review bar, then nav bar split

No countdown timers in emails

Countdown timers must not be used in email campaigns. This is a standing directive from Andy.

Outcome claims must be hedged with "designed to support"

Any outcome claim in email copy must be hedged. Use "designed to support [outcome]" rather than stating the outcome directly. Example: "Designed to support hair growth and density" not "Hair growth and density". Route un-hedged claims to Ana for TGA compliance check.

"Best seller" eyebrow sticker is beige/brown - never red

The "best seller" eyebrow label/sticker must always be set in beige or brown. Never use red for this element. Two words: "best seller" not "bestseller".

No "medical" claims in email copy - TGA compliance

The word "medical" is banned in product claims per Ana TGA compliance rules. Replace "medical-grade" with "professional-grade" and route any borderline treatment claims to Ana before shipping.

No italics on title/headline text

Do not set headline or title text in italic - this includes sub-headlines, eyebrows, and any title-level copy. Italic serif accents are for body/accent copy only, not titles. This rule was locked by Marco on Sprint 0.

No refund, return or guarantee language in emails

Never include refund, money-back, 30-day trial, guarantee, or "send it back" language in any email. Use "FREE SHIPPING | 12 MONTH WARRANTY" instead of return window messaging.

No white backgrounds on design elements or sections

Do not use white backgrounds on email sections, cards, or design elements. Use the linen palette (#FBF7F2 base, linen deep for layered blocks) to maintain brand warmth.

No unverified award claims - cite specific badge and year

Do not use generic award language like "Award-winning year after year". Any award claim must cite the specific verified award name and year. If you cannot verify it, remove it entirely.

User-reported benefits and stats - verbatim from Ana's doc, with the n= disclaimer and asterisk formatting

When using Bon Charge user-reported benefits or stats in any material (emails, PDPs, ads): reproduce the copy verbatim, word for word, from Ana's User Reported Benefits doc - never paraphrase, rewrite, or recycle stats across products. Every percentage stat (e.g. "87% reported...") must carry the verbatim disclaimer "Based on customer reviews that mention at least one specific outcome (n=N). Experiences may vary." - the generic "individual results may vary" footer is not sufficient. Where an asterisk (*) disclaimer is present, display it in italics and small text.

CTAs are ALL CAPS

All call-to-action buttons must be set in ALL CAPS. No title case, no sentence case, no mixed casing (e.g. "RETURN TO CART →" not "RETURN TO Cart →").

All black CTAs use brand black #202020

All black CTA buttons must use #202020 as the colour value. This is the brand black. Do not use pure #000000.

No emojis in email designs

Do not use emojis anywhere in email designs - not in copy, not as decorative elements, not in section dividers. Confirmed by both Tethrd and Marco.

Email header structure: logo block first, then review bar, then nav

Across all emails, the top section structure must be: (1) brand logo as a dedicated header block, (2) review bar, (3) nav bar split. Apply this to every email in the flow.

No Oxford comma in email copy

Do not use an Oxford comma (no comma before "and" in a list). Example: "balance, resilience and everyday health" not "balance, resilience, and everyday health". This is a hard-banned rule.

(Emails) Always use the brand signature shape, never rounded corners

All email template card shapes and image frames must use Bon Charge's signature angular/pointed shape. Do not round corners on cards. The client (Marco) specifically and repeatedly requests this shape - it is a non-negotiable brand element.

Bon Charge emails: divider separators and dot points must be red

All section divider separators and bullet/dot point elements in Bon Charge emails must be styled in red (brand red). This is a direct client preference from Marco. Apply across all email variants.

Bon Charge emails: use arrow CTAs throughout, not plus signs

All CTA (call-to-action) buttons in Bon Charge emails must use arrow icons, not plus signs. Apply consistently across all email variants and sections.

Maintain a running log of all Andy-approved copy and apply it to future emails

Keep a directory of all copy, language, and phrasing that has received explicit approval from Andy (Bon Charge). Apply these approved patterns consistently across every new email you write or design. This is a standing instruction to ensure we build on approved precedent rather than resetting each time.

Bon Charge email frame width is 600px; each section must be a stacked individual frame

Every Bon Charge email must be built at 600px total width. Design each section as an individual frame and stack them on top of each other. Do not combine sections into a single frame. Follow the brand email guidelines document for all fonts, colours, and hierarchy rules.

Bon Charge email copy must go to Dr Anna for compliance review before designer briefing

Before any Bon Charge email copy is briefed to designers, it must first be sent to Dr Anna for compliance review and sign-off. Do not brief design until compliance approval is confirmed. This applies to all phases of the email program.

BON CHARGE pop-ups: no spinning wheels or overt gamification - premium perception must be maintained

BON CHARGE founders (Andy and Stefan) will not approve spinning wheel gamification pop-ups. Stefan is particularly protective of premium brand perception and sees gamification as a threat to it. Start with a traditional elevated layout (e.g. 4-pillar design with large hero image). Subtle gamification (e.g. a red-light-reveal or illuminated discount) may be tested in a future round but only after founders have seen and approved the initial elegant version.

Mid-year sale playbook: test discount-based daily deals in August (BAU period), not during MYS itself

Andy has a rigid formula for how BON CHARGE sales run. Adding discount-based tactical offers (daily deals, extra % off) on top of the 25% site-wide during MYS is unlikely to get Andy approval mid-sale. The agreed approach is: keep Andy's existing sale structure intact, add non-discount tactics on top where possible (e.g. gift cards, bundles, urgency plays), and save any hard discount testing for August in the post-sale BAU period. The full L1 playbook must be locked before Q4 (October).

Email design: BON CHARGE brand name must appear in sans-serif, not serif - in both CTAs and body

The "BON CHARGE" wordmark/name in email copy and CTAs must always be set in sans-serif. Do not use the serif typeface for the brand name - it looks like a different wordmark to what customers recognise. This applies whether the brand name appears in a CTA, headline, or body copy.

Multi-currency emails must include a small-text disclaimer that figures are auto-converted from USD and may be rounded

Any email that displays spend or savings thresholds in multiple currencies (AU, EUR, or similar auto-converted currencies) must include a disclaimer in very small text at the bottom of the email. The disclaimer must state that figures are auto-converted from USD and may be rounded. This covers the gap between the precise figures shown in email copy and the auto-converted amounts that appear in the on-site cart.

Refer to Dr Chatterjee and Dr Søberg by full title - do not use gendered pronouns

In all Bon-Charge email copy, do not use gendered pronouns (he, she) when referring to Dr Chatterjee or Dr Søberg. Always refer to them by their full title and surname (e.g. Dr Chatterjee, Dr Søberg). Apply this rule to any email that features either individual.

Email disclaimer text must use brand slate colour, not red

The disclaimer text sitting above the email footer must be set in the brand slate colour. Red is not approved for this element - it reads as too prominent and draws undue attention. Apply this to all email builds going forward.

Discount tag red must match exact brand red - no off-brand approximations

Any percentage-off tags or promotional labels using red must match the approved brand red precisely. Off-shade reds are not acceptable and will be flagged by the client. Verify against brand colour assets before finalising any promotional email.

HSA/FSA module must always be included in email footer for US audience builds

The HSA/FSA module is a required component of the email footer. It must not be omitted from production builds. Note: the module may appear hidden when previewed as a non-US user - this is expected behaviour, but the module must still be present in the build and confirmed visible for US recipients before sending.

Andy-approved copy does not require secondary internal approval outside compliance

Once the client (Andy) has approved email copy, that copy is considered final and does not need a further round of internal approval - outside of compliance review. Store all Andy-approved copy in an accessible shared location (e.g. a Google Doc or equivalent) so the team can reference what has already been signed off. Do not route previously approved copy back through internal stakeholders for a second sign-off.

Star rating elements require sufficient contrast - add a soft shadow behind stars when on light or image backgrounds

Email sections adjacent to the footer should use a slightly different background colour so they do not blend into the footer

Where a person or subject is placed inside a framed card/box element, have them break out of the top of the frame for a seamless, layered look

Include a UGC images section in Bon Charge emails

Price tags on product cards feel dated - avoid

Do not show price tags on product cards in emails. Price tag styling feels dated for 2026. If a discount needs to be communicated, use a styled sticker/bijou element instead.

BON CHARGE is not a "cool fun brand" - avoid casual voice

Keep the brand voice calm, authoritative and premium. Avoid casual or playful phrasings like "Jump in" or hype exclamation marks. Andy and Marco have both confirmed this positioning. Direct, confident copy is preferred over friendly-casual.

Comparison-style "negatives" callouts should use green ticks, not red

When showing a comparison or "without us" style section, use green tick icons for positive attributes. Do not use red callouts for negative attributes - it makes the brand look like it is calling out negatives.

Email base background colour is #FBF7F2, not white

All black CTAs in emails use #202020 (brand black)

PEMF technology products are for global (excl. AU) only - do not include in AU email variants

DOME product is not available in Australia - do not include it in AU email variants

Google Ads minimum ROAS floor is 4.00 at total account level

The total Google Ads account must maintain a minimum ROAS of 4.00. Non-branded campaigns may run below this floor provided branded campaigns sustain a sufficiently high ROAS to keep the blended account-level figure at or above 4.00.

Push claims harder in paid social ad copy - avoid being too conservative

Bon Charge Meta ad account runs on Pacific time - yesterday's data only fully populates by 5pm AEST today

Bon Charge's Meta ad account is set to Pacific time zone. When you pull data for "yesterday" in the Hub or any reporting tool, the spend and revenue figures will not be fully populated until approximately 5pm AEST on the following day. Do not flag a zero-revenue day as an anomaly until that window has passed. There is no workaround - this is a platform constraint tied to the ad account's time zone setting.

BON CHARGE inventory protocol: pause ads for products flagged "at risk" of going out of stock

Arneka confirmed BON CHARGE ops team now sends a weekly inventory-at-risk report every Monday. When a product is flagged as imminently at risk of stock-out, pause any dedicated ads for that product and reallocate budget. BON CHARGE currently continues taking orders for out-of-stock items with a "next shipment date" display (not a back-in-stock notification). The Red Light Blanket was flagged as at risk as of this meeting date. Check the Monday ops report before scaling spend on any single product.

BON CHARGE blended MER floor is 3.5x - do not go below this

The minimum acceptable blended Media Efficiency Ratio (MER) is 3.5x. Steffen confirmed the business wants to chase customer acquisition aggressively and is comfortable spending down to this floor. The MER target in the hub dashboard needs to reflect 3.5x as the floor, not any higher threshold that may have been set previously.

Bon Charge hub spend tracking: Meta and Google spend fields are in AUD but revenue target is in USD - currency conversion required for accurate MER

The Bon Charge hub calendar tracks ad spend in AUD (both Meta and Google ad accounts are AUD-denominated) but the approved monthly spend ceiling and revenue targets are in USD. This creates a misleading MER figure if spend and revenue are compared without currency conversion. The approved spend ceiling of $287,500 is in USD, which is approximately $407,000 AUD. Ensure currency conversion is applied when calculating MER in the hub.

Alia performance metric for client reporting is store/sales CVR, not Klaviyo CVR

When reporting on Alia performance to the client (Steffen), the relevant metric is store conversion rate (sales CVR), not Klaviyo CVR. Any reporting, test design, or one-pager prepared for this client should be anchored to store CVR.

Alia pop-up widget must not overlap add-to-cart button on mobile

The floating "claim discount" widget from Alia was covering the add-to-cart button on mobile, creating a blocking UX issue. The agreed fix criteria: nothing from the widget can overlap any interactive element (CTA, logo, navigation). The circle floating widget shape was also rejected as a design direction. If Alia cannot find a solution that avoids all overlaps, the floating widget should be removed entirely - full-page pop-ups are sufficient.

Floating mystery discount button removed from all PDPs

After internal client review, the floating 'mystery discount' widget has been removed from all product detail pages site-wide. The reason is that the widget blocks on-page copy or interferes with the add-to-cart element depending on the product. Do not reinstate any floating teaser button on PDPs unless explicitly re-approved by the client.

ZPD capture via popup mini quiz is a priority - welcome journey is built around it and a conversion baseline is needed

The client has confirmed the welcome journey is built around zero-party data (ZPD) collected via the popup mini quiz. The strategic objective of the current A/B test is to establish a baseline understanding of how ZPD capture impacts conversion. Any popup or welcome flow work must treat the mini quiz ZPD step as a core element, not an optional add-on, and should preserve the ability to attribute conversion lift to ZPD collection.

Broadcasting a future-dated sitewide discount kills purchase urgency and should be avoided during BAU

Surfacing a future sale date and its discount percentage sitewide (via pop-up or on-site banners) during a BAU period creates a deferral dynamic - visitors have a reason to wait rather than a reason to act now. This was confirmed on-site during the mid-year sale pre-promotion period where the forward-dated pop-up underperformed the standard welcome offer. When building pop-ups, banners, or on-site prompts during BAU periods, do not lead with upcoming sale dates or discount percentages. The preferred mechanic is an immediately redeemable incentive (e.g. welcome discount) that rewards action today.

Popups must use brand imagery, not stock, and avoid decorative glow effects

The client has explicitly rejected stock photography and red glow effects in popup creative. All popup designs must use approved BON•CHARGE brand imagery sourced from the brand asset library. Decorative glow treatments are not approved for popup UI.

BC ToV: em-dashes are explicitly banned

Bon Charge brand ToV explicitly prohibits em-dashes. Do not use em-dashes in any ad copy, email copy, or creative text for Bon Charge. Use a space-hyphen-space ( - ) instead. This aligns with Tethrd house style.

Significant promotional tactics must pass commercial review (Steffen + Arneka) before reaching Andy

For any significant new promotional mechanics (daily deals, VIP strategy changes, major offer proposals), the sign-off chain is: Arneka first (commercial + operational review), then Steffen (commercial analysis: expected transaction volume, unit giveaway count, margin impact), then Andy for final approval. Do not bring new promotional tactics directly to Andy without prior Steffen and Arneka endorsement.

Sitewide promotions require a pre-launch checklist covering all internal teams including affiliates

Any sitewide promotion must go through a pre-launch checklist before going live. The checklist must ensure the affiliates/influencer team are briefed and have prep time, that influencer codes are tested against the promotion mechanic (e.g. confirming whether codes can stack with a sitewide sale), and that a QA pass is completed. Running a sitewide promotion without this step caused influencer codes to fail at checkout and created mixed messaging for influencer audiences.

Sentence case for body text; proper nouns and product names retain title case

Use sentence case throughout ad copy. Product names that function as proper nouns (e.g. "Infrared Sauna Blanket", "Muscle Recovery") should retain title case as they are named products. General descriptors (e.g. "scalp", "cap") must be lowercase mid-sentence.

Compliance posture is conservative but client is open to safely pushing boundaries

The brand's compliance advisor (Dr. Ana) takes a conservative stance on compliance, which should be treated as the baseline. However, the client is comfortable with some measured boundary-pushing within safe limits. When writing copy that touches health, wellness, or regulatory claims, default to conservative language but do not self-censor to the point of being ineffective - flag grey areas for client review rather than cutting them outright.

Brand fonts - Instrument Sans (primary) and Instrument Serif italic only

Bon Charge uses 2 Google Fonts. Instrument Sans is the primary typeface and should be used as the default across all creative. Instrument Serif is a secondary typeface restricted to italic format only - the upright/roman weight is not part of the brand. Both fonts are available via Google Fonts.