The Challenge: Consumer Signals Are Fragmented,and Moving

Beauty buyers have always been taste‑makers, but the pace of change has gone into overdrive. Touchpoints that mattered two years ago are less dependable today; fans hop between YouTube Shorts, TikTok, Instagram, Pinterest, and creator storefronts. Meanwhile, attention windows are shrinking, so creative needs to hook immediately,and keep rewarding the viewer every couple of seconds.

PN Self‑Care felt that shift. The team had solid buyer personas on paper, a clear product story, and a strong brand link to ProNails’ professional heritage. But they also saw diminishing returns from pushing out “safe” creative in slower cycles. What they needed wasn’t just more content; it was faster insight,something to reveal what language and angles would resonate right now, not twelve weeks from now.

“You need to be very quick in your content production and very creative,” Lize says. “That’s where we use Conveo to spark our creativity.”

Why Speed (Still) Beats Size

There’s no shortage of AI tools that can produce more “stuff.” But velocity without relevance just adds noise. PN Self‑Care’s breakthrough came from a simple truth: the quickest wins when ‘quick’ is tethered to customer truth.

Conveo helps the team compress the path from insight → angle → asset → test → winner. That compression doesn’t just save calendar time; it compounds learning. Each rapid test gives the next one a better starting point. Multiply that over a quarter and you have a creative engine that gets sharper every week,because it’s trained on the actual words and motivations of your buyers.

Discovering a “Missing” Persona

Like many marketing teams, PN Self‑Care had a neatly defined set of personas. Also like many teams, they suspected there were blind spots,sub‑segments with different motivations and purchase triggers that weren’t adequately captured.

Using Conveo’s consumer conversations and analytics, they found one.

“We had a lot of personas written out, but we left one or two,” Lize explains. “Conveo pointed out to us,thanks to the analytics and by talking with consumers,that we had a different segmentation and a third persona to add to our strategy.”

That “third persona” wasn’t just a demographic nuance. It came with distinct language,specific phrases about confidence, convenience, and salon‑quality results at home. Those phrases later became hooks that outperformed generic beauty clichés in ads. The result wasn’t a rebrand; it was a recalibration that unlocked fresher, more persuasive creative paths.

From Conversations to Hooks: The PN Self‑Care Playbook

Lize’s team keeps the workflow straightforward and repeatable. Here’s how they translate customer voice into high‑performing ads without chasing every shiny object.

1) Start with real conversations

Conveo gives PN Self‑Care a way to talk to actual consumers quickly, not just scrape comments or run another broad survey. The value is in the nuance,how buyers articulate their frustrations, routines, and moments of delight. That becomes the raw ore for creative.

“You need a good hook,” says Lize. “Then you dive into Conveo’s analytics, look at the videos customers gave, the insights they have,use those exact words, reframe them a little,and you have the stepping stone for your ads.”

2) Mine exact phrases (don’t paraphrase too soon)

The temptation with qualitative data is to summarize it right away. PN Self‑Care does the opposite: they pull exact phrases first. When a buyer says, “I want salon‑quality nails without an appointment,” that is the hook,not “seeking convenience.” The phrasing matters because it’s searchable, scannable, and shareable. It’s how your buyers already think.

3) Build angle clusters

From those phrases, the team forms angle clusters,tightly related ways to tell the same story. For example:

• “Salon‑quality at home”

• “Chip‑resistant for X days”

• “Beginner‑proof gel polish”

• “No appointment, no drama”

Each cluster yields hooks, intros, overlays, and CTAs. That gives the media team multiple ways to attack the same segment without reinventing the wheel.

4) Generate variants fast (but keep the spine)

With angles in hand, PN Self‑Care spins out variants: short UGC‑style cuts, quick how‑to snippets, split‑screen transformations, and thumb‑stopper openings. The spine of the message doesn’t change,the customer phrase is still the north star,but execution flexes to the channel and format.

5) Test, learn, and escalate

Conveo’s role doesn’t stop at ideation; it helps the team see which phrases and angles actually move the numbers. Winners graduate into refreshed formats and seasonal edits. Losers inform what to stop saying. Because the loop is fast, the team never falls in love with a single concept for too long.

“ChatGPT Is Helpful,but It Can’t Talk to Your Customers”

Lize is delightfully candid about the role AI plays in their workflow.

“ChatGPT can give you a lot of answers available on the internet,” she notes, “but it still can’t talk to people in person. That’s where Conveo steps in,creating the possibility to talk to those people and get their insights from the real source.”

Think of it this way:

• ChatGPT is brilliant at summarizing the world’s text and helping you draft.

• Conveo is built to capture fresh, brand‑specific language from your own buyers,so your creative doesn’t sound like everyone else’s.

Use them together: let customer language guide your angles, then let generative tools help you produce variants faster. That’s PN Self‑Care’s superpower: human truth at the core, acceleration around it.

What Changed for PN Self‑Care

From Lize’s perspective, three shifts made the biggest difference.

1) Faster time‑to‑first‑test

“Working with the Conveo platform is great because it’s much faster than we were used to,” Lize says. The team spends less time guessing and more time proving. That means more shots on goal each week,and a higher chance of discovering a breakout concept.

2) Confidence in segmentation

The “third persona” discovery gave the team permission to speak differently to different buyers. Instead of splitting the difference, they now run creative that leans hard into each segment’s motivations. That focus tends to pay off in both thumb‑stop and add‑to‑cart.

3) A reliable creativity engine

When you’re stuck, it’s hard to brute‑force inspiration. Conveo became a creative spark for PN Self‑Care,a place to browse fresh snippets, read the exact words customers use, and turn them into angles on demand. That matters on Tuesday afternoons when the calendar says “ad refresh” but your brain says “come back tomorrow.”

Inside the Creative: Hooks That Travel

While the testimonial doesn’t reveal specific ad files, Lize shared the pattern that works again and again:

1. Lead with the hook

   Open with the buyer phrase, often as bold text or a verbal cold open.

   Example style: “Salon quality without an appointment?” → immediate payoff shot of the product in action.

2. Prove the promise quickly

   Show a before/after, a brush application, or a wear test in the first few seconds. Viewers don’t need a plot; they need evidence.

3. Layer one benefit per beat

   Durability, shine, ease, time saved,keep it modular. Each beat should be scannable and self‑contained so the edit works even if someone watches 4–6 seconds.

4. Close with the words customers actually use

   If the persona says “chip‑proof,” don’t say “long‑wear.” If they say “I don’t have time for the salon,” don’t say “convenience.” It sounds minor; it isn’t.

This is where Conveo’s analytic layer matters. It highlights which exact formulations (not just broad themes) pull the most interest,so you can bet on the phrasing as much as the visual.

Scaling Testing Without Burning Out the Team

It’s easy to say “test more.” It’s harder to do it sustainably. PN Self‑Care keeps their testing motion lean by agreeing on a few simple guardrails:

• Angle first, format second. Decide why the ad exists before deciding how it looks.

• Two variables per round. Change the hook and the first three seconds; keep everything else stable to learn faster.

• Clip library > one‑offs. Build a library of evergreen application shots, transformations, and product close‑ups so new edits don’t require new shoots every time.

• Kill fast, scale fast. Use early signals to cull weak variants, then put budget behind winners. Conveo’s insight stream reduces the emotional attachment to any single idea.

The by‑product? More tests per sprint, without the feeling of reinventing the brief each week.

What “Speed” Looks Like in Practice

Marketers talk about speed as if it’s just working late. For PN Self‑Care, speed shows up in fewer hand‑offs and shorter feedback loops:

• From consumer voice to copy: Pulling exact phrases from Conveo means the first draft of ad copy is already in‑market language.

• From copy to edit: Angle clusters give editors clear narrative beats, so they can assemble variants quickly.

• From edit to learning: Because hooks are tagged by phrase, performance readouts map neatly back to the language,fuel for the next round.

This is the hidden ROI of a good insight platform: not just better ideas, but a straighter path from idea to revenue.

Lessons Lize Would Tell Any Consumer Brand

Lize’s approach is refreshingly pragmatic. Here are the takeaways she lives by:

1. Stop guessing the hook. Talk to customers, then steal their words (with love).

2. Let analytics confirm the phrasing. Small wording shifts often beat big visual overhauls.

3. Document your angle clusters. Treat them like a living asset, not a meeting note.

4. Test in days, not months. Your category moves too fast for quarterly creative cycles.

5. Use AI to scale, not to substitute. Draft with ChatGPT if you like,but source your truths from real conversations.

A Word on Expertise

One line in Lize’s interview stuck with me: “We could count on the expertise of the Conveo people themselves because we don’t have that expertise in‑house.” Speed isn’t only about software. It’s about having a partner who’s run this playbook across categories, knows what “good” looks like in UGC‑style creative, and can translate raw consumer language into performance‑ready angles.

That blend,a nimble team, an insight platform, and experienced guidance,is why PN Self‑Care could move faster and get smarter at the same time.

From Insight to Revenue (Without the Hype)

It’s tempting to force a Hollywood ending here. Lize doesn’t. She keeps it grounded: by using Conveo to talk with consumers and analyze their language, PN Self‑Care tested more, found winning ads, and drove revenue. No magic bullet,just a better, faster way to do the work.

If you’re feeling the pressure to “make more content,” try flipping the question. Ask instead: How can we learn faster? When learning becomes the bottleneck you remove, content volume follows,and so do results.

Watch the Testimonial, Steal the Playbook

If you’ve ever stared at a blank ad brief thinking “what’s our angle this week?”, this video will feel uncomfortably familiar,in a good way. Watch Lize explain, in her own words, how PN Self‑Care:

• Uncovered a previously missing persona

• Turned customer phrases into high‑performing hooks

• Built a repeatable testing motion that actually fits in a real team’s week

And if you want to try the workflow yourself, start with one small experiment:

1. Use Conveo to gather 10–15 quick customer conversations around a single product promise.

2. Pull 20 exact phrases that explain why they buy or what they fear.

3. Cluster those into 3–4 angles.

4. Cut six 10–20s ad variants where only the first three seconds and headline change.

5. Launch, learn, and feed the winners back into your content calendar.

You don’t need to re‑architect your marketing org to do this. You just need a clearer source of truth and a habit of testing it.

Final Thoughts

“In marketing, the one who is the quickest wins.” Lize’s opening line isn’t a motto,it’s a method. Being “quick” isn’t about rushing; it’s about removing the slow parts between what customers say and what your ads say. Conveo gave PN Self‑Care a faster route from conversation to creative, and the results speak for themselves: more tests, better hooks, and a product story told in the language buyers already believe.