How IPSY Advertises on Meta

# Ad summary This ad promotes a variety of beauty products, highlighting a free gift offer to encourage customers to return. # Brand positioning The brand presented in the ad appears to be a beauty retailer that offers a variety of products from different brands. The ad focuses on the idea of 'glowing again,' suggesting a focus on revitalizing or enhancing one's appearance. The brand seems to position itself as a provider of curated beauty products, offering customers a chance to discover new items and brands. The offer of a free gift implies a customer-centric approach, aiming to incentivize repeat business and build customer loyalty. The brand's positioning is both functional, providing access to various beauty products, and emotional, tapping into the desire for self-enhancement and a positive self-image. # Product The ad features a collection of beauty products from various brands. These include: a Juliette Has a Gun perfume sample, a Benefit Hoola bronzer, a lip gloss, a setting spray from 5 Beauty, and an Avatara Juicy Water Mellow lip jelly. The products are arranged together, suggesting they can be used in combination for a complete beauty routine. The setting spray is designed to set makeup for a long-lasting finish. The lip jelly is designed to hydrate and add a subtle tint to the lips. The bronzer is designed to add warmth and definition to the face. The perfume is designed to provide a unique and long-lasting scent. The ad emphasizes the variety and potential synergy of these products, encouraging customers to explore and experiment with different beauty items. # Visual style The ad has a clean and bright visual style, with a focus on showcasing the products in an appealing manner. The gradient background and soft lighting create a cheerful and inviting atmosphere. The composition is well-balanced, with the products arranged neatly in front of the makeup bag. The overall aesthetic is modern and feminine, likely targeting a younger demographic. # Hooks Headline: LET'S GLOW AGAIN # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - COME BACK FOR A FREE GIFT # Benefits - COME BACK FOR A FREE GIFT # Features - SETTING SPRAY - CLEAR LIP JELLY - LÈVRES TRANSPARENTS # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is speaking directly to the viewer, inviting them to 'glow again' and offering a free gift to incentivize a return visit. # Storyline - The ad opens with a headline that says, "LET'S GLOW AGAIN," which is intended to grab the viewer's attention and set a positive, uplifting tone. The brand is speaking directly to the viewer, inviting them to rediscover their radiance. - The ad then highlights the offer of a "FREE GIFT" to incentivize customers to return. The brand is speaking directly to the viewer, providing a clear reason to engage with the ad. - The ad showcases a variety of beauty products from different brands, arranged in an appealing manner. The brand is presenting the products as a curated collection, emphasizing the variety and potential synergy of the items.

# Ad summary This image ad for Ipsy features a variety of beauty products and promotes rejoining Ipsy to receive a free gift. The ad uses a visually appealing arrangement of products against a sparkly blue background to create a festive and enticing offer. # Brand positioning Ipsy is presented as a brand that offers a wide range of beauty and skincare products from various brands. The ad emphasizes the excitement and value of rejoining Ipsy, suggesting that it is a way to discover new products and receive a free gift. The brand aims to occupy a space in the consumer's mind as a go-to subscription service for beauty enthusiasts who enjoy trying different products. The brand aligns with a lifestyle of beauty exploration and self-care, promoting the idea of treating oneself to new and exciting beauty items. Ipsy pushes against the norm of committing to single, full-sized products by offering a curated selection of various brands and product types. The brand positioning is both functional, providing access to a variety of beauty products, and emotional, creating a sense of excitement and anticipation. # Product The ad features a variety of beauty and skincare products from different brands. These include: a NARS eyeliner pencil, a Prados lip product, Dew Gods Glowasis vitamin blend serum, GrandeDrama mascara, a nine-color eyeshadow palette from Unknown brand, a Rare Beauty lip product, an e.l.f. Power Grip setting spray, a Rare Beauty lipstick, a Rare Beauty lip gloss, a Purito Pumpkin Chia Latte cleansing balm, a Milk Makeup lip product, and a set of makeup brushes. Each product is designed for different aspects of a beauty routine, from eye makeup to skincare and lip color. The ad highlights the variety and range of products available through Ipsy, suggesting that rejoining will provide access to a diverse selection of beauty items. The ad addresses the purchase barrier of committing to full-sized products by showcasing a range of sample and full-sized items, allowing customers to try different products without a large investment. The ad tells the viewer that these products are worth trying because they offer a comprehensive beauty experience and the opportunity to discover new favorites. # Visual style The ad features a highly polished, studio-shot aesthetic with a clean and bright presentation. The visual motif includes a flatlay arrangement of various beauty products against a sparkly blue background, creating a festive and appealing display. The image treatment involves background removal and color grading to enhance the vibrancy of the products and the overall visual appeal. The typography is large and bold, making the headline and call to action easily scannable. The visual style is designed to be eye-catching and enticing, aiming to capture attention and encourage viewers to rejoin Ipsy. # Hooks Headline: BIG GIFT ENERGY # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of committing to full-sized beauty products without knowing if they will be a good fit. The variety of products shown suggests that rejoining Ipsy allows customers to try different items without a large investment. # Value propositions - Rejoining Ipsy provides access to a diverse selection of beauty products and the excitement of receiving a free gift, making it a valuable opportunity for beauty enthusiasts. # Benefits - Access to a wide range of beauty items - Opportunity to discover new beauty favorites - Excitement of receiving a free gift # Features - Variety of beauty and skincare products - Free gift upon rejoining # Call to action REJOIN IPSY # Social proof - None used. # Point of view - Brand: The brand is presenting its offer and showcasing the variety of products available through Ipsy, aiming to attract viewers to rejoin the subscription service. - Customer: The customer is being shown the potential benefits and excitement of rejoining Ipsy, with the promise of a free gift and access to a wide range of beauty products. # Storyline - The ad opens with a headline that sets the tone for a generous and exciting offer, conveying the message that rejoining Ipsy is associated with receiving a substantial gift. The brand is telling the audience that they will experience a sense of abundance and excitement upon rejoining. - The central visual showcases a variety of beauty products, emphasizing the range and quality of items available through Ipsy. The brand is visually demonstrating the value and diversity of their offerings, enticing viewers with the prospect of discovering new beauty favorites. - The ad concludes with a clear call to action, prompting viewers to rejoin Ipsy and take advantage of the free gift offer. The brand is directly encouraging viewers to take the next step and re-engage with the subscription service.

# Ad summary This ad is for Ipsy, a beauty subscription service. The ad features a collection of beauty products and a makeup bag, along with the headline "WE WANT YOU BACK" and the offer of a free gift for rejoining Ipsy today. # Brand positioning Ipsy is presented as a brand that values its customers and seeks to re-engage them with an enticing offer. The brand aims to occupy a space in the consumer's mind as a provider of curated beauty products and personalized experiences. By offering a free gift for rejoining, Ipsy emphasizes customer appreciation and the value of its subscription service. The brand's tone is welcoming and encouraging, suggesting a desire to reconnect with former subscribers and provide them with renewed beauty experiences. Ipsy follows category norms by offering a subscription service for beauty products, but it pushes against the norm by specifically targeting former subscribers with a special offer, indicating a focus on customer retention and personalized outreach. # Product The ad features a collection of beauty products and a makeup bag. The products include a bottle of e.l.f. Power Grip Dewy Setting Spray, a tube of About-face Shadow Fix Eye Primer, a bottle of Briogeo Farewell Frizz Rosarco Milk Leave-In Conditioning Spray, a makeup brush with an orange brush head and green handle, and a BH Cosmetics eyeshadow palette. The makeup bag is a zippered pouch with a magenta background and a pattern of white snakes and yellow stars. The ad is targeted towards former Ipsy subscribers, encouraging them to rejoin the service. The USP is the offer of a free gift for rejoining Ipsy today, addressing the purchase barrier of potential reluctance to resubscribe by providing an added incentive. # Visual style The ad has a bright and colorful visual style with a gradient background and a flatlay arrangement of beauty products. The production quality is highly polished, suggesting a professional studio shoot. The visual motifs include a flatlay layout and a gradient background. The image treatment includes background removal and color grading to enhance the vibrancy of the products. The typography is large and bold, making it easily scannable. The style is platform-native, resembling content commonly found on Instagram and other social media platforms. # Hooks Headline: WE WANT YOU BACK # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of former subscribers who may have discontinued their Ipsy subscription, implying a desire to win them back by offering an incentive to rejoin. # Value propositions - Rejoining Ipsy provides access to a curated collection of beauty products, including setting spray, eye primer, and leave-in conditioning spray, along with a free gift. # Benefits - Free gift for rejoining Ipsy # Features - e.l.f. POWER GRIP DEWY SETTING SPRAY - about-face SHADOW FIX EYE PRIMER - Briogeo Farewell Frizz Rosarco Milk Leave-In Conditioning Spray # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, as it seeks to re-engage former subscribers with a welcoming message and a special offer. # Storyline - The ad opens with a collection of beauty products and a makeup bag, immediately showcasing the types of items offered through Ipsy. This is from the brand's perspective, and it is intended to remind former subscribers of the value and variety of the products they could receive. - The headline "WE WANT YOU BACK" is displayed prominently, conveying a message of welcome and appreciation from Ipsy to its former subscribers. This is from the brand's perspective, and it aims to make the viewer feel valued and missed. - The ad concludes with the offer to "REJOIN IPSY TODAY FOR YOUR FREE GIFT!", providing a clear incentive for former subscribers to resubscribe. This is from the brand's perspective, and it is intended to drive immediate action by highlighting the added value of a free gift.

# Ad summary This ad promotes a beauty subscription box, highlighting a special offer for returning customers. The ad features a pink aesthetic with a focus on the products included in the box, such as a makeup bag and eyeshadow palette. It emphasizes the value and savings of the offer, encouraging viewers to take advantage of the limited-time deal. # Brand positioning The brand is presented as a provider of curated beauty subscription boxes, offering a personalized and exciting way to discover new makeup and skincare products. The brand aims to occupy a space in the consumer's mind as a fun and affordable way to explore beauty products. The brand aligns with values of self-care, discovery, and accessibility. The brand positioning is both functional (providing a variety of products) and emotional (creating excitement and anticipation). # Product The featured product is a beauty subscription box containing 5-6 products, including a free eyeshadow palette and a makeup bag. The box is designed for beauty enthusiasts who enjoy discovering new products and brands. The ad highlights the value of the box, stating it has up to an $85 value for only $14 plus shipping. The makeup bag is described as furry. The ad addresses the purchase barrier of cost by emphasizing the significant discount and free gift. # Visual style The ad has a polished, commercial aesthetic with a bright, clean look. The editing style is static, with no cuts or transitions. The production quality is high-end, supporting the intended tone of a promotional offer. The pacing is slow and consistent. The text and product actions are not timed to music beats. # Hooks Text overlay: 00:00–00:11 WE MISS YOU / 00:02–00:11 COME BACK FOR A FREE GIFT / 00:02–00:11 ONLY $14 / 00:02–00:11 + SHIPPING Visual: 00:00–00:02: The shot features a pink background with the text "WE MISS YOU" repeated across the top in black font. The lighting is bright and even. / 00:02–00:11: The shot changes to a pink background with a light pink gift box tied with a bright pink ribbon in the lower right corner. A furry, tan makeup bag sits in an open light pink box with pink tissue paper. Text overlays highlight the offer and product details. The lighting remains bright and even. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that the customer may have stopped using the subscription service, and it aims to entice them back with a special offer. # Value propositions - High value at a low cost - Free gift with purchase # Benefits - Up to $85 value for only $14 + shipping - Free gift # Features - 5-6 products - Free eyeshadow palette - Furry makeup bag # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and offer. # Storyline - 00:00–00:02 The ad opens with a pink background and text overlay stating "WE MISS YOU" repeatedly across the top of the screen. - 00:02–00:11 The text overlay changes to "COME BACK FOR A FREE GIFT ONLY $14 + SHIPPING" as a pink gift box with a pink ribbon and a furry makeup bag are displayed. - 00:02–00:11 Additional text overlays appear, highlighting the value of the box as "UP TO $85 VALUE", the number of products as "5-6 PRODUCTS", and the free gift as "FREE EYESHADOW PALETTE".

# Ad summary This ad promotes IPSY, a beauty subscription service that sends you 5 picks from your favorite brands every month. The ad shows behind-the-scenes footage of a photoshoot, as well as close-ups of the products and models using them. The ad encourages viewers to take the IPSY Beauty Quiz to get started and get their first bag for just $9 + shipping. # Brand positioning IPSY is presented as a beauty subscription service that delivers personalized beauty products to its customers. The brand aims to occupy a space in the consumer's mind as a provider of curated beauty experiences, offering a selection of five products from various brands tailored to individual preferences. IPSY aligns with values of discovery, personalization, and accessibility, promoting a lifestyle of beauty exploration and self-expression. The brand pushes against the norm of generic, one-size-fits-all beauty solutions by offering a customized approach. The brand positioning is both functional, providing a convenient way to discover new products, and emotional, fostering excitement and anticipation through the element of surprise. # Product IPSY is a beauty subscription service that sends you 5 picks from your favorite brands every month. The service is for anyone interested in exploring new beauty products tailored to their preferences. The ad highlights the personalized nature of the service, emphasizing that IPSY curates products based on individual tastes. A key selling point is the element of surprise and discovery, as subscribers receive a selection of items they may not have tried otherwise. The ad addresses the purchase barrier of high costs by offering the first bag for just $9 + shipping. The ad encourages viewers to take the IPSY Beauty Quiz to get started. # Visual style The ad has a polished and professional aesthetic, with clean shots and smooth transitions. The production quality is high, suggesting a commercial feel. The visual motifs include close-ups of beauty products and behind-the-scenes footage of a photoshoot. The pacing is moderate, with cuts timed to the music beats. # Hooks Spoken: IPSY sends you 5 picks from your favorite brands every month. Text overlay: IPSY sends you 5 picks from your favorite brands every month. Visual: 00:04–00:05: The camera focuses on the individual beauty products within the bag, showcasing the range of items included in the subscription. The products are from various brands and have different packaging designs. / 00:05–00:06: A medium shot of a Black woman with curly hair getting her makeup done by a makeup artist. The makeup artist is applying blush to the woman's cheeks with a brush. The background is a makeup studio with mirrors and lights. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not knowing which beauty products to try and the high cost of experimenting with different brands. # Value propositions - Personalized beauty products delivered monthly - Discover new products from your favorite brands # Benefits - Discover new beauty products - Get products tailored to your preferences # Features - 5 picks from your favorite brands every month - Personalized beauty products # Call to action Take the IPSY Beauty Quiz to get started. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through professional visuals and promotional messaging. # Storyline - 00:00–00:01 The ad opens with a clapperboard, signaling a behind-the-scenes look at a photoshoot. This creates a sense of exclusivity and anticipation. - 00:01–00:02 The camera pans to reveal a professional camera setup, reinforcing the behind-the-scenes theme. This adds credibility and hints at the high-quality production of the ad. - 00:02–00:03 A close-up shot of a purple IPSY bag filled with various beauty products is shown. This highlights the variety and appeal of the products offered. - 00:03–00:05 The camera focuses on the individual beauty products within the bag, showcasing the range of items included in the subscription. This emphasizes the value and diversity of the IPSY offering. - 00:05–00:06 The ad transitions to a shot of a model getting her makeup done on set. This demonstrates the real-world application of the products and adds a touch of glamour. - 00:06–00:07 Another model is shown getting her eyebrows styled, further illustrating the use of the beauty products in a professional setting. This reinforces the quality and effectiveness of the products. - 00:07–00:10 The ad concludes with a shot of a mood board featuring various beauty looks and a call to action to take the IPSY Beauty Quiz. This encourages viewers to engage with the brand and personalize their experience.

# Ad summary This ad promotes IPSY, a beauty subscription service that delivers personalized beauty products in a limited-edition makeup bag for $14 per month plus shipping. The ad features a woman who initially canceled her IPSY subscription but later rejoined because she realized she was spending more money on products that weren't right for her. She highlights the benefits of IPSY, including the ability to try viral products from big names in beauty and discover new brands on the verge of blowing up. The ad encourages viewers to take the beauty quiz today and get a free gift when they rejoin IPSY. # Brand positioning IPSY is presented as a beauty subscription service that delivers personalized beauty products in a limited-edition makeup bag. The brand aims to occupy the space of affordable luxury and discovery in the consumer's mind. It aligns with values of personalization, trendiness, and accessibility. IPSY pushes against the norm of buying full-sized products without trying them first, offering a curated selection of samples and new brands. The brand positioning is both functional (providing personalized beauty products) and emotional (offering excitement and discovery). # Product IPSY is a beauty subscription service that delivers a limited-edition makeup bag filled with personalized beauty picks for $14 per month plus shipping. The service is for individuals who want to try viral products from the biggest names in beauty and discover new brands on the verge of blowing up. The service provides personalized beauty picks, allowing users to try products that are right for them. The USPs include the ability to try viral products, discover new brands, and receive a cute, limited-edition makeup bag. The ad addresses the purchase barrier of spending money on products that aren't right for the user by offering a curated selection of samples. # Visual style The ad has a polished, UGC feel with natural lighting. The editing style includes quick cuts and smooth transitions. The production quality is a hybrid of UGC and commercial, supporting the casual and relatable tone. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:03 Female 1: I finally un-canceled my IPSY subscription. Here's why. Text overlay: 00:00–00:02 I finally un-canceled my IPSY subscription... / 00:02–00:03 Here's why. Visual: 00:00–00:01 A close-up shot of a light-skinned hand with pink nail polish on a white, textured blanket. The hand pumps a light pink lotion from a white and blue bottle onto the palm. A gold bracelet with a butterfly charm is visible on the wrist. / 00:01–00:02 A close-up shot of a light-skinned hand with pink nail polish on a white, textured blanket. The hand swipes a silver eyeshadow from a purple container. A gold bracelet with a butterfly charm is visible on the wrist. / 00:02–00:03 A close-up shot of a light-skinned hand with pink nail polish on a white, textured blanket. The hand squeezes a light tan lotion from a purple tube onto the palm. A gold bracelet with a butterfly charm is visible on the wrist. # Funnel stage Middle of funnel (Consideration) # Pain points Spending so much more money on products that weren't right for me. # Value propositions - Personalized beauty picks for just $14/month + shipping - Try viral products from the biggest names in beauty - Discover new brands that are on the verge of blowing up # Benefits - Try viral products from the biggest names in beauty - Discover new brands that are on the verge of blowing up - Get a FREE GIFT when you rejoin IPSY # Features - Personalized beauty picks - Limited-edition makeup bag # Call to action Take the Beauty Quiz today # Social proof - I love being able to try out viral products from the biggest names in beauty – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman applying different beauty products to her hand, stating that she finally uncanceled her IPSY subscription and will explain why. - 00:02–00:07 00:02–00:07 The woman applies blush to her face and explains that after a while without IPSY, she realized she was spending so much more money on products that weren't right for her. This is from the customer's perspective, highlighting the financial benefit of the subscription. - 00:07–00:12 00:07–00:12 The woman applies more beauty products to her hand and states that nothing compares to getting a cute, limited-edition makeup bag filled with personalized beauty picks for just $14/month + shipping. This emphasizes the value and personalization of the IPSY subscription. - 00:12–00:21 00:12–00:21 The woman applies eyeshadow to her eye and states that she loves being able to try out viral products from the biggest names in beauty and discover new brands that are on the verge of blowing up. This highlights the opportunity to discover new and popular beauty products through IPSY. - 00:21–00:29 00:21–00:29 The woman applies a gel to her hand and encourages viewers to take the Beauty Quiz today and get a FREE gift when you rejoin IPSY. She ends by saying, Trust me, you're going to love it. This is a direct call to action, encouraging viewers to subscribe and offering a free gift as an incentive.

# Ad summary This ad showcases a variety of beauty products available in a subscription bag, highlighting a special introductory offer. # Brand positioning The ad features a collection of beauty brands, each offering unique products. The brands range from makeup to skincare, and are presented in a curated collection, suggesting a focus on discovery and value. The variety of brands and products implies a positioning that caters to consumers interested in exploring different beauty options and finding new favorites. The overall tone is playful and inviting, with a focus on accessibility and affordability. # Product The ad features a variety of beauty products, including: NARS eyeliner, r.e.m. beauty lip gloss, e.l.f. Power Grip Setting Spray, Rare Beauty lipstick, Rare Beauty liquid blush, Prados lip product, Dew of the Gods body lotion, GrandeDRAMA mascara, Glow Recipe eyeshadow palette, Purlisse Pumpkin Chai Latte Cleansing Balm, and Milk Makeup lip oil. Each product is presented as part of a curated collection, emphasizing the variety and discovery aspect of the offering. The products range from makeup to skincare, catering to a wide range of beauty needs and preferences. The ad highlights the opportunity to try different brands and products at an accessible price point. # Visual style The ad features a clean and organized product showcase with a light blue background and festive decorations. The products are arranged in a visually appealing manner, with a focus on highlighting the variety and value of the collection. The overall aesthetic is bright and inviting, with a touch of holiday cheer. # Hooks Headline: YOUR FIRST BAG IS JUST # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to try new beauty products without committing to full-size purchases or spending a lot of money. The discounted first bag offer provides a low-risk way to explore a variety of products. # Value propositions - First bag for $9 (discounted price) - Chance to explore a range of beauty products at a lower cost # Benefits - Opportunity to try different brands - Discovery of new favorites - Accessible price point # Features - Variety of beauty products - Curated collection - Makeup and skincare products # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the products and offer in a visually appealing manner to attract new customers. # Storyline - The ad opens with a prominent offer for a first bag at a discounted price, immediately grabbing the viewer's attention with a value proposition. This is told from the brand's perspective, aiming to incentivize trial and acquisition. - The ad showcases a variety of beauty products from different brands, highlighting the diversity and discovery aspect of the subscription bag. This is presented from the brand's perspective, emphasizing the range of options available to the customer. - The ad concludes with a visually appealing arrangement of the products, reinforcing the overall aesthetic and value of the collection. This is shown from the brand's perspective, aiming to create a sense of excitement and desire for the products.

# Ad summary This ad showcases a collection of pink beauty products. The ad features a voiceover listing three things the speaker is good at: collecting pink stuff, spending money, and spending money on pink stuff. The visuals show a variety of pink-themed beauty and personal care items arranged around a bathroom sink. # Brand positioning The brand is presented as catering to individuals who have a strong affinity for the color pink and enjoy collecting pink-themed items, particularly in the realm of beauty and personal care. The brand aligns with values of self-expression, indulgence, and a playful approach to aesthetics. The brand positioning is emotional, focusing on the joy and satisfaction derived from curating a collection of aesthetically pleasing items. # Product The ad features a collection of various beauty and personal care products, all unified by their pink color scheme. These products include makeup items such as eyeshadow palettes, lipsticks, and lip glosses, as well as skincare items like lotions and creams. The products are presented as part of a curated collection, appealing to those who enjoy collecting and displaying aesthetically pleasing items. The ad emphasizes the visual appeal and cohesive theme of the products, highlighting their shared color as a key feature. # Visual style The ad has a clean and aesthetically pleasing visual style, with a focus on the color pink. The production quality appears polished, with clear lighting and a well-organized arrangement of products. The editing style is static, with a single, stationary shot throughout the ad. The pacing is slow and deliberate, allowing viewers to take in the visual details. # Hooks Spoken: 00:00–00:01: Three things I'm good at. Text overlay: 00:00–00:01: when pink is everything... Visual: 00:00–00:01: A high-angle shot of a bathroom sink area. The sink is white with a gold faucet running water. The countertop is filled with various pink beauty and personal care products, including makeup palettes, lipsticks, lotions, and creams. In the background, the wall is painted a light pink color. A salt lamp is visible in the upper left corner. The camera is stationary, providing a clear view of the products and their arrangement. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Curated collection of pink beauty products for those who love the color pink - Aesthetically pleasing and visually cohesive products # Benefits - Aesthetically pleasing collection - Self-expression through color - Indulgence in personal care # Features - Pink color scheme - Variety of beauty and personal care products # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and aesthetic. # Storyline - 00:00–00:02 The ad begins with a shot of a bathroom sink area filled with various pink beauty products. - 00:00–00:02 A voiceover begins, listing three things the speaker is good at. - 00:02–00:04 The voiceover continues, specifying the first skill: collecting pink stuff. - 00:04–00:05 The voiceover lists the second skill: spending money. - 00:06–00:08 The voiceover concludes by stating the third skill: spending money on pink stuff.

# Ad summary This ad promotes IPSY, a beauty subscription service, by highlighting a limited-time offer for new subscribers. The ad features a static shot of various beauty products against a pink background, with text overlays emphasizing the discounted price of the first bag and the variety of products included. The ad aims to attract new subscribers with a compelling offer and showcase the value of the IPSY subscription. # Brand positioning IPSY is presented as a gateway to discovering a wide range of beauty and skincare products from various brands. The brand aims to occupy a space in the consumer's mind as an accessible and affordable way to explore and experiment with different beauty items. IPSY aligns with the values of discovery, personalization, and value for money. The brand pushes against the norm of purchasing individual full-sized products by offering a curated selection in a subscription format. The brand positioning is both functional (offering a variety of products) and emotional (providing excitement and discovery). # Product IPSY is a beauty subscription service that delivers a curated selection of beauty and skincare products to subscribers. The service is for anyone interested in exploring and experimenting with different beauty items. The ad highlights a limited-time offer where the first bag is available for only $4 plus shipping. The ad showcases a variety of products, including eyeshadow palettes, blush, lip gloss, mascara, moisturizer, and sunscreen, from brands like Natasha Denona, Anastasia Beverly Hills, and e.l.f. Skin. The USP is the discounted price for the first bag, making it an affordable way to try the service. The ad addresses the purchase barrier of high costs associated with buying individual beauty products by offering a curated selection at a lower price. The ad tells the viewer that IPSY is worth trying because it provides a cost-effective way to discover new beauty products and brands. # Visual style The ad has a polished, commercial aesthetic with bright, even lighting and a clean, pink background. The editing style is static, with no cuts or transitions. The production quality is high-end, supporting the intended tone of showcasing the value and variety of the IPSY subscription. The pacing is slow and consistent, allowing viewers to take in the details of the products and the offer. # Hooks Text overlay: 00:00–00:08 YOUR FIRST BAG IS / 00:00–00:08 ONLY $14 $4 / 00:00–00:08 + SHIPPING Visual: 00:00–00:08: A static shot of various beauty products arranged against a pink background. The products include eyeshadow palettes, blush, lip gloss, mascara, moisturizer, and sunscreen. The brands visible are Natasha Denona, Anastasia Beverly Hills, e.l.f. Skin, and Dew Gods. The products are arranged on a pink surface with disco ball-like ornaments scattered around. The lighting is bright and even, highlighting the colors and textures of the products. The text overlay reads "YOUR FIRST BAG IS ONLY $14 $4 + SHIPPING" with the $14 crossed out. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of the high costs associated with buying individual beauty products. # Value propositions - First bag for only $4 + shipping - Access to a variety of beauty products at a discounted price # Benefits - Affordable way to try the service - Cost-effective way to discover new beauty products and brands # Features - Curated selection of beauty and skincare products - Variety of products including eyeshadow palettes, blush, lip gloss, mascara, moisturizer, and sunscreen - Products from brands like Natasha Denona, Anastasia Beverly Hills, and e.l.f. Skin # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its offer. # Storyline - 00:00–00:08 The ad opens with a static shot of various beauty products arranged against a pink background. - 00:00–00:08 Text overlays appear, emphasizing the discounted price of the first IPSY bag and the variety of products included.

# Ad summary This image ad for Ipsy promotes a New Year, New Glow offer, highlighting a discounted price for the first bag and an additional saving upon joining. # Brand positioning Ipsy is presented as an accessible beauty subscription service that delivers curated beauty products in a signature glam bag. The brand aims to occupy a space in the consumer's mind as an affordable and exciting way to discover new beauty products. The brand promotes a lifestyle of beauty exploration and self-expression, pushing against the norm of purchasing full-sized products without trying them first. The brand positioning is both functional, offering a convenient way to receive beauty products, and emotional, providing a sense of excitement and discovery. # Product The featured product is the Ipsy Glam Bag, a monthly beauty subscription service that delivers a curated selection of beauty products in a signature bag. The bag itself is a small, quilted pouch with a zipper closure, designed to hold and organize makeup and skincare items. The ad highlights a special offer for new subscribers, advertising the Glam Bag "STARTING AT $4 + SHIPPING" after a discount from the original price of $14. The ad also promotes an additional incentive to "JOIN & SAVE $10", addressing the purchase barrier of initial cost by offering a significant discount on the first bag. # Visual style The ad has a clean and modern visual style, with a focus on showcasing the product in a visually appealing way. The production quality is highly polished, with professional lighting and attention to detail. The visual motifs include a clean layout, soft gradients, and a reflective surface that adds depth and dimension. The image treatment includes color grading to enhance the blue tones and create a cohesive aesthetic. The typography is large and bold, making it easy to read and visually impactful. The overall style is designed to be eye-catching and scannable in a social media feed. # Hooks Headline: NEW YEAR, NEW GLOW # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential cost barrier of subscribing to a beauty box service. The ad shows the price of the bag crossed out and the new price of $4. # Value propositions - New Year, New Glow: Implies a fresh start and enhanced beauty for the new year. - Starting at $4 + Shipping: Highlights the affordability and accessibility of the subscription service. - Join & Save $10: Offers an additional incentive to subscribe and experience the benefits of the Ipsy Glam Bag. # Benefits - Save $10 on your first bag # Features - Glam Bag subscription - Discounted price # Call to action JOIN & SAVE $10 # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting the Ipsy Glam Bag and its associated offers. # Storyline - The ad starts by announcing a "NEW YEAR, NEW GLOW", setting the stage for a fresh start and a focus on beauty. This message is conveyed from the brand's perspective, aiming to capture the viewer's attention and create a sense of excitement for the new year. - Next, the ad highlights the discounted price of the Ipsy Glam Bag, "STARTING AT $4 + SHIPPING", emphasizing the affordability and accessibility of the subscription service. This part of the story is told from the brand's perspective, aiming to persuade the viewer to try the product by showcasing its value. - The ad concludes by inviting viewers to "JOIN & SAVE $10", further incentivizing them to subscribe and experience the benefits of the Ipsy Glam Bag. This final message is delivered from the brand's perspective, reinforcing the value proposition and encouraging immediate action.

# Ad summary This ad showcases a variety of beauty and skincare products available as part of a New Year's sale. The ad highlights a starting price of $4 per month and a $10 off promotion, encouraging viewers to take advantage of the limited-time offer. # Brand positioning The brand is presented as a purveyor of a wide range of beauty and skincare products, from makeup brushes to leave-in conditioner. The ad showcases a variety of brands, suggesting a multi-brand retailer or subscription service. The focus is on accessibility and affordability, highlighted by the New Year's sale and the starting price of $4 per month. The brand aims to be a one-stop shop for beauty needs, offering a diverse selection of products to cater to different preferences and routines. The brand positioning is functional, emphasizing value and variety. # Product The ad features a collection of beauty and skincare products from various brands. These include a set of makeup brushes in a pink case labeled (on-package label text) "ICONIC LONDON"; a blue tube of what appears to be a skincare product labeled (on-package label text) "MONEY"; a round bottle of serum labeled (on-package label text) "8 FACES"; a pink bottle of spray labeled (on-package label text) "dew gods DEWFORIA"; three lipsticks in black tubes; a black tube of mascara labeled (on-package label text) "BAD gal BANG!"; a round compact of blush labeled (on-package label text) "SERAPHINE botanicals"; a light blue bottle of leave-in conditioning spray labeled (on-package label text) "Living proof. leave-in conditioning spray"; a white tube of what appears to be an eyebrow product labeled (on-package label text) "ANASTASIA"; a small purple sponge; and three small bottles of what appears to be serum. The products are presented as a curated collection, highlighting the variety and range available. The ad emphasizes the affordability of the products, with a starting price of $4 per month and a $10 off promotion. # Visual style The ad has a polished, studio-shot aesthetic with a vibrant color palette of pink, purple, and gold. The products are arranged in a visually appealing manner, creating a sense of luxury and sophistication. The lighting is bright and even, highlighting the products' details and textures. The overall style is clean and modern, with a focus on showcasing the products in an attractive way. # Hooks Headline: NEW YEAR'S SALE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of expensive beauty and skincare products by offering a New Year's sale with a starting price of $4 per month, as well as a $10 off promotion. # Value propositions - Starting at $4 per month - $10 off promotion # Benefits - Affordable beauty and skincare products - Wide range of products to choose from - Limited-time offer # Features - Makeup brushes - Skincare products - Lipsticks - Mascara - Blush - Leave-in conditioning spray - Eyebrow product - Serum # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and promotions to attract customers. # Storyline - The ad opens with a New Year's Sale announcement, immediately grabbing attention and setting the context for a limited-time offer. The brand is telling the audience that there is a special promotion available. - The focus shifts to the starting price of $4 per month, emphasizing affordability and enticing viewers to explore the products. The brand is highlighting the value proposition and making the products seem accessible. - A $10 off promotion is highlighted, further incentivizing viewers to make a purchase. The brand is reinforcing the offer and creating a sense of urgency. - A variety of beauty and skincare products are showcased, demonstrating the range and diversity available. The brand is presenting its product selection and catering to different preferences. - The ad concludes with a disclaimer that the offer applies only to the first month, setting expectations and encouraging immediate action. The brand is clarifying the terms of the promotion and reinforcing the limited-time nature of the offer.

# Ad summary This ad promotes a New Year's Sale with a variety of beauty products available for purchase. The ad highlights a discounted monthly price and an additional $5 off. # Brand positioning The brand is presented as a curator of various beauty and skincare products, offering a diverse range of items from different brands. The ad positions the brand as a destination for discovering new beauty products, especially during the New Year's Sale. The brand aims to occupy a space in the consumer's mind as a provider of affordable beauty solutions, emphasizing accessibility through a monthly payment option. The brand aligns with a lifestyle of beauty exploration and self-care, appealing to customers who enjoy trying different products. The brand pushes against the norm of high-priced beauty by offering a subscription-like model, making beauty products more accessible. # Product The ad features a variety of beauty and skincare products, including makeup palettes, serums, moisturizers, and cleansers. Each product is from a different brand, showcasing a range of options for customers. The products are displayed on two shelves, creating a curated collection. The ad highlights a New Year's Sale, offering a starting price of $9 per month, originally $14, making the products more accessible. Additionally, there is a $5 off promotion, further incentivizing purchase. The products are for individuals interested in exploring different beauty and skincare options, with a focus on affordability and accessibility. The ad addresses the purchase barrier of high costs by offering a monthly payment option and additional discounts. # Visual style The ad features a clean and minimalist visual style with a focus on product presentation. The products are arranged on shelves against a white background, creating a sense of organization and curation. The lighting is bright and even, highlighting the details of each product. The overall aesthetic is modern and appealing, designed to attract viewers interested in beauty and skincare. # Hooks Headline: NEW YEAR'S SALE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs associated with beauty and skincare products. The high cost of beauty products can be a barrier to entry for many consumers. # Value propositions - Starting at $9 per month: Makes beauty products more accessible and budget-friendly. - $5 off: Provides an additional incentive to purchase and save money. # Benefits - Affordable beauty solutions - Access to a curated collection of products - Opportunity to explore different brands # Features - Variety of beauty and skincare products - Monthly payment option - $5 off promotion # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the New Year's Sale and product offerings. # Storyline - The ad starts by announcing a New Year's Sale, immediately grabbing the viewer's attention with a limited-time offer. The brand is telling the audience about the sale to encourage immediate engagement. - Next, the ad highlights the starting price of $9 per month, emphasizing the affordability of the products. The brand is showcasing the value proposition to attract budget-conscious customers. - The ad displays a curated collection of beauty and skincare products on two shelves, showcasing the variety available. The brand is visually presenting the range of options to entice viewers with different preferences. - Finally, the ad includes a $5 off promotion, providing an additional incentive to purchase. The brand is reinforcing the value proposition to drive conversion.

# Ad summary This image ad promotes a New Year's special on a beauty subscription box, highlighting a variety of skincare and makeup products available in the box. It emphasizes a discounted price and a further discount on the first box. # Brand positioning The brand is presented as a curator of various beauty and skincare products, offering a subscription box service. The ad does not explicitly state the brand's name, but it implies a focus on providing a range of products from different brands, catering to customers who enjoy discovering new beauty items. The brand positions itself as a provider of value through curated selections and discounted prices, particularly appealing to those looking for affordable ways to explore beauty products. # Product The advertised product is a beauty subscription box containing a variety of skincare and makeup items. The box includes a Biogeo Superfoods skincare product in a white tube with green botanical graphics, an Elemis Pro-Collagen Energising Marine Cleanser in a light blue tube, a Koa Life product in a gold tube, an Akar Soothe Face Oil in a small red bottle, a b. Refresh + Revitaliz sheet mask in a white packet, a Haus Labs mascara in a silver tube, a clear lip gloss with a white cap, a small clear vial, and an Amor eyeshadow palette in a pink case. The ad highlights the discounted price of the box, starting at $9 (originally $14), and an additional $5 off the first box. The products suggest a focus on skincare and makeup, catering to individuals interested in maintaining and enhancing their appearance. # Visual style The ad has a clean and organized visual style, with a focus on showcasing the variety of products included in the beauty subscription box. The use of a light purple background and white graphics creates a festive and appealing aesthetic. The products are arranged in a visually balanced manner, highlighting their individual features and branding. The overall production quality is polished, with clear lighting and sharp focus on the products. # Hooks Headline: NEW YEAR SPECIAL # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of wanting to try new beauty products without committing to full-size purchases or spending a lot of money. The discounted price and variety of products in the subscription box offer a solution to this problem. # Value propositions - Get a variety of skincare and makeup products at a discounted price. - Save even more with $5 off your first bag. # Benefits - Discounted price - $5 off your first bag # Features - Variety of skincare and makeup products - Subscription box format # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the products, discounts, and overall value proposition of the beauty subscription box. # Storyline - The ad opens with a "New Year Special" announcement, immediately setting the context for a limited-time promotion. This is told from the brand's perspective, aiming to capture the audience's attention with a seasonal offer. - The ad showcases a collection of beauty and skincare products, visually presenting the contents of the subscription box. This is shown from the brand's perspective, highlighting the variety and value of the products included. - The ad emphasizes the discounted price, "Starting at $14 $9 + Shipping", and an additional "$5 OFF YOUR FIRST BAG", creating a sense of urgency and value. This is communicated from the brand's perspective, incentivizing potential customers to subscribe.

# Ad summary This ad showcases a variety of beauty products available through a subscription service, highlighting a New Year's sale with a discounted monthly price and an additional $10 off. # Brand positioning The brand is presented as a provider of a wide range of beauty and skincare products, offering a curated selection through a subscription service. The ad emphasizes affordability and value, particularly with the New Year's sale, suggesting the brand aims to make beauty accessible. The variety of products shown, from makeup brushes to skincare treatments, implies a comprehensive approach to beauty, catering to diverse needs and preferences. The brand positions itself as a convenient and cost-effective way to discover and enjoy a range of beauty essentials. # Product The ad features a collection of beauty and skincare products, including makeup brushes in a pink holder, a blue tube of "MONEY" face wash, a bottle of 8 Faces face oil, a pink bottle of "dew gods" body mist, three lipsticks, a lavender-colored diamond-shaped sponge, a black mascara tube, three small bottles of liquid, a coral-colored blush compact, and a teal bottle of Living Proof leave-in conditioning spray. The products are arranged on gold geometric platforms. The ad highlights a New Year's sale, offering a subscription starting at $4 per month, with an additional $10 off, applicable to the first month only. The variety of products suggests a comprehensive beauty regimen, from cleansing and moisturizing to makeup application and hair care. # Visual style The ad features a highly polished, studio-shot aesthetic with a vibrant color palette of pink, purple, and gold. The products are arranged in a visually appealing manner on geometric platforms, creating a sense of luxury and sophistication. The image treatment includes background removal and color grading to enhance the overall visual appeal. The typography is clean and legible, with bold text used for emphasis. The overall style is designed to be eye-catching and scannable in a social media feed. # Hooks Headline: NEW YEAR'S SALE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of expensive beauty products by offering an affordable subscription service. # Value propositions - New Year's Sale: Discounted monthly price - $10 off: Additional savings on the first month # Benefits - Affordable access to beauty essentials - Convenient way to discover new products # Features - Subscription service - Variety of beauty and skincare products # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and offers to attract new subscribers. # Storyline - The ad opens with a New Year's Sale announcement, immediately grabbing attention with a limited-time offer. The brand is telling the audience about a special promotion to incentivize immediate action. - The focus shifts to the discounted monthly price, emphasizing affordability and accessibility. The brand is highlighting the value proposition of the subscription service. - The ad showcases a variety of beauty products, demonstrating the range and quality available through the subscription. The brand is visually presenting the products to entice viewers with the possibilities of the subscription. - The ad concludes with a specific discount offer, creating a sense of urgency and encouraging immediate purchase. The brand is reinforcing the value and incentivizing viewers to subscribe now.

# Ad summary This image ad for Ipsy promotes a New Year, New Glow offer. It features a starting price of $4 plus shipping, and a $10 off your first bag offer. The ad encourages viewers to join and save $10. # Brand positioning Ipsy is presented as an accessible beauty subscription service that delivers curated beauty products in a stylish bag. The brand emphasizes affordability and value, offering a low starting price and additional discounts for new members. The overall tone is inviting and celebratory, aligning with the 'New Year, New Glow' theme, suggesting a fresh start and enhanced beauty for its customers. Ipsy positions itself as a provider of affordable beauty treats, contrasting with potentially higher-priced individual purchases or luxury beauty brands. # Product The featured product is an Ipsy subscription bag, which includes a curated selection of beauty products. The ad highlights the affordability of the subscription, with a starting price of $4 plus shipping. The ad also mentions a $10 discount for the first bag, further incentivizing new subscribers. The bag itself is a stylish, quilted pouch with a zipper closure and a branded zipper pull. The ad addresses the purchase barrier of initial cost by emphasizing the low starting price and the additional discount, making it an attractive offer for those looking to explore new beauty products without committing to a high price point. # Visual style The ad features a polished, studio-shot aesthetic with a clean and modern design. The visual motifs include a gradient background, reflective surfaces, and geometric patterns. The image treatment involves color grading to enhance the purple tones and create a cohesive color scheme. The typography is large and bold, ensuring high scannability. The overall style is designed to be visually appealing and attention-grabbing in a social media feed. # Hooks Headline: NEW YEAR, NEW GLOW # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential cost barrier of trying new beauty products by emphasizing the low starting price of $4 and offering a $10 discount on the first bag. "STARTING AT $4 + SHIPPING" # Value propositions - Starting at $4 + shipping - $10 off your first bag - Join & save $10 # Benefits - Affordable beauty treats - Low starting price - Discount for first bag # Features - Subscription bag - Curated selection of beauty products # Call to action JOIN & SAVE $10 # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its value, and the offer to potential customers. # Storyline - The ad starts with the message 'NEW YEAR, NEW GLOW,' setting a celebratory and aspirational tone. This is from the brand's perspective, aiming to capture the viewer's attention with a timely and relevant theme. - Next, the ad highlights the 'STARTING AT $4 + SHIPPING' price point, immediately conveying the affordability of the Ipsy subscription. This is from the brand's perspective, emphasizing the value proposition to potential customers. - The ad features a visual of the Ipsy bag, a wrapped gift, and a decorative orb, showcasing the product and its potential contents. This is from the brand's perspective, providing a glimpse of what subscribers can expect. - A circular badge states '$10 OFF YOUR FIRST BAG,' further incentivizing new subscribers. This is from the brand's perspective, reinforcing the offer and creating a sense of urgency. - The ad concludes with a 'JOIN & SAVE $10' call to action, encouraging viewers to subscribe. This is from the brand's perspective, directly prompting the viewer to take the next step.

# Ad summary This ad promotes a beauty subscription service, highlighting a special offer for new subscribers. The ad features a silver quilted makeup bag and emphasizes the discounted starting price and additional savings on the first bag. # Brand positioning The brand is presented as a provider of beauty subscription services, offering curated collections of makeup and skincare products. The brand aims to occupy a space in the consumer's mind as an accessible and affordable way to discover new beauty products. The brand aligns with a lifestyle of self-care and experimentation, promoting the value of trying new products without committing to full-size purchases. The brand positioning is functional, focusing on the simplicity and affordability of the subscription model. # Product The featured product is a silver quilted makeup bag, which is part of a beauty subscription service. The bag is shown in a reflective setting, emphasizing its sleek and modern design. The ad highlights a discounted starting price of $9, crossed out from the original price of $14, plus shipping. Additionally, new subscribers can get $5 off their first bag. The product is for individuals interested in trying new beauty products through a subscription service. The ad addresses the purchase barrier of high costs by offering a discounted starting price and additional savings on the first bag. # Visual style The ad has a polished, studio-shot aesthetic with a focus on clean lines and a modern design. The visual motifs include a reflective surface and glass spheres, creating a sense of luxury and sophistication. The image treatment includes color grading to enhance the silver tones and create a cohesive color palette. The typography is large and bold, making the text easily scannable. The style is designed to be eye-catching and attention-grabbing in a social media feed. # Hooks Headline: STARTING AT $14 $9 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of the high cost of beauty products by offering a discounted starting price and additional savings on the first bag. # Value propositions - Get a silver quilted makeup bag as part of a beauty subscription service at a discounted starting price of $9, plus shipping. - New subscribers get an additional $5 off their first bag. # Benefits - Discounted starting price - $5 off your first bag # Features - Silver quilted makeup bag - Part of a beauty subscription service # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the value proposition of its beauty subscription service, emphasizing affordability and the opportunity to try new products. # Storyline - The ad opens with a headline that reads "NEW YEAR, NEW GLOW," setting the tone for a fresh start and a focus on beauty. The brand is speaking to the audience, suggesting that the new year is an opportunity to enhance their appearance and self-care routine. - The ad then highlights the discounted starting price of the subscription, "STARTING AT $9," crossed out from $14, plus shipping. The brand is emphasizing the affordability of the subscription, making it accessible to a wider audience. - The ad features a visual of the silver quilted makeup bag, showcasing the product that subscribers will receive. The brand is highlighting the tangible value of the subscription, giving potential customers a clear idea of what they will get. - The ad includes an additional offer of "$5 OFF YOUR FIRST BAG," further incentivizing new subscribers to sign up. The brand is reinforcing the value proposition and creating a sense of urgency to encourage immediate action.

# Ad summary A woman reviews the e.l.f. Cosmetics Pout Cloud Lip Plumping Pen, showing how it plumps, hydrates, and gives a creamy, glossy finish. # Brand positioning e.l.f. Cosmetics is presented as a brand that offers affordable and effective beauty products. The ad highlights the Pout Cloud Lip Plumping Pen, emphasizing its ability to plump, hydrate, and provide a creamy, glossy finish. The brand aligns with values of accessibility and quality, suggesting that customers can achieve desirable beauty results without breaking the bank. The brand positions itself as a go-to for those seeking trendy and effective beauty solutions. # Product The e.l.f. Cosmetics Pout Cloud Lip Plumping Pen is a lip product designed to plump, hydrate, and provide a creamy, glossy finish. It is presented as a convenient pen format for easy application. The product is for anyone looking to enhance their lips with a plumping effect and a glossy look. The ad highlights that it plumps, hydrates, and gives the creamiest, pretty glossy finish. The pen format suggests ease of use and portability, making it suitable for on-the-go application. The ad addresses the barrier of skepticism by showcasing the product's effectiveness and worthiness of the hype. # Visual style The ad has a UGC feel with a focus on product demonstration. The editing is simple with static shots and close-ups to highlight the product. The production quality is clean and well-lit, giving it a polished yet authentic feel. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:03: Did nobody tell me that the Pout Cloud Lip Plumping Pen by e.l.f Cosmetics was this good? Text overlay: 00:00–00:03: trying my newest lip obsession... Visual: 00:00–00:02: A woman with long, dark, wavy hair and fair skin holds the e.l.f. Cosmetics Pout Cloud Lip Plumping Pen in its packaging. She is wearing a pink blush and has a neutral lip color. The background is a blurred room with a white door. # Funnel stage Consideration # Pain points The ad implies that the viewer may be unaware of how effective the e.l.f. Cosmetics Pout Cloud Lip Plumping Pen is. "Did nobody tell me that the Pout Cloud Lip Plumping Pen by e.l.f Cosmetics was this good?" # Value propositions - The Pout Cloud Lip Plumping Pen plumps, hydrates, and gives a creamy, glossy finish. # Benefits - Enhanced lips - Glossy look - Hydrated lips # Features - Plumps - Hydrates - Gives the creamiest pretty glossy finish # Call to action None used. # Social proof - "It's become my newest obsession and absolutely worth the hype." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer reviewing and demonstrating the product. # Storyline - 00:00–00:03 The video begins with the creator holding the e.l.f. Cosmetics Pout Cloud Lip Plumping Pen, expressing surprise at how good it is. - 00:03–00:09 She mentions that she got it in her Ipsy bag this month, highlighting its plumping, hydrating, and glossy finish. - 00:09–00:11 The creator concludes by stating that it has become her newest obsession and is absolutely worth the hype.

# Ad summary This ad showcases the IPSY beauty subscription service. It features a woman unboxing a silver makeup bag filled with various beauty products from brands like Rare Beauty and Tarte. The ad highlights the value and convenience of receiving handpicked beauty favorites delivered monthly, along with a special offer of $10 off the first bag. # Brand positioning IPSY is presented as a beauty subscription service that delivers curated beauty products directly to customers. The brand aims to occupy a space in the consumer's mind as a provider of personalized beauty experiences, offering a selection of handpicked favorites tailored to individual preferences. IPSY aligns with values of discovery, convenience, and value, promoting a lifestyle of effortless beauty exploration. The brand pushes against the norm of traditional beauty shopping by offering a subscription model that eliminates the need for endless browsing and decision-making. The brand positioning is both functional (convenience, value) and emotional (excitement of discovery, personalized experience). # Product The featured product is the IPSY beauty subscription service, which delivers a curated selection of beauty products in a makeup bag to subscribers every month. Each bag contains 5 handpicked beauty favorites, offering a variety of products from different brands. The ad highlights that each bag contains up to $70 worth of beauty products. The service is designed for beauty enthusiasts who enjoy discovering new products and brands without the hassle of traditional shopping. The ad addresses the purchase barrier of uncertainty by offering a personalized selection based on individual preferences. The products are delivered straight to the customer's door every month, providing convenience and a sense of anticipation. # Visual style The ad has a clean and polished aesthetic, with bright lighting and a focus on showcasing the beauty products in an appealing way. The editing style is quick and dynamic, with fast cuts between shots to maintain viewer engagement. The production quality is high, with a professional feel that aligns with the brand's image. The pacing is consistent throughout the ad, with a steady rhythm that keeps the viewer interested. The cuts and text overlays are timed to the music beats, creating a cohesive and engaging viewing experience. # Hooks Text overlay: Unbox your next beauty obsession with IPSY. / $10 OFF (circle) YOUR FIRST MONTH Visual: 00:00–00:01 Close-up shot of a woman's hands holding a clear makeup bag with a silver zipper on a light blue surface. In the background, a silver makeup bag filled with various beauty products is visible. The lighting is bright and even, highlighting the textures of the bags and products. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of beauty enthusiasts struggling to discover new products and brands without the hassle of traditional shopping. The ad addresses the purchase barrier of uncertainty by offering a personalized selection based on individual preferences. # Value propositions - Up to $70 worth of beauty in every bag - $10 off your first bag # Benefits - Discover new beauty products - Personalized beauty experience - Convenient delivery # Features - 5 handpicked beauty favorites - Delivered straight to your door every month # Call to action TAKE BEAUTY QUIZ # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a close-up shot of a woman's hands holding a clear makeup bag, with a silver makeup bag filled with beauty products in the background. - 00:00–00:01 The text overlay introduces the concept of unboxing a beauty obsession with IPSY, setting the stage for the product reveal. - 00:01–00:02 The camera zooms in as the woman opens the clear makeup bag and begins to reveal the beauty products inside. - 00:01–00:05 The text overlay highlights that the bag contains 5 handpicked favorites, emphasizing the personalized nature of the subscription. - 00:05–00:09 The woman continues to pull out various beauty products from the bag, showcasing the variety and quality of the items included. - 00:05–00:09 The text overlay emphasizes the value of the bag, stating that it contains up to $70 worth of beauty products. - 00:09–00:12 The woman continues to pull out various beauty products from the bag, showcasing the variety and quality of the items included. - 00:09–00:12 The text overlay highlights the convenience of the service, stating that the bags are delivered straight to the customer's door every month. - 00:12–00:15 The woman continues to pull out various beauty products from the bag, showcasing the variety and quality of the items included. - 00:12–00:15 The text overlay presents a limited-time offer, stating that customers can get $10 off their first bag today, creating a sense of urgency. - 00:15–00:18 The ad concludes with a call to action to take a beauty quiz, encouraging viewers to engage with the brand and personalize their subscription.

# Ad summary This ad showcases a variety of beauty products, including an eyeshadow palette, mascara, eye mask, serum, and lip product. The products are arranged in a visually appealing layout, highlighting their features and benefits. # Brand positioning The ad features a collection of beauty brands, each offering unique products designed to enhance and rejuvenate the skin and overall appearance. The brands are presented as high-quality, effective solutions for various beauty needs, from eye revitalization to long-lasting lip color. The ad emphasizes the accessibility and appeal of these products, positioning them as essential components of a modern beauty routine. The brands align with a lifestyle focused on self-care and enhancement, pushing against the norm of neglecting personal beauty routines. # Product The ad features several beauty products. First, there is a Sugar Silk Beauty eyeshadow palette with eight different shades in a variety of colors. Next, there is a Comeback mascara with a pink tube and black mascara wand. There is also an Elemis Pro-Collagen Eye Revive Mask in a light green tube, designed to rejuvenate the eye area. A Tatcha The Longevity Serum is shown in a small, turquoise bottle, promising to enhance skin longevity. Finally, an Elf lip product with a black tube and coral-colored balm is included. The ad highlights the variety and comprehensive nature of these products, suggesting they are essential for a complete beauty regimen. # Visual style The ad features a highly polished, studio-shot aesthetic with a flatlay arrangement of beauty products. The visual motifs include a clean, pastel color palette and soft lighting, creating a visually appealing and scannable layout. The image treatment involves background removal and subtle color grading to enhance the products' visual appeal. The typography is clean and legible, contributing to the overall high-design feel. This style aims to capture attention in-feed by presenting a curated and professional image. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of tired and aging skin around the eyes, as implied by the inclusion of the Elemis Pro-Collagen Eye Revive Mask. The product aims to combat the visible signs of fatigue and aging in the eye area. # Value propositions - Pro-Collagen Eye Revive Mask: Rejuvenating eye mask for revitalized skin - Longevity Serum: Enhances skin longevity for a youthful appearance # Benefits - Rejuvenating eye mask - Enhance skin longevity # Features - Pro-Collagen Eye Revive Mask - Longevity Serum # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases a variety of beauty products, highlighting their features and benefits from the brand's perspective. # Storyline - The ad opens with a visually appealing arrangement of various beauty products, immediately capturing the viewer's attention with a colorful and diverse display. The brand is presenting its wide range of beauty solutions. - The focus then shifts to individual products, each highlighted for its unique features and benefits, such as the Elemis eye mask for rejuvenation and the Tatcha serum for longevity. The brand is showcasing the specific advantages of each product, emphasizing their value and effectiveness. - The ad concludes by presenting these products as essential components of a comprehensive beauty routine, encouraging viewers to incorporate them into their daily self-care regimen. The brand is reinforcing the idea that these products are necessary for achieving and maintaining a polished and healthy appearance.

# Ad summary This ad showcases a variety of beauty products available through IPSY. The ad features close-up shots of makeup and skincare items, highlighting textures and packaging. The ad is visually driven, with quick cuts and ASMR elements. # Brand positioning IPSY is presented as a curator of high-quality beauty and skincare products. The brand aims to occupy a space in the consumer's mind as a provider of a wide range of beauty items, from makeup to skincare. The brand aligns with a lifestyle of beauty exploration and self-care. IPSY ignores the norm of focusing on a single brand, instead offering a variety of products from different brands. The brand positioning is both functional, by offering various beauty solutions, and emotional, by promoting self-care and exploration. # Product The ad features a variety of beauty products, including eyeshadow palettes, lipsticks, serums, and fragrances. The products are presented in close-up shots to highlight their textures, colors, and packaging. The products are for anyone interested in beauty and skincare. The ad showcases the products' aesthetic appeal and luxurious feel. The ad addresses the purchase barrier of discovering new products by showcasing a curated selection of items. # Visual style The ad has a polished and luxurious aesthetic, with close-up shots and smooth transitions. The production quality is high-end, with a focus on textures and details. The pacing is quick, with cuts timed to the music beats. The ad uses a clean and modern visual style. # Hooks Text overlay: 00:00–00:02 / IPSY ultimate LOADING... (search bar) Visual: 00:00–00:02: A split-screen shows close-ups of various beauty products: an eyeshadow palette, purple flowers, gold flakes, lipstick, foundation swatches, and a serum bottle on a reflective surface with water droplets. A search bar appears in the center with the text "IPSY ultimate LOADING..." # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of discovering new beauty products. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its curated selection of beauty products. # Storyline - 00:00–00:02 The ad opens with a split-screen showcasing various beauty products and textures, accompanied by a search bar with "IPSY ultimate LOADING..." - 00:02–00:09 The ad transitions to close-up shots of various beauty products, including a highlighter, eyeshadow palette, perfume, and serum. - 00:09–00:12 The ad shows a makeup brush being used on an eyeshadow palette.