How Divi Advertises on Meta

# Ad summary This ad features two women in white bathrobes, relaxing with face masks on, and promotes Divi hair products for stress-free scalp care. The ad uses a relaxed and relatable scene to suggest that using Divi products can be an easy and calming part of a self-care routine. # Brand positioning Divi is presented as a brand that aligns with a lifestyle of self-care and stress reduction. Positioning itself within the beauty and wellness market, the brand emphasizes simplicity and ease of use, suggesting that caring for your scalp can be a relaxing and effortless part of your routine. The brand aims to occupy a space in the consumer's mind where scalp care is synonymous with stress relief, promoting a functional benefit (hair health) through an emotional lens (relaxation and self-care). By associating its product with moments of leisure and personal pampering, Divi pushes against the notion of scalp care as a complicated or burdensome task. # Product The advertised product is the Divi hair serum, packaged in a light green, square bottle with a pump dispenser. It is designed for easy, at-home use as part of a simple scalp care routine. The product aims to reduce the stress associated with hair care by offering a straightforward solution that integrates seamlessly into moments of relaxation, as illustrated by the women wearing face masks and lounging in bathrobes. The ad suggests that the product is worth trying or buying because it transforms scalp care from a chore into a self-care ritual. # Visual style The ad has a relaxed and natural aesthetic, with a soft color palette of whites and light greens. The production quality appears high, with professional photography. The image treatment includes soft lighting and natural skin tones. The overall visual style feels native to social media, with a flatlay composition and text overlay. # Hooks Headline: Scalp Care On = Stress Off # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the stress and effort often associated with scalp care, which can feel like another chore in a busy routine. The ad aims to alleviate this by suggesting that "scalp care on" can equal "stress off," positioning the product as an easy, relaxing solution. # Value propositions - Scalp Care On = Stress Off: Connects product use to emotional relief. # Benefits - Stress Off # Features - Scalp Care # Call to action Meet Divi # Social proof - None used. # Point of view - Customer: The image of two women relaxing in bed with Divi products on their heads reflects a personal, relatable self-care moment. # Storyline - The ad opens with a flatlay of two women relaxing in bed, wearing face masks and bathrobes, with Divi products placed on their heads. The intention is to portray a scene of relaxation and self-care, instantly associating the brand with stress relief. This is from the customer’s perspective, showing how the product fits into their downtime. - The text overlay reads "Scalp Care On = Stress Off," reinforcing the ad’s core message that using Divi products can transform scalp care into a relaxing experience. This is a message from the brand, directly communicating its value proposition. - A call to action button invites viewers to "Meet Divi," encouraging them to explore the brand further. This continues to be from the brand's perspective, aiming to guide the audience toward a purchase decision.

# Ad summary A woman applies Divi Labs Scalp Serum to her hair, stating that she will cry if the product ever goes away because it is the only thing that has helped her postpartum and stress-related hair loss. # Brand positioning Divi Labs is presented as a brand that offers solutions for hair loss, particularly for women experiencing postpartum or stress-related hair thinning. The brand is positioned as a savior for those struggling with these issues, offering a product that is effective and essential. The ad implies that Divi Labs stands out by providing a solution that is both effective and enjoyable to use, as indicated by the comment that it "smells like a spa." This suggests a focus on self-care and a luxurious experience, differentiating it from purely functional hair loss treatments. The brand aims to occupy a space in the consumer's mind as a reliable and pampering solution for hair loss concerns. # Product The Divi Labs Scalp Serum is a hair care product designed to combat postpartum and stress-related hair loss. It is packaged in a light green, square bottle with a dropper applicator. The serum is applied directly to the scalp, and the ad emphasizes that it is the only product that has helped the user with her hair loss issues. The serum is also described as smelling like a spa, suggesting a pleasant sensory experience during use. The ad addresses the purchase barrier of skepticism by presenting the product as a proven solution for a specific type of hair loss, implying that it is worth trying for those who have experienced similar issues. # Visual style The ad has a UGC feel, with natural lighting and a simple background. The editing is straightforward, with static shots and minimal transitions. The production quality is decent, giving it a polished yet authentic feel. The pacing is moderate, with cuts timed to the music. # Hooks Spoken: 00:00–00:40 [Music playing] Text overlay: 00:00–00:40 Smells like a spa 🧖🏼‍♀️ / 00:00–00:40 I will cry if Divi scalp serum ever goes away. / 00:00–00:40 It's the only thing that helped my postpartum and stress-related hair loss Visual: 00:00–00:08 A woman with shoulder-length brown hair and a black tank top is centered in the frame, holding a light green bottle of Divi Labs Scalp Serum. She is in a bathroom with white shelves behind her, which hold rolled white towels and woven baskets. She opens the bottle and shows the dropper applicator. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is postpartum and stress-related hair loss. "It's the only thing that helped my postpartum and stress-related hair loss" # Value propositions - The only thing that helped my postpartum and stress-related hair loss: This highlights the product's effectiveness in addressing a specific and common concern for new mothers and individuals experiencing stress. - Smells like a spa: This adds a sensory and emotional value, suggesting that using the product is a pleasant and pampering experience. # Benefits - Helped my postpartum and stress-related hair loss - Smells like a spa # Features - Scalp serum - Dropper applicator # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:08 The video opens with a woman holding a bottle of Divi Labs Scalp Serum. - 00:08–00:09 She opens the bottle and shows the dropper applicator. - 00:09–00:24 The woman applies the serum to her scalp, parting her hair to ensure even distribution. - 00:24–00:37 She massages the serum into her scalp with her fingertips. - 00:37–00:40 The woman holds the bottle of Divi Labs Scalp Serum up to the camera.

# Ad summary This ad features a woman applying IVIB scalp serum to her hair. She describes the product as lightweight, non-greasy, and made with caffeine, peptides, and rosemary to wake up follicles and support new hair growth. She notes that it is water-based and contains amino acids to create a healthy scalp environment. # Brand positioning IVIB is presented as a solution for hair thinning, shedding, and breakage. The brand positions itself as targeting the root problem with a lightweight, non-greasy formula. The brand aligns with a functional approach, focusing on performance and simplicity by providing a product that supports new hair growth and creates a healthy scalp environment. # Product IVIB scalp serum is a lightweight, non-greasy formula designed to target the root problem of hair thinning, shedding, and breakage. It is made with caffeine, peptides, and rosemary to wake up follicles and support new hair growth. The serum is water-based, meaning it will not weigh hair down, and contains a blend of amino acids to create a healthy scalp environment. It can be used on clean hair, damp hair, and even on wash days. A slight tingling sensation may occur, indicating that the scalp serum is working. # Visual style The ad has a polished UGC feel, with a clean and well-lit environment. The editing style is smooth with static shots, focusing on the woman and the product. The production quality is high, giving it a commercial appearance. The pacing is consistent, with a focus on clear visuals and audio-visual sync. # Hooks Spoken: Female 1: If you panic every time it's wash day, this is for you. Visual: 00:00–00:02: A woman with dark hair pulled back, wearing a brown sweatshirt and gold earrings, applies a clear serum to her hairline using a dropper. She holds a light green bottle labeled 'ivib scalp serum' in her left hand. The background is a blurred gray wall with a hint of a dark TV screen. / 00:02–00:03: The woman continues to apply the serum along her hairline, moving from her forehead towards her ear. She maintains eye contact with the camera and smiles slightly. The background remains the same. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the panic and frustration associated with wash day due to hair thinning, shedding, and breakage. 'If you panic every time it's wash day, this is for you.' # Value propositions - Lightweight and non-greasy formula ensures comfortable use without weighing hair down. - Water-based formula ensures it will not weigh your hair down. - Blend of amino acids creates a healthy scalp environment. # Benefits - Targets the root problem - Wakes up follicles - Supports new hair growth - Will not weigh your hair down - Creates that healthy scalp environment - Hair thriving # Features - Lightweight - Non-greasy - Made with caffeine - Made with peptides - Made with rosemary - Water-based - Blend of amino acids # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience and demonstrating the product. # Storyline - 00:00–00:07 The ad opens with a woman applying a hair serum to her scalp, addressing viewers who panic on wash day or experience hair thinning, shedding, or breakage. This sets up the problem the product aims to solve. - 00:07–00:17 She introduces the IVIB scalp serum, highlighting its key features and benefits, such as being lightweight, non-greasy, and containing ingredients like caffeine, peptides, and rosemary. This provides a solution to the problem. - 00:17–00:33 The woman emphasizes that the serum is water-based and contains amino acids, ensuring it won't weigh hair down and will create a healthy scalp environment. This reinforces the benefits and addresses potential concerns. - 00:33–00:45 She explains how to use the serum, recommending it on clean or damp hair, even on wash days, and mentions a slight tingling sensation may occur, indicating it's working. This provides practical usage information and manages expectations.

# Ad summary A woman shares how the Divi scalp serum saved her hair after losing 130 pounds on a GLP-1. She demonstrates how to apply the serum to the scalp and shares that she has the mask, shampoo, and conditioner from the brand. # Brand positioning Divi is presented as a solution for hair loss and thinning, particularly for those experiencing these issues due to weight loss or other health-related factors. The brand aligns with a functional approach, focusing on hydrating the scalp to combat hair loss and thinning. The ad promotes the brand as a comprehensive solution, offering a range of products including serum, shampoo, conditioner, and mask, suggesting a holistic approach to hair care. The brand positions itself as a go-to for those seeking effective solutions for hair thinning and loss, especially when related to health changes. # Product The Divi Scalp Serum is a hair care product designed to combat hair loss and thinning by hydrating the scalp. It is applied directly to the scalp on hair wash days using a dropper, sectioning the hair to ensure even distribution. The serum is presented as a solution for those experiencing hair loss due to factors like weight loss on GLP-1 medications. The ad also features the Divi Mask, Shampoo, and Conditioner, positioning the brand as a comprehensive solution for hair care. The products are available in various sizes, catering to different needs and preferences. The serum is highlighted as a TikTok Shop find, addressing the purchase barrier by showcasing its accessibility and effectiveness. # Visual style The ad has a UGC feel, with a casual and personal tone. The editing style is simple, with static shots and minimal transitions. The production quality is decent, with natural lighting and a focus on the speaker. The pacing is moderate, with cuts timed to the speaker's natural rhythm. # Hooks Spoken: I just blow-dried my hair and I had to show you all. Text overlay: I lost 130lbs on a GLP-1 ✨ / this scalp serum saved my hair Visual: 00:00–00:02 A woman with shoulder-length brown hair and tortoise-shell glasses stands in front of a light-colored wall with a ceiling fan in the background. She wears a gray t-shirt and gold hoop earrings. She is holding a gray hair dryer in her left hand and gesturing with her right hand as she speaks. # Funnel stage Consideration # Pain points Hair loss and thinning, especially due to weight loss or health-related factors. "All of my hair fell out, okay?" # Value propositions - Comprehensive hair care solution - Addresses hair loss and thinning - Hydrates the scalp # Benefits - Hydrates your scalp - Made for hair loss and hair thinning # Features - Scalp serum - Mask - Shampoo - Conditioner # Call to action On sale # Social proof - "I lost 130 pounds on a GLP-1, and let me tell you, all of my hair fell out, okay? And this is with using the Divi scalp serum." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and results with the product. # Storyline - 00:00–00:02 The creator begins by showing her hair after blow-drying it, stating that she has to show it off. - 00:02–00:04 She mentions that it has been six months since she started using the Divi scalp serum. - 00:04–00:12 She shares that she lost 130 pounds on a GLP-1 and that all of her hair fell out. - 00:12–00:15 She states that her hair is now healthy because of the Divi scalp serum. - 00:15–00:18 She shares that she found the product on TikTok Shop. - 00:18–00:29 She demonstrates how she uses the dropper to apply the serum to her scalp on hair wash days, sectioning her hair to apply it evenly. - 00:31–00:41 She explains that when she was on her GLP-1, all of her hair started falling out, and she was losing clumps in the shower, which caused her to panic. - 00:42–00:48 She states that Divi is made for hair loss and hair thinning and that it will hydrate the scalp. - 00:48–00:58 She shares that she has all of the Divi products, including the mask, shampoo, and conditioner, in all sizes, and that they are on sale.

# Ad summary Ad for Divi hair growth products, promoting a subscription to their Daily Growth Care system with a free Scalp Reset Shampoo for life. The ad features the hair growth vitamins and scalp serum against a background of green gel and yellow crumbs. # Brand positioning Divi is presented as a brand focused on hair growth and care, offering a system designed for daily use. The brand promotes a sense of nurturing and consistent care, emphasizing the "Daily Growth Care™ System." By including the tagline "growth care," the brand positions itself as a provider of comprehensive solutions for hair health. The brand appears to focus on functional benefits like hair growth and scalp health. # Product The ad showcases two Divi products. First, Divi hair growth vitamins, which come in a light green jar with a green label. (on-package label text) reads "hair growth vitamins," and "dietary supplement 60 vegan tablets | 30-day supply" The second product is Divi scalp serum, packaged in a light green bottle with a dropper. The (on-package label text) says "scalp serum revitalize + detoxify." The ad promotes subscribing to the Daily Growth Care™ System to receive a free Scalp Reset Shampoo with every order for life, implying that these products are part of a larger hair care regimen. The USPs conveyed include hair growth, scalp revitalization, and the long-term benefits of a subscription. # Visual style The ad uses a clean, minimalist visual style with a bright, airy aesthetic. The production quality appears to be studio-shot, with careful attention to lighting and product placement. The color palette is primarily light green and white, giving it a fresh and natural feel. The typography is clean and legible, with a focus on clear communication. The overall effect is a modern, approachable, and health-conscious vibe that would be easily scannable in-feed. # Hooks Headline: A Treat For You! # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Subscribe today to the Daily Growth Care™ System and get a FREE Scalp Reset Shampoo with every order for life! # Benefits - FREE Scalp Reset Shampoo with every order for life! # Features - Daily Growth Care™ System - Scalp Reset Shampoo - hair growth vitamins - scalp serum revitalize + detoxify - 60 vegan tablets | 30-day supply # Call to action Shop Now # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's perspective, promoting its products and subscription offer to the customer. # Storyline - The ad opens with the brand offering a "treat" to the viewer, immediately framing the ad as a gift. This conveys a sense of value and is told from the brand's perspective to draw the customer in with a positive offer. - The ad then tells viewers about a special subscription offer: Subscribe to the Daily Growth Care™ System and get a free Scalp Reset Shampoo with every order for life. This highlights the benefit of subscribing, and is told from the brand's perspective to entice users to become long-term customers. - Finally, the ad includes a 'Shop Now' button to encourage viewers to take immediate action, directing them to explore the product range. This continues the brand’s offer, guiding the audience directly to purchase.

# Ad summary This ad features a woman in her bathroom speaking directly to the camera about the Divi Scalp Serum. She shares that she uses it after washing her hair and letting it air dry. She also shares that she recently had a scalp massage where they put a video camera on her scalp and saw that she had the cleanest scalp they had seen in months, which she attributes to the Divi Scalp Serum. She also says that it has helped her get some of the density back in her hair after losing hair from weight loss. She encourages viewers to check it out at the link below, and shares that they've sold millions of bottles and that viewers need to try it. # Brand positioning Divi is presented as a brand focused on scalp health and hair density. The brand aims to occupy a space in the consumer's mind as a solution for maintaining a clean scalp and restoring hair density, particularly after hair loss due to factors like weight loss. The brand aligns with a lifestyle that values hair care and self-confidence. Divi pushes against the norm of ignoring scalp health, emphasizing its importance. The brand positioning is both functional, addressing scalp cleanliness and hair density, and emotional, promoting confidence in one's hair. # Product The Divi Scalp Serum is a hair care product designed to maintain a clean scalp and restore hair density. It is applied to the scalp after washing hair and letting it air dry. The serum is described as non-oily, making it suitable for anytime use. It is for individuals experiencing hair loss or seeking to maintain a healthy scalp. The serum helps to get some of the density back in hair after losing hair from weight loss. The ad tells the viewer that this product is worth trying because it can help maintain a clean scalp and restore hair density, addressing concerns about hair loss and scalp health. # Visual style The ad has a UGC feel, with a simple bathroom setting and natural lighting. The editing style is straightforward, with static shots and minimal transitions. The production quality is basic, supporting the casual and authentic tone. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is natural, with the visuals matching the spoken content. # Hooks Spoken: 00:00–00:02 A great addition to my hair routine. Text overlay: 00:00–00:02 A GREAT ADDITION TO MY HAIR ROUTINE Visual: 00:00–00:01 A woman with fair skin, light blonde shoulder-length hair, and blue eyes is centered in the frame, speaking directly to the camera. She is wearing a blue t-shirt with a logo. The background is a bathroom with a white door on the left and a shower with a glass door on the right. The lighting is bright and even. The camera is stationary and at eye level. / 00:01–00:02 The woman raises her hand and uses a dropper to apply a clear liquid to her scalp. The camera zooms in slightly to focus on her scalp. The background remains the same. The lighting is bright and even. The camera is stationary and at eye level. # Funnel stage Consideration # Pain points The ad addresses the frustration of hair loss and scalp buildup, as implied by the woman's mention of losing hair from weight loss and the need for a clean scalp. "They put the video camera on your scalp and they look and see how much build up and things you have." # Value propositions - A great addition to my hair routine - You can put it on anytime - Helped me get some of the density back in my hair after losing hair from weight loss # Benefits - Maintains a clean scalp - Helps restore hair density - Doesn't interfere with styling # Features - Non-oily formula - Scalp serum # Call to action So go and check it out. I put it at the link below. # Social proof - "She said I had the cleanest scalp she has seen in months" – Female 1 (Customer) - "They've sold millions of these bottles" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and endorsing the product. # Storyline - 00:00–00:01 00:00–00:01 The woman begins by saying that the Divi Scalp Serum is a great addition to her hair routine. This is intended to hook the viewer by presenting the product as a valuable part of a hair care regimen. The perspective is from the woman, who is presented as a customer sharing her experience, conveyed through her casual tone and setting. - 00:01–00:04 00:01–00:04 She demonstrates how to apply the serum to her scalp, stating that you can put it on anytime and that it's not oily. This is intended to show the product's ease of use and non-greasy formula. The perspective is from the woman, who is demonstrating the product, conveyed through her actions and explanations. - 00:04–00:08 00:04–00:08 She shares that she applies it after washing her hair and letting it air dry. This is intended to provide a specific use case and integrate the product into a simple hair care routine. The perspective is from the woman, sharing her personal routine, conveyed through her casual tone and setting. - 00:08–00:12 00:08–00:12 She states that she's going to style her hair and won't have any issues. This is intended to assure the viewer that the product won't interfere with styling. The perspective is from the woman, expressing confidence in the product, conveyed through her tone and actions. - 00:13–00:22 00:13–00:22 She mentions that she recently had a scalp massage where they used a video camera to check for buildup, and she had the cleanest scalp they had seen in months. This is intended to provide social proof and highlight the product's effectiveness in maintaining a clean scalp. The perspective is from the woman, sharing her experience and the positive feedback she received, conveyed through her tone and the details of the story. - 00:22–00:25 00:22–00:25 She attributes her clean scalp to the Divi Scalp Serum. This is intended to directly link the product to the positive outcome she experienced. The perspective is from the woman, endorsing the product, conveyed through her statement and the visual of her holding the product. - 00:25–00:29 00:25–00:29 She adds that the serum has helped her get some of the density back in her hair after losing hair from weight loss. This is intended to address a specific concern and offer a solution for hair loss. The perspective is from the woman, sharing a personal benefit, conveyed through her tone and the visual of her hair. - 00:30–00:35 00:30–00:35 She encourages viewers to check it out at the link below, mentioning that they've sold millions of bottles and that viewers need to try it. This is intended to create urgency and encourage immediate action. The perspective is from the woman, providing a call to action, conveyed through her enthusiastic tone and the mention of sales figures.

# Ad summary This ad promotes Divi's scalp serum, highlighting its return and status as the #1 Amazon scalp serum. It emphasizes the serum's benefits for improving the appearance of thin hair, nourishing the scalp, and removing product buildup. # Brand positioning Divi is presented as a solution for scalp health, particularly for those experiencing issues like thinning hair and product buildup. The brand positions itself as a provider of effective hair care, emphasizing revitalization and detoxification. By highlighting its status as the '#1 Amazon scalp serum,' Divi aims to occupy a space of trust and authority in the consumer's mind. The brand aligns with a lifestyle focused on self-care and hair health, pushing against the norm of ignoring scalp health in hair care routines. The brand positioning is both functional, addressing specific hair and scalp issues, and emotional, offering confidence through improved hair appearance. # Product The featured product is Divi's scalp serum, designed to revitalize and detoxify the scalp. It is presented as a solution for individuals experiencing thin hair, scalp nourishment issues, and product buildup. The serum aims to improve the appearance of thin hair, nourish the scalp, and help remove product buildup. The ad highlights its USP as the '#1 Amazon scalp serum,' suggesting its popularity and effectiveness. The product is for use on the scalp to address common hair and scalp concerns. The ad addresses purchase barriers by showcasing the serum's benefits and its high ranking on Amazon, implying reliability and customer satisfaction. The ad tells the viewer that this product is worth trying because it is a top-rated solution for common scalp issues, promising visible improvements and a healthier scalp. # Visual style The ad has a clean and minimalist visual aesthetic with a focus on the product. The production quality is highly polished, with studio-shot lighting and a consistent color scheme. The visual motif is a flatlay style, with the product centered and clearly visible. The image treatment includes background removal and color grading to create a cohesive look. The typography integration is clean and legible, with a focus on clarity. The style contrasts with platform-native content, aiming to stand out in the feed with its high-design approach, potentially increasing stop power. # Hooks Headline: The viral scalp serum is back. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of thin hair and scalp issues, including product buildup. The ad states that the product "improves appearance of thin hair" and "helps remove product buildup." # Value propositions - The #1 Amazon scalp serum: Implies high quality and customer satisfaction, making it a trustworthy choice. # Benefits - improves appearance of thin hair - nourishes the scalp - helps remove product buildup # Features - scalp serum - revitalize + detoxify # Call to action None used. # Social proof - #1 Amazon scalp serum # Point of view - Brand: The brand is communicating the return of their product and listing the benefits of the product. - External source: The ad uses the #1 Amazon scalp serum to build trust and credibility. # Storyline - The ad opens by announcing the return of Divi's viral scalp serum, creating a sense of excitement and anticipation. This is told from the brand's perspective, aiming to grab attention and signal the product's popularity. - The ad highlights the product's status as the '#1 Amazon scalp serum,' building trust and credibility. This is presented from an external source perspective, leveraging Amazon's platform to validate the product's effectiveness. - The ad lists the serum's benefits, including improving the appearance of thin hair, nourishing the scalp, and helping remove product buildup. This is told from the brand's perspective, informing the audience about the product's functional advantages.

# Ad summary This ad promotes Divi's growth care scalp serum as a means to relieving stress. It uses an on/off toggle visual to highlight this. # Brand positioning Divi growth care offers solutions for scalp health to promote hair growth. This is implied through the product name, 'growth care,' as well as the emphasis on scalp health within the ad. The brand is positioned as a modern and effective solution for those seeking to improve their hair's health by focusing on the foundation of hair growth. # Product The product featured is Divi's growth care scalp serum, presented as a solution for reducing stress. The serum comes in a rectangular bottle with a pump applicator. The bottle's label includes the brand name and various details about the serum's formulation and benefits, reinforcing the product's focus on improving scalp health and promoting hair growth. # Visual style The ad has a clean, minimalist visual style with a focus on functionality. The on/off toggle design and simple color palette contribute to a modern and user-friendly aesthetic. The production quality appears to be highly polished, with attention to detail in the product presentation. The typography is integrated cleanly, and the style is designed to be easily scannable in a mobile feed. # Hooks Headline: Stress off # Funnel stage Middle of funnel (Consideration) # Pain points The ad visually showcases 'Stress off', indicating a common issue of stress that the target audience may be experiencing. # Value propositions - The product is presented as an easy solution to reduce stress. - The product is dermatologist tested, cruelty free, vegan, and gluten free which conveys a clean and conscious solution. # Benefits - support scalp health for thicker, healthier-looking hair # Features - A Lightweight, fast absorbing serum - Dermatologist Tested - Cruelty Free - Vegan - Gluten Free - Formulated Without: Parabens, Sulfates, Phthalates # Call to action Meet Divi # Social proof - The product being 'Dermatologist Tested' is a form of social proof. # Point of view - Customer: The ad presents the concept of 'Stress off', highlighting the alleviation of a common problem from the customer's perspective. # Storyline - The ad opens by highlighting 'Stress off', setting up the problem that the product aims to solve. The brand introduces the problem from the customer's point of view. - The ad transitions to 'Scalp Serum on', introducing Divi's product as the solution to stress. The brand transitions into presenting its offering as the solution to the problem. - The ad includes a 'Meet Divi' call to action, encouraging users to explore the brand further and learn more about its products. This provides a direct pathway for the customer to learn more.

# Ad summary A woman shares her experience using Divi Scalp Serum. She explains that she gets a lot of questions about her hair and that this is the only scalp serum she uses. She says that it detoxifies your hair and helps reduce build-up from oils and dry shampoo. She says that it creates a clean environment to grow healthier hair and improve the appearance of thin hair. She says that it is expensive for a reason and that they've sold a million bottles. She says that it works and that she will drop it in the cart and there might be a sale. # Brand positioning Divi is presented as a premium hair care brand focused on scalp health. The brand aims to occupy a space in the consumer's mind as a solution for those who use dry shampoo often and don't wash their hair frequently. The brand aligns with values of hair health and beauty. The brand pushes against the norm of frequent hair washing and offers a solution for those who want to maintain a healthy scalp without washing their hair every day. The brand positioning is functional, focusing on performance and simplicity. # Product Divi Scalp Serum is a hair care product designed to detoxify the hair and reduce build-up. It is for people who wash their hair less often and use a lot of dry shampoo. The serum contains amino acids and proteins. It helps to create a clean environment to grow healthier hair and improve the appearance of thin hair. The serum addresses the purchase barrier of being expensive by stating that it is expensive for a reason and that they've sold a million bottles. The ad tells the viewer that this product is worth trying because it works. # Visual style The ad has a UGC feel with a polished commercial look. The editing style is quick cuts. The production quality is high-end. The pacing is consistent. The audio-visual sync is timed to voiceover lines. # Hooks Spoken: 00:00–00:04 58 years old, I got a lot of hair, but I get a lot of questions about what I use on my hair. Text overlay: 00:00–00:40 Divi scalp Serum Visual: 00:00–00:03 The shot is a close-up of a woman's face and hair. She is indoors, and a woven lampshade is visible in the background. The woman is fair-skinned with light brown hair and is wearing a black shirt. She is applying a serum to her scalp with a dropper. Text overlay: "Divi scalp Serum" # Funnel stage Consideration # Pain points The central frustration is having a dirty scalp due to infrequent hair washing and dry shampoo use. "Imagine all the build up you have on your hair from the oils and the dry shampoo when you're not washing your hair for four or five days." # Value propositions - Detoxifies your hair if you are washing your hair less and you use a lot of dry shampoo - Creates a clean environment to grow healthier hair and improve the appearance of thin hair # Benefits - Detoxifies your hair - Reduces build up - Nourishes hair follicles - Creates a clean environment to grow healthier hair - Improves appearance is thin hair # Features - Amino acids - Proteins # Call to action None used. # Social proof - "This is the only scalp serum I use. I've tried a lot." – Female 1 (Customer) - "They've sold like a million of these bottles." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:04 The woman introduces herself and states that she gets a lot of questions about her hair. - 00:04–00:07 She reveals that she uses Divi Scalp Serum. - 00:07–00:18 She explains that the serum detoxifies the hair and reduces build-up from oils and dry shampoo. - 00:25–00:33 She states that the serum creates a clean environment to grow healthier hair and improve the appearance of thin hair. - 00:33–00:38 She says that it is expensive for a reason and that they've sold a million bottles. - 00:38–00:40 She says that it works and that she will drop it in the cart and there might be a sale.

# Ad summary A young woman demonstrates how to use Divi detoxifying hair serum. She shows the packaging, takes out the product, and applies the serum to her scalp using the applicator. She shares that the product smells amazing and will detoxify the scalp over time. # Brand positioning Divi is presented as a hair care brand that offers solutions for scalp health and hair revitalization. The brand is positioned as a solution for detoxifying the scalp over time and is implied to be a daily treatment to help maintain a healthy scalp. # Product The advertised product is Divi detoxifying hair serum, presented in a light green bottle with a dropper applicator. The product is designed to detoxify the scalp over time and can be used daily. The product is shown coming in a box with similar branding. # Visual style The ad has a natural, UGC style with soft lighting and a casual setting. The editing consists of basic cuts and zooms, creating a simple and straightforward presentation. The production quality suggests it was filmed with a smartphone. The pacing is moderate, allowing enough time to see each step of the product demonstration. The music doesn't sync with the cuts. # Hooks Spoken: 00:04–00:05 smells amazing Text overlay: 00:04–00:05 smells amazing Visual: 00:04–00:05 The camera zooms in closer on the woman's face and upper body as she applies the serum to her scalp using the dropper. She parts her hair to apply the serum directly to her scalp. Her expression is neutral and focused. The background is a wall with pictures and the headboard of a bed. The camera is at eye-level and stationary. # Funnel stage Consideration # Pain points The ad implies the pain point of having an unhealthy scalp that needs detoxification. # Value propositions - Daily use for scalp detoxification - Amazing smell for a sensory experience # Benefits - Detoxifies your scalp overtime! # Features - Detoxifying hair serum - Dropper applicator - Can be used daily # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer using and reviewing the product. # Storyline - 00:00–00:02 00:00–00:02 A young woman stands in front of the camera, holding and unboxing the Divi detoxifying hair serum. This introduces the product and hints at its unique packaging and branding. - 00:02–00:05 00:02–00:05 The woman demonstrates the use of the serum by applying it to her scalp. This shows the product in action, emphasizing the direct application method and associating it with a sensory experience, namely, the scent. She states, "smells amazing." - 00:05–00:11 00:05–00:11 She continues applying the serum and massaging it into her scalp. This reinforces the usage and highlights the benefit of regular use. Text overlay states, "You can use this daily and it will detoxify your scalp overtime!" - 00:11–00:14 00:11–00:14 The woman shows the results of using the hair serum. This implies anticipation for the long-term benefits of the product on her scalp. The text overlay states, "can't wait to see what this does for my scalp!"

# Ad summary The ad features a creator discussing and demonstrating the IVIB scalp serum, highlighting its detoxifying properties and suitability for dry shampoo users. # Brand positioning IVIB is presented as a hair care brand focused on scalp health and detoxification. The brand positions itself as a solution for individuals who frequently use dry shampoo, addressing the common concern of product buildup on the scalp. The brand seems to push against the norm of oily hair products. The positioning appears to be functional, focusing on the detoxifying properties of the scalp serum, and emotional, with the creator enthusiastically sharing her year-long positive experience with the product. # Product IVIB scalp serum is a water-based serum designed to detoxify and remove buildup from the scalp. The serum is packaged in a light green and white square bottle with a dropper applicator. It is explicitly formulated for those who frequently use dry shampoo, addressing the common problem of scalp buildup. The water-based formula assures users that it won't make their hair oily, which directly combats a common reservation about hair serums. The ad promotes the serum as a crucial part of a hair care routine for maintaining a healthy, detoxified scalp, especially for those reliant on dry shampoo. # Visual style The ad has a UGC feel with a stationary camera and natural lighting. The editing style consists of static shots with no transitions. The production quality is simple and casual, consistent with user-generated content. The pacing is consistent, reflecting the natural rhythm of speech. # Hooks Spoken: Female 1: If I hear one more person say this, I'm literally going to scream. Text overlay: please stop saying this Visual: 00:00–00:02: A medium close-up shot of a woman with shoulder-length wavy auburn hair, light skin, and neutral makeup. She's wearing a gray t-shirt. She holds up her hand and then presents the IVIB product to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points Scalp buildup from frequent dry shampoo use is a common problem. The ad highlights the frustration of having an oily scalp due to product buildup: "Detoxifies all that build up on your scalp" # Value propositions - Water-based serum: Addresses the concern that hair serums make hair oily. - Detoxifies all that build up on your scalp: Addresses the problem of scalp buildup, especially for dry shampoo users. # Benefits - Won't make your hair oily - Detoxifies all that build up on your scalp # Features - Water-based serum - Detoxifies scalp # Call to action I'm going to link it right here in the orange cart. # Social proof - I've been using this for almost a year now. # Point of view - Customer 100% – The entire ad is presented from the perspective of a creator sharing her personal experience and routine. # Storyline - 00:00–00:03 The creator begins by expressing annoyance at the misconception that the IVIB product is an oil. - 00:03–00:11 She clarifies that the product is a water-based serum and demonstrates how she incorporates it into her routine. - 00:11–00:24 The creator highlights the serum’s detoxifying properties, especially for dry shampoo users, and shares her positive, year-long experience with the product.

# Ad summary A UGC-style ad promoting Divi Scalp Serum. The presenter shares that it helps reduce product and oil buildup, is clinically tested, made with clean ingredients, and only requires a full dropper a day. # Brand positioning Divi is presented as a clean and clinically tested hair care brand with a focus on scalp health and hair fullness. The brand uses 'all clean ingredients' and is positioned as a simple, effective solution for reducing product and oil buildup. # Product The Divi Scalp Serum is a product designed to reduce product and oil build-up. It is clinically tested, so 90% of people see improvement and fullness of their hair. It is made with 'all clean ingredients', and the usage instructions involve applying a full dropper a day. # Visual style The ad has a casual, UGC feel with simple cuts and natural lighting. The production quality is basic, aligning with a user-generated content style video on social media. The pacing is consistent and fairly quick, with cuts timed to the voiceover. # Hooks Spoken: Female 1: Everything you need to know about Divi scalp serum in less than 20 seconds. Text overlay: 00:00–00:03 / EVERYTHING YOU / KNOW ABOUT / DIVI SCALP / SERUM IN LESS THAN / 20 SECONDS. Visual: 00:00–00:03: The shot is a medium close-up of a red-haired person wearing a red t-shirt, holding a light green bottle of Divi Scalp Serum in their hand. The background consists of a gray wall with a white door frame. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of product and oil buildup in the scalp, which can lead to hair looking and feeling unclean, heavy, and lacking volume. "Helps reduce product and oil build up." # Value propositions - Clinically tested so 90% of people see improvement and fullness of their hair - Uses all clean ingredients - All you have to do is apply a full dropper a day # Benefits - Improvement and fullness of their hair # Features - Helps reduce product and oil buildup - Clinically tested - Uses all clean ingredients # Call to action None used. # Social proof - It's clinically tested, so 90% of people see improvement and fullness of their hair. # Point of view - Customer 100% – The ad is presented entirely from the point of view of a customer sharing their experience with the product. # Storyline - 00:00–00:03 The video begins with an introduction to the Divi Scalp Serum. - 00:03–00:10 The presenter states that the serum helps reduce product and oil buildup and is clinically tested, implying the product's effectiveness. - 00:10–00:15 The presenter highlights that the serum is made with 'all clean ingredients' and explains how to use the product.

# Ad summary This ad for Divi promotes their scalp serum with an offer for 3 months for $108. The ad highlights the serum's ability to revitalize and detoxify the scalp, improve the appearance of thin hair, nourish hair follicles, and detoxify the product. # Brand positioning Divi is presented as a brand focused on hair health, specifically targeting concerns like thinning hair and scalp health. The brand positions itself as a solution for revitalizing and detoxifying the scalp, suggesting a science-backed approach to hair care. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for maintaining healthy hair and scalp, pushing against the norm of simply addressing hair aesthetics by focusing on the underlying health of the scalp. The brand positioning is both functional, offering tangible benefits like improved hair appearance and follicle nourishment, and emotional, providing confidence through healthier, fuller-looking hair. # Product The Divi Scalp Serum is a hair care product designed to revitalize and detoxify the scalp. It is intended for individuals experiencing thinning hair or seeking to improve their overall scalp health. The serum's features include improving the appearance of thin hair, nourishing hair follicles, and detoxifying the product. The USPs of the serum are its ability to address the underlying causes of hair thinning and promote a healthy scalp environment. The ad addresses the purchase barrier of skepticism by highlighting the serum's specific benefits and offering a subscription deal. The product is presented as a comprehensive solution for maintaining a healthy scalp and promoting hair growth. # Visual style The ad features a clean and minimalist visual style with a focus on the product and its benefits. The production quality appears to be high, with studio-shot lighting and a neutral color palette. The visual motifs include a product focus and a clear display of key features. The image treatment includes background removal and color grading to enhance the product's appearance. The typography is clean and legible, contributing to the overall polished aesthetic. The style aims to be scannable and attention-grabbing in the feed. # Hooks Headline: Don't lose more strands. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of hair loss, as signaled by the phrase "Don't lose more strands." # Value propositions - Get 3 months for just $108 (subscription offer) # Benefits - improves appearance of thin hair - nourishes hair follicies - detoxifies pre # Features - scalp serum - revitalize + detoxify - improves appearance of thin hair - nourishes hair follicies - detoxifies pre # Call to action Subscribe Now # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its benefits, and an offer to encourage purchase. # Storyline - The ad opens with a direct address, urging viewers not to 'lose more strands,' immediately establishing the problem the product aims to solve. This is told from the brand's perspective, aiming to capture the attention of those concerned about hair loss. - The ad transitions to a commitment to consistency, reinforcing the idea that the product requires regular use for optimal results. This is from the brand's perspective, setting expectations for the user. - The ad presents a limited-time offer of 'Get 3 months for just $108,' incentivizing immediate action. This is from the brand's perspective, aiming to convert viewers into customers. - The ad showcases the Divi Scalp Serum bottle, highlighting its key features and benefits, such as revitalizing and detoxifying the scalp. This is from the brand's perspective, educating viewers about the product's capabilities. - The ad visually reinforces the product's benefits by showing healthy, flowing hair, suggesting the desired outcome of using the serum. This is from the brand's perspective, creating an aspirational image for viewers.

# Ad summary This ad features a woman who claims that the Divi scalp serum helped her get her hair back after Ozempic stole it. # Brand positioning Divi is presented as a solution for hair loss, specifically targeting those who have experienced hair loss due to medical treatments or conditions. The brand positions itself as a provider of effective hair restoration through its scalp serum. The brand aligns with values of self-care and addressing specific health-related concerns. Divi seems to be pushing against the norm of generic hair care by focusing on a specific issue (hair loss from medication) and offering a targeted solution. The brand positioning is both functional (restoring hair) and emotional (restoring confidence). # Product The product is Divi Scalp Serum, designed to revitalize and detoxify the scalp. It is for individuals experiencing hair loss, as implied by the testimonial. The serum comes in a rectangular, opaque white bottle with a light green dropper cap. The bottle label states that the serum is intended to "revitalize + detoxify" the scalp. The USPs include its ability to stimulate the appearance of thicker hair, nourish the scalp, and help remove product buildup. The ad addresses the purchase barrier of skepticism by featuring a customer testimonial. # Visual style The ad has a clean and minimalist visual style. The production quality appears to be studio-shot with soft, diffused lighting. The color palette is muted and natural, with a focus on greens and neutral tones. The typography is simple and legible. The overall style is modern and approachable, aiming for a natural and authentic feel. # Hooks Headline: Ozempic stole my hair. This serum helped me get it back. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is hair loss, specifically due to the use of Ozempic. "Ozempic stole my hair." # Value propositions - The Divi scalp serum can help restore hair after hair loss. # Benefits - This serum helped me get it back. # Features - scalp serum - revitalize + detoxify # Call to action None used. # Social proof - "This serum helped me get it back." # Point of view - Customer: The top caption is from the customer's point of view, sharing her personal experience with hair loss and how the product helped her. - Brand: The product block is from the brand's point of view, showcasing the product and its benefits. # Storyline - The ad opens with a woman sharing her personal experience of hair loss due to Ozempic. This is included to immediately grab the viewer's attention with a relatable problem. The audience experiences this from the customer's perspective. - The woman then states that the Divi serum helped her regain her hair. This is included to position the product as a solution to the problem presented. The audience experiences this from the customer's perspective. - The product is then showcased with its key benefits highlighted. This is included to provide more information about the product and its features. The audience experiences this from the brand's perspective.

# Ad summary This ad for Divi scalp serum uses a Venn diagram to show the benefits of using the product. The ad highlights that the product will give you happy and healthier hair. # Brand positioning Divi is presented as a brand focused on hair health, specifically targeting scalp care. The brand positions itself as a solution for achieving both 'happy' and 'healthier' hair, suggesting a holistic approach to hair care that goes beyond mere aesthetics. The brand's minimalist packaging and clean design aesthetic imply a focus on simplicity and efficacy, potentially appealing to consumers who value straightforward, science-backed solutions over elaborate or trendy products. The brand name is featured prominently at the bottom of the ad, reinforcing brand recognition and recall. # Product The featured product is Divi's scalp serum, designed to promote a healthier scalp and, by extension, healthier and happier hair. The serum comes in a white, square bottle with a dropper applicator, suggesting a targeted and precise application method. The product aims to address common scalp issues, contributing to overall hair health and well-being. The ad emphasizes the dual benefits of 'happy hair' and 'healthier hair,' positioning the serum as a comprehensive solution for scalp and hair concerns. The minimalist packaging and design suggest a focus on functionality and efficacy, appealing to consumers seeking straightforward and effective hair care solutions. # Visual style The ad features a clean and minimalist visual style, with a focus on simplicity and clarity. The use of a Venn diagram and a limited color palette (light green, dark green, and white) creates a visually appealing and easy-to-understand presentation. The product is the focal point, with the surrounding elements serving to highlight its benefits and brand identity. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Divi scalp serum provides both happy and healthier hair. # Benefits - Happy Hair - Healthier Hair # Features - scalp serum # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits in a visually appealing and informative manner. # Storyline - The ad opens with a visual representation of the product, Divi's scalp serum, positioned at the intersection of two overlapping circles. This is intended to immediately draw the viewer's attention to the product and its central role in achieving the desired outcomes. - The two circles are labeled 'Happy Hair' and 'Healthier Hair,' framing the product as the key to achieving both. This is intended to communicate the serum's dual benefits and its comprehensive approach to hair care. - The brand name, 'divi,' is prominently displayed at the bottom of the ad, reinforcing brand recognition and recall. This is intended to leave a lasting impression on the viewer and encourage them to associate the brand with the promised benefits.

# Ad summary This ad promotes Divi's 100ml Scalp Serum with a limited-time offer. The ad uses a coupon-style visual to highlight a 30% discount with the code SCALP30. The ad emphasizes the serum's benefits, such as reducing the appearance of thin hair, nourishing hair follicles, and detoxifying product build-up. # Brand positioning Divi is presented as a solution for hair health, specifically targeting concerns like thinning hair and scalp build-up. The brand positions itself as a provider of products that nourish hair follicles and detoxify the scalp. The brand's positioning is functional, focusing on the tangible benefits of its products, such as improving the appearance of hair and promoting a healthy scalp. The brand seems to be pushing against the norm of ignoring scalp health, instead focusing on it as a key component of overall hair health. # Product The featured product is Divi's 100ml Scalp Serum, designed to address the appearance of thin hair, nourish hair follicles, and detoxify product build-up. The serum comes in a light green square bottle with a dropper applicator. The ad highlights a limited-time offer, reducing the price from $136 to $95.20. The product is for individuals looking to improve their scalp health and combat thinning hair. The ad addresses the purchase barrier of price by offering a significant discount. # Visual style The ad has a clean and minimalist visual style with a focus on the product. The color palette is soft and muted, with light green and neutral tones dominating the frame. The production quality appears to be studio-shot, with well-lit and sharp imagery. The coupon graphic adds a platform-native style element, mimicking a digital coupon or discount code. The typography is clean and legible, contributing to the overall scannability of the ad. # Hooks Headline: None used # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of thinning hair and scalp build-up, as signaled by the text "s appearance of thin hair" and "detoxifies product build-up". # Value propositions - 30% off with code SCALP30 - Limited time offer - Discounted price of $95.20 (originally $136) # Benefits - s appearance of thin hair - nourishes hair follicies - detoxifies product build-up # Features - 100ml Scalp Serum # Call to action Learn More # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits while encouraging the viewer to make a purchase. # Storyline - The ad opens with a coupon graphic that highlights a discount on the Divi Scalp Serum. This is included to immediately grab the viewer's attention with a limited-time offer, and is told from the brand's perspective. - The ad then transitions to showcasing the product itself, emphasizing its key benefits such as reducing the appearance of thin hair, nourishing hair follicles, and detoxifying product build-up. This is included to educate the viewer on the product's features and value, and is told from the brand's perspective. - The ad concludes with a call to action to learn more, encouraging the viewer to take the next step in purchasing the product. This is included to drive conversions and is told from the brand's perspective.

# Ad summary This ad features a testimonial from a customer who experienced hair loss as a result of taking GLP-1 medication. The ad promotes a scalp serum that can help revitalize and detoxify the scalp, improve the appearance of thin hair, nourish the scalp, and help remove product buildup. # Brand positioning Divi is presented as a solution for hair and scalp health, particularly for those experiencing issues like thinning hair or product buildup. The brand positions itself as a provider of products that revitalize and detoxify the scalp, suggesting a focus on scalp health as the foundation for healthy hair. The brand aligns with a lifestyle that values self-care and addressing specific hair concerns with targeted solutions. Divi seems to push against the norm of generic hair care by offering specialized products for scalp health, indicating a functional and problem-solving approach to hair care. # Product The product featured is Divi's scalp serum, designed to revitalize and detoxify the scalp. It is presented as a solution for improving the appearance of thin hair, nourishing the scalp, and helping to remove product buildup. The serum is packaged in a white, rectangular bottle with a light green pump. The ad highlights the serum's ability to address specific scalp issues, making it suitable for individuals experiencing thinning hair or product buildup. The serum is worth trying or buying because it offers a targeted approach to scalp health, promising to improve the appearance and overall condition of the hair by addressing underlying scalp issues. # Visual style The ad has a clean and minimalist visual aesthetic. The production quality appears to be studio-shot with soft lighting and a focus on the product. The image treatment includes desaturation of the background to emphasize the product. The typography is clean and legible. The style is modern and aims for a high-design feel, which may help it stand out in a busy feed. # Hooks Headline: "No one told me that GLP-1 would take my hair with it. I found help." # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the unexpected hair loss experienced as a side effect of taking GLP-1 medication. "No one told me that GLP-1 would take my hair with it." # Value propositions - The scalp serum revitalizes and detoxifies, improving the appearance of thin hair, nourishing the scalp, and helping remove product buildup. # Benefits - improves appearance of thin hair - nourishes the scalp - helps remove product buildup # Features - revitalize + detoxify - improves appearance of thin hair - nourishes the scalp - helps remove product buildup # Call to action None used. # Social proof - "No one told me that GLP-1 would take my hair with it. I found help." # Point of view - Customer: The testimonial at the top of the image shares a personal experience of hair loss due to medication and finding a solution, which reflects the customer's point of view. - Brand: The product description and list of benefits on the product bottle showcase the brand's perspective on the product's features and value. # Storyline - The ad begins with a customer testimonial stating, “No one told me that GLP-1 would take my hair with it. I found help.” This is included to immediately grab the viewer's attention by highlighting a common, yet unexpected, side effect of a popular medication, and the audience experiences it from the customer's perspective. - The ad then transitions to showcasing the Divi scalp serum, emphasizing its ability to revitalize and detoxify the scalp. This is included to present the brand's solution to the problem introduced in the testimonial, and the audience experiences it from the brand's perspective. - The ad concludes by listing the product's benefits: improves appearance of thin hair, nourishes the scalp, and helps remove product buildup. This is included to reinforce the value proposition of the serum and encourage viewers to consider it as a solution, and the audience experiences it from the brand's perspective.

# Ad summary This ad features Divi's scalp serum and highlights its benefits for improving the appearance of hair, revitalizing the scalp, and removing product buildup. The ad uses a poll-style graphic to engage viewers and promote the product. # Brand positioning Divi is presented as a solution for scalp health, focusing on revitalizing and detoxifying the scalp. The brand aims to occupy a space in the consumer's mind as a go-to for scalp care, promoting the values of healthy hair and scalp maintenance. The brand positioning is functional, emphasizing the product's ability to improve the appearance of hair, revitalize the scalp, and remove product buildup. Divi pushes against the norm of neglecting scalp health, highlighting its importance in overall hair care. # Product The Divi Scalp Serum is a product designed to revitalize and detoxify the scalp, improving the appearance of hair and removing product buildup. It is packaged in a square, opaque bottle with a dropper applicator. The serum is for anyone looking to improve their scalp health and achieve thicker-looking hair. The USPs include its ability to improve the appearance of hair, revitalize the scalp, and help remove product buildup. The ad addresses the purchase barrier of scalp neglect by highlighting the importance of scalp health for overall hair appearance. # Visual style The ad has a clean and minimalist visual style with a focus on the product. The production quality is high, with a studio-shot feel. The image treatment includes soft lighting and a muted color palette. The typography is clean and legible, and the overall design is platform-native, resembling an Instagram Stories poll. # Hooks Headline: Best scalp serum for thicker looking hair? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting thicker-looking hair. The question 'Best scalp serum for thicker looking hair?' directly implies the frustration of not having thick hair. # Value propositions - Scalp serum that improves appearance of hair, revitalizes the scalp, and helps remove product buildup. # Benefits - thicker looking hair # Features - improves appearance of the hair - revitalizes the scalp - helps remove product buildup # Call to action None used. # Social proof - None used. # Point of view - Customer: The poll question 'Best scalp serum for thicker looking hair?' is from the customer's perspective, seeking a solution for hair thickness. # Storyline - The ad starts with a question in a poll format, asking 'Best scalp serum for thicker looking hair?' This is intended to engage the audience and highlight the product's primary benefit from the customer's perspective. - The poll options all list 'Divi 100ml Scalp Serum' multiple times. This reinforces the brand name and product as the solution to the question posed, from the brand's perspective. - The ad then showcases the Divi Scalp Serum bottle, highlighting its key features and benefits. This provides a visual representation of the product and its claims, from the brand's perspective.

# Ad summary A woman shares her personal experience with ivib Rehydrate + Detoxify Scalp Serum, highlighting its benefits for hair thickness and scalp cleanliness. She emphasizes that it's a water-based serum that can be used on dry hair without leaving an oily residue. # Brand positioning ivib is presented as a solution-oriented brand focusing on scalp and hair health. The ad aligns the brand with simplicity and efficacy, emphasizing functional benefits like hair thickness and scalp cleanliness. The product's water-based formulation pushes against typical oily scalp serum formulations, suggesting a focus on ease of use and clean ingredients. ivib is functionally positioned as a reliable and easy-to-use solution for common hair concerns. # Product ivib Rehydrate + Detoxify Scalp Serum is a water-based serum designed to promote hair thickness and scalp cleanliness. According to the ad, this product is for individuals experiencing hair shedding or thinning, and those seeking a cleaner scalp feel. The serum is applied directly to the scalp using a dropper or spray applicator. Key USPs include its water-based formulation (non-oily), which allows for use on dry hair without leaving residue. The serum aims to address the common purchase barrier of oily scalp treatments. The ad emphasizes that this product is worth buying because it effectively increases hair thickness and cleanses the scalp, providing visible and tangible results. # Visual style The ad has a UGC feel due to its selfie-style camera, static shots, and natural lighting. The production quality is simple, like a casual video filmed in her own home. The pacing is steady, and the cuts sync to the voiceover. # Hooks Spoken: 00:00–00:08 A couple of years ago, I went through a absolutely terrible hair shedding phase where I was losing so much hair, and I literally felt like I had three hairs left on my head. Text overlay: 00:00–00:03 this changed my hair Visual: 00:00–00:03 A fair-skinned woman with green eyes and wet, shoulder-length brown hair is centered in the frame, holding a light green rectangular bottle with a white label. She is wearing a white robe with red, blue, and green floral patterns and has pink nail polish. Using a pipette from the bottle, she applies a clear liquid to her wet hair at the hairline. The background is a dimly lit gray wall and the edge of a white framed whiteboard. Camera is selfie-style and static. # Funnel stage Consideration # Pain points The ad highlights the pain point of hair shedding and thinning, with the creator stating, "I went through a absolutely terrible hair shedding phase where I was losing so much hair, and I literally felt like I had three hairs left on my head." # Value propositions - Water-based serum so it's not oily, you can put it on dry hair and it will dry just like water, so you can use it at any time. # Benefits - The difference it's made in my hair has been unreal. - I can definitely tell how much more hair I have on my head now. - It also cleans your scalp, so my scalp feels so much more clean than it ever did. # Features - Water-based serum # Call to action None used. # Social proof - "The difference it's made in my hair has been unreal. Like, I can definitely tell how much more hair I have on my head now. It also cleans your scalp, so my scalp feels so much more clean than it ever did" – Female 1 (Customer) - "This has been an absolute game changer for my hair. Definitely one of those products that I will never go without using again" – Female 1 (Customer) # Point of view - Customer 100% – All content is delivered by a real user of the product sharing her personal experience and results. # Storyline - 00:00–00:08 00:00–00:08 The creator begins by explaining that she went through a hair shedding phase where she felt like she only had three hairs left on her head. This is intended to introduce the problem that the product solves and set the context for her personal experience. The perspective is from a user sharing a personal story, with a casual tone. - 00:09–00:14 00:09–00:14 She introduces the ivib scalp serum as the solution she turned to during this hair shedding phase, mentioning that she has regularly used it for a couple years. This is to introduce the product being advertised and to show it has been used for a long time. The perspective is from a user who has long-term experience with the product with a positive tone. - 00:14–00:25 00:14–00:25 The creator details how the product has changed her hair and claims that she can tell how much more hair she has. She also states that the product cleans the scalp so that her scalp feels so much more clean than it ever did. This is intended to showcase the benefits of using the product. The perspective is from a user who has seen improvement in the health of their hair. - 00:26–00:32 00:26–00:32 The creator describes the product as being water-based rather than oily. This is intended to highlight the product's unique feature of not leaving the hair oily. The perspective is from a user who has found the product to work well with the texture of her hair. - 00:33–00:39 00:33–00:39 The creator concludes by calling the product an absolute game changer, and states that she will never go without using the product again. This is intended to reinforce the product's effectiveness and create a strong call to action. The perspective is from a user who is very happy with their hair's results, with a very excited tone.

# Ad summary This ad features a bottle of Divi Scalp Serum with a green cape draped around it, suggesting that it is a hero product for hair care. The ad uses the tagline "Not all haircare heroes wear capes" to emphasize the product's effectiveness. # Brand positioning Divi is presented as a brand that offers effective solutions for hair and scalp health. The brand positions itself as a provider of hero products, suggesting that its products are powerful and reliable. The brand uses a playful tone, contrasting the traditional image of a hero with the everyday reality of hair care. This approach implies that Divi aims to make hair care accessible and relatable, while still delivering significant results. # Product The featured product is Divi Scalp Serum, designed to revitalize and detoxify the scalp. The serum aims to improve the appearance of the hair, nourish the scalp, and help remove product buildup. It is packaged in a white, rectangular bottle with a dropper applicator. The serum is presented as a solution for common scalp issues, positioning it as a must-have for maintaining healthy hair. The ad addresses the purchase barrier of skepticism by humorously suggesting that effective hair care doesn't always come in the form one might expect. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The production quality is high, with studio-shot lighting and a simple background. The visual motif is a play on the superhero concept, using a cape to add a touch of humor and visual interest. The image treatment includes subtle color grading to enhance the green tones, creating a cohesive and visually appealing image. The typography is clean and legible, contributing to the overall modern feel. # Hooks Headline: Not all haircare heroes wear capes. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of ineffective hair care products that don't deliver on their promises. The tagline "Not all haircare heroes wear capes" implies that traditional or expected solutions may not be the most effective, suggesting that the Divi Scalp Serum offers a different, more reliable approach. # Value propositions - The Divi Scalp Serum offers a comprehensive solution for scalp health, addressing multiple concerns such as appearance, nourishment, and buildup removal. # Benefits - Improved hair appearance - Nourished scalp - Removal of product buildup # Features - revitalize + detoxify - improves appearance of the hair - nourishes the scalp - helps remove product buildup # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits while using humor to engage the audience. # Storyline - The ad opens with a bottle of Divi Scalp Serum, styled with a green cape, immediately conveying the message that this product is a 'haircare hero.' This visual metaphor is intended to grab attention and introduce the product in a memorable way from the brand's perspective. - The tagline, 'Not all haircare heroes wear capes,' reinforces the idea that effective solutions can come in unexpected forms. This message is delivered from the brand's perspective, aiming to subvert expectations and highlight the product's unique value.