How Horace Advertises on Meta

# Ad summary This ad is presented as an editorial article from Men's Health magazine, showcasing Horace Anti Fatigue Under Eye Patches as a winner of the 2025 Men's Health Grooming Awards. The ad features a man applying the eye patches and highlights their benefits, such as reducing puffiness and dark circles. # Brand positioning Horace is presented as a brand focused on providing simple and effective skincare solutions for men. The brand positions itself as a 'secret weapon' against fatigue, offering products that are easy to use and integrate into a daily routine. By suggesting to keep the patches in the fridge, Horace implies a focus on providing a spa-like experience at home, emphasizing self-care and wellness for men. The brand aims to occupy a space in the consumer's mind as a go-to for quick and effective grooming solutions that fit seamlessly into a busy lifestyle. # Product The Horace Anti Fatigue Under Eye Patches are presented as a quick and easy solution to combat signs of fatigue around the eyes. These stickers are designed to be applied under the eyes in the morning to reduce puffiness, dark circles, and signs of fatigue. The product is targeted towards individuals who want to look refreshed in the amount of time it takes to drink a cup of coffee. A unique selling point is the suggestion to keep them in the fridge for a cooling, spa-like boost, enhancing the product's soothing and revitalizing effects. The ad emphasizes the convenience and effectiveness of the patches, making them an appealing option for those seeking a simple grooming solution. # Visual style The ad has a clean and modern visual style, resembling an editorial piece from a men's lifestyle magazine. The lighting is soft and natural, creating a relaxed and approachable feel. The focus is on the product and the person using it, with minimal distractions in the background. The overall aesthetic is polished and professional, conveying a sense of quality and trustworthiness. # Hooks Headline: The 2025 Men's Health Grooming Awards # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of looking tired and fatigued, specifically targeting puffiness, dark circles, and signs of fatigue around the eyes. The ad copy states, "Slapping these stickers under our eyes in the morning to erase puffiness, dark circles, and signs of fatigue." # Value propositions - Quick and easy solution to combat signs of fatigue around the eyes - Reduces puffiness and dark circles in the amount of time it takes to drink a cup of coffee - Can be kept in the fridge for a cooling, spa-like boost # Benefits - Erase puffiness - Erase dark circles - Erase signs of fatigue - Cooling, spa-like boost # Features - Anti Fatigue Under Eye Patches - Stickers to erase puffiness, dark circles, and signs of fatigue - Cooling, spa-like boost # Call to action None used. # Social proof - The ad is presented as part of 'The 2025 Men's Health Grooming Awards,' implying endorsement and recognition from a reputable publication. # Point of view - External source: The Men's Health logo and 'The 2025 Men's Health Grooming Awards' establish the ad as an editorial piece from a reputable publication, lending credibility to the product. - Customer: The close-up shot of a man applying the eye patches provides a user's perspective, showing how the product is used and its immediate effects. - Brand: The description of the product's benefits and the tip to keep them in the fridge come from the brand, highlighting the product's value and unique features. # Storyline - The ad opens with the Men's Health logo and the title 'The 2025 Men's Health Grooming Awards,' immediately establishing credibility and authority. This is told from the perspective of the Men's Health publication, lending an air of trustworthiness to the product being featured. - The ad then transitions to a close-up shot of a man applying the Horace Anti Fatigue Under Eye Patches. This visual demonstration, from the perspective of the product user, shows the product in action and highlights its ease of use. - The ad concludes with a description of the product's benefits, such as erasing puffiness and dark circles, and a tip to keep them in the fridge for a cooling effect. This is told from the brand's perspective, emphasizing the product's value and unique features.

# Ad summary This ad features a clip from a talk show where the host is discussing the brand Horace. She highlights that the brand is French, has simple formulas, and affordable prices. She also mentions that the brand has masculine and simple packaging, and that their products have fluid textures that are easy to apply and absorb quickly into the skin. She then highlights that their best-selling product is their concealer. # Brand positioning Horace is presented as a French brand that offers simple and effective skincare solutions for men. The brand distinguishes itself through its masculine yet simple packaging, fluid textures that are easy to apply, and formulas that absorb quickly into the skin. Horace aims to make skincare accessible to men by offering products at affordable prices, positioning itself as a brand that prioritizes simplicity and effectiveness over complex or expensive routines. # Product Horace offers a range of skincare products designed for men, featuring simple formulas and fluid textures that are easy to apply and quickly absorb into the skin. The packaging is described as masculine and simple. One of their highlighted products is a salicylic acid serum, and their best-selling product is a concealer. The products are designed to be affordable and easy to incorporate into a daily routine. # Visual style The ad has a polished, professional aesthetic, resembling a segment from a daytime talk show. The editing style is relatively static, with mostly stationary shots and smooth transitions. The production quality is high-end, with clear lighting and sharp focus. The pacing is moderate, with cuts timed to the speaker's pauses. The overall visual style supports the tone of an informative and trustworthy product review. # Hooks Spoken: Female 1: I'm going to talk about a brand. It's a personal favorite of mine because it's French. Text overlay: 00:00–00:07: Your Beauty / 00:00–00:07: Men's skincare: useful or just marketing hype? Visual: 00:00–00:02: A split-screen shot shows a woman with shoulder-length brown hair wearing a pink top, sitting at a table with skincare products. To her right, another woman with long blonde hair holds an orange cat. Above them, a blurred image of a man in a blue blazer is visible. The background features shelves of various products. The camera is stationary. / 00:02–00:04: A close-up shot of an older man with white hair wearing a black turtleneck. He is smiling slightly. The background is a blurred image of a city skyline. The camera is stationary. / 00:04–00:07: The split-screen shot returns, showing the woman in pink speaking and gesturing towards the products on the table. The other woman and the cat are still present. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Affordable prices - Simple formulas # Benefits - Easy to incorporate into a daily routine # Features - Masculine yet simple packaging - Fluid textures - Easy to apply - Absorbs quickly into the skin - Salicylic acid serum - Concealer # Call to action None used. # Social proof - "It's a personal favorite of mine because it's French" – Female 1 (Talk show host) # Point of view - Expert 100% – The entire video is told from the perspective of a talk show host who is presenting the brand and its products. # Storyline - 00:00–00:08 The host introduces the brand Horace, mentioning it's a personal favorite because it's French and made in France. - 00:08–00:22 The host highlights the brand's masculine yet simple packaging and fluid textures that are easy to apply and absorb quickly. - 00:26–00:34 The host mentions that the brand has really made a name for themselves because their prices are affordable and their formulas are simple. - 00:34–00:36 The host asks what the best-selling product is for the brand. - 00:36–00:42 The host answers that the best-selling product is their concealer, which is the cosmetic product that men tend to go for. - 00:42–00:45 The host says that they got off to a really bad start, but now they are on board.

# Ad summary This ad features a series of people on a city street being asked to smell and review the Horace Vintage Vanilla Eau de Parfum. The ad highlights the fragrance's fresh, spicy, and cozy notes, and positions it as a versatile scent suitable for both day and night. # Brand positioning Horace is presented as a modern fragrance brand offering a unique take on classic scents. The brand aims to occupy a space in the consumer's mind as a provider of sophisticated yet accessible fragrances. The brand aligns with values of freshness, versatility, and a touch of masculinity, pushing against overly sweet or generic vanilla scents. The brand positioning is both functional (offering a fresh and spicy take on vanilla) and emotional (evoking a cozy and confident feeling). # Product The featured product is Horace Vintage Vanilla Eau de Parfum, a fragrance designed for both men and women. It is described as a fresh take on vanilla, with spicy and cozy notes. The fragrance is presented as versatile, suitable for both day and night wear. The ad addresses the potential purchase barrier of vanilla scents being too sweet by highlighting the fragrance's balanced composition and masculine edge. The ad conveys that this product is worth trying because it offers a unique and sophisticated vanilla experience that is both fresh and attention-grabbing. # Visual style The ad has a UGC feel, with natural lighting and handheld camera work. The editing style is quick cuts between different people giving their opinions. The production quality is polished, but not overly so, which supports the intended tone of authenticity and accessibility. The pacing is consistent, with cuts happening every few seconds. # Hooks Spoken: Male 1: It's warming up my cold heart. Visual: 00:00–00:01 A medium shot of a Black man with braided hair, wearing a tan jacket and sunglasses, standing on a city street. He is holding a small card and a bottle of fragrance. A person off-screen holds a microphone up to him. The background shows a building decorated with Christmas lights and people walking by. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential pain point of vanilla scents being too sweet or feminine, positioning the product as a balanced and versatile option. # Value propositions - Fresh take on vanilla - Not too sweet - Masculine smell - Winter vibe - Cozy vibe - Good for day or night # Benefits - Fresh - Spicy - Cozy - Good for day or night # Features - Eau de Parfum - Vanilla scent - Masculine smell # Call to action None used. # Social proof - "It's warming up my cold heart" – Male 1 (Customer) - "Very fresh take on vanilla, which is super nice" – Male 2 (Customer) - "It will definitely get like attention with this. You just smell like a snack" – Male 3 (Customer) - "It's not too sweet as well. It's actually got quite a masculine smell to it" – Male 1 (Customer) - "It's fresh, it's a little spicy, but the vanilla note really amazing" – Male 2 (Customer) - "It gives winter vibe, cozy vibe as well. Date night, I will go for this one. Horace Vintage Vanilla Eau de Parfum. Eau de parfum. It smells good" – Male 2 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of customers giving their opinions on the fragrance. # Storyline - 00:00–00:01 A person off-screen holds a microphone up to a man on a city street. - 00:01–00:01 00:01–00:01 The man smiles and says the fragrance is warming up his cold heart. This is the first impression of the fragrance, told from the perspective of a passerby. The tone is lighthearted and playful. - 00:02–00:03 00:02–00:03 A person off-screen holds a bottle of Horace Vintage Vanilla Eau de Parfum up to a man on a city street and asks him to spray it, smell it, and let them know what he thinks. This is a request for feedback, told from the perspective of the interviewer. The tone is casual and inviting. - 00:03–00:06 00:03–00:06 The man smells the fragrance and says it is a very fresh take on vanilla, which is super nice. This is a positive review of the fragrance, told from the perspective of a passerby. The tone is enthusiastic and complimentary. - 00:06–00:09 00:06–00:09 A person off-screen holds a bottle of Horace Vintage Vanilla Eau de Parfum up to a man on a city street. The man smells the fragrance and says it will definitely get attention and makes you smell like a snack. This is a positive review of the fragrance, told from the perspective of a passerby. The tone is confident and complimentary. - 00:09–00:13 00:09–00:13 A person off-screen holds a bottle of Horace Vintage Vanilla Eau de Parfum up to a man on a city street. The man smells the fragrance and says it is not too sweet and has quite a masculine smell to it. This is a positive review of the fragrance, told from the perspective of a passerby. The tone is descriptive and complimentary. - 00:13–00:17 00:13–00:17 A person off-screen holds a bottle of Horace Vintage Vanilla Eau de Parfum up to a man on a city street. The man smells the fragrance and says it is fresh, a little spicy, but the vanilla note is really amazing. This is a positive review of the fragrance, told from the perspective of a passerby. The tone is enthusiastic and complimentary. - 00:17–00:25 00:17–00:24 A person off-screen holds a bottle of Horace Vintage Vanilla Eau de Parfum up to a man on a city street. The man smells the fragrance and says it gives winter and cozy vibes, and is good for day or night. He says he would go for this one, Horace Vintage Vanilla Eau de Parfum, because it smells good. This is a positive review of the fragrance, told from the perspective of a passerby. The tone is enthusiastic and complimentary.

# Ad summary This ad features a series of men being interviewed about Horace Under-Eye Moisturizer. They are asked to try the product and share their thoughts on it. The ad aims to showcase the product's appeal and effectiveness through genuine user experiences. # Brand positioning Horace is presented as a modern grooming brand for men, offering simple and effective skincare solutions. The brand is positioned as approachable and trustworthy, focusing on natural ingredients and straightforward routines. The ad showcases the brand's commitment to providing quality products that fit seamlessly into a man's daily life, emphasizing ease of use and tangible results. Horace aims to occupy a space in the consumer's mind as a reliable and accessible option for men's skincare, promoting a lifestyle of self-care without unnecessary complexity. # Product The Horace Under-Eye Moisturizer is presented as a solution for men looking to address under-eye concerns. The product is applied using a rollerball applicator, which is highlighted for its ease of use and refreshing feel. The moisturizer is designed to reduce the appearance of tiredness and crow's feet. The ad addresses the purchase barrier of men who may not typically use eye cream, positioning the product as a simple and effective addition to their grooming routine. The product is shown being used on-the-go, emphasizing its convenience and portability. The ad conveys that this product is worth trying because it provides a noticeable improvement in appearance and a pleasant sensory experience. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and handheld camera work. The editing is quick, with jump cuts between different interviewees. The production quality is simple, giving it an authentic and approachable feel. The pacing is fast, with cuts timed to the rhythm of the speech. # Hooks Spoken: 00:00–00:04 Is this Horace Under-Eye Moisturizer the best you can find? Text overlay: 00:00–00:04 HORACE / 00:00–00:04 Is this Horace Under-Eye Moisturizer the best you can find? Visual: 00:00–00:01 A man with a beard and a brown jacket stands on a city street in front of a store with the word "HORACE" displayed above the entrance. He is applying a white tube of Horace Under-Eye Moisturizer to his under-eye area. A hand holding a microphone is visible to the left. The camera is stationary and at eye level. / 00:01–00:02 A man with short brown hair and a green t-shirt stands on a city street in front of a store with the word "HORACE" displayed above the entrance. He is applying a white tube of Horace Under-Eye Moisturizer to his under-eye area. A hand holding a microphone is visible to the left. The camera is stationary and at eye level. / 00:02–00:03 A man with long brown hair and a striped green shirt stands on a city street in front of a store with the word "HORACE" displayed above the entrance. He is applying a white tube of Horace Under-Eye Moisturizer to his under-eye area. A hand holding a microphone is visible to the left. The camera is stationary and at eye level. / 00:03–00:04 A man with long brown hair and a striped green shirt stands on a city street in front of a store with the word "HORACE" displayed above the entrance. He is holding a white tube of Horace Under-Eye Moisturizer in his left hand and gesturing with his right hand. A hand holding a microphone is visible to the left. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of men who may not typically use eye cream or prioritize skincare, suggesting that they may be missing out on a simple and effective way to improve their appearance. # Value propositions - The rollerball applicator provides a refreshing and relaxing experience. - The product helps reduce the appearance of tiredness. # Benefits - Feels good - Quite relaxing - Feels really nice - Feels really refreshing - Delightful - I look less tired # Features - Rollerball applicator # Call to action Available at Horace.com # Social proof - "Well, it does feel good." – Male 1 (Customer) - "It's quite relaxing." – Male 2 (Customer) - "That feels really refreshing." – Male 3 (Customer) - "I look less tired." – Male 1 (Customer) - "There's an inherent trust there." – Male 3 (Customer) - "I am a fan of Horace yeah!" – Male 3 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of potential customers who are trying the product and sharing their honest opinions. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a series of men being asked, "Is this Horace Under-Eye Moisturizer the best you can find?" Each man applies the product under their eyes using the rollerball applicator. This sets up the premise of the ad, inviting viewers to consider the product's quality and effectiveness from the perspective of potential users. - 00:04–00:06 00:04–00:06 The men share their initial reactions to the product, such as "That feels really refreshing" and "Delightful." This provides immediate positive feedback, suggesting the product is enjoyable to use and delivers a pleasant experience. - 00:06–00:15 00:06–00:15 The men discuss their experience with eye cream, with some admitting they have never used it before. One man mentions being conscious of his crow's feet and considering using eye cream. This addresses a common barrier to purchase, acknowledging that many men may not be familiar with or prioritize eye cream in their skincare routine. - 00:15–00:18 00:15–00:18 The interviewer asks, "So would they buy it?" The men respond positively, with one saying, "I look less tired." This reinforces the product's benefit of reducing the appearance of fatigue and suggests it delivers noticeable results. - 00:18–00:27 00:18–00:27 The men continue to share their positive impressions, with one saying, "Yeah, that seems good, and you guys are great, so that's fun." Another man mentions, "There's an inherent trust there." This builds credibility by highlighting the brand's reputation and the positive experience of using the product. - 00:27–00:32 00:27–00:32 The men express their willingness to purchase the product, with one stating, "I probably would, to be fair," and another declaring, "I am a fan of Horace, yeah!" This reinforces the product's appeal and suggests it is worth buying. - 00:32–00:33 00:32–00:33 The ad concludes with the phrase "One down... to Horace!" This provides a playful and memorable ending, reinforcing the brand name and leaving a positive impression.

# Ad summary This ad features a man testing out a fragrance from Horace. He sprays the fragrance on himself and then asks other men to try it out. They all spray the fragrance on themselves and then give a positive reaction. # Brand positioning Horace is presented as a modern brand for men's grooming products. The brand seems to value simplicity and effectiveness, offering a curated range of products designed for daily use. The brand's tone is approachable and relatable, aiming to integrate seamlessly into the user's lifestyle. The brand is positioned as a go-to for men who want quality grooming products without unnecessary complexity. # Product The product featured is a men's fragrance. The fragrance comes in a small, clear glass bottle with a blue cap. The bottle is small enough to be easily portable. The fragrance is applied by spraying it onto the skin, typically on the wrists and neck. The ad shows men applying the fragrance in different settings, suggesting it is suitable for everyday use. The fragrance is presented as a way to enhance personal style and leave a positive impression. # Visual style The ad has a clean and simple aesthetic, with a focus on the product and the people using it. The editing is straightforward, with quick cuts between different people using the fragrance. The production quality is high, with good lighting and clear visuals. The pacing is moderate, with cuts timed to the music. # Hooks Spoken: 00:00–00:03 Apparently, every guy wears fragrance differently. Let's see if that's true! Text overlay: 00:00–00:03 Apparently, every guy wears fragrance differently. Let's see if that's true! Visual: 00:00–00:03 A man with dark curly hair, wearing a gray button-up shirt, sprays fragrance on his wrist and neck. The background is a white wall with a green exit sign. The brand logo, HORACE, is displayed at the top of the frame. # Funnel stage Consideration # Pain points None used. # Value propositions - Portable fragrance for everyday use # Benefits - Enhances personal style - Leaves a positive impression # Features - Fragrance in a small, clear glass bottle with a blue cap # Call to action Available at Horace.com # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of customers using and enjoying the product. # Storyline - 00:00–00:03 00:00–00:03 A man sprays fragrance on his wrist and neck. - 00:03–00:06 00:03–00:06 Another man sprays fragrance on his wrist and neck. - 00:06–00:11 00:06–00:11 Another man sprays fragrance on his wrist and neck. - 00:17–00:20 00:17–00:20 Another man sprays fragrance on his wrist and neck.

# Ad summary This ad is an editorial recommendation from GQ grooming for &Horace Eau De Parfum. The ad highlights the cologne's fresh, woodsy citrus scent and its complex formulation. # Brand positioning &Horace is presented as a buzzy French grooming brand that formulates universally appealing products for men. The brand is positioned as offering high-quality, complex scents that exceed expectations for their price point. The brand aims to occupy a space in the consumer's mind as a provider of subtly fresh and sophisticated grooming products. # Product The product featured is &Horace Eau De Parfum, a cologne with a super fresh, woodsy citrus scent. It is formulated for men who want to smell subtly fresh. The cologne is described as being more intoxicating and complex than its price suggests, making it a universally appealing spritzer for the spring season. The ad addresses the potential purchase barrier of price by implying that the cologne's quality surpasses its cost. # Visual style The ad has a clean and minimalist visual style, with a focus on showcasing the product in a simple and elegant manner. The production quality is high, with studio-shot lighting and a neutral color palette. The typography is clean and legible, contributing to the overall sophisticated aesthetic. The ad mimics the look and feel of an editorial recommendation, enhancing its credibility and trustworthiness. # Hooks Headline: Best Fresh Cologne to Last All Day: &Horace # Funnel stage Consideration # Pain points The ad addresses the potential concern that a cologne may not be worth its price by emphasizing that this cologne is "far more intoxicating and complex than its price suggests." # Value propositions - far more intoxicating and complex than its price suggests # Benefits - intoxicating and complex - universally appealing # Features - super fresh, woodsy citrus cologne # Call to action None used. # Social proof - The ad is presented as an editorial recommendation from GQ Grooming, lending credibility and trustworthiness to the product. # Point of view - External source: The GQ Grooming logo and headline "Best Fresh Cologne to Last All Day: &Horace" position the ad as an editorial recommendation. - Brand: The product image, brand name (&Horace), and description of the cologne's scent profile represent the brand's perspective. # Storyline - The ad opens with a recommendation from GQ Grooming, immediately establishing credibility and trustworthiness. This is from the perspective of an external source, lending authority to the product being featured. - The ad then transitions to showcasing the product itself, highlighting its name and brand. This is from the brand's perspective, introducing the product and its key identifier. - The ad concludes with a description of the cologne's scent profile and overall appeal, reinforcing its value proposition. This is from the brand's perspective, aiming to persuade the audience of the product's quality and desirability.

# Ad summary This ad is for Horace Bio-Retinol + Argireline® Peptide Serum. It is presented as an article from GQ, where the editors have tried and tested the product. The serum helps fill in wrinkles and fine lines while reducing dark spots and skin laxity, for rejuvenated, smoother, and firmer-looking skin. Horace even guarantees visible results in just 8 weeks! # Brand positioning Horace is presented as a brand focused on effective skincare solutions, particularly for men, as implied by its feature in GQ Shopping. The brand positions itself as a provider of advanced skincare, as highlighted by the Bio-Retinol + Argireline® Peptide Serum, suggesting a commitment to scientific formulations. By guaranteeing visible results in just 8 weeks, Horace emphasizes its confidence in product efficacy and reliability. The brand aligns with a lifestyle that values visible improvements in skin health and appearance, appealing to consumers who seek tangible results from their skincare routine. # Product The product being advertised is Horace Bio-Retinol + Argireline® Peptide Serum, designed to address signs of aging. It is formulated to fill in wrinkles and fine lines, reduce dark spots, and improve skin laxity. The serum aims to rejuvenate the skin, making it smoother and firmer-looking. The product is for individuals seeking visible improvements in their skin's appearance, particularly those concerned with aging signs. A key selling point is the brand's guarantee of visible results in just 8 weeks, addressing potential purchase barriers by promising a relatively quick and noticeable transformation. # Visual style The ad has a clean and professional visual style, resembling an editorial layout from a magazine or website. The production quality is high, with a studio-shot product image against a gradient background. The typography is clean and legible, and the overall design is minimalist. The image treatment includes background removal and color grading to enhance the product's visual appeal. The style mimics a platform-native article, aiming to blend seamlessly into a user's feed and increase scannability. # Hooks Headline: Best Retinols Serum Tried and Tested by GQ's Editors # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses concerns about aging skin, specifically wrinkles, fine lines, dark spots, and skin laxity. The ad copy states, "This Bio-Retinol serum helps fill in wrinkles and fine lines while reducing dark spots and skin laxity." # Value propositions - Visibly reduces wrinkles & dark spots - Rejuvenates & firms skin - Guaranteed visible results in just 8 weeks # Benefits - helps fill in wrinkles and fine lines - reducing dark spots and skin laxity - rejuvenated, smoother, and firmer-looking skin - Horace even guarantees visible results in just 8 weeks! # Features - Bio-Retinol - Argireline® Peptide Serum # Call to action None used. # Social proof - "Best Retinols Serum Tried and Tested by GQ's Editors" # Point of view - External source: The GQ Shopping logo and headline establish the ad as a review or endorsement from a reputable publication, lending credibility to the product. # Storyline - The ad opens with the GQ Shopping logo and the headline "Best Retinols Serum Tried and Tested by GQ's Editors," immediately establishing credibility and authority. This is from the perspective of GQ, signaling that the product has been vetted by a trusted source, which aims to capture the audience's attention by highlighting the product's quality and effectiveness. - The ad then transitions to a product shot of the Horace Bio-Retinol + Argireline® Peptide Serum, showcasing the product's packaging and presentation. This is from the brand's perspective, aiming to familiarize the audience with the product and its branding, reinforcing the product's identity and visual appeal. - The ad concludes with a description of the serum's benefits, stating that it "helps fill in wrinkles and fine lines while reducing dark spots and skin laxity, for rejuvenated, smoother, and firmer-looking skin." This is from the brand's perspective, highlighting the product's key features and promising visible results, which aims to persuade the audience by addressing their concerns about aging and skin health.

# Ad summary This ad promotes a beard softening product by showing a woman who loves kissing her partner's now-soft beard. A quick montage of the pair in different scenarios shows that the man's beard is kissable at all times. # Brand positioning The brand is not explicitly named, but the product packaging is visible. The brand aims to occupy a space in the consumer's mind as a provider of effective beard care products. The ad promotes the brand's values for personal grooming, cleanliness, and a lifestyle of intimate relationships. The brand appears to be following category norms by focusing on beard care but distinguishes itself by highlighting the sensory experience of softness, which is an emotional benefit. The brand positioning is both functional, by claiming to soften beards, and emotional, by suggesting that this softness enhances intimacy and affection. # Product The product being advertised is a beard softening product, implied to be used by men with beards. The product is showcased through a series of visuals where a woman kisses a man’s beard, emphasizing its newly softened texture. While specific details of the product are not explicitly mentioned, the ad strongly implies that it is easy to use and effective in making beards soft to the touch. The primary USP is the transformation of a beard from potentially rough or scratchy to soft and kissable, as visually demonstrated by the woman's repeated affectionate gestures. The use occasion is any moment where close physical contact or kissing might occur, suggesting that the product eliminates the barrier of a rough beard. The ad addresses the purchase barrier of beard texture, suggesting it is worth buying to enhance intimacy and comfort in relationships. # Visual style The ad has a polished UGC feel with quick cuts to emphasize the product's effectiveness in various everyday settings. The editing style consists of quick, static shots with smooth transitions between scenes. The production quality is a hybrid, incorporating elements of both UGC and commercial aesthetics to feel relatable yet visually appealing. There are no recurring visual motifs besides the consistent center framing of the couple. The pacing is fast, with approximately 8 cuts per minute, maintaining a consistent rhythm throughout the ad. The edits generally sync with the music. # Hooks Text overlay: 00:00–00:07 / pov: his beard is very soft now (Caption) Visual: 00:00–00:01: In a brightly lit bathroom, a Black man with dreadlocks and a well-groomed beard stands looking forward as a Black woman with curly hair faces him, holding his face with both hands. The man is wearing a white t-shirt, and the woman is wearing a dark-colored sweater. She holds a small dark bottle in one hand. The camera is stationary, capturing a close-up shot of the couple. To the left, a glass shower door is visible, along with products on a shelf. The woman kisses the man on the cheek. / 00:01–00:03: The camera shows a similar angle as the prior shot, this time in a living room. The Black man from the previous shot, now wearing a yellow-and-green striped rugby shirt and jeans, reclines on a blue couch and holds a TV remote. The Black woman is behind him, kissing his beard with both arms around his neck. They are both smiling. The camera is stationary. In the background is a wall, a white door, and a glimpse of a kitchen. / 00:03–00:04: The shot changes to a home office setting where the Black man sits at a desk in front of a laptop and a notebook, wearing headphones and a dark-green shirt. The Black woman approaches from behind, hugs him tightly, and kisses his beard. The camera remains stationary, capturing their interaction. The office has a white table and a white wall. / 00:04–00:07: The scene transitions to a bright kitchen with white cabinets and appliances. The Black man, now wearing a dark-green sweater, stands near a marble-topped counter, holding a dish towel. The Black woman approaches and kisses his beard. There are white plates stacked behind him. The camera remains stationary, providing a clear view of their interaction. # Funnel stage Top of funnel (Awareness) # Pain points The central pain point is the discomfort or unattractiveness of a rough or scratchy beard, which can be a barrier to intimacy and affection. The constant kissing implies that the man's beard was not as soft previously, until the product was used, and that he is now more kissable. # Value propositions - Transforms beards to become soft and kissable. # Benefits - Soft and kissable beard # Features - Beard softening product # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the implied point of view of the woman who loves kissing the man's beard, expressed through her repeated actions and the text overlay 'POV: His beard is very soft now'. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with a series of quick cuts showing a black couple kissing in different environments, including the bathroom, the couch, a home office, and the kitchen. Each time the woman is kissing the man’s beard. The intention is to quickly establish the product's primary benefit: a softer, more kissable beard. The audience is experiencing the story from the perspective of the woman, whose actions and expressions communicate satisfaction and affection. The fast-paced editing and the couple's clear affection create a positive and intimate tone.

# Ad summary A man in a bathroom tests out a skincare routine from Horace, France's #1 men's skincare brand. He uses a purifying cleanser, gentle face scrub, vitamin C serum, and mattifying moisturizer. # Brand positioning Horace is presented as France's number one men's skincare brand. The brand is positioned as simple yet effective, and perfect for everyday use. The brand pushes against the norm of complicated skincare routines by offering a simple, effective, and perfect for everyday use. # Product The ad features a range of Horace skincare products. The purifying cleanser contains activated Japanese charcoal, which deeply cleans without stripping the skin. The gentle face scrub helps smooth the skin. The vitamin C serum is lightweight and brightening, perfect for tired winter skin. The mattifying moisturizer locks everything in without any shine. # Visual style The ad has a UGC feel, with a casual tone and simple editing. The production quality is decent, with clear shots and good lighting. The pacing is consistent, with quick cuts between shots. # Hooks Spoken: France's number one men's skincare brand has just landed in my routine and I had to try it for you guys. Text overlay: Testing France's #1 Men's Skincare Brand Visual: 00:00–00:01: A man with brown hair and a beard stands in a bathroom, holding three Horace products: a black bottle, a yellow box, and a white tube. The background is a tiled wall and a glass shower door. / 00:01–00:02: A close-up shot of four Horace products: a black bottle, a white tube, a yellow box, and a brown bottle with a dropper. The products are lying on a white surface. / 00:02–00:03: A hand holds a black Horace bottle in front of a tiled bathroom wall. / 00:03–00:04: The man from the first shot holds the black Horace bottle in front of his face in the bathroom. # Funnel stage Consideration # Pain points Winter leaves skin feeling duller. # Value propositions - Simple yet effective - Perfect for everyday winter skincare routine # Benefits - Deeply cleans without stripping skin - Helps smooth skin - Lightweight and brightening - Perfect for tired winter skin - Locks everything in without shine # Features - Purifying cleanser with activated Japanese charcoal - Gentle scrub - Vitamin C serum - Mattifying moisturizer # Call to action None used. # Social proof - "France's number one men's skincare brand has just landed in my routine and I had to try it for you guys." # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:04 The creator introduces Horace, France's #1 men's skincare brand, and says he had to try it. - 00:04–00:08 The creator explains that winter leaves his skin feeling duller, so he's testing Horace's range. - 00:08–00:13 The creator applies the purifying cleanser, which has activated Japanese charcoal and deeply cleans without stripping the skin. - 00:13–00:18 The creator applies the gentle scrub, which helps smooth everything out. - 00:18–00:21 The creator says he feels like he brought his skin back to life and that he's super impressed. - 00:21–00:25 The creator applies the vitamin C serum, which is lightweight, brightening, and perfect for tired winter skin. - 00:25–00:29 The creator finishes with the mattifying moisturizer, which locks everything in without any shine. - 00:29–00:33 The creator concludes that the Horace skincare routine is simple yet effective, and perfect for everyday winter skincare.

# Ad summary This ad is a brief video featuring a male creator showing off a skincare routine using Horace products. He shares that his girlfriend got him the products because he wasn't taking care of his skin. He walks through each of the products and what they're used for. # Brand positioning Horace presents itself as a skincare brand that addresses the concerns of men who may not be particularly attentive to skincare. The brand aligns with a simple, practical approach to skincare, emphasizing ease of use and integration into daily routines. Rather than positioning as a luxury or specialized product, Horace aims to fit seamlessly into the lives of men who want to take better care of their skin without excessive effort. The brand seems to follow category norms by focusing on functionality and visible results, while pushing against the idea that men's skincare must be complicated or time-consuming. # Product The ad features a four-step skincare routine from Horace, consisting of a purifying face cleanser, hyaluronic acid serum, mattifying face moisturizer, and healthy glow fluid. The purifying face cleanser uses active charcoal. The hyaluronic acid serum hydrates and has a light texture. The mattifying face moisturizer is non-greasy and hydrating for mixed skin. The healthy glow fluid enhances the complexion. Each product is designed for everyday use and to provide visible skin benefits without being overly complicated to use. # Visual style The ad has a UGC feel, shot in what appears to be a personal bathroom with natural lighting. The editing consists of quick cuts between different stages of the skincare routine. The pacing stays consistent throughout the ad. The cuts and product actions are timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 Ma copine m'a offert ces produits Horace parce que je faisais vraiment pas attention à ma peau. Visual: 00:00–00:03 The foreground features a light-skinned person with long curly brown hair and a mustache wearing a white tank top, holding an open Horace box. The inside of the box is dark purple with the brand name and text reading, “So fresh, so clean!” A bottle and a container of Horace products are also in the box. The background is a grey textured wall, and part of a dark-colored hanging cabinet is visible. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point in the ad is the customer's neglect of his skin, leading to visible issues like redness and dryness. This is signaled early in the ad when he states: "je faisais vraiment pas attention à ma peau. Ces derniers temps, j'avais pas mal de rougeur et la peau qui tirait un peu." # Value propositions - The cleansing product contains active charcoal. - The hyaluronic acid serum hydrates without being greasy. - The mattifying face moisturizer is non-greasy. # Benefits - Clean face - Smooth skin - Hydration # Features - Active charcoal - Hyaluronic acid serum - Non-greasy # Call to action None used. # Social proof - "Je suis hyper surpris parce que la texture, elle est hyper légère." - Male 1 (Customer) - "J'ai la peau complètement apaisée, je le sens, et ça brille pas, donc ça j'aime bien." - Male 1 (Customer) - "Au final, c'est une routine super simple et facile à intégrer au quotidien." - Male 1 (Customer) # Point of view - Customer 100% – The entire video is told from the point of view of a real or implied user of the product using a casual tone. # Storyline - 00:00–00:03 00:00–00:03 The video begins with the creator showing off an open box of Horace products, setting the stage for a product reveal and skincare routine demo. He explains that his girlfriend got him these products because he wasn't paying attention to his skin, framing the products as a solution to a common problem. - 00:03–00:07 00:03–00:07 The creator points to the redness on his face, explaining that he's had a lot of redness and dry skin lately, highlighting the skin issues that the products aim to address. - 00:07–00:10 00:07–00:10 The creator explains that his girlfriend took the Horace diagnostic test for him and got him a four-step routine, presenting the products as a curated, personalized solution. - 00:10–00:15 00:10–00:15 The creator introduces the first step: cleansing the face with the Purifying Face Cleanser. He shows the product, emphasizes its key ingredients, and prepares to demonstrate its use. - 00:15–00:18 00:15–00:18 The creator lathers the cleanser in his hands and applies it to his face, demonstrating the product in action. He notes that it is gentle and pleasant to use, reinforcing its ease of use and mildness. - 00:19–00:22 00:19–00:22 The creator explains that after cleansing, his skin is clean and smooth, setting up the transition to the next step in the routine. - 00:22–00:24 00:22–00:24 The creator introduces the second step: using the Hyaluronic Acid Serum. He presents the product and its intended function. - 00:24–00:34 00:24–00:34 The creator applies the serum to his face, emphasizing that the texture is very light. He highlights how well it hydrates without leaving a sticky feeling, reinforcing the positive user experience. - 00:35–00:38 00:35–00:38 The creator introduces the third step: applying the Hydratant Visage Matifiant, or mattifying face moisturizer. He mentions that he has combination skin, indicating the product is suitable for this skin type, and points out that it is not too oily, which is ideal for his skin. - 00:38–00:45 00:38–00:45 The creator applies the moisturizer to his face, continuing to demonstrate the routine. The focus remains on ease of application and product suitability for everyday use. - 00:45–00:49 00:45–00:49 The creator touches his face, emphasizing that his skin feels calm and not shiny, highlighting the results of using the moisturizer and aligning with the product's mattifying claim. - 00:50–00:53 00:50–00:53 The creator introduces the final step and calls the Fluide Bonne Mine, or Healthy Glow Fluid, the "pépitte du kit" (gem of the kit). - 00:53–00:58 00:53–00:58 The creator applies the Healthy Glow Fluid to his face, completing the skincare routine demonstration. - 00:58–01:04 00:58–01:04 The creator shares that the result is natural and gives him a better complexion. He thanks his girlfriend and notes that this skincare routine is simple, easy, and ideal to integrate into a daily routine, reiterating the value proposition of the products.

# Ad summary Image ad featuring three Horace skincare products and a 4.5 star review. The ad copy includes a testimonial from Corentin (age 35-44) who says that the products are effective from day one and work well in a routine to reduce undereye bags. The ad includes a call to action to discover routines. # Brand positioning Horace is presented as a modern skincare brand focused on natural ingredients and effective routines. The brand appears to cater to a discerning customer who values both efficacy and natural formulations. The social proof and testimonial suggest that Horace products are well-regarded, trustworthy, and deliver noticeable results. # Product The ad showcases three Horace skincare products. The first is a Nettoyant Visage (Face Cleanser), packaged in a dark bottle with a pump. The second is a Hydratant Contour des Yeux (Under Eye Moisturizer), contained in a white tube with a rollerball applicator. The third is a Gommage Visage Doux (Gentle Face Scrub), packaged in a white tube. The testimonial highlights the effectiveness of the products from the first day and the reduction of under-eye bags, promoting them as part of an effective skincare routine. # Visual style The ad features a clean and minimalist aesthetic with a focus on the product. The studio shot and soft lighting give it a polished feel. The layout is simple and easy to scan. The color palette is restricted to black, white, and green, which creates a modern and sophisticated look that increases stop power in the feed. # Hooks Headline: The routine everyone agrees on # Funnel stage Middle of funnel (Consideration) # Pain points The advertisement directly addresses the problem of under-eye bags, which are visually undesirable and can make one appear tired or older. This frustration is referenced when Corentin, age 35-44, states: "Under-eye bags are reduced!" # Value propositions - Effective from the first day, and even more so in a routine. Under-eye bags are reduced! # Benefits - Effective from the first day - Under-eye bags are reduced! # Features - Nettoyant visage (Face Cleanser) - Hydratant Contour des Yeux (Under Eye Moisturizer) - Gommage Visage Doux (Gentle Face Scrub) # Call to action DISCOVER OUR ROUTINES # Social proof - 4. 5 stars - "The routine everyone agrees on" - Corentin, Age 35-44 - Effective from the first day, and even more so in a routine. Under-eye bags are reduced! # Point of view - External source: 4.5 star Trustpilot review suggests that the product is highly rated by customers. - Brand: The display of Horace skincare products introduces viewers to the brand and its offerings. - Customer: The customer testimonial from Corentin, aged 35-44, highlights the product's effectiveness in reducing under-eye bags and integrating into a routine. # Storyline - The ad opens by displaying three skincare products from Horace, which establishes the focus on the brand's product range. This is from the brand's perspective and draws the viewer into the skincare offerings. - A 4.5-star rating and Trustpilot badge are shown, building trust in the products. This is presented from an external review source, bolstering credibility. - The headline "The routine everyone agrees on" is displayed, indicating a popular and well-regarded product selection. This continues from an external perspective, further enhancing the products' appeal. - A customer testimonial from Corentin, aged 35-44, highlights the product's effectiveness in reducing under-eye bags and integrating into a routine. This shares a customer's firsthand experience and reinforces the products' benefits, from the customer's perspective. - The ad concludes with a call to action, "DISCOVER OUR ROUTINES," directing viewers to explore Horace's skincare routines. The brand is encouraging viewers to explore and purchase, seen from the brand's perspective.

# Ad summary A man applies skincare products from Horace while discussing and demonstrating his skincare routine. He presents the products as a solution for men who are tired of using their girlfriends' products and want a tailored routine. # Brand positioning Horace is presented as a skincare brand specifically tailored for men, offering a solution to the problem of men using women's skincare products. The brand promotes the idea of a personalized routine designed specifically for male skin needs. With a focus on simplicity and effectiveness, Horace positions itself as a go-to brand for men seeking skincare solutions, breaking away from the norm of borrowing from partners and providing accessible and targeted skincare. # Product The ad features a concise skincare routine using four Horace products. The first product is le Nettoyant Visage Purifiant, described as indispensable for unclogging pores. Next, the man applies quelques gouttes du Sérum à l’Acide Hyaluronique et au Panthénol, to hydrate and soothe skin. He then uses Hydratant contour des Yeux, which he recommends for men with tired features or dark circles, deeming it un indispensable. Lastly, l’Hydratant Visage Riche, described as nourishing and soothing, protecting the skin from dryness. The routine is presented as a simple and effective solution for maintaining healthy-looking skin. # Visual style The ad has a casual and personal aesthetic, emulating UGC content. It is shot in a brightly lit bathroom with a handheld camera, giving it an informal feel. The editing style is straightforward, with quick cuts between steps in the skincare routine and transitions. The pacing is steady, reflecting the calm and simple routine being presented. # Hooks Spoken: 00:00–00:03 On arrête de voler les produits de nos copines. Text overlay: 00:00–00:03 On arrête de voler les produits de nos copines. Visual: 00:00–00:01 A fair-skinned man with a mullet and multiple tattoos on his hands and neck stands in a bathroom with white subway tile and a potted green plant. He is wearing a black sweater and shaving his neck with an electric razor. / 00:01–00:03 The man removes the towel from his neck and begins to take off his sweater. He is now wearing a long sleeve waffle thermal shirt. The camera is at eye level, with natural lighting, and a stationary frame. # Funnel stage Consideration # Pain points The ad addresses the problem of men stealing skincare products from their girlfriends. # Value propositions - A skincare routine designed rien que pour toi. - Step-by-step tutorial how to get healthy, fresh skin. # Benefits - Skincare routine designed rien que pour toi. - To hydrate et apaiser la peau. - Protège de la sécheresse. - Rester frais # Features - le Nettoyant Visage Purifiant indispensable pour désobstruer les pores. - Sérum à l’Acide Hyaluronique et au Panthénol pour hydrater et apaiser la peau. - Hydratant Visage Riche - nourrit et apaise ma peau et la protège de la sécheresse. # Call to action Maintenant à vous de jouer ! # Social proof - "C’est mon petit secret pour rester frais." # Point of view - Customer 100% – The entire ad is from the perspective of a customer sharing their skincare routine. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with the creator applying an electric razor to his neck, addressing the viewer directly by saying, "On arrête de voler les produits de nos copines." This sets up a humorous, relatable problem, suggesting men often resort to using women's skincare products, framing the brand as a personalized solution. - 00:03–00:04 00:03–00:04 The creator transitions to the first step of the skincare routine, saying, "Je vais te filer une routine conçue rien que pour toi." as he holds up a black bottle of face wash. This introduces the branded skincare routine, promising a solution tailored specifically for the viewer. - 00:04–00:07 00:04–00:07 The creator then pours a black gel cleanser into his hand and applies it to his face. He explains, "Étape un: le Nettoyant Visage Purifiant indispensable pour désobstruer les pores." The step by step tutorial educates and demonstrates the products value. - 00:07–00:08 00:07–00:08 He rinses and dries his face with a dark colored washcloth. This shows how easy it is to implent. - 00:08–00:13 00:08–00:13 The creator switches to the second product, "Étape deux: quelques gouttes du Sérum à l’Acide Hyaluronique et au Panthénol pour hydrater et apaiser la peau." as he applies it to his face using the dropper. This details how the skincare works to improve skin health. - 00:13–00:17 00:13–00:17 The creator presents the third product for tired eyes, adding, "Et si tu es comme moi, tu as les traits tirés ou des cernes, ce produit c’est un indispensable." He then applies it with the rollerball to his under eye. This caters to tired looking skin and eyes. - 00:17–00:22 00:17–00:22 The creator presents the fourth and final product to the routine adding, "Et je finis avec l’Hydratant Visage Riche. Il nourrit et apaise ma peau et la protège de la sécheresse." He then applies it to his face using his hands. This promotes the product's function of soothing and protecting from dryness. - 00:22–00:27 00:22–00:27 The creator reiterates his routine and addresses the viewer again adding, "Faire ça tous les jours, c’est mon petit secret pour rester frais. Je vous ai donné le bon plan, maintenant à vous de jouer !" This is delivered with him putting on glasses, looking towards the camera and holding up the face cleanser and rich face cream. This concludes the tutorial and motivates the viewer to try the products.

# Ad summary The ad features a close-up of a Horace Oud Rose perfume bottle with text that reads, 'It might seem harmless, but it's radically altered Tom's life.' The ad is likely part of a larger campaign featuring testimonials about the product. # Brand positioning Horace is presented as a brand that offers unique fragrances. The brand positions itself with an air of mystery and intrigue, suggesting its products have a profound effect on people's lives, as indicated by the testimonial. The emphasis is on the transformative power of their fragrance. The brand may be pushing against the norm of typical fragrance advertising, which often relies on more overt sensory or lifestyle appeals. The brand positioning leans more towards an emotional connection, hinting at the life-changing potential of their scents. # Product The product is Horace's Oud Rose Eau de Parfum. It is presented as a fragrance with potentially transformative qualities. The ad presents the fragrance as more than just a scent, implying it can radically alter someone's life. The packaging features a clear glass bottle with a black cap and a minimalist label. The product is positioned as something harmless in appearance but with a hidden depth of impact, piquing curiosity and intrigue. # Visual style The ad has a clean and understated aesthetic, using soft lighting and a shallow depth of field to focus attention on the product. The production quality appears to be high, with careful attention to detail and a focus on visual clarity. The overall style is modern and minimalist, with a hint of intrigue created by the ambiguous testimonial. # Hooks Headline: It might seem harmless, but it's radically altered Tom's life. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses a lack of excitement or change in life, suggesting the fragrance can bring about a significant, positive alteration. # Value propositions - The Oud Rose Eau de Parfum is presented as having a transformative impact on the user's life. # Benefits - Radically altered life (implied) # Features - Eau de Parfum # Call to action None used. # Social proof - "It's radically altered Tom's life." # Point of view - Brand: The image of the perfume bottle is shown to showcase its packaging and design. # Storyline - The ad shows a bottle of Horace Oud Rose perfume. The message is that the fragrance is seemingly harmless. The perspective is from the brand to introduce the product. - Text claims the fragrance has radically altered someone's life. The message is to generate intrigue by implying a significant positive change due to the product. The perspective is an unnamed testimonial from someone who has experienced the change.

# Ad summary This ad shows a man applying a Horace face mask and promoting a limited-time discount offer. # Brand positioning Horace is positioned as a brand that makes skincare accessible to men. The ad features a male model casually applying their product, making skincare feel approachable and easy to integrate into a daily routine. Horace aims to normalize skincare for men by showcasing a simple, effective product and offering a straightforward discount. # Product The product being advertised is a face mask from Horace. In the ad, a man applies a blue face mask to his face with his fingers. The mask is a thick, creamy texture that covers the skin. The ad promotes a discount of 15% off in-store and online when using the code HORACE15. # Visual style The ad has a clean and minimalist aesthetic. The lighting is soft and natural, and the colors are muted. The focus is on the man and the product, with no distractions. The overall style is approachable and casual, suggesting ease of use. # Hooks Headline: -15% en boutique et sur tout le site avec le code: **HORACE15*** # Funnel stage Bottom of funnel (Conversion) # Pain points No pain point is explicitly stated, but the ad addresses the potential barrier of cost by offering a discount, implying skincare products can be expensive. # Value propositions - Get 15% off Horace products in-store or online by using code HORACE15 # Benefits - 15% off in-store and online with code HORACE15 # Features - Face mask # Call to action None used. # Social proof - *Offre réservée aux clients Horace, une seule utilisation par client sur le 2ème achat. # Point of view - Customer: The ad is shot from the perspective of someone using the face mask, showing the application process. # Storyline - The ad opens with a medium close-up shot of a man with half of his face covered in a blue mask, as he applies the mask to the other half of his face. This grabs attention by visually showcasing the product in use from the customer's perspective. - Text overlays on the image to give details of the offer that provides 15% off in-store and online when using the code, HORACE15. The ad is incentivizing the viewer to purchase the product from the brand's perspective.

# Ad summary A man listens to a voice message from a person named Matthieu, who implies that the user's beard has improved since they last met, likely due to the Horace Beard Growth Duo he saw in the user's bathroom. This message is framed as a follow-up to a romantic encounter. # Brand positioning Horace is presented as a brand offering solutions for men's grooming needs, specifically focusing on beard growth. The brand is positioned as a brand that is considered intimate enough that someone would notice a change in a person's beard quality and growth after one use, suggesting a close relationship. The brand aims to normalize male grooming by making it a topic of casual conversation in personal relationships. # Product The Horace Beard Growth Duo is a grooming product designed to improve beard growth. The ad highlights its effectiveness in changing or enhancing one's beard, enough to be noticed by a partner after a short period. The product is implied to be for men who want to improve their beard growth and are confident enough to keep beard care products in their bathroom. # Visual style The ad has a basic, utilitarian visual style, mimicking the look and feel of a native mobile interface. It relies on clear, static shots of the phone screen. # Hooks Spoken: 00:00–00:02 Male 1: Sorry, I left in a hurry this morning. Text overlay: 00:00–00:02 Sorry, I left in a hurry this morning. Visual: 00:00–00:02: The screen displays the UI of a voice message player on a smartphone. The name "Matthieu" is visible at the top of the screen. Below this, the text "Unable to Transcribe" is displayed. A message reads, "Sorry, I left in a hurry this morning." # Funnel stage Consideration # Pain points The pain point is implied to be dissatisfaction with one's current beard growth. The voice message suggests that the recipient's beard has noticeably improved, indicating the product addresses a desire for better facial hair. # Value propositions - The Beard Growth Duo visibly changes your beard, enough that it is noticeable by someone close to you after a single overnight encounter. This emphasizes the product's efficacy and rapid results, making it desirable for those seeking quick improvements. # Benefits - Improves beard growth # Features - Beard Growth Duo # Call to action None used. # Social proof - "I saw your Beard Growth Duo from Horace" – Male 1, (Voice Message): Implies the product is effective enough to be noticed and commented on by someone familiar with the user. # Point of view - Customer 100% – The entire ad is presented from the implied customer's perspective, showing their phone screen and a voice message about their changed beard. # Storyline - 00:00–00:02 The ad opens with a view of a voice message player screen on a smartphone. - 00:02–00:04 A voice message plays, with the person apologizing for leaving in a hurry but expressing gratitude for the previous night. - 00:04–00:07 The speaker continues, noting a change in the recipient since their last meeting. - 00:07–00:11 The speaker continues, noting that the user has started using Horace Beard Growth Duo. - 00:11–00:17 The speaker expresses his awareness that he figured out the change and he can't wait to see the user again.

# Ad summary This Meta image ad features a GQ article promoting Horace deodorant, emphasizing its 12-hour protection and natural ingredients. The ad is designed to attract men who value grooming and freshness. # Brand positioning Horace is presented as a grooming brand for men, focusing on natural and effective products. The brand positions itself as a provider of deodorant protection, emphasizing the use of Eucalyptus, Sage, and Rosemary. This suggests a focus on natural ingredients and a refreshing, clean scent. The brand seeks to occupy a space in the consumer's mind as a reliable and health-conscious choice for daily grooming, contrasting with brands that use harsh chemicals or artificial fragrances. It appears to align with a modern, eco-friendly lifestyle, potentially appealing to those who value sustainability and natural wellness. # Product The featured product is Horace deodorant, specifically a deodorant stick that provides 12-hour protection. It is formulated with Eucalyptus, Sage, and Rosemary, highlighting its natural ingredients and refreshing scent. The primary unique selling point is the deodorant protection offered by the stick, and the absence of harsh chemicals or artificial fragrances, making it suitable for men seeking effective yet gentle grooming solutions. The product is clearly designed for daily use, fitting into a regular grooming routine to maintain freshness throughout the day. A potential purchase barrier addressed is the concern over harsh or artificial ingredients, which Horace counters with its emphasis on natural components. # Visual style The ad features a clean, minimalist aesthetic with high production quality. The product is well-lit, studio-shot, and placed on a neutral background, creating a professional and trustworthy image. The typography is clear and legible, typical of editorial content. The overall style mimics the visual presentation of a GQ article, aiming to blend seamlessly into the platform's feed and establish credibility through association with a respected media brand. This sophisticated design approach enhances scannability and stop power by appealing to users accustomed to high-quality editorial content. # Hooks Headline: The best deodorants for men to keep you fresh all day # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing a deodorant that keeps men fresh all day while also being alcohol-free, anti-stain, and made with natural ingredients. This is implied by the headline "The best deodorants for men to keep you fresh all day" and the product's listed features. # Value propositions - 12-hour deodorant protection with natural ingredients (Eucalyptus, Sage, Rosemary) for all-day freshness. - Alcohol-free and anti-stain formula ensures a gentle and clean experience. - Made with 99.8% natural ingredients. # Benefits - Keep you fresh all day # Features - Déodorant protection 12h - Eucalyptus, Sauge & Romarin - 12h protection deodorant - Alcohol-free and anti-stain - 99,8% d'ingrédients d'origine naturelle - 99.8% ingredients of natural origin - 50ml/1.69fl.oz # Call to action None used. # Social proof - Endorsement by GQ (logo at the top) - Credibility added by the listed authors of the article: Robert Leedham, Eleanor Davies, and Adrian Clark. # Point of view - External source: The GQ logo and byline establish the content as an editorial recommendation, building trust through a recognizable and authoritative source. - Brand: The product display and ingredient callouts showcase the product's features and benefits, presenting the brand's perspective on its offering. # Storyline - The ad opens with the GQ logo and 'Grooming' banner, immediately establishing the source as a trusted authority in men's lifestyle and grooming. This sets the stage for a credible product recommendation from an external, reputable source. - The headline, 'The best deodorants for men to keep you fresh all day,' clearly articulates the article's purpose and target audience. This serves to grab the attention of men seeking effective deodorants and promises a solution to staying fresh throughout the day, viewed from GQ's editorial perspective. - The inclusion of the authors' names ('By Robert Leedham, Eleanor Davies and Adrian Clark') adds further credibility and personalizes the recommendation. This makes the article feel more trustworthy, as if the advice is coming from individual experts, still under GQ's name. - The product, Horace deodorant, is displayed prominently on a clean surface with the cap off, showcasing its packaging and key ingredients (Eucalyptus, Sage, Rosemary). This presents the product in a favorable light and highlights its natural composition, allowing potential customers to visualize the product in their own grooming routine from the brand's perspective.

# Ad summary This image ad features a blind taste test of a new fragrance from Horace. A man wearing a blindfold is being interviewed about the fragrance, and his reaction is filmed to create social proof. # Brand positioning Horace is presented as a modern fragrance and skincare brand with a focus on quality and consumer feedback. The ad format uses a blind taste test to showcase that customers love the fragrance for its own merit, and not just due to brand affiliation. The ad promotes an approachable brand that values authentic consumer opinions and transparency, which positions it against traditional luxury brands with a more exclusive or aspirational image. The brand aims to establish a unique space that prioritizes function, customer experience, and contemporary values. # Product The product is a new fragrance by Horace called "Oud Rose." It is presented in a clear glass bottle with a minimalist orange label, and a dark blue cylindrical cap. The fragrance is intended to be unisex based on the ad's presentation, and is targeted to those who enjoy fresh and modern scents. The ad demonstrates the product's appeal based on its own merits, and emphasizes that the fragrance speaks for itself, without relying on brand reputation or conventional marketing. # Visual style The ad has a UGC (user-generated content) feel, with natural outdoor lighting and a raw, unpolished aesthetic. The visual motifs include a real-life blind taste test set against an urban backdrop, giving it a contemporary, authentic vibe. The image treatment is minimal, with subtle color grading to enhance the natural tones. The typography is clean and legible, which adds a modern touch. The style is designed to mimic platform-native content, fitting seamlessly into the feed to enhance scannability and capture attention. # Hooks Headline: Blindfolded Londoners test our new fragrance # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - New fragrance # Call to action None used. # Social proof - The ad features a blind taste test, which implies that independent individuals are experiencing and reacting to the product. # Point of view - Customer: The blindfolded man expresses his experience of the fragrance, providing honest reactions. - Brand: The hand holding the microphone is conducting the product test. # Storyline - The ad opens by showing a man wearing a blindfold, indicating that he's participating in a blind test. This is included to capture the viewer's attention and communicate the premise of an unbiased sensory experience. The audience experiences this from the brand's perspective. - A hand holding a microphone appears, presumably to ask the blindfolded man about the new fragrance. This adds an element of authenticity and social proof by showing the brand is seeking customer feedback. This is included to make the ad feel more organic. The audience experiences this from the brand's perspective. - The bottle of 'Oud Rose' perfume is shown prominently to highlight the product being tested. This helps create awareness and association with the sensory experience being discussed. This is included to clarify the product being reviewed. The audience experiences this from the brand's perspective. - The blindfolded man smiles and gives a positive reaction, which creates a sense of intrigue and social proof. The audience experiences this from the man's perspective.

# Ad summary A young man in his bathroom showcases four skin care products he received from Horace. He applies each one in turn, noting their natural ingredients and how his skin doesn't react to them, unlike most other skincare products. # Brand positioning Horace is a brand that aims to provide simple and effective skincare solutions for men with a focus on natural ingredients. The brand is presented as a convenient and accessible option for men who want to take care of their skin without complex routines or harsh chemicals. The brand is positioned as a provider of quality skincare products that are easy to use and suitable for sensitive skin. # Product The Horace skincare products are presented as simple and effective solutions for men's skincare needs. The product line includes a purifying face cleanser, hyaluronic acid serum, hydrating eye cream, and a moisturizer. The products are made with 98.9% natural ingredients, addressing the purchase barrier of chemical-heavy skincare. The packaging is dark, minimalist, and understated, suggesting a focus on functionality over flashy branding. The cleanser is used to purify and clean the face. The serum contains hyaluronic acid. The hydrating eye cream is used for the skin around the eyes. The moisturizer is used to hydrate. # Visual style The ad has a UGC feel, with simple shots and natural lighting. The editing is straightforward, with static shots. The production quality is clean but not overly polished, lending a casual and authentic tone. The pacing is moderate, with a few cuts per minute, matching the unhurried explanation and demonstration. # Hooks Spoken: 00:00–00:03: Horace m'a envoyé une petite skincare et on va tester ça. Visual: 00:00–00:02: A young man stands in his bathroom, facing the camera directly. He has curly brown hair, blue eyes, and a mustache. He's wearing a plain white t-shirt. The background includes a white door, a dark coat hanging on a hook, and a glimpse of another room. The camera is stationary, capturing him from the chest up. # Funnel stage Middle of funnel (Consideration) # Pain points Many skincare products contain harsh chemicals that can cause adverse reactions. The ad addresses this by highlighting that the products contain 98.9% natural ingredients and the user notes, "Ça fait du bien de ne pas avoir un truc hyper chimique (it feels good not to have something hyper chemical)". # Value propositions - Skincare that is quick and easy to use. - High-quality ingredients you can feel on your skin. - Natural ingredients avoid harsh chemical reactions. # Benefits - Skin écarté, vite fait bien fait (skin cleared, quick and well done) - Je sens la qualité (I feel the quality) - Ça fait du bien de ne pas avoir un truc hyper chimique (it feels good not to have something hyper chemical) # Features - Nettoyant visage purifiant (purifying face wash) - Serum acide hyaluronique (hyaluronic acid serum) - Hydratant contour des yeux (hydrating eye cream) - Crème hydratante (hydrating cream) - 98,9% d'ingrédients naturels (98.9% natural ingredients) # Call to action None used. # Social proof - J'ai pas trop de skincare juste utiliser de la crème hydratante avant (I don't use a lot of skincare, just some moisturizer before). - Je sens la qualité parce que d'habitude ma peau, je réagis hyper facilement à des produits (I feel the quality because usually my skin reacts very easily to products). # Point of view - Customer 100% – The entire video is told from the perspective of a young man using and reviewing the Horace skincare products in his bathroom. # Storyline - 00:00–00:07 At 00:00–00:07, the video begins with a young man standing in his bathroom, directly addressing the camera. He states that Horace sent him some skincare products to test and give his opinion. This sets the stage for a product review from the customer's point of view, with a casual tone. - 00:07–00:09 At 00:07–00:09, he picks up and presents a black bottle of the “nettoyant visage purifiant” (purifying face wash). This introduces the first product and its purpose, seen from the customer's perspective. - 00:09–00:11 At 00:09–00:11, he notes that he needs to wet his face first, indicating a step in the routine. This is a practical instruction from the customer, sharing his knowledge of how to use the product. - 00:11–00:14 At 00:11–00:14, he applies the cleanser to his face, demonstrating its use, and then stares directly into the camera. This is a visual demonstration from the customer. - 00:14–00:16 At 00:14–00:16, the man jokes that he didn't think about applying it to his hair. This is a light-hearted moment, from his perspective. - 00:16–00:19 At 00:16–00:19, he rinses his face and dries it with a towel. The tone is casual, and the perspective is that of someone going through his normal skincare routine. - 00:20–00:21 At 00:20–00:21, he comments that the product smells good. This simple observation gives a sensory detail from the user's point of view. - 00:21–00:26 At 00:21–00:26, he picks up the “serum acide hyaluronique” (hyaluronic acid serum) and shows the bottle. This continues the product introduction. - 00:28–00:34 At 00:28–00:34, he applies the serum to his face, demonstrating the use of the product, and looking into the camera. He states he put on too much. The tone is conversational. - 00:35–00:39 At 00:35–00:39, he picks up the “hydratant contour des yeux” (hydrating eye cream), introducing the next product in the routine. The delivery is casual. - 00:39–00:42 At 00:39–00:42, he applies the eye cream around his eyes. The visual shows how to use the product. - 00:43–00:45 At 00:43–00:45, he moves on to the “crème hydratante” (hydrating cream), showing it to the camera. This is the final product in the routine. - 00:45–00:52 At 00:45–00:52, he applies the cream to his face. This is a product demonstration from his point of view. - 00:52–00:58 At 00:52–00:58, he comments that it feels good not to have something hyper-chemical, saying “je sens la qualité” (I feel the quality). This expresses his satisfaction, emphasizing a key product benefit from his perspective. - 00:58–01:02 At 00:58–01:02, he summarizes the routine as “skin écarté, vite fait bien fait” (skin cleared, quick and well done), emphasizing convenience and effectiveness from the customer's perspective. - 01:02–01:08 At 01:02–01:08, he holds all four products, saying that they're exactly what he needed, and notes “98,9% d'ingrédients naturels” (98.9% natural ingredients), reinforcing the natural ingredient benefit. This provides final endorsement. - 01:08–01:10 At 01:08–01:10, he thanks Horace and concludes the video with a gesture towards the camera. This wraps up the review.

# Ad summary This ad promotes the Horace brand by showcasing a simple skincare routine for oily skin featuring the brand's product line. # Brand positioning Horace presents itself as a skincare brand that emphasizes simplicity and effectiveness for men, countering the notion that great skin requires an abundance of products. The brand promotes a straightforward skincare routine, specifically for addressing oily skin, blemishes, and blackheads. The tone is approachable and relatable, positioning Horace as a brand that offers a no-fuss solution for men looking to improve their skin without unnecessary complexity. The emphasis on core ingredients like Salicylic Acid and Niacinamide suggests a functional approach to skincare, focusing on proven ingredients and visible results. # Product The ad features a range of Horace skincare products designed for men with oily skin. The key products include the Purifying Face Cleanser, which helps remove excess oil and leaves the skin feeling clean; the Skin Perfecting Exfoliating Solution, which gently exfoliates and balances the skin; the Salicylic Acid and Niacinamide Serum, formulated to target blemishes and promote clear skin; and the Mattifying Face Moisturiser SPF 30, which provides essential sun protection. The ad highlights that these products are part of a simple skincare routine designed to deliver runway-ready results, suggesting that they offer a straightforward solution to common skin issues without the need for excessive steps or products. # Visual style The ad has a polished, commercial aesthetic with consistent medium and close-up shots. The editing is smooth with static shots and clear transitions. The production quality is high, creating a professional and trustworthy tone. The visuals are center-framed, maintaining a focus on the speaker and products. The pacing is moderate, with a consistent rhythm that supports the step-by-step demonstration. # Hooks Spoken: 00:00–00:02 Great skin isn't about having loads of products. [sincere] Text overlay: 00:00–00:02 Great skin isn't about having loads of products. Visual: 00:00–00:02 A medium shot shows a Black man with braids and a beard, wearing a gray robe, holding a blue Horace box. Inside the box are skincare products. The background is a brick wall and a wooden table. The camera is stationary. He smiles while holding the box. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of needing numerous products to achieve great skin, implying that many people feel overwhelmed by complicated skincare routines and product overload. # Value propositions - Simple skincare routine: Emphasizes ease and efficiency. - Effective ingredients: Utilizes key components like Salicylic Acid and Niacinamide for targeted results. - Comprehensive care: Covers essential steps from cleansing to moisturizing with SPF. - Runway ready: Provides confidence in achieving high-quality skincare results. # Benefits - Helps remove excess oil and leaves skin feeling clean - Gently exfoliates and keeps skin feeling balanced and smooth - Targets blemishes and keeps skin looking clear - Great skincare will always have SPF - Subtle final touch # Features - Purifying Face Cleanser - Skin Perfecting Exfoliating Solution - Salicylic Acid and Niacinamide Serum - Mattifying Face Moisturiser SPF 30 - Horace Oud Rose # Call to action None used. # Social proof - “And then we go in with my favourite, the Skin Perfecting Exfoliating Solution” - Male 1 # Point of view - Customer 100% – The ad is delivered entirely from the perspective of a customer demonstrating and endorsing the product. # Storyline - 00:00–00:02 00:00–00:02 The creator opens a box of Horace products and states that great skin isn't about having loads of products, immediately positioning the brand as a simple, effective solution. The message is intended to counter the notion that skincare needs to be complicated, and the perspective is from a user sharing a skincare secret, conveyed through a casual tone and personable delivery. - 00:02–00:05 00:02–00:05 The creator introduces a simple skincare routine with Horace, specifically for oily skin, setting the stage for the product demonstration. The message intends to offer a targeted solution, and the perspective is from the brand advocate, conveyed through direct address and enthusiastic tone. - 00:05–00:14 00:05–00:14 The creator demonstrates the use of the Purifying Face Cleanser, explaining that it removes excess oil and leaves the skin feeling clean. The message intends to showcase the product's functionality and benefits, and the perspective is from a customer using the product, conveyed through a first-person demonstration and sensory description. - 00:15–00:22 00:15–00:22 The creator highlights their favorite product, the Skin Perfecting Exfoliating Solution, noting that it gently exfoliates and keeps the skin feeling balanced and smooth. The message intends to emphasize the product's unique selling points and benefits, and the perspective is from a satisfied user, conveyed through a personal endorsement and sensory description. - 00:22–00:31 00:22–00:31 The creator introduces the Salicylic Acid and Niacinamide Serum, emphasizing its role as the holy grail for targeting blemishes and keeping the skin clear. The message intends to build credibility by highlighting key ingredients and their benefits, and the perspective is from an informed user, conveyed through factual descriptions and a tone of expertise. - 00:31–00:40 00:31–00:40 The creator finishes the routine with the Mattifying Face Moisturiser SPF 30, stressing the importance of SPF in skincare. The message intends to promote a comprehensive skincare approach, and the perspective is from a knowledgeable user, conveyed through a direct recommendation and informative tone. - 00:40–00:43 00:40–00:43 The creator prompts the viewer to look at the skin, emphasizing the results of the skincare routine. The message intends to provide visual validation of the products' effectiveness, and the perspective is from a confident user, conveyed through a direct challenge and visual demonstration. - 00:43–00:50 00:43–00:50 The creator concludes the routine with Horace Oud Rose fragrance as a subtle final touch. The message intends to add a touch of luxury and completion to the skincare process, and the perspective is from a stylish user, conveyed through a personal touch and refined aesthetic. - 00:51–00:54 00:51–00:54 The creator reiterates that this is a routine that has you showing up runway ready, reinforcing the value proposition of achieving high-quality skincare results with simple products. The message intends to leave a lasting impression of confidence and readiness, and the perspective is from a satisfied user, conveyed through a motivational tone and aspirational imagery.

# Ad summary Horace aims to restore the healthy appearance of men's skin using its eye patches and hydrating moisturizer. Tom, 35, talks about the difficulty he experienced with his skin, until he found Horace products and recommends them. # Brand positioning Horace aims to solve common men's skin issues with simple and effective products. They are positioned as a brand that men can trust for their skincare needs, offering solutions to problems caused by stress. The brand differentiates itself from others by claiming to have awakened Tom's skin and restored his healthy appearance. # Product The ad features Horace's Patche Contour des Yeux Defatiguant Anti-Fatigue Under Eye Patches and Horace's Hydrating Moisturizer. The under eye patches contain 99.4% of ingredients of natural origin. The hydrating moisturizer has been formulated with vegetable extracts and Swiss glacier water. The products are designed to improve men's skin. The ad shows that the products restore a healthy appearance. # Visual style The ad has a casual aesthetic and a UGC feel. The editing style consists of quick cuts between the male talking about his skin and closeups of the product. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:01: Tom is thirty-five. Text overlay: 00:00–00:01: Tom is thirty-five. Visual: 00:00–00:02: In a brightly lit room, a blurred shot shows a fair-skinned male wearing a dark blue turtleneck sweater with a pin on the left side. He sits on an orange couch with a green ornate fireplace in the background as he drinks from a clear glass. His face is intentionally blurred. # Funnel stage Consideration # Pain points Spending thousands of pounds on treatments that promise the world but deliver nothing. Tom had a dull complexion that followed him everywhere. # Value propositions - Horace products help restore a healthy appearance and address skin issues effectively. # Benefits - The products woke my skin up. - Gone with that dull complexion that followed me everywhere. - I finally look healthy. - Tom has finally found his spark. - He's never looked better. # Features - 99.4% of ingredients of natural origin - Formulated with vegetable extracts and Swiss glacier water. # Call to action None used. # Social proof - "I tried everything, vitamin treatments, strict diets, luxury creams at outrageous prices" – Male 1 (Customer) - "The products, woke my skin up. Gone with that dull complexion that followed me everywhere. I finally look healthy." – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the customer's perspective who is sharing their experience with the brand's products. # Storyline - 00:00–00:03 The ad begins by introducing Tom, who is 35 and claims to have felt like a shadow of his true self for a decade. This aims to create a sense of intrigue and establish Tom's initial state. - 00:03–00:09 Tom says he spent thousands of pounds on treatments that promised the world but delivered nothing, conveying frustration and highlighting the ineffectiveness of previous solutions he tried. - 00:09–00:19 Tom continues by listing different treatments he tried including vitamin treatments, strict diets, luxury creams at outrageous prices. Then he reveals his doctor said it was because of stress. He even went to see a magnetizer. This continues to illustrate the extent of his search for a solution and the variety of methods he attempted. - 00:19–00:23 Tom says he came across the Horace shop, walked in, and the products woke his skin up. This marks a turning point in the narrative, introducing Horace as the solution he eventually discovered. - 00:23–00:27 Tom shares that his dull complexion is gone, that followed him everywhere. Now he finally looks healthy. This emphasizes the transformative effect of the Horace products on Tom's skin, reinforcing its value. - 00:27–00:32 The narrator concludes the ad by highlighting that Tom has finally found his spark and has never looked better, solidifying the positive outcome and reinforcing the brand's promise of restoring vitality and well-being.