How Laura Geller Beauty Advertises on Meta

# Ad summary The ad promotes an eye makeup kit consisting of brow pencil, eyeliner, and mascara as a solution for thinning lashes and heavy-looking eyes that happen as women age. A woman demonstrates the application of each product, emphasizing their unique attributes and the overall ease and speed of the kit to create a defined, refreshed look. # Brand positioning Based on the ad, the brand focuses on creating makeup that is easy to use and offers a natural look for women as they age. The brand's eye makeup kit seems designed to combat the effects of aging, such as thinning lashes and eyebrows, by offering a solution that enhances features without making the eyes look heavier or overdone. It positions itself as a brand that understands the evolving needs of its customers, providing products that are long-lasting, and simple to integrate into a three-step routine for instant definition. # Product The ad promotes an eye makeup kit that includes three main products: a brow pencil, a kohl eyeliner, and a mascara. The brow pencil is designed with tiny hair-like strokes to fill in thinning eyebrows for a fuller, more natural look. The eyeliner is a kohl eyeliner that is designed to glide on smoothly without tugging, making it easy to smudge for a soft effect or shape for a more defined cat-eye. The mascara is designed to lift, separate, and thicken lashes without clumping, adding length and volume. The kit is presented as a three-step routine that is quick and easy to use. # Visual style The ad has a UGC style with minimal editing and a casual, conversational tone. The video is shot in a home setting, with a straightforward, close-up framing. The pacing is moderate, with cuts timed to match the speaker's points. # Hooks Spoken: 00:00–00:03 If your eyes don't hit the way that they used to, maybe this is why. Text overlay: 00:00–00:03 It's not your face. / 00:01–00:03 It's your eye routine. Visual: 00:00–00:03 Close up shot of a fair-skinned woman, likely in her 40s, with blonde hair. She is wearing a gray tank top with a pink sweater. She has full makeup, including mascara, blush and lipstick. Her finger points towards her eye. The background is blurred and nondescript. # Funnel stage Consideration # Pain points As people age, their lashes thin out, eyebrows get sparse, and harsh liner just makes everything look heavier. # Value propositions - Three steps, one routine, instant definition. - Provides all three essentials in one kit. - Long-lasting eyeliner, wears for 12 hours. # Benefits - Eyebrows look fuller, not drawn on. - Eyeliner can be smudged for a soft look or shaped into something like a cat eye - Mascara adds so much length and volume # Features - Brow pencil uses tiny hair-like strokes - Kohl eyeliner glides on smoothly without tugging - Mascara lifts, separates and thickens without clumping # Call to action Go ahead and grab them all. # Social proof - "I wore this for 12 hours the other day, and it was still on" – Female 1 (Customer) - "I was so impressed with this mascara the first time that I used it" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a satisfied customer who is sharing her personal experience and demonstrating the product. # Storyline - 00:00–00:03 00:00–00:03 The woman in the video introduces the topic by stating that if your eyes don't look the way they used to, it might be due to your eye routine. - 00:03–00:09 00:03–00:09 She says as people age, their lashes thin out, eyebrows get sparse, and harsh liner makes everything look heavier. - 00:09–00:13 00:09–00:13 She then introduces the kit and says that the kit gives you all three essentials in one routine. - 00:13–00:19 00:13–00:19 The woman uses the brow pencil to fill in her eyebrows. She then says that the product uses tiny hair-like strokes so that your eyebrows look fuller, not drawn on. - 00:19–00:30 00:19–00:30 She introduces the kohl eyeliner and demonstrates how to apply it, mentioning that it glides on so smoothly without tugging, and can be smudged for a soft look or shaped into something like a cat eye. - 00:30–00:36 00:30–00:36 The woman prefers a light liner and mentions wearing the product for 12 hours, where it was still on. - 00:36–00:48 00:36–00:48 The woman uses and describes the product mascara, stating it lifts, separates, and thickens without clumping. She was impressed with the mascara, as it adds length and volume. - 00:48–00:52 00:48–00:52 The woman shows all three products and restates the kit's benefits and application in three steps, one routine for instant definition. - 00:52–01:01 00:52–01:01 The woman holds up the products and promotes the huge discount available on the kit, noting that it's perfect if your eye makeup needs a refresh, but you don't want to think too hard about it. She then encourages the viewer to go ahead and grab it from the link.

# Ad summary This ad for Laura Geller Double Take Baked Foundation highlights the product's ability to color correct redness and its suitability for sensitive skin conditions like rosacea and psoriasis. It also features a limited-time offer of 40% off. # Brand positioning Laura Geller is presented as a brand offering solutions for sensitive skin with its Double Take Baked Foundation. The brand positions itself as a provider of products that are safe for conditions like rosacea and psoriasis, suggesting a focus on gentle and effective formulations. The brand's positioning is functional, emphasizing the product's ability to color correct redness while being suitable for sensitive skin. # Product The ad features Laura Geller's Double Take Baked Foundation, a makeup product designed to color correct redness. It is presented as safe for individuals with rosacea, psoriasis, and sensitive skin, as it is dermatologist-tested. The foundation is showcased in its compact, with the lid open to display the baked powder. The ad highlights the product's suitability for those with sensitive skin conditions, addressing a potential purchase barrier by emphasizing its safety and gentleness. The ad also features a 40% off discount, incentivizing potential buyers to try the product. # Visual style The ad has a clean and minimalist visual style, with a focus on product presentation and clear messaging. The product is well-lit and prominently displayed against a white background. The typography is simple and legible, with a clear hierarchy of information. The overall aesthetic is polished and professional, suggesting a high-quality product. # Hooks Headline: Proven To Help To Color Correct Redness # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding makeup products that are safe and effective for individuals with sensitive skin conditions like rosacea and psoriasis. The ad highlights the product's safety and suitability for these conditions. # Value propositions - Color correction for redness, combined with safety for sensitive skin conditions, offers a valuable solution for those struggling to find suitable makeup. # Benefits - Proven To Help To Color Correct Redness # Features - ROSACEA SAFE - PSORIASIS SAFE - DERMATOLOGIST SAFE # Call to action None used. # Point of view - Brand: The brand is communicating the product's benefits and safety features, as well as promoting a discount offer. # Storyline - The ad begins by introducing the Laura Geller Double Take Baked Foundation, setting the stage for the product being advertised. The brand is telling the audience what product is being advertised and its name, which progresses the overall narrative by introducing the product to the audience. - The ad highlights the product's ability to color correct redness, emphasizing its primary function. The brand is telling the audience the product's main benefit, which progresses the overall narrative by highlighting the product's key benefit. - The ad lists the product's safety for rosacea, psoriasis, and dermatologist testing, addressing concerns about skin sensitivity. The brand is telling the audience the product's safety features, which progresses the overall narrative by addressing potential concerns about skin sensitivity. - The ad showcases a 40% off discount, incentivizing potential buyers. The brand is telling the audience about a limited-time offer, which progresses the overall narrative by creating a sense of urgency and encouraging immediate purchase.

# Ad summary This ad for Laura Geller Double Take Baked Foundation features a before and after image of a woman with redness from rosacea or psoriasis. The ad claims that the foundation provides coverage and highlights a 40% off offer. # Brand positioning Laura Geller is presented as a solution-oriented brand that caters to individuals seeking coverage for skin conditions like rosacea or psoriasis. The brand positions itself as a provider of effective makeup solutions, emphasizing coverage and transformation. The brand aims to occupy a space in the consumer's mind as a reliable option for those with specific skin concerns, offering products that deliver visible results. The brand aligns with a functional approach, focusing on the practical benefits of its products, such as coverage and skin improvement. It addresses the needs of individuals seeking to conceal redness and achieve a more even complexion. # Product The product being advertised is Laura Geller's Double Take Baked Foundation. It is a pressed powder foundation designed to provide coverage for skin conditions such as redness from rosacea or psoriasis. The foundation comes in a round compact with a black base and a clear lid. The product is presented as a solution to conceal redness and achieve an even complexion. The ad highlights the foundation's ability to provide coverage, addressing the purchase barrier of individuals seeking to conceal skin imperfections. # Visual style The ad has a clean and straightforward visual style, focusing on a before-and-after comparison to showcase the product's effectiveness. The production quality appears to be studio-shot with good lighting. The image treatment includes color correction to highlight the skin's transformation. The typography is simple and legible, with a clear hierarchy. The overall style is designed to be scannable and informative, emphasizing the product's benefits. # Hooks Headline: Redness from Rosacea or Psoriasis? We got you covered. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of visible redness caused by skin conditions like rosacea or psoriasis. The question "Redness from Rosacea or Psoriasis?" directly signals this frustration. # Value propositions - Coverage for redness from rosacea or psoriasis: This connects the product's feature (coverage) to a specific benefit (reducing redness). - 40% off: This connects the product to a discount. # Benefits - Coverage for redness from rosacea or psoriasis - Even skin tone # Features - Baked foundation - Coverage for redness from rosacea or psoriasis # Call to action None used. # Point of view - Brand: The brand is presenting the ad to showcase the effectiveness of their foundation in covering redness and providing a flawless finish. # Storyline - The ad opens with a split-screen showcasing a woman's face in a 'before' and 'after' format. This is intended to immediately demonstrate the transformative effect of the product from the brand's perspective. - The ad copy asks, "Redness from Rosacea or Psoriasis?" This is intended to identify a specific problem that the target audience may be experiencing, from the brand's perspective. - The ad copy states, "We got you covered." This is intended to reassure the audience that the product can solve their problem, from the brand's perspective. - The ad features the product packaging, a compact of Double Take Baked Foundation, along with a pink badge that states "40% OFF". This is intended to highlight the product and offer an incentive to purchase, from the brand's perspective.

# Ad summary This ad promotes Laura Geller's Double Take Baked Foundation, emphasizing its full coverage. The ad features a close-up of the product in its compact, set against a clean white background, and includes a simple arrow indicating where to purchase. # Brand positioning Laura Geller is presented as a brand focused on providing full coverage makeup solutions. The brand positions itself as a provider of high-quality baked foundations, emphasizing complete coverage for its customers. The brand aims to occupy a space in the consumer's mind as a reliable option for achieving a flawless complexion. The brand's positioning is functional, focusing on the performance aspect of full coverage. # Product The product featured is Laura Geller's Double Take Baked Foundation, a full coverage foundation. The foundation is housed in a round, black compact with a clear lid, allowing the product to be visible. The foundation itself is a solid, baked formula with a light tan shade. The ad emphasizes that the product provides "FULL COVERAGE", suggesting it is designed to create an even and flawless complexion. The product is presented as a solution for those seeking complete coverage in their foundation. # Visual style The ad has a clean and minimalist visual style. The production quality is high, with a studio-shot image of the product against a stark white background. The image treatment includes background removal, which isolates the product and emphasizes its features. The typography is simple and elegant, with a classic serif font. The overall style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: Double Take Baked Foundation # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing full coverage in a foundation. # Value propositions - Full coverage # Benefits - FULL COVERAGE HAS YOU COVERED # Features - Full coverage # Call to action None used. # Point of view - Brand: The brand is presenting its product and highlighting its key feature of full coverage. # Storyline - The ad begins by showcasing the brand and product name, "LAURA GELLER Double Take Baked Foundation", to immediately identify the product being advertised. This is from the brand's perspective to introduce the product to the viewer. - The ad then highlights the key benefit of the foundation, stating "FULL COVERAGE HAS YOU COVERED", emphasizing the product's primary function. This is from the brand's perspective to communicate the product's value proposition. - Finally, the ad includes a visual of the product itself, along with an arrow, to encourage the viewer to explore further or make a purchase. This is from the brand's perspective to drive action and engagement.

# Ad summary This ad for Laura Geller promotes an online quiz that helps customers find their perfect shade match. The ad shows the three steps: take the quiz, order the shade, and love it or return it risk-free. # Brand positioning Laura Geller is presented as a brand that prioritizes ease and customer satisfaction in the realm of makeup shopping. The brand aims to occupy a space in the consumer's mind as a solution for those who struggle with finding the right makeup shade, particularly foundation. The brand promotes convenience and risk-free purchasing, suggesting a customer-centric approach. By offering a quiz to simplify shade matching and a risk-free return policy, Laura Geller pushes against the common frustration of online makeup shopping, where color accuracy can be a challenge. The brand positioning is both functional, focusing on the simplicity of shade matching, and emotional, emphasizing customer satisfaction and confidence in their purchase. # Product The ad features Laura Geller Baked Balance-n-Brighten Color Correcting Foundation. The product is a baked powder foundation with a swirl of different shades designed to color-correct and brighten the complexion. It is shown in a round, black compact with a clear lid, allowing the product's marbled appearance to be visible. The ad addresses the purchase barrier of finding the right shade online by offering a quiz to help customers find their perfect match. The ad also offers a risk-free return policy. # Visual style The ad has a clean and simple visual aesthetic with a focus on clarity and ease of understanding. The production quality is highly polished, with studio-shot images and a minimalist design. The visual motif is a grid layout, with three images arranged horizontally. The image treatment includes background removal and consistent lighting. The typography is large and bold, making it easy to read. The ad contrasts with platform-native styles, opting for a high-design look that aims to stand out in the feed. This style impacts scannability by drawing the eye to key information and the CTA. # Hooks Headline: Shade Matching Is Easy! # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration the product is solving is the difficulty of finding the right foundation shade online. This is signaled by the headline "Shade Matching Is Easy!", which implies that shade matching is typically not easy. # Value propositions - The quiz offers value by simplifying the shade-matching process, making it easier for customers to find the right shade online. - The risk-free return policy offers value by removing the risk of purchasing the product online, allowing customers to try it without commitment. # Benefits - Love it or return - risk free # Features - Quiz to find your perfect shade - Risk-free return policy # Call to action TAKE THE QUIZ NOW # Point of view - Brand: The brand is presenting the steps to find the right shade of foundation. # Storyline - The ad begins by stating that "Shade Matching Is Easy!", which is intended to immediately grab the viewer's attention and assure them that finding the right shade is simple with Laura Geller. This is from the brand's perspective, setting the stage for the solution they offer to the common problem of shade matching in makeup. The intention is to position the brand as a problem-solver and build trust with the viewer by addressing a common pain point in online makeup shopping. - The ad then shows three steps, numbered 1 through 3, to illustrate the process of finding the right shade. The first step shows a phone screen with a quiz, with the text "Take the quiz" below it. The second step shows a grid of foundation shades, with the text "Order shade" below it. The third step shows the product, with the text "Love it or return - risk free" below it. This is from the brand's perspective, showing the viewer the steps they need to take to find the right shade and purchase the product. The intention is to simplify the process and make it seem easy and risk-free. - The ad ends with a pink button that says "TAKE THE QUIZ NOW", which is intended to prompt the viewer to take action and start the process of finding their perfect shade. This is from the brand's perspective, directly encouraging the viewer to engage with the brand and purchase the product. The intention is to drive conversions and make it easy for the viewer to take the next step.

# Ad summary This ad for Laura Geller Baked Balance-n-Brighten Color Correcting Foundation presents a simple 3-step process for finding the right shade online. It shows swatches of different shades and a compact of the product. # Brand positioning Laura Geller is presented as a brand that understands the challenges of finding the right makeup shade online. The brand aims to simplify the shade-matching process, positioning itself as user-friendly and accessible. By offering a risk-free return policy, the brand builds trust and encourages customers to try their products without hesitation. This approach suggests a brand that values customer satisfaction and confidence in their purchase. # Product The ad features Laura Geller Baked Balance-n-Brighten Color Correcting Foundation. This product is a baked powder foundation designed to balance skin tone and brighten the complexion. The ad addresses the common purchase barrier of not being able to accurately match foundation shades online by offering a quiz to help customers find their perfect shade. The ad also offers a risk-free return policy, further incentivizing customers to try the product. The product is shown in a circular compact with a black lid. # Visual style The ad has a clean and simple visual style with a white background. The layout is straightforward, featuring product swatches, a product image, and clear text. The production quality appears to be studio-shot, with even lighting and no visible distractions. The typography is large and bold, making it easy to read. The overall style is designed to be scannable and informative, fitting well within a typical in-feed ad format. # Hooks Headline: SHADE MATCHING IS EASY! # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not being able to accurately match foundation shades online. # Value propositions - Easy shade matching through a quiz - Risk-free purchase with a return policy # Benefits - Easy shade matching - Risk-free returns # Features - Quiz for shade matching - Risk-free returns # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting a simple process for shade matching and encouraging customers to try their product risk-free. # Storyline - The ad starts by stating that "SHADE MATCHING IS EASY!", immediately addressing a common pain point for online makeup shoppers. This is from the brand's perspective, aiming to reassure potential customers. - The ad then presents a three-step process: "Take the quiz", "Order shade", and "Love it or return - risk free!". This is from the brand's perspective, outlining the simple steps to find the right shade and purchase the product.

# Ad summary A woman with little to no makeup uses a Laura Geller makeup kit for mature skin, which includes a palette, full coverage foundation, and makeup brush. # Brand positioning Laura Geller is presented as a brand offering makeup specifically designed for mature skin that aims to simplify the makeup application process and ensure a flattering look. The brand positions itself as accessible and effective, contrasting with the potential complexity and cost of purchasing individual makeup items separately. With a focus on ease of use and quality results, Laura Geller seeks to empower customers with mature skin to achieve a polished makeup look effortlessly. # Product The advertised product is a makeup kit designed for mature skin by Laura Geller. This kit includes a bronzer, highlighter, blush, and six eyeshadows, all conveniently housed in a palette. Additionally, the kit features a full coverage foundation and a makeup brush for application. It is explicitly stated that the kit simplifies the makeup process, making it easy for users to achieve a good look. The ad addresses a potential purchase barrier by highlighting that buying these products separately would cost over $100, positioning the full Laura Geller kit as a more affordable option. # Visual style The ad has a clean, bright aesthetic with natural lighting, giving it a polished yet approachable feel. The editing is straightforward with static shots and smooth transitions, maintaining a consistent pace throughout the video. The focus is on clear product presentation and the speaker's expressions. This hybrid style aims for a UGC feel. # Hooks Spoken: 00:00–00:04 Help me take my skin from this to this with this. Text overlay: 00:00–00:02 HELP ME TAKE MY SKIN FROM THIS / 00:02–00:03 TO THIS Visual: 00:00–00:02 A woman with fair skin and shoulder length wavy brown hair is centered in the frame wearing a blue denim shirt and smiling while she runs her hands through her hair. The background is a slightly out of focus white wall with a window to the left and a ceiling fan in the top right corner. / 00:02–00:03 The woman holds a Laura Geller makeup palette, a compact powder, and a makeup brush. / 00:03–00:04 The woman holds the products in front of the camera. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points Achieving a good makeup look can be challenging, particularly for those with mature skin. The ad highlights the struggle of finding the right products and techniques to enhance one's appearance effectively. # Value propositions - Laura Geller's full kit is a great price # Benefits - Makes it easy to do your makeup - Actually make it look good - For mature skin # Features - Includes a bronzer - Includes a highlighter - Includes a blush - Includes six eyeshadows - Includes a full coverage foundation - Includes a makeup brush # Call to action None used. # Point of view - Customer 100% – The POV is communicated by the woman creating a video showing a before and after of using Laura Geller products. # Storyline - 00:00–00:04 00:00–00:04 A woman with no makeup on states that she wants help taking her skin from "this" to "this" by using the Laura Geller makeup kit. - 00:04–00:10 00:04–00:10 The woman says that Laura Geller has a makeup kit for mature skin and it makes it easy to do your makeup and actually make it look good. - 00:10–00:16 00:10–00:16 The woman shows the makeup palette and lists that it includes a bronzer, a highlighter, a blush, and six eyeshadows. - 00:16–00:21 00:16–00:21 The woman shows the full coverage foundation and the makeup brush. - 00:21–00:29 00:21–00:29 The woman mentions that all of these products purchased separately would cost over $100 but Laura Geller's full kit is a great price.

# Ad summary A woman in her mid-30s showcases a makeup set that includes blush, highlighter, a brush and foundation. She applies the foundation and blush to her face as she describes the features of the set. # Brand positioning The ad presents a brand that focuses on creating makeup sets that are under $40. The brand aims to provide a full makeup kit with high-dimensional color and buildable features. # Product The product being advertised is a set that includes blush, highlighter, a brush, and foundation, all under $40. The foundation is presented as being "weightless" and is marketed toward "mature skin" that is prone to acne, redness, and large pores. The brush included in the set has a dual purpose. The brush is initially "puffy" for low coverage and can be made more dense for heavier coverage. The blushes included are "pretty and marbelized" for a high dimensional color. # Visual style The ad has a UGC feel as it appears that the creator used her cell phone camera to record herself in her room. The pink lighting and neon decor create a modern look to appeal to young adults. The editing includes some jump cuts to speed up the ad. # Hooks Spoken: Female 1: I'm in my mid-30s, I have acne-prone skin, I have redness, got large pores. Text overlay: 00:00–00:01 I'M IN MY / 00:01–00:02 HAVE ACNE PRONE / 00:02–00:03 I HAVE REDNESS / 00:03–00:04 GOT LARGE PORES Visual: 00:00–00:02 The camera is face level and tight on a fair-skinned woman with blonde hair, long red nails, and tattoos on her chest and arms. She is wearing gold hoop earrings and has on makeup. She is standing in a pink room with pink neon signs in the background. In the top left corner is a photo of a person with acne-prone skin. / 00:02–00:04 The camera is face level and tight on the same woman. In the top left corner is a photo of a person with skin redness. # Funnel stage Middle of funnel (Consideration) # Pain points Having acne-prone skin, redness, and large pores – all of which can make putting on makeup difficult. "I'm in my mid-30s, I have acne-prone skin, I have redness, got large pores." # Value propositions - Buildable makeup that is high quality and worth the value. - BB cream with SPF provides both coverage and sun protection. - Multi-use brushes for different levels of coverage. # Benefits - Glowy makeup - Beautiful makeup - High dimensional color - Sunscreen protection - Buildable face # Features - Foundation - Brush - Blush - Highlighter - SPF # Call to action None used. # Social proof - The speaker in the video says that she uses the makeup set on a daily basis. "This is how I do my makeup every single day." # Point of view - Customer 100% – The person shown is using the product, showing how to use it, and explaining why it's worth trying. # Storyline - 00:00–00:05 The creator introduces herself and the features of her skin. - 00:05–00:22 The creator says she was running out of powder and was about to re-up. She was excited to find out there was a bundle being sold for the same price that only included a powder, but the bundle included blush, highlighter, and a brush. - 00:23–00:25 The creator says she will show how she applies the products to look glowy and beautiful. - 00:26–00:42 The creator says that powders are misunderstood, so she will help. She says to grab any BB cream with SPF because you need sunscreen. She then applies a light layer to give herself coverage. - 00:43–00:49 The creator shows the brush that comes with the products. She says the brush is either puffy or more dense if you pull it up. - 00:50–00:59 The creator says the key with the powder is that if you want low or sheer coverage, use the puffier version. - 01:00–01:08 The creator says to use a more dense brush for heavier coverage. She demonstrates how to pull up the brush. - 01:09–01:13 The creator begins applying the foundation with the brush. - 01:13–01:19 The creator describes that the blushes are all "really pretty and marbelized" for "high dimensional color". - 01:20–01:27 The creator applies the blush on her face. - 01:28–01:40 The creator ends by recommending the highlighter.

# Ad summary This ad promotes the Laura Geller Baked Full Face Basics makeup palette. The ad features a creator applying the products from the palette and demonstrating how easy it is to use due to the instructions being on the back of the box. # Brand positioning Laura Geller is presented as a smart and accessible brand that solves the challenges of makeup application, particularly for beginners. It offers convenient and straightforward beauty solutions that empower 'makeup challenged women'. The brand's products include clear, user-friendly instructions that push against the norm of complicated beauty routines, with a focus on simplicity and functionality. # Product Laura Geller's Baked Full Face Basics is a makeup palette designed to make makeup application easy, even for beginners. The palette includes bronzer, blush, highlighters, and eyeshadows. A key feature of the palette is the inclusion of instructions on the back of the box, guiding users on where to apply each product. The advertised palette promises an easy and accessible way to achieve a full face of makeup. # Visual style The ad has a natural, UGC feel, using indoor lighting and a simple background. The editing is straightforward with static shots and a consistent pace. # Hooks Spoken: Finally, there's a solution for us makeup challenged women. This is Laura Geller's full face baked basics. Text overlay: Make-up make so easy even beginners can't mess up!! Visual: 00:00–00:03: A close-up shot of a woman's face. She has blonde hair and is wearing a gray shirt. She is indoors with natural lighting. In the background is a table and window. / 00:03–00:06: The same woman holds up a Laura Geller makeup palette. # Funnel stage Consideration # Pain points The ad targets the pain point of makeup application being challenging, especially for beginners or those who are "makeup challenged." # Value propositions - Full face makeup palette with instructions on the back of the box makes makeup easy to apply # Benefits - Makes makeup application easy - For makeup challenged women # Features - Laura Geller's full face baked basics palette includes bronzer, blush, highlighters, and eyeshadows - Instructions on the back of the box # Call to action Grab yours now before they sell out. # Point of view - Customer 100% – The entire ad is delivered from the perspective of a woman who uses the product and shares her experience. # Storyline - 00:00–00:06 The creator begins the video by introducing the Laura Geller Baked Full Face Basics palette. - 00:06–00:10 The creator shows the back of the box, which features instructions on how to use the product. - 00:10–00:12 The creator opens the palette and points to the different colors inside. - 00:13–00:22 The creator applies the bronzer to her face, following the instructions. - 00:23–00:31 The creator applies the blush to the apples of her cheeks as instructed. - 00:32–00:41 The creator applies the highlighter to her face as instructed. - 00:42–01:14 The creator applies eyeshadow to her eyelids and brow bone as instructed. - 01:15–01:26 The creator presents the completed makeup look and encourages viewers to click the link below to purchase the product.

# Ad summary This ad features a blonde woman with glasses showing off her makeup face, which she says was made from a brand new Laura Geller cream-to-powder palette. She raves about the brand's makeup for mature skin, noting that it does not sit in the wearer's cracks and wrinkles. The ad shows the Laura Geller palette, as well as two brushes that come with it. The woman speaks about how the palette can be used for your eyes, lips, blush, highlighter, and bronzer. # Brand positioning Laura Geller Beauty is presented as a makeup brand specifically designed for mature skin. The ad suggests that Laura Geller makeup is different than other brands, because it doesn't settle into the skin's wrinkles and lines. The brand is positioned as a solution for women who have stopped wearing makeup due to aging concerns and offers them a way to feel "gorgeous" again. # Product Laura Geller Beauty products are described as lightweight, cream-to-powder makeup that is easy to put on and doesn't come off as cakey. The ad specifically highlights the Laura Geller New Palette, which is a makeup palette that is designed for the entire face, from eyes to lips to cheekbones. Each palette comes with blush, highlighter, bronzer, and two brushes. The product is framed as a travel-friendly solution for makeup application. # Visual style The ad has a casual, UGC feel with minimal editing. The production quality is basic, which supports the intended tone of authenticity. The editing style consists of static shots with the camera focused on the speaker, and no transitions are used. # Hooks Spoken: Female 1: Y'all see this makeup face? Visual: 00:00–00:01: A medium close-up shows a woman with long blonde curly hair and glasses, wearing a gray tank top. The background shows a bookshelf, a partially visible door, and neutral walls. She is facing the camera head-on, making large hand gestures while she speaks. # Funnel stage Consideration # Pain points The primary pain point that the product is solving is the concern that makeup can settle into and accentuate wrinkles. "I was avoiding makeup like the plague for at least a couple years. I wouldn't put any makeup on, 'cause it was sitting in my cracks and my wrinkles." # Value propositions - Cream-to-powder palette: Can be used for your eyes, for your lips, you're gonna get your blush, you're gonna get your highlighter, the bronzer - Travel-friendly solution: No more duffle bag full of makeup when you're traveling. You literally just toss this in your purse or toss it in your bag # Benefits - Super, super easy to put on - So lightweight - Not cakey # Features - Cream-to-powder palette # Call to action If you see that orange shopping cart down below, I would snag this. # Social proof - "Her makeup is literally the GOAT for mature skin" – Female 1 (Customer) - "I know I say everything is the best for her stuff, but it is, okay? This... this is a 10 out of 10" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a woman who uses the product. # Storyline - 00:00–00:02 The ad begins with the speaker showcasing her face while emphasizing her makeup look, immediately grabbing attention and setting the stage for a makeup review. - 00:02–00:08 00:02–00:08: The speaker explains that her makeup face was made from one brand new palette by Laura Geller. She also notes that it's a cream-to-powder palette, which establishes context by introducing the product that she is promoting and its key features. - 00:08–00:16 00:08–00:16: Addressing the audience directly, the speaker points out that if one has mature skin and isn't using Laura Geller, "My god, where have you been?" She then describes Laura Geller makeup as literally the GOAT for mature skin. This connects with the audience by calling out a potential pain point, and positions the brand as a solution for mature skin. - 00:16–00:26 00:16–00:26: The speaker admits that she was avoiding makeup like the plague for at least a couple years, because it was sitting in her cracks and wrinkles. This builds further on the pain point, and then sets up how the brand fixes this pain point. The speaker then states that Laura Geller makeup doesn't do that, and claims the wearer can actually put on makeup and feel gorgeous. - 00:26–00:35 00:26–00:35: Holding the palette up to the camera, the speaker notes that if you see the orange shopping cart down below, you should snag this. She elaborates that every time Laura Geller comes out with new stuff, it literally flies off the shelf. This introduces a call to action, as well as a reason to act fast. - 00:35–00:48 00:35–00:48: Continuing with the brand promo, the speaker asks the audience to look how gorgeous the palette is, and claims that the palette is all that she has on her face right now. This connects with the audience through a product demo, while positioning the product as a one-stop-shop for all things makeup. - 00:48–01:11 00:48–01:11: She showcases the after effects of the product on her face while claiming that the product is "super, super easy to put on," and "so lightweight" while emphasizing that it's "not cakey." This reinforces the product's features while calling out its benefits. She also speaks to the product's travel convenience, as well as its presentation. - 01:11–01:19 01:11–01:19: In the end, the speaker touts that the product is a 10 out of 10, then encourages the audience to link her below. She also hopes that the product is still in stock. This finishes out the product demo, while positioning the product as a 10 out of 10.

# Ad summary The ad features a woman with dyed red hair promoting Laura Geller makeup as a fairy godmother for mature skin. She highlights its consistent results and encourages viewers to find it in the orange cart. # Brand positioning Laura Geller is positioned as a 'fairy godmother' for mature skin, suggesting it is a brand that caters specifically to the needs of aging skin. The brand focuses on providing reliable and consistent results, even when other elements like hair color may not always be perfect. The brand aligns with a lifestyle of self-care and confidence, providing makeup that the user can 'count on' to look good. # Product The product is a baked face powder from Laura Geller. The powder is described as providing a consistent and reliable result, giving the user a 'woke up this way' look, implying it enhances natural beauty. It is marketed towards individuals with mature skin, addressing the need for makeup that complements and enhances rather than detracts from aging skin. The product is available through a link in the orange cart, making it easily accessible for purchase. # Visual style The ad has a UGC feel, with a casual tone. The production quality is simple and raw, resembling a spontaneous recording. The shot features static, head-on framing, and the pacing is natural and conversational. # Hooks Spoken: 00:00–00:08 I think what I like the best about Laura Geller is it's like having a fairy godmother for my maturing skin. Text overlay: 00:00–00:02 Makeup that rewinds time 🥰 Visual: 00:00–00:08: Close-up shot of a woman's face, holding up a round, black makeup compact with an open lid, showing a light-colored, swirled powder inside. She has wet, reddish-brown hair, a nose piercing, and is wearing a white shirt with a floral pattern. She is also wearing a beaded necklace. The background is a plain white wall. # Funnel stage Consideration # Pain points The ad addresses the pain point of finding makeup that works well for maturing skin. The woman references looking good even if her hair does not, implying looking good is difficult as she ages. # Value propositions - Acts as a fairy godmother for maturing skin # Benefits - Gives a ‘woke up this way’ look - Consistent results # Features - Baked face powder # Call to action None used. # Social proof - "I think what I like the best about Laura Geller is it's like having a fairy godmother for my maturing skin" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a woman sharing her experience using the product. # Storyline - 00:00–00:02 The content creator starts by presenting a Laura Geller baked face powder compact. - 00:02–00:08 She states that the best thing about Laura Geller products is that they act as a 'fairy godmother' for her maturing skin. - 00:08–00:15 She emphasizes that she can always rely on the brand to deliver the right results, even when her hair color is inconsistent. - 00:15–00:19 The content creator directs viewers to the orange cart for purchase. - 00:19–00:24 The speaker notes that the powder gives a 'I woke up this way' look. - 00:24–00:27 She repeats that the product is linked below and closes the powder compact.

# Ad summary The ad showcases Laura Geller's three-piece 40+ set as a solution for covering skin imperfections. A woman demonstrates how to use the baked foundation, blush, and kabuki brush from the set, claiming it effectively covers up skin issues, even though the color she's using is not the right match for her skin tone. She mentions a flash sale and urges viewers to buy the set while it's available at the best price, providing a link for purchase. # Brand positioning Laura Geller is presented as a brand catering to mature skin, specifically targeting women over 40. The brand focuses on providing makeup solutions that address common concerns associated with aging skin, such as imperfections and uneven skin tone. It positions itself as a go-to for those seeking coverage and a polished look, with an emphasis on user-friendly products like baked foundations and convenient sets. The brand is functional, offering practical solutions for achieving a flawless complexion and pushing against the norm that only younger women need makeup. # Product The featured product is the Laura Geller three-piece 40+ makeup set, designed to provide coverage and address skin imperfections. The set includes a baked foundation, blush, and a kabuki brush. The baked foundation is a powder foundation that claims to effectively cover imperfections. The blush adds color to the cheeks, and the kabuki brush is used to apply both the foundation and blush. The woman in the ad demonstrates using the brush in different ways for foundation and blush application, using the flat side for foundation and the fluffy edge for blush. The products are for people with mature skin. The product addresses the concerns of covering imperfections and uneven skin tone. The primary selling point is its ability to cover skin imperfections effectively, even if the shade is not a perfect match. # Visual style The ad has a UGC feel, with a selfie-style camera framing and natural lighting. The editing is simple, with mostly static shots. The production quality gives it a casual, relatable tone, appealing to an audience that values authenticity. The pacing is moderate, with cuts timed to align with the woman’s speech. # Hooks Spoken: I don't know what I did to piss off my face, but it is angry today. Text overlay: Perfect for us / Old ladies Visual: 00:00–00:01: The shot is close-up and selfie-style, showing a woman with light skin, shoulder-length light brown hair, and blue eyes. She is wearing a maroon ribbed tank top, a diamond ring, and an Apple watch with a beige band. She is smiling, and her hand is partially covering her face. Text overlay reads, “Perfect for us Old ladies.” / 00:01–00:05: The shot is still close-up and selfie-style, showing her removing her hand from her face. Her skin appears slightly red. The text overlay remains. # Funnel stage Bottom of funnel (Conversion) # Pain points The main pain point is having angry or imperfect skin, which can be frustrating and affect one's self-confidence: “I don't know what I did to piss off my face, but it is angry today. [Laughs] Look at this!” # Value propositions - Convenient set with foundation, blush, and brush. - Baked foundation offers effective coverage in powder form. # Benefits - Covers skin imperfections - Hides angry skin - Provides coverage - Effective for mature skin # Features - Three-piece 40+ set - Baked foundation - Blush - Kabuki brush - Powder foundation # Call to action I'm gonna drop the link. # Social proof - “I can hide it all though, because I have this three-piece 40 plus set from Laura Geller.” – Female 1 (Customer) # Point of view - Customer 100% – A real user of the product is shown demonstrating the product and giving their personal review. # Storyline - 00:00–00:02 The ad opens with the woman partially covering her face and addressing the audience in a playful way. - 00:02–00:05 She reveals that her face is "angry today" and points out skin issues. - 00:06–00:11 She introduces the Laura Geller three-piece 40+ set as her go-to solution to cover her angry skin. - 00:11–00:17 She shows the contents of the makeup set: baked foundation, blush and kabuki brush. - 00:17–00:27 The woman describes the kabuki brush and how she uses the brush to apply foundation, rotating it to make it stiff. - 00:27–00:40 The woman highlights that the baked foundation is a powder formula and shows how she applies the foundation and the blush. - 00:40–01:05 She notes that the color is too dark for her skin tone, but it still covers up her imperfections effectively. - 01:05–01:13 She urges the audience to buy the set during a flash sale and get the best price, mentioning that she will share a link.

# Ad summary A woman shares the struggles she's experienced with makeup settling into fine lines, making her skin look older. She then recommends the Baked Icons Full Face Palette from Laura Geller, claiming that it blends easily with the included kabuki brush and works with her skin instead of against it. # Brand positioning Laura Geller is presented as a solution for mature skin, offering makeup that works with the skin rather than against it. The brand stands out by focusing on formulas that are lightweight, blend easily, and avoid settling into fine lines. Positioning itself as a brand that enhances natural beauty, Laura Geller promotes a smooth, soft, and natural look without accentuating signs of aging. The brand appeals to a mature audience seeking makeup that improves their skin's appearance as they age. # Product The Baked Icons Full Face Palette from Laura Geller is a makeup kit designed to enhance the skin's appearance, especially for mature skin. This palette includes blush, highlighter, and bronzer. Its key selling point is its lightweight formula that blends easily and doesn't settle into fine lines, ensuring a smooth, soft, and natural finish. It comes with a kabuki brush for easy application. The makeup is designed to work with the skin rather than against it, making the user look better instead of older. The product is aimed at addressing the common makeup issue of settling into fine lines, which can make skin appear older. # Visual style The ad has a natural, UGC-style aesthetic with simple editing. It is shot in a brightly lit bathroom with handheld camera work and minimal transitions. The focus is on the woman and her makeup application, giving it a relatable feel. # Hooks Spoken: 00:00–00:03: You're wasting your money on makeup that settles into fine lines. Text overlay: 00:00–00:03: When makeup starts working against you Visual: 00:00–00:03: A woman with fair skin and dark, curly shoulder-length hair stands in a bathroom with beige walls and a white countertop. She is wearing a pink, white, and purple patterned shirt. She is applying blush to her cheeks using a large makeup brush with a black handle and gold accents. A blush palette is visible in her other hand. # Funnel stage Consideration # Pain points Makeup that settles into fine lines, making skin look older instead of better: "You're wasting your money on makeup that settles into fine lines." # Value propositions - The Laura Geller Baked Icons Full Face Palette offers a lightweight formula that blends easily and doesn't settle into fine lines. - Kabuki brush included in kit. # Benefits - Doesn't collect in the little lines that show up as the day goes on - Looks smoother, softer, more natural - Works with your skin instead of against it # Features - Lightweight formula - Kabuki brush included in kit # Call to action None used. # Social proof - "This is the one I reach for again and again" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with makeup. # Storyline - 00:00–00:03 00:00–00:03: A woman applies makeup to her face while stating that wasting money on makeup that settles into fine lines. - 00:03–00:07 00:03–00:07: The woman explains that she didn't realize how much of a difference formula makes until the last few years. - 00:07–00:13 00:07–00:13: The woman shares that her makeup used to look fine when she first put it on, but by midday, it would settle into fine lines. - 00:13–00:19 00:13–00:19: The woman explains that her makeup used to make her skin look older instead of better, especially around her eyes. - 00:19–00:24 00:19–00:24: The woman shares what she learned—that it's not just about coverage; it's about the formula. - 00:24–00:34 00:24–00:34: The woman recommends makeup from Laura Geller's Baked Icons Full Face Palette, which sits on the skin differently, is lightweight, and blends easily with the kabuki brush included in the kit. - 00:34–00:39 00:34–00:39: The woman notes that Laura Geller makeup doesn't collect in the little lines that show up as the day goes on. - 00:39–00:43 00:39–00:43: The woman highlights that Laura Geller makeup looks smoother, softer, and more natural. - 00:43–00:47 00:43–00:47: The woman closes by stating that this is the kind of makeup that works with the skin instead of against it. - 00:47–00:50 00:47–00:50: The woman ends by saying that the Laura Geller makeup is the one she reaches for again and again.

# Ad summary A woman applies highlighter from Laura Geller makeup. She says she's never been into makeup, but as she approaches 50, she's making a promise to take better care of her skin. She's impressed with how easy the highlighter is to apply and how it changes her appearance. She links the highlighter compact in the orange cart. # Brand positioning Laura Geller makeup is presented as an easy-to-use and effective brand that appeals to those who haven't traditionally been into makeup. It is positioning itself as a solution for women who want to take better care of their skin and enhance their appearance without the hassle or complexity often associated with makeup. The brand promotes accessibility and user-friendliness, catering to women like the ad's presenter, who are new to makeup but want to feel confident and look good as they age. The ad implicitly acknowledges the intimidation factor of makeup, making Laura Geller appealing to those who value simplicity and ease of application. # Product The advertised product is a highlighter compact from Laura Geller makeup. It's designed for easy application and provides a noticeable change in appearance. It's intended for those who don't typically use makeup regularly but are looking to enhance their look with minimal effort. The highlighter is specifically mentioned for its user-friendliness, making it accessible for makeup beginners. It addresses the barrier of time and skill often associated with makeup application, offering a quick and effective solution. The ad suggests that using the highlighter can significantly improve one's appearance, boosting confidence and providing a polished look even for those new to makeup. # Visual style The ad features a casual, UGC-style aesthetic with a home-like setting. The production quality is simple, with natural lighting and static shots. The editing is straightforward, with no special effects. The pacing is moderate, aligning with the speaker's conversational tone. The overall visual style supports the tone of an authentic product review from a typical user. # Hooks Spoken: First of all, mean girls suck! Text overlay: Mean girls suck!!! Visual: 00:00–00:01 A medium close-up shot of a fair-skinned woman in her late 40s applying makeup to her face. She is wearing a green t-shirt, gold chain necklace, and a pink and white polka dot headband. Her hair is partially visible. She is using a makeup brush on her right cheek, moving in a circular motion. The background includes white kitchen cabinets and a framed sign. # Funnel stage Consideration # Pain points Not liking to spend a lot of time on makeup: "I don't like to take the time to do it." # Value propositions - The highlighter compact is easy to apply, making it accessible for those who don't like to take the time to do makeup. - The highlighter compact is designed to change one's appearance, providing a noticeable enhancement. # Benefits - Easy to apply - Changes my appearance altogether # Features - Highlighter Compact # Call to action Go grab it. # Social proof - "I'm so grateful to the woman who told me about Laura Geller and how easy it is to apply and how awesome it looks" # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and thoughts on the product. # Storyline - 00:00–00:01 The video begins with a woman applying makeup to her face with a brush. - 00:01–00:02 She says, "First of all, mean girls suck!" - 00:02–00:06 The woman states she loves ladies on TikTok because they don't gatekeep. - 00:06–00:10 She expresses gratitude to a woman who told her about Laura Geller and how easy it is to apply. - 00:10–00:15 She says how awesome Laura Geller makeup looks, given she's never been into makeup. - 00:15–00:21 Continuing, she notes that she has always envied girls with pretty makeup but that it just isn't her, as she doesn't like to take the time. - 00:22–00:25 She transitions to saying, "But new year, new me," and that she's going to be 50 in a few months. - 00:25–00:30 She made a promise to herself to start taking better care of her skin and not to leave the house without a little makeup on. - 00:30–00:37 The woman admits she is still working on her hair and that her sweatpants were so droopy yesterday it looked like she was wearing a full diaper. This is a continuation of her commitment to self-care. - 00:37–00:47 She states that she has some work to do on herself, but to take a look at how the highlighter compact changes her appearance. - 00:47–00:52 She mentions having the makeup linked down below in that orange cart, instructing viewers to go grab it and that they won't be sorry.

# Ad summary A woman in her 50s advertises Laura Geller's makeup products to women with mature skin. She uses Laura Geller's foundation, brush, palette, and mascara and encourages the viewer to purchase the products instead of listening to younger makeup influencers. # Brand positioning Laura Geller is presented as a makeup brand catering specifically to mature skin, positioning itself as an alternative to makeup brands and influencers who target younger consumers. The brand aligns with the values of aging gracefully and self-acceptance, in contrast to the norm of pursuing a youthful look. This brand positioning is both functional, offering makeup that suits the needs of older skin, and emotional, fostering a sense of validation and empowerment for older women. Laura Geller mascara is presented as a buildable and easily removable product. The Laura Geller Baked Balance-n-Brighten foundation is a baked terracotta foundation. Laura Geller Tuscan Dreams Palette includes blush, highlighter, contour, and six different eyeshadows. # Product The featured product is Laura Geller makeup, specifically designed for people who are over 40, especially for people over 50. This product line challenges the beauty industry's focus on younger consumers, presenting itself as a viable option for older women. The Tuscan Dreams palette contains blush, highlighter, contour, and six different eyeshadows. The mascara is buildable and is easy to remove. The foundation is baked on terracotta. # Visual style The ad has a UGC feel. The camera is at eye level and is static and there are a few cuts that transition to the different products. The ad is well-lit. # Hooks Spoken: Finally, a makeup for mature skin. Text overlay: Whipper snappers listen up Visual: 00:00–00:03: A woman with fair skin and short blonde hair, wearing a floral shirt and a cross necklace, looks directly at the camera while applying foundation to her right cheek with a brush. The background shows a bedroom with a framed painting on the wall, a bed with blue sheets, and a window with natural light shining through. # Funnel stage Consideration # Pain points The ad directly addresses the frustration of mature women who are tired of listening to young influencers. # Value propositions - Laura Geller makeup products are made for mature skin # Benefits - Makeup for mature skin # Features - Foundation - Laura Geller mascara is buildable and easily removable - Laura Geller Baked Balance-n-Brighten foundation is a baked terracotta foundation - Laura Geller Tuscan Dreams Palette includes blush, highlighter, contour, and six different eyeshadows # Call to action I put both of these in that link below. # Social proof - “She created this makeup for people who are over 40, especially for us over 50” – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer reviewing Laura Geller makeup for mature skin. # Storyline - 00:00–00:03 The ad begins with the creator applying foundation to her face with a makeup brush. This is intended to present the ad as a product review of foundation for mature skin from the customer POV. - 00:03–00:19 The creator expresses her frustration with younger influencers and declares that she decided to listen to Laura Geller instead because she is the same age. This emphasizes the brand's focus on mature skin and differentiates it from other brands. This moment is from the customer POV. - 00:20–00:27 The creator talks about the product being designed for people over 40 and especially over 50. This solidifies that the product is for mature skin. This moment is from the customer POV. - 00:27–00:35 The creator describes the make up as beautiful and describes the kabuki brush as smooth and silky. This is intended to show the product's quality. This moment is from the customer POV. - 00:35–00:48 The creator highlights that the foundation is baked on terracotta and shows the Tuscan Dreams palette. This is intended to showcase the quality of the product. This moment is from the customer POV. - 00:49–00:55 The creator highlights that the palette, foundation, and kabuki brush can all be bought together. This makes the products seem more appealing. This moment is from the customer POV. - 00:57–00:59 The creator shows the Laura Geller mascara. This builds on the previous moments and highlights that the brand has many products. This moment is from the customer POV. - 00:59–01:01 The creator shows the result of the makeup and states that she has the brown mascara on. This is intended to highlight the look and the makeup's ability. This moment is from the customer POV. - 01:01–01:09 The creator applies the mascara and states that it is buildable and easy to wash off. This highlights its quality and highlights its benefits. This moment is from the customer POV. - 01:09–01:15 The creator tells mature skin ladies to stop listening to the young whipper snappers. This is intended to resonate with the customer. This moment is from the customer POV. - 01:15–01:24 The creator recommends purchasing the products made for mature skin and shows the Tuscan Dream Palette, foundation, and mascara again. This encourages the customer to take action and purchase the products. This moment is from the customer POV. - 01:24–01:25 The creator states that the products are in the link below. This encourages the customer to take action and purchase the products. This moment is from the customer POV.

# Ad summary The ad promotes Laura Geller's Day-2-Night Duo full coverage foundation to women over 40 as a solution to foundation that makes you look older. The ad features a creator showing a before and after application of the product, and highlighting the key features, such as its ability to color correct, melt into skin, and provide full coverage without concealer. There is also an added benefit of the two-for-one price point and high sell-through rates. # Brand positioning Laura Geller is presented as a brand that defies category norms by offering innovative solutions that address common frustrations with traditional makeup. The brand prioritizes functional benefits with products that are easy to use and offer high performance, making them accessible to a wide range of customers. Laura Geller aims to occupy a space in the consumer's mind as a brand that promotes confidence and addresses concerns with aging skin. The brand aligns with a lifestyle that values efficiency and effectiveness, appealing to customers who seek makeup solutions that simplify their routines while delivering visible results. # Product The ad features the Laura Geller Day-2-Night Duo, a full-coverage foundation designed to address common makeup frustrations. This product is for individuals looking for a foundation that covers dark circles, color corrects to match skin tones, and does not settle on top of the skin. It contains two powders, a baked double take full coverage foundation and a baked balance and brighten color correcting foundation. This duo can be worn wet or dry and requires no concealer because of its full coverage. The ad is telling the viewer that this is a two in one product that will not only cover imperfections, but melt into the skin for natural looking results. # Visual style The ad uses a casual, UGC-style visual aesthetic. It is shot in a brightly lit bathroom using natural light, which gives the video an authentic feel. The creator speaks directly to the camera, adding a personal touch to the product demonstration. The editing is straightforward with simple cuts that keep the pace consistent. The production quality is relatively simple, enhancing the ad’s relatability and approachable vibe. The edits are timed to emphasize product application. # Hooks Spoken: Female 1: Over 40 and your foundation makes you look older, watch this. Text overlay: Over 40? You're using the wrong foundation! Visual: 00:00–00:02 The video opens with a woman standing in a brightly lit room with white walls and wood accents. She covers one side of her face with her hand, revealing minimal makeup and an uneven skin tone. She has light brown, wavy hair partially pulled back by a padded lavender headband. She wears a brightly colored tie dye shirt. She looks directly at the camera and speaks. / 00:02–00:03 The woman removes her hand, revealing dark circles under her eye. # Funnel stage Consideration # Pain points Many women over 40 find that their foundation makes them look older. # Value propositions - The Laura Geller foundation offers a 2-in-1 product that saves customers money. - The Laura Geller foundation offers full coverage without concealer, so it simplifies the makeup routine. - The Laura Geller foundation won't settle on top of skin, which offers a more natural look. # Benefits - just covers my dark circles - melts into your skin and doesn't sit on top of your skin like most foundations do - no concealer needed - perfect for mature skin - two for the price of one # Features - baked double take full coverage foundation - baked balance and brighten color correcting foundation - you can wear wet or you can wear dry - even if you get the wrong color, it's going to color correct to your skin # Call to action If you see that orange cart above my name, it's still in stock. # Social proof - "Every time I talk about this foundation, it sells out" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is from the perspective of a woman using and reviewing the product. # Storyline - 00:00–00:03 The creator opens the video with a question to viewers over 40 who feel their foundation is making them look older. - 00:03–00:06 The creator demonstrates application on one half of her face, showing how the foundation covers dark circles. - 00:06–00:09 The creator points out the difference, emphasizing the product's high quality and showing her bare face on the other side. - 00:09–00:21 The creator shows the foundation compacts and highlights their key benefits, such as being wearable wet or dry and how it color corrects. - 00:21–00:28 The creator shows the continued application of the product, emphasizing how it melts into the skin and doesn't sit on top like other foundations. - 00:28–00:33 The creator reinforces that no concealer is needed, emphasizing the full coverage of the foundation. - 00:33–00:38 The creator tells viewers that the product is perfect for mature skin and that they will be getting two products for the price of one. - 00:38–00:43 The creator urges viewers to buy the product before it sells out, referring them to the shopping cart over her name.

# Ad summary In this ad for Laura Geller's Best of the Best Cream Face Palette, a mature woman in her kitchen creates a cooking metaphor to describe her makeup routine. She applies each product directly to her face and claims that the all-in-one cream palette is designed to give mature skin a hydrated, lit-from-within glow. At the end, she is shown eating pie with whipped cream, reiterating the slogan to "just add cream." # Brand positioning Laura Geller Beauty is presented as a brand providing age-inclusive beauty products. The brand targets mature skin with hydrating, lit-from-within makeup. By using a relatable woman in her late 50's or 60's in a familiar home environment, the brand aims to connect with the everyday consumer. # Product Laura Geller's Best of the Best Cream Face Palette is an all-in-one cream palette designed to give mature skin a hydrated, lit-from-within glow. The palette includes long-wearing cream eyeshadows, a silky cream blush, a warm cream bronzer, a radiant cream highlighter, and three hydrating lip creams. The palette is presented as a convenient compact containing everything needed to complete a full everyday look. # Visual style The ad has a clean, bright, and polished aesthetic with a homey, approachable feel. The editing style uses static shots with smooth transitions. The overall production quality has a hybrid feel, balancing UGC authenticity with commercial polish. The pacing is consistent, and audio-visual sync is maintained with voiceover lines. # Hooks Spoken: Female 1: Welcome to my kitchen where today we're cooking up some glow. Visual: 00:00–00:01 A mature woman with white hair, wearing a tan shirt, stands in a bright kitchen and holds up a Laura Geller makeup palette, smiling towards the camera. The background shows light-grey cabinets, a marble countertop, and various kitchen decorations like a yellow rooster figurine. / 00:01–00:04 Close-up shot of the same woman holding the makeup palette and applying blush to her cheek with her finger. The mirror inside the palette is visible, reflecting her face. # Funnel stage Consideration # Pain points The ad addresses the challenge of maintaining a youthful glow and hydrated skin with mature skin. # Value propositions - Convenient compact with most loved shades # Benefits - Gives mature skin a hydrated, lit from within glow - Everything needed to complete a full everyday look # Features - All-in-one cream palette - Long wearing cream eye shadows - Silky cream blush - Warm cream bronzer - Radiant cream highlighter - Three hydrating lip creams # Call to action None used. # Social proof - "Using Laura Geller's beauty's most loved shades" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered by a real customer of the brand, who is showing how to use and talking about the product. # Storyline - 00:00–00:02 The creator starts by stating "Welcome to my kitchen where today we're cooking up some glow" to introduce the setting and concept of the video. - 00:02–00:08 She shows the Laura Geller palette and states "and the secret ingredient, Laura Geller's new Best of the Best Cream Face Palette", to identify the product being promoted. - 00:08–00:14 The creator states "Trust me, when it comes to your favorite recipe or your makeup, my motto is just add cream," which highlights the overall message of the ad. - 00:14–00:21 She says, "This all-in-one cream palette is designed to give mature skin a hydrated, lit from within glow" as she applies the product to her face. - 00:21–00:26 She explains, "Using Laura Geller's beauty's most loved shades all in one convenient compact" and she continues to apply each product on her face. - 00:27–00:40 The creator says "The palette includes everything needed to complete a full everyday look" as she identifies each product and continues her makeup routine. - 00:40–00:44 The creator applies the palette's lip creams and then transitions to eating pie topped with whipped cream. She closes by smiling and stating, "From desserts to daily routines, just add cream."

# Ad summary This ad promotes a Laura Geller makeup kit, highlighting its popularity and offering free shipping and returns to encourage purchase. # Brand positioning Laura Geller is presented as a brand that offers high-demand makeup kits. The ad emphasizes the brand's popularity by stating the kit has sold out twice, suggesting it is a desirable and sought-after product. The inclusion of free shipping and free returns positions the brand as customer-friendly and confident in its product quality, reducing purchase risk. The brand aims to occupy a space in the consumer's mind as a provider of popular, risk-free makeup options. # Product The ad features a Laura Geller makeup kit that includes a variety of face makeup products. The kit is packaged in a gold-trimmed, open box, showcasing the different shades and textures of the makeup. The kit includes bronzer, blush, and eyeshadows. A makeup brush is displayed next to the kit, implying its use for application. The ad highlights the kit's popularity by stating it has "SOLD OUT 2X", suggesting high demand and desirability. The offer of "FREE SHIPPING + FREE RETURNS" addresses potential purchase barriers by reducing risk and adding convenience. The ad aims to convince viewers that this kit is worth buying due to its popularity and the added benefits of free shipping and returns. # Visual style The ad features a clean, minimalist visual style with a white background that emphasizes the product. The makeup kit is well-lit and positioned centrally, showcasing its various components. The typography is bold and straightforward, designed for easy readability. The overall aesthetic is polished and professional, suggesting a high-quality product. # Hooks Headline: THIS KIT SOLD OUT 2X # Funnel stage Middle of funnel # Pain points The ad addresses the potential frustration of missing out on a popular product by highlighting that the kit has "SOLD OUT 2X". This implies that the viewer should act quickly to avoid disappointment. # Value propositions - The value proposition is that this is a popular makeup kit that is in high demand, as evidenced by the fact that it has sold out twice. - The value proposition is that the purchase is risk-free due to the free shipping and free returns. # Benefits - FREE SHIPPING - FREE RETURNS # Call to action SHOP NOW # Point of view - Brand: The brand is communicating the popularity and availability of the makeup kit, as well as the benefits of purchasing it. # Storyline - The ad starts by highlighting the popularity of the makeup kit, stating "THIS KIT SOLD OUT 2X", which creates a sense of urgency and desirability. This is the brand communicating the high demand for the product to entice viewers to purchase it before it sells out again. - Next, the ad offers "FREE SHIPPING + FREE RETURNS", which reduces the risk associated with purchasing the product online. This is the brand addressing potential customer concerns about shipping costs and the possibility of not liking the product, making the purchase more appealing. - Finally, the ad includes a "SHOP NOW" call to action, prompting viewers to make a purchase. This is the brand directly encouraging viewers to buy the product, capitalizing on the perceived scarcity and reduced risk.

# Ad summary A woman films herself in her home while testing out Laura Geller's Baked Balance-n-Brighten Color Correcting Foundation. She shares the application process and then shows a split screen of before and after the foundation being applied to her face. # Brand positioning Laura Geller is a makeup brand that focuses on products for mature skin. The brand presents itself as knowing what they're doing and making high-quality products. # Product The product is Laura Geller's Baked Balance-n-Brighten Color Correcting Foundation. It is a powder foundation that is buildable. If you want less coverage, like medium coverage, you just swipe. And then if you want more coverage, you're going to pat. The product fills in smile lines without being cakey. # Visual style The ad has a UGC feel and appears to be shot in someone's home. There are a combination of static shots and smooth transitions. The editing style is pretty basic and the pacing is consistent throughout. # Hooks Spoken: 00:00–00:06 I was super skeptical of this powder foundation. I mean, I haven't used a powder foundation since I was in my 20s. Text overlay: 00:00–00:07 Powder Foundation Skeptic Here!! Visual: 00:00–00:06 A straight-on, close-up, selfie-style shot of a woman with blonde hair and a gray t-shirt in her home. Her skin has some redness and is not fully covered with makeup. The background is a gray kitchen with a brown wooden table. # Funnel stage Consideration # Pain points People with mature skin may be skeptical of powder foundations since they may be too cakey or settle into wrinkles. # Value propositions - Laura Geller makes makeup for mature skin # Benefits - Fills in smile lines without it being cakey or looking powdery. # Features - Buildable - Balance-n-Brighten Color Correcting Foundation # Call to action I'm gonna drop the link to this puppy below # Social proof - “Laura Geller obviously knew what she was doing because she makes makeup for mature skin. So I figured I would go ahead and give her powder foundation a try.” – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a customer of the brand that is using the product. # Storyline - 00:00–00:06 00:00–00:06 A woman films herself and says that she was skeptical of the Laura Geller powder foundation because she hadn't used one since her twenties. This is setting up the story from the customer's perspective and shows the audience what a potential skeptic will think of the product. - 00:07–00:12 00:07–00:12 She mentions that Laura Geller makes makeup for mature skin, so she would give the powder foundation a try. This is from the customer's perspective and makes the audience think that the product must be pretty good if it's for mature skin. - 00:15–00:20 00:15–00:20 She shows the powder foundation and opens it to reveal the product. This is from the customer's perspective and shows the audience what the product packaging and the product looks like. - 00:21–00:29 00:21–00:29 The woman takes a Kabuki brush and swirls it around in the product before applying it to her cheek. This is from the customer's perspective and shows the audience how to use the product. - 00:32–00:36 00:32–00:36 She mentions that the product is buildable and not cakey. She also pats the foundation onto her forehead. This is from the customer's perspective and shares the features of the product with the audience. - 00:42–00:53 00:42–00:53 A split screen appears that shows her skin with and without the foundation and it fills in her smile lines without it being cakey. This is from the customer's perspective and provides the audience with a visual demo of the product in action. - 00:54–01:04 00:54–01:04 She shares the shade, medium, and mentions that she's going to drop the link below for it. This provides the audience with an offer and how to purchase it.

# Ad summary A woman promotes the Laura Geller Quench N Tint tinted moisturizer and Rosy Wonder Balm makeup set. She applies the products while discussing that they are sheer with great coverage. She says that makeup should not settle into fine lines and wrinkles and that this bundle will sell out fast. She ends with a CTA to grab it now before it sells out. # Brand positioning Laura Geller products cater to a mature demographic, specifically women aged 45 and older, offering solutions that address age-related skin concerns like fine lines and wrinkles. The brand is positioned as a go-to choice for those seeking to enhance their appearance with products that offer sheer coverage, a radiant glow, and are designed to avoid settling into skin imperfections. Laura Geller is presented as a brand that understands the unique needs of mature skin, providing makeup options that do not exacerbate aging signs but rather enhance natural beauty. # Product Laura Geller offers the Quench N Tint tinted moisturizer and Rosy Wonder Balm makeup set as a solution for mature skin. The tinted moisturizer is designed to provide sheer coverage while also hydrating the skin, preventing makeup from settling into fine lines and wrinkles. The Rosy Wonder Balm is a complementary product aimed at adding a natural glow to the skin. This duo is presented as a simple, two-product solution, and comes with a brush for easy application. The presenter highlights that the products have great coverage, and that they work together to keep skin looking youthful and radiant. It addresses the need for makeup that enhances rather than ages the skin. # Visual style The ad's aesthetic leans towards a UGC feel with a focus on clarity and product visibility over high-end production. The editing is straightforward with static shots and simple transitions, which supports the accessible tone. The pacing remains consistent throughout, which allows the focus to remain on the testimonial. # Hooks Spoken: Female 1: If you have mature skin and you haven't started using the Laura Geller products yet, you're missing out. Text overlay: 00:00–00:26 / 00:00–00:26 No makeup makeup / 00:00–00:26 45+ for flawless skin ✨ Visual: 00:00–00:03 A woman is centered in the frame in front of her Christmas tree. She holds a brush, a compact of blush, and Laura Geller Quench N Tint tinted moisturizer. She is wearing a gray leopard print shirt and has red nails. She is looking directly at the camera and talking. # Funnel stage Consideration # Pain points For people with mature skin, makeup settling into fine lines and wrinkles is a common makeup problem. # Value propositions - The Laura Geller Quench N Tint tinted moisturizer and Rosy Wonder Balm makeup set helps avoid makeup settling into fine lines and wrinkles, since it is sheer and has great coverage. # Benefits - Makeup should not be settling into your fine lines and wrinkles # Features - Sheer - Great coverage # Call to action Grab it now before your shade is gone. # Social proof - The ad includes social proof from the speaker herself. She states that she is 55 and uses shade medium. # Point of view - Customer 100% – The entire ad is told from the POV of a real customer using the product, which is conveyed through her casual tone and demo. # Storyline - 00:00–00:03 The presenter begins by stating that if the viewer has mature skin and hasn't started using Laura Geller products, they are missing out. This opens from the presenter’s perspective, implying that the audience should trust her authority. - 00:03–00:06 She clarifies that she uses only two Laura Geller products for her face and includes the brush. This is intended to show how simple the makeup routine can be. - 00:06–00:15 She introduces each of the products, the Quench and Tint tinted moisturizer and the Rosy Wonder Balm, along with a demonstration of how to apply it. She emphasizes the need for makeup that doesn't settle into wrinkles, highlighting that it is sheer and has great coverage, addressing the audience's potential concerns about makeup for mature skin. - 00:15–00:22 She emphasizes how beautiful the products are and the bundle will sell out fast. It's an attempt to create a sense of urgency and excitement about the product. - 00:22–00:26 She wraps up by encouraging viewers to grab the products now before their shade is gone. She includes the CTA to increase sales conversions from the video.