How Living Proof Advertises on Meta

# Ad summary This ad features a woman demonstrating how Living Proof's Perfect Hair Day Dry Shampoo transforms her hair and cleans it, making it look as good as day one hair. She applies it in sections, waits 30 seconds to activate, and styles it. # Brand positioning Living Proof is presented as a hair care brand focused on transforming and maintaining hair health and appearance between washes. The brand is positioned for individuals who seek effective, quick solutions to keep their hair looking clean and fresh, even when skipping traditional shampooing. The ad suggests that Living Proof challenges the norm of daily hair washing by offering products that provide comparable results to freshly washed hair, catering to those who value both performance and convenience. The brand aims to occupy a space in the consumer's mind as a reliable option for maintaining hair quality and style effortlessly. # Product Living Proof's Perfect Hair Day Dry Shampoo is advertised as a transformative hair product designed to clean and refresh hair without water. This dry shampoo is marketed toward individuals who want to skip traditional hair wash days while still achieving a look equivalent to freshly washed hair. The product is applied in sections, allowed to activate for 30 seconds, and then brushed out, effectively cleaning the hair. Its USP is its ability to clean hair, not just mask oil or dirt, making it look and feel as good as day one hair. The use occasion is when the user wants to avoid washing their hair but still wants it to look clean and styled. By providing a solution that effectively cleans the hair, this dry shampoo addresses the pain point of oily or unwashed-looking hair, offering a convenient alternative to traditional shampooing. # Visual style The ad uses a natural, UGC-style aesthetic with soft, diffused lighting. The editing features quick cuts to maintain a brisk pace, and transitions are smooth, creating a seamless flow between shots. The overall feel is polished yet relatable, suggesting a hybrid approach that blends high-quality visuals with an authentic user experience. Pacing is consistent at about 100 BPM, and visual elements align with the voiceover for a cohesive viewing experience. # Hooks Spoken: Female 1: Look how this dry shampoo transforms my day four hair. It's unbelievable. Text overlay: how I skip hair wash day !! Visual: 00:00–00:03: A woman with long dark hair and a gray knit cardigan stands in front of a white wall next to a wooden door. She runs her fingers through her hair, showing its texture and volume. # Funnel stage Consideration # Pain points Day four hair needs to be washed, but you want to skip a hair wash day. # Value propositions - Dry shampoo cleans hair # Benefits - Transforms my day four hair - Makes it look just as good as my day one hair # Features - Perfect Hair Day dry shampoo - Cleans hair # Call to action None used. # Social proof - Look how this dry shampoo transforms my day four hair. It's unbelievable. - Female 1 # Point of view - Customer 100% – The entire video is told from the perspective of a woman demonstrating and endorsing the product based on her own experiences. # Storyline - 00:00–00:03 A woman with long, wavy hair shows her hair and states how dry shampoo transforms it. - 00:02–00:04 She shows a side-by-side before and after comparison. - 00:04–00:05 She holds up Living Proof Perfect Hair Day Dry Shampoo. - 00:05–00:13 The woman demonstrates spraying the dry shampoo throughout her hair, section by section. - 00:13–00:17 She explains the secret is to let the product activate for 30 seconds to clean before using fingers or a brush to brush it out. - 00:17–00:20 She styles her hair as usual. - 00:20–00:23 She finishes the look by showing off the completed hair.

# Ad summary This ad is for Living Proof and offers the customer the opportunity to choose 3 free deluxe mini products when they spend $65 or more. # Brand positioning Living Proof is presented as a modern and scientific approach to hair care, leveraging advanced technology to create effective solutions for a variety of hair concerns. This brand aims to occupy a space in the consumer's mind that combines scientific rigor with practical benefits. The positioning is functional, focusing on the performance of the product. # Product The ad features three mini-sized Living Proof hair products offered as a promotion. The 'full conditioner' is in a gray squeeze tube, the 'Perfect hair Day style refresh' is in a small white spray bottle, and the 'triple bond complex' is in a dark blue tube. These mini sizes cater to customers who want to try the products or are looking for travel-friendly options. The offer promotes spending $65 or more to receive these three deluxe mini sizes for free, which addresses the purchase barrier by providing an incentive to buy. # Visual style The ad has a clean and modern aesthetic with a focus on product clarity. The production quality is high, with a studio shot setup. The image treatment includes soft lighting and color grading to enhance the products' visual appeal. The typography is large and legible. This style is likely intended to be scannable and appealing in-feed. # Hooks Headline: Mini sizes. Major plans. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Get 3 free deluxe minis by spending $65+ # Benefits - Mini sizes - 3 free deluxe minis # Features - full conditioner - Perfect hair Day style refresh - triple bond complex # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand name, 'Living proof,' appears at the top, establishing the source of the ad. - Brand: The copy, 'Mini sizes. Major plans. Spend $65+ and choose 3 free deluxe minis,' promotes the features of these products. - Customer: The hand holding the product shows a first-person perspective of someone interacting with the product. # Storyline - The ad starts with the Living Proof brand, establishing the source and credibility of the offer. - Next, the phrase, 'Mini sizes. Major plans' is presented to emphasize the practicality and potential of the small products, suggesting that even these sample sizes can make a significant impact. The brand uses this information to target customers who want to sample new products and plan for trips. - The promotional offer 'Spend $65+ and choose 3 free deluxe minis' encourages customers to spend a certain amount to receive free deluxe samples. - Finally, a hand displays the three mini products available as part of the offer, which shows the product in use. The brand is displaying these products for the customer so they can decide if they want them.

# Ad summary This ad promotes Living Proof's Perfect Hair Day Style Refresh Mist. It features a woman who demonstrates how to use the product to refresh her hair. The ad highlights the convenience and time-saving benefits of using the mist instead of washing hair. # Brand positioning Living Proof positions itself as a premium hair care brand focused on advanced science and innovation. The brand aims to occupy a space in the consumer's mind as a provider of solutions for common hair concerns, particularly those related to maintaining hair health and style between washes. The brand's tone is functional and scientific, emphasizing the technology behind their products rather than solely relying on emotional appeals. Living Proof defies category norms that prioritize traditional washing and styling methods by promoting products that extend the life of hairstyles, aligning with a lifestyle that values efficiency and hair health. The brand offers solutions that fit into busy routines and cater to those who want to look polished without excessive effort. # Product The Living Proof Perfect Hair Day Style Refresh Mist is a product designed to reset and restyle hair between washes. It is designed to refresh and revive hair, providing an alternative to washing hair daily. The product comes in a spray bottle for easy application. The product is for people who want to maintain their hairstyle and hair health without the need for frequent washing. The ad communicates that this product can save time, allowing users to style in half the time compared to washing and wet styling. The Style Refresh Mist promises to keep hair looking fresh and styled between washes, addressing the problem of hair losing its style or becoming unmanageable between washes. # Visual style The ad has a clean and polished aesthetic, typical of beauty product commercials. The editing style involves quick cuts to maintain a fast pace and showcase the product efficiently. The production quality is high-end, lending a sense of sophistication and trustworthiness to the brand. The cuts are timed to the music beats. # Hooks Spoken: 00:00–00:03: Skip the wash, style in half the time Text overlay: 00:00–00:01: Life shouldn't wait for wash day / 00:01–00:03: Skip the wash, style in half the time* / 00:01–00:03: *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist. Visual: 00:00–00:01: Close-up shot of a light gray Living Proof Perfect hair Day Style Refresh Mist bottle against a light gray background. Water droplets are visible on the bottle. Text overlay: "Life shouldn't wait for wash day." / 00:01–00:03: A woman with long, curly light brown hair, fair skin, light neutral makeup, and wearing a white sweater stands in front of a light gray wall. In the background, there is a white shelf with various items. The camera is stationary, providing a close-up of her face and hair. Text overlay: "Skip the wash, style in half the time*" along with a small asterisk. A smaller text at the bottom: "*Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist." # Funnel stage Consideration # Pain points The ad highlights the problem of hair requiring frequent washing to maintain style, which can be time-consuming. As the ad states, "Life shouldn't wait for wash day." # Value propositions - The product allows the user to "skip the wash," implying that it provides a convenient and time-saving solution for maintaining hair style between washes. # Benefits - Skip the wash, style in half the time # Features - Resets + restyles hair between wash days # Call to action Learn more # Social proof - *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist. # Point of view - Customer 100% – The ad is presented entirely from the customer’s point of view, with a user demonstrating how to refresh her hair. # Storyline - 00:00–00:00 The ad opens with a close-up of the Living Proof Style Refresh Mist bottle, showcasing the product as a solution for busy lifestyles. - 00:00–00:03 00:00–00:03: A woman with long, wavy hair appears on screen. She demonstrates the ease of using the product, suggesting that it fits into a quick styling routine. - 00:03–00:06 00:03–00:06: The ad concludes by featuring the Style Refresh Mist bottle again and providing a call to action to learn more about the product.

# Ad summary A woman with dirty hair uses dry shampoo to give her hair a clean look in under a minute. She presents the dry shampoo as a way to save time on hair washing and allow her more time to spend at the gym. # Brand positioning Living Proof is presented as a brand that provides convenient and effective hair care solutions for busy women. The brand focuses on saving time and providing fresh-looking hair without the need for traditional washing. It positions itself as a practical choice for women who want to maintain a polished look while balancing an active lifestyle, enabling them to prioritize fitness and other activities. # Product Living Proof Perfect Hair Day Dry Shampoo is presented as a time-saving hair care solution designed for women who don't always have time to wash their hair. The product cleanses hair, removes grease, and leaves no white cast. It is packaged in a gray spray can with a white cap. The dry shampoo allows users to quickly refresh their hair, giving them more time for other activities like going to the gym. The ad implies that the dry shampoo helps users maintain a fresh, clean look without the inconvenience of traditional hair washing. # Visual style The ad has a clean and bright aesthetic, resembling UGC content. The editing style includes quick cuts between actions and results. The video appears to be shot with natural lighting and focuses on demonstrating the product's effects rather than polished visuals. # Hooks Spoken: 00:00–00:05 Watch me go from greasy to gorgeous in just under a minute using Living Proof's Perfect Hair Day Dry Shampoo. Visual: 00:00–00:02 A fair-skinned woman with long wavy brunette hair and heavy blush stands in front of a white door and white walls. She is wearing a brown zip-up and a gold necklace. She pulls at her hair, which appears greasy and flat at the roots. The camera is selfie-style and shows a close-up of her face. / 00:02–00:05 The woman stands in the same location but is wearing a black cardigan with a gold button. Her hair now appears clean and bouncy. She is touching her hair with both hands and looking at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not having enough time to wash hair regularly, especially before going out or engaging in activities like going to the gym. # Value propositions - Time-saving: The dry shampoo allows for a quick hair refresh in under a minute. - Clean hair without washing: The product cleans hair and removes grease, providing an alternative to traditional washing. - No residue: The dry shampoo leaves no white cast, ensuring a natural look. # Benefits - Go from greasy to gorgeous in just under a minute - Saves time - More time to spend in the gym and less time worrying about washing my hair # Features - Dry shampoo - Cleans hair - Leaves no white cast # Call to action None used. # Social proof - "Living Proof dry shampoo saves me every single time" – Female 1 (Customer) - "It actually cleans my hair and leaves no white cast" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered from the perspective of a customer sharing her personal experience and results with the product. # Storyline - 00:00–00:05 00:00–00:05 The video starts with the woman showing her greasy hair and announcing that she will go from "greasy to gorgeous in just under a minute using Living Proof's Perfect Hair Day Dry Shampoo." - 00:05–00:06 00:05–00:06 The woman puts her hair up in a ponytail. - 00:07–00:16 00:07–00:16 The woman shakes out her hair and says that sometimes she does not have time to wash her hair before going out somewhere, but that is okay because the Living Proof dry shampoo saves her every single time. She says that it actually cleans her hair and leaves no white cast. - 00:18–00:23 00:18–00:23 The woman concludes the video by saying that she now has more time to spend in the gym and less time worrying about washing her hair.

# Ad summary This ad features a female creator who uses the Living Proof New Style Refresh Mist to refresh her day four hair. She demonstrates how the product works with a blow dryer to provide smooth, polished hair. # Brand positioning Living Proof is presented as a brand that empowers individuals to extend the life of their hairstyles and save time on their daily routines. The brand aligns with a lifestyle that values convenience and maintaining a polished look with minimal effort. The ad implies the brand pushes against the norm of daily hair washing and styling, positioning itself as a solution for busy individuals who want to look their best without spending a lot of time on their hair. The brand positioning is functional, offering a practical solution for refreshing and restyling hair without washing. This approach communicates the message that Living Proof understands the needs of modern consumers who want to simplify their beauty routines and maximize their time. # Product The Living Proof New Style Refresh Mist is a hair product designed to refresh and restyle hair without washing. The ad demonstrates that it is ideal for individuals who want to extend the life of their hairstyles. Key features include its ability to smooth and polish hair, address dryness, knots, and frizz. The product requires just a few spritzes and the use of a blow dryer to achieve desired results. The USP highlighted in the ad is that it saves time during the week, allowing users to spend less time on hair styling and more time on other activities. The product is shown to be used on day four hair, addressing the barrier of needing to wash and style hair every day. This product is worth trying or buying because it offers a convenient and effective way to maintain a polished hairstyle while saving time and effort. # Visual style The ad has a polished commercial feel due to the high-quality visuals and clean backgrounds. The editing style includes quick cuts to keep the pace moving, particularly during the transition between different scenes. The ad maintains a consistent pacing, with cuts timed to the voiceover. The use of selfie-style shots creates a UGC feel, making the ad seem more relatable and authentic. # Hooks Spoken: 00:02–00:09 I just tried Living Proof’s New Style Refresh Mist, and let me tell you something, you’re going to think I’m lying, but this is actually day four old hair. Text overlay: 00:03–00:09 I just tried Living Proof’s New Style Refresh Mist Visual: 00:00–00:01 Close up selfie-style shot of a woman in her 40s with long layered and wavy two-tone hair. The top layer is natural gray, and the bottom is dyed brown. She is wearing a pink sweater, silver rings, and pink lipstick and is standing in front of a light gray wall. The camera is still. She is holding her hair up and examining it. The Living Proof logo is in the top right corner. / 00:01–00:03 Close up selfie-style shot of the same woman as she holds up the Living Proof New Style Refresh Mist. She is wearing a pink sweater, silver rings, and pink lipstick and is standing in front of a light gray wall. The camera is still. The Living Proof logo is in the top right corner. / 00:03–00:09 Close up selfie-style shot of the same woman as she holds up the Living Proof New Style Refresh Mist. She is wearing a pink sweater, silver rings, and pink lipstick and is standing in front of a light gray wall. The camera is still. Text overlay at the bottom states: “I just tried Living Proof’s New Style Refresh Mist”. The Living Proof logo is in the top right corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of hair being dry, knotty, and frizzy on days when it is not freshly washed. The woman in the ad states “My hair it was really dry, very knotty, very frizzy.” # Value propositions - The style refresh mist provides the value of saving time during the week. # Benefits - I can see how smooth and more polished my hair looks. - Gives me more time to take the dog out, to meet friends, and explore the city. - If you need to save more time during the week, this is your best friend. # Features - New Style Refresh Mist # Call to action None used. # Social proof - I just tried Living Proof’s New Style Refresh Mist – Female 1 (Creator) - You're going to think I'm lying, but this is actually day four old hair – Female 1 (Creator) - I can see how smooth and more polished my hair looks. – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the POV of a customer who is describing her personal experience with the product. # Storyline - 00:00–00:09 00:00–00:09 A woman with long, wavy, partially gray hair is shown close up, and she states that the product she is about to discuss has made her hair, which is four days old, look great. This is the opening hook to get the viewer interested in learning more. - 00:09–00:14 00:09–00:14 The woman shows her hair and notes that it was dry, knotty, and frizzy before using the product. This demonstrates the before condition and the problem the product solves. - 00:14–00:17 00:14–00:17 The woman states that after using a few spritzes of the product and a blow dryer, her hair looks smooth and polished. This demonstrates how the product can improve hair quality and appearance. - 00:17–00:24 00:17–00:24 The woman says the style refresh mist gives her more time to take her dog out, meet friends, and explore the city. This frames the benefit of having more time for other activities. - 00:24–00:27 00:24–00:27 The woman suggests that if the viewer needs to save time during the week, this product is their best friend. The speaker then holds up the product. This closes the loop with a pitch for the product as a solution.

# Ad summary A woman with dirty blonde hair demonstrates the effectiveness of Living Proof PHD dry shampoo on her day four hair. She shows the transformation after applying the product and brushing it through, resulting in clean, bouncy hair. # Brand positioning Living Proof is presented as a trusted and effective solution for hair care, particularly for maintaining clean and refreshed hair between washes. The brand aligns with a lifestyle that values convenience and beauty without sacrificing hair health. By focusing on the functional benefits of its products, such as eliminating oil and adding bounce, Living Proof positions itself as a reliable choice for those seeking practical and visible results. The brand emphasizes simplicity and effectiveness, providing solutions that fit into busy lifestyles. # Product Living Proof PHD Dry Shampoo is a hair care product designed to refresh and clean hair without water. It is suitable for individuals who want to extend the time between washes, maintain hair cleanliness after errands or workouts, and achieve a bouncy, beautiful look in just a minute. The dry shampoo works by absorbing oil at the roots, leaving hair feeling clean and refreshed. USPs include its ability to transform oily, uncute hair into hair that is nice and clean, bouncy, and beautiful in just a minute. The product addresses the pain point of needing extra wash days every week. # Visual style The ad has a UGC aesthetic, with a natural, unfiltered look. The editing style is straightforward with simple cuts. The production quality feels casual and authentic, likely shot with a smartphone in a home setting. The pacing is consistent throughout the video, with the visuals closely synced to the spoken content. The overall tone is relatable and genuine. # Hooks Spoken: 00:00–00:05: This is my fourth bottle of the Living Proof PHD dry shampoo, and it's the only one that I actually trust. Text overlay: This is my fourth bottle of the Living Proof PHD dry shampoo, and it's the only one that I actually trust Visual: 00:00–00:05: A woman with blonde hair and a brown sweater stands in front of a white wall with a clothes rack visible in the background. She holds up a grey bottle of Living Proof PHD Dry Shampoo, showing it to the camera as she speaks. # Funnel stage Consideration # Pain points The central frustration is the need for extra wash days every week due to oily and uncute hair. Visually, this is signaled by close-up shots of oily roots and messy hair. # Value propositions - The Living Proof PHD dry shampoo provides a quick and easy solution for maintaining clean and bouncy hair, saving time and effort by reducing the need for frequent washes. # Benefits - Saves me from those extra wash days every single week - Nice and clean - Bouncy and beautiful in just a minute # Features - Living Proof PHD Dry Shampoo # Call to action None used. # Social proof - "This is my fourth bottle of the Living Proof PHD dry shampoo, and it's the only one that I actually trust." # Point of view - Customer 100% – The entire ad is presented from the perspective of a satisfied customer sharing her experience and results with the product. # Storyline - 00:00–00:05 The woman introduces Living Proof PHD Dry Shampoo as her go-to product, stating it is the only one she trusts. - 00:05–00:11 She shows her day four hair, describing it as oily and needing help, setting up the problem the product will solve. - 00:12–00:19 She shakes the can of dry shampoo and demonstrates its application at the roots, explaining the importance of letting it sit for at least 30 seconds, providing a step-by-step usage guide. - 00:19–00:25 After brushing her hair, she shows the immediate transformation, emphasizing how nice, clean, bouncy, and beautiful her hair looks in just a minute, highlighting the product's effectiveness. - 00:25–00:29 The woman reiterates the product's value, stating it saves her from extra wash days every week, reinforcing its convenience. - 00:29–00:32 She encourages viewers to try the product, presenting it as their sign to achieve great hair.

# Ad summary This ad promotes Living Proof's Style Refresh Mist. The ad shows a woman with long, wavy red hair out in a city. She uses the spray on her hair and goes about her day, highlighting how the spray can refresh her hair without needing to wash it. # Brand positioning Living Proof positions itself as a brand that integrates scientific innovation with real-world results, providing solutions for various hair concerns. The brand seems to value efficiency and convenience by offering products like the Style Refresh Mist that reduce the need for frequent washing. They appear to cater to a demographic that seeks high-quality, easy-to-use hair care solutions that fit into a busy lifestyle. # Product The Living Proof Style Refresh Mist is a hair product designed to reshape hair to bring back its day one look and feel without the need for washing. The product claims to style hair in half the time. The ad aims to remove the barrier of time constraints associated with hair washing and styling, suggesting it's perfect for those who want to maintain great-looking hair while on the go. # Visual style The ad has a polished, commercial feel, with a clean and bright aesthetic. The editing style is quick cuts with smooth transitions. The pacing is moderate. Product actions are synced with music beats. # Hooks Spoken: 00:02-00:06: [Singing in French] Text overlay: Skip the wash, style in half the time* / *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist / New Style Refresh Mist / Reshapes hair to bring back day 1 look + feel / Without the wash Visual: 00:00–00:01: A woman with long, wavy red hair walks down the street. She is wearing a gray suit jacket and has a slight smile on her face as she looks over her shoulder. Buildings line the background. / 00:01–00:02: A white Living Proof Style Refresh Mist product is placed in the center of the frame against a gray background. / 00:02–00:04: The woman sprays the Style Refresh Mist on her hair in front of a white background. She smiles as she sprays her hair. / 00:04–00:05: The woman holds the product close to her face with a closed mouth smile. / 00:05–00:06: The ad cuts to a shot of the woman's feet and legs as she walks across a crosswalk. # Funnel stage Consideration # Pain points The ad addresses the frustration of time-consuming hair routines, particularly washing and styling, which can be inconvenient for people with busy lifestyles. "Skip the wash, style in half the time*" # Value propositions - Skip the wash, style in half the time: This highlights that the product allows users to reduce their hair routine time by cutting out the wash. # Benefits - Style in half the time - Bring back day 1 look + feel - Without the wash # Features - New Style Refresh Mist - Reshapes hair # Call to action Learn more # Social proof - *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist # Point of view - Customer 100% – The ad shows a customer of the brand using their product and having it fit into her everyday life. # Storyline - 00:00–00:01 The ad begins with a woman walking down the street, her hair flowing behind her. - 00:01–00:02 The ad introduces the Living Proof Style Refresh Mist. - 00:02–00:04 The woman sprays the mist on her hair, demonstrating its use. - 00:04–00:05 The woman holds the product up. - 00:05–00:07 The ad cuts to the woman's legs as she crosses the street, followed by her sitting at an outdoor cafe. - 00:07–00:09 The ad shows the woman smiling and laughing while drinking a cup of coffee. - 00:09–00:10 The ad cuts back to the woman leaning against a wall on the side of the street. - 00:10–00:12 The product is shown close up to the camera.

# Ad summary The ad features a woman demonstrating Living Proof dry shampoo. She starts with visibly oily roots, applies the dry shampoo while explaining its benefits, and ends with clean-looking hair, highlighting the product's ability to clean hair rather than just mask oil. # Brand positioning Living Proof is positioned as a functional brand offering innovative solutions for everyday hair concerns. The ad aligns with a practical, time-saving approach to beauty, targeting consumers who prioritize efficiency. It addresses the common frustration of oily hair between washes by offering a product that provides a genuine clean without the need for water, directly challenging the norm of frequent hair washing. The brand values align with the consumer’s desire for quick and effective solutions, fitting into a lifestyle where time is a premium. # Product Living Proof Perfect Hair Day Dry Shampoo is a product designed to clean hair without water, targeting individuals with oily hair who lack the time for frequent washes. It is presented as more than a mere cover-up, offering an actual clean that removes grease. The product is packaged in a gray and white spray can and is explicitly shown being applied to oily roots. The USP focuses on its ability to genuinely clean the hair rather than simply masking the oil, addressing the common purchase barrier associated with traditional dry shampoos. The ad demonstrates a typical use case, showing a busy woman using the product to refresh her hair before going to work. The product promises to leave hair smelling, feeling, and looking clean every time. # Visual style The ad has a polished, clean aesthetic with natural lighting. The editing style involves smooth transitions and static shots. The production quality gives off a commercial feel. The pacing is moderate and consistent, contributing to a clean, informative tone. # Hooks Spoken: 00:00–00:05: The Living Proof Perfect Hair Day Dry Shampoo took my day four greasy hair from this to this. Text overlay: 00:03–00:05: THIS Visual: 00:00–00:05: A woman with long, dark brown hair stands in front of a white wall with a light gray door in the background. She wears a black long-sleeved shirt with a ruched front and white pants. She is leaning down to show the crown of her head, which is oily. Text overlay: "this." # Funnel stage Consideration # Pain points Needing to wash hair but not having the time to do so, especially when rushing to get to work. # Value propositions - Living Proof Perfect Hair Day Dry Shampoo took my day four greasy hair from this to this. # Benefits - Cleans hair - Smells clean, feels clean, looks clean every single time # Features - Dry shampoo # Call to action None used. # Social proof - “The Living Proof Perfect Hair Day Dry Shampoo took my day four greasy hair from this to this.” – Female 1 (Customer) - “My biggest hair hack in between washes” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a user sharing her personal experience with the product. # Storyline - 00:00–00:05 The woman frames the video with her hands before leaning down to show the greasiness of her roots. - 00:05–00:12 The woman acknowledges that she needs to wash her hair but doesn't have time to because she is running late to work. - 00:12–00:18 She presents the Living Proof Perfect Hair Day Dry Shampoo and says it is her biggest hair hack between washes. She explains that it cleans her hair rather than just covering up the grease. - 00:18–00:25 The woman holds up the dry shampoo and provides a demonstration. She sprays the product into her hair and shakes her hair out with her hands. - 00:25–00:34 She shows her clean-looking roots and highlights that the hair smells, feels, and looks clean every single time. - 00:34–00:38 She directly addresses the viewer, stating that if you are a busy girl like her, you need Living Proof Perfect Hair Day Dry Shampoo.

# Ad summary This ad for Living Proof Perfect Hair Day Style Refresh Mist showcases the product's ability to cut hair styling time in half by allowing users to skip wash day. A woman is seen with freshly styled hair, then sprays the Living Proof mist on it. # Brand positioning Living Proof is presented as a brand that empowers individuals to maintain their style and confidence even when they skip traditional hair washing. The brand pushes against the norm that you must wash your hair daily, positioning itself as innovative and functional in providing solutions that fit into busy lifestyles. With products like Style Refresh Mist, Living Proof seeks to occupy a space in the consumer's mind as a go-to for quick and effective hair solutions, promoting a lifestyle where great hair doesn't have to be a chore. # Product The Living Proof Perfect Hair Day Style Refresh Mist is advertised as a solution for refreshing and styling hair in half the time of a traditional wash. This product caters to individuals who want to maintain their hair's appearance and style without the daily commitment of washing and wet styling. The key selling point is its time-saving advantage, allowing users to 'skip the wash' and still achieve a styled look. The mist is designed to revive and restyle hair between washes, offering a convenient way to refresh one's hairstyle and boost confidence in appearance. The bottle shown is a light gray with a white spray nozzle and text with the brand and product name. # Visual style The ad has a clean, polished aesthetic, with soft lighting and a focus on showcasing the product and its effects. The editing style includes quick cuts between product shots and the woman using the product. The overall feel is modern and approachable, aiming to convey the product's ease of use and effectiveness. The pacing is quick and dynamic. # Hooks Text overlay: Life shouldn't wait for wash day Visual: 00:00–00:01: A close-up of a light gray Living Proof Perfect Hair Day Style Refresh Mist bottle against a plain light gray background. The bottle is in sharp focus, highlighting its shape and label, while the background remains smooth and out of focus. Lighting is soft and diffused, creating gentle shadows on the bottle. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of spending excessive time on hair washing and styling. The phrase "Life shouldn't wait for wash day" highlights the frustration of letting hair care routines dictate one's schedule. # Value propositions - Skip the wash, style in half the time # Benefits - Style in half the time # Features - Perfect Hair Day Style Refresh Mist # Call to action Learn more # Social proof - *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist # Point of view - Customer 100% – The entire ad is presented from the perspective of a user who values quick and effective hair styling solutions. # Storyline - 00:00–00:01 The ad begins with a close-up of the Living Proof Perfect Hair Day Style Refresh Mist bottle. - 00:01–00:03 The scene transitions to a woman with styled, voluminous hair. - 00:02–00:03 Close up of the product being sprayed on the hair. - 00:03–00:05 The scene reverts back to the bottle.

# Ad summary A woman demonstrates a Living Proof dry shampoo and style refresh mist to show how she resets her hair in 10 minutes. # Brand positioning Living Proof positions itself as a solution for achieving a 'perfect hair day,' even between washes. It is presented as a premium brand, demonstrated by a woman with a polished look. The brand pushes against the norm of daily hair washing, instead promoting products to refresh hair for a simple styling routine. # Product Living Proof's Perfect Hair Day Advanced Clean Dry Shampoo is presented as a product that 'actually cleans hair + softness and shine.' A second product, the Perfect Hair Day style refresh mist, is also presented as an alternative to washing. Both products are shown as a way to extend time between washes. The ad highlights these products as solutions for easy styling. # Visual style The ad has a clean, polished aesthetic, resembling a UGC-style demo. It is shot in natural light with static camera shots and smooth transitions. The pace is moderate and consistent throughout the ad. # Hooks Spoken: 00:17–00:18 So I go through with the round brush and the straightener and that's it. Visual: 00:17–00:18 The same woman uses a round brush and straightener to finish styling her hair. Her hair appears mostly styled and straight. She is wearing a cream-colored sweater and silver earrings. The background is a light-colored wall with a door frame. # Funnel stage Middle of funnel (Consideration) # Pain points Needing to wash hair everyday. # Value propositions - 10 minute no wash hairstyle reset # Benefits - Actually cleans hair + softness and shine # Features - Perfect Hair Day Advanced Clean Dry Shampoo - Perfect Hair Day style refresh mist # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer who is using and demonstrating the product. # Storyline - 00:00–00:01 The ad begins by showing a split screen with before-and-after hair to demonstrate the reset. - 00:01–00:03 00:01–00:03 A woman with wavy, unstyled hair turns her head to show her hair, labeled “before.” The shot then cuts to the same woman with straight, styled hair, labeled “after.” The message is to visually show the impact of the transformation. - 00:03–00:05 00:03–00:05 The woman holds up the Living Proof dry shampoo product and faces the camera. The message is to introduce the featured product. - 00:05–00:07 00:05–00:07 The woman sprays the dry shampoo into her hair, working the product into her roots with her fingers to create volume. The message is to demonstrate the product in use. - 00:07–00:08 00:07–00:08 The woman holds up the Living Proof style refresh mist product and faces the camera. The message is to introduce the second featured product. - 00:08–00:11 00:08–00:11 The woman brushes her hair and sprays the style refresh mist into her hair. The message is to demonstrate the product in use. - 00:11–00:17 00:11–00:17 The woman uses a round brush and straightener to finish styling her hair. The message is to demonstrate the styling process after using the product. - 00:18–00:22 00:18–00:22 The ad closes with another “before and after” showing the difference in hair, followed by her holding the products again. The message is to show the products that assisted in creating the after look.

# Ad summary A minimalist ad for Living Proof Style Refresh Mist, highlighting its ability to reshape and refresh hair for a 'day-1 look and feel.' The ad features a clean aesthetic with the product bottle prominently displayed against a soft background. # Brand positioning Living Proof positions itself as a provider of advanced haircare solutions, focusing on scientific innovation to deliver tangible results. The brand appeals to consumers who seek reliable and effective hair products, avoiding conventional marketing tactics like celebrity endorsements. The positioning is functional, emphasizing high-performance formulations that address specific hair concerns and enhance overall hair health. # Product The advertised product is Living Proof Perfect Hair Day Style Refresh Mist, designed to reshape and refresh hair, providing a "day-1 look and feel." The mist is intended for use between washes to restyle hair, making it an ideal solution for maintaining hairstyles and reviving hair without needing to shampoo. This restyling spray comes in a 148 mL (5.0 FL OZ US) bottle and aims to solve the problem of hair losing its shape and freshness between washes, offering a convenient way to refresh and revitalize hair. # Visual style The ad features a minimalist and clean visual style. It uses a soft, muted color palette with a focus on the product itself. The lighting is soft and diffused, highlighting the product's shape and texture without harsh shadows. This aesthetic creates a sense of sophistication and trustworthiness, which aligns with the brand's focus on scientific solutions and effective results. The overall design is uncluttered, with the product prominently displayed against a simple background, ensuring it is easily scannable and appealing in a social media feed. # Hooks Headline: Style Refresh Mist. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of hair losing its shape and freshness between washes. The product is positioned as a convenient solution to refresh and restyle hair without needing to shampoo. # Value propositions - Reshapes and refreshes hair for that day-1 look and feel (Value: Provides a solution to maintain a fresh hairstyle between washes.) # Benefits - Reshapes and refreshes hair for that day-1 look and feel # Features - Style Refresh Mist # Call to action None used. # Social proof - None used. # Point of view - Brand: All sections of the ad deliver information about the product and brand from the company's perspective. It aims to inform consumers about the product's benefits and brand recognition. # Storyline - The ad starts with a 'NEW' badge, immediately highlighting that the product is a fresh offering. The brand wants the consumer to know this is a new product that is available. - Next, the ad introduces the product: 'Style Refresh Mist.' This informs the viewer that the ad is for a hair mist. - The main message, 'Reshapes and refreshes hair for that day-1 look and feel,' emphasizes the product's key benefit, focusing on how it can restore hair to its initial, freshly styled state. This promise offers a solution to the common issue of hair losing its style and freshness between washes. - The inclusion of the brand name, 'Living proof,' reinforces brand recognition and trust. By displaying its name prominently, the brand is trying to establish credibility and reliability in the viewer's mind.

# Ad summary This ad promotes Living Proof hair products, specifically the Perfect Hair Day Advanced Clean Dry Shampoo and the Perfect Hair Day Style Refresh Mist, as solutions for refreshing hair after a workout or to extend the life of a blowout. A woman demonstrates how to use the products to quickly transform sweaty, post-gym hair into a fresh-looking style in minutes. The ad emphasizes time-saving and convenience. # Brand positioning Living Proof is presented as a premium haircare brand that offers scientifically-backed solutions for common hair concerns. The brand positions itself as innovative, providing products that deliver tangible results, such as extending the life of a blowout and refreshing hair without washing. The brand aligns with a lifestyle of active individuals who value efficiency and maintaining a polished appearance. Living Proof differentiates itself by focusing on advanced technology and practical benefits rather than just aesthetics, aiming to occupy the consumer's mind as a reliable and effective solution for modern haircare needs. # Product The ad features two Living Proof products from the Perfect Hair Day line. The Perfect Hair Day Advanced Clean Dry Shampoo is a dry shampoo that refreshes roots, making hair look and feel freshly washed. The Perfect Hair Day Style Refresh Mist is a mist used for mid-lengths to ends. It acts as a heat protectant, neutralizes odors, and leaves hair smelling amazing. Together, these products enable users to quickly and easily refresh and restyle their hair in just 10 minutes, extending the life of a blowout and saving time. The products address the purchase barrier of inconvenience by offering a quick and effective alternative to traditional washing and styling. # Visual style The ad has a polished UGC feel, with natural lighting and a clean, bright aesthetic. The editing style features quick cuts to highlight the transformation process. The production quality is high, giving it a commercial vibe while maintaining a relatable user-generated content style. The pacing is consistent, with cuts timed to key actions and product highlights. The overall tone is casual and informative, aiming to showcase the effectiveness of the Living Proof products in a realistic setting. # Hooks Spoken: 00:00–00:06 Watch me take my hair from this to this in 10 minutes with my favorite Living Proof products. Text overlay: 00:00–00:06 Living proof. / 00:00–00:04 Watch me take my hair from this to this in 10 minutes with my / 00:04–00:06 favorite Living Proof products. Visual: 00:00–00:01 A woman with long, dark wavy hair, wearing a brown tank top and rings, stands in a bathroom with neutral-colored walls and a white tub in the background. The camera is stationary at eye level, and the woman gestures to her hair. The lighting is bright and natural. The Living Proof logo is in the upper right corner. / 00:01–00:03 Same framing as before. The woman smooths her hair forward to show her styled hair. The lighting is bright and natural. The Living Proof logo is in the upper right corner. / 00:03–00:05 Same framing as before. The woman holds a Living Proof Perfect Hair Day Style Refresh Mist and a Living Proof Perfect Hair Day Advanced Clean Dry Shampoo can up to the camera. The lighting is bright and natural. The Living Proof logo is in the upper right corner. / 00:05–00:06 Same framing as before. The woman puts her hands together in front of her chest as she speaks. The lighting is bright and natural. The Living Proof logo is in the upper right corner. # Funnel stage Consideration # Pain points Sweaty hair after the gym and needing to leave the house. This is clearly implied when the creator states, "I just got back from the gym. I'm sweaty and I need to leave the house..." # Value propositions - Quick hair transformation in 10 minutes - Extends the life of a blowout - Saves an hour and a half by skipping hair wash - Provides heat protection during styling - Neutralizes odors # Benefits - Hair looks and feels freshly washed - Fresh looking blowout - Two to three more days of wear - Saved an hour and a half # Features - Living Proof Perfect Hair Day Advanced Clean Dry Shampoo - Living Proof Perfect Hair Day Style Refresh Mist - Style Refresh Mist is a heat protectant - Style Refresh Mist neutralizes odors - Style Refresh Mist smells amazing # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer using the product and sharing her experience. # Storyline - 00:00–00:03 00:00–00:03 The creator introduces the video by stating she will transform her hair from one state to another in 10 minutes using her favorite Living Proof products. This serves as a hook, promising a quick and visible transformation. The perspective is from the creator, presented as an authentic user. - 00:05–00:08 00:05–00:08 The creator reveals she just came back from the gym, and is sweaty and needs to leave the house, presenting the products as a quick hack for a fresh wash day. This introduces the problem the products solve, establishing a relatable scenario for active individuals. The perspective is from the creator, as a relatable user of the product. - 00:09–00:17 00:09–00:17 The creator showcases the Living Proof Perfect Hair Day Advanced Clean Dry Shampoo and explains how it refreshes the roots, making hair look and feel freshly washed. This highlights a key benefit of the product. The perspective is from the creator demonstrating the product and its benefits. - 00:17–00:24 00:17–00:24 The creator introduces the Perfect Hair Day Style Refresh Mist, explaining its use for mid-lengths to ends, its heat protectant properties, odor neutralization, and pleasant scent. This builds upon the previous step, showing how to complete the hair refresh. The perspective remains from the creator, showcasing the product's features. - 00:24–00:27 00:24–00:27 The creator uses a blow dryer to restyle her hair, demonstrating the final step in the transformation. This shows the product in action, reinforcing the ease of use and the heat protectant benefits of the Style Refresh Mist. The perspective is from the creator demonstrating how to use the product and hairdryer together. - 00:27–00:35 00:27–00:35 The creator showcases the final result and states she has a fresh-looking blowout with two to three more days of wear because of the products. The perspective is from the creator showing the final results.

# Ad summary The ad showcases Living Proof's Perfect Hair Day Style Refresh Mist, demonstrating how it can be used to restyle hair without washing. It features a woman with wavy hair using the product and a blow dryer to achieve a smooth, styled look. The ad emphasizes the convenience and time-saving benefits of the product. # Brand positioning Living Proof is presented as a modern haircare brand that emphasizes scientific innovation to solve real-world hair problems. The brand positions itself as a provider of high-performance products that simplify haircare routines and deliver visible results. Living Proof aligns with a lifestyle that values efficiency and effortless beauty, offering functional solutions that challenge the norm of frequent hair washing. The brand aims to occupy a space in the consumer's mind as a reliable source for advanced haircare technology, focusing on problem-solving and time-saving benefits. # Product The featured product is Living Proof's Perfect Hair Day Style Refresh Mist, a restyling spray designed for use on dry hair. It allows users to refresh and reshape their hairstyles without washing, saving time and effort. The spray is applied by sectioning the hair and spraying until damp, followed by using a blow dryer and round brush to smooth and reshape. The product aims to address the need for quick and easy hair styling solutions, particularly for those who want to extend the life of their hairstyles or avoid frequent washing. Its USP is the ability to restyle in no time, offering a convenient alternative to traditional washing and styling routines. # Visual style The ad has a clean, polished aesthetic with a focus on showcasing the product and its results. The editing style is simple, with static shots and minimal transitions. The production quality is high, creating a professional commercial feel. The pacing is consistent, maintaining a steady rhythm throughout the ad. The visual style aligns with the brand's emphasis on scientific innovation and effortless beauty. # Hooks Text overlay: 00:00–00:02 Skip the wash, / 00:00–00:02 style in half the time* Visual: 00:00–00:02 A split-screen shows a woman in a white tank top against a light grey background. On the left, her dark brown wavy hair is unstyled and somewhat frizzy. On the right, her hair is smooth, straight, and styled. She looks directly at the camera with a neutral expression. The camera is stationary. # Funnel stage Consideration # Pain points The ad addresses the frustration of needing to wash and completely restyle hair to achieve a desired look. This is signaled by the comparison in the split-screen, visually contrasting unstyled and styled hair and implying the time and effort typically required for such a transformation. # Value propositions - Skip the wash, style in half the time: highlights the convenience and time-saving benefits of the product. - Restyle in no time: reinforces the quick and easy styling capabilities of the mist. - No wash needed: emphasizes the product's ability to refresh hair without the need for washing. # Benefits - Skip the wash, style in half the time - Restyle in no time - No wash needed # Features - Restyling spray - Style refresh mist # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented entirely from the perspective of a customer demonstrating how to use the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a split screen showing a woman with wavy, unstyled hair on the left and smooth, styled hair on the right. This visual presents a before-and-after comparison, immediately conveying the transformation the product can achieve. The brand aims to capture the audience's attention by highlighting a common hair problem and its quick solution, setting the stage for the product demonstration. - 00:02–00:05 00:02–00:05 The woman is shown holding the Living Proof Perfect Hair Day Style Refresh Mist. This shot introduces the product and provides a clear view of its packaging. The brand aims to establish the product as the key to achieving the advertised results, emphasizing its role in the hair transformation. - 00:06–00:11 00:06–00:11 The woman sprays the product onto a section of her hair. This shows the product in action, demonstrating its application process. The visual reinforces the idea that the product is easy to use and fits seamlessly into a styling routine. - 00:11–00:22 00:11–00:22 The woman uses a blow dryer and round brush to style her hair. This continues the demonstration, showing how the product integrates with standard styling tools to achieve a smooth, reshaped hairstyle. The visual emphasizes the simplicity and effectiveness of the product in creating a polished look. - 00:22–00:25 00:22–00:25 The woman runs her hands through her fully styled hair, showcasing the final result. This provides a clear visual of the desired outcome, reinforcing the product's promise of achieving a no-wash blowout. The visual invites the audience to imagine themselves experiencing the same transformation. - 00:25–00:29 00:25–00:29 The ad returns to the split-screen comparison, reaffirming the before-and-after transformation. This reinforces the product's effectiveness and its ability to deliver on its promise of restyling hair without washing.

# Ad summary This ad uses the metaphor of a bank vault to suggest that Living Proof's Perfect Hair Day dry shampoo product is a valuable asset to anyone who wants to skip a hair wash day. # Brand positioning Living Proof positions itself as a premium haircare brand that offers innovative solutions to common hair concerns. The brand aligns with a lifestyle that values convenience and efficiency, offering products that save time and effort without compromising on results. Living Proof differentiates itself by focusing on scientific innovation, as suggested by the brand's name, to deliver tangible benefits and proven results. The ad uses a bank vault setting and high-end visual presentation, indicating a commitment to quality and a luxury experience. The brand takes a functional approach, focusing on the tangible benefits of its products, such as saving time and maintaining hair quality. # Product The advertised product is Living Proof's Perfect Hair Day (PHD) dry shampoo, specifically the style refresh mist. It is designed to refresh and revive hair between washes, addressing the common issue of time-consuming wash days. The product is packaged in a white spray bottle. The label states that it is a "style refresh mist" and contains 148 ml (5.0 FL OZ). The ad addresses the purchase barrier of time, emphasizing that "wash day costs time" and this product "pays it back." The unique selling proposition is that the dry shampoo saves time and maintains hair quality, allowing users to extend the life of their hairstyles. # Visual style The ad has a polished and high-end aesthetic, reminiscent of a luxury commercial. The editing style consists of smooth transitions and static shots, creating a sense of sophistication. The production quality is high, with a clean and sterile look that reinforces the brand's commitment to scientific innovation and quality. The pacing is slow and deliberate, allowing viewers to absorb the visuals and messaging. The cuts are timed to emphasize key product reveals and messaging. # Hooks Text overlay: 00:00–00:15 Living proof.® Visual: 00:00–00:02: Extreme close-up of a silver bank vault door with the 'Living Proof' logo subtly displayed in the upper right corner. The camera is stationary. The focus is on the mechanics of the vault door as it opens, emphasizing security and exclusivity. # Funnel stage Consideration # Pain points The ad addresses the frustration of time-consuming hair wash days. The statement "Wash day costs time" highlights this inconvenience and implies that the target audience is looking for ways to streamline their beauty routine. # Value propositions - The dry shampoo's ability to save time by refreshing hair between washes, thus compensating for the time spent on wash days. # Benefits - Wash day costs time. This product pays it back. # Features - Style refresh mist # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing its product and value proposition. # Storyline - 00:00–00:02 The ad opens with a close-up shot of a bank vault door being opened, creating a sense of anticipation and security. - 00:02–00:07 The camera moves inside the vault to reveal a room filled with safety deposit boxes and a cylindrical container in the center, filled with the advertised product. This suggests the product is a valuable asset. - 00:07–00:15 A safety deposit box opens to reveal the Living Proof Perfect Hair Day dry shampoo, an antique key, and a small card with a promotional message.

# Ad summary An ad for Living Proof Perfect Hair Day Style Refresh Mist, which allows users to skip washing their hair and style in half the time. The ad features a woman with dark wavy hair showing the product and its benefits. # Brand positioning Living Proof is presented as a brand offering innovative hair care solutions. The brand positions itself as a provider of products that simplify hair styling routines and maintain hair health. They offer solutions like the Perfect Hair Day Style Refresh Mist, which allows users to skip washing and style their hair in less time. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, time-saving hair care products. The brand promotes a lifestyle of convenience and efficiency, aligning with values of simplicity and ease in hair care. Their brand positioning is functional, focusing on the performance and simplicity of their products. # Product The advertised product is the Living Proof Perfect Hair Day Style Refresh Mist, designed to reset and restyle hair between wash days. This product is for individuals who want to refresh their hairstyle without washing their hair, saving time and effort. It comes in a 148 ml (5.0 fl oz) spray bottle. The product's USPs are its ability to refresh and restyle hair quickly, allowing users to skip the wash and style in half the time. The ad shows the mist being used to revive and style wavy hair. The ad addresses the barrier of time consumption associated with traditional hair washing and styling routines, presenting the mist as a convenient alternative. # Visual style The ad has a clean, polished aesthetic with soft lighting and neutral backgrounds. The editing style includes smooth transitions between shots, maintaining a consistent pace. The production quality is high, typical of a commercial product demo. The pacing is moderate, allowing viewers to focus on the product and its benefits. Audio-visual sync is maintained with music. # Hooks Spoken: 00:00–00:02: [Upbeat] Skip the wash, style in half the time.* Text overlay: 00:00–00:02 Living proof. / 00:00–00:02 Skip the wash, style in half the time* / 00:00–00:02 *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist Visual: 00:00–00:02: A woman with long, wavy dark hair faces the camera, wearing a white tank top. The background is a neutral, soft gray. She looks directly at the camera with a slight smile. The lighting is soft and diffused, highlighting her natural makeup. The camera is static and positioned at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the time-consuming nature of washing and styling hair, suggesting the audience may be looking for a faster, more convenient solution. # Value propositions - The product allows you to skip hair washing and style hair faster. # Benefits - Skip the wash, style in half the time* - rafraîchissez et ravivez votre coiffure entre deux lavages # Features - Style Refresh Mist - reset + restyle hair between wash days # Call to action Learn more # Social proof - *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist # Point of view - Customer 100% – The ad is presented from the perspective of a satisfied user demonstrating the product. # Storyline - 00:00–00:02 A woman with wavy hair faces the camera, implying a personal or testimonial perspective. - 00:03–00:07 The shot transitions to a close-up of the Living Proof Perfect Hair Day Style Refresh Mist bottle.

# Ad summary This ad for Living Proof Style Refresh Mist features a woman who showcases how she uses the spray to style her hair in half the time between washes. The ad highlights key ingredients and ends with a product shot with a call to action. # Brand positioning Living Proof is presented as a brand that uses scientific innovation to solve real-world hair problems. The brand is focused on hair health, offering solutions that deliver noticeable results without compromising the hair's integrity. The brand focuses on hair science and highlights its innovative approach in the hair care industry. It targets consumers who want advanced hair care solutions and promotes the idea of achieving perfect hair days through scientifically backed products. # Product The Living Proof Style Refresh Mist is a hair product designed to refresh and restyle hair between washes. It contains babassu oil for weightless hydration, a blend of amino acids and polypeptides to condition hair, and natural enzymes to neutralize odors. The mist helps to skip the wash and style hair in half the time. The product aims to revive styles, leaving hair refreshed and conditioned. # Visual style The ad features a clean and polished aesthetic. The editing style includes quick cuts and smooth transitions, especially when showcasing the ingredients and product details. The production quality is high, resembling a professional commercial. The visual pacing is consistent throughout, maintaining a steady rhythm. The cuts are timed to coincide with the audio, enhancing the overall impact of the ad. # Hooks Spoken: The secret to styling between washes? Text overlay: The secret to styling between washes? Visual: 00:00–00:03 A woman with long, dark hair and fair skin is centered in the frame against a neutral background. She is wearing a simple, light-colored top. The camera is stationary, and the lighting is soft and even. Text overlay reads, "The secret to styling between washes?" # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that styling hair between washes is difficult and time-consuming: "The secret to styling between washes?" # Value propositions - "Skip the wash, style in half the time*" - Reduces the time spent on hair styling. # Benefits - Delivers weightless hydration - Conditions hair - Neutralizes odors # Features - Babassu oil - Blend of amino acids and polypeptides - Natural enzymes # Call to action Learn more # Social proof - *Stylist application comparing washing plus wet styling to restyling with Style Refresh Mist. # Point of view - Brand 100% – The ad conveys the brand's message and product information through direct visuals and product claims. # Storyline - 00:00–00:03 The ad opens with a woman asking a question about styling between washes, setting up the problem the product addresses. - 00:03–00:05 The ad introduces the Living Proof Style Refresh Mist as the solution, showing the product in its packaging. - 00:05–00:07 A split-screen shows a before-and-after transformation with the woman's hair, accompanied by text overlay stating, "Skip the wash, style in half the time." - 00:07–00:17 The ad highlights the key ingredients in the product, such as babassu oil, amino acids, polypeptides, and natural enzymes, explaining each ingredient's benefits. - 00:17–00:20 The ad concludes with a final shot of the Living Proof Style Refresh Mist packaging, displaying the brand logo, product name, and a "Learn more" call to action.

# Ad summary A woman demonstrates the Living Proof Style Refresh Mist and compares her styling routine with and without the mist. She notes that it allows her to extend her wash and style for an additional day or two. # Brand positioning Living Proof is presented as a brand that empowers its customers to optimize their daily routines through products that enhance their hair and cut down on total styling time. The brand is positioned as delivering functional benefits without sacrificing quality. It offers products that are quick and easy to use, providing a convenient solution for busy individuals. # Product The Living Proof Style Refresh Mist is a product designed to refresh and restyle hair without requiring a full wash. It is ideal for individuals who want to extend the life of their hairstyle, maintain their natural texture, and smooth over any frizz. The Style Refresh Mist also provides heat protection and helps eliminate odors, leaving hair feeling fresher and more manageable. It allows for an additional day or two between wash days, reducing the time and effort required for hair maintenance. # Visual style The ad has a polished, UGC feel with a hybrid production quality. The editing style includes quick cuts and some static shots. The pacing is moderate. The visuals show modern and busy lifestyle. # Hooks Spoken: Less wash days equals more actual life. Text overlay: Before Visual: 00:00–00:01: A close-up shot of a woman with long, highlighted brown hair. She is wearing a white button-up cardigan and has natural-looking makeup. The background is a plain gray wall with a white shelf in the distance. She is talking directly to the camera, holding up a white bottle with blue text. She smiles and nods. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the time and effort required for frequent hair washing and styling, especially for those with textured hair who want to maintain a specific look. She notes, "I normally would just start slicking my hair back or I'd have to do a whole wash day and as you can see, that takes up hours of my day." # Value propositions - Fewer wash days = more time for activities - Maintains style without the effort of a full wash - Hair feels fresher and more manageable between washes # Benefits - More actual life - Skip a wash without skipping the style - Leaves it feeling fresher - Get an extra day or two out of my wash day # Features - Releases natural texture - Smooths over any frizz - Heat protection - Gets rid of any odors # Call to action None used. # Social proof - "This product really helps to release my natural texture and smooth over any frizz. And it has heat protection, which we love. It also helps to get rid of any odors that cling on to my hair and just overall leaves it feeling fresher. So I can get an extra day or two out of my wash day...The new Living Proof Style Refresh Mist has changed my hair and how I go about my week." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer demonstrating and describing her experience with the product. # Storyline - 00:00–00:01 The ad opens with the creator addressing the audience and introducing the topic. - 00:01–00:04 00:01–00:04: She notes the correlation between fewer wash days and a more fulfilling lifestyle. She introduces the Living Proof Style Refresh Mist as the solution for skipping a wash after a workout without sacrificing style. This sets the tone for a practical, time-saving benefit. - 00:04–00:07 00:04–00:07: The creator introduces a split-screen test to highlight the product’s benefits and features. - 00:07–00:18 00:07–00:18: The creator demonstrates the process of styling with the Living Proof Style Refresh Mist. She mentions its ability to release natural texture, smooth over frizz, and provide heat protection. - 00:18–00:21 00:18–00:21: Continuing the demonstration, the creator emphasizes the product’s ability to eliminate odors. - 00:21–00:35 00:21–00:35: The creator shows her enjoying different activities to visually support how much time using this product saves in her day. - 00:35–00:40 00:35–00:40: The creator addresses the audience, reiterating how the mist has transformed her hair routine and freed up more time for personal activities. The tone shifts to a personal recommendation.

# Ad summary A woman demonstrates how to refresh her curly hair with Living Proof Perfect hair Day style refresh mist. She shows her before and after and explains the benefits of using the product. # Brand positioning Living Proof presents itself as a hair care brand that offers solutions for a variety of hair types, with an emphasis on solving real-world problems and concerns around hair health and styling. In this ad, the brand is positioned as a quick and convenient way to revive curly hair that is frizzy and tangled, without the time commitment of a full wash and style routine. The brand aligns with a practical, functional approach to beauty. The brand pushes against the norm of needing a full routine to achieve perfect hair. # Product Living Proof Perfect hair Day style refresh mist is a product designed to refresh and revive hair between washes, particularly for curly hair. The product is showcased as a solution for frizzy and tangled hair, offering a way to extend hairstyles without the time commitment of a full curly hair routine. The mist helps to extend the hair for a bit longer. It also contains heat protectant allowing the user to diffuse their hair after use. The ad conveys the idea that this product is worth trying because it simplifies hair maintenance, saves time, and improves the appearance of curls with minimal effort. # Visual style The ad has a polished, commercial feel, with bright, natural lighting and smooth transitions. The production quality is high-end. The ad maintains a consistent pacing with even cuts. There is no specific audio-visual sync. # Hooks Spoken: 00:00–00:03 As much as I want to throw my hair in a bun today, this is a curly hair outfit. Visual: 00:00–00:03 A woman with curly hair styled in a high bun, wearing a white strapless top and white pants, stands in front of a white wall with a framed print, a white dresser, and a large potted plant. She gestures with her hands as she speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of curly hair getting frizzy and tangled between washes, requiring a time-consuming full hair routine to revive. "My curls do get frizzy and tangled as the days go on... without having to do my entire curly hair routine, which you know is time-consuming." # Value propositions - Using the style refresh mist allows me to extend my hairstyle without having to do my entire routine, saving time and effort. # Benefits - To extend my hair for a bit longer without having to do my entire curly hair routine # Features - Style refresh mist - Heat protection # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer, sharing their personal hair care routine and experience with the product. # Storyline - 00:00–00:03 00:00–00:03 The creator expresses the conflict between wanting to put her hair in a bun and wanting to show off her outfit while acknowledging she doesn't have time for fresh curls, setting the stage for the ad's central problem. - 00:03–00:07 00:03–00:07 The creator reveals the before and after results of her hair, creating a visual contrast that highlights the product's impact and immediately capturing attention. - 00:07–00:11 00:07–00:11 The creator introduces the Living Proof Perfect hair Day style refresh mist. The creator states she is using this mist to touch up her curls. - 00:12–00:18 00:12–00:18 The creator shares her hair struggles and states she uses this mist to extend her hair for a bit longer without having to do her entire curly hair routine, which is time-consuming. - 00:18–00:29 00:18–00:29 The creator demonstrates how to apply the mist, stating that she goes over the curls to really target those puffy strands. This continues from the previous moment, elaborating on the solution and its practical application. - 00:30–00:35 00:30–00:35 The creator states that since the mist has heat protectant, she likes that she can go in with her diffuser to help the hair dry a little bit before heading out. - 00:36–00:42 00:36–00:42 The creator reveals her refreshed curls that took her only a few minutes with literally just one product. This moment progresses from the previous demonstration by completing the transformation and directly stating the positive outcome.

# Ad summary This ad features a woman showing how she styles her hair between washes using Living Proof's Style Refresh Mist. She presents the before and after and shares that it is also a heat protectant. # Brand positioning Living Proof is presented as a solution for busy people looking for a way to simplify their hair care. The ad presents Living Proof as being able to give the user their mornings back. It is positioned as a hair product for busy girls. # Product The ad features Living Proof's Style Refresh Mist, presented as a way to refresh hair in between washes and also act as a heat protectant. It claims that with the spray, the user can reset their style and go straight into a blowout in only 15-20 minutes. # Visual style The ad features jump cuts, which gives it the UGC feel. The ad looks to be shot in natural light and in everyday settings. # Hooks Spoken: Female 1: If your hair looks like this between washes, it can look like this within minutes. Visual: 00:00–00:02 The woman has messy, gray, shoulder-length hair, wearing a white shirt. She is holding her hair up with her hands and shaking it around while scrunching her face. / 00:02–00:03 The woman has styled, shoulder-length gray hair, wearing a white shirt. She is holding her hair up with her hands and smiling. # Funnel stage Middle of funnel (Consideration) # Pain points Hair needs smoothing and reshaping, but you do not have time for a full wash and style. # Value propositions - You can get the product and go straight into a blow out in only 15-20 minutes. # Benefits - Reset my style - Save so much time - Gave me my mornings back # Features - heat protectant # Call to action Don't miss out. # Social proof - I've been using the new Living Proof style refresh mist for the past few weeks, and it's become my holy grail for in between wash days - Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented through the lens of a customer who uses and reviews the product. # Storyline - 00:00–00:02 The woman is introducing the brand and asking if the viewer's hair looks messy. - 00:02–00:03 The woman is presenting the after using Living Proof Style Refresh Mist. - 00:03–00:06 The woman is holding the Living Proof Style Refresh Mist and says she has been using it for the past few weeks. - 00:06–00:11 The woman states that the product is her holy grail for in between wash days, especially because it is also a heat protectant. - 00:11–00:14 The woman is stating that her hair is on day 3, naturally wavy, and has a lot of frizz. - 00:15–00:22 The woman is using a curling iron, explaining her hair needs smoothing and reshaping, but instead of starting over, she will use this. - 00:22–00:26 The woman shares that the new routine only took 15-20 minutes. - 00:26–00:34 The woman is expressing how she has saved so much time, and now she can grab her coffee before working from home. - 00:34–00:35 The woman shares that the product gave her mornings back. - 00:35–00:38 The woman shares that the style refresh mist is coming soon and tells the viewer not to miss out.

# Ad summary A woman demonstrates how to use Living Proof Perfect Hair Day Style Refresh Mist to refresh her hair in between washes. She highlights that it is quick and easy to use. # Brand positioning Living Proof is presented as a solution for busy individuals who want to maintain great-looking hair with minimal effort. The brand aligns with a lifestyle of convenience and efficiency, emphasizing the ease and speed of achieving a refreshed hairstyle. It positions itself against the norm of time-consuming, traditional hair care routines, offering a functional product that simplifies hair maintenance for those with hectic schedules. The brand aims to occupy the space in the consumer's mind as a quick, effective solution for refreshing hair. # Product Living Proof Perfect Hair Day Style Refresh Mist is a hair product designed to quickly refresh and restyle hair between washes. The product is intended for busy individuals, particularly moms, who don't have time for a full wash and blowout. It is sprayed onto the hair, combed through, and then heat is applied to blow it out, but not as thoroughly as a regular blowout. This product is a game-changer for making hair look great, and it is used as a go-to in between washes. It is easy and quick to use. # Visual style The ad has a UGC feel. It appears to be shot on a phone camera. The editing style uses quick cuts. The production quality has a hybrid feel. # Hooks Spoken: Woman 1: Wanna go from this frizzy mess to this? Visual: 00:00–00:01 Close up of a woman with light brown hair and fair skin, smiling at the camera, wearing a white cardigan, in front of a white wall. The camera zooms in so close that it gets blurry. / 00:01–00:02 Blurry close up of skin. # Funnel stage Consideration # Pain points The ad addresses the pain point of not having enough time for a full wash and blowout. This is signaled through the woman stating: “I don't have a lot of time to do a full wash and blowout.” # Value propositions - Gives you time back # Benefits - It's a game changer when it comes to making my hair look great - It's my go to in between washes - Super easy, really quick way to refresh your hair and have it look great # Features - Style Refresh Mist - Heat protection # Call to action None used. # Social proof - “It's a game changer when it comes to making my hair look great” – Woman 1 - “It's my go to in between washes” – Woman 1 - “Living Proof style refresh mist has changed my life” – Woman 1 # Point of view - Customer 100% – The entire ad is communicated from the perspective of a woman sharing her experience with the product. # Storyline - 00:00–00:02 The woman starts by showing her frizzy hair and asks if the viewer wants to go from this to this. - 00:02–00:04 She introduces the Living Proof Style Refresh Mist as the solution. - 00:04–00:07 The woman emphasizes that she's always on the go and that her days are super busy. - 00:07–00:10 She says she doesn't have a lot of time to do a full wash and blowout. This is a continuation of the previous point about being busy. - 00:10–00:13 The woman highlights that this is where the Living Proof Style Refresh Mist comes in. - 00:13–00:18 She highlights that it's a game-changer when it comes to making her hair look great and is her go-to in between washes. - 00:18–00:27 She explains that she simply sprays it, combs it through, and then uses some heat to blow it out. - 00:27–00:35 The woman concludes by saying that it's a super easy and quick way to refresh hair and have it look great, and that she's not good at hair, so it's pretty impressive. She also emphasizes it’s not a full blowout. - 00:35–00:42 She states that the Living Proof Style Refresh Mist has changed her life and given her time back to spend with her daughter.