How Estrid Advertises on Meta

# Ad summary This ad shows a woman in a bathroom demonstrating how to use Estrid shave mousse, followed by a moisturizer. # Brand positioning Estrid is presented as a brand that offers simple, effective, and accessible shaving solutions. The ad highlights the brand's focus on providing a smooth and enjoyable shaving experience through its moisturizing shave mousse and post-shave moisturizer, emphasizing the achievement of 'perfectly smooth legs.' Estrid appears to focus on functional benefits, positioning itself as a provider of products designed to deliver a superior shave, with a clear emphasis on ease of use and achieving optimal results. # Product Estrid offers a shaving mousse designed to provide a moisturizing and comfortable shave, and a post-shave moisturizer to replenish moisture and leave the skin smooth. The shave mousse, dispensed from a pink bottle, is applied generously to the legs before shaving with short strokes using a razor. The foam is rinsed off before the post-shave moisturizer, in a light blue tube, is applied. The ad emphasizes that after using the products, you can enjoy perfectly smooth legs. The post-shave moisturizer helps to replenish moisture lost during shaving. # Visual style The ad has a UGC feel with a bright and clean aesthetic. It is shot in a bathroom setting with an eye-level angle and minimal camera movement. The editing involves quick cuts to transition between steps. The production quality appears polished, with a focus on clear visuals and simple text overlays to guide the viewer. The pacing is quick, with cuts timed to the music beat. # Hooks Spoken: [Singing] I see him you and I really know you. Text overlay: 1. apply a generous amount of mousse Visual: 00:00–00:04 The shot is an eye-level medium shot. A fair-skinned person with dark nail polish is shown sitting on a white toilet seat. She is wearing white underwear with small red hearts and grey socks. She has on a grey long-sleeved cropped shirt. On the left of the shot is a bright pink bottle of Estrid shaving mousse. She pumps the mousse into her left hand and begins rubbing it onto her right leg. The background is a marbled white bathroom with a white towel hanging to the right. Text overlay in the bottom right of the screen says: 1. apply a generous amount of mousse # Funnel stage Middle of funnel (Consideration) # Pain points The ad focuses on the desire for smooth legs, implying that the pain point is the struggle to achieve this result with conventional shaving methods. # Value propositions - The product is a simple, easy way to get perfectly smooth legs # Benefits - Enjoy your perfectly smooth legs ✨ # Features - Shave mousse - Moisturizer # Call to action Subscribe now for only £7.95 # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of the customer, using the product while showing the effects. # Storyline - 00:00–00:04 The shot begins with a focus on the woman's leg. - 00:00–00:04 She applies a generous amount of Estrid shave mousse to her leg in preparation for shaving, setting the stage for a comfortable and effective shaving experience. - 00:00–00:04 The product is positioned as a necessary step for achieving smooth legs and the product is demonstrated from the customer's perspective. - 00:04–00:07 The shot continues, transitioning to the act of shaving. - 00:04–00:07 She is shaving her legs using small, short strokes, demonstrating the proper technique to minimize irritation and achieve a close shave. - 00:04–00:07 This reinforces the importance of correct shaving practices when using the product, shown from the customer's perspective. - 00:07–00:14 The shot continues, cutting to the rinsing and drying of the leg. - 00:07–00:14 The ad shows the rinsing of excess mousse and patting the leg dry with a towel, highlighting the steps needed to prepare the skin for moisturizing. - 00:07–00:14 These steps emphasize the need for a clean and dry surface to maximize the benefits of the subsequent moisturizing step from the customer's perspective. - 00:14–00:21 The shot continues, cutting to the application of the moisturizer. - 00:14–00:21 She applies Estrid moisturizer generously to her leg, emphasizing the importance of rehydration and nourishment after shaving. - 00:14–00:21 This underscores the moisturizing benefits of the product and shows the user the best way to apply, from the customer's perspective. - 00:21–00:24 The shot continues, cutting to a final demonstration of her smooth legs. - 00:21–00:24 She displays her perfectly smooth legs, showcasing the outcome of using Estrid shave mousse and moisturizer. - 00:21–00:24 The ad suggests that following the shaving and moisturizing routine can achieve desirable results from the customer's perspective.

# Ad summary This ad showcases Estrid's shaving products, focusing on their gentleness and suitability for sensitive skin. It highlights the soothing shave provided by their razors and creams, emphasizing extra moisture and zero irritation. The ad concludes with a call to subscribe and purchase the start kit for £7.95. # Brand positioning Estrid is presented as a modern and accessible brand focused on providing a soothing and irritation-free shaving experience, particularly for those with sensitive skin. The brand emphasizes moisture and gentleness, suggesting a focus on skin health and comfort. Estrid appears to push against the norm of harsh or irritating shaving products by positioning itself as a gentle and caring alternative. The brand aims to occupy a space in the consumer's mind as a go-to for a comfortable and effective shaving solution that prioritizes skin sensitivity. # Product The ad features Estrid's shaving products, including a razor and shaving cream. The shaving cream is highlighted for providing extra moisture and zero irritation, catering to those with sensitive skin. The razor is designed to be gentle on sensitive skin, ensuring a comfortable shave. The ad showcases the start kit, available for £7.95. The products are presented for use in the bath or shower, and the ad focuses on the benefits of smooth, moisturized skin without irritation, suggesting a product worth trying for a soothing shaving experience. # Visual style The ad has a polished, commercial aesthetic with bright lighting and a clean look. The editing style uses quick cuts to showcase the product and process efficiently. The production quality is high, giving it a premium feel. The pacing is consistent with smooth transitions and focus on product visuals and actions timed to the music. # Hooks Text overlay: 00:00–00:01: Got sensitive skin? Visual: 00:00–00:01: A person in a bathtub applies white shaving cream to their leg and begins shaving with a purple razor. The leg is pale and adorned with rings and bracelets. The camera is positioned close, capturing the shaving motion. The bathroom has chrome hardware and white tiles. # Funnel stage Consideration # Pain points The ad directly addresses the pain point of having sensitive skin that is prone to irritation from shaving. The visual of applying shaving cream and shaving emphasizes a gentle approach, aiming to reassure viewers who have experienced discomfort or irritation with other products: "Got sensitive skin?" # Value propositions - Start kit only £7.95: Offers an affordable entry point for trying the product. # Benefits - Extra moisture - Zero irritation - Gentle on sensitive skin - Soothing shave # Features - Shaving cream - Razor # Call to action Subscribe now # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of someone using and demonstrating the shaving products in a bathroom setting. # Storyline - 00:00–00:01 The shot shows a person's leg covered in shaving cream, then shaved with a purple Estrid razor. - 00:01–00:02 The shot displays the shaved leg after rinsing, emphasizing smoothness and moisture. - 00:02–00:03 The shot shows the pink Estrid shave cream bottle, and the cream being dispensed into a hand. - 00:03–00:04 The person is shown applying the Estrid shave cream to their leg in preparation for shaving. - 00:04–00:05 A close-up of the Estrid razor is shown as the person is preparing to shave their leg. - 00:05–00:08 The shot displays the Estrid razor shaving the cream-covered leg. - 00:08–00:10 A shot shows the final result after shaving, emphasizing smoothness and moisture.

# Ad summary This image ad shows a woman in a bathroom with shaving cream on her groin area, while she shaves with the advertised razor. # Brand positioning This ad seems to be for a direct-to-consumer brand specializing in razors for the female body. The brand positioning seems to focus on functional performance through highlighting the razor's sharp blades. The brand appears to be pushing against the category norm of not explicitly showing women shaving their bikini line. # Product The advertised product is a women's razor that appears to have a light pink handle and a white razor head. The razor is used to shave a woman's groin/bikini area in the ad. The ad copy calls out that the razor features "5 super sharp blades", which is implied to be a unique selling point. The razor is being used in the shower or bathroom as part of a shaving routine. # Visual style The ad features a split-screen format, with a close-up shot of a woman's body while using the advertised product. The lighting is bright and the background is clean and modern. # Hooks Headline: 5 super sharp blades # Funnel stage Consideration # Pain points The ad implies a need for a razor that is very sharp and effective for shaving the bikini line, an area that requires precision to avoid irritation. # Value propositions - None used # Benefits - None used # Features - 5 super sharp blades # Call to action None used. # Social proof - None used. # Point of view - Customer: The entire image is shot from the customer's perspective, showing the product in use on their own body and visually demonstrating the use case. # Storyline - The ad opens with a close-up shot of a fair-skinned woman wearing a hot pink bathing suit bottom with shaving cream spread on her groin area. She is actively shaving her bikini area with the advertised pink razor. This beat is intended to visually demo the product in use and highlight its precise functionality from the customer's POV. - The shot splits into two frames to provide different angles of the woman shaving her bikini area. This is from the customer's POV. This angle shows the razor is effective and reinforces the product's value.

# Ad summary This ad introduces Estrid razors as a solution for shaving-related skin irritation. It presents the brand's razor as a dermatologist-tested, irritation-free alternative to razors that cause razor burn, red bumps, nicks, and cuts. The ad uses a before-and-after format showing a woman's irritated skin before using the product, and then her smooth, calm skin after using it. # Brand positioning Estrid aims to occupy a space in the consumer's mind as a gentle and effective solution for hair removal, specifically targeting individuals who experience skin irritation from traditional razors. The brand aligns with values of comfort, self-care, and skin health. It positions itself against the norm of razors that cause irritation and pain, pushing for a more gentle approach to shaving. The brand positioning is both functional, emphasizing its dermatologist-tested and irritation-free features, and emotional, promising a more comfortable and 'unbothered' shaving experience. # Product The Estrid razor is presented as a gentle alternative to traditional razors, designed to minimize skin irritation, razor burn, nicks, and cuts. It is dermatologist-tested and marketed as irritation-free. The product consists of a handle with a razor head attachment and a shave cream. The ad shows the shave cream applied to the skin before shaving with the Estrid razor. The ad implies that the Estrid razor is for anyone who experiences skin irritation from shaving and seeks a gentler, more comfortable hair removal experience. The razor is easy to clean after use by rinsing it under running water. # Visual style The ad has a clean, polished aesthetic with natural lighting. The editing style uses quick cuts to showcase the product in action and highlight key features. The production quality is high, lending a commercial feel. The pacing is moderate, with cuts timed to the music. The overall visual style aims to convey a sense of sophistication and ease. # Hooks Spoken: 00:00–00:07 This is Emma. Every time she shaved, her skin got mad. Red bumps. Razor burn. Not cute. Text overlay: 00:00–00:02 This is Emma. Every / 00:02–00:03 shaved, / 00:03–00:07 got Red / 00:03–00:07 Razor / 00:03–00:07 Not cute. Visual: 00:00–00:02 A fair-skinned woman stands in a bathroom. She has long, blonde hair and is wearing a long-sleeved white shirt and white underwear. She is holding her phone up to take a selfie. She's also holding a wine glass with a red liquid in her left hand. Behind her is a light-yellow bathtub and a white fireplace. / 00:02–00:03 Close up on the woman's underwear area. You can see four small, pink hair rollers attached to the front of the underwear. / 00:03–00:07 A very close shot of red, bumpy, irritated skin. # Funnel stage Middle of funnel (Consideration) # Pain points The most central pain point is skin irritation caused by shaving. Red bumps, razor burn, nicks, and cuts are presented as common and undesirable outcomes of traditional shaving methods. “Every time she shaved, her skin got mad. Red bumps. Razor burn. Not cute.” # Value propositions - Gentler alternative for hair removal - Solution for skin irritation caused by shaving # Benefits - Calm skin - Smooth skin - Unbothered skin - No nicks - No cuts - No drama # Features - Dermatologist-tested - Irritation-free # Call to action Subscribe now # Point of view - Customer 100% – The ad shows a customer using the product and experiencing its benefits, told from a third-person perspective but ultimately representing the customer's positive outcome. # Storyline - 00:00–00:07 00:00–00:07 A woman stands in a bathroom, holding a glass. Her skin is shown with razor bumps and redness. The intention is to highlight the common problem of skin irritation caused by shaving and to introduce the character, Emma, who experiences this issue. - 00:07–00:11 00:07–00:11 The woman applies shaving cream to her leg and shaves with the Estrid razor. This shows the product in action and suggests a solution to the problem of skin irritation. - 00:11–00:14 00:11–00:14 Close-up shots of shaving different body parts are displayed, along with on-screen text that the razor is Dermatologist-tested. This reinforces the product's effectiveness and safety. - 00:14–00:17 00:14–00:17 More close-up shots of shaving are displayed, along with text highlighting that the product is irritation-free, with no nicks, cuts or drama. This emphasizes the benefits of using the Estrid razor and reinforces that it is a solution to skin irritation. - 00:17–00:18 00:17–00:18 The razor is rinsed under water. The product is easy to clean. - 00:18–00:23 00:18–00:23 The woman applies lotion to her legs after shaving. The ad highlights that, after using the product, Emma's skin is calm, smooth, and very much unbothered.

# Ad summary This ad shows the same razor in 7 different colors. The colors are pastel and muted, which is an aesthetic choice. The ad also features a promotion for 33% off the starter kit with a subscription. # Brand positioning Estrid is presented as a modern brand focused on high-quality shaving products that are sold on subscription. The brand is positioned as offering a convenient and aesthetically pleasing alternative to traditional shaving solutions. With a focus on individual choice and an eye-catching minimalist presentation, Estrid clearly aims to distinguish itself as a lifestyle brand within the personal care market, emphasizing both functional performance and design appeal. # Product The Estrid razor is advertised as a sleek and minimalist shaving tool, highlighted for its design and range of color options. The razor features a rounded head with multiple blades encased in a clear plastic guard. The handle is slender and cylindrical, with a circular detail near the top where the head attaches. The razor affixes to a circular wall mount that is the same color as the handle. The ad showcases seven color variants of the razor, emphasizing the brand's focus on product customization. This visual variety invites potential customers to select a razor that aligns with their personal aesthetic, addressing the purchase barrier of generic, impersonal shaving tools. # Visual style The ad has a clean, minimalist aesthetic. The grid layout is symmetrical and balanced. The razors are all shot against a light gray background, which emphasizes their colors. The overall effect is modern and visually appealing. The production quality appears high, suggesting a studio-shot image. # Hooks Headline: 33% OFF # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 33% off starter kit with subscription # Benefits - 33% off # Features - Subscription - Starter kit # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad communicates the brand’s message of offering colorful razors and a subscription discount, visually highlighting product options and delivering a clear call to action. # Storyline - The ad opens with a grid of colorful razors. The brand presents a variety of color options available for their signature razor product, showcasing the brand's aesthetic. This part of the story is intended to draw in consumers who value choice and design in their personal care products. - In the center of the grid, text explains the offer of 33% off of a starter kit with a subscription. The brand is communicating a direct offer to entice potential customers to try their product. This is told from the brand's perspective and is meant to provide a direct incentive to purchase. - The brand name appears below the text. This is reinforcing brand recognition and cementing the product in the viewer's mind.

# Ad summary This ad showcases a woman holding a razor and highlighting its features with text overlays. The ad emphasizes the razor's quality and suitability for sensitive skin. # Brand positioning The brand is presented as a provider of high-quality, sensitive skin-friendly razors. The focus is on the functional aspects of the product, such as the solid steel handle, aloe and shea butter lubrication strip, and sharp blades. The brand aims to occupy a space in the consumer's mind as a reliable and gentle option for hair removal, emphasizing comfort and quality. # Product The product is a razor designed for sensitive skin. It features a solid steel handle, an aloe and shea butter lubrication strip, and 5 sharp blades. The razor is highlighted as being gentle on the skin while providing an effective shave. The ad mentions a "start kit only £7.95," suggesting an affordable entry point for new customers. The product is presented as a solution for those seeking a comfortable and irritation-free shaving experience. # Visual style The ad has a clean and polished aesthetic, with bright lighting and clear visuals. The editing style is simple, with static shots and text overlays to highlight the product features. The production quality is high, giving it a commercial feel. The pacing is slow and deliberate, allowing viewers to focus on the details of the razor. # Hooks Text overlay: 00:00–00:06: ALOE + SHEA BUTTER LUBRICATION STRIP / 00:00–00:06: 5 SHARP BLADES / 00:00–00:06: SOLID STEEL HANDLE / 00:00–00:06: SENSITIVE SKIN FRIENDLY / 00:00–00:06: START KIT ONLY £7.95 Visual: 00:00–00:06: A woman's hand with dark nail polish holds a silver razor against a light gray background. The razor has a white lubrication strip and a silver handle. Text overlays appear, highlighting features like "ALOE + SHEA BUTTER LUBRICATION STRIP," "5 SHARP BLADES," "SOLID STEEL HANDLE," "SENSITIVE SKIN FRIENDLY," and "START KIT ONLY £7.95." The camera is stationary, providing a clear view of the product. The lighting is bright, emphasizing the razor's details. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that some razors can cause irritation or discomfort, especially for those with sensitive skin. # Value propositions - Start kit only £7.95 (affordable entry point) # Benefits - Suitable for sensitive skin - Comfortable shave - High-quality materials # Features - ALOE + SHEA BUTTER LUBRICATION STRIP - 5 SHARP BLADES - SOLID STEEL HANDLE - SENSITIVE SKIN FRIENDLY # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, highlighting the product's features and benefits. # Storyline - 00:00–00:06 00:00–00:06: The ad begins with a close-up of a woman's hand holding a silver razor against a neutral background. Text overlays highlight the razor's features, such as the aloe and shea butter lubrication strip, 5 sharp blades, solid steel handle, and its suitability for sensitive skin. The message is that this razor is designed for a comfortable and effective shave, with a focus on quality and gentleness. The perspective is from the brand, showcasing the product's key attributes. The tone is informative and straightforward.

# Ad summary A woman lays in bed and compares a traditional metal razor to the FFS Beauty razor. She demonstrates the sound of each razor by scraping them against her teeth. The ad highlights the starter kit price. # Brand positioning FFS Beauty is presented as a modern and accessible brand that challenges traditional beauty norms. The brand emphasizes simplicity and affordability, offering a starter kit at an accessible price point. The brand aligns with a lifestyle that values straightforward solutions and self-care without unnecessary complexity. FFS Beauty pushes against the norms of expensive or overly complicated beauty routines, positioning itself as a practical and budget-friendly alternative. # Product The FFS Beauty razor is a modern shaving tool designed as an alternative to traditional metal razors. The ad highlights the starter kit, which is priced at £7.95. The razor is shown in a pink color. The ad directly compares the FFS Beauty razor to a traditional metal razor, implying that it offers a superior or more appealing shaving experience. The ad addresses the purchase barrier of cost by emphasizing the affordable price of the starter kit, making it an accessible option for potential customers. # Visual style The ad has a casual, UGC feel with natural lighting and simple editing. The production quality is basic, aligning with a typical user-generated content style. The pacing is quick, with cuts timed to emphasize the comparison between the two razors. # Hooks Spoken: 00:00–00:03: [Sound of metal razor scraping against teeth] [Sound of FFS Beauty razor scraping against teeth] Text overlay: 00:03–00:07: STARTER KIT / 00:03–00:07: ONLY £7.95 Visual: 00:00–00:03: A young woman with light skin and brown hair lies in a bed with blue and white plaid sheets and a yellow blanket. She wears a white tank top. She scrapes a silver metal razor against her teeth while looking at the camera. / 00:01–00:03: The woman scrapes a pink FFS Beauty razor against her teeth while looking at the camera. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that traditional razors may be undesirable or outdated, prompting viewers to seek a modern alternative. # Value propositions - Starter kit only £7.95 # Benefits - Affordable price - Alternative to traditional razors # Features - Starter kit available - Pink razor # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer using and demonstrating the product. # Storyline - 00:00–00:03 A woman lays in bed and scrapes a traditional metal razor against her teeth. - 00:01–00:03 The woman then scrapes the FFS Beauty razor against her teeth. - 00:04–00:05 The woman holds both razors up to the camera. - 00:05–00:07 The woman lays in bed with the FFS Beauty razor next to her.

# Ad summary An ad promoting an award winning razor that is intended for use on the mons pubis. # Brand positioning The brand is presented as a provider of razors. The brand aims to occupy the space in the consumer's mind as an award winning brand. The brand is pushing against the category norm to not show the razor in use on the body. The brand positioning is functional. # Product The product is a pink plastic razor with four rollers on the head. It is implied that the razor is intended for use on the mons pubis as the woman in the image is shown sitting on the closed toilet with the razor in her hand, positioned near her pubic area. The razor is award-winning. # Visual style The ad features a split screen layout with the top half being a photo and the bottom half being a solid color with text. The photo is highly polished. # Hooks Headline: The award-winning razor # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - award-winning # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is showing the product they are selling and claiming that it is award-winning. # Storyline - The ad shows a person sitting on the toilet while holding the product, an award-winning razor, intended to create attention.

# Ad summary This image ad displays three razors and asks the viewer to pick one. The ad highlights the availability of free shipping upon subscription and pause/cancel anytime. # Brand positioning Estrid is presented as a modern, accessible, and customer-friendly brand in the shaving and personal care space. The brand emphasizes simplicity and ease, as evidenced by the offer of free shipping upon subscription with the ability to pause or cancel anytime. The visual focus on different razor colors suggests a personalized experience, while the direct question, 'which one do you choose?' promotes customer choice and engagement. This positioning avoids traditional beauty norms, focusing instead on convenience and customer control. # Product The ad features Estrid razors, each consisting of a razor head with multiple blades and a smooth, rounded handle. The razors are available in three colors: sky (light blue), ribbon (bright pink), and bloom (light pink). The razors come with a matching colored holder designed to adhere to a shower wall. The ad emphasizes the availability of the razor starting from 9.95€ and highlights the benefit of free shipping upon subscription with the flexibility to pause or cancel anytime. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The razors are neatly arranged on a solid background, highlighting their colors and design. The lighting is soft and even, minimizing shadows and creating a polished look. The overall style is modern and inviting, emphasizing simplicity and ease of choice. # Hooks Headline: which one do you choose? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential purchase barrier of subscription commitment by offering the ability to 'pause or cancel anytime.' # Value propositions - Variety of color choices - Low-risk subscription model with ability to pause or cancel anytime. - Price from 9.95€ # Benefits - Free shipping when you subscribe - Pause or cancel anytime # Features - Razors in three colors: sky, ribbon, and bloom # Call to action try now from 9.95€ # Social proof - None used. # Point of view - Brand: Top caption (‘which one do you choose?’), presenting the initial question to the viewer. - Customer: View of the razors, allowing the customer to assess their choices. - Brand: Offer and subscription details, providing the purchase details and the value of subscribing. # Storyline - The ad starts by presenting the Estrid brand name and immediately engages the viewer with the question, 'which one do you choose?' This opening beat is told from the brand's perspective, inviting the audience to consider their color preference. - Next, the ad showcases three razors in different colors, visually presenting the available options. This moment is from the customer’s point of view as they evaluate each choice. - The ad concludes with a direct offer 'try now from 9.95€' and highlights the perks of subscribing, such as free shipping and the ability to pause or cancel anytime. This encourages immediate action from the brand's point of view, providing an incentive and addressing potential purchase barriers.

# Ad summary The ad demonstrates Estrid razor functionality in a woman's bathroom, with a focus on toe shaving. # Brand positioning Estrid is presented as a modern, accessible brand offering high-quality razors through a subscription service. The brand appeals to a younger audience with a playful tone, acknowledging common but potentially embarrassing grooming practices. The brand aligns with the lifestyle of women seeking convenience in their beauty routines, implicitly pushing against the need for elaborate or time-consuming procedures. Its functional product differences include subscription based razor heads with a sleek modern design, a move away from competitor behaviors that may focus on outdated styles and excessive marketing hype. # Product Estrid offers a subscription service for its razors. The ad features the razor with a sleek, modern design, which is shown in a distinctive, muted plum shade. The razor is presented as easy to use and effective for shaving even small areas like toes. The ad addresses the purchase barrier of running out of razors by offering a subscription service to ensure the user always has a fresh blade. The ad is telling the viewer that this product is worth trying because it’s relatable, convenient, and designed for everyday grooming needs. # Visual style The ad has a simple, clean aesthetic with a UGC feel. The editing is minimal, with quick cuts and static shots. The overall production quality feels relatable and supports the casual tone. The pacing is consistent with the voiceover, and the visuals clearly demonstrate the product in use. # Hooks Spoken: 00:00–00:02: [Narrator] Ten things that I know you ladies have done at least once in your life. Text overlay: 00:00–00:02: him: “we’re already late” / 00:00–00:02: me: Visual: 00:00–00:02: A close-up shot from above shows a woman's foot covered in white shaving cream resting on a metal rack over a filled bathtub. A plum colored Estrid razor is visible in its matching holder, along with another pink razor. The woman's hand is on top of her foot, rubbing in the shaving cream. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the frustration of running out of razors and the inconvenience of shaving small, often overlooked areas like toes. # Value propositions - A subscription service ensures you always have a fresh blade. - Sleek razor design that's easy to use. # Benefits - Convenience of always having a fresh blade - Easy to use - Effective for shaving small areas # Features - Razor subscription service - Sleek razor design # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the customer's perspective, showing personal grooming habits and the use of the product in a relatable setting. # Storyline - 00:00–00:04 The ad begins with a shot of a woman’s foot covered in shaving cream. - 00:00–00:02 The narrator acknowledges an action they believe women have done at least once. - 00:02–00:05 The woman proceeds to shave her toes with the Estrid razor. - 00:02–00:05 The narrator then states the common action. - 00:05–00:07 The ad ends with text overlay promoting the subscription offer and the brand name.

# Ad summary A woman lays in bed and uses a face razor to shave her face. She demonstrates how to use the product and shows the results. # Brand positioning The brand is presented as a modern and accessible solution for facial hair removal, particularly for women seeking an alternative to traditional methods. The brand aligns with a lifestyle that values simplicity and convenience, offering a product that can be used comfortably at home. The brand's positioning is functional, focusing on the product's performance and ease of use, while also tapping into an emotional desire for smooth, hair-free skin. # Product The product is a small facial razor designed for removing peach fuzz and exfoliating the skin. It features a slim, ergonomic handle for easy grip and a small blade head for precise hair removal. The razor is intended for women who want to achieve smooth, hair-free skin on their face. The ad highlights the razor's ability to remove unwanted facial hair and exfoliate the skin in the comfort of one's own home. The starter kit is advertised as being available for £7.95. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and a relaxed setting. The editing is minimal, with static shots and smooth transitions. The production quality is simple, giving it a relatable and authentic feel. The pacing is slow and steady, with cuts timed to the woman's actions. # Hooks Text overlay: 00:00–00:05 STARTER KIT ONLY £7.95 Visual: 00:00–00:05 The shot is a close-up, overhead view of a young woman lying in a bed with blue and white plaid sheets and a yellow blanket. She is wearing a white tank top and has short brown hair with bangs. She is holding a small, silver facial razor and shaving her face. The lighting is natural, and the camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of unwanted facial hair and the desire for smooth, hair-free skin. This is visually demonstrated by the woman shaving her face with the razor. # Value propositions - Starter kit available for £7.95 # Benefits - Removes peach fuzz - Exfoliates skin - Easy to use - Convenient # Features - Facial razor - Slim, ergonomic handle - Small blade head # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating the product in a casual, relatable setting. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a woman lying in bed, holding a facial razor. She looks at the camera and begins to shave her face. The message is to show how easy and convenient it is to use the product in a relaxed setting. The perspective is from the viewer, watching the woman demonstrate the product. The tone is casual and relatable.

# Ad summary This ad features a pink razor on top of a gift, with text that reads "A Gift You'll Actually Love (and use)". The ad also mentions that the product is made for sensitive skin and offers a starter kit for £7.95. # Brand positioning The brand is presented as a provider of razors designed for sensitive skin. The ad positions the brand as a practical and thoughtful choice, emphasizing the utility of its products as gifts that will actually be used. The brand aims to occupy a space in the consumer's mind as a reliable and considerate option for personal care, particularly for those with sensitive skin. # Product The product featured is a pink razor, designed for sensitive skin. The ad highlights its suitability for use in every season. The ad promotes a starter kit, available for £7.95, suggesting an accessible entry point for new customers. The razor is presented as a practical and useful gift, addressing the potential purchase barrier of giving impersonal or unwanted presents. # Visual style The ad has a clean and straightforward visual style, combining a product shot with a solid color background. The image is well-lit and focuses on the product and its gift-like presentation. The overall aesthetic is simple and direct, aiming to highlight the product's features and offer. # Hooks Headline: A Gift You'll Actually Love (and use) # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of giving gifts that are not appreciated or used, as highlighted by the phrase "A Gift You'll Actually Love (and use)". # Value propositions - Made for sensitive skin, every season - Get a Starter Kit for only £7.95 # Benefits - A gift you'll actually love (and use) - Every season # Features - Made for sensitive skin - Starter Kit # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits while encouraging purchase. # Storyline - The ad opens with a visual of a pink razor placed on top of a wrapped gift, immediately conveying the message that this product is giftable. The brand is telling the audience that their product is a suitable present for someone else. - The ad then presents the headline, "A Gift You'll Actually Love (and use)", which emphasizes the practicality and desirability of the product as a gift. The brand is telling the audience that their product is a gift that will be appreciated and used, unlike typical unwanted presents. - The ad concludes by highlighting that the product is "Made for sensitive skin, every season" and offering a "Starter Kit for only £7.95", reinforcing the product's benefits and providing an accessible entry point. The brand is telling the audience that their product is gentle, suitable for all-year use, and affordable.

# Ad summary An ad for Estrid deodorant featuring the product being held in someone's hands with the text, "Looks hot. Smells hotter. Not your regular deo." # Brand positioning Estrid is presented as a modern brand, providing everyday essentials with a touch of elegance and self-care. The positioning emphasizes products that are not only functional but also aesthetically pleasing, fitting seamlessly into a stylish lifestyle. The brand aligns with values of simplicity, beauty, and a confident approach to personal care, pushing against the norms of traditional deodorants with the claim that it "Looks hot. Smells hotter." # Product The product featured is an Estrid deodorant, presented in a sleek, cylindrical burgundy container. The packaging is minimalist with the brand name "ESTRID" vertically embossed down the front. It is positioned as a superior alternative to standard deodorants, highlighted by the tagline "Not your regular deo." The ad focuses on sensory appeal, emphasizing that the deodorant "Looks hot. Smells hotter.", which suggests the product is not only effective but also adds an element of luxury and desirability to the daily routine of using deodorant. # Visual style The ad features a modern and minimalist visual style. It's a close-up, studio-shot image with soft, diffused lighting, which highlights the smooth texture and sleek design of the deodorant container. The focus is on the product and the person holding it, with a blurred background that keeps the emphasis on the foreground elements. The overall aesthetic is clean and polished, contributing to a sense of quality and sophistication. # Hooks Headline: Looks hot. Smells hotter. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that typical deodorants are unattractive or unappealing in scent, using the line "Not your regular deo." to suggest that the Estrid deodorant is a more desirable alternative. # Value propositions - The ad highlights the sensory appeal of the product by emphasizing its look and smell, going beyond the functional aspect of a typical deodorant. # Benefits - Not your regular deo # Features - Looks hot - Smells hotter # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand’s point of view is seen with the inclusion of the Estrid logo on the top and the claim that this deodorant "Looks hot. Smells hotter. Not your regular deo." # Storyline - The ad opens by showing a pair of hands holding the Estrid deodorant, with the brand name visible in the upper center. This is intended to draw the viewer's eye to the product itself, setting the stage for the ad's pitch. The perspective is from the brand. - Next, the phrase "Looks hot. Smells hotter. Not your regular deo." appears to the right of the deodorant. This is intended to capture attention and communicate the unique selling points of the product. The perspective is from the brand.

# Ad summary The ad promotes Estrid's razor and related products, emphasizing the variety of colors available and the positive impact on skin. # Brand positioning Estrid is presented as a brand offering a colorful and skin-friendly shaving experience. The brand emphasizes personalization through its range of color options and a focus on skin comfort. The brand positioning seems to target consumers who seek a blend of aesthetic appeal and functional skincare in their shaving routine. The brand pushes against the norm of standard, less visually appealing razors by offering a range of stylish options. # Product The featured product is a razor with multiple color options for the handle, emphasizing aesthetic choice. The ad also showcases additional products: a body lotion and a shaving cream/gel. The razor promises a skin-friendly shaving experience, implying reduced irritation and improved skin health. The ad highlights the availability of various colors, appealing to individual preferences and making the razor a personalized accessory. The body lotion appears to be a companion product for post-shave care, while the shaving cream/gel is likely to improve the shaving experience. # Visual style The ad has a clean and colorful aesthetic. The editing is minimal, with static shots. The production quality is polished and commercial. # Hooks Text overlay: 00:00–00:05 / find your favourite colour / and make the switch your skin will notice Visual: 00:00–00:05: A static shot shows multiple razors, each with a different color handle (white, pink, burgundy, and gold), displayed on small white wall mounts against a solid burgundy background. Below the razors are rows of cylindrical containers, some white and some burgundy, likely representing body lotion. Beneath these are smaller rectangular containers with labels in various colors, likely representing shaving cream or gel. The camera is stationary, providing a comprehensive view of the product range and color options. The lighting is bright and even, highlighting the product details. # Funnel stage Top of funnel (Awareness) # Pain points Skin irritation from standard razors. # Value propositions - Find your favorite color - Make the switch your skin will notice # Benefits - Personalized shaving experience - Skin comfort - Aesthetically pleasing design # Features - Variety of razor colors - Body lotion - Shaving cream/gel # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad presents the brand’s official products and messaging. # Storyline - 00:00–00:05 The ad opens with a display of Estrid razors, body lotion, and shaving cream, highlighting the variety of colors available.

# Ad summary This ad simulates a store receipt, showing a discount on the Estrid deo and offering a free scent of choice. # Brand positioning Estrid is presented as a modern, essential brand focused on personal care. The visual aesthetic and minimal language positions the brand as sleek and straightforward. By including an itemized "receipt," it creates a sense of transparency and value, suggesting a focus on simple, direct transactions. The brand aligns with a lifestyle of clean living and efficient purchasing. # Product The featured product is Estrid's new, improved deodorant. The ad calls out the glossy steel case and provides the option of a free scent of choice. The overall design emphasizes the modern, minimalist aesthetic of the product, while highlighting a deal for the product. # Visual style The visual style mimics a store receipt with a minimalist and clean design. The production quality is high, simulating a real printed receipt. The image treatment is simple, with a focus on clear presentation and legible text. The layout is straightforward, enhancing scannability. This aims to disrupt the typical norms by presenting the product information in an unusual format. # Hooks Headline: The new, improved, Estrid deo # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Glossy Steel Case for 165 SEK - Free shipping - Free Scent of your choice # Benefits - Free shipping - Scent of your choice is free # Features - Glossy Steel Case - Scent of your choice # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is formatted like a receipt to showcase the new deodorant product and offer a free scent of choice, presenting information from the brand's perspective. # Storyline - The ad begins with the brand name "ESTRID" to immediately establish the brand's presence. This is from the brand's perspective to draw the customer in with clear brand recognition. - Next, the ad introduces the new, improved Estrid deo to inform the customer of a product update. This is from the brand's perspective to communicate the latest offering. - The ad lists the features of the product with the glossy steel case and scent of your choice. This is from the brand's perspective to list why the product is worth purchasing and is itemized in an easy-to-follow manner like a receipt. - The ad presents the costs associated with the purchase to clearly explain the costs. This is from the brand's perspective to give a reason to buy the product.

# Ad summary This ad promotes the limited edition Ruby Shave scent from Estrid. It uses customer reviews as social proof to highlight the product's benefits and self-care experience. # Brand positioning Estrid positions itself as a modern and inclusive brand in the shaving and personal care market. The company emphasizes the importance of self-care and offers high-quality products. The brand challenges traditional norms by promoting vegan, cruelty-free products that are made for sensitive skin, aligning with a customer base that values ethical and gentle skincare options. Estrid is presented as a brand that not only cares about personal grooming but also promotes a lifestyle that values well-being and conscious consumer choices. # Product The ad promotes Estrid's The Ultimate Shave Gel in a limited edition Ruby Shave scent, combining notes of spiced cherry and sandalwood. The shave gel is designed to provide a luxurious shaving experience. It is vegan and formulated for sensitive skin. The ad highlights the positive customer experiences with phrases like "Never been more smooth" and "So THIS is what shaving is supposed to feel like?" to suggest that the product transforms shaving into a pleasurable self-care ritual. The product aims to address the pain points of skin irritation and dissatisfaction with traditional shaving products by offering a gentler, more sensory experience. # Visual style The ad has a polished, high-end aesthetic with a focus on product presentation and customer reviews. The editing style is simple, using static shots and smooth transitions to highlight the product's visual appeal and build trust. The visuals are clean and the colors are consistent, creating a visually appealing and reliable feel. # Hooks Text overlay: 00:00–00:03 ESTRID / 00:00–00:03 ★★★★★ (7,346+) Visual: 00:00–00:03 A static shot features Estrid’s “The Ultimate Shave Gel” in a maroon bottle, placed next to a matching razor and cartridge in a vertical holder, arranged on a glossy red surface. A stack of fresh, dark red cherries sits to the left. White review boxes with black text appear and disappear around the products. The background is a dark, blurred maroon. A horizontal light reflection cuts across the bottom of the frame. Text at the top of the frame reads “ESTRID” with a five-star rating and “(7,346+)”. # Funnel stage Consideration # Pain points The ad implies that traditional shaving products and methods often lead to skin irritation and are generally an unpleasant experience. This is highlighted by customer reviews such as "So THIS is what shaving is supposed to feel like?" # Value propositions - The limited edition Ruby Shave scent is described as a luxurious and sensory-rich experience - The formula is gentle on sensitive skin and is made with vegan ingredients - Customer reviews build trust by highlighting the product's ability to deliver a smooth and enjoyable shave, turning a routine task into self-care # Benefits - Provides a luxurious shaving experience - Gentle on sensitive skin - Transforms shaving into a self-care ritual # Features - The Ultimate Shave Gel - Limited edition Ruby Shave scent with notes of SPICED CHERRY and SANDALWOOD - VEGAN - MADE FOR SENSITIVE SKIN - 200ML - 6.7 FL. OZ. # Call to action shop now # Social proof - "So THIS is what shaving is supposed to feel like?" – Anna B. (verified buyer) - "Now THIS is self-care" – Sofie K. (verified buyer) - "Never been more smooth" – Emma R. (verified buyer) - "Can you be in love with product?" – Samantha L. (verified buyer) # Point of view - Customer 25% – Customer reviews are presented in text overlays. - Brand 75% – The product is presented with text and branded visuals. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with a static shot of the Estrid shaving gel, a razor, and cherries on a glossy red surface. User review windows pop up over the products, indicating positive experiences. - 00:07–00:13 00:07–00:13 The shot remains static, showcasing the products. A "shop now" CTA button is displayed at the bottom, encouraging immediate purchase.

# Ad summary This ad highlights the benefit of Estrid blade refills by contrasting a chaotic life with the organized razor, emphasizing convenience and ease. # Brand positioning Estrid is presented as a brand that brings organization and simplicity to the user's shaving routine. The brand aligns with the values of convenience, beauty and self-care by providing a razor subscription service. Estrid aims to occupy the space in the consumer's mind as a stress-free, well-organized solution to razor refills, pushing against the norm of chaotic, last-minute drugstore runs. This brand positioning is emotional, providing a sense of control and calmness in the user's daily life. # Product Estrid offers a razor subscription service designed to streamline your routine. The service is for those who want to avoid the hassle of last-minute razor refills. The ad highlights the convenience of the service by promising to handle your blade refills. The razor appears to be made of metal and plastic, with a weighted handle and replaceable blade cartridges. The packaging consists of a pod-shaped case in a bright, matte red material. By automating blade refills, Estrid addresses the purchase barrier of inconvenience and disorganization. # Visual style The ad utilizes a soft, lifestyle-focused aesthetic with a high-angle, flat lay shot. The image is styled to feel casual and intimate, using soft lighting and natural textures like rumpled linen. The color palette is gentle, with whites, pinks, and silver tones dominating. The composition is simple, with the product and key props arranged in an artful, yet understated manner. # Hooks Headline: life: chaotic your razor: organised # Funnel stage Top of funnel (Awareness) # Pain points The primary pain point is the chaos and disorganization associated with managing razor blade refills. # Value propositions - Convenience and ease of razor blade refills: Let us handle your blade refills. # Benefits - Handle your blade refills # Features - Razor blade refills # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV throughout the image showcases the brand's aim to address the common pain point of a chaotic life by streamlining the user's razor routine. - Customer: The customer POV is implied in the visual by the razor in the case on the silver tray, and the shaving cream, implying that it is for their use. # Storyline - The ad opens with a high-angle shot of a bed with white linen sheets. The phrase "life: chaotic" appears in white text at the top of the frame, setting up the common problem that the product will address. This chaotic context is shown from the brand's perspective, to set up the pain point that the ad will address. - The perspective then shifts to the user's experience with the product. The phrase "your razor: organised" then appears beneath the first line. This introduces the brand as the solution to the problem previously presented. The text communicates the brand's intention to alleviate the stress of razor refills. - The ad concludes with the phrase "...let us handle your blade refills", reinforcing the value proposition of convenience and ease. This is communicated from the brand's perspective, highlighting the hands-off experience the user can expect.

# Ad summary This ad showcases Astrid's shaving products as part of morning and evening routines, emphasizing their convenience and incorporation into daily life. # Brand positioning Astrid is presented as a modern, lifestyle-oriented brand that seamlessly integrates into everyday routines. It aims to occupy a space in the consumer's mind as a convenient, aesthetic-driven brand, focusing on personal care. The brand aligns with values of simplicity and integration into daily life, pushing against the norm of traditional or clinical-feeling shaving brands. The brand positioning is functional, emphasizing convenience and fit within the customer's routine. # Product Astrid offers a range of shaving products, including The Ultimate Shave Gel and a razor. The Ultimate Shave Gel is featured in a pink bottle and is designed for a smooth shave. The razor is presented as easy to use and store, designed for both morning and evening routines. Key features include easy application, a sleek design, and convenient storage, emphasizing that the products are worth trying or buying for their ease of use and seamless integration into daily routines. # Visual style The ad has a UGC feel with quick cuts and static shots. The production quality is hybrid, blending polished commercial elements with a more casual, relatable style. The pacing is quick, around 30 cuts per minute, maintaining a consistent rhythm throughout the ad. Cuts and product actions are timed to music beats or voiceover lines. # Hooks Text overlay: 00:00–00:03 Morning routine Visual: 00:00–00:01 A neatly made bed. White bedding with black horizontal stripes. Two stuffed animals, a beige oval and a red heart, resting on the center of the bed. Text overlay reads, "Morning routine". The camera is angled from above looking down at the bed. / 00:01–00:02 An espresso machine. A mug that says "I ❤️ NY" is angled to catch the espresso dripping. Text overlay reads, "Morning routine". / 00:02–00:03 A cardboard box. Inside is pink tissue paper, a pink tube of Astrid Shave Gel, and a red razor holder. Text overlay reads, "Morning routine". # Funnel stage Middle of funnel (Consideration) # Pain points The most central frustration is the inconvenience and lack of integration of traditional shaving products into daily routines. The ad visually shows the products easily fitting into morning and evening routines, addressing the problem of shaving being a cumbersome process that doesn't align with a busy lifestyle. # Value propositions - Convenient to use and store, which makes it ideal for daily routines # Benefits - Fits into daily routine # Features - Convenient to use - Convenient to store # Call to action Subscribe now # Social proof - None used. # Point of view - Customer 70% – A real user of the product is shown performing their grooming routine. - Brand 30% – Product claims, design, and demonstrations are communicated through visual style. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a series of quick cuts showing various morning routine activities: a neatly made bed, making coffee, and opening a pink Astrid box with the brand’s shave gel inside. This visual collage introduces the theme of integrating Astrid products into a stylish morning routine. - 00:02–00:06 00:02–00:06 The ad shifts focus to the Astrid razor, showcasing its assembly and design. The perspective is from the brand, showing the product features and ease of use, aiming to highlight its convenience. The tone is product-focused, showing how it fits together. - 00:06–00:07 00:06–00:07 The ad presents the Astrid razor in a shower setting, demonstrating its sleek storage with the razor cover attached to the wall. This continues the brand's perspective, emphasizing design and ease of use. - 00:07–00:11 00:07–00:11 The focus shifts to the shaving routine, applying shave gel on the leg and using the Astrid razor to shave. This is from the customer's perspective, demonstrating the actual use of the product, emphasizing its effectiveness. The tone is functional, showing how the product works in real use. - 00:11–00:13 00:11–00:13 The ad shows the razor being placed back into its holder, emphasizing cleanliness and order. The perspective remains from the customer, reinforcing the ease of storage and maintenance. - 00:13–00:15 00:13–00:15 A shot of bathroom counter. The razor sits on a towel next to other beauty products. The perspective remains from the customer, reinforcing the integration of product into the daily beauty routine. - 00:15–00:17 00:15–00:17 Quick cuts show the woman applying facial product, followed by visuals of the razor and its holder on the floor. The perspective remains from the customer, reinforcing the integration of product into the beauty routine and demonstrating the product's compact size. - 00:18–00:22 00:18–00:22 The ad shows the razor being placed in a woman's purse and then shows the woman walking and exiting. The perspective remains from the customer, emphasizing portability and daily use of the product.

# Ad summary This ad promotes Estrid razors, highlighting their convenience for morning and evening routines and their portability for on-the-go use. The ad features quick cuts and relatable scenarios, emphasizing how Estrid can seamlessly integrate into a busy lifestyle. # Brand positioning Estrid is presented as a modern, convenient, and stylish shaving brand that integrates seamlessly into the user's daily routine. The brand focuses on a functional need (hair removal) while positioning itself as a lifestyle essential, emphasizing ease of use and portability. The brand aligns with a tone of effortless beauty and practicality, suggesting that users can maintain their grooming habits with minimal disruption to their busy lives. The brand aesthetic is clean and colorful, showcasing the product as a fashionable accessory rather than a clinical grooming tool. Estrid’s choice of a lighthearted, visually-driven approach disregards category norms that often rely on detailed product demonstrations and instead promotes a lifestyle-focused image. # Product The featured product is the Estrid razor, which includes a razor handle, razor blades, and a wall mount. The razor is marketed towards individuals who value convenience and style in their grooming routine. The ad emphasizes the portability of the product, showing it being placed in a handbag for on-the-go use. The razor comes in various colors, including pink and red, and includes a magnetic wall mount for easy storage in the shower. The product is shown being used in both morning and evening routines, addressing the need for a versatile shaving solution that fits into different parts of the user's day. The ad also implies that the razor is easy to use and integrate into daily life, emphasizing its convenience and simplicity. # Visual style The ad features a bright, clean, and modern aesthetic with a UGC feel. The editing style uses quick cuts to maintain a fast pace, with static shots emphasizing product display and use. The production quality leans towards a polished commercial style, with clear lighting and close-up shots. The pacing is relatively fast, with approximately 10 cuts per minute, maintaining a consistent rhythm. The cuts are timed to align with the beat of the music, creating a visually engaging experience. # Hooks Text overlay: Morning routine (pink rounded square) Visual: 00:00–00:01: A tan-colored box with the word "ESTRID" printed in pink on the inside of the lid is shown open. Inside, light pink tissue paper, a red envelope, and a pink shaving gel product are visible. A small QR code and product information are also printed on the inside of the box lid. The camera is static and slightly angled down into the box. The flooring underneath the box is light brown. / 00:01–00:02: An empty white mug with a black handle and "I ❤️ NY" printed on it is shown lying on its side on a bed. The bed has black and white striped sheets. The camera is static and focused on the mug. The lighting is bright. # Funnel stage Consideration # Pain points The ad subtly addresses the inconvenience of traditional shaving routines by showing how easily the product integrates into both morning and evening schedules and is stored on the wall, as well as how the razor is portable for on-the-go use. # Value propositions - The razor’s magnetic wall mount provides easy storage. - The razor is shown in various colors and comes in a kit with the razor handle, razor blades, and wall mount. # Benefits - Portability - Ease of use - Convenient storage # Features - Razor handle - Razor blades - Magnetic wall mount # Call to action Subscribe now # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user showcasing how the product fits into their daily routine. # Storyline - 00:00–00:02 The ad opens with an unboxing of the Estrid kit, revealing a pink box with the brand's name and the contents inside. - 00:01–00:02 The scene transitions to a bed with an empty 'I Love NY' mug, implying a morning routine. - 00:02–00:04 The ad returns to the open Estrid box and shows the razor being assembled, conveying ease of use. - 00:04–00:06 The assembled razor is attached to its magnetic holder, suggesting simple storage and accessibility. - 00:06–00:06 The razor is shown mounted on a tiled bathroom wall, indicating its integration into a bathroom setting. - 00:07–00:08 A leg is shown lathered with shaving cream, and then the razor is used to shave the leg, demonstrating its function. - 00:08–00:09 The razor is placed back into its magnetic holder in the shower, continuing the depiction of ease of use. - 00:10–00:10 A person is seen applying skincare in front of a bathroom mirror, implying an evening routine. - 00:11–00:11 The razor is shown on a towel next to other personal care products, reinforcing its place in daily routines. - 00:11–00:12 The razor in its holder is shown being mounted to a bathroom wall, emphasizing its convenient storage. - 00:12–00:14 The razor is placed into a handbag, highlighting its portability and suitability for on-the-go use. - 00:14–00:16 A person wearing a blazer is shown with the handbag, implying that the razor is a practical accessory for busy individuals.

# Ad summary This Estrid ad conveys a casual message suggesting a spa-like experience with Estrid razors and shaving cream through the use of phone-like graphics and messaging. # Brand positioning Estrid is presented as a modern, youthful brand focused on self-care and convenience. The brand emphasizes a playful, spa-like experience at home through its sleekly designed razors and shaving cream. Estrid positions itself as a brand that integrates seamlessly into the user's daily routine, offering a touch of luxury and self-care without pretense. # Product Estrid features a selection of brightly colored razors and shaving cream. The razors come in multiple colors, including red and pink. The shaving cream is packaged in a sleek, burgundy bottle labeled with the Estrid brand name. These products are for anyone who seeks a convenient and enjoyable at-home shaving experience, emphasizing ease of use and a touch of luxury. The ad addresses the barrier of routine self-care, presenting these products as a seamless addition to one's daily lifestyle, turning a mundane task into a spa-like experience. # Visual style The ad has a polished yet casual aesthetic, designed to mimic user-generated content (UGC). It employs quick cuts and smooth transitions, with a focus on clear product presentation. The visual motifs include simulated phone screens and direct product shots. The pacing is steady, and the audio-visual elements are synced to enhance the message and create a cohesive experience. # Hooks Text overlay: 00:00–00:02 what do you want to do today? (Message bubble) / 00:01–00:02 let's hit the spa (typed message) Visual: 00:00–00:02 A black-tiled wall is in the background and a person's legs appear in a white bathtub. In the foreground, an overlay of a phone screen shows a text message bubble that says, "what do you want to do today?" The text is being entered below the message that reads "let's hit the spa." # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the perception of shaving as a mundane task, positioning Estrid products as a way to transform it into a spa-like self-care ritual. # Value propositions - The text overlay implies convenience and accessibility, making users feel like they can enjoy a spa-like treatment without leaving their home. # Benefits - Spa-like experience at home - Convenient at-home shaving # Features - Variety of razor colors - Shaving cream # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented through a first-person perspective, simulating a casual conversation and use of the product. # Storyline - 00:00–00:02 The ad begins with an overlay of a phone screen, showing a text message asking, "What do you want to do today?" - 00:02–00:08 The response is "let's hit the spa," and the screen transitions to a search bar for emojis, subtly suggesting the Estrid products as a quick, at-home spa treatment. - 00:08–00:10 The ad concludes with the Estrid logo prominently displayed, reinforcing brand recognition.