How e.l.f. Cosmetics Advertises on Meta

# Ad summary This ad promotes e.l.f. Cosmetics' Halo Glow Silky Powder Highlighter. The ad features a woman applying the highlighter to her face, and then shows other people and a parrot reacting to the glow. # Brand positioning e.l.f. Cosmetics is presented as a brand that offers affordable, high-quality makeup products. The brand aims to occupy a space in the consumer's mind as a go-to for achieving a luminous, glowing look. The brand aligns with values of accessibility and inclusivity, as demonstrated by the diverse range of skin tones featured in the ad. e.l.f. Cosmetics pushes against the norm of expensive, luxury beauty brands by offering similar results at a fraction of the cost. The brand positioning is both functional, in terms of delivering a luminous glow, and emotional, in terms of providing confidence and satisfaction with one's appearance. # Product The featured product is e.l.f. Cosmetics' Halo Glow Silky Powder Highlighter, a powder-based makeup product designed to give the skin an "insanely luminous look." The product is packaged in a small, round, light pink compact with the e.l.f. logo on the lid. The highlighter is applied using a makeup brush to the high points of the face, such as the cheekbones, to create a radiant glow. The ad addresses the purchase barrier of achieving a high-end makeup look without spending a lot of money, implying that this product offers a cost-effective solution. The ad tells the viewer that this product is worth trying because it delivers a noticeable, attractive glow that leaves a lasting impression. # Visual style The ad has a polished, commercial aesthetic with bright lighting and clear shots of the product. The editing style is quick cuts, with each shot lasting only a few seconds. The production quality is high, giving the ad a professional feel. The pacing is fast, with cuts timed to the music beats. The overall visual style supports the intended tone of excitement and glamour. # Hooks Spoken: 00:01–00:07 Gives skin an insanely luminous look that leaves everyone shook. Text overlay: 00:05–00:07 GIVES SKIN / 00:05–00:07 AN INSANELY / 00:05–00:07 LUMINOUS LOOK / 00:08–00:12 THAT LEAVES / 00:08–00:12 EVERYONE SHOOK Visual: 00:01–00:02 A woman with dark skin and a shaved head is holding the open highlighter compact in front of her face. She is wearing a sparkly brown top. The background is a soft peach color. The camera is close to her face, capturing her excited expression. / 00:02–00:04 Overhead shot of the open highlighter compact against a gradient orange background. The text "NEW! HALO GLOW SILKY POWDER HIGHLIGHTER" is displayed below the compact in white sans-serif font. / 00:04–00:05 Close-up shot of a makeup brush swirling in the highlighter powder. The brush has black bristles and a gold handle. The powder is shimmery and reflective. The lighting is bright and focused on the product. / 00:05–00:06 Close-up shot of the woman's face as she applies the highlighter to her cheekbone with a makeup brush. The text "GIVES SKIN AN INSANELY LUMINOUS LOOK" is displayed over her face in white sans-serif font. The lighting highlights the shimmer and glow on her skin. / 00:06–00:07 The woman is smiling and looking directly at the camera. Her skin has a noticeable glow. She is wearing a sparkly brown top and small gold earrings. The background is a soft peach color. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of wanting to achieve a high-end, luminous makeup look without spending a lot of money. The ad addresses this by showcasing an affordable highlighter that delivers impressive results. # Value propositions - Achieve an insanely luminous look with a silky powder highlighter. # Benefits - Gives skin an insanely luminous look # Features - Silky powder highlighter # Call to action None used. # Social proof - "Gives skin an insanely luminous look that leaves everyone shook" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer showcasing and using the product. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a close-up shot of the e.l.f. Halo Glow Silky Powder Highlighter compact. This is intended to immediately introduce the product and brand to the viewer. - 00:01–00:07 00:01–00:07 A woman is shown holding the highlighter compact and applying the product to her face. This demonstrates the product in use and showcases the immediate results. - 00:07–00:12 00:07–00:12 The ad transitions to show other people and a parrot reacting to the woman's glowing skin. This is intended to convey the idea that the highlighter creates a noticeable and impressive effect. - 00:12–00:14 00:12–00:14 The ad concludes with a shot of multiple highlighter compacts in different shades. This reinforces the product offering and encourages the viewer to consider purchasing.

# Ad summary This ad showcases e.l.f.'s Glow Reviver lip products, highlighting their different forms, flavors, and affordable price point. # Brand positioning e.l.f. is presented as a fun, accessible beauty brand that offers a range of affordable lip products. The brand is positioned as trendy and in touch with current beauty trends, offering products that enhance natural beauty with a touch of glow and color. The ad emphasizes the brand's commitment to providing quality products at an accessible price point, making beauty attainable for a wide audience. The brand aligns with a youthful, playful lifestyle, encouraging self-expression through makeup. # Product The ad features e.l.f.'s Glow Reviver lip products, including the Melting Lip Balm and Plumping Lip Oil. The Melting Lip Balm is available in three new flavors: Wild Cherry, Peach Ring, and Cotton Candy Crush. It is designed to provide a hint of color and hydration. The Plumping Lip Oil is designed to plump the lips while adding shine and hydration. Both products are presented as affordable options, priced at only $9 each. The ad highlights the different textures and finishes of the products, showcasing their ability to enhance the natural beauty of the lips. # Visual style The ad has a polished, commercial aesthetic with vibrant colors and a focus on product close-ups. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is high-end, with professional lighting and clear product visuals. The pacing is fast, with cuts timed to the music beats, enhancing the overall rhythm and energy of the ad. # Hooks Text overlay: YOUR NEW / GLOW-TO / LIPPIES. Visual: 00:00–00:01: Extreme close-up of a clear container with a pink liquid inside, bubbles are visible. The e.l.f. logo is printed on the container. The background is a blurred pink. / 00:01–00:02: Three e.l.f. lip products are displayed against a blurred background of pink and blue lights. On the left is a pink tube labeled "Glow Reviver Melting Lip Balm Cotton Candy Crush." In the center is a square clear container with a black lid. To the right is the applicator for the lip product. Text overlay: "YOUR NEW GLOW-TO LIPPIES." # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Affordable price point: Only $9 each - Variety of options: Available in multiple flavors and textures # Benefits - Adds shine - Plumps lips - Hydrates lips - Provides a hint of color # Features - Glow Reviver Melting Lip Balm - Glow Reviver Plumping Lip Oil - Available in multiple flavors # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and key features. # Storyline - 00:00–00:01 The ad opens with a close-up of a lip product, immediately drawing attention to the beauty category. - 00:01–00:02 00:01–00:02: The ad introduces the new Glow-To Lippie products, setting the stage for the product showcase. The message is conveyed through text overlay, positioning the products as essential for achieving a glowing lip look. - 00:02–00:06 00:02–00:06: The ad transitions to showcase the Glow Reviver Plumping Lip Oil, highlighting its plumping effect and shiny finish. The message is conveyed through text overlay and product visuals, emphasizing the product's key benefits. - 00:06–00:09 00:06–00:09: The ad introduces the Glow Reviver Melting Lip Balm, available in three new flavors. The message is conveyed through text overlay and product visuals, showcasing the variety of options available. - 00:09–00:12 00:09–00:12: The ad displays the different flavors of the Melting Lip Balm, providing a closer look at the colors and textures. The message is conveyed through text overlay and product visuals, highlighting the range of options available. - 00:12–00:14 00:12–00:14: The ad shows a person applying the lip product, demonstrating its ease of use and highlighting the resulting shine. The message is conveyed through product visuals and text overlay, emphasizing the affordable price point. - 00:14–00:15 00:14–00:15: The ad concludes with the e.l.f. logo, reinforcing brand recognition. The message is conveyed through the brand's logo and tagline, solidifying the brand's identity.

# Ad summary This ad promotes e.l.f. Cosmetics' Soft Glam Satin Concealer. The ad features a creator who shares that she always starts the day hydrated and that if she's not dewy, she's not doing it. The ad also shows other models using the product and states that it is for photo shoot day and that it comes in 36 shades. # Brand positioning e.l.f. Cosmetics is presented as a brand that offers affordable, high-quality makeup products. The brand is positioned as being accessible to everyone, as evidenced by the $5 price point mentioned for the concealer. The brand aligns with values of inclusivity and diversity, showcasing models of various skin tones and ethnicities. e.l.f. Cosmetics aims to occupy a space in the consumer's mind as a go-to brand for achieving a dewy, glamorous look without breaking the bank. The brand pushes against the norm of expensive, high-end makeup brands by offering comparable quality at a fraction of the price. The brand positioning is both functional, highlighting the product's hydrating properties and buildable coverage, and emotional, associating the product with confidence and a photo-ready appearance. # Product The featured product is e.l.f. Cosmetics' Soft Glam Satin Concealer, a makeup product designed to provide medium, buildable coverage with a satin finish. The concealer is formulated with hyaluronic acid, which helps to hydrate the skin. It is presented as a versatile product suitable for achieving a dewy, photo-ready look. The ad emphasizes that the concealer is available in 36 shades, catering to a wide range of skin tones. The concealer is priced at $5, making it an affordable option for consumers. The ad addresses the purchase barrier of high cost by highlighting the product's affordability and accessibility. The product is shown being used to create a flawless base for makeup, suggesting it is worth trying for its ability to enhance one's appearance for everyday wear and special occasions like photoshoots. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product and its application. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high-end, with clear lighting and smooth transitions. The visual motifs include close-ups of the product and its application, as well as shots of diverse models using the concealer. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: Hey E.L.F.IES, it's me, your favorite concealer. Text overlay: HEY E.L.F.IES (Bottom) / IT'S ME (Bottom) / new! soft glam satin concealer (Top) / (only $5!!!) (Top) Visual: 00:00–00:02: A close-up shot of the e.l.f. Cosmetics Soft Glam Satin Concealer tube against a blurred beige background. The tube is gold with black text. The camera slightly rotates to show the product from different angles. / 00:02–00:03: A close-up of the concealer applicator with a clear liquid (hyaluronic acid) dripping onto it. The background is a blurred beige color. The camera is static. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of wanting a dewy, photo-ready look but struggling to find an affordable and hydrating concealer. The creator states, "If I'm not dewy, I'm not doing it," implying that achieving a dewy look is essential but can be challenging. # Value propositions - Affordable price point ($5) - Hydrating formula with hyaluronic acid - Wide range of shades (36) - Versatile for everyday wear and special occasions # Benefits - Hydrates skin - Provides just-right coverage - Creates a dewy look - Suitable for photoshoots # Features - Hyaluronic acid - Medium buildable coverage - Satin finish - 36 shades # Call to action None used. # Point of view - Customer 60% – The ad is primarily told from the perspective of a customer/creator who shares her personal experience and routine using the product. - Brand 40% – The brand's perspective is conveyed through product shots, claims about its features (hyaluronic acid, 36 shades), and the final logo screen. # Storyline - 00:00–00:02 The ad begins with a close-up of the e.l.f. Cosmetics Soft Glam Satin Concealer, introducing the product to the audience. - 00:00–00:03 The creator introduces herself and mentions the new Soft Glam Satin Concealer, highlighting its affordability at only $5. - 00:03–00:05 The ad transitions to a close-up of the concealer's applicator, with a drop of clear liquid falling onto it, emphasizing the inclusion of hyaluronic acid for hydration. - 00:03–00:08 The creator shares her personal routine, stating that she always starts the day hydrated and emphasizes the importance of a dewy look. - 00:08–00:12 The ad showcases diverse models applying the concealer, highlighting its use for photoshoots and emphasizing its just-right coverage. - 00:12–00:15 The ad concludes by showcasing the range of 36 shades available and ends with the e.l.f. Cosmetics logo and a message of appreciation to the brand's community.

# Ad summary This ad for e.l.f. Soft Glam Satin Concealer features a creator showing off the product and its features. The ad highlights the concealer's hydrating properties, flexi wand, and wide range of shades. It uses a casual, friendly tone and showcases diverse models making different faces to demonstrate the concealer's versatility. # Brand positioning e.l.f. is presented as a fun, accessible, and inclusive beauty brand that offers high-quality products at affordable prices. The brand aligns with a youthful, playful, and confident lifestyle, encouraging self-expression and creativity through makeup. e.l.f. pushes against the norm of expensive beauty products by offering budget-friendly options without compromising on quality or variety. The brand positioning is both functional (providing effective makeup solutions) and emotional (empowering users to feel good about themselves). # Product The e.l.f. Soft Glam Satin Concealer is a makeup product designed to provide medium, buildable coverage with a satin finish. It is formulated with hyaluronic acid to help hydrate the skin. The concealer features a flexi wand applicator, which allows for precise targeting of small spots. It is available in 36 shades to suit a wide range of skin tones. The ad emphasizes that the concealer is hydrating, versatile, and suitable for various occasions, from everyday wear to photo shoots. The product is priced at only $5, addressing the purchase barrier of expensive makeup. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style includes quick cuts and smooth transitions, creating a fast-paced rhythm. The production quality is high, with good lighting and clear visuals. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover lines. # Hooks Spoken: Hey E.L.F.ies, it's me, your favorite concealer. Text overlay: HEY E.L.F.IES / IT'S ME Visual: 00:00–00:02: Close-up shot of the e.l.f. Soft Glam Satin Concealer tube against a light brown background. The tube is silver with black text. The camera slowly zooms out and rotates slightly. # Funnel stage Consideration # Pain points The ad addresses the pain point of finding an affordable concealer that provides good coverage and hydration. The speaker mentions that if she's not dewy, she's not doing it, implying that many concealers leave the skin dry and cakey. # Value propositions - Affordable price (only $5!!!) - High-quality ingredients (hyaluronic acid) - Precise application (flexi wand) - Wide range of shades (36 shades) # Benefits - Hydrates the skin - Targets the teeniest spots - Just-right coverage - Versatile for various occasions # Features - Hyaluronic acid - Flexi wand applicator - Medium buildable coverage - Satin finish - 36 shades # Call to action None used. # Point of view - Customer 80% – The ad is presented from the perspective of a user sharing their experience with the product. - Brand 20% – The brand voice is present through product claims and demonstrations. # Storyline - 00:00–00:02 The ad opens with a close-up of the e.l.f. Soft Glam Satin Concealer, introducing the product directly to the viewer. - 00:00–00:02 The speaker, in a friendly and casual tone, identifies herself as the viewer's favorite concealer, establishing a personal connection and setting a playful tone. - 00:03–00:07 The ad highlights the hydrating properties of the concealer, emphasizing that it contains hyaluronic acid to keep the skin dewy. This is presented as a key benefit, suggesting that the concealer not only covers imperfections but also cares for the skin. - 00:07–00:13 The ad showcases the application of the concealer, focusing on the flexi wand applicator and its ability to target small spots. This demonstrates the product's precision and ease of use. - 00:13–00:24 The ad transitions to showing diverse models making different facial expressions, highlighting the concealer's versatility and suitability for various occasions, from casual to professional. - 00:24–00:28 The speaker thanks the viewers for watching and mentions that the concealer is about to be taken up and put in someone's makeup bag, implying that it's a must-have item. - 00:28–00:29 The ad concludes with the e.l.f. logo and a final message to the "E.L.F.ies," reinforcing the brand's identity and community.

# Ad summary This ad for e.l.f. Liquid Poreless Putty Primer + Cica uses a close-up view of a woman's face to highlight its soothing and pore-blurring benefits. The ad features the product packaging, texture, and a demonstration of its application to the face, showcasing how the primer can help with redness and pores. # Brand positioning e.l.f. is presented as an accessible beauty brand that combines quality and affordability. The brand is positioned as a go-to option for consumers looking for effective solutions without breaking the bank. With the Liquid Poreless Putty Primer + Cica, e.l.f. emphasizes skin health and addressing common concerns like redness and pores. The brand ethos appears functional, providing effective products, with an emotional appeal to beauty enthusiasts who want to maintain healthy skin. # Product The advertised product is e.l.f. Liquid Poreless Putty Primer + Cica, designed to soothe skin and blur the look of pores. The product aims to reduce redness and create a smooth base for makeup. Marketed at an accessible price point of $11, it is designed to be affordable. The primer comes in a tube, with a pale green tint that visually communicates its soothing properties. It is a liquid version of their existing Putty Primer line, with Cica included for soothing properties. The product is for individuals looking to improve skin texture and reduce redness while also minimizing the appearance of pores before applying makeup. # Visual style The ad has a clean and bright aesthetic with close-up shots to highlight skin texture and product details. The editing style includes static shots and clear, direct visuals. The production quality appears polished, suitable for social media. # Hooks Text overlay: 00:00–00:01 cica u later, redness. Visual: 00:00–00:01: Close-up of a person's face, with light skin and freckles, smiling slightly. They have a nose ring. The e.l.f. Liquid Poreless Putty Primer + Cica tube is positioned next to their face. The background is blurred. Text overlay: “Cica U later, redness.” # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of skin redness and visible pores. “Cica U later, redness.” # Value propositions - New liquid formula with Cica to reduce redness - Primer helps to soothe skin & blur the look of pores at an affordable price of only $11 # Benefits - Reduces redness - Smooth skin - Poreless look # Features - Soothe skin - Blur the look of pores - Cica # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad uses a close-up view of the person's face, along with the product application, creating a sense of experiencing the product directly. # Storyline - 00:00–00:01 The ad begins with a close-up of a person’s face next to the product, signaling the primary focus on skin and product results. - 00:01–00:02 A shot of the product tube is shown as it sits in a swirl of green putty, emphasizing product features and the inclusion of cica. - 00:02–00:04 The product is then applied to the face to demonstrate ease of use and benefits, with text highlighting the effects and cost.

# Ad summary This ad showcases the e.l.f. Cosmetics Micro-Fine Brow Pencil. It begins with an introduction to the new product, with a shot of all available shades. The ad then transitions into a product demonstration, showcasing how to use the product to precisely detail brows. # Brand positioning e.l.f. Cosmetics is presented as an accessible beauty brand, offering high-quality products at an affordable price point. The ad focuses on the brand's commitment to providing innovative and effective solutions for enhancing natural beauty. The emphasis on precision and detail suggests a brand that values expertise and precision, while the affordable price point reinforces its commitment to accessibility. The overall tone is functional, focusing on the practical benefits of the product, but also speaks to the customers who want to feel good about the products they use on their faces. # Product The e.l.f. Cosmetics Micro-Fine Brow Pencil is a tool for precisely detailing brows. Available in 8 shades, the pencil features an ultra-fine tip designed to mimic the appearance of natural brow hairs, allowing for controlled and detailed application. The product is presented as a solution for achieving perfectly defined and sculpted eyebrows, regardless of skill level or brow type. The ad highlights the product's ability to precisely detail brows and fill in sparse areas for a natural-looking finish. It directly addresses the need for a brow product that offers both precision and ease of use, appealing to both beginners and experienced makeup users. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the product and its benefits. The editing style is simple, with static shots and minimal transitions. The production quality is high-end commercial, reflecting the brand's commitment to quality and innovation. The pacing is slow and deliberate, allowing viewers to focus on the product and its features. # Hooks Text overlay: 00:00–00:02 new! / 00:00–00:02 micro-fine brow pencil, $8 / 00:00–00:02 our finest tip ever! Visual: 00:00–00:02: A flat lay studio shot showcases several e.l.f. Micro-Fine Brow Pencils. The background is a solid light purple. Some brow hairs are drawn over the top-left of the frame. # Funnel stage Top of funnel (Awareness) # Pain points The ad aims to solve the customer's problem of not being able to precisely fill in their eyebrows with a brow pencil that doesn't have a fine enough tip. # Value propositions - The e.l.f. Micro-Fine Brow Pencil offers precise detailing for brows, available in 8 shades. # Benefits - Precisely detail brows # Features - Micro-fine tip - 8 shades # Call to action None used. # Point of view - Brand 100% – The ad is presented from the official voice of the e.l.f. Cosmetics brand, showcasing its product and benefits. # Storyline - 00:00–00:02 The ad opens with a shot of the new e.l.f. Cosmetics Micro-Fine Brow Pencil, showcasing all available shades. - 00:02–00:03 The ad then transitions into a close-up product demonstration, showcasing the ultra-fine tip and its ability to precisely detail brows.

# Ad summary This ad features a stack of flavored lip gloss tubes suspended in the air by needles. Water droplets surround the tubes. # Brand positioning The e.l.f. brand is presented as an edgy beauty company that pushes against traditional beauty norms with a playful, slightly dark aesthetic. The brand offers a range of lip glosses with unique, bold flavor profiles and names, suggesting a fun and adventurous approach to makeup. This positioning aims to appeal to consumers who want to express their individuality and experiment with unconventional flavors and colors, differentiating itself from more conventional beauty brands. # Product The ad features a collection of e.l.f. lip glosses in tube packaging. Each tube has a unique flavor and color: Killer Cola (blue), Severed Lime (green), Sweet Reaper (gold), Unl~ate Rest in Peach (white and gold), and Doctor Death (purple). The tubes are suspended in the air, pierced by needles, with water droplets clinging to the surfaces. The lip glosses are presented as flavorful and edgy beauty products designed for those who enjoy experimenting with unique flavors and bold colors. # Visual style The ad has a studio-shot, highly polished production quality. It features a visual motif of stacked products suspended by needles, creating an edgy and unconventional aesthetic. The image treatment includes selective color and lighting effects to highlight the product details and water droplets, enhancing the visual appeal. The typography is clean and legible. The overall style is disruptive and aims to stand out in a typical social media feed. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Unique flavors in a lip gloss - Unconventional flavors for beauty consumers # Benefits - Unique flavor options # Features - Killer Cola (flavor) - Severed Lime (flavor) - Sweet Reaper (flavor) - Unl~ate Rest in Peach (flavor) - Doctor Death (flavor) # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing its product range and unique brand identity. This is meant to attract a specific type of customer. # Storyline - The ad displays a stack of e.l.f. lip gloss tubes suspended by needles. This visually striking arrangement immediately grabs attention and creates a sense of intrigue. The brand is telling the viewer that its products are interesting and defy convention. - Each tube is uniquely colored and labeled with a flavor name, such as "Killer Cola" and "Severed Lime," which highlights the variety of flavor options available. The brand is telling the viewer that they have a range of unique and fun lip gloss flavors. - Water droplets cling to the tubes, suggesting a sense of freshness. This visual cue emphasizes the moisturizing qualities of the lip glosses. The brand is showing the viewer that these lip glosses are refreshing and hydrating. - The overall presentation is edgy and unconventional, with a dark background and slightly macabre flavor names. This reinforces the brand's positioning as playful, experimental, and unafraid to challenge traditional beauty norms. The brand is showcasing its unique identity and target audience.

# Ad summary This ad showcases e.l.f.'s new lip plumper flavors. The ad features a hand placing the new flavors in a line with the existing flavors, and then shows a swatch of each flavor on the back of a hand. # Brand positioning e.l.f. is presented as a fun and affordable beauty brand. The brand offers a wide range of beauty products, as seen by the variety of lip plumper flavors. The brand is playful, as implied by the use of emojis and trendy music. # Product The product featured is the e.l.f. lip plumper. The ad showcases the new flavors that have been added to the menu: Candied Cranberry, Cotton Candy Crush, Peach Ring, and Vanilla Soft Serve. The ad shows swatches of each flavor on the back of a hand. The product is available for only $9. # Visual style The ad has a bright and colorful aesthetic, with a pink background and close-up shots of the lip plumpers. The editing style is quick cuts, with each shot lasting only a few seconds. The production quality is polished, with clear lighting and crisp visuals. The pacing is fast, with cuts timed to the music beats. # Hooks Text overlay: 00:00–00:09 four NEW flavors have been added to the menu 😋 Visual: 00:00–00:01 A straight-on shot shows six e.l.f. lip plumpers in a line against a pink background. The lip plumpers are various shades of brown, pink, and purple. There are question mark emojis above each lip plumper. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New flavors to choose from # Benefits - Variety of flavors # Features - New flavors: Candied Cranberry, Cotton Candy Crush, Peach Ring, and Vanilla Soft Serve # 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 new lip plumper flavors. # Storyline - 00:00–00:01 The ad begins with a line of e.l.f. lip plumpers with question marks above them. - 00:01–00:09 A hand places the new flavors in the line, revealing the names of each new flavor: Candied Cranberry, Cotton Candy Crush, Peach Ring, and Vanilla Soft Serve. - 00:09–00:19 The ad then shows a swatch of each flavor on the back of a hand, with the name of the flavor displayed above the swatch. - 00:19–00:21 The ad ends with a shot of all the lip plumpers in a line, with the text overlay "get your favorite treat for only $9."

# Ad summary This ad promotes e.l.f.'s Sheer For It Blush Tint as an affordable alternative to more expensive brands. The ad features close-up shots of the product and a woman with the blush applied, emphasizing its sheer and natural look. It highlights the product's affordability and positions it as a budget-friendly option. # Brand positioning e.l.f. is presented as an accessible and affordable beauty brand, offering quality products at a fraction of the price of competitors. The brand aims to occupy a space in the consumer's mind as a budget-friendly alternative without sacrificing quality. The brand aligns with values of accessibility and inclusivity, promoting the idea that beauty doesn't have to be expensive. e.l.f. pushes against the norm of high-priced beauty products, offering a functional and cost-effective option for consumers. # Product The featured product is e.l.f.'s Sheer For It Blush Tint, a liquid blush designed to provide a sheer, natural-looking flush of color. The product is for anyone looking for an affordable and easy-to-use blush option. The ad highlights the product's affordability, stating that you can "get 4 for 1 of those spendy stains," implying it's a dupe for higher-priced blush tints. The blush is shown being applied to the cheeks, demonstrating its ease of use and blendability. The ad addresses the purchase barrier of high prices by positioning the e.l.f. blush as a budget-friendly alternative. # Visual style The ad has a polished, commercial aesthetic with a focus on close-up shots and vibrant colors. The editing style is simple with static shots and smooth transitions. The production quality is high-end, supporting the intended tone of showcasing an affordable yet quality product. The pacing is slow and consistent. # Hooks Spoken: 00:00–00:01: [Enthusiastic] Sheer for it blush tint Text overlay: 00:00–00:01: sheer for it blush tint Visual: 00:00–00:01: Extreme close-up of a fair-skinned woman's face, focusing on her cheek with a pink blush applied. She is smiling widely, showing her teeth. She has blonde hair and is wearing pink nail polish. In the foreground, she holds an e.l.f. Sheer For It Blush Tint with the applicator exposed. The background is a solid pink color. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The high cost of beauty products, specifically blush tints, is a barrier for many consumers. "Get 4 for 1 of those spendy stains" directly addresses this frustration by offering an affordable alternative. # Value propositions - Get 4 for 1 of those spendy stains # Benefits - Affordable alternative to expensive blush stains # Features - Sheer blush tint # 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 its value proposition. # Storyline - 00:00–00:01 The ad opens with a close-up of a woman's face with blush applied, showcasing the product's effect. - 00:00–00:01 The focus shifts to the product itself, highlighting its name and type. - 00:01–00:03 The ad transitions to a shot of two e.l.f. blush tints, emphasizing their affordability compared to expensive alternatives.

# Ad summary This ad features a variety of e.l.f. cosmetics products, all priced at $10 or less. The ad uses a pink background and includes images of various products such as lipsticks, eyeshadows, and skincare items, each with a price tag. # Brand positioning E.l.f. is presented as an accessible and affordable beauty brand, offering a wide range of cosmetic and skincare products at budget-friendly prices. The brand aims to occupy a space in the consumer's mind as a go-to for quality products without breaking the bank. The brand's positioning is functional, focusing on simplicity and affordability, making beauty accessible to a broad audience. E.l.f. pushes against the norm of high-priced cosmetics, offering alternatives that do not compromise on quality. # Product The ad features a variety of e.l.f. cosmetics and skincare products. These include lipsticks, lip glosses, eyeshadow palettes, brow pencils, and skincare items like face masks and moisturizers. Each product is individually packaged and displayed to showcase its form and color. The products are presented as affordable options for everyday beauty routines. The ad addresses the purchase barrier of high cost by emphasizing that all products are priced at $10 or less, making them accessible to a wide range of consumers. # Visual style The ad has a clean, polished studio-shot aesthetic with a flatlay arrangement of products. The visual motif is a grid layout with a consistent light pink background. The image treatment includes background removal and drop shadows to make the products stand out. The typography is large and bold, integrated into the design to emphasize key messages. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: $10 OR LESS? E.L.F. YES! # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the high cost of cosmetics, which can be a barrier for many consumers. # Value propositions - Quality cosmetics and skincare at $10 or less # Benefits - Affordable prices - Accessible beauty # Features - Wide range of cosmetics - Skincare products # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall presentation of the products and pricing information is from the brand's perspective, aiming to promote affordability and variety. - Customer: The question "$10 OR LESS?" is designed to engage the customer directly, addressing their potential concerns about cost. # Storyline - The ad opens with a display of various e.l.f. products arranged against a pink background. This is intended to showcase the breadth of the product line and create visual interest from the brand's perspective. - A central speech bubble highlights the key message: "$10 OR LESS? E.L.F. YES!" This is from the brand's perspective, emphasizing the affordability of the products and directly engaging the viewer with a question and affirmative answer. - Price tags are strategically placed next to several products, such as "ONLY $6!" and "ONLY $4!" This is from the brand's perspective, reinforcing the value proposition and drawing attention to specific deals.

# Ad summary This ad promotes e.l.f. Camo Concealers as an affordable alternative to more expensive brands. It features close-up shots of a woman with flawless skin, followed by product displays and comparisons, highlighting the value and effectiveness of the concealer. # Brand positioning e.l.f. is presented as an accessible beauty brand that offers high-quality products at affordable prices. The brand positions itself as a smart choice for consumers looking for effective makeup without the high price tag. The ad emphasizes value and quality, suggesting that e.l.f. products are comparable to more expensive alternatives, challenging the norm that higher prices equate to better quality. The brand aligns with a lifestyle of savvy beauty enthusiasts who prioritize both effectiveness and affordability. # Product The ad features e.l.f. Camo Concealers, specifically highlighting their hydrating formula. The product is presented as a solution for achieving flawless skin without breaking the bank. The concealer is shown in multiple shades to suit various skin tones. The ad emphasizes the value proposition of getting four e.l.f. concealers for the price of one of the more expensive brands. The product is for anyone looking to conceal imperfections and achieve a smooth, even complexion at an affordable price. # Visual style The ad has a polished, commercial aesthetic with bright lighting and clear product shots. The editing is simple with static shots and smooth transitions. The pacing is moderate, allowing viewers to focus on the product and messaging. The visuals are clean and focus on showcasing the product's effectiveness and value. # Hooks Spoken: 00:00–00:04: Get four for the price of those $$$$ concealers. Text overlay: 00:00–00:02 camo concealers / 00:00–00:02 ONLY $8! (Starburst shape) / 00:02–00:04 get 4 for 1 / 00:02–00:04 of those $$$$ concealers. Visual: 00:00–00:02: Extreme close-up of a smiling woman's face. She has dark skin, dark braided hair, and a gold chain necklace. She is squinting and covering one eye with her hand. The background is out of focus. Text overlay: "camo concealers" and a starburst shape with "ONLY $8!" / 00:02–00:04: Five e.l.f. Hydrating Camo Concealers are lined up against a solid brown background. Each tube has a different shade of concealer drizzled on it. The e.l.f. logo is visible on each tube. Text overlay: "get 4 for 1 of those $$$$ concealers." # Funnel stage Consideration # Pain points The pain point is the high cost of makeup, specifically concealers, from other brands. # Value propositions - Get four concealers for the price of one of the more expensive brands - High-quality makeup without breaking the bank # Benefits - Achieve flawless skin - Affordable price # Features - Hydrating formula - Multiple shades # 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 its value. # Storyline - 00:00–00:02 The ad opens with a close-up of a woman's face, showcasing her flawless skin and bright smile. - 00:00–00:02 The focus is on highlighting the effectiveness of the concealer in achieving a perfect complexion. - 00:00–00:02 The perspective is from the brand, showcasing the product's capabilities. - 00:00–00:02 The tone is positive and confident, emphasizing the product's quality. - 00:02–00:04 The ad transitions to a display of multiple e.l.f. Camo Concealers in various shades. - 00:02–00:04 The message is that you can get four of these concealers for the price of one of the more expensive brands. - 00:02–00:04 The perspective is from the brand, highlighting the value proposition. - 00:02–00:04 The tone is persuasive, emphasizing the affordability and value of the product.

# Ad summary This ad showcases a variety of e.l.f. products, highlighting their affordability by emphasizing that they are all $10 or less. The ad features close-up shots of different makeup and skincare items against colorful backgrounds, with text overlays displaying the product names and prices. # Brand positioning e.l.f. is presented as an affordable and accessible beauty brand, offering a wide range of makeup and skincare products that are all priced at $10 or less. The brand aims to occupy a space in the consumer's mind as a budget-friendly option without compromising on quality. The brand aligns with values of inclusivity and accessibility, promoting the idea that beauty should be attainable for everyone. e.l.f. pushes against the norm of high prices in the beauty industry, offering functional products at an affordable price point. # Product The ad features a variety of e.l.f. makeup and skincare products, all priced at $10 or less. These include the Sheer for It Blush Tint, priced at $6, which is a liquid blush designed to provide a sheer wash of color. The Stick It To Zits blemish patches, priced at $9, are hydrocolloid patches designed to target and treat blemishes. The Clear Brow + Lash Mascara, priced at $4, is a clear mascara designed to groom and set brows and lashes. The Camo Concealers, priced at $8, are concealers designed to provide coverage for imperfections. Each product is presented as an affordable solution for everyday beauty needs. # Visual style The ad has a clean and polished aesthetic, with bright, solid color backgrounds and close-up shots of the products. The editing style is quick cuts, transitioning between different products and prices. The production quality is high-end commercial, supporting the brand's image as an affordable yet quality option. The pacing is fast, with cuts every 2 seconds. # Hooks Text overlay: $10 OR LESS? (Text bubble) / E.L.F. YES! (Text bubble) Visual: 00:00–00:01: A flat lay of various e.l.f. products arranged against a pink background. The products include lipsticks, eyeliners, blush, and skincare items. A black text bubble in the center reads "$10 OR LESS? E.L.F. YES!" # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of expensive beauty products by offering affordable alternatives. # Value propositions - Affordable beauty solutions for everyday needs - Quality makeup and skincare at budget-friendly prices # Benefits - Affordable makeup and skincare products - Products priced at $10 or less # Features - Sheer for It Blush Tint - Stick It To Zits blemish patches - Clear Brow + Lash Mascara - Camo Concealers # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing products and prices. # Storyline - 00:00–00:01 The ad opens with a flat lay of various e.l.f. products arranged against a pink background, with a text bubble highlighting that all items are $10 or less. This sets the stage for the ad's focus on affordability. - 00:01–00:03 00:01–00:03: The ad transitions to a close-up shot of the Sheer for It Blush Tint, with text overlaying the product name and price ($6). This highlights a specific product and its affordability. - 00:03–00:05 00:03–00:05: The ad transitions to a close-up shot of the Stick It To Zits blemish patches, with text overlaying the product name and price ($9). This continues the focus on specific products and their affordability. - 00:05–00:07 00:05–00:07: The ad transitions to a close-up shot of the Clear Brow + Lash Mascara, with text overlaying the product name and price ($4). This continues the focus on specific products and their affordability. - 00:07–00:09 00:07–00:09: The ad transitions to a close-up shot of the Camo Concealers, with text overlaying the product name and price ($8). This continues the focus on specific products and their affordability.

# Ad summary This ad showcases e.l.f.'s Instant Lift Brow Pencil and Clear Brow & Lash Mascara. The ad features close-up shots of a person applying the brow pencil and mascara, interspersed with product shots and text overlays highlighting the products' affordability and effectiveness. # Brand positioning e.l.f. is presented as an affordable and accessible beauty brand, offering high-quality products at budget-friendly prices. The brand aims to democratize beauty, making it attainable for a wide range of consumers. The ad emphasizes the value and effectiveness of e.l.f. products, positioning the brand as a go-to for affordable beauty solutions. The brand aligns with a lifestyle that values both quality and affordability, pushing against the norm that effective beauty products must be expensive. # Product The ad features two e.l.f. products: the Instant Lift Brow Pencil and the Clear Brow & Lash Mascara. The Instant Lift Brow Pencil is presented as a tool for achieving perfectly shaped and defined brows, with the ad highlighting its ease of use and effectiveness. The Clear Brow & Lash Mascara is showcased as a versatile product for grooming and setting both brows and lashes, providing a polished and natural look. Both products are emphasized for their affordability, with the ad explicitly stating that each product is only $4, making the duo an $8 purchase. The ad addresses the purchase barrier of high prices by showcasing the products' accessibility and value. # Visual style The ad has a clean and bright aesthetic, with a focus on close-up shots and product displays. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with a moderate tempo that keeps the viewer engaged. # Hooks Spoken: 00:00–00:01 [Enthusiastic] Eye can't e.l.f.ing cope with this $8 duo. Text overlay: 00:00–00:01 EYE CAN'T E.L.F.ING COPE WITH THIS $8 DUO. Visual: 00:00–00:01: Extreme close-up of a person's face, focusing on their eyebrow. The person is using a white brow brush with black bristles to groom their eyebrow. The background is blurred, but appears to be a neutral color. The person has fair skin, dark eyelashes, and a nose piercing. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of expensive beauty products by showcasing affordable alternatives. # Value propositions - High-quality products at budget-friendly prices - An $8 duo for achieving a complete brow look # Benefits - Affordable beauty solutions - Perfectly shaped and defined brows - Groomed and set brows and lashes - Polished and natural look # Features - Instant Lift Brow Pencil - Clear Brow & Lash Mascara # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer using and demonstrating the product. # Storyline - 00:00–00:01 Close-up of a person's face as they use a brow brush on their eyebrow. - 00:02–00:03 Product shot of multiple Instant Lift Brow Pencils laid out on a pink background. - 00:04–00:05 Product shot of multiple Clear Brow & Lash Mascaras laid out on a blue background.

# Ad summary This ad showcases an e.l.f. brow pencil and clear brow and lash mascara duo, emphasizing its affordability with a clear price point. # Brand positioning e.l.f. is presented as an affordable beauty brand, offering quality products at accessible prices. The brand aims to occupy a space in the consumer's mind as a go-to for budget-friendly makeup solutions without compromising on effectiveness. The brand aligns with values of accessibility and value, pushing against the norm of high prices in the beauty industry. The brand positioning is functional, focusing on providing effective products at a low cost. # Product The ad features the Instant Lift Brow Pencil + Clear Brow & Lash Mascara duo. The Instant Lift Brow Pencil is a brow pencil used to shape and define eyebrows. The Clear Brow & Lash Mascara is a clear mascara used to groom and set eyebrows and eyelashes. The ad highlights the affordability of the duo, emphasizing that it is available for "ONLY $4!". The products are presented as a solution for achieving well-groomed brows and lashes without breaking the bank. # Visual style The ad features a clean and vibrant visual style with a split-screen design. The top half is light blue, while the bottom half is light pink, creating a visually appealing contrast. The products are arranged diagonally, adding a dynamic element to the composition. The overall production quality is highly polished, with studio-shot lighting and crisp details. The typography is bold and modern, enhancing the ad's scannability. # Hooks Headline: EYE CAN'T E.L.F.ING COPE WITH THIS $8 DUO. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that high-quality brow and lash products are typically expensive, making them inaccessible to some consumers. # Value propositions - Get the Instant Lift Brow Pencil + Clear Brow & Lash Mascara for ONLY $4! # Benefits - Affordable beauty solutions # Features - Instant Lift Brow Pencil - Clear Brow & Lash Mascara # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its products and highlighting their affordability. # Storyline - The ad opens with a visually striking arrangement of the e.l.f. Instant Lift Brow Pencil and Clear Brow & Lash Mascara, immediately capturing attention and showcasing the products. The brand is telling the audience that these products are visually appealing and worth noticing. - The ad copy emphasizes the affordability of the duo, stating "EYE CAN'T E.L.F.ING COPE WITH THIS $8 DUO." and highlighting the price of "ONLY $4!". The brand is telling the audience that this is an incredible deal that is hard to pass up. - The ad concludes with a clear presentation of the products, reinforcing their availability and encouraging purchase. The brand is telling the audience that these products are accessible and ready to be bought.

# Ad summary This ad for e.l.f. promotes a $9 lip combo, featuring Cream Glide Lip Liner and Sheer For It Blush Tint. The ad uses a split-screen format to showcase the products and their application, emphasizing the luxe and lasting stain they provide. # Brand positioning e.l.f. is presented as an accessible beauty brand, offering affordable yet high-quality cosmetics. The brand focuses on providing 'luxe' products at a budget-friendly price point, as highlighted by the $9 lip combo offer. The brand aligns with a value-driven consumer who seeks effective and trendy beauty solutions without breaking the bank. The brand positions itself as a provider of lasting and high-quality makeup, making beauty accessible to a wide audience. # Product The ad features two e.l.f. products: Cream Glide Lip Liner and Sheer For It Blush Tint. The Cream Glide Lip Liner is a lip pencil designed to define and shape the lips, providing a base color. The Sheer For It Blush Tint is a liquid blush intended to give a lasting stain effect, adding color and a 'luxe' finish to the lips. The products are marketed together as a lip combo, suggesting they are designed to complement each other for a complete lip look. The ad emphasizes the lasting and high-quality nature of the products, positioning them as a worthwhile purchase for achieving a polished makeup look. # Visual style The ad features a split-screen design with close-up shots of the products and their application. The color scheme is primarily pink and mauve, creating a cohesive and visually appealing aesthetic. The production quality is high, with clear and well-lit images that showcase the products effectively. The typography is clean and modern, enhancing the overall polished look of the ad. # Hooks Headline: WE'RE SHEER FOR THIS $9 LIP COMBO. # Funnel stage Middle of funnel # Pain points None used. # Value propositions - Get a luxe, lasting stain with Cream Glide Lip Liner + Sheer For It Blush Tint. - $9 LIP COMBO. # Benefits - luxe, lasting stain # Features - Cream Glide Lip Liner - Sheer For It Blush Tint # Call to action None used. # Social proof - None used. # Point of view - Customer: The close-up shots of the lips being lined and tinted provide a customer's perspective, showing the application and immediate results of using the products. - Brand: The product showcase with multiple lip liners and the offer of a $9 lip combo represent the brand's perspective, highlighting product variety and value. - Customer: The final close-up of the lips being touched up with the Sheer For It Blush Tint offers a customer's perspective, demonstrating the product's use and the resulting effect on the lips. # Storyline - The ad opens with a close-up of lips being lined with the Cream Glide Lip Liner, demonstrating the product in use. This is from the customer's perspective, showing how the product is applied and its immediate effect on lip definition. - Next, the ad showcases an array of Cream Glide Lip Liners in various shades against a pink background. This is from the brand's perspective, highlighting the range of color options available and creating visual appeal. - The ad then presents the $9 lip combo offer, emphasizing the affordability and value of the set. This is from the brand's perspective, directly communicating the deal to the audience. - The ad shows the Sheer For It Blush Tint alongside a swatch, demonstrating its texture and color. This is from the brand's perspective, providing a visual representation of the product's quality and finish. - Finally, the ad concludes with a close-up of lips being touched up with the Sheer For It Blush Tint, showcasing the final look. This is from the customer's perspective, illustrating the product's use and the resulting effect on the lips.

# Ad summary This ad promotes e.l.f. Sheer For It Blush Tint. It highlights the product's affordability by comparing it to more expensive alternatives and offering a deal of 4 for the price of 1. # Brand positioning e.l.f. is presented as an affordable alternative to high-end makeup brands, specifically targeting consumers who desire quality products without the premium price tag. The brand positions itself as accessible and budget-friendly, directly contrasting with "spendy stains" to emphasize its value proposition. By offering a comparable product at a fraction of the cost, e.l.f. aims to occupy a space in the consumer's mind as a smart choice for makeup enthusiasts seeking cost-effective solutions. # Product The featured product is e.l.f. Sheer For It Blush Tint, a liquid blush designed to provide a sheer wash of color. The product is packaged in a clear, rectangular tube with a color-matched cap, allowing the blush tint to be visible. The ad highlights the product's affordability, offering it at a price of only $6 and promoting a deal of "GET 4 FOR 1 OF THOSE SPENDY STAINS." This suggests the product is for makeup users looking for a budget-friendly alternative to more expensive blush products. The ad addresses the purchase barrier of high cost by positioning the e.l.f. blush tint as an accessible and economical option. # Visual style The ad features a highly polished, studio-shot aesthetic with a focus on product presentation. The visual motif is clean and modern, with a monochromatic color scheme that emphasizes the product's colors. The image treatment includes background removal and lighting effects to highlight the product. The typography is large and bold, ensuring scannability in-feed. The style contrasts with platform-native content, aiming to disrupt the feed with a high-design look. # Hooks Headline: GET 4 FOR 1 OF THOSE SPENDY STAINS. # Funnel stage Consideration # Pain points The ad addresses the high cost of makeup, specifically blush stains, by offering an affordable alternative. # Value propositions - Get 4 for the price of 1 - Only $6 # Benefits - Affordable alternative to expensive blush stains # Features - Sheer For It Blush Tint # 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 value proposition to attract potential customers. # Storyline - The ad opens with a direct appeal to the audience, highlighting the opportunity to get four e.l.f. Sheer For It Blush Tints for the price of one, framing it as a cost-effective alternative to more expensive blush stains. This is told from the brand's perspective, aiming to grab the viewer's attention with a compelling offer. - The ad then focuses on the specific product, e.l.f. Sheer For It Blush Tint, to showcase the product being offered. This is told from the brand's perspective, highlighting the product as a solution to the desire for high-quality blush without the high price tag. - The ad concludes by emphasizing the product's affordability, stating that it is only $6. This is told from the brand's perspective, reinforcing the value proposition and encouraging the viewer to consider purchasing the product.

# Ad summary This ad showcases a variety of e.l.f. beauty products, including the Halo Glow Silky Powder Highlighter, Liquid Poreless Putty Primer + Cica, and Soft Glam Satin Concealer. The ad features a woman applying the products and highlighting their features and benefits. # Brand positioning e.l.f. is presented as a modern and accessible beauty brand that offers a range of makeup and skincare products. The brand emphasizes innovation with its "new" product line, and the ad highlights the brand's focus on creating products for eyes, lips, and face. The brand aims to occupy a space in the consumer's mind as an affordable option that does not compromise on quality. The brand aligns with values of inclusivity and caters to a diverse audience, as seen through the model featured in the ad. e.l.f. pushes against the norm of high-priced beauty products by offering quality products at an affordable price point. The brand positioning is both functional, highlighting the performance of the products, and emotional, promoting a fresh and glamorous look. # Product The ad features three e.l.f. products. The Halo Glow Silky Powder Highlighter is a powder-based highlighter designed to give the skin a radiant glow. The Liquid Poreless Putty Primer + Cica is a primer that aims to minimize the appearance of pores while soothing the skin with Cica. The Soft Glam Satin Concealer is a concealer that provides medium, buildable coverage with a satin finish. All three products are presented as "new" and are designed to enhance the user's natural beauty. The products are for anyone looking to achieve a fresh, glamorous look with high-quality, affordable makeup. The ad addresses the purchase barrier of high prices by emphasizing the affordability of e.l.f. products. # Visual style The ad has a polished and clean aesthetic with soft lighting and pastel backgrounds. The editing style is quick cuts, showcasing each product in a concise manner. The production quality is high, giving it a commercial feel. The pacing is consistent, with cuts timed to the music beats. The overall visual style supports the brand's image of affordable luxury. # Hooks Spoken: 00:00–00:01 [Upbeat] New! Eyes. Lips. Fresh face. Text overlay: 00:00–00:01 new! / 00:00–00:01 eyes. lips. fresh face. Visual: 00:00–00:01 Close-up shot of a young woman with curly hair, gold hoop earrings, and a dark top. She is holding the e.l.f. Halo Glow Silky Powder Highlighter compact near her right eye, smiling slightly. The background is a soft, light pink. The camera is stationary and focuses on her face and the product. The lighting is soft and diffused, highlighting her skin's glow. The product is clearly visible and in focus. # Funnel stage Top of funnel # Pain points The ad implies the pain point of not having a fresh face. The ad aims to solve this by offering products that enhance natural beauty and provide a glowing complexion. # Value propositions - New products for eyes, lips, and face - Achieve a fresh and glamorous look with high-quality, affordable makeup # Benefits - Fresh face - Silky powder highlighter - Poreless putty primer - Satin concealer # Features - Halo Glow Silky Powder Highlighter - Liquid Poreless Putty Primer + Cica - Soft Glam Satin Concealer # Call to action None used. # Social proof - None used. # Point of view - Customer 25% – The ad features a model who appears to be a customer using the products. - Brand 75% – The ad is presented from the official voice of the brand, showcasing product features and benefits. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a close-up of a woman holding the e.l.f. Halo Glow Silky Powder Highlighter near her eye. The message is to introduce the product and highlight its use on the face. The perspective is from the brand, showcasing the product's packaging and the model's glowing skin. The tone is upbeat and inviting. - 00:01–00:02 00:01–00:02 A close-up shot of the Halo Glow Silky Powder Highlighter in its packaging is shown. The message is to showcase the product's texture and color. The perspective is from the brand, highlighting the product's features. The tone is informative and appealing. - 00:02–00:03 00:02–00:03 A close-up shot of the Liquid Poreless Putty Primer + Cica is shown against a green background. The message is to introduce another product in the line. The perspective is from the brand, showcasing the product's packaging and texture. The tone is fresh and clean. - 00:03–00:05 00:03–00:05 A close-up shot of the Soft Glam Satin Concealer tubes is shown. The message is to introduce the final product in the line. The perspective is from the brand, highlighting the product's range of shades and packaging. The tone is sophisticated and glamorous.

# Ad summary This ad showcases e.l.f.'s Soft Glam Satin Concealer. It highlights the product's key features, such as its lightweight, creamy, and crease-resistant formula, as well as its hydrating properties due to the inclusion of hyaluronic acid. The ad uses close-up shots of the concealer being applied and blended to demonstrate its smooth application and natural-looking coverage. # Brand positioning e.l.f. is presented as an accessible beauty brand, offering high-quality products at affordable prices. The brand emphasizes simplicity and ease of use, making beauty attainable for everyone. The focus on functional benefits like hydration and crease-resistance, combined with the budget-friendly price point, positions e.l.f. as a brand that delivers effective and practical solutions without unnecessary frills. The brand aligns with a lifestyle that values efficiency and value, appealing to consumers who seek quality without breaking the bank. # Product The e.l.f. Soft Glam Satin Concealer is a lightweight, creamy, and crease-resistant concealer designed to provide medium and buildable coverage. It is formulated with hyaluronic acid to help hydrate the skin. The concealer comes in a tube with a wand applicator, allowing for precise and easy application. The ad emphasizes its smooth application and natural-looking finish, making it suitable for everyday use. The product is positioned as an affordable solution for achieving a flawless complexion while also providing skincare benefits. # Visual style The ad has a polished, commercial aesthetic with soft lighting and close-up shots. The editing is simple with smooth transitions. The production quality is high, creating a clean and professional look. The pacing is moderate, allowing viewers to focus on the product and its features. # Hooks Text overlay: 00:00–00:05: NEW! SOFT GLAM SATIN CONCEALER / 00:00–00:01: ONLY $5! Visual: 00:00–00:01: A close-up shot of the e.l.f. Soft Glam Satin Concealer tube and applicator against a light peach background. The product is positioned in front of a ring light, which provides soft, even illumination. Text overlay reads "NEW! SOFT GLAM SATIN CONCEALER" and "ONLY $5!" with an arrow pointing to the price. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of concealers that are heavy, cakey, or cause creasing, which can lead to an unnatural or aged appearance. The ad aims to solve this by offering a lightweight, creamy, and crease-resistant formula. # Value propositions - Affordable price point ($5) - Skincare benefits (hyaluronic acid) - Easy application (wand applicator) # Benefits - Smooth application - Natural-looking coverage - Hydrated skin # Features - Lightweight - Creamy - Crease-resistant - Helps hydrate with hyaluronic acid # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a potential customer, showcasing the product's application and results on different skin tones. # Storyline - 00:00–00:01 The ad opens with a static shot of the e.l.f. Soft Glam Satin Concealer, highlighting its packaging and price point. This is intended to immediately grab attention and communicate the product's affordability. - 00:01–00:03 A close-up shot shows the concealer being applied to the undereye area of a woman with fair skin. The text overlay emphasizes the product's lightweight, creamy, and crease-resistant properties. This aims to demonstrate the product's texture and benefits in real-time. - 00:03–00:05 The ad transitions to a close-up of a woman with tan skin, showcasing her face after the concealer has been applied and blended. The text overlay highlights the inclusion of hyaluronic acid for hydration. This reinforces the product's skincare benefits and suitability for various skin tones.

# Ad summary This ad features a close-up shot of a woman holding e.l.f.'s Soft Glam Satin Matte Concealer. The ad highlights the product's ability to create a smooth, satiny skin and a glassy glow, targeting eyes, lips, and face. # Brand positioning e.l.f. is presented as an accessible beauty brand focused on delivering high-quality makeup at an affordable price point. The brand emphasizes a modern, fresh aesthetic, aligning with a youthful and trend-conscious audience. The brand positions itself as a go-to for achieving a polished yet natural look, promoting simplicity and ease of use in its products. e.l.f. aims to occupy a space in the consumer's mind as a reliable and budget-friendly option that doesn't compromise on quality or trendiness. # Product The featured product is e.l.f.'s Soft Glam Satin Matte Concealer, designed to provide medium, buildable coverage for the eyes, lips, and face. The concealer promises a smooth, satiny skin finish and a glassy glow. It is presented as a versatile product suitable for creating a fresh, natural look. The ad addresses the need for a multi-use concealer that can enhance various facial features, making it a convenient addition to any makeup routine. The product is for anyone looking to achieve a soft glam look with a focus on smooth, even skin tone and a subtle glow. # Visual style The ad features a clean, polished aesthetic with a focus on the product and the model's natural beauty. The lighting is soft and diffused, creating a smooth and even skin tone. The color palette is warm and neutral, with a focus on earth tones. The overall style is modern and approachable, aligning with e.l.f.'s brand identity. # Hooks Headline: eyes. lips. fresh face. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for a versatile makeup product that can enhance multiple facial features, simplifying the makeup routine and reducing the need for multiple products. # Value propositions - Achieve a fresh, natural look with a versatile concealer for eyes, lips, and face. - Get smooth, satiny skin and a glassy glow with new favorites. # Benefits - Smooth, satiny skin - Glassy glow # Features - Satin matte concealer - Medium buildable coverage # 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 to attract potential customers. # Storyline - The ad opens with a close-up of a woman holding the e.l.f. Soft Glam Satin Matte Concealer, immediately drawing attention to the product and its packaging. This is from the brand's perspective, showcasing the product as the focal point. - The text overlay highlights the product's key benefits, emphasizing its use for 'eyes, lips, fresh face.' This is from the brand's perspective, communicating the product's versatility and intended use. - The ad concludes with a promise of 'smooth, satiny skin & a glassy glow with NEW faves,' reinforcing the desired outcome for the customer. This is from the brand's perspective, aiming to entice the viewer with the potential results of using the product.

# Ad summary This ad promotes e.l.f.'s Soft Glam Satin Concealer, highlighting its lightweight, creamy texture, buildable coverage, hydrating properties, and crease-resistance, all for an affordable price of $5. # Brand positioning e.l.f. is presented as an accessible beauty brand, offering high-quality makeup at an affordable price point. The brand emphasizes the 'glam' aspect of its products, suggesting a focus on achieving a polished and sophisticated look without breaking the bank. The brand positions itself as a provider of essential beauty products that are both effective and budget-friendly, making beauty accessible to a wide range of consumers. # Product The featured product is e.l.f.'s Soft Glam Satin Concealer, designed to provide lightweight, creamy, just-right coverage. It is formulated to be hydrating and crease-resistant, addressing common concerns about concealer settling into fine lines. The concealer offers medium buildable coverage, allowing users to customize their desired level of coverage. The ad highlights the product's affordability, emphasizing that it is available for only $5. This makes it an attractive option for those seeking a budget-friendly yet effective concealer. # Visual style The ad features a clean and polished visual style, with a focus on showcasing the product in a flattering light. The use of a ring light and soft gradient background creates a professional and appealing aesthetic. The overall look is modern and minimalist, emphasizing the product's quality and affordability. # Hooks Headline: NEW! SOFT GLAM SATIN CONCEALER # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of concealers that are heavy, cakey, or settle into fine lines, causing creasing. The ad copy highlights the product's lightweight, creamy texture and crease-resistant formula, directly countering these common frustrations. # Value propositions - Lightweight, creamy, just-right coverage. - Hydrating & crease-resistant. - ONLY $5! # Benefits - Just-right coverage # Features - Lightweight - Creamy - Hydrating - Crease-resistant - Medium buildable coverage # 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's features, benefits, and affordability. # Storyline - The ad opens by introducing e.l.f.'s new Soft Glam Satin Concealer, immediately capturing attention with the announcement of a new product. This is told from the brand's perspective, aiming to generate excitement and interest in their latest offering. - The ad then highlights the key features of the concealer, such as its lightweight, creamy texture, just-right coverage, hydrating properties, and crease-resistance. This is told from the brand's perspective, informing the audience about the product's benefits and addressing potential concerns. - The ad concludes by emphasizing the product's affordability, stating that it is available for only $5. This is told from the brand's perspective, reinforcing the value proposition and encouraging purchase.