How ILIA Beauty Advertises on Meta

# Ad summary A creator shows viewers how to apply Ilia eye shadow sticks. She shows the product being applied as eyeshadow and eyeliner. # Brand positioning Ilia is presented as a versatile brand that offers a range of eyeshadow sticks for different uses. The brand focuses on ease of use, variety with twenty shades, creamy texture and beautiful pigment. # Product The Ilia eyeshadow sticks are used as eyeshadow and eyeliner. The eyeshadow sticks come in twenty shades. The texture of the pencil is creamy. The eyeshadow is long wear and can last for twelve hours. # Visual style The visual style is natural and simple, with a focus on showing the product being applied and highlighting its benefits. The creator uses natural lighting and a close-up camera angle to showcase the texture and pigment of the eyeshadow sticks. The editing is fast-paced, with quick cuts between shots of the creator applying the product and showing the finished look. # Hooks Spoken: Female 1: If you're somebody who struggles with eye makeup, you have to see how easy these are. Text overlay: These eyeshadow sticks are so easy to apply Visual: 00:00–00:02 A woman with short black hair, red cheeks and red lipstick looks into the camera. She holds an Ilia eyeshadow stick in her hand and gestures with her finger. # Funnel stage Consideration # Pain points The ad clearly implies that some customers struggle to apply eye makeup. # Value propositions - The texture and pigment of the pencil makes it a desirable choice. # Benefits - Easy to use - Can be used as a liner or to give a pop of color in your inner corners - Creamy texture - Beautiful pigment # Features - Comes in 20 shades - 12 hour long wear # Call to action Shop at Ulta & ulta.com # Social proof - “I've been recently using these Ilia eye styling shadow sticks” – Female 1 (Creator) - “What really sold me is the texture” – Female 1 (Creator) - “Personally, my favorite way to wear this is as a wash of color over my eyelids. It's just easy.” – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented from the customer's perspective as the user applies the product and tells the viewer the benefits. # Storyline - 00:00–00:03 The creator introduces the product as an easy option for people who struggle with eye makeup. - 00:03–00:05 00:03–00:05 She states that she has been using Ilia eyeshadow sticks from Ulta recently. - 00:05–00:08 00:05–00:08 She mentions that they come in 20 shades and what sold her was the texture. - 00:09–00:13 00:09–00:13 She mentions the pencil is creamy and the pigment is beautiful. - 00:13–00:15 00:13–00:15 She mentions that she is wearing the shade Filigree. - 00:15–00:17 00:15–00:17 She tells viewers to swipe the product on and blend with their finger. - 00:17–00:20 00:17–00:20 She states the product is twelve hour long wear. - 00:20–00:24 00:20–00:24 The creator tells viewers they can also use it as eyeliner and for the inner corners of the eyes. - 00:24–00:29 00:24–00:29 The creator states the product can be used as a wash of color and that it is easy.

# Ad summary This ad promotes the Ilia Skin Blur Serum Concealer. It features a mature woman demonstrating the application and benefits of the product, highlighting its ability to smooth texture, blur imperfections, and provide long-lasting hydration. # Brand positioning Ilia is presented as a brand that offers high-performance skincare-infused makeup, as this ad promotes the Ilia Skin Blur Serum Concealer. It aims to occupy a space in the consumer's mind where beauty meets skincare, offering products that not only provide coverage but also improve the skin's health. The brand aligns with values of natural beauty, simplicity, and efficacy, steering away from heavy makeup looks and promoting a more skin-focused approach. The positioning is both functional, promising to smooth texture and blur imperfections, and emotional, aiming to provide women with confidence in their natural beauty. # Product The Ilia Skin Blur Serum Concealer is a lightweight concealer designed to smooth texture and blur imperfections rather than emphasize them. It is presented as a serum concealer that melts into the skin, providing a soft-focus effect that lasts for 12 hours, with 12 hours of hydration. The product is applied directly to the under-eye area, nose, forehead, and cheek. The concealer claims to blur imperfections while setting itself, eliminating the need for additional setting powder. It is exclusively available at Space NK. The ad conveys that this product is worth trying for its ability to provide a natural, flawless finish while hydrating and blurring texture. # Visual style The ad has a polished UGC feel, with close-up shots and natural lighting that give it a relatable, tutorial-like quality. The editing style is smooth, with static shots that focus on the product application and results. The production quality is high-end, which supports the intended tone of a beauty product demonstration. The pacing is consistent throughout the ad, maintaining a steady flow of information and visuals. The cuts and product actions are timed to match the voiceover lines, enhancing the overall impact of the ad. # Hooks Spoken: 00:00–00:07: If your concealer emphasizes texture instead of smoothing it, you need to try this new Ilia concealer that blurs and sets itself. Text overlay: 00:00–00:07: Finally, a concealer that smoothes texture instead of emphasizes it Visual: 00:00–00:02: A close-up shot of a woman’s face as she applies concealer under her eye with a brush. She has fair skin, gray hair pulled back in a messy bun, and is wearing a white top. The background is blurry but appears to be a bathroom with neutral-colored walls. / 00:02–00:05: The camera zooms in closer as the woman applies concealer to her nose with a brush. The shot is tightly framed, emphasizing her skin texture and the blending of the product. The lighting is bright, highlighting the application process. / 00:05–00:07: The camera zooms out slightly as the woman applies the concealer to her cheek and blends with the brush. She smiles subtly, looking directly at the camera. The background includes a blurry beige wall. # Funnel stage Consideration # Pain points The central pain point is concealers that emphasize texture instead of smoothing it, leading to an unnatural or aged appearance. This is signaled when the woman states, "If your concealer emphasizes texture instead of smoothing it..." # Value propositions - A concealer that smoothes texture, eliminating a common problem with other concealers. - Offers 12-hour wear with 12-hour hydration, combining long-lasting makeup with skincare benefits. - The skin blur serum concealer is featherweight and provides a soft veil, suggesting comfortable, natural-looking coverage. # Benefits - Smoothes texture instead of emphasizes it - Melts in # Features - Blurs - Sets itself - Serum concealer - Featherweight soft veil - Delivers 12-hour wear - 12-hour hydration # Call to action Head there now and find yours. # Social proof - "I'm honestly so pleased to share this because I want every woman to have this kind of success with their products." - Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a mature woman who is showcasing the use of the concealer and giving a review of the product. # Storyline - 00:00–00:07 00:00–00:07: The ad begins with a close-up of a woman applying concealer under her eyes with a brush. She states that if your concealer emphasizes texture instead of smoothing it, you need to try this new Ilia concealer that blurs and sets itself, immediately addressing the viewers' pain points. - 00:07–00:14 00:07–00:14: The woman continues to apply the concealer to various areas of her face, including under the eyes, the nose, and the forehead. She then states, "Skin blur serum concealer just melts in. It's a featherweight soft veil that delivers 12-hour wear with 12-hour hydration.", highlighting its serum-like texture and long-lasting benefits. - 00:15–00:24 00:15–00:24: The woman concludes the ad by stating that she is honestly pleased to share this because she wants every woman to have this kind of success with their products, while continuing to blend the product with a brush. She mentions that it's exclusively available at Space NK, urging viewers to head there now and find theirs. This reinforces the brand's mission and creates a sense of exclusivity.

# Ad summary A woman demonstrates the application of Ilia's Skin Blur Serum Concealer, highlighting its ingredients and blurring effect without feeling heavy on the skin. She applies the product under her eyes and in other areas of her face, blending it with a brush and noting its caffeine and peptide content. # Brand positioning Ilia positions itself as a brand that combines makeup with skincare. The brand emphasizes the inclusion of beneficial ingredients like caffeine and peptides in their products. Ilia aims to offer makeup that not only enhances appearance but also provides skincare benefits, appealing to consumers who value both beauty and skin health. # Product The Ilia Skin Blur Serum Concealer is presented as a makeup-skincare hybrid designed to blur imperfections without feeling heavy. The concealer is formulated with ingredients like caffeine for de-puffing and peptides for skincare benefits. It is applied under the eyes and on other areas of the face to even out skin tone. The product’s USPs include its lightweight feel, blurring effect, and the inclusion of skincare ingredients that provide benefits beyond coverage. The product is targeted towards individuals looking for a concealer that offers both cosmetic and skincare advantages. # Visual style The ad has a natural and bright aesthetic, with outdoor lighting and slightly blurred backgrounds to keep the focus on the person and the product. The editing style consists of quick cuts to highlight different aspects of the product application and the final result. The overall production quality has a UGC feel, lending authenticity to the product demonstration. The pacing is moderate, with cuts timed to emphasize key points in the voiceover. # Hooks Spoken: 00:00–00:02 I love when makeup has skincare in it. Text overlay: The concealer that doesn’t need powder to set Visual: 00:00–00:01 The camera shows a close-up of a person's face as they apply concealer under their eye using a brush. The background is blurry, with hints of outdoor foliage. The lighting is bright and natural. The person is wearing a pink top and gold jewelry and has curly gray hair. / 00:01–00:02 The camera shows a close-up of the person holding a brown concealer tube with a white cap. The background is slightly blurred, with outdoor foliage visible. The lighting is bright and natural. The person is wearing a pink top and gold jewelry and has curly gray hair. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for a concealer that provides coverage and blurs imperfections without feeling heavy or requiring powder to set. # Value propositions - Makeup that has skincare in it - The concealer doesn’t need powder to set - It has caffeine in it for de-puffing - It also has peptides. # Benefits - De-puffing - Blurred appearance without being heavy # Features - Skin Blur Serum Concealer - Caffeine - Peptides # Call to action None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer demonstrating and reviewing the product. # Storyline - 00:00–00:02 The creator begins by discussing her preference for makeup that includes skincare. - 00:02–00:04 The creator introduces Ilia’s new Skin Blur Serum Concealer. - 00:04–00:09 The creator applies the product under her eyes and other areas she wants to even out. - 00:10–00:11 The creator shares “dark skin baddies” should get this product. - 00:12–00:17 The creator uses Ilia’s blending brush to press the product into her skin instead of sweeping it around. - 00:18–00:21 The creator highlights the caffeine content for de-puffing and the presence of peptides. - 00:21–00:22 The creator compliments the product’s appearance. - 00:23–00:25 The creator showcases how the product looks blurred without being heavy. - 00:26–00:28 The creator states the product looks like skin.

# Ad summary An ad featuring a fair-skinned woman with blue eyes demonstrating how to use eyeshadow sticks to make the eyes pop. # Brand positioning ILIA is presented as a brand offering clean, long-lasting makeup for effortless beauty. The brand's aesthetic aligns with a minimalist and natural approach to beauty. The ad promotes the brand's Style eye shadow sticks, highlighting their ease of use, long-lasting wear, and clean formula. # Product The product advertised in this ad is the ILIA Style eye shadow stick. These eyeshadow sticks are designed for easy and convenient application. They come in 20 shades, inspired by Italian Renaissance paintings, featuring rich pigments. The ad emphasizes their use for enhancing blue eyes by using warm tones to make them pop. The sticks are also described as crease-proof and long-lasting, ensuring all-day wear. # Visual style The ad has a clean and bright aesthetic. It is shot in a bathroom with white tiled walls. The lighting is bright and even, highlighting the colors of the eyeshadow sticks. The editing is simple with quick cuts between shots of the woman holding the product and applying it to her eyes. The overall feel is casual and approachable, suggesting a UGC or user-generated content style. # Hooks Spoken: Female 1: If you have blue eyes and you're not using warm tone shadows to make them pop, let me show you how I use these three Ilia Stylish shades to make my eyes dazzle. Text overlay: 00:00–00:07 Visual: 00:00–00:06 A woman with blonde hair and light skin, wearing a white shirt, stands in a bathroom with white tiled walls. She is holding three ILIA eyeshadow sticks. She looks directly at the camera and speaks. # Funnel stage Consideration # Pain points Not using eyeshadow to enhance one's blue eyes. # Value propositions - Effortless, clean, long-lasting makeup. - The Stylish eye shadow sticks come in 20 shades and can be found at Ulta Beauty. # Benefits - Make my eyes dazzle - Immediate contrast against the blue of the eyes - Easy and an immediate pop - Rich magnetic dimension without any mess - Compliment my blue eyes - Wear them all day long # Features - Ilia Stylish eye shadow stick - 20 shades inspired by Italian Renaissance painting - Rich pigments - Crease-proof # Call to action You can find all 20 Stylish shades at Ulta Beauty. # Social proof - "If you have blue eyes and you're not using warm tone shadows to make them pop, let me show you how I use these three Ilia Stylish shades to make my eyes dazzle" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating and promoting the product. # Storyline - 00:00–00:06 The presenter states that if you have blue eyes and aren't using warm-toned shadows, then she is going to show the viewer how to use the Ilia Style shades to make the eyes pop. - 00:06–00:12 She introduces the first shade as Nectar, describing it as a warm peach that creates an immediate contrast against the blue of the eyes. - 00:12–00:12 The presenter states that it is so easy and provides an immediate pop. - 00:13–00:19 She introduces Jubilee, stating that all 20 of the Stylish shades are inspired by Italian Renaissance painting, so the pigments are really rich. - 00:19–00:24 She introduces Relic, stating that it gives rich magnetic dimension without any mess. - 00:24–00:29 The presenter states that the colors not only compliment her blue eyes but that they are crease-proof and can be worn all day long. - 00:29–00:35 The presenter then states that for effortless, clean, long-lasting makeup, all 20 Stylish shades can be found at Ulta Beauty.

# Ad summary This ad features a woman demonstrating the application of Ilia eye shadow sticks in a well-lit setting. She highlights the product's versatility, ease of use, and long-lasting formula, emphasizing its multiple uses as an eyeshadow, eyeliner, and highlighter, eliminating the need for extra brushes. She uses the shade Opulant and mentions the product comes in 20 different shades. She encourages viewers to purchase the product at Ulta. # Brand positioning Ilia is presented as a beauty brand focused on creating multi-functional products that simplify makeup routines. The brand emphasizes ease of use and high performance without requiring additional tools or complex application techniques. Ilia aims to cater to consumers who appreciate convenience and effective products. The brand projects a functional and practical approach to beauty, positioning itself as a go-to for streamlined beauty solutions that don't sacrifice quality or longevity. # Product The product being advertised is Ilia's eye shadow stick, specifically highlighted for its all-in-one functionality as an eyeshadow, eyeliner, and highlighter. The ad emphasizes that it’s easy to use and eliminates the need for additional brushes. The formula is long-lasting and doesn't slip, blending easily upon application. The ad specifically showcases the shade Opulant, a champagne color, but mentions that the product is available in 20 different shades, ensuring there is a shade for everyone. The eyeshadow stick is for anyone looking for a versatile, convenient makeup product that is easy to apply and long-lasting. # Visual style The ad features a natural and polished aesthetic, typical of UGC-style beauty content. It utilizes smooth transitions and close-up shots to highlight product application and features. The production quality is high-end, with clear lighting and sharp focus, creating a clean and appealing viewing experience. The pacing is moderate, syncing with the creator's speech. # Hooks Spoken: 00:00–00:04 Eyeshadow sticks are so underrated, but they're such a good buy because they're so easy to use and they're multi-functional. Text overlay: YOUR ALL-IN-ONE EYESHADOW, LINER & POP OF COLOR Visual: 00:00–00:02 A medium close-up shot shows a fair-skinned young woman with light brown hair applying a light brown eyeshadow stick to her eyelid. She wears gold hoop earrings, a gold ring, and a necklace. She uses her fingers to blend the eyeshadow. Text overlay: YOUR ALL-IN-ONE EYESHADOW, LINER & POP OF COLOR. # Funnel stage Consideration # Pain points The ad addresses the need for easy and multi-functional makeup solutions with a quote, "Eyeshadow sticks are so underrated, but they're such a good buy because they're so easy to use and they're multi-functional." # Value propositions - The eyeshadow sticks offer all-in-one functionality as an eyeshadow, eyeliner, and highlighter, streamlining the makeup routine. - The eyeshadow sticks' ease of use removes the need for additional brushes or tools, simplifying application and saving money. # Benefits - Easy to use - Multi-functional - Super long lasting - Blends easily - Doesn't slip # Features - All-in-one eyeshadow, liner & pop of color # Call to action Pick one up at Ulta and let me know what you think. # Point of view - Customer 100% – The ad is delivered entirely from the perspective of a user sharing her experience and product benefits. # Storyline - 00:00–00:04 00:00–00:04 The creator applies eyeshadow stick to her eyelid, then blends it with her finger while expressing that eyeshadow sticks are underrated but good buys because they are easy to use and multi-functional. This conveys the intention of introducing a convenient beauty solution and positioning the eyeshadow stick as a versatile must-have. - 00:04–00:12 00:04–00:12 The creator applies the product, explaining that she is using the Eye Stylist Shadow Stick from Ilia, and highlights that it can be used as an eyeshadow, eyeliner, and highlighter, without the need for a brush. The tone is informative and enthusiastic, further emphasizing the product's utility and practicality. - 00:12–00:19 00:12–00:19 The creator touches her eyelid and speaks to the product's formula, noting that it is long lasting, blends easily, and doesn't slip. Her perspective is that of an experienced user emphasizing specific formulaic benefits, enhancing the product's credibility. - 00:19–00:27 00:19–00:27 The creator holds up the eyeshadow stick and states that she is using the shade Opulant, a champagne color, and mentions that it comes in 20 different shades so there is something for everyone. The perspective is informational, ensuring the product's inclusivity and appeal to a wide range of consumers.

# Ad summary The ad features a beauty influencer trying out a red lip combo from Ilia Beauty. She applies the lip liner and lip gloss and discusses the formula. # Brand positioning Ilia Beauty is presented as a brand that is dedicated to makeup and beauty products. The brand collaborates with makeup artists, such as Audrey, to launch new make up edits. The brand is positioned as using comfortable formulas, which are promoted as being easy to ombre your lips with, and gives your lips a sleek looking shine. # Product The ad promotes a red lip combo from Ilia Beauty. The combo features the Overglaze Hydrating Lip Gloss in the shade Studio and the Lip Sketch Hydrating Crayon in the shade Blue Note. The Lip Sketch Hydrating Crayon is described as being a favorite lip liner. The Overglaze Hydrating Lip Gloss is presented as a sleek shine. The influencer states that the formula of both is very comfortable on the lips. # Visual style The ad has a polished, UGC feel and is shot in a vertical format. The editing style consists of quick cuts to emphasize certain sections. The pace remains consistent throughout the ad. # Hooks Spoken: Audrey Hober and Ilia Beauty got together, they put out a makeup edit. Text overlay: TRYING AUDREY'S RED LIP COMBO Visual: 00:00–00:05 The screen is split into 5 screens. The top left screen shows a fair-skinned woman with long blond hair who is wearing a red shirt applying red lipstick. The background is a window with trees and plants visible. The top right shows a fair-skinned woman with long blond hair lying on a bed. Next to her is an orange stuffed bear and a tan stuffed bear. The bottom left shows a fair-skinned woman with long blond hair lying on a bed with headphones on. She is wearing white pajamas and playing a blue electric guitar. The bottom right screen shows a fair-skinned woman with long blond hair lying on the ground. She is wearing a blue and green school uniform. Around her are multiple lipsticks and lip glosses. In the center of the split screen is the beauty influencer, who is fair-skinned with her hair slicked back. She is wearing a black halter top. # Funnel stage Consideration # Pain points The ad addresses the pain point of lip liners and lip glosses being goopy or thick, which can make them uncomfortable to wear. The ad promotes the formula as being sleek and shiney, which is more comfortable on the lips. # Value propositions - The beauty influencer states that the products are comfortable to wear and are easy to use to ombre your lips. # Benefits - Easy to ombre your lips with - Gives your lips this very sleek looking shine - Not goopy or thick - Feels comfortable on my lips # Features - Overglaze Hydrating Lip Gloss - Lip Sketch Hydrating Crayon # Call to action Let me know if you try it. # Social proof - I've heard a lot of people say lip sketch is their favorite lip liner – Influencer # Point of view - Customer 100% – The ad is told from the perspective of a beauty influencer who tries out and shares her experience with the Ilia Beauty lip products. # Storyline - 00:00–00:05 The ad opens with a split screen of a young woman applying red lipstick and then the beauty influencer is introduced. The beauty influencer states that Audrey and Ilia beauty got together to put out a makeup edit that the red lip combo is from. - 00:10–00:26 The beauty influencer then applies the lip liner in the shade Blue Note and then the lip gloss in the shade Studio. - 00:26–00:29 The beauty influencer concludes the ad by asking viewers to let her know if they try the lip combo.

# Ad summary A woman shares that she has found a concealer that doesn't settle into her lines, and demos the Ilia Skin Blur Serum Concealer in the color Silk. # Brand positioning Ilia is presented as a brand that merges skincare with makeup. It offers products that not only provide cosmetic coverage but also contain beneficial ingredients for the skin's health. The brand positions itself to appeal to consumers seeking simplicity and functionality in their beauty routine. It fills the gap by offering makeup that goes beyond mere aesthetics, aligning with a growing consumer interest in products with added skincare benefits. # Product The ad features Ilia's Skin Blur Serum Concealer, presented as a lightweight, hydrating formula that sets itself. The featured product is demonstrated in the color "Silk". The concealer is presented as an easy to apply product that is beneficial for the skin. # Visual style The ad has a simple aesthetic with natural lighting. The editing style consists of static shots with minimal transitions. The production quality has a UGC feel, which supports the tone. The pacing is slow. There is no audio-visual sync. # Hooks Spoken: I have found a concealer that doesn't pool in my lines! Text overlay: I have found a concealer that doesn't pool in my lines! Visual: 00:00–00:06 The shot is a medium close up of a woman in her 40s with curly brown hair wearing a black t-shirt and gold hoop earrings in a bathroom setting. She is holding a concealer brush with a white handle and light brown bristles, and is blending concealer underneath her left eye. She has dots of concealer underneath both of her eyes. A bathroom door is visible behind her in the background. # Funnel stage Consideration # Pain points Concealer can settle into fine lines, accentuating the appearance of aging. # Value propositions - A concealer that contains ingredients that are beneficial for the skin. # Benefits - concealer doesn't pool in lines # Features - lightweight formula - hydrating - sets itself - contains ingredients that are actually beneficial for the skin # Call to action None used. # Social proof - "I have found a concealer that doesn't pool in my lines!" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the point of view of a woman recommending the concealer, sharing her experience using it, and demonstrating it. # Storyline - 00:00–00:06 A woman applies concealer to her face and makes the claim that she has found a concealer that does not pool in her lines. - 00:06–00:10 She states that the formula is lightweight, hydrating, and sets itself before naming the product, Ilia Skin Blur Serum Concealer in the color Silk. - 00:10–00:21 She applies the concealer to her undereyes, forehead, and nose, noting that it contains ingredients that are beneficial for the skin. - 00:22–00:27 The woman comments that she's never asked her concealer to do more than conceal. - 00:27–00:35 The woman blends the concealer into her skin, and then states that it isn't sitting in her lines, implying that she can be seen.

# Ad summary A woman shows her face with and without a foundation product. She shows how it is applied and text on the screen reads, 'skincare disguised as foundation'. # Brand positioning The brand's aim is to occupy the space of merging skincare benefits with the aesthetic results of foundation. The brand aligns with the value of simplicity and multi-tasking beauty routines. The brand pushes against the norm of heavy makeup by offering a product that enhances skin while providing skincare benefits. The brand positioning is both functional, focusing on performance and simplicity, and emotional, by promoting confidence through natural beauty. # Product The featured product is a foundation that is described as 'skincare disguised as foundation'. It is implied to be for everyday use and is applied directly to the face. The product's unique selling point is its dual function, providing the coverage of a foundation while offering skincare benefits. The ad addresses the purchase barrier of traditional foundations that may not be beneficial for the skin, positioning this product as a healthy alternative. # Visual style The ad has a polished, yet natural aesthetic, with bright lighting and a focus on skin texture. The editing is minimal, with static shots that emphasize the application process. The production quality is high-end, lending credibility to the brand and product. The pacing is moderate, allowing viewers to focus on the product and its application. # Hooks Text overlay: 00:00–00:05: skincare disguised as foundation Visual: 00:00–00:01: A woman with blonde hair pulled back, fair skin, and minimal makeup is centered in the frame against a plain white background. She wears a brown top. She holds her hand up, palm up, as a beige-tinted liquid drops from a dropper held above her hand. / 00:01–00:05: Extreme close up of the same woman's face. She closes her eyes and uses her fingers to gently apply the foundation to her forehead and cheeks. Camera is stationary. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Skincare disguised as foundation # Benefits - Foundation # Features - Skincare # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is entirely from the point of view of a customer demonstrating the product. # Storyline - 00:00–00:01 The ad opens with a close-up of a woman's face, lightly made up, as she dispenses a liquid foundation from a dropper onto her hand. - 00:01–00:05 The woman, whose perspective we share, begins to apply the foundation to her face. This conveys the intention to demonstrate the product's ease of application and blendability.

# Ad summary This ad features a woman reviewing ILIA's new Overglaze Hydrating Lip Gloss. She applies the product in two different shades, highlighting its lightweight, hydrating, and long-lasting qualities. She also emphasizes that the lip glosses are clean and vegan. # Brand positioning ILIA is presented as a brand that offers clean, vegan, and long-lasting lip glosses. The brand aims to occupy a space in the consumer's mind as a provider of hydrating and lightweight lip products that are also ethically conscious. The brand aligns with values of clean beauty and long-lasting wear, pushing against the norm of constantly reapplying lip products. The brand positioning is both functional (hydrating, lightweight, long-lasting) and emotional (feeling good about using clean and vegan products). # Product The featured product is ILIA's new Overglaze Hydrating Lip Gloss, a lip product designed to provide hydration and long-lasting wear. It is described as lightweight and non-bleeding, gliding smoothly on the lips. The lip gloss is available in multiple shades, including "Enamel" and "Figure." It is formulated to be clean and vegan, appealing to consumers who prioritize ethical beauty products. The ad emphasizes that the lip gloss feels like wearing nothing at all, providing a nourishing and comfortable experience. The product addresses the purchase barriers of heavy, sticky lip glosses that require constant reapplication. # Visual style The ad has a polished, commercial aesthetic with natural lighting. The editing style consists of quick cuts and static shots. The production quality is high-end, supporting the intended tone of sophistication and quality. The pacing is consistent throughout the ad, with cuts timed to the speaker's lines. # Hooks Spoken: Female 1: I did not think I needed another lip gloss, but these new ILIA lip glosses are so good. Text overlay: This is the new lip product I never knew I needed Visual: 00:00–00:05: A woman with fair skin, dark hair, and a white sweater applies a pink lip gloss to her lips. She is wearing gold rings and earrings. Her hair is clipped back with two black clips. The background is a plain white wall. # Funnel stage Consideration # Pain points The ad implies that many lip glosses are heavy, sticky, and require constant reapplication, which can be frustrating for the user. # Value propositions - Hydrating and lightweight lip gloss that is also clean and vegan - Long-lasting formula means less reapplication # Benefits - Feels like you're not wearing anything on your lips - Nourishing - No need to constantly reapply # Features - Hydrating - Lightweight - Long-lasting - Clean - Vegan # Call to action Go shop before they sell out. # Social proof - "I did not think I needed another lip gloss, but these new ILIA lip glosses are so good." – Female 1 (Creator) - "I'm so obsessed." – Female 1 (Creator) - "I feel like it matches my blush perfectly." – Female 1 (Creator) - "It almost feels like I'm not wearing anything on my lips right now." – Female 1 (Creator) - "Really lightweight, which I love." – Female 1 (Creator) - "I also just love how these lip glosses are clean, vegan..." – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:05 The creator applies a lip gloss to her lips. - 00:05–00:10 The creator holds the lip gloss and states that it is the new Overglaze Hydrating Lip Gloss from ILIA and that she is obsessed with it. - 00:10–00:14 The creator states that the color is gorgeous and matches her blush perfectly, and that the color is called Enamel. - 00:14–00:18 The creator applies the lip gloss to her lips. - 00:18–00:24 The creator states that the lip glosses are hydrating and feel like she is not wearing anything on her lips. - 00:26–00:33 The creator states that the lip glosses are clean, vegan, and long-lasting. - 00:33–00:38 The creator holds three lip glosses and tells the viewer to find their perfect shade on ILIA.com and to shop before they sell out.

# Ad summary A woman tests out the new ILIA Skin Blur Serum Concealer for a full day and shows the wear results. # Brand positioning ILIA aims to occupy the space of clean beauty with an emphasis on skincare. The brand is presented as aligning with a natural, effortless lifestyle, with a focus on simplicity and efficacy. The positioning leans into functionality through its emphasis on skincare benefits, and the brand seemingly pushes against traditional norms by not adhering to overly polished or artificial beauty standards. # Product The ILIA Skin Blur Serum Concealer is presented as a makeup product with skincare benefits, as conveyed by the name, and is meant to be used as a concealer for the under-eye area and face. It has a gel-like consistency and is recommended to be applied with a fluffy brush. The product is said to brighten the face and provide coverage without separating or wearing off throughout the day. # Visual style The ad has a natural aesthetic, with slightly polished but not overly produced feel. It follows a simple structure to mimic the look of UGC content on Reels, with quick cuts. The pacing is moderate and consistent throughout. # Hooks Spoken: Female 1: I'm trying a new concealer today. Text overlay: Let's put this new concealer to the test Visual: 00:00–00:01 A selfie-style close up shot of a woman with light skin and blonde hair, wearing a white t-shirt and a gold necklace with charms. She is indoors in front of a muted green wall, with a blurry headboard visible in the background. She holds a concealer tube in her hand, which has white packaging. Overlay text reads, “Let’s put this new concealer to the test”. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is dark undereye circles and/or uneven skin tone on more mature skin. “I’m gonna do a bit of a wear test just to see how it goes on my more mature skin.” # Value propositions - The ILIA Skin Blur Serum Concealer provides skincare benefits, as conveyed by the name. The woman states that she will be doing a wear test to see how it goes on her more mature skin, implying that it is a solution for aging skin. - It is a gel-like consistency, and she is gonna blend it with this fluffy brush, which is what they recommend, implying that the brand's recommendations can be trusted. - The wear test provides assurance that the concealer is long-lasting and won't separate throughout the day. # Benefits - Brightens the face - Blends beautifully - Doesn't separate # Features - Serum - Concealer # Call to action Find your perfect shade at Space NK & Spacenk.com # Social proof - “I'm gonna blend it with this fluffy brush, which is what they recommend.” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer testing and reviewing the product. # Storyline - 00:00–00:12 A woman prepares to test a new concealer on her mature skin. - 00:12–00:26 She applies the product and blends it in with a fluffy brush, noting that the consistency is gel-like. - 00:26–00:32 She compares the side of her face where the concealer has been applied to the other, noting that it looks brighter. - 00:32–00:37 The creator explains that she will be back later to check in and show how the concealer is holding up. - 00:37–00:50 The creator checks in at the end of the day to show the wear results of the concealer.

# Ad summary A woman demonstrates how to correctly apply Ilia concealer to avoid creasing under the eyes. She recommends using a makeup brush and applying the product to the back of your hand first to work the product into the brush for more natural-looking coverage. # Brand positioning Ilia is presented as a provider of natural-looking makeup, specifically known for its lightweight concealer that provides coverage without creasing. The brand emphasizes a balance between effective coverage and a natural finish, suggesting a focus on makeup that enhances rather than masks the skin. Their products are positioned for consumers who want makeup that is both functional (providing coverage and de-puffing benefits) and natural in appearance. # Product The Ilia concealer is described as a lightweight formula designed to provide coverage without creasing or looking unnatural. Its key feature is its featherweight texture that fuses with the skin, providing a blurred, natural finish. The concealer is self-setting, eliminating the need for additional setting products. The inclusion of caffeine in the formula offers a de-puffing benefit. The ad suggests that the concealer is ideal for those who want a natural look with the right amount of coverage, avoiding the heavy or cakey appearance that can come with traditional concealers. # Visual style The ad has a polished UGC feel, with soft, natural lighting and a focus on clear product demonstration. The editing features quick cuts that highlight key steps. The production quality is high-end, creating a clean, approachable aesthetic. The pacing is moderate, with cuts timed to coincide with voiceover highlights. # Hooks Spoken: Female 1: Stop applying your concealer like this, especially if you find your undereyes crease. Text overlay: Concealer Hack Visual: 00:00–00:02 A woman with long, wavy brown hair, wearing a black top and gold hoop earrings, applies concealer in a thick triangle under her eye using the applicator. The background includes a blurred wall with a mirror and a plant. Text overlay: "Concealer Hack". / 00:02–00:03 Close-up on the woman as she blends the concealer under her eye with a makeup brush. The background remains blurred. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of concealer creasing under the eyes. Excess concealer sits in fine lines creating creasing and a block of brightness which looks unnatural. # Value propositions - Featherweight texture for a blurred natural finish: suggests that it feels light on the skin while providing a smooth, natural look. - Self-setting properties: suggest convenience and time savings, as it eliminates the need for additional products. # Benefits - Blurred natural finish - No need for excess product - Self sets - De-puffing # Features - Featherweight texture - Contains caffeine # Call to action None used. # Social proof - "I find it gives me the perfect amount of coverage while still looking natural." - Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a customer of the brand sharing her own makeup tips. # Storyline - 00:00–00:06 The video begins by showing the common mistake of applying concealer directly under the eyes, warning against this method. - 00:04–00:07 This approach is framed as leading to creasing and an unnatural, overly bright look. - 00:08–00:10 The speaker then introduces the Ilia concealer, showing its packaging and texture. - 00:11–00:15 She then recommends applying the concealer in small dots under the eyes. - 00:15–00:17 The speaker demonstrates using a brush to blend the product, achieving a natural, buildable coverage. - 00:18–00:19 The voiceover highlights the concealer's de-puffing benefits due to caffeine. - 00:20–00:27 She demonstrates how to apply the product to the back of the hand first before blending with the brush, to create a natural look. - 00:28–00:30 The video concludes with the woman advocating for viewers to try the suggested technique when they apply concealer.

# Ad summary An ad for ILIA Super Serum Skin Tint. It presents testimonials from 3 people who praise the product for the way it has changed their skin. The product is presented as a skincare and make-up hybrid that can be used every day. # Brand positioning ILIA is presented as a brand that sells products that improve the skin. The brand is presented as high-end and natural with a focus on skincare and beauty. The brand aligns with the values of self-care and natural beauty, offering products that enhance rather than mask the skin's natural appearance. # Product ILIA Super Serum Skin Tint is a skincare and makeup hybrid product advertised for providing benefits such as hydration and natural coverage. It contains ingredients like niacinamide, squalane, and hyaluronic acid. The serum is presented as an easy, everyday option for anyone looking to improve their skin's appearance and health. # Visual style The ad has a clean, minimalist aesthetic with soft lighting and natural skin tones. The editing style includes quick cuts between shots, maintaining a consistent pace. The production quality is polished, giving a high-end commercial feel. The visuals are simple and focus on the skin. The pace of the ad stays consistent throughout the video. # Hooks Spoken: Female 1: Skin tint has completely changed my skin. Visual: 00:01–00:02: A close-up of a fair-skinned person's face, focusing on the nose, mouth, and eye area. The skin appears to be healthy and well-moisturized. The camera is static and the lighting is soft and natural, emphasizing the skin's texture and tone. # Funnel stage Consideration # Pain points Wanting better skin. # Value propositions - The product contains ingredients that can make your skin the "best skin." - Easy, everyday option for anyone looking to improve their skin's appearance and health. # Benefits - Completely changed my skin - My best skin # Features - Niacinamide - Squalane - Hyaluronic acid # Call to action None used. # Social proof - "Skin tint has completely changed my skin" – Female 1 - "My best skin" – Female 2 # Point of view - Customer 65% – The ad uses testimonials from customers expressing their satisfaction with the product. - Brand 35% – The brand voice is present through the logo and product displays, highlighting the product and its benefits. # Storyline - 00:00–00:01 The ad opens with the brand's logo and two women standing side by side, establishing the brand identity before highlighting specific claims. - 00:01–00:03 A woman shares that the skin tint has completely changed her skin. This is conveyed from a customer perspective and sets the stage for the product's benefits. - 00:03–00:04 The word "still" appears on-screen, emphasizing the continued positive effects and suggesting a lasting transformation. - 00:04–00:05 Another woman shares that it is her best skin. It reinforces the idea of the product's effectiveness. - 00:05–00:06 The bottle of the skin tint is shown, along with the word "Bottled." It highlights the convenient and accessible format of the product, connecting it to the promise of better skin.

# Ad summary The ad is a first impression review of the Ilia Super Serum Concealer by a young female creator. She swatches three different shades on her face and applies one under her eye, praising the blurring and hydrating effects. # Brand positioning ILIA is presented as a brand that offers makeup with skincare benefits. The ad focuses on the blurring and hydrating effects of the product, implying the brand values healthy and natural-looking skin. The brand positions itself as a modern makeup brand that prioritizes skin health with buildable coverage that leaves the user looking awake and feeling awake. The product is marketed as having skin benefits. # Product The Ilia Super Serum Concealer is a self-setting concealer that promises to blur, hydrate, and brighten the skin. It comes with a tear-shaped wand for precise application and is available in multiple shades. The concealer is designed to give a natural, awake look without feeling heavy or cakey. The product claims to blur the skin and leaves the user feeling hydrated and awake. # Visual style The ad has a polished UGC feel, with natural lighting and a clean, minimal aesthetic. The editing style is smooth, with static shots and close-ups to highlight the product and its application. The pacing is consistent, allowing viewers to follow along easily. The visual style supports the intended tone of authenticity and accessibility, aligning with a beauty-focused audience. # Hooks Spoken: 00:00–00:01 Female 1: It's very lovely. Visual: 00:00–00:01 Close-up shot of a light-skinned woman with hazel eyes applying concealer under her eye with a makeup brush. She wears a white tank top and gold jewelry. The background is a blurred white wall. # Funnel stage Consideration # Pain points The ad implicitly addresses the frustration of concealers that look cakey or feel heavy, as the creator specifically mentions that this product doesn't have those issues: “And it doesn't feel overly heavy or cakey.” # Value propositions - Self-setting concealer: Offers convenience and saves time by not requiring additional setting powder. - Tear-shaped wand: Provides precise application. # Benefits - Skin looks blurred - Hydrated skin - Looks more awake - Doesn't feel overly heavy or cakey # Features - Self-setting concealer - Tear-shaped wand # Call to action available at SpaceNK now # Social proof - “I'm very impressed” – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer/creator sharing their first impressions and application of the product. # Storyline - 00:00–00:01 The creator applies concealer under her eyes and states that it is very lovely. - 00:01–00:04 00:01–00:04 The creator introduces the Ilia Super Serum Concealer, noting she has never tried a self-setting concealer and expresses excitement to try it. Her tone is enthusiastic and curious, setting up the product reveal. - 00:04–00:08 00:04–00:08 The creator explains that she just got the concealer yesterday and has three shades. She asks the audience to help her pick the best shade. This engages the viewer and positions the creator as relatable. - 00:08–00:14 00:08–00:14 The creator swatches three different shades (11W Georgette, 9W Ramie, and 10N Mesh) on her cheek, introducing each shade name. This informs the viewer of the color options and provides a visual comparison. - 00:15–00:18 00:15–00:18 She announces that she is going to use 9W Ramie. because she wants a slightly brighter under eye. This justifies her choice and shows a specific use case. - 00:18–00:25 00:18–00:25 The creator applies a few dots of concealer under her eye and mentions she loves the tear-shaped wand because it is nice and precise, then blends it out. This highlights the application process and a key feature. - 00:26–00:33 00:26–00:33 The creator shares her immediate thoughts: the skin looks blurred, hydrated, and more awake, and it doesn’t feel heavy or cakey. This emphasizes the positive effects and comfortable feel of the concealer. - 00:33–00:34 00:33–00:34 The creator states, “I’m very impressed” and mentions that it is available at SpaceNK now. This serves as a call to action and validates the product.

# Ad summary This ad is a quick tutorial featuring a woman demonstrating her simple 3-step makeup routine using Ilia products. She applies Skin Blur serum, concealer, and mascara, emphasizing the routine's ease and the natural look it provides. # Brand positioning Ilia is presented as a brand focused on creating simple and effective makeup solutions for the modern, busy individual. The brand promotes a natural, minimalist approach to beauty, allowing the user's natural features, like freckles, to remain visible while enhancing overall appearance. Ilia is positioned as a go-to for those who value simplicity and efficiency in their beauty routine, offering products that seamlessly blend and provide a fresh, effortless look. The brand aligns with the values of a low-maintenance lifestyle, making it appealing to individuals who want to look polished without spending excessive time or effort on makeup. Their branding appears to push back against heavy makeup trends, favoring a more natural look. # Product The ad highlights three Ilia products designed for a quick and easy makeup routine. First, the Ilia Skin Blur serum is used as a base to prep the skin. Then, Ilia's self-setting concealer is applied under the eyes and on the face to cover imperfections while still allowing freckles to show through. The woman in the ad mentions that it blends well and is hard to find a concealer that allows freckles to show. Finally, Ilia's mascara is applied to the upper lashes to complete the look. The routine focuses on enhancing natural beauty with minimal effort. # Visual style The ad has a casual, UGC aesthetic with a selfie-style, handheld camera. The lighting appears natural, emphasizing the everyday feel. Editing consists of simple cuts between product demonstration and direct address. The production quality gives the impression of a real-time tutorial, intended to feel relatable. Pacing is moderate, with consistent cuts that synchronize with her speech. # Hooks Spoken: Female 1: I am going to show you my three essentials for my makeup routine. Text overlay: The easiest 3-step routine ever / ft: self setting concealer Visual: 00:00–00:04: Close-up selfie-style shot of a woman with light skin, freckles, and auburn curly hair wearing a white tank top. She is centered in the frame against a neutral light-colored wall. She speaks directly to the camera with a friendly expression. Text overlay on the upper portion of the screen: 'The easiest 3-step routine ever ft: self setting concealer'. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of needing a quick and simple makeup routine for busy individuals, as stated by the presenter, “On a busy day, being a mom, model, I wanna rely on simple steps.” # Value propositions - Simple 3-step routine is suitable for busy individuals - Blendable concealer that doesn't cover freckles # Benefits - Simple steps - Easy to blend # Features - Self-setting concealer - 3-step routine - Skin Blur serum # Call to action Find your perfect shade at SpaceNK & spacenk.com # Point of view - Customer 100% – The entire video is presented from the perspective of a woman demonstrating her makeup routine, making it a personal, relatable demo. # Storyline - 00:00–00:04 The video begins with the presenter introducing her 3-step makeup routine, emphasizing its simplicity. - 00:04–00:07 She starts by showcasing Ilia's Skin Blur serum, setting the stage for a natural, skin-focused approach. - 00:07–00:18 The presenter dabs Ilia's self-setting concealer under her eyes, on her face, and around her nose, while mentioning her busy lifestyle as a mom and model, implying the need for a quick and simple routine. - 00:18–00:26 She then uses a makeup brush to blend the concealer, highlighting its blendability and natural coverage. - 00:26–00:31 She applies peach blush by tapping the color onto her cheeks. - 00:31–00:39 The presenter then introduces Ilia mascara and applies it to her upper lashes, opting for a natural lash look. - 00:39–00:44 The video concludes with a recommendation to find the perfect shade at SpaceNK, showcasing the final natural makeup look and emphasizing that no more touching up is needed.

# Ad summary A creator demonstrates a quick 5-minute makeup routine using only two Ilia products: the brand's new concealer and a lip crayon. She highlights the hydrating and non-comedogenic features of the concealer while showing how seamlessly it blends for all-day wear. The creator applies the concealer with a brush to her undereyes and face. She applies the lip crayon to her lips and blends with her finger. The ad concludes with a call to action to find the perfect shade at ILIABeauty.com and in stores at Sephora. # Brand positioning Ilia is presented as a brand focused on clean beauty with a minimalist approach, emphasizing simplicity and ease of use. The brand aligns with a natural, effortless lifestyle, focusing on products that enhance natural beauty rather than masking it. The products are positioned as high-quality and skin-friendly, as shown by the focus on features like being hydrating and non-comedogenic. Ilia aims to occupy a space in the consumer's mind as a go-to brand for quick, effective, and healthy beauty solutions, appealing to those who value simplicity and skin health. # Product The ad features Ilia's new concealer and a lip crayon. The concealer is described as hydrating and non-comedogenic, highlighting its benefits for skin health and comfortable wear. It's used to cover under-eye circles and blemishes, and is shown to blend seamlessly into the skin. The lip crayon is used to add a touch of color to the lips, blended in with a finger for a natural look. The focus on the concealer's blendability and all-day wear suggests that it is worth trying or buying. These products are for individuals looking for a minimal makeup routine using simple steps and natural beauty. # Visual style The ad has a bright and natural aesthetic, with the creator standing in natural sunlight. The production quality is high, featuring a polished commercial look. Editing is minimal with static shots and smooth transitions. The pacing is consistent and relaxed. # Hooks Spoken: 00:00–00:02 Ilia's new concealer. I'm gonna start with the undereyes. Text overlay: 00:00–00:42 My 5 minute makeup with only 2 products Visual: 00:00–00:02 Close-up of a woman with fair skin, dark hair pulled back, and wearing a striped blue button-down shirt, standing in front of a plain white wall illuminated by natural sunlight. She looks directly at the camera, holding an Ilia concealer in her left hand and the concealer applicator in her right. She dots the concealer under her eye. # Funnel stage Consideration # Pain points The ad addresses the pain point of finding makeup that not only covers imperfections but also benefits skin health. The ad claims that many concealers can clog pores (comedogenic) or cause dryness, leading to breakouts or an unnatural, cakey appearance. # Value propositions - 5 minute makeup with only 2 products - The concealer is hydrating - The concealer is non-comedogenic # Benefits - Wears so beautifully throughout the day - Doesn't make you cakey # Features - Hydrating - Non-comedogenic # Call to action Find your perfect shade at ILIABeauty.com and in stores at Sephora # Social proof - "What I love about this concealer is that it's hydrating" – Female 1 (Creator) - "I've been wearing this concealer the last couple of days and it wears so beautifully throughout the day, and it also doesn't make you cakey." – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented from the perspective of a real user, showing a makeup routine and offering product feedback in a casual, testimonial format. # Storyline - 00:00–00:04 00:00–00:04 The creator begins by applying Ilia's new concealer under her eyes using the applicator. - 00:04–00:06 00:04–00:06 She then uses a makeup brush to blend the concealer. - 00:09–00:12 00:09–00:12 She states what she loves about this concealer is that it's hydrating. - 00:12–00:17 00:12–00:17 She continues to blend and mentions it is non-comedogenic. - 00:17–00:20 00:17–00:20 She then dabs the concealer on a blemish on her face. - 00:20–00:26 00:20–00:26 She blends the concealer on her face with the brush and states how seamlessly it blends. - 00:27–00:34 00:27–00:34 The creator states that she's been wearing this concealer for a couple of days and it wears so beautifully throughout the day and it doesn't make her look cakey. - 00:35–00:39 00:35–00:39 She holds up the lip crayon and applies it to her lips. - 00:40–00:41 00:40–00:41 The creator blends the lip crayon with her finger. - 00:42–00:45 00:42–00:45 She poses with the finished look.

# Ad summary A woman reviews two shades of Ilia's hydrating lip glosses. # Brand positioning Ilia is presented as a beauty brand that offers hydrating lip glosses. The brand aims to occupy a space in the consumer's mind as a provider of lip products that are not sticky and provide a plump look. The brand aligns with a lifestyle that values hydrated lips and a natural, rosy, or pale pink lip color. The brand pushes against the norm of sticky lip glosses, focusing on a non-sticky, hydrating formula. The brand positioning is both functional (hydrating, non-sticky) and emotional (provides a plump look). # Product The product being advertised is Ilia's Overglaze Hydrating Lip Gloss. It is a lip gloss designed to provide hydration and a non-sticky feel. The product is for anyone who wants hydrated lips with a plump look. The lip gloss comes in two shades: "slip," which is described as a rosy pink color, and "enamel," which is described as a pale pink color. The USPs are its hydrating properties and non-sticky formula. The use occasion is for everyday wear to give lips a plump look. A purchase barrier addressed is the common dislike of sticky lip glosses. # Visual style The ad has a natural, UGC feel with simple editing. The production quality is clean but not overly polished, suggesting a casual, relatable tone. The editing style consists of static shots with smooth transitions. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The audio and visual elements are synced, with product actions timed to the voiceover. # Hooks Spoken: 00:00–00:02: Adding yet another lip gloss to the collection. Text overlay: 00:00–00:05: hands down my new favorite lip product Visual: 00:00–00:02: A woman with long blonde hair, wearing a black top and a silver necklace, is centered in the frame. She is indoors, with a white wall behind her. She holds up a pink lip gloss tube with a white cap, showing it to the camera. # Funnel stage Consideration # Pain points The ad addresses the pain point of sticky lip glosses, which many people dislike. # Value propositions - Hydrating lip gloss that is not sticky - Lip gloss that gives your lips a plump look # Benefits - Not sticky - Super hydrating - Gives your lips a really nice plump look # Features - Overglaze Hydrating Lip Gloss # Call to action You can find your perfect shade at Iliabeauty.com. # Social proof - “I hate nothing more than sticky lip gloss. This is actually going on really nicely. I can feel that it's super hydrating.” – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:05 The video begins with a woman showing the camera two Ilia lip glosses. - 00:03–00:05 She states that they are Ilia's brand new Overglaze Hydrating Lip Glosses. This is from the perspective of a customer who is excited to try a new product. The tone is enthusiastic and casual. - 00:05–00:10 She shows the shade "slip" and applies it to her lips. - 00:06–00:14 She describes it as a rosy pink color. She states that she hates nothing more than sticky lip gloss, but this one is going on really nicely and feels super hydrating. This is from the perspective of a customer who is sharing her experience with the product. The tone is honest and relatable. - 00:14–00:19 She shows the shade "enamel" and applies it to her lips. - 00:16–00:21 She describes it as a pale pink color and says it gives your lips a really nice plump look. This is from the perspective of a customer who is sharing her experience with the product. The tone is positive and informative. - 00:21–00:23 She holds up both lip glosses again and says that we can always use another lip gloss. - 00:22–00:25 She directs viewers to Ilia Beauty dot com to find their perfect shade. This is from the perspective of a customer who is recommending the product. The tone is friendly and encouraging.

# Ad summary A beauty creator highlights the benefits of the ILIA Skin Blur Serum Concealer. She highlights its blurring effect, how it brightens the skin, and how it can be used as a spot treatment for blemishes. # Brand positioning ILIA is presented as a solution for minimalists who want to streamline their beauty routines with multifunctional products that are easy to use and deliver natural-looking results. The brand emphasizes efficiency and versatility by showing how one product can address multiple skin concerns and eliminate the need for additional makeup. The brand promotes a 'less is more' approach, allowing users to enhance their natural beauty without heavy coverage. # Product The ILIA Skin Blur Serum Concealer is a lightweight concealer designed to blur imperfections and brighten the skin. It is presented as a multi-use product that can be applied under the eyes, on the face, and as a spot treatment for blemishes and acne scars. The product features a blurring effect and a lightweight formula that can eliminate the need for foundation. The ad suggests the concealer is suitable for everyday use to spot treat zits and acne scars. By demonstrating the immediate blurring effect, the ad aims to show the viewer how this concealer can seamlessly fit into their routine. # Visual style The ad has a natural, UGC aesthetic, with bright lighting and minimal editing. The creator stands in front of a plain background, which draws focus to her and the products she's using. The editing style features quick cuts that highlight the product application and results, creating a sense of real-time transformation. The ad maintains a consistent, medium pace with cuts timed to key product actions. # Hooks Spoken: 00:00–00:05 I never ever use concealer under my eyes, but today we are changing that. Text overlay: 00:00–00:05 This new product has changed my mind about concealers Visual: 00:00–00:04 A fair-skinned woman with medium-length brunette hair and natural makeup stands in front of a white wall in an indoor setting. She is wearing a white shirt. She applies dots of concealer under her eyes using the applicator wand. In her other hand she holds the product, as well as a makeup brush. # Funnel stage Consideration # Pain points The ad addresses the pain point of needing multiple products to achieve a flawless look. By highlighting the blurring and brightening effects of the ILIA concealer, the ad suggests that this product can replace foundation and provide a natural-looking finish with minimal effort. # Value propositions - The lightweight formula blurs skin instantly, brightening skin, and potentially replacing other steps of your makeup routine. # Benefits - Blurs skin - Brightens skin - No foundation is needed # Features - Skin Blur Serum Concealer - Lightweight formula # Call to action Find your perfect shade at ILIABeauty.com and in stores at Sephora # Social proof - “This new product has changed my mind about concealers” – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented entirely from the POV of a customer using the product and speaking directly to the camera. # Storyline - 00:00–00:05 The creator introduces the product she is about to use. - 00:05–00:12 The creator applies dots of the concealer to her undereye area before blending it out with a brush to show the instant blurring effect of the formula, emphasizing that this concealer has changed her mind about concealers. - 00:12–00:17 The creator continues blending the concealer into her skin, noting the formula is lightweight and brightens the skin. - 00:17–00:23 The creator tells viewers how she loves how bright the concealer looks, and that no foundation is needed. She says she will use the concealer to spot treat. - 00:23–00:29 The creator applies the concealer to a few blemishes and acne scars on her cheek, and then blends it out with a brush. - 00:29–00:33 The creator asks the viewers how bright her face looks, before stating that she will finish the look with an ILIA lip gloss. - 00:33–00:37 The creator, now wearing lip gloss, states she is officially a concealer girl now.

# Ad summary This ad promotes Ilia's Skin Blur Serum Concealer, featuring a creator demonstrating a 3-step makeup routine. The routine begins with Super Serum Skin Tint, followed by the Skin Blur Serum Concealer and Multi-Stick in shade At Last. The ad emphasizes the concealer's ability to prevent creasing, provide coverage, and blend easily for a lightweight feel. # Brand positioning Ilia is presented as a brand offering products for a simple, three-step makeup routine. The brand is positioned around achieving a natural yet polished look that is lightweight, easy to blend, and effective for addressing common skin concerns such as redness and dark circles. The brand aligns with a minimalist approach to beauty, promoting ease of use and a natural finish. # Product The featured product is the Ilia Skin Blur Serum Concealer, designed to prevent creasing under the eyes while covering dark circles and redness. The concealer is lightweight and easy to blend, making it suitable for layering without appearing crusty. It is shown as part of a three-step routine, paired with the Ilia Super Serum Skin Tint for overall skin tinting and the Ilia Multi-Stick in the shade At Last for a touch of color on the cheeks and lips. The products are portrayed as a combination for achieving a natural, fresh look. # Visual style The ad has a natural and casual aesthetic, resembling user-generated content. It features bright, soft lighting and a static camera. The editing consists of simple, direct cuts that keep the focus on the presenter and the products. The production quality is simple and clean, without any elaborate effects or transitions, giving it an authentic, relatable feel. # Hooks Spoken: 00:00–00:03 If your concealer creases under your eyes all the time, it's so frustrating, I know. Text overlay: 00:00–00:22 This concealer was made for on-the-go glam Visual: 00:00–00:06 A woman with shoulder-length blonde hair and light skin, wearing a gray sweatshirt, sits facing the camera in front of a bed with striped bedding. She smiles and speaks directly to the camera, then holds up a tube of Ilia concealer. # Funnel stage Consideration # Pain points The most central pain point is the frustration of concealer creasing under the eyes, which is explicitly stated by the creator: "If your concealer creases under your eyes all the time, it's so frustrating, I know." # Value propositions - This concealer was made for on-the-go glam - Three simple steps to get ready # Benefits - Gives no creasing under the eyes - Easy to blend - Lightweight # Features - Skin Blur Serum Concealer - Part of a three-step makeup routine - Super Serum Skin Tint - Multi-Stick # Call to action Give it a go. # Social proof - "If your concealer creases under your eyes all the time, it's so frustrating, I know... But I have found a solution" – Female 1 (Creator) - "I love just applying with my fingers because it gives such a nice finish." – Female 1 (Creator) - "I love how you can kind of layer it and it doesn't go crusty at all." – Female 1 (Creator) - "I just love the combination" – Female 1 (Creator) - "It's going to be one of those products that I cannot live without." – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer sharing their experience using the product. # Storyline - 00:00–00:06 00:00–00:06 A woman addresses the camera, acknowledging the frustration of concealer creasing under the eyes. She introduces Ilia's Skin Blur Serum Concealer as a solution. - 00:06–00:15 00:06–00:15 The woman mentions using the concealer as part of a three-step Ilia makeup look, starting with the Super Serum Skin Tint. - 00:15–00:26 00:15–00:26 She opens the Super Serum Skin Tint, applies it to her face, and blends it with her fingers, noting the nice finish it provides. She then transitions to the Skin Blur Serum Concealer. - 00:26–00:36 00:26–00:36 The woman applies the Skin Blur Serum Concealer to the back of her hand and then uses a brush to apply it under her eye, highlighting how it can be layered without becoming crusty and demonstrating the difference between the concealed and unconcealed eye. - 00:36–00:46 00:36–00:46 She continues to apply the concealer to cover dark circles and redness, emphasizing its ability to prevent creasing. - 00:46–00:56 00:46–00:56 The woman applies the concealer to her chin to address redness, praising its lightweight texture and blendability and the brush's effectiveness. - 00:56–01:00 00:56–01:00 She introduces the Ilia Multi-Stick, expressing her love for it as the final step. - 01:00–01:12 01:00–01:12 The woman applies the Multi-Stick in the shade At Last to her cheeks and blends it in, describing it as a dusty rose color and applying a bit to her lips. - 01:12–01:25 01:12–01:25 The woman summarizes the three simple steps for a crease-free concealer result, expressing her love for the products and stating she cannot live without them. She encourages viewers to try it and mentions it is available for purchase from Space NK.

# Ad summary A woman in a white robe applies Ilia Skin Blur Serum Concealer to her face. She highlights the lightweight feel and before and after results, then encourages viewers to find their perfect shade at Space NK. # Brand positioning Ilia is presented as a brand focused on skincare-infused makeup that enhances natural beauty. It appeals to those seeking effective yet lightweight coverage with added skin benefits. The brand differentiates itself by offering clinically proven results, catering to sensitive skin, and promoting a feel-good experience of barely-there makeup. The focus on smoothing fine lines and providing a comfortable wear experience positions Ilia as a brand that cares about both the cosmetic and skincare aspects of their products. # Product The Ilia Skin Blur Serum Concealer is a smoothing, brightening, and blurring concealer with buildable medium coverage. It comes in 34 shades, with the ad using shade 6N. The product is clinically proven to firm and smooth fine lines over time. It is lightweight, making it feel like nothing on the skin, and is suitable for sensitive skin. The concealer is available at Space NK. # Visual style The ad has a polished, natural aesthetic, with natural lighting and soft focus. The editing style is smooth with minimal cuts, creating a seamless flow. The production quality is high-end, giving a professional feel. The pacing is consistent, creating a calm and informative tone. # Hooks Spoken: 00:00–00:03 Female 1: Guys, the search for the perfect concealer is finally over. Text overlay: 00:00–00:03 This before & after is everything I want in a concealer! Visual: 00:00–00:03 Medium close-up shot of a woman applying concealer under her eye and blending with a brush. She has fair skin, brown hair, and green eyes. She is wearing a white robe. The background is a plain white wall. # Funnel stage Middle of funnel (Consideration): The ad educates viewers about the product's features, benefits, and clinical results. # Pain points The ad addresses the frustration of searching for the perfect concealer that provides adequate coverage without feeling heavy or irritating sensitive skin. The opening line, “Guys, the search for the perfect concealer is finally over,” explicitly acknowledges this common struggle. # Value propositions - The product offers skincare benefits like firming and smoothing fine lines, making it a valuable addition to a makeup routine. - The lightweight feel ensures comfort throughout the day. # Benefits - Firms skin - Smooths fine lines over time - Feels like wearing nothing on the skin - Great for sensitive skin # Features - Smoothing - Brightening - Blurring - Buildable medium coverage - 34 shades - Shade 6N - Lightweight # Call to action Get yourself down to Space NK and find your perfect shade. # Social proof - One thing I really loved about this is how lightweight this concealer is. It literally feels like I'm wearing nothing on the skin – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the point of view of a user applying and reviewing the concealer. # Storyline - 00:00–00:03 00:00–00:03 The woman applies concealer under her eye and blends with a brush. - 00:03–00:04 00:03–00:04 She shows the applicator. - 00:04–00:11 00:04–00:11 She dabs concealer on her under eye and blends with a brush. - 00:11–00:22 00:11–00:22 She blends concealer on her under eye and cheek. - 00:23–00:27 00:23–00:27 She applies concealer to her forehead and blends with a brush. - 00:27–00:29 00:27–00:29 The screen splits to show before and after results. - 00:29–00:33 00:29–00:33 She holds up the product and the packaging.

# Ad summary A beauty influencer demonstrates how to apply the ILIA Skin Blur Serum Concealer. She applies the concealer and then blends it out with a brush, demonstrating the brightening effect of the concealer. # Brand positioning ILIA is presented as a brand that specializes in blurring, brightening, and hydrating concealers, suggesting the brand aims to occupy the space of providing skincare-infused makeup. The brand appears to focus on delivering functional performance and hydration through their products, aligning with a lifestyle that values a natural, effortless beauty routine. With a focus on serum-based products, ILIA seemingly pushes against the norm of heavy, matte concealers. # Product The featured product is the ILIA Skin Blur Serum Concealer. It is a blurring, brightening, and hydrating concealer. The product is designed to brighten the face, blend seamlessly, and feel super light on the skin. This is due to a new launch from ILIA in shade 3W, and is applied using the ILIA blending brush. The concealer is for anyone who wants a blurring, brightening, and hydrating effect from a concealer. The concealer addresses the problem of concealers feeling heavy on the skin or not blending well. # Visual style The ad's overall aesthetic is casual and authentic, resembling a UGC-style video. The lighting is natural, giving the video a realistic feel. The editing style involves quick cuts to maintain a fast pace and show the product in action. The production quality aligns with a polished commercial, adding to the creator's credibility. There are around 13 cuts per minute. Product actions and demonstrations are timed to the beat of the music to enhance engagement. # Hooks Spoken: 00:00–00:02 [lightly] Just from that simple tap, I can already see the brightness in my face. Text overlay: 00:00–00:08 My search for the perfect concealer is finally over Visual: 00:00–00:02 Close up shot of a fair-skinned person with long brown hair wearing a white shirt, applying concealer to her face with a brush. The background is a plain, light-colored wall. # Funnel stage Consideration # Pain points The frustration being addressed is the search for a concealer that effectively blurs imperfections, brightens the skin, and provides hydration, as stated in the ad: "My search for the perfect blurring, brightening and hydrating concealer is finally over." # Value propositions - Blurring, brightening and hydrating concealer suggests that this product may be more than just your average concealer and that it has skin-care benefits, as well. - Feels super, super light meaning that you can achieve the coverage you want without the feeling of heavy makeup. # Benefits - Brightness in my face - Blends seamlessly - Feels super, super light # Features - Blurring - Brightening - Hydrating # Call to action Find your perfect shade in stores at Space NK & SpaceNK.com # Social proof - "Just from that simple tap, I can already see the brightness in my face" - Female 1 (Creator) - "One of my favorite things about this concealer is how hydrating it feels" - Female 1 (Creator) # Point of view - Customer 100% – Communicated through a real user demonstrating a beauty product in a casual setting. # Storyline - 00:00–00:02 00:00–00:02 The creator is applying concealer to her face. - 00:02–00:07 00:02–00:07 The creator says that her search for the perfect blurring, brightening and hydrating concealer is over. The creator is speaking directly to the camera while holding the product. - 00:08–00:11 00:08–00:11 The creator identifies that the product that she is using is the new ILIA Skin Blur Serum Concealer in shade 3W. - 00:11–00:24 00:11–00:24 The creator then uses the product to blend the product using the ILIA blending brush. - 00:24–00:28 00:24–00:28 The creator tells the audience that the brightening effect of the product is very obvious. - 00:28–00:31 00:28–00:31 The creator explains that one of her favorite things about the product is how hydrating it feels. - 00:31–00:36 00:31–00:36 The creator wraps up by saying that the product is a fabulous new launch from ILIA and that she can't wait for the product to be a part of her makeup bag.