How FarmacyBeauty Advertises on Meta

# Ad summary A woman shows how she uses Farmacy Green Clean cleansing balm to remove her makeup at the end of the day. She states that her skin looks smooth and soft after the cleanse and contrasts it against makeup wipes. # Brand positioning Farmacy is positioned as a skincare brand that prioritizes natural ingredients and effective results. The brand aligns with a lifestyle that values self-care and avoiding harsh chemicals. It differentiates itself from brands that use harsh ingredients and excessive scrubbing and instead focuses on gentleness. The brand offers functional products that are effective in maintaining skin health. # Product The Farmacy Green Clean cleansing balm is a makeup remover. It contains ingredients such as super greens, sunflower oil, and papaya extract. This product is intended to dissolve makeup in literal seconds, leaving the skin looking soft and smooth, without excessive scrubbing and use of endless products. The advertised benefit of the product is that it gently and effectively removes makeup without harsh scrubbing or multiple products. It's implied to be for individuals who wear makeup and seek a quick, gentle way to remove it without irritating their skin. # Visual style The ad has a polished, commercial feel, with good lighting and clear visuals. The editing style includes a mix of quick cuts and static shots to keep the video engaging and informative. The pacing is consistent, supporting the clear and efficient demonstration of the product. There are no recurring stylistic patterns. # Hooks Spoken: Female 1: All right, I had a fun time out with the girls, but I am not sleeping in my makeup tonight. Visual: 00:00–00:02 The woman wears a magenta plush robe in a bright bathroom. She poses with her hands, smiling. # Funnel stage Consideration # Pain points Sleeping in makeup is undesirable and can have negative effects on skin health. "I am not sleeping in my makeup tonight." # Value propositions - The cleanser dissolves makeup in literal seconds, providing a fast solution. - The ingredients are natural and effective, so they do not damage the skin. # Benefits - Dissolves this look in literal seconds - Rinse my makeup off with ease and no stress - Just look at how soft and smooth my skin looks after that cleanse - No excessive scrubbing - No endless products, yet my skin still looks this good # Features - Super greens - Sunflower oil - Papaya extract # Call to action None used. # Social proof - “I mean, just look at how soft and smooth my skin looks after that cleanse” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a satisfied customer, showcasing her personal experience with the product. # Storyline - 00:00–00:02 The video begins with the woman showing her face in a robe, indicating she's about to get ready for bed. - 00:02–00:06 The woman grabs a jar of the cleansing balm, then scoops out product. - 00:06–00:10 She applies the balm to her made-up face, rubbing it in. - 00:10–00:15 She continues to rub the balm into her face to dissolve makeup. - 00:15–00:18 She highlights how smooth and soft her skin looks after the cleanse. - 00:18–00:20 She reapplies the product to her face. - 00:20–00:24 She rubs the balm onto her face. - 00:24–00:27 She emphasizes that she doesn't need excessive scrubbing or endless products for her skin to look good.

# Ad summary An image ad for Farmacy's Green Clean makeup cleansing balm. The image has a green color scheme and features the product surrounded by a cake and green sprinkles. # Brand positioning Farmacy presents itself as a modern skincare brand focused on gentle yet effective cleansing. Their branding appears minimalistic and clean, which is consistent with beauty industry trends that emphasize transparency and natural ingredients. The brand appears to be targeting consumers who want a balance between efficacy and natural ingredients, suggesting a market position that values both science and nature. # Product Farmacy's Green Clean makeup meltaway cleansing balm is a skincare product designed to remove makeup and cleanse the skin. The product comes in a jar and has a solid balm texture that melts upon application. The ad features the "Original Green Clean" version, emphasizing its popularity. It does not mention specific ingredients or formulations in the advertisement but promotes it as a way to thoroughly cleanse the skin while maintaining a gentle approach. # Visual style The image has a bright and clean aesthetic, with a monochromatic green color scheme that ties all elements together. The production quality appears high, with a studio-shot setup. The image treatment includes soft lighting and color grading to enhance the green tones. The ad has a platform-native style, fitting well within Instagram's visual norms. # Hooks Headline: Back for a limited time! # Funnel stage Middle of funnel (Consideration) # Pain points The image highlights the need for effective makeup removal, which is a common frustration for makeup users. # Value propositions - None used # Benefits - None used # Features - makeup meltaway cleansing balm # Call to action None used. # Social proof - None used # Point of view - Brand: The whole image is presented from the brand's POV, highlighting the product and limited-time offer. # Storyline - The image opens by spotlighting the Farmacy brand name and an offer to celebrate a restock. The goal is to capture attention and highlight the brand's availability. This part of the story is being told from the brand's perspective. - The ad hones in on the Green Clean cleansing balm, which communicates the product being promoted. The ad showcases multiple jars, some unopened and one open to display the balm, and positions the balm in an aesthetic setting. The goal is to visually present the product. This element of the story is told from the brand's perspective. - The product and environment it is displayed in are tied together via the use of the color green, making the viewer think of St. Patrick's Day. This is intended to elicit a sense of urgency. The story is being told from the brand's perspective.

# Ad summary This ad promotes the Farmacy Green Clean cleansing balm. The ad features a woman demonstrating the cleansing balm by massaging it onto her face to melt away makeup, then wiping it off with a towel. Text overlays highlight key benefits. # Brand positioning Farmacy is presented as a skincare brand focused on gentle yet effective cleansing. The brand appears to value natural ingredients and hydration, as highlighted by the focus on sunflower oil and moisturizing benefits. The brand carves a space for itself by providing cleansing products that prioritize skin health and moisture balance, challenging the norm of harsh cleansers that can leave skin feeling dry. # Product The featured product is the Farmacy Green Clean cleansing balm. It is a makeup removing cleansing balm with a green solid texture, packaged in a green tub. The balm melts makeup with sunflower oil and hydrates as it cleanses, preventing dryness. It is formulated with super greens blend, including moringa and papaya. The product is presented as a gentle and effective way to remove makeup while maintaining skin's hydration. # Visual style The ad has a clean, natural aesthetic with soft lighting and a focus on showcasing the product's effectiveness. The editing style is simple with static shots and smooth transitions. The production quality is polished but maintains a UGC feel, aligning with the current trend of authentic content on social media. The pacing is consistent, allowing viewers to focus on the product demonstration and text overlays. # Hooks Text overlay: 00:00–00:05 This cleansing balm won’t dry you out ❌ Visual: 00:00–00:04 Close-up shot of a fair-skinned woman with dark hair pulled back with a black headband, wearing gold necklaces and a black tank top. She has long eyelashes and is applying cleansing balm to her face, massaging it in with her fingers. The background is a blurred wall with a glimpse of a mirror. # Funnel stage Consideration # Pain points The ad implies that some cleansing balms can dry out the skin, using the visual of the red X emoji and text overlay: "This cleansing balm won't dry you out ❌" # Value propositions - The Farmacy Green Clean cleansing balm provides makeup removal without stripping the skin of its natural oils, thanks to its formulation with sunflower oil and hydrating ingredients. - It hydrates as it cleanses. # Benefits - Won’t dry you out # Features - Melts makeup with sunflower oil - Hydrates as it cleanses - Super greens blend # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a real product user in a casual setting. # Storyline - 00:00–00:04 00:00–00:04 A woman applies the cleansing balm to her face, massaging it in. - 00:04–00:07 00:04–00:07 The woman wipes her face with a white towel. - 00:07–00:11 00:07–00:11 The woman smiles, and touches her face.

# Ad summary A woman reviews Farmacy Green Clean makeup removing balm. She demonstrates application and shows how well it removes makeup. # Brand positioning Farmacy is presented as a gentle and effective skincare brand that is clinically tested. It seems to position itself as a more natural alternative to conventional products that may be harsh. The brand uses the positioning of the product being clinically shown to be gentle on your skin. # Product The product featured is Farmacy Green Clean makeup removing balm. The product is a green, creamy sorbet texture that transforms into an oil and then a milky lather. It gently erases a whole face of makeup in one scoop, without having to scrub your face hard. It is clinically shown that this is three times more gentle on your skin than makeup wipes. # Visual style The ad is filmed in a bright setting. The editing style is consistent with short quick cuts. The ad has a UGC feel. # Hooks Spoken: 00:00–00:04 I don’t trust a cleanser unless it passes the washcloth test, and Farmacy’s Green Clean definitely did with ease. Text overlay: 00:00–00:03 Farmacy Green Clean definitely passed the washcloth test✨ Visual: 00:00–00:03 A light skinned woman with long blonde hair is shown from the chest up using a small white towel to wipe her face. She is wearing a fuzzy cream colored bow headband, a brown zip up, and gold earrings. She is in a bathroom with a shower in the background. Text overlay: "Farmacy Green Clean definitely passed the washcloth test✨" # Funnel stage Consideration # Pain points The single most central frustration or problem is the need to aggressively scrub one's face to remove makeup, potentially causing irritation or dryness. This pain point is addressed by the quote, "You don’t have to scrub your face super hard, it just melts away." # Value propositions - Gently removes makeup without harsh scrubbing. - Clinically proven gentler than makeup wipes. # Benefits - It literally erases my whole face of makeup in one scoop. - You don’t have to scrub your face super hard, it just melts away. - It’s also clinically shown that this is three times more gentle on your skin than makeup wipes. # Features - Creamy sorbet texture that transforms into an oil and then a milky lather # Call to action None used. # Social proof - "I don’t trust a cleanser unless it passes the washcloth test, and Farmacy’s Green Clean definitely did with ease." – Female 1 (Customer) - "It literally erases my whole face of makeup in one scoop." – Female 1 (Customer) - "This is absolutely my favorite part of my night and now I can go to bed with a piece of mind knowing I have clean skin." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:03 00:00–00:03 A woman is seen wiping her face with a white towel to remove makeup. This opening shows that she trusts the product to remove the makeup without leaving residue behind. - 00:03–00:06 00:03–00:06 She opens a box of Farmacy Green Clean makeup removing balm, a green substance in a jar. This shows the product and its packaging. - 00:06–00:14 00:06–00:14 She applies the balm to her face. An insert shows a closeup of the process as the product transforms from creamy sorbet to oil to milky lather. This demonstrates the product’s texture and shows it erasing makeup without a lot of scrubbing. - 00:14–00:17 00:14–00:17 She wipes her face with a white towel to show all the makeup has been removed. This shows that no makeup is left behind and the product passed the washcloth test. - 00:17–00:19 00:17–00:19 The woman shows a before and after closeup of her face. This emphasizes that the product is clinically shown to be gentle on your skin. - 00:20–00:24 00:20–00:24 She is shown in bed, getting ready to sleep. This illustrates her being able to go to bed with a piece of mind knowing she has clean skin.

# Ad summary The ad features a woman showing how she removes her makeup without irritating her dry skin. She uses the Farmacy Green Clean Cleansing Balm, which she says starts as a rich, buttery balm, then instantly melts into a silky oil as you massage it onto dry skin. She shares that it breaks down long-wear foundation, waterproof mascara, and SPF effortlessly. With super greens, sunflower oil, and papaya extract, it cleanses while keeping the skin nourished and comfortable. She closes by saying her skin feels soft, clean, and comfortable after using the cleansing balm. # Brand positioning Farmacy is presented as a brand focused on gentle and effective skincare solutions, particularly for those with dry or sensitive skin. The ad highlights the brand's commitment to using natural ingredients like super greens, sunflower oil, and papaya extract, emphasizing nourishment and comfort during cleansing. The brand seems to occupy a space in the market that pushes against harsh, irritating cleansers, instead promoting a soft, clean, and comfortable experience. The positioning is both functional (effective makeup removal) and emotional (comfort, nourishment). # Product The Farmacy Green Clean Cleansing Balm is a skincare product designed to remove makeup without irritating dry skin. It starts as a rich, buttery balm and melts into a silky oil when massaged onto dry skin. The product is formulated to effortlessly break down long-wear foundation, waterproof mascara, and SPF. It contains super greens, sunflower oil, and papaya extract to cleanse while keeping the skin nourished and comfortable. It's for anyone who wants to remove makeup thoroughly without drying out their skin. This product is worth trying because it ensures skin feels soft, clean, and comfortable after cleansing. # Visual style The ad has a natural, UGC feel with outdoor lighting. The editing style is quick cuts with smooth transitions to support the fast-paced demo. The production quality is a hybrid of UGC and polished commercial. The cuts and product actions are timed to the voiceover lines. The pacing is consistent. # Hooks Spoken: This is how I remove my makeup without irritating my dry skin. Text overlay: This is how I remove my makeup without irritating my dry skin. Visual: 00:00–00:02 A woman with dark curly hair pulled back, wearing a green shirt, is outside surrounded by trees. She is holding a green jar in front of her that reads, “Farmacy Green Clean Cleansing Balm.” # Funnel stage Consideration # Pain points The ad addresses the problem of makeup removal causing irritation, particularly for those with dry skin. "This is how I remove my makeup without irritating my dry skin." # Value propositions - Makeup removal without irritation - Effective cleansing with nourishing ingredients - Luxurious texture - Effortless makeup removal # Benefits - Remove my makeup without irritating my dry skin - Breaks down long-wear foundation, waterproof mascara, and SPF effortlessly - Keeping my skin nourished and comfortable - Soft, clean, and comfortable skin after cleansing # Features - Begins as this rich buttery balm - Instantly melts into a silky oil - Super greens, sunflower oil, and papaya extract # Call to action None used. # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer sharing their personal experience with the product. # Storyline - 00:00–00:02 The ad begins with the woman holding the Farmacy Green Clean Cleansing Balm. - 00:00–00:02 The woman states how she removes her makeup without irritating her dry skin, establishing the focus of the ad. - 00:03–00:06 The woman mentions the product she uses for her skin. - 00:06–00:10 The woman shows the inside texture of the cleansing balm while explaining its transformative texture. - 00:10–00:15 The woman is seen applying the balm to her face to remove her makeup. - 00:12–00:16 The woman explains that the balm breaks down different makeup products. - 00:16–00:19 The woman is seen removing the product from her face with a wash cloth. - 00:16–00:21 The woman describes what the product is made of and what it does for the skin. - 00:21–00:25 The woman shares how her skin feels after using the product and holds the Farmacy Green Clean Cleansing Balm.

# Ad summary A woman in a white robe shares her love for Farmacy Beauty's Green Clean Cleanser Balm as a replacement for makeup wipes. She notes that she is on her second container because she ran out of her first one. She also explains that she switched from using makeup wipes because this product is more gentle, removes waterproof mascara, SPF, excess oil, and impurities without stripping skin. Additionally, she shares that her skin feels smoother, softer, and more hydrated. # Brand positioning Farmacy Beauty aims to occupy a space in the consumer's mind as a provider of clean and gentle skincare products. The brand aligns with values of effective skincare without harsh chemicals, as it positions itself as a replacement for makeup wipes, which can be abrasive. The brand positioning is functional, focusing on the performance of its cleanser balm in removing makeup and impurities while also being gentle on the skin. # Product The advertised product is Farmacy Beauty's Green Clean Cleansing Balm, a makeup remover and facial cleanser. It is designed for individuals looking for a gentle and effective way to remove makeup, sunscreen, excess oil, and impurities from their skin without stripping it of moisture. The balm claims to be gentle, remove waterproof mascara, SPF, excess oil, and impurities, and leave the skin feeling smoother, softer, and more hydrated. The product is presented as a better alternative to makeup wipes. # Visual style The ad features a polished UGC aesthetic with a clean and bright visual style. The editing style combines quick cuts with static shots, creating a balanced rhythm. The production quality has a UGC feel, enhancing the tone. The pacing is consistent, maintaining a steady flow. # Hooks Spoken: Female 1: I don't hear anybody talk about this enough. Let's get unready together. Text overlay: Unfortunately makeup wipes are out... Visual: 00:00–00:04 A woman with medium skin, brown eyes, and dark wavy hair pulled back with a silver headband faces the camera with a friendly, conversational expression. She is wearing a white robe and holding a green jar of Farmacy Green Clean cleansing balm in her left hand. The background is a plain, neutral-toned wall with a modern, abstract mirror and a glimpse of a white bed headboard. # Funnel stage Consideration # Pain points The ad addresses the frustration of using harsh makeup wipes that can strip the skin of moisture. "Unfortunately makeup wipes are out..." # Value propositions - Gentle yet effective cleansing that removes makeup and impurities - Improves skin texture and hydration # Benefits - skin feels smoother - skin feels softer - skin feels way more hydrated # Features - gentle - removes waterproof mascara - SPF - excess oil - impurities - without stripping # Call to action So if you're still looking for a sign to get this, let this be it. # Social proof - “I just restocked because I ran out.” – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:02 The video begins with the creator holding the Farmacy Beauty Green Clean Cleansing Balm while stating that she doesn't hear anyone talking about the product enough, suggesting the product is underappreciated. - 00:02–00:03 The creator then announces they will get 'unready together,' which is to remove makeup with the Farmacy product. - 00:03–00:08 The creator introduces Farmacy Beauty's Green Clean Cleanser Balm and mentions having restocked because she ran out, indicating her satisfaction with the product. This is from the creator's POV, using her own personal experience to demonstrate value. The tone is casual and conversational. - 00:08–00:11 The creator says that she did not want to keep using her travel size jar. - 00:11–00:17 She explains she switched from makeup wipes to the cleansing balm, citing its gentleness and effectiveness at removing waterproof mascara, SPF, excess oil, and impurities without stripping the skin. - 00:17–00:24 The creator highlights the added benefits of using the balm, noting that her skin feels smoother, softer, and more hydrated after use, which is from the creator's POV. - 00:24–00:28 She ends by saying that she always follows with the Green Clean cleanser because the duo is unmatched. - 00:28–00:31 The creator suggests that if the audience is looking for a sign to get the product, let this be it.

# Ad summary The ad features a woman promoting Farmacy's Honey Halo moisturizer. She highlights its rich ingredients and luxurious feel, positioning it as a way to achieve a healthy, glowing complexion. # Brand positioning Farmacy is presented as a skincare brand focused on delivering high-quality, luxurious experiences through natural ingredients and effective formulas. The brand seems to align with values of self-care, indulgence, and achieving a healthy, radiant complexion. Farmacy aims to occupy a space in the consumer's mind as a go-to brand for those seeking moisturizers that provide both functional benefits and a sense of luxury, elevating the daily skincare routine into a pampering ritual. # Product The advertised product is Farmacy's Honey Halo Ultra-Hydrating Ceramide Moisturizer. This moisturizer is presented as a luxurious and effective solution for achieving smooth, plump, and healthy-looking skin. The key ingredients highlighted are fig, ceramides, and buckwheat honey, which work together to "drench" the skin in dewy hydration. The moisturizer is designed to eliminate dry patches and provide a rich, radiant glow. It is designed for individuals seeking to achieve a luxurious, healthy-looking complexion through a daily skincare routine. # Visual style The ad has a polished UGC feel, with natural lighting and a focus on showcasing the product and its application. The editing style includes quick cuts and smooth transitions to maintain a consistent pace. The production quality is high, suggesting a deliberate effort to create an aesthetic that aligns with the brand's luxurious positioning. # Hooks Spoken: You know that one moisturizer that makes your skin feel expensive Text overlay: you know that one / moisturizer that makes / your skin feel expensive Visual: 00:00–00:02: A hand holding a jar of Farmacy Honey Halo moisturizer opens it with a small spatula, scooping out a small amount of the product. / 00:02–00:03: A woman with tan skin and dark hair, wearing a red top, applies the moisturizer to her cheek with the spatula. The background is a blurred, light-colored wall. # Funnel stage Consideration # Pain points The ad addresses the problem of dry skin and the desire for a healthy, hydrated complexion. The lack of hydration can result in dull, uneven skin texture. # Value propositions - Experience luxurious skincare with natural ingredients for a healthy, radiant complexion. - Get "rich skin energy" with Farmacy's Honey Halo moisturizer # Benefits - Drench your skin in dewy hydration - No dry patches, just smooth, plump, healthy glow - It's giving rich skin energy # Features - Fig - Ceramides - Buckwheat honey # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer using and endorsing the product. # Storyline - 00:00–00:03 The ad begins by posing a question about a moisturizer that makes your skin feel expensive. It aims to create intrigue and familiarity with viewers who value luxury skincare experiences. - 00:04–00:08 The presenter reveals Farmacy's Honey Halo moisturizer as the answer to the question, showing its packaging and ingredients, emphasizing its rich components like fig, ceramides, and buckwheat honey. - 00:08–00:14 The ad demonstrates the application of the moisturizer, illustrating its hydrating effects, and highlighting the resulting smooth, plump, and healthy glow. - 00:14–00:18 The presenter concludes by stating that the moisturizer is giving “rich skin energy,” reinforcing its luxurious feel and benefits.

# Ad summary This ad for Farmacy's Green Clean makeup-melting cleansing balm emphasizes the product's natural, farm-grown ingredients and its effectiveness at melting away makeup. It aims to appeal to consumers looking for eco-conscious skincare solutions. # Brand positioning Farmacy is presented as a skincare brand that leverages the power of natural ingredients sourced directly from farms, combined with scientific validation. This "farm-to-face" approach suggests a brand that values transparency, sustainability, and efficacy. The focus on "super greens" and phrases like "grown on the farm, proven in the lab" position Farmacy as a brand that bridges the gap between natural and effective skincare, appealing to consumers who seek both. # Product The advertised product is Farmacy's Green Clean cleansing balm, a makeup remover formulated with super greens. It is designed for anyone who wears makeup and seeks an effective yet gentle way to remove it. The product is highlighted for its makeup-melting abilities and its use of natural ingredients, suggesting a gentle, nourishing cleansing experience. The on-package label text includes: "GREEN CLEAN CLEANSING BALM WITH SUPER GREENS BLEND," further emphasizing its key features. The inclusion of the copy "GROWN ON THE FARM, PROVEN IN THE LAB" implies that the balm combines the best of nature and science, addressing concerns about the efficacy of natural skincare products. # Visual style The ad has a clean, nature-focused visual style with a focus on the product itself. The color palette is dominated by shades of green, reinforcing the natural theme. The image has a shallow depth of field, blurring the background and emphasizing the product in the foreground. The overall effect is a blend of natural and scientific elements, aligning with the brand's positioning. # Hooks Headline: Our makeup-melting cleansing balm, powered by super greens # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the need for an effective makeup remover that is also gentle and natural, addressing concerns about harsh chemicals and skin irritation. # Value propositions - Makeup-melting cleansing balm powered by super greens for effective and gentle cleansing. # Benefits - melts away makeup - gentle cleansing with natural ingredients # Features - makeup-melting cleansing balm - powered by super greens # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is from the brand's perspective, promoting the product and its features while emphasizing the brand's values and unique selling points. # Storyline - The ad opens by highlighting the Farmacy brand, which helps to establish brand recognition from the beginning. The brand’s presence suggests the ad is taking on the brand’s point of view as the ad’s creator and messenger. - The ad highlights the product's makeup-melting capabilities and its formulation with super greens. This is to inform viewers and convey the benefits of the product in removing makeup while using natural ingredients. This is from the brand's point of view. - The ad showcases the product's packaging and texture and the on-package label text, further emphasizing its features. This is to provide viewers with a detailed look at the product and build trust through transparency. This is from the brand's point of view. - The ad emphasizes the brand's unique combination of farm-grown ingredients and scientific validation, with the goal of building trust with the viewer through Farmacy’s tagline, "GROWN ON THE FARM, PROVEN IN THE LAB". This is from the brand's perspective.

# Ad summary The ad promotes Farmacy Beauty's Green Clean Cleansing Balm. It features a creator demonstrating the product and explaining how it gently removes makeup while leaving the skin hydrated and glowing. # Brand positioning Farmacy is presented as a brand that prioritizes gentle, effective skincare. The ad emphasizes the importance of proper cleansing as the foundation for a successful skincare routine. By offering the Green Clean Cleansing Balm, Farmacy positions itself as a solution to harsh cleansing methods like makeup wipes that can tug and damage the skin. The brand aligns with a skincare philosophy that values hydration and a healthy, natural glow. # Product The featured product is Farmacy's Green Clean Cleansing Balm, a skincare product designed to gently and effectively remove makeup. The ad highlights its ability to melt away makeup in seconds, without harsh scrubbing or tugging on the skin. The balm is marketed as a superior alternative to makeup wipes, addressing concerns about skin damage and dryness. The ad focuses on the product's hydrating and glow-boosting properties, aiming to leave the skin feeling super hydrated and glowing from within. The product comes in a green jar with a white lid, featuring the brand and product name in white lettering. # Visual style The ad has a polished UGC feel with a clean aesthetic. The editing style includes quick cuts and smooth transitions. The lighting is natural. The pacing is consistent, creating a positive rhythm. The visuals are timed to the music. # Hooks Spoken: 00:00–00:02: Ever wonder why your skincare isn't working? Text overlay: 00:00–00:02: cleansing IS skincare 👌 Visual: 00:00–00:02: A woman with long dark hair and a gray headband smiles, touching her face with her hands. She's wearing a gray robe and a diamond ring is visible on her left ring finger. She's positioned in front of a white door. The Farmacy Green Clean Cleansing Balm is held up next to her face. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is ineffective skincare routines due to improper cleansing. The ad implies that harsh makeup wipes are a common cause of this problem, as signaled by the phrase "don't tug on your skin with harsh wipes ❌." # Value propositions - Green Clean Cleansing Balm melts away makeup in seconds and leaves skin super hydrated and glowing. # Benefits - Leaves my skin feeling super hydrated - Glowing from within # Features - Cleansing balm # Call to action Make sure to add this to your cart # Social proof - "That's why I ditched my makeup wipes and started using Farmacy Beauty's Green Clean Cleansing Balm" - Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a skincare user. # Storyline - 00:00–00:02 The creator starts by asking if the viewer has ever wondered why their skincare isn't working. - 00:02–00:03 She asserts that it all starts with how you cleanse, setting the stage for the introduction of a better cleansing method. - 00:03–00:07 The creator reveals that she ditched makeup wipes, highlighting their potential harm, and began using Farmacy Beauty's Green Clean Cleansing Balm. - 00:07–00:09 She claims the cleansing balm melts away makeup in seconds. - 00:07–00:10 She describes how the balm leaves her skin feeling super hydrated and glowing from within, showcasing the desired outcome. - 00:10–00:13 She encourages viewers to add the product to their cart to improve their skincare routine.

# Ad summary This ad features an Asian woman demonstrating the benefits of Farmacy Beauty's Green Clean cleansing balm for dry skin. She highlights its ability to remove makeup, sunscreen, and impurities without drying out the skin, leaving it soft, smooth, and hydrated. # Brand positioning Farmacy Beauty positions itself as a skincare brand that offers effective and gentle solutions, particularly for individuals with dry skin. The brand's alignment with natural ingredients is subtly implied through the product's green packaging and the use of terms like "Green Clean" and "super greens blend." It promotes a healthy and hydrated complexion without the use of harsh ingredients. The brand goes against traditional norms by emphasizing gentleness and hydration rather than aggressive exfoliation or oil stripping, aiming to occupy a space in the consumer's mind as a provider of nurturing and effective skincare solutions. # Product The featured product is Farmacy Beauty's Green Clean cleansing balm. It's described as a makeup remover designed for individuals with dry skin who seek deep hydration. The balm effectively removes makeup, sunscreen, excess oil, and impurities without causing dryness or leaving residue. Its USPs include its ability to leave the skin feeling soft, smooth, hydrated, and healthier-looking. It is also presented as being gentler than makeup wipes. The product comes in a green jar. A plastic spatula is used to scoop the product from the jar. # Visual style The ad features a polished UGC feel with a clean and bright aesthetic. The editing is simple and straightforward with static shots and smooth transitions. The production quality is high, lending a professional yet approachable tone to the content. The pacing is consistent, around 16 cuts per minute. There are no obvious moments of audio-visual sync. # Hooks Spoken: Female 1: Si tienes la piel seca y buscas hidratación profunda, Text overlay: Piel seca y (Caption) / Piel seca y buscas hidratación profunda? (Caption) Visual: 00:00–00:02: A medium close-up shot of an Asian woman with long, dark hair. She is wearing a white tank top and natural makeup with glossy pink lips. Her hair is pulled back with two black claw clips. She is looking directly at the camera and touching her cheek with her right index finger. The background is a blurred view of a neutral-toned room with a white cabinet. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of having dry skin that is further aggravated by makeup removers that strip away moisture. # Value propositions - Cleansing balm that won't dry out your skin. - Gentler on skin compared to makeup wipes. # Benefits - Sin dejar residuos ni resecar la piel, la deja super suave, tersa, hidratada - Con un aspecto más saludable - Es tres veces más suave para la piel que las toallitas desmaquillantes. # Features - Cleansing balm - Elimina fácilmente el maquillaje, protector solar, el exceso de grasa y las impurezas. # Call to action None used. # Social proof - Es mi favorita y la super recomiendo. – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is demonstrating and recommending the product. # Storyline - 00:00–00:02 The ad opens with a woman touching her face, highlighting its texture, and the text overlay indicates that she has dry skin. - 00:02–00:05 The woman then holds up the Farmacy Green Clean cleansing balm, presenting the product as a solution for those with dry skin seeking deep hydration. - 00:05–00:09 The ad transitions to a close-up of the product being unboxed and opened, displaying its balm-like texture and fresh green color. - 00:09–00:11 The woman is shown scooping out a small amount of product with a spatula. - 00:11–00:16 The woman is then shown applying the balm to her face. - 00:16–00:22 The woman concludes by touching her face again, emphasizing its smoothness and healthy appearance, then re-presents the product.

# Ad summary This ad promotes the Farmacy Beauty Honey Milk Hydrating Essence and Honey Grail Ultra-Hydrating Face Oil, demonstrating how to use both products for hydrated and healthy-looking skin. # Brand positioning Farmacy Beauty is presented as a skincare brand focused on providing hydrating and nourishing products that are effective for achieving a healthy-looking, glowing complexion. The brand utilizes honey as a key ingredient and positions itself as a solution for dry, dull, or dehydrated skin. The brand follows category norms by focusing on functional benefits, such as hydration and soothing properties. # Product This ad promotes two Farmacy Beauty skincare products: the Honey Milk Hydrating Essence and the Honey Grail Ultra-Hydrating Face Oil. The Honey Milk Hydrating Essence contains ceramides and panthenol to cushion and calm the skin and instantly hydrates the skin, leaving it plump and bouncy. The Honey Grail facial oil is fast-absorbing, non-comedogenic, and provides a nourished, lit-from-within glow without feeling greasy. Both products hydrate, soothe, and strengthen the skin barrier. # Visual style The ad has a polished, UGC-style aesthetic with natural lighting. The editing rhythm is moderate, with a mix of static shots and quick cuts to highlight the products and their application. The pacing is consistent, maintaining a smooth flow throughout the video. # Hooks Spoken: 00:00–00:03 Let's talk skin prep because glowing makeup starts with hydrated skin. Text overlay: 00:00–00:03 let's talk skin prep because / 00:02–00:03 glowing makeup starts with hydrated skin Visual: 00:00–00:01 A medium close-up shows a woman with long, dark, curly hair, a black top, gold jewelry, and light skin, centered and looking directly at the camera. She holds a white box of FARMACY products in each hand, with a green plant visible in the blurred background. The camera slightly zooms in and rotates left to right. / 00:01–00:03 The camera zooms in on the products as the woman holds them up. The background is an out-of-focus white chair and the green plant from the previous shot. # Funnel stage Middle of funnel (Consideration) # Pain points Dry, dull, or dehydrated skin: "If your skin's feeling dry, dull, or dehydrated..." # Value propositions - The Honey Milk Hydrating Essence is packed with ceramides and panthenol to cushion and calm the skin, hydrating and leaving skin plump. - Honey Grail is fast-absorbing and non-comedogenic, providing a glow without greasiness, useful for keeping skin nourished. # Benefits - The Honey Milk Hydrating Essence cushions and calms the skin and instantly hydrates the skin, leaving it plump and bouncy. - The Honey Grail facial oil gives a nourished, lit-from-within glow without ever feeling greasy. - Together, they hydrate, soothe and strengthen my skin barrier. # Features - The Honey Milk Hydrating Essence contains ceramides and panthenol. - The Honey Grail facial oil is fast-absorbing and non-comedogenic. # Call to action Farmacy's World of Honey is definitely worth a try. # Social proof - "I've been using the Farmacy Beauty Honey Milk hydrating essence and the Honey Grail ultra hydrating facial oil and my skin is obsessed" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The video begins with the creator holding the products and states that she's going to talk about skincare prep because glowing makeup starts with hydrated skin. This is to grab the viewer's attention and establish the video's topic and value proposition. - 00:03–00:10 00:03–00:10 The creator introduces the Farmacy Beauty Honey Milk Hydrating Essence and the Honey Grail Ultra-Hydrating Face Oil, stating that her skin is obsessed. This is to highlight the product being featured and hint at the positive results. - 00:11–00:18 00:11–00:18 The creator applies the Honey Milk Essence to her skin and states that it is packed with ceramides and panthenol to cushion and calm the skin. This is to demonstrate the product's use and highlight its key ingredients and benefits. - 00:18–00:25 00:18–00:25 The creator continues by applying the Honey Grail facial oil, stating that it is fast-absorbing, non-comedogenic, and gives a nourished lit from within glow. This is to highlight another key feature and describe the effects of the product. - 00:25–00:29 00:25–00:29 The creator finishes by stating that together the products hydrate, soothe, and strengthen the skin barrier. This is to recap the benefits of using both products in combination. - 00:29–00:34 00:29–00:34 The creator concludes by stating that Farmacy's World of Honey is worth a try if the viewer's skin is feeling dry, dull, or dehydrated. This is to present the products as a solution to common skin concerns and encourage viewers to try them.

# Ad summary This ad promotes Farmacy Green Clean cleansing balm as an upgrade to makeup wipes. A woman is shown using a makeup wipe and then is shown using Farmacy's cleansing balm. The ad emphasizes that it dissolves makeup without tugging. # Brand positioning Farmacy aims to position itself as a modern, clean beauty brand that offers effective skincare solutions. The brand aligns with values of natural ingredients and gentle yet effective products. It pushes against the traditional makeup removal methods, such as harsh wipes, and offers an upgrade that dissolves makeup without tugging. The brand's positioning is both functional, offering high-performance products, and emotional, promoting skin comfort and health. # Product Farmacy's Green Clean cleansing balm is a makeup remover made with a blend of super greens that dissolves makeup. The product is designed for individuals looking for a gentle makeup removal solution. It comes in a green jar and has a balm-like consistency. The balm dissolves makeup without tugging. The packaging features the product name and description. # Visual style The ad has a polished UGC feel with quick cuts and smooth transitions. The production quality is high, mimicking a commercial while maintaining a relatable, user-generated aesthetic. The pacing is consistent throughout the ad. # Hooks Spoken: 00:11–00:13 Oh, I love this stuff. # Funnel stage Middle of funnel (Consideration) # Pain points Using makeup wipes since high school may not be the best method. # Value propositions - An upgrade from makeup wipes # Benefits - Gently removes makeup # Features - Super greens blend - Dissolves makeup without tugging # Call to action None used. # Point of view - Customer 80% – Communicated via casual tone and a real person using the product. - Brand 20% – Communicated via product claims on-screen and showing the product # Storyline - 00:00–00:02 00:00–00:02 A woman uses a makeup wipe to remove her makeup. The message is conveyed that this is a common but outdated method. The audience is experiencing it from the woman's perspective, who seems frustrated. The tone is slightly self-deprecating, suggesting that this is an old habit. - 00:02–00:05 00:02–00:05 The product Farmacy Green Clean is introduced. The message is conveyed that it's time for an upgrade from makeup wipes to the Farmacy Green Clean. The audience is viewing the product from the brand's perspective, showcasing the product's features. The tone is upbeat and positive, indicating a solution to the previous frustration. - 00:05–00:10 00:05–00:10 The woman uses the Farmacy Green Clean to dissolve her makeup. The message is conveyed that it dissolves makeup without tugging. The audience is experiencing it from the woman's perspective, showcasing the product's effectiveness. The tone is satisfying, indicating a gentle and effective makeup removal process. - 00:10–00:13 00:10–00:13 The woman expresses satisfaction with the product, emphasizing its effectiveness. The message is conveyed that the product is worth trying. The audience is experiencing it from the woman's perspective. The tone is positive and confident, reinforcing the product's value.

# Ad summary A woman shares how she uses Farmacy's Green Clean Cleansing Balm, highlighting that it's made with fresh ingredients and effectively removes makeup. # Brand positioning Farmacy is presented as a brand that values fresh, natural ingredients combined with scientific precision for effective skincare. The brand occupies a space that emphasizes clean beauty, aligning with a health-conscious lifestyle and promoting values of natural efficacy. Farmacy stands apart from competitors that may use synthetic ingredients, positioning itself as a fusion of nature and science to deliver skin benefits. # Product Farmacy's Green Clean Cleansing Balm is a skincare product designed to gently remove makeup and SPF. The balm has a creamy texture that melts into an oil and then a milky lather when applied. It is formulated with super greens, sunflower oil, and papaya extract to nourish the skin while cleansing. The cleansing balm is intended for use by those looking for a way to cleanse the skin without scrubbing, leaving it soft, hydrated, and never stripped. # Visual style The ad has a polished, UGC-feel with natural lighting. It uses quick cuts and static shots, with a hybrid production quality. The aesthetic is clean and simple, which supports the intended tone of natural beauty. The pacing is medium, with cuts timed to voiceover lines, creating audio-visual sync. # Hooks Spoken: Female 1: At this point, if my skincare isn't as fresh as my groceries, I don't want it. Text overlay: 00:00–00:03 / if my skincare isn't as fresh as my groceries, I don't want it. Visual: 00:00–00:02: At a produce stand, onions and peppers sit in wicker baskets. Freezers filled with dairy are in the background. Beyond are pumpkins and flowers on display. / 00:02–00:04: The camera is at eye level and pointed down at rows of black produce containers filled with peppers, pumpkins, and flowers. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is using skincare products that are not as 'fresh' as groceries, implying that some products may not contain quality ingredients. # Value propositions - Achieve clean and fresh skin with a gentle formula that nourishes while cleansing. - Fresh ingredients-based cleansing with science to effectively remove makeup and SPF. # Benefits - Breaks down makeup so gently - Breaks down SPF so gently - No scrubbing - Skin feels soft - Skin feels hydrated - Skin is never stripped - Nourishes while it cleanses - Skin feels just clean and fresh # Features - Creamy texture - Melts into an oil - Transforms to a milky lather - Includes super greens - Includes sunflower oil - Includes papaya extract # Call to action None used. # Social proof - “So I've been using Farmacy's Green Clean Cleansing Balm...And it honestly fits right in with my whole fresh ingredients first mindset.” - Female 1 # Point of view - Customer 100% – The entire ad is presented from the perspective of a woman sharing her skincare routine and positive experience with the product. # Storyline - 00:00–00:03 The ad opens by showing fresh produce in a market. - 00:00–00:03 This conveys a visual association with the freshness the product aims to emulate. - 00:00–00:03 The narrator's perspective expresses that skincare should be as fresh as groceries, framing the expectation for 'fresh ingredients'. - 00:03–00:07 Building on this idea, the woman introduces Farmacy's Green Clean Cleansing Balm as her solution. - 00:03–00:07 This communicates that the product meets the 'fresh ingredients' standard previously established. - 00:07–00:13 The woman holds up and opens the jar, using a spatula to take out the product and describes its texture transformation from creamy to oil to milky lather. - 00:07–00:13 This highlights the unique sensory experience and multifaceted efficacy of the product. - 00:13–00:17 She then demonstrates the application of the balm on her face to show that it breaks down makeup and SPF gently, without scrubbing. - 00:13–00:17 This conveys the product's gentleness and ability to remove impurities effectively. - 00:17–00:21 The woman names key ingredients (super greens, sunflower oil, papaya extract) and describes how her skin feels after use: soft, hydrated, and never stripped. - 00:17–00:21 This describes the nourishing effects of the product. - 00:21–00:25 The ad concludes with her restating that the product is 'Powered by nature, perfected by science' and her approval to keep it in her routine. - 00:21–00:25 This reinforces the brand's positioning and the speaker's endorsement.

# Ad summary This ad uses ASMR-like sounds to showcase the unboxing and dispensing of Farmacy's Honey Glow Serum. The right side of the split screen displays the product alongside its benefits, while the left features close-ups of the packaging opening and serum being dispensed. # Brand positioning Farmacy is presented as a brand focused on skincare that utilizes natural ingredients to enhance skin radiance. The brand appears to position itself as a premium skincare provider, emphasizing the benefits of its Honey Glow Serum through visual and textual cues. The ad highlights ingredients like the 17% AHA/BHA blend, suggesting a focus on scientific formulation and product efficacy. It focuses on enhancing the user's skin to have a glow. There is no direct competition in the ad, the visuals and descriptions of the product promote a luxurious skincare experience. # Product The product featured is Farmacy's Honey Glow Serum, a skincare serum with a 17% AHA/BHA blend designed to boost the skin's glow instantly. The serum is for those looking to improve their skin's radiance and texture. The ad lists the product as having "5 Acids. 5 Benefits. 5 Nights." The product comes in a white bottle with gold labeling. The packaging includes honeycomb imagery, which ties into the product's honey-related branding. The ad addresses a potential purchase barrier by highlighting the quick, visible results of the serum and how easy it is to use. # Visual style The ad has a polished aesthetic with clean lighting and a focus on showcasing the product and its texture. The editing style uses quick cuts to maintain a fast pace. The production quality is high, giving the ad a commercial feel. # Hooks Text overlay: 00:00–00:11 FARMACY / 00:00–00:11 SAVE UP TO 45% / 00:00–00:11 HONEY GLOW SERUM / 00:00–00:11 with 17% AHA/BHA Blend Visual: 00:00–00:06 The shot opens with a split screen. The left side features a close-up of a hand opening a white Farmacy product box, revealing the Honey Glow Serum inside. The right side displays the serum bottle and component container, with text overlays that highlight the product's benefits against a gradient blue background. The lighting is bright and clean, enhancing the product's appeal. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Save up to 45% on Honey Glow Serum # Benefits - Boosts glow instantly # Features - 17% AHA/BHA Blend - 5 Acids - 5 Benefits - 5 Nights # Call to action Available on Shopee Official Shop # Social proof - None used. # Point of view - Brand 100% – The entire ad focuses on presenting the brand and product from the brand's official perspective. # Storyline - 00:00–00:06 00:00–00:06 The ad begins with a split screen: on the left, a hand opens a white Farmacy product box. On the right, the product is displayed with branding and key information. The crinkling sound of the box opening is highlighted, creating an ASMR effect. - 00:06–00:11 00:06–00:11 The left side of the screen transitions to a close-up of a hand dispensing the serum from the bottle. On the right, product benefits are highlighted with text overlays. This provides a smooth transition from the product box opening to dispensing the product.

# Ad summary This image ad promotes the Farmacy Gentle Double Cleanse Duo. It highlights an exclusive offer for a free duo with orders over $40 and emphasizes the value of the gift. # Brand positioning Farmacy is presented as a brand focused on gentle and effective skincare solutions. The ad emphasizes natural ingredients with visual cues like greenery and whole foods, positioning the brand as clean and health-conscious. The brand occupies a space in the market for consumers who prioritize skincare that is both effective and environmentally friendly. # Product The Farmacy Gentle Double Cleanse Duo includes two products: a cleansing balm and a cleanser. The 'Green Clean' cleansing balm is designed to gently melt away makeup and impurities, while the cleanser provides a deeper cleanse. The products are advertised as suitable for all skin types and are free of harsh chemicals. The products aim to thoroughly cleanse the skin without stripping its natural moisture, addressing the common concern of dryness or irritation associated with cleansing. # Visual style The ad features a clean, product-focused studio shot with a monochromatic green color scheme. The production quality is high, with soft lighting and natural elements used to enhance the brand's focus on clean ingredients. The image treatment includes subtle color grading to maintain a natural, fresh look. The flatlay composition ensures the products are easily visible and scannable. # Hooks Headline: Free Gentle Double Cleanse Duo # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of needing effective yet gentle cleansing. Many cleansers can be harsh, stripping the skin of its natural moisture. The ad aims to solve this problem by offering a gentle double cleanse duo. # Value propositions - Free Gentle Double Cleanse Duo WITH ORDERS $40+ - $32 VALUE # Benefits - Gentle double cleanse # Features - Fragrance free # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad focuses on promoting the brand's offer and product. # Storyline - The ad begins with the offer of a free Gentle Double Cleanse Duo with orders over $40. The brand is communicating an incentive to encourage immediate purchase by highlighting a promotion. - The ad showcases the Farmacy Gentle Double Cleanse Duo along with a '$32 VALUE' badge. The brand is communicating a clear benefit for customers who spend $40 by presenting a bonus gift and its implied monetary worth. - The ad features the product packaging and individual product containers with greenery and an apple as props. The brand is reinforcing the product's natural and clean ingredients, and visually supports a sense of purity and health.

# Ad summary A UGC-style advertisement for Farmacy's Honey Milk Hydrating Essence and Honey Cloud Moisturizer. The ad features a creator who demonstrates the products and their benefits. # Brand positioning Farmacy is presented as a skincare brand that focuses on gentle, effective hydration. The ad positions Farmacy as being a great solution for achieving dewy and plump skin. The products are described as containing natural ingredients like honey, chamomile, and ceramides. # Product The ad features two Farmacy products: Honey Milk Hydrating Essence and Honey Cloud Moisturizer. The Honey Milk Hydrating Essence is a lightweight essence designed to replenish moisture, plump the skin, soothe, and calm redness, providing all-day hydration and making skin feel as hydrated as after drinking a glass of water. It contains chamomile and ceramides. The Honey Cloud Moisturizer is described as a fast-absorbing, lightweight moisturizer that repairs and strengthens the skin barrier, hydrates and soothes dry, irritated skin. The moisturizer is described as not feeling greasy and is suitable for both day and night use. It contains white honey, ceramides, and chamomile. # Visual style The ad has a casual, UGC feel with natural lighting and a simple background. The editing style includes quick cuts to highlight product application and benefits. The production quality is good, balancing a polished look with a relatable, user-generated vibe. The pacing is moderate. # Hooks Spoken: Female 1: [Slightly exaggerated tone] I'm so sorry I'm late, traffic was crazy! Text overlay: "I'm so sorry I'm late, traffic was crazy!" Visual: 00:00–00:02: The creator, an East Asian woman with long black hair, stands indoors in front of a cream-colored wall. She wears sunglasses, a white tank top, and a dark denim jacket. She holds her hands up in a gesture of apology. # Funnel stage Consideration # Pain points The pain point implied is that of experiencing a long commute that can make skin look stressed, tired, and dehydrated. The ad presents that the solution is incorporating Farmacy products into their routine to help soothe and rejuvenate the skin. # Value propositions - Honey Milk Hydrating Essence: My skin will feel instantly hydrated and plump, like I just drank a full glass of water. - Honey Cloud Moisturizer: It's so light but incredibly moisturizing. It also absorbs so fast and it doesn't feel greasy on my skin at all. Perfect for both day and night. # Benefits - Instantly replenishes moisture and plumps skin - Instantly soothes and calms redness - Provides all day hydration - Fast-absorbing, all-day moisture - Hydrates and soothes dry, irritated skin # Features - Contains Chamomile + Ceramides - Lightweight - Repairs and strengthens the skin barrier - Contains White Honey, Ceramides & Chamomile # Call to action Get yours now at Sephora! # Social proof - "I've been loving this Honey Milk essence with us whenever I apply it, my skin will feel instantly hydrated and plump, like I just drank a full glass of water" – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented from the point of view of a customer/creator sharing their routine and experience with the products. # Storyline - 00:00–00:02 The ad begins with the creator apologizing for being late, blaming the traffic. - 00:02–00:16 The creator presents the Farmacy Honey Milk Hydrating Essence as the reason for her glowing skin, implying it helps her stay hydrated. - 00:16–00:31 The creator moves onto the next step in her routine, which is the Farmacy Honey Cloud Moisturizer. - 00:31–00:37 The creator highlights that the products contain White Honey, Ceramides, and Chamomile and then shows her finished routine. - 00:37–00:44 The ad ends with a CTA, directing viewers to purchase the products at Sephora.

# Ad summary A man shows how the Farmacy Bright On Daily AHA Foam Exfoliator has helped with his dry skin. # Brand positioning Farmacy is presented as a skincare brand focused on creating effective and gentle products. The brand uses mandelic acid and fermented lemon peel to brighten and smooth the skin. It is intended for daily use, signaling a positioning that emphasizes ease of integration into an everyday routine. With its emphasis on ingredients, Farmacy appeals to customers seeking natural, scientifically-backed skincare. It promises visible results without harsh side effects. Overall, the brand seeks to be known as a trusted provider of gentle yet effective daily skincare. # Product The Farmacy Bright On Daily AHA Foam Exfoliator is a gentle exfoliating skincare product designed for daily use. It contains mandelic acid, which brightens and boosts skin cell turnover, as well as fermented lemon peel to aid in smoothing and softening the skin. The product comes in a bottle with a pump that dispenses the foam into the user's hand. Its key benefits include improving skin brightness and vitality, making it ideal for those experiencing dry or lifeless skin. The product addresses the barrier of harshness and the potential for over-exfoliation, presenting itself as a gentle option suitable for daily use. # Visual style The ad has a UGC feel, with the main speaker appearing to film the video himself in various locations. The editing includes quick cuts between scenes and close-up shots to focus on the product and the speaker's face. The visual aesthetic is clean and bright. The pacing of the ad is fairly quick. Most of the text overlays sync to the speaker's voiceover. # Hooks Spoken: It has been freezing in New York / and my skin has been super dry and just lifeless Text overlay: It has been freezing in New York / and my skin has been super dry and just lifeless Visual: 00:00–00:02: A man with curly hair and glasses stands outside in the snow, wearing a black puffy jacket. He looks down and shivers. He holds his phone up to the camera, showing the weather app displaying 29 degrees. There are cars and a parking garage behind him. / 00:02–00:05: Close up shot of the same man inside with a white wall behind him. He is wearing a gray tank top. # Funnel stage Consideration # Pain points Dry, lifeless skin, especially in cold weather. # Value propositions - A gentle acid that brightens and boosts skin cell turnover - aids in smoothing and softening skin # Benefits - brightens skin - boosts skin cell turnover - aids in smoothing skin - softening skin # Features - mandelic acid - fermented lemon peel # Call to action you have to check this out. # Social proof - “The Farmacy Bright On Daily AHA Foam Exfoliator has been such a game changer” – Male 1 (Customer) - “look at the difference from using it just one time my skin is so much brighter and so much livelier” – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer speaking directly about their experience with the product. # Storyline - 00:00–00:05 The man says it has been freezing in New York and his skin has been super dry and just lifeless. - 00:05–00:18 The man shows the Farmacy Bright On Daily AHA Foam Exfoliator and says it has been such a game changer. The ad goes on to promote the product's active ingredients. - 00:18–00:25 The man promotes the product's benefits by saying to look at the difference from using it just one time. He holds up the product and says that his skin is so much brighter and so much livelier, and encourages viewers to check this out.

# Ad summary The ad promotes Farmacy Green Clean cleansing balm as a gentle and effective alternative to makeup wipes. It highlights the balm's ability to dissolve long-wear makeup and waterproof mascara, leaving skin fresh and hydrated. The ad emphasizes a "farm fresh cleanse" and positions the product as grown on the farm and proven in the lab. # Brand positioning Farmacy is presented as a brand that combines natural ingredients sourced from farms with scientific testing in the lab. The ad positions the brand as a provider of effective and gentle skincare, emphasizing the 'farm fresh cleanse' experience. The brand appears to value both natural origins and scientific validation, creating a balance between nature and technology. The brand seeks to occupy a space in the market for consumers who want skincare that is both effective and gentle, aligning with a lifestyle that values natural products and proven results. # Product The Farmacy Green Clean cleansing balm is a makeup remover designed to dissolve long-wear makeup and waterproof mascara. It is presented as a gentler alternative to makeup wipes, which can tug and scrape the skin without fully dissolving makeup. The Green Clean cleansing balm is described as '3x more gentle than wipes' and formulated to leave skin feeling 'fresh + hydrated'. It is for people looking for an effective yet gentle way to remove their makeup without causing irritation or dryness. The balm is shown being scooped from a green jar with the product name and description. The product is presented as a superior option for makeup removal, offering effective cleansing while promoting skin hydration. # Visual style The ad has a clean and bright aesthetic, with close-up shots to emphasize the product and its effects. The editing style includes smooth transitions between shots, and the production quality appears polished, aligning with a commercial style. The use of water droplets on the product jar and the focus on hydrated skin create a visual motif of freshness and cleanliness. The pacing is consistent throughout the ad, with cuts timed to the voiceover, creating an audio-visual sync. # Hooks Spoken: Female 1: 00:00–00:02 Your makeup wipes are wrecking your skin. Text overlay: 00:00–00:02: Your makeup wipes are / 00:01–00:02: wrecking your skin Visual: 00:00–00:02: A person's hands hold and stretch a makeup wipe, with the person slightly out of focus. Text overlay reads 'Your makeup wipes are wrecking your skin'. # Funnel stage Middle of funnel (Consideration) # Pain points Makeup wipes can tug and scrape the skin without completely dissolving makeup. The quote 'Your makeup wipes are wrecking your skin' clearly emphasizes this frustration. # Value propositions - Gentle makeup removal: '3x more gentle than wipes' - Hydrating formula: 'leaving you fresh + hydrated' - Effective cleansing: 'Effortlessly melts away long-wear makeup and waterproof mascara' # Benefits - Effortlessly melts away long-wear makeup - Dissolves waterproof mascara - Leaving you fresh + hydrated - Farm fresh cleanse # Features - Cleansing balm - With super greens blend - 3x more gentle than wipes # Call to action Try Green Clean + feel the difference # Social proof - None used. # Point of view - Brand 50% – The brand uses voiceover to highlight the benefits of the cleansing balm. - Customer 50% – The customer uses the product in the video and shares the results of the product. # Storyline - 00:00–00:02 The ad starts with the presenter holding up a makeup wipe and expressing that 'Your makeup wipes are wrecking your skin' to grab the viewers attention by highlighting the negative impacts of makeup wipes. - 00:02–00:06 The ad shows a close up shot of the presenter using a makeup wipe to remove their eyeliner. The presenter expresses that makeup wipes 'They tug and scrape without dissolving all your makeup' showing how makeup wipes can be harsh on the skin and are not fully dissolving makeup. - 00:06–00:07 The ad then transitions to the product itself, 'Green Clean cleansing balm' suggesting an alternative for the issues expressed with makeup wipes. - 00:07–00:08 The ad shows the balm being scooped out of the container with the text overlay '3x more gentle than wipes' supporting the product's gentle claim. - 00:08–00:10 The ad then shows the cleansing balm being used on a face, and the user expressing that the cleansing balm is 'leaving you fresh and hydrated' highlighting the benefits of the product. - 00:10–00:12 The ad expresses 'Try Green Clean + feel the difference' as a call to action, encouraging people to try the product to see the difference for themselves. - 00:13–00:15 Finally, the ad ends with the brand name being displayed with the words 'grown on the farm, proven in the lab' expressing the brand's values and mission.

# Ad summary The ad showcases Farmacy's Bright On skincare line, featuring the Daily AHA Foam Exfoliator, 3% TXA Dark Spot Toner, and Vitamin C Eye Cream. A creator demonstrates how to incorporate these products into a simple, gentle, and effective skincare routine to achieve smooth, bright, and hydrated skin. # Brand positioning Farmacy is presented as a brand focused on providing simple, gentle, and effective skincare solutions. The brand emphasizes natural ingredients and a focus on brightening and hydrating the skin. Farmacy is positioned to appeal to consumers seeking a straightforward routine. It promotes a lifestyle of self-care and prioritizes gentle yet effective products. # Product The ad showcases three Farmacy products: the Bright On Daily AHA Foam Exfoliator, Brighten Up 3% TXA Dark Spot Toner, and Bright On Vitamin C Eye Cream. The Daily AHA Foam Exfoliator provides gentle daily exfoliation with mandelic acid. The Brighten Up 3% TXA Dark Spot Toner helps brighten and even skin tone. The Bright On Vitamin C Eye Cream hydrates and brightens the under-eye area. Together, these products form a simple routine that promotes smooth, bright, and hydrated skin. # Visual style The ad has a clean and polished aesthetic. The editing style includes quick cuts and smooth transitions. The production quality is high, resembling a polished commercial. The pacing is consistent. The lighting is bright. # Hooks Spoken: Female 1: I've been trying Farmacy's new Bright On Daily AHA Foam Exfoliator. Text overlay: Bright On Daily AHA Foam Exfoliator Visual: 00:00–00:02: A hand with red nails holds and rotates a Farmacy Bright On Daily AHA Foam Exfoliator bottle. The background is blurry, showing a white surface. Text overlay: 'Bright On Daily AHA Foam Exfoliator'. # Funnel stage Consideration # Pain points Uneven skin tone, dark spots, and dullness are implied frustrations. # Value propositions - Gentle daily exfoliation with mandelic acid (AHA) - A simple routine that really helps my skin feel its best # Benefits - Gentle daily exfoliation - Skin feeling so smooth - Boost radiance - Even my skin - Hydrate and brighten up my under eyes # Features - Daily AHA Foam Exfoliator - Mandelic acid (AHA) - 3% TXA Dark Spot Toner - Vitamin C Eye Cream # Call to action None used. # Social proof - I've been trying Farmacy's new Bright On Daily AHA Foam Exfoliator. It's become a staple in my routine – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a skincare creator who is using the Farmacy products. # Storyline - 00:00–00:04 The creator introduces Farmacy's Bright On Daily AHA Foam Exfoliator and expresses that it has become a staple in her routine. This message is intended to introduce the product and show that it is effective. The audience experiences the product from the creator's perspective. - 00:04–00:08 The creator demonstrates the application of the AHA Foam Exfoliator and explains that it provides gentle exfoliation, leaving her skin feeling smooth. This part of the story is intended to show the product in use and highlight its benefits. The audience experiences the product from the creator's perspective. - 00:08–00:12 The creator shows the Brighten Up TXA Toner, stating that it helps brighten and even skin tone, and applies it to her skin. This aims to show another product in the routine and its benefits. The audience experiences the product from the creator's perspective. - 00:13–00:16 The creator introduces the Bright On Vitamin C Eye Cream, stating that it hydrates and brightens her under-eyes, and then applies it. This highlights the final product in the routine. The audience experiences the product from the creator's perspective. - 00:17–00:19 The creator shows all three products together and states that this simple routine helps her skin feel its best, emphasizing that the routine is simple, gentle, and effective. This is intended to close the ad and reiterate the routine's benefits. The audience experiences the product from the creator's perspective.

# Ad summary A woman films a short video describing Farmacy's Honey Halo Ceramide Moisturizer. She highlights that it contains ceramides to deeply hydrate and protect the skin's barrier. She shows herself applying the moisturizer to her face and then applying makeup. She says that her makeup sits flawlessly on top and that the moisturizer is her go to base. # Brand positioning Farmacy positions itself as a beauty brand that enhances skin with natural ingredients. In this ad, the Honey Halo Ceramide Moisturizer highlights the use of ceramides and honey as key ingredients, appealing to consumers who prioritize natural skincare solutions. The brand's emphasis on a 'dewy, healthy glow' suggests a focus on achieving radiant, well-hydrated skin, aligning with the trend of dewy skin. The product's functional claims, such as deeply hydrating and protecting the skin's barrier, indicate that Farmacy combines the appeal of natural ingredients with scientifically-backed benefits, differentiating it from brands that focus solely on either aspect. # Product The Farmacy Honey Halo Ceramide Moisturizer is presented as a skincare product designed to deeply hydrate and protect the skin's barrier. The ad highlights its rich, buttery texture and its formulation with ceramides, which work to hydrate and protect the skin. It also contains buckwheat honey and fig extract, which work to lock in moisture for a dewy, healthy glow. It is used as a base for makeup to create a flawless makeup application. It calms dry and stressed skin. # Visual style The ad has a bright and clean aesthetic. The editing style is very simple with basic cuts. The production quality is decent but does not feel particularly polished or high end. The pacing is moderate with a few cuts per second. # Hooks Spoken: Female 1: Get ready with me using Farmacy's Honey Halo Ceramide Moisturizer. Text overlay: Get ready with me using Farmacy's Honey Halo Ceramide Moisturizer. Visual: 00:00–00:02 A woman with dark hair and a blue tank top stands in front of a white wall and holds up the Farmacy Honey Halo Ceramide Moisturizer in her right hand, smiling. The camera is stationary. She has fair skin and dark eyebrows. # Funnel stage Consideration # Pain points The ad addresses the pain point of having dry, stressed skin that needs deep hydration and protection. This is signaled through the line, “It calms dry, stressed skin.” # Value propositions - The ad communicates value by highlighting the product's ability to create a flawless makeup application. - The ad communicates value by highlighting the moisturizing qualities of the product which protects the skin's barrier, deeply hydrates and calms dry, stressed skin. # Benefits - deeply hydrate skin - protect your skin's barrier - calms dry, stressed skin - lock in moisture for a dewy healthy glow - flawless makeup base # Features - rich buttery texture - packed with ceramides - buckwheat honey - fig extract # Call to action None used. # Social proof - "Farmacy's Honey Halo Ceramide Moisturizer is definitely my go to base!" - Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a real customer who uses the product in her daily life. # Storyline - 00:00–00:02 The creator begins the video by sharing that she is going to get ready with her audience. - 00:02–00:06 The creator shows Farmacy's Honey Halo Ceramide Moisturizer and highlights its rich buttery texture packed with ceramides to deeply hydrate and protect skin's barrier. - 00:06–00:12 She dabs the moisturizer onto her face with a skincare spatula and explains that it calms dry stressed skin and locks in moisture for a dewy healthy glow. - 00:12–00:17 After applying the moisturizer, she shows herself applying makeup. She claims that Farmacy's Honey Halo Ceramide Moisturizer is her go to base because it makes her makeup sit flawlessly on top.