{
  "slug": "native",
  "name": "Native",
  "website": "https://nativecos.com",
  "category": "personal-care",
  "angles": [
    "identity"
  ],
  "thesis": "Use scent, packaging and a recognizable voice to make replenishment expressive.",
  "question": "Compare limited collections with the clarity of the core product proposition.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Use scent, packaging and a recognizable voice to make replenishment expressive.",
  "audit": [
    "Compare limited collections with the clarity of the core product proposition.",
    "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": [],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://www.nativecos.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Native Deodorant: Aluminum & Paraben-Free Deodorant, Hair Care & Body Care. Vegan & Cruelty-Free. 150,000+ 5-Star Reviews. Free…"
  },
  "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."
  }
}