How Kosas Advertises on Meta

# Ad summary A content creator demonstrates the application and the blurring qualities of the Kosas Cloud Set powder. She states she is obsessed with the product and it is now part of her everyday routine. She also shows the Kosas Cloud Set Setting Spray and says both products are game changing when mixed together. # Brand positioning Kosas positions itself as a creator of complexion and makeup products that seamlessly blend skincare with cosmetics. The brand is targeting makeup minimalists who value a natural look, and their products are designed for everyday wear and effortlessness. # Product Kosas Cloud Set is a blurring, translucent, talc-free powder and setting spray. The powder, described as "candy rose ultra transparent", is designed to set the under-eyes and blur the transition from under-eyes to blush. The setting spray is advertised to be used in tandem with the powder for ultimate setting ability. # Visual style The ad has a standard, casual UGC feel with a white background and natural lighting. # Hooks Spoken: It's been a long time since I found a powder that I love so much that I'll actually start incorporating into my everyday routine. Visual: 00:00–00:02 A fair-skinned young woman with her hair braided and wearing a white tank top with cherries printed on it holds a pink jar with a light blue lid. / 00:02–00:06 The young woman opens the pink jar to reveal a white makeup sponge and makeup powder. # Funnel stage Consideration # Pain points It has been a long time since she has found a powder that she loves and wants to incorporate into her routine. # Value propositions - The product allows for an easy application, it can be used all around the face. - The powder is not as pink as it seems. # Benefits - Sets the under eyes - Blurs the transition from the under eyes to the blush. - Smoothing - Blurring # Features - Translucent powder - Cloud set powder - Kosas brand powder - Candy rose ultra transparent # Call to action None used. # Social proof - "It's been a long time since I found a powder that I love so much that I'll actually start incorporating into my everyday routine." - "I didn't think I could love a pink powder this much" # Point of view - Customer 100% – The entire ad is communicated from the point of view of a customer of the product who enjoys demonstrating the product. # Storyline - 00:00–00:06 The content creator talks about finding a powder she loves and that she'll incorporate into her everyday routine. - 00:06–00:09 She highlights the specific Kosas powder that she loves. - 00:09–00:17 She demos how she applies the pink powder under her eyes with the included pink sponge. - 00:17–00:24 The content creator explains how the powder blurs the under-eyes into the blush, which she loves. - 00:24–00:28 She says that the powder is not as pink as it seems and that she is able to use the product all around her face. - 00:28–00:33 She blends the pink powder around her face with a makeup brush and says it looks smoothing and gorgeous. - 00:33–00:38 The content creator pivots to showing the Kosas Cloud Set Setting Spray and says she has recently been setting her makeup with it. - 00:38–00:40 She sprays her face with the setting spray. - 00:40–00:42 The content creator states that these two products combined are "unreal".

# Ad summary This ad features a creator reviewing a Kosas lip plumper product. She introduces the product by stating that she normally hates lip plumpers due to the burning sensation they cause, but she likes this product because of the warming and cooling tingle it has that does not dry out the lips. She describes how the product works, applies the lip plumper, and then states that she can see her lips getting bigger, also stating that the product isn’t thick or goopy. # Brand positioning Kosas is presented as a brand that challenges conventional beauty standards and prioritizes comfort and effectiveness in its products. The brand positions itself as a provider of lip plumpers that are different from the norm, specifically by offering a formula that avoids the harsh burning sensation typically associated with such products. The ad emphasizes the hydrating and non-sticky qualities of the product, suggesting a focus on creating makeup that feels good and enhances natural beauty rather than causing discomfort. # Product The featured product is Kosas’ lip plumper, presented as a different kind of lip plumper. It’s designed to plump the lips within 15 minutes for up to an hour and can be reapplied all day long. Unlike other lip plumpers, this one does not have the same harsh burning sensation; instead, it has a cooling and warming tingle. The ad highlights that this lip plumper hydrates the lips instead of drying them out or stripping them. The product is described as not thick, not goopy, and not sticky, and it stays in place. # Visual style The ad has a casual, UGC style with a selfie-style framing. It feels like a personal recommendation from a friend or peer. The production quality is simple and straightforward, relying on natural lighting and unedited footage. The editing rhythm is fairly relaxed, with static shots and minimal transitions, which helps to maintain a conversational tone. The pacing is consistent at approximately 15 cuts per minute. # Hooks Spoken: Female 1: To know me is to know that I hate lip plumpers. Visual: 00:00–00:01 A close-up, eye-level, selfie-style shot of a fair-skinned woman with freckles and blonde hair, wearing a striped shirt with a gingham-patterned collar and gold earrings. She is indoors, standing in front of a wall with busy floral wallpaper. She is holding a pink tube of lip plumper in her hand. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration of lip plumpers causing a harsh burning sensation: "I hate how they feel, like it way too over stimulated." # Value propositions - Cooling and warming tingle plumping without the harsh burning sensation - Hydrating instead of drying or stripping the lips # Benefits - Plumps lips within 15 minutes - Plump lasts for an hour - Can reapply all day with no limit # Features - Cooling and warming tingle instead of harsh burn - Hydrates the lips - Not thick - Not goopy - Not sticky - Stays in place # Call to action None used. # Social proof - “You guys, I feel them getting bigger” – Female 1 (Creator) - “No, my lips are bigger.” – Female 1 (Creator) # Point of view - Customer 100% – The ad is told entirely from the point of view of a customer who is reviewing the product. # Storyline - 00:00–00:05 The creator holds up a pink Kosas lip plumper product and states that she hates lip plumpers. - 00:04–00:06 The creator explains that she doesn’t like how lip plumpers feel and that they overstimulate her. - 00:06–00:09 The creator states that when Kosas says they have something a little different, she listens. - 00:10–00:16 The creator applies the product to her lips. - 00:12–00:16 The creator describes that the product does not have the same kind of harsh burn that other lip plumpers do. - 00:16–00:22 The creator explains that it has a kind of cooling and warming tingle and that the plump happens within the first 15 minutes of having it on and lasts for an hour. - 00:22–00:28 The creator says that you can keep reapplying this all day long with no limit, because it doesn’t dry out your lips. - 00:29–00:30 The creator states that it hydrates them. - 00:31–00:34 The creator states that the product isn’t sticky at all and that it stays in place. - 00:34–00:36 The creator explains that it’s not thick and not goopy. - 00:37–00:38 The creator exclaims that she feels her lips getting bigger. - 00:39–00:40 The creator confirms that her lips are bigger. - 00:41–00:46 The creator shares that the warming and cooling works to promote blood flow to the lips, which makes them appear bigger. - 00:47–00:51 The creator exclaims “okay science” and “okay women in stem”, calling the product so sick. - 00:51–00:58 The creator shares that the fact that it’s not sticky, goopy, or burning her makes it the only lip plumper she can handle.

# Ad summary This ad features a makeup artist sharing her experience with Kosas' Lip Pulse lip plumper in the shade Sixth Sense. She highlights its unique warming and cooling tingle, glossy finish, and non-sticky texture, and how quickly it visibly plumps lips. She positions it as a satisfying alternative to lip fillers. # Brand positioning Kosas is presented as a brand focused on creating high-quality makeup that stands out from the competition. The brand aims to occupy a space in the consumer's mind as a go-to for lip plumper products that offer unique benefits and an enjoyable experience. Kosas pushes against the norms of typical lip plumpers that dry out and strip the lips. Instead, Kosas provides a product that is hydrating, not painful, and addictively effective. The brand focuses on both functional (plumping, gloss) and emotional (satisfying, confidence) aspects of its products. # Product The advertised product is Kosas Lip Pulse in shade Sixth Sense, a lip plumper designed to enhance lip volume and appearance. It comes in a squeeze tube with a rounded applicator tip. The lip plumper provides a unique warming and cooling tingle. It claims to avoid the dryness and stripping effects often associated with other lip plumpers and is described as hydrating and non-sticky. It plumps lips within one minute and achieves maximum plumpness within five minutes. It provides a naturally flushed and visibly fuller look with a glossy finish that isn't tacky, heavy, or sticky. # Visual style The ad has a polished, commercial aesthetic. The lighting is bright and even, and the camera work is mostly static, with smooth transitions and a few close-up shots to highlight the product and its effects. The production quality feels high-end, supporting the intended tone of expertise and confidence. # Hooks Spoken: 00:00–00:04 As a makeup artist, I usually don't like lip plumpers because they dry and strip the lips. Visual: 00:00–00:02 Close-up shot of a fair-skinned woman with light brown hair and light makeup, applying a shiny, brownish-pink lip gloss to her lips using the tube's applicator. The background is a plain, light gray wall. / 00:02–00:04 Medium close-up shot of the same woman from the chest up, facing the camera, with a finished makeup look. She is wearing a black sweater, small gold hoop earrings, and pink-toned makeup. The background remains a plain, light gray wall. # Funnel stage Consideration # Pain points The ad addresses the common frustrations with lip plumpers that dry and strip the lips. The speaker says, "As a makeup artist, I usually don't like lip plumpers because they dry and strip the lips." # Value propositions - Addictive tingle that's both warming and cooling - It's actually really satisfying because you know it's working - The closest I've ever been to lip filler # Benefits - Plumps lips quickly - Lips look naturally flushed and visibly fuller - Doesn't feel tacky, heavy, or sticky # Features - Warming and cooling tingle - Glossy finish - Hydrating - Non-sticky # Call to action None used. # Social proof - "As a makeup artist, I usually don't like lip plumpers because they dry and strip the lips. But this one, I'm addicted to." – Female 1 (Makeup artist) # Point of view - Expert 100% – The speaker is a makeup artist who gives a review of Kosas Lip Pulse. # Storyline - 00:00–00:04 00:00–00:04 As a makeup artist, the speaker introduces her general dislike of lip plumpers due to their drying and stripping effects. - 00:04–00:07 00:04–00:07 The speaker reveals that she is addicted to Kosas Lip Pulse. - 00:07–00:10 00:07–00:10 She identifies the specific product as Kosas Lip Pulse in the shade Sixth Sense. - 00:10–00:18 00:10–00:18 The speaker shares a pro tip, demonstrating the application of the product to the perimeter of the lips, where she wants the plumping to happen, and notes that she is starting to feel it. - 00:18–00:29 00:18–00:29 She describes the unique tingling sensation of the product as both warming and cooling, yet not painful, unlike other lip plumpers. She emphasizes the satisfying sensation because you know it's working. - 00:29–00:34 00:29–00:34 The speaker notes that plumpers act a little differently on each person. She claims that this one works fast. - 00:34–00:40 00:34–00:40 She elaborates that one can see the lips getting plumper in the first minute and will be at max plumpness within five minutes. - 00:40–00:44 00:40–00:44 The speaker notes that her lips look naturally flushed and visibly fuller. - 00:44–00:48 00:44–00:48 She states that the shine is so glossy but never feels tacky, heavy, or sticky. - 00:48–00:53 00:48–00:53 The speaker concludes that this is the closest she's ever been to lip filler and is obsessed.

# Ad summary This ad features a creator applying Kosas highlighter to her face. She shows the highlighter on her hand and on different areas of her face. # Brand positioning Kosas is presented as a modern makeup and beauty brand, focusing on minimalism and ease of use, made with quality ingredients. Kosas differentiates itself by providing versatile products designed for a natural, radiant look. Their products promote effortless beauty, fitting seamlessly into everyday routines. The brand positions itself for consumers who appreciate simplicity, efficacy, and a healthy glow, emphasizing the brand's ability to enhance natural beauty with minimal effort. The featured highlighter is presented as the epitome of modern, high-performing beauty products. # Product The featured product is Kosas highlighter. The packaging is round with a clear top and purple trim. The ad demonstrates the product's application on various parts of the face, including the eyelid, cheekbones, nose, and cupid's bow. It also shows the product being swatched on the back of the hand. The highlighter is promoted for providing a radiant, glowing effect, enabling users to achieve a luminous look. It is applied with a finger and a brush. The brand presents the product as a solution for achieving a contemporary highlighted look, positioning it as the "mic drop highlighter of 2025." # Visual style The ad has a polished UGC feel, with bright and even lighting, creating a clean and modern aesthetic. The editing style features quick cuts and smooth transitions, maintaining a steady and engaging pace. The production quality is high-end, with clear focus and attention to detail, giving it a professional look. The visuals and audio are synced well. The ad maintains a consistent tempo with around 180 BPM. # Hooks Spoken: 00:00–00:01 [Singing] You think that I would leave you? Text overlay: 00:00–00:01 POV: THE MIC DROP HIGHLIGHTER OF 2025 Visual: 00:00–00:01 The shot is a close-up of a woman with long, dark, curly hair, wearing a white top and a silver necklace, holding a Kosas highlighter compact with purple trim and a clear top. The camera is selfie-style, focusing on her face and the product. The background is a shelf with various beauty products. She is looking directly at the camera. The lighting is bright and even. # Funnel stage Consideration # Pain points None used. # Value propositions - Achieve a contemporary highlighted look. # Benefits - A radiant, glowing effect, enabling users to achieve a luminous look. # Features - Highlighter # 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 user demonstrating how to apply the product and showing its effect. # Storyline - 00:00–00:01 The ad opens with a woman holding a Kosas highlighter compact. - 00:01–00:06 00:01–00:06 The woman applies the highlighter to her finger and then to the back of her hand to show its luminosity. This is from the customer's POV, to demonstrate the immediate radiant effect on the skin. - 00:06–00:15 00:06–00:15 She applies it to her eyelid, nose, and cupid's bow, demonstrating the product's versatility. This allows the viewer to visualize using the product in many areas of the face. - 00:16–00:26 00:16–00:26 Finally, she uses a brush to apply highlighter to her cheekbone, further showcasing the highlighter's effect. This shows the product can be used with multiple application tools, demonstrating its versatility.

# Ad summary A beauty creator reviews the Kosas Lip Plumper and shows how it is applied on the lips. She claims that the gloss gives a spicy tingle, is not painful, and makes the lips look like they have doubled in size within five minutes. She finishes by saying that it looks like she got lip filler. # Brand positioning Kosas is presented in the ad as a brand that is up to date with the latest trends, such as lip plumpers. However, they have produced a product that pushes against category norms, providing a hydrating and safe lip plumper that is good for the lips. The brand aligns with a modern and sophisticated lifestyle with its simple and sleek packaging design. # Product Kosas Lip Pulse, in the shade Aura Flare, is presented as a clear plumping lip gloss with an iridescent shimmer. It is designed to be applied to the perimeter of the lips, to where you want it to be nice and plump and juicy. It is meant to provide a spicy tingle without being too much or painful. The result is glossy lips that are not sticky or tacky, but instead feel breathable and hydrating. This lip plumper works so fast that you can already see it plumping within seconds, and the full difference is achieved at about five minutes. # Visual style The ad has a natural and polished visual style with natural lighting. The editing style consists of quick cuts to maintain a fast pace, with an average of one cut per second. The clean and bright production supports a modern tone. # Hooks Spoken: Female 1: As a pro makeup artist, I tend to stay away from lip plumpers. Visual: 00:00–00:04 The shot is medium-framed and selfie-style. The background is a gray wall with a window behind the speaker, who is a young, blonde, fair-skinned woman with simple gold earrings and a necklace. She is wearing a white top and has visible makeup on her face. She holds a light pink tube with a light blue applicator and gives a demonstration of the Lip Pulse product. # Funnel stage Consideration # Pain points Many lip plumpers tend to be a bit dry and stripping to the lips. Creator states: "I feel like they can be a bit dry and stripping to the lips." # Value propositions - Get the plumping effect of lip filler without the pain and expense. # Benefits - Plump lips - Spicy tingle without being too much - Not painful - Not sticky or tacky # Features - Clear plumping lip gloss - Iridescent shimmer - Glossy shine - Hydrating - Breathable # Call to action None used. # Social proof - “As a pro makeup artist, I tend to stay away from lip plumpers" – Female 1 (Creator) - “I feel like my lips have actually doubled in size” – Female 1 (Creator) # Point of view - Customer 100% – All content is delivered from the POV of a customer who is also a beauty creator. # Storyline - 00:00–00:06 The creator introduces herself as a pro makeup artist who tends to stay away from lip plumpers. - 00:07–00:13 She explains that this Kosas lip plumper is different, and identifies it as Lip Pulse in the shade Aura Flare. - 00:14–00:17 She clarifies that it's a clear plumping lip gloss with an iridescent shimmer, showing the product applicator tip close up. - 00:18–00:25 She advises that you want to apply it just to the perimeter of your lips, where you want it to be nice and plump and juicy. - 00:26–00:28 The creator applies the gloss to her top lip. - 00:29–00:37 She says that it works so fast, and she can already see it plumping within seconds. It has a nice spicy tingle without being painful. - 00:38–00:43 She states that after about a minute you start to see a difference, and you see the full difference after about five minutes. - 00:44–00:51 She claims the shine is super glossy but it doesn't feel sticky or tacky and feels very breathable and hydrating on the lips. - 00:52–00:58 After five minutes, she feels like her lips have actually doubled in size. She finds this crazy. - 00:58–01:02 She says that it looks like she got lip filler, and that they look huge.

# Ad summary This short video ad showcases Kosas Wet Lip Oil Gloss. The ad includes close-up shots of the product, lip swatches, and a model applying the product. # Brand positioning Kosas is presented as a modern makeup brand that is simple and convenient. The brand aligns with a fresh, minimalist lifestyle, pushing against overly complex or fussy beauty routines. The brand focuses on functional simplicity that is also fun and trendy. The various Wet Lip Oil Glosses presented showcase different shades and textures, maintaining a single brand identity of easy lip hydration with a pop of color. # Product The featured product is Kosas Wet Lip Oil Gloss. It is presented as a hydrating lip gloss with a hint of color and a non-sticky formula. The product comes in various shades and textures (shimmer and non-shimmer), delivered via a squeezable tube with a rounded applicator tip. It is designed to be easy to apply and carry. It's for anyone who wants comfortable, hydrated lips with a subtle pop of color and shine. The ad addresses the purchase barrier of traditional lip glosses being sticky, heavy, or uncomfortable. # Visual style The ad has a polished, commercial aesthetic with a focus on close-up product shots and natural lighting. The editing style involves quick cuts to maintain a fast pace, complemented by smooth transitions between scenes. The production quality is high-end, supporting the brand's modern and sophisticated tone. The pacing is brisk, with a cut roughly every second, enhancing the energy of the ad. # Hooks Spoken: 00:00–00:03 Female 1: ✨Kosas✨ Text overlay: 00:00–00:03 ✨Kosas✨ Visual: 00:00–00:01 Extreme close-up of a woman's face, primarily focusing on her lips, nose, and one eye. She has fair skin and light brown hair. She holds a pink Kosas lip gloss tube directly in front of her mouth, with the product label visible. The background is a blurry, light neutral color. / 00:01–00:03 The camera zooms in further on the same woman's face, now focusing almost entirely on her lips. She is pursing her lips slightly to show the lip gloss, and her eyes are glancing upward. Her teeth are briefly visible. The lighting is bright, with reflections on her skin and lips. # Funnel stage Top of funnel (Awareness) # Pain points Traditional lip glosses are often sticky, heavy, or uncomfortable. # Value propositions - Provides comfortable hydration and color in one convenient product. # Benefits - Comfortable, hydrated lips - Subtle pop of color and shine - Easy to apply and carry # Features - Hydrating lip gloss - Non-sticky formula - Various shades and textures # Call to action None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user showcasing the product. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a close-up of a woman's face. She is holding a Kosas lip gloss tube in front of her face. This shot is intended to grab the viewer's attention with an extreme close-up of the product. - 00:01–00:03 00:01–00:03 The camera zooms in even closer to focus on the woman's lips and the glossy texture of the product, showing the color payoff and finish. This emphasizes the immediate visual impact of the product and its texture. - 00:03–00:05 00:03–00:05 The view widens slightly to show the woman applying a different shade of the lip gloss. The message is that the product is easy to apply. The change in shade suggests the variety of the product line. - 00:05–00:06 00:05–00:06 The shot transitions to a stack of Kosas lip glosses in various shades. The message conveyed is that there is a variety of shades and finishes to choose from. - 00:06–00:07 00:06–00:07 The camera zooms in very closely on a different woman's lips to showcase another shade of lip gloss. The message is that this product delivers highly reflective shine and color. - 00:07–00:09 00:07–00:09 The shot transitions back to the first woman, now seen in full view, who reapplies a pink gloss. The message is about ease of reapplication. It presents the product as a go-to item. - 00:09–00:10 00:09–00:10 The camera zooms in closely again to showcase the glossy lips of the first woman. The message is to highlight the feel and appearance of the gloss and connect it with the woman's satisfaction. - 00:10–00:10 00:10–00:10 The ad ends with a quick shot of several lip glosses being placed in the pocket of a pair of jeans. The message is to emphasize the portability and everyday convenience of the product.

# Ad summary The ad features a young woman demonstrating her technique for applying loose setting powder to maintain a glowy, skin-like finish. # Brand positioning The brand, Kosas, is presented as offering products that enable a natural, glowy makeup look. The featured powder is described as talc-free and buildable, indicating a focus on skin health and customizable coverage. The brand is positioning itself as a provider of makeup that enhances rather than masks the skin's natural radiance. # Product The featured product is Kosas Cloud Set Loose Powder. The presenter states that it is talc-free, making it looser than normal setting powders. This allows for buildable coverage while maintaining a natural, glowy look. The product is designed to set makeup without eliminating shine. The presenter demonstrates using the product under the eyes and on the T-zone to absorb oil, while still allowing the skin's natural glow to shine through. This particular powder does not crease under the eyes. # Visual style The ad has a clean, well-lit aesthetic typical of beauty content. The editing is simple, with static shots and minimal transitions. The production quality is polished, suggesting a deliberate, brand-aware approach. The pacing is moderate, allowing the presenter to clearly demonstrate her technique and explain the product's benefits. # Hooks Spoken: Female 1: If you hate the way your makeup looks after powder and it loses all of this gorgeous shine, this is what I do. Text overlay: 00:00–00:51: What I do to keep my skin glowy and skin-like after powder! Visual: 00:00–00:04: A woman with long blonde hair and full makeup holds open containers of loose powder in front of a blurred background of white blinds and a white dresser. She wears a gray tank top and has manicured nails. The camera is at chest level. Text overlay: "What I do to keep my skin glowy and skin-like after powder!" # Funnel stage Consideration # Pain points Losing the natural shine and glow of makeup after applying powder. # Value propositions - Talc-free and loose formula allows for buildable coverage while maintaining a natural, glowy look. # Benefits - Keeps skin glowy and skin-like after powder - Skin absorbs it, so throughout the day it's gonna look really natural and glowy - Doesn't crease under eyes # Features - Talc-free formula - Loose powder # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is delivered from the perspective of a makeup user demonstrating a technique and offering personal opinions. # Storyline - 00:00–00:03 The presenter starts by asking if the viewer hates when their makeup loses its shine after powder application. - 00:04–00:07 She introduces her solution, involving Kosas Cloud Set Loose Powder. - 00:07–00:12 She dabs the powder onto a makeup puff and transfers it to the back of her hand to evenly coat the puff. - 00:12–00:18 She lightly dabs the powder under her eyes. - 00:20–00:28 She highlights the benefit of the powder being talc-free and loose, emphasizing its buildable quality. - 00:31–00:38 She dusts the powder on her T-zone with a fluffy brush. - 00:38–00:41 She explains that the skin absorbs the powder, ensuring a natural and glowy look throughout the day. - 00:42–00:47 She directly compares one side of her face, which has the powder, to the other side that doesn't. - 00:47–00:50 She concludes by stating that the powder prevents creasing under the eyes.

# Ad summary A creator demonstrates the Kosas Soulgazer mascara, highlighting its lengthening and lash-boosting serum properties. She applies one and two layers, showing the buildable formula and emphasizing the lash growth benefits over time. # Brand positioning Kosas is presented as a brand focused on enhancing natural beauty through innovative, skin-friendly makeup. The brand aims to occupy a space in the consumer's mind as a provider of products that not only deliver immediate cosmetic benefits but also contribute to long-term lash health. The brand aligns with a lifestyle that values both instant gratification and sustained wellness, pushing against the norm of purely cosmetic mascaras by incorporating a lash-boosting serum. The brand positioning is both functional (lengthening, buildable formula) and emotional (enhancing natural beauty, promoting lash health). # Product The Kosas Soulgazer mascara is a lengthening mascara with a lash-boosting peptide serum in one. It is designed for anyone looking to enhance their natural lashes while also promoting longer, fuller lashes over time. The mascara features a buildable formula and a wand that makes it easy to grip every lash. The serum in the mascara supports longer, fuller lashes in six to eight weeks. The ad addresses the purchase barrier of traditional mascaras that only provide cosmetic enhancement without any long-term lash health benefits, positioning this product as a solution that offers both immediate and lasting results. # Visual style The ad has a polished UGC feel, with natural lighting and a selfie-style camera angle. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a commercial feel. The pacing is consistent, with a moderate tempo. The audio-visual sync is natural, with the visuals matching the spoken content. # Hooks Spoken: I'm bringing back mascara of the day. Text overlay: mascara of the day: Visual: 00:00–00:03: A woman with blonde hair, wearing a black tank top and gold jewelry, stands in front of a white wall. She holds a purple Kosas mascara tube in her left hand. The camera is selfie-style, close-up on her face. Text overlay: "mascara of the day:". # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the frustration of using mascaras that only provide temporary cosmetic enhancement without addressing long-term lash health. "Now this isn't just any regular mascara." # Value propositions - Lash boosting peptide serum in one: Combines immediate cosmetic enhancement with long-term lash health benefits. - Buildable formula: Allows for customizable lash looks, from natural to dramatic. - Supports longer, fuller lashes in six to eight weeks: Provides a tangible timeline for achieving lash growth results. # Benefits - Supports longer, fuller lashes in six to eight weeks - Giving your lashes a glow up # Features - Lengthening mascara - Lash boosting peptide serum in one - Buildable formula - Wand makes it really easy to grip every lash # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing and demonstrating the product. # Storyline - 00:00–00:03 The creator introduces the Kosas Soulgazer mascara as the "mascara of the day." - 00:03–00:09 She highlights that it's not just any regular mascara, but a lengthening mascara with a lash-boosting peptide serum in one. - 00:09–00:15 She emphasizes the wand's design for easy lash gripping and the formula's buildability, showing one layer of application. - 00:15–00:25 She points out the serum's support for longer, fuller lashes in six to eight weeks, framing daily use as a lash "glow up." - 00:25–00:27 She presents the final result and expresses her love for the product.

# Ad summary A woman in her bathroom shares her favorite Kosas products, including Revealer Extra Bright Serum-Powered Color Corrector in Magic and Illusion, Revealer Concealer, Blush is Life in Euphoria, and Soulgazer Mascara. # Brand positioning Kosas is presented as a brand that creates low-toxin makeup with skincare benefits. The brand appears to focus on high-performing formulas, as the presenter emphasizes the success and benefits of products that are low-toxin, and includes skincare ingredients like hyaluronic acid. The brand is presented as modern and clean, with purple and yellow packaging that sets it apart in the beauty space. # Product This ad showcases four Kosas products. The Revealer Extra Bright Serum-Powered Color Corrector is a brightening and depuffing eye serum that is available in two shades: Magic, a pinkier shade, and Illusion, a peachier shade. The Revealer Concealer is a super creamy and brightening concealer. The Blush is Life blush is a baked dimensional and brightening blush with a talc-free formula in the shade Euphoria, which is a cool pinky-mauve. The formula includes squalene and hyaluronic acid. Finally, the Soulgazer Mascara is a lengthening and lifting peptide mascara with a uniquely curved brush. # Visual style The ad has a polished, commercial aesthetic. The editing style consists of quick cuts and static shots. The ad has consistent pacing throughout. # Hooks Spoken: Female 1: Actually clean makeup, that's actually really good. Visual: 00:00–00:02 The shot is framed from the waist up and features a woman with long brown hair, wearing a light blue sweater, gold jewelry, and full makeup, standing in a bathroom. She holds a blush and two concealer products in front of her and smiles at the camera. # Funnel stage Consideration # Pain points The ad addresses the pain point of mascara that is not low-tox, but still high-performing: "Low-tox mascara is usually not that good." # Value propositions - The Revealer Concealer base is a silicone-free eye cream, it's actually proven to reduce fine lines and wrinkles. # Benefits - Revealer Extra Bright: Brightening and depuffing - Revealer Concealer: The base is a silicone-free eye cream, it's actually proven to reduce fine lines and wrinkles. - Blush is Life: super smooth and is baked with squalene and hyaluronic acid so it really melts into the skin. - Soulgazer Mascara: lasts all day, it doesn't smudge, it doesn't flake # Features - Revealer Extra Bright Serum-Powered Color Corrector - Revealer Concealer: Super Creamy + Brightening Concealer - Blush is Life: Baked Dimensional + Brightening Blush - Euphoria: Cool pinky-mauve blush - Soulgazer Mascara: Lengthening + Lifting Peptide Mascara # Call to action None used. # Social proof - "One of my favorite launches from the year" - Female 1 (Customer) - "It's literally my holy grail" - Female 1 (Customer) - "Best and favorite low-tox mascara" - Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a satisfied customer who uses “I” statements and shares her personal experiences with the products. # Storyline - 00:00–00:02 The creator introduces the video by saying she'll be showing 'actually clean makeup that's actually really good.' - 00:02–00:06 She describes the Kosas Revealer Extra Bright Serum-Powered Color Corrector as being one of her favorite launches from the year, and applies it to her undereye area. - 00:06–00:10 She explains that she's very fair right now, and shares that she's been loving the Magic shade, which is the pinkier one, and also mentions Illusion, which is the peachier one. - 00:11–00:15 She says it's just so brightening, and also explains that the base is a brightening and depuffing eye serum. She applies the color corrector with a makeup brush. - 00:15–00:16 She then shares that she applies Revealer Concealer on top. - 00:16–00:21 She calls it her holy grail, and explains that the base is a silicone-free eye cream that's actually proven to reduce fine lines and wrinkles. - 00:21–00:23 She notes that the two layered really works. - 00:23–00:26 She moves on to the Kosas Blush is Life blush in the shade Euphoria, which she says is her favorite and is talc-free. - 00:26–00:32 She applies it to her cheek and explains that the formula is super smooth and is baked with squalene and hyaluronic acid, so it melts into the skin. - 00:32–00:34 She shows how natural it looks on the cheek. - 00:35–00:42 Finally, she highlights that low-tox mascara is usually not that good, but the Kosas one is fabulous. This is the Soulgazer Mascara, and she especially loves the curvature of the brush. - 00:42–00:46 She shares that it makes it so easy to get down to the base and it hugs every lash. - 00:46–00:49 She applies the mascara to her top lashes, and notes that it lasts all day and doesn't smudge or flake. - 00:49–00:52 She shows the difference between the one eye she applied mascara to and the other eye, noting that it's just one coat and is incredible. - 00:52–00:57 She concludes by saying that is her best and favorite low-tox mascara, and that she has so many more Kosas products she loves and could talk about, but these are her absolute favorites.

# Ad summary A woman demonstrates how to achieve a glowing complexion using Kosas makeup. She first uses Kosas’s Extra Bright Color Corrector and then the Revealer Concealer, blending each in with a small yellow sponge. She then takes Kosas’s New Shiny Objects Highlighter in the shade Haload and applies it to her eyelid, the end of her nose, her cupid’s bow, and cheeks. # Brand positioning Kosas is presented as a modern makeup brand focused on creating a glowing, natural look that enhances the wearer's complexion rather than masking it. The brand promotes a lifestyle of effortless beauty and confidence. Kosas appears to eschew the trend of heavy, full-coverage makeup in favor of a more natural, skin-like finish. The brand focuses on a functional approach with an emphasis on ease of use. # Product Kosas is advertising the Extra Bright Color Corrector, the Revealer Concealer, and the New Shiny Objects Highlighter. The Extra Bright Color Corrector is described as magic for under-eye darkness. The Revealer Concealer acts as a foundation. The concealer has medium coverage but is buildable and gives a skin-like finish. It is used under the eyes for a crease-free finish. The New Shiny Objects Highlighter in the shade Haload can be used on the eyelid because it is safe to use on eyes, and has no chunky fallout. The highlighter can be used as a finishing touch on the end of the nose, cupid's bow, and cheeks. # Visual style The ad has a natural and bright aesthetic. The lighting suggests natural sunlight. The creator uses a handheld camera, giving the ad a casual feel. There are frequent quick cuts. # Hooks Spoken: 00:00–00:04 These are the only products you'll ever need for a glowy base. Let me show you how I achieve this look. Visual: 00:00–00:04 A close-up shot of a young woman with tan skin and a shiny complexion. Her hair is pulled back and she's wearing a white tank top. The background is a gray wall that is partially illuminated by sunlight. # Funnel stage Consideration # Pain points The Extra Bright Color Corrector addresses the problem of "under-eye darkness." # Value propositions - Extra Bright Color Corrector for under-eye darkness - Revealer Concealer has medium coverage but buildable - Shiny Objects Highlighter is safe to use on your eyes and has no chunky fallout # Benefits - Provides a glowy base - Provides a seamless and lifted look for your under eyes - Acts as a foundation - Provides a skin-like finish - Provides a crease-free finish - There is no chunky fallout # Features - Extra Bright Color Corrector - Revealer Concealer - Shiny Objects Highlighter - Safe to use on your eyes # Call to action Go get yours immediately. # Point of view - Customer 100% – The entire video is shot from the perspective of a user who is sharing her personal makeup routine. # Storyline - 00:00–00:04 00:00–00:04 The video begins with the creator’s face on the screen with shiny makeup on. She says that the products that she is about to show are the only products you'll ever need for a glowy base and offers to show how to achieve this look, establishing the purpose and style of the video. - 00:05–00:15 00:05–00:15 She introduces the Extra Bright Color Corrector and states that it is magic for under-eye darkness and that she likes to use it underneath her concealer. She applies the color corrector underneath one eye and blends it in with a small yellow sponge. She then tells the viewer that it provides a seamless and lifted look for the under eyes, visually comparing how the color corrector enhances the look of one under eye. - 00:16–00:27 00:16–00:27 She introduces the Revealer Concealer and states that she likes to use shade 6.8N, and that it literally acts as a foundation. She continues, stating that the concealer is medium coverage but buildable, giving a skin-like finish, detailing the coverage and finish of the concealer. - 00:27–00:28 00:27–00:28 She calls attention to the difference, prompting the viewer to observe its effects. - 00:29–00:35 00:29–00:35 She applies the concealer under her other eye and states that it makes for a crease-free finish, highlighting a benefit of the concealer. - 00:36–00:43 00:36–00:43 She introduces the New Shiny Objects Highlighter in the shade Haload. She states that she will use her finger to apply the highlighter to her eyelid and does so, emphasizing its safety for use on the eyes. - 00:43–00:48 00:43–00:48 She expresses her enthusiasm for the product, stating that she loves that the product is safe to use on your eyes and that there is no chunky fallout, stating the product's safety and effectiveness. - 00:49–00:58 00:49–00:58 She notes that she has finished her makeup and applies the highlighter as a finishing touch to the end of her nose, cupid’s bow, and cheeks, demonstrating the versatility of the highlighter. - 00:58–01:05 00:58–01:05 She presents the final look and the entire highlighter range, and prompts the viewer to go get theirs immediately, showcasing the final result and creating urgency.

# Ad summary A woman demonstrates the Kosas Sulglazer eyeliner and mascara. She applies the eyeliner to her upper and lower lash lines, noting that it is waterproof and doesn't flake or smudge. She then applies the mascara to her upper lashes, noting that it is buildable and doesn't clump. She states that she has sensitive eyes and that neither of these products irritate her eyes. # Brand positioning Kosas is presented as a brand that creates makeup products that are both effective and gentle on the skin. The brand is positioned as a solution for people with sensitive eyes who are looking for makeup that won't irritate their skin. The brand aligns with a lifestyle that values both beauty and health. Kosas pushes against the norm of makeup that is harsh and irritating, and instead offers products that are gentle and nourishing. The brand positioning is both functional (gentle, effective) and emotional (confidence, comfort). # Product The ad features Kosas Sulglazer eyeliner and mascara. The eyeliner is a blackened blue color that is designed to make brown eyes pop. It has a clean gel formula that goes on super easy and glides, and can be smudged out quickly. It dries down to last all day long and contains hyaluronic acid, so it won't irritate your eyes. The mascara is a 2-in-1 mascara and peptide lash serum. It has a curved brush with two different length bristles that grab every single hair. It is buildable and doesn't clump, and it adds length and volume. It also doesn't flake or smudge. Both products are designed for people with sensitive eyes. # Visual style The ad has a polished, commercial aesthetic. The editing style is quick cuts. The production quality is high-end. The pacing is consistent. The cuts are timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: If you have brown eyes, you need this combo. Text overlay: 00:00–00:03 Visual: 00:00–00:02 A close-up shot of a woman with blonde hair and brown eyes. She is wearing a green lace top and gold jewelry. She is holding the Kosas Sulglazer eyeliner and mascara. The background is a blurred-out room with white walls and a wooden dresser. # Funnel stage Consideration # Pain points The ad addresses the pain point of finding makeup that is both effective and gentle on sensitive eyes. The creator states that she has sensitive eyes and that neither of these products irritate her eyes. # Value propositions - The perfect color to subtly enhance brown eyes - 2-in-1 mascara and lash serum - Buildable without clumping - Waterproof, flake-proof, and smudge-proof # Benefits - Makes brown eyes pop - Goes on super easy and glides - Smudge it out super quick - Dries down to last all day long - Won't irritate your eyes - Literally grabs every single hair - Not clumping - Waterproof - Doesn't flake or smudge - Insane length, definition, lift - So buildable # Features - Sulglazer liner in Enigma - Clean gel formula - Hyaluronic acid - 2-in-1 Sulglazer mascara and peptide lash serum - Curved brush - Two different length bristles # Call to action Gotta go try it for yourself. # Social proof - "I love this eyeliner" – Female 1 (Creator) - "Kosas knocked it out of the park" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is reviewing the product. # Storyline - 00:00–00:04 The creator introduces the Kosas Sulglazer eyeliner and mascara, stating that they are a must-have for people with brown eyes. The intention is to grab the viewer's attention and introduce the products. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is enthusiastic and friendly. - 00:04–00:12 The creator applies the eyeliner to her upper lash line, noting that it is a blackened blue color that makes brown eyes pop. The intention is to demonstrate the product and highlight its key features. The perspective is from the creator, who is demonstrating the product on herself. The tone is informative and enthusiastic. - 00:07–00:18 The creator states that the eyeliner has a clean gel formula that goes on super easy and glides, and can be smudged out quickly. It dries down to last all day long and contains hyaluronic acid, so it won't irritate your eyes. The intention is to highlight the product's benefits and address potential purchase barriers. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is informative and reassuring. - 00:18–00:22 The creator states that the eyeliner is the perfect color to subtly enhance brown eyes, and asks the viewer to look at the difference. The intention is to persuade the viewer to purchase the product by highlighting its benefits and showing the results. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is confident and persuasive. - 00:22–00:27 The creator introduces the Kosas 2-in-1 Sulglazer mascara and peptide lash serum. The intention is to introduce the second product in the duo. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is enthusiastic and friendly. - 00:27–00:33 The creator shows the mascara brush, noting that it is curved to follow the natural shape of the eye and has two different length bristles that grab every single hair. The intention is to highlight the product's key features. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is informative and enthusiastic. - 00:33–00:47 The creator applies the mascara to her upper lashes. The intention is to demonstrate the product and show the results. The perspective is from the creator, who is demonstrating the product on herself. The tone is informative and enthusiastic. - 00:40–00:47 The creator states that the mascara is buildable and doesn't clump, and that it adds length and volume. The intention is to highlight the product's benefits. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is informative and enthusiastic. - 00:49–00:54 The creator applies the eyeliner to her lower lash line, noting that it is waterproof and doesn't flake or smudge. The intention is to demonstrate the product and highlight its key features. The perspective is from the creator, who is demonstrating the product on herself. The tone is informative and enthusiastic. - 00:54–01:00 The creator applies the mascara to her lower lashes. The intention is to demonstrate the product and show the results. The perspective is from the creator, who is demonstrating the product on herself. The tone is informative and enthusiastic. - 01:00–01:04 The creator states that she has sensitive eyes and that neither of these products irritate her eyes. The intention is to address potential purchase barriers and reassure viewers with sensitive eyes. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is informative and reassuring. - 01:04–01:09 The creator states that Kosas knocked it out of the park, and that the lift is going to last all day. The intention is to persuade the viewer to purchase the product by highlighting its benefits and showing the results. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is confident and persuasive. - 01:09–01:14 The creator shows the final look and states that she can't get over it. She encourages the viewer to try it for themselves. The intention is to persuade the viewer to purchase the product. The perspective is from the creator, who is presenting herself as a makeup expert. The tone is enthusiastic and friendly.

# Ad summary This ad features a woman demonstrating how to use Kosas makeup products to achieve a sun-kissed look. She applies concealer, powder, bronzer, and blush, and lip products, explaining the benefits of each product and showing the before and after results. # Brand positioning Kosas is presented as a brand that uses science to create makeup that enhances natural beauty. The brand aligns with a lifestyle that values health, energy, and emotion, suggesting that their products are designed to make the user feel good and look attractive. Kosas pushes against the norm of using makeup to completely transform one's appearance, instead focusing on enhancing natural features and creating a warmer, more inviting look. The brand positioning is both functional, highlighting the brightening and depuffing properties of the concealer, and emotional, aiming to make the user feel more attractive and confident. # Product The ad features several Kosas makeup products. The Kosas Revealer Extra Bright Color Corrector in the shade "Illusion" is formulated to brighten and depuff the under-eye area. The Kosas Cloud Set Powder in "Comfy" is used to set the concealer. The Kosas Sun Show Bronzer is described as the perfect bronzer shade that is not too cool or too warm, with a bit of a glow. The Kosas blush is available in "Life" and "Dreamland" shades. The Kosas Hotliner in "Beyond" is a lip liner made with hyaluronic acid, described as "your lips but better shade," and is extremely blendable and long-lasting. The Kosas Wet Lip Oil is a peptide treatment, lip oil, and lip gloss all in one. The ad emphasizes that these products work together to create a sun-kissed, airbrushed look, enhancing natural features and adding warmth to the face. # Visual style The ad has a polished UGC feel, with bright, natural lighting and a clean background. The editing style is smooth, with static shots and minimal camera movement. The production quality is high, giving it a professional yet relatable vibe. The pacing is consistent, with a moderate number of cuts per minute, keeping the viewer engaged without feeling rushed. The audio-visual sync is well-maintained, with product actions and text timed to the voiceover. # Hooks Spoken: 00:00–00:06 there are so many studies that prove that color literally changes how people see you. It signals health, energy, emotion. Visual: 00:00–00:02 A woman with long brown hair and a blue satin pajama top stands in front of a white wall with a closet visible in the background. She holds a Kosas Revealer Extra Bright Color Corrector and removes the applicator. / 00:02–00:06 Close-up of the woman applying dots of concealer under her eyes. The camera is stationary, and the lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of struggling with under-eye darkness and puffiness, as stated by the creator: "I really struggle with my under eyes." # Value propositions - Achieve a sun-kissed, airbrushed look with Kosas makeup products - Enhance natural features and add warmth to the face - Use versatile products that can be used in multiple ways (e.g., bronzer as eyeshadow) - Get long-lasting wear with blendable and hydrating lip products # Benefits - Brightens and depuffs under-eye area - Sets concealer - Provides a perfect bronzer shade that is not too cool or too warm, with a bit of a glow - Creates a sun-kissed look - Provides a "your lips but better shade" - Extremely blendable and long-lasting - Peptide treatment, lip oil, and lip gloss all in one # Features - Kosas Revealer Extra Bright Color Corrector in the shade Illusion - Kosas Cloud Set Powder in Comfy - Kosas Sun Show Bronzer - Kosas blush in Life and Dreamland shades - Kosas Hotliner in Beyond - Kosas Wet Lip Oil # Call to action None used. # Social proof - "I repurchased this so many times. I just love it so much" – Female 1 (Customer) - "It genuinely makes your face look airbrush like" – Female 1 (Customer) - "1,000% recommend" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating and reviewing the products. # Storyline - 00:00–00:06 00:00–00:06 The creator begins by stating that color changes how people see you, signaling health, energy, and emotion. This is intended to grab the viewer's attention by highlighting the power of makeup to influence perception, setting the stage for the makeup tutorial. - 00:06–00:16 00:06–00:16 The creator explains that blush makes people view you as a warmer person and introduces the makeup tutorial to look warmer and more attractive. This builds on the previous point by focusing on a specific benefit of makeup, leading into the product demonstration. - 00:16–00:23 00:16–00:23 The creator introduces the Kosas Revealer Extra Bright Color Corrector in the shade Illusion, explaining that it is formulated to brighten and depuff. This is the first step in the makeup routine, showcasing the product's key features and benefits. - 00:23–00:30 00:23–00:30 The creator shares that she struggles with her under-eyes and that this product makes a difference. She explains that to get her face the color she wants, she needs to cancel out the colors she doesn't want. This addresses a common pain point and positions the product as a solution. - 00:30–00:36 00:30–00:36 The creator introduces the Kosas Cloud Set Powder in Comfy, which she has repurchased many times. This builds credibility by showing her personal use and satisfaction with the product. - 00:36–00:41 00:36–00:41 The creator claims that the powder makes your face look airbrushed and compares one side of her face to the other. This provides a visual demonstration of the product's effectiveness. - 00:41–00:45 00:41–00:45 The creator states that the base is perfected and transitions to bringing in color. This marks the shift to the next phase of the makeup routine. - 00:45–00:50 00:45–00:50 The creator introduces the Sun Show Kosas Bronzer, describing it as the perfect bronzer shade that is not too cool or too warm and has a bit of a glow. This highlights the product's unique qualities and benefits. - 00:50–01:01 00:50–01:01 The creator applies the bronzer, noting that she is also using it as eyeshadow and that she wants to look sun-kissed no matter the time of year. This demonstrates the product's versatility and aligns with a desired aesthetic. - 01:01–01:12 01:01–01:12 The creator introduces the Kosas blush in the shade Life, stating that if you've never experienced it, you are in for a treat. She applies the blush where the sun would naturally hit her. This builds excitement and positions the product as a must-try. - 01:12–01:18 01:12–01:18 The creator introduces the Kosas blush in the shade Dreamland and blends it out. This continues the demonstration of how to achieve the sun-kissed look. - 01:18–01:24 01:18–01:24 The creator uses her blush and bronzer as eyeshadow and recommends the products. This reinforces the product's versatility and provides a strong endorsement. - 01:24–01:35 01:24–01:35 The creator introduces the Kosas Hotliner in Beyond, describing it as "your lips but better shade" and highlighting its hyaluronic acid content, blendability, and long-lasting wear. This showcases the product's unique features and benefits. - 01:35–01:43 01:35–01:43 The creator introduces the Kosas Wet Lip Oil, describing it as a peptide treatment, lip oil, and lip gloss all in one. This highlights the product's multi-functional nature. - 01:43–01:47 01:43–01:47 The creator concludes by emphasizing what correcting the wrong colors and adding the right colors can do to your face. This reinforces the overall message of the tutorial and the transformative power of the products.

# Ad summary This ad features a woman with a full face of glam makeup. She showcases the Kosas wet pressed powder highlighter, called "Shiny Objects." She swatches the highlighters on her arm, then uses brushes to apply the product to her face. She states it melts into your skin, has no fallout, isn't chalky, doesn't pill, and glistens. # Brand positioning Kosas is presented as a modern, accessible beauty brand. The ad aligns with values of enhancing natural beauty through its light coverage and emphasis on a dewy, glowing finish, offering a functional approach to makeup that is easy to use and delivers a natural-looking result. Kosas appears to push against the norm of heavy makeup by focusing on products that blend seamlessly and provide a subtle, radiant effect. The brand aims to occupy a space in the consumer's mind as a go-to for everyday makeup that enhances without masking, appealing to those who prioritize a natural, healthy look. # Product The ad features Kosas' "Shiny Objects" wet pressed powder highlighter, a product designed to give the skin a radiant glow. It's presented as a versatile product suitable for everyday wear. The highlighter is available in multiple shades. The product is highlighted for its unique formulation that "melts into your skin," without fallout, chalkiness, or pilling. The presenter also highlights it as a multi-use product that is easy to blend with other makeup products, delivering a glistening effect that enhances the skin's natural radiance. The ad suggests that the highlighter makes wearing highlighter more appealing and frequent due to its desirable qualities and ease of use. # Visual style The ad has a polished, clean aesthetic with natural lighting and a focus on showcasing the product in a real-world setting. The editing style features static shots, highlighting the presenter and the product. The production quality appears high, resembling a UGC video made for Reels. The pacing is consistent, maintaining a steady flow that aligns with the voiceover. # Hooks Spoken: 00:00–00:03: This is for you if you want compliments on your glow. Visual: 00:00–00:03: A woman with light-brown skin, brown eyes, and brown hair pulled back into a bun is centered in the frame from the chest up. She is wearing a tan v-neck sweater with small buttons. She has a gold chain necklace and stud earrings. Her makeup includes brown eyeshadow, blush, and glossy lips. She is in front of a white brick wall. The camera is stationary. # Funnel stage Consideration # Pain points This ad addresses the problem of finding a highlighter that doesn't have fallout, doesn't look chalky, or pill when using other makeup products. The presenter states that the featured product "doesn't pill when you're using other makeup products," thus addressing the need for products that do not interact negatively with other makeup. # Value propositions - The wet press powder highlighter melts into the skin - The multi-use product is so appealing that it encourages frequent use. # Benefits - Melts into your skin - No fallout - No chalkiness - Doesn't pill when using other makeup products - Glistens # Features - Wet pressed powder highlighter - Multi-use # Call to action None used. # Social proof - "I absolutely recommend trying this for yourself" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a woman speaking directly to the camera, sharing her thoughts and application of the product, with language that is casual and friendly. # Storyline - 00:00–00:01 The ad begins with a woman, seen from the chest up, facing the camera directly. - 00:01–00:03 00:01–00:03: The woman states the ad is for those who want compliments on their glow. This statement intends to engage viewers by highlighting a potential benefit of using the product. The speaker shares from a personal perspective, setting a casual, inviting tone. - 00:03–00:04 00:03–00:04: The presenter displays multiple compacts of the Kosas "Shiny Objects," wet pressed powder. This shows the variety of shades available, implying there's a color to suit different skin tones. This builds on the previous moment by illustrating the product offering. - 00:04–00:05 00:04–00:05: The presenter swatches the highlighters on her arm. The shot conveys the texture and color payoff of the product, providing a visual demo to support claims. - 00:05–00:07 00:05–00:07: The presenter emphasizes the formula, stating that it is a wet pressed powder highlighter. The presenter is sharing from the brand's perspective, sharing important product details. - 00:07–00:10 00:07–00:10: The presenter says that the highlighter "melts into your skin." This reinforces the brand's tone by highlighting a key benefit of the product. The speaker continues to share from the brand's perspective. - 00:11–00:16 00:11–00:16: The woman applies the highlighter to her cheeks with a brush. This shows the application and the resulting glow on her skin, visually demonstrating the product's use and effect. - 00:11–00:16 00:11–00:16: The presenter shares key product qualities: "There's no fallout, no chalkiness, and it doesn't pill when you're using other makeup products." This emphasizes product benefits to address potential customer concerns. - 00:16–00:20 00:16–00:20: The woman states that the product "glistens" and "makes me want to wear highlighter more often." This focuses on the emotional benefit of the product, indicating it's so appealing that it encourages frequent use. - 00:21–00:27 00:21–00:27: The presenter applies the highlighter to her eyes with a makeup brush, then says, "I love that this is a multi-use product, and I absolutely recommend trying this for yourself." This final moment highlights product versatility and ends with a call to action, encouraging viewers to try the product. The presenter is sharing her opinion, reinforcing her role as a satisfied customer.

# Ad summary This ad features a woman in her bathroom applying Kosas makeup products. She explains that she always wears a full face of makeup when traveling on an airplane because it stops her from touching her face. She also states that Kosas makeup doubles as skincare, so she knows it's doing great things for her skin. She applies several Kosas products, including Plump + Juicy Serum Spray, Revealer Concealer, Cloud Set Setting Powder, and Wet Lip Oil Gloss. # Brand positioning Kosas is presented as a brand that combines makeup and skincare, offering products that not only enhance appearance but also benefit the skin. The brand aligns with a lifestyle that values both beauty and wellness, suggesting that customers can look good and take care of their skin simultaneously. Kosas aims to occupy a space in the consumer's mind as a brand that prioritizes skin health while providing cosmetic benefits. The brand positioning is both functional, offering skincare benefits, and emotional, allowing customers to feel cute and confident while traveling. # Product The ad features several Kosas products. The Plump + Juicy Serum Spray keeps skin very soothed. The Revealer Concealer doubles as skincare, doing great things for the skin. The peptides in Extra Bright, especially the dipeptide-2, are great for dark circles. The Cloud Set Setting Powder sets makeup. The setting spray contains saccharide isomerate and is alcohol-free and non-comedogenic. The Wet Lip Oil Gloss is also featured. These products are for individuals who want to look cute while traveling and protect their skin. # Visual style The ad has a polished, commercial aesthetic with natural lighting. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad. The audio and visual elements are synced well. # Hooks Spoken: 00:00–00:06 When I travel on an airplane, I always wear a full face of makeup. Stops me from touching my face. Visual: 00:00–00:01 The shot is a medium close-up of a woman in a bathroom. She has long brown hair and is wearing a white t-shirt. She is spraying a product on her face and rubbing it in. The background includes a marble shower and light green walls. / 00:01–00:03 The shot is a medium close-up of the woman holding up a pink bottle. She is in the same bathroom, with a marble shower and light green walls in the background. / 00:03–00:06 The shot is a medium close-up of the woman applying a product to her face. She is in the same bathroom, with a marble shower and light green walls in the background. # Funnel stage Consideration # Pain points The ad addresses the pain point of feeling miserable while traveling, particularly at the airport. The woman states, "Because it's already miserable to be at the airport. The last thing I need is to also like not feel really cute." # Value propositions - Kosas makeup doubles as skincare so that I know it's doing great things for my skin - The peptides in Extra Bright, especially the dipeptide-2, so great for dark circles # Benefits - Stops me from touching my face - Makeup doubles as skincare - Great for dark circles - Keeps my skin very soothed - You can look pretty and cute and have your skin be protected # Features - Plump + Juicy Serum Spray - Revealer Concealer - Cloud Set Setting Powder - Setting spray contains saccharide isomerate - Alcohol-free - Non-comedogenic - Wet Lip Oil Gloss # Call to action None used. # Social proof - "All my Kosas makeup doubles as skincare so that I know it's doing great things for my skin" – Female 1 (Customer) - "I would only trust Kosas for that" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating her makeup routine. # Storyline - 00:00–00:01 The woman sprays a product on her face and rubs it in. - 00:01–00:06 00:01–00:06 The woman holds up a pink bottle and applies a product to her face, rubbing it in. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:06–00:15 00:06–00:15 The woman holds up two concealer products and applies them under her eyes, rubbing them in. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:15–00:19 00:15–00:19 The woman applies a product to her hand and then to her face, rubbing it in. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:19–00:22 00:19–00:22 The woman applies a product to her eyebrows. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:22–00:28 00:22–00:28 The woman applies a product to her face with a brush. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:28–00:31 00:28–00:31 The woman applies blush to her cheeks with a brush. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:31–00:36 00:31–00:36 The woman applies products to her eyebrows and lips. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:36–00:40 00:36–00:40 The woman applies mascara and setting spray to her face. This is presented from the perspective of the woman, who is demonstrating her makeup routine. - 00:41–00:47 00:41–00:47 The woman applies lip gloss and shows off the final look. This is presented from the perspective of the woman, who is demonstrating her makeup routine.

# Ad summary A woman tests out Kosas' new bright pink setting powder for the first time and shares her reaction. She applies it with a puff and a brush and shows off the final look. # Brand positioning Kosas is presented as a modern beauty brand offering innovative and playful products. The brand does not take itself too seriously, as demonstrated by the novelty bright pink shade of setting powder. The brand clearly positions itself as in tune with current beauty trends and social media aesthetics, as well as creating products that are easy to use, perfect for the everyday makeup user. Kosas is aiming to occupy the space of beauty that is trendy, fun, and easy-to-use. # Product Kosas' new bright pink setting powder is a loose powder used to set makeup for a finished look. The powder is bright pink in color, which is a unique spin on traditional translucent setting powders. It is advertised for easy application on the face. The product comes in a clear jar with a white lid and is for makeup users looking to try fun and innovative makeup products. # Visual style The ad has a polished UGC feel. The lighting is natural and bright. The editing style includes quick cuts and the pacing is upbeat with the background music. The visuals are timed to the music track. # Hooks Text overlay: 00:00–00:23 Honest reaction to trying out Kosas new bright pink setting powder for the first time Visual: 00:00–00:02 The shot shows a woman with long brown hair in a ponytail, wearing a gray long sleeve shirt, sitting in front of a white desk in what looks to be an apartment. She is opening Kosas' bright pink setting powder and looking at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Bright pink setting powder # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the POV of a customer trying the product. # Storyline - 00:00–00:02 The video begins with the creator about to try the Kosas setting powder. - 00:02–00:11 The creator then applies the pink powder under her eyes, and on her forehead and cheeks. - 00:11–00:19 Next, she uses a brush to blend the setting powder all over her face. - 00:20–00:23 Finally, the creator gives her approval of the product by smiling at the camera and showing off her finished makeup.

# Ad summary A woman shares that she puts on mascara before going to bed. She says that she knows it sounds crazy, but she does it because she ripped out some of her eyelashes with an eyelash curler. She started using Kosas lash-boosting serum mascara, and her lashes grew back in one to two weeks. She says that she doesn't care if people think she's crazy for sleeping in mascara because she's seeing quick results. # Brand positioning Kosas is presented as a brand that offers innovative solutions for common beauty problems. The brand is positioned as effective and fast-acting, with the mascara shown to deliver visible results in a short amount of time. The brand aligns with a lifestyle that values convenience and quick fixes, suggesting that beauty routines can be adapted to fit individual needs and preferences. Kosas challenges the norm of removing makeup before bed, suggesting that their mascara is safe and beneficial enough to be worn overnight. The brand positioning is both functional, highlighting the mascara's lash-boosting properties, and emotional, offering a sense of confidence and satisfaction with the quick results. # Product Kosas lash-boosting serum mascara is a product designed to promote lash growth while providing the cosmetic benefits of mascara. It is intended for individuals who have experienced lash damage or desire longer, fuller lashes. The mascara is formulated with serum ingredients that stimulate lash growth, with visible results expected within six to eight weeks. However, the ad highlights that the user saw results within one to two weeks. The mascara addresses the purchase barrier of time, as it delivers quick results. The ad emphasizes that the mascara is worth trying because it not only enhances the appearance of lashes but also promotes their growth, offering a dual benefit. # Visual style The ad has a polished UGC feel, with a clean and well-lit environment. The editing style is simple, with static shots and smooth transitions. The production quality is high, with clear visuals and audio. The pacing is consistent, with a moderate number of cuts per minute. The visual motifs include close-ups of the woman's face and the mascara product. The audio-visual sync is natural, with the visuals matching the spoken content. # Hooks Spoken: Female 1: I just got out of the shower and I'm about to go to bed, but first, I need to put my mascara on. Text overlay: 00:00–00:04 / Beauty Hack Visual: 00:00–00:04: A woman with fair skin, red nails, and glossy lips applies mascara to her upper lashes. She is wearing a purple tie-dye shirt and hoop earrings. She holds the mascara tube in her left hand. The background is a shelf with various beauty products and decorations. # Funnel stage Consideration # Pain points The pain point is lash damage caused by using an eyelash curler. The creator says, "A couple weeks ago, I actually ripped out some of my lashes right here in the middle from my eyelash curler." # Value propositions - Quick results: The mascara delivers visible lash growth in just one to two weeks, making it a fast and effective solution for lash damage. # Benefits - Lashes magically grew back - Saw results within one to two weeks # Features - Lash-boosting serum mascara # Call to action None used. # Social proof - "I started using this Kosas mascara and they magically grew back" – Female 1 (Customer) - "I saw results within one to two weeks" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:04 The creator applies mascara to her lashes and says that she is about to go to bed, but first, she needs to put on her mascara. - 00:04–00:07 She acknowledges that it sounds insane, but asks the viewer to hear her out. - 00:07–00:13 She explains that she ripped out some of her lashes with an eyelash curler a couple of weeks ago. - 00:13–00:20 She says that she started using Kosas mascara, and her lashes magically grew back. - 00:20–00:27 She says that you wouldn't even be able to tell that she had no lashes in the center just a week ago. - 00:27–00:33 She says that it's because she started using this lash-boosting serum mascara. - 00:33–00:44 She says that you're supposed to start seeing results within six to eight weeks, but because she was missing lashes in the center, she saw results within one to two weeks. - 00:44–00:50 She says that you can think she's crazy for going to bed with mascara on, but after seeing these quick results, she doesn't care.

# Ad summary This ad features a woman demonstrating her 3-step under eye routine using Kosas products. She highlights the benefits of using a color corrector, concealer, and setting powder to achieve a bright and beautiful under eye look. # Brand positioning Kosas is presented as a brand that offers makeup products designed to enhance natural beauty and provide skincare benefits. The brand emphasizes the use of gentle, serum-like formulas that offer coverage without creasing or cakiness. Kosas aims to occupy a space in the consumer's mind as a brand that combines makeup and skincare, promoting a healthy and radiant complexion. The brand aligns with a lifestyle that values simplicity and effectiveness in beauty routines, pushing against the norm of heavy, cakey makeup. The brand positioning is both functional (providing coverage and brightening) and emotional (enhancing confidence and radiance). # Product The ad features three Kosas products for an under eye routine. First, the Kosas Revealer Extra Bright Concealer in the shade Magic, a baby pink color corrector that brightens the under eye area and contains a depuffing serum. Second, the Kosas Revealer Concealer in the shade 3.5W, a thin, serum-like formula that provides extra coverage without creasing or cakiness. The woman in the ad applies two layers of this concealer. Finally, the Kosas Cloud Set Translucent Candy Ultra Transparent Setting Powder, a baby pink setting powder that sweeps away shine and oil while keeping the glow. The ad highlights that these products work together to create a bright and beautiful under eye look without creasing or cakiness. # Visual style The ad has a polished UGC feel, with natural lighting and a clean background. The editing style is simple, with static shots and smooth transitions. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is well-maintained, with text and product actions timed to the voiceover. # Hooks Spoken: 00:00–00:01 Female 1: Dare I say this is the perfect under eye routine. Text overlay: 00:00–00:05 3 step under eye routine ✨ / 00:00–00:05 dare I say this is the perfect under eye routine / 00:01–00:05 it literally looks like I just got 15 hours of sleep Visual: 00:00–00:05: A woman with light brown hair and blue eyes, wearing a red shirt and a black necklace, is centered in the frame, speaking directly to the camera. She has light makeup on, and her under eyes appear slightly dark. She gestures with her finger as she speaks. The background is a blurred room with a colorful decoration on the wall. # Funnel stage Consideration # Pain points The ad addresses the pain point of dark and puffy under eyes that make people look tired. The woman in the ad states that her under eyes look like she just got 15 hours of sleep, implying that without the products, she would look tired. # Value propositions - Achieve a bright and beautiful under eye look with a simple 3-step routine - Get the look of 15 hours of sleep with only three products - Enjoy extra coverage without creasing or cakiness with a thin, serum-like formula - Sweep away shine and oil while keeping the glow with a translucent setting powder # Benefits - Brightens under eyes - Provides extra coverage - Prevents creasing and cakiness - Keeps the glow # Features - Kosas Revealer Extra Bright Concealer: baby pink color, depuffing serum - Kosas Revealer Concealer: thin, serum-like formula - Kosas Cloud Set Translucent Candy Ultra Transparent Setting Powder: sweeps away shine and oil, keeps the glow # Call to action Let me know if you end up trying any of these in the comments. # Social proof - "Dare I say this is the perfect under eye routine" – Female 1 (Customer) - "It literally looks like I just got 15 hours of sleep" – Female 1 (Customer) - "The day that I discovered these pink toned color correctors, I literally never went back. I use them every single day" – Female 1 (Customer) - "You see how that just completely woke up my under eyes" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal makeup routine and experience with the products. # Storyline - 00:00–00:05 The ad begins with a woman introducing her 3-step under eye routine, claiming it's the perfect routine and makes her look like she got 15 hours of sleep. - 00:04–00:06 She states that she only uses three products and will break down the routine. - 00:06–00:12 She introduces the first step, color correcting, and shows the Kosas Revealer Extra Bright Concealer in the shade Magic, describing it as a baby pink color that brightens the under eye. - 00:12–00:18 She applies the color corrector to the darkest part of her under eye circle and blends it in with a brush. - 00:16–00:20 She states that she never went back after discovering pink toned color correctors and uses them every day. - 00:19–00:24 She highlights how the color corrector woke up her under eyes and mentions that she likes this one because she has puffy under eyes and it has a depuffing serum. - 00:24–00:27 She introduces the second product, the Kosas Revealer Concealer in the shade 3.5W. - 00:27–00:31 She applies the concealer in the same spot as the color corrector and blends it out on top. - 00:31–00:34 She states that after this layer of concealer, her under eyes are still bright but more neutralized with the rest of her skin. - 00:34–00:37 She mentions that she puts on two layers of concealer because she likes the extra coverage. - 00:37–00:41 She states that she likes the Kosas concealer because it's a very thin serum-like formula. - 00:41–00:45 She highlights that even though she put on three layers of concealer, there's no creasing or cakiness. - 00:45–00:52 She introduces the last step, setting powder, and shows the Kosas Cloud Set Translucent Candy Ultra Transparent Setting Powder. - 00:47–00:49 She states that she's using a baby pink setting powder to keep the bright eye vibe going. - 00:53–00:58 She explains that this setting powder is different from her full beat setting powders because it sweeps away the shine and oil but keeps the glow. - 00:58–01:02 She applies the setting powder as close to her waterline as possible to prevent creasing throughout the day. - 01:02–01:07 She asks the viewer to look at how bright and beautiful her under eyes are and to let her know if they end up trying any of these products in the comments.

# Ad summary A woman demonstrates how to apply Kosas concealer to brighten her undereye area. # Brand positioning Kosas is presented as a brand that offers makeup products that are serum-powered and super thin. The brand aims to occupy a space in the consumer's mind as a provider of makeup that not only enhances appearance but also nourishes the skin. The brand aligns with a lifestyle that values both beauty and skincare, promoting the idea that makeup can be both effective and beneficial for the skin. Kosas pushes against the norm of traditional makeup that may be heavy or cakey, instead offering products that are lightweight and blend seamlessly. The brand positioning is both functional, highlighting the performance and simplicity of the products, and emotional, emphasizing the confidence and satisfaction that comes with achieving a flawless makeup look. # Product The ad features two Kosas concealers: the Kosas Revealer Extra Bright in the shade magic, and the Kosas Super Creamy and Brightening Concealer in the shade 01n. The Kosas Revealer Extra Bright is described as a serum-powered color corrector that is super thin and blends out nicely, covering anything you want to get covered, such as dark circles and veins under the eyes. The Kosas Super Creamy and Brightening Concealer is applied over the color corrector to further brighten the undereye area. The ad tells the viewer that this concealer duo is worth trying or buying because it effectively covers imperfections, brightens the undereye area, and provides a flawless makeup look. # Visual style The ad has a polished UGC feel with natural lighting and smooth transitions. The editing style is simple, with static shots and minimal camera movement. The production quality is high, giving the ad a professional yet relatable tone. The pacing is consistent, with a moderate BPM that matches the voiceover. # Hooks Spoken: 00:00–00:04 If you aren't already sick of me talking about this concealer combo, just watch this starting with the Kosas Revealer Text overlay: 00:00–00:47 the perfect under eyes / 00:01–00:03 talking about this concealer combo / 00:03–00:05 just watch this starting with the Kosas Revealer Visual: 00:00–00:04 A woman with long brown hair and a white shirt is centered in the frame, holding a pink Kosas Revealer Extra Bright concealer. She applies the concealer under her eyes. # Funnel stage Consideration # Pain points The ad addresses the frustration of concealers not providing the desired coverage. "For a while I just felt like sometimes my concealer wasn't giving what I wanted it to give." # Value propositions - Serum powered color corrector: Skincare benefits while correcting color. - Super thin: Blends easily and seamlessly. # Benefits - Blends out so nicely - Covering anything you want to get covered # Features - Serum powered color corrector - Super thin # Call to action None used. # Social proof - "I swear this extra step has changed my makeup" – Female 1 (Customer) - "Look at those under eyes I'm obsessed" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is demonstrating and reviewing the product. # Storyline - 00:00–00:04 00:00–00:04 The creator applies Kosas Revealer Extra Bright in the shade magic under her eyes. - 00:04–00:14 00:04–00:14 She blends the product with a brush, emphasizing its thin texture and ability to cover imperfections like dark circles and veins. - 00:14–00:22 00:14–00:22 The creator highlights how bright her undereye area looks after using the color corrector, stating that it has changed her makeup routine. - 00:22–00:35 00:22–00:35 She applies Kosas Super Creamy and Brightening Concealer in the shade 01n over the color corrector and blends it in, showcasing the flawless result. - 00:35–00:47 00:35–00:47 The creator shares her past struggles with concealers not providing the desired coverage and expresses her satisfaction with the Kosas duo, emphasizing the bright and flawless undereye look.

# Ad summary This ad features a woman applying a concealer product to her face. She applies the product under her eyes and blends it in with a brush. The text overlay states that the product makes it look like she got 12 hours of sleep. # Brand positioning The brand is presented as a solution for achieving a well-rested look, even without adequate sleep. The ad focuses on the functional benefit of appearing refreshed, aligning with a lifestyle where looking good is important, regardless of sleep quality. The brand positions itself as a go-to for quick and effective beauty solutions, ignoring the norm of promoting natural beauty through healthy habits and instead offering a cosmetic shortcut. # Product The featured product is a concealer designed to give the appearance of having had 12 hours of sleep. It is applied under the eyes to brighten and conceal dark circles. The product comes in a tube with a wand applicator. The ad highlights the product's ability to quickly and effectively create a refreshed look, addressing the common desire to look well-rested despite potential sleep deprivation. The concealer is presented as a solution for those seeking a fast and reliable way to enhance their appearance. # Visual style The ad has a polished UGC feel, with a focus on showcasing the product application and results. The editing is simple with static shots and smooth transitions. The production quality is high, with good lighting and clear focus on the woman's face. The pacing is consistent, with cuts timed to the music beats. # Hooks Text overlay: 00:00–00:11: me 🤝 and the product that makes it look like I got a full 12 hours of sleep Visual: 00:00–00:01: Close-up of a woman's face. She has fair skin, dark hair pulled back with clips, and light blue eyes. She is wearing a black lace top and gold hoop earrings. She is applying concealer under her right eye with a wand applicator. The background is a blurred white wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of looking tired or sleep-deprived. "Makes it look like I got a full 12 hours of sleep." # Value propositions - The product provides the appearance of being well-rested, even without adequate sleep. # Benefits - Makes it look like I got a full 12 hours of sleep # Features - Concealer - Wand applicator # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot from the perspective of a customer demonstrating the product. # Storyline - 00:00–00:01 The video opens with a close-up of a woman's face as she applies concealer under her eye. - 00:01–00:03 She blends the concealer with a brush. - 00:03–00:05 She points to her face, showing the area where the concealer was applied. - 00:05–00:07 She applies more concealer under her other eye. - 00:07–00:09 She blends the concealer with a brush. - 00:09–00:11 She holds up the concealer product to the camera.

# Ad summary A social media ad featuring a content creator demonstrating their favorite clean beauty products from Kosas. The ad tackles the misconception that clean beauty doesn't look airbrushed or have good pigments by showing a full face makeup application with Kosas products. The ad showcases a variety of products with a focus on their texture and finish on the skin. # Brand positioning Kosas is presented as a clean beauty brand that defies the common misconception that 'clean' means compromising on performance or aesthetic results. The brand is shown to align with a lifestyle that values both health and beauty, offering products that are effective and skin-friendly. Kosas aims to occupy a space in the consumer's mind as a provider of high-quality makeup that doesn't sacrifice efficacy, pigment, or an airbrushed finish. Kosas seems to ignore traditional beauty industry norms by focusing on clean ingredients. The brand positioning is functional, emphasizing performance and the quality of the ingredients, but also emotional, promoting the feeling of confidence and well-being that comes from using products that are good for the skin. # Product The ad features multiple Kosas products, including Kosas Plump and Juicy Vegan Collagen Spray-On Serum, DreamBeam SPF 40 tinted sunscreen, Revealer Super Creamy + Brightening Concealer, Cloud Set setting powder, Sun Show bronzer, Color & Light blush in the shade Adrenaline, Hotliner lip liner in the shade Supreme, and Wet Lip Oil Gloss. The Kosas Plump and Juicy Vegan Collagen Spray-On Serum is described as a primer with probiotics and vegan collagen that helps products melt into the skin. The DreamBeam SPF 40 tinted sunscreen is presented as having the perfect tint, gives a nice glow, and is silicone-free so it doesn't cause breakouts. The Revealer Super Creamy + Brightening Concealer is described as a favorite product. The Cloud Set setting powder is talc-free and provides an airbrushed finish. The Hotliner lip liner is shown in the shade Supreme. The Wet Lip Oil Gloss is presented as the finishing touch for lips. The products are shown being applied in a specific order to achieve a full face makeup look, which serves to showcase the quality and the final makeup application. # Visual style The ad features a polished, natural aesthetic, typical of UGC beauty content. The lighting appears to be natural, enhancing the skin's texture and makeup finish. The editing style combines quick cuts during product application with static shots for clear demonstrations, creating a steady rhythm. The production quality suggests a hybrid approach, blending UGC's authenticity with commercial polish, which supports the intended tone of relatable expertise and accessible luxury. The pacing maintains a consistent flow, with cuts timed to coincide with product actions, enhancing the viewing experience. # Hooks Spoken: 00:00–00:08 I feel like one of the biggest misconceptions about clean beauty is that it doesn't look airbrushed or have really nice pigments. Text overlay: 00:00–00:08 my favorite clean beauty products in my makeup bag Visual: 00:00–00:02 Close-up shot of a fair-skinned person with long, wavy, dark brown hair and green eyes, wearing a brown top. They are holding a small, light blue and white striped bag with cherry designs and a red and white checkered lining. The background is a blurry white door and wall. The person is centered in the frame. / 00:02–00:08 Close-up shot of a fair-skinned person with long, wavy, dark brown hair and green eyes, wearing a brown top. They are holding a small, light blue and white striped bag with cherry designs and a red and white checkered lining. The background is a blurry white door and wall. The person is centered in the frame, making a gesture with their hand. # Funnel stage Middle of funnel (Consideration) # Pain points The common misconception that clean beauty products don't look airbrushed or have really nice pigments. # Value propositions - Probiotics and vegan collagen helps products melt into the skin - Silicone-free won't cause breakouts - Talc-free and still makes skin look airbrushed # Benefits - Helps all products melt into the skin - Gives skin a nice glow - Won't cause breakouts - Makes skin look airbrushed # Features - Probiotics - Vegan collagen - Silicone-free - Talc-free # Call to action None used. # Social proof - "And the Kosas Revealer Extra Bright is hands down my favorite product in my makeup bag" – Female 1 (Creator) - "The only talc free setting powder I've tried that really makes my skin look airbrushed" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is delivered from the POV of a beauty creator demonstrating and reviewing makeup products they personally use. # Storyline - 00:00–00:08 00:00–00:08 A woman holds a makeup bag and addresses the audience, stating that one of the biggest misconceptions about clean beauty is that it doesn't look airbrushed or have really nice pigments. The message sets up the premise of the video: to disprove this idea by demonstrating a full makeup routine using clean beauty products. The perspective is from the creator, aiming to position themself as a relatable expert who will reveal the truth about clean beauty. The tone is casual and conversational, inviting viewers to join a get-ready-with-me routine. - 00:08–00:18 00:08–00:18 The creator begins by priming the skin with Kosas Plump and Juicy, emphasizing that it contains probiotics and vegan collagen and helps all the products melt into the skin. The perspective shifts to a demonstration mode, showing the product application while highlighting key ingredients and their benefits. The tone is informative, aiming to educate viewers about the product's features and why they matter. - 00:18–00:27 00:18–00:27 Next, she applies Kosas DreamBeam SPF, noting it has the perfect tint, gives the skin a nice glow, and is silicone-free so it doesn't break out the skin. This continues the product demonstration, layering in additional benefits such as tint, glow, and skin-friendly formulation. The tone remains informative, focusing on the immediate effects and long-term skin health. - 00:28–00:36 00:28–00:36 The creator applies Kosas Revealer Concealer and notes that this product is her favorite product in her makeup bag. She applies it to one eye so the audience can see the difference that it makes. The tone is conversational and testimonial-based, adding a personal endorsement to the product's appeal. - 00:37–00:43 00:37–00:43 The creator applies Kosas Cloud Set with a powder puff. She states that it is the only talc-free setting powder that she has tried that makes her skin look airbrushed. The tone is informative and testimonial-based. - 00:44–00:47 00:44–00:47 She warms her face with Kosas Sun Show bronzer and Kosas blush in the shade Adrenaline. The tone is informative and testimonial-based. - 00:48–00:54 00:48–00:54 The creator applies eyeliner and mascara. The tone is informative and testimonial-based. - 00:55–01:03 00:55–01:03 She lines her lips with Kosas Hotliner in the shade Supreme and tops with Kosas Wet Lip Oil Gloss. She locks everything in with Kosas Cloud Set setting spray. The tone is informative and testimonial-based. - 01:03–01:05 01:03–01:05 The creator shows off the final look. The tone is informative and testimonial-based.