How amika: Advertises on Meta

# Ad summary This ad features a woman promoting Amika’s Big Embrace smoothing whipped body butter and the Amika Aura hair and body mist. She claims that using both products will make the user smell amazing and provide glowing skin, which she emphasizes by showing before and after results. # Brand positioning Amika is presented as a beauty and self-care brand specializing in products for hair and body. Positioned in the upper-middle market, the brand focuses on premium ingredients and sensory experiences, aligning with a lifestyle of indulgence. The ad focuses on creating soft and glowing skin with a pleasant scent, which is positioned as a key brand identifier. # Product This ad features two Amika products: the Big Embrace Smoothing Whipped Body Butter and the Aura Hair + Body Mist. The Big Embrace Body Butter is presented as a moisturizing and smoothing product with a warm fruity floral scent, containing notes of juicy apricot, pink grapefruit, and nostalgic vanilla. It promises the softest and most glowy skin. The Amika Aura Hair + Body Mist, complements the body butter by adding a scented mist to the hair and body, which the ad implies will leave the user smelling amazing. # Visual style This ad has a polished UGC feel, filmed selfie-style in natural lighting. The editing style is simple, but all transitions are relatively smooth. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:04 If you wanna get a million compliments, saying you absolutely smell phenomenal, locking bestie, Text overlay: most complimented scent combo (Lower left of the screen) Visual: 00:00–00:04 The woman, likely in her early to mid twenties, is holding the Amika body butter and hair and body mist while looking directly at the camera. She is light skinned with long reddish-blonde hair, and has full glam makeup. She is wearing a black tank top, and is positioned in front of a window with white curtains. She is holding the products up to the camera as she talks. # Funnel stage Consideration # Pain points Many people want to receive compliments on their appearance but are unsure how to achieve that, as implied through the use of the line "If you wanna get a million compliments." # Value propositions - Warm fruity floral scent: Having a lotion that contains a pleasant smell - Softening and hydrating the skin: Provides extra soft skin # Benefits - Softest, most glowy skin - Smell amazing # Features - Smoothing whipped body butter - Notes of juicy apricot, pink grapefruit, and nostalgic vanilla - Softening and hydrating # Call to action Shop now at loveamika.com # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the point of view of someone who has tried and loved the product. # Storyline - 00:00–00:04 00:00–00:04 A woman holds two Amika products and says that using the combination will get the user a million compliments and have people saying they smell phenomenal. She speaks to the camera as if sharing a life hack with the viewers. - 00:04–00:07 00:04–00:07 The woman holds the Amika Big Embrace Smoothing Whipped Body Butter and shares its name. She emphasizes the newness of the product while holding it up for the camera and pointing to the product’s label. - 00:07–00:11 00:07–00:11 She continues discussing the body butter and claims it will leave the user with the softest and most glowy skin and that you’ll smell amazing. She moves her hands as if motioning to her body, emphasizing the end result. - 00:11–00:13 00:11–00:13 She mentions a before and after transformation before looking off camera to the right, signaling a transition. - 00:13–00:21 00:13–00:21 She details the scent profile of the body butter as being warm, fruity, and floral, having notes of juicy apricot, pink grapefruit, and nostalgic vanilla. She applies the body butter to her arm and chest, demonstrating the product use, while emphasizing the softening and hydrating effects of the product. - 00:21–00:24 00:21–00:24 She transitions to the Amika Aura Hair + Body Mist, using it to emphasize the glow and scent. The woman demonstrates the product by spraying it over herself. - 00:24–00:28 00:24–00:28 She claims the glow speaks for itself, and she asks if you’re ready to get a million compliments. She looks directly at the camera and shares the question as if directly speaking to a friend. - 00:28–00:31 00:28–00:31 She says you’re welcome in advance, then shares the website to shop the product.

# Ad summary A content creator shares her love for the new Amika body care collection. She speaks specifically to the line's iconic, fruity fresh scent and the benefits of using the products for brighter, softer, and smoother skin. # Brand positioning Amika is a brand that aims to occupy space in the consumer's mind as a youthful, beauty-forward body care brand with iconic, recognizable scents and bright packaging. The brand promotes a fun and positive lifestyle, as well as a love for beauty and self-care. The brand offers a range of beauty and body products that are designed to promote softer, brighter, and smoother skin. The brand goes against category norms by using vivid colors and emphasizing the experience of using the products over the product features. # Product Amika's body care line is a new body care collection designed to soften, brighten, and smooth the skin, all while having a fresh, fruity scent. The product line consists of four products: Shower Thoughts soft plus silky body wash, Big Embrace smoothing whipped body butter, I'm Glistening radiant rich body oil, and Amika orra hair plus body mist. The iconic scent includes juicy apricot, pink grapefruit, and nostalgic vanilla. The line is being promoted by an influencer. # Visual style The ad has a UGC aesthetic, giving it a scrappy and authentic feel. It is shot in natural light, but the colors are vivid and bright. There are quick cuts throughout the ad. The production quality feels high, and is shot in an influencer-style format. The cuts, product actions, and text, are all timed to the music beats. The pace is fast and consistent across the ad. # Hooks Spoken: Female 1: I manifested Amika having a body care routine, and look what I have! Visual: 00:00–00:04: A woman with tattoos on her legs sits on a couch in front of a wall covered in framed posters and art. She holds a white tray with several Amika body care products, which she is presenting to the camera. # Funnel stage Consideration # Pain points None used. # Value propositions - Soft plus silky body wash for soft and smooth skin - Smoothing whipped body butter for smooth skin - Hair plus body mist to just seal everything # Benefits - It's gonna soften - It's gonna brighten - It's gonna smooth - You can put it on your hair and it's not gonna dry it out # Features - Soft plus silky body wash - Smoothing whipped body butter - Radiant rich body oil - Hair plus body mist - Iconic fruity fresh Amika scent - Juicy apricot - Pink grapefruit - Nostalgic vanilla # Call to action Add this to your cart, because you desperately need this Amika. # Social proof - "I manifested Amika having a body care routine, and look what I have!" – Female 1 (Creator) - "When I tell you I rub this into my skin. And baby, you see how that melted in?" – Female 1 (Creator) - "If you know me you know I love a good body oil." – Female 1 (Creator) - "Now y'all very much well know that I would never gatekeep anything for y'all." – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a creator. # Storyline - 00:00–00:07 The content creator introduces the new Amika body care collection. - 00:08–00:12 She then showcases the Shower Thoughts soft plus silky body wash and the Big Embrace smoothing whipped body butter. - 00:12–00:17 She applies the whipped body butter to her leg and rubs it into her skin. - 00:17–00:22 The content creator showcases I'm Glistening radiant rich body oil and then showcases the hair plus body mist. - 00:22–00:29 She notes that the product line is scented with the iconic Amika fruity fresh scent, with notes of juicy apricot, pink grapefruit, and vanilla. - 00:29–00:34 She describes the body care line's overall purpose: to soften, brighten, and smooth your skin. - 00:34–00:40 She says that the hair plus body mist can also be used on your hair without drying it out. - 00:40–00:47 She prompts viewers to shop at loveamika.com or sephora.com because they desperately need the Amika body care line.

# Ad summary This ad showcases Amika's new clinically proven body care line. It highlights the softening, smoothing, hydrating, and discoloration-fading benefits of the body wash, body butter, and body oil through close-up application shots and joyful interactions between friends. # Brand positioning Amika positions itself as a provider of clinically proven body care that promotes body joy. The brand appeals to consumers seeking effective skincare solutions and aligns with values of inclusivity and self-acceptance. With its commitment to skincare benefits and joyful aesthetic, Amika stands out by making body care routines feel less clinical and more enjoyable. # Product The ad features three Amika body care products. The "shower thoughts" softening body wash is described as a soft + silky body wash. The "big embrace" smoothing whipped body butter is advertised for its smoothing properties and hydrates up to 48 hours. The "I'm glistening" radiant rich body oil is presented as a radiant body oil that fades discoloration. All three products are packaged in bright pink containers and are designed for daily use to enhance skin's softness, hydration, and radiance. # Visual style The ad features a bright, polished aesthetic with a consistent pink color scheme. The editing style combines static shots of product displays with close-up action shots, using smooth transitions. The production quality is high-end, resembling a professional commercial, which aligns with the brand's premium positioning. The visual motif includes recurring pink backgrounds and packaging, emphasizing brand recognition. The pacing is moderate, with cuts timed to the underlying music track. # Hooks Text overlay: 00:00–00:02 amika: / 00:00–00:02 NEW / 00:00–00:02 clinically proven body care Visual: 00:00–00:02 The shot features three Amika products: the "shower thoughts" softening body wash in a bottle, the "big embrace" smoothing whipped body butter in a jar, and the "I'm glistening" radiant rich body oil in a bottle. They are all arranged on a glossy pink surface, with a light pink background. The camera is stationary and eye-level, providing a clear view of the products. The text overlay reads "amika: NEW clinically proven body care." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for effective body care solutions that provide instant softening, long-lasting hydration, and fading of discoloration. Visually, this is implied by the need for lotion or oils to keep skin moisturized. The ad aims to solve the problem of dry, uneven skin by presenting its clinically proven products. # Value propositions - Clinically proven body care - Body joy, bottled # Benefits - Softens skin instantly - Hydrates up to 48 hours - Fades discoloration # Features - Soft + silky body wash - Smoothing whipped body butter - Radiant rich body oil # Call to action None used. # Social proof - The ad includes the text overlays that the products are clinically proven. The asterisk leads to the line: "based on a clinical study of 21 participants" for the body wash, "based on a clinical study of 22 participants" for the body butter, and "based on a 4-week clinical study of 30 participants" for the body oil. # Point of view - Brand 100% – This ad is told from the brand’s official perspective, showcasing product details, benefits, and emotional connection through visuals and text overlays. # Storyline - 00:00–00:02 The ad opens by showcasing all three Amika body care products. - 00:02–00:05 00:02–00:05 The ad transitions to a shot of the products sitting on a shelf in a brightly lit shower as the text overlay states: "softening body wash". The messaging intention is to highlight the shower thoughts product and it's benefit, while an arm reaches in to grab the softening body wash. - 00:05–00:08 00:05–00:08 The ad features someone applying the big embrace smoothing body butter on their leg. The text overlay states: "smoothing body butter". The brand is providing a visual demonstration of how to apply the product as well as the product name and benefit. - 00:08–00:12 00:08–00:12 The ad features someone applying the I'm glistening radiant body oil on their shoulder and chest. The text overlay states: "radiant body oil". The brand is providing a visual demonstration of how to apply the product as well as the product name and benefit. - 00:12–00:18 00:12–00:18 Two women are embracing and laughing as the text overlay states: "body joy, bottled". This scene shifts the POV to a more emotional level, as the brand attempts to associate their products with fun and acceptance. - 00:18–00:24 00:18–00:24 The ad transitions to a shot of the products sitting on a shelf in a brightly lit shower as the text overlay states: "softens skin instantly*". The asterisk leads to the line: "based on a clinical study of 21 participants". The messaging intention is to highlight clinical proof, and promote trust and credibility by emphasizing speed and scientific validation while an arm reaches in to grab the softening body wash. - 00:24–00:30 00:24–00:30 The ad features someone applying the big embrace smoothing body butter on their leg. The text overlay states: "hydrates up to 48 hours*". The asterisk leads to the line: "based on a clinical study of 22 participants". The brand is highlighting clinical proof, and promote trust and credibility by emphasizing scientific validation in regards to its hydration. - 00:30–00:36 00:30–00:36 The ad features someone applying the I'm glistening radiant body oil on their shoulder and chest. The text overlay states: "fades discoloration*". The asterisk leads to the line: "based on a 4-week clinical study of 30 participants". The brand is highlighting clinical proof, and promote trust and credibility by emphasizing scientific validation in regards to its effect on discoloration. - 00:36–00:43 00:36–00:43 The ad features two women embracing and laughing as the text overlay states: "body joy, bottled". This scene shifts the POV to a more emotional level, as the brand attempts to associate their products with fun and acceptance.

# Ad summary This ad is for amika body care, with the influencer showcasing and applying the brand’s body butter and hair & body mist to achieve a glowing, hydrated look and cohesive scent layering. # Brand positioning amika is presented as a brand that extends its expertise from haircare into body care, maintaining the same iconic fragrance across all products. The ad suggests that amika is known for high-quality formulations, and the move into body care is a natural progression for loyal customers of their hair products. The brand aligns with a lifestyle that values both aesthetic appeal (glowing skin) and sensory experience (amazing scents). Amika aims to occupy a space in the consumer's mind as a go-to brand for fragrance, offering a cohesive layering experience through its product lines. The brand positioning balances functional benefits (hydration, rich body butter) with emotional satisfaction (feeling and smelling amazing). # Product The ad features amika’s “big embrace” smoothing whipped body butter and hair + body mist. The body butter is described as a rich moisturizer designed for individuals with dry skin. Its key feature is its ability to lock in moisture while leaving the skin glowing and hydrated. The scent is described as the iconic amika fragrance, characterized as a fruity floral with a hint of vanilla. The hair + body mist is a spray fragrance that complements the body butter, allowing for a cohesive scent layering experience, and also uses the iconic amika fragrance. Both products are for people who value skincare with a pleasant scent, which the ad calls a "cohesive layering combination." # Visual style The ad features a polished, clean aesthetic typical of beauty influencer content. The video is shot in a bright, natural light setting in the influencer’s bathroom. The editing style includes quick cuts between the influencer speaking and close-up shots of the products, syncing with the pacing of her speech to maintain engagement. The production quality is high-end, creating a polished commercial feel aimed at showcasing the luxury of the amika products. # Hooks Spoken: Female 1: 00:00–00:04: Looking glowy and smelling amazing are two of my non-negotiables, and these two products have officially joined the body care lineup. Visual: 00:00–00:02: A woman with long, dark hair pulled back into a ponytail, wearing a white tank top, and noticeable makeup, stands in a bathroom, looking directly at the camera while gesturing with her hands. / 00:02–00:05: The woman holds up the amika “big embrace” body butter and hair and body mist, both in bright pink packaging, showcasing the products. # Funnel stage Consideration # Pain points The pain point is dry skin, which the influencer explicitly mentions: "I have super dry skin, so I need a rich body butter that is going to lock in moisture." # Value propositions - Looking glowy and smelling amazing are two of my non-negotiables. - Perfect cohesive layering combo # Benefits - Looking glowy - Smelling amazing - Lock in moisture - Hydrated skin # Features - Smoothing whipped body butter - Hair + body mist - Iconic amika fragrance - Fruity floral with vanilla (scent profile) - Rich body butter # Call to action Shop now at loveamika.com # Point of view - Customer 100% – The ad is presented from the perspective of a satisfied customer, sharing her experience and enthusiasm for the brand. # Storyline - 00:00–00:05 The influencer starts by stating that looking glowy and smelling amazing are her non-negotiables. She shares that the amika products she is about to show have officially joined her body care lineup, indicating these products are essential for achieving her desired aesthetic. - 00:05–00:18 As a longtime amika haircare user, she highlights how exciting and sensible it is for amika to extend into body care. She shares that the body butter smells like amika’s iconic fragrance, a fruity floral with vanilla, implying that the body butter will be appealing to people who love that scent. - 00:18–00:28 She states that because she has super dry skin, she needs a rich body butter that will lock in moisture. She highlights the benefit of looking glowy and hydrated as a result of using this body butter, clarifying the product’s moisturizing and aesthetic outcomes. - 00:28–00:37 She introduces the hair and body mist, stating it’s the perfect way to top it all off. She sprays the mist onto her hair and body to lock in the scent, calling it the perfect cohesive layering combination, emphasizing the synergy between the body butter and mist. - 00:37–00:42 She acknowledges that the audience can't experience the softness or scent directly, but urges viewers to trust her that they need these products, creating a sense of urgency. She states the brand's URL, providing a direct call to action for viewers to purchase the products.

# Ad summary This ad promotes Amika's new clinically proven body care line with the goal of extending skin care below the neck, with a specific focus on the benefits of the shower thoughts body wash, the big embrace body butter and the i'm glistening body oil, all of which hydrate and provide a radiant glow to the user. The ad also emphasizes the brand's inclusivity. # Brand positioning Amika is presented as a brand that is expanding from hair care into body care. The brand aims to occupy a space in the consumer's mind as inclusive and clinically effective. It promotes the values of self-care and glowing inside and out. The brand pushes against category norms by extending 'next level care' beyond just hair. The brand positioning is both functional (clinically proven, hydrating) and emotional (warm, embracing). # Product The ad features Amika's new clinically proven body care line, specifically the shower thoughts body wash, the big embrace body butter, and the i'm glistening body oil. The shower thoughts body wash is a soft + silky body wash that is formulated with effective ingredients to soften skin instantly. The big embrace body butter has rich luxurious textures that smooth and hydrate up to 48 hours. The i'm glistening body oil has a warm, fruity floral scent and keeps you glowing all-day, inside and out. # Visual style The ad has a polished, commercial aesthetic with vibrant pink backgrounds. The editing style includes quick cuts and smooth transitions. The production quality is high-end, supporting the brand's image. The pacing is consistent at around 15 cuts per minute, creating a dynamic feel. The cuts and text overlays are timed to the voiceover lines, enhancing the overall impact. # Hooks Spoken: 00:00–00:02: Next level care shouldn't stop at your hair. Text overlay: 00:00–00:03: amika: / 00:00–00:03: NEW / 00:00–00:03: clinically proven body care Visual: 00:00–00:03: The camera is positioned behind a person in the shower with wet black hair. The water pours down the person's back. The Amika logo is displayed on the screen, with the text 'NEW clinically proven body care'. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point that skin care often stops at the neck, suggesting that bodies deserve the same level of attention and care as hair. 'Next level care shouldn't stop at your hair.' # Value propositions - Extending next level care beyond just hair to body - Clinically proven formulations for effective results - Luxurious textures and fragrances for a premium experience - Inclusivity: all hair. all bodies. all welcome. # Benefits - Softens skin instantly (shower thoughts body wash) - Hydrates up to 48 hours (big embrace body butter) - All-day radiant glow (i'm glistening body oil) # Features - Formulated with effective ingredients (shower thoughts body wash) - Rich luxurious textures (big embrace body butter) - Warm, fruity floral scent (i'm glistening body oil) # Call to action None used. # Social proof - The ad mentions that the results are '*based on a clinical study of 21 participants' when stating the benefits of the shower thoughts body wash and big embrace body butter, and '*based on a clinical study of 23 participants' when stating the benefits of the i'm glistening body oil. # Point of view - Brand 100% – The ad presents the official brand voice, promoting its new product line with specific claims and benefits. # Storyline - 00:00–00:02 00:00–00:02: A woman washes her hair in the shower. The narrator states that 'next level care shouldn't stop at your hair,' setting the premise that body care is an extension of hair care. - 00:03–00:05 00:03–00:05: A hand reaches for products lined up on a pink shelf, labeled with Amika's new body care line, 'clinically proven body care.' The message introduces Amika's expansion into body care, positioning it as clinically proven, establishing credibility. - 00:05–00:09 00:05–00:09: Close up of a woman's shoulder being washed with shower thoughts body wash to soften skin. The voiceover and text describe the body wash as softening skin instantly. - 00:09–00:14 00:09–00:14: Close up of a hand applying the big embrace body butter on a leg to hydrate. The voiceover states it hydrates up to 48 hours. - 00:15–00:18 00:15–00:18: A woman pumps the i'm glistening body oil into her hand and rubs it on her shoulder to provide an all-day radiant glow. The voiceover mentions Amika's warm, fruity floral scent. - 00:18–00:22 00:18–00:22: Two women are seen embracing. The Amika brand is shown. The text 'all hair. all bodies. all welcome.' appears. The tone is inclusive, promoting the brand's focus on diversity and acceptance.

# Ad summary This ad showcases Amika's Big Embrace body butter, emphasizing its ability to smooth skin instantly. The ad features visuals of the product being applied to skin, and focuses on the brand's inclusive message of 'all hair, all bodies, all welcome.' The ad ends with a clear call to action to shop at loveamika.com or Sephora. # Brand positioning Amika is presented as an inclusive beauty brand that embraces diversity and caters to 'all hair, all bodies.' The brand promotes a welcoming, body-positive message, positioning itself as accessible and appealing to a wide range of consumers. Its products are available at both its own website and Sephora, broadening its market reach. Amika aligns with a lifestyle that values inclusivity and self-acceptance, setting it apart from brands with more restrictive beauty standards. The brand's positioning is both functional, offering effective hair and body care, and emotional, fostering a sense of belonging and confidence. # Product The featured product is Amika's Big Embrace body butter, a smoothing whipped body butter. It is clinically proven to smooth skin instantly and is suitable for all bodies. The product is packaged in a bright pink, flower-shaped container, making it visually appealing and distinctive. The ad showcases the texture and application of the body butter, implying that it is easy to use and effective. The body butter is portrayed as a solution for achieving smooth, hydrated skin, encouraging viewers to try the product for themselves. # Visual style The ad has a polished and vibrant aesthetic, employing bright colors and smooth transitions. The production quality is high, giving it a commercial feel. The editing is quick, with fast cuts to maintain engagement. The visuals are designed to sync with the music, creating a dynamic viewing experience. # Hooks Spoken: 00:01–00:04: clinically proven to smooth skin instantly Text overlay: clinically proven to smooth skin instantly* / *based on a clinical study of 22 participants Visual: 00:01–00:04: A dark-skinned arm and hand scoop body butter from the pink container and apply it to a dark-skinned leg. The background is bright pink. On-screen text reads "clinically proven to smooth skin instantly" with an asterisk. The container is held at an angle in the upper-left. # Funnel stage Middle of funnel (Consideration) # Pain points Dry, rough, or textured skin – "clinically proven to smooth skin instantly" # Value propositions - The product’s value is derived from its clinical backing, assuring users of its effectiveness in smoothing skin. # Benefits - Smooth skin instantly # Features - Smoothing whipped body butter - Clinically proven # Call to action loveamika.com + SEPHORA # Social proof - clinically proven to smooth skin instantly # Point of view - Brand 100% – The ad is told from the official voice of the brand, showcasing product claims, and brand messaging. # Storyline - 00:00–00:01 The Amika logo and the product, "NEW big embrace body butter," are shown against a backdrop of white cream. - 00:01–00:04 A person's hand is shown applying the body butter to their leg, accompanied by the text, "clinically proven to smooth skin instantly." - 00:04–00:06 Two smiling women of different skin tones embrace, followed by the Amika brand message: "all hair. all bodies. all welcome" alongside the website and Sephora retail location.

# Ad summary This ad promotes Amika's new body care collection. The ad features a woman who discusses her love for Amika hair products, and highlights that the brand now has a body care collection. She demonstrates the use of a body wash, body butter, and body oil, emphasizing their hydrating and non-greasy qualities. She then concludes by showcasing her hydrated skin and promoting the products. # Brand positioning Amika is presented as a brand that is extending its expertise in hair care to body care, aiming to occupy a space in the consumer's mind as a trusted provider of quality products for both hair and body. The brand promotes a lifestyle of self-care and beauty through effective hydration and pleasing scents. Amika, known for hair products, now also offers body care, which may challenge norms by expanding its product line beyond hair to encompass a broader range of personal care needs. The brand's positioning in this ad is both functional (hydrating skin) and emotional (feeling good with hydrated skin and pleasing scents). # Product The ad showcases Amika's new body care collection, featuring three main products. First, the Shower Thoughts Soft & Silky Body Wash, described as super hydrating and rich, providing a satisfying lather. Second, the Big Embrace Smoothing Whipped Body Butter, which contains shea butter, provides deep hydration. Finally, the I am Glistening Rich Body Oil, is used to lock in hydration, sinking right into the skin without feeling greasy. These products are for those looking to hydrate their skin, offering a solution that leaves skin moisturized, warm, and florally scented, addressing the common issue of dry skin. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean, modern aesthetic. The editing style features quick cuts to showcase products and application, maintaining a consistent pace. The visual style is consistent with beauty and self-care content commonly found on social media. # Hooks Spoken: The secret to a long-lasting blowout is to let your rollers sit and cool off before taking them out. Text overlay: PRO HAIRSTYLIST SECRET TO A LONG LASTING BLOWOUT AND HYDRATED SKIN Visual: 00:00–00:05: The shot is selfie-style in a well-lit bathroom. The background features a light-tiled wall and a shower with a glass door. A South Asian woman with black hair pulled back in a half-updo is centered in the frame wearing a white tank top. She speaks directly to the camera with a neutral expression, gesturing with her hands. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry, under-hydrated skin, as implied by the phrase "gave my skin that deep hydration it needed." # Value propositions - Amika products provide hydrated skin. - Amika products leave skin smelling warm and floral. - Amika’s I am Glistening Rich Body Oil locks everything in place without being greasy. # Benefits - Super hydrating and rich body wash - Satisfying lather - Deep hydration from shea butter - Sinks right into the skin - Not greasy at all - Hydrated skin that smells warm and florally # Features - Shower Thoughts Soft + Silky Body Wash - Big Embrace Smoothing Whipped Body Butter - I am Glistening Rich Body Oil # Call to action You can now check out these products at Sephora and loveamika.com # Social proof - "Amika, the brand I love and use on my hair, has a body care collection" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing their experience. # Storyline - 00:00–00:05 The woman shares a pro hairstylist secret for a long-lasting blowout. - 00:05–00:09 The woman reveals that she is going in with Amika's new body care collection while her rollers sit, piquing the audience's interest by associating a hair care brand with a new body care line. - 00:09–00:13 She expresses her love for Amika and highlights its new body care collection, building trust and excitement by linking it to a brand the audience may already be familiar with. - 00:13–00:19 The woman describes using Amika’s Shower Thoughts Soft and Silky Body Wash and the satisfying lather it provides, positioning the audience to think of the product as luxurious and pleasant to use. - 00:19–00:27 She showcases the Big Embrace Whipped Body Butter, highlighting its shea butter content and the deep hydration it provides, appealing to the audience's desire for effective skincare. - 00:27–00:34 She finishes by applying the I am Glistening Rich Body Oil, emphasizing how it locks everything in place without being greasy, reassuring the audience that it is practical and not messy. - 00:34–00:39 The woman highlights the benefits of the Amika body care collection, including hydrated skin and a warm, floral scent, associating the brand with desirable outcomes and sensory pleasure. - 00:39–00:41 She directs viewers to where they can purchase the products, creating a clear path to purchase.

# Ad summary The ad features an influencer demonstrating and reviewing Amika's body care line, focusing on scent, hydration, and glow. # Brand positioning Amika is presented as a fun, sensorial brand focused on providing a luxurious self-care experience. The brand's tone is playful and emphasizes feeling good and smelling good, as shown through the packaging with bright colors and product names like "Shower Thoughts" and "I'm Glistening." This playful branding and focus on feeling good seems to push against the norm of clinically-positioned skincare brands, instead promoting an emotional connection. # Product The ad showcases Amika's body care line, consisting of four products. The "Big Embrace" smoothing whipped body butter is presented as a luxurious post-shower moisturizer to lock in hydration, leaving skin feeling soft. The "Shower Thoughts" soft + silky body wash is designed to cleanse while improving skin's appearance. The "I'm Glistening" radiant body oil is used to enhance skin's glow. The Amika Aura hair + body mist provides a finishing touch with a blend of favorite scents. All products share the same "delicious scent" described as a mix between fruity and vanilla. # Visual style The ad has a polished UGC feel with a clean and bright aesthetic. The video features quick cuts between product shots and application, and uses natural lighting with some studio-style pink accent lighting. The pacing is consistent and moderately fast. Edits are often synced to the rhythm of the influencer's speech. # Hooks Spoken: Glowing skin and smelling good is my favorite accessory. Visual: 00:00–00:02: A close-up, selfie-style shot of a woman with glowing skin and glossy lips. She wears a black strapless top and has a nose ring. Her hair is styled with strands framing her face and a clip is visible in the back. The background features a pink-lit room with sheer white curtains. # Funnel stage Consideration # Pain points The feeling of dry or dull skin and wanting to maintain a fresh, attractive scent throughout the day, expressed as: "I don't wanna just get clean, but I want to leave the shower looking better than I walked in." # Value propositions - Lock in that hydration with Big Embrace body butter - I want to leave the shower looking better than I walked in - Get glowing and shop now - I absolutely cannot leave the house without smelling amazing # Benefits - Ultimate body glow - Skin feels so soft instantly - Body looking so hydrated already - Don't feel sticky or gross - Smelling amazing # Features - "Big Embrace" smoothing whipped body butter - "Shower Thoughts" soft + silky body wash - "I'm Glistening" radiant body oil - Amika Aura hair + body mist - Delicious scent # Call to action Shop now at sephora.com + loveamika.com # Point of view - Customer 100% – The ad is entirely from the perspective of an influencer reviewing the product. # Storyline - 00:00–00:02 The influencer starts by stating that glowing skin and smelling good is her favorite accessory. - 00:02–00:06 She reveals that she's achieving her ultimate body glow using Amika's new body care line. - 00:06–00:11 She expresses her excitement about the line's scent, describing it as a perfect mix of fruity and vanilla. - 00:11–00:16 She states she wants to leave the shower looking better than when she went in, and shows how the shower gel lathers. - 00:17–00:22 The influencer then uses the body butter to lock in hydration. - 00:24–00:31 She demonstrates the body oil to further enhance the glow, calling it her dream body glow. - 00:35–00:44 She states that she cannot leave the house without smelling amazing and uses the hair and body mist. - 00:44–00:48 She encourages viewers to shop at Sephora.com or LoveAmika.com to get glowing.

# Ad summary The ad features a creator reviewing Amika's body line consisting of the Big Embrace Smoothing Whipped Body Butter, Shower Thoughts Body Wash, and Body Oil. The creator demos the products and describes how they make her skin glow. The creator notes the body butter is so thick, you don't even need body oil, but they also have body oil now. # Brand positioning Amika is a haircare and body brand. In this ad, it is presented as an innovative company that makes hair and body products with the same signature scent. They pride themselves on providing products that make your hair and body shine and glow. This brand aims to occupy the consumer's mind as a source of glowing, luminous, and moisturized hair and skin. Amika aligns with a beauty-conscious lifestyle and promotes the benefit of luxurious hydration. # Product The ad features the new Amika body line. This includes Big Embrace Smoothing Whipped Body Butter and Shower Thoughts Body Wash. The Big Embrace Smoothing Whipped Body Butter is a thick, luxurious lotion that the ad suggests is so moisturizing, that you do not need body oil if you are using the body butter. The Shower Thoughts Body Wash provides a soft and silky experience. It shares a signature scent with the body butter that is so good, the creator can't get enough of it. There is also a mention of the body oil. These products are for those who are looking to make their skin glow and is worth trying because the texture is thick and high quality. # Visual style The ad has a UGC feel, likely filmed on a smartphone, with some degree of editing. The production quality is casual but clear, aligning with the tone of an everyday creator sharing a favorite product. The editing style features quick cuts between showing the product and its application. The camera angles are waist-up and close-up. The pacing is upbeat and the creator speaks fast. # Hooks Spoken: Female 1: I've literally been hiding this from you guys for a whole month. Visual: 00:00–00:02 The shot features a woman with bleached blonde wavy hair standing in a brightly lit bathroom with white walls. She is wearing a maroon dress with a V-neck and holding a small container of lotion in her hand. # Funnel stage Consideration # Pain points The ad implies that dry and dull skin can be a source of frustration. # Value propositions - Amika not only makes your hair shine but makes your body glow with Big Embrace Smoothing Whipped Body Butter and Shower Thoughts Body Wash # Benefits - They make your body glow - Soft and silky # Features - Signature scent - Big Embrace Smoothing Whipped Body Butter - Shower Thoughts Body Wash - Thickness of this body butter # Call to action You can finally buy the duo for 20% off at loveamika.com. # Social proof - "I've literally been hiding this from you guys for a whole month" – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a creator sharing her personal experience and excitement about Amika products. # Storyline - 00:00–00:06 The creator introduces herself with a lab sample Amika sent her a month ago. - 00:06–00:11 She shows and describes Amika's Big Embrace Smoothing Whipped Body Butter. - 00:11–00:17 She applies the product to her arm and raves about the scent and how good it is. - 00:17–00:22 She presents and describes the Shower Thoughts Body Wash. - 00:22–00:23 She comments about how good the shower gel smells. - 00:24–00:32 She talks about the thickness of the product and how you do not even need body oil if you use it. - 00:32–00:44 She exclaims that Amika has body oil now, demonstrating the glowing results. - 00:44–00:48 The creator states that every single blowout starts and ends with Amika, and that now it doesn't need to end. - 00:48–00:52 She ends the ad by presenting the body wash and body butter to the camera and stating that you can buy the duo for 20% off at loveamika.com.

# Ad summary This ad promotes Amika dry shampoo by offering a free 2-week trial of up to three full-size bestsellers, allowing customers to test the products and only pay for what they keep. # Brand positioning Amika is presented as a brand that empowers customers to try their products risk-free. By offering a trial period where customers only pay for what they love, Amika positions itself as confident in the quality and appeal of its products. The brand aims to occupy a space in the consumer's mind as a trustworthy and customer-centric provider of hair care, emphasizing ease of access and satisfaction. # Product The ad features Amika dry shampoo, available in three variants: Perk Up, Perk Up Ultra, and Perk Up Plus. Perk Up is a dry shampoo for 'shampooing sec' (presumably, 'second day' hair). Perk Up Ultra is an oil control dry shampoo. Perk Up Plus is described as an extended clean dry shampoo. The primary selling point is the opportunity to 'try it free for 2 weeks,' allowing customers to 'take home up to 3 full-sized bestsellers for free,' test them out, and 'keep what you love,' only paying for the products they choose to keep. This addresses a potential purchase barrier by eliminating the risk of dissatisfaction. # Visual style The ad has a clean, vibrant, and playful visual style, using bright, warm colors and bold typography to attract attention. The product-focused presentation is straightforward, emphasizing the key selling points with clear text and eye-catching design. The overall feel is modern and approachable, likely designed to stand out in a busy social media feed. # Hooks Headline: try it free for 2 weeks # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty and risk associated with purchasing a new hair product, by offering a free trial period so that customers can test out what they will like. # Value propositions - Try it free for 2 weeks: Risk-free trial period. - Take home up to 3 full-sized bestsellers for free!: The full-sized products allow you to fully test out the product. - Test them out + keep what you love: You only pay for what stays: If you do not love the product, you don't have to pay for it. # Benefits - take home up to 3 full-sized bestsellers for free! - test them out + keep what you love - you only pay for what stays. # Features - dry shampoo - oil control dry shampoo - extended clean dry shampoo # Call to action None used. # Social proof - None used. # Point of view - Brand: The text, 'try it free for 2 weeks, take home up to 3 full-sized bestsellers for free! test them out + keep what you love. you only pay for what stays' conveys the brand's message and offer to potential customers. # Storyline - The ad begins by announcing that you can try Amika products free for 2 weeks, conveying the message that the brand is confident in its products and wants customers to experience them firsthand. This is told from the brand's perspective, inviting the customer to engage with the offer. - The ad elaborates on the offer, stating that you can take home up to 3 full-sized bestsellers for free, test them out, and only pay for what you keep. This part of the story is from the brand’s perspective, detailing the terms of the trial and incentivizing customers to try the products. - The ad showcases the three Amika dry shampoo products, highlighting their variants (Perk Up, Perk Up Ultra, and Perk Up Plus) and their respective benefits. This section offers the customer a closer look at the product range, showcasing product benefits. This is presented from a brand's perspective to promote product awareness.

# Ad summary This ad promotes an exclusive bundle from Amika, featuring jumbo sizes of their best-selling Normcore shampoo and conditioner, along with their Superfruit Star Hair Oil, all available at 30% off. # Brand positioning Amika is presented as a premium haircare brand focused on delivering effective and nourishing products. The brand emphasizes the use of superfruit ingredients for healthy and revitalized hair. Its positioning in the market leans towards combining natural elements with advanced formulations, aiming to provide solutions that cater to modern haircare needs. The brand promotes a lifestyle that values hair health and beauty, positioning itself as a go-to for high-quality, ingredient-focused haircare. # Product The ad features three main products from Amika. First is the Normcore Signature Shampoo and Conditioner, available in jumbo sizes, designed to cleanse and hydrate hair, leaving it soft and manageable. Second, the Superfruit Star Hair Oil, packaged in a small bottle, is highlighted for its lightweight formula that adds shine and smoothness to the hair without weighing it down. All three products incorporate superfruit ingredients, which the brand emphasizes for their nourishing properties. The bundle directly addresses the purchase barrier of individual pricing by offering a 30% discount on the set, encouraging customers to try multiple products at once. # Visual style The ad features a clean and brightly lit aesthetic with static shots, focusing on clear product display and information. The editing is simple and direct, with no transitions. The overall production quality is polished. The pacing is slow and steady, with each shot lingering long enough to absorb the details. # Hooks Text overlay: 00:00–00:03 JUMBO sizes of our best selling shampoo + conditioner AND our iconic superfruit star hair oil / 00:00–00:03 get 30% off / 00:00–00:03 with this exclusive bundle Visual: 00:00–00:01 A hand rotates a set of two large orange Amika Normcore shampoo and conditioner bottles, with a small Amika hair oil bottle centered in front of them. The bottles sit on a white surface, with black text overlaid, and the lighting is bright and even. / 00:01–00:02 The camera focuses on a pink and orange Amika "supersized superfruit" box containing the products. The camera remains static, with consistent, even lighting. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the need for effective and high-quality haircare products, suggesting that viewers may be looking for solutions that deliver noticeable results. # Value propositions - Bundle provides access to multiple best-selling and iconic products at a discounted price - Jumbo sizes ensure a long-lasting supply of essential haircare items. # Benefits - get 30% off with this exclusive bundle # Features - JUMBO sizes of our best selling shampoo + conditioner - iconic superfruit star hair oil # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing their product offering and promotional deal. # Storyline - 00:00–00:09 00:00–00:09 The video showcases the Amika haircare bundle, including jumbo-sized shampoo and conditioner, and the Superfruit Star Hair Oil. It presents the products individually and as a set, highlighting the offer of 30% off with this exclusive bundle. The perspective is from the brand, aiming to directly display the contents of the bundle and its value proposition, conveyed through direct visuals and on-screen text.

# Ad summary This ad showcases Amika's super-sized signature set, highlighting a 25% discount. The visual focuses on the product bottles against a clean, tiled backdrop, emphasizing the brand's clean and modern aesthetic. # Brand positioning Amika is presented as a modern, clean, and accessible haircare brand. The brand emphasizes simplicity and effectiveness, focusing on delivering high-quality products without unnecessary complexity. The brand's positioning is functional, highlighting the efficacy of its products while maintaining an approachable and aesthetically pleasing image. The brand aims to occupy a space in the consumer's mind as a go-to for reliable and effective haircare solutions. # Product The ad features Amika's super-sized signature set, which includes normcore signature shampoo, normcore signature conditioner, and soulfood nourishing mask. The shampoo and conditioner are packaged in large, orange bottles with pump dispensers, designed for everyday use. The soulfood mask comes in a smaller, colorful tube. The products are for anyone looking for effective haircare solutions. The ad highlights the set's value with a 25% discount, addressing the purchase barrier of cost. The products are presented in a clean, modern setting, emphasizing their appeal and quality. # Visual style The ad features a clean, modern aesthetic with a focus on product visibility. The production quality is high, with studio-shot lighting and a minimalist background. The visual motifs include a grid layout with clear typography. The image treatment involves background removal and color grading to enhance the product's vibrancy. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: SAVE 25% # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - SAVE 25% on the super-sized signature set # Benefits - Effective haircare solutions - Nourishing hair mask # Features - normcore signature shampoo - normcore signature conditioner - soulfood nourishing mask - super-sized # Call to action None used. # Social proof - BESTSELLING # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and offer to attract customers. # Storyline - The ad opens with a visual of the Amika super-sized signature set, immediately showcasing the products being promoted. This is from the brand's perspective, aiming to capture attention with the product itself. - A pink badge in the upper left corner announces "SAVE 25%", highlighting the offer and creating a sense of urgency. This is from the brand's perspective, incentivizing immediate purchase. - The Amika logo and "BESTSELLING super-sized signature set" text reinforce brand recognition and product popularity. This is from the brand's perspective, building trust and credibility.

# Ad summary This ad showcases Amika's Big Embrace smoothing whipped body butter. The focus is on the product's hydrating and skin barrier-supporting properties, presented in a visually appealing and modern style. # Brand positioning Amika is presented as a modern and approachable beauty brand focused on hair and body care. The brand's use of bright, playful colors and simple, direct messaging suggests a focus on effective and straightforward solutions. Amika seems to push against the overly serious or clinical tone often found in the beauty industry, instead opting for a fun, accessible, and emotionally positive brand image. The brand positioning leans towards emotional connection, aiming to create a sense of comfort and self-care. # Product The product featured is Amika's Big Embrace smoothing whipped body butter, specifically the 'amika:aura' variant. It's designed as a smoothing whipped body butter. The ad emphasizes that it works to deeply hydrate and support your skin barrier. The texture is described as 'whipped', implying a light, airy feel. The product is packaged in a round, vibrant pink jar with a unique, flower-shaped lid, indicating a focus on both function and aesthetic appeal. The product is for anyone seeking deep hydration and skin barrier support with a luxurious, sensory experience. # Visual style The ad features a clean and modern aesthetic with a focus on product presentation. The bright pink color scheme is vibrant and eye-catching. The product is displayed in a close-up shot with a simple background, emphasizing its texture and packaging. The lighting is soft and diffused, creating a smooth and appealing look. Overall, the visual style is polished and professional, typical of beauty product advertising. # Hooks Headline: deeply hydrate + support your skin barrier # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of having dry skin and a compromised skin barrier. "deeply hydrate + support your skin barrier" suggests a solution for these issues. # Value propositions - deeply hydrate + support your skin barrier (benefit tied to functional attributes) # Benefits - deeply hydrate - support your skin barrier # Features - smoothing whipped body butter # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad presents the brand's promotional messaging, visuals, and product details. # Storyline - The brand introduces a NEW product (top of frame) to grab attention and signal freshness and innovation from the brand's perspective. - The brand calls out key features and benefits (center of frame): deeply hydrate + support your skin barrier to highlight the product's core functional attributes. - The brand introduces the product name, 'big embrace,' and type, 'smoothing whipped body butter,' (bottom half of the frame) to reinforce the brand's offering and set the stage for the product's emotional appeal.

# Ad summary This ad features a woman demonstrating the Amika Soulstruck Nourishing Dry Hair Mask, designed for use between washes to maintain soft, moisturized hair without water or grease. # Brand positioning Amika is presented as a modern hair care brand focused on providing convenient and effective solutions for maintaining healthy, moisturized hair. The brand aligns with a lifestyle that values efficiency and ease of use, offering products that simplify hair care routines. It distinguishes itself from traditional hair mask brands by offering a dry formula, positioning itself as a forward-thinking brand that challenges conventional norms and simplifies hair care. Its functional positioning is centered on moisturizing and nourishing hair without the need for water or greasy residues. # Product The Amika Soulstruck Nourishing Dry Hair Mask is a spray-on hair mask designed for use on dry hair between washes. It promises to provide moisture, nourishment, and strength without water or greasy residue. Packaged in a brightly colored orange and pink spray can, this product is intended for individuals seeking to maintain soft, silky, and smooth hair without the need for a traditional wet hair mask routine. The USPs clearly conveyed are its ease of use, its dry formula, and its ability to provide moisture and nourishment in between washes without the inconvenience of water or grease. It addresses the barriers of time and inconvenience associated with traditional hair masks, offering a quick and simple alternative for maintaining healthy hair. # Visual style The ad has a polished UGC aesthetic, with a bright and clean bathroom setting. The video features quick cuts and close-up shots, creating an intimate and personal feel. The production quality is mid-range, suitable for social media platforms, with natural lighting and minimal effects. The pacing is consistent, keeping a brisk tempo that aligns with the voiceover. # Hooks Spoken: 00:03–00:09: I'm partnering up with Amika to share with you all my everyday hair routine featuring their new nourishing dry hair mask! Text overlay: *can also be used wherever you need to soften your hair* Visual: 00:03–00:09: The shot is a medium close-up, selfie-style, of the same young Asian woman in the same bathroom. She now holds up an orange and pink can of Amika hair product to the camera and begins speaking. # Funnel stage Consideration # Pain points The central frustration is the inconvenience of traditional hair masks that require water and can leave hair greasy or weighed down. The ad addresses this by offering a dry hair mask. # Value propositions - Hydrated and moisturized hair because it is a hair mask, but it's dry! - Nice and nourished, strengthened and moisturized without none of that grease or water! - Soft, silky, smooth moisturized hair without getting in the shower! # Benefits - Keeps hair nice and hydrated and moisturized - Leaves hair nice and nourished and strengthened and moisturized - Soft, silky, smooth moisturized hair without getting in the shower # Features - Nourishing dry hair mask # Call to action Be sure to go and grab your own at Sephora! # Social proof - I'm partnering up with Amika to share with you all my everyday hair routine featuring their new nourishing dry hair mask! – Female 1 (Creator) # Point of view - Customer 100% – The entire video is shot from the perspective of a customer, with the creator sharing her personal experience and demonstration of the product. # Storyline - 00:00–00:03 The ad opens with the creator dancing in a bathroom. - 00:03–00:09 The creator then directly addresses the audience, stating she is partnering with Amika to share her everyday hair routine featuring their new nourishing dry hair mask. This sets the stage for a product demonstration. - 00:09–00:18 She highlights the product benefits, emphasizing that it is perfect for those who use heat on their hair and want to keep it hydrated and moisturized. She also underscores the key benefit that it is a dry hair mask, which eliminates the need for water. - 00:18–00:21 She demonstrates how to use the product, spraying it on the ends of her hair. This provides a visual guide for the audience, showcasing how easy it is to incorporate into their routine. - 00:22–00:28 The creator reinforces the benefits again, highlighting that it leaves hair nice, nourished, strengthened, and moisturized, without grease or water. - 00:28–00:37 The creator highlights that the product is perfect to use in between hair washing days because you can get that nice soft, silky, smooth moisturized hair without getting in the shower. This reinforces the product's convenience and effectiveness. - 00:37–00:41 The ad ends with a direct call to action, encouraging viewers to grab their own at Sephora.

# Ad summary The ad promotes Amika hair products to achieve soft, shiny, and moisturized hair. It features various products categorized under wash care, refresh, mask, and prep, showcasing a full hair care routine. # Brand positioning Amika is presented as a brand that offers a simple, streamlined solution for achieving soft, shiny, and moisturized hair through a routine-based approach. The brand emphasizes ease and effectiveness in hair care, suggesting a departure from complex or time-consuming regimens. With its focus on essential steps like washing, refreshing, masking, and prepping, Amika aligns with a lifestyle that values simplicity and results. The brand positions itself as a go-to for achieving desirable hair qualities with a no-fuss approach. # Product The ad features a range of Amika hair products designed to work together as a cohesive routine. The products include normcore signature shampoo and conditioner, designed for wash care to cleanse and condition hair; soulstruck nourishing dry hair mask, categorized under mask to deeply nourish dry hair; perk up dry shampoo, used as a refresh product to revitalize hair between washes; and the wizard detangling primer, a prep product to detangle and prime hair for styling. Each product is designed to target different hair care needs, contributing to the overall goal of achieving soft, shiny, moisturized hair. The products address the common pain points of dryness, dullness, and manageability, promising to deliver a complete hair transformation. # Visual style The ad features a clean and vibrant studio shot with a gradient background of orange and pink. The lighting is soft and diffused, creating a smooth and inviting feel. The products are neatly arranged, emphasizing their packaging and design. The overall aesthetic is modern and playful, with a focus on bright, complementary colors and minimalist presentation. # Hooks Headline: 1 routine for soft, shiny, moisturized hair # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of needing multiple products to achieve simple, soft, shiny, moisturized hair. # Value propositions - Achieve soft, shiny, moisturized hair with 1 routine # Benefits - soft hair - shiny hair - moisturized hair # Features - normcore signature shampoo - normcore signature conditioner - soulstruck nourishing dry hair mask - perk up dry shampoo - the wizard detangling primer # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is featured in the header with the brand name 'amika:' and is also featured on each product packaging. - Customer: The customer's perspective is highlighted by the products listed on each step for '1 routine for soft, shiny, moisturized hair.' # Storyline - The ad begins by highlighting the brand name, amika, setting the stage for what's to come. This immediately introduces the product line being advertised, serving as the foundation for the rest of the ad from a brand perspective. - Next, the ad emphasizes the ultimate goal: '1 routine for soft, shiny, moisturized hair.' This promises the consumer that the brand will deliver desired results, speaking from the brand's perspective. - The ad is then segmented into four steps: 'WASH CARE,' 'REFRESH,' 'MASK,' and 'PREP.' By categorizing each product under specific steps, the ad illustrates to the consumer how to make the products part of a routine, from a customer journey perspective.

# Ad summary A woman promotes Amika hair products, including the Soulfood Nourishing Hair Mask and the Normcore Shampoo and Conditioner. She highlights the benefits of each product and mentions a special set that includes a mini mask and supersized shampoo and conditioner, offering a 20% discount. # Brand positioning Amika is presented as a brand that offers high-quality hair care products with a focus on hydration and nourishment. The brand's products are designed to leave hair feeling soft, looking shiny, and well-conditioned. Amika is positioned as a trusted brand, with the presenter expressing her long-standing love for their hair mask. The brand's packaging is described as adorable, suggesting a playful and visually appealing aesthetic. The brand aims to occupy a space in the consumer's mind as a go-to for effective and enjoyable hair care solutions. # Product The Amika Soulfood Nourishing Hair Mask is a hydrating hair treatment designed to leave hair feeling soft and looking shiny. The Normcore Shampoo is sulfate-free and cleanses without stripping the hair. The Normcore Conditioner is lightweight, providing hydration and conditioning without weighing the hair down. The products are presented as a complementary set, enhancing each other's benefits. The Supersized Signature Set includes a liter-sized shampoo and conditioner, along with a mini version of the hair mask. The set offers a 20% discount, making it an attractive option for both new and existing customers. # Visual style The ad has a polished UGC feel, with a clean and bright aesthetic. The editing style is simple, with static shots and smooth transitions. The pacing is consistent, with a focus on clear product presentation and direct communication. The camera is mostly stationary, with a selfie-style framing that creates a personal connection with the viewer. # Hooks Spoken: So one of my favorite hair products like ever is the Amika Soulfood Nourishing Hair Mask. Visual: 00:00–00:03: A woman with long brown hair and pink lipstick holds up an orange jar of Amika Soulfood Nourishing Hair Mask. She is wearing a black shirt and standing in front of a white wall with a white door in the background. The camera is selfie-style, close-up on her face and the product. # Funnel stage Consideration # Pain points The ad implies that the viewer may be struggling with dry, dull, or damaged hair, as the presenter emphasizes the hydrating and nourishing benefits of the Amika products. The presenter says, "The mask is so hydrating. It leaves my hair feeling soft, looking shiny." # Value propositions - The Amika Soulfood Nourishing Hair Mask hydrates hair, leaving it soft and shiny. - The Normcore Shampoo and Conditioner provide a complete hair care routine that cleanses and conditions without stripping or weighing down hair. - The Supersized Signature Set offers a cost-effective way to purchase a full-size shampoo and conditioner along with a mini hair mask, saving you 20%. # Benefits - Shampoo cleanses without stripping hair - Conditioner leaves hair feeling hydrated and conditioned - Hair mask leaves hair feeling soft and looking shiny - Supersized Set saves you 20% # Features - Sulfate-free shampoo - Lightweight conditioner - Hydrating hair mask - Supersized Signature Set with liter-sized shampoo and conditioner, and a mini mask # Call to action Shop it now at loveamika.com # Social proof - The presenter shares her personal experience and long-standing love for the Amika hair mask, implying that she has been a satisfied customer for years. She says, "You guys know I swear by a hair mask and I've loved this one for years." # Point of view - Customer 80% – The ad is primarily told from the perspective of a customer who is sharing her positive experiences with the products. - Brand 20% – The brand's perspective is communicated through product claims and details about the set. # Storyline - 00:00–00:05 The presenter introduces the Amika Soulfood Nourishing Hair Mask as one of her favorite hair products. - 00:05–00:10 She emphasizes the mask's hydrating properties, noting that it leaves her hair feeling soft and looking shiny. This is from the customer's POV, sharing her personal experience and positive results. - 00:10–00:14 She expresses her long-standing love for the mask, reinforcing its effectiveness and her personal endorsement. This is from the customer's POV, sharing her personal experience and positive results. - 00:14–00:19 She transitions to promoting the Normcore Shampoo and Conditioner from Amika, suggesting they complement the hair mask. This is from the customer's POV, sharing her personal experience and positive results. - 00:19–00:32 She highlights that the shampoo is sulfate-free and cleanses without stripping, while the conditioner is lightweight yet hydrating. This is from the brand's POV, highlighting the product's features and benefits. - 00:32–00:41 She introduces the Supersized Signature Set, which includes a liter-sized shampoo and conditioner, along with a mini mask. This is from the brand's POV, highlighting the product's features and benefits. - 00:41–00:44 She mentions that the set saves you 20% and directs viewers to shop at loveamika.com. This is from the brand's POV, highlighting the product's features and benefits.

# Ad summary A woman with long blonde hair shows how she refreshes her hair in between washes by using Amika Soulstruck dry hair mask and Amika Perk Up dry shampoo. # Brand positioning Amika positions itself as a brand that provides innovative solutions for hair care, specifically targeting individuals who seek convenience and effective results. The brand aims to occupy a space in the consumer's mind as a provider of time-saving and easy-to-use products that cater to busy lifestyles. Amika aligns with a lifestyle that values efficiency and self-care. The brand seemingly pushes against the norm of traditional hair care routines that require time-consuming washing and styling, presenting a quicker and easier alternative. The brand positioning is functional, as it focuses on providing performance and simplicity in hair care, allowing consumers to achieve refreshed and styled hair without the need for full washing. # Product Amika is promoting the Soulstruck dry hair mask and Perk Up dry shampoo to refresh and volumize hair in between washes. The Soulstruck dry hair mask is designed to nourish and moisturize dry hair without requiring a full wash. To use, shake the product and spray it from the mid-lengths to the ends of the hair. The Perk Up dry shampoo is designed to add volume at the roots. To use, spray at the roots. Together, these products address the problem of needing to refresh hair without the time or desire for a full wash. Both products feature the brand's signature colorful floral packaging. # Visual style The ad has a UGC feel to it due to the selfie-style camera and natural lighting. The quick cuts and simple transitions create a sense of authenticity. The overall aesthetic is clean and bright. The pacing of the ad is quick, with cuts timed to some of the beats in the song. # Hooks Spoken: Female 1: I have not washed my hair in four days, if you can't tell. Text overlay: How I refresh my hair in between washes Visual: 00:00–00:02: A woman with long blonde hair stands in front of a gray wall and a white door. She wears a navy blue zip-up sweater and a gold chain necklace. She is looking directly at the camera and moving her hands through her hair. The camera framing is selfie-style. / 00:02–00:03: The woman holds her hands up to the top of her head and lifts her hair to show her roots. The camera framing is selfie-style. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points The ad implies the pain point of needing to refresh hair without the time or desire for a full wash. The woman says she hasn't washed her hair in four days, signaling that her hair may need a refresh. Visually, her roots may be slightly oily. # Value propositions - Hair looks like you "literally just washed" it without the need to full on wash your hair. # Benefits - Hair looks "literally so much shinier" - Instantly softens and moisturizes hair - Adds volume at the root # Features - Soulstruck dry hair mask - Perk Up dry shampoo # Call to action Shop now at Sephora + loveamika.com # Social proof - "I bet you guys have never heard of a dry hair mask" – Female 1 (Customer) - "Please look at the difference in volume!" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer using and reviewing the product. # Storyline - 00:00–00:03 The woman shows off her hair, saying she hasn't washed it in four days. - 00:04–00:14 She shows the two products that she uses to refresh her hair: the Amika Soulstruck dry hair mask and the Amika Perk Up dry shampoo. - 00:05–00:08 She explains that, contrary to what viewers might expect, she starts with the dry hair mask. - 00:13–00:18 She says all you have to do to use the dry hair mask is shake it and spray it from the mid-lengths to the ends of the hair. - 00:18–00:22 She sprays the product through her hair, then shows the before and after difference. - 00:22–00:27 She says that her hair is "literally so much shinier" and the product instantly softens and moisturizes her hair without having to fully wash it. - 00:27–00:31 She says that she finishes off the refresh by using Amika Perk Up dry shampoo at the root, and sprays the dry shampoo. - 00:31–00:34 She is surprised by the volume the product adds to her hair. - 00:34–00:38 She says "voila" and her hair looks like she "literally just washed" it. - 00:38–00:41 She shows the dry hair mask product and says that viewers can shop it at Sephora and loveamika.com now.

# Ad summary This ad features a woman doing a hair refresh with Amika's Soulstruck Nourishing Dry Hair Mask. She presents a before-and-after shot and demonstrates how to apply the product to instantly refresh her hair without water. She speaks directly to the audience and uses informal language. # Brand positioning Amika is presented as a modern, colorful brand providing salon-quality hair care products. The brand promotes self-expression and celebrates individuality. It offers solutions for various hair types and styles with a focus on simplicity and effectiveness. Amika strives to make hair care fun and accessible. # Product Amika Soulstruck Nourishing Dry Hair Mask is a product designed to refresh straight natural hair without the need for water. It is packaged in a colorful orange and pink can. The dry hair mask is intended for individuals looking for a quick and effective way to rejuvenate their hair. It instantly gives you softer and stronger hair without the entire wash day process. It is an essential item for making sure that your hair lasts from wash day to wash day, especially when the unexpected happens. # Visual style The ad has a UGC feel, shot in a brightly lit bathroom with natural lighting, contributing to an approachable and relatable tone. The editing style includes quick cuts to showcase the before and after, and static shots when she is talking to the camera. The cuts and product actions are timed with the music. The visual style supports the friendly and persuasive tone. # Hooks Spoken: Female 1: The rain got me, y'all, it got me. Text overlay: Straight Natural Hair Refresh (Without Water!) Visual: 00:00–00:01: The shot shows a woman with dark curly hair, wearing a mauve shirt and a light gray cardigan in a brightly lit bathroom with white walls. She makes a frustrated face. # Funnel stage Consideration # Pain points The rain got me, y'all, it got me. # Value propositions - Refresh hair quickly and easily with no water needed. - Nourish and strengthen hair between washes. # Benefits - Instantly gives you softer and stronger hair without the entire wash day process, including the mess that usually comes with it - Making sure that my hair lasts from wash day to wash day # Features - Soulstruck nourishing dry hair mask # Call to action Head on over to Sephora and add this one to the cart. # Social proof - As a straight natural, dry shampoos and dry hair masks are essential to making sure that my hair lasts from wash day to wash day – Female 1 (Customer) # Point of view - Customer 100% – The entire video is communicated through a personal testimonial from a user showing how they use the product. # Storyline - 00:00–00:01 The creator expresses disappointment at her hair after being caught in the rain, conveying a relatable moment of hair frustration. - 00:01–00:04 00:01–00:04: She introduces the Amika Soulstruck Nourishing Dry Hair Mask as a solution for refreshing her hair. The tone is optimistic and enthusiastic. - 00:04–00:07 00:04–00:07: She holds up the product, showing its packaging and briefly naming it to highlight the brand association. - 00:07–00:13 00:07–00:13: She demonstrates using the dry hair mask, showing how it instantly gives softer and stronger hair without wash day. The perspective is from the user, showing how easy it is to use. - 00:13–00:24 00:13–00:24: Speaking directly to the audience, she emphasizes that dry shampoos and dry hair masks are essential to making sure that her hair lasts from wash day to wash day. The overall tone is informative and reassuring. - 00:24–00:27 00:24–00:27: She encourages viewers to head on over to Sephora and add this one to the cart. The tone is friendly and persuasive.

# Ad summary This ad for Amika body care products shows two women smiling with Amika shower gel, moisturizer, and body oil in the foreground. # Brand positioning Amika is presented as a brand that is inclusive and celebratory of diverse bodies and skin tones, offering a range of body care products. The brand's positioning emphasizes fun, with a bright color palette and playful product names. The brand is positioned as a modern and approachable brand that aims to stand out with its vibrant packaging and focus on body care, which contrasts with the often serious or clinical tone of competitors in the beauty industry. # Product The ad features three Amika body care products: 'shower thought' shower gel, 'big embrace' moisturizer, and 'I'm glistening' body oil. The products are designed to nourish and care for the skin. The shower gel aims to gently cleanse the body. The moisturizer is intended for smoothing and hydrating skin. The body oil provides nourishment and a radiant glow. # Visual style The ad has a bright and vibrant visual style. It uses a pink color palette to create a cohesive and eye-catching look. The photography is well-lit and professionally shot, with a focus on showcasing the Amika body care products and the two women who represent the brand's target audience. The image is clean and modern, with a focus on simplicity and bold colors. # Hooks Headline: amika: the launch you've been begging for # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New Amika body care for all skin types # Benefits - all skin types - nourishing ingredient # Features - softening + cleansing shower gel - smoothing + brightening body cream - smoothing + radiant body oil # Call to action None used. # Social proof - "the launch you've been begging for" # Point of view - Brand: The brand name, logo, and product names are visible, establishing brand recognition. - Customer: The two women are smiling and appear happy, conveying the customer's perspective and enjoyment of the product. - Brand: The phrase "the launch you've been begging for" is a direct address to the consumer, indicating an anticipation for the release of this product. # Storyline - The ad opens with the Amika brand logo and headline that states, 'the launch you've been begging for,' creating excitement for the new product line, which is conveyed from the brand's perspective. - Next, the focus shifts to two women with different skin tones, their shoulders touching, smiling, and looking happy and healthy, creating a sense of inclusivity and positivity, which is conveyed from the perspective of the models. - Finally, the ad presents the body care products, highlighting their packaging and names, which is conveyed from the brand's perspective to showcase the new line.

# Ad summary This ad features a brand reveal. The ad begins with a woman washing her hair and body in the shower. Next, the brand name is revealed with a coming soon message. # Brand positioning The ad aims to position the brand as a provider of skincare products that promote overall skin health and wellness, similar to how haircare products focus on hair health. The brand embraces inclusivity and self-care by advocating that skin deserves the same attention and care as hair. The brand's clean aesthetic and simple packaging are indicative of a functional approach, likely targeting consumers who prefer straightforward and effective skincare routines. # Product The ad features an upcoming line of body care products. The product line includes a body wash for cleaning the skin, and a moisturizer for hydrating the skin. The ad highlights how the products are designed to give your skin the love it deserves, and implies they offer a comprehensive approach to body care, mirroring the attention given to hair care. # Visual style The ad has a clean, polished aesthetic with a focus on showcasing the product. The editing is smooth, with seamless transitions between shots. The use of close-ups and bright, saturated colors creates a sense of intimacy and luxury. The pacing is moderate, with cuts timed to coincide with the voiceover. # Hooks Spoken: Why should your hair get all the love? Text overlay: coming soon Visual: 00:00–00:02: A medium shot shows a woman in the shower with her back to the camera. She is washing her hair with a white, sudsy shampoo. Her dark hair is long and wet, and the water is running down her back. The background is a solid pink. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a pain point related to the uneven distribution of self-care efforts, suggesting that while hair care is often prioritized, the skin on the body may be neglected. # Value propositions - The value proposition is centered on providing the body with the same level of care and attention that is typically given to hair, suggesting a comprehensive and balanced approach to personal care. # Benefits - Coming soon # Features - Body wash - Moisturizer # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from the perspective of someone using and benefiting from the product. # Storyline - 00:00–00:02 The ad opens with a woman in the shower washing her hair. - 00:02–00:03 The scene shifts to the woman washing her shoulder and smiling. - 00:03–00:07 The camera shows the woman applying lotion to her leg and arm. - 00:07–00:10 The ad ends with the brand reveal and a coming soon message.