How IL MAKIAGE Advertises on Meta

# Ad summary This ad for IL MAKIAGE foundation features multiple women of different skin tones applying the product to their faces. They highlight the foundation's natural skin finish, buildable coverage, and weightless feel. The ad encourages viewers to take a quiz to find their perfect shade and try the foundation before buying. # Brand positioning IL MAKIAGE is presented as a modern, innovative beauty brand that prioritizes personalized experiences and high-performance products. The brand aims to occupy a space in the consumer's mind as a provider of makeup solutions tailored to individual needs, as demonstrated by the emphasis on finding the perfect shade through an online quiz. The brand aligns with values of inclusivity and confidence, showcasing diverse skin tones and promoting a natural, skin-like finish. IL MAKIAGE pushes against the traditional one-size-fits-all approach to makeup, offering a 'try before you buy' option to address purchase barriers and ensure customer satisfaction. The brand positioning is both functional, highlighting product features like buildable coverage and weightless feel, and emotional, empowering customers to find their perfect match and feel confident in their skin. # Product The ad features IL MAKIAGE foundation, a makeup product designed to provide a natural skin finish with buildable coverage and a weightless feel. The foundation is for anyone looking for a product that covers everything while still looking like skin. The ad highlights the foundation's ability to cover imperfections while maintaining a natural appearance. It is applied using a brush and is shown being used by women with diverse skin tones. The ad addresses the purchase barrier of finding the right shade by promoting a quiz to match customers with their perfect shade and offering a 'try before you buy' option. # Visual style The ad has a polished UGC feel, blending user-generated content with commercial-style production. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace of approximately 20 cuts per minute. The visuals are timed to the music beats and voiceover lines, creating a cohesive audio-visual experience. The overall aesthetic is bright and clean, with natural lighting and a focus on showcasing the product's effects on diverse skin tones. # Hooks Spoken: Can your foundation do this? Text overlay: Can your foundation do this... Visual: 00:00–00:05: Close-up shot of a woman's back with a tattoo on her neck. She is holding a bottle of IL MAKIAGE foundation and applying it with a brush to cover the tattoo. The camera is stationary, and the lighting is bright. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of finding a foundation that provides adequate coverage while still looking natural. The opening question, "Can your foundation do this?" and the subsequent demonstration of the product covering a tattoo, directly signal this frustration. # Value propositions - The foundation provides a natural skin finish, offering a balance between coverage and a natural look. - The foundation has buildable coverage, allowing users to customize the level of coverage they desire. - The foundation has a weightless feel, providing comfort and avoiding a heavy or cakey sensation. # Benefits - Natural skin finish - Buildable coverage - Weightless feel - Covers everything but still looks like skin # Features - Natural skin finish - Buildable coverage - Weightless feel # Call to action Take the quiz to find your shade # Social proof - "This quiz is so scarily accurate. I answered a couple of questions and this is literally my perfect shade" – Female 4 (Customer) - "It feels like I have nothing on my face" – Female 4 (Customer) - "Somehow, they nailed it! Look at this!" – Female 5 (Customer) - "I've always had trouble matching my skin, but this is honestly the best match and the best foundation I have ever tried!" – Female 6 (Customer) - 500,000+ Five-Star Reviews # Point of view - Customer 100% – The entire ad is told from the perspective of customers using and reviewing the product. # Storyline - 00:00–00:05 00:00–00:05: The ad begins with a woman applying foundation to her back to cover a tattoo, asking, "Can your foundation do this?" This is intended to grab the viewer's attention by showcasing the product's coverage ability. The perspective is from the brand, demonstrating the product's capabilities. - 00:05–00:10 00:05–00:10: The ad transitions to a woman applying the foundation to her face, highlighting its "natural skin finish." This continues to showcase the product's benefits from the perspective of a user. - 00:10–00:14 00:10–00:14: Another woman applies the foundation, emphasizing its "buildable coverage." This reinforces the product's versatility and coverage capabilities from a user's perspective. - 00:14–00:25 00:14–00:25: A third woman applies the foundation, noting its "weightless feel" and showcasing the coverage. This continues to build on the product's benefits from a user's perspective. - 00:25–00:37 00:25–00:37: The ad features a woman applying the foundation, stating, "This foundation covers everything but still looks like skin." She emphasizes the natural look and perfect shade match achieved through the quiz. This is from the perspective of a satisfied customer. - 00:37–00:41 00:37–00:41: The ad shows a hand popping a balloon to reveal multiple shades of the foundation, promoting the quiz to find the perfect shade and the 'try before you buy' option. This is from the brand's perspective, offering solutions to potential customer concerns. - 00:41–00:55 00:41–00:55: The ad returns to a woman applying the foundation, reiterating that it "covers everything but still looks like skin" and feels like nothing on the face. This reinforces the product's benefits from a user's perspective. - 00:55–01:02 00:55–01:02: Another woman applies the foundation, highlighting the quiz's accuracy and her satisfaction with the shade match. This is from the perspective of a satisfied customer. - 01:02–01:09 01:02–01:09: The ad features a woman applying the foundation, stating that it is the best match and foundation she has ever tried. This is from the perspective of a satisfied customer. - 01:09–01:14 01:09–01:14: The ad concludes with text overlays promoting the 'try before you buy' option and encouraging viewers to take the quiz to find their shade. This is from the brand's perspective, providing a clear call to action. - 01:14–01:19 01:14–01:19: The ad ends with the brand's logo and tagline, reinforcing brand recognition. This is from the brand's perspective, solidifying its identity.

# Ad summary This ad for IL MAKIAGE foundation features multiple women of different ages and skin tones applying the product and talking about its benefits. The ad highlights the foundation's coverage, natural finish, and skin-friendly ingredients, as well as the brand's PowerMatch Quiz for finding the perfect shade. # Brand positioning IL MAKIAGE is presented as a modern, innovative beauty brand focused on providing personalized makeup solutions. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, skin-friendly foundation that matches individual skin tones perfectly. The brand aligns with values of self-confidence and natural beauty, promoting a 'your skin but better' look. IL MAKIAGE pushes against the norm of generic foundation shades by offering a PowerMatch Quiz to find the perfect shade for each customer. The brand positioning is both functional (perfect color match, coverage) and emotional (confidence, natural look). # Product The advertised product is IL MAKIAGE's Woke Up Like This foundation. It is a foundation that provides coverage and a natural finish, making it look like the user is not wearing any makeup. The foundation is for anyone who wants to cover imperfections and achieve a 'your skin but better' look. The foundation contains Hyaluronic Acid and Vitamin E. A key USP is the brand's PowerMatch Quiz, which helps customers find their perfect shade. The ad addresses the purchase barrier of not being able to try the product before buying by offering a full-size bottle to try for two whole weeks. The ad emphasizes that this foundation is worth trying because it provides coverage, a natural finish, and is good for the skin. # Visual style The ad has a UGC feel, with natural lighting and casual settings. The editing style includes quick cuts between different women applying the product. The production quality is a hybrid of UGC and polished commercial, supporting the intended tone of authenticity and relatability. The pacing is consistent, with cuts timed to voiceover lines. # Hooks Spoken: Female 1: Come get ready with me for a date night with the hubs. Text overlay: Come get ready with me for / a date night with the hubs. Visual: 00:00–00:04: Close-up shot of Female 1's face. She is fair-skinned with short blonde hair, wearing a black top and a silver necklace. She is smiling and looking directly at the camera. The background is a white wall with a painting and a color wheel poster. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty of finding a foundation that matches skin tone perfectly and provides a natural finish. This is signaled by the emphasis on the PowerMatch Quiz and the testimonials about the product blending seamlessly into the skin. # Value propositions - The PowerMatch Quiz provides value by offering a personalized solution to finding the perfect foundation shade. - The full-size trial bottle provides value by allowing customers to try the product risk-free before committing to a purchase. - The inclusion of Hyaluronic Acid and Vitamin E provides value by offering skin-friendly ingredients that benefit the skin while providing coverage. # Benefits - Coverage - Natural finish - Looks like your skin, but better - Perfect color match # Features - Little tiny pump - Hyaluronic Acid - Vitamin E - PowerMatch Quiz # Call to action TAKE THE QUIZ TO FIND YOUR SHADE # Social proof - "It looks truly like my skin, but better" – Female 2 (Customer) - "It is the best combination for my 45 year old skin" – Female 3 (Customer) - "You guys can really see how perfectly this color match just blends into my skin" – Female 4 (Customer) - "And that's how I got this amazing color match" – Female 4 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of customers using and reviewing the product. # Storyline - 00:00–00:04 00:00–00:04: Female 1 introduces a 'get ready with me' segment for a date night, expressing excitement and confidence. The tone is casual and friendly, inviting viewers to join her routine. - 00:04–00:06 00:04–00:06: Female 1 introduces the IL MAKIAGE 'Woke Up Like This' foundation from its packaging. This moment introduces the product being promoted. - 00:06–00:09 00:06–00:09: Female 1 demonstrates the foundation application, noting it has a 'little tiny pump' and applying it to her skin. This shows the product in use and highlights its ease of application. - 00:09–00:15 00:09–00:15: Female 1 uses a brush to blend the foundation, expressing satisfaction with the result. This emphasizes the product's effectiveness and the user's positive experience. - 00:15–00:19 00:15–00:19: Female 1 continues blending, focusing on covering 'broken blood vessels.' This highlights the product's coverage capabilities. - 00:20–00:24 00:20–00:24: Female 1 shows the finished product in natural light, emphasizing that it doesn't look like she's wearing any makeup. This reinforces the product's natural finish. - 00:24–00:31 00:24–00:31: Female 2 applies the foundation with a brush, stating that 'the coverage and the finish alone... It looks truly like my skin, but better.' This provides a testimonial about the product's benefits. - 00:32–00:37 00:32–00:37: Female 2 highlights that the brand sends a 'full size bottle to try for two whole weeks,' emphasizing the risk-free trial. She concludes with 'You can't beat that,' reinforcing the value proposition. - 00:37–00:46 00:37–00:46: Female 3 applies the foundation, mentioning it contains 'Hyaluronic Acid' and 'Vitamin E,' and is the 'best combination for my 45 year old skin.' This highlights the product's skin-friendly ingredients and suitability for mature skin. - 00:46–00:52 00:46–00:52: Female 4 applies the foundation, noting 'how perfectly this color match just blends into my skin.' This emphasizes the product's perfect color matching ability. - 00:53–00:58 00:53–00:58: Female 4 mentions the 'PowerMatch Quiz' and how it helped her get the 'amazing color match.' This promotes the brand's unique color matching system. - 00:58–00:59 00:58–00:59: A screen displays the text 'TAKE THE QUIZ TO FIND YOUR SHADE'. This is a call to action.

# Ad summary This ad promotes IL Makiage foundation using a UGC testimonial format. A woman showcases a foundation purchased in-store that is noticeably the wrong shade, and then highlights the IL Makiage PowerMatch Quiz as the solution to her foundation color matching issue. She demonstrates how to use the quiz, applies the product, and shares her satisfaction with the foundation as a 'perfect match'. The ad concludes by encouraging viewers to try a full-size bottle at home and take the quiz to find their shade. # Brand positioning IL Makiage is presented as a solution for the common problem of finding the right foundation shade. The brand challenges the traditional in-store buying experience by positioning itself as a modern, tech-savvy alternative. By offering an online quiz that matches consumers with their perfect shade, IL Makiage aims to simplify the makeup selection process. It emphasizes convenience, accuracy, and customer satisfaction, offering a 'try before you buy' option with a full-size bottle. # Product IL Makiage foundation is advertised as a solution to finding the perfect foundation shade through its PowerMatch Quiz. The quiz helps users to find their shade by asking questions such as, 'what color are my veins?' or 'what color jewelry fits me best?' Once a user's perfect shade is matched via the quiz, they can try a full-size bottle at home for 14 days straight. The foundation is presented as providing natural looking full coverage to hide imperfections and redness. # Visual style The ad uses a combination of polished commercial shots and UGC-style footage to create a hybrid feel. The editing features quick cuts and smooth transitions, with a pacing of approximately 25 cuts per minute. The ad uses direct audio-visual sync for emphasis and clarity. The overall aesthetic is bright and modern, enhancing the product's appeal. # Hooks Spoken: It was SO wrong! Text overlay: She doesn't know it yet, but this is the last time she will buy foundation in store / It was SO wrong! Visual: 00:00–00:01 A woman with long blonde hair stands in the makeup aisle of a store, reaching for a bottle of foundation from a shelf. The shelf is filled with neatly arranged rows of various foundation bottles and tubes. Other shoppers and store employees are subtly visible in the background. / 00:01–00:02 Close-up of a woman's face as she applies a dab of foundation to her cheek using a cotton swab. She is looking in a mirror with ring light. The lighting is bright and even. / 00:02–00:03 A hand holding a small Sephora shopping bag hangs near the ground. / 00:03–00:04 A closer shot of the hand holding a small Sephora shopping bag with black and white stripes, walking down a sidewalk. / 00:04–00:05 Close-up of a woman's face as she blends foundation on her face with her fingers. She expresses dissatisfaction with the shade. # Funnel stage Middle of funnel (Consideration) # Pain points Buying foundation in-store and finding that it's not the right shade: "It was SO wrong!" # Value propositions - A quiz to match you with your perfect shade. - Try a full-size bottle at home before you buy - They send it right to your door. # Benefits - perfect shade match - covers all my redness - hiding all my imperfections - good and natural this looks - My makeup has never looked this good # Features - PowerMatch Quiz - full-size bottle # Call to action Take the quiz to find your shade # Social proof - "The quiz matched me to my perfect shade!" – Female 1 (Customer) - "It's like completely hiding all my imperfections" – Female 1 (Customer) - "My makeup has never looked this good, and that's a fact." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a satisfied customer sharing her experience with the brand. # Storyline - 00:00–00:01 The woman is browsing foundation in a store, grabbing a product from the shelf. - 00:01–00:02 She applies foundation purchased from a store. - 00:04–00:09 The narrator shares her dissatisfaction from buying foundation in-store and trying to blend it out. - 00:10–00:12 She introduces the IL Makiage PowerMatch Quiz as a potential solution to her problem and says she decided to give it a try. - 00:12–00:14 She shares that the quiz matched her to her perfect shade. - 00:15–00:26 She applies the IL Makiage foundation and talks about how great of a match it is. - 00:27–00:34 She demonstrates the PowerMatch Quiz on her phone and shares that she had to answer a couple of questions, like what color are my veins or what color jewelry fits me best. - 00:35–00:46 She holds up the IL Makiage foundation bottle to the camera and expresses her disbelief at how good and natural the foundation looks. - 00:47–00:49 The ad ends with text promoting "Try Before You Buy" and to "Take the quiz to find your shade."

# Ad summary An IL MAKIAGE ad featuring a woman doing a get ready with me video. She puts on a foundation while expressing that she looks like her but better. # Brand positioning IL MAKIAGE is presented as a premium makeup brand with an emphasis on matching foundation to the individual's skin perfectly. This is conveyed through the "Power Match Quiz," promising a fabulous match to one's skin. The brand values inclusivity by claiming to offer a solution that matches the unique skin tone of all customers. IL MAKIAGE promotes a functional benefit, giving consumers the best possible version of themselves. # Product IL MAKIAGE foundation is a lightweight yet buildable foundation designed to cover imperfections like age spots, hyperpigmentation, and redness without feeling heavy on the skin. It is explicitly marketed toward mature skin, it is ultra-hydrating, provides gorgeous coverage, and blends seamlessly for a natural look, like "my skin, but better." The foundation formula gives users full coverage, yet is weightless and feels like nothing. # Visual style The ad has a bright and clean aesthetic, similar to that of a selfie style, with the presenter often looking directly into the camera. The editing is simple with static shots, smooth transitions, and close-up framing, emphasizing the presenter's face and the application of the makeup. With a polished commercial feel, the ad has a UGC vibe that lends itself to authenticity and relatability. Pacing is consistent and moderate. # Hooks Spoken: 00:00–00:02 Woman 1: Get ready with me to go to lunch with my girls. Visual: 00:00–00:02 A woman with fair skin, short brown hair, and gold hoop earrings wearing a black long-sleeve shirt, and a white headband smiles and looks directly at the camera. Her background is a gray decorative screen. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of mature skin issues such as age spots, hyperpigmentation, and redness that are difficult to cover effectively with makeup. The ad addresses this by showing how the foundation covers these imperfections while still feeling lightweight: "I don't even feel like I'm doing anything, but my age spots, hyperpigmentation, and red spots are disappearing." # Value propositions - Covers everything but feels like nothing - The power match quiz matched my skin perfectly # Benefits - Age spots disappearing - Hyperpigmentation disappearing - Red spots disappearing - Gorgeous coverage - Feels like nothing # Features - Ultra hydrating - Buildable - Weightless # Call to action Go take the quiz # Social proof - "The power match quiz I took was fabulous. It matched my skin perfectly. I am shocked. The hype is real." – Woman 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the point of view of a customer using the product and speaking directly to the camera, sharing her personal experience and results. # Storyline - 00:00–00:02 The presenter starts her makeup routine by doing a "get ready with me" to go to lunch with her girls. - 00:03–00:08 She explains how mature skin really deserves an ultra-hydrating foundation as she applies a foundation product to her face. - 00:09–00:12 The woman emphasizes that the foundation is her skin but better. - 00:13–00:20 The presenter states that she doesn't feel like she's doing anything but that her age spots, hyperpigmentation, and red spots are disappearing. - 00:21–00:26 She notes that the foundation provides gorgeous coverage, targeting redness and hyperpigmentation. - 00:26–00:33 The woman mentions the foundation is weightless but buildable, covering everything but feels like nothing. - 00:33–00:42 The presenter mentions that the Power Match quiz she took was fabulous and matched her skin perfectly. She is shocked and says that the hype is real.

# Ad summary Melissa Joan Hart demonstrates the application of IL MAKIAGE Power Up Brightening Refreshing Eye Cream. She promotes its ingredients, benefits and ease of application. # Brand positioning IL MAKIAGE is presented as a modern, prestige beauty brand offering high-performing makeup and skincare solutions. The brand caters to a customer seeking both effectiveness and clean ingredients. Shown is their Power Up eye cream. This positioning is functional, promising a brighter and more youthful eye area, while also aligning with the emotional desire for confidence and self-care. # Product The product is IL MAKIAGE Power Up Brightening Refreshing Eye Cream, designed for mature skin prone to dark circles, bags, and a hollow appearance. It contains powerful, clean ingredients such as vitamin C and caffeine that support a brighter and more youthful appearance over time. The eye cream comes in a square white jar with a screw-top lid and includes a nice cool ball applicator for smoothing it on. Its key USPs include its silky feel, moisturizing properties, and its use as a great primer for under makeup. The ad addresses the purchase barrier of product matching by encouraging the customer to take a quiz. # Visual style The ad has a natural, UGC style with simple editing and a casual tone. The production quality is a hybrid, with some shots having a selfie-style feel and others being more polished. The pacing is consistent, with quick cuts between shots to maintain engagement. The audio-visual sync is timed to the voiceover lines, emphasizing key product features and benefits. # Hooks Spoken: 00:00–00:02 [Questioning] tired-looking eyes in your 40s? Text overlay: 00:00–00:02 tired-looking eyes in your 40s? Visual: 00:00–00:02 A close up shot of a person’s face is shown. The person is a fair-skinned woman in her 40s with blonde hair pulled up in a messy bun. She is wearing a grey tank top and a thin gold ring. She is in the bathroom and lightly dabs a white cream underneath her eye. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is having tired-looking eyes in your 40s. # Value propositions - Power packed with good clean ingredients - The perfect way to start your day # Benefits - A brighter and more youthful appearance over time - so moisturizing - great primer for under makeup # Features - clean ingredients - vitamin C - caffeine # Call to action TAKE THE QUIZ # Social proof - "celebs swear by power up" # Point of view - Customer 100% – This is conveyed through the use of an influencer who tests the product out. # Storyline - 00:00–00:02 00:00–00:02 The video opens with a close up of a woman's face as she dabs a white cream underneath her eye with her finger. The ad intends to immediately connect with the target demographic, women in their 40s, by highlighting their concerns about tired-looking eyes. - 00:02–00:05 00:02–00:05 A woman smiles at the camera while holding a jar of IL MAKIAGE eye cream. This highlights the creator's enthusiasm and first-person experience of the product. - 00:05–00:08 00:05–00:08 A close up of a woman rolls her eyes and then widens them in a slightly frustrated expression. Text on screen states that “eyes age 10x faster than the rest of the face”, conveying the consumer pain point. - 00:08–00:12 00:08–00:12 The woman points at her eyes while text states that “mature skin is prone to dark circles and bags and hollow appearance” conveying the product will help with the consumer’s pain point. - 00:12–00:17 00:12–00:17 A hand holds the product and shows it on the back of the hand. Text states that the eye cream contains “powerful ingredients to support a brighter and more youthful appearance over time”. This conveys the product ingredients and desired result. - 00:17–00:28 00:17–00:28 The woman shows herself applying the eye cream with the applicator. She states that the cream feels silky. This demo provides the consumer with a visual demonstration and more specific benefits. - 00:28–00:34 00:28–00:34 The woman holds the eye cream and states that she loves “good clean ingredients” and that the product is “power packed with them”. This conveys the benefit of clean ingredients and builds trust and credibility. - 00:34–00:39 00:34–00:39 She states “It’s got your vitamin C, it’s got caffeine” and that it’s also “so moisturizing and so good”. This conveys the product ingredients and desired result. - 00:39–00:44 00:39–00:44 The woman states “It’s a great primer for under makeup” and “grabbing this little jar is the perfect way to start your day”. This provides the benefit that it can be used under makeup and ends on a positive tone. - 00:44–00:47 00:44–00:47 Black and pink screen showing the brand name along with the following text: "TAKE THE QUIZ", "WEAR IT", "OR RETURN FREE". This promotes brand name awareness and a call to action and states the offer of free returns.

# Ad summary This ad for IL MAKIAGE addresses a customer complaint that the foundation she received was too light. The ad reveals that the customer received a dupe and encourages viewers to take the brand's PowerMatch quiz to find their perfect shade. The ad features a customer testimonial and offers a 14-day trial. # Brand positioning IL MAKIAGE is presented as a brand that prioritizes accurate shade matching through its PowerMatch quiz. The brand positions itself against competitors by highlighting the issue of receiving a foundation that doesn't match, implying that other brands may not offer the same level of precision. The brand aligns with a modern, confident lifestyle, as seen through the makeup looks and the 'Woke Up Like This' foundation name. The brand positioning is both functional (accurate shade matching) and emotional (confidence in finding the right shade). # Product The ad features IL MAKIAGE's 'Woke Up Like This' foundation, which is presented as a solution for finding the perfect shade match. The foundation is for anyone who wants a natural-looking base that matches their skin tone. The ad highlights the brand's PowerMatch quiz, which is designed to accurately match customers to their ideal shade. The USP is the promise of a perfect shade match, addressing the common purchase barrier of foundation not matching skin tones. The ad shows the foundation being applied and blended, demonstrating its ease of use and natural finish. The ad also addresses the purchase barrier by offering a 14-day trial period. # Visual style The ad has a hybrid visual style, combining polished commercial shots with UGC-style footage. The editing style includes quick cuts and smooth transitions. The production quality is high-end, with clear lighting and professional-looking shots. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: This girl called our product a ripoff. Text overlay: PRODUCT / A RIPOFF Visual: 00:00–00:04: A woman with long dark hair, wearing a black long-sleeved shirt and black gloves, stands in front of shelves filled with labeled makeup products. She holds a phone displaying a vertical video of a woman with light-to-medium skin applying foundation to her face. The woman in the video is wearing a white t-shirt and has her hair in braids. The camera is stationary and focuses on the brand representative and the video on her phone. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of foundation not matching skin tones, as highlighted by the customer's initial complaint that the product looked too light. 'It clearly looks too light.' # Value propositions - The PowerMatch quiz offers a precise shade-matching solution, ensuring customers find the perfect foundation for their skin tone. - The 14-day trial period allows customers to try the product risk-free, increasing their confidence in making a purchase. # Benefits - Perfect shade match - Natural-looking base - Risk-free trial # Features - PowerMatch quiz - 'Woke Up Like This' foundation - 14-day trial # Call to action Take the quiz for yourself # Social proof - "That looks so good. Look at that! Look at this! That looks like my skin. I'm highly impressed. This looks so good." – Female 2 (Customer) # Point of view - Customer 40% – The customer's POV is communicated through her testimonial and application of the product. - Brand 60% – The brand's POV is communicated through the brand representative speaking directly to the camera and showcasing the product. # Storyline - 00:00–00:04 00:00–00:04: The ad opens with a brand representative showing a video of a customer claiming that the brand's product looks too light on her skin. This is intended to grab the viewer's attention by presenting a potential problem with the product. The perspective is from the brand representative, who is addressing the customer's concern. - 00:05–00:08 00:05–00:08: The brand representative reveals that the customer received a dupe of the product. This is intended to explain the mismatch issue and shift blame away from the brand. The perspective is from the brand, clarifying the situation. - 00:09–00:12 00:09–00:12: The ad highlights the brand's PowerMatch quiz, claiming that it would never match someone to a shade like the dupe. This is intended to showcase the brand's shade-matching technology as a solution. The perspective is from the brand, promoting its unique feature. - 00:13–00:16 00:13–00:16: The brand representative invites viewers to experience the real IL MAKIAGE. This is intended to encourage viewers to try the brand's products and see the difference. The perspective is from the brand, inviting viewers to engage. - 00:17–00:22 00:17–00:22: The ad shows the customer taking the PowerMatch quiz and receiving the real 'Woke Up Like This' foundation in her perfect match. This is intended to demonstrate the effectiveness of the quiz and the quality of the product. The perspective is from the brand, showcasing the customer's experience. - 00:23–00:39 00:23–00:39: The ad features the customer's testimonial, where she expresses satisfaction with the shade match and the overall look of the foundation. This is intended to build trust and credibility through social proof. The perspective is from the customer, sharing her positive experience. - 00:40–00:45 00:40–00:45: The brand representative encourages viewers to take the quiz and try the product for 14 days. This is intended to provide a risk-free opportunity for viewers to experience the product. The perspective is from the brand, offering a trial period. - 00:46–00:49 00:46–00:49: The ad ends with text overlays promoting the 'Try Before You Buy' offer and encouraging viewers to take the quiz. This is intended to reinforce the call to action and provide a clear next step for viewers. The perspective is from the brand, reiterating the offer.

# Ad summary This ad features multiple women demonstrating and giving testimonials for IL MAKIAGE's Power Redo Wrinkle Filler. The ad highlights the product's ability to blur wrinkles and pores, and offers a free return policy. # Brand positioning IL MAKIAGE is presented as a modern, high-end beauty brand that offers innovative solutions for common skin concerns. The brand aims to occupy a space in the consumer's mind as a provider of effective and personalized beauty products, as evidenced by the PowerMatch Quiz. The brand aligns with a lifestyle that values both beauty and convenience, offering a free return policy to address purchase barriers. The brand positioning is both functional, focusing on performance and personalization, and emotional, empowering customers to 'redo' their face. # Product The featured product is IL MAKIAGE's Power Redo Wrinkle Filler, a skincare product designed to smooth wrinkles and blur pores. It is applied topically using a small spatula to scoop a pea-sized amount, then swept across the skin and blended with a finger. The product is for individuals concerned with wrinkles, fine lines, and large pores. The ad highlights the product's ability to provide immediate visible results, blurring imperfections and creating a smoother skin texture. The PowerMatch Quiz is mentioned as a way to personalize the product selection based on age, skin type, and skincare goals. The ad addresses purchase barriers by offering free returns, regardless of condition or amount used. # Visual style The ad has a UGC feel with a mix of polished commercial elements. The editing style includes quick cuts and static shots. The production quality is a hybrid of UGC and polished commercial, which supports the intended tone of authenticity and relatability. The pacing is fast, with cuts timed to the music beats. The audio-visual sync is well-executed, with cuts and text timed to the music and voiceover. # Hooks Spoken: 00:00–00:06 I've spent so much money trying to smooth my eye wrinkles. This product is what finally worked. Text overlay: 00:00–00:06 “I’VE SPENT SO MUCH $$$ TRYING TO SMOOTH MY EYE WRINKLES…” (Caption box) / 00:03–00:06 “THIS PRODUCT IS WHAT FINALLY WORKED” (Caption box) Visual: 00:00–00:02 Close-up shot of a woman's hands applying a cream to her finger. She is wearing a white top and gold necklaces. The background is blurred. The camera is stationary. The lighting is natural. The product is visible on her finger. / 00:02–00:06 Close-up shot of the woman's face as she applies the cream under her eye. She is wearing a pink headband and gold hoop earrings. The background is a blurred bathroom. The camera is stationary. The lighting is natural. The product is visible under her eye. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the struggle to find effective solutions for wrinkles and pores, as signaled by the quote: “I’VE SPENT SO MUCH $$$ TRYING TO SMOOTH MY EYE WRINKLES…” # Value propositions - PowerMatch Quiz: Personalized product selection based on age, skin type, and skincare goals - Free returns: Addresses purchase barriers and builds confidence in the product # Benefits - Smooths eye wrinkles - Blurs pores - Redo your face # Features - Wrinkle filler - Pore blurring # Call to action TAKE THE SKIN QUIZ # Social proof - “I’VE SPENT SO MUCH $$$ TRYING TO SMOOTH MY EYE WRINKLES…” – Female 1 (Customer) - “THIS PRODUCT IS WHAT FINALLY WORKED” – Female 1 (Customer) - Female 2 (Creator) demonstrates the product and expresses surprise at the results. - Female 3 (Creator) expresses amazement at the results. - Female 4 (Creator) highlights the pore-blurring effect. - “It kind of gives you the power to redo your face” – Female 5 (Customer) - Female 6 (Customer) expresses satisfaction and encourages viewers to purchase the product. # Point of view - Customer 95% – The ad is primarily told from the perspective of customers sharing their experiences and demonstrating the product. - Brand 5% – The brand's perspective is conveyed through text overlays and branding at the end of the ad. # Storyline - 00:00–00:06 00:00–00:06 A woman applies a cream to her eye wrinkles and states that she has spent so much money trying to smooth her eye wrinkles, but this product is what finally worked. This is intended to convey the product's effectiveness and the woman's satisfaction with it. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is enthusiastic and relieved. - 00:06–00:10 00:06–00:10 A woman scoops a pea-sized amount of the product and applies it to her forehead. This is intended to demonstrate the product's application. The perspective is from a customer demonstrating the product, conveyed through a casual tone and personal demonstration. The tone is informative and casual. - 00:10–00:14 00:10–00:14 The woman sweeps the product across her forehead and then uses her finger to blend it in. This is intended to demonstrate the product's application. The perspective is from a customer demonstrating the product, conveyed through a casual tone and personal demonstration. The tone is informative and casual. - 00:14–00:23 00:14–00:23 The woman expresses surprise at the product's effectiveness. This is intended to convey the product's effectiveness and the woman's satisfaction with it. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is enthusiastic and surprised. - 00:23–00:32 00:23–00:32 A woman applies the product under her eye and expresses amazement at the results. This is intended to convey the product's effectiveness and the woman's satisfaction with it. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is enthusiastic and surprised. - 00:33–00:48 00:33–00:48 A woman applies the product to her cheeks and points out her large pores, then notes how much more blurred they look after application. This is intended to demonstrate the product's effectiveness in blurring pores. The perspective is from a customer demonstrating the product, conveyed through a casual tone and personal demonstration. The tone is informative and casual. - 00:48–00:56 00:48–00:56 A woman applies the product to her under eye area and states that she took the PowerMatch Quiz and was matched to Power Redo. This is intended to demonstrate the product's personalization and effectiveness. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is informative and casual. - 00:56–01:03 00:56–01:03 The woman states that she was skeptical but the product gives you the power to redo your face and they have free returns. This is intended to address purchase barriers and convey the product's effectiveness. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is enthusiastic and confident. - 01:03–01:12 01:03–01:12 A woman shows a before and after of her forehead and states that if this is what it's done, then people do not need to get injectables, and that this stuff is amazing. This is intended to convey the product's effectiveness and the woman's satisfaction with it. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is enthusiastic and confident. - 01:12–01:15 01:12–01:15 A woman holds the product and states that she is keeping it and that you can't have mine, but go get yours. This is intended to convey the product's desirability and encourage viewers to purchase it. The perspective is from a customer sharing her experience, conveyed through a casual tone and personal testimonial. The tone is playful and enthusiastic. - 01:15–01:25 01:15–01:25 Text overlays appear stating 'TAKE THE SKIN QUIZ', 'TRY IT', 'LOVE IT', 'OR RETURN FREE' followed by the IL MAKIAGE logo. This is intended to provide a call to action and reinforce the brand's offer. The perspective is from the brand, conveyed through direct messaging and branding. The tone is direct and promotional.

# Ad summary This ad promotes IL MAKIAGE foundation, highlighting its ability to match skin tones using a PowerMatch Quiz. Several individuals demonstrate the product, emphasizing its natural feel, lightweight texture, and coverage of imperfections. The ad also promotes a try-before-you-buy offer, allowing customers to test the full-size product and return it if unsatisfied. # Brand positioning IL MAKIAGE is presented as a modern, innovative beauty brand that uses technology to provide personalized makeup solutions. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, perfectly matched foundation, achieved through its PowerMatch Quiz. The brand aligns with a lifestyle that values convenience and effective beauty solutions. IL MAKIAGE pushes against the traditional norm of guessing or struggling to find the right foundation shade by offering a data-driven approach. The brand positioning is both functional (providing a precise shade match) and emotional (offering confidence and satisfaction with the product's performance). # Product The featured product is IL MAKIAGE foundation, designed to provide a natural, lightweight feel while offering full coverage. It is intended for anyone seeking a foundation that perfectly matches their skin tone and addresses imperfections such as redness, dark spots, and age spots. The foundation's key features include its ability to seamlessly blend into the skin, providing a 'my skin but better' effect. The ad highlights that the foundation does not feel cakey or heavy. A unique selling point is the PowerMatch Quiz, which helps customers find their ideal shade in just 90 seconds. The foundation is suitable for everyday use, providing a quick and easy solution for achieving a flawless complexion. The ad addresses the purchase barrier of shade matching by offering a 'try before you buy' program, where customers receive a full-size product and can return it if they are not satisfied. # Visual style The ad has a UGC feel, with each person recording their testimonial in selfie style. The production quality varies, but generally maintains a casual, authentic tone. The editing style includes quick cuts between different individuals and product demonstrations. The pacing is fast, with cuts occurring frequently to maintain viewer engagement. The audio and visual elements are synced to create a cohesive and dynamic presentation. # Hooks Spoken: 00:00–00:01 I am running late! Text overlay: 00:00–00:01 I am running late! Visual: 00:00–00:02 A close-up shot of a man with dark skin, dreadlocks, and a white tank top, sitting in a car. He looks directly at the camera with a slightly furrowed brow. He holds up a small bottle of foundation. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the difficulty and frustration of finding the right foundation shade that matches one's skin tone and effectively covers imperfections. This is signaled by the opening line, "I am running late!", implying the need for a quick and reliable solution. # Value propositions - Quick and easy shade matching with the PowerMatch Quiz - Risk-free trial with the 'try before you buy' offer - Natural and lightweight feel for comfortable wear - Full coverage for a flawless complexion # Benefits - Gets the job done - Easy to find the right shade - Natural feel - Lightweight - Covers age spots - Beautiful finish - Doesn't settle in fine lines - No more redness - No more dark spots - Just my skin, but better! # Features - PowerMatch Quiz - Full-size product - Try before you buy # Call to action Do not walk, run! # Social proof - "I love this makeup because it just gets the job done." – Male 1 (Customer) - "Took 90 seconds to get them the right shade for me." – Male 1 (Customer) - "Highly recommend." – Male 1 (Customer) - "They got it. Wow. Okay artificial intelligence, shade matching magic." – Female 1 (Customer) - "This feels so natural and so lightweight and it does not feel cakey at all." – Female 2 (Customer) - "Oh wow! It covered my age spot! And the finish is beautiful, and it's not setting in my fine lines." – Female 3 (Customer) - "This is my skin in a bottle." – Female 4 (Customer) - "No more redness, no more dark spots. Just my skin, but better!" – Female 5 (Customer) - "It feels like I have nothing on my face." – Female 8 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of customers sharing their experiences and opinions about the product. # Storyline - 00:00–00:02 00:00–00:02 A man in a car states he is running late and needs a quick fix. - 00:02–00:10 00:02–00:10 He applies IL MAKIAGE foundation with a brush, expressing his love for the product because it gets the job done. - 00:10–00:19 00:10–00:19 He mentions taking the PowerMatch Quiz, emphasizing its ease and speed in finding the right shade for him. - 00:19–00:21 00:19–00:21 He recommends the product and states, "Woke Up Like This!" - 00:21–00:28 00:21–00:28 A woman in a car applies the foundation, expressing amazement at how well the shade matches her skin tone, attributing it to "artificial intelligence shade matching magic." - 00:28–00:38 00:28–00:38 Another woman applies the foundation, noting how natural and lightweight it feels, and that it doesn't feel cakey. - 00:39–00:47 00:39–00:47 A woman applies the foundation, expressing surprise that it covered her age spot, and praising the beautiful finish that doesn't settle into her fine lines. - 00:47–00:52 00:47–00:52 A woman applies the foundation, stating she took the PowerMatch Quiz to find her foundation and calls it "my skin in a bottle." - 00:53–00:57 00:53–00:57 A woman applies the foundation, stating, "No more redness, no more dark spots. Just my skin, but better!" - 00:57–01:03 00:57–01:03 A woman explains the "try it before you buy it" offer, where you get the full-size product and can send it back if you don't like it. - 01:03–01:07 01:03–01:07 A woman encourages viewers to get their full-size foundation and try it out for 14 days. - 01:07–01:10 01:07–01:10 She emphasizes that the product is a must-have in your makeup kit and urges viewers to "Do not walk, run!" - 01:11–01:14 01:11–01:14 A woman applies the foundation with a sponge, asking if viewers can see how it immediately smooths out her fine lines. - 01:15–01:16 01:15–01:16 A woman states, "It feels like I have nothing on my face." - 01:17–01:22 01:17–01:22 Text overlay: "TRY BEFORE YOU BUY" and "TAKE THE QUIZ TO FIND YOUR SHADE". - 01:23–01:26 01:23–01:26 The IL MAKIAGE logo is displayed.

# Ad summary A woman demonstrates IL MAKIAGE foundation. She mentions that she took a 90-second quiz on the IL MAKIAGE website and was matched with shade 150. She applies the foundation to her face using a brush and says that she was able to try it at home for 14 days to see if it would work for her. She says that it delivers, and the color match is seamless. She also mentions that it has hyaluronic acid and vitamin E to plump the skin. She says that it feels like skin and that it is her skin in a bottle. She ends by saying that it is amazing, stunning, seamless, and that she is in love and totally obsessed. She thanks IL MAKIAGE. # Brand positioning IL MAKIAGE is presented as a brand that uses technology to match customers with the perfect foundation shade. The brand offers a 90-second quiz on its website to help customers find their perfect match. They also offer a 14-day at-home trial period to ensure customer satisfaction. The brand is positioned as being innovative and customer-centric, aiming to provide a personalized and risk-free shopping experience. The brand also emphasizes the quality of its ingredients, highlighting the inclusion of hyaluronic acid and vitamin E in its foundation, suggesting a focus on skincare benefits in addition to cosmetic coverage. This positions the brand as a provider of high-quality, skin-friendly makeup. # Product IL MAKIAGE foundation is a liquid foundation that is designed to match the user's skin tone perfectly. The foundation is available in multiple shades, and customers can find their perfect match by taking a 90-second quiz on the IL MAKIAGE website. The foundation contains hyaluronic acid and vitamin E to plump the skin. The product is for anyone looking for a foundation that matches their skin tone seamlessly and provides skincare benefits. The foundation is easy to apply with a brush, and two pumps are enough to cover the entire face. The product is presented as feeling like skin and providing a seamless color match. # Visual style The ad has a UGC feel, with a handheld camera and natural lighting. The editing style is simple, with cuts between shots of the woman applying foundation and shots of the product. The production quality is decent, but it is clear that the ad was not professionally produced. The pacing is moderate, with cuts every few seconds. The audio-visual sync is good, with the cuts timed to the woman's speech. # Hooks Spoken: 00:01–00:07 I took the 90 second quiz on the IL MAKIAGE website, Text overlay: 00:00–00:07 @IAMAUNTIESYBIL | SHADE #150 Visual: 00:00–00:07 A close-up shot of a woman's face as she applies foundation with a brush. The background is a blurred room with a door. The woman is wearing a pink top and has her hair pulled back. She is looking directly at the camera and talking. The camera is handheld and slightly shaky. The lighting is natural. The product is IL MAKIAGE foundation, and the brush is black with blue bristles. Text overlay: @IAMAUNTIESYBIL | SHADE #150 # Funnel stage Consideration # Pain points Finding the right foundation shade can be difficult and time-consuming. # Value propositions - 90 second quiz to find your perfect shade - 14 day at home trial to see if it works for you - Two pumps does my entire face # Benefits - Plump the skin - Feels like skin - Color match is seamless # Features - Hyaluronic acid - Vitamin E # Call to action None used. # Social proof - "I took the 90 second quiz on the IL MAKIAGE website, and got matched with Shade 150, which, as you can see, is a perfect match for me" – Female 1 (Customer) - "I was able to try it at home for 14 days, to see if it was going to work for me, which it did" – Female 1 (Customer) - "It literally delivers, like look at that match" – Female 1 (Customer) - "This is my skin in a bottle. It is amazing, stunning, seamless. It has hyaluronic acid, vitamin E, which is so good for mature skin. I am in love. I'm totally obsessed" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing and demonstrating the product. # Storyline - 00:00–00:07 00:00–00:07 The video begins with a woman applying foundation to her face with a brush. She states that she took the 90-second quiz on the IL MAKIAGE website. This is intended to introduce the product and the brand's shade-matching technology. The perspective is from the customer, showing her experience with the product. The tone is casual and informative. - 00:07–00:10 00:07–00:10 The video cuts to a shot of the IL MAKIAGE foundation bottle in its box. She states that she was matched with shade 150. This is intended to show the product packaging and highlight the shade-matching process. The perspective is from the customer, showing her excitement about the product. The tone is enthusiastic and positive. - 00:10–00:15 00:10–00:15 The video cuts back to the woman applying foundation to her face. She states that the shade is a perfect match for her. This is intended to demonstrate the effectiveness of the shade-matching technology. The perspective is from the customer, showing her satisfaction with the product. The tone is confident and approving. - 00:16–00:26 00:16–00:26 The woman continues to apply foundation to her face. She states that she was able to try it at home for 14 days to see if it would work for her, which it did. This is intended to highlight the brand's trial period and build trust with the viewer. The perspective is from the customer, showing her experience with the product. The tone is reassuring and convincing. - 00:26–00:31 00:26–00:31 The woman continues to apply foundation to her face. She states that it literally delivers and to look at that match. This is intended to emphasize the product's effectiveness and encourage the viewer to try it. The perspective is from the customer, showing her satisfaction with the product. The tone is enthusiastic and persuasive. - 00:31–00:37 00:31–00:37 The woman continues to apply foundation to her face. She states that two pumps does her entire face. This is intended to highlight the product's value and ease of use. The perspective is from the customer, showing her experience with the product. The tone is informative and practical. - 00:37–00:47 00:37–00:47 The woman continues to apply foundation to her face. She states that it has hyaluronic acid and vitamin E to plump the skin. This is intended to highlight the product's skincare benefits. The perspective is from the customer, showing her knowledge of the product's ingredients. The tone is informative and health-conscious. - 00:47–01:03 00:47–01:03 The woman continues to apply foundation to her face. She states that it feels like skin, the color match is seamless, and this is her skin in a bottle. This is intended to emphasize the product's natural look and feel. The perspective is from the customer, showing her satisfaction with the product. The tone is enthusiastic and persuasive. - 01:03–01:21 01:03–01:21 The woman is now shown with full makeup. She states that it is amazing, stunning, seamless, has hyaluronic acid, vitamin E, which is so good for mature skin, that she is in love, and totally obsessed. She thanks IL MAKIAGE. This is intended to show the final result and encourage the viewer to purchase the product. The perspective is from the customer, showing her satisfaction with the product. The tone is enthusiastic and grateful.

# Ad summary This ad for IL MAKIAGE foundation uses a quiz to help customers find their perfect shade. It features diverse models applying the foundation and sharing their positive experiences, emphasizing full coverage with a natural look. The ad encourages viewers to try the foundation before buying the full size. # Brand positioning IL MAKIAGE is presented as a modern makeup brand focused on providing high-coverage foundation that looks natural. The brand addresses the common frustration of finding the right foundation shade by offering a quiz to match customers with their perfect shade. The brand positions itself as innovative and customer-centric, allowing customers to try the full-size product before committing to a purchase. This approach aims to build confidence and trust, suggesting that IL MAKIAGE prioritizes customer satisfaction and accurate shade matching. # Product The ad promotes IL MAKIAGE foundation, which is designed to provide full coverage while still looking natural. The foundation is available in multiple shades, and the ad highlights the brand's PowerMatch Quiz, which helps customers find their perfect match. The ad also emphasizes that customers can try the full-size product before buying, addressing the purchase barrier of uncertainty about shade matching and product performance. The foundation is described by users as feeling lightweight, looking natural, and providing complete coverage. # Visual style The ad has a polished, commercial aesthetic with a mix of studio-lit shots and UGC-style content. The editing style includes quick cuts and smooth transitions, creating a fast-paced rhythm. The production quality is high, with clear visuals and professional-looking graphics. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: There's no excuse for a bad match in 2025... Text overlay: 00:00–00:03: There's no excuse for a bad match in 2025... Visual: 00:00–00:03: A close-up, selfie-style shot of a young woman with light skin and curly brown hair. She has foundation smeared on her face. She is looking directly at the camera with an exaggerated expression of shock and dismay. The background is a blurred wall with a framed picture. The lighting is bright and even. The camera is stationary. Text overlay: "There's no excuse for a bad match in 2025..." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not finding the right foundation shade. "There's no excuse for a bad match in 2025..." # Value propositions - PowerMatch Quiz: Find your perfect shade with our quiz. - Try your full-size before you buy: Ensure the perfect match and coverage before committing to a purchase. # Benefits - Covers everything - Looks like skin - Looks so natural - Feels like I have nothing on my face # Features - PowerMatch Quiz - Full-size try before you buy # Call to action Take the PowerMatch Quiz to find your perfect match # Social proof - "This foundation covers everything but still looks like skin. Insane. Looks so natural." – Female 2 (Customer) - "Look at this side of my face and this side. How stunning my face is looking right now. It feels like I'm not wearing anything at all." – Female 3 (Customer) - "It's literally my skin in a bottle you guys." – Female 4 (Customer) - "It feels like I have nothing on my face." – Female 2 (Customer) - "I would try it today!" – Female 5 (Customer) # Point of view - Customer 70% – The ad features multiple customers sharing their experiences with the product. - Brand 30% – The brand voice is present through text overlays and product demonstrations. # Storyline - 00:00–00:03 00:00–00:03: A woman with foundation smeared on her face exclaims, "There's no excuse for a bad match in 2025..." This sets up the problem the ad will address: the frustration of not finding the right foundation shade. The tone is humorous and attention-grabbing, positioning the brand as a solution to this common issue. - 00:03–00:05 00:03–00:05: The woman transitions to applying foundation with a brush and says, "Take the PowerMatch Quiz." This introduces the brand's solution to the problem of finding the right shade. The perspective shifts to a more informative tone, highlighting the brand's offering. - 00:05–00:09 00:05–00:09: A man applies foundation to his face and makes a skeptical expression. Text overlay states, "1. The color is too light or dark." This visually represents one of the common issues with foundation matching. The tone is relatable and humorous, acknowledging the customer's pain point. - 00:09–00:12 00:09–00:12: A woman applies foundation to her face. Text overlay states, "2. Doesn't match your undertone." This highlights another common issue with foundation matching. The tone is informative and relatable. - 00:12–00:15 00:12–00:15: A woman applies foundation to her face. Text overlay states, "3. Looks cakey." This highlights another common issue with foundation matching. The tone is informative and relatable. - 00:15–00:18 00:15–00:18: A woman applies foundation to her face. Text overlay states, "Take the PowerMatch Quiz to find your perfect match." This reinforces the brand's solution to the problem of finding the right shade. The tone is informative and encouraging. - 00:20–00:24 00:20–00:24: A hand picks up a bottle of IL MAKIAGE foundation from a group of bottles. Text overlay states, "Try your full-size before you buy." This highlights the brand's unique offering of allowing customers to try the full-size product before buying. The tone is reassuring and builds trust. - 00:24–00:32 00:24–00:32: A woman applies foundation to her face and says, "This foundation covers everything but still looks like skin. Insane. Looks so natural." This is a customer testimonial highlighting the benefits of the foundation. The tone is enthusiastic and authentic. - 00:32–00:39 00:32–00:39: A woman applies foundation to her face and says, "Look at this side of my face and this side. How stunning my face is looking right now. It feels like I'm not wearing anything at all." This is a customer testimonial highlighting the benefits of the foundation. The tone is enthusiastic and authentic. - 00:39–00:43 00:39–00:43: A woman holds a bottle of IL MAKIAGE foundation and says, "It's literally my skin in a bottle you guys." This is a customer testimonial highlighting the benefits of the foundation. The tone is enthusiastic and authentic. - 00:43–00:45 00:43–00:45: A woman applies foundation to her face and says, "It feels like I have nothing on my face." This is a customer testimonial highlighting the benefits of the foundation. The tone is enthusiastic and authentic. - 00:45–00:46 00:45–00:46: A woman holds a bottle of IL MAKIAGE foundation and says, "I would try it today!" This is a customer testimonial highlighting the benefits of the foundation. The tone is enthusiastic and authentic. - 00:47–00:52 00:47–00:52: Text overlays appear stating, "TRY BEFORE YOU BUY" and "TAKE THE QUIZ TO FIND YOUR SHADE." This reinforces the brand's unique offering and encourages viewers to take action. The tone is direct and action-oriented. - 00:52–00:56 00:52–00:56: The IL MAKIAGE logo appears with diverse models. This reinforces the brand's identity and commitment to inclusivity. The tone is stylish and modern.

# Ad summary This ad for IL MAKIAGE foundation features a series of women applying the product and sharing their experiences. The ad highlights the foundation's ability to provide full coverage while still looking natural, and it encourages viewers to take a quiz to find their perfect shade and try the product before buying. # Brand positioning IL MAKIAGE is presented as a modern, solution-oriented beauty brand that addresses common makeup frustrations with innovative products. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, personalized makeup solutions, particularly through its online quiz that matches customers with their perfect foundation shade. The brand aligns with a lifestyle that values efficiency and natural-looking results, pushing against the norm of complicated makeup routines and heavy, unnatural finishes. The brand positioning is both functional (providing full coverage and a perfect shade match) and emotional (offering confidence and a natural look). # Product The advertised product is IL MAKIAGE foundation, which is presented as a solution to common foundation problems such as shade matching, over-application, and unnatural finishes. The foundation is designed for anyone who wants full coverage that still looks natural. Key features include its ability to cover everything, feel like nothing on the skin, and provide a perfect shade match through an online quiz. The ad addresses purchase barriers by offering a "try before you buy" option. The foundation is worth trying because it simplifies the makeup routine, provides a natural look, and eliminates the need for complicated application techniques. # Visual style The ad has a polished, commercial aesthetic with a mix of static shots and quick cuts. The production quality is high, with clear lighting and smooth transitions. The visual motifs include close-ups of women applying the foundation and showcasing the results. The pacing is fast, with cuts timed to the music beats and voiceover lines, creating a dynamic and engaging viewing experience. # Hooks Spoken: Female 1: [Sarcastic] Absolutely not. Absolutely not. No. Text overlay: If you have to do this... Visual: 00:00–00:03: A woman with fair skin and dark hair is shown applying foundation unevenly to her face with a brush. Half of her face is covered in a thick layer of foundation, while the other half is bare. The background is a black and white map. The camera is stationary and close-up, focusing on her face. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the difficulty of finding a foundation that provides full coverage while still looking natural and matching the skin tone perfectly. This is signaled by the opening scene of a woman applying foundation unevenly and the sarcastic tone of "Absolutely not." # Value propositions - Full coverage that still looks like skin - Perfect shade match through online quiz - Lightweight feel for comfortable wear - Try before you buy for risk-free purchase # Benefits - Covers everything - Still looks like skin - Feels like nothing on my face - Just my skin, but better! - Best match and the best foundation I have ever tried # Features - Covers everything - Feels like nothing on the skin - Perfect shade match through online quiz - Try before you buy # Call to action Take the quiz to find your perfect shade # Social proof - "This is literally my perfect shade" – Female 2 (Customer) - "It feels like I have nothing on my face" – Female 3 (Customer) - "No more redness, no more dark spots, just my skin but better!" – Female 4 (Customer) - "I've always had trouble matching my skin, but this is honestly the best match and the best foundation I have ever tried" – Female 5 (Customer) - 600,000+ Five-Star Reviews # Point of view - Customer 80% – The majority of the video is told from the perspective of customers sharing their experiences with the product. - Brand 20% – The brand's perspective is communicated through product shots, text overlays, and the overall message of the ad. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with a woman applying foundation unevenly to her face, with the text overlay "If you have to do this..." This sets up the problem of difficult foundation application and shade matching, creating a sense of frustration. The perspective is from the viewer, who may relate to this struggle. The tone is humorous and relatable. - 00:03–00:05 00:03–00:05: The woman states, "Absolutely not. Absolutely not. No." followed by "You need a new foundation," while holding a bottle of IL MAKIAGE foundation. This introduces the product as the solution to the problem presented in the previous scene. The perspective shifts to the brand, positioning itself as the answer to makeup frustrations. The tone is confident and assertive. - 00:05–00:11 00:05–00:11: The ad shows a series of quick shots with the text overlays "Never bake again," "Never overapply again," and "Never overcomplicate again," while the woman demonstrates these makeup techniques. This highlights the common mistakes people make with foundation and sets up the product as a simpler alternative. The perspective is from the brand, showcasing the product's ease of use. The tone is informative and reassuring. - 00:11–00:23 00:11–00:23: The ad transitions to a woman applying IL MAKIAGE foundation, with the text overlay "With this foundation you don't have to." She states, "This foundation covers everything. This quiz is scarily accurate. I answered a couple of questions and this is literally my perfect shade. Am I even wearing foundation?" This demonstrates the product's benefits and ease of use, with the woman expressing satisfaction. The perspective shifts to a customer testimonial, building trust and credibility. The tone is enthusiastic and genuine. - 00:23–00:28 00:23–00:28: The ad shows a hand opening a silver dome to reveal multiple shades of IL MAKIAGE foundation, with the text overlays "Take the quiz to find your perfect shade" and "Try Before You Buy." This encourages viewers to take action and try the product. The perspective is from the brand, promoting its online quiz and trial offer. The tone is inviting and persuasive. - 00:28–00:36 00:28–00:36: The ad returns to a woman applying IL MAKIAGE foundation, with the text overlays "This foundation covers everything but still looks like skin. Insane! Looks so natural." This reinforces the product's benefits and natural finish. The perspective shifts back to a customer testimonial, further building trust. The tone is enthusiastic and genuine. - 00:36–00:42 00:36–00:42: The woman states, "I took that 90-sec quiz on their website to match me perfectly. It feels like I have nothing on my face." This highlights the ease of finding the perfect shade and the lightweight feel of the foundation. The perspective remains a customer testimonial, emphasizing the product's benefits. The tone is informative and reassuring. - 00:42–00:53 00:42–00:53: The ad shows additional women applying IL MAKIAGE foundation, with the text overlay "600,000+ Five-Star Reviews." They state, "No more redness, no more dark spots, just my skin but better!" and "I've always had trouble matching my skin, but this is honestly the best match and the best foundation I have ever tried." This provides social proof and reinforces the product's benefits. The perspective shifts to multiple customer testimonials, further building trust. The tone is enthusiastic and genuine. - 00:53–00:57 00:53–00:57: The ad concludes with the IL MAKIAGE logo and the text overlays "Try Before You Buy" and "Take the Quiz to Find Your Shade." This reinforces the brand's message and encourages viewers to take action. The perspective is from the brand, promoting its key features and benefits. The tone is persuasive and inviting.

# Ad summary This ad promotes IL MAKIAGE foundation, claiming it eliminates the need for extensive makeup routines. It challenges the notion that multiple products and techniques are required to achieve a flawless complexion. It uses a mix of makeup demos, before-and-after visuals, and testimonials. # Brand positioning IL MAKIAGE is presented as a modern, solution-oriented makeup brand focused on simplifying beauty routines without sacrificing quality or coverage. The brand challenges the norm of complicated makeup application by offering a foundation that effectively provides coverage, eliminating the need for excessive layering or baking. IL MAKIAGE's positioning is functional, promising performance and ease of use, and is further emphasized by offering a "Try Before You Buy" program, allowing customers to test the product risk-free. # Product The featured product is IL MAKIAGE's foundation, which claims to offer full coverage with just one pump. The ad emphasizes that using this foundation means you don't have to bake, over-apply, or overcomplicate your makeup routine. The foundation is presented as a solution for those who want to correct and cover skin issues like acne scars, discoloration, and hyperpigmentation. It is designed to provide a natural look that appears like "my skin, but better". The ad addresses purchase barriers by offering a "Try this foundation before you buy it for 14 days" program, allowing potential customers to test the full-size product before committing to a purchase. The ad also promotes a quiz to find your shade. # Visual style The ad combines polished and UGC-style footage to create a relatable and trustworthy feel. The editing features quick cuts to maintain a fast pace and keep viewers engaged, transitioning between product demos, testimonials, and text overlays. The pacing is quick, with cuts timed to match the music and voiceover for better audio-visual sync. The overall aesthetic is clean and modern, typical of beauty product ads. # Hooks Spoken: 00:00–00:04 If you have to do this, you need a new foundation. Text overlay: If you have to do this… / You need a new foundation Visual: 00:00–00:02 A fair-skinned woman with curly brown hair and blue eyes, approximately 25–35 years old, is shown from the chest up, applying concealer to her face. She wears a black top. Her face is already marked with lines of foundation and concealer. The background is a wall with a framed black-and-white city map and part of a white floral arrangement. The camera is static and at eye level, with medium lighting. / 00:02–00:03 A hand with red nail polish holds a bottle of IL MAKIAGE foundation against a white, out-of-focus background. The lighting is bright. The bottle has a clear body, a black cap, and "IL MAKIAGE" printed in bold, sans-serif font. # Funnel stage Middle of funnel (Consideration) # Pain points The single most central frustration is the complexity and time required for a typical makeup routine. The ad highlights this complexity by showing the multi-step application of foundation and concealer: “If you have to do this…” # Value propositions - Simplified routine: This foundation offers a simplified routine, saving you time. - Perfect match: The PowerMatch quiz to find your perfect shade means less hassle in finding your shade. - Risk-free trial: Try it before you buy it for 14 days means you don't have to commit to purchasing until you are satisfied. # Benefits - Eliminates the need to bake - Eliminates the need to over-apply - Eliminates the need to overcomplicate your routine - Covers acne scars - Covers discoloration - Covers hyperpigmentation - Looks like your skin, but better # Features - Full coverage foundation - PowerMatch quiz to find your perfect shade - Try before you buy for 14 days # Call to action Take the quiz to find your shade # Social proof - “My friends were begging me to stop wearing foundation…” – Female 2 (Customer) - “It matches perfectly.” – Female 3 (Customer) - “My skin literally loves this.” – Female 3 (Customer) - “It looks truly like my skin, but better.” – Female 4 (Customer) # Point of view - Customer 80% – Real customers shown testing the product and giving a review. - Brand 20% – Text overlays and product shots provide the brand's direct messaging and claims. # Storyline - 00:00–00:02 00:00–00:02 A woman is applying concealer to various parts of her face with a small brush. The ad begins by showing a common makeup application technique, implying that this process is too much work. This sets up the problem the product aims to solve. - 00:02–00:03 00:02–00:03 A hand holds up a bottle of IL MAKIAGE foundation. This serves as the first part of the solution to the problem presented, transitioning from an elaborate makeup routine to a single product. The perspective shifts to a product-focused view. - 00:03–00:09 00:03–00:09 A woman applies white powder to half her face with a brush. Other women are shown applying excessive amounts of makeup to their faces. The message is that the viewer should never bake again, never over apply again, and never overcomplicate again. - 00:09–00:11 00:09–00:11 The woman in the car is shown pouring IL MAKIAGE foundation on a makeup brush. This shifts the narrative by showing the product in action, implying a simple alternative to the previous complex makeup processes. - 00:11–00:25 00:11–00:25 A woman applies foundation to her face with a makeup brush while in her car. The foundation is then blended into her skin. She is demonstrating how quickly the foundation covers acne scars, discoloration, and hyperpigmentation. She highlights how easy the product is to use, and how it covers everything. - 00:25–00:31 00:25–00:31 A hand is shown opening a box of IL MAKIAGE foundation. The narrator suggests viewers take the quiz to find their perfect shade. The narrator highlights the "Try this foundation before you buy it for 14 days" program, incentivizing customers to try the product risk-free. - 00:31–00:43 00:31–00:43 A woman applies foundation to her face with a brush. She is amazed by how well the foundation matches her skin. She tells viewers to take the PowerMatch quiz because it will obviously match them perfectly. - 00:43–00:54 00:43–00:54 A woman applies foundation to her face with a brush. She claims that the foundation looks like her skin, but better. She notes that they send you a full-size bottle to try for two whole weeks, highlighting the value and risk-free opportunity. - 00:54–00:59 00:54–00:59 The screen says, "Try Before You Buy" and "Take the quiz to find your shade". This solidifies the ad's core message. - 00:59–01:03 00:59–01:03 The words "IL MAKIAGE NEW YORK" appear on the screen with lipstick in the background. This is the final branding moment.

# Ad summary A woman creates a paid social ad, discussing how her go-to foundation was making her skin look crusty, so she uses IL Makiage and describes how the quiz asks about her skin type and skin concerns and then matches her to a perfect foundation. She applies the foundation, talks about how it has a skincare-infused formula, long-lasting wear, and a hydrating, comfortable feel. She shows how her makeup looks after a couple of hours and mentions that it looks like she just put it on and there is no beauty filter on her face. # Brand positioning IL Makiage is presented as a modern beauty brand that focuses on providing a personalized experience for its customers. The brand stands out by utilizing a quiz that assesses individual skin types and concerns to match customers with the perfect foundation. This brand appears to be focusing on functionality in the beauty space, ensuring that customers get the right foundation that fits their specific needs. # Product The product featured is IL Makiage foundation, which is designed to provide a perfect match for an individual's skin type and concerns. The product is for anyone looking for a foundation that covers blemishes but still looks and feels like their skin. The foundation is described as having a skincare-infused formula, long-lasting wear, and a hydrating, comfortable feel. It's presented as a solution for those who want to avoid touch-ups throughout the day, as the formula is built to last. # Visual style The ad has a UGC feel, with a mix of selfie-style shots and handheld camera movements. The editing style includes quick cuts and transitions, which keeps the pace moving. The production quality appears to be a hybrid, combining raw, unfiltered footage with polished, professional-looking shots. The pacing is moderate, with cuts occurring approximately every 3-5 seconds. The audio-visual sync is well-coordinated, with text and product actions timed to the music and voiceover. # Hooks Spoken: 00:00–00:03 My “go-to” foundation was the reason my skin looked crusty... Text overlay: 00:00–00:03 my “go-to” foundation was the reason my skin looked crusty... Visual: 00:00–00:02 Close-up shot of a woman's face, focusing on her forehead, eyebrows, and eyes, with her blonde hair visible on the side. The camera angle is slightly tilted. The text overlay reads: "my “go-to” foundation was the reason my skin looked crusty..." # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the pain point of using a foundation that makes skin look crusty, signaling a need for a better foundation solution. # Value propositions - Skincare-infused formula: Provides benefits beyond just coverage - Long-lasting wear: Eliminates the need for touch-ups - Hydrating, comfortable feel: Ensures comfortable wear throughout the day # Benefits - Covers any blemishes, but still looks and feels like my skin. - No touchups required # Features - skincare-infused formula - long-lasting wear - hydrating, comfortable feel # Call to action TAKE THE QUIZ TO FIND YOUR SHADE # Social proof - The creator uses “I” statements to imply firsthand use by sharing her personal experience and the results she achieved: "My 'go-to' foundation was the reason my skin looked crusty… I upgraded to a foundation built for my skin." # Point of view - Customer 100% – The entire video is told from the perspective of a customer who has used the product and is sharing her experience. # Storyline - 00:00–00:03 00:00–00:03 The creator starts by talking about how her go-to foundation was the reason her skin looked crusty, setting up the problem. - 00:03–00:06 00:03–00:06 The creator then shows IL Makiage foundation, offering a solution to the problem of crusty-looking skin. - 00:06–00:10 00:06–00:10 The creator demonstrates the process of taking the IL Makiage quiz, asking about skin type and skin concerns, which customizes the solution. - 00:10–00:18 00:10–00:18 The creator applies the foundation to her face, showcasing its benefits and how it covers blemishes while still looking and feeling like skin. - 00:18–00:21 00:18–00:21 The creator states that no touch-ups are required, emphasizing the long-lasting wear of the foundation. - 00:21–00:27 00:21–00:27 The creator shows her makeup after a couple of hours, highlighting how well the foundation is holding up. - 00:27–00:34 00:27–00:34 The creator transitions to an outdoor setting and states that the makeup still looks like she just put it on, reinforcing the product's lasting effect. - 00:34–00:44 00:34–00:44 The creator re-emphasizes that she did not do a touch-up and there is no beauty filter on her face, and it looks like she just applied it. - 00:44–00:47 00:44–00:47 Finally, the ad transitions to a screen with the Il Makiage logo, telling users to "TAKE THE QUIZ TO FIND YOUR SHADE".

# Ad summary This ad features multiple UGC testimonials from influencers who have used IL MAKIAGE foundation. The influencers share their experiences with the product, highlighting its color-matching capabilities, natural feel, and lightweight texture. The ad encourages viewers to take a quiz to find their perfect shade and try the foundation for themselves. # Brand positioning IL MAKIAGE is presented as a modern, technologically advanced beauty brand that prioritizes personalized experiences. The brand aims to occupy a space in the consumer's mind as a provider of high-quality makeup that is tailored to individual skin tones and preferences. The brand aligns with a lifestyle that values convenience and accuracy, pushing against the traditional norm of in-store shade matching. The brand positioning is both functional, emphasizing the performance of the product, and emotional, focusing on the confidence and satisfaction that comes with finding the perfect match. # Product The featured product is IL MAKIAGE's "Woke Up Like This" foundation, designed to provide a natural, lightweight feel while offering full coverage. The foundation is marketed towards individuals seeking to cover imperfections like sun spots without appearing to have heavy makeup on. The ad highlights the product's ability to seamlessly match skin tones, thanks to the brand's PowerMatch Quiz, which uses artificial intelligence to determine the perfect shade for each user. The foundation is presented as a solution to the common problem of finding the right shade, addressing the purchase barrier of uncertainty by offering a "try before you buy" option. # Visual style The ad has a polished UGC feel, combining authentic testimonials with professional lighting and clear visuals. The editing style includes quick cuts between different influencers and product shots, creating a dynamic and engaging viewing experience. The production quality is high, with clear audio and well-lit scenes. The pacing is moderate, with cuts timed to the rhythm of the voiceovers and music. # Hooks Spoken: 00:00–00:03 I found IL MAKIAGE on my own years ago. Text overlay: 00:00–00:03 I found IL MAKIAGE / 00:00–00:08 @melorahardin | Shade #75 / 00:02–00:03 on my own years ago. Visual: 00:00–00:03 A woman with blonde curly hair and fair skin stands in front of a vanity mirror with round lights. She wears a silver top and red nail polish. She holds a bottle of IL MAKIAGE foundation in her right hand. Behind her, a woman with dark hair and tan skin smiles. The camera is stationary and close-up, focusing on the woman with blonde hair. The setting is a well-lit dressing room or makeup studio. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of finding the right foundation shade. "I don’t want to look like I have makeup on." # Value propositions - AI-powered shade matching ensures a perfect match, eliminating the guesswork and frustration of finding the right shade. - Lightweight formula provides comfortable, all-day wear without feeling cakey or heavy. # Benefits - Perfect shade match - Covers imperfections - Doesn't look like heavy makeup - Feels comfortable on the skin # Features - AI-powered PowerMatch Quiz - Wide range of shades - Lightweight formula - Natural-looking coverage # Call to action TAKE THE QUIZ TO FIND YOUR SHADE # Social proof - “I already have used your Woke Up Like This foundation. I think it’s amazing. I love it.” – Female 1 (Customer) - “How great of a color match is that? I think I found my new favorite product, IL MAKIAGE!” – Male 1 (Customer) - “Okay artificial intelligence, shade matching magic.” – Female 3 (Customer) - “This feels so natural and so lightweight. And it does not feel cakey at all.” – Female 4 (Customer) # Point of view - Customer 85% – The ad is primarily told from the perspective of customers and influencers who share their experiences and opinions about the product. - Brand 15% – The brand's perspective is communicated through text overlays and the final screen, which promotes the "try before you buy" offer and encourages viewers to take the quiz. # Storyline - 00:00–00:03 00:00–00:03 A woman with blonde curly hair stands in front of a mirror with lights, holding a bottle of IL MAKIAGE foundation. Another woman with dark hair stands behind her, smiling. The woman with blonde hair introduces the product and mentions that she found it years ago, conveying her long-standing familiarity and trust in the brand. The perspective is from the woman with blonde hair, speaking directly to the camera in a casual, friendly tone. - 00:03–00:14 00:03–00:14 The woman with blonde hair is shown having the foundation applied to her face with a brush. She recounts how IL MAKIAGE approached her for a collaboration, and she agreed because she had already been using and loving the foundation. This conveys her genuine endorsement of the product. The perspective shifts to an observer watching the application process, with a focus on the product's effectiveness. - 00:14–00:21 00:14–00:21 The woman with blonde hair is back in front of the mirror, holding the foundation bottle. She expresses surprise that the PowerMatch Quiz matched her to shade #75, which is still her perfect match today, reinforcing the accuracy and consistency of the brand's shade-matching technology. The perspective returns to the woman with blonde hair, speaking directly to the camera with a tone of pleasant surprise and satisfaction. - 00:21–00:34 00:21–00:34 A man with blonde hair applies the foundation to his face with a brush. He states that his goal is to cover up sun spots without looking like he has makeup on, highlighting the product's natural-looking coverage. He expresses amazement at the color match and declares it his new favorite product. The perspective is from the man, speaking directly to the camera in an enthusiastic tone. - 00:34–00:41 00:34–00:41 A woman with dark hair applies the foundation to her face with a brush while sitting in her car. She exclaims that the shade matching is magic, emphasizing the effectiveness of the brand's AI-powered shade matching. The perspective is from the woman, speaking directly to the camera in an excited tone. - 00:41–00:52 00:41–00:52 A woman with dark hair applies the foundation to her face with a brush. She comments on how natural and lightweight the foundation feels, and that it does not feel cakey at all, highlighting the product's comfortable wear. The perspective is from the woman, speaking directly to the camera in a calm, reassuring tone. - 00:52–00:56 00:52–00:56 The screen displays the IL MAKIAGE logo and the text "TRY BEFORE YOU BUY" and "TAKE THE QUIZ TO FIND YOUR SHADE", reinforcing the brand's offer and call to action. The perspective is from the brand, delivering a clear message to the viewer in a direct, informative tone.

# Ad summary This ad promotes a foundation that claims to last all day without creasing, caking, or rubbing off. It features Khadeen Ellis, a TV host and actress, applying the foundation and showcasing how it looks after various activities throughout the day. # Brand positioning This ad does not explicitly name the brand. However, the ad positions the brand as a solution for long-lasting foundation wear without caking or creasing. It aligns with a lifestyle that values makeup staying put through a busy day, from podcasting to pumpkin patches to date night. The brand focuses on functional benefits such as adaptive polymers that don't crease or rub off, targeting consumers who want reliable, low-effort makeup. # Product This ad features a foundation with adaptive polymers that prevent creasing, caking, and rubbing off. The product is for anyone who wants their makeup to last all day with minimal effort. The ad presents the claim that the foundation provides long-lasting wear and the key USPs are that it does not crease, cake, or rub off. It is showcased for various occasions, including podcasting, outdoor activities on hot days, and date night, addressing the concern that makeup might fail under different circumstances. # Visual style The ad has a polished, UGC-style aesthetic with a mix of selfie-style shots and more professionally framed footage. The editing style includes quick cuts and smooth transitions, with a consistent pace throughout. The production quality is high, giving a polished commercial feel with a personal touch. The visual motifs include before-and-after shots and scenes from different parts of the influencer's day, showcasing the product's lasting effect. # Hooks Spoken: So many things will fail you in life, but your foundation should never fail you. Text overlay: When foundation cakes before your day is over... Visual: 00:00–00:01 The shot is a medium close-up of Khadeen Ellis, a Black woman in her 30s, wearing a black tank top. She's indoors, in front of a white door with vertical panels. She is smiling and holding makeup products in her hands. / 00:01–00:02 Extreme close-up on a hand applying dark brown foundation to skin. Ellis’ voiceover implies the foundation shown is one that cakes easily. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is foundation that cakes or creases before the day is over. "When foundation cakes before your day is over..." # Value propositions - Foundation with adaptive polymers: Avoid creasing, caking, and rub-off. # Benefits - It's not going to crease - It's not going to cake - It's not going to rub off # Features - Adaptive polymers # Call to action None used. # Social proof - "Very minimal effort, which is what I absolutely love about this foundation" – Khadeen Ellis (TV Host & Actress) - "Foundation still intact. It's looking good underneath the podcast lights." – Khadeen Ellis (TV Host & Actress) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer/influencer who is sharing their experience and showcasing the benefits of the product. # Storyline - 00:00–00:03 The ad opens with the speaker saying, "So many things will fail you in life, but your foundation should never fail you." - 00:06–00:08 The speaker continues, "That's why I use a foundation with adaptive polymers" - 00:09–00:16 The speaker describes the foundation, saying, "Very minimal effort, which is what I absolutely love about this foundation. It's not going to crease. It's not going to cake. It's not going to rub off." - 00:17–00:39 The speaker shows the viewer what the foundation looks like after various activities throughout the day.

# Ad summary The ad features multiple women of different ages and ethnicities demonstrating the IL MAKIAGE "Woke Up Like This Foundation" and its accompanying brush. The ad highlights the product's ease of blending, natural look, and ability to cover imperfections without caking. It emphasizes the brand's "PowerMatch Quiz" for shade matching and a "Try Before You Buy" offer, aiming to build confidence and address common makeup frustrations. # Brand positioning IL MAKIAGE aims to occupy a space as a modern, technologically advanced beauty brand that simplifies the makeup selection process. It promotes values of confidence, natural beauty, and convenience. The brand pushes against the traditional trial-and-error method of finding the right foundation shade by offering an AI-powered "PowerMatch Quiz" and a "Try Before You Buy" model, which addresses a common consumer pain point in the beauty category. Its positioning is both functional (precise shade matching, lightweight formula, good coverage) and emotional (confidence, natural look, ease of use). # Product The featured product is the "Woke Up Like This Foundation" by IL MAKIAGE, applied with a specific foundation brush. The foundation is described as easy to blend, natural-looking, and lightweight. It effectively covers blemishes, dark circles, and age spots without settling into fine lines or feeling cakey. The product is for anyone seeking a foundation that provides good coverage while maintaining a natural appearance and is easy to apply, especially for those who struggle with finding the right shade or applying makeup quickly. A key USP is its ability to provide a "no makeup" look while covering imperfections. The ad also highlights the "PowerMatch Quiz" as a tool to find the perfect shade and the "Try Before You Buy" program, which allows customers to test the full-size product before committing to purchase. # Visual style The ad has a hybrid production quality, blending UGC-style handheld shots (especially in the car scenes) with more polished, stationary shots in home settings. The overall aesthetic is bright and natural-lit, giving a clean and authentic feel. Editing style is characterized by quick cuts between different speakers and scenes, maintaining a fast pace. The pacing is consistently quick, with cuts happening every 2-3 seconds, contributing to a dynamic and engaging rhythm. There's good audio-visual sync, with cuts often aligning with new speakers or key phrases. # Hooks Spoken: I'm about to go to a lunch meeting, / and I'm really late. Text overlay: I'm about to go to / a lunch meeting, / and I'm really late. Visual: Close-up, selfie-style shot of Female 1 (older, fair skin, brown hair) in a car. She holds a frosted glass bottle of IL MAKIAGE foundation with a black cap in her left hand, positioned slightly below her chin. Her expression is slightly stressed, then shifts to a wide smile. The background shows the car interior and a blurry sky/trees outside. Camera is handheld, slightly shaky. # Funnel stage Middle of funnel (Consideration) # Pain points Need for quick makeup application: "I'm really late."Difficulty with online processes/technology for older demographics: "I'm not very good at things like that at my age."Visible skin imperfections like age spots: "It covered my age spot!"Makeup settling into wrinkles, looking unnatural: "it's not setting in my fine lines." # Value propositions - Woke Up Like This Foundation (implies effortless, natural beauty) - blends so easily (time-saving, user-friendly) - makes me look like I've got no makeup (natural aesthetic, confidence) - PowerMatch Quiz (accurate shade matching, personalized experience, convenience) - so easy online (accessibility, user-friendliness) - feels so natural and so lightweight (comfort, natural appearance) - does not feel cakey at all (flawless finish, comfort) - covered my age spot! (effective coverage for specific concerns) - not setting in my fine lines (anti-aging benefit, smooth finish) - Try Before You Buy (risk-free purchase, customer-centric, confidence in product) # Benefits - feel very confident going out like this - look like I've got no makeup - Quick and easy application - Effective coverage for imperfections (blemishes, dark circles, age spots) - Smooth, non-cakey finish - Doesn't settle into fine lines - Accurate shade matching through AI - Risk-free trial # Features - blends so easily - covers my blemishes - covers my dark circles under my eyes - makes me look like I've got no makeup - PowerMatch Quiz - so easy online - feels so natural - so lightweight - does not feel cakey at all - covered my age spot - finish is beautiful - not setting in my fine lines - try it before you buy it - get the full-size product - you can just send it back # Call to action TRY BEFORE YOU BUY, TAKE THE QUIZ TO FIND YOUR SHADE # Social proof - I love this makeup because it blends so easily." – Female 1 (Customer) - I feel very confident going out like this." – Female 1 (Customer) - I took the PowerMatch Quiz. It was so easy online and I'm not very good at things like that at my age." – Female 1 (Customer) - I wish I'd had this years ago." – Female 1 (Customer) - They got it. Wow." – Female 2 (Customer) - Okay artificial intelligence, shade matching magic." – Female 2 (Customer) - This feels so natural and so lightweight. And it does not feel cakey at all." – Female 3 (Customer) - Oh wow! It covered my age spot! And the finish is beautiful, it's not setting in my fine lines." – Female 4 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of various customers demonstrating and reviewing the product, using "I" statements and personal experiences. # Storyline - 00:00–00:02 Female 1, in a car, holds up the foundation bottle and expresses urgency about being late for a lunch meeting. This sets up a relatable problem: needing to look presentable quickly. The tone is slightly stressed but quickly shifts to relief. - 00:02–00:05 Female 1 introduces the "Woke Up Like This Foundation" as her go-to makeup, demonstrating how to dispense it onto the brush. This establishes the product as the solution to her time crunch. The tone is confident and reassuring. - 00:05–00:08 Female 1 applies the foundation to her face, explaining that it "blends so easily." This demonstrates the product's ease of use and efficiency, directly addressing the initial problem of being in a hurry. The tone is instructional and positive. - 00:08–00:14 Female 1 continues applying, detailing how it covers blemishes and dark circles, and makes her look like she has "no makeup." This highlights key benefits: coverage and a natural finish, reinforcing the product's effectiveness. The tone is enthusiastic and satisfied. - 00:14–00:16 Female 1 expresses confidence about going out with the makeup. This emphasizes the emotional benefit of using the product. The tone is confident and happy. - 00:16–00:21 Female 1 explains she took the "PowerMatch Quiz" and found it "so easy online," even for someone her age. This addresses a potential barrier (difficulty finding the right shade online) and promotes the quiz as user-friendly. The tone is reassuring and slightly self-deprecating. - 00:21–00:25 The screen splits, showing Female 1 before and after applying the foundation, as she exclaims, "I wish I'd had this years ago." This provides a strong visual before-and-after comparison and a powerful testimonial, reinforcing the product's transformative effect. The tone is regretful yet highly satisfied. - 00:25–00:28 Female 2, in a car, applies the foundation, exclaiming "They got it. Wow." This introduces another user's positive reaction, adding social proof and emphasizing the product's effectiveness. The tone is excited and impressed. - 00:28–00:31 Female 2 continues applying, acknowledging "artificial intelligence, shade matching magic." This reinforces the technology behind the product and its precise shade matching. The tone is amazed and appreciative. - 00:31–00:39 Female 3 applies the foundation, stating, "Wow... look at this. This feels so natural and so lightweight. And it does not feel cakey at all." This provides further testimonials on key product attributes: natural feel, lightweight, and non-cakey finish. The tone is calm, confident, and highly positive. - 00:40–00:49 Female 4 applies the foundation, exclaiming "Oh wow! It covered my age spot! And the finish is beautiful, it's not setting in my fine lines." This highlights specific benefits for mature skin, addressing common concerns like age spots and fine lines. The tone is surprised and delighted. - 00:49–00:55 Female 5, speaking directly to the camera, explains the "Try Before You Buy" program: "You can try it before you buy it. You get the full-size product, you try it. If you don't like it, you can just send it back." This directly addresses purchase barriers and promotes the risk-free trial. The tone is clear, informative, and reassuring. - 00:55–00:59 Final call to action screens appear: "TRY BEFORE YOU BUY" and "TAKE THE QUIZ TO FIND YOUR SHADE." This provides clear next steps for the viewer. The tone is direct and action-oriented.

# Ad summary This video ad for IL MAKIAGE foundation showcases its ability to provide natural-looking, buildable, and lightweight coverage. It features multiple women demonstrating the product's application and sharing their positive experiences, highlighting its perfect shade matching through a quiz and a 'try before you buy' offer. The ad emphasizes solving common foundation pain points like finding the right shade, covering imperfections, and avoiding a heavy feel, aiming to build trust and drive conversions through social proof and a risk-free trial. # Brand positioning IL MAKIAGE positions itself as a modern, high-performance beauty brand that prioritizes a natural, flawless finish while offering a perfect shade match for diverse skin tones. The brand aims to occupy a space in the consumer's mind as a reliable solution for foundation, challenging the notion that full coverage cannot look like natural skin. It aligns with values of authenticity, confidence, and inclusivity, promoting a lifestyle where makeup enhances rather than masks. The brand pushes against the common struggle of finding the right foundation shade by offering a personalized quiz and a 'try before you buy' model, demonstrating confidence in its product's ability to deliver a perfect match and superior performance. Its positioning is both functional, emphasizing features like natural finish and lightweight feel, and emotional, promising an improved, confident self. # Product The product advertised is IL MAKIAGE's liquid foundation, designed to provide a natural, flawless finish with buildable coverage. It is presented as ultra-lightweight, giving a 'second skin' feel while effectively covering imperfections like redness and dark spots. The foundation is for individuals seeking a perfect shade match, as the brand offers a 90-second online quiz to determine the ideal shade. Its unique selling propositions include its ability to cover 'everything' without looking heavy, its natural appearance, and the brand's 'try before you buy' offer, allowing customers to test the full-size product for 14 days before committing to purchase. The ad shows the product being applied with a brush or a finger sponge, seamlessly blending into the skin, and is suitable for daily use to achieve an enhanced, natural complexion. # Visual style The ad employs a hybrid visual style, blending polished UGC-like demonstrations with clear brand messaging. The editing rhythm is quick, with frequent cuts (estimated 2-3 cuts per second during demo segments) to maintain engagement and showcase multiple perspectives. Production quality feels high-end for the brand segments (logo, product shots) and authentic for the user-generated content (UGC) style demos, which are well-lit and professionally shot despite their 'at-home' feel. Visual motifs include close-ups of faces during application, split screens for before/after comparisons, and direct address to the camera by the users. The pacing is generally fast, especially during the product demonstrations and testimonials, keeping the viewer's attention. Audio-visual sync is evident, with text overlays appearing precisely when features are mentioned or offers are introduced, and user reactions aligning with their spoken testimonials. # Hooks Spoken: Ici, on est team fond de teint naturel et zéro défaut Text overlay: Ici, on est team fond de teint naturel et zéro défaut Visual: Close-up, profile view of a Black woman, mid-20s to early 30s, with dark hair pulled back, wearing a bright pink top. She has some visible hyperpigmentation on her cheek. A light-skinned hand with red nail polish is dabbing foundation onto her cheek with a small, beige, finger-sized sponge. The background is a solid purple wall. Camera is stationary, medium close-up, slightly above eye level. # Funnel stage Conversion # Pain points The central pain point addressed is the difficulty of finding a foundation that offers both effective coverage and a natural, lightweight feel, without looking heavy or cakey. This is explicitly stated by Female 8: "J'ai toujours eu du mal à trouver ma teinte, mais celle-ci est parfaite et ce fond de teint est le meilleur que j'ai jamais essayé." The ad also addresses concerns about redness and dark spots, as Female 7 states: "No more redness, no more dark spots." # Value propositions - Essaie ce fond de teint pendant 14 jours avant de l'acheter (risk-free trial) - Déjà + de 100 000 clients français satisfaits (social proof of satisfaction) - Plus de 600 000 avis 5 étoiles (strong positive feedback) - Réponds au quiz pour trouver ta teinte (personalized shade matching solution) - Ce fond de teint couvre tout mais laisse un fini seconde peau (high coverage with natural feel) - C'est la version améliorée de ma peau (enhances natural beauty) # Benefits - peau améliorée - pas de rougeurs - pas de taches brunes - sensation de ne rien porter - match parfait avec la peau # Features - fond de teint naturel - zéro défaut - fini naturel - couvrance modulable - ultra léger - couvre tout - laisse un fini seconde peau - teinte parfaite # Call to action Essaie ce fond de teint pendant 14 jours avant de l'acheter; Réponds au quiz pour trouver ta teinte; Essaie la version grand format chez toi avant d'acheter; ESSAIE AVANT D'ACHETER; RÉPONDS AU QUIZ POUR TROUVER TA TEINTE # Social proof - Déjà + de 100 000 clients français satisfaits - Plus de 600 000 avis 5 étoiles - This foundation covers everything but still looks like skin. Insane! Looks so natural. I took that 90-second quiz on their website to match me perfectly. It feels like I have nothing on my face. # Point of view - Customer 70% - The majority of the video features various women applying the product and sharing their personal experiences and testimonials, directly addressing the audience. - Brand 30% - The initial voiceover, text overlays introducing the offer and quiz, and the final brand logo sequence represent the official brand voice and messaging. # Storyline - 00:00–00:04 The ad opens with a close-up of a woman applying foundation to her cheek with a finger sponge, while a voiceover introduces the brand's philosophy on natural, flawless foundation. - 00:04–00:10 The scene transitions to a first-person perspective of someone walking towards a door, opening it, and revealing an IL MAKIAGE package. Text overlays highlight the brand's success with '100 000 satisfied French customers' and introduce the 'try before you buy' offer. - 00:10–00:15 A woman applies the foundation to her face with a brush, demonstrating its 'natural finish' and smiling at the camera, conveying satisfaction with the product's appearance. - 00:16–00:30 Another woman applies the foundation, showcasing its 'buildable coverage' and 'ultra-lightweight' feel, expressing surprise and satisfaction at its effectiveness. - 00:31–00:39 A third woman applies the foundation, with a voiceover emphasizing its full coverage and natural, 'second skin' feel, followed by her expressing amazement at the results. - 00:39–00:42 The third woman's face is split, showing one side with foundation and the other without, visually demonstrating the product's transformative effect and natural look. - 00:42–00:47 The scene shifts to a flat lay of makeup products, with a hand popping a balloon to reveal foundation bottles. Text overlays prompt the viewer to 'answer the quiz to find your shade' and 'try the full-size version at home before buying'. - 00:47–01:01 A woman applies the foundation, speaking in English about its full coverage and natural look, emphasizing that it feels like nothing on her face after taking the quiz to find her perfect match. - 01:01–01:05 Another woman applies the foundation, speaking in English about how it eliminates redness and dark spots, calling it 'my skin, but better', reinforcing the natural enhancement. - 01:06–01:12 A final woman applies the foundation, sharing her past struggles with shade matching and her excitement about finding the 'best match' and 'best foundation' she's ever tried. - 01:13–01:23 The ad concludes with a series of text overlays reinforcing the 'try before you buy' offer and the shade matching quiz, followed by the IL MAKIAGE brand logo with diverse models.

# Ad summary A woman with acne creates a make-up tutorial for the Il Makiage foundation, talking about her struggle with acne and makeup, and how the foundation makes her feel more confident. # Brand positioning Il Makiage is presented as a company that offers products to enhance confidence. The brand aims to give the user a natural look while still covering imperfections. # Product The product shown in the ad is Il Makiage foundation. It is presented as a foundation that feels like a light skin tint but allows the user to build coverage as needed. The foundation is presented as a product that enhances confidence, as opposed to covering up a part of the user. # Visual style The ad has a polished aesthetic. It is filmed in a white room. The cuts are primarily quick cuts, and there are smooth transitions. # Hooks Spoken: 00:00–00:03: If you're still trying to figure out how to feel confident with acne, this one's for you. Text overlay: 00:00–00:03: I never thought I'd love my skin with all its texture and breakouts... but this ONE product changed that for me Visual: 00:00–00:01: A woman with her hair pulled back into a ponytail is looking into a mirror while standing in a white bathroom. She has gold jewelry on her wrist, and is wearing a black tank top. Her skin has some redness and blemishes. She is applying something to her face with both of her hands. / 00:01–00:03: The woman is now facing the camera, and she has her hair in pigtail braids. She is wearing gold hoop earrings, a gold chain necklace, a black tank top, and has a nose ring. Her skin is red and has some blemishes. She has a smile on her face as she speaks to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that the woman is self-conscious about her acne and feels like she has to cover it up. # Value propositions - Lightweight feel but buildable coverage - Enhances confidence # Benefits - Looks super natural - Enhances my confidence # Features - Light skin tint feel - Sheer it out as much as you want - Build it up for those days where you're just feeling like you need a little bit more coverage # Call to action TAKE THE QUIZ TO FIND YOUR SHADE # Social proof - "I feel like it just enhances my confidence." – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a woman with acne talking about her experience with makeup. # Storyline - 00:00–00:01 The video begins with a woman applying a product to her face while looking in the mirror. - 00:01–00:03 The video cuts to the woman speaking to the camera to open the video. - 00:03–00:12 The video cuts to the woman applying foundation to her face and explaining that her acne was pretty debilitating for a long time because she was so self-conscious about it. - 00:12–00:14 The woman continues applying foundation, explaining that she tried a lot of things to improve her acne. - 00:14–00:18 The woman explains that a makeup routine isn't going to fix your skin. - 00:18–00:23 The woman continues applying foundation, explaining that finding the right routine can make a huge difference. - 00:23–00:29 She explains that she has tried skin tints to full coverage foundations. - 00:29–00:47 The woman continues applying foundation, explaining the product has the feel of a light skin tint, you can sheer it out as much as you want, yet it looks super natural, and you can build it up for days where you need more coverage. - 00:47–00:51 The woman holds up the Il Makiage foundation, explaining that wearing makeup used to make her feel like she was covering up a part of herself. - 00:51–00:56 The woman holds up the Il Makiage foundation again, stating that now that she's found this foundation, she feels like it enhances her confidence. - 00:56–00:58 The video cuts to a screen that states "TRY BEFORE YOU BUY". - 00:58–00:59 The video cuts to a screen that states "TAKE THE QUIZ TO FIND YOUR SHADE".

# Ad summary This ad for IL MAKIAGE foundation features a split-screen format to demonstrate the product's effectiveness. It highlights the foundation's ability to provide a natural, smooth, and luminous finish with skin-nourishing benefits, while also offering a try-before-you-buy option. # Brand positioning IL MAKIAGE is presented as a solution for makeup wearers seeking a natural, smooth, and luminous finish without the hassle of extensive skin prep or the risk of a dry or cakey appearance. The brand positions itself as innovative by offering a PowerMatch Quiz to find the perfect shade and a try-before-you-buy option, addressing common purchase barriers. The brand aligns with a lifestyle that values efficiency and confidence in achieving a flawless look with minimal effort. The brand pushes against the norm of requiring multiple products and extensive routines to achieve a desired makeup look, instead promoting a one-step solution. # Product IL MAKIAGE foundation is presented as a one-step solution for achieving a natural and smooth foundation base. It is designed for individuals who have struggled with makeup application, skin prep, and finding the right shade. The foundation contains corrective powders that blur skin imperfections with just one pump. It also nourishes the skin with hyaluronic acid, preventing a dry or cakey finish. The foundation is available for a try-before-you-buy option, allowing customers to test a full-size bottle at home before committing to a purchase. The product aims to provide a luminous, glow-from-within look, making the wearer feel as if the foundation was perfectly crafted for their skin. # Visual style The ad has a polished and modern aesthetic, with a mix of UGC-style footage and clean product shots. The editing style is quick cuts, keeping the pace energetic and engaging. The production quality is high, with clear lighting and smooth transitions. The visual motifs include split-screen comparisons and close-ups of the product and its application. The pacing is consistent, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:03 [Singing] I'm pretty all the time Text overlay: How I used to do my makeup vs... Visual: 00:00–00:03 A split screen shows a woman applying makeup. On the left, she is applying a dark foundation with a brush, and on the right, she is applying a lighter foundation with a brush. The background is a blurred room with framed pictures on the wall. The lighting is bright and even. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of trying numerous makeup hacks and spending excessive time on skin prep, only to be disappointed with the results. "After trying EVERY single hack possible and spending SO many worthless hours on skin prep, I almost gave up on wearing makeup." # Value propositions - One-step routine for a natural and smooth foundation base - Blurs skin imperfections with corrective powders - Nourishes your skin with Hyaluronic Acid - Try a full-size bottle at home before buying # Benefits - Natural and smooth foundation base - Blurs skin imperfections - No more dry or cakey finish - Nourishes your skin with Hyaluronic Acid - Luminous, glow-from-within look - Perfectly crafted for my skin # Features - Corrective powders that blur skin imperfections - Nourishes your skin with Hyaluronic Acid # Call to action Take the PowerMatch Quiz to find your perfect match # Social proof - "The finish is just so natural. I can't recommend this enough" – Female 2 (Customer) - "So luminous, it literally looks like I glow from within. And I feel like as if it was made perfectly crafted for my skin" – Female 3 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of customers sharing their experiences with the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a split screen showing a woman applying makeup with a brush. On the left, she is applying a dark foundation, and on the right, she is applying a lighter foundation. This is meant to convey the concept of "How I used to do my makeup vs..." from the customer's perspective, setting up a comparison. - 00:03–00:09 00:03–00:09 The split screen continues, now showing the woman smiling and holding the IL MAKIAGE foundation bottle. The text overlay reads, "How I do it now." This is meant to show the positive outcome of using the product, from the customer's perspective. - 00:09–00:16 00:09–00:16 A new woman appears, showing her face with red marks and irritation. The text overlay reads, "After trying EVERY single hack possible and spending SO many worthless hours on skin prep, I almost gave up on wearing makeup." This is meant to highlight the frustration and pain point that the product addresses, from the customer's perspective. - 00:16–00:23 00:16–00:23 The woman then shows the IL MAKIAGE foundation bottle and applies it to her face with a brush. The text overlay reads, "Until I discovered this foundation online and it became my one-step routine for a natural and smooth foundation base." This is meant to show the solution and the positive outcome of using the product, from the customer's perspective. - 00:23–00:26 00:23–00:26 The woman continues to apply the foundation and smiles, saying, "The finish is just so natural. I can't recommend this enough." This is meant to emphasize the product's benefits and the customer's satisfaction, from the customer's perspective. - 00:26–00:32 00:26–00:32 The ad shows a hand interacting with a phone, taking the PowerMatch Quiz on the IL MAKIAGE website. Then, a hand opens a package containing the foundation. The text overlay reads, "Take the PowerMatch Quiz to find your perfect match. You can try a full-size bottle at home before buying." This is meant to show the ease of finding the right shade and the try-before-you-buy offer, from the customer's perspective. - 00:32–00:39 00:32–00:39 A new woman applies the foundation to her face. The text overlay reads, "No more overapplying. Blurs skin imperfections with corrective powders." This is meant to highlight the product's benefits and ease of use, from the customer's perspective. - 00:39–00:45 00:39–00:45 A new woman applies the foundation to her face. The text overlay reads, "No more dry or cakey finish. Nourishes your skin with Hyaluronic Acid." This is meant to highlight the product's benefits and skin-nourishing properties, from the customer's perspective. - 00:45–00:53 00:45–00:53 The ad shows the woman with the foundation applied, smiling. She says, "So luminous, it literally looks like I glow from within. And I feel like as if it was made perfectly crafted for my skin." This is meant to emphasize the product's benefits and the customer's satisfaction, from the customer's perspective. - 00:53–00:57 00:53–00:57 The ad ends with text overlays that read, "IL MAKIAGE New York Try Before You Buy" and "Take the Quiz to Find Your Shade." This is meant to reinforce the brand and the call to action, from the brand's perspective.

# Ad summary This ad promotes IL MAKIAGE foundation. It features multiple women of different skin tones applying the foundation and sharing their positive experiences. The ad highlights the foundation's ability to cover imperfections while still looking natural. It also promotes a quiz to help customers find their perfect shade and offers a "test before you buy" option. # Brand positioning IL MAKIAGE is presented as a modern, innovative beauty brand that prioritizes personalized experiences and high-performance products. The brand aims to occupy a space in the consumer's mind as a solution for finding the perfect foundation match through its online quiz. It promotes a customer-centric approach by allowing customers to test the product in full size before committing to a purchase. The brand pushes against the traditional beauty industry norms of limited shade ranges and the difficulty of finding the right foundation match. The brand positioning is both functional (offering a precise shade-matching system) and emotional (providing confidence and satisfaction with the perfect foundation). # Product The featured product is IL MAKIAGE foundation, designed to provide full coverage while maintaining a natural look and lightweight feel. It is for anyone who wants to achieve a flawless complexion without the heaviness of traditional foundations. The ad highlights that the foundation covers redness, dark spots, and imperfections, while still looking like skin. A key USP is the brand's 90-second online quiz, which helps customers find their perfect shade match. The ad addresses the common purchase barriers of difficulty in finding the right shade and the risk of buying a product without trying it first by offering a "test in original size before you pay" option. The ad tells the viewer that this foundation is worth trying because it simplifies the process of finding the perfect match, provides excellent coverage, and feels weightless on the skin. # Visual style The ad has a polished, commercial aesthetic with a mix of studio-lit and natural light shots. The editing style includes quick cuts and smooth transitions. The production quality is high, giving it a professional feel. The pacing is consistent, with a moderate BPM. The cuts, text, and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:03 Dies ist dein Zeichen, deine Foundation zu upgraden... Text overlay: 00:00–00:03 Dies ist dein Zeichen, deine Foundation zu upgraden... Visual: 00:00–00:02 Close-up shot of a Black woman's face against a light purple background. She is wearing a pink shirt. She is applying foundation to her face with her fingers. She looks at the camera with a skeptical expression. / 00:02–00:03 Close-up shot of a Black woman's face against a light purple background. She is wearing a pink shirt. She is applying foundation to her face with a brush. She smiles. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of finding the right foundation shade and the difficulty of achieving a natural look with full coverage. "Nie wieder Baking. Nie wieder zu viel auftragen. Nie wieder komplizierte Anwendungen." # Value propositions - Find your perfect shade with our 90-second quiz - Test in original size before you pay - Full coverage with a natural look - Lightweight feel for all-day comfort # Benefits - Nie wieder Baking - Nie wieder zu viel auftragen - Nie wieder komplizierte Anwendungen - perfektes Match - Sieht so natürlich aus - Keine Rötungen - keine dunkle Flecken mehr - Einfach meine Haut, aber besser # Features - TikTok virale Foundation - 90-Sekunden-Quiz - Teste in Originalgröße bevor du zahlst - Diese Foundation deckt alles ab - Diese Foundation fühlt sich schwerelos an # Call to action Mach das Quiz und finde deinen perfekten Farbton # Social proof - "Diese Foundation deckt alles ab und sieht trotzdem wie Haut aus: Wahnsinn! Sieht so natürlich aus." – @isarahbutler (Creator) - "Ich habe das 90-Sekunden-Quiz online gemacht um mein perfektes Match zu finden." – @isarahbutler (Creator) - "nichts auf meine Haut aufgetragen" – @isarahbutler (Creator) - "Keine Rötungen, keine dunkle Flecken mehr. Einfach meine Haut, aber besser." – @jkamasse_ (Customer) - "Ich hatte immer Probleme, meinen Hautton zu finden aber dies ist wirklich das beste Match und die beste Foundation, ich habe jemals probiert." – @mehshake (Customer) # Point of view - Customer 80% – The ad features multiple customers applying the foundation and sharing their positive experiences. - Brand 20% – The brand is communicated through text overlays and product displays. # Storyline - 00:00–00:02 00:00–00:02 A woman applies foundation to her face with her fingers. She looks at the camera with a skeptical expression. - 00:02–00:06 00:02–00:06 The woman applies foundation to her face with a brush. The text overlay says, "Teste diese TikTok virale Foundation." The woman smiles. - 00:06–00:12 00:06–00:12 A woman applies white powder under her eyes. The text overlay says, "Nie wieder Baking." A woman applies foundation to her face with her hands. The text overlay says, "Nie wieder zu viel auftragen." A woman applies foundation to her face with a fork. The text overlay says, "Nie wieder komplizierte Anwendungen." - 00:12–00:15 00:12–00:15 A woman applies foundation to her face with a brush. The text overlay says, "Mit dieser Foundation musst du das nicht." - 00:15–00:24 00:15–00:24 A woman applies foundation to her face with a brush. The text overlay says, "Diese Foundation deckt alles ab. Diese Foundation fühlt sich schwerelos an." The woman smiles and touches her face. - 00:24–00:27 00:24–00:27 A hand touches a silver dome. The text overlay says, "Mach das Quiz und finde deinen perfekten Farbton." - 00:27–00:30 00:27–00:30 A hand moves foundation bottles around on a marble surface. The text overlay says, "Teste in Originalgröße bevor du zahlst." - 00:30–00:38 00:30–00:38 A woman applies foundation to her face with a brush. The text overlay says, "Diese Foundation deckt alles ab @isarahbutler und sieht trotzdem wie Haut aus: Wahnsinn! Sieht so natürlich aus." - 00:38–00:44 00:38–00:44 A woman speaks to the camera. The text overlay says, "Ich habe das 90-Sekunden-Quiz @isarahbutler online gemacht um mein perfektes Match zu finden." - 00:44–00:45 00:44–00:45 A woman speaks to the camera. The text overlay says, "nichts auf meine Haut aufgetragen @isarahbutler." - 00:45–00:49 00:45–00:49 A woman applies foundation to her face with a brush. The text overlay says, "Keine Rötungen @jkamasse_ Über 600.000 Fünf-Sterne-Bewertungen und dunkle Flecken mehr. Einfach meine Haut, aber besser." - 00:49–00:56 00:49–00:56 A woman applies foundation to her face with a brush. The text overlay says, "Ich hatte immer Probleme, @mehshake meinen Hautton zu finden aber dies ist wirklich das beste Match und die beste Foundation, ich habe jemals probiert." - 00:56–00:59 00:56–00:59 The text overlay says, "Teste bevor du zahlst. Mach das Quiz finde deinen Farbton."