How Dossier Advertises on Meta

# Ad summary The ad promotes Dossier perfumes with a sale offer of up to 30% off and free perfume. It features product images and compares the prices of Dossier perfumes with their designer counterparts. # Brand positioning Dossier is presented as a fragrance brand offering high-quality perfumes inspired by popular designer scents but at a significantly lower price point. The brand emphasizes affordability without sacrificing the essence and quality of luxury fragrances. The phrase "Hecho en Francia" implies a commitment to French perfumery standards, suggesting sophistication and elegance. Dossier strategically positions itself as an accessible alternative to high-end brands, making luxury scents available to a broader audience without compromising on the experience. # Product The ad features a range of Dossier perfumes, each inspired by different designer fragrances. These perfumes are packaged in minimalist, clear glass bottles with silver caps and simple white labels. Each label displays the brand name 'dossier' and the perfume's name, such as 'Ambery Saffron,' 'Ambery Vanilla,' 'Gourmand Coconut,' 'Woody Orchid', and 'Woody Musk.' The perfumes aim to replicate the essence of designer fragrances like Baccarat Rouge 540, Soleil Blanc, Black Opium, Black Orchid, and Not A Perfume. The ad highlights a significant price difference, suggesting that customers can enjoy similar scents at a fraction of the cost. The products are presented in a clean, well-lit setting with props like coffee beans and vanilla beans, subtly hinting at the fragrance notes. # Visual style The ad has a clean and minimalist visual style with a focus on product presentation. The production quality appears to be studio-shot, with soft lighting and a blurred background to draw attention to the perfumes. The use of props like coffee beans and vanilla beans adds subtle hints of the fragrance notes. The grid layout of the price comparison table organizes information clearly. The overall aesthetic is modern and accessible, aligning with a platform-native style that emphasizes scannability in-feed. # Hooks Headline: SALE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the high cost of designer perfumes. This is clearly indicated by the price comparison table, where the designer perfume prices are significantly higher than Dossier's prices. # Value propositions - High-quality fragrances at a fraction of the price - Luxury scents made accessible # Benefits - Up to 30% off - Free perfume # Features - Inspired by designer fragrances - Hecho en Francia # Call to action None used. # Point of view - Brand: Shown in the overall presentation of the perfumes and the highlighted SALE offer. This is because the brand is directly showcasing its products and promotions. - Customer: Evident in the price comparison chart, providing a clear cost-benefit analysis. This is because it caters to the customer's need for value and affordability. # Storyline - The ad begins with an array of Dossier perfumes lined up in a visually appealing manner, complemented by elements like coffee beans and vanilla beans. This is intended to capture the viewer's attention by showcasing the variety and quality of the perfumes offered. The perspective is from the brand, highlighting the presentation and aesthetic appeal of the products. - Next, the ad highlights the SALE offer, promising "Hasta 30% Menos + Perfume Gratis. Hecho en Francia." This incentivizes the viewer by emphasizing the cost savings and the quality associated with French craftsmanship. The message is delivered from the brand's perspective, promoting a clear and compelling value proposition. - Finally, the ad provides a price comparison between Dossier perfumes and their designer counterparts, such as Baccarat Rouge 540 and Soleil Blanc. This aims to demonstrate the significant cost advantage of choosing Dossier, making the value proposition tangible. The perspective shifts slightly to that of a savvy customer, weighing their options and considering the cost-effectiveness of the purchase.

# Ad summary This ad showcases a variety of Dossier perfumes. The ad opens with close ups of flowers. It switches to the brand’s fragrances and a coupon code for 40% off. # Brand positioning Dossier is presented as an affordable luxury perfume brand. The visuals and voiceover suggest that their fragrances provide the same high-end scents as luxury brands. Dossier aims to bridge the gap by offering quality perfumes at accessible prices. The brand’s focus is on letting customers enjoy luxury scents without breaking the bank. The ad highlights Dossier's commitment to affordability and quality, positioning it as a smart choice for fragrance enthusiasts. # Product Dossier offers a variety of perfumes. The fragrances are in clear glass bottles with silver caps and white labels. The labels have black text naming each specific scent. The featured scents include Floral Lavender, Woody Sandalwood, Spicy Vanilla, and Fruity Brown Sugar. The ad shows each bottle in a decorative setting, highlighting key scent notes. For example, coffee beans accompany the Fruity Brown Sugar perfume. These perfumes are affordable alternatives to luxury fragrances, aiming to deliver similar scent profiles at a lower price point. They are designed for everyday wear. # Visual style The ad has a clean and polished aesthetic. It uses bright, natural lighting and static shots to highlight the perfume bottles and their ingredients. The editing is quick with jump cuts between different perfume displays. The production quality is high, giving a sophisticated and professional feel. The pacing is fast, with several cuts per second to maintain viewer engagement. The visuals are timed to coincide with the beat of the music. # Hooks Text overlay: USA EL CUPÓN SECRET40 Visual: 00:00–00:01 A variety of flowers and green stems fill the frame. A bottle of Dossier perfume sits among the flowers. The flowers are pink, purple, orange, and white. The background is cream. The camera is stationary and the shot is brightly lit. # Funnel stage Bottom of funnel (Conversion) # Pain points The high cost of luxury perfumes makes it difficult for consumers to enjoy high-quality fragrances. # Value propositions - Enjoy luxury scents without breaking the bank by using code SECRET40 for 40% off. # Benefits - High-quality fragrances - Luxury scents without breaking the bank - 40% off # Features - Variety of scents - Affordable price point # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing the products and their features. # Storyline - 00:00–00:01 The ad begins with a shot of various flowers, creating an inviting and natural atmosphere. - 00:01–00:02 The scene shifts to show some perfume ingredients, such as lemon, vanilla bean and seeds. This conveys a focus on high-quality ingredients. - 00:02–00:03 A single bottle of perfume appears. The ad is implying the elegance and simplicity of the Dossier fragrances. - 00:03–00:08 The frame quickly displays several Dossier perfumes in different settings. This highlights the variety of scents available and implying the range of experiences offered by the brand.

# Ad summary This ad for Dossier showcases several of its perfume products, emphasizing a current sale and offering a free perfume with purchase. The ad uses a clean, minimalist aesthetic with text overlays highlighting the scents, discounted prices, and overall promotion. # Brand positioning Dossier is presented as a brand offering affordable alternatives to luxury fragrances. The ad focuses on making a 'scent wardrobe' accessible. The brand positions itself as a provider of high-quality perfumes without the typical high price tag, suggesting a focus on value and variety. They aim to occupy a space in the consumer's mind that values fragrance as a form of self-expression and personal style. It is implied that Dossier offers a functional approach to luxury scents by presenting them as affordable and attainable. # Product The ad features Dossier's line of perfumes, each presented in minimalist, clear glass bottles with simple labels. Four scents are highlighted: Ambery Vanilla, Aromatic Star Anise, Floral Marshmallow, and Woody Sandalwood. The ad showcases each product individually on a white platform, highlighting the name and current price during the promotional period. The USPs conveyed include affordability, variety, and the ability to build a 'scent wardrobe,' suggesting multiple scents for different occasions. The ad aims to make the viewer believe that owning a range of high-quality perfumes is accessible without breaking the bank. # Visual style The ad has a clean, minimalist aesthetic. The editing style consists of slow zooms and pans with static shots. The production quality is polished, giving a high-end commercial feel. The pacing is slow and consistent. The white background and minimalist design create a luxurious yet simple tone. # Hooks Text overlay: 00:00–00:18: dossier / 00:00–00:18: UP TO / 00:00–00:18: 45% OFF / 00:00–00:18: + FREE PERFUME Visual: 00:00–00:02: Multiple Dossier perfume bottles are displayed on a multi-tiered white geometric platform. The background is a soft, out-of-focus white. The bottles have clear glass and minimalist labels. Text overlay on the upper right reads 'UP TO 45% OFF + FREE PERFUME.' Camera slowly pans across the display. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad subtly addresses the pain point of high prices associated with luxury perfumes. # Value propositions - Create the scent wardrobe of your dreams at a discounted price. # Benefits - Up to 45% off - Free perfume # Features - Different scents: Ambery Vanilla, Aromatic Star Anise, Floral Marshmallow, Woody Sandalwood # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the Dossier brand, using product claims, demos, and visuals to promote the perfume line. # Storyline - 00:00–00:02 The ad opens with a variety of Dossier perfume bottles on a white geometric staircase platform. - 00:02–00:18 The camera transitions to showcase the different scents available, presenting them individually with their names and discounted prices displayed as text overlays. The message conveyed is variety and affordability. - 00:02–00:18 The ad concludes with a text overlay that reads 'Create the scent wardrobe of your dreams', to further reinforce the idea of perfume as a collection, ending on a positive note.

# Ad summary An ad for Dossier's Floral Lavender perfume, which they describe as being inspired by YSL's Libre. The ad showcases the product against a white background with floral accents and highlights the current sale price. # Brand positioning Dossier aims to provide luxury-inspired fragrances at an affordable price point. The brand positions itself as a direct competitor to high-end designer perfumes, offering similar scents without the premium price tag. Dossier emphasizes accessibility and value, allowing customers to enjoy quality fragrances without breaking the bank. The brand does not promote a specific lifestyle, focusing instead on the functional benefit of providing quality fragrance at a reasonable price. # Product Dossier's Floral Lavender perfume is a fragrance inspired by YSL's Libre. The perfume is designed for anyone who enjoys a balance of sensuality and confidence in a fragrance. The product is packaged in a clear glass bottle with a white label and a silver cap. The front of the label reads "Floral Lavender," with the brand's logo in small print in the lower right corner. The label also states, "Sensuality and confidence could be bottled into a fragrance." Dossier highlights its ability to provide an affordable alternative to luxury fragrances. # Visual style The ad features a clean, minimalist aesthetic with a white background and soft lighting. The composition is symmetrical, with floral elements surrounding the perfume bottle. The image has a bright and airy feel, typical of beauty and fragrance product photography. The brand's logo is subtly placed, maintaining the focus on the product. The overall style is polished and professional, aiming to convey a sense of luxury and quality. # Hooks Headline: FLORAL LAVENDER Inspired by YSL's Libre # Funnel stage Consideration # Pain points The high cost of luxury fragrances prevents some consumers from experiencing certain scents. # Value propositions - Offering a Floral Lavender scent profile similar to YSL's Libre at a reduced cost # Benefits - Sensuality and confidence # Features - Inspired by YSL's Libre # Call to action None used. # Point of view - Brand: The brand highlights the product's inspiration, value, and availability to attract customers. # Storyline - The brand showcases its Floral Lavender perfume, highlighting its inspiration from YSL's Libre, aiming to capture the attention of consumers familiar with luxury fragrances and offer them a more accessible alternative. This is from the brand's perspective. - The ad presents the original price of $140 crossed out and the new price of $29 listed beside it, conveying an offer of significant savings to the customer. This is from the brand's perspective. - The ad announces that the fragrance is "Back in Stock," appealing to customers who may have previously sought to purchase the perfume and were unable to, creating a sense of urgency. This is from the brand's perspective.

# Ad summary This ad for Dossier perfumes showcases several fragrances from The Color Factory Collection. Each fragrance is associated with a specific fruit or botanical element, and shots show the product staged amongst these elements to highlight their natural scents. The ad features a promotion for 40% off with the code SECRET40. # Brand positioning Dossier is presented as a fragrance brand with a focus on offering high-quality perfumes inspired by popular scents at affordable prices. The brand is positioned as accessible and modern, with a transparent approach to pricing and ingredients. Dossier aligns with a lifestyle that values simplicity and luxury without excess. The brand seems to push against the traditional high-end fragrance market by offering similar scents at a fraction of the cost, and its positioning appears to be functional, providing quality perfumes, but also has an emotional angle, allowing customers to enjoy luxury without guilt. # Product The advertised product is a range of perfumes from Dossier's The Color Factory Collection. Each perfume is associated with a specific color and scent profile derived from natural fruits and botanicals. Featured perfumes include Milky White, Pink Blossom, Blue Breeze, and Yellow Daze. Milky White is likely coconut-scented, Pink Blossom has notes of sweet pink pepper, fruity notes, and a floral bouquet, Blue Breeze has coastal notes, and Yellow Daze has notes of banana, rum, sensual ylang, and sweet earthy notes. These perfumes are for individuals who enjoy unique, natural scents and are looking for an affordable luxury option. The ad emphasizes the variety and the use of real fruits and botanicals to create the fragrances, highlighting Dossier's commitment to quality and natural ingredients. The ad addresses the purchase barrier of high prices in the fragrance market by presenting a more accessible option. # Visual style The ad has a polished, commercial aesthetic with bright, even lighting and vivid colors. The editing style includes quick cuts and zooms, with frequent transitions between product shots and behind-the-scenes views. The production quality is high-end, with crisp images and a clean, modern look, designed to appeal to a discerning audience. The pacing is relatively fast, with several cuts per minute. The fast-paced rhythm helps to maintain viewer engagement. The product actions and scene transitions are timed to the music. # Hooks Spoken: 00:00–00:17 [Upbeat music] Text overlay: 00:00–00:17 USA EL CUPÓN SECRET40 / 00:00–00:17 40% MENOS / 00:00–00:17 EN TODO EL SITIO Visual: 00:00–00:01 A close-up shot of a white surface covered in chunks of coconut. A fair-skinned hand wearing rings moves through the frame, scattering the coconut pieces. A bottle of Dossier Milky White perfume sits in the center of the frame. The lighting is bright, casting slight shadows on the coconut and bottle. / 00:01–00:04 The camera zooms out to reveal the previous scene is being filmed. A camera monitor is center frame and shows the coconut and Dossier Milky White product shoot. Red tape is wrapped around the monitor. The background shows camera equipment and a light gray wall. This shot then transitions to a scene of lily of the valley against a white background, a camera filming a miniature red rose on a white desk with a pink and gray wall behind, and the camera monitor with a hand holding a raspberry against a pink background. The lighting is bright and the camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the high prices in the fragrance market, which can make luxury scents inaccessible to many consumers. The ad positions Dossier as an alternative that provides similar quality and scents at a more affordable price point. # Value propositions - High-quality perfumes inspired by popular scents at affordable prices. - Dossier's commitment to quality and natural ingredients by using real fruits and botanicals. # Benefits - Unique, natural scents - Affordable luxury option - Variety of fragrances # Features - Range of perfumes from Dossier's The Color Factory Collection - Perfumes associated with specific colors and scent profiles derived from natural fruits and botanicals # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand presents product features and benefits directly, and visuals showing the product in staged settings. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a hand scattering chunks of coconut on a white surface. This sets the stage for showcasing the Dossier perfume, Milky White, with the suggestion of its coconut scent. - 00:01–00:04 00:01–00:04 The camera zooms out to reveal the same scene playing on a monitor during the creation of the product shoot. This shot switches to show a shot of lilies and then switches again to reveal the setup, a camera filming a rose. The focus shifts to show the camera monitor with a person holding a raspberry up to the camera. This provides a behind-the-scenes look at the creation of the ad and the different product shoots. - 00:04–00:06 00:04–00:06 There is a close-up shot of the Dossier perfume, Pink Blossom, sitting on a bed of raspberries. This shot continues the theme of associating the perfume with its natural scent source. - 00:06–00:08 00:06–00:08 The camera pulls back to show the setup of the Pink Blossom perfume, including the camera monitor and the hand of a person placing the bottle. This is a behind-the-scenes shot. - 00:08–00:09 00:08–00:09 A tight shot of the Dossier perfume, Blue Breeze, sitting on a white table. A slice of cantaloupe is pressed tightly against the camera, out of focus in the foreground. The scene highlights the association between the product and its natural scent source. - 00:09–00:12 00:09–00:12 The camera switches to a shot of the Dossier bottle staged in a pile of cherries on a red piece of paper. The camera zooms out to reveal the setup and camera equipment. This provides a behind-the-scenes look at the creation of the product shoot. - 00:12–00:16 00:12–00:16 The camera focuses on a pile of bananas, and a person in gloves places a Dossier perfume bottle in the middle of the pile. This shot transitions to a behind-the-scenes view with camera equipment, and then focuses on a banana on a tan background. - 00:16–00:17 00:16–00:17 The scene ends with a close-up of Dossier perfume, Yellow Daze, sitting in a pile of bananas, reinforcing the association between the product and its natural scent source.

# Ad summary This ad promotes Dossier perfumes and offers a free 50ml mystery perfume on the first order. # Brand positioning Dossier aims to offer luxury fragrances at affordable prices. Positioned as a brand that pushes against traditional luxury norms by offering high-quality perfumes without the typical high price tag, Dossier focuses on providing consumers with access to premium scents without compromising on quality or breaking the bank. Their positioning is functional, emphasizing the simplicity and affordability of their products while maintaining a premium feel. # Product The ad showcases a selection of Dossier perfumes, each housed in minimalist, clear glass bottles with silver caps and simple labels. Featured scents include Ambery Saffron, Ambery Vanilla, and Floral Marshmallow. Each perfume is designed to offer a unique olfactory experience, catering to different preferences and occasions. These scents feature premium ingredients and are designed for everyday wear. The ad focuses on the value proposition of accessibility and affordability, highlighting that these perfumes are worth trying due to their quality and the current offer of a free 50ml mystery perfume on the first order. # Visual style The ad features a clean, minimalist aesthetic with a focus on the product. The floating elements and soft lighting create a visually appealing and modern look. The composition is well-balanced, with the perfumes and related props arranged in an aesthetically pleasing manner. The overall style is designed to highlight the premium quality of the fragrances while maintaining a sense of accessibility and simplicity. # Hooks Headline: Free 50ml Mistery Perfume On Your # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that the high cost of perfumes can be a barrier to purchase. The frustration of high prices, especially when wanting to try new scents, is implicitly addressed. # Value propositions - Buy one fragrance and get a free 50ml mystery perfume - Free gift with purchase # Benefits - Free mystery perfume # Features - 50ml mystery perfume # Call to action GET YOUR FREE 50ML # Social proof - None used. # Point of view - Customer: The POV is from a customer, viewing the product presentation, considering the offer, and being prompted to take action. # Storyline - The ad opens with a clean, minimalist display of three Dossier perfumes, floating in a visually appealing arrangement alongside scent-related props. The brand aims to capture attention and highlight the variety of scents available. The viewer experiences this as a customer, observing the aesthetically pleasing presentation of the products. - The ad offers a promotion where customers can get a free 50ml mystery perfume on their first order when buying one fragrance. The brand seeks to incentivize first-time purchases by offering a valuable bonus. The viewer experiences this as a customer, considering the potential savings and added value of the offer. - The ad concludes with a clear call to action, prompting viewers to 'GET YOUR FREE 50ML'. The brand pushes for immediate action and drives conversions. The viewer experiences this as a customer, encouraged to take advantage of the offer and make a purchase.

# Ad summary This ad showcases Dossier perfumes, particularly the Ambery Saffron, Musky Oakmoss, and Fruity Almond scents. It emphasizes their status as bestsellers and highlights a special offer of up to 30% off plus free shipping. # Brand positioning Dossier is presented as a brand that offers high-quality fragrances inspired by popular designer scents, making luxury accessible to a broader audience. The brand positions itself as a smart alternative to expensive perfumes, offering similar scent profiles at a fraction of the cost. The tone is sophisticated and emphasizes value and quality, suggesting that customers can enjoy premium fragrances without overspending. # Product The ad features Dossier's Ambery Saffron, Musky Oakmoss, and Fruity Almond perfumes. Ambery Saffron is inspired by MFK's Baccarat Rouge 540. Musky Oakmoss is inspired by Creed’s Aventus. Fruity Almond is inspired by Carolina Herrera's Good Girl. The ad presents these fragrances as high-quality alternatives to luxury brands, emphasizing their affordability. The ad showcases the perfumes alongside ingredients associated with their scent profiles, such as orange blossoms, saffron, apple, pineapple, peach, and almonds. The fragrances are highlighted as bestsellers, suggesting they are popular and well-received by consumers. # Visual style The ad has a clean and minimalist aesthetic, featuring a white background and simple product shots. The editing style is smooth with seamless transitions between perfume showcases. The overall production quality is polished, suggesting a high-end commercial feel, which aligns with the brand's goal of making luxury accessible. The pacing is consistent, with each perfume receiving equal attention and visual emphasis. # Hooks Text overlay: 00:00-00:02 dossier / 00:00-00:02 UP TO 30% OFF + FREE SHIPPING / 00:00-00:02 BESTSELLERS / 00:00-00:02 Ambery Saffron / 00:00-00:02 Inspired by MFK's / 00:00-00:02 Baccarat Rouge 540 / 00:00-00:02 $335 $49 Visual: 00:00–00:02: A perfume bottle of Ambery Saffron on a white background. To the left, text reads 'dossier' and 'BESTSELLERS Ambery Saffron Inspired by MFK's Baccarat Rouge 540 $335 $49'. At the top right, a banner indicates 'UP TO 30% OFF + FREE SHIPPING'. As the scene continues, flowers and saffron filaments float around the perfume bottle. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the high cost of designer perfumes is a barrier to entry for many consumers. # Value propositions - Up to 30% off + Free Shipping on bestseller fragrances # Benefits - Access to luxury fragrances at a fraction of the cost. - High-quality alternatives to designer scents. # Features - Inspired by MFK's Baccarat Rouge 540 - Inspired by Creed's Aventus - Inspired by Carolina Herrera's Good Girl # Call to action None used. # Social proof - The 'Bestsellers' tag serves as social proof, indicating the popularity and positive reception of the fragrances. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, showcasing the products and offers. # Storyline - 00:00–00:02 The ad opens with a shot of Ambery Saffron perfume with the brand name and a promotional offer. - 00:01–00:02 The shot transitions to include visuals of key ingredients like orange blossom and saffron, aligning with the fragrance profile. - 00:03–00:05 The ad then showcases Musky Oakmoss perfume alongside images of apple, pineapple, and moss, further illustrating its scent composition. - 00:06–00:08 Fruity Almond perfume is presented with accompanying peach and almond ingredients, highlighting its fruity and nutty notes. - 00:00–00:09 Throughout, the ad repeats the tagline 'Once You Go Bestseller, You Don't Go Back,' emphasizing the popularity and appeal of Dossier's fragrances.

# Ad summary This ad for Dossier features rotating product shots of fragrances with floating fruit and plant-based ingredients. The ad promotes a special offer of a free 50ml mystery perfume with the first order. # Brand positioning Dossier is presented as an accessible fragrance brand that offers high-quality perfumes without the traditional luxury price tag. The brand is visually positioned with a clean, minimalist aesthetic, emphasizing simplicity and transparency. The ad promotes the perfumes by showcasing ingredients and product offers, suggesting a focus on value and customer satisfaction. The brand pushes against the luxury norms of expensive perfumes by offering comparable quality at a fraction of the price, targeting consumers who seek affordable luxury. # Product The Dossier fragrances are presented as high-quality perfumes with clean, minimalist packaging. Each perfume comes in a clear glass bottle with a silver cap and a simple white label that displays the scent name and a list of key ingredients. The ad shows three fragrances: 'Musky Violet,' 'Spicy Star Anise,' and 'Powdery Vanilla'. The fragrances are showcased with their corresponding ingredients, such as slices of apple, watermelon, pineapple, star anise, and vanilla beans, to highlight their unique compositions. The ad promotes a special offer of a free 50ml mystery perfume with the first order, addressing a potential purchase barrier by adding extra value to the initial purchase. The fragrances are designed for daily wear and appeal to consumers who appreciate sophisticated scents without the high price point. # Visual style The ad has a clean, minimalist aesthetic with a focus on product presentation and clear messaging. The editing style features quick cuts between different fragrance products. The production quality appears polished, giving the ad a modern commercial feel. The pacing is fast. The cuts are timed to the music. # Hooks Text overlay: BUY 1 FRAGRANCE AND GET A / Free 50ml Mistery / Perfume On Your Visual: 00:00–00:02: A perfume bottle of 'Musky Violet' is centered against a white background. Slices of watermelon, red apple, and green apple float around the bottle, along with small white flowers. Text at the bottom reads, 'BUY 1 FRAGRANCE AND GET A Free 50ml Mistery Perfume On Your First Order.' A black button on the right reads, 'GET YOUR FREE 50ML'. The Dossier logo is in the top left corner. # Funnel stage Bottom of funnel (Conversion) # Pain points Consumers may hesitate to try new fragrances due to the cost of committing to a full-size bottle, as implied by the ad including an offer of a "free 50ml mystery perfume on your first order." # Value propositions - Buy one fragrance and get a free 50ml mystery perfume on your first order. # Benefits - Free mystery perfume with first order # Features - High-quality fragrances - 50ml mystery perfume # Call to action GET YOUR FREE 50ML # Social proof - None used. # Point of view - Brand 100% – The brand is presenting its products and promotional offer directly. # Storyline - 00:00–00:02 The Dossier logo and product shot of 'Musky Violet' fragrance are displayed against a white background with floating fruit slices and flowers. - 00:02–00:04 The scene changes to a shot of the 'Spicy Star Anise' fragrance with pineapple slices, star anise, and other plant-based ingredients. - 00:05–00:08 The scene transitions to the 'Powdery Vanilla' fragrance with apple slices and vanilla beans. - 00:00–00:09 The text overlay highlights the offer of a free 50ml mystery perfume with the first order.

# Ad summary This ad for Dossier's Powdery Coconut perfume showcases the product amidst coconut flakes and yellow flowers to emphasize the scent profile. It features an offer for 45% off plus a free perfume. # Brand positioning Dossier is presented as a fragrance brand that offers high-quality perfumes at accessible prices. The brand appears to focus on transparency and ethical practices, potentially contrasting with traditional luxury fragrance brands that may rely on exclusivity or celebrity endorsements. Dossier positions itself as a brand that values simplicity, sustainability, and providing customers with affordable luxury, allowing them to enjoy premium scents without the high price tag. # Product Dossier's Powdery Coconut perfume is a fragrance designed to evoke a warm, tropical, and comforting sensation. The perfume is showcased in a minimalist bottle with a silver cap. The product is intended for anyone who enjoys sweet, creamy, and slightly floral scents reminiscent of coconut. The presentation of coconut flakes and yellow flowers around the bottle suggests a scent profile that is natural and inviting. A key detail in the ad is the price comparison showing a reduced price of €21.45 from an original price of €39. # Visual style The ad has a clean, product-focused aesthetic with a bright, well-lit composition. The minimalist background emphasizes the purity and natural elements of the fragrance. The overall effect is modern and inviting, designed to draw attention to the product and its key features. # Hooks Headline: UP TO 45% OFF + FREE PERFUME # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Get 45% off plus a free perfume # Benefits - Discounted price - Free perfume # Features - Powdery Coconut Perfume # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image as the brand showcases its product, highlighting its key features and value proposition. # Storyline - The ad opens with a visual of coconut flakes and the brand's name, introducing the audience to the core scent theme and the brand offering the product. The brand aims to create an immediate association between the brand and the product's main scent, setting the stage for a sensory experience from the brand's point of view. - The ad highlights a limited-time offer, creating a sense of urgency and incentivizing immediate purchase. The brand is directly communicating the value proposition to the customer, emphasizing the financial benefit and aiming to convert interest into a sale from the brand's perspective. - The ad showcases the product itself, surrounded by scent-related visuals, while providing key product information such as the name and discounted price. The brand aims to educate the customer about the specific product and its value, reinforcing the initial scent impression and driving the purchase decision from the brand's POV.

# Ad summary This ad for Dossier features various scents, set against complementary backdrops that highlight the ingredients found in the perfumes. The ad promotes a buy-one-get-one-free offer on first orders. # Brand positioning Dossier is presented as an accessible alternative to luxury perfumes. The brand emphasizes its commitment to offering high-quality fragrances without the traditional high price tag of luxury brands. By focusing on the essence of the fragrance and eliminating unnecessary markups, Dossier positions itself as a smart choice for consumers seeking premium scents at affordable prices. The brand’s approach seems to be driven by transparency and value, appealing to customers who appreciate quality and seek to avoid paying for brand prestige alone. # Product Dossier offers a range of perfumes designed to replicate the scents of high-end luxury brands but at a lower price point. The perfumes come in minimalist packaging, emphasizing that the focus is on the fragrance itself rather than elaborate branding or marketing. Each perfume is showcased with visual elements that reflect its primary scent notes. The ad highlights a special promotion: Buy one fragrance and receive a free 50ml mystery perfume with your first order, reducing the risk associated with purchasing a fragrance unsniffed. # Visual style The ad uses a clean, minimalist aesthetic with bright, pastel backgrounds and clear product shots to showcase each fragrance. The editing style consists of static shots with quick cuts between different products. The production quality is polished, resembling a professional commercial, which aligns with the brand's aim to present affordable alternatives to luxury perfumes. The visual motifs include centered framing and complementary color palettes, which synchronize with the product scents. Pacing is consistent, with cuts happening roughly every second, maintaining a brisk rhythm. The product reveals are timed with subtle audio cues. # Hooks Text overlay: BUY 1 FRAGRANCE AND GET A / Free 50ml Mistery Perfume On Your First Order. / GET YOUR FREE 50ML Visual: 00:00–00:01: A perfume bottle labeled “Woody Oakmoss” is positioned in the center of the frame, resting on a textured brown surface with green moss-like details. Behind the bottle, a small leafy green plant adds a natural element to the display. The backdrop is a gradient of warm, muted green to light brown, providing a soft, diffused light. The camera is static, offering a straightforward, eye-level view of the product. / 00:01–00:02: The perfume bottle, labeled “Floral Honeysuckle”, is displayed on a small, round white pedestal. White flowers surround the base, creating a soft, floral aesthetic. The backdrop is a pastel green, providing a gentle contrast to the white elements. The camera remains static, focused directly on the product and its delicate presentation. / 00:02–00:03: The perfume bottle is labeled “Ambery Vanilla.” The bottle rests on a small tan-colored base. Behind it, there are vanilla beans, spices, and amber-colored shapes on a light orange backdrop. The setup suggests warmth and richness, emphasizing the vanilla scent. The camera is static, keeping the focus sharp on the product and its associated ingredients. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - The advertisement promotes a cost-saving option in the beauty and fragrance market. It offers a buy-one-get-one-free deal, which can be especially appealing to consumers looking for value. # Benefits - Free 50ml mystery perfume on your first order. # Features - 50ml perfume bottles # Call to action None used. # Point of view - Brand 100% – The ad is narrated by the brand and showcases the product in a visually appealing way. # Storyline - 00:00–00:01 A bottle of Woody Oakmoss perfume is displayed among green leaves and wood on a textured surface. - 00:01–00:02 A bottle of Floral Honeysuckle perfume is displayed on a small white pedestal surrounded by white flowers. - 00:02–00:03 A bottle of Ambery Vanilla perfume is displayed with vanilla beans and spices. - 00:03–00:04 A bottle of Citrus Green Apple perfume is displayed among lemons and ice. - 00:04–00:05 A bottle of Green Verbena perfume is displayed with basil and lavender.

# Ad summary This ad promotes Dossier perfumes, offering a sale of up to 45% off plus a free perfume. The ad features multiple perfume bottles and emphasizes the limited-time offer to encourage immediate purchase. # Brand positioning Dossier positions itself as an affordable alternative to luxury fragrances, offering scents inspired by high-end brands but at a fraction of the cost. The brand focuses on making quality perfumes accessible to a wider audience. By emphasizing value and offering a diverse range of scents, Dossier aims to capture consumers seeking premium fragrance experiences without the premium price tag. The minimalist packaging and emphasis on ingredients align with a modern, transparent approach, distancing the brand from traditional perfume marketing that relies heavily on aspirational imagery and celebrity endorsements. # Product The ad showcases Dossier perfumes, which are presented in minimalist, rectangular bottles with black caps and labels. Each perfume is identified by its unique name: Aromatic Pineapple, Aromatic Star Anise, Citrus Tea, and Woody Sage. The perfumes are designed to be affordable alternatives to luxury fragrances, providing high-quality scents without the high price tag. The ad focuses on a limited-time offer of up to 45% off plus a free perfume, emphasizing the value proposition and encouraging immediate purchase. The packaging is simple and clean, highlighting the brand's commitment to transparency and quality ingredients. The products are displayed alongside natural elements like lavender sprigs, leaves, and wood, reinforcing the connection to natural scents. # Visual style The ad has a clean and minimalist aesthetic, typical of modern product advertising. The gradient background and natural elements (lavender, leaves, wood) create a fresh and inviting feel. The static shots and clear text overlays prioritize conveying information about the sale. The production quality appears polished, with attention to detail in the product presentation. # Hooks Text overlay: 00:00–00:09: dossier / 00:00–00:09: SALE ENDS IN / 00:00–00:09: 47:59:59 / 00:00–00:09: UP TO / 00:00–00:09: 45% OFF / 00:00–00:09: + FREE PERFUME / 00:00–00:09: 48 Hours left to shop up to 45% off Visual: 00:00–00:09: A static shot displays four Dossier perfume bottles lined up on a surface with a gradient background transitioning from yellow to green. The bottles are Aromatic Pineapple, Aromatic Star Anise, Citrus Tea, and Woody Sage. Each bottle has a minimalist design with a black cap and a white label. The perfumes are arranged among lavender sprigs, leaves, and small pieces of wood. Above the bottles, a text overlay reads "SALE ENDS IN" followed by a countdown timer. To the right, text states "UP TO 45% OFF + FREE PERFUME". Below the bottles, the text reads "48 Hours left to shop up to 45% off". The brand logo 'dossier' is in the top left corner. # Funnel stage Bottom of funnel (Conversion): The ad focuses on a strong offer and time-sensitive promotion to drive immediate purchase. # Pain points The ad targets the pain point of luxury fragrances being too expensive. The high cost of designer perfumes makes them inaccessible to many consumers, creating a barrier to experiencing premium scents. The ad addresses this by offering affordable alternatives that provide a similar fragrance experience without the high price tag. # Value propositions - Up to 45% off plus a free perfume: Combines a significant discount with an additional free product to maximize perceived value. - Limited-time offer (sale ends soon): Creates a sense of urgency and encourages immediate purchase to avoid missing out on the deal. # Benefits - Affordable alternative to luxury fragrances - High-quality scents - Savings on premium fragrances - Opportunity to try a new scent for free # Features - Dossier perfumes - Variety of scents (Aromatic Pineapple, Aromatic Star Anise, Citrus Tea, Woody Sage) - Minimalist bottle design - Discount up to 45% - Free perfume with purchase # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and promotional offer. # Storyline - 00:00–00:09 The ad opens with a static display of four Dossier perfume bottles arranged on a green and yellow gradient surface. - 00:00–00:09 The focus is on showcasing the products and promoting a limited-time sale offer of up to 45% off plus a free perfume. The ad conveys a sense of urgency with a visible timer indicating the sale ends soon. - 00:00–00:09 The brand's perspective is communicated through the visual presentation of the products and the clear display of the promotional offer, aiming to attract viewers with the promise of savings and value.

# Ad summary This ad promotes a sale from Dossier, offering up to 45% off plus a free perfume. # Brand positioning Dossier is presented as a fragrance brand that offers high-quality perfumes. The ad focuses on the brand's Spring Refresh Savings Sale, implying a fresh start and renewal associated with the spring season. The focus on savings suggests that Dossier aims to provide luxury fragrances at affordable prices, making it accessible to a broader audience. The brand avoids traditional luxury marketing tropes and instead emphasizes value and seasonal relevance. # Product The ad features various Dossier perfumes in clear glass bottles with silver caps and minimalist white labels. Each label features the brand name 'dossier' and the perfume's name, such as 'FLORAL LAVENDER', 'AMBERY VANILLA', and 'AROMATIC STAR ANISE'. These products are for fragrance enthusiasts who appreciate a variety of scents and are looking for affordable luxury. The USPs include the current discount of up to 45% off and a free perfume offer, incentivizing purchase. The seasonal context of a 'Spring Refresh' suggests the perfumes are ideal for refreshing one's scent collection for the spring season. The ad attempts to lower purchase barriers by offering a significant discount and an additional free product. # Visual style The ad has a clean, minimalist visual style. The production quality appears to be studio-shot, with carefully positioned products and soft, diffused lighting. The visual motif is a floating product arrangement, creating a sense of lightness and airiness. The image treatment includes background blurring and color grading to create a cohesive and appealing aesthetic. The typography is large and bold for the headline to ensure scannability in-feed. The overall style contrasts with platform-native content, aiming to stand out with its polished and professional look. # Hooks Headline: UP TO 45% OFF + FREE PERFUME # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - High-quality perfumes at discounted prices - Free perfume with purchase # Benefits - Savings - Free perfume # Features - Perfumes - Spring scents # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is shown in the overall layout and product presentation, especially in the initial visual of the floating perfume bottles. - Customer: This POV is expressed in the offer of 'UP TO 45% OFF + FREE PERFUME', highlighting the value to the customer. - Brand: This POV is shown in the concluding announcement that 'Dossier's Spring Refresh Savings Sale is live!', promoting the brand's event. # Storyline - The ad opens with a dynamic layout of perfume bottles floating against a light background. This initial visual aims to capture attention and showcase the variety of scents available from Dossier. The POV is from the brand, presenting its product range in an appealing and visually interesting way. - Next, the ad highlights the 'UP TO 45% OFF + FREE PERFUME' offer. This is the core message, providing a clear incentive for purchase. The POV switches to a customer-centric message, emphasizing the savings and value they can receive. - The ad concludes with 'Dossier's Spring Refresh Savings Sale is live!' to create a sense of urgency and announce the availability of the promotion. This statement reinforces the brand's name and the seasonal context of the sale. The POV is from the brand, announcing its promotional event.

# Ad summary This ad showcases different Dossier perfume products alongside related ingredients to emphasize the scent. The ad includes text overlay of sale discount. # Brand positioning Dossier is presented as a clean, luxe, and French-crafted perfume brand offering high-quality fragrances at affordable prices. The brand positions itself against high pricing norms in the perfume industry by offering perfumes that are both luxurious and accessible. Dossier aims to occupy a space in the consumer's mind as a go-to brand for affordable luxury, aligning with values of elegance and smart spending. # Product The ad showcases a range of Dossier perfumes, each presented with a minimalist design and clear labeling. Each perfume is displayed alongside related ingredients to emphasize the scent. The perfumes come in clear glass bottles with a silver cap and a minimalist label. The ad highlights the value proposition of each perfume by displaying the original price alongside the discounted price, creating a sense of savings and affordability. Specific perfumes showcased include Woody Sandalwood, Powdery Coconut, and Fruity Brown Sugar. These perfumes are presented as high-quality fragrances with unique scent profiles, appealing to fragrance enthusiasts seeking both luxury and value. # Visual style The ad has a clean and minimalist aesthetic with a polished commercial feel. The editing style uses static shots and smooth transitions. The production quality is high-end, with a consistent visual motif of center-framed products against a white background. The pacing is slow and deliberate, with cuts timed to showcase each product. The overall effect is elegant and refined, which supports the brand's positioning of affordable luxury. # Hooks Text overlay: 00:00–00:02: dossier / 00:01–00:02: Clean. Luxe. Crafted in France. / 00:01–00:02: Holy $%*^ pricing. Visual: 00:00–00:02: On a white background, the word "dossier" appears at the top of the frame in a small, simple font. Below this, centered on the screen, is the text "Clean. Luxe. Crafted in France. Holy $%*^ pricing." in a slightly larger, sans-serif font. # Funnel stage Consideration # Pain points The high cost of luxury perfumes makes it difficult for consumers to access high-quality fragrances. # Value propositions - Clean, luxe perfumes crafted in France, now at a discounted price. - Up to 45% off + free perfume. # Benefits - Perfumes at holy $%*^ pricing. # Features - Clean - Luxe - Crafted in France # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – All product information is presented by the brand. # Storyline - 00:00–00:02 The ad opens with the brand name. It describes the brand's essence and ends with "Holy $%*^ pricing." - 00:02–00:03 The ad displays a graphic of a perfume sale. - 00:04–00:06 The ad transitions to showcasing perfume product Woody Sandalwood. - 00:07–00:08 The ad transitions to showcasing perfume product Powdery Coconut. - 00:09–00:12 The ad transitions to showcasing perfume product Fruity Brown Sugar. - 00:13–00:14 The ad loops to the perfume sale graphic.

# Ad summary This ad promotes Dossier perfumes as an affordable alternative to designer fragrances. It shows a creator shopping in a store and highlighting various deals and promotions. # Brand positioning Dossier aims to occupy the space of affordable luxury in the fragrance market, offering high-quality perfumes inspired by popular designer scents at more accessible prices. The brand aligns with values of transparency and ethical sourcing, emphasizing that luxury shouldn't be synonymous with high costs. Dossier pushes against the category norms of expensive branding and celebrity endorsements by focusing on the quality of the fragrance itself and presenting a straightforward, value-driven approach. The brand positioning is functional, focusing on providing similar scents to high-end brands at a lower price point, as well as emotional, by offering luxury experiences to more consumers. # Product Dossier offers perfumes that are inspired by designer fragrances but sold at a fraction of the cost. The products are for consumers who want to experience luxury scents without paying high-end prices. The ad highlights a sale offering "up to 45% off" and a "free perfume" deal. Dossier's perfumes are presented as a way to enjoy quality fragrances without the need for expensive branding or celebrity endorsements, directly addressing the purchase barrier of high costs associated with designer perfumes. The ad showcases the variety of fragrances available, suggesting there is a scent for every preference. Dossier directly calls out the value of its product with the copy "A sale so good you don't need to get influenced." # Visual style The ad has a polished UGC feel. The editing style involves quick cuts. The production quality is high, with a focus on clear visuals. The ad maintains a consistent pacing throughout with smooth transitions. The audio-visual sync is timed to music beats. # Hooks Spoken: 00:00–00:16: A sale so good you don't need to get influenced. Text overlay: 00:00–00:03: SPRING REFRESH SAVINGS / 00:00–00:03: UP TO 45% OFF / 00:00–00:03: FREE PERFUME / 00:00–00:04: AS LOW AS $15.95 / 00:00–00:16: A sale so good you don't need to get influenced. Visual: 00:00–00:03: An individual with glasses, earrings, and a black leather jacket with white trim dances in a perfume store. They hold a red Dossier shopping bag. Perfume bottles are displayed on a white round table. The background features a red wall with small compartments holding perfume bottles. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The high cost associated with designer perfumes, making them inaccessible to some consumers. # Value propositions - Enjoy high-end perfume scents without the high-end price tag. This is achieved through sales like "up to 45% off" and a "free perfume" promotion, allowing consumers to access luxury experiences at a lower cost. - The low starting price of "as low as $15.95" for perfumes. # Benefits - Luxury scents at affordable prices. - Access to quality fragrances without the need for expensive branding. # Features - Up to 45% off - Free perfume - As low as $15.95 # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a shopper / influencer who is demonstrating and endorsing the products. # Storyline - 00:00–00:03 The ad opens with a person holding a Dossier shopping bag, cheerfully dancing in a perfume store. - 00:03–00:07 The person picks up a perfume and sprays it on their neck. The ad wants to show someone enjoying the products. The perspective is from an influencer/customer. - 00:07–00:11 The person is now pointing at different text overlays describing promotions and sales going on at Dossier. - 00:11–00:14 The person picks up another perfume and mimes the action of spraying it to the camera. The intention is to show the audience how easy the product is to use and incorporate into their routine. The perspective is from the customer/influencer. - 00:14–00:16 The person shows off two Dossier shopping bags and points at the camera with a smile. The audience sees that this is someone who is buying and enjoying Dossier products. The perspective is from a customer.

# Ad summary This ad for Dossier features a hand removing the cap from a bottle of perfume, spraying it, and then reapplying the cap. # Brand positioning Dossier is presented as a modern fragrance brand offering an affordable perfume product line. The brand positions itself as offering perfumes that won't 'leave this sale to your FYP' implying it wants to provide value and avoid a fear of missing out. # Product The product is a perfume in a clear glass bottle with a silver cap and spray nozzle. It features a white label with black text. The perfume's scent is not stated. However, the ad features an up to 45% off plus free perfume offer. # Visual style The ad has a clean and modern aesthetic with a focus on product presentation. The editing is straightforward, with static shots that highlight the perfume bottle and user interaction. The production quality is polished, giving a commercial feel aimed at capturing the audience's attention. # Hooks Text overlay: dossier / UP TO / 45% / OFF / + FREE PERFUME / AS LOW AS €15.95 Visual: 00:00–00:03: A close-up shot shows a hand with long, red nails holding a clear perfume bottle with a silver cap. The bottle sits on a speckled beige tray against a white surface. In the top left corner is the 'dossier' logo, and on the right is the text 'UP TO 45% OFF + FREE PERFUME'. At the bottom left, 'AS LOW AS €15.95' is displayed, followed by 'Don't leave this sale to your FYP.' # Funnel stage Bottom of funnel (Conversion) # Pain points Fear of missing out on sales or trends. # Value propositions - High discount - Low price # Benefits - Up to 45% off - Free perfume - As low as €15.95 # Call to action None used. # Point of view - Customer 100% – The ad showcases the product from a first-person perspective. # Storyline - 00:00–00:06 A hand removes the cap from a perfume bottle and sprays the perfume.

# Ad summary This ad for Dossier's Airy Linens perfume highlights its key notes and clean simplicity by showing extreme closeups of the product and fragrance elements, along with a woman in a white linen outfit. The ad emphasizes a clean, fresh feeling. # Brand positioning Dossier is presented as a brand that focuses on delivering high-quality fragrances inspired by popular scents at an affordable price point. The brand aims to occupy a space in the consumer's mind as an accessible alternative to luxury perfumes, emphasizing quality and simplicity. Dossier's focus on everyday rituals of renewal suggests a connection to a clean, minimalist lifestyle. The brand positions itself against the high prices and perceived exclusivity of traditional luxury perfume brands, and promotes a functional approach by offering quality fragrances without the luxury markup. # Product The featured product is Airy Linens, a fragrance from Dossier's 'The Clean Comforts Collection'. It is an Eau de Parfum in a transparent rectangular bottle with a silver cap and a label that identifies it as a unisex fragrance. The scent is described as a 'sheer delight of freshly laundered sheets, skin clean and crisp, capturing the purest of purity itself.' The product is advertised for $49. The fragrance aims to evoke the feeling of cleanliness and freshness, targeting individuals who appreciate simple, refreshing scents for everyday use. The ad addresses potential purchase barriers by highlighting the affordable price point compared to luxury perfumes. # Visual style The ad has a clean and minimalist aesthetic, with a focus on bright, natural lighting and soft textures. The editing style features quick cuts between extreme close-ups and static shots. The production quality is polished, creating a commercial feel. The pacing is moderate, with cuts timed to the music. The visual motifs include the recurring use of white backgrounds, close-ups of fragrance elements, and a model in white linen attire. # Hooks Spoken: 00:00–00:08 The Cleanest Original Yet. Meet Airy Linens, inspired by everyday rituals of renewal. Text overlay: 00:00–00:08 NEW IN (Rounded rectangle) / 00:00–00:08 dossier originals / 00:00–00:08 ONLY $49 (Rounded rectangle) / 00:00–00:08 The Cleanest Original Yet. / 00:00–00:08 Meet Airy Linens, inspired by everyday rituals of renewal. Visual: 00:00–00:01 A pair of fair-skinned hands holds a Dossier Airy Linens perfume bottle in front of a blurry white background. The bottle has a silver cap and a label with 'Airy Linens' and 'The Clean Comforts Collection' printed on it. Text overlays indicate 'NEW IN' and 'ONLY $49'. The camera is stationary, focusing closely on the product. / 00:01–00:02 An extreme close-up of fair-skinned lips with shiny lip gloss. The background is out of focus. Text overlays indicate 'NEW IN' and 'ONLY $49'. The camera is stationary. / 00:02–00:03 An extreme close-up of a green loofah. The background is blurred. Text overlays indicate 'NEW IN' and 'ONLY $49'. The camera is stationary. / 00:03–00:04 An extreme close-up of a lime slice against a blurry background. Text overlays indicate 'NEW IN' and 'ONLY $49'. The camera is stationary. / 00:04–00:05 A fair-skinned woman with long red hair, wearing a white linen outfit, sits cross-legged in a white room. She looks up and slightly waves her hand. Text overlays indicate 'NEW IN' and 'ONLY $49'. The camera is stationary. / 00:05–00:08 The Dossier Airy Linens perfume bottle and its packaging are displayed against a plain white background. The bottle is on the left, and the box is on the right. The camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The product is a clean, refreshing fragrance for $49. - The product evokes the feeling of clean linens. # Benefits - The scent is a sheer delight of freshly laundered sheets. - The scent makes skin feel clean and crisp. - The scent captures the purest of purity itself. # Features - Airy Linens, part of 'The Clean Comforts Collection'. - Unisex fragrance. - Eau de Parfum # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of Dossier, highlighting product claims and brand positioning through visuals and text overlays. # Storyline - 00:00–00:00 The ad opens with a close-up of the Airy Linens perfume bottle being held up to the camera. - 00:01–00:05 The narrative shows close-ups of different elements associated with the fragrance, such as shiny lips, a loofah, and a lime. This is meant to communicate the fragrance's clean and refreshing nature. - 00:05–00:07 The ad shows a model in white linen clothing sitting in a white room, emphasizing the theme of cleanliness and simplicity. - 00:07–00:08 The ad concludes by displaying the perfume bottle alongside its packaging.

# Ad summary This ad presents Dossier's Airy Linens perfume. It features the bottle of perfume surrounded by the fragrance notes of bergamot, pear, and white florals. # Brand positioning Dossier is presented as a brand that offers luxury-inspired fragrances at an affordable price point. By highlighting the perfume's composition with notes like bergamot, pear, and white florals, the brand positions itself in the market of high-end perfumes while setting itself apart with an accessible price tag, as highlighted with the 'Only $49' badge. This implied affordability is the key reason a customer should care, making luxury accessible. # Product The product being advertised is Dossier's 'Airy Linens' perfume. The ad emphasizes the fragrance notes and overall experience, stating, 'Notes Of Clean Comfort' with 'Bergamot and pear open bright, white florals soften, musks linger close'. This description paints a picture of a fresh, clean, and comforting scent. The ad copy highlights the perfume's complex composition and balanced blend, emphasizing its quality and sensory appeal. The 'New In' badge suggests newness and relevance, while the 'Only $49' badge addresses the price barrier, positioning the product as an affordable luxury. # Visual style The ad features a clean, airy, and sophisticated visual style. The composition is carefully arranged, with the product and its ingredients floating against a soft gradient background. The lighting is soft and diffused, enhancing the fresh and clean feel. The overall effect is polished and high-end, reminiscent of a studio shot. # Hooks Headline: Notes Of Clean Comfort # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the pain point is the high cost of luxury fragrances. By offering a perfume with high-quality ingredients at an affordable price point, it addresses the frustration of not being able to access luxury scents. # Value propositions - Airy Linens at $49 # Benefits - Clean comfort # Features - Bergamot - Pear - White florals - Musks # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image as the brand promotes the perfume and its key features. # Storyline - The ad draws the viewer in by showcasing the product in an artistic composition with its key ingredients and the "New In" badge, suggesting this is a newly released product they don't want to miss. The POV is from the brand. - The ad then uses descriptive text to tell the viewer what the perfume smells like, emphasizing the high-quality ingredients and the overall scent profile, building desire for the product. The POV is from the brand. - The brand then ends by highlighting the affordable price point, enticing them to make a purchase. The POV is from the brand.

# Ad summary This split screen ad for Dossier's Powdery Coconut perfume showcases the product alongside its key ingredients, offering a visual representation of the scent profile and highlighting a limited-time discount. # Brand positioning Dossier is presented as a purveyor of high-quality perfumes, with a focus on affordability and ethical production. The brand positions itself against the high prices and potentially unethical practices of the broader fragrance industry by offering perfumes inspired by popular scents at a fraction of the cost. By aligning with values like transparency and sustainability, Dossier aims to appeal to consumers who seek luxury experiences without compromising their principles or budget. The clean, minimalist aesthetic in the ad and the emphasis on natural ingredients further reinforce the brand's commitment to simplicity and quality. # Product The advertised product is Dossier's Powdery Coconut perfume. This fragrance is designed to capture the essence of coconut with a powdery, delicate twist. It is positioned as a luxurious yet affordable alternative to high-end perfumes. The perfume is packaged in a sleek, minimalist bottle with a silver cap and a label that clearly identifies the scent. The ad emphasizes the perfume's key ingredients through visual representation, suggesting a natural and authentic scent profile. The overall impression is that this perfume is a sophisticated, everyday fragrance that doesn't break the bank. # Visual style The ad has a clean, minimalist aesthetic with bright lighting and a focus on showcasing the product and its ingredients. The editing style consists of quick cuts to different ingredients. The production quality is polished, resembling a professional commercial. The pacing is fast, with cuts timed to showcase different elements in quick succession, creating a visually engaging experience. # Hooks Text overlay: 00:00–00:06: dossier / 00:00–00:06: UP TO / 00:00–00:06: 45% OFF / 00:00–00:06: + FREE PERFUME / 00:00–00:06: Powdery Coconut / 00:00–00:06: €39 / 00:00–00:06: €21.45 Visual: 00:00–00:01: Split screen. The top half shows a close-up of a cut coconut against a white background with the 'dossier' logo in the upper center. A white square in the middle of the screen displays 'UP TO 45% OFF + FREE PERFUME' in bold black font. The bottom half features the 'Powdery Coconut' perfume bottle, several green nuts, a yellow flower, and two halves of a cut coconut arranged against a white background. The original price of €39 is crossed out next to the discounted price of €21.45. / 00:01–00:02: The top half transitions to a close-up of shredded coconut. The bottom half remains the same. / 00:02–00:03: The top half transitions to a close-up of green nuts. The bottom half remains the same. # Funnel stage Consideration # Pain points High prices of luxury perfumes: Consumers may feel that high-end perfumes are overpriced and inaccessible. # Value propositions - Get a luxurious perfume experience with natural ingredients at an affordable price, plus a free perfume. # Benefits - Affordable price: €21.45 (discounted from €39) - Free perfume with purchase # Features - Powdery Coconut perfume - Ingredients include coconut, pistachio and white flowers # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product's features, ingredients, and discounts with a clean, minimalist aesthetic. # Storyline - 00:00–00:01 The ad opens with a split screen showcasing the brand name, Dossier, and an offer of "up to 45% off + Free Perfume." - 00:01–00:06 The upper half of the split screen displays close-up visuals of the perfume's ingredients, such as coconuts, pistachios, and white flowers. - 00:01–00:06 The lower half of the split screen displays the perfume bottle surrounded by the ingredients, emphasizing the fresh and natural composition of the fragrance. - 00:01–00:06 The price of the perfume is displayed, showing both the original price (€39) and the discounted price (€21.45).

# Ad summary This Dossier ad features a split-screen format to promote their Amber Cherry perfume, showcasing the product alongside a 45% off + free perfume promotion. The top half of the screen shows aesthetically pleasing shots, while the bottom half keeps the product centered and visible. # Brand positioning Dossier positions itself as a fragrance brand that offers scents inspired by luxury brands, making high-quality perfumes accessible at affordable prices. The brand emphasizes transparency and ethical practices, using vegan and cruelty-free ingredients. Dossier challenges the traditional luxury perfume market by removing the high markups associated with celebrity endorsements and fancy packaging, focusing instead on the quality of the fragrance itself. This positions Dossier as a brand that values both the customer and the environment, offering a guilt-free way to enjoy premium scents without breaking the bank. # Product The advertised product is Dossier's Ambery Cherry perfume, a fragrance presented as an affordable alternative to luxury perfumes. The ad highlights the perfume's key notes, including cherry, almond, and vanilla, to convey its sweet and warm profile. It showcases the product in a minimalistic bottle with a simple label, emphasizing the brand's focus on the fragrance itself rather than elaborate packaging. The ad also promotes a special offer, providing a 45% discount and a free perfume with purchase, incentivizing viewers to try the product and address potential purchase barriers related to price. # Visual style The ad features a clean and modern aesthetic with a split-screen layout that keeps the product offer and discount visible. The backgrounds are a soft, dreamy aesthetic that aligns well with the beauty product that's being advertised. The editing style uses quick, smooth transitions to maintain a dynamic feel while keeping the viewer engaged. The overall effect is polished, designed to appeal to a sophisticated audience interested in accessible luxury. # Hooks Text overlay: UP / TO / 45% OFF / + FREE PERFUME / dossier / Ambery Cherry / €39 €21.45 Visual: 00:00–00:03: A split screen is displayed, the top half of which changes to a different background every second. The backgrounds alternate in the following order: A black flower over a red background, cherries and almond ingredients, and vanilla bean ingredients. All backgrounds are softly out of focus. The bottom half of the screen remains consistent throughout: Dossier Ambery Cherry perfume bottle centered in front of a white background, surrounded by cherry and almond ingredients. # Funnel stage Bottom of funnel (Conversion) # Pain points High prices typically associated with designer perfumes. # Value propositions - The ad highlights a high-quality fragrance (Ambery Cherry) at a significantly reduced price (€21.45 from €39), and offers a free perfume. This combines affordability with an enticing bonus, making the product highly appealing to value-conscious consumers. # Benefits - High-quality fragrance at an affordable price. - Opportunity to get a free perfume with the purchase. # Features - Ambery Cherry fragrance - Discounted price: €21.45 (original price €39) # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and offer with a focus on visual appeal and product details. # Storyline - 00:00–00:01 The ad begins with a split-screen view: The top half displays attractive imagery related to the cherry scent, while the bottom half features the Dossier Ambery Cherry perfume bottle surrounded by cherry and almond ingredients. - 00:01–00:02 The top screen’s background image smoothly transitions between cherries and almond ingredients. - 00:02–00:03 The top screen’s background image smoothly transitions between vanilla bean ingredients. - 00:03–00:04 The top screen’s background image smoothly transitions between branch ingredients. - 00:04–00:05 The top screen’s background image smoothly transitions between an overhead view of cherries. - 00:05–00:06 The top screen’s background image smoothly transitions between an pink flower.

# Ad summary This ad showcases the brand Dossier and promotes multiple of their fragrances. The ad highlights that the brand's perfume is made in France, and encourages sign-ups for 15% off. # Brand positioning Dossier positions itself as a fragrance brand that creates perfumes inspired by well-known designer scents, offering a more affordable alternative to luxury brands. The brand seems to target consumers looking for high-quality fragrances without the premium price tag of designer brands. They emphasize the fact that their perfumes are made in France, alluding to a commitment to quality and craftsmanship, a value proposition that suggests luxury but at an accessible price point. By explicitly stating that their fragrances are "inspired by" other perfumes, Dossier is differentiating itself from competitor brands that might claim to create unique scents. # Product The ad features Dossier's line of perfumes, each "inspired by" popular designer fragrances. The perfumes are packaged in minimalist clear glass bottles with silver spray nozzles and labeled with the Dossier brand name and the name of the fragrance. Each perfume is presented alongside the name of the designer fragrance it is inspired by, emphasizing the similarity and value proposition of affordable luxury. The ad also indicates the original price of the designer perfumes, crossed out, next to Dossier's lower price point for the same scent. # Visual style The ad features a clean and minimalist aesthetic with soft, neutral colors and studio lighting. The focus is on product presentation with clean lines and simple shapes. The layout is well-organized, making it easy to scan product information and offers. The typography is clear and legible, contributing to the overall polished and modern feel of the ad. The ad uses a visual style that is consistent with the Dossier brand identity, which emphasizes simplicity, transparency, and affordability. # Hooks Headline: 30% Menos + Perfume Gratis # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high prices of luxury designer fragrances. The ad presents Dossier fragrances as affordable alternatives. # Value propositions - 30% off plus a free perfume - Additional 15% discount code with sign-up - The fragrances are made in France # Benefits - 30% Menos + Perfume Gratis - código de descuento adicional del 15% # Features - Perfume hecho en Francia # Call to action Regístrate y obtén un código de descuento adicional del 15% solo esta semana. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, showcasing the brand’s offerings and promotions while highlighting the comparative value against luxury brands. # Storyline - The ad opens with a promotional banner, immediately capturing attention with an offer of "30% Menos + Perfume Gratis", suggesting a significant discount and added incentive to purchase. This is told from the brand's perspective to immediately entice potential customers with savings. - The ad then displays a curated selection of Dossier perfumes, each noted as "inspirado en" famous fragrances from brands like YSL, Dior, and Kilian. The perfumes are displayed with their prices alongside the crossed out original price of the fragrances from which they were inspired. This is a brand-led comparison intended to show consumers the cost savings without compromising the quality and scent profiles of high-end perfumes. - The ad concludes with a call to action, "Perfume hecho en Francia. Regístrate y obtén un código de descuento adicional del 15% solo esta semana," urging viewers to sign up for an additional discount, creating a sense of urgency. This is a direct message from the brand, encouraging immediate action to capitalize on the limited-time offer and further increase savings.