How DedCool Advertises on Meta

# Ad summary This ad promotes DedCool's Mineral Milk fragrance, highlighting its unique skin-like musk scent with a coastal breeze twist, and emphasizes its availability at Sephora and clean beauty standards. # Brand positioning DedCool is presented as a modern fragrance brand focused on unique, skin-like scents that evoke a sense of familiarity and comfort. It positions itself as accessible through its availability at Sephora, suggesting a presence in the mainstream beauty market while also appealing to consumers who appreciate niche fragrances. The brand emphasizes its alignment with clean beauty standards, indicating a commitment to ingredient transparency and environmental consciousness. DedCool aims to occupy a space that blends approachability with sophistication, offering scents that are both comforting and intriguing for the discerning consumer. # Product The advertised product is DedCool's Mineral Milk fragrance. It is a unique scent described as having a skin-like musk with a coastal breeze twist, suggesting a blend of warm and refreshing notes. The fragrance is presented as "familiar" to those who already enjoy skin-like musks. The ad highlights that the product is available at Sephora, making it readily accessible. The bottle design is minimalist, featuring a clear glass container with a black cap. The product is promoted as part of the "CLEAN AT SEPHORA" initiative, reinforcing its commitment to clean ingredients and sustainable practices. The ad aims to convey that Mineral Milk is a distinctive, high-quality fragrance that is both familiar and refreshing. # Visual style The ad has a clean and minimalist aesthetic with a focus on natural elements. The production quality is high, suggesting a professional studio shot with careful attention to lighting and texture. The color palette is muted, with a predominance of neutral tones like gray, tan, and white, contributing to a calming and sophisticated feel. The image is slightly desaturated, which enhances the natural and organic look. The integration of typography is simple and legible, with a mix of serif and sans-serif fonts. The overall style contrasts with the typical bold and vibrant beauty ads, offering a more subdued and elegant approach. # Hooks Headline: MINERAL MILK # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The familiar, skin-like musk you love, refreshed with a coastal breeze # Benefits - familiar musk - refreshed with a coastal breeze # Features - skin-like musk - coastal breeze # Call to action None used. # Social proof - CLEAN AT SEPHORA # Point of view - Brand: This point of view is used in the caption and brand logos to present the product, describe its scent profile, and highlight its availability at Sephora. # Storyline - The ad opens by announcing the DedCool Mineral Milk fragrance as 'NEW!', piquing the audience's interest in a recent addition to the brand's product line. The brand is introducing the fragrance from its perspective. - The ad follows by describing the scent profile: 'THE FAMILIAR, SKIN-LIKE MUSK YOU LOVE, REFRESHED WITH A COASTAL BREEZE -- AT SEPHORA.' It highlights the product's scent as a familiar musk with a refreshing twist, creating intrigue and building on the viewer's existing preferences and letting the customer know where to buy it. The brand is emphasizing the scent. - The ad ends by reinforcing the brand name, 'DED COOL,' and its availability at 'SEPHORA,' solidifying brand recognition and retail presence. The brand is reinforcing its partnership with Sephora.

# Ad summary This ad features a creator promoting the "Mochi Milk" and "Extra Milk" fragrances from the brand Dedcool. The creator shares that combining both fragrances creates an unbeatable combo. The ad also includes social proof and encourages viewers to purchase the fragrances from Sephora.com or in-store. # Brand positioning Dedcool is presented as a luxury fragrance brand that empowers users to craft a signature scent by layering fragrances, as opposed to using a scent created by a traditional perfumer. The brand aims to occupy a space in the consumer's mind as chic and playful. The brand defies the category norm of individual scents by encouraging fragrance layering. This brand positioning is emotional, offering self-expression and confidence. # Product This ad features two Dedcool fragrances: "Mochi Milk" and "Extra Milk". The ad presents "Mochi Milk" as having a marshmallow-y vanilla scent, while "Extra Milk" has an amber bergamot scent. The ad explains that the USPs of the brand are that the two scents can be layered together to create a signature fragrance, and that doing so is "one of the chicest things you can do". This will lead to compliments, as guaranteed. The ad implies use occasions for both scents, showing the creator using them after pilates. Purchase barriers are addressed by listing Sephora as a stockist. The ad tells viewers that Dedcool scents are worth trying because they enable the user to develop a signature scent and are husband-approved. # Visual style This ad has a natural aesthetic, with warm lighting and a clean background. The editing style consists of static shots. The production quality has a UGC feel. The pacing is slow, with one cut every 38 seconds. The audio and visuals are synced. # Hooks Spoken: Female 1: I have to tell you about my latest combo that smells insane. Visual: 00:00–00:03: A young woman with shoulder-length auburn hair, wearing a light pink two-piece set, faces the camera and holds up a clear perfume bottle with a black cap. She stands in a room with white walls, three windows near the ceiling, a large dark mirror, and a cream-colored rug. # Funnel stage Consideration # Pain points The ad does not overtly suggest a customer pain point, but it does subtly address the challenge of finding a signature scent. # Value propositions - Layer the Mochi Milk and Extra Milk fragrances for an unbeatable combo. # Benefits - One of the chicest things you can do. - Really solidifies a signature scent. - Compliments are guaranteed. # Features - Mochi Milk fragrance - Extra Milk fragrance - Mochi Milk has a marshmallow-y vanilla scent. - Extra Milk has an amber bergamot scent. # Call to action None used. # Social proof - "Also, my husband's favorite perfume that I wear" – Female 1 (Customer) - "I stopped by from Pilates and a girl literally stopped me and asked me what I was wearing" – Female 1 (Customer) - "I get dozens of messages a week from you guys saying it's now your new favorite" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer, using a casual tone to relay her personal experience. # Storyline - 00:00–00:03 The video opens with a young woman telling the audience about a combination that smells insane. - 00:03–00:12 She continues by showcasing the first fragrance, Mochi Milk. She describes the fragrance as marshmallow-y vanilla goodness and says that she cannot understand how good it smells. - 00:12–00:12 She mentions that this is her husband's favorite perfume. - 00:12–00:14 She continues, transitioning to the other fragrance, Extra Milk. She shares the scent names as an unbeatable combo. - 00:14–00:20 She notes that the Extra Milk fragrance has an amber bergamot scent, and that it's chic and playful. - 00:20–00:25 The woman notes how she loves layering fragrances, because it is one of the chicest things you can do, and that it solidifies a signature scent. - 00:25–00:27 She guarantees compliments when layering these fragrances. - 00:27–00:31 She tells the audience that a girl stopped her after pilates class to ask what she was wearing, which was the scents after a 45-minute class. - 00:31–00:34 The woman shares that these fragrances are available at Sephora and in-store. - 00:34–00:37 She notes that she gets dozens of messages a week about the scents being people's new favorite. - 00:37–00:38 The video ends by encouraging viewers to trust her on this.

# Ad summary The ad showcases DedCool's Mochi Milk Travel Spray, highlighting an offer of a free travel spray with orders over $100, set against a backdrop of various mochi pieces, which reinforces the product's theme. # Brand positioning DedCool is presented as a fragrance brand offering unique, themed scents, specifically 'Mochi Milk,' aligning with a playful and possibly foodie-oriented lifestyle. The brand seems to push against traditional fragrance norms by focusing on unusual scent profiles, creating an element of novelty. DedCool is targeting a youthful demographic that appreciates modern branding and unique scents, blending fragrance with cultural trends. # Product The featured product is DedCool's 'Mochi Milk' Travel Spray, packaged in a clear, cylindrical spray bottle with a black cap and a label displaying the brand and product name with a barcode design element. The 'Mochi Milk' fragrance is for individuals looking for a unique and trendy scent experience, drawing inspiration from the sweet and milky notes of mochi. The ad promotes this travel-sized version of the fragrance, addressing the need for portability and convenience. The inclusion of an offer—a free travel spray with orders over $100—incentivizes larger purchases, and implies the scent is worth the cost to try. # Visual style The ad has a studio-shot, highly polished production quality with soft, diffused lighting. The visual motif centers around a flatlay arrangement. The image treatment involves background removal and color grading to ensure a bright, clean aesthetic. The typography is large and bold in certain areas. The style is aiming for a platform-native look, blending in with common product presentation styles found on social media. # Hooks Headline: FREE MOCHI MILK Travel Spray # Funnel stage Middle of funnel (Consideration) # Pain points Customers might be hesitant to try a new fragrance without knowing if they'll like it. # Value propositions - A free travel-sized fragrance product when meeting a minimum order value, adding incentive for a purchase. - Opportunity to try a new and unique scent, 'Mochi Milk', in a convenient travel size. # Benefits - FREE MOCHI MILK Travel Spray with orders $100+ # Features - Travel Spray # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is conveying its promotional offer of a free travel spray with a purchase, presented at the top of the image. This is the brand's marketing strategy to entice customers. # Storyline - The ad starts by celebrating 'HAPPY NATIONAL FRAGRANCE DAY!' grabbing attention with a timely reference point and indicating the relevance of fragrance products. This opening is from the brand's perspective to set the stage for their promotion. - The core message focuses on a promotional offer: 'FREE MOCHI MILK Travel Spray with orders $100+', presenting the key incentive. This is told from the brand's perspective, highlighting what customers will gain. - The product is displayed amidst various types of mochi, emphasizing the fragrance’s connection to the sweet treat, visually reinforcing the 'Mochi Milk' theme. The layout is from the brand's point of view to showcase the product and its association.

# Ad summary This ad for DedCool promotes its Mochi Milk travel spray as a free gift with orders over $100, timed to coincide with National Fragrance Day. # Brand positioning DedCool is presented as a modern and somewhat minimalist fragrance brand. Its name and the barcode-inspired product label give the brand a cool, slightly edgy feel, while the pastel gradient background adds a softer, trendy touch. The brand appears to cater to a demographic interested in both quality fragrances and contemporary aesthetics, pushing against traditional perfumery norms by embracing a gender-neutral and accessible image. # Product The product being advertised is DedCool's Mochi Milk Travel Spray, a perfume in a portable size. It's packaged in a clear, rectangular bottle with a black spray nozzle and a label featuring the brand name, a barcode-like design, and the product name. The main selling point highlighted in the ad is that you can “Get a FREE MOCHI MILK Travel Spray*” with orders over $100, incentivizing purchase. # Visual style The ad has a clean, minimalist visual style with a focus on the product. The pastel gradient background gives it a soft and trendy feel, aligning with contemporary aesthetic preferences. The production quality is polished, indicating a professionally designed ad suitable for in-feed placement. # Hooks Headline: HAPPY NATIONAL FRAGRANCE DAY! # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - A free travel spray of Mochi Milk with orders over $100, providing extra value and incentivizing larger purchases # Benefits - Get a FREE MOCHI MILK Travel Spray* with orders $100+ # Features - Mochi Milk Travel Spray # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's perspective. The ad promotes its product with a seasonal offer and reinforces its brand identity through visuals and messaging. # Storyline - The ad starts by wishing the audience “HAPPY NATIONAL FRAGRANCE DAY!”, immediately setting the context and occasion for the promotion. This is from the brand's perspective, aiming to grab attention and create relevance for fragrance enthusiasts. - Next, the visual focus is on the Mochi Milk Travel Spray. The brand shows the product itself, emphasizing its minimalist design and brand identity. - Finally, the brand states the core offer: “Get a FREE MOCHI MILK Travel Spray*” with orders $100+. This gives the audience an incentive to make a purchase.

# Ad summary This ad showcases DedCool's Mineral Milk fragrance against a background of sand with seashells and corals. The ad highlights the product's availability at Sephora. # Brand positioning DedCool positions itself as a modern fragrance brand with a focus on simple yet high-quality products. The brand aims to resonate with consumers who appreciate fragrances that are not overpowering and lean towards natural, clean scents. The overall vibe is laid-back and effortless, appealing to individuals who value a minimalist lifestyle and want their fragrance to complement their personal style rather than define it. The brand clearly signals their availability at Sephora, indicating a retail presence in a popular beauty destination. # Product DedCool Mineral Milk is a fragrance presented in a clear rectangular bottle with a black cap. The fragrance itself appears to be a light, translucent liquid. The on-package label text includes the product name and size. The ad highlights the fragrance's availability at Sephora, suggesting that it is easily accessible to consumers. The phrase "THE COAST IS CALLING" implies a fresh, marine-inspired scent profile, likely targeting customers who enjoy fragrances that evoke a sense of nature and the outdoors. The name implies a lighter, softer alternative to bolder fragrances. # Visual style The ad has a clean, minimalist visual style that emphasizes the natural elements and the simplicity of the DedCool brand. The image quality is high, suggesting a professional studio shoot. The beach-themed setting with sand and seashells creates a sensory experience, evoking the feeling of the coast. The color palette is neutral, with soft tans, whites, and blues, which contributes to a relaxed, serene mood. The typography is clean and modern, enhancing the overall minimalist aesthetic. This style likely aims for high scannability and stop power by presenting a visually appealing scene that aligns with current lifestyle trends. # Hooks Headline: MINERAL MILK # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - "THE COAST IS CALLING": Connects the fragrance to the desirable experience of being at the coast, suggesting a refreshing, natural scent. # Benefits - THE COAST IS CALLING # Features - Mineral Milk # Call to action None used. # Social proof - None used. # Point of view - Brand: This perspective is consistent throughout the image, as the visual elements and text work together to promote DedCool's Mineral Milk fragrance and its availability at Sephora. The brand aims to communicate a sense of natural beauty and coastal lifestyle associated with the fragrance. # Storyline - The ad opens by introducing the DedCool Mineral Milk fragrance in a beachy setting, immediately establishing a connection to nature and a coastal lifestyle. The intention here is to attract viewers who appreciate fresh, clean scents and associate them with positive, relaxing experiences, told from the brand's perspective. - The phrase "THE COAST IS CALLING" is placed below the product name, reinforcing the sensory experience and inviting the audience to imagine the scent. This message is designed to evoke a sense of longing for the beach, framing the fragrance as an escape to a carefree state of mind. The brand is inviting the viewer to see the product as more than a scent, but as a portal to an experience. - The ad highlights that the product is "AVAILABLE AT SEPHORA," giving the audience a clear and convenient way to purchase the item. This detail serves to remove a potential barrier to purchase, making the product easily accessible to a large customer base, as stated by the brand.

# Ad summary A woman promotes Dedcool Mineral Milk fragrance as a 'golden hour clean girl scent', highlighting its unique beachy and calming profile with marine, lavender, and passion fruit notes for a fresh, clean aroma ideal for spring and summer evenings. # Brand positioning Dedcool is presented as a brand that excels in creating 'second skin, my skin but better' scents, but is also willing to take a risk and make a scent that is a little more salty for the summer. The brand is synonymous with a 'clean girl' aesthetic, offering light, refreshing fragrances that evoke natural beauty and a sense of understated elegance, distinguishing itself from more intense or artificial-smelling competitors. # Product The product is Dedcool Mineral Milk fragrance, described as a 'golden hour clean girl scent' with a beachy, salty profile. It is designed for individuals who prefer a light, fresh, and clean aroma rather than an intense fragrance. The top notes include Golden Nectar and Passionfruit, with mid notes of Lavender, Ocean Air, and Marine Salt, and base notes of Amber Milk, Cedar, and Sandalwood. The fragrance is described as smelling like the wearer has been playing in the ocean all day, emphasizing its marine and sea salt accords. It is presented as different from the brand's original Milk and Extra Milk fragrances due to its pronounced salty note, which makes the wearer smell like the beach. # Visual style The ad is filmed in a natural, polished style with a bright and airy aesthetic. The lighting is soft and warm, and the colors are muted. The editing is simple with static shots and smooth transitions. The production quality has a hybrid feel, a mix of UGC with a polished commercial. The pacing is consistent. # Hooks Spoken: 00:00–00:03 No one can outdo Dedcool when it comes to a second skin, my skin but better scent. Text overlay: 00:00–00:03 AVAILABLE AT / 00:00–00:03 SEPHORA / 00:00–00:00 YOUR SKIN BUT BEACHIER / 00:00–00:00 MINERAL MILK BY DEDCOOL Visual: 00:00–00:02 Indoors, a light-skinned woman with long dark hair and full glam makeup is centered in the frame. She is wearing an off-white top. She is holding a small black microphone in her left hand and Dedcool Mineral Milk in her right hand. The background is a blurred out white wall and a white door. A sunbeam is shining on the left side of her face. / 00:02–00:03 Medium shot of the same woman, centered in the frame. She gestures with her hand, holding Dedcool Mineral Milk in the other. The background is slightly more focused, revealing a partially visible white bed behind her. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of wearing fragrances that are too intense, especially in spring and summer evenings: 'Like if you don't want to smell like you are wearing an intense fragrance...' # Value propositions - A 'golden hour clean girl scent', perfect for achieving a fresh and understated elegance - Unique beachy and salty profile offers a refreshing alternative to intense fragrances # Benefits - Smells like my skin but better - Smells like you were playing in the ocean all day - Calming # Features - Golden Nectar - Passionfruit - Lavender - Ocean Air - Marine Salt - Amber Milk - Cedar - Sandalwood # Call to action Let me know what you think. # Social proof - "I'm wearing this at golden hour because this is a golden hour clean girl scent to me" - Female 1 (Customer) - "This is the type of scent that smells like my skin but better, but also like you were playing in the ocean all day" - Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the point of view of a customer who is reviewing the product. # Storyline - 00:00–00:04 The creator introduces Dedcool and states that no one can outdo them when it comes to a 'second skin, my skin but better' scent. - 00:04–00:07 She expresses that she has wondered when they would create something a little bit saltier for the summer. - 00:07–00:09 She reveals that Dedcool has answered her wish with the Mineral Milk fragrance, which she is currently wearing. - 00:09–00:13 She specifies that she is wearing this fragrance at golden hour because it is a 'golden hour clean girl' scent. - 00:13–00:22 She characterizes the scent as smelling like 'my skin but better,' as well as smelling like the wearer was playing in the ocean all day, due to its sea salt accord. - 00:22–00:31 She lists the fragrance notes, highlighting the Ocean Air and Marine notes, as well as the calming Lavender and the Passionfruit notes. - 00:31–00:39 The creator states that Mineral Milk feels different from the original Milk and Extra Milk fragrances because the salt comes out in this fragrance, and the wearer will literally smell like the beach. - 00:39–00:52 She concludes by stating that if someone doesn't want to smell like they are wearing an intense fragrance and wants to smell clean and nice in the evenings in spring and summer, they will love Mineral Milk. She adds that if the viewer has been seeing this and dying to try it, it is now available on the Dedcool website. - 00:52–00:53 She ends by asking that if viewers get it, let her know what they think.

# Ad summary The ad features a creator reviewing DedCool's Mineral Milk perfume. She shares her excitement, describes the scent as fresh and clean, and compares it to driving oceanside with the top down. The ad includes shots of an iced latte being made, relating the perfume's fresh and clean scent to the process. # Brand positioning DedCool is presented as a fragrance brand that creates unique, clean scents. The brand seems to position itself towards a younger, trendier audience. The visual style and the creator's language suggest a brand that is approachable and contemporary, moving away from traditional perfume marketing that relies on luxury and exclusivity. DedCool emphasizes the feeling and experience a scent evokes, opting for an emotional connection rather than focusing solely on the fragrance notes. # Product DedCool's Mineral Milk is a fragrance described as a fresh and clean skin scent. It has notes of nectar, lavender, and amber milk. The scent is described as reminiscent of driving oceanside with the top down at sunset, wearing a favorite freshly laundered sweater. It is positioned as a scent to wear all spring and summer long. The product is available at Sephora, making it accessible to a wide audience. # Visual style The ad has a polished, UGC feel. The setting is a modern bathroom. The lighting is bright and natural. The editing includes quick cuts. The overall aesthetic is clean and fresh. The audio and visuals are synced, and the pacing is consistent. # Hooks Spoken: If you want to smell like the cool girl in the room, I am telling you right now, she's probably wearing this perfume. Text overlay: AVAILABLE AT / SEPHORA Visual: 00:00–00:00: Close-up shot of a hand holding a bottle of DedCool Mineral Milk perfume against a background of a marble countertop and folded brown towels. / 00:00–00:05: The creator stands in a modern bathroom with a glass-enclosed shower in the background and speaks to the camera while holding the perfume bottle. She is fair-skinned with her blonde hair pulled back in a black velvet scrunchie, wearing a white button-down cardigan. Camera is stationary and focused on her upper body. # Funnel stage Consideration # Pain points Wanting to smell unique, fresh, and clean but struggling to find the right scent. # Value propositions - DedCool Mineral Milk fragrance will give you a fresh, clean scent that lasts all spring and summer, making it your go-to perfume. - DedCool's Mineral Milk perfume will make you smell like the cool girl in the room. # Benefits - Smells so fresh and clean. - The most beautiful skin scent. - Will be my scent all spring and summer long. # Features - Has notes of nectar, lavender, and amber milk. # Call to action Do yourself a favor and try it for yourself. # Social proof - The creator says, "Their Mochi Milk scent is one of my favorites and this one is in the same family" – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented from the perspective of a customer and creator who likes the product and is recommending it to her followers, using a casual and enthusiastic tone. # Storyline - 00:00–00:05 The creator holds a bottle of DedCool's Mineral Milk perfume and stands in a bathroom with a shower visible in the background. She promotes the product while presenting it to the camera. - 00:05–00:13 The creator sprays the perfume on her wrist, neck, and body, then describes the scent notes and her enthusiasm for the product. - 00:13–00:25 The creator describes the scent as reminiscent of driving oceanside with the top down at sunset, then segues into a scene of an iced latte being made. - 00:25–00:30 The creator holds up the perfume bottle to the camera and states that it will be her signature scent for spring and summer, encouraging viewers to try it.

# Ad summary This ad features UGC-style reviews of Dedcool Mineral Milk perfume. Three women with different complexions are shown holding and smelling the bottle while sharing why they like it and who should wear it. # Brand positioning Dedcool is presented as a creator-loved fragrance brand specializing in scents that are fresh, clean, and subtle. The brand aims to occupy a space in the consumer's mind that is sophisticated and youthful, where the products are for people who want to smell unique without being overpowering. The brand's tone promotes an easy-going, casual lifestyle. Dedcool pushes against norms by focusing on minimalist presentation and unconventional scent profiles that prioritize subtlety over traditional perfumery. The brand's positioning is functional and emotional, offering a scent experience that is both refreshing and confidence-boosting. # Product Dedcool Mineral Milk is presented as a unique and refreshing fragrance designed for those who prefer a subtle, clean scent over traditional perfumes. It is positioned as ideal for spring and summer evenings, providing a fresh and clean feeling without being overpowering. The fragrance features a sea salt accord with top notes of golden nectar and passionfruit, mid notes of lavender, ocean air, and marine salt, and base notes of amber milk, cedar, and sandalwood. The USPs include its ability to evoke the feeling of driving oceanside with the top down at sunset and its suitability for those who want to smell clean and nice without an intense fragrance. The ad addresses the purchase barrier of strong, overpowering scents by offering a subtle and refreshing alternative. # Visual style The ad has a polished UGC aesthetic. The editing style features quick cuts and smooth transitions, maintaining a consistent pace. The production quality is high, reflecting a blend of authentic user-generated content with commercial polish. Shots are brightly lit and well-framed. The cuts sync with voiceover lines. # Hooks Spoken: Female 1: If you want to smell like the coolest girl in the room, she's probably wearing this perfume. Text overlay: AVAILABLE AT / SEPHORA Visual: 00:00–00:01 A fair-skinned hand with painted fingernails holds a Dedcool Mineral Milk perfume bottle over a marble countertop. In the background, there are neatly folded dark brown towels. / 00:01–00:02 A fair-skinned woman with her hair pulled back into a bun stands in a modern bathroom with a glass-enclosed shower and gold hardware. She wears a white button-down cardigan and a bracelet. She holds the Dedcool Mineral Milk perfume bottle in one hand. / 00:02–00:03 The fair-skinned woman sprays the Dedcool Mineral Milk perfume in her hair and on her neck. # Funnel stage Consideration # Pain points Some people don't want to wear an intense fragrance and want to smell clean and nice. # Value propositions - If you want to smell like the coolest girl in the room, she's probably wearing this perfume. - You literally smell like the beach. - If you don't want to smell like you are wearing an intense fragrance and you want to just smell clean and nice in the evenings in spring and summer, you're going to love this. - Smells like I'm driving oceanside with the top down at sunset. # Benefits - Smell like the coolest girl in the room - Smell like the beach - Smell fresh and clean - Smell clean and nice in the evenings in spring and summer # Features - Newest fragrance called Mineral Milk - Sea salt accord - Ocean air and marine notes - Top notes of golden nectar and passionfruit - Mid notes of lavender, ocean air, and marine salt - Base notes of amber milk, cedar, and sandalwood # Call to action None used. # Social proof - "There hasn't been a thing from Dedcool that I don't absolutely love" – Female 2 (Customer) # Point of view - Customer 100% – All testimonials in the ad are from the customer POV. # Storyline - 00:00–00:01 A hand holds a bottle of Dedcool Mineral Milk perfume over a marble countertop with dark brown towels in the background. - 00:00–00:05 00:00–00:05 A young woman in a white button-down cardigan demonstrates using the Dedcool Mineral Milk perfume. She sprays it on her neck and hair. She holds the bottle up to the camera to show the label and product. - 00:05–00:12 00:05–00:12 A young woman with long, wavy blond hair holds up the Dedcool Mineral Milk perfume, sniffs it, and expresses that she loves Dedcool products and that this fragrance is good and different from anything else the brand has done. This beat builds on the first woman's introduction of the product by bringing in another user who expresses her love for the brand. - 00:12–00:17 00:12–00:17 A woman with long dark hair holds up the Dedcool Mineral Milk perfume bottle and lists the scent notes, including sea salt accord, ocean air, and marine notes. This continues the information about the perfume by providing details about the ingredients. - 00:17–00:21 00:17–00:21 The first woman reappears, holding the Dedcool Mineral Milk perfume bottle. She poses and gestures, saying it smells like driving oceanside with the top down at sunset. She also says that it smells fresh and clean. - 00:21–00:29 00:21–00:29 The woman with long dark hair holds up the Dedcool Mineral Milk perfume bottle, suggesting that people who don't want to smell like they are wearing an intense fragrance but still want to smell clean and nice in the evenings during the spring and summer will love this fragrance.

# Ad summary The ad features a creator unboxing, testing, and describing her experience with the new Mineral Milk scent by Dedcool. She shares why she likes the brand and how the new perfume compares to other scents. She then encourages the viewer to give the perfume a try. # Brand positioning Dedcool is presented as a niche fragrance brand known for its unique and high-quality scents. The brand aims to occupy a space in the consumer's mind that values innovation and deviation from traditional fragrance norms. With a focus on unique scent combinations and a modern aesthetic, Dedcool aligns with a lifestyle that values self-expression, individuality, and a touch of edginess. The brand pushes against traditional perfumery norms, offering unconventional scents and a bold approach to fragrance creation. The brand positioning blends both functional and emotional appeals. Functionally, it offers unique and high-quality scents. Emotionally, it promotes self-expression, confidence, and a sense of individuality. # Product The advertised product is Dedcool's Mineral Milk fragrance, a new scent described as a "coastal daydream" with notes of nectar, lavender, amber, and milk. It is an eau de parfum that comes in a clear glass bottle with a black spray nozzle and a minimalist label. It is for anyone looking for a fresh, light, and slightly floral scent that is not "your grandma's floral." The product aims to provide a fresh, light fragrance, suitable for spring and an everyday scent. A barrier to purchase is addressed by showing that Dedcool consistently creates high-quality scents that are worth trying. # Visual style The ad has a casual, UGC feel. It is shot in a home setting with natural lighting and a static camera. The editing style consists of static shots with natural transitions. The production quality is slightly polished. The pacing is relaxed and conversational, with no strong audio-visual sync. # Hooks Spoken: 00:00–00:06 I've gone through an entire bottle of perfume one time in my life, and that was from Dedcool. Text overlay: 00:00–00:06 AVAILABLE AT / 00:00–00:06 SEPHORA Visual: 00:00–00:02 A waist shot shows a fair-skinned woman with blonde hair wearing a Montana State University t-shirt and grey sweatpants. She sits cross-legged on a red rug in front of a red chair. She holds the perfume bottle in her right hand and the box in her left. The background includes a large brick fireplace. / 00:02–00:06 The camera zooms in as the woman holds up the box of the Mineral Milk perfume. The label features the product name and a barcode graphic. # Funnel stage Consideration # Pain points The ad addresses the challenge of finding unique and high-quality fragrances, especially since "there hasn't been a thing from Dedcool that I don't absolutely love." – Female 1 (Customer) # Value propositions - Spring scent - Perfect for everyday wear # Benefits - "It's really fresh. It's really light." - "coastal daydream" # Features - Mineral Milk Scent - Nectar, lavender, amber, milk notes # Call to action Try to go find it, take a whiff, or just trust me, take the leap, order it. # Social proof - "There hasn't been a thing from Dedcool that I don't absolutely love" – Female 1 (Customer) - "We have a very good track record" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a product user sharing her experience. # Storyline - 00:00–00:07 00:00–00:07 The creator states that she has finished an entire bottle of Dedcool perfume and is restocking with their new Mineral Milk scent. - 00:07–00:19 00:07–00:19 She decides to try it out on camera because she generally trusts Dedcool products, citing a great track record. - 00:19–00:30 00:19–00:30 The creator sprays the perfume once and smells the fragrance, stating that it smells good but different from anything they've done before, but still has a Dedcool quality to it. - 00:30–00:36 00:30–00:36 The creator sprays it on and identifies the scent as "springy," comparing it to The Outer Banks. - 00:37–00:43 00:37–00:43 The creator continues to describe the scent as slightly floral but not in a grandma way. She reads that it is a coastal daydream. - 00:43–00:53 00:43–00:53 The creator describes the fragrance as fresh and light, then imagines hugging someone while wearing it. - 00:53–01:11 00:53–01:11 The creator describes the scent in greater detail while encouraging viewers to trust her recommendation.

# Ad summary This ad presents DedCool's XTRA MILK perfume with a focus on its clean, vegan, genderless, and pure comfort aspects. Text overlays highlight key ingredients and product characteristics. The visual presentation is simple and minimal, aiming to convey a sense of purity and understated luxury. # Brand positioning DedCool is presented as a modern and clean fragrance brand that emphasizes simplicity, ethical production, and inclusivity. The brand pushes against traditional fragrance norms by highlighting functional performance elements like 'clean' and 'vegan,' suggesting a departure from more traditional, luxury-focused marketing. The positioning is both functional (clean, vegan, genderless) and emotional (pure comfort), aiming to appeal to consumers who value transparency, ethical practices, and understated sophistication. # Product The product being advertised is DedCool's XTRA MILK eau de parfum, presented as a fragrance designed to be a 'signature scent'. Explicit details highlight that it is a blend of amber, bergamot, and white musk to create a clean, genderless and vegan formula. Key USPs conveyed include its 'pure comfort' scent profile, suggesting a comforting and approachable fragrance. The ad emphasizes the product's clean and vegan qualities, appealing to consumers concerned with ethical and sustainable products. # Visual style The ad has a clean and minimalist aesthetic, with a focus on product clarity and simplicity. The editing is simple, with static shots and straightforward text overlays. The production quality appears polished, which supports the intention of the ad to look high-end. Pacing is slow and deliberate. The visual style is intentionally understated, focusing on clean lines and simplicity. # Hooks Text overlay: 00:00–00:09 YOUR SIGNATURE SCENT (In container) Visual: 00:00–00:09 The shot features a clear glass bottle of DedCool XTRA MILK perfume with a white liquid inside and a black spray nozzle. The bottle has a label with the brand name 'DedCool' above a barcode, and the product name 'XTRA MILK' below the barcode. Below this is the text 'PRODUCT: EAU DE PARFUM', 'PROFILE: AMBER + BERGAMOT + WHITE MUSK', and 'DIMENSIONS: 1.7 FL. OZ. / 50 ML e'. The background is plain white. The camera is stationary, providing a clear, centered view of the product. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the pain point of consumers seeking fragrances that align with their values of ethical production, clean ingredients, and gender inclusivity. It signals this through the use of the phrases 'vegan,' 'genderless,' and 'clean'. # Value propositions - Clean ingredients and ethical production practices - Gender-neutral appeal - Comforting scent profile # Benefits - Pure comfort - Your signature scent # Features - Amber - Bergamot - White musk - Vegan - Genderless - Clean # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad speaks directly from the brand’s official voice, highlighting the qualities and components of its product through carefully curated visuals and text overlays. # Storyline - 00:00–00:09 00:00–00:09 The ad opens with a static shot of the XTRA MILK perfume bottle on a white background. A sequence of text overlays appears, highlighting key aspects of the scent and brand values.

# Ad summary A minimalistic ad showcasing the fragrance Mochi Milk, highlighting its delicious and intoxicating scent profile, as well as the vegan and genderless brand qualities. # Brand positioning The brand, DeyCooL, positions itself as a modern and inclusive fragrance company. It emphasizes values such as cleanliness, being genderless, and vegan-friendly. The brand opts for minimalist aesthetic and a slightly subversive, anti-establishment tone by using a barcode design on the fragrance label. Overall, DeyCooL aims to appeal to a younger, more progressive consumer base that values ethical and environmentally conscious products. # Product Mochi Milk is a fragrance by DeyCooL that aims to capture a delicious and intoxicating scent profile. The fragrance composition includes marshmallow, vanilla bean, and sweet rice milk notes, creating a gourmand-leaning aroma. Mochi Milk is presented as a clean, genderless, and vegan fragrance option, appealing to consumers seeking inclusive and ethical beauty products. The product is offered in a sleek, minimalist bottle with a barcode-inspired label, reflecting a modern and subversive brand aesthetic. # Visual style The ad showcases a minimalist aesthetic with a clean, studio-lit environment. Editing is static with the visual of the product next to the stack of mochi and text overlays. The color palette is muted, dominated by whites and soft pinks. Pacing is slow, approximately 10 BPM, allowing viewers to focus on the fragrance and its associated imagery. # Hooks Spoken: 00:00–00:04: Female 1: It is delicious, intoxicating! [dreamy tone] Text overlay: 00:00–00:04: It is delicious, intoxicating! / 00:01–00:09: MARSHMALLOW (button) / 00:01–00:09: VANILLA BEAN (button) / 00:02–00:09: SWEET RICE MILK (button) / 00:03–00:09: CLEAN (button) / 00:03–00:09: GENDERLESS (button) / 00:04–00:09: VEGAN (button) Visual: 00:00–00:04: A small bottle of DeyCooL Mochi Milk fragrance is centered on the left side of the frame. The clear bottle has a black cap and a label with the brand name and "MOCHI MILK" printed above a barcode design. To the right, there's a stack of melting pink mochi ice cream, with the melted filling oozing down. The background is a gradient of gray and white, with a light source coming from above. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Mochi Milk fragrance is unique due to its sweet and gourmand scent profile. - The fragrance is vegan and genderless, appealing to consumers with those needs and values. # Benefits - Delicious - Intoxicating # Features - Includes marshmallow, vanilla bean, and sweet rice milk fragrance notes - Clean - Genderless - Vegan # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the brand’s perspective using minimalist visuals and text overlays. # Storyline - 00:00–00:02 The camera displays the Mochi Milk fragrance bottle next to a stack of melting mochi ice cream. - 00:01–00:04 The ad emphasizes the fragrance’s delicious and intoxicating character. This sets up the opening premise that this is a unique and desirable scent, and the visual placement next to melting ice cream supports this assertion. - 00:01–00:06 The ad lists the key fragrance notes: marshmallow, vanilla bean, and sweet rice milk. - 00:02–00:08 The ad highlights additional attributes: clean, genderless, and vegan. This reinforces the inclusive and ethical values of the brand.

# Ad summary This ad showcases DedCool products through visually appealing shots, customer testimonials, and product bundles. It emphasizes the brand's unique fragrances and encourages customers to build their own product bundles with a 15% discount. # Brand positioning DedCool is presented as a modern, fragrance-forward brand offering unique and intoxicating scents for both personal care and home essentials. The brand emphasizes high-quality ingredients, blending luxury with everyday use, and breaking away from traditional fragrance categories. Positioning itself in the market as a niche brand that offers sophisticated yet accessible fragrance experiences, it promotes a lifestyle of self-care, individuality, and sensorial indulgence. Their products are presented as 'vegan' and 'gentle enough for intimates' suggesting care for the body and environment. The brand aims to occupy the space of unique scents and personal expression. # Product The ad features several DedCool products, including the 'Dedtergent' laundry detergent, dryer sheets, and the 'Xtra Milk' eau de parfum. The Dedtergent comes in various scents like '01 Taunt' (Bergamot, Vanilla, Amber) and 'Mochi Milk' (Marshmallow, Vanilla). It is marketed as gentle enough for intimates. The dryer sheets are offered in similar scents, providing a complete laundry scent experience. The 'Xtra Milk' eau de parfum features notes of Amber, Bergamot, and White Musk. The ad highlights the ability to build custom bundles, allowing customers to mix and match scents across different products. The products are positioned as unique and luxurious, offering a distinctive fragrance experience. # Visual style The ad features a clean and minimalistic aesthetic with bright lighting and a focus on product details. The editing style includes quick cuts to maintain a fast pace. The production quality feels polished, aligning with the brand's premium positioning. Visual motifs include close-ups of product textures and ingredients, as well as overlaid text to highlight key selling points and customer testimonials. The pacing is consistent throughout the ad with smooth transitions that match the audio, enhancing the overall viewing experience. # Hooks Spoken: 00:04–00:07: Build your own bundle, save 15%. Text overlay: 00:04–00:07: BUILD / 00:04–00:07: YOUR / 00:04–00:07: OWN / 00:04–00:07: BUNDLE / 00:04–00:07: SAVE 15% Visual: 00:04–00:05: Close-up shot of white dryer sheets. The text overlay 'BUILD YOUR OWN BUNDLE' is prominently displayed. A blue circle indicates 'SAVE 15%' / 00:05–00:06: Close-up of laundry detergent bottle with water droplets. The text overlay 'BUILD YOUR OWN BUNDLE' is prominently displayed. A blue circle indicates 'SAVE 15%' / 00:06–00:07: Close-up of laundry detergent in a washing machine. 'DedCool' is written across the shot. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for unique and high-quality fragrances in everyday products like laundry detergent, and perfumes. E!News states “One of the best-smelling laundry detergent I’ve ever used—wish it was always available.” # Value propositions - Build your own bundle: Offers a customizable and cost-effective way to experience multiple products and scents. - Save 15%: Adds immediate monetary value to the purchase, encouraging viewers to buy now. # Benefits - Intoxicating skin scents - High-quality laundry experience - Long-lasting fragrance - The Best Musk Perfumes That Will Make You a Compliment Magnet.” - Elle - 7 Fragrances That Smell Like a Warm Hug” - Allure - One of the best-smelling laundry detergent I’ve ever used—wish it was always available.” - E!News # Features - Unique fragrances (e.g., 01 Taunt, Mochi Milk) - Vegan ingredients - Gentle enough for intimates - Available as laundry detergent, dryer sheets, and eau de parfum - Customizable bundles # Call to action None used. # Social proof - “Arguably the most intoxicating skin scent of all time.” – WHO WHAT WEAR - “The Best Musk Perfumes That Will Make You a Compliment Magnet.” – ELLE - “One of the best-smelling laundry detergent I’ve ever used—wish it was always available.” – E!NEWS - “7 Fragrances That Smell Like a Warm Hug” – allure # Point of view - External source 35% – Positive magazine reviews reinforce the products quality. - Brand 65% – The ad is voiced by the brand to explain the product. # Storyline - 00:00–00:01 The ad opens with close-up shots of DedCool products, emphasizing their packaging and texture. - 00:01–00:04 The screen quickly transitions to displaying quotes from various publications, highlighting the positive reception of DedCool's scents. This aims to build credibility and social proof. - 00:04–00:07 The ad introduces the offer of building your own bundle with the brand, showcasing the variety of product options and scents available. - 00:07–00:10 Close-up shots of the 'DedCool' laundry detergent and fragrance products are shown with branding, reinforcing the brand's aesthetic and product line.

# Ad summary A woman reviews the Mineral Milk perfume from Dedcool, stating that it is a good choice for those who want a lighter, cleaner, beachy scent. She reviews the different notes of the perfume, which include golden nectar, passion fruit, ocean air, lavender, marine salt, amber milk, cedar, and sandalwood. # Brand positioning Dedcool is presented as a brand that creates fragrances that are "second skin, my skin but better scents". The brand answers customer's fragrance needs with a "salty", beach-like scent, implying it is a brand that listens to and anticipates the needs of their customers. # Product Dedcool Mineral Milk is presented as a perfume. It is described as smelling like "my skin but better, but also like you were playing in the ocean all day because it has a really beautiful sea salt accord". It contains notes of ocean air and marine notes, which smell like the sea. It also contains lavender, which is calming, and passion fruit notes. It is presented as a fragrance for those who do not want to smell like they are wearing an intense fragrance, but instead smell clean and nice in the evenings in the spring and summer. # Visual style The ad has a natural and polished aesthetic. The video consists of static shots and smooth transitions, giving it a seamless flow. The production quality suggests a blend of UGC and polished commercial elements. The natural lighting enhances the video's overall tone. The pacing is consistent throughout the ad. # Hooks Spoken: Female 1: No one can outdo Dedcool when it comes to a second skin, my skin but better scent, but I've wondered when they would do something a little bit saltier for summer, and they've answered that with Mineral Milk. Text overlay: YOUR SKIN BUT BEACHIER / MINERAL MILK BY DEDCOOL Visual: 00:00–00:06 The shot is stationary and waist-up, with a fair-skinned woman centered in the frame. She has long, dark hair, full makeup, and is wearing a white off-the-shoulder top. She is holding a small, clear perfume bottle with a black cap in her left hand, and a small black microphone in her right hand. The background is a bedroom with beige walls and a bed partially visible on the right side of the frame. Sunlight illuminates the shot, creating shadows on the walls and casting a bright glow on the woman. Text overlay is present. # Funnel stage Consideration # Pain points The ad references the desire to have a lighter scent, or "something a little bit saltier for summer", implying a need for fresher, beachy fragrances during warmer months. A user may not want to wear an intense fragrance. # Value propositions - The perfume is a light scent, rather than an intense fragrance. # Benefits - Smells like "my skin but better" - Smells like you were playing in the ocean all day - Smells clean and nice - Calming # Features - Scent notes: ocean air, marine notes, lavender, passion fruit - "Sea salt accord" # Call to action None used. # Social proof - "I'm wearing this at golden hour because this is a golden hour clean girl scent to me" – Female 1 (Customer) - "I've wondered when they would do something a little bit saltier for summer, and they've answered that with Mineral Milk" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the point of view of a customer reviewing the product. # Storyline - 00:00–00:02 The creator introduces the Mineral Milk fragrance by Dedcool. - 00:02–00:07 She notes she has been waiting for the brand to do something a little saltier for summer. - 00:07–00:14 She states that she is wearing the fragrance at golden hour because it's a "golden hour clean girl scent". - 00:14–00:22 She says the scent smells like "my skin but better, but also like you were playing in the ocean all day because it has a really beautiful sea salt accord". - 00:22–00:30 She lists some of the scent notes, which include ocean air, marine notes, lavender, and passion fruit. - 00:31–00:39 She explains that this perfume smells different than the original Milk and Extra Milk perfumes, because the salt comes out in this one and makes you smell like the beach. - 00:39–00:46 She says that if you don't want to smell like you are wearing an intense fragrance and you want to just smell clean and nice in the evenings in spring and summer, then you are going to love this. - 00:47–00:52 She states that if you have been seeing it and dying to try it, it is now available on the Dedcool website, and asks the audience to let her know what they think if they get it.

# Ad summary This ad features a creator showcasing the Deadcool Mineral Milk fragrance. The creator speaks about the fragrance, the notes, and how it makes her feel while holding the bottle in front of a bookcase. # Brand positioning Dedcool is presented as a brand that creates scents that are widely loved and enjoyed. The brand has an established line of fragrances in the Milk family. Dedcool pushes against traditional competitor behaviors by delivering unique, light, and refreshing scents. # Product Dedcool Mineral Milk is a light and refreshing fragrance that is part of the Milk family. It has top notes of golden nectar and passion fruit, middle notes of coastal lavender, ocean air, and mineral salt, and base notes of amber milk, Virginia cedar, and Australian sandalwood. The fragrance is described as embodying the feeling of driving on A1A, a beach road, with the wind blowing through your hair and loud music playing. Mineral Milk provides a coastal, cozy scent with a warm, cashmere hug. # Visual style This ad has a polished commercial aesthetic. The transitions are smooth and the shots are static. The ad is well-lit and has a bright atmosphere. The editing is fast and clean, the cuts and product action match up with her talking. The ad has a UGC feel, coming across as a recommendation by a content creator. # Hooks Spoken: Just when I thought that I couldn't love Deadcool anymore, [casual] Visual: 00:00–00:02 A medium close up selfie shot of a woman with brown skin, box braids with brown pieces, and pink blush, and light pink lipgloss. She is wearing a light blue button up top with a gold heart necklace. She is in front of a white bookshelf with decor and skincare items. She is holding a bottle of perfume. # Funnel stage Consideration # Pain points None used. # Value propositions - The product provides a coastal, cozy scent with a warm, cashmere hug. - The scent layers beautifully with other products in the Milk family. - The scent embodies the feeling of driving on A1A, a beach road, with the wind blowing through your hair and loud music playing. # Benefits - Light and airy - Refreshing - Coastal and cozy - Warm cashmere hug # Features - Top notes of golden nectar and passion fruit - Middle notes of coastal lavender, ocean air, and mineral salt - Base notes of amber milk, Virginia cedar, and Australian sandalwood # Call to action None used. # Social proof - "Everybody around me is like, you smell so incredible" – Female 1 (Creator) # Point of view - Customer 100% – All aspects of this ad are shown from the point of view of the creator. # Storyline - 00:00–00:05 A creator says that she couldn't love Deadcool anymore, then notes that Deadcool launched Mineral Milk. - 00:05–00:07 The creator sprays the Mineral Milk fragrance and says that you get the top notes when you spray it initially. - 00:07–00:12 The creator says that it has golden nectar and passion fruit which makes it light, airy, and refreshing. - 00:12–00:16 The creator says that she lives in South Florida and the fragrance is the epitome of driving on A1A. - 00:16–00:21 The creator says that you have the wind blowing through your hair and you're playing loud music and this is a coastal cozy scent. - 00:21–00:24 The creator notes that the middle notes are coastal lavender, ocean air, and mineral salt. - 00:24–00:30 The creator says that just like the rest of the Milk family, it has amber that gives you that warm cashmere hug. - 00:30–00:37 The creator says that when it lays down, you get the woody, warm, and spicy feel and that it has amber milk, Virginia cedar, and Australian sandalwood. - 00:37–00:41 The creator says she's been wearing the fragrance for a few days and everyone around her says she smells incredible. - 00:41–00:46 The creator says that just like the rest of the scents at Deadcool, it layers beautifully with other products in the Milk family. - 00:46–00:52 The creator says that if you're as obsessed with the Milk family as she is, you're going to love Mineral Milk and that it's now available at Deadcool and Sephora.

# Ad summary A woman sits in a bright living room with a brick wall and white walls. She is wearing a white t-shirt with a blue university logo, and gray sweatpants. She has long blonde hair and is wearing a ring. She presents the brand, Dead Cool, and how she's gone through an entire bottle of their perfume. She presents their new Mineral Milk scent. She sprays the perfume on her wrist and smells it. # Brand positioning Dead Cool is presented as a brand that produces high-quality fragrances that one would absolutely love. It promotes a lifestyle of liking all of their products. The brand positions itself in the space of creating fragrances with unique aromas. # Product The advertised product is Dead Cool's Mineral Milk fragrance. The fragrance notes include nectar, lavender, amber, and milk. The brand compares the scent to something floral, but not in the way of “your grandma’s floral.” The product is described as really fresh and light, with the brand mentioning that it is really fresh and light and has a coastal daydream feel. # Visual style The ad's overall aesthetic is polished. The woman is sitting in a bright living room and holding the product up to the camera. It has smooth transitions. The production quality feels like a hybrid, and this supports the intended tone or audience. There are static shots throughout the video. The pacing maintains consistency throughout the ad. # Hooks Spoken: 00:00–00:03: I've gone through an entire bottle of perfume one time in my life and that was from Dead Cool. Visual: 00:00–00:03: A woman is sitting on the floor in front of a couch wearing a white t-shirt with a blue university logo on it and gray sweatpants. In the background is a red brick wall, a white wall, a door, a painting of a dog, and part of a white couch. She is holding Dead Cool's new Mineral Milk scent box and perfume, showing the audience the packaging. # Funnel stage Consideration # Pain points People do not want to smell like “your grandma’s floral” and are looking for more fresh and light fragrances. # Value propositions - Unique aromas from nectar, lavender, amber, and milk. - The woman in the video says she is “picturing herself hugging someone with this scent” and it’s “gonna go over well” # Benefits - Unique aroma - Fresh scent - Light scent # Features - Nectar scent - Lavender scent - Amber scent - Milk scent # Call to action Try to go find it, take a whiff or just trust me, take the leap, order it. # Social proof - “There hasn't been a thing from Dead Cool that I don't absolutely love” – Female 1 (Customer) # Point of view - Customer 100% – The whole video is being communicated through the perspective of a customer describing the fragrance. # Storyline - 00:00–00:03 The woman states she has gone through an entire bottle of perfume one time in her life and that was from Dead Cool. - 00:03–00:06 The woman states that it was time to re-up and she saw that they just came out with this mineral milk scent. This is intended to show why she is making the video, and that she will be testing the mineral milk scent. - 00:06–00:14 The woman states that they are taking a risk by trying it together because there hasn’t been a thing from Dead Cool that she doesn’t absolutely love and that they have a good track record, so she can’t imagine this will be any different. - 00:15–00:18 The woman states the notes of the fragrance include nectar, lavender, amber, and milk. - 00:20–00:22 The woman smells the product. - 00:22–00:31 The woman states that this is good, that it is different than anything they've done but still has the Dead Cool 'je ne sais quoi' to it. - 00:31–00:35 The woman says the scent feels a little more like spring, and it kind of reminds her of the Outer Banks. - 00:41–00:44 The woman states that the box says, 'coastal daydream' and says that she is good at detecting this scent. - 00:47–00:53 The woman says she is picturing herself hugging someone in this and that she feels like that's going to go over really well. - 00:53–00:57 The woman tells the audience to take a whiff and that it's Rules, and that she feels like it's a perfect time to start wearing this. - 00:57–01:05 The woman states she wishes she were sitting outside with the audience, but her neighbors got a brand new puppy and it is chirping out there. The woman mentions she would be out there soaking in this musk otherwise. - 01:05–01:11 The woman states it's so good and to try to go find it, or just trust her and take the leap and order it. She ends the video saying, 'Dead Cool, I love you so much!'

# Ad summary A UGC-style advertisement promoting Mineral Milk perfume by the brand DedCool. The ad highlights the scent’s unique blend of notes, describing it as warm, clean, and evocative of a seaside getaway. # Brand positioning DedCool is presented as a brand that creates unique and evocative scents. The brand is positioned as aligning with a lifestyle of subtle luxury and sensory experiences. It pushes against the norms of typical perfume advertising by focusing on the emotional and sensory impact of the fragrance rather than just its scent profile. The brand seems to occupy a space in the consumer's mind that is both functional (providing a pleasant fragrance) and emotional (creating a specific feeling or memory). The brand aligns with values of cleanliness, warmth, and subtle sophistication. # Product Mineral Milk by DedCool is described as more of a feeling than a perfume, designed to evoke specific memories and sensations. It is characterized by its “memory note,” which gives it a physical sensation. The fragrance is meant to remind the wearer of their skin, warm sun, and a cool ocean mist. The scent opens with warm nectar and passion fruit, described as not tropical or sugary, but like “that first step out in the sun at the beginning of the day.” It then transitions to coastal lavender and ocean air. The base notes, which make people lean in, include amber, milky cedar, and sandalwood. Overall, it provides a warm, clean, and luxurious feeling, like a cashmere sweater that already knows your body. The ad language addresses the potential purchase barrier of understanding the unique sensory experience by emphasizing the specific memories and feelings that the perfume evokes. # Visual style The ad has a polished UGC feel, with natural lighting and static shots that are edited with smooth transitions. The production quality is high, creating a clean and aesthetically pleasing visual experience that is intended to resonate with a sophisticated audience. The pacing is consistent with around 15 cuts per minute, which keeps the ad engaging without feeling rushed. # Hooks Spoken: Okay, I don't know how else to say this. Visual: 00:00–00:03: Close-up shot of a woman with medium-length brown hair, wearing a white long-sleeve shirt. She is indoors with a white wall and a framed black and white piece of art in the background. She holds a bottle of DedCool Mineral Milk perfume in her right hand. # Funnel stage Consideration # Pain points Viewers may not understand how to describe a perfume in terms of feelings and sensations. # Value propositions - A perfume is more of a feeling than a scent, because of something called the memory note. - Warm, clean, kind of expensive, like a cashmere sweater that already knows your body - My favorite milk scent on a seaside getaway # Benefits - Reminds you of your skin or warm sun - You get that cool ocean mist right after # Features - Memory note - Notes: warm nectar, passion fruit, coastal lavender, ocean air, amber, milky cedar, and sandalwood # Call to action None used. # Social proof - Mineral Milk is my favorite milk scent on a seaside getaway – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a satisfied customer who is sharing their personal experience and opinions about the perfume. # Storyline - 00:00–00:03 The creator starts by saying she doesn't know how else to describe the product: Mineral Milk perfume by DedCool. - 00:03–00:10 She then states that the perfume is more of a feeling than a scent, because of something called the memory note. - 00:10–00:16 The creator explains that by spraying the perfume, it is more than just a pretty fragrance, it reminds the wearer of skin or warm sun. - 00:16–00:34 The perfume notes start with warm nectar and passion fruit and move into coastal lavender and ocean air. The creator then moves onto the dry down. - 00:34–00:39 She continues that the dry down is the part that makes people lean in, and she states that those notes are amber, milky, cedar, and sandalwood. - 00:39–00:48 The creator concludes that the perfume is warm, clean, kind of expensive, like a cashmere sweater that already knows your body, and that Mineral Milk is her favorite milk scent on a seaside getaway.

# Ad summary The ad features a woman talking about how the city of Mexico City has "cool girl energy" and makes her feel inspired. She then shares her fragrance she wore while there and explains the nostalgic connection she made with the scent. # Brand positioning Dedcool is presented as a brand of fragrances that evoke moods and memories associated with specific places. The Mineral Milk scent worn by the creator in Mexico City is positioned as warm, musky, and fresh with hints of lavender. The ad implies that Dedcool isn't just about smelling good; it's about capturing and reliving experiences through scent, transporting the wearer back to specific moments and destinations. # Product The Mineral Milk scent from Dedcool is presented as a warm and musky fragrance with hints of lavender. The creator explains that the scent is fresh. The glass bottle is simple and rectangular. The woman in the video explains that she wore it every day on a trip to Mexico City and uses it to remember her time there. She touches on the purchase barrier of not being in Mexico City by explaining that she can still smell the perfume and be brought back. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting. The editing is minimal, with static shots and smooth transitions. The production quality is decent, suggesting a well-lit home environment. The pacing is moderate, with a consistent rhythm throughout the video. The audio-visual sync is maintained as the creator speaks and gestures. # Hooks Spoken: Female 1 [Enthusiastic]: There are just cities that give cool girl energy, and Mexico City was one of them. Visual: 00:00–00:02: A woman with long wavy red hair and fair skin, wearing a white T-shirt, a maroon scarf, and a suede fringe jacket, is centered in the frame, talking directly to the camera. Her hands are up, gesturing as she speaks. Behind her is a home interior, visible through an archway leading to a white kitchen with an island and cabinets. The lighting is soft and natural. # Funnel stage Consideration # Pain points Missing or longing for travel experiences. # Value propositions - Relive the experience of being in Mexico City. - Warm, musky, and fresh scent # Benefits - Warm and musky - Little hints of lavender - Feels really fresh # Features - Mineral Milk scent # Call to action None used. # Social proof - “I wore this every day.” – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the customer’s perspective. # Storyline - 00:00–00:02 The creator begins by talking about cities that give off “cool girl energy”. - 00:02–00:06 The creator then states that Mexico City is one of them because the food, style, and architecture make her feel inspired. - 00:06–00:09 Then, the creator shows a fragrance she says that she wore every day in Mexico City, the Mineral Milk scent from Dedcool. - 00:09–00:12 She describes the fragrance as warm, musky, and fresh with hints of lavender. - 00:12–00:17 She transitions into explaining that she always pays attention to what scent she packs on a trip because a friend once told her that sense plays a big role in nostalgia. - 00:17–00:24 The creator concludes by saying even though she isn’t in Mexico City anymore, if she smells the fragrance, she is brought back.

# Ad summary A woman in front of a camera promotes Dedcool Extra Milk fragrance. She begins with a hook about smelling like your favorite cool girls favorite cool girl, then describes the warm, fresh, musky scent as feeling like freshly washed sheets and being effortlessly chic. # Brand positioning Dedcool presents itself as a luxury brand, offering unique and high-quality fragrances that exude effortless chic. By positioning its product, Extra Milk perfume, as a coveted item favored by cool girls, Dedcool aims to occupy a space in the consumer's mind as a must-have accessory. The brand aligns with values of luxury and simplicity by describing its products as a blend of fresh and musky scents. It pushes against norm of complex, overpowering perfumes, favoring a more subtle scent that blends seamlessly into the wearer's skin. The brand positioning is more emotional, focusing on the desire to feel chic and confident without appearing overly styled. # Product The ad showcases Dedcool Extra Milk fragrance, a warm, fresh, and musky "second skin-like scent" that blends seamlessly into the skin. The fragrance offers a creamy and milky scent profile while maintaining a crisp, clean feel. Its notes include amber, bergamot, and white musk, contributing to an overall luxurious aroma. The product aims to evoke the sensation of freshly washed sheets or an expensive crisp white t-shirt, appealing to customers who value effortless chic and understated elegance. The Extra Milk fragrance is available at Dedcool.com, as well as Sephora online and in-stores. # Visual style The ad has a polished UGC aesthetic, with clear lighting and a clean background, suggesting a higher-end production value while maintaining a casual tone. The editing style consists of static shots with smooth transitions, focusing on the creator's face and the product. The ad maintains a consistent pacing. The audio-visual sync is standard, with the visuals matching the creator's speech. # Hooks Spoken: Female 1: If you want to smell like your favorite cool girls favorite cool girl, then let me introduce you to Dedcool Extra Milk. Visual: 00:00–00:06 The shot features a woman in a white v-neck shirt centered in the frame, in front of a neutral wall, TV, and wooden dresser. She is holding a clear bottle with a black cap, presumed to be the product in question. # Funnel stage Consideration # Pain points None used. # Value propositions - “smell like your favorite cool girls favorite cool girl” # Benefits - Warm, fresh, and musky second skin-like scent that just completely melts into the skin - Smell very luxurious # Features - Amber - Bergamot - White musk - Creamy - Milky - Crisp - Clean # Call to action You absolutely need to at least stop by and get a whiff because you are missing out # Social proof - “You've probably heard of it already, because all the chic girlies are raving about it, and with good reason.” – Female 1 (Creator) - “When I wear this, I just feel so effortlessly chic, like I'm not trying too hard, but I know I smell good.” – Female 1 (Creator) # Point of view - Expert 100% – The ad is told from the perspective of a creator, reviewing the fragrance and making recommendations. # Storyline - 00:00–00:02 The creator directly addresses the audience, posing a question about wanting to smell like their favorite cool girl. - 00:02–00:10 The creator introduces Dedcool Extra Milk, suggesting the audience may have heard of it due to its popularity among chic girls, and states with good reason. - 00:10–00:16 The creator describes the fragrance as warm, fresh, musky, and like a second skin that melts into the skin. - 00:17–00:24 Building on the description, the creator notes that while creamy and milky, the fragrance remains crisp and clean, highlighting its amber, bergamot, and white musk notes. - 00:24–00:31 Offering a personal opinion, the creator states a preference for musky scents for perfumes and finds that those notes make a fragrance luxurious. - 00:31–00:46 The creator draws a comparison between the fragrance and freshly washed sheets or an expensive white tee, then highlights the warmth and milk as the perfume dries down, giving that 'your skin but better' essence. - 00:46–00:52 The creator describes feeling effortlessly chic when wearing this, as well as confident in how good they smell. - 00:52–01:01 The creator relays that the fragrance is available at Dedcool.com and Sephora, encouraging the audience to stop by and sample it.

# Ad summary In a selfie-style video, an Asian woman reviews a perfume discovery set from Dedcool. She highlights the brand, then sprays and smells two of the scents, noting their qualities and commenting on the general appeal of the product. # Brand positioning Dedcool is presented as a desirable fragrance brand offering a unique way for customers to sample their entire collection. The brand avoids traditional perfume marketing by emphasizing accessibility, discovery, and the freedom to explore scents without committing to a full-size purchase. The brand is positioned as catering to fragrance enthusiasts seeking variety and the opportunity to find their perfect scent through experimentation. # Product The Dedcool Discovery Set is a collection of the brand's 12 perfumes in sample sizes, packaged in a small white tin. It offers customers the opportunity to sample all of Dedcool's fragrances before committing to a full-size bottle. The set is marketed as a solution to the common problem of blind buying perfumes, allowing users to explore a range of scents and find their perfect match. Purchasing the Discovery Set also includes a 20% discount for a full-size perfume bottle. The woman highlights a few of her favorite scents from the set including, "Taunt," with notes of bergamot, amber, and vanilla. "Ora," with notes of pear and caramel. "Xtra Milk" and "Milk," which she calls her everyday scents that are "musky, not too strong, but still there." # Visual style The ad features a casual, UGC-style aesthetic with natural lighting and a static, selfie-style camera framing. The editing is minimal, primarily consisting of straight cuts between shots. The overall production quality suggests a hybrid approach, balancing a polished look with the authenticity of user-generated content. # Hooks Spoken: 00:00–00:07 Dedcool's one of my favorite perfume brands, and they have a discovery set where you can smell all 12 of their perfumes without having to commit to a full size. Visual: 00:00–00:03 A woman with long dark hair, wearing a maroon fleece jacket, is centered in the frame against a white wall. She is holding a small white container with "DEDCOOL" printed on it multiple times in black text. / 00:03–00:05 The woman continues to hold the container, gesturing with her other hand as she speaks. / 00:05–00:07 The camera zooms in slightly as the woman continues to present the Dedcool product. # Funnel stage Middle of funnel (Consideration) # Pain points Fear of blind buying scents and not liking them once they arrive. # Value propositions - Try every scent before you buy the full size - Get 20% off if you choose to purchase the full size # Benefits - Gives you the option to smell all perfumes before committing to a full size - Perfect skin scent: musky, not too strong, but still there # Features - Discovery set includes all 12 of Dedcool's perfumes - Includes a 20% discount on the purchase of a full-size perfume # Call to action None used. # Social proof - "Dedcool's one of my favorite perfume brands" – Female 1 (Customer) - "These are perfect skin scent, and I wear these all the time" – Female 1 (Customer) - "I seriously can't recommend these enough" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing and sampling the product. # Storyline - 00:00–00:10 The presenter begins by introducing Dedcool and its Discovery Set, highlighting the chance to sample all 12 perfumes without a full-size commitment. This aims to hook viewers with a simple, practical problem/solution. - 00:07–00:10 Transitioning to her experience, she admits she hasn't tried all the scents and proposes smelling them together, creating a sense of co-discovery and inviting viewer engagement. - 00:10–00:15 She opens the set and shows the vials of perfume, then picks out one to smell first. This builds anticipation as the audience shares her curiosity. - 00:15–00:21 She chooses "Taunt" based on its popularity and reveals she hasn't smelled it yet, furthering the co-discovery element. - 00:21–00:28 Spraying the scent on her wrist, she smells it and immediately expresses that it "actually smells so good," then lists its notes (bergamot, amber, vanilla), affirming its value to the viewer. - 00:28–00:34 She chooses "Ora" based on the delicious sounding notes of pear and caramel. This builds anticipation as the audience shares her curiosity. - 00:34–00:40 Spraying the scent on her wrist, she smells it and immediately expresses that it "actually smells amazing too," then lists its notes, adding that it's the perfect spring fragrance, affirming its value to the viewer. - 00:41–00:48 She showcases "Extra Milk" and "Milk" as everyday favorites, adding social proof by stating she wears them all the time. - 00:48–00:52 She describes them as perfect everyday scents that are "musky, not too strong, but still there." Further establishing their personal value. - 00:52–00:58 She wraps up by recommending the Discovery Set, especially for those who dislike blind buys, reiterating the value proposition. - 00:59–01:03 She emphasizes that you get 20% off your first full size purchase from the discovery set. Closing with an added incentive to purchase. - 01:03–01:08 She concludes by saying how fun the discovery set is, and that you can never go wrong with Dedcool.

# Ad summary A young woman stands in her kitchen and describes her favorite fragrance layering combination from Dedcool. She has been using O'Gmilk for two years now. It has notes of vanilla bean, marshmallow, sweet rice milk and peach nectar. She layers it with Extra Milk, which has notes of musk, bergamot, and amber to balance out the sweetness. # Brand positioning Dedcool is presented as a purveyor of gender-neutral fragrances designed to be both unique and everyday. The brand pushes against category norms of traditional perfume marketing, instead focusing on individual expression and scent layering to create a signature aroma. With an emphasis on fresh, clean ingredients, Dedcool caters to the eco-conscious consumer seeking sophisticated yet accessible scents. Their brand positioning is functional, focusing on creating versatile and customizable fragrances that integrate seamlessly into daily life. # Product Dedcool is promoting its line of fragrance mists, specifically highlighting two scents designed for layering: O'Gmilk and Extra Milk. O'Gmilk is described as a sweet, cozy scent with notes of vanilla bean, marshmallow, sweet rice milk, and peach nectar, making it ideal for everyday wear when one wants to smell sweet. Extra Milk is portrayed as a balancing fragrance, reminiscent of clean laundry sheets, with notes of musk, bergamot, and amber. The products are for anyone looking to create a signature scent through layering and are designed to be easily incorporated into a daily routine. The ad addresses the purchase barrier of finding the perfect, individual fragrance by offering a customizable layering solution. # Visual style The ad's visual style is bright and clean, creating a polished and professional aesthetic. The video is well-lit and features a static shot of the creator. The editing is minimal with only a few cuts in the middle of the video. The clean, bright aesthetic suggests a focus on simplicity and accessibility, aligning with the brand's ethos of creating unique fragrances for everyday use. # Hooks Spoken: Female 1: The only jay only needs to be study is when you finally find that one signature scent that just feels like you. Visual: 00:00–00:06 The shot shows a young woman with dark hair pulled half up and away from her face. She is wearing a sheer yellow polo and a gold necklace with a flower pendant. She is standing in a bright, white kitchen and holding two bottles of Dedcool fragrance mist. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is finding a fragrance that feels like a personal signature scent. # Value propositions - The two fragrances together make "the perfect everyday scent combo" - The two products can be layered together to create a "signature scent" # Benefits - O'Gmilk makes you "smell sweet" and "feel cozy" - Extra Milk has notes to "balance out the sweetness" of O'Gmilk # Features - O'Gmilk: Vanilla bean, marshmallow, sweet rice milk and peach nectar - Extra Milk: Musk, bergamot, and amber # Call to action None used. # Social proof - "O'Gmilk has been one of my favorite everyday scents for like two years now" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and favorite ways to use the product. # Storyline - 00:00–00:09 The woman explains that the only "jay" you need to be studying is when you find that one signature scent that feels like you and that you reach for every day without even trying. - 00:08–00:11 She explains that people will start to naturally associate you with that scent. - 00:11–00:14 She introduces the Dedcool layering combo that is exactly that for her and offers to show the audience. - 00:14–00:22 She shares that O'Gmilk has been one of her favorite everyday scents for two years and includes notes of vanilla bean, marshmallow, sweet rice milk, and peach nectar. - 00:22–00:25 She uses O'Gmilk when she wants to smell sweet but feel cozy. - 00:25–00:30 She states that she has been layering O'Gmilk with Extra Milk from Dedcool, calling the combination "chef's kiss." - 00:30–00:36 Extra Milk reminds her of clean laundry sheets with notes of musk, bergamot, and amber to balance out the sweetness. - 00:36–00:40 She concludes that the two fragrances together make the perfect everyday scent combo.