{
  "slug": "jones-road",
  "name": "Jones Road",
  "website": "https://jonesroadbeauty.com",
  "category": "personal-care",
  "angles": [
    "demonstration"
  ],
  "thesis": "Explain makeup through application and finish rather than a complicated routine.",
  "question": "Compare demonstrations across skin types, shades and lighting conditions.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Explain makeup through application and finish rather than a complicated routine.",
  "audit": [
    "Compare demonstrations across skin types, shades and lighting conditions.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "jones-road-miracle-balm",
    "jones-road-the-bobbi-kit-6-0",
    "jones-road-what-the-foundation",
    "jones-road-wide-awake-brightening-concealer",
    "jones-road-wide-awake-brightening-neutralizer",
    "jones-road-your-skin-foundation-stick"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://www.jonesroadbeauty.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Clean no-makeup makeup. Free from sulfates, parabens, and phthalates. Uber-black mascara, peppermint lip gloss, and more clean beauty…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}