How Curology Advertises on Meta

# Ad summary This image ad for Curology promotes their acne cleanser that is tough on acne and gentle on skin by highlighting key ingredients and their benefits. # Brand positioning Curology is positioned as a brand that offers dermatologist-founded and dermatologist-tested acne solutions. The brand's identity is clinical and trustworthy, ensuring customers that their products are both effective and gentle on the skin. The brand aims to be the go-to for effective acne treatment that is also safe and gentle. # Product The advertised product is Curology's Acne Cleanser. It's a gentle clearing face wash formulated with 2% Salicylic Acid for acne treatment. This product is designed for individuals seeking to target breakouts, smooth skin, and maintain skin that is soft and hydrated. It comes in a 160 ml / 6 fl oz tube. # Visual style The ad features a clean, minimalist style with a light purple and white color scheme. The image is studio-shot with soft, diffused lighting that emphasizes the product's packaging and key ingredients. The overall effect is modern and clinical, communicating the brand's focus on gentle, effective skincare. # Hooks Headline: Designed to be tough on acne and gentle on skin # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the need for an acne treatment that is both effective and gentle on the skin, as implied by the headline: "Designed to be tough on acne and gentle on skin." # Value propositions - 2% Salicylic Acid targets breakouts. - Lactic Acid helps smooth skin. - Glycerin helps keep skin soft and hydrated. # Benefits - Targets breakouts - Helps smooth skin - Helps keep skin soft and hydrated # Features - 2% Salicylic Acid - Lactic Acid - Glycerin # Call to action None used. # Point of view - Brand: This POV is present in the main headline and the text on the product, because the brand is explicitly stating its mission and values. # Storyline - The ad opens by stating that the product is designed to be 'tough on acne and gentle on skin'. This serves to immediately communicate the core value proposition: effective acne treatment without harsh side effects. The viewer is experiencing the brand's explicit positioning. - The ad highlights three key ingredients: 2% Salicylic Acid, Lactic Acid, and Glycerin. For each ingredient, the ad calls out their respective benefits: targeting breakouts, smoothing skin, and helping keep skin soft and hydrated. The customer is learning about the product's unique qualities. - The product packaging is shown prominently to reinforce brand recognition and product details. The product promotes credibility through the tagline "Dermatologist Founded-Developed-Tested". The brand is hoping the viewer sees the benefits of the product.

# Ad summary This Curology image ad highlights the brand's acne cleanser. It features the text 'Designed to be effective, not aggressive', and shows the product partially submerged in water. # Brand positioning Curology is presented as a skincare brand that is effective yet gentle. The brand aims to occupy a space in the consumer's mind as a solution that addresses skin concerns without being harsh or aggressive. This positioning suggests a focus on balance and care, setting it apart from brands that may emphasize strong, potentially irritating ingredients. Curology promotes a thoughtful approach to skincare, appealing to those who seek results without compromising the health and comfort of their skin. # Product The product is Curology's Acne Cleanser, described on the packaging as a 2% Salicylic Acid Acne Treatment and a 'Gentle cleaning face-wash.' It appears to be for individuals seeking an effective acne treatment that is also gentle on the skin. The cleanser is packaged in a tube format and the ad conveys a focus on effectiveness without harshness. The inclusion of 'Dermatologist Founded • Developed • Tested' implies credibility and scientific backing, addressing potential purchase barriers related to product efficacy and safety. The ad highlights the products volume as 150 ml / 5 fl oz. # Visual style The ad has a clean, modern aesthetic with a focus on product presentation. The image quality is highly polished, suggesting a studio shot. The color palette is soft and soothing, with a gradient background and complementary water element. Typography is clean and legible. The overall style is designed to be visually appealing and trustworthy, aligning with the brand's positioning. # Hooks Headline: Designed to be effective, not aggressive # Funnel stage Consideration # Pain points The ad addresses the problem of needing an effective acne treatment that is not harsh or aggressive. Many acne treatments can be overly drying or irritating, causing further discomfort. The copy states, 'Designed to be effective, not aggressive' which signals the frustration of having to choose between clear skin and healthy skin. # Value propositions - Effective acne treatment that is gentle on the skin # Benefits - Acne Treatment - Gentle cleaning face-wash # Features - 2% Salicylic Acid # Call to action None used. # Social proof - Dermatologist Founded • Developed • Tested # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the product and its benefits. # Storyline - The ad opens by contrasting the brand's approach to skincare, noting its focus on effective solutions without being aggressive. This is intended to immediately communicate the brand's unique selling proposition. The brand is telling this part of the story to the potential customer. - Next, the ad presents the Curology Acne Cleanser as a solution for gentle acne treatment. This builds on the initial message, showing a specific product that embodies the brand's values. The brand continues to tell the story by showcasing their product. - The inclusion of 'Dermatologist Founded • Developed • Tested' enhances the product's credibility. This reinforces the brand’s commitment to safety. The brand is telling this part of the story to assure potential customers that its products are trustworthy.

# Ad summary This image ad for Curology's acne cleanser features the product prominently against a solid background. The headline emphasizes the cleanser's efficacy for acne and its ability to improve skin, alongside a clear CTA. # Brand positioning Curology is positioned as a modern, dermatologist-backed skincare brand focused on acne treatment and gentle skincare solutions. The brand emphasizes accessibility and trust, offering dermatologist-developed and tested products. The brand promotes itself as a leader in personalized acne solutions through its sleek, minimalist branding and straightforward product claims, seeking to occupy a space in the consumer's mind as a reliable, effective, and scientifically-backed choice for acne care. # Product The product featured is Curology Acne Cleanser, designed for gentle clearing of the face and treatment of acne. The cleanser contains 2% Salicylic Acid. It comes in a light purple tube with minimalist branding. The tube indicates it is a dermatologist-tested product. The packaging shows the volume as 150 ml / 5 fl oz. The product is presented as a straightforward solution for individuals seeking an effective yet gentle approach to managing acne and maintaining clear skin. # Visual style The ad features a clean and minimalist visual style, characterized by a soft color palette, primarily light and dark shades of purple. The production quality appears highly polished, resembling a studio-shot product display. The typography is simple and legible, contributing to the ad's overall scannability and professional feel. The design contrasts the platform's typical content to capture attention in-feed. # Hooks Headline: Your go- to acne cleanser, all glowed up # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of struggling with acne and the desire for a simple and effective solution. The phrase 'Your go-to acne cleanser' suggests a reliable and easy way to manage acne. # Value propositions - A 'go-to' acne cleanser that helps your skin 'glow up' combines efficacy with aesthetic improvement, appealing to users seeking both treatment and enhanced appearance. # Benefits - Acne cleanser - Go-to acne cleanser, all glowed up # Features - 2% Salicylic Acid Acne Treatment - Gentle clearing face wash - Dermatologist Founded-Developed-Tested # Call to action Shop Acne Cleanser # Social proof - Dermatologist Founded-Developed-Tested # Point of view - Brand: The brand name and logo appear in the top left of the image, which serves to identify the source of the ad and the brand being promoted. # Storyline - The ad opens by showcasing Curology's Acne Cleanser as a go-to product for acne, emphasizing its efficacy and skin-enhancing benefits. The goal is to immediately position the cleanser as a solution for achieving clear skin. This is conveyed from the brand's perspective to grab the viewer's attention with a value proposition. - Next, the ad includes a direct call to action with a button that invites viewers to shop the Acne Cleanser. This step aims to drive immediate engagement and conversion by providing a straightforward path to purchase. The brand provides this direct call to action to convert interested viewers into customers. - Finally, the ad highlights the Acne Cleanser's key features, dermatologist testing, and ingredients on the product packaging itself. This step builds trust and provides essential information to reinforce the product's value. This is conveyed from the product's perspective and reassures potential customers about the product's quality and efficacy.

# Ad summary This ad promotes Curology skincare products available at Target, featuring their Gel Moisturizer, Gentle Cleanser, and Dark Spot Serum. # Brand positioning Curology aims to occupy the space of personalized and accessible dermatology. The brand positions itself as a solution for skincare needs with dermatologist-developed and tested formulations. The brand wants to be viewed as professional and effective, as seen by the 'DERMATOLOGIST FOUNDED-DEVELOPED-TESTED' callout on each product. It promotes a functional approach to skincare, focusing on providing targeted treatments for specific skin concerns like hydration and dark spots. # Product The ad features three Curology products. The Gel Moisturizer is described as a lightweight daily hydration formula, packaged in a sleek, dark blue box. The Gentle Cleanser is portrayed as a lightly foaming face wash, presented in a dark blue pump bottle. The Dark Spot Serum is a discoloration fading complex with niacinamide, also packaged in a dark blue box. All products emphasize that they are dermatologist-founded, developed, and tested. The ad aims to highlight the accessibility of these products, since they are available at Target. # Visual style The ad features a clean, well-lit product shot with a focus on clear visibility of the product details. The use of a real-world setting (Target shopping cart) gives it a relatable feel. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The products address skin concerns such as the need for daily hydration, gentle cleansing, and fading of discoloration, as conveyed by their product descriptions. # Value propositions - Dermatologist-developed and tested skincare, accessible at Target # Benefits - Hydration - Gentle cleansing - Fading of discoloration # Features - Lightweight daily hydration - Lightly foaming face wash - Discoloration Fading Complex with niacinamide - DERMATOLOGIST FOUNDED-DEVELOPED-TESTED # Call to action None used. # Social proof - All products have the text "DERMATOLOGIST FOUNDED-DEVELOPED-TESTED". # Point of view - Brand: The overall presentation of the products, branding, and availability information conveys the brand's message and values. # Storyline - The ad showcases Curology products—Gel Moisturizer, Gentle Cleanser, and Dark Spot Serum—to highlight their availability at Target. The message is that the products are easily accessible in-store.

# Ad summary This image ad by Curology promotes their acne cleanser, highlighting its effectiveness against acne while being gentle on the skin. # Brand positioning Curology is presented as a modern, science-backed skincare brand focused on acne treatment. It positions itself as a brand that understands the complexities of skincare and offers dermatologist-developed solutions. The brand appears to value both effectiveness and gentleness, ensuring their products are tough on acne but kind to the skin. By emphasizing the dermatologist aspect, Curology aims to occupy a space of trust and expertise, reassuring customers that their skin is in capable hands. This combines functional efficacy with emotional reassurance, promoting a lifestyle of clear and healthy skin. # Product The advertised product is Curology's Acne Cleanser, a gentle clearing face wash formulated with 2% Salicylic Acid. This product is designed for individuals seeking to combat acne while maintaining skin gentleness. It contains a concentration of 2% Salicylic Acid, which suggests a focus on effective acne treatment. The formula is designed to gently clear the skin, addressing potential purchase barriers such as irritation or harshness typically associated with acne treatments. The ad clearly emphasizes the product's dual action: tackling acne effectively while remaining gentle on the skin. The product is packaged in a tube, with the word "CLEAN" highlighted on the packaging. # Visual style The ad has a clean and modern visual style, with a soft color palette dominated by light blues and purples. The product is well-lit and centrally placed, with a focus on its packaging. The overall effect is polished and professional, suggesting a high-quality product. # Hooks Headline: Designed to be tough on acne and gentle on skin # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the need for an effective acne treatment that does not harm or irritate the skin. Visually, the text "tough on acne and gentle on skin" highlights that Curology is meant to address both of those pain points. # Value propositions - Designed to be tough on acne and gentle on skin (value is derived from the dual functionality) # Benefits - Tough on acne - Gentle on skin # Features - 2% Salicylic Acid Acne Treatm - Gentle clearing face wash # Call to action Shop Acne Cleanser # Social proof - Dermatologist Founded-Developed-Tested # Point of view - Brand: This POV is present in the ad headline, product shot, and CTA. The brand is promoting its product and communicating its benefits. # Storyline - The ad opens by stating, “Designed to be tough on acne and gentle on skin.” This message aims to position the product as both effective and gentle, speaking from the brand's perspective. - The ad presents a visual of the Curology Acne Cleanser tube, covered partially in soap bubbles. This serves to reinforce the product's purpose and create a sensory association with cleanliness, from the brand's perspective. - The inclusion of the text “Shop Acne Cleanser” provides a clear call-to-action, directing the audience to make a purchase, from the brand's perspective.

# Ad summary A UGC-style ad featuring a content creator shopping at Target for Curology products. She discusses her favorite Curology products. She states that Target is a one-stop shop that carries Curology and shows her shopping cart filled with various items before walking away. # Brand positioning Curology aims to be a convenient and accessible solution for skincare needs, positioned as a dermatologist-designed brand available at everyday retailers like Target. The brand aligns with a functional, problem-solving approach to skincare, as well as simplicity in skincare. By being available at Target, Curology breaks away from the traditional skincare model of needing to go to a dermatologist to get quality skincare. # Product The ad features Curology's dermatologist-designed skincare products available at Target. The featured items include: the Gentle Cleanser, described as a soothing cleanser that doesn't strip the skin; the Dark Spot Serum, presented as a new favorite product; and the Gel Moisturizer, referred to as a holy grail item that is lightweight, fast-absorbing, and perfect under makeup. All three products come in dark blue packaging. The products aim to solve common skincare concerns and are worth buying due to their dermatologist design, convenient availability, and effectiveness. # Visual style The ad has a casual, UGC-style aesthetic. The editing includes quick cuts and transitions, which are not timed to music. The production quality is relatively polished, suggesting a hybrid approach between UGC and commercial styles. The video relies on natural lighting throughout the ad. The pacing is brisk, with frequent shot changes to maintain viewer engagement. # Hooks Spoken: Target runs are my favorite because it's literally a one-stop shop. Visual: 00:00–00:01: Exterior view of the Target storefront, focusing on the red facade and logo. The camera moves forward towards the store entrance. The sky is slightly overcast. / 00:01–00:02: The camera, presumably mounted on a shopping cart, moves through a Target aisle filled with snacks and drinks. Female 1, a young blonde woman wearing a white tank top, pushes the cart and looks at the products. / 00:02–00:04: A wide shot of the skincare aisle in Target. Shelves are stocked with various skincare products, with prominent displays for the Curology brand. Large posters of people using skincare products are visible in the background. # Funnel stage Consideration # Pain points The ad implies that people may have difficulty getting all their essentials in one place. # Value propositions - Target is a one-stop shop, making it easy to get all your essentials. - Curology products are available at Target. # Benefits - one-stop shop - restock my three essentials - cannot wait for my skincare routine later # Features - Gentle Cleanser: super soothing - Gentle Cleanser: doesn't strip my skin - Gel Moisturizer: lightweight - Gel Moisturizer: fast absorbing - Gel Moisturizer: perfect under makeup # Call to action None used. # Social proof - Target runs are my favorite because it's literally a one-stop shop. – Female 1 (Customer) - I love that they carry Curology. – Female 1 (Customer) - The Gel Moisturizer is my holy grail. – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the point of view of a customer sharing her shopping experience and favorite products. # Storyline - 00:00–00:04 The ad opens with the creator entering Target and stating that Target runs are her favorite because it is a one-stop shop. - 00:04–00:08 She notes that she loves that Target carries Curology, transitioning to the skincare aisle, expressing that she is there to restock her three essentials. - 00:08–00:17 The creator shows and discusses the products she is restocking: Gentle Cleanser, Dark Spot Serum, and Gel Moisturizer. - 00:17–00:21 She highlights the Gel Moisturizer as lightweight, fast-absorbing, and perfect under makeup. - 00:21–00:24 The ad shows her shopping cart filled with her purchases, transitioning to her back in her home with the Target shopping bag. - 00:24–00:28 She states that nothing beats a Target run and a restock of her Curology favorites.

# Ad summary The ad showcases a Curology acne cleanser. It highlights that the cleanser targets breakouts, helps smooth texture, and supports a healthy skin barrier. The ad is designed to appeal to individuals seeking an effective solution for acne and smoother skin. # Brand positioning Curology positions itself as a modern, accessible dermatology solution, implied through its minimalist branding and focus on acne treatment. The brand cuts through the complexity of traditional skincare by offering a single, straightforward cleanser designed to target breakouts and promote healthy skin. By focusing on essential benefits like targeting breakouts, smoothing texture, and supporting a healthy barrier, Curology aligns with a functional approach that caters to customers seeking simple, effective solutions. # Product The featured product is Curology's acne cleanser, designed to target breakouts, help smooth skin texture, and support a healthy skin barrier. The cleanser is packaged in a light purple tube with the Curology logo. It is designed for individuals seeking a simple and effective solution for acne and rough skin texture. The ad highlights the cleanser's key benefits: it targets breakouts, helps smooth texture, and supports a healthy skin barrier. The product aims to address the purchase barriers of complex skincare routines by providing a single cleanser with multiple benefits. # Visual style The ad has a clean and minimalist aesthetic with a focus on simplicity and clarity. The production quality is high, suggesting a professional studio shot. The image treatment includes soft lighting and subtle color grading, creating a natural and inviting look. The typography is clean and legible, and the layout is straightforward, enhancing scannability in a social media feed. # Hooks Headline: Your new go-to Acne Cleanser # Funnel stage Consideration # Pain points The ad implies that the primary pain point is dealing with breakouts and rough skin texture. The phrase "Your new go-to Acne Cleanser" suggests that current solutions may be inadequate or unreliable. # Value propositions - Targets breakouts, helps smooth texture, supports a healthy barrier: All within a single cleanser. # Benefits - Targets breakouts - Helps smooth texture - Supports a healthy barrier # Features - Targets breakouts - Helps smooth texture - Supports a healthy barrier # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline and bullet points describe the product and its benefits. - Customer: The woman holding the product and smiling conveys satisfaction with the cleanser. # Storyline - The ad begins by presenting the Curology acne cleanser as "Your new go-to Acne Cleanser", implying that it is an essential and reliable solution for acne. The intention is to immediately position the cleanser as a must-have for individuals struggling with acne. This message is told from the brand's perspective. - Next, the ad lists three key benefits of the cleanser: "Targets breakouts," "Helps smooth texture," and "Supports a healthy barrier." The intention is to highlight the cleanser's effectiveness and provide clear reasons why the customer should consider it. This message is from the brand's perspective. - Finally, the ad shows a woman holding the cleanser, looking directly at the viewer and smiling, implying that she is satisfied with the product's results. The intention is to provide a relatable visual and reinforce the benefits of the cleanser. This message is from the customer's perspective.

# Ad summary This ad shows a woman getting ready for a kid-free weekend trip. She shows that she needs skincare products and shows herself shopping at Target for Curology products. She uses the products and says that her skin feels more hydrated and plump. # Brand positioning Curology is presented as a dermatologist-designed skincare brand that can be conveniently purchased from Target. The brand emphasizes accessibility and affordability, pushing against the perception that effective skincare requires expensive products. Curology positions itself as a solution for individuals seeking reliable skincare without breaking the bank, with the promise of dermatologist-backed solutions accessible to all skin types. Their products are designed to clear skin, as highlighted by the line of text below the displayed items. # Product The advertised Curology skincare products consist of a Gentle Cleanser, a Dark Spot Serum, and a Gel Moisturizer. These dermatologist-designed products are formulated to be safe for all skin types and are presented as an affordable way to achieve healthy, hydrated skin. The Gentle Cleanser is a face wash that gently cleanses skin. The Dark Spot Serum is a spot treatment designed to address skin discoloration. The Gel Moisturizer is a lightweight daily hydrator. All three products are available at Target, which challenges the notion that effective skincare is only available at high-end retailers or through costly dermatologist visits. The ad emphasizes the hydrating and skin-clearing benefits of using these products. # Visual style The ad has a UGC feel with polished commercial elements. The editing style includes quick cuts and static shots, creating a dynamic but straightforward presentation. The production quality is a hybrid, balancing casual, selfie-style footage with clear product shots. The pacing is moderate, with cuts timed to key product mentions or actions. The lighting is natural in the car and bathroom scenes, and bright in the Target scenes. # Hooks Spoken: Female 1: I'm going on a little kid-free trip this weekend, and I'm desperate in need of some skincare, so we're gonna head to Target and do a little Target run. Text overlay: Curology Target Run 🎯 (with sparkles emoji) Visual: 00:00–00:05 The video starts with a close-up shot of a woman with long blond hair, wearing a floral shirt, holding a tube of Curology lip balm in her car. She is smiling and looking directly at the camera. The camera is selfie-style and slightly shaky. Text overlay: "Curology Target Run". # Funnel stage Middle of funnel (Consideration): The ad educates about the Curology products, shows how they work, and persuades with logic and validation. # Pain points The central pain point is the belief that effective skincare must be expensive to work. This is highlighted when the creator says: "Curology definitely busts the myth that skincare needs to be expensive to work." # Value propositions - The products are dermatologist-designed, which means that they're safe for all skin types. - The products are available at Target, which means they are easy to buy. - The products give the user hydrated and plump skin, and reduce dark spots. # Benefits - Skincare that doesn’t need to be expensive to work - More hydrated and plump skin - Reduction in dark spots # Features - Dermatologist-designed - Safe for all skin types # Call to action Be sure to grab these on your next Target run. # Social proof - "I need to restock on my favorite Curology products and love that I can grab them on my weekly Target runs" – Female 1 (Customer) - "My skin feels so much more hydrated and plump after using it, and I've definitely noticed a difference in my dark spots" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the viewpoint of a customer who uses and loves the product. # Storyline - 00:00–00:05 The creator reveals she is going on a kid-free trip and needs some skincare. The message conveyed is that she is relatable because she is a busy parent and needs skincare. Her perspective is that of a customer. - 00:05–00:13 00:05–00:13 The ad cuts to the creator in Target, shopping for Curology products. The message conveyed is that Curology is easy to find and buy. Her perspective is that of a customer. - 00:13–00:23 00:13–00:23 The creator shows herself applying the Curology products to her skin. She claims that her skin feels hydrated and she has noticed a difference in her dark spots. The message conveyed is that Curology products will improve your skin. Her perspective is that of a customer. - 00:23–00:27 00:23–00:27 The creator puts her Curology products in her bag and claims she is ready for her trip, telling viewers to grab the products on their next Target run. The message conveyed is that Curology is easy to buy and use. Her perspective is that of a customer.

# Ad summary This ad promotes a limited-time offer from Curology, featuring a skincare set that includes a medical consultation, 2 Rx treatments, and a free gift worth $25, available for a discounted price. The ad emphasizes the value and subscription aspect of the deal. # Brand positioning Curology is presented as a modern, accessible skincare brand that specializes in personalized acne and anti-aging treatments. The brand aims to occupy the space of personalized skincare, offering medical consultations and customized Rx treatments. Curology aligns with a value of convenience and effectiveness, cutting through the cluttered skincare market by providing tailored solutions. It promotes a functional and results-oriented approach, focusing on providing accessible, professional-grade skincare to address individual skin concerns. # Product The product being advertised is a set of Curology skincare items, including a cleanser in a light blue tube, a cream in a purple container, a face sunscreen in a light blue container, a moisturizer in a dark blue and light blue container, and a white balance last treatment in a light blue and dark blue tube. The products are intended for those seeking personalized acne and anti-aging skincare solutions. The ad explicitly states that the offer includes a medical consultation, 2 Rx treatments, and a free gift worth $25. The USPs are the personalized nature of the treatment plans, the inclusion of prescription-strength ingredients, and the added value of the consultation and free gift. The ad addresses potential purchase barriers by offering a trial subscription, showcasing a 'limited time only' offer, and emphasizing the value proposition with a discounted price. # Visual style The ad features a clean, minimalist visual style. The product arrangement is neat, and the color palette is consistent with light blues and purples, conveying a sense of calm and trustworthiness. The production quality is high, with well-lit product shots and attention to detail. The typography is modern and legible. The overall design is intended to be scannable and easy to understand, fitting well within a typical in-feed environment. # Hooks Headline: All of this for $99+ FREE* # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of needing personalized skincare solutions and wanting to avoid the expense and hassle of traditional dermatology visits. # Value propositions - Get a medical consultation, 2 Rx treatments, and a FREE gift worth $25 for just $99+ - Just pay $5.45 S&H and subscribe. # Benefits - Limited time offer - Discounted price - Free gift - Subscription benefits # Features - Medical consult - 2 Rx treatments - FREE gift worth $25 # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistently from the brand, as the ad promotes its product and offer directly. # Storyline - The ad starts by announcing a limited-time offer to create a sense of urgency and grab the viewer's attention. The message aims to incentivize quick action, conveying the brand's urgency. The POV is from the brand presenting an opportunity. - The ad then states, "All of this for $99+ FREE*" to highlight the value of the bundled offer, emphasizing cost savings. The message is intended to create a perception of high value for the discounted price and to demonstrate the products' benefits. The POV is from the brand presenting an offer. - The ad then lists the components of the offer: "Medical consult," "2 Rx treatments," and "FREE gift worth $25". The message is intended to showcase the comprehensive nature of the deal and the added perks. The POV is from the brand listing the deal. - The ad includes disclaimer text in a small font to inform the viewer of the offer's terms and conditions. The message aims to provide transparency while maintaining the overall positive message. The POV is from the brand disclosing details.

# Ad summary This ad showcases multiple Curology products, including cleanser, moisturizer and spot treatment patches. It promotes a limited-time offer of receiving all of the products for free when you subscribe. The ad aims to entice new customers by highlighting a significant value and encouraging immediate action through a clear call to action. # Brand positioning Curology is presented as a modern, dermatologist-backed skincare solution focused on providing accessible and effective products. The brand aims to occupy the space of personalized skincare, promoting a science-based approach with the mention of dermatologists in its product descriptions. Curology emphasizes simplicity and effectiveness, offering core skincare essentials without unnecessary complexity. The brand follows category norms by highlighting product ingredients and benefits, but pushes against traditional in-office dermatology visits by offering a subscription model for at-home convenience. The brand's positioning is both functional, focusing on effective skincare solutions, and emotional, as it offers a clear path for people to gain confidence in their skin. # Product The ad features several Curology products: Gentle Cleanser, a lightly foaming face wash; Gel Moisturizer, a lightweight daily hydrator; Emergency Spot Patch, fast-acting healing support; and Hydro+ Eye Gel, unspecified use. These products are designed for individuals seeking effective, dermatologist-backed skincare solutions. The Gentle Cleanser is described as a 'lightly foaming face wash', while the Gel Moisturizer offers 'lightweight daily hydration'. The Emergency Spot Patch is presented as a 'fast-acting healing support' for emergencies and it is designed to absorb pus and oil while collecting healing support. The products address common skincare concerns such as cleansing, moisturizing, and spot treatment, offering convenience and effectiveness in daily skincare routines. The ad aims to overcome purchase barriers by offering a free trial and promoting the value of the subscription. # Visual style The ad has a clean, modern aesthetic with a soft purple and blue color palette. The production quality is highly polished, giving the impression of a studio-shot layout designed for in-feed viewing. Visual motifs include product close-ups arranged symmetrically, emphasizing a sleek and approachable style. Image treatment involves subtle color grading to enhance the brand colors, with a background that is softly lit to focus on the products. The typography is large and bold, ensuring readability. This style aims to be both native and eye-catching to effectively capture attention. # Hooks Headline: Get all of this for FREE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of costly skincare solutions by offering a free product bundle upon subscription. The headline “Get all of this for FREE” directly addresses this concern. # Value propositions - Get all of this for FREE WHEN YOU SUBSCRIBE!: Receiving a suite of skincare products for free when subscribing to the service, providing immediate value and encouraging commitment. - FREE $70+ VALUE!: Underscores the high value of the free products offered, making the subscription appear more attractive and cost-effective. # Benefits - Get all of this for FREE WHEN YOU SUBSCRIBE! - Trial lasts 30 days # Features - Gentle Cleanser - Lightly foaming face wash - Gel Moisturizer - Lightweight daily hydration - Emergency Spot Patch - Fast-acting healing support - Hydrot - Eye Gel # Call to action Sign up for FREE # Social proof - None used. # Point of view - Brand: The entire image is designed from the brand's perspective to promote the offer of a free product bundle upon subscription, highlighting product features and driving sign-ups. - Customer: The mention of medical consultation, trial period, and restriction terms are shown to address the customer's concerns by providing important clarification. # Storyline - The ad opens by presenting a limited-time offer, “ONE WEEK ONLY!”, intending to create a sense of urgency and prompt immediate action from the audience. The brand is telling the audience that the opportunity is limited to create a sense of FOMO. - The core message, "Get all of this for FREE WHEN YOU SUBSCRIBE!", emphasizes the value proposition of receiving multiple products at no cost upon subscribing. The brand is highlighting the promotion. - The presentation of Curology products, including the cleanser, moisturizer, spot patches, and eye gel, showcases the variety and comprehensiveness of their skincare range. The brand is showing the depth of the product line. - Additional details regarding medical consultation, trial duration, and restrictions provide further context to the offer. The brand is managing expectations and providing important clarifying information. - The final call to action, "Sign up for FREE", encourages immediate sign-ups, reinforcing the value of the offer and aiming to drive conversions. The brand is prompting the audience to take advantage of the free offer.

# Ad summary This ad for Curology promotes a flash sale. The ad features the DayPrimeRx being held by a hand, as well as a lineup of other products offered by the brand. The ad promotes that when you subscribe, you can get DayPrimeRx for free, plus all of your favorites at no cost. # Brand positioning Curology aims to simplify skincare through personalized online dermatology services. The brand focuses on providing accessible and customized skincare solutions, particularly for acne and anti-aging. Positioning itself as a modern and convenient alternative to traditional dermatology, Curology offers customized prescription formulas and skincare products tailored to individual needs. The brand emphasizes expertise and personalized service without in-person visits, appealing to consumers seeking effective and accessible skincare. Curology promotes values of personalized care, convenience, and expert-backed solutions, aiming to democratize skincare by making it easier and more affordable for everyone to achieve their skincare goals. # Product This ad features several products from Curology. The Curology DayPrimeRx is advertised as a primary offer, available for free with a subscription. Other products shown include the Gentle Cleanser, described as a lightly foaming face wash, the Gel Moisturizer, Emergency Spot Patch, and Hydro-Eye Gel. These products collectively address various skincare needs, from cleansing and moisturizing to targeted spot treatment and eye care. The USPs for these products include a personalized formula (Rx), dermatologist-backed formulations, and suitability for sensitive skin. The advertisement does not explicitly mention use occasions but implies daily use through the inclusion of the DayPrimeRx and other staple skincare products. A key purchase barrier addressed is cost, as the ad highlights significant value ($70+) and free shipping with the subscription. # Visual style The ad presents a clean and modern aesthetic with a focus on showcasing the products in a well-lit environment. The layout is simple and organized with a pastel color scheme, enhancing scannability. The use of product lineups and clear text emphasizes the brand's offerings. Overall the visuals are polished and aim to convey a sense of reliability. # Hooks Headline: Get DayPrimeRx for FREE # Funnel stage Middle of funnel (Consideration) # Pain points The ad aims to solve the pain point of costly skincare by providing significant savings with the 'Get DayPrimeRx for FREE' promotion. This alleviates cost concerns and makes skincare more affordable and accessible to potential new subscribers. # Value propositions - DayPrimeRx for FREE + all your favorites at no cost when you subscribe - $70+ VALUE! - Get it all for FREE + FREE SHIPPING # Benefits - All your favorites at no cost when you subscribe - Free DayPrimeRx with subscription - Free shipping # Features - DayPrimeRx - Gentle Cleanser lightly foaming face wash - Gel Moisturizer - Emergency Spot Patch - Hydro-Eye Gel # Call to action None used. # Social proof - DERMATOLOGIST (on Gentle Cleanser) # Point of view - Brand: The entire ad is from the brand's perspective as it promotes its products and subscription offers with visual and textual elements designed to entice new customers and provide details of the offer. # Storyline - The ad opens with a header indicating a flash sale to grab immediate attention. This creates a sense of urgency and implies limited-time offers from the brand's perspective. - The ad highlights the offer of receiving DayPrimeRx for free, along with other favorites at no cost upon subscription. This part of the story is told from the brand's perspective and it is designed to incentivize viewers to subscribe by showcasing a high-value proposition. - The visual lineup of various Curology products, including the DayPrimeRx held by a hand, serves to show the range and availability of products. The brand is visually showcasing the products available and implicitly conveys the ease with which the customer can obtain them. - The inclusion of a 'Get it all for FREE + FREE SHIPPING' badge reinforces the promotion, emphasizing the affordability and convenience to potential new subscribers. This is an offer from the brand. - The fine print offers additional information regarding the offer. This is from the brand and offers details to provide transparency.

# Ad summary This image ad promotes Curology's Acne Cleanser and Acne Clearing Gel Serum with 2% Salicylic Acid, available at Target. # Brand positioning Curology is presented as a modern, dermatologist-backed skincare brand focused on acne treatment. The brand promotes the idea of accessible and effective skincare solutions, bridging the gap between professional dermatological care and over-the-counter products. The brand's positioning emphasizes science-backed ingredients and dermatologist formulated treatment. Curology seems to push against the traditional norms of complex, multi-step skincare routines by offering streamlined products designed to target specific skin concerns. The brand is positioned to appeal to customers seeking reliable, effective, and convenient acne solutions. # Product The ad features Curology's Acne Cleanser and Acne Clearing Gel Serum. The Acne Cleanser is defined on the packaging as a 2% Salicylic Acid Acne Treatment that is a gentle cleanser for face wash. The Acne Clearing Gel Serum features Salicylic Acid Acne Treatment and is dermatologist-formulated. The inclusion of 2% Salicylic Acid in both products highlights a key ingredient known for its effectiveness in treating acne. The ad addresses the need for effective acne treatment by offering a simple, two-step routine that can be conveniently purchased at Target. # Visual style The ad has a clean, minimalistic visual style with a focus on product presentation. The production quality appears to be studio-shot with soft, even lighting. The color palette is monochromatic with shades of purple and blue. The typography is clean and legible. The image is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Cleanse + Treat with 2% Salicylic Acid # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is acne-prone skin. The ad directly addresses this frustration by offering products with 2% Salicylic Acid, a well-known acne-fighting ingredient. # Value propositions - 2% Salicylic Acid addresses acne at the source. - Dermatologist Formulation means trusted and effective product. # Benefits - Cleansing - Treating acne # Features - 2% Salicylic Acid Acne Treatment - Gentle Clearing Face Wash - Dermatologist Formulated # Call to action None used. # Social proof - Dermatologist Formulated # Point of view - Brand: The point of view is consistent throughout the ad, as the brand showcases its products and highlights key ingredients and availability. # Storyline - The ad starts by showcasing the Curology brand and immediately emphasizes that the products contain 2% Salicylic Acid. The intention is to grab the viewer’s attention by calling out an effective ingredient, and it is conveyed from the brand's perspective. - Next, the ad highlights the Curology Acne Cleanser and Acne Clearing Gel Serum. By visually presenting the products and naming them as "cleanse + treat", the brand intends to communicate a straightforward, two-step solution to skincare that helps simplify the user experience. - Finally, the ad directs the consumer to Target as the place to purchase the Curology products. This part of the story emphasizes the product's accessibility and convenience, from the brand's perspective.

# Ad summary An ad for the Curology Acne Care Kit available at Target, featuring a dermatologist-designed 3-step routine for clearer-looking skin. The ad emphasizes the convenience of the kit and its availability in a mini size. # Brand positioning Curology is presented as a modern, accessible skincare brand specializing in acne treatment. It differentiates itself by emphasizing dermatologist-designed solutions, suggesting a blend of scientific expertise and personalized care. The brand focuses on providing a simple, effective routine, and it aligns with a lifestyle seeking clear skin through convenient, readily available products. It also implies a proactive approach to skincare, positioning itself as a trusted source for those seeking reliable acne solutions. # Product The featured product is the Curology Acne Care Kit, a 3-step routine designed for clearer-looking skin. It includes three products: a cleanser (40 mL / 1.35 fl oz), emergency spot patch (20 patches), and gel moisturizer (20 mL / 0.67 fl oz). The kit is dermatologist-designed and addresses the need for an easy and effective acne treatment routine. It is now available in a mini size, making it convenient for travel or trial. The packaging highlights each step with numbered instructions, emphasizing the simplicity of the routine and it is exclusively sold at Target. # Visual style The ad has a clean, minimalist style with a soft, pastel color palette, primarily using light purples. The product is well-lit and centrally focused, with clear typography and simple graphic elements. The overall aesthetic is modern and approachable, giving off a skincare advertisement type feel, and it is highly polished to give a professional look. # Hooks Headline: Dermatologist Designed Acne Care Routine # Funnel stage Consideration # Pain points The ad addresses the frustration of dealing with acne and the need for a simple, effective skincare routine. The acne issue is implied through the "Acne Care Kit" label, and the emphasis on a "3-step routine" suggests it simplifies the process of treating acne. # Value propositions - Acne Care Kit: Convenient, comprehensive solution. - 3-step routine: Simplifies skincare, saving time. - Dermatologist-designed: Expert-backed, reliable results. # Benefits - Clearer-looking skin # Features - Acne Care Kit - 3-step routine - Dermatologist-designed # Call to action None used. # Point of view - Brand: Displaying the product, with the brand name and the claim "Dermatologist Designed Acne Care Routine" to establish brand authority and product effectiveness. # Storyline - The ad starts by highlighting Curology as a brand that offers a dermatologist-designed acne care routine. This establishes the brand's credibility and the product's effectiveness from a brand's perspective, aiming to immediately build trust with potential customers seeking expert solutions for their skin concerns. - The ad then showcases the Acne Care Kit, emphasizing that it is a 3-step routine for clearer-looking skin. The brand is telling the story, presenting its product as a simple yet comprehensive solution for acne, which aims to provide an easy to follow solution for customers looking to address acne. - The ad includes the information that the Acne Care Kit is now available at Target. The brand shares where potential customers can easily find and purchase the product, reducing barriers to purchase and encouraging immediate action.

# Ad summary This image promotes a limited-time offer from Curology, highlighting a free trial that includes a variety of skincare products. It focuses on the value of the trial and encourages subscription. # Brand positioning Curology is presented as a modern and accessible dermatology brand focused on personalized skincare solutions. The ad communicates a direct-to-consumer approach by offering a complete set of products. The brand positions itself in a space where personalized skincare is easily accessible through a subscription model. The overall tone is inviting and value-driven, emphasizing the opportunity to try the products for free. # Product The advertised product is a complete skincare set offered as a free trial upon subscription to Curology. The set includes a Gentle Cleanser, Gel Moisturizer, and Emergency Spot Patches. The ad highlights the trial's value by emphasizing that it has a $70+ value. The intention is to reduce the barrier to entry for trying the brand by providing a full routine in a trial format, allowing potential customers to experience the benefits before committing to a full-priced subscription. # Visual style The ad features a clean, product-focused studio shot with a pastel color palette. The production quality is high, with well-lit products against a simple background. There are minimal visual motifs with a focus on clear product presentation. The typography is large and bold, and there are no filters or heavy image treatments. The overall style feels modern and is designed for scannability in-feed. # Hooks Headline: Get all of this for FREE # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the hesitancy to commit to new skincare products or subscriptions by providing a valuable free trial, signaling a frustration with investing in products without knowing if they work. # Value propositions - Get all of this for FREE WHEN YOU SUBSCRIBE! # Benefits - FREE $70+ VALUE! # Features - Gentle Cleanser - Gel Moisturizer - Emergency Spot Patch # Call to action Sign up for FREE # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, emphasizing the value of the offer and promoting the brand's products. # Storyline - The ad opens by emphasizing a limited-time offer to create a sense of urgency. It suggests the viewers should act quickly to get all of the displayed products for free. This is told from the brand’s perspective to draw the viewer in with a valuable offer. - Next, the ad details the core offer—getting the products for free. The ad copy explicitly states “Get all of this for FREE WHEN YOU SUBSCRIBE!”. The callout of “FREE $70+ VALUE” reinforces the offer’s financial benefits. This is communicated from the brand’s point of view. - The ad concludes with a clear call to action, directing the viewer to “Sign up for FREE”. The focus is on prompting immediate action. This CTA is communicated from the brand's perspective.

# Ad summary This ad promotes Curology's customized skincare products, including a free Hydro+ Eye Gel, emphasizing a subscription-based model where customers pay for shipping and handling. The ad features a simple, colorful design with on-screen text highlighting product benefits and offers, aiming to attract new subscribers with a focus on affordability and effectiveness. # Brand positioning Curology positions itself as a provider of customized skincare solutions, offering personalized formulas and products designed to address individual skin concerns. The brand emphasizes simplicity and accessibility, promoting the idea of high-quality skincare without the need for in-person dermatology visits. It operates on a subscription model, aligning with convenience and ongoing care. Curology aims to occupy a space in the consumer's mind as a modern, tech-driven solution for personalized skincare, differing from traditional over-the-counter or in-office treatments. # Product The ad showcases a range of Curology skincare products, including the Custom FormulaRx, DayPrimeRx, Gentle Cleanser, Cream Moisturizer, and Emergency Spot Patches. Each product is designed to work together as part of a comprehensive skincare routine. The ad also features the Hydro+ Eye Gel, promoted as a free full-size item. The products are designed for individuals seeking customized skincare solutions tailored to their specific needs. The ad addresses the potential purchase barrier of cost by highlighting that customers can "Get all this free your first month*" by only paying $5.45 for shipping and handling, and subscribing to their service. The USPs include personalized formulas and a trial period for new users. # Visual style The ad has a clean and modern aesthetic, with a polished commercial feel. It uses bright, solid color backgrounds (light purple, light blue), and clear, bold text overlays. The editing style employs quick cuts and static shots, creating a fast-paced rhythm. The production quality is high, giving the ad a professional and appealing look. The pacing is consistent, maintaining a steady flow of information. # Hooks Text overlay: Get a full skincare routine Visual: 00:00–00:02: A variety of Curology products, including tubes, bottles, and a small packet, float against a light purple background. The products are neatly arranged and well-lit, showcasing their packaging and branding. Text overlay: “Get a full skincare routine”. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential frustration of needing an effective skincare routine but not knowing which products to choose or whether a full routine is affordable. # Value propositions - Get all this free* your first month (just pay $5.45 S&H and subscribe*) # Benefits - Hydrate and visibly brighten your under eyes # Features - Custom FormulaRx - DayPrimeRx - Gentle Cleanser - Cream Moisturizer - Emergency Spot Patches - Hydro+ Eye Gel # Call to action Shop now at Curology.com # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the brand's official perspective, showcasing products and offers. # Storyline - 00:00–00:02 The ad begins by showcasing the full range of Curology products, implying a complete skincare solution. - 00:02–00:02 The ad highlights that the products can be customized. - 00:02–00:03 The ad specifies the products that a user will get. - 00:03–00:07 The ad highlights the free gift available with a subscription. - 00:06–00:07 The ad displays the Hydro+ Eye Gel in a product shot. - 00:07–00:09 The ad offers a deal where users can get all the products for free the first month if they pay for shipping and handling. - 00:09–00:10 The ad ends with a call to action to shop at Curology.com.

# Ad summary An image ad for Curology products at Walmart. The ad features a Gel Moisturizer, Emergency Spot Patch, and Gentle Cleanser against a blue background with bokeh. # Brand positioning Curology is presented as a modern, dermatologist-backed skincare brand. It promotes accessibility by being available at Walmart. The brand is positioned to help consumers achieve clear skin with simple and effective products. It aligns with the values of convenience and professional skincare, making it easy for people to get dermatologist-developed skincare solutions without a prescription. # Product The ad features three Curology products designed to address various skincare needs. The Gel Moisturizer is a lightweight daily hydrator. The Emergency Spot Patch provides fast-acting support for sudden breakouts, with 40 patches included. The Gentle Cleanser is a lightly foaming face wash. Each product is part of a dermatologist-developed system, promising effective skincare solutions. The products are presented as simple to use and readily available at Walmart, addressing potential barriers to access and complicated skincare routines. The featured products offer accessible and effective solutions for common skincare concerns. # Visual style The ad has a clean and modern aesthetic with a focus on product clarity and simplicity. The production quality is high, with studio-style lighting. The gradient background and bokeh effects contribute to a soft, dreamy feel. The typography is integrated cleanly with the product branding. The overall design is intended to be easily scannable and visually appealing, with a platform-native feel. # Hooks Headline: THE YEAR OF CLEAR # Funnel stage Awareness # Pain points The ad implicitly addresses the frustration of dealing with breakouts, by referring to "sudden breakouts" and promoting an "Emergency Spot Patch". # Value propositions - Easy access to dermatologist-developed skincare at Walmart - Solutions for multiple skin concerns: hydration, breakouts, cleansing # Benefits - Clear Skin - Fast-acting support for sudden breakouts - Lightweight daily hydration # Features - Gel Moisturizer: lightweight daily hydration - Emergency Spot Patch™: Fast-acting support for sudden breakouts - Gentle Cleanser: lightly foaming face wash # Call to action None used. # Point of view - Brand: The entire image conveys information about the products, their availability, and the brand's message of clear skin. # Storyline - The ad opens with an announcement: "THE YEAR OF CLEAR." The brand aims to start a conversation around consumers' skin goals and position its products as the key to a clear complexion. This is conveyed from the brand's perspective, setting a positive, aspirational tone for the rest of the ad. - Next, the ad showcases three products: Gel Moisturizer, Emergency Spot Patch, and Gentle Cleanser. The brand highlights its core offerings, emphasizing simplicity and efficacy, to address specific skin concerns, while showing the products lined up next to each other allows for easy comparison. This is conveyed from the brand's perspective, highlighting its products as solutions. - Finally, the ad states "Available at Walmart." The brand increases accessibility and convenience, making its products easily obtainable, with the message being conveyed from the brand's perspective. This resolves a potential purchase barrier by highlighting product availability at a common retailer.

# Ad summary This image ad for Curology features a woman winking with the Curology Emergency Spot Patch and Gel Moisturizer prominently displayed next to her, promoting the skincare products for breakout solutions, available for purchase on Amazon. # Brand positioning Curology is presented as a modern, dermatologist-backed skincare solution, emphasizing accessibility and convenience. The brand positions itself as a provider of fast-acting support for sudden breakouts, aligning with the needs of consumers seeking effective and readily available skincare. By focusing on dermatologist-formulated products, Curology aims to occupy a space of trust and reliability in the skincare market, promoting a simple solution to achieve clear skin. # Product The ad features two Curology products: the Emergency Spot Patch and the Gel Moisturizer. The Emergency Spot Patch is designed to provide fast-acting support for sudden breakouts. The Gel Moisturizer aims to provide lightweight daily hydration. The ad targets individuals looking for accessible, effective skincare solutions to manage and treat breakouts. The availability of the products on Amazon addresses a key purchase barrier by providing ease of access and convenient purchasing options. # Visual style The ad has a modern, clean aesthetic with a focus on simplicity. The image is well-lit, with a blurred background to draw attention to the products and model. The color scheme revolves around shades of blue and purple, conveying a sense of sophistication. # Hooks Headline: Break up with bad skin # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dealing with sudden breakouts, offering a fast-acting solution. The copy directly states: "Break up with bad skin." # Value propositions - Effective skincare solutions to manage and treat breakouts # Benefits - Support for sudden breakouts - Lightweight daily hydration # Features - Emergency Spot Patch: Fast-acting support for sudden breakouts - Gel Moisturizer: Lightweight daily hydration # Call to action None used. # Point of view - Customer: The image of the woman winking suggests a satisfied customer who is happy with the brand. - Brand: The text and placement of products are from the brand promoting a solution for bad skin. # Storyline - The ad opens with the brand logo and a headline, "Break up with bad skin," immediately conveying the message that Curology offers a solution to problematic skin. The brand is framing itself as the consumers ally that will enable them to attain clear skin. - The focal point is the juxtaposition of the woman's face with the Curology products, which reinforces the message that Curology products will lead to clear skin. - The inclusion of the Amazon logo in the bottom corner tells the viewer that these products are conveniently available through Amazon, increasing accessibility and purchase likelihood. The brand is telling the customer where to find these products.

# Ad summary A woman creates an ad discussing her skin issues before discovering Curology. She mentions that she uses Curology because they create custom formulas to treat issues such as acne, dark spots, and rosacea. She says she went on their website and submitted a few photos so that a dermatology provider could send her a custom formula. She says that her formula is packed with azelaic acid to brighten and exfoliate, clindamycin to fight breakouts, and niacinamide to support her skin barrier and fade spots. She puts the product on her face and says that it has made her skincare routine incredibly simple and encourages others to start their journey to clear, glowy skin with Curology today. # Brand positioning Curology is a telehealth company that provides customized skincare solutions to customers who are struggling with common skin issues, especially acne. The brand’s positioning emphasizes accessibility and personalization by offering prescription-strength ingredients that are tailored to individual skin needs and delivered directly to the customer’s door. This approach aims to simplify skincare by providing a single product and dermatologist support that addresses multiple concerns, positioning Curology as an alternative to over-the-counter treatments and in-person dermatology visits. # Product Curology is a personalized skincare service that provides custom formulas with prescription-strength ingredients tailored to address individual skin concerns like acne, dark spots, and rosacea. Customers start by submitting photos of their skin and answering questions on the Curology website. Then, a dermatology provider reviews the information and creates a custom formula that is delivered to the customer's door. The product comes in a white bottle with a pump. The product is intended to be used nightly after cleansing. It's packed with active ingredients, including azelaic acid (to brighten and exfoliate), clindamycin (to fight breakouts), and niacinamide (to support the skin barrier and fade spots). # Visual style The ad has a casual, UGC-feel with natural lighting and simple editing. The editing style includes quick cuts and static shots. The production quality appears to be a hybrid between UGC and a polished commercial, as the lighting and camera quality are good. The pace is consistent with around 60 BPM. # Hooks Spoken: 00:00–00:02 Are you struggling with acne that just will not go away? Visual: 00:00–00:00 Close up shot of a woman, 25-35, light skin, blue eyes, light brown hair parted to the side and in a low ponytail with a purple headband, wearing a light purple tank top, silver hoop earrings, and a silver layered necklace with flower and butterfly charms, standing in front of a gray wall and white ceiling fan in a bedroom, selfie style, tripod/stationary camera. She is talking to the camera. / 00:01–00:02 Close up side profile shot of the same woman wearing a bright teal robe, standing in a bathroom. She has no makeup on and is showing her acne to the camera. Selfie style, tripod/stationary camera. # Funnel stage Consideration # Pain points Struggling with acne that just will not go away # Value propositions - Custom formulas to treat all kinds of issues like dark spots, rosacea, and acne - Made my skincare routine incredibly simple # Benefits - Prescription ingredients - Clear, glowy skin - Made my skincare routine incredibly simple # Features - Custom formulas - Treat all kinds of issues like dark spots, rosacea, and acne - Azelaic acid to brighten and exfoliate - Clindamycin to fight breakouts - Niacinamide to support my skin barrier and fade spots # Call to action Start your journey to clear, glowy skin today with Curology. # Social proof - None used. # Point of view - Customer 100% – The ad is entirely communicated from the perspective of a customer sharing her positive experience with the product. # Storyline - 00:00–00:02 00:00–00:02 The creator appears on camera and asks if the viewer is struggling with acne that won’t go away. The message is to call out viewers struggling with acne issues. The view is from the creator, who's addressing the audience directly. The tone is relatable and sympathetic. - 00:03–00:06 00:03–00:06 She then pivots to introduce how using prescription ingredients changed the game for her acne. The intention is to transition into how the brand has helped with her skin issues. The view is from the creator as she tells her story, and the tone is informative and hopeful. - 00:07–00:11 00:07–00:11 The creator then holds up the Curology product she uses. A lineup of the cleanser, custom formula, and moisturizer are shown. The intention is to reveal the brand that helped with her acne. The view is from the creator, and the tone is enthusiastic. - 00:11–00:16 00:11–00:16 The creator explains that Curology creates custom formulas to treat issues like dark spots, rosacea, and acne and states that for her it is about that acne treatment. The intention is to list the specific issues the brand can treat. The view is from the creator, and the tone is informative and relatable. - 00:16–00:21 00:16–00:21 She goes on to explain that she went to their website, submitted a few photos, and then her dermatology provider sent her a custom formula. The intention is to describe the process of getting the product from the brand. The view is from the creator, and the tone is informative. - 00:21–00:30 00:21–00:30 The creator describes the ingredients in the formula: azelaic acid, clindamycin, and niacinamide. The intention is to explain why the product works and give a sense of scientific authority. The view is from the creator, and the tone is knowledgeable. - 00:31–00:34 00:31–00:34 She then shows herself applying the product to her face and stating that it is so easy to use, has made her skincare routine incredibly simple, and that she just applies it every night after cleansing. The intention is to show how easy it is to use the product. The view is from the customer, and the tone is excited and relatable. - 00:35–00:40 00:35–00:40 She holds the product again and encourages the viewer to start their journey to clear, glowy skin today with Curology. The intention is to encourage the viewer to purchase the product. The view is from the creator, and the tone is enthusiastic.

# Ad summary This ad by Curology features a flat lay of its skincare products, arranged around Valentine's Day-themed props and asks 'What are your Valentine's Day plans?' # Brand positioning Curology is a brand that offers personalized skincare solutions through online consultations and customized products. The brand aims to occupy a space in the consumer's mind as a convenient and effective way to address individual skin concerns. Curology aligns with a modern, self-care lifestyle, promoting simplicity and accessibility in skincare. The brand pushes against the need for in-person dermatologist visits by offering custom skincare formulas. Curology's positioning is functional, focusing on providing effective solutions for specific skin issues through personalized treatment plans. # Product The ad features several Curology skincare products. These include the cleanser, acne spot treatment, and moisturizer. Each product comes in minimalist packaging with the brand's logo and product name. The products are designed to be part of a personalized skincare routine, addressing specific concerns such as acne, dryness, and overall skin health. Curology products are worth trying because they offer customized skincare solutions, delivered conveniently, making skincare accessible and effective. # Visual style The ad features a polished aesthetic with a clean and minimalist flat lay composition. The pastel color palette and soft lighting create a calming and inviting atmosphere. The editing style is static with no cuts or transitions. The production quality appears high-end, supporting a sophisticated and self-care tone. The pacing is consistent due to the static shot. Audio-visual sync is not applicable as there are no cuts or transitions. # Hooks Text overlay: 00:00–00:09 “What are your Valentine’s Day plans?” / 00:00–00:09 Us: Visual: 00:00–00:09 A flat lay against a lavender background featuring a heart-shaped box of chocolates with a red ribbon, a Curology cleanser in a blue tube, a small blue bow, a red heart, a Curology treatment in a lavender bottle, another red heart, a Curology moisturizer in a small blue tub, another Curology product in a blue tube, a purple satin eye mask, and a final red heart. The arrangement is symmetrical, with products and props spaced evenly. Lighting is soft and diffused, minimizing shadows. The camera is stationary, providing a clear and stable view of the arrangement. # Funnel stage Middle of funnel # Pain points The ad implies the pain point of not having plans for Valentine's Day, which can create a sense of loneliness or boredom: “What are your Valentine’s Day plans?” # Value propositions - Personalized skincare solutions for specific skin concerns - Convenient and effective skincare routine - Affordable first month with free shipping # Benefits - Personalized skincare - Convenient delivery - Effective solutions for skin issues - Self-care - Affordable first month # Features - Cleanser - Acne spot treatment - Moisturizer - First month only $14.95 - Free shipping # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad speaks directly from the brand's perspective, showcasing its products and suggesting an alternative approach to Valentine's Day. # Storyline - 00:00–00:01 The ad opens with a Valentine's Day-themed question, setting the stage for a self-care approach to the holiday. It implies that the viewer may not have plans to go out. - 00:01–00:09 The ad counters the opening question by visually presenting Curology products as an alternative. It implies that the viewer can spend the holiday relaxing and taking care of their skin instead.

# Ad summary This ad simulates an iMessage exchange to promote a free trial of Curology, highlighting the affordability of the skincare subscription service. It uses visual product placements within the messaging interface to showcase the Curology product line and encourage viewers to start their free trial. # Brand positioning Curology positions itself as an accessible, personalized skincare solution, offering customized treatment plans through a subscription model. The brand promotes affordability by emphasizing a 'free' trial, only requiring payment for shipping and handling. This suggests a desire to disrupt the traditional skincare market by removing high-cost barriers, appealing to a younger, budget-conscious audience seeking effective skincare without hefty price tags. The functional approach of customized treatment plans combined with the emotional appeal of achieving clear skin places Curology as a modern, direct-to-consumer brand. # Product Curology offers personalized skincare solutions through a monthly subscription service. The products are customized based on individual skin needs and concerns. As implied through the image, this includes cleanser, moisturizer, and spot corrector. The primary selling point is the 'free' one-month trial, which only requires the user to pay for shipping and handling. The ad addresses the purchase barrier of high skincare costs by promoting this low-commitment entry point, encouraging potential customers to experience the personalized approach of Curology without a significant upfront investment. # Visual style The ad has a clean, minimalist aesthetic with a focus on replicating a native mobile interface. The color palette is primarily white and purple, creating a bright and modern feel. The editing style is static with subtle motion graphics used to introduce the product images. The production quality appears polished, aiming to convey trust and professionalism. # Hooks Spoken: 00:00–00:02: [Baby cooing] Text overlay: 00:00–00:02: wait how much did you pay??? (iMessage) / 00:00–00:02: Get 1 month of Curology for FREE* / 00:00–00:02: Just pay $5.45 for shipping and handling. Subscription required.* / 00:00–00:02: Start your FREE* trial Visual: 00:00–00:03: The screen displays a simulated iMessage interface against a solid white background. At the top of the screen, 'Curology' is displayed in a purple-blue gradient color, followed by 'iMessage' and the timestamp 'Today 9:30 AM' in a smaller, lighter font. A speech bubble on the left reads 'wait how much did you pay???' Below, promotional text states 'Get 1 month of Curology for FREE* Just pay $5.45 for shipping and handling. Subscription required.' A purple button reads 'Start your FREE* trial.' A small asterisk footnote at the bottom provides additional terms and conditions. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that skincare can be expensive and inaccessible by highlighting the free trial. # Value propositions - One month of Curology for FREE, only pay $5.45 for shipping and handling. - Subscription required. # Benefits - Get 1 month of Curology for FREE - Only pay $5.45 for shipping and handling # Features - One month trial - Customized treatment plan - Cleanser - Moisturizer - Spot corrector # Call to action Start your FREE* trial # Social proof - None used. # Point of view - Customer 100% – The ad simulates a customer’s point of view through a text message exchange. # Storyline - 00:00–00:06 The ad begins with a simulated iMessage notification sound, followed by an exchange: One message reading 'wait how much did you pay???' and the response 'it was FREE* ✨💜' along with an image of Curology products.