Prose sells haircare made to order, and the consultation that decides the formula is the whole funnel. The ads don’t lead to a landing page; they open on the first question. Thirty-three screens later, after the quiz has turned the visitor’s zip code into a weather report for their hair, it asks for a name and an email and offers no way around them.
What the quiz does well is show its working. Answers come back as ingredients, as five scores with the questions that drove each one, and as reviews from people with the same texture. By the time the results appear they read as a diagnosis, and the results page is already a cart: four products with the visitor’s name on the label, a subscription selected on every line, a free gift already added, $156 marked down to $62.40.
The commercial decisions sit in the fine print and in one question. The 60% is off the first subscription order only, the gift needs three products on subscription, and “What describes your ideal hair routine?”, which reads like a preference, is what sets how many products land in the cart.
It is also the rare funnel here with a paid Retain stage: fifteen ads, tagged WINBACK in their own links, that send lapsed customers to sign in and reorder. Some of them still promise “60% off your first order” to people who have already had one.
