# Sleep + Recovery — Carousel Briefs

> 10 IG carousel concepts. Each is a 5-7 slide story ready for designer execution.
> Pattern: Hook slide → 3-4 content slides → CTA slide.

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## 1. "Why you're still tired"
**Slides:**
1. Hook: "8 hours of sleep ≠ recovery"
2. Stat: 60% of adults wake up tired
3. The reason: most sleep is light sleep, not Stage 3+4 deep sleep
4. What deep sleep does: tissue repair, memory consolidation, immune
5. What blocks it: stress, blue light, magnesium deficiency, caffeine cutoff
6. Our protocol: 4 ingredients targeting the deep-sleep pathway
7. CTA: "Read the science →"

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## 2. "Pills vs Protocol"
**Slides:**
1. Hook: "Sleep aid ≠ sleep protocol"
2. Melatonin pill: works night 1, body stops making own by night 14
3. Single-form Mg: 4% absorption, chalky, bloating
4. SETU: 3 forms of Mg + Glycine + L-Theanine + Tart Cherry
5. Why a protocol works: redundant pathways, compounding
6. The result: deep sleep that builds week over week
7. CTA: "Try a pack →"

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## 3. "The 4 sleep pathways"
**Slides:**
1. Hook: "There isn't ONE sleep switch. There are FOUR."
2. Pathway 1: GABA → the brain's calm switch (Mg activates)
3. Pathway 2: Core body temp drop → sleep onset (Glycine cools)
4. Pathway 3: Alpha brain waves → quiet mind (L-Theanine)
5. Pathway 4: Melatonin timing → circadian sync (Tart Cherry)
6. One sachet hits all four.
7. CTA: "See the science →"

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## 4. "What clinical actually says (Glycine 3g)"
**Slides:**
1. Hook: "What does a sleep study look like?"
2. The study: Sleep & Biological Rhythms 2007 · 3g Glycine vs placebo
3. Result 1: ~60% faster Stage 2 sleep (35-40 min faster vs placebo)
4. Result 2: ~65% reduction in deep sleep latency (60-70 min faster)
5. The dose: 3g — we put 3g in every sachet
6. Most "sleep formulas" use 0.5-1g. We don't half-dose.
7. CTA: "Read the study →"

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## 5. "Why magnesium absorption matters"
**Slides:**
1. Hook: "You're not absorbing the Mg you take."
2. Single-form Mg oxide: ~4% absorbed
3. Single-form Mg citrate: ~30% absorbed
4. SETU Triple Mg: Glycinate + Aquamin + Gluconate = 3 absorption pathways
5. The math: not 30% × 3, but redundant uptake routes
6. Why redundancy matters: bioavailability is biology, not chemistry
7. CTA: "See the formula →"

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## 6. "Your 11pm scroll"
**Slides:**
1. Hook: "The 11pm scroll. The 1am wake. The 3am stare."
2. Why it happens: nervous system can't down-regulate
3. Magnesium activates GABA — your brain's "off switch"
4. L-Theanine quiets racing thoughts
5. Tart Cherry times the melatonin cycle
6. Together: a real wind-down, not a forced shutdown
7. CTA: "Try the protocol →"

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## 7. "30 nights honest test"
**Slides:**
1. Hook: "30 nights. Real test."
2. The promise: fall asleep faster from night 1
3. The build: deep-sleep improvement compounds in weeks 2-4
4. The plateau: by day 21-30 most users see consistent change
5. The guarantee: 60-day money back, no questions
6. The price: ₹47 a night (₹37 on subscribe)
7. CTA: "Start tonight →"

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## 8. "The wind-down ritual"
**Slides:**
1. Hook: "30 minutes that change tomorrow."
2. T-45 min: SETU sachet + 200ml water + stir + sip
3. T-30 min: phones leave the bedroom
4. T-20 min: book/journal, lights dim
5. T-10 min: cool sheets, breath count
6. T-0: lights off
7. CTA: "Build the ritual →"

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## 9. "Tart Cherry ≠ Melatonin pill"
**Slides:**
1. Hook: "We could have used melatonin. We didn't."
2. Why not melatonin pills: body stops making its own
3. Tart Cherry Extract: natural melatonin precursors + tryptophan
4. Your body produces — gently, in the right amount
5. No grogginess. No dependency. No tolerance.
6. The difference: support vs replacement
7. CTA: "Read why →"

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## 10. "Sleep is the foundation"
**Slides:**
1. Hook: "Productivity hacks don't beat poor sleep."
2. Cognition: deep sleep = memory consolidation
3. Mood: sleep deprivation = doubled anxiety risk
4. Body: tissue repair happens overnight, not in the gym
5. Decisions: sleep-deprived = riskier judgment
6. Sleep is the foundation. Build it first.
7. CTA: "Start with Sleep + Recovery →"

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## Production specs

| Spec | Value |
|---|---|
| Aspect ratio | 4:5 vertical OR 1:1 square |
| Dimensions | 1080×1350 (4:5) or 1080×1080 (1:1) |
| Slide count | 6-7 slides per carousel |
| Font | NeueMontreal (already in brand assets) |
| Brand color | Deep purple #2D1F6E + cream #FAF6F0 |
| Format | JPG, ~150-300KB each |

## Cadence

| Frequency | Output |
|---|---|
| 1 carousel / week | 4 / month |
| Mix 60% educational / 40% product | from the 10 archetypes |
| Re-spin top performers | every 6 months with refreshed data |

## Designer handoff

- Each carousel = one Figma frame group
- Slides exportable individually as JPG
- Master template should be reusable (text-swap only)
- Lane 4 native UI carousels follow same pattern but in iMessage/Notes screen format