How Aesop Advertises on Meta

# Ad summary An image ad for Aesop skincare featuring their Resolute Facial Concentrate and Protective Facial Lotion SPF50. The ad uses product-focused visuals, highlighting the brand's positioning for resilient skin. # Brand positioning Aesop is presented as a brand focused on purposeful partnerships for resilient skin. The brand emphasizes skincare with a focus on scientifically-backed ingredients. The tone is sophisticated, clinical, and luxurious, avoiding overt emotional appeals. The brand appears to push against standard beauty norms by prioritizing functionality and resilient skin. # Product The ad features two Aesop products: Resolute Facial Concentrate and Protective Facial Lotion SPF50. The Resolute Facial Concentrate is an oil-based serum packaged in a dark amber glass bottle with a dropper. The Protective Facial Lotion SPF50 comes in a matte black pump bottle. Both products are designed for promoting resilient skin. The USP of these products lies in their combined functionality and scientific formulation. # Visual style The ad has a highly polished, studio-shot aesthetic. The visual motifs include a clean, minimalist layout, with a focus on product presentation against a blurred, laboratory-inspired background. The image treatment includes selective focus, subtle color grading, and controlled lighting to enhance the products' textures and shapes. The typography is clean and legible. The style contrasts with typical social media feeds, aiming to capture attention through its sophistication and visual clarity. # Hooks Headline: Purposeful partners for resilient skin # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is depleted or unprotected skin, leading to a lack of resilience and potential damage from environmental factors. The ad addresses this by showcasing products that nourish, protect, and support skin health. # Value propositions - The combination of Resolute Facial Concentrate and Protective Facial Lotion SPF50 offers a comprehensive approach to skin resilience. # Benefits - Nourish and bolster depleted skin - High-factor UVA and UVB protection - Hydrating and soothing skin # Features - Resolute Facial Concentrate with Retinol, Cedar Atlas, Squalane - Protective Facial Lotion SPF50 with Sage Leaf, Macadamia, and Tocopherol # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the POV is consistently that of the brand, showcasing the products and communicating their benefits in a visually sophisticated manner. # Storyline - The ad opens with a product display, showcasing the Resolute Facial Concentrate and Protective Facial Lotion SPF50 against a blurred backdrop of laboratory glassware. This creates a clean, sophisticated aesthetic, conveying the brand's commitment to functional beauty and resilient skin, from the brand's perspective. - The storyline progresses with an overlaid text which highlights brand name, and promotes the concept of 'purposeful partners for resilient skin', suggesting a collaboration of products, conveying a brand message.

# Ad summary This ad showcases Aesop's Resolute Facial Concentrate and it's features and benefits. # Brand positioning Aesop is presented as a brand focused on potent skin care through the use of high quality ingredients. The brand positions itself as a leader in the skincare space, focusing on the product itself. It takes a functional approach to skincare, emphasizing ingredients and their benefits for resilient skin. # Product The Resolute Facial Concentrate is a skincare product designed for renewed, replenished, and resilient skin. It combines Retinoid, Cedar Atlas, and Squalane to expedite skin surface renewal. It has a lightweight formula and is blended with purpose. It’s presented as a Retinoid as potent as Retinol. # Visual style The ad has a polished, high-end commercial aesthetic with smooth transitions and elegant product displays. The editing rhythm is slow and deliberate, allowing each shot to linger and emphasize the quality of the product. The cuts and text are timed to the music, which enhances the product. # Hooks Text overlay: 00:02–00:03 Resolute Facial Concentrate / 00:02–00:03 For renewed, replenished, resilient skin Visual: 00:00–00:02 A macro shot focuses on a clear, gel-like sphere, reflecting light. The Aesop logo is centered within the sphere in white text. The background is a gradient of cool blues. / 00:02–00:03 A dark shot shows a translucent bottle of the product and a white text overlay displays the name of the product. Light is reflected off of the bottle, creating a glow effect. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Skin renewal via Retinoid, Cedar Atlas, and Squalane. - A Retinoid as potent as Retinol # Benefits - For renewed skin - For replenished skin - For resilient skin # Features - Retinoid - Cedar Atlas - Squalane # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented through the official voice of the brand, showcasing product details and benefits. # Storyline - 00:00–00:02 The ad begins by showing the Aesop logo in a circular bubble. - 00:02–00:04 00:02–00:04 The Resolute Facial Concentrate is introduced, highlighting its key ingredients. - 00:04–00:06 00:04–00:06 The ad emphasizes that it is a Retinoid as potent as Retinol, continuing to highlight the key ingredients: Barrier-reinforcing Squalane, Skin-supportive Retinoid, and Comforting Cedar Atlas. - 00:06–00:08 00:06–00:08 The product bottle is showcased along with a dropper. The text overlay explains that the product is blended with purpose. - 00:08–00:11 00:08–00:11 A close-up shot of the product with a text overlay explains the product is to expedite skin surface renewal. - 00:11–00:14 00:11–00:14 The product bottle is shown again, along with a description of the product as the ad comes to a close.

# Ad summary This ad showcases the Aesop Resolute Facial Concentrate, emphasizing its unique oil-serum texture and key ingredients for skin renewal and resilience. The visuals focus on the product's application and the peaceful experience it offers. # Brand positioning Aesop is presented as a high-end skincare brand focused on holistic well-being and skin health. The brand projects an image of sophistication, tranquility, and mindful self-care, using scientific-sounding terms like 'skin-supportive Retinoid' and 'Barrier-reinforcing Squalane' to convey the impression that its products are backed by scientific research and testing. Aesop aligns with a lifestyle that values quality, wellness, and a serene approach to beauty, pushing against the norm of aggressive anti-aging claims and instead promoting the idea of strengthening the skin through time. The brand positioning is both functional and emotional, offering tangible skin benefits while fostering a sense of well-being. # Product The ad features the Aesop Resolute Facial Concentrate, described as an oil-serum texture designed for skin renewal and resilience. The concentrate includes key ingredients such as skin-supportive Retinoid, barrier-reinforcing Squalane, and comforting Cedar Atlas. It's presented as a product that strengthens the skin through time. The product is suitable for anyone looking to enhance their skincare routine with a focus on long-term skin health. The concentrate is applied directly to the skin, massaging it in for absorption. The ad addresses the purchase barrier of complexity by highlighting the simple application and the unique blend of ingredients that work together to provide comprehensive skin support. The ad tells the viewer that this product is worth trying for its comforting texture and its ability to promote skin renewal and resilience. # Visual style The ad has a polished, high-end aesthetic with a clean and minimalist design. The editing style features smooth transitions and static shots, creating a calm and sophisticated viewing experience. The production quality is high, with attention to detail in lighting, textures, and color grading. The pacing is slow and deliberate, enhancing the tone of serenity and luxury. The visuals and text are timed to align with the music, emphasizing key product features and benefits. # Hooks Text overlay: Aēsop. / Barrier-reinforcing Squalane / Skin-supportive Retinoid / Comforting Cedar Atlas Visual: 00:00–00:02: A circular water droplet is shown in the center of the frame against a gradient blue background. The Aesop logo appears within the droplet. The droplet then clears as the shot transitions to the next scene. Lighting is soft and diffused, creating a clean, minimalist aesthetic. / 00:02–00:03: Three glass pipettes filled with different-colored liquids are positioned vertically. The pipette on the left contains a dark teal liquid, the center one holds a clear liquid with small air bubbles, and the right one is filled with a golden liquid. Text overlays appear next to each pipette, labeling the ingredients: 'Barrier-reinforcing Squalane,' 'Skin-supportive Retinoid,' and 'Comforting Cedar Atlas.' The background remains a solid blue, and the camera is stationary. Lighting emphasizes the textures and colors of the liquids. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Unique oil-serum texture provides a comforting application experience. - Key ingredients such as Retinoid, Squalane, and Cedar Atlas work together for comprehensive skin support. - Promotes long-term skin health, focusing on renewal and resilience. # Benefits - Strengthening the skin through time - Renewal - Resilience # Features - Skin-supportive Retinoid - Barrier-reinforcing Squalane - Comforting Cedar Atlas - Oil-serum texture # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's official perspective, using polished visuals and text overlays to highlight product features and benefits. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with the Aesop logo in the center of the screen before showcasing three pipettes filled with the product's key ingredients: Squalane, Retinoid, and Cedar Atlas. This introduces the product and highlights its core components from a brand perspective, using a close-up, visually rich shot that aims to grab attention and emphasize the product's key ingredients. The tone is informative and sophisticated. - 00:03–00:05 00:03–00:05: The camera follows a single pipette as it dispenses the product onto a hand, emphasizing the oil-serum texture. This moment is intended to highlight the product's unique form and tactile feel. The perspective shifts to showcasing the product in use from a brand point of view, with a focus on sensory appeal. The tone is luxurious and gentle. - 00:05–00:06 00:05–00:06: A close-up shot of the product being applied to the face highlights the benefits of 'strengthening the skin through time.' This beat is aimed at assuring the consumer that this product works. The scene remains centered on demonstrating the product's effects, viewed through a brand perspective aimed at communicating value. - 00:06–00:09 00:06–00:09: The ad concludes with a shot of a person in front of a backdrop of a circle, then a bottle of Aesop Resolute Facial Concentrate along with a scientific beaker in the background, reemphasizing the product's brand and purpose. This shot provides closure by circling back to the brand identity and product focus. It is delivered from the brand's perspective to reinforce the aesthetic and the value proposition.

# Ad summary This ad showcases the Aesop Resolute Facial Concentrate, emphasizing its ability to strengthen skin over time. The ad uses close-up visuals of the product, its ingredients, and its texture to highlight the serum's benefits. # Brand positioning Aesop is presented as a sophisticated skincare brand that focuses on strengthening and improving skin health through time. The brand emphasizes high-quality ingredients and a comforting texture in its products. Aesop positions itself in the premium skincare market, aligning with values of resilience and renewal, and avoids aggressive marketing tactics, opting for a refined and understated approach. # Product The Resolute Facial Concentrate is a skincare serum designed to strengthen the skin over time. It features a skin-supportive retinoid, barrier-reinforcing squalane, and comforting cedar atlas. The serum has a comforting oil-serum texture. It is intended for nighttime use and targets renewal and resilience of the skin. # Visual style The ad has a polished, high-end aesthetic with soft lighting and muted colors, primarily cool blues and clear liquids. The editing style is smooth with static shots and slow transitions, creating a calming and sophisticated tone. The production quality is high, enhancing the brand's premium positioning. The pacing is consistent and slow, with no cuts per minute. # Hooks Text overlay: 00:00–00:01 / Aesop. Visual: 00:00–00:01: The shot features a magnified droplet with the Aesop logo in white against a muted blue background. The lighting is soft, creating a serene and clean aesthetic. There are small imperfections floating in the droplet. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a pain point of skin weakening over time, needing reinforcement and renewal. # Value propositions - Skin Strengthening: The product contains a skin-supportive retinoid, barrier-reinforcing squalane, and comforting cedar atlas to strengthen skin over time. - Comforting Texture: The product has an oil-serum texture. # Benefits - Strengthening the skin through time - Renewal - Resilience # Features - Skin-supportive Retinoid - Barrier-reinforcing Squalane - Comforting Cedar Atlas - Oil-serum texture # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official voice, emphasizing product features and benefits with sophisticated visuals and text. # Storyline - 00:00–00:01 The ad opens with the Aesop logo in a droplet, immediately establishing brand identity and setting a clean, scientific tone. - 00:01–00:02 00:01–00:02: The ad shows a close-up of a pipette dispensing a drop, highlighting the key ingredient and emphasizing potency. - 00:02–00:06 00:02–00:06: The ad showcases the three main ingredients—squalane, retinoid, and cedar atlas—with text overlays explaining their benefits, from barrier-reinforcing to skin-supportive and comforting, focusing on functional benefits in a scientific yet calming way. - 00:06–00:09 00:06–00:09: The ad transitions to showing the oil-serum texture and a drop of the product falling onto a hand, which emphasizes the texture and application of the product. - 00:09–00:12 00:09–00:12: A close-up of the product being applied to the skin is shown, with the text overlay highlighting the long-term benefit of strengthening skin, reinforcing the commitment to ongoing skin health. - 00:12–00:14 00:12–00:14: The product bottle is displayed with the name and key ingredients listed, solidifying the product's identity and benefits.

# Ad summary This ad showcases the Aesop Resolute Facial Concentrate, emphasizing its oil-serum texture and key ingredients like Retinoid, Cedar Atlas, and Squalane. The ad features close-up visuals of the product and its application, highlighting renewal and resilience. # Brand positioning Aesop is presented as a sophisticated skincare brand focusing on high-quality ingredients and a luxurious experience. The brand seems to occupy a premium space in the market, prioritizing both efficacy and sensory pleasure. The brand aligns itself with values of considered self-care. It pushes against the mass-market skincare norm by emphasizing natural ingredients and a scientific approach. The brand positioning is both functional (focused on renewal and resilience) and emotional (associated with a luxurious and calming experience). # Product The Aesop Resolute Facial Concentrate is an oil-serum designed to promote renewal and resilience. It contains Retinoid, Cedar Atlas, and Squalane. The product is described as having a comforting oil-serum texture. The ad highlights its ability to offer skin and barrier-supportive results. The serum is presented as a luxurious addition to a skincare routine, emphasizing its ingredients and textural experience as key selling points. # Visual style The ad has a polished and sophisticated aesthetic, resembling a high-end commercial. The editing style is smooth with static shots and slow transitions. The production quality is high, with professional lighting and sharp focus. Visual motifs include close-ups of the product, reflective surfaces, and a muted color palette. The pacing is slow and deliberate. # Hooks Spoken: 00:01–00:03: All in a comforting oil-serum texture. Text overlay: All in a comforting oil-serum texture Visual: 00:01–00:02: A hand with fair skin and manicured nails is shown holding the Aesop bottle. A clear glass dropper is positioned above the bottle opening, dispensing a clear, viscous serum. The background is a soft, diffused blue, and the surface beneath is a reflective black. The focus is sharp on the serum droplet and the bottle label. / 00:02–00:03: Extreme close-up of a clear serum droplet falling from the glass dropper onto the palm of a fair-skinned hand. The background is a solid, soft blue. The camera captures the droplet in mid-air and as it lands on the skin, highlighting the texture and clarity of the serum. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Comforting oil-serum texture for a luxurious skincare experience - Formulated with Retinoid, Cedar Atlas, and Squalane ingredients known for their renewal and resilience properties. # Benefits - Renewal - Resilience - Skin and barrier-supportive # Features - Retinoid - Cedar Atlas - Squalane - Oil-serum texture # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's official perspective, showcasing the product and its features in a polished and controlled manner. # Storyline - 00:00–00:00 The brand is introducing their Resolute Facial Concentrate. - 00:00–00:01 00:00–00:01: The camera focuses closely on a bottle of Aesop Resolute Facial Concentrate against a dark background, setting a sophisticated and mysterious tone. - 00:01–00:03 00:01–00:03: A hand appears, and a dropper extracts serum from the bottle. Serum is dropped onto the hand. - 00:03–00:05 00:03–00:05: The camera reframes, showing the Aesop bottle next to lab glassware.

# Ad summary The ad showcases Aesop hand soap and hand balm products positioned as a luxurious gift, highlighting their aromatic and refined qualities. # Brand positioning Aesop is presented as a luxury brand focused on aromatic hand care. The brand emphasizes refinement and elevates the everyday hand washing experience into a gift-worthy act. The brand carves out a niche within the personal care market by focusing on quality and aromatic indulgence, suggesting a sensory experience beyond basic hygiene. This positioning implies a consumer who values sensory experience and is willing to invest in premium self-care products. # Product The ad features Aesop's Révérence Aromatique Hand Wash and Hand Balm. These products are presented as a premium hand care duo designed to elevate the daily routine of hand washing and moisturizing. The hand wash is an aromatic cleanser for the hands, while the balm is a moisturizing treatment. They are packaged in dark amber bottles with minimalist labels and pump dispensers. The ad positions them as a thoughtful gift due to their luxurious formulation and sensory appeal. The presentation addresses purchase barriers by emphasizing the value of self-care and the pleasure derived from high-quality aromatic products. # Visual style The ad uses a minimalist and elegant visual style. The production quality is high, with a studio-shot setup and polished lighting. The image treatment involves subtle color grading to enhance the richness of the product's colors. The typography is clean and simple, contributing to the overall sophisticated aesthetic. The style contrasts typical platform norms by avoiding busy layouts or overly vibrant colors, instead opting for a refined and understated approach designed to stand out through its simplicity. # Hooks Headline: 違いがわかる手に捧ぐ、違いが際立つギフト # Funnel stage Top of funnel (Awareness) # Pain points The ad indirectly addresses the pain point of mundane self-care routines. The tagline reads, "Dedicated to hands that understand the difference, a gift that stands out," positioning the product as an elevation from ordinary hand care, suggesting that typical hand washing lacks the luxurious experience offered by Aesop. # Value propositions - Aesop's Révérence Aromatique Hand Wash and Hand Balm offers a premium, aromatic hand care duo, presented as a luxurious and thoughtful gift. # Benefits - Elevates the daily routine of hand washing and moisturizing. - Provides a luxurious and sensory experience. # Features - Aromatic hand wash - Moisturizing hand balm - Vetiver Root - Petitgrain - Bergamot Rind # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption and product display. The brand is presenting its product as a luxurious and distinct gift option. - Brand: Product labels. The brand is providing detailed information about the ingredients and function of the products. # Storyline - The ad opens with a Japanese text overlay that translates to "Dedicated to hands that understand the difference, a gift that stands out.", setting a tone of luxury and distinction. The intention is to immediately capture attention and position the product as a premium gift option. This is from the perspective of the brand, presenting its product as superior and desirable. - The focus shifts to the product, showcasing the Aesop hand wash and hand balm alongside a gift box. This emphasizes the product's aesthetic appeal and gift-worthiness. The intention is to visually reinforce the message of luxury and refinement. The perspective is that of the brand, highlighting the product's visual presentation and its suitability as a gift.

# Ad summary This ad showcases the Aesop Aurner perfume. The ad opens with a person’s hand holding the perfume bottle. The person sprays the perfume onto their neck. Then, multiple perfume bottles are shown. # Brand positioning Aesop is presented as a high-end, luxurious fragrance brand that values simplicity and natural ingredients. The packaging is minimalistic and understated, signaling sophistication and a focus on quality over ostentation. The brand aligns with a lifestyle that appreciates subtle elegance and natural experiences, suggesting an alignment with individuality. Aesop positions itself as an alternative to mainstream fragrances with its unique blend of natural ingredients and an emphasis on a holistic sensory experience. The brand's emotional positioning is one of sophistication and self-care, aiming to evoke a sense of well-being and personal indulgence through its scent profiles. # Product Aesop Aurner Eau de Parfum is presented as a luxurious fragrance option. The product is packaged in a dark amber glass bottle with minimalist labeling, emphasizing its natural and sophisticated qualities. The product is for individuals who appreciate fine fragrances and seek a unique and sophisticated scent experience. The ad highlights the application of the perfume to the neck, indicating that it is a personal fragrance intended for everyday use or special occasions. The primary USP is that it is a high-quality Eau de Parfum, which promises a long-lasting scent profile. The ad addresses the purchase barrier of uncertainty in fragrance selection by presenting the product as part of a broader collection, encouraging potential customers to explore various scents. # Visual style The ad has a polished aesthetic with smooth transitions and static shots. The production quality is high-end, giving a luxurious feel. The ad uses a consistent color palette of browns and ambers, which creates a cohesive visual identity. The pacing is slow, emphasizing the sensory experience of fragrance. The product is timed with music. # Hooks Visual: 00:00–00:02: A close-up shot shows a person's hand holding an Aesop Aurner Eau de Parfum bottle. The background is a blurry brown. The person is spraying the perfume onto their neck. The lighting is dim and warm, which highlights the bottle and creates an intimate feel. # Funnel stage Top of funnel (Awareness) # Pain points Uncertainty in fragrance selection # Value propositions - A high-quality Eau de Parfum, which promises a long-lasting scent profile. # Benefits - Long lasting scent # Features - Eau de parfum - Amber glass bottle # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is told through the lens of the brand by use of close up shots of the perfume bottles. # Storyline - 00:00–00:02 00:00–00:02: A hand is shown holding a bottle of Aesop Aurner Eau de Parfum. The person sprays the perfume on their neck. This conveys the user interacting with the product. - 00:02–00:05 00:02–00:05: Multiple Aesop Eau de Parfums are shown on a brown surface. This conveys multiple scent options.

# Ad summary An ad showcasing Aesop's hand and body care products. # Brand positioning Aesop is presented as a premium brand focused on effective and sensory hand and body care. The brand emphasizes a simple, sophisticated aesthetic with a focus on sensory appeal, as suggested by the phrase "効果的で感覚的." Aesop aims to occupy a space in the consumer's mind as a brand that values both effectiveness and the sensory experience. # Product The ad showcases Aesop's hand and body care products. There are three dark brown pump bottles, identified by their labels as hand and body cleanser products. Additionally, there are three tubes of hand cream, two of which are visible, each in a different color (lilac and teal). One of the tubes is lying on its side with a small amount of product squeezed out near its opening. These details highlight Aesop's product range in both cleansers and moisturizers, emphasizing functional care with an element of design. # Visual style The ad has a studio-shot aesthetic with a focus on clean lines and minimalist design. The image features a dark and moody color grade, which gives it a high-end feel. The typography is integrated subtly, with a focus on legibility and brand consistency. The image is designed to be easily scannable, with a clear product focus and minimal distractions. # Hooks Headline: Aēsop. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The ad communicates the value of effective hand and body care with sensory appeal. # Benefits - Effective - Sensory # Features - Hand & Body Care # Call to action None used. # Social proof - None used. # Point of view - Brand: The top caption shows the brand name and product focus, which introduces Aesop to the audience. - Brand: The descriptor "Effective and Sensory" is how the brand wants to be perceived. - External source: The visual of the product showcases the range of products that are offered. # Storyline - The ad opens with the brand name “Aēsop.” and the product category "ハンド&ボディケア" (Hand & Body Care), immediately establishing the brand and product focus, told from the brand’s perspective to introduce itself and its offering. - The ad uses the descriptor "効果的で感覚的" (Effective and Sensory), which highlights the brand's promise of effective products with a sensory appeal, told from the brand’s perspective to communicate its core value proposition. - The camera focuses on several bottles and tubes of Aesop product, showcasing the product in its physical form, told from an external perspective to highlight the product itself.

# Ad summary A product display shot featuring Aesop fragrances. # Brand positioning Aesop is presented as a purveyor of luxury fragrances. The brand aligns with values of sophistication, minimalism, and understated elegance. Aesop contrasts against brands with loud marketing or overly trendy fragrances by maintaining a functional and timeless aesthetic. # Product Featured are a range of Aesop fragrances, each housed in a dark amber glass bottle with a minimalist design. The fragrances are aimed at individuals who appreciate fine scents and understated luxury. Each fragrance is distinguished by name, clearly printed on the bottle, adding to the premium feel and allowing consumers to select based on their olfactory preferences. The dark glass bottles address purchase barriers by protecting the fragrance from light exposure, preserving the integrity and longevity of the scent. # Visual style The ad has a minimalist aesthetic with a focus on natural materials and muted colors. The production quality is high, with a clean and polished look that emphasizes the brand's sophisticated image. The use of natural light and soft shadows adds to the understated luxury. # Hooks Headline: None used # Funnel stage Top of funnel # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall image and composition are carefully curated to showcase the Aesop brand and its range of fragrances in a luxurious and sophisticated manner. - Customer: The close-up shot of the fragrance bottles allows the customer to appreciate the minimalist design and consider which fragrance suits their personal taste. # Storyline - The image starts with a display of multiple Aesop fragrance bottles, arranged on wooden blocks to create visual interest, conveys the variety of available fragrances. This is told from the brand's perspective to showcase their product line and emphasize the breadth of their fragrance offerings. - The arrangement of the bottles on wooden blocks suggests an elevated, curated display. This is told from the brand's perspective, enhancing the perception of luxury and artistic presentation associated with the brand. - The ad ends with the implied message that the fragrances are worthy of display and appreciation. The story is told from the brand’s perspective, inviting the audience to consider these products as not only functional but also aesthetically pleasing additions to their personal space.

# Ad summary This image ad promotes Aesop's Reverence Aromatique Hand Balm. The ad features a close-up of the product bottle against a dark background, emphasizing the product's design and branding. The headline and product label text are in Japanese and English/French respectively, highlighting the product's moisturizing benefits and key ingredients. # Brand positioning Aesop is presented as a luxury skincare brand that emphasizes sophisticated and effective formulations. The brand's packaging and minimalist aesthetic convey a sense of quality and thoughtfulness, positioning it in the higher end of the skincare market. It projects an image of understated elegance, valuing natural ingredients and aromatic experiences. By using multilingual product labeling, Aesop appeals to a global audience with an appreciation for luxury and well-crafted products. The focus on aromatic hand care suggests a commitment to self-care rituals and sensory experiences, deviating from mass-market skincare brands that focus solely on functional benefits. # Product The featured product is Aesop's Reverence Aromatique Hand Balm, a moisturizing treatment for the hands. The hand balm is for people who appreciate high-quality ingredients and seek a soothing, aromatic experience. The label lists ingredients like Vetiver Root, Petitgrain, and Bergamot Rind. The formulation is described as "Rich, readily absorbed moisturising balm to soothe and... characterised by its complex woody aroma and enhanced with... Lactate and carefully selected emollients to effect sustained hydration." # Visual style The ad has a highly polished, studio-shot production quality with minimalist visual motifs. The image treatment includes careful lighting effects and background removal. The typography is clean and integrated seamlessly. The visual style is intended to be high-design and disruptive, aiming for stop power in the feed through its simplicity and elegance. # Hooks Headline: 違いのわかる手をうるおす # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Rich, readily absorbed moisturising balm to soothe and hydrate skin - Complex woody aroma for a sensory experience # Benefits - to soothe and hydrate skin - characterised by its complex woody aroma - effect sustained hydration # Features - Vetiver Root - Petitgrain - Bergamot Rind - Rich, readily absorbed moisturising balm # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad focuses on promoting the brand and product from the brand's perspective. It highlights the product’s features, benefits, and ingredients. # Storyline - The ad opens with Japanese text that translates to “Moisturize hands that understand the difference,” which presents the brand's understanding of the target audience's discerning taste from the brand's perspective. This sets the tone and introduces the product's core benefit, targeting sophisticated customers. - Next, the focal point shifts to the Aesop product bottle, which showcases the product and brand identity. This part of the story is told from the brand's perspective. This provides a clear product display, highlighting its packaging and design. - Lastly, the label text highlights key ingredients and moisturizing benefits of the product. The brand is building trust by highlighting the product's key ingredients and benefits. This is also from the brand's perspective.

# Ad summary This ad features a darkly lit and moody shot of an Aesop scented candle, oil, and incense. The ad appears to target consumers interested in luxury home fragrance products. # Brand positioning Aesop is presented as a luxury brand specializing in fragrances. The overall aesthetic leans into dark, moody, and high-end photography, which helps create a luxurious and sophisticated ambiance. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, aromatic products that enhance the sensory experience of a space. The brand's products seem designed for those who appreciate fine details, sophisticated aesthetics, and a touch of indulgence in their daily routines. # Product The ad features several home fragrance products by Aesop. First, an amber glass bottle that appears to be a scented oil or room spray is featured with a label. Next to it is a white candle with a cylindrical container. The candle is lit. To the left of the frame, there is an incense stick burning in a brass incense holder. The ad also features a large brown decorative bottle that appears to be ornamental. These products are designed to create a fragrant and inviting atmosphere in one's home. The products are subtly presented, emphasizing their sophisticated design and the sensory experience they provide. The inclusion of a burning candle and incense stick underscores the products' intended use in creating ambiance. # Visual style The visual style of the ad is highly polished and moody, with a focus on creating a luxurious and sophisticated ambiance. The ad features a studio-shot image with careful lighting and color grading to enhance the products' presentation. The overall aesthetic is dark and atmospheric, with a shallow depth of field that draws attention to the products. The typography is integrated subtly and elegantly, complementing the overall design. # Hooks Headline: Aēsop. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - A collection of aromatic products designed to create a fragrant and inviting atmosphere. # Benefits - Enhance the sensory experience of a space - create a fragrant and inviting atmosphere in one's home # Features - aromatic products - collection of fragrances # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its product lineup and aesthetic. # Storyline - The ad opens with a moody, artistic shot of the Aesop home fragrance collection. The brand is telling the story through a lifestyle image that sets a luxurious, sensory-focused tone. - The image showcases key products from the Aesop collection, including a scented candle, oil, and incense. The brand highlights the collection's ability to create a fragrant and inviting atmosphere in a home. - The burning candle and incense help create an atmosphere of relaxation and luxury. The brand conveys the experience of using the products.

# Ad summary This ad showcases Aēsop fragrance by presenting the fragrance bottle alongside a stack of aged books, suggesting a blend of classic sophistication and literary appreciation. # Brand positioning Aēsop presents itself as a brand deeply rooted in understated luxury and intellectual sophistication. It eschews flashy or trendy aesthetics in favor of a classic, almost academic appeal. The brand aligns itself with a consumer who values subtlety, timelessness, and a connection to the literary and artistic world. Rather than pushing against category norms, Aēsop leans into a sense of refined elegance, differentiating itself through a focus on quality ingredients, minimalistic packaging, and an overall aura of cultured taste. # Product The advertised product is a fragrance presented in a dark amber glass bottle with a matte black cylindrical cap. The bottle contains a brown-tinted liquid and is partially visible, hinting at the product's natural composition. The fragrance is positioned as a sophisticated and refined product. It is designed for individuals who appreciate subtle, high-quality fragrances that evoke a sense of classic elegance. The ad emphasizes the product's integration with literary and intellectual pursuits, suggesting the fragrance is not just a scent but an accessory to a cultivated lifestyle. # Visual style The ad has a highly polished, studio-shot production quality. It employs a classic visual motif, reminiscent of still-life paintings. The image treatment involves warm color grading and soft lighting to create a sense of timeless elegance. Typography is integrated subtly, and the overall style contrasts platform norms by favoring sophistication over trendiness, enhancing its stop power in feed through its distinctive, elevated aesthetic. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Fragrance # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's perspective is evident in the artful arrangement of the product and props, designed to evoke a sense of sophistication and intellectual appeal throughout the image. # Storyline - The image opens with a meticulously arranged composition of a fragrance bottle next to a stack of old books. This is intended to convey a sense of timeless sophistication and intellectual depth from the brand's perspective. - The fragrance bottle is the central focus, positioned prominently to invite the viewer to associate the product with the cultivated atmosphere created by the books. This is conveyed from the brand's perspective. - The subtle lighting and muted color palette create a warm, inviting ambiance, aiming to draw the viewer into a world of understated luxury and artistic appreciation. This is conveyed from the brand's perspective.

# Ad summary This ad showcases Aesop brand hair products against a dark background. # Brand positioning Aesop positions itself as a premium brand. The brand aims to occupy a space in the consumer's mind that associates it with sophistication, high-quality ingredients, and effective formulations, all while maintaining an understated and refined tone. The products themselves feature minimalist packaging and a muted color palette, aligning with a lifestyle that values thoughtful consumption and a curated approach to personal care. Aesop appears to push against the norms of flashy marketing, trendy gimmicks, and excessive claims, choosing instead to focus on subtle luxury and functional efficacy. It leans towards emotional brand positioning by inspiring a sense of calm and a connection to craftsmanship. # Product The ad features Aesop's hair care products, specifically Shampoo and Conditioner, along with a hair and scalp moisturizing masque. The shampoo and conditioner come in identical dark brown pump bottles and are formulated to address various hair types and concerns. The hair and scalp moisturizing masque is packaged in a black tube with a silver screw-on cap. The ad language and presentation implies the products work together, offering a comprehensive hair care solution. The products are worth trying or buying because they are presented as a carefully curated collection designed for those who appreciate high-quality, effective, and subtly luxurious hair care. # Visual style The ad features a highly polished, studio-shot aesthetic with dark, moody lighting. The visual motif is minimalist, with a focus on the product and its packaging. The image treatment includes color grading to enhance the richness of the dark tones. The typography integration is clean and simple. The overall effect is one of understated luxury and sophistication, contrasting with the louder, more visually busy aesthetics often found on social media. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Complete haircare with Shampoo, Conditioner and Scalp Treatment # Benefits - Haircare # Features - Shampoo - Conditioner - Rose Hair & Scalp Moisturising Masque # Call to action None used. # Social proof - None used. # Point of view - Brand: The presentation of the brand name, product arrangement, and overall visual style is to establish the brand's luxury positioning. # Storyline - The brand aims to convey a sense of sophistication and refined taste through minimalist product presentation and dark, moody lighting. The intention is to attract consumers who value high-quality, understated luxury in their personal care choices; the audience is experiencing this from the brand's perspective.

# Ad summary This ad features two Aesop hand care products: the Aesop Reverence Aromatique Hand Balm and the Aesop Reverence Aromatique Hand Wash. They are presented together as a duet to soften and care for hands. # Brand positioning Aesop is presented as a luxury brand specializing in hand care. The inclusion of Aromatique in the product names suggests a focus on fragrance and sensory experience. The brand's positioning is further reinforced through minimalist, apothecary-style packaging, and the pairing of hand wash and balm suggests a comprehensive hand care ritual. The brand's positioning is sophisticated and aesthetically driven, with an emphasis on both function and sensory pleasure. # Product The ad features two distinct hand care products. First, the Aesop Reverence Aromatique Hand Balm is a moisturizing balm designed to soften and condition the hands. Second, the Aesop Reverence Aromatique Hand Wash is formulated to gently cleanse the hands. Both products are packaged in dark brown, apothecary-style bottles with minimalist labels. Together, they form a hand care 'duet', suggesting a comprehensive approach to hand hygiene and care. The products aim to provide a sensory experience through aromatic ingredients while ensuring hands remain clean and soft. # Visual style The ad features a minimalist and high-end aesthetic, employing a studio-shot image with carefully controlled lighting. The dark color palette and clean composition evoke a sense of sophistication and luxury. The image treatment includes subtle reflections and soft lighting, enhancing the product's visual appeal. # Hooks Headline: 手肌をやわらかく 整えるハンドケア デュエット # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Hand care duet to soften and care for hands # Benefits - Soften and care for hands # Features - Aromatique Hand Balm - Aromatique Hand Wash # Call to action None used. # Social proof - None used. # Point of view - Brand: Shown through the entire image, the brand's perspective is evident in the curated product presentation and messaging, emphasizing the benefits and value of its hand care products. # Storyline - The ad opens with a message displayed in the upper section of the image, highlighting that this is a hand care duet to soften and care for hands, which draws viewers in by emphasizing the dual benefits of using these hand care products together. The perspective is that of the brand, Aesop, and the intention is to immediately convey the product's primary purpose and value proposition. - The scene transitions to display both products, which are the Aesop Reverence Aromatique Hand Balm and the Hand Wash in dark brown bottles, which provides a clear view of the product being promoted. The image's perspective remains with the brand, and the intent is to showcase the product itself, allowing potential customers to assess its aesthetic and imagine its use. - The ad concludes by presenting the Aesop Reverence Aromatique Hand Balm along with its packaging in a minimalist aesthetic, which reinforces the brand’s focus on sensory experience and a comprehensive hand care ritual. From the perspective of the brand, the aim is to solidify the brand image and underscore the value of the Aesop hand care duet.

# Ad summary This ad showcases Aesop skincare products, emphasizing their luxurious and sophisticated brand aesthetic. It features a range of products in a visually appealing arrangement, set against a neutral background, with a soft lighting. # Brand positioning Aesop positions itself as a luxury skincare brand, emphasizing sophistication and elegance through minimalistic design and a muted color palette. The brand appears to value quality ingredients and a refined aesthetic, appealing to consumers who appreciate a luxurious and understated approach to skincare. The brand seems to push against the norms of more vibrant, attention-grabbing skincare brands, favoring a more subtle and refined presentation. The positioning is both emotional, due to the luxurious feel, and functional, based on the products' quality and design. # Product The ad features several Aesop skincare products, including a serum in a dark amber glass bottle with a dropper, facial creams in dark brown glass jars with black lids, and a facial toner in a tall dark amber bottle. These products are likely formulated with plant-based ingredients for skincare and are presented in minimalist packaging. The products are displayed together to showcase a range of skincare solutions for a complete routine. The products seem targeted towards those who appreciate high-quality, natural ingredients and are willing to invest in a premium skincare experience. # Visual style The ad uses a minimalist and sophisticated visual style, focusing on the product's shape and packaging. The image employs soft lighting, a muted color palette, and a clean composition to create a sense of luxury and elegance. The reflection of a person in the mirror adds a subtle human touch, enhancing the overall aesthetic. The production quality appears highly polished and studio-shot. # Hooks Headline: Aēsop. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Skincare # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image conveys the brand's perspective by showcasing its name, product range, and overall aesthetic, positioning Aesop as a purveyor of luxury skincare. # Storyline - The ad opens with the Aesop brand name and the word "スキンケア" (Skincare) in Japanese. The brand is setting the tone for elegance and global appeal, aligning the image with a sophisticated audience. - The perspective then shifts to showcase an arrangement of Aesop products. This moment immerses the audience in the brand's range of skincare offerings and premium aesthetic. - Finally, the focus remains on the arrangement of products. This reinforces Aesop's luxurious brand positioning, encouraging consumers to consider incorporating these high-end products into their daily skincare ritual.

# Ad summary A demonstration of Aēsop Reveerence Aromatique Hand Wash being dispensed from its pump bottle. # Brand positioning Aēsop is presented as a luxury skincare brand with a minimalist aesthetic and a focus on natural ingredients. The visual focuses on a single, elegantly packaged product presented against a simple background. The brand's commitment to high-quality ingredients is reinforced by the detailed ingredient list displayed on the product label. # Product The Aēsop Reverence Aromatique Hand Wash is a gel hand wash designed to gently scrub and exfoliate the hands. The hand wash dispenses as a clear gel. The product contains finely milled Pumice along with Vetiver Root and Bergamot Rind. It comes in a dark amber bottle with a black pump. # Visual style The ad features a clean and minimalist aesthetic. The high-quality studio shot has dark and moody lighting that emphasizes the product's texture and color. The focus is tightly cropped on the hands and the bottle to highlight the product details. The overall visual style is sophisticated and emphasizes the premium nature of the brand. # Hooks Headline: よく働く手と指に # Funnel stage Middle of funnel # Pain points The need for a hand wash that not only cleans but also exfoliates and leaves hands feeling thoroughly cleansed. # Value propositions - Exfoliating hand wash with finely milled Pumice to gently scrub the skin - Formulated with Vetiver Root, Petitgrain extract and Bergamot Rind to ensure scrupulously clean hands # Benefits - gently scrub the skin - ensure scrupulously clean hands # Features - Exfoliating hand wash with finely milled Pumice - Formulated with Vetiver Root, Petitgrain extract and Bergamot Rind # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the product with high-quality visuals and branding, presented from a brand perspective to highlight product details and user experience. # Storyline - The ad opens with a close-up view of two hands interacting with the Aēsop Reverence Aromatique Hand Wash bottle. This draws the viewer's attention to the product itself and its texture as it's dispensed. - The hands press down on the pump, showing the hand wash dispensing as a clear gel, and allowing the viewer to see how the product works in real-time. - The camera remains focused on the bottle, which displays the product name and key ingredients, giving the audience a closer look at the product's branding and formula.

# Ad summary This ad showcases an Aesop fragrance bottle next to a stack of books. The ad prompts viewers to order online at aesop.com. # Brand positioning Aesop is presented as a sophisticated and refined brand, aligning itself with a sense of intellectualism and timeless elegance. The brand aims to occupy a space in the consumer's mind that values quality, artistry, and a connection to classic literature and culture. Aesop promotes a lifestyle of understated luxury and thoughtful curation, appealing to those who appreciate the finer things in life and seek products that reflect their discerning taste. The brand ignores category norms by focusing on a minimalist aesthetic and a sense of quiet sophistication, setting itself apart from more flashy or trend-driven competitors. The brand positioning is emotional, appealing to consumers' desire for beauty, refinement, and a connection to art and culture. # Product The product featured is a fragrance by Aesop, presented in a dark amber glass bottle with a black cylindrical cap. The bottle is partially transparent, revealing a light amber liquid inside. The fragrance is positioned as a sophisticated and refined scent, appealing to those with discerning taste. The ad highlights the brand's commitment to quality and artistry, suggesting that the fragrance is a luxurious and timeless addition to one's personal collection. The use occasion is not explicitly stated, but the overall aesthetic implies that the fragrance is suitable for everyday wear or special occasions. The ad addresses the purchase barrier of uncertainty by showcasing the product in a visually appealing and aspirational manner, enticing viewers to order online and experience the fragrance for themselves. # Visual style The ad has a highly polished, studio-shot production quality, with a focus on creating a sense of sophistication and timeless elegance. The visual motif is a flatlay arrangement, with the fragrance bottle and books carefully positioned to create a visually appealing composition. The image treatment includes soft lighting and color grading to enhance the warm and inviting atmosphere. The typography is integrated in a clean and legible manner, complementing the overall aesthetic. The visual style contrasts with platform norms by focusing on understated luxury and quiet sophistication, setting it apart from more flashy or trend-driven content. This style may impact scannability by requiring viewers to pause and appreciate the details, but it also enhances stop power by creating a sense of intrigue and exclusivity. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Fragrance # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its product in a sophisticated and refined manner, aligning itself with a sense of intellectualism and timeless elegance. # Storyline - The ad opens with a visually striking image of an Aesop fragrance bottle placed next to a stack of old books. This is intended to create a sense of sophistication and intellectualism, aligning the brand with classic literature and culture. The brand is telling this part of the story. - The ad then presents the brand name and product category, followed by a call to action to order online. This is intended to inform viewers about the product and encourage them to make a purchase. The brand is telling this part of the story.

# Ad summary This ad features a close-up, abstract view of Aesop products with a background music track. # Brand positioning Aesop is presented as a high-end skincare brand that focuses on the art and science of skincare. The brand aims to occupy a space in the consumer's mind as a sophisticated and curated brand, aligning with values of subtlety, quality, and mindfulness. The brand pushes against industry norms by using minimalist design, and its positioning is more emotional, evoking a sense of calm and sophistication. # Product The product featured is the Aesop skincare serum. The serum is displayed in a brown glass bottle with a dropper, presented as a potent formula. The serum is highlighted for its sophisticated formulation and implied benefits for skin health. The ad focuses on the luxurious and scientific aspects of the product. The serums come in different colors and are in clear glass tubes. # Visual style The ad has a polished and sophisticated aesthetic, resembling a high-end commercial. The editing style consists of smooth transitions and static shots. The production quality is high. The pacing is slow, creating a sense of calm and luxury. # Hooks Text overlay: 00:00–00:01: Aēsop. Visual: 00:00–00:01: The video opens with a macro shot of a clear bubble with liquid inside against a soft blue background. The bubble is round and reflects light, creating highlights and shadows. White text "Aēsop." is displayed in the center of the frame. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Hydration Boost Serum - B3 Ceder Atlas - Squalane & Ribose # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the official brand perspective. # Storyline - 00:00–00:05 00:00–00:05: Abstract shots focus on liquids in science lab glassware. - 00:05–00:07 00:05–00:07: Product shot of Aesop Resolute serum bottle and lab glassware.

# Ad summary This image ad features two Aesop Resolute Facial Concentrate bottles against a blue background. The ad highlights the product's function of renewing, replenishing, and supporting skin resilience. # Brand positioning Aesop is presented as a premium skincare brand focused on providing advanced solutions for skin health. The brand emphasizes a science-backed approach by including ingredients like retinoid and squalane in their formulations, promoting a functional positioning within the skincare market. Aesop aims to occupy a space in the consumer's mind as a reliable and sophisticated option for those seeking to improve their skin's resilience and overall condition, aligning with a lifestyle of self-care and attention to detail. Aesop positions itself away from basic skincare norms, highlighting ingredients and a solution-oriented approach. # Product The advertised product is the Aesop Resolute Facial Concentrate, an oil-serum formulated to improve skin health and resilience. The product contains retinoid, cedar atlas, and squalane. It aims to renew and refine skin for an even, resilient complexion. Intended for evening application, the concentrate is designed to support the skin's barrier and provide essential hydration. It comes in a dark amber glass bottle with a dropper for precise application, addressing potential purchase barriers by conveying a commitment to effective, high-quality ingredients and a sophisticated user experience. # Visual style The ad has a polished, studio-shot production quality with minimalist design. The visual motif includes a clean, reflective surface and gradient background. The image treatment features sharp focus on the product with soft lighting and a slight color grade to enhance the blue tones. The typography is integrated subtly with the product labels being the primary text elements, contributing to a high-design aesthetic. The style is native to platforms that value sophisticated visuals, such as Instagram, and is designed for high scannability. # Hooks Headline: Aesop. Resolute Facial Concentrate For renewed, replenished, resilient skin # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Renewed, replenished, resilient skin through retinoid, cedar atlas, and squalane # Benefits - For renewed skin - For replenished skin - For resilient skin - Expect and refine, for even, resilient skin # Features - Retinoid - Cedar Atlas - Squalane # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand's POV focuses on presenting the product's benefits and ingredients. # Storyline - The ad opens by showcasing the Aesop brand and Resolute Facial Concentrate, establishing the product as the focal point. This intro aims to capture attention and set the stage for product details, presented from the brand's perspective. - The ad follows by highlighting the product's key benefits for skin: renewed, replenished, and resilient. This underscores the intended results and positions the concentrate as a comprehensive skincare solution, told from the brand's POV. - The ad continues with detailed ingredient information like retinoid, cedar atlas, and squalane, building credibility through scientific backing. This reinforces the product's efficacy and builds trust with informed consumers, presented from the brand's perspective.

# Ad summary This ad features a close-up shot of an Aesop Eau de Parfum bottle, highlighting the brand and product name against a backdrop of the perfume liquid. # Brand positioning Aesop is presented as a brand focused on luxury fragrances. The brand name is prominently displayed, suggesting a focus on brand recognition and reputation. The ad emphasizes the brand's association with high-end perfumes, positioning it within the luxury fragrance market. The brand's positioning is emotional, appealing to consumers who value sophistication and quality in their fragrance choices. # Product The product featured is Aesop's 'Above Us, Steorra' Eau de Parfum. The ad showcases the product's name and type, emphasizing its identity as a high-end fragrance. The product is presented in a glass bottle, with the perfume liquid visible, highlighting its color and texture. The ad focuses on the sensory experience of the fragrance, inviting viewers to imagine its scent and quality. The ad aims to convey the product's value and desirability, encouraging viewers to consider it as a premium fragrance option. # Visual style The ad features a minimalist and sophisticated visual style, with a focus on clean typography and soft lighting. The close-up shot of the product creates a sense of intimacy and luxury. The image treatment includes a shallow depth of field, blurring the background and emphasizing the text elements. The overall aesthetic is high-end and refined, aligning with the brand's image. # Hooks Headline: Above Us, Steorra # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Eau de Parfum # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image focuses on showcasing the Aesop brand and its Eau de Parfum, highlighting the product's name, type, and visual appeal. # Storyline - The ad opens with a close-up of the Aesop bottle, immediately establishing the brand and product. This is from the brand's perspective, aiming to capture the viewer's attention and create a sense of luxury and exclusivity. - The focus then shifts to the product name, 'Above Us, Steorra,' and the product type, 'Eau de Parfum,' providing essential information about the fragrance. This is from the brand's perspective, informing the audience about the specific product being advertised. - The visual emphasis on the perfume liquid creates a sensory experience, inviting viewers to imagine the scent and quality of the fragrance. This is from the brand's perspective, aiming to evoke desire and interest in the product.