How Glossier Advertises on Meta

# Ad summary This ad features a woman sharing the appeal of Glossier You perfume by highlighting the rewarding feeling of receiving compliments from strangers when wearing it. She shares personal anecdotes about receiving fragrance compliments in various everyday scenarios like at the gym or while traveling. # Brand positioning Glossier is presented as a modern and lifestyle-oriented beauty brand that prioritizes individuality and personal experience. The brand positions itself as offering classic fragrances with a unique twist, suggesting that their products are designed to enhance the wearer's natural scent rather than mask it. Glossier aligns with a lifestyle that values simplicity, self-expression, and feeling good in everyday moments. It pushes against the traditional norm of perfumes being solely about creating a statement, instead emphasizing the subtle and personal connection one has with their own scent. # Product Glossier You is portrayed as a classic fragrance designed to smell different on everyone. The ad emphasizes that it is a fragrance that elicits compliments from strangers in various everyday situations, such as at the gym, in a coffee shop, or while traveling. The ad doesn't explicitly detail the fragrance notes or composition, but focuses on the idea that it is a unique scent that enhances the wearer's natural aroma, leading to positive social interactions and compliments. It addresses the purchase barrier of choosing a scent that complements one's personal style and activities by positioning the fragrance as versatile and adaptable to various lifestyles and occasions. # Visual style The ad has a polished UGC feel with natural lighting and a soft, pastel color palette. The editing style combines quick cuts with static shots to maintain a dynamic yet relaxed pace. The production quality is clean, suggesting a blend of user-generated and professionally shot content. The pacing is moderate, with cuts happening roughly every 1-2 seconds. # Hooks Spoken: Female 1: The highest praised compliments are never from people you know. Text overlay: 00:00–00:03: the best type of compliments... Visual: 00:00–00:02: Shot of a young woman with long dark hair standing on a pink outdoor staircase in the sunlight. She wears a white top, black skirt, and black mules. She smiles as she sprays perfume on her neck. The camera angle is low, looking up at her. / 00:02–00:02: Split screen. Top: Dark, blurred image of leaves. Middle: Hand holding a bottle of Glossier You. Bottom: Matcha drink with a fig. # Funnel stage Top of funnel (Awareness) # Pain points Finding a fragrance that elicits compliments and fits seamlessly into various everyday scenarios. # Value propositions - Achieve a timeless compliment. # Benefits - Timeless compliment - Classic fragrance but different on you # Features - Fragrance # Call to action None used. # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer sharing her experiences and opinions. # Storyline - 00:00–00:05 The ad begins with a woman applying perfume on a sunny staircase, setting a casual and relatable tone. The narrator introduces the idea that the best compliments come from strangers, sparking curiosity about the brand and fragrance. - 00:05–00:09 The woman provides relatable examples of receiving compliments in everyday situations like at a coffee shop or gym, establishing the product as part of an active, social lifestyle. - 00:09–00:19 She then shares personal anecdotes about times she received unexpected compliments when wearing the fragrance, reinforcing the idea that the product is universally appealing and unique. - 00:19–00:30 The woman highlights the product's versatility, showing various scenarios where it can be worn, such as traveling, at the gym, or to a coffee shop, addressing the need for a fragrance that fits seamlessly into daily life. - 00:30–00:34 Finally, the ad reinforces the message that the fragrance offers a "timeless compliment", framing Glossier You as a classic fragrance that is different on you, solidifying the brand's unique selling proposition.

# Ad summary This ad features a Glossier Balm Dotcom product in the Dark Cherry flavor. The product is showcased in the center of the frame, surrounded by fresh dark cherries. The ad highlights key ingredients like beeswax, castor seed oil, phyto-antioxidant blend, and lanolin. A call to action encourages viewers to shop now. # Brand positioning Glossier positions itself as a brand that offers instant nourishment through its products, creating a sensory experience that engages both taste and feel. The brand emphasizes simplicity, functionality, and a connection to natural ingredients. Glossier aims to occupy a space in the consumer's mind as a purveyor of uncomplicated, effective beauty solutions that enhance everyday life without unnecessary complexity. # Product The product featured is Glossier's Balm Dotcom in the Dark Cherry flavor, described as a universal skin salve designed for instant nourishment. The balm comes in a squeeze tube with a dark cherry-colored cap and base, with the Glossier logo prominently displayed on the tube. It contains ingredients like beeswax, castor seed oil, a phyto-antioxidant blend, and lanolin, highlighting its natural and nourishing qualities. The product is presented as a simple, effective solution for anyone seeking immediate skin nourishment with a hint of flavor. # Visual style The ad has a clean and minimalist aesthetic. The product is centrally located and surrounded by natural elements to convey the benefits of the product. The image is studio-shot with flat, even lighting and a focus on product clarity. The color palette is limited to shades of red and white, creating a cohesive visual theme that is easy to scan. # Hooks Headline: Glossier. balm dotcom # Funnel stage Consideration # Pain points None used. # Value propositions - Instant nourishment you can feel and taste (benefit tied to product experience) # Benefits - Instant nourishment you can feel and taste # Features - Beeswax - Castor seed oil - Phyto-antioxidant blend - Lanolin # Call to action Shop now # Social proof - None used. # Point of view - Brand: The ad speaks from the brand's perspective to showcase the product, highlighting its features, benefits, and call to action, with messaging, ingredients, and a CTA to purchase. # Storyline - The ad opens with the brand and product name, 'Glossier. balm dotcom', immediately establishing brand recognition and product focus. The brand is telling the user the name of the product that is being advertised. - The tagline, 'Instant nourishment you can feel and taste,' conveys the product's immediate benefits and sensory experience. The brand is speaking directly to the consumer, highlighting the unique selling proposition of the product. - Key ingredients are highlighted (beeswax, castor seed oil, phyto-antioxidant blend, and lanolin), emphasizing the product's natural and beneficial components. The brand is conveying the care and detail that they put into their products. - The call to action, 'Shop now,' prompts immediate purchase. The brand is urging the user to take the final step and purchase the product.

# Ad summary This ad features a woman creating a natural-looking makeup look for fall using Glossier Cloud Paint. She applies two different colors to her face and blends them, stating that it gives the illusion that the blush is happening beneath the surface of the skin. # Brand positioning Glossier is presented as a brand that offers makeup that is easy to apply and blend. The brand promotes a lifestyle of natural beauty and a more effortless approach to makeup. Glossier aims to occupy a space in the consumer's mind that values simplicity and enhancing natural features, rather than covering them up. # Product The featured product is Glossier Cloud Paint, a seamless cheek color. It is designed for easy application and a natural-looking finish. The ad highlights its blendability, natural appearance, and long-lasting wear, stating Cloud Paint gives the illusion that the blush is happening beneath the surface of the skin. The product comes in a small tube. The ad shows two different colors called "Storm" and "Haze." The suggested use occasion is for a natural-looking, fall-inspired makeup look. # Visual style The ad has a polished UGC feel, with natural lighting. The editing style includes some quick cuts and transitions with some static shots. The ad maintains a consistent pace throughout with about 150 BPM. The cuts and product actions are timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 Let's do a fall fresh face look with Glossier Cloud Paint. Visual: 00:00–00:03 The shot shows a woman with long brown hair and bangs, wearing a blue sweater. She is holding two tubes of Glossier Cloud Paint, one in each hand. She is standing indoors with a white wall behind her. # Funnel stage Consideration # Pain points The ad suggests that some people struggle to achieve a natural-looking blush. The creator says that, when you blush, it happens beneath the surface of the skin, emphasizing that traditional blushes don't always achieve this effect. # Value propositions - Seamless cheek color that's natural looking # Benefits - natural looking - illusion that blush is happening beneath the surface of the skin # Features - seamless cheek color # Call to action None used. # Social proof - "Cloud Paint has been a staple in my makeup routine for like seven years." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer, who uses a casual tone and shares her personal experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The creator begins by introducing that she will be showing how to do a fresh fall face look with Glossier Cloud Paint. This is conveyed through her upbeat tone and holding up the products. - 00:04–00:09 00:04–00:09 The creator shows the Cloud Paint tube to the camera, explaining that the goal is to create a look like someone who has just come in from a brisk walk on a moody morning. The message is conveyed to set the tone and overall feel of the look that will be created. - 00:10–00:15 00:10–00:15 The creator demonstrates how little of the product is needed, squeezing out a tiny dot onto her hand, specifying that she is using color number 2, "Pink Elizabeth Bennet, in Pride and Prejudice, the Keira Knightly version." The message is conveyed from her perspective, and shares how it only takes a small amount of product. - 00:15–00:19 00:15–00:19 The creator states that Cloud Paint has been a staple in her makeup routine for about 7 years. This message is from the creator's perspective and meant to illustrate the products popularity and how long she has been using it. - 00:19–00:21 00:19–00:21 The creator says that the viewer is an artist, and to blend two shades together. This message is meant to make the viewer feel like they are capable of creating the look and that it is customizable. - 00:22–00:28 00:22–00:28 The creator applies the product directly onto her cheek, blending it in, and explaining that she is using her go-to color, "Storm", and adding "Haze" to give it more of a muted berry tone. This is shown from the creator's perspective, demonstrating how the product can be applied and blended and also how you can mix the colors together. - 00:29–00:34 00:29–00:34 The creator emphasizes that blush happens beneath the surface of the skin and that Cloud Paint truly gives that illusion. This is from the creator's perspective and is a product benefit. - 00:35–00:39 00:35–00:39 The creator wraps up by stating that the stain is so natural looking and perfect for fall. The creator then ends by saying to let her know if you have any questions. This is from the creator's perspective, and delivers a sign off statement.

# Ad summary The ad promotes Glossier's Balm Dotcom. The image highlights the nourishing lip balm while showing off the natural ingredients. # Brand positioning Glossier is presented as a brand focused on simple, effective beauty solutions. The positioning emphasizes natural ingredients and nourishment, suggesting a focus on healthy, rather than purely cosmetic, enhancement. The brand aligns with values of minimalism and a natural lifestyle, avoiding overly complex beauty routines in favor of simplicity and ease of use. # Product The product featured is Balm Dotcom, a lip balm designed for instant nourishment. The balm is presented as a solution for anyone seeking basic lip care. Key ingredients such as castor seed oil, beeswax, a phyto-antioxidant blend, and lanolin are highlighted, emphasizing the product's natural composition. The advertisement aims to lower purchase barriers by showcasing the product’s straightforward benefits and natural ingredients, appealing to consumers looking for simple and effective lip care. # Visual style The ad has a clean and minimalist aesthetic, typical of Glossier's branding, using a close-up shot and natural lighting to emphasize the product’s nourishing qualities and the model’s healthy lips. The use of simple ingredient callouts and a muted color palette enhances the product's appeal without overwhelming the viewer. # Hooks Headline: Instant nourishment lip balm # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of dry, undernourished lips. # Value propositions - The product contains castor seed oil, beeswax, phyto-antioxidant blend, and lanolin, which instantly nourishes lips. # Benefits - Instant nourishment # Features - CASTOR SEED OIL - BEESWAX - PHYTO-ANTIOXIDANT BLEND - LANOLIN # Call to action Shop now # Social proof - None used. # Point of view - Brand: The brand name "Glossier. balm dotcom" is at the top left, introducing the product. - Brand: The brand highlights the product's core ingredients. - Customer: The image showcases a close-up of nourished lips, suggesting the results one can expect from using the lip balm. # Storyline - The ad begins by showcasing the brand and product, positioning it as an accessible solution for lip nourishment. The brand is telling the audience about what they are selling. - Next, the ad breaks down the key ingredients (castor seed oil, beeswax, phyto-antioxidant blend, and lanolin) to convey product benefits and the reason behind its effectiveness. The brand is justifying why their product should be bought. - Finally, a ‘Shop now’ CTA encourages immediate purchase, making it a simple action for the customer to obtain the product. The brand is encouraging people to take action.

# Ad summary This image ad for Glossier You features 4 different lip scents that can be mixed and matched for a unique fragrance combination. # Brand positioning Glossier is presented as a brand focused on individuality and self-expression through its fragrance products. The ad emphasizes the unique and personal nature of scent, inviting customers to create a fragrance combination that reflects their personality. The brand positioning leans towards an emotional connection, encouraging customers to explore their identity through scent rather than just offering functional benefits like long-lasting fragrance. Glossier seems to be ignoring the category norms of traditional perfume marketing and large, single-scent bottles, pushing against the idea of a singular fragrance that defines a person and aligning with a lifestyle of creative expression. # Product The ad features four Glossier You fragrance products, each with a distinct scent profile designed to be layered and mixed. The scents include: RÊVE, described as lush + dreamy; YOU, described as warm + familiar; FLEUR, described as airy + luminous; and DOUX, described as soft + serene. Each scent comes in a small, portable spray bottle with a colored cap matching the scent's vibe. The ad emphasizes the ability to create a fragrance combo that's uniquely you, suggesting a personalized and experimental approach to fragrance. The ad addresses the barrier of committing to a single, potentially overwhelming scent by offering smaller, mixable options. # Visual style The ad has a clean, minimalist visual style, typical of the Glossier brand. It appears to be studio-shot with soft, diffused lighting. The image treatment is simple with no obvious filters or color grading, emphasizing the product's natural colors. The typography is clean and legible, integrated seamlessly into the image. The style contrasts typical beauty ads with heavy editing, and it could be easily scannable in feed. # Hooks Headline: Layering is the vibe # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of being stuck with a single scent that doesn't fully express the customer's personality or mood. The ad communicates this visually through the limited choice of only being able to wear one fragrance at a time. # Value propositions - The ability to create a custom fragrance through layering # Benefits - Mix scents for a fragrance combo that's uniquely you # Features - RÊVE lush + dreamy - YOU warm + familiar - FLEUR airy + luminous - DOUX soft + serene # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is conveying its brand values and key messaging through the text and visuals. # Storyline - The ad starts by presenting the concept of layering scents as the vibe, positioning fragrance as a form of self-expression. The brand is introducing the idea that mixing scents can create a unique personal fragrance. - Next, the ad shows four different Glossier You scents, each with a short description of its scent profile. The brand is highlighting the variety of scents available and their individual characteristics. - Finally, the ad displays a hand holding the four fragrance bottles together. The customer is now given a visual representation of how to use the product and combine the scents.

# Ad summary This image ad for Glossier's Futuredew product features a fair-skinned person applying the product to their face, with product details and brand messaging beneath the image. # Brand positioning Glossier is presented as a modern beauty brand that prioritizes a natural, dewy look. The brand is positioned as an accessible and relatable option for everyday consumers. By focusing on a "glowy look," Glossier promotes a lifestyle centered around effortless beauty and self-confidence. The ad aligns with category norms by showcasing a beauty product, but it stands out by emphasizing natural radiance rather than heavy makeup. # Product The featured product is Glossier's Futuredew, described as a "one-step dewy finish" oil serum. It's designed for anyone seeking a longwearing radiance with minimal effort. The product is formulated with a blend of four nourishing oils to achieve a natural glow. This formulation aims to address the barrier of achieving dewy skin without looking oily or artificial. The ad highlights its ease of use and long-lasting effect, making it a convenient option for daily use. # Visual style The ad has a minimalist aesthetic with a focus on clean lines and natural beauty. The production quality is high, with a studio-shot feel and soft lighting. The image treatment includes subtle color grading to enhance the skin's natural glow. The typography is clean and legible, fitting the modern and accessible brand image. The visual style aims for a platform-native feel, resembling content that would naturally appear in a user's feed. # Hooks Headline: Because a glowy look is always in # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration of wanting a dewy look that doesn't appear oily or require multiple steps. This is suggested by the "one-step dewy finish" callout, suggesting that it solves the pain point of a complicated routine. # Value propositions - Futuredew provides a one-step dewy finish, offering convenience and ease of use in achieving a radiant look. - The blend of four nourishing oils delivers both immediate glow and long-term skin benefits. # Benefits - dewy finish - nourishing oils - longwearing radiance # Features - one-step dewy finish - blend of 4 nourishing oils - longwearing radiance # Call to action Shop now # Social proof - None used. # Point of view - Customer: The close-up shot of the person applying the product conveys the customer's experience and perspective of using the product. - Brand: The brand's POV appears in the bottom section of the ad, promoting the benefits and features of their Futuredew product. - Brand: The phrase "Because a glowy look is always in" is from the brand's perspective, which reflects the brand's messaging. # Storyline - The ad opens with a close-up of a person with fair skin applying a small amount of a light-colored product to their cheek. The intention is to showcase the product in action and how it integrates into a natural beauty routine, presented from the perspective of a customer who is using the product. - Below the image, the ad highlights that "Because a glowy look is always in." This positions a core value of the brand, while also trying to influence the viewer that a dewy look is on trend. This part of the story is told from the brand's perspective. - Beside the text, there is a product shot of Futuredew. This shows the viewer the product's packaging and how the product will look in their hands, from the brand's perspective. - Finally, the ad concludes with Futuredew's key features and highlights, like "one-step dewy finish" and "blend of 4 nourishing oils". This section acts as a product-focused narrative that closes the ad, allowing the viewer to see the benefits for themselves from an informative perspective.

# Ad summary This ad showcases Glossier's Future Dew Oil Serum Hybrid, highlighting its benefits and ease of use. The ad features diverse models applying the product, emphasizing its ability to provide a dewy glow with a blend of nourishing oils. Short text overlays are used to call out key features and values, and the ad concludes with a clear call to action to shop now. # Brand positioning Glossier presents itself as a modern, minimalist beauty brand that focuses on enhancing natural beauty rather than masking it. The brand aesthetic is clean, effortless, and inclusive, targeting consumers who want a simple, effective skincare routine. Glossier emphasizes products that offer a dewy, radiant look, aligning with a lifestyle that values authenticity and self-care. The brand leans into a functional yet aspirational position, aiming to be accessible and user-friendly while still maintaining a cool, contemporary edge. # Product The featured product is Glossier's Future Dew Oil Serum Hybrid, a skincare product designed to give the skin a lasting dewy glow. It is described as a one-step product that provides long-wearing radiance. The oil serum is formulated with a blend of four nourishing oils intended to hydrate and enhance the skin's natural luminosity. The product aims to simplify the skincare routine by combining the benefits of both an oil and a serum, offering a quick and easy way to achieve a dewy finish. # Visual style The ad features a clean and minimalist aesthetic with a focus on showcasing natural beauty. The editing style is quick and snappy, with fast cuts between different models and product shots. The production quality appears polished, giving it a modern and high-end commercial feel. The visual motifs include close-ups of radiant, dewy skin and the product bottle. The pacing is consistent, with cuts timed to the beat of the music. # Hooks Text overlay: 00:00–00:01 futuredew™ / 00:02–00:04 Glow in a bottle Visual: 00:00–00:01 Close-up shot of a woman's face with dewy skin. She has tan skin, dark hair, and is wearing large silver hoop earrings. She is looking slightly upwards and to the right. The background is a plain white wall. The text overlay "futuredew™" appears on the screen. / 00:01–00:02 A person with tan skin and dark curly hair holds a Glossier Future Dew bottle against a white background. The bottle has a light pink cap and a pearlescent finish. The product label is visible. A portion of the person's face is visible on the right side of the frame. / 00:02–00:03 Close-up of a person with tan skin and dark curly hair. She is holding the Glossier Future Dew bottle. Text overlay: "Glow in a bottle". She is looking at the camera and smiling slightly. The background is a plain white wall. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the need for a simple and effective way to achieve radiant, dewy skin without a complicated skincare routine. Visuals of radiant skin suggest the user wants to achieve a long-lasting glow. # Value propositions - Achieve a dewy glow with a one-step product. - Get longwearing radiance with a blend of nourishing oils. # Benefits - Glow in a bottle - One-step dewy finish - Longwearing radiance # Features - Blend of 4 nourishing oils # Call to action Shop now # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official perspective of Glossier, focusing on product claims, demos, and benefits. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a close-up of a model's face, highlighting the dewy, radiant skin. The intention is to immediately showcase the desired result of using the product. The audience is experiencing it from the perspective of the brand, which is emphasizing the product's visual impact. - 00:01–00:03 00:01–00:03 The camera focuses on the Glossier Future Dew bottle, followed by another close-up of a model's face, along with the text "Glow in a bottle." The message is to emphasize the product as a simple solution for achieving radiant skin. The audience is experiencing it from the brand's perspective. - 00:03–00:07 00:03–00:07 The ad shows a montage of diverse models applying the product to their faces. Text overlays appear, highlighting features such as "one-step dewy finish" and "blend of 4 nourishing oils." This showcases the product's ease of use and key ingredients. The audience is experiencing it from the brand's perspective, which aims to demonstrate the product's versatility and inclusivity. - 00:07–00:10 00:07–00:10 The ad shows models with radiant, glowing skin, along with the text "longwearing radiance." The goal is to emphasize the long-lasting effect of the product. The audience is experiencing it from the brand's perspective. - 00:10–00:13 00:10–00:13 The ad ends with a white screen featuring the Glossier logo, product name, and a "Shop now" button. This is a direct call to action to encourage immediate purchase. The audience is experiencing it from the brand's perspective.

# Ad summary This ad for Glossier's Futuredew highlights the product benefits of having a dewy, long-wearing finish. The ad shows diverse models with different skin tones who have radiant skin and are smiling. # Brand positioning Glossier is presented as a contemporary and inclusive beauty brand that celebrates natural beauty. The brand aims to occupy the space of effortless, radiant skin. Glossier aligns with the values of simplicity and natural enhancement, pushing against the norms of heavy makeup and artificial looks. The brand's positioning is both functional, offering a product that delivers a dewy finish, and emotional, promoting a sense of confidence and radiance. # Product Glossier's Futuredew is an oil serum hybrid designed to provide an instant natural highlighter effect and long-wearing radiance. The product aims to give the ultimate dewy finish, creating a radiant complexion whether used with or without makeup. It addresses the need for a product that enhances the skin's natural glow without appearing artificial or heavy. The ad emphasizes the product's ability to provide long-lasting radiance, making it suitable for all-day wear. # Visual style The ad has a clean and polished aesthetic with a focus on natural lighting and clear product presentation. The editing style includes quick cuts to highlight different models and product application. The production quality is high, giving a commercial feel while maintaining a modern and approachable tone. The pacing is consistent, with cuts timed to match the music, enhancing the visual appeal. # Hooks Text overlay: 00:02–00:04: The ultimate dewy finish Visual: 00:00–00:02: A white surface is in the background as the camera pans up to show a Glossier Futuredew bottle in focus. The bottle has white packaging. It has the brand and product name printed on it. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not having a natural, longwearing dewy finish that can be worn with or without makeup. It shows how the product can easily achieve that. # Value propositions - The 'oil serum hybrid' format delivers both hydration and radiance in one product, offering convenience and effectiveness. - Provides longwearing radiance, ensuring the skin looks dewy and highlighted throughout the day. # Benefits - The ultimate dewy finish - Instant natural highlighter - Use with or without makeup - Get longwearing radiance # Features - Oil serum hybrid # Call to action Shop now # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its benefits through visuals and text overlays. # Storyline - 00:00–00:02 The product name 'futuredew™' is displayed as the camera pans to show the bottle of product. - 00:02–00:04 The camera shows two diverse women with a radiant glow on their skin. - 00:04–00:06 The product is being applied to a hand in a droplet format, and the text overlay reads 'instant natural highlighter' to communicate the benefits of the product. - 00:06–00:09 A woman is applying the product to her face. Text overlay reads 'use with or without makeup', showing a versatile use case for the product. - 00:09–00:11 A woman is smiling while showing off a radiant glow on her face. Text overlay reads 'get longwearing radiance' to communicate the product benefits. - 00:11–00:14 The camera pans up to show the Glossier Futuredew bottle, followed by a direct call to action with a button to 'Shop now'.

# Ad summary This ad showcases three different lip product combinations from Glossier, featuring their Balm Dotcom and lip liner. A woman applies each combination, demonstrating the colors and finishes. # Brand positioning Glossier is presented as a modern, minimalist beauty brand that focuses on enhancing natural features with simple, effective products. The brand emphasizes a fresh, effortless look, aligning with a lifestyle that values simplicity and self-expression. Glossier positions itself against the norms of heavy, complicated makeup routines, promoting a more accessible and user-friendly approach to beauty. The brand's positioning is functional, focusing on ease of use and enhancing natural beauty, while also tapping into emotional benefits like confidence and self-love. # Product The ad features Glossier's Balm Dotcom, a versatile lip balm, and their lip liner. The Balm Dotcom is presented as a moisturizing and subtly tinted lip product, available in various flavors like Rose, Coconut, and Black Cherry. The lip liner is used to define and enhance the lips, available in shades like Grip, Buff, and Flush. The ad showcases how these products can be combined to create different lip looks, emphasizing the ease of application and the natural-looking results. The products are for anyone looking to enhance their lips with a touch of color and hydration. # Visual style The ad has a clean, minimalist aesthetic with natural lighting. The editing style is straightforward, with static shots and smooth transitions. The production quality is polished, giving it a professional feel. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: [Music playing] Text overlay: Glossier lip combos you should try this spring 💜 Visual: 00:00–00:01: A woman with long brown hair is centered in the frame, holding up three Glossier Balm Dotcoms. She is wearing a gray cardigan and a silver necklace. The background is a plain white wall with a door. The camera is stationary and close-up, focusing on the products and her face. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of not knowing how to combine lip products to achieve a desired look. The ad addresses this by showcasing specific combinations that work well together. # Value propositions - Easy-to-use lip products for creating a variety of looks - Moisturizing lip balm with subtle color - Lip liner to define and enhance lip shape # Benefits - Enhances natural lip color - Provides moisture and hydration - Creates a variety of lip looks # Features - Balm Dotcom: Moisturizing lip balm in various flavors - Lip liner: Defines and enhances lip shape # 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. # Storyline - 00:00–00:01 00:00–00:01: The video opens with a woman holding up three Balm Dotcoms. The intention is to introduce the product and hint at the variety of options available. The perspective is from the woman, showing what she is about to use. The tone is casual and inviting. - 00:01–00:06 00:01–00:06: The woman demonstrates the first lip combo: Rose Balm Dotcom and lip liner in Grip. She lines her lips and then applies the balm. This shows the application process and the resulting color. The perspective is from the woman, showing how to use the products. The tone is informative and straightforward. - 00:06–00:08 00:06–00:08: The woman shows off the finished look, pursing her lips. This highlights the final result of the first lip combo. The perspective is from the woman, showing the finished look. The tone is confident and satisfied. - 00:08–00:16 00:08–00:16: The woman demonstrates the second lip combo: Coconut Balm Dotcom and lip liner in Buff. She lines her lips and then applies the balm. This shows the application process and the resulting color. The perspective is from the woman, showing how to use the products. The tone is informative and straightforward. - 00:16–00:17 00:16–00:17: The woman shows off the finished look, pursing her lips. This highlights the final result of the second lip combo. The perspective is from the woman, showing the finished look. The tone is confident and satisfied. - 00:17–00:30 00:17–00:30: The woman demonstrates the third lip combo: Black Cherry Balm Dotcom and lip liner in Flush. She lines her lips and then applies the balm. This shows the application process and the resulting color. The perspective is from the woman, showing how to use the products. The tone is informative and straightforward.

# Ad summary A woman is demonstrating the Glossier lip products which include the lip liner and the lip balm. She shows application of both of the products and models the finished look. # Brand positioning Glossier is presented as a modern beauty brand that offers a curated collection of essential makeup items. The brand aims to occupy a space in the consumer's mind that aligns with simple, everyday beauty and embraces a less-is-more approach. Its products are designed to enhance natural features and embrace the natural appearance of the user. Glossier pushes against the category norm of needing to have multiple makeup steps to achieve a single look. The brand positioning appears to be functional, in that the user can use these products to easily and quickly enhance their natural appearance. # Product The featured products are Glossier's Generation G lip liner and Balm Dotcom. The Generation G lip liner is a long, thin crayon-style pencil used to define and shape the lips. It comes in various shades to complement different skin tones. The Balm Dotcom is a moisturizing lip balm that comes in a small tube. It's used to hydrate and add a subtle tint to the lips. The product is designed for everyday use and on-the-go touch-ups. These two products together allow the user to enhance and add color to their lips in a simple, non-overdone way. # Visual style The overall aesthetic of the ad is clean and minimal. The editing style is simple, with static shots and smooth transitions. The production quality has a UGC feel, which supports the casual and approachable tone. The pacing is consistent. The cuts are not explicitly timed to the music, but the tempo of the background music is not distracting. # Hooks Text overlay: $36 / $32 / Save on your perfect lip combo / Glossier. balm dotcom + lip line / Shop now Visual: 00:00–00:02 The shot is a close-up of a fair-skinned woman with long blonde hair. She is standing indoors in front of a white door wearing a plain white t-shirt. She is smiling at the camera, holding a lip liner between her lips. / 00:02–00:03 The woman applies the lip liner to her top lip. The shot is a close-up, stationary shot. The woman is looking directly at the camera. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Get the balm dotcom and lip line together at a discounted price. # Benefits - Save on your perfect lip combo # Features - Balm Dotcom - Lip Line # Call to action Shop now # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer using and demonstrating the product. # Storyline - 00:00–00:05 00:00–00:05 A fair-skinned woman applies a nude-colored lip liner to her top and bottom lip to define her lip shape. - 00:05–00:11 00:05–00:11 She then applies the balm dot com to her top and bottom lip. This is meant to show the user the application of the product. - 00:11–00:14 00:11–00:14 The woman shows the two products together in her hands. This serves as the conclusion to the product demo.

# Ad summary A woman is in a hurry to catch a cab, and she sprays perfume in the elevator. The taxi driver compliments her perfume, so the woman gives the driver the perfume and mentions she has another bottle at home. # Brand positioning Glossier is presented as a beauty brand that prioritizes convenience and sharing. The ad highlights Glossier You, a personal fragrance designed to smell slightly different on everyone. By showing the main character readily gifting her perfume to a stranger, Glossier is implied as a brand that encourages generosity and connection through its products. The ad conveys a sense of fun and spontaneity, suggesting Glossier aligns with a lifestyle that is both stylish and approachable. # Product Glossier You is a personal fragrance available in a spray bottle. The ad doesn't specify particular notes or ingredients, but it implies the fragrance has a unique scent profile, such that someone would compliment it on another person. The USP is that it is shareable and delightful. The use occasion is when going out or getting ready to go out. A barrier that is addressed is the implied preciousness of fragrances, which the protagonist overcomes by giving the bottle away without hesitation. # Visual style The ad has a casual, vlog-like aesthetic, with handheld camera shots. The production quality is UGC-like, aligning with a personal, authentic tone. The pacing is moderate, with shots timed to the music. Cuts, text, and product actions are synced to the music beats. # Hooks Spoken: 00:00–00:03 Female 1: Yeah, yeah. No, I'll be there in like ten minutes. I just have to get a cab. Text overlay: 00:00–00:03 Based on a true story / 00:02–00:03 @glossierpartner Visual: 00:00–00:03 A woman with long blonde hair walks into a silver elevator. She is wearing a long, dark green trench coat, a light pink top, cream-colored boots, and sunglasses. The woman is holding a pink item and talking on her cell phone. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Shareable fragrance experience # Benefits - Incredible smell # Features - Fragrance in a spray bottle # Call to action None used. # Social proof - "You smell incredible" – Female 2 (Cab driver) # Point of view - Customer 100% – The entire ad is delivered from the POV of the customer with a casually-filmed style and realistic, unscripted dialogue. # Storyline - 00:00–00:03 00:00–00:03 A blonde woman walks into an elevator while on her phone and states she needs to get a cab in about ten minutes. This sets the scene for her being in a rush to go somewhere. - 00:03–00:05 00:03–00:05 The woman pulls the Glossier You perfume out of her coat pocket. The intention is to foreshadow the use of the product. - 00:05–00:13 00:05–00:13 In the elevator, the woman sprays the perfume on herself, and the elevator doors open. This shows the elevator ride and sets up the next location. - 00:13–00:17 00:13–00:17 The woman steps out onto the street and raises her hand to get a cab. This furthers the story of her needing to catch a ride. - 00:17–00:21 00:17–00:21 The woman sits in the back seat of the cab. Then the camera shows the cab driver, who compliments the woman on her perfume. This beat introduces the cab driver as a character. - 00:21–00:36 00:21–00:36 The woman takes out the perfume bottle and explains that it is Glossier You before offering it to the cab driver. This highlights the product and the woman’s generous nature. The cab driver accepts the perfume and applies it as the woman mentions that she has another bottle at home. This shows the product being shared and the woman's nonchalant attitude. - 00:36–00:38 00:36–00:38 The bottle of perfume is left on the back seat when the woman exits the vehicle. This completes the story of the Glossier You perfume being given away.

# Ad summary The ad features a close up shot of a person with a glowing complexion and focuses on Glossier's Futuredew product. It emphasizes that a glowing look is always in. # Brand positioning Glossier is presented as a beauty brand that champions simplicity and a natural, glowing aesthetic. It aligns with a minimalist, effortless beauty routine, contrasting with more complex or heavy makeup styles. The brand seems to prioritize enhancing natural beauty rather than masking it, focusing on a 'glowy' look that suggests health and radiance. This positioning emphasizes ease and timelessness, moving away from fleeting trends and promoting a look that's 'always in.' # Product The featured product is Glossier's Futuredew, advertised as a one-step product designed to achieve a dewy finish with longwearing radiance. It is described as a blend of four nourishing oils, indicating a formula that not only enhances the skin's appearance but also provides skincare benefits. The product aims to simplify the routine of achieving a glowing complexion, promising a long-lasting effect. It addresses the desire for radiant, healthy-looking skin with minimal effort and time, positioning itself as a solution for those seeking a quick and effective way to achieve a natural glow. # Visual style The ad features a clean, minimalist aesthetic with a focus on natural beauty. The production quality appears highly polished, with professional lighting highlighting the subject's glowing skin. The image treatment includes subtle color grading to enhance the radiance, and a grid layout is used to divide the visual elements. Typography is clean and legible, contributing to the overall modern and simple style. # Hooks Headline: Because a glowy look is always in # Funnel stage Consideration # Pain points The central pain point is the desire for radiant, healthy-looking skin that is easily attainable and long-lasting. The quote "Because a glowy look is always in" suggests a frustration with achieving a consistently radiant complexion without a simple and effective solution. # Value propositions - One-step dewy finish: Implies simplicity and ease of use, making it accessible for those who want a quick and effective solution. # Benefits - dewy finish - nourishing oils - longwearing radiance # Features - one-step dewy finish - blend of 4 nourishing oils - longwearing radiance # Call to action Shop now # Social proof - None used. # Point of view - Customer: The individual's radiant skin in the main image represents the desired outcome for the customer, highlighting the product's effectiveness in achieving a glowing complexion. - Brand: The tagline 'Because a glowy look is always in' and the product information are presented from the brand's perspective, promoting its relevance and benefits. # Storyline - The ad opens with a close-up of someone with a naturally glowing complexion. The intention is to showcase the beautiful results of using the product on real skin, positioning the product as a tool for achieving a radiant, healthy look. The audience is seeing these results from the perspective of an observer. - The ad highlights that "a glowy look is always in," conveying a message of timelessness and relevance, and also creating a hook for viewers to buy the product, which can provide a glowy look. This message is delivered from the brand's perspective. - The inclusion of the Futuredew product description (one-step dewy finish, blend of 4 nourishing oils, longwearing radiance) informs the audience about the product's key features. The audience is learning about the product details from the brand's perspective.

# Ad summary This ad features a close-up of a woman with glowing skin, holding a bottle of Glossier's Futuredew. The ad emphasizes the product's ability to create a dewy, radiant finish and implies that a glowing look is always in style. # Brand positioning Glossier is presented as a brand that champions effortless beauty and a natural, radiant look. The ad promotes simplicity and ease of use, aligning with the brand's minimalist aesthetic and focus on enhancing natural features rather than masking them. The brand stands for an inclusive, accessible approach to beauty, encouraging self-love and confidence through uncomplicated, effective products. # Product The featured product is Glossier's Futuredew, described as a 'one-step dewy finish' oil serum. It is advertised for its ability to provide longwearing radiance and is formulated with a 'blend of 4 nourishing oils'. The product is designed for anyone seeking a quick and easy way to achieve a luminous, hydrated complexion, appealing to those who value efficiency and a natural-looking glow. It addresses the desire for radiant skin with a single, simple step, making it an accessible addition to any skincare routine. # Visual style The ad features a clean, minimalist aesthetic with a focus on natural beauty and a dewy glow. The lighting is soft and diffused, highlighting the model's radiant skin. The color palette is muted with a focus on whites and light pinks, and the overall image treatment is subtle to enhance the natural look. The typography is clean and legible, and the overall design is modern and approachable. # Hooks Headline: Because a glowy look is always in # Funnel stage Consideration # Pain points The ad implies that the viewer might struggle to achieve a consistently radiant complexion with traditional skincare routines. The underlying frustration may be the time, effort, or complexity involved in multi-step skincare processes. # Value propositions - one-step dewy finish - longwearing radiance # Benefits - dewy finish - nourishing oils - longwearing radiance # Features - one-step dewy finish - blend of 4 nourishing oils - longwearing radiance # Call to action None used. # Social proof - None used. # Point of view - Customer: Top portion of the image shows a person who has used the product and achieved glowing skin as a result. - Brand: Bottom left of the image states, "Because a glowy look is always in." - Brand: Bottom right of the image shows the product name and some of its features. # Storyline - The ad opens with a close-up shot of a model with glowing skin, which immediately communicates the desired end result of using the product. This visual introduces the product's primary benefit and grabs the viewer's attention by showcasing the radiant complexion the product promises. The viewer is experiencing the effect through the brand. - The ad then shows the product bottle being held by the model, which helps the viewer understand what product the ad is for. The viewer is experiencing the product via the brand. - Finally, the ad is rounded out with a tagline and a product details box, both of which help the viewer understand why they should purchase this product. The viewer is experiencing the product benefits through the brand.

# Ad summary This ad showcases the Glossier You. Duo fragrance set and highlights the soft, warm, and familiar scents. The ad promotes a discount on the set and includes a call to action to shop now. # Brand positioning Glossier is presented as a modern, minimalist beauty brand that emphasizes enhancing natural features and celebrating individuality. The brand prioritizes simplicity, approachability, and a sense of community among its customers. Glossier leans into emotional branding, aligning with a lifestyle focused on self-care, understated beauty, and personal connection. It subtly challenges traditional beauty norms by promoting a more relaxed, inclusive approach to beauty and wellness. # Product The advertised product is the Glossier You. Duo, a fragrance set. The set includes two different formats of the same scent: a solid perfume compact and a traditional liquid perfume in a glass bottle. The fragrance is described as "soft, warm + familiar" and comprised of top notes of pink pepper, heart notes of iris, and base notes of ambrette and ambrox. The ad directly addresses a potential purchase barrier by offering the duo at a discounted price. # Visual style The ad features a highly polished, studio-shot aesthetic with a clean, minimalist style. The visual motifs include floating product elements and color blocking with a focus on bright red against a stark white background. The image treatment includes background removal and subtle drop shadows to enhance the floating effect. The typography is integrated cleanly, with a modern sans-serif font. The style is clean and high-design, which enhances scannability and stop power in the feed. # Hooks Headline: The soft, warm + familiar set # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Soft, warm and familiar scent profile in a set. - Discounted price # Benefits - A scent that evokes comfort and a sense of belonging. - Complex layered fragrance notes. # Features - soft - warm - familiar - TOP: pink pepper - HEART: iris - BASE: ambrette + ambrox # Call to action Shop now # Social proof - None used. # Point of view - Brand: Throughout the entire ad, the brand is the consistent storyteller, presenting the product, its features, and its value proposition to the customer. # Storyline - The ad opens by presenting the Glossier You. Duo as "The soft, warm + familiar set." This phrase is designed to immediately communicate the overall sensory experience of the product, setting a comforting and inviting tone from the brand's perspective. - The ad then provides a breakdown of the fragrance notes of the perfume, listing the top note as "pink pepper", the heart note as "iris", and the base notes as "ambrette + ambrox." The brand uses this layered approach to communicate the complexity and depth of the scent profile. - Finally, the ad showcases a discounted price, moving from a crossed-out price of $114 to a new price of $88, positioned above the product name "Glossier you. DUO" and a "Shop now" call to action. This sequence is presented by the brand and is intended to drive immediate purchase by highlighting value and creating urgency.

# Ad summary The Glossier ad promotes the Glossier You Duo in a fun, engaging way that uses a red paint bucket to portray the brand's message about beauty and self-care. A combination of the Glossier You perfume and hand cream is available for a limited time offer. # Brand positioning Glossier is portrayed as a brand that values simplicity and self-care, offering a curated selection of beauty essentials. The brand takes a fun, lighthearted tone with its products, as demonstrated by the use of a paint bucket to showcase the 'You Duo'. It pushes against the trend of heavily made-up, flawless looks, promoting a natural, 'no-makeup makeup' aesthetic. The brand embraces a functional and emotional positioning, combining effective products with an emphasis on self-love and confidence. # Product The promoted product is the 'Glossier You Duo', a set that includes the Glossier You perfume and hand cream. The perfume is a personal fragrance designed to smell slightly different on everyone, emphasizing individuality. The hand cream offers a nourishing formula that hydrates and softens hands. The ad highlights the duo as a limited-edition offering, encouraging immediate purchase. Together, these products offer a complete sensory experience that emphasizes self-care and personal expression, allowing customers to feel pampered and confident wherever they go. # Visual style The ad features a highly polished, studio-shot aesthetic with a focus on clean lines and minimalist presentation. The visual motif centers around the paint bucket. The image treatment includes background removal, gradient effects, and strategic lighting to highlight the products. The typography is large and bold, enhancing scannability and stop power in the feed. # Hooks Headline: Save with the Glossier You Duo # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Call to action Shop now # Social proof - None used. # Point of view - Brand: The entire image is from the brand's perspective, showcasing its product and offer in a visually appealing manner. # Storyline - The brand announces that it is promoting the Glossier You Duo to drive sales. This sets up the context for the offer and encourages engagement. - The visual centers around a red paint bucket containing a perfume and lotion to highlight the limited edition duo. This creates visual interest and highlights the brand's unique presentation. - The price comparison of original value and the limited time offer creates urgency and entices the consumer to make a purchase. This emphasizes the savings and encourages immediate action.

# Ad summary This ad features an interview with a man on the street who is asked about his favorite fragrance and he responds that it is the Glossier perfume. The man goes on to explain that it is more of a feminine scent, but that he has been wearing it since he bought it in London a few years ago and that he always gets compliments when he wears it. # Brand positioning Glossier is presented as a contemporary beauty brand that appeals to both men and women. The brand embraces a unisex approach, suggesting its products transcend traditional gender norms in the beauty industry. The ad implies that Glossier is about personal preference and feeling good in one's skin, rather than adhering to strict beauty standards or gendered marketing. By featuring a man who enjoys a scent he considers 'feminine', the brand pushes against traditional norms, celebrating individuality and self-expression through its products. # Product The featured product is Glossier's signature perfume, known as the 'classic one'. The fragrance is described by the interviewee as 'more of a feminine scent' but he enjoys wearing it as a man. He says that it 'stays on you pretty well' and that he 'gets a few compliments' when he wears it, suggesting it is a long-lasting and noticeable fragrance. The man purchased the perfume in London a few years ago and has been wearing it ever since, indicating its lasting appeal. The ad addresses the purchase barrier of associating the fragrance with a particular gender by highlighting that personal preference matters more than traditional gender norms. # Visual style The ad has a UGC style, making it feel like it was shot on a phone on the street. The production quality is average, and the editing is minimal, with no transitions. The video has a casual and authentic feel. # Hooks Spoken: 00:00–00:01: What is your favorite fragrance? Text overlay: 00:00–00:02: what is your / 00:00–00:02: favourite fragrance? Visual: 00:00–00:02: A medium shot shows a fair-skinned man with dark hair and a mustache standing outside on a city street. The man wears a white t-shirt and a gray patterned jacket. He is turned slightly to his right. In the background, people walk on the sidewalk and cars drive down the street. # Funnel stage Middle of funnel (Consideration) # Pain points The ad solves the pain point of finding a fragrance that is long-lasting and that people will compliment you on. The man says that the perfume 'stays on you pretty well and you get a few compliments' indicating that these are desirable qualities in a fragrance. # Value propositions - A fragrance that stays on you pretty well and you get a few compliments. # Benefits - Gets compliments # Features - Long-lasting scent # Call to action None used. # Point of view - Customer 100% – The ad is told entirely from the perspective of a man who enjoys using a fragrance from the brand. # Storyline - 00:00–00:01 A woman asks a man what his favorite fragrance is. - 00:02–00:07 The man responds that his favorite fragrance is the Glossier perfume, the classic one. He acknowledges that he is not sure if it is a scent for men or women. - 00:07–00:17 The man explains that he bought the Glossier perfume while in London a few years ago and has kept wearing it since. He adds that it is definitely more of a feminine scent but that it stays on him pretty well and he gets a few compliments when he wears it.

# Ad summary The image shows a bicycle with a basket that contains a bouquet of tulips, green fruit, and a Glossier product, with the caption 'Just running errands and accidentally smelling amazing'. # Brand positioning Glossier is positioned as a lifestyle brand that effortlessly integrates beauty into everyday life. The brand promotes a sense of casual elegance, suggesting that looking and feeling good can be an unforced, natural part of one's routine. It caters to consumers who value simplicity and understated beauty, aligning with values of ease and accessibility rather than high-maintenance glamour. Glossier defies the norm of overly complex beauty regimens, offering products that enhance natural beauty and fit seamlessly into a busy lifestyle. # Product The featured product is the Glossier You fragrance, presented as a compact, refillable perfume bottle with a white body and a red cap. The fragrance is positioned as an everyday essential that enhances the wearer's natural scent, as suggested by the caption 'Just running errands and accidentally smelling amazing'. The product is aimed at individuals who seek a subtle, personal fragrance experience, emphasizing ease of use and integration into daily routines. Its inclusion in a casual, everyday scene suggests it's a versatile fragrance suitable for any occasion, further reinforcing the brand's focus on effortless beauty and practicality. # Visual style The ad employs a lifestyle-focused visual style with a casual, real-life aesthetic. The image mimics a shot taken on a phone, which is further reinforced by the imperfect, close-up framing and natural lighting. The typography is clean and minimal, aligning with the brand's aesthetic. The visual style aims for an unpretentious vibe to increase scannability and resonate with users in-feed. # Hooks Headline: Just running errands and accidentally smelling amazing # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights that smelling amazing can be integrated into everyday life, not just special occasions, subtly addressing the potential frustration of feeling unglamorous during routine activities. It shows that beauty and fragrance can be simple and effortless with the line 'Just running errands and accidentally smelling amazing'. # Value propositions - Smelling amazing even while doing ordinary, everyday tasks (running errands). # Benefits - Smelling amazing # Features - Fragrance # Call to action Shop now # Social proof - None used. # Point of view - Customer: The flowers, fruit, and fragrance in the bicycle basket create an image of simple, everyday beauty and a feeling of 'accidentally smelling amazing', reflecting the customer's likely perspective or aspiration. - Brand: The ad showcases the Glossier product in a real-life setting, which is designed to subtly convey that it's an essential part of an effortless lifestyle. # Storyline - The image opens with an arrangement of pink tulips, green fruit, and Glossier You fragrance in a bicycle basket, creating a sense of effortless chic. The intention is to convey a relaxed, everyday setting where beauty and fragrance fit seamlessly into a regular routine, experienced from the perspective of someone on a casual outing. - Following the visual setup, the message states 'Just running errands and accidentally smelling amazing', giving voice to the feelings evoked by the scene. This comes from the brand's POV, telling the customer that Glossier can make them feel amazing, even during their everyday activities. - The inclusion of a 'Shop now' button aims to convert the viewer's interest into immediate action. The brand wants to drive immediate purchases, which are triggered by the casual yet appealing arrangement and messaging.

# Ad summary This image ad for Glossier promotes the brand's 'You Duo' perfume set, highlighting a limited-time offer. The ad visually presents the two products side-by-side and emphasizes the savings through a price comparison. # Brand positioning Glossier is presented as a modern, minimalist beauty brand, underscored by the ad's clean aesthetic, sans-serif typography, and product-focused imagery. The brand positions itself as youthful and accessible, appealing to consumers who value simplicity and effortless style. It promotes a sense of understated cool, standing apart from traditional, more elaborate beauty brands by prioritizing natural beauty and ease of use. The brand's image and aesthetic language subtly reinforce its commitment to simplicity and user-friendliness. # Product The featured product is the 'Glossier You Duo,' a set that includes two versions of the Glossier You fragrance. The first is the original perfume in a clear, rounded glass bottle with a light pink liquid. The second product is a travel-friendly perfume in a cylindrical spray applicator with a red cap. The product is suitable for anyone who enjoys light, modern fragrances. The ad promotes the cost savings of buying the two products together. The language used focuses on value. # Visual style The ad features a clean and minimalist visual style with a studio-shot product focus, set against a bright white background. The image is highly polished, with soft, even lighting that highlights the product's sleek design. Typography is clean and legible, emphasizing key information such as the value proposition and call to action. The color palette is restrained, focusing on the brand's signature red and pink tones, which contributes to the ad's scannability and stop power by providing strong color contrast. # Hooks Headline: Save with the Glossier You Duo # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the desire for cost savings when purchasing multiple fragrance products, as fragrance purchases can be costly. # Value propositions - VALUE $114 - YOURS FOR $88 # Benefits - Save with the Glossier You Duo # Features - Glossier You Duo - Limited Edition # Call to action Shop now # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image, with the brand presenting product information, pricing, and promotional details in a clean, direct manner. # Storyline - The ad opens by introducing the Glossier brand name to immediately identify the brand for consumers and set context for the product being showcased. The brand is telling this part of the story. - Next, the ad highlights that you can save when purchasing the Glossier You Duo set. The brand is communicating this to show the immediate value for the consumer. - The ad presents a 'before' and 'after' price comparison, showing the original combined value of the products versus the discounted price for the set. The consumer can understand the cost savings of buying the two products together. - Finally, the ad visually highlights that this is a limited edition product through a circular badge. This is designed to drive purchase for the customer, provided by the brand.

# Ad summary This ad for Glossier promotes their You Fleur Duo gift set, containing perfume and hand cream. The ad features the products spilling out of a lavender gift box. The headline encourages viewers to 'think inside the gift box.' # Brand positioning Glossier is presented as a modern, playful, and giftable beauty brand. The brand aligns with a lifestyle of minimalist elegance, presenting itself as an accessible luxury. Glossier defies traditional beauty norms by focusing on enhancing natural beauty and offering a curated product range. The inclusion of the word “You” in the product name further communicates the brands focus on individuality and personalization. # Product The ad promotes the Glossier You Fleur Duo gift set, which includes the Glossier You perfume and hand cream. The perfume is a personal fragrance designed to smell slightly different on everyone, reacting to individual skin chemistry to create a unique scent. The hand cream is moisturizing and comes in similar packaging. The product aims to be an affordable luxury gift option that can be presented in a gift box. The gift includes two popular products and caters to those seeking personalized and signature scents. # Visual style The ad features a clean and modern aesthetic. The products are brightly lit against a white background, creating a sense of purity and simplicity. The pastel color palette adds a soft and playful touch, while the chrome logo provides a hint of luxury. The floating product arrangement suggests a dynamic and engaging visual that is meant to draw the eye. # Hooks Headline: think inside the gift box. # Funnel stage Consideration # Pain points None used. # Value propositions - None used # Benefits - None used # Features - GLOSSIER YOU FLEUR DUO # Call to action Gift now # Social proof - None used. # Point of view - Brand: The perspective is consistently from the brand, highlighting their product and framing it as a giftable item. # Storyline - The ad opens with the message 'think inside the gift box,' which is positioned as an invitation to consider Glossier products as a unique gift option. This copy intends to reframe the concept of gift-giving, encouraging viewers to think outside of standard presents, and is told from the brand's perspective. - The Glossier You Fleur Duo gift set is showcased through its individual products spilling from the lavender gift box. This visual detail aims to emphasize the set's contents, and is told from the brand's perspective. - The ad ends with the 'Glossier' logo being presented, reinforcing brand recognition and a call to explore their product range. This visual element aims to solidify the brand's identity and is told from the brand's perspective.

# Ad summary The ad promotes Glossier You travel spray with an offer to mix and match to save on your favorite scents. Three different product variations are shown with a call to action to shop now. # Brand positioning Glossier is presented as a brand that embraces simplicity and individuality in beauty. The focus on 'mix, match + save' suggests a personalized experience, allowing customers to create their own unique scent combinations. The brand leans into a minimalist aesthetic with clean product shots and simple design, positioning itself as a modern and accessible beauty brand that empowers customers to express themselves. It offers a curated selection of products that are designed to enhance natural beauty, not mask it. # Product The ad promotes Glossier You Travel Spray, a portable version of the brand's signature scent, designed for on-the-go use. Three variations are showcased: Fleur + You, Rêve + You, and Doux + You. Each spray is presented in a simple, cylindrical bottle with a red cap, highlighting its minimalist design. The ad focuses on the ability to 'mix, match + save on your favorite scents,' suggesting that customers can create their own unique scent combinations by purchasing multiple travel sprays. The ad addresses the purchase barrier of cost by offering a savings opportunity when buying multiple scents, encouraging customers to explore and personalize their fragrance experience. # Visual style The ad features a clean, minimalist visual style with a focus on product presentation. The production quality is high, with studio-shot product images on a white background. The layout is simple and grid-based, with text elements kept to a minimum. The overall effect is modern and accessible, in line with the brand's aesthetic. # Hooks Headline: Mix, match + save on your favorite scents # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Mix, match + save on your favorite scents # Benefits - Mix, match + save on your favorite scents # Features - Fleur + You Travel Spray - Rêve + You Travel Spray - Doux + You Travel Spray # Call to action Shop now # Social proof - None used. # Point of view - Brand: The ad as a whole is presented from the brand's point of view, showcasing its product line and offering a promotion. # Storyline - The ad opens with a message to the viewer: they are invited to 'Mix, match + save on your favorite scents' which sets the stage for a personalized fragrance experience. This message is conveyed from the brand's perspective, inviting the viewer to engage with their product line and consider making a purchase. - Next, the brand visually showcases three variations of the Glossier You Travel Spray, visually demonstrating the variety of options and potential combinations available to the customer. The customer can see each individual scent, allowing them to envision the possibilities of mixing and matching. - The ad concludes by reinforcing the brand name 'Glossier you' and providing a clear call to action with a 'Shop now' button, prompting the viewer to proceed with a purchase. The customer is presented with the value proposition of mix-and-match savings, which is designed to encourage engagement and conversion.