How Cult Beauty Advertises on Meta

# Ad summary This ad promotes the Cult Beauty app as a one-stop destination for all beauty favorites. The ad features a Cult Beauty tote bag on a rocky beach, with text overlays highlighting the app's availability on the App Store and Google Play. # Brand positioning Cult Beauty is presented as a comprehensive destination for beauty enthusiasts, offering a curated selection of coveted products in one convenient place. The brand aims to occupy a space in the consumer's mind as a go-to source for all beauty needs, emphasizing convenience and accessibility. The brand aligns with a lifestyle of beauty and self-care, positioning itself as a modern and essential resource for beauty lovers. The brand's positioning is functional, focusing on simplicity and ease of access to a wide range of beauty products. # Product The ad promotes the Cult Beauty app, a mobile application designed to provide users with access to a wide range of beauty products. The app is available for download on both the App Store and Google Play, making it accessible to users of both iOS and Android devices. The app is presented as a convenient solution for beauty enthusiasts, offering a curated selection of products in one destination. The ad highlights the app's accessibility and ease of use, suggesting that it simplifies the process of discovering and purchasing beauty products. # Visual style The ad has a clean and polished aesthetic, with bright natural lighting and a focus on showcasing the product in a visually appealing environment. The editing style is simple, with a static shot that allows the viewer to focus on the product and the surrounding scenery. The production quality is high-end, suggesting a professional commercial. The pacing is slow and steady, with a single shot that lasts throughout the ad. # Hooks Text overlay: 00:00–00:06: CULT BEAUTY / 00:00–00:06: All your beauty faves in one destination / 00:00–00:06: DOWNLOAD NOW Visual: 00:00–00:06: A white Cult Beauty tote bag with the brand name in pink lettering sits on a rocky surface. The background features a beach with turquoise water and a clear sky. A beach umbrella and lounge chairs are visible in the distance. The camera is stationary, providing a wide shot of the scene. The lighting is bright and natural, highlighting the textures of the rocks and the bag. The Cult Beauty logo and tagline, "All your beauty faves in one destination," are displayed at the top of the screen, along with a "Download Now" button and icons for the App Store and Google Play. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that finding and purchasing beauty products can be a fragmented and time-consuming process. The ad aims to solve the problem of having to search multiple sources to find desired beauty products. # Value propositions - Convenience: The app provides a one-stop destination for all beauty needs, simplifying the process of discovering and purchasing products. - Accessibility: The app is available on both iOS and Android devices, making it accessible to a wide range of users. # Benefits - Access to all your beauty favorites in one destination # Features - Mobile app available on the App Store and Google Play # Call to action DOWNLOAD NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing its logo, tagline, and call to action. # Storyline - 00:00–00:06 00:00–00:06: The ad opens with a shot of a Cult Beauty tote bag on a rocky beach, with the ocean in the background. The Cult Beauty logo and tagline, "All your beauty faves in one destination," are displayed at the top of the screen, along with a "Download Now" button and icons for the App Store and Google Play. This moment is intended to introduce the Cult Beauty app and highlight its availability and convenience.

# Ad summary This ad promotes the Cult Beauty app. The ad features close-up shots of various beauty products and their textures. # Brand positioning Cult Beauty is presented as a retailer of various beauty products. The ad does not explicitly state the brand's positioning, values, or target audience. However, the focus on high-quality visuals and a wide range of products suggests a brand that caters to beauty enthusiasts who appreciate variety and quality. # Product The ad showcases a variety of beauty products available through the Cult Beauty app. These include a shimmering body bronzer, a thick white cream, a clear serum, a foaming cleanser, and a tan-colored exfoliating scrub. The products are shown in close-up detail to highlight their textures and consistencies. The ad emphasizes the convenience of accessing these products through the Cult Beauty app. # Visual style The ad has a polished, high-end aesthetic with a focus on close-up shots and smooth transitions. The production quality is high, with clear lighting and sharp focus on the product textures. The pacing is consistent, with quick cuts between different product shots. The cuts are timed to the music beats, creating a visually engaging rhythm. # Hooks Text overlay: 00:00–00:14 CULT BEAUTY / 00:00–00:14 Cult Beauty is better in the app / 00:00–00:14 DOWNLOAD NOW Visual: 00:00–00:01 Close-up shot of a shimmering, bronze-colored liquid dripping from a wand. The background is a soft, out-of-focus gradient of white and beige. The product is highly reflective, catching the light. Text overlay: "CULT BEAUTY" and "Cult Beauty is better in the app" with app store download buttons. / 00:01–00:02 Close-up shot of a thick, white cream being swirled with a tool. The background is a soft, out-of-focus beige. The cream has a smooth, glossy texture. Text overlay: "CULT BEAUTY" and "Cult Beauty is better in the app" with app store download buttons. / 00:02–00:03 Close-up shot of a thick, yellow cream being swirled with a tool. The background is a soft, out-of-focus beige. The cream has a smooth, glossy texture. Text overlay: "CULT BEAUTY" and "Cult Beauty is better in the app" with app store download buttons. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Cult Beauty is better in the app # Benefits - Convenient access to a variety of beauty products through the Cult Beauty app # Features - Shimmering body bronzer - Thick white cream - Clear serum - Foaming cleanser - Tan-colored exfoliating scrub # Call to action DOWNLOAD NOW # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the products and promoting the app. # Storyline - 00:00–00:14 00:00–00:14 The ad opens with close-up shots of various beauty products, highlighting their textures and consistencies. The intention is to visually showcase the variety and quality of products available through the Cult Beauty app. The perspective is from the brand, presenting the products in an appealing manner. The tone is luxurious and enticing, aiming to capture the viewer's attention with visually appealing textures.

# Ad summary This ad promotes the Cult Beauty app by showcasing its exclusive offers, competitions, and early access to beauty products. The ad features close-up shots of various beauty products and their textures, along with text overlays highlighting the app's benefits and a call to action to download it. # Brand positioning Cult Beauty is presented as a destination for beauty enthusiasts seeking exclusive access to a curated selection of products. The brand emphasizes app-only offers, competitions, and early access to new launches, positioning itself as a provider of unique opportunities and insider perks within the beauty market. The brand aligns with a lifestyle of staying ahead of trends and enjoying premium beauty experiences, appealing to consumers who value exclusivity and convenience. The brand positioning is both functional (providing access and savings) and emotional (offering a sense of being 'in the know' and part of an exclusive community). # Product The ad promotes the Cult Beauty app, which offers users exclusive access to beauty products, offers, and competitions. The app provides push notifications for early access to Edits, Goody Bags, new launches, and more. The app aims to address the purchase barriers of missing out on limited-time offers and new product releases by providing timely notifications and exclusive deals. The app is for beauty enthusiasts who want to stay updated on the latest beauty trends and enjoy exclusive perks. # Visual style The ad has a polished and clean aesthetic, with close-up shots and smooth transitions. The production quality is high-end, giving it a commercial feel. The pacing is quick, with cuts every 1-2 seconds, keeping the viewer engaged. The cuts are timed to the music beats, creating a synchronized audio-visual experience. # Hooks Text overlay: 00:00–00:03: 15% off your first order on the app Visual: 00:00–00:01: Extreme close-up of a white, foamy substance against a pink background. The texture is bubbly and reflective. The Cult Beauty logo is in the upper right corner. / 00:01–00:02: Close-up of the nozzle of a white spray bottle. The bottle is slightly out of focus, and the background is blurred. The Cult Beauty logo is in the upper right corner. / 00:02–00:03: The camera pans across the packaging of a bronze-colored product. The product has a reflective surface, and the Cult Beauty logo is in the upper right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of missing out on exclusive beauty deals and new product launches. The ad promises to solve this by offering push notifications for early access to Edits, Goody Bags, new launches, and more. # Value propositions - Save 15% on your first app order - Get notified about exclusive beauty deals and new product launches - Access app-only offers and competitions # Benefits - 15% off your first order on the app - Early access to beauty products - Exclusive deals and competitions # Features - Exclusive app-only offers and competitions - Push notifications for early access to Edits, Goody Bags, new launches and more # Call to action DOWNLOAD THE APP NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:01 The ad opens with a close-up shot of a white, foamy substance, possibly a cleanser or moisturizer, against a pink background. - 00:01–00:02 The camera focuses on the nozzle of a white spray bottle, likely containing a facial mist or toner. - 00:02–00:03 The camera pans across the packaging of a bronze-colored product, possibly a bronzer or tanning lotion. - 00:03–00:04 A clear liquid is poured into a glass bottle, showcasing its texture and consistency. - 00:04–00:05 A close-up shot of a white brush being swirled in a light-colored powder, possibly a setting powder or blush. - 00:05–00:06 The camera focuses on a white spray bottle with a clear liquid inside, highlighting its design and features. - 00:06–00:07 A close-up shot of the bottom of the spray bottle, showing the liquid inside and the product label. - 00:07–00:08 Swatches of different lip products are shown on the back of a hand, demonstrating their colors and textures. - 00:08–00:09 A close-up shot of a bronze-colored, glittery product, possibly an eyeshadow or highlighter. - 00:09–00:10 A brush is swirled in a pink, glittery eyeshadow or blush, showcasing its shimmer and color payoff.

# Ad summary This ad promotes the Cult Beauty app. The ad features close-up shots of various beauty products and their textures, while text overlays highlight the benefits of downloading the app, such as exclusive offers, early access, and push notifications. # Brand positioning Cult Beauty is presented as a retailer of various beauty products. The brand is positioned as a source for exclusive app-only offers and competitions, providing early access to Edits, Goody Bags, new launches, and more through push notifications. The brand aims to occupy a space in the consumer's mind as a provider of premium beauty products with added incentives for app users. The brand aligns with a lifestyle of beauty enthusiasts who seek exclusive deals and early access to new products. The brand positioning is both functional (providing access to deals and new products) and emotional (creating a sense of exclusivity and excitement). # Product The ad features various beauty products available through the Cult Beauty app. These include a shimmery bronzer or highlighter, a thick, creamy moisturizer or mask, a clear serum or oil, and a foaming cleanser. The products are shown in extreme close-up to highlight their textures and consistencies. The ad emphasizes the benefits of accessing these products through the Cult Beauty app, such as exclusive offers, early access to new launches, and push notifications for special deals. The ad aims to persuade viewers to download the app by showcasing the variety and quality of beauty products available and the added value of app-exclusive perks. # Visual style The ad has a polished, high-end aesthetic with extreme close-ups of beauty product textures. The editing style features quick cuts between different product shots. The production quality is high, giving it a commercial feel. The pacing is fast, with cuts timed to the music. The audio-visual sync is well-executed, with product actions timed to the music beats. # Hooks Text overlay: 00:00–00:02: 15% off your first order on the app Visual: 00:00–00:01: Extreme close-up of a shimmery, bronze-colored liquid dripping from a product applicator. The background is a soft, out-of-focus beige. The Cult Beauty logo is in the upper right corner. / 00:01–00:02: Extreme close-up of a thick, creamy, light yellow substance being stirred with a silver spatula or similar tool. The background is blurred. The Cult Beauty logo is in the upper right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that beauty enthusiasts may feel they are missing out on exclusive deals and early access to new product launches. The ad addresses this by offering app-exclusive offers and push notifications to ensure users are always in the know. # Value propositions - Save 15% on your first app order - Get exclusive deals and offers only available on the app - Be the first to know about new beauty products and promotions # Benefits - 15% off your first order on the app - Early access to Edits - Early access to Goody Bags - Early access to new launches # Features - Exclusive app-only offers - Competitions - Push notifications for early access to Edits, Goody Bags, new launches and more # Call to action DOWNLOAD THE APP NOW # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product details and app benefits. # Storyline - 00:00–00:01 The ad opens with a close-up shot of a shimmery, bronze-colored liquid dripping from a product applicator. - 00:01–00:03 The scene transitions to a close-up of a thick, creamy substance being stirred with a spatula or similar tool. - 00:03–00:05 The ad then shows a clear, viscous liquid dripping from a product applicator. - 00:05–00:07 The scene shifts to a close-up of a foaming liquid, possibly a cleanser, with bubbles visible. - 00:07–00:10 The ad returns to a close-up of a thick, textured substance being stirred. - 00:10–00:14 The ad concludes with a shot of a clear liquid dripping from a product applicator.

# Ad summary This ad promotes the Cult Beauty app by showcasing exclusive app-only offers and competitions. It highlights a 15% discount on the first order made through the app and encourages users to turn on push notifications for early access to Edits, Goody Bags, new launches, and more. The ad emphasizes that Cult Beauty is better in the app and includes a call to action to download it now. # Brand positioning Cult Beauty is presented as a premier destination for beauty enthusiasts seeking exclusive offers and competitions. The brand positions itself as forward-thinking by emphasizing its app-only benefits, suggesting a commitment to providing a superior, more accessible shopping experience. By offering early access to coveted items like Edits and Goody Bags, Cult Beauty caters to customers who value being among the first to know about new beauty trends and products. The brand's tone is promotional and enthusiastic, aiming to create a sense of urgency and excitement around its app. # Product The Cult Beauty app is a mobile application designed to provide users with exclusive offers, competitions, and early access to beauty products and collections. It offers a 15% discount on the first order made through the app, incentivizing new users to download and make a purchase. The app also provides push notifications for early access to Edits, Goody Bags, and new launches, ensuring users are among the first to know about these opportunities. The app is presented as a superior way to experience Cult Beauty, offering a more convenient and rewarding shopping experience. # Visual style The ad has a clean, minimalist aesthetic with a focus on clear text overlays and a simple scratch card visual. The editing is straightforward, with each reveal timed to build anticipation. The production quality is polished, creating a professional and trustworthy feel. The pacing is quick, ensuring the message is delivered efficiently. # Hooks Text overlay: 00:00–00:05: CULT BEAUTY / 00:00–00:05: Scratch CARD Visual: 00:00–00:01: A digital scratch card is displayed with the Cult Beauty logo on each scratchable circle. The background is a light pink. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of missing out on exclusive beauty deals and early access to new products. It implies that customers may feel frustrated when they are not among the first to know about these opportunities. # Value propositions - Cult Beauty Is Better In The App # Benefits - Access to exclusive offers and competitions - Discount on first order - Early access to new products and collections # Features - Exclusive app-only offers and competitions - 15% off your first order on the app - Turn on push notifications for early access to Edits, Goody Bags, new launches and more # Call to action DOWNLOAD NOW # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of Cult Beauty, promoting its app and exclusive offers. # Storyline - 00:00–00:01 The ad opens with a visual of a scratch card, immediately grabbing attention and hinting at potential rewards. - 00:01–00:02 As the scratch card is virtually scratched, text appears revealing exclusive app-only offers and competitions, highlighting the app's unique value proposition. - 00:02–00:03 The scratching continues to reveal a 15% discount on the first order made through the app, providing a clear incentive for new users to download and purchase. - 00:03–00:04 The ad further encourages users to turn on push notifications for early access to Edits, Goody Bags, and new launches, emphasizing the benefits of staying connected through the app. - 00:04–00:05 The final message reinforces that Cult Beauty is better in the app and includes a call to action to download it now, driving immediate action from the viewer.

# Ad summary This ad by Cult Beauty features an exciting sale that gives customers a last chance to shop for all their beauty needs, including cosmetics, haircare, and skincare. # Brand positioning Cult Beauty positions itself as a retailer offering a curated selection of premium beauty and skincare products. The brand caters to informed customers seeking quality, unique items, and trending products. By offering a selection of in-demand items and exclusive deals, Cult Beauty cultivates a sense of excitement and aspiration, aligning with values like self-expression, quality, and staying ahead in beauty trends. The retailer likely appeals to consumers seeking a curated experience that is different from competitors. # Product The ad features a sale from Cult Beauty that offers a wide range of products. The products span multiple different beauty categories including cosmetics, haircare, and skincare. The ad promotes the last chance to get up to 40% off. The sale encourages viewers to make a purchase from Cult Beauty. # Visual style The ad blends high-quality product shots with personal footage. The editing style includes quick cuts and smooth transitions. The visuals are clean, bright, and polished to appeal to a beauty-conscious audience. The pacing of the ad is fast, aiming to grab attention and convey information quickly. # Hooks Spoken: 00:04–00:07 Don't forget, Cult Beauty also has a last chance to get up to 40% off! Text overlay: 00:04–00:06 SALE / 00:04–00:06 LAST CHANCE | UP TO 40% OFF Visual: 00:04–00:06 The screen shows the Cult Beauty logo. Below, there is on-screen text that states, "SALE LAST CHANCE | UP TO 40% OFF". At the bottom, the screen shows links to download the app from the app store and shop now. # Funnel stage Bottom of funnel (Conversion) # Pain points The pain point is missing out on a great deal. The audience is encouraged to not "miss it!" # Value propositions - Get up to 40% off and shop cosmetics, haircare, and skincare # Benefits - Exciting sale - Great deals # Features - Last chance to get up to 40% off # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a beauty influencer. # Storyline - 00:00–00:02 The ad opens by highlighting a Cult Beauty sale. - 00:02–00:04 The ad cuts to a beauty influencer who is in the middle of a makeup routine. - 00:04–00:07 The influencer stops her makeup routine to mention that the Cult Beauty sale has a last chance to get 40% off. - 00:07–00:09 The influencer continues her makeup routine. - 00:09–00:12 The influencer again mentions the last chance to get up to 40% off.

# Ad summary This Cult Beauty ad aims to inform customers about the brands that are available in the sale. The ad features a model with makeup while the words 'sale,' 'last chance,' and 'up to 40% off' appear. # Brand positioning Cult Beauty is presented as an online retailer of beauty and skincare products. The brand is presented alongside a sale, implying a place to get prestige products at a discounted price. The brand does not display a particular lifestyle, but caters to consumers interested in beauty and cosmetic products. # Product The ad highlights the variety of beauty products available at Cult Beauty. The ad features a model with a full face of makeup that includes blush, eyeshadow, and bold lipstick. The brand does not highlight any specific products, but rather presents a range of options that are available to purchase. # Visual style The ad features a clean and modern visual style. The font is simple and the backgrounds are white. The editing style features minimal transitions. # Hooks Text overlay: CULT BEAUTY / SHOP NOW / SALE / LAST CHANCE | UP TO 40% OFF Visual: 00:00-00:03 The Cult Beauty logo is at the top. The words 'Shop Now' appear above a close up of a woman's face. The woman has fair skin, dark eyeliner, and dark lips. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Last chance to get beauty products up to 40% off # Benefits - Up to 40% off # Features - Beauty products - Skincare products # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand 100% – The brand voice communicates the sale and discount. # Storyline - 00:00–00:01 The brand name appears at the top of the screen. - 00:01–00:02 The words 'Sale' appear in red underneath the brand name. - 00:02–00:03 The words 'Last Chance | Up to 40% Off' appear in red underneath the word 'Sale'. - 00:03–00:04 The brand name appears at the top of the screen. - 00:04–00:05 The words 'Sale' appear in red underneath the brand name. - 00:05–00:06 The words 'Last Chance | Up to 40% Off' appear in red underneath the word 'Sale'. - 00:06–00:07 The brand name appears at the top of the screen. - 00:07–00:08 The words 'Sale' appear in red underneath the brand name. - 00:08–00:09 The words 'Last Chance | Up to 40% Off' appear in red underneath the word 'Sale'.

# Ad summary This ad promotes Cult Beauty's sale event, offering up to 40% off. It showcases various makeup and skincare products available through their app and website, highlighting beauty and wellness items. The ad employs a mix of product shots, website visuals, and lifestyle imagery to attract viewers. # Brand positioning Cult Beauty is presented as an online retailer specializing in beauty and wellness products. The brand positions itself as a curator of high-quality, desirable beauty items, suggested by its name and the range of featured products. The brand offers a seamless shopping experience through its app and website, catering to consumers who value convenience and access to a variety of beauty options. There is a functional focus on providing curated collections and a wide range of brands within the beauty market, contrasting with the generic retailer. The brand aims to occupy the space of a trusted source for both established and emerging beauty products. # Product The ad showcases a range of beauty and wellness products available through Cult Beauty's app and website. Featured items include makeup (such as lipsticks, eyeshadow palettes, and foundation), skincare products (like serums, moisturizers, and masks), and wellness items. The products are presented as tools for enhancing personal beauty and well-being. The ad does not explicitly list specific features, ingredients, or design details, instead focusing on the visual appeal and variety of the offerings. The ad highlights the ease of purchasing these products through Cult Beauty's online platform, addressing the purchase barrier of accessibility. Each product is visually distinct, contributing to the overall impression of a wide selection, but the ad maintains a consistent brand identity through the unified Cult Beauty platform. # Visual style The ad has a clean, commercial aesthetic with bright lighting and sharp focus, emphasizing the visual appeal of the products and website interface. The editing style uses quick cuts to display various products and offers, creating a sense of urgency and variety. The production quality is polished, aiming to convey a sense of trust and professionalism. There is a consistent visual motif of showcasing the Cult Beauty brand and product range. The pacing is quick, with cuts timed to emphasize key points like the sale and product availability. # Hooks Text overlay: SALE Visual: 00:00–00:02: The Cult Beauty logo appears in bold black text against a bright white background. Below the logo are two download icons for the Apple App Store and Google Play Store, followed by a "SHOP NOW" button. The word "SALE" flashes in large red letters over the top. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Up to 40% off on selected products during the sale # Benefits - Convenient shopping experience - Access to a variety of high-quality beauty items # Features - Cult Beauty's App - Website - Selection of makeup, skincare, and wellness products # Call to action SHOP NOW # Point of view - Brand 100% – The entire ad is presented from the official brand perspective, showcasing the products and sale event. # Storyline - 00:00–00:02 The ad opens with the Cult Beauty logo and announces a sale. - 00:02–00:04 A quick succession of shots shows the Cult Beauty website interface with the "SALE" banner, reinforcing the message of savings. - 00:04–00:07 Close-up shots of various beauty products are displayed, offering a glimpse of the items available in the sale. - 00:07–00:09 More website visuals are shown, emphasizing the convenience of shopping the sale online.

# Ad summary A man reviews The Ordinary's Volufiline 92% + HA Targeted Plumping Serum. He describes the product as an affordable way to plump areas of the face that have lost volume due to aging. He applies the serum to his temples, under eyes, and cheeks. # Brand positioning The Ordinary is positioned as an accessible, affordable, and effective skincare brand. The brand offers a range of products with clinical formulations and integrity. # Product The Ordinary Volufiline 92% + HA Targeted Plumping Serum is a serum that visibly plumps and treats areas impacted by natural age-related fat depletion. Key facial areas that lose volume as we age include the undereyes, temples, cheeks and smile lines, which can appear sunken and hollow. The presenter recommends applying one drop for each of the areas you're applying it to after moisturizing. # Visual style The ad has a UGC feel, with a single person speaking directly to the camera in a casual tone. The editing includes a mix of static shots and quick cuts. The video is brightly lit and features simple backgrounds, keeping the focus on the presenter and the products being discussed. # Hooks Spoken: Filler in a bottle is what everybody on social media is calling this new launch from The Ordinary. Text overlay: FILLER / FILLER IN A BOTTLE / (doesn't actually exist) / *FILLER in a bott Visual: 00:00–00:00 The camera faces a man in a gray and pink striped sweater. He is holding a light beige tube in his left hand and a small brown bottle in his right. Behind him is a white wall and a potted plant. / 00:00–00:03 The camera continues to face the man as he speaks. He is holding the tube and bottle in his hands as he presents the products to the camera. # Funnel stage Consideration # Pain points The ad addresses the pain point of volume loss in key facial areas such as the under eyes, temples, cheeks, and smile lines as we age, which can cause them to appear sunken and hollow. # Value propositions - The Volufiline serum is an affordable way to address areas that bother you most. # Benefits - An affordable way to tackle the areas that bother you most. # Features - Volufiline 92% + HA Targeted Plumping Serum - Visibly plumps - Treats areas impacted by natural age related fat depletion. # Call to action None used. # Social proof - Filler in a bottle is what everybody on social media is calling this new launch from The Ordinary. # Point of view - Customer 100% – The presenter offers a review and demonstration of the product. # Storyline - 00:00–00:04 The video begins with a man holding two products from The Ordinary and introducing the brand's new launch as what everyone on social media is calling "filler in a bottle." - 00:04–00:16 He states the product is not literally "filler in a bottle" before demonstrating how the Volufiline serum can be used to restore lost volume in areas like undereyes, temples, cheeks, and smile lines. - 00:16–00:26 The presenter demonstrates how to use the products by applying one drop after moisturizing to plump areas of the face. - 00:26–00:33 He recalls hearing that The Ordinary wanted to be to the skincare world what unbranded paracetamol is to the medical world--accessible, affordable, and effective. - 00:33–00:38 He closes by saying the serum isn't "filler in a bottle," but it is an affordable way to tackle the areas that bother you most. He notes it's available on Cult Beauty.

# Ad summary This ad promotes a sale at Cult Beauty, highlighting new lines and discounts up to 40% off. The visual features a smiling woman with bold earrings and red nails, creating a vibrant and engaging image. # Brand positioning Cult Beauty is presented as a destination for discovering new and desirable beauty products. The brand positions itself as a curator of sought-after items, offering customers access to a range of beauty solutions. By highlighting 'new lines' and a 'sale,' Cult Beauty emphasizes its commitment to providing fresh and accessible options, appealing to consumers who seek both quality and value in their beauty purchases. The brand aims to occupy a space in the consumer's mind as a go-to source for staying updated with the latest beauty trends and securing great deals. # Product The ad showcases a variety of beauty products available at Cult Beauty, though no specific product is highlighted. The focus is on the availability of 'new lines' and a sale offering 'up to 40% off.' The ad targets beauty enthusiasts who are interested in exploring new products and taking advantage of discounts. The ad addresses the purchase barrier of cost by emphasizing the sale, making it more appealing for customers to try new items. The ad conveys that Cult Beauty is worth exploring for its diverse range and attractive pricing. # Visual style The ad has a clean and modern visual style with a focus on bold typography and a striking image. The production quality appears to be high, with professional photography and clear, legible text. The use of a simple background and minimal props keeps the focus on the woman and the sale announcement. The color palette is limited to black, red, and beige, creating a cohesive and eye-catching design. The overall effect is polished and sophisticated, designed to capture attention and convey a sense of quality and value. # Hooks Headline: SALE # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - NEW LINES ADDED | UP TO 40% OFF # Benefits - UP TO 40% OFF # Call to action SHOP NOW # Point of view - Brand: The brand's POV is present in the top section with the logo, sale announcement, and 'SHOP NOW' button, aiming to attract customers and drive sales. - Customer: The customer's POV is represented by the smiling woman in the image, suggesting satisfaction and a positive experience with the products. # Storyline - The ad opens with the Cult Beauty logo and a bold announcement of a 'SALE,' immediately grabbing attention and signaling a promotional event. The brand is telling the audience that there is an opportunity to save money on their products. - The ad then highlights 'NEW LINES ADDED | UP TO 40% OFF,' providing specific details about the sale and enticing viewers with the prospect of discovering new products at discounted prices. The brand is telling the audience that there are new products available and that they can save money on them. - A 'SHOP NOW' button encourages immediate action, prompting viewers to explore the sale and make a purchase. The brand is telling the audience to take advantage of the sale and shop now. - The visual of a smiling woman with striking earrings and red nails adds a personal and relatable touch, suggesting the positive experience and aesthetic enhancement that Cult Beauty products can offer. The customer is showing the audience the positive experience and aesthetic enhancement that Cult Beauty products can offer.

# Ad summary This ad features a single product, the Glow Recipe Watermelon Glow PHA+BHA Pore-Tight Facial Toner, displayed in what appears to be a tiled shower niche. The brand name "Cult Beauty" appears in large white letters over the product. This simple, product-focused creative could function as a top or middle-of-funnel awareness driver. # Brand positioning Cult Beauty is presented as a purveyor of premium skincare and beauty products, curating a collection of sought-after items. The brand positions itself as a destination for beauty enthusiasts seeking effective and innovative solutions, offering a carefully selected range of products that stand out in a saturated market. The use of a single product in a bathroom setting suggests that Cult Beauty is a part of a self-care or beauty ritual that the customer values. # Product The product featured is the Glow Recipe Watermelon Glow PHA+BHA Pore-Tight Facial Toner. This toner is designed to refine pores and smooth skin. It combines PHA and BHA to gently exfoliate and hydrate the skin. The packaging is a translucent bottle with a vibrant pink cap, making it visually appealing and easily identifiable. The product is positioned as a beauty essential, promising effective results with a refreshing formula. The setting in a bathroom niche suggests it is intended for everyday use in a skincare routine. # Visual style The ad features a clean and minimalist visual style. The shot is brightly lit and uses soft focus, which creates a warm and inviting feel. The use of marble tiles in the background adds a touch of luxury. The large, bold text layered over the image draws attention to the brand. Overall, the visual style is designed to be visually appealing and to convey a sense of quality and sophistication. # Hooks Headline: CULT BEAUTY # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Watermelon Glow PHA+BHA Pore-Tight Facial Toner # Benefits - Pore-Tight # Features - PHA+BHA # Call to action None used. # Social proof - None used. # Point of view - Brand: The product is placed in a clean, attractive setting with the brand name prominently displayed, showcasing the product's appeal and brand identity. - Brand: The prominent display of the brand name reinforces the brand as a curator of quality beauty products. # Storyline - The story begins with a close-up shot of the product, immediately drawing the viewer's attention to the Glow Recipe toner. This is intended to highlight the product as the main focus, and the brand is telling the story by showcasing the product in isolation. - The product is displayed in a marble tiled niche, suggesting a clean and upscale setting. This is from the brand's perspective, reinforcing a sense of luxury and aspiration. - The brand name, "Cult Beauty," is prominently displayed over the product, reinforcing brand awareness. The brand is telling the viewer that this product is part of their carefully curated selection, suggesting it meets high standards.

# Ad summary This ad promotes Cult Beauty's sale, highlighting discounts of up to 40% off on new lines. The ad features a woman applying makeup, showcasing the products available in the sale. The ad uses a split-screen format to demonstrate the before and after effects of the makeup, and includes a call to action to shop now. # Brand positioning Cult Beauty is presented as a destination for beauty enthusiasts seeking curated and high-quality products. The brand aims to occupy a space in the consumer's mind as a provider of premium beauty items, offering a selection of new and popular lines. The brand aligns with a lifestyle that values beauty and self-care, promoting the idea of enhancing one's appearance with top-tier products. Cult Beauty positions itself as a provider of sought-after beauty items, appealing to customers who want access to the latest and greatest in the beauty world. The brand positioning is both functional, by offering effective beauty solutions, and emotional, by promising to enhance the user's confidence and self-image. # Product The featured product is a range of makeup items available through Cult Beauty's sale, including new lines with discounts up to 40% off. The products are for individuals interested in enhancing their appearance and experimenting with different makeup looks. The ad showcases various makeup items, such as foundation, concealer, blush, and lipstick, demonstrating their application and effects. The USPs include the availability of new lines and the significant discount offered during the sale. The ad shows use occasions such as everyday makeup routines and special events, highlighting the versatility of the products. The ad addresses the purchase barrier of high prices by emphasizing the sale and discounts, making the products more accessible. The ad tells the viewer that these products are worth trying or buying because they are high-quality, new, and available at a reduced price. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the makeup products and their effects. The editing style includes quick cuts and split-screen comparisons to highlight the before-and-after transformation. The production quality is high, giving the ad a professional and commercial feel. The pacing is consistent, with cuts timed to maintain viewer engagement. The audio-visual sync is smooth, with the visuals complementing the overall message. # Hooks Text overlay: 00:00–00:03 CULT BEAUTY / 00:00–00:03 SHOP NOW / 00:01–00:03 SALE / 00:02–00:03 NEW LINES ADDED | UP TO 40% OFF Visual: 00:00–00:02: A white screen displays the text "CULT BEAUTY" in bold black letters at the top. Below, a black rectangle contains the text "SHOP NOW" in white. The bottom of the frame shows the top of a woman's head with dark hair. / 00:02–00:03: The screen changes to display "SALE" in large red letters below "CULT BEAUTY." The text "NEW LINES ADDED | UP TO 40% OFF" appears in smaller black letters below "SALE." # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of high prices for beauty products, as implied by the emphasis on the sale and discounts. "UP TO 40% OFF" # Value propositions - New lines added at up to 40% off, providing access to the latest beauty products at a discounted price. # Benefits - Access to new beauty products - Significant savings on purchases # Features - New lines added - Up to 40% off # Call to action SHOP NOW # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer demonstrating the use of the products and showcasing the results. # Storyline - 00:00–00:02 The ad opens with a screen displaying the Cult Beauty logo and the word "SALE" in bold red letters, immediately grabbing attention with the announcement of a sale. - 00:02–00:03 The text "NEW LINES ADDED | UP TO 40% OFF" appears, providing specific details about the sale and enticing viewers with the potential savings. - 00:03–00:07 A woman begins applying makeup, showcasing the products available in the sale. This provides a visual demonstration of the products in use and their potential effects. - 00:07–00:10 The screen splits to show a before-and-after comparison of the makeup application, highlighting the transformative effect of the products. - 00:10–00:13 The woman continues to apply makeup, further demonstrating the products and their application techniques. - 00:13–00:16 The split screen returns, again showing the before-and-after comparison to emphasize the impact of the makeup. - 00:16–00:19 The woman completes her makeup application, showcasing the final look and the overall effect of the products. - 00:19–00:22 The split screen appears for a final time, providing a clear and concise visual representation of the transformation achieved with the makeup. - 00:22–00:24 The ad concludes with a screen displaying the Cult Beauty logo and a call to action to "SHOP NOW," encouraging viewers to take advantage of the sale.

# Ad summary This ad promotes the Cult Beauty sale, highlighting new lines added and discounts of up to 40% off. It features a woman applying makeup, showcasing various beauty products available at Cult Beauty. # Brand positioning Cult Beauty is presented as a high-end retailer of beauty products. The brand aims to occupy a space in the consumer's mind as a curator of premium and sought-after beauty items. The brand aligns with a lifestyle of sophistication and self-care, offering a range of products that cater to beauty enthusiasts. The brand positioning is both functional, providing access to quality beauty products, and emotional, enhancing the customer's self-confidence and personal style. # Product The ad features a variety of beauty products available at Cult Beauty, including makeup and skincare items. The products are showcased through a woman applying them, demonstrating their use and effect. The ad highlights the availability of new lines and discounts of up to 40% off, emphasizing the value proposition for customers. The products are presented as tools for enhancing personal beauty and style, suitable for everyday use and special occasions. The ad addresses the purchase barrier of cost by promoting the sale and discounts. # Visual style The ad has a clean and polished aesthetic, typical of commercial beauty ads. The editing style involves quick cuts between product displays and the woman applying makeup. The production quality is high-end, with clear visuals and professional lighting. The pacing is fast, with cuts timed to match the rhythm of the ad. The audio-visual sync is precise, enhancing the overall viewing experience. # Hooks Text overlay: SHOP NOW / SALE / NEW LINES ADDED | UP TO 40% OFF Visual: 00:00–00:02: A white background with the black text "CULT BEAUTY" at the top. Below, a black rectangle contains the white text "SHOP NOW". The text "SALE" appears in red, followed by "NEW LINES ADDED | UP TO 40% OFF" in smaller black text. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of high costs associated with premium beauty products by offering discounts and sales. # Value propositions - New lines added at discounted prices - Up to 40% off on beauty products # Benefits - Access to new beauty products - Savings on purchases # Features - New lines added - Up to 40% off # Call to action SHOP NOW # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer using and showcasing the beauty products. # Storyline - 00:00–00:02 The Cult Beauty logo appears with the text "SALE" and "NEW LINES ADDED | UP TO 40% OFF". - 00:02–00:04 A woman with dark hair and a black top is shown applying makeup. - 00:04–00:05 The Cult Beauty logo appears with the text "SALE" and "NEW LINES ADDED | UP TO 40% OFF". - 00:05–00:07 The woman is shown applying makeup again. - 00:07–00:08 The Cult Beauty logo appears with the text "SALE" and "NEW LINES ADDED | UP TO 40% OFF". - 00:08–00:10 The woman is shown applying makeup again. - 00:10–00:11 The Cult Beauty logo appears with the text "SALE" and "NEW LINES ADDED | UP TO 40% OFF". - 00:11–00:13 The woman is shown applying makeup again. - 00:13–00:14 The Cult Beauty logo appears with the text "SALE" and "NEW LINES ADDED | UP TO 40% OFF". - 00:14–00:16 The woman is shown applying makeup again.

# Ad summary This image ad for Cult Beauty promotes a sale with new lines added and up to 40% off. It features a model with bold earrings and red nail polish, smiling with her eyes closed. # Brand positioning Cult Beauty positions itself as a destination for beauty enthusiasts seeking curated and coveted products. The brand aims to occupy a space in the consumer's mind as a purveyor of high-quality, desirable beauty items. The brand aligns with a lifestyle that values beauty and self-expression. By offering a curated selection, Cult Beauty pushes against the norm of overwhelming choices in the beauty market. The brand positioning is both functional, by providing access to unique products, and emotional, by fostering a sense of exclusivity and aspiration. # Product The ad promotes a sale event at Cult Beauty, offering discounts of up to 40% on newly added product lines. The focus is on the opportunity to purchase a variety of beauty products at reduced prices. The ad targets beauty enthusiasts who are looking for deals on high-quality or newly released items. The main selling point is the limited-time offer to save money on beauty products, encouraging immediate action to take advantage of the discounts. # Visual style The ad has a clean and modern visual style with a focus on bold typography and a striking image. The production quality is high, with professional photography and clear, legible text. The visual motifs include a simple color palette of red, black, and white, creating a sense of urgency and sophistication. The image treatment is minimal, with a focus on natural lighting and skin tones. The typography is large and bold, designed to capture attention and communicate the key message quickly. The style is disruptive, contrasting with the typical cluttered and overly promotional ads often seen in the beauty industry. # Hooks Headline: SALE # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - NEW LINES ADDED | UP TO 40% OFF # Benefits - UP TO 40% OFF # Call to action SHOP NOW # Point of view - Brand: The brand is communicating the sale event and its details through the logo, text, and call to action. - Customer: The model's expression and overall aesthetic represent the positive experience and potential satisfaction of shopping at Cult Beauty. # Storyline - The ad opens with the Cult Beauty logo and the announcement of a sale, immediately grabbing attention and setting the context for a promotional offer. The brand is telling the audience about the sale. - The ad highlights the addition of new lines to the sale and specifies the discount of up to 40% off, providing key details to entice potential customers. The brand is telling the audience about the specifics of the sale. - The ad features a model with a joyful expression, showcasing the positive emotions associated with beauty and shopping. The audience is experiencing the ad from the perspective of a satisfied customer. - The ad includes a 'Shop Now' button, prompting immediate action and guiding the audience towards making a purchase. The brand is telling the audience to take action and shop the sale.

# Ad summary This image ad for Cult Beauty promotes a sale with new lines added and up to 40% off. It features a smiling model with bold earrings and red nails, and includes download links for the Cult Beauty app on the App Store and Google Play. # Brand positioning Cult Beauty is presented as a destination for beauty enthusiasts seeking access to a curated selection of products. The brand positions itself as a provider of new and desirable beauty items, as highlighted by the "New lines added" messaging. The brand aims to occupy a space in the consumer's mind as a source of high-quality beauty products, offering a range of items that cater to diverse beauty needs. The brand aligns with a lifestyle that values beauty and self-care, promoting the idea that customers can enhance their personal style and confidence through its offerings. The brand's positioning is both functional, by providing access to a wide range of beauty products, and emotional, by empowering customers to express themselves and feel confident. # Product The ad promotes a sale event at Cult Beauty, offering customers the opportunity to purchase beauty products at discounted prices. The sale includes "New lines added," suggesting that customers can find the latest beauty products at up to 40% off. The ad is targeted towards beauty enthusiasts who are looking for new and exciting products to enhance their personal style. The ad addresses the purchase barrier of cost by offering discounts, making beauty products more accessible to a wider audience. The ad also highlights the convenience of shopping through the Cult Beauty app, which can be downloaded from the App Store or Google Play. # Visual style The ad has a clean and modern visual style with a focus on bold typography and a striking image of a model. The use of red and black against a white background creates a sense of urgency and excitement. The overall production quality is high, with professional photography and attention to detail. The ad feels native to a platform like Instagram, with its focus on visually appealing imagery and concise messaging. The typography is large and bold, making it easy to scan and capture attention in a fast-moving feed. # Hooks Headline: SALE # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - New lines added | Up to 40% off # Benefits - Access to new beauty products - Discounted prices # Features - New lines added - Up to 40% off # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The brand is communicating the sale event, new product lines, and app download options at the top of the image. - Customer: The model's joyful expression and interaction with her face suggest a positive experience with beauty products, offering a customer's perspective. # Storyline - The ad opens with the brand name and the announcement of a sale, immediately grabbing the viewer's attention with the promise of discounted beauty products. This is told from the brand's perspective to draw the viewer in with an offer. - The ad highlights that new lines have been added to the sale, emphasizing the freshness and relevance of the products available. This is told from the brand's perspective to entice the viewer with the prospect of discovering new items. - The ad features a smiling model, creating a positive and inviting atmosphere that encourages viewers to explore the sale. This is told from the customer's perspective, showing the joy and satisfaction that can be derived from using Cult Beauty products. - The ad includes download links for the Cult Beauty app, providing a convenient way for viewers to access the sale and shop for beauty products. This is told from the brand's perspective to encourage viewers to engage with the brand and make a purchase.

# Ad summary This ad for Cult Beauty promotes a sale with up to 40% off and new lines added. It features a smiling model and download links for the Cult Beauty app. # Brand positioning Cult Beauty is presented as a high-end retailer of beauty products. The brand is positioned as a curator of sought-after beauty items, offering a selection of products that are considered "cult" favorites. The ad's focus on a sale and new lines suggests a dynamic brand that is constantly updating its offerings to stay current with beauty trends. The brand aims to occupy a space in the consumer's mind as a go-to destination for discovering and purchasing premium beauty products. # Product The ad promotes a sale event across Cult Beauty's product range. The sale includes new lines and offers up to 40% off. The ad encourages viewers to shop the sale by downloading the Cult Beauty app, available on both the App Store and Google Play. The ad addresses the purchase barrier of accessibility by highlighting the convenience of shopping through the app. # Visual style The ad has a clean and modern visual style. The use of red and black text on a light background creates a high-contrast look. The image of the smiling model adds a personal touch. The overall style is polished and professional. # Hooks Headline: SALE # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Up to 40% off new lines # Benefits - Savings on beauty products - Access to new beauty products # Features - New lines added - Up to 40% off # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The brand is communicating the sale and providing download links for the app. - Customer: The model is shown smiling, conveying a positive experience with the brand. # Storyline - The ad opens with the Cult Beauty logo and the announcement of a sale, immediately grabbing the viewer's attention with the prospect of savings. This is told from the brand's perspective to draw the viewer in. - The ad highlights that new lines have been added and that the sale offers up to 40% off, increasing the appeal of the sale. This is told from the brand's perspective to emphasize the value of the sale. - The ad features download links for the Cult Beauty app on the App Store and Google Play, making it easy for viewers to access the sale. This is told from the brand's perspective to drive app downloads and facilitate shopping. - The ad shows a smiling model, creating a positive association with the brand and the sale. This is told from the customer's perspective to show the positive experience of using the products.

# Ad summary This ad showcases a suitcase filled with various beauty and skincare products from Cult Beauty. The ad uses a POV shot to give the viewer the impression that they are packing the suitcase themselves. The ad highlights the wide range of beauty products available at Cult Beauty. # Brand positioning Cult Beauty is presented as a one-stop shop for all things beauty and skincare. The brand is positioned as a curator of high-quality, must-have products, as implied by the sheer volume and variety of items shown. The brand aligns with a lifestyle that values self-care, beauty, and indulgence. The brand seems to ignore the norm of minimalism, instead promoting abundance and choice. The brand positioning is both functional (offering a wide range of products) and emotional (catering to the desire for self-care and beauty enhancement). # Product The ad features a wide array of beauty and skincare products available at Cult Beauty. These include creams, serums, cleansers, makeup, and beauty tools like jade rollers. The products are packaged in various sizes, shapes, and colors, showcasing the diversity of the brand's offerings. The ad does not explicitly state the features or ingredients of each product, but it implies that they are all essential for a comprehensive beauty routine. The ad is for anyone who enjoys beauty and skincare products and wants to have a wide selection to choose from. The ad addresses the purchase barrier of limited selection by showcasing the vast range of products available at Cult Beauty. # Visual style The ad has a clean and bright aesthetic. The editing is simple and straightforward, with static shots and smooth transitions. The production quality is high, giving the ad a polished and professional feel. The pacing is slow and deliberate, allowing the viewer to take in all the details of the products. # Hooks Text overlay: 00:00–00:05 POV: only pack the essentials Visual: 00:00–00:01: A black suitcase is being opened. The suitcase is on a white surface. A person's hands with a gold watch and rings are visible as they open the suitcase. The Cult Beauty logo is in the upper right corner. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the pain point is not having enough space to pack all of your beauty essentials. The text overlay reads, "POV: only pack the essentials," but the suitcase is overflowing with products. # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from a first-person perspective, giving the viewer the impression that they are packing the suitcase themselves. # Storyline - 00:00–00:01 The ad opens with a POV shot of a black suitcase being opened. - 00:01–00:05 The suitcase is then revealed to be filled with a variety of beauty and skincare products.