How CURLSMITH Advertises on Meta

# Ad summary This image ad features a split screen "before and after" view of a woman's curly hair. On the left, her hair is frizzy and undefined, while on the right, her curls are smooth and defined. The ad emphasizes the idea that the brand makes "wash day simple." # Brand positioning Curlsmith is presented as a brand that simplifies hair care routines for individuals with curly hair. The brand positions itself by focusing on taming frizz and defining curls, suggesting an emotional positioning of confidence and ease. By promising to make "wash day simple," Curlsmith directly addresses a common pain point for people with curly hair, thus establishing a strong value proposition. # Product The image features Curlsmith products, although they are not explicitly shown. The ad implies that the brand offers a range of hair care products designed to transform frizzy, undefined curls into smooth, defined ones. The product is presented as the solution to simplify the wash day routine, making it easier to achieve desired results. The product's main selling point is its ability to improve the appearance and manageability of curly hair. # Visual style The ad has a clean and straightforward visual style, focusing on a clear before-and-after comparison. The image is well-lit, and the colors are muted and warm. The overall impression is polished and professional, indicating high production quality. # Hooks Headline: WASH DAY MADE SIMPLE # Funnel stage Top of funnel (Awareness) # Pain points The ad explicitly addresses the pain point of difficult and complex wash day routines for curly hair. The "before" image demonstrates this frustration visually, showing frizzy and undefined curls. # Value propositions - Making wash day simple by transforming frizzy hair into defined curls # Benefits - WASH DAY MADE SIMPLE # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption conveys the key brand message and value proposition. # Storyline - The ad opens by contrasting two states of curly hair: before and after product use. This immediately conveys the problem (frizzy, undefined curls) and the solution (defined, smooth curls). The viewer is experiencing the transformation from the perspective of a customer seeking to improve their hair. - The phrase "Wash day made simple" reinforces the brand's promise of easy and effective hair care. The brand is communicating its core value proposition: simplifying the often complex and time-consuming process of washing and styling curly hair.

# Ad summary This image ad for Curlsmith promotes a discount of up to 20% off when customers build their own bundle of products. # Brand positioning Curlsmith is presented as a premium haircare brand specifically designed for curly hair. The brand emphasizes customization by encouraging customers to build their own bundles, positioning itself as a solution for individual hair needs. It aims to occupy a space in the consumer's mind as a go-to brand for tailored curly hair solutions, promoting a lifestyle of embracing and enhancing natural curls. # Product The ad features a range of Curlsmith haircare products. These products are designed for curly hair and include conditioners, deep quenchers, and gels. The ad focuses on the ability to create a personalized bundle of these products, suggesting that customers can tailor their hair care routine to their specific needs. The products address the common challenge of finding the right combination of products for curly hair, offering a solution through customization. # Visual style The ad has a clean, modern aesthetic with a focus on product presentation. The products appear to float against a vibrant gradient background. The typography is bold and legible, ensuring the offer is easily scannable. The overall style aligns with platform-native trends, making it suitable for in-feed placements. The high production quality, use of lighting, and placement give a polished feel to the ad. # Hooks Headline: UP TO 20% OFF # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential frustration of finding the right combination of hair care products for curly hair by emphasizing the option to build a personalized bundle. # Value propositions - Up to 20% off when you build your own bundle. # Benefits - Customizable haircare routine tailored to individual needs # Features - Conditioners - Deep Quenchers - Gels # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the products are presented in a visually appealing way, emphasizing the brand's offering and promotion. # Storyline - The ad opens with an array of Curlsmith products. This arrangement visually introduces the variety of products available for customers to choose from, setting the stage for the promotion of a customizable bundle offer. This section is from the brand's perspective to showcase the different products available. - Next, the ad reveals an offer of “UP TO 20% OFF WHEN YOU BUILD YOUR OWN BUNDLE”. This is the core message of the ad, incentivizing customers to purchase multiple products. The promotion is displayed from the brand's perspective, aiming to entice the audience to take advantage of the discount. - The ad ends with the Curlsmith logo. This element reinforces brand recognition and credibility. This is from the brand’s perspective to help viewers connect the offer and product selection to the Curlsmith brand, encouraging trust and familiarity.

# Ad summary The ad features three Curlsmith hair care products – Curl Quenching Conditioning Wash, Essential Moisture Shampoo, and Curl Reset Detox Shampoo. It promotes a 'Build Your Own Bundle & Save' offer, with tiered discounts based on the number of items in the bundle. The visual style is clean and product-focused, set against a gradient background. # Brand positioning Curlsmith is presented as a brand focused on providing specialized hair care solutions for curls. The brand is positioned around providing high-quality products tailored to the unique needs of curly hair, as evidenced by the specific product names like 'Curl Quenching' and 'Detox Shampoo'. This implies a functional approach, emphasizing the performance and effectiveness of the products in maintaining and enhancing natural curls. The brand identity is centered on expertise and care within the niche of curly hair care, suggesting a commitment to understanding and meeting the specific challenges faced by individuals with curly hair. # Product The ad features three distinct Curlsmith products. First is the Curl Quenching Conditioning Wash, designed to cleanse and hydrate curly hair. Second is the Essential Moisture Shampoo, aimed at providing necessary moisture for curls. And third is the Curl Reset Detox Shampoo, formulated to detoxify and refresh curls. All three products are bottled in similar packaging with a minimalist design. Each product is intended for individuals with curly hair looking for tailored solutions to maintain the health and appearance of their curls. The ad promotes a 'Build Your Own Bundle & Save' offer, which encourages trying multiple products for a comprehensive hair care routine. No specific purchase barriers are directly addressed, but the bundling offer implies cost savings for customers willing to invest in multiple products. # Visual style The ad features a clean, product-focused visual style with a gradient background. The bottles are neatly arranged on a glass shelf. The overall presentation is polished and well-lit, suggesting a high production quality. The typography is simple and legible, prioritizing clarity and scannability. The composition is balanced and symmetrical. The style feels native to social media, with a bright, eye-catching color scheme, made to grab attention in-feed. # Hooks Headline: BUILD YOUR OWN BUNDLE & SAVE # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Build your own bundle to target the specific needs of your hair. # Benefits - Save money when purchasing multiple items as part of a bundle. # Features - Curl Quenching Conditioning Wash - Essential Moisture Shampoo - Curl Reset Detox Shampoo # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand is presenting the products, offers, and details about bundle savings. # Storyline - The ad begins with a headline 'BUILD YOUR OWN BUNDLE & SAVE', immediately grabbing attention and conveying the main offer. This message is from the brand's perspective, aiming to entice viewers with a savings opportunity if they purchase multiple products. - Next, the ad details the tiered discount structure - '10% OFF 3 ITEM BUNDLE', '15% OFF 4 ITEM BUNDLE', and '20% OFF 5 ITEM BUNDLE'. The brand provides specific discount rates dependent on the number of products purchased, giving customers a clear incentive to add more items to their cart. - Finally, the ad showcases three Curlsmith hair care products arranged neatly on a glass shelf along with aloe and other botanical accents. This is presented from the brand's perspective, highlighting the product range and connecting them to natural ingredients.

# Ad summary This ad for Curlsmith's In-Shower Style Fixer features a woman with curly hair showing off her hair before and after using the product. The ad also includes customer reviews and highlights the product's benefits. # Brand positioning Curlsmith is presented as a brand dedicated to curly hair care, emphasizing the importance of curl confidence. The brand aligns with a lifestyle that celebrates natural curls, coils, and waves, promoting the idea that it's a "curl's world." Curlsmith positions itself as a solution for achieving high-definition, nourished, and long-lasting curls, pushing against the norm of neglecting or struggling with curly hair. The brand positioning is both functional, offering products that deliver specific results, and emotional, aiming to empower individuals to embrace their natural curls. # Product The featured product is Curlsmith's In-Shower Style Fixer, an anti-frizz styling gel designed for use in the shower. It is formulated to provide high definition, nourishment, and long-lasting hold for curls, coils, and waves. The product contains ingredients such as squeezed aloe vera, apricot kernel, sage, and crushed black pepper. The ad highlights that the product is suitable for all curl types and helps prevent frizz. The In-Shower Style Fixer is presented as a solution to achieve defined and confident curls, making it worth trying for those seeking to enhance their natural curl pattern. # Visual style The ad has a polished and clean aesthetic with a focus on showcasing the product and its results. The editing style includes quick cuts and static shots, creating a dynamic yet informative viewing experience. The production quality is high, with clear visuals and professional presentation. The pacing is consistent, maintaining a steady rhythm throughout the ad. The cuts and text overlays are timed to the music beats, enhancing the overall audio-visual sync. # Hooks Spoken: 00:01–00:03 [Upbeat] See the difference Text overlay: 00:01–00:03 SEE THE DIFFERENCE Visual: 00:01–00:04 A close-up shot of a woman with curly hair, fair skin, and freckles, wearing a light pink shirt. She is smiling and looking directly at the camera. The camera is stationary, and the background is a neutral gray. # Funnel stage Consideration # Pain points The ad addresses the frustration of struggling with frizzy, undefined curls. The customer review highlights the difficulty of finding a product that can hold curls and prevent frizz: "My hair hates product but LOVES this product! This product holds my curls and prevents frizz..." # Value propositions - The ultimate curl fix - For all curls, coils & waves - Unleash your curl confidence # Benefits - High definition - Nourishing - Long-lasting # Features - Anti-frizz styling gel - Contains squeezed aloe vera, apricot kernel, sage, crushed black pepper basil # Call to action None used. # Social proof - "Strong gel. Very thick strong gel, exactly what I was looking for. Cannot find this thick gel anywhere." – Lilian M. - "Best gel I've used so far! My hair hates product but LOVES this product! This product holds my curls and prevents frizz..." – Amy # Point of view - Customer 50% – The ad features a woman showcasing her hair before and after using the product, providing a personal perspective on its effectiveness. - Brand 50% – The ad includes product shots, customer reviews, and messaging that promotes the brand's values and product benefits. # Storyline - 00:00–00:04 00:00–00:04 A woman with curly hair smiles at the camera, showing her hair before using the product. The message is to showcase the starting point and the potential for improvement. The audience experiences the ad from the customer's perspective, with a casual and friendly tone. - 00:04–00:07 00:04–00:07 The ad transitions to show customer reviews of the product, emphasizing its effectiveness and quality. The message is to build trust and credibility through social proof. The audience experiences the ad from the brand's perspective, highlighting positive feedback from users, with an informative and persuasive tone. - 00:07–00:10 00:07–00:10 The ad showcases the product's features and benefits, such as high definition, nourishment, and long-lasting hold. The message is to highlight the product's key selling points and value proposition. The audience experiences the ad from the brand's perspective, with a focus on product attributes and benefits, delivered in an informative and persuasive tone. - 00:10–00:14 00:10–00:14 The woman reappears, now with defined curls after using the product, smiling confidently. The message is to demonstrate the product's effectiveness and the resulting curl definition. The audience experiences the ad from the customer's perspective, showcasing the positive outcome of using the product, with a happy and satisfied tone. - 00:14–00:18 00:14–00:18 The ad concludes with a final shot of the product, reinforcing the brand message of curl confidence and showcasing the product's packaging. The message is to leave a lasting impression and encourage viewers to embrace their natural curls. The audience experiences the ad from the brand's perspective, reinforcing the brand's identity and value proposition, with an empowering and uplifting tone.

# Ad summary This ad for Curlsmith's Moisture Memory Release spray features the product against a peach background with watercolor-style illustrations of avocados, olives, and leaves. The ad highlights the product's ability to create silky soft, perfectly hydrated curls. # Brand positioning Curlsmith is presented as a brand dedicated to curly hair care. The brand positions itself as an expert in curl hydration and maintenance, offering specialized products designed to enhance and define natural curls. The brand's name and tagline, "It's a curl's world," reinforce its focus on catering specifically to the needs of curly-haired individuals. The brand aims to occupy a space in the consumer's mind as a go-to solution for achieving and maintaining healthy, hydrated, and well-defined curls, promoting a lifestyle that embraces and celebrates natural hair textures. # Product The featured product is Curlsmith's Moisture Memory Release, a weightless leave-in conditioner designed to hydrate curly hair. It is packaged in a dark brown bottle with a silver spray nozzle. The product is formulated to provide moisture and definition for curls, addressing the need for hydration in curly hair care. The bottle label highlights the product's key features, including its weightless formula and moisturizing properties. The product is suitable for individuals with curly hair seeking to enhance their natural curl pattern and maintain optimal hydration levels. The ad emphasizes the product's ability to deliver silky soft, perfectly hydrated curls, positioning it as a solution for achieving defined and moisturized curls. # Visual style The ad features a clean and inviting visual style with a focus on natural elements. The production quality appears to be highly polished, with professional product photography and carefully arranged visual elements. The use of watercolor-style illustrations adds a soft and organic touch to the overall aesthetic. The image treatment includes subtle color grading to enhance the peach tones and create a warm and inviting atmosphere. The typography is clean and legible, with a focus on readability. The visual style is designed to be scannable and appealing in a social media feed, with a clear focus on showcasing the product and its benefits. # Hooks Headline: SILKY SOFT. PERFECTLY HYDRATED CURLS. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry, undefined curls, which can be a common frustration for individuals with curly hair. # Value propositions - Moisture Memory Release for silky soft, perfectly hydrated curls # Benefits - Silky soft curls - Perfectly hydrated curls # Features - Weightless leave-in conditioner - More Dry or Curly Hair - TriCera Blend complex # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand showcasing its product and highlighting its benefits to the audience. # Storyline - The ad opens by highlighting the core benefit of the product: achieving "silky soft, perfectly hydrated curls." This immediately grabs the viewer's attention by promising a desirable outcome for those with curly hair. The brand is telling the audience what they can expect from using the product. - The ad then showcases the Curlsmith Moisture Memory Release product itself, emphasizing its brand name and product name. This reinforces brand recognition and product identification. The brand is highlighting its product as the solution to the problem of dry, undefined curls. - The ad concludes by reiterating the brand's identity with the tagline "It's a curl's world," reinforcing the brand's commitment to curly hair care. The brand is reminding the audience of its expertise and dedication to serving the needs of curly-haired individuals.

# Ad summary This ad for Curlsmith features a woman talking about how she always wanted to meet the curly girl in the mirror. She then shares that 95% of curlies are happier with their curls after using Curlsmith. The ad also shows three women taking a selfie and states that they are feeding their curls ingredients they love. The ad ends with the tagline, "It's a curl's world." # Brand positioning Curlsmith is presented as a brand that empowers individuals with curly hair to embrace and enhance their natural curls. The brand positions itself as a provider of products that cater specifically to the needs of curly hair, emphasizing the use of ingredients that nourish and support healthy curls. Curlsmith aligns with a lifestyle that celebrates individuality and self-expression through embracing natural hair textures. The brand pushes against the norm of chemically straightening or altering curly hair, instead promoting the beauty and versatility of natural curls. Curlsmith's positioning is both functional, by providing effective products for curl care, and emotional, by fostering confidence and self-love among its customers. # Product The ad features Curlsmith hair products designed for curly hair. The products include the Curl Defining Styling Souffle and Weightless Air Dry Cream. The Curl Defining Styling Souffle is a styling product that enhances and defines curls, while the Weightless Air Dry Cream is designed to provide moisture and control frizz without weighing down the hair. These products are for individuals with curly hair who want to enhance their natural curl pattern, reduce frizz, and maintain healthy, nourished curls. The ad highlights that 95% of curlies are happier with their curls after using Curlsmith, suggesting a high level of customer satisfaction and effectiveness. The products are presented as a way to "feed" curls with ingredients they love, implying that they are made with nourishing and beneficial components. The ad addresses the purchase barrier of uncertainty by showcasing the positive results and high satisfaction rates among users. # Visual style The ad has a bright and cheerful aesthetic, with a focus on natural lighting and vibrant colors. The editing style is quick and dynamic, with fast cuts between scenes to maintain viewer engagement. The production quality is polished, giving the ad a professional and high-end feel. The visual motifs include the floral background, which adds a touch of nature and femininity, and the use of diverse women with curly hair, which promotes inclusivity and relatability. The pacing is fast, with cuts occurring every few seconds, which keeps the ad energetic and engaging. The audio-visual sync is well-coordinated, with text and product actions timed to the music and voiceover. # Hooks Spoken: 00:00–00:02: There is always a curly girl in the mirror I wanted to meet. Text overlay: 00:00–00:02: CURLSMITH® Visual: 00:00–00:02: A woman with tan skin and long, dark, curly hair smiles at her reflection in a mirror. She is wearing a white top and the background is a light beige wall. The camera is stationary and focused on her face and upper body. The lighting is soft and natural. The Curlsmith logo is superimposed on the bottom of the frame. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not being happy with one's natural curls and the desire to enhance and embrace them. # Value propositions - 95% of curlies were happier with their curls after using Curlsmith - Feeding my curls ingredients they love # Benefits - Happier with their curls - Feeding my curls ingredients they love # Features - Curl Defining Styling Souffle - Weightless Air Dry Cream - Ingredients they love # Call to action None used. # Social proof - "95% of curlies were happier with their curls after using Curlsmith" – On-screen text # Point of view - Customer 60% – The ad features a woman sharing her positive experience with Curlsmith products, creating a relatable and authentic perspective. - Brand 40% – The brand's official voice is present through product displays, on-screen text, and the overall message of empowering curly hair. # Storyline - 00:00–00:02 00:00–00:02: A woman with curly hair smiles at her reflection in the mirror. She touches her hair and the Curlsmith logo appears on the screen. The message is that the woman is happy with her curls and the brand is associated with that happiness. The perspective is from the woman's point of view, as she admires her hair. The tone is positive and uplifting. - 00:02–00:03 00:02–00:03: A hand points to two Curlsmith products on a bathroom counter. The message is that these are the products that can help achieve the desired curly hair. The perspective is from the brand's point of view, showcasing its products. The tone is informative and promotional. - 00:03–00:04 00:03–00:04: Three women with curly hair walk together in an urban setting. The message is that Curlsmith is for all types of curly hair. The perspective is from an external observer, showcasing diverse women with curly hair. The tone is inclusive and celebratory. - 00:04–00:08 00:04–00:08: The woman from the first scene is now in front of a floral background, smiling and touching her hair. Text on the screen states that 95% of curlies are happier with their curls after using Curlsmith. The message is that Curlsmith products lead to happier, more confident curls. The perspective is from the woman's point of view, sharing her positive experience. The tone is joyful and confident. - 00:08–00:12 00:08–00:12: The three women from the previous scene take a selfie together. Text on the screen states that they are feeding their curls ingredients they love. The message is that Curlsmith products are made with nourishing ingredients. The perspective is from the women's point of view, enjoying their curls and the products. The tone is fun and celebratory. - 00:12–00:14 00:12–00:14: A variety of Curlsmith products are displayed on pedestals against the floral background. The Curlsmith logo and tagline, "It's a curl's world," appear on the screen. The message is that Curlsmith offers a wide range of products for all curly hair needs. The perspective is from the brand's point of view, showcasing its product line. The tone is confident and empowering.

# Ad summary This ad features a woman holding Curlsmith hair product and smiling at the camera. The ad highlights the product's ability to provide high definition, nourishing, and long-lasting results. # Brand positioning Curlsmith is presented as a brand dedicated to providing high-quality hair care solutions, specifically for curls. The brand emphasizes nourishment and long-lasting results, positioning itself as a reliable choice for maintaining healthy, defined curls. The brand aligns with a lifestyle that values self-care and embracing natural hair textures, pushing against the norms of traditional hair care that often overlook the unique needs of curly hair. The brand positioning is both functional, focusing on the product's performance, and emotional, promoting confidence and satisfaction in one's natural hair. # Product The featured product is Curlsmith's hair styling product, designed to provide high definition, nourishing, and long-lasting results for curls. The product is packaged in a white tube with blue accents and clear labeling. It is intended for individuals with curly hair seeking to enhance their natural curl pattern while maintaining hair health. The ad highlights the product's ability to deliver defined and nourished curls, addressing the common purchase barriers of curl products that often fail to provide lasting results or maintain hair health. The ad aims to convey that this product is worth trying for its promise of high definition and long-lasting nourishment. # Visual style The ad has a clean and bright visual style, with a focus on showcasing the product and the woman's natural beauty. The production quality is high, with professional lighting and a simple background. The image treatment includes subtle color grading to enhance the overall warmth and vibrancy of the scene. The typography is large and bold, making it easy to read and visually appealing. The overall style is platform-native, designed to seamlessly blend into social media feeds while still capturing attention. # Hooks Headline: HIGH DEFINITION NOURISHING, LONG-LASTING # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of using hair products that fail to deliver defined, nourished, and long-lasting curls. The ad aims to solve the problem of hair products that do not provide lasting results. # Value propositions - Achieve high definition curls with a nourishing formula that provides long-lasting results. # Benefits - High definition curls - Nourished hair - Long-lasting results # Features - HIGH DEFINITION - NOURISHING - LONG-LASTING # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman holding the product and smiling represents the customer's perspective, showing satisfaction and confidence in the product's results. - Brand: The text overlay 'HIGH DEFINITION, NOURISHING, LONG-LASTING' represents the brand's perspective, directly communicating the product's key benefits and value proposition. # Storyline - The ad opens with a close-up of a woman smiling and holding a Curlsmith product, immediately establishing a positive and relatable connection with the audience. This is from the customer's perspective, showcasing the product in a real-life context and creating a sense of trust and authenticity. - The text overlay highlights the key benefits of the product: 'HIGH DEFINITION, NOURISHING, LONG-LASTING.' This is from the brand's perspective, directly communicating the product's value proposition and setting clear expectations for the customer.

# Ad summary This ad showcases Curlsmith's Curl Defining Styling Souffle. It features a woman with curly hair showing her hair before and after using the product. The ad also includes customer reviews and demonstrates the product's use on different curl types. # Brand positioning Curlsmith is presented as a brand dedicated to curly hair care, emphasizing curl confidence and catering to all curl types. The brand positions itself as a solution for achieving moisturized, defined curls that last. The brand's tone is positive and empowering, encouraging customers to embrace their natural curls. Curlsmith aims to occupy a space in the consumer's mind as a go-to brand for reliable and effective curl care, promoting a lifestyle of embracing and enhancing natural curls. # Product The Curlsmith Curl Defining Styling Souffle is a styling gel designed for all curl types to provide moisturized, defined curls that last. The product is highlighted for its ability to deliver the perfect balance between softness and hold. It is presented as a solution for enhancing hair texture and achieving curl confidence. The ad showcases the product's application and results, emphasizing its effectiveness in defining curls and providing long-lasting moisture. The product is available in multiple sizes, including a 2 fl oz tube, an 8 fl oz jar, and a 16 fl oz bottle. # Visual style The ad has a polished, commercial aesthetic with a clean and bright visual style. The editing style includes quick cuts and smooth transitions to maintain a fast pace. The production quality is high, with clear lighting and professional-looking shots. The pacing is consistent, with cuts timed to the music beats. The ad uses a consistent color palette of light blue, white, and teal to reinforce the brand's identity. # Hooks Text overlay: 00:01–00:04 SEE THE DIFFERENCE Visual: 00:00–00:01: A static shot displays three Curlsmith Curl Defining Styling Souffle products against a light blue background. From left to right, there is a 2 fl oz tube, an 8 fl oz jar, and a 16 fl oz bottle. The products are arranged on a white surface with scattered ingredients like turmeric and rosemary. The brand logo "CURLSMITH" is centered at the top of the frame. / 00:01–00:02: A close-up shot of a woman with frizzy, undefined curly hair. She has fair skin, dark eyes, and is wearing a dark gray top. The background is a brick wall. She looks directly at the camera with a serious expression. / 00:02–00:04: The same woman now has defined, moisturized curls. She is smiling and wearing a mauve top. The background remains the brick wall. The text overlay "SEE THE DIFFERENCE" appears in a teal rounded rectangle at the bottom of the frame. # Funnel stage Consideration # Pain points The ad addresses the frustration of having frizzy, undefined curls that lack moisture and definition. This is visually demonstrated by the "before" shot of the woman with frizzy hair. # Value propositions - Achieve moisturized, defined curls that last with a styling gel designed for all curl types. - Experience the perfect balance between softness and hold, enhancing your hair texture and boosting your curl confidence. # Benefits - Moisturized curls - Defined curls - Curls that last - Improved hair texture - Balance between softness and hold # Features - Styling gel - For all curl types - Provides softness and hold # Call to action None used. # Social proof - "I love this product. It's the perfect balance between softness and hold." – Samantha (Customer) - "Has made a massive difference to my hair texture - I love this" – Robyn C (Customer) # Point of view - Customer 70% – The ad features real people with curly hair showcasing their results and experiences with the product. - Brand 30% – The brand voice is present through text overlays and product displays, highlighting key features and benefits. # Storyline - 00:00–00:01 The Curlsmith brand and three Curl Defining Styling Souffle products are displayed. - 00:01–00:04 00:01–00:04: A woman with frizzy curly hair looks at the camera with a serious expression, then smiles as the text overlay "SEE THE DIFFERENCE" appears. This is intended to grab the viewer's attention by showing a before-and-after transformation. - 00:04–00:07 00:04–00:07: Text overlay reads "THOUSANDS OF 5-STAR REVIEWS" as a hand holds a jar of Curlsmith Curl Defining Styling Souffle and scoops out some of the product. This is intended to build trust and credibility by highlighting positive customer feedback. - 00:07–00:10 00:07–00:10: A woman with wet, defined curls is shown in a bathroom setting, followed by other women applying product to their curly hair. The text overlay reads "DESIGNED TO PROVIDE MOISTURIZED, DEFINED CURLS THAT LAST." This is intended to demonstrate the product's benefits and target audience. - 00:10–00:14 00:10–00:14: The woman from the beginning is shown again, now with defined curls. This is followed by a split screen of three women with different curl types, all styled with the product. The text overlay reads "FOR ALL CURLS, COILS & WAVES." This is intended to reinforce the product's versatility and effectiveness on various hair textures. - 00:14–00:18 00:14–00:18: The Curlsmith Curl Defining Styling Souffle jar is displayed with the text "CURLSMITH IT'S A CURL'S WORLD UNLEASH YOUR CURL CONFIDENCE." This is intended to reinforce the brand's message of curl empowerment and confidence.

# Ad summary An ad by Curlsmith targeting people with curly hair who are tired of curl drama. It shows a curly haired woman holding the brand's shampoo, conditioner, and air dry cream and highlights a statistic that 95% of curlies are happier with their curls after using Curlsmith products. # Brand positioning Curlsmith is presented as a solution for people with curly hair who are tired of curl drama. The brand positions itself as effective, citing that 95% of curlies are happier with their curls after using their products. This suggests that Curlsmith is a reliable option for those struggling with their curls. # Product The ad features three Curlsmith products: Essential Moisture Shampoo, Essential Moisture Conditioner, and Moisture Memory Reactivator Air Dry Cream. The shampoo and conditioner are in dark amber bottles with pump tops, while the air dry cream is in a white tube. The statistic, "95% of curlies said they're happier with their curls after using Curlsmith," serves as a major USP, emphasizing the satisfaction users experience with the brand's products. # Visual style The ad has a clean, studio-shot aesthetic with a focus on the products and the model. The lighting is soft and even, creating a natural and inviting feel. The typography is clean and legible, and the overall design is simple and straightforward. # Hooks Headline: TIRED OF CURL DRAMA? # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of dealing with "curl drama," # Value propositions - Happier curls after using Curlsmith # Benefits - 95% of curlies said they're happier with their curls after using Curlsmith # Call to action None used. # Social proof - "95% of curlies said they're happier with their curls after using Curlsmith." # Point of view - Brand: top caption with the statistic and disclaimer, presenting data about customer satisfaction. - Customer: the woman holding the products, visually representing a user of the brand. # Storyline - The ad starts by asking, "Tired of curl drama?" This is intended to grab the attention of people who struggle with their curly hair. The storyteller is the brand. - Next, the ad presents the statistic, "95% of curlies said they're happier with their curls after using Curlsmith." This statistic is intended to build trust by showing others have had a positive experience with the product. The storyteller is the brand, citing an external survey. - Finally, a woman with curly hair is shown holding Curlsmith shampoo, conditioner, and air dry cream. This is intended to visually connect the brand's product with a solution for people with curly hair. The storyteller is the customer, who is displaying the products and showing her own healthy curls.

# Ad summary This ad showcases a simple three-step hair washing process using Curlsmith products. It is designed to demonstrate how the products can easily be incorporated into a hair care routine. # Brand positioning Curlsmith is presented as a brand specializing in hair care products designed to simplify the hair washing process, specifically for curly hair. The brand is positioned as an expert in moisture-rich formulas, aligning with values of simplicity and essential care. There are no direct competitors, instead, it focuses on wash day routines with the product line, emphasizing a streamlined, easy-to-follow approach to hair care. # Product The ad features three Curlsmith hair care products for curly hair. The first is the Essential Moisture Shampoo, designed to gently cleanse and moisturize hair. The second product is the Essential Moisture Conditioner, meant to further hydrate and nourish hair after shampooing. The third product is the Weightless Air Dry Cream, a leave-in product to provide additional moisture and definition without weighing the hair down. These products are aimed at people looking for an easy, streamlined wash day routine. The USPs include simplifying hair care with a step-by-step process and delivering essential moisture for healthy, manageable curls. All products are designed to address the purchase barrier of complicated or time-consuming hair routines. # Visual style The ad uses a highly polished, studio-shot visual style. It employs a clean, flatlay-inspired product showcase with clear lighting effects and background removal. The typography is large, bold, and modern, contributing to an easily scannable in-feed experience. # Hooks Headline: WASH DAY MADE SIMPLE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of complex or time-consuming hair care routines, as implied in the ad's headline. The frustration is simplifying their hair washing routine. # Value propositions - Each product provides value for each specific step in the customer's wash day routine. # Benefits - Gently Cleansing Shampoo - Hydrating & Shine Boosting Rinse - Moisture and Definition without hold # Features - Essential Moisture Shampoo - Essential Moisture Conditioner - Weightless Air Dry Cream # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the perspective is consistently from the brand, which is visually explaining a product routine in an easy-to-follow manner. # Storyline - The ad begins by introducing the Curlsmith brand and the concept of simplifying wash day, setting the stage for an easy and straightforward hair care routine from the brand's perspective. - Next, the ad outlines a three-step process, visually demonstrating each step with the corresponding product (Essential Moisture Shampoo, Essential Moisture Conditioner, and Weightless Air Dry Cream). The brand is showing the viewer the order in which to use their products. - Finally, the ad focuses on the individual products, highlighting their importance and place within the simplified routine. This is intended to educate the viewer about which products to use in what order, told from the brand's perspective.

# Ad summary This ad promotes Curlsmith's In-Shower Style Fixer, a hair product designed to enhance and define curls. The ad features a woman showcasing her hair transformation after using the product, along with customer testimonials and product details. # Brand positioning Curlsmith is presented as a brand dedicated to curly hair care, emphasizing the celebration and enhancement of natural curls. The brand positions itself as a solution for achieving defined, frizz-free curls for all curl types, promoting confidence in one's natural hair. The brand aligns with a lifestyle that embraces natural beauty and self-expression, pushing against the norm of hiding or altering natural hair textures. The brand positioning is both functional, offering products that deliver specific results, and emotional, fostering confidence and self-love. # Product The Curlsmith In-Shower Style Fixer is a hair product designed to define and enhance natural curls. It is presented as a solution for achieving high-definition, nourishing, and long-lasting curls. The product is suitable for all curl types, including coils and waves. The ad highlights customer testimonials praising the product's strong hold and frizz-reducing capabilities. The product is showcased in a white tube with teal accents, emphasizing its clean and effective formulation. The ad addresses the purchase barrier of finding a reliable product for curl definition and maintenance, positioning the Style Fixer as the ultimate curl solution. # Visual style The ad has a polished, commercial aesthetic with a clean and bright visual style. The editing style includes quick cuts and static shots, creating a dynamic yet informative viewing experience. The production quality is high-end, with clear product shots and professional-looking customer testimonials. The pacing is consistent, with cuts timed to the music beats, enhancing the overall rhythm of the ad. # Hooks Spoken: 00:00–00:03: [Singing] Curlsmith. Text overlay: 00:00–00:03: None used Visual: 00:00–00:01: Static shot of two Curlsmith In-Shower Style Fixer tubes (different sizes) on a reflective surface. Background is a solid light blue. Two peaches and a sprig of basil are arranged around the product. The Curlsmith logo is at the top of the frame. # Funnel stage Consideration # Pain points The ad addresses the frustration of finding a reliable product that can effectively define and maintain curls, as highlighted in the customer review: "Cannot find this thick gel anywhere.." # Value propositions - Achieve defined, frizz-free curls with a nourishing and long-lasting formula. # Benefits - High definition - Nourishing - Long-lasting # Features - In-Shower Style Fixer # Call to action None used. # Social proof - "Very thick strong gel, exactly what I was looking for. Cannot find this thick gel anywhere.." – Lillian M. - "Best gel I've used so far! My hair hates product but LOVES this product! This product holds my curls and prevents frizz..." – Amy # Point of view - Customer 50% – The ad features real customers showcasing their hair transformations and sharing positive reviews, creating a sense of authenticity and relatability. - Brand 50% – The brand's official voice is present through product claims, text overlays, and visual presentation, highlighting the product's features and benefits. # Storyline - 00:00–00:01 The ad opens with a static shot of Curlsmith In-Shower Style Fixer product, alongside peaches and basil, set against a blue background. This establishes the brand and product being advertised. - 00:01–00:04 00:01–00:04: A woman with voluminous, undefined curly hair shakes her head, smiling slightly. The text overlay reads, "SEE THE DIFFERENCE," creating anticipation for a before-and-after transformation. - 00:04–00:07 00:04–00:07: A hand dispenses the Curlsmith In-Shower Style Fixer, while a customer review appears in a text box, praising the product's strong hold and frizz-reducing capabilities. This builds credibility through social proof. - 00:07–00:11 00:07–00:11: The product is shown again, accompanied by the text overlay "HIGH DEFINITION NOURISHING, LONG-LASTING," highlighting the product's key benefits. - 00:11–00:14 00:11–00:14: Quick cuts of women with different curl types smiling and touching their defined curls, with text overlays "FOR ALL CURLS," "COILS," and "AND WAVES," showcasing the product's versatility. - 00:14–00:18 00:14–00:18: The ad concludes with a final shot of the Curlsmith In-Shower Style Fixer, surrounded by floral and fruit elements, with the text overlay "UNLEASH YOUR CURL CONFIDENCE," reinforcing the brand's message of self-love and confidence.

# Ad summary An image ad from Curlsmith featuring a woman holding three products, highlighting the products' ability to solve "curl drama" with the claim that "95% of curlies said they're happier with their curls after using Curlsmith." # Brand positioning Curlsmith positions itself as a solution for individuals experiencing "curl drama". The brand emphasizes customer satisfaction by highlighting a statistic that 95% of users report being happier with their curls after using Curlsmith products. The brand aims to occupy a space in the consumer's mind as a provider of effective solutions for curl-related issues, promoting confidence and satisfaction in one's natural hair. Curlsmith aligns with a lifestyle that values embracing and enhancing natural curls, pushing against the norm of struggling with or altering curly hair. # Product The ad features three Curlsmith products: Curlsmith Essential Moisture Shampoo, Curlsmith Essential Moisture Conditioner, and Curlsmith Air Dry Cream. The Essential Moisture Shampoo and Conditioner are presented in dark amber bottles with pump tops and white labels with orange accents, designed to cleanse and hydrate curly hair. The Air Dry Cream is packaged in a white tube with similar label design elements, intended to enhance natural curls without the need for heat styling. The ad addresses the pain point of "curl drama" by offering these products as a solution to achieve happier, more manageable curls. The visual presentation emphasizes the trio as a complete regimen for achieving desired curl results, suggesting they are worth trying for those seeking to improve their curl health and appearance. # Visual style The ad has a clean and polished aesthetic, with a clear focus on the products and the model. The image is well-lit, and the colors are warm and inviting. The overall visual style is modern and approachable. # Hooks Headline: TIRED OF CURL DRAMA? # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is "curl drama", referring to the frustrations and challenges associated with managing and styling curly hair. # Value propositions - The Curlsmith products are positioned as a solution to "curl drama," providing a way to achieve happier, more manageable curls. # Benefits - 95% of curlies said they're happier with their curls after using Curlsmith. # Features - Curlsmith Essential Moisture Shampoo - Curlsmith Essential Moisture Conditioner - Curlsmith Air Dry Cream # Call to action None used. # Social proof - 95% of curlies said they're happier with their curls after using Curlsmith.* # Point of view - Brand: The entire ad conveys the brand's message and values. This includes the headline, statistic, and product presentation, all designed to promote Curlsmith as a solution for "curl drama." # Storyline - The ad begins by posing the question, "TIRED OF CURL DRAMA?" This message, delivered from the brand's perspective, immediately identifies a common frustration among people with curly hair, hooking viewers who struggle with this issue. - The ad highlights that "95% of curlies said they're happier with their curls after using Curlsmith." This statistic is presented as evidence from the brand that the products are effective in addressing curl-related problems, offering potential customers reassurance and social proof. - The ad features a woman holding the Curlsmith Essential Moisture Shampoo, Curlsmith Essential Moisture Conditioner, and Curlsmith Air Dry Cream. This visual, presented from the brand's perspective, showcases the product range and visually communicates the solution to the problem of "curl drama" by presenting the products as accessible and easy to use.

# Ad summary This image ad by Curlsmith promotes a Mother's Day offer. With any full-size product purchase, customers can enjoy a free mini gift. The ad features a bouquet of Curlsmith products, resembling flowers, wrapped in brown paper and held by a hand. # Brand positioning Curlsmith is presented as a brand that cares about its customers, offering them a 'little treat' for Mother's Day. The brand is positioned as thoughtful and gift-oriented, particularly towards mothers, which aligns with emotional values such as appreciation and care. The ad does not directly push against category norms, but instead enhances gifting occasions with the brand's products, aiming to create a positive association with the brand and the holiday. # Product The ad showcases a range of Curlsmith hair care products, including Curl Conditioning Oil-in-Cream, Curl Quenching Conditioning Wash, Styling Souffle, and Multi-tasking Conditioner. These products are packaged in white tubes with colored accents indicating different product lines. The ad implies these products are designed to cater to various hair care needs and types. The USPs include providing a 'little treat' and a free mini gift with the purchase of full-size products, incentivizing trial and potentially addressing purchase barriers by adding value. # Visual style The visual style is bright and cheerful, with a studio-shot quality. The bouquet arrangement of products mimics a real flower arrangement, creating a playful and attractive image. The use of a soft peach background and diffused lighting enhances the inviting tone. The typography is clean and legible, and the overall design is optimized for quick scanning in a social media feed. # Hooks Headline: A LITTLE TREAT FROM US THIS MOTHER'S DAY # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Enjoy a free mini gift with any full size product purchase: Encourages customers to purchase full-size products to receive a free gift, increasing perceived value and incentivizing purchase. # Benefits - Enjoy a free mini gift with any full size product purchase # Features - Curl Conditioning Oil-in-Cream - Curl Quenching Conditioning Wash - Styling Souffle - Multi-tasking Conditioner # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline and offer ('A LITTLE TREAT FROM US THIS MOTHER'S DAY' and 'ENJOY A FREE MINI GIFT') are presented from the brand's perspective, announcing what they are providing to customers. # Storyline - The ad starts by announcing that Curlsmith is offering a 'little treat' for Mother's Day, which grabs the viewer's attention by highlighting a special occasion and a thoughtful gesture from the brand. The intention is to evoke positive feelings and build goodwill with the audience through a sense of generosity, told from the brand's perspective. - Next, the ad mentions that customers can enjoy a free mini gift with any full-size product purchase. This enhances the perceived value of the offer, incentivizing viewers to make a purchase. This is presented from the brand's point of view, aiming to provide a compelling reason to buy. - Finally, the visual of a bouquet made of Curlsmith products arranged like flowers emphasizes the gifting aspect of the products, making them appear attractive and suitable for Mother's Day. This visual reinforces the message of the 'little treat,' providing a tangible representation of the brand's offering, and told from an external perspective.

# Ad summary This ad showcases Curlsmith's 3-step routine for simple curls. The ad features a woman showing off her curly hair before demonstrating how to use Curlsmith's shampoo, conditioner, and leave-in conditioner. # Brand positioning Curlsmith positions itself as a brand for curly hair that simplifies the wash day routine. The brand aligns with values of simplicity, ease of use, and effective results for curly hair. The ad pushes against the idea that caring for curly hair has to be complex or time-consuming, instead promoting a streamlined 3-step process. # Product The ad features a 3-step curl routine consisting of the Essential Moisture Shampoo, Essential Moisture Conditioner, and Weightless Air Dry Cream. The Essential Moisture Shampoo is made without silicones and sulphates. The Essential Moisture Conditioner increases hydration by 87% when used as a system with the Essential Moisture Shampoo. The Weightless Air Dry Cream provides hydration without the weight. The ad implies that these products make curl routines simple and effective, making them worth trying for those with curly hair. # Visual style The ad has a clean and polished aesthetic. It features bright lighting and a simple background to showcase the products. The editing style includes quick cuts to highlight the different steps of the routine. The ad has a production quality that feels like a polished commercial. # Hooks Spoken: 00:01–00:03: 95% of curlies said they’re happier with their curls after using Curlsmith. Text overlay: 00:01–00:03 95% of curlies said they're happier with their curls after using Curlsmith.* / 00:01–00:03 *Based on a February 2025 online survey of 166 Curlsmith customers who had purchased within the previous 45 days and were subscribed to marketing emails. Visual: 00:01–00:03: A graphic appears with the text “95% of curlies said they’re happier with their curls after using Curlsmith.*” The fine print at the bottom reads, “*Based on a February 2025 online survey of 166 Curlsmith customers who had purchased within the previous 45 days and were subscribed to marketing emails.” In the foreground, a young woman with curly hair wearing a pink top smiles at the camera and flips her hair back and forth. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that people with curly hair may be frustrated with complicated or ineffective routines. # Value propositions - Your simple curl routine starts here - Wash day made simple # Benefits - Happier with their curls # Features - Made without silicones & sulphates - Increases hydration by 87%* - Hydration without the weight! # Call to action None used. # Social proof - "95% of curlies said they’re happier with their curls after using Curlsmith" # Point of view - Customer 50% – This is communicated by showing a woman with curly hair smiling and flipping her hair. - Brand 50% – This is communicated through product demonstrations and statistics. # Storyline - 00:00–00:01 The Curlsmith logo is displayed. - 00:01–00:03 A statistic appears on-screen showing that 95% of curlies said they’re happier with their curls after using Curlsmith. The viewer is shown a woman with curly hair smiling and flipping her hair back and forth. - 00:03–00:05 The ad begins to demonstrate the three steps of the routine by showing the Essential Moisture Shampoo being poured into a hand. - 00:05–00:07 Next, the Essential Moisture Conditioner is shown being squirted into a hand. - 00:07–00:11 The ad shows the Weightless Air Dry Cream being squeezed into a hand. - 00:11–00:16 The three products are displayed with the text, “Your simple curl routine starts here”.

# Ad summary This ad for Curlsmith features a woman with curly hair holding three Curlsmith products. The ad includes a testimonial about the Curlsmith products making 95% of "Curlies" happy. The ad targets people with curly hair. # Brand positioning Curlsmith is presented as a brand specializing in hair care products for curly hair. The ad claims that 95% of curly-haired customers are happy with their curls after using Curlsmith products, suggesting a high level of customer satisfaction. The brand appears to push against the norms of struggling with curly hair by providing effective solutions. The brand positioning is functional, focusing on delivering results for curly hair. # Product The ad features three Curlsmith products designed for curly hair care. The products shown are Curlsmith Essential Moisture Shampoo, Curlsmith Essential Moisture Conditioner, and Curlsmith Moisture Memory Reactivator. The ad appeals to individuals with curly hair who may be experiencing challenges in managing and styling their curls. The ad highlights the high customer satisfaction rate, with 95% of users reporting satisfaction. The ad positions these products as a comprehensive solution for achieving happy and manageable curls. # Visual style The ad features a clean, studio-shot image with a solid-color background. The image treatment includes background removal and subtle lighting effects. The overall style is modern and approachable, aiming for a high scannability factor in a social media feed. # Hooks Headline: GENUG VON LOCKEN-DRAMA? # Funnel stage Middle of funnel (Consideration) # Pain points The main pain point is the frustration and drama that can come with managing and styling curly hair, signaled by the question, "GENUG VON LOCKEN-DRAMA?" # Value propositions - The Curlsmith hair products can make 95% of people with curly hair happy. # Benefits - 95% der Curlies sagen, dass sie mit ihren Curls glücklicher sind, seit sie Curlsmith verwenden. # Features - Curlsmith Essential Moisture Shampoo - Curlsmith Essential Moisture Conditioner - Curlsmith Moisture Memory Reactivator # Call to action None used. # Social proof - "95% der Curlies sagen, dass sie mit ihren Curls glücklicher sind, seit sie Curlsmith verwenden." # Point of view - Brand: The top caption shares brand messaging, so it is being conveyed from the perspective of the brand. - Customer: The woman holding the products and smiling presents the product from the perspective of a happy customer. # Storyline - The ad opens by asking, "GENUG VON LOCKEN-DRAMA?" The brand is introducing the pain point of dealing with curly hair drama. - The brand shares that "95% der Curlies sagen, dass sie mit ihren Curls glücklicher sind, seit sie Curlsmith verwenden." The brand is introducing the social proof to position the products as effective and desirable. - The brand provides context, stating, "*Basierend auf einer im Februar 2025 durchgeführten Online-Umfrage unter 166 Curlsmith-Kund innen." The brand is providing context for the claim in the previous beat. - A woman is smiling and holding three Curlsmith hair products. The customer is showing the products and smiling.

# Ad summary This ad is promoting Curlsmith products for Mother's Day. The ad features a bouquet of the brand's mini-sized hair products and tells viewers to claim their offer now. # Brand positioning Curlsmith is presented as a brand offering a wide range of hair products. The brand wants to take up space in a consumer's mind by showing a way to treat their mom's on Mother's day. The brand aligns with values like self-care, gifting, and healthy haircare. The products seem to push against the norm of limited haircare for specific curl types by offering a product for different curl patterns. The brand is positioned as both emotional and functional, using the holiday to drive a sense of urgency to purchase. # Product This ad features several Curlsmith hair products, specifically minis. The products are meant for those with curly hair and need to quench, define, and add moisture to their curls. The ad shows multiple products like the Curl Quenching Conditioning Wash, Weightless Air Dry Cream, Curl Defining Styling Souffle, and Multi-tasking Conditioner. These products contain moisturizing ingredients that allow users to define and hydrate their curls. These mini versions are a free mini gift with any full-size product purchase, incentivizing consumers to make a full-size purchase. # Visual style The ad has a polished commercial aesthetic with a simple and clean design. It uses a consistent peach color palette throughout. The editing style includes static shots and smooth transitions. The pacing is consistent with a slow and relaxed feel. The cuts are not explicitly synced to the music. # Hooks Spoken: 00:00–00:02 A little treat from us this Mother's Day. Text overlay: 00:00–00:02 A LITTLE TREAT FROM US / 00:01–00:02 THIS MOTHER'S DAY... Visual: 00:00–00:02 A solid peach-colored background with the text, 'A LITTLE TREAT FROM US. THIS MOTHER'S DAY...' in a red font. The camera is static and the focus is on the text. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of finding the right products for curly hair by offering a variety of solutions in mini sizes. # Value propositions - The mini Curlsmith product bouquet is a value proposition, offering a free gift with any full-size purchase - Each product is designed for different curl patterns, offering a customized haircare experience. # Benefits - Enjoy a free mini gift with any full-size product purchase - Claim your offer now # Features - Curl Quenching Conditioning Wash - Weightless Air Dry Cream - Curl Defining Styling Souffle - Multi-tasking Conditioner # Call to action CLAIM YOUR OFFER NOW # Social proof - None used. # Point of view - Brand 100% – The entire ad is from the brand's perspective, showcasing their product and offering a promotion for Mother's Day. # Storyline - 00:00–00:02 The ad opens by showing a Mother's Day-themed greeting from the brand. - 00:02–00:04 The ad transitions to showcasing a bouquet of the brand's products, framed as a gift that consumers can give to their loved ones this Mother's day. This messaging is conveyed from the brand's perspective to consumers. - 00:04–00:09 The ad reveals the specific products that are being offered, driving a sense of urgency through the line, 'Claim Your Offer Now'. This is meant to push the consumer to take immediate action to make a purchase.

# Ad summary This ad promotes Curlsmith products as an easy haircare routine for curly hair. It features a woman with curly hair, and on-screen text that shows statistics about how the product has made other people happy with their hair. The ad then shows the three-step process with the essential moisture shampoo, essential moisture conditioner, and weightless air dry cream. # Brand positioning Curlsmith is presented as a brand that is focused on helping people with curly hair feel happy with their hair. The brand's products are designed to be effective and easy to use. They are for consumers who want to embrace their natural curls. The brand positions itself as a solution to typical frustrations associated with curly hair, such as dryness and lack of definition. The brand embraces self-love and confidence in embracing your curls, which is more of an emotional positioning. # Product Curlsmith is advertising its three-step curl routine, which includes Essential Moisture Shampoo, Essential Moisture Conditioner, and Weightless Air Dry Cream. The Essential Moisture Shampoo is designed to gently cleanse the hair without stripping its natural oils, and it is free of silicones and sulfates. The Essential Moisture Conditioner is designed to hydrate and detangle the hair, increasing the hair's moisture by 87%. Lastly, the Weightless Air Dry Cream is designed to provide moisture without weighing the hair down. These products are for individuals with curly hair who are looking for a simple and effective hair care routine. # Visual style The ad has a clean and polished aesthetic with a focus on product presentation. The color palette is warm with soft lighting. It uses quick cuts. The use of clean transitions, simple backgrounds, and clear product demonstrations gives the ad a very polished commercial feel. The pacing is fast. # Hooks Spoken: 00:00–00:02: 95% der Curlies sagen, dass sie mit ihren curls glücklicher sind, seit sie Curlsmith verwenden. [in German] Text overlay: 00:00–00:02: *95 % der Curlies sagen, dass sie mit ihren Curls glücklicher sind, seit sie Curlsmith verwenden. / 00:00–00:02: *Basierend auf einer im Februar 2025 durchgeführten Online-Umfrage unter 166 Curlsmith-Kundinnen. Visual: 00:00–00:02: The shot is from the waist up of a light-skinned woman with curly brown hair. She is wearing a light pink top and a gold necklace. She is smiling and looking at the camera. She is tossing her hair back and forth. The background is a blurred light tan color. The camera is stationary. # Funnel stage Consideration # Pain points The ad addresses the problem of not being happy with curls. The woman smiles as the ad mentions that 95% of Curlies say that they are happier with their curls since using Curlsmith. # Value propositions - The Essential Moisture Shampoo increases moisture by 87%. # Benefits - Hair is more moisturized. - Hair isn't weighed down. - Hair is more clean because the products don't include silicone or sulfate. # Features - Essential Moisture Shampoo is ohne silikone & sulfate [without silicones and sulfates] - Essential Moisture Conditioner: Steigert die Feuchtigkeit um 87 % [increases moisture by 87%] - Weightless Air Dry Cream: Feuchtigkeit ohne Beschweren [moisture without weighing down] # Call to action None used. # Social proof - "95 % der Curlies sagen, dass sie mit ihren Curls glücklicher sind, seit sie Curlsmith verwenden." # Point of view - Customer 30% – The customer POV is communicated through a woman smiling and tossing her curly hair while the on-screen text testimonial validates the product's effectiveness. - Brand 70% – The brand POV is communicated through the use of on-screen text and product demonstrations. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with on-screen text that says, "Curlsmith: Wash Day Made Simple," which immediately orients the viewer to what they will be watching. This serves to draw the viewer in, promising that Curlsmith is a solution to complicated hair routines. The perspective is that of the brand presenting its core proposition. - 00:03–00:15 00:03–00:15: Next, the ad cuts to a woman with curly hair tossing her hair back and forth, smiling. This creates a positive association with the product and shows the confidence that can come from using it. The accompanying text states that 95% of curlies say that they are happier with their curls since they started using Curlsmith. This testimonial works as social proof. The viewer experiences this through the lens of a customer who is enthusiastic about the product. - 00:03–00:05 00:03–00:05: The ad transitions to show the three-step routine, beginning with STEP 1 and the Curlsmith shampoo, which they claim is ohne silikone & sulfate [without silicones and sulfates]. This is from the point of view of the brand to demonstrate the ingredients, so the audience knows it is a gentle shampoo. - 00:05–00:07 00:05–00:07: The ad shows STEP 2 and the Curlsmith conditioner, which they claim steigert die Feuchtigkeit um 87 % [increases moisture by 87%]. This is from the point of view of the brand to demonstrate the ingredients, so the audience knows that it gives moisture to the hair. - 00:07–00:15 00:07–00:15: The ad shows STEP 3 and the Curlsmith leave-in conditioner. They claim Feuchtigkeit ohne Beschweren [moisture without weighing down]. This shows the point of view of the brand. - 00:11–00:15 00:11–00:15: The ad ends with the three Curlsmith products together. The on-screen text claims deine einfache Curl-Routine beginnt hier [your simple curl routine begins here]. The point of view is from the brand.

# Ad summary This ad for Curlsmith promotes a free mini gift with any full-size product purchase for Mother's Day. # Brand positioning Curlsmith is presented as a brand that caters to individuals with curly hair, offering a range of products designed to enhance and maintain various curl types. The brand positions itself as a go-to solution for achieving healthy, defined curls, emphasizing its focus on meeting the specific needs of curly hair textures. The products are numbered by step of the hair routine, implying a regimen-based approach to hair care. By offering a free mini gift with any full-size purchase, Curlsmith also implies a desire to make its products accessible and rewarding for its customers. # Product The ad features a selection of Curlsmith hair products tailored for curly hair. The first product is Curl Defining Styling Souffle, which is designed to provide structure and definition to curls. The second product is Curl Quenching Conditioning Wash, which cleanses and hydrates curls. The third product is Weightless Air Dry Cream, which is intended to moisturize hair. The fourth product is Multi-Tasking Conditioner, which appears to be a versatile product used to condition the hair. All the products are packaged in white tubes with colorful accents that correspond to a number for usage as part of a hair care routine. # Visual style The ad has a clean, polished, studio-shot visual style. It features a flatlay arrangement with product tubes and a bouquet against a gradient background. The typography is large and bold, ensuring scannability. The overall aesthetic is bright and inviting, designed to capture attention in-feed. The gradient and product placement create a balanced, visually appealing composition. The clean design enhances the brand's premium feel. # Hooks Headline: HAPPY MOTHER'S DAY FROM US TO YOU! # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Enjoy a free mini gift with any full size product purchase. # Benefits - None used. # Features - Curl Defining Styling Souffle - Curl Quenching Conditioning Wash - Weightless Air Dry Cream - Multi-Tasking Conditioner # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is designed from the brand's perspective to promote their products as gifts for mothers. # Storyline - The ad opens with "HAPPY MOTHER'S DAY FROM US TO YOU!" This messaging aims to connect with viewers celebrating or honoring mothers, framing the ad as a special occasion offering. The brand is speaking to the consumer. - The central focal point showcases four Curlsmith products, each in its individual packaging. This product display is intended to highlight the range and variety of the Curlsmith line, emphasizing their dedication to specialized curl care and inviting customers to explore the range of options available. The brand is presenting the products. - The ad introduces a promotional offer: "ENJOY A FREE MINI GIFT With any full size product purchase". This incentive aims to drive immediate purchase by adding a value proposition to the products. The brand is communicating the deal. - The ad concludes with a bouquet of roses. The bouquet's presence is a visual nod to Mother's Day, reinforcing the holiday theme and associating the products with the act of gifting and celebration. The brand is trying to create an association between their brand and the holiday.

# Ad summary This image ad demonstrates how Curlsmith haircare products work together for wash day. It uses a step-by-step product demo format to showcase how the product line can simplify the consumer's haircare routine. The layout is designed to be clear and easy to follow, helping attract potential customers who are new to or dissatisfied with their current haircare process. # Brand positioning Curlsmith is a haircare brand focused on providing solutions for curly hair. The brand presents itself as a knowledgeable partner in the journey to healthy, defined curls, emphasizing simplicity and ease of use in hair care routines. Curlsmith differentiates itself by offering curated routines. It takes an educational, step-by-step approach to empower customers. The brand aims to occupy a space in the consumer's mind as a trusted resource for simplified curl care, prioritizing convenience and effectiveness. # Product The ad showcases three Curlsmith haircare products designed to work together as part of a streamlined wash day routine. First, the Essential Moisture Shampoo is a gentle cleanser for all curl types, designed to remove impurities while maintaining moisture. Second, the Essential Moisture Conditioner is meant to hydrate and detangle after shampooing, leaving curls soft and manageable. Third, the Weightless Air Dry Cream is a styling product that defines curls without weighing them down, allowing for a natural air-dried finish. All products are designed to simplify the consumer's wash day routine by focusing on moisture retention and lightweight definition. # Visual style The ad features a clean, product-focused visual style. The product set is studio-shot with artful lighting and styling. Visual motifs include an emphasis on natural ingredients, suggested by the placement of fresh props. The color grade creates a warm and inviting feel, designed to come across as both informative and appealing in feed. # Hooks Headline: WASH DAY MADE SIMPLE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of complex and time-consuming hair wash day routines. The ad focuses on products designed to "simplify wash day," # Value propositions - Essential Moisture Shampoo, Essential Moisture Conditioner, Weightless Air Dry Cream # Benefits - Simplify wash day. # Features - Gentle Moisturising Shampoo - All Curl Types - Intensely Moisturising & Detangling - Weightless Air Dry Cream - Definition Hydration Nourishing # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is positioned from the brand's point of view, showcasing the product benefits and how they solve the problem of a complex wash day routine. # Storyline - The ad begins by promising to make wash day simple. This headline sets the stage for a straightforward and easy-to-follow hair care routine. The viewer is experiencing this claim from the brand's perspective, designed to address a common frustration around complex haircare. - The image then breaks down the wash day routine into three simple steps. This simplifies the process for the viewer, making it seem more achievable. The perspective shifts to that of the brand, as it breaks down each step with the corresponding product. - Each product is visually numbered to correspond with a step in the routine. This further simplifies the user's understanding of how to use the products in sequence. The viewer is seeing this from the perspective of a customer looking for simplicity in their hair care routine.

# Ad summary This image ad from Curlsmith promotes a sitewide sale of 20% off, including tools. Three different Curlsmith products are displayed along with flowers and half of an avocado. # Brand positioning Curlsmith positions itself as a brand specializing in products designed to help customers embrace and enhance their natural curls. The brand places a strong emphasis on blooming, healthy curls and offers a variety of items, from conditioners to creams, to help customers achieve their hair goals. In the broader market, Curlsmith appears to occupy a space that values specialized care for curly hair, focusing on gentle ingredients and effective formulations. # Product This ad features three Curlsmith hair products. The first is a jar of Curlsmith Multi-tasking Conditioner 2-in-1, which is a hair product that serves as both a conditioner and a deep treatment. The packaging is a dark brown jar with a white label. The second product is a tube of Curlsmith Weightless Air Dry Cream, which styles and hydrates curls without weighing them down, allowing for a natural air-dried look. The packaging is a white tube with orange accents. The third product is a bottle of Curlsmith Bond Curl Rehab Salve, which strengthens and repairs damaged curls, restoring their elasticity and health. It is in a dark brown bottle with a white label. These products aim to address common concerns of curly hair, such as dryness and damage, emphasizing the brand's dedication to healthy, vibrant curls. # Visual style The visual style is clean and bright, with a focus on natural elements like flowers and an avocado. The production quality appears to be studio-shot, with soft lighting and a focus on showcasing the products in an appealing manner. The image treatment includes background removal, creating a seamless blend with the sky-like backdrop. Typography is large and bold for key messaging, contributing to scannability in the feed. # Hooks Headline: LET YOUR CURLS BLOOM # Funnel stage Consideration # Pain points The ad addresses the common frustration of dry, damaged, or weighed-down curls that lack elasticity and health. Visual representation of hair products suggests a way to remedy hair-related concerns. # Value propositions - 20% off sitewide - Effective formulations to achieve their hair goals # Benefits - Styles and hydrates curls without weighing them down - Strengthens and repairs damaged curls - Restoring their elasticity and health # Features - Multi-tasking Conditioner - Weightless Air Dry Cream - Bond Curl Rehab Salve # Call to action None used. # Social proof - None used. # Point of view - Brand: Top of the image, highlighting the brand’s mission to help curls bloom. This is the brand's message as it communicates its core values and product offerings. - Brand: Middle of the image, announcing a 20% off sitewide sale. The brand wants to create a sense of urgency to encourage immediate purchases. - Customer: Bottom of the image, showcasing a variety of Curlsmith products. This allows potential customers to see the range of products available and how they might benefit them. # Storyline - The ad opens by highlighting the Curlsmith brand and its mission to help customers' curls bloom. This establishes the brand's identity and purpose, focusing on hair health and enhancement from the brand's perspective. - Next, the ad promotes a 20% off sitewide sale, including tools, incentivizing customers to make a purchase. This section aims to drive sales and attract new customers with a limited-time offer, presented from the brand's perspective. - The image showcases three different Curlsmith products, an avocado half, and several flowers arranged in a visually appealing layout. This emphasizes the product range and natural elements associated with the brand, allowing potential customers to see the range of products available to them and how they might be integrated into their haircare routine. This is from the viewer's perspective, allowing them to envision themselves using the products.