How MAKEUP BY MARIO Advertises on Meta

# Ad summary This ad showcases the process of making and packaging Ethical Eyes' eyeshadow palettes. The video captures the preparation, filling, and assembly stages, highlighting the careful and precise manufacturing process. This ad emphasizes the meticulous creation process behind the product. # Brand positioning Ethical Eyes is presented as a brand committed to meticulous craftsmanship, quality control, and precision in the production of its eyeshadow palettes. The brand aligns with values of meticulousness and control, emphasizing the careful process involved in creating each palette. The brand aims to occupy a space in the consumer's mind as a provider of high-quality eyeshadow palettes created with careful attention to detail. The brand pushes against norms of mass production by highlighting the hands-on and precise nature of its manufacturing process. The brand positioning is functional, emphasizing the precision, hygiene and quality control in the making of the product. # Product The featured product is an eyeshadow palette, consisting of multiple individual square eyeshadows arranged in a grid. The ad emphasizes the meticulous preparation and filling of the individual eyeshadow pans. The eyeshadows come in a range of neutral colors. The USPs conveyed include the precision and control, meticulous crafting process, hygiene, and the hand-finished quality of the product. The ad tells the viewer that these products are made with attention to detail. Purchase barriers addressed include concerns about hygiene and the quality control, which the ad seeks to alleviate by demonstrating the careful process involved in making the palettes. # Visual style The ad has a clean, polished aesthetic with a focus on detail and clarity. The editing style is characterized by static shots and smooth transitions, which emphasize the precision of the manufacturing process. The production quality is high-end, giving a professional commercial feel, which supports the intended tone of accuracy and quality. The visual motif is centered on close-ups of the manufacturing steps, which are timed to coincide with the background music. The pacing is moderate, with the cuts and actions synced with the beat. # Hooks Visual: 00:00–00:02: Close-up shot of a stainless steel work surface with a multi-cavity mold containing partially filled square compartments with a light brown cream. A person wearing blue gloves uses a metal spatula to evenly spread the cream into the cavities. The background is a blurred view of stainless steel equipment in an industrial setting. # Funnel stage Middle of funnel (Consideration) # Pain points Concerns about the quality control and hygiene during the production of eyeshadow palettes. This is implied through the ad by showing the meticulous and clean manufacturing environment. # Value propositions - Meticulously crafted eyeshadow palettes: Provides high-quality cosmetics. - Individual square eyeshadows: Offers versatility and customization. - Range of neutral colors: Provides classic and timeless looks. - Precise preparation and filling: Guarantees consistent quality. # Benefits - High-quality eyeshadow palettes - Meticulous craftsmanship - Attention to detail - Precision and control in manufacturing process - Hygiene and quality control in making of product # Features - Meticulously crafted eyeshadow palettes - Individual square eyeshadows - Range of neutral colors - Precise preparation and filling of individual eyeshadow pans # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is shot from the brand's perspective, showcasing the manufacturing process of their eyeshadow palettes. # Storyline - 00:00–00:02 A person wearing blue gloves uses a metal spatula to evenly spread out some brownish cream into a metal mold. - 00:02–00:03 A stack of molds with pressed cream is shown. - 00:03–00:06 A person puts piles of powdery product into molds and uses a spatula to spread the powder. - 00:07–00:08 A person uses some kind of spray on the pressed powder. - 00:09–00:11 A person opens the packaging of the eyeshadow palette, then stacks them in a box.

# Ad summary This ad showcases the Softsculpt Shaping Stick and Soft Pop Blush Stick from Makeup by Mario. The ad features a model with a bare face, and then shows the application of the products. The model then smiles at the camera to show the final look. # Brand positioning Makeup by Mario is presented as a high-quality makeup brand that focuses on enhancing natural beauty through sculpting and color. The brand aligns with a lifestyle of effortless elegance and sophistication, offering products that are easy to use and deliver professional results. The brand positioning is both functional, providing tools for sculpting and adding color, and emotional, aiming to empower users to feel confident and beautiful in their own skin. # Product The ad features two products from Makeup by Mario: the Softsculpt Shaping Stick and the Soft Pop Blush Stick. The Softsculpt Shaping Stick, shown in the shade 'Medium,' is a contour product designed to sculpt and define the face. The Soft Pop Blush Stick, shown in 'Soft Coral,' is a blush product intended to add a natural flush of color to the cheeks. Both products come in stick form with white packaging and black lettering. The ad highlights the ease of application and the natural-looking results achieved with these products, suggesting they are worth trying for their ability to enhance one's features effortlessly. # Visual style The ad has a clean and polished aesthetic, typical of commercial beauty content. The editing style features quick cuts to maintain a brisk pace, with smooth transitions between shots. The production quality is high-end, with even lighting and a focus on showcasing the product and model in the best possible light. The pacing is consistent throughout the ad, with cuts timed to the music. # Hooks Text overlay: SOFTSCULPT® SHAPING STICK IN 'MEDIUM' Visual: 00:00–00:01 Close-up shot of a model with tan skin, dark curly hair, and a bare face. She is wearing a gold necklace and small gold hoop earrings. An unseen hand holds the Makeup by Mario Softsculpt Shaping Stick and Soft Pop Blush Stick in front of her face. The background is a plain white wall. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Softsculpt Shaping Stick allows you to sculpt and define your face. - The Soft Pop Blush Stick allows you to add a natural flush of color to your cheeks. # Benefits - Sculpt and define the face - Add a natural flush of color to the cheeks # Features - Softsculpt Shaping Stick in 'Medium' - Soft Pop Blush Stick in 'Soft Coral' # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and demonstrating their application and results. # Storyline - 00:00–00:01 The ad begins with a close-up of a model with a bare face, setting the stage for a makeup transformation. - 00:01–00:02 00:01–00:02 The camera focuses on the Makeup by Mario Softsculpt Shaping Stick and Soft Pop Blush Stick, held by an unseen hand. This introduces the products that will be used in the demonstration. - 00:02–00:05 00:02–00:05 The Softsculpt Shaping Stick in 'Medium' is applied to the model's face with a brush, demonstrating how to sculpt and define the cheekbones and jawline. This shows the product in action and its intended use. - 00:05–00:07 00:05–00:07 The camera focuses on the Makeup by Mario Soft Pop Blush Stick, held by an unseen hand. This introduces the second product that will be used in the demonstration. - 00:07–00:09 00:07–00:09 The Soft Pop Blush Stick in 'Soft Coral' is applied to the model's cheeks with a brush, adding a natural flush of color. This shows the product in action and its intended use. - 00:09–00:14 00:09–00:14 The model smiles and poses, showcasing the final makeup look. This provides a visual payoff, demonstrating the enhanced features and natural beauty achieved with the products.

# Ad summary The ad demonstrates how to create a golden eyeshadow look with makeup products. # Brand positioning The brand positions itself as a provider of makeup products that enable users to create professional-looking eye makeup at home. The brand's tone is instructional, aiming to educate and empower viewers to recreate the showcased look. The brand is focused on functionality by presenting a step-by-step guide and specific shade instructions. # Product The ad features an eyeshadow palette and mascara. The eyeshadow palette is presented as a collection of complementary shades suitable for creating a golden eye makeup look. The specific shades used are 'EEN 8', 'Taupe', and 'EEN 3'. The 'Master Mascara' in 'Super Black' is highlighted for completing the eye look. The ad emphasizes ease of application, with a step-by-step tutorial. It directly addresses the purchase barrier by demonstrating how to achieve a professional look with minimal effort. # Visual style The ad has a polished, professional aesthetic with extreme close-ups. The editing style uses static shots to focus on detail, with smooth transitions between steps. The production quality is high-end, enhancing the professional tone and appealing to makeup enthusiasts. The pacing is moderate, ensuring each step is clearly visible and easy to follow. # Hooks Text overlay: STEP 1 APPLY SHADE 'EEN 8' ON CREASE & BOTTOM LID Visual: 00:02–00:03: Close-up of a black eyeshadow palette with multiple shades. A makeup brush picks up a light brown shade labeled "Step 1". The camera is static with natural lighting. / 00:03–00:07: Extreme close-up of the same eye. A makeup brush applies the light brown shade to the crease and bottom lid. A text overlay reads "STEP 1 APPLY SHADE 'EEN 8' ON CREASE & BOTTOM LID". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not knowing how to create a professional-looking eye makeup. The ad solves this by providing "STEP 1 APPLY SHADE 'EEN 8' ON CREASE & BOTTOM LID". # Value propositions - Achieve a professional golden eye makeup look at home with an easy to follow step-by-step tutorial. # Benefits - Easy to follow step-by-step tutorial - Achieve a professional golden eye makeup look at home # Features - Eyeshadow palette - 'Master Mascara' in shade 'Super Black' - Specific eyeshadow shades: 'EEN 8', 'Taupe', and 'EEN 3' # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shown from the perspective of someone doing their makeup. # Storyline - 00:00–00:01 The ad opens with a close-up of a completed eye makeup look, showcasing the final result to immediately capture the viewer's attention. - 00:01–00:07 00:01–00:07: The ad transitions to show the first step, which involves applying shade 'EEN 8' on the crease and bottom lid. The application process is demonstrated, providing a visual guide for the viewer. - 00:07–00:12 00:07–00:12: Step two is shown, smudging 'Taupe' liner on the upper lash line. The ad continues to guide the viewer through each step of the application process. - 00:12–00:16 00:12–00:16: The ad shows the third step, applying shade 'EEN 3' all over the lid. This continues the step-by-step tutorial. - 00:18–00:21 00:18–00:21: Step four involves smudging 'Taupe' liner on the water line, furthering the eye makeup tutorial. - 00:21–00:23 00:21–00:23: The ad progresses to step five, which is applying 'EEN 1' on the inner corner and brow bone. This highlights specific areas for brightening and definition. - 00:23–00:25 00:23–00:25: Finally, step six is shown, applying 'Master Mascara' in shade 'Super Black'. This completes the eye makeup look. - 00:25–00:28 00:25–00:28: The ad concludes with a final close-up of the completed eye makeup, emphasizing the overall effect and encouraging viewers to try the look themselves.

# Ad summary This ad for By Mario features a monochromatic color scheme of mauve and pink tones. The ad showcases the brand's lipstick product alongside complementary visuals like shoes, an eye makeup look, and a mug, all in similar shades. # Brand positioning By Mario is presented as a high-end makeup brand, focusing on creating cohesive and aesthetically pleasing looks. The brand emphasizes a curated, monochromatic style, suggesting a sophisticated and coordinated approach to beauty. The brand aligns with a lifestyle that values attention to detail and a polished, put-together appearance. By Mario positions itself as a brand that elevates everyday beauty routines through thoughtfully designed products and color palettes. # Product The featured product is a lipstick by By Mario, presented in a mauve shade. The lipstick comes in a cylindrical tube with a matte finish, featuring a light mauve body and a black base. The product is designed for individuals who appreciate coordinated makeup looks and seek to enhance their natural beauty with a touch of sophistication. The ad showcases the lipstick alongside complementary mauve-toned items, suggesting its versatility and ability to integrate seamlessly into a cohesive aesthetic. The ad aims to convey that this lipstick is worth trying for its ability to complete a polished and harmonious look. # Visual style The ad features a highly polished, studio-shot aesthetic with a monochromatic color scheme. The visual motifs include a grid layout and a focus on texture and material. The image treatment involves soft lighting and color grading to enhance the mauve and pink tones. The typography is clean and legible, and the overall style is designed to be visually appealing and cohesive, creating a sense of sophistication and elegance. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not explicitly state a pain point. # Value propositions - Achieve a polished and harmonious look with the mauve lipstick. - Versatile color palette for different aspects of beauty. # Benefits - Coordinated makeup look - Enhanced natural beauty - Sophisticated touch # Features - Mauve shade - Cylindrical tube packaging # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the product and its complementary aesthetic elements to create a cohesive and desirable lifestyle image. # Storyline - The ad opens with a collection of mauve-toned items, including shoes and clothing, creating a visually appealing and cohesive aesthetic. This is included to establish the overall color scheme and lifestyle associated with the brand, from the brand's perspective. - The focus shifts to a close-up of an eye with mauve-toned eyeshadow, showcasing the potential for a coordinated makeup look. This is included to demonstrate the versatility of the color palette and its application in different aspects of beauty, from the brand's perspective. - The lipstick product is prominently displayed, emphasizing its color and packaging. This is included to highlight the key product being advertised and its role in achieving the desired aesthetic, from the brand's perspective. - The ad concludes with a hand holding a mauve-colored mug, further reinforcing the monochromatic theme and suggesting a lifestyle of coordinated elegance. This is included to create a sense of aspiration and desire for the complete look, from the brand's perspective.

# Ad summary Mario Dedivanovic, founder of Makeup By Mario, introduces the brand's new Surreal Skin Natural Finish Foundation. He demonstrates how to apply the foundation using the brand's F1 brush, highlighting its blurring, smoothing, and hydrating properties. He notes that the foundation provides all-day shine control and a balanced, natural finish. # Brand positioning Makeup By Mario is presented as a high-end makeup brand that focuses on creating innovative products for a natural, enhanced look. The brand aligns with a lifestyle of beauty and self-care, emphasizing the importance of quality and performance. The brand pushes against the trend of overly matte or shiny foundations, instead offering a balanced, second-skin finish. The brand positioning is both functional, focusing on performance and simplicity, and emotional, aiming to empower users with a natural, confident look. # Product The Surreal Skin Natural Finish Foundation is a new foundation by Makeup By Mario, designed to provide a natural, enhanced complexion. It is formulated to blur and smooth the skin, offering all-day shine control while hydrating both immediately and over time. The foundation has a second-skin finish that is perfectly balanced, not shiny and not overly matte. It provides a weightless, medium coverage that looks like your natural complexion but enhanced. The foundation is available in 32 shades and can be applied using the brand's F1 brush for a smooth, seamless application. The product is for anyone looking for a natural-looking foundation that provides hydration and shine control. # Visual style The ad has a polished, commercial aesthetic with a clean and bright visual style. The editing style is smooth with static shots and minimal transitions. The production quality is high-end, supporting the brand's image. The pacing is consistent, with a moderate rhythm. The audio and visual elements are well-synced, with product actions and voiceover lines timed together. # Hooks Spoken: Mario: I'm so excited to get ready with you today. I'm finally using my newest innovation, the new Surreal Skin Natural Finish Foundation. Visual: 00:00–00:02: A close-up shot of Mario applying foundation to his face with a brush. He is in a studio setting with a white background and professional lighting. He is wearing a white t-shirt and has a mustache. The camera is stationary and focused on his face. / 00:02–00:05: A close-up shot of multiple bottles of Makeup By Mario foundation lined up in rows. The bottles have a frosted glass finish with white caps and white lettering. The background is a bright white surface. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting a foundation that looks natural and enhances the complexion without being too shiny or matte. The ad copy states that the foundation has a "second-skin finish that's perfectly balanced, not shiny and not overly matte." # Value propositions - Natural finish for an enhanced complexion - Hydration and shine control for all-day wear - Weightless medium coverage that looks like your natural skin # Benefits - Blurs and smooths the skin - Provides all-day shine control - Hydrates the skin immediately and over time - Second-skin finish - Weightless medium coverage - Looks like your natural complexion but enhanced # Features - Natural finish - Available in 32 shades # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is told from the brand's perspective, with the founder demonstrating and promoting the product. # Storyline - 00:00–00:02 Mario introduces the video, expressing his excitement to get ready with the audience and use his newest innovation. - 00:02–00:05 He reveals the product: the new Surreal Skin Natural Finish Foundation. - 00:05–00:07 He shows a swatch of all the shades available. - 00:07–00:09 Mario shares that his shade is 16.5 because he has a tan. - 00:09–00:14 He explains that he likes to start with a small amount and build in soft layers. - 00:14–00:17 Mario introduces his F1 brush for a smooth, seamless application. - 00:17–00:20 He demonstrates how to work the foundation into the bristles of the brush. - 00:20–00:23 He applies the foundation to the center of his face using a stippling motion. - 00:23–00:26 Mario shares that he loves how the formula blurs and smooths the skin. - 00:26–00:31 He notes that it provides all-day shine control while hydrating the skin both immediately and over time. - 00:31–00:36 Mario explains that it has a second-skin finish that's perfectly balanced, not shiny and not overly matte. - 00:36–00:41 He adds that it has a weightless medium coverage that looks like your natural complexion but enhanced. - 00:41–00:44 Mario expresses his excitement for the audience to try his new natural finish foundation. - 00:44–00:49 He shares that it comes in 32 shades and is available at makeupbymario.com and Sephora.

# Ad summary Mario Dedivanovic, the founder of Makeup By Mario, revisits his early career days as a fragrance consultant at Sephora. He shares nostalgic memories of greeting customers and handing out baskets, then recreates the experience by welcoming shoppers into the store. # Brand positioning Makeup By Mario is presented as a high-end makeup brand with a personal touch, rooted in the founder's extensive experience and passion for beauty. The brand aims to occupy a space of expertise and authenticity, with Mario himself serving as the face and driving force. The brand aligns with values of quality, artistry, and a deep understanding of customer needs, pushing against the norm of impersonal, mass-produced beauty products. The brand positioning is both functional, emphasizing the performance and quality of the makeup, and emotional, connecting with customers through Mario's personal story and genuine enthusiasm. # Product The ad does not explicitly feature a specific product, but rather focuses on the brand's origin story and Mario Dedivanovic's personal connection to the beauty industry. The ad implicitly promotes the entire Makeup By Mario line by associating it with Mario's expertise and passion. The ad highlights Mario's experience as a makeup artist and fragrance consultant, suggesting that the brand is built on a foundation of deep industry knowledge and customer understanding. The ad addresses the purchase barrier of skepticism by showcasing Mario's genuine enthusiasm and personal investment in the brand, making it worth trying or buying. # Visual style The ad has a polished, commercial aesthetic with bright lighting and clear visuals. The editing style is smooth, with quick cuts between shots. The production quality is high-end, supporting the intended tone of nostalgia and authenticity. The pacing is consistent throughout the ad. # Hooks Spoken: So being here in Flatiron is giving me flashbacks right now. Text overlay: SEPHORA Visual: 00:00–00:02: Mario Dedivanovic stands in front of a wall of Makeup By Mario boxes, smiling and speaking directly to the camera. He is wearing a black jacket and has a microphone clipped to his shirt. The background is a brightly lit retail space with large windows. / 00:02–00:03: A photo of a group of people standing in front of a Sephora store appears in the lower third of the frame. The text "SEPHORA" is displayed above the photo. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The brand is rooted in Mario's extensive experience and passion for beauty. - The brand is associated with a trusted retailer like Sephora. # Benefits - Authenticity - Expertise - Nostalgia # Features - Mario Dedivanovic's personal experience - Connection to Sephora # Call to action None used. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, with Mario Dedivanovic sharing his personal story and promoting the brand's values. # Storyline - 00:00–00:02 Mario Dedivanovic stands in front of a wall of Makeup By Mario boxes, reminiscing about his early career days. - 00:02–00:14 He recalls his job as a fragrance consultant at Sephora, where he greeted customers and handed out baskets. - 00:14–00:18 Mario asks the audience if they want him to show them what he used to do. - 00:18–00:25 Mario opens the door to Sephora and welcomes customers inside, recreating his past role. - 00:25–00:27 The ad concludes with a montage of photos from Mario's early career.

# Ad summary An image ad for MAKEUP BY MARIO promoting a 25% off sitewide sale. The image features two makeup brushes and bold text announcing the sale. # Brand positioning MAKEUP BY MARIO is presented as a professional makeup brand. The brand name is prominently displayed on the makeup brushes themselves, suggesting a focus on high-quality tools and expertise. The brand is associated with a specific individual, Mario, implying a personal touch and the authority of a makeup artist. This positions the brand as a go-to for makeup enthusiasts who want to achieve professional-level results. # Product The ad features two makeup brushes, likely face brushes, with dense, dark bristles. The brushes have a black ferrule and a white handle featuring the brand's name, MAKEUP BY MARIO, printed vertically in black. The product is for makeup application and is implied to be of professional quality due to the brand's association with the makeup artist Mario. The ad focuses on a sitewide sale, making the brushes more accessible and appealing to potential customers. The ad invites the viewer to purchase the brushes and take advantage of the current offer. # Visual style The ad has a clean, minimalist style with a focus on product presentation. The gray scale image creates a professional and modern look. The layout is simple and direct, with text overlaid on the product image to highlight the promotion. # Hooks Headline: 25% OFF SITEWIDE* # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 25% off all products # Benefits - None used. # Features - Makeup Brushes # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand promotes a sitewide sale on its makeup brushes. # Storyline - The image immediately presents a visual of two makeup brushes. This is included to showcase the product in a clean and professional manner, presented from the brand's POV. - The ad copy advertises a 25% off sitewide sale. This is included to create a sense of urgency and incentivizes the viewer to purchase now, presented from the brand's POV.

# Ad summary This ad by MAKEUP BY MARIO promotes a 25% off sitewide sale. The background consists of smeared black makeup, possibly mascara. The text is white. # Brand positioning MAKEUP BY MARIO positions itself as a luxury makeup brand, given the sleek, high-contrast visual and bold sans-serif font that conveys a sense of upscale beauty and quality. This brand is likely competing with other prestige makeup brands in the market, offering high-quality products formulated by a celebrity makeup artist. It aims to occupy the space of accessible luxury, attracting customers looking for professional-grade makeup. # Product The product being advertised is the entire range of MAKEUP BY MARIO products. The ad highlights a sitewide 25% off promotion, enticing customers to purchase any product from the brand. While no specific product is detailed, the smeared black makeup in the background suggests the promotion includes mascaras, gel liners, or similar products, giving customers a general idea of the brand's offerings. This campaign removes the purchase barrier of price, making the brand's makeup more accessible. # Visual style The ad utilizes a high-contrast, monochrome visual style. The image features a close-up shot of smeared makeup, providing a textured, abstract background. The text is clean and bold, using a sans-serif typeface in all caps to ensure legibility and create a striking visual impact. This look is modern and sleek and is designed to quickly communicate a clear promotional message, likely intended for high scannability in a fast-moving social feed. # Hooks Headline: 25% OFF # Funnel stage Bottom of funnel (Conversion) # Pain points Potential customers may find the regular price of MAKEUP BY MARIO products to be a barrier to purchase. The ad aims to address this by offering a sitewide discount: "25% OFF SITEWIDE" # Value propositions - 25% off all products from MAKEUP BY MARIO # Benefits - Savings on all MAKEUP BY MARIO products # Features - Sitewide discount # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image communicates from the brand's perspective, advertising the promotion and reinforcing the brand's image through visual styling and direct messaging. # Storyline - The ad opens with a high-contrast shot of black makeup smears. This backdrop creates visual interest and immediately signals the product category while reinforcing the brand's aesthetic. The audience is experiencing this from the brand's perspective, as the image is stylized to showcase its identity. - Next, the brand announces a "25% OFF SITEWIDE" promotion in bold white letters, positioned centrally to catch the viewer's eye. This offer is a straightforward incentive designed to drive sales. The audience is experiencing this from the brand's perspective, as it communicates a direct value proposition.

# Ad summary Ad showcasing Makeup By Mario's product line with a 25% off sitewide discount. # Brand positioning Makeup By Mario is positioned as a high-quality makeup brand. This is implied through the close-up, studio-lit shot of the brand's products, designed to highlight the product's quality and visual appeal. The focus is on aesthetic appeal. # Product The product being advertised is a lip product from Makeup By Mario. It features a tube format with a unique applicator brush, shown with varying shades of product on the brush. The packaging is white, with the brand's name printed on the side. The overall presentation emphasizes the product's design and the range of shades available. # Visual style The ad has a clean and modern visual style, with a focus on product presentation. The image features studio lighting and a neutral color palette, enhancing the visual appeal of the products. The typography is bold and clear, making the offer stand out. The style appears native to platforms like Instagram or Facebook, with a design optimized for in-feed visibility. # Hooks Headline: 25% OFF SITEWIDE* # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 25% OFF SITEWIDE to save money while purchasing MAKEUP by MARIO products. # Benefits - None used # Features - 25% OFF SITEWIDE # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image. The brand aims to showcase its products and offer a promotion. # Storyline - The ad opens with a close-up view of the product tubes with product on the brush, immediately drawing the viewer's attention to the visual appeal of the lip product and its unique applicator. This is shown from the brand's perspective to emphasize the brand's visual aesthetic and to capture the viewer's interest. - The ad then highlights the promotion of "25% OFF SITEWIDE", shown from the brand's perspective to encourage the customer to make a purchase.

# Ad summary This ad by MAKEUP BY MARIO advertises a 25% off sitewide sale. The ad image features lipstick bullets in a grid layout. # Brand positioning MAKEUP BY MARIO is presented as a high-quality cosmetics brand, offering a wide range of makeup products. The brand is positioned as a go-to for achieving professional-level makeup looks, likely focusing on artistry and technique. The ad emphasizes the accessibility of the brand's offerings through a sitewide discount, suggesting that customers can easily experience the brand's quality and artistry. The brand aims to occupy a space in the consumer's mind as a purveyor of professional-grade makeup that enhances natural beauty and allows for creative expression. # Product The featured product is a range of MAKEUP BY MARIO lipsticks. The lipsticks are displayed as rectangular bullets with the brand name embossed on the side. They come in various shades of red and pink. The product is designed for anyone looking to enhance their lip color and achieve a polished makeup look. The ad doesn't explicitly mention specific ingredients or features, but the sitewide discount implies that all lipstick shades are included in the offer. The absence of models or use cases keeps the focus on the product's aesthetic qualities and universal appeal. The ad removes purchase barriers by offering a significant discount. The product is worth trying or buying due to the brand's perceived quality and the attractiveness of the color range. # Visual style The ad features a studio-shot image with a clean and polished look. The grid layout and product focus give it a modern and organized feel. The image treatment includes color grading to enhance the lipstick shades and create a visually appealing palette. The typography is large and bold, ensuring high scannability in the feed. The style contrasts with platform-native aesthetics, opting for a more high-design approach. # Hooks Headline: 25% OFF # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - High-quality makeup at a discounted price # Benefits - Discount on makeup products # Features - Range of lipstick colors # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand is presenting its products and offers. # Storyline - The ad opens with a grid of MAKEUP BY MARIO lipsticks in various shades of red and pink. The brand is highlighting its products through visually appealing product placement. This is being told from the brand's perspective. - Next, the text "25% OFF SITEWIDE*" appears overlaid on the image of lipsticks. The brand is emphasizing a promotional offer. This is being told from the brand's perspective.

# Ad summary This ad features Mario Dedivanovic, the founder of the brand Makeup By Mario, talking about the Makeup By Mario Friends and Family sale. Mario promotes some of the brands best-selling products including the Master Mattes Eyeshadow Palette, Surreal Skin Natural Finish Foundation, and Softsculpt Transforming Skin Enhancer. Mario claims these products are some of his favorites and are perfect for hydrating coverage and warming that winter complexion. # Brand positioning Makeup By Mario is presented as a brand that provides high-quality makeup products that are favored and promoted by the founder himself, Mario Dedivanovic. The brand leans into Mario's expertise and personal connection to the products to establish credibility and trust with consumers. The brand seeks to occupy a space in the consumer's mind as a go-to for achieving a natural, flawless look, as well as a brand offering versatile color palettes. The tone is approachable and friendly, as Mario directly addresses the audience and shares his personal recommendations. Makeup By Mario offers a mix of functional and emotional brand positioning, focusing on both the performance of the products and the confidence they can inspire. # Product The ad features several makeup products. First, the Master Mattes Eyeshadow Palette is highlighted as a collection of timeless shades that can be used all year long. Next, the Surreal Skin Natural Finish Foundation is presented as a way to achieve a natural and hydrated base. Then, the Softsculpt Transforming Skin Enhancer is promoted as the product to warm your winter complexion. Lastly, the F4 brush is claimed to be the best way to achieve a seamless second-skin finish. # Visual style The ad has a polished aesthetic with bright lighting and clear product shots. The editing style includes quick cuts between Mario and models using the products, maintaining a steady pace. Production quality is high, showcasing a professional commercial feel that aligns with the brand's image. The ad utilizes a visual motif of showcasing the products in use, demonstrating their application and results. Pacing is consistent, maintaining a rhythm that keeps the viewer engaged. # Hooks Spoken: Hey everyone, it is back, the Friends and Family sale that only happens once a year for a very limited time. Visual: 00:00–00:02: Mario stands in a bright studio with white walls and a lit vanity mirror in the background. He wears a white button-down shirt and smiles at the camera with his hands raised. / 00:02–00:04: Mario holds a makeup brush and smiles. / 00:04–00:05: Medium shot of Mario smiling in a bright studio. / 00:05–00:06: Medium shot of Mario with a white wall and lit vanity mirror in the background. # Funnel stage Conversion # Pain points The ad implies the frustration of not knowing which makeup products to buy or what is worth spending your money on. # Value propositions - 25% off everything # Benefits - Timeless shades that you can use all year long - Perfect for hydrating coverage - Warming that winter complexion - Achieve a seamless second skin finish # Features - Master Mattes Eyeshadow Palette - Surreal Skin Natural Finish Foundation - Softsculpt Transforming Skin Enhancer - F4 brush # Call to action None used. # Social proof - "You cannot go wrong with some of my all-time bestsellers" – Mario (Founder) # Point of view - Brand 100% – The whole video is told through the official voice of the founder of the brand, Mario Dedivanovic. # Storyline - 00:00–00:05 Mario announces the return of the Makeup By Mario Friends and Family sale, emphasizing that it only happens once a year and for a limited time. - 00:05–00:08 Mario encourages viewers to take advantage of the 25% off discount to refresh their makeup or try new products. - 00:08–00:16 Mario suggests viewers check out his all-time bestsellers, starting with the Master Mattes Eyeshadow Palette. - 00:16–00:22 The ad transitions to a model using the Master Mattes Eyeshadow Palette and a close up of the colors available. - 00:22–00:31 Mario transitions to promoting the Surreal Skin Natural Finish Foundation and Softsculpt Transforming Skin Enhancer, highlighting their ability to hydrate the skin. - 00:31–00:37 Mario suggests viewers use his F4 brush to acheive a seamless, second skin finish. - 00:37–00:40 Mario urges viewers to hurry and take advantage of the limited-time sale.

# Ad summary This ad features a close-up of the By Mario Ethereal Eyes Eyeshadow Palette. The camera zooms in to showcase the different colors and textures of the eyeshadows. # Brand positioning By Mario is presented as a high-end makeup brand, focusing on quality and luxury. The brand aligns with a lifestyle of sophistication and elegance, offering products that enhance natural beauty. The brand positioning is emotional, appealing to consumers who value artistry and self-expression through makeup. # Product The featured product is the By Mario Ethereal Eyes Eyeshadow Palette, which includes nine different eyeshadow shades. The palette features a range of neutral and cool-toned colors, including matte, shimmer, and glitter finishes. The eyeshadows are arranged in a square layout within a white and silver compact. The palette is designed for creating a variety of eye looks, from natural to dramatic. The ad emphasizes the palette's versatility and high-quality formulation, making it a desirable product for makeup enthusiasts. # Visual style The ad has a polished and clean aesthetic, with a focus on showcasing the product in detail. The editing style is smooth, with slow zooms and pans to highlight the eyeshadows. The production quality is high-end, giving the ad a luxurious feel. The pacing is slow and deliberate, allowing viewers to appreciate the product's features. # Hooks Visual: 00:00–00:02: A close-up shot of a hand with manicured nails holding a closed, white By Mario Ethereal Eyes Eyeshadow Palette. The background is a plain white surface. The camera slowly zooms in as the hand opens the palette. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The palette offers a range of shades and finishes, allowing users to create both natural and dramatic eye looks. - The high-quality formulation ensures long-lasting wear and vibrant color payoff. # Benefits - Versatile for creating a variety of eye looks - High-quality formulation - Enhances natural beauty - Sophisticated and elegant # Features - Nine different eyeshadow shades - Range of neutral and cool-toned colors - Matte, shimmer, and glitter finishes - White and silver compact # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product's features and aesthetic appeal. # Storyline - 00:00–00:02 The video opens with a close-up of a hand holding a By Mario Ethereal Eyes Eyeshadow Palette. - 00:02–00:15 The hand opens the palette to reveal nine different eyeshadow shades. - 00:02–00:15 The camera zooms in and pans across the eyeshadows, showcasing the different colors and textures.

# Ad summary The ad showcases a range of By Mario SoftSculpt® Shaping Stick shades. The lineup suggests the variety of tones available for sculpting. # Brand positioning By Mario is presented as a brand specializing in sculpting and shaping products, specifically highlighting the SoftSculpt® Shaping Stick. The brand seems to focus on providing a variety of shades to suit different skin tones, positioning itself as a solution for achieving a sculpted look. The clean and simple presentation suggests a focus on functionality and ease of use. # Product The product featured is the SoftSculpt® Shaping Stick by Mario, a makeup product designed for sculpting and shaping the face. It is packaged in a cylindrical tube with a solid, cream-like formula. The product comes in a variety of shades, including Black, Slate, Espresso, Sienna, Taupe, Chestnut, Mauve, Blush, Sandstone, and Bisque, to cater to different skin tones. The variety of shades suggests the product is designed to enhance and define facial features for a wide range of customers. # Visual style The ad has a clean and minimal visual style. The products are displayed against a plain white background, emphasizing the product colors and shape. The lighting is soft and even, minimizing shadows and highlights. The overall aesthetic is modern and polished, suggesting a high-quality product. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Variety of shades to suit different skin tones. # Benefits - Provides a range of shades for different skin tones # Features - Shaping stick - Comes in shades: Black, Slate, Espresso, Sienna, Taupe, Chestnut, Mauve, Blush, Sandstone, Bisque # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad presents a line-up of products in a visually clean manner to showcase variety and quality. # Storyline - The ad presents a curated collection of SoftSculpt® Shaping Stick shades to showcase the extensive color range. It aims to highlight the brand's commitment to inclusivity and variety for different skin tones. This is from the brand's perspective.

# Ad summary A hand removes lipsticks from their packaging and scrapes them into a clear, sectioned case labeled with shade names, showcasing the wide variety of shades available. # Brand positioning Makeup by Mario is presented as a high-end makeup brand with a focus on luxury and quality. This is implied through the sleek packaging of the lipsticks, the professional application, and the high degree of curation. The brand is positioned for consumers who value a high-end aesthetic and are willing to invest in quality makeup products. It is positioned as a brand that caters to makeup enthusiasts looking to experiment with a wide range of colors and achieve a professional makeup look. # Product The product being advertised is a range of lipsticks from Makeup by Mario, showcased through multiple shades. The ad highlights the variety of colors available, from pinks and nudes to reds and browns, all presented in similar cylindrical packaging. The lipsticks have a glossy appearance, suggesting a moisturizing or plumping effect. The ad emphasizes the wide selection of shades available in this formula, encouraging viewers to explore different options. Each shade name is labeled for identification, suggesting ease of selection and curation. # Visual style The ad has a clean and polished aesthetic, focusing on the vivid colors of the lipsticks and the neat arrangement within the clear case. The use of direct, bright lighting on a white background ensures that all details are visible. The editing is simple, with static shots and minimal transitions. The overall production quality is high, giving the ad a professional feel. # Hooks Visual: 00:00–00:05 A hand with short, rounded, light pink nails holds and rotates a clear, empty, square Vueset case. The background is a white surface on which numerous Makeup by Mario lipsticks are standing upright. The camera is stationary. # Funnel stage Consideration # Pain points The ad does not address an explicit pain point. # Value propositions - Variety of colors to choose from - Plumping lip serum # Benefits - Ease of selection - Curation # Features - Multiple shades - Plumping lip serum # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is filmed from the perspective of someone interacting directly with the product. # Storyline - 00:00–00:06 A hand is shown opening the package for a new Vueset case. A variety of Makeup by Mario lipsticks can be seen behind the case. - 00:06–00:10 00:06–00:10 A hand removes a pink lipstick from its packaging and scrapes the product out of the bullet with a metal spatula. The removed lipstick is then wiped onto the back of the hand. - 00:10–00:37 00:10–00:13 The hand removes more lipsticks and scrapes them into the clear case, filling each individual square with a different color of lipstick. Each is labeled with its shade name.

# Ad summary A woman shows how to apply the Mario Skin Enhancer and demonstrates the different shades. She applies the product to her lips and cheeks. # Brand positioning The brand, Mario, is presented as a high-quality makeup brand that is simple to use for everyday wear. The overall presentation is very clean and modern. The brand presents itself as functional, and is targeted towards a demographic that values simplicity and ease of use. # Product The Mario Skin Enhancer is a balm that adds color to the face. It is intended to be used on the cheeks and the lips. It appears to come in a pot. The enhancer comes in different shades, as the model shows a few different versions. # Visual style The ad has a clean, minimalistic aesthetic with natural lighting. The editing style consists of quick cuts timed to the music. The production quality is highly polished, giving it a professional commercial feel. The pacing is consistent throughout, with the cuts timed to each beat in the background music. # Hooks Visual: 00:00–00:01 A hand holds a clear jar with a red balm inside. A finger dips into the product. / 00:01–00:02 A woman with fair skin, a white halter top and gold hoop earrings smiles and shows two versions of the balm in different shades. / 00:02–00:03 The same woman dabs the product on her cheek and rubs it in. The background is a bedroom with white walls and a white light fixture. # Funnel stage Consideration # Pain points None used. # Value propositions - Balm adds color to the face - Can be used on both cheeks and lips # Benefits - Adds color to the face # Features - Color balm # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a user of the product who demonstrates how to use the product. # Storyline - 00:00–00:01 The model shows how to use the Mario Skin Enhancer on her finger. - 00:01–00:02 00:01–00:02 The model smiles and shows two versions of the enhancer. - 00:02–00:05 00:02–00:05 The model dabs the enhancer on her cheek and rubs it in. The message is to show that the product is easy to apply. - 00:05–00:06 00:05–00:06 The model dabs the enhancer on her lip and rubs it in, showing how it can be used as a lip product. - 00:06–00:07 00:06–00:07 The model winks at the camera, implying that the product is easy to use and fun. - 00:07–00:08 00:07–00:08 The model holds the product up and speaks, though the audio is inaudible. This presents the model as an expert, giving her stamp of approval. - 00:08–00:10 00:08–00:10 The model demonstrates the use of the product again, by dabbing the enhancer on her cheek and rubbing it in. - 00:10–00:12 00:10–00:12 The model demonstrates the use of a different shade of the product, by dabbing the enhancer on her lips and rubbing them in. - 00:12–00:14 00:12–00:14 The model shows the shade in the pot up close, so the viewer can see the color. - 00:14–00:17 00:14–00:17 The model shows how to use the product again, by dabbing the enhancer on her cheek and rubbing it in. - 00:17–00:20 00:17–00:20 The model shows how to use the product again, by dabbing the enhancer on her lips and rubbing them in. - 00:20–00:22 00:20–00:22 The model holds the product up close again, smiles and winks, implying that the product is easy to use and fun.

# Ad summary A woman shows different shades of the brand's product, applying it as both blush and lip tint to showcase the product's versatility and ease of use. # Brand positioning The brand aims to position itself as a fun and easy option for everyday makeup with a focus on portability and versatility. The brand aesthetic is youthful and playful, as indicated by the model who appears happy to be using the brand's products. The brand ignores category norms by emphasizing the versatility and portability of their products. # Product The product is a versatile tint that can be used on both the lips and cheeks. It comes in small, portable containers for easy application on the go. The ad highlights its use as a blush and lip tint, demonstrating its versatility. The product comes in a variety of colors, ranging from pink to red to berry tones. # Visual style The ad has a polished but casual aesthetic. The editing is smooth with natural lighting. The pacing is consistent and moderate, allowing viewers to see the product application clearly. The setting is simple, suggesting an everyday context. # Hooks Visual: 00:00–00:01: A close-up shot of a clear jar of a pink makeup product. An index finger presses into the product, creating a ripple effect on the surface. / 00:01–00:02: The camera is zoomed out to medium shot. A young woman with her hair pulled back, wearing a white halter top and gold hoop earrings, smiles and holds three jars of the product toward the camera. The jars are various shades of pink. She is standing in front of a beige wall with a doorway in the background. The lighting is bright and natural. # Funnel stage Consideration # Pain points None used. # Value propositions - The product comes in portable packaging for application on the go. - The tint can be used on both the lips and cheeks for a multi-use product. # Benefits - Easy application - Can be used on both lips and cheeks # Features - Versatile tint in various colors - Portable containers # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video shows a young woman applying the makeup product, presented from the point of view of a user or customer. # Storyline - 00:00–00:01 The ad begins with a closeup of a woman touching the product in a clear container with her index finger. - 00:01–00:02 00:01–00:02: The woman is smiling and showing three different colors of the product to the camera. This is meant to convey the variety and fun aspect of the products. - 00:02–00:06 00:02–00:06: The woman touches her finger to the product and then applies it to her cheek, demonstrating how to use it as blush. This provides a visual demonstration of how easy the product is to apply. - 00:06–00:07 00:06–00:07: The woman touches her finger to the product and then applies it to her lips, demonstrating how to use it as lip tint, winking at the camera at the end of the application. - 00:07–00:10 00:07–00:10: The woman uses her finger to re-apply product as blush, showing the audience the blending motion and color. - 00:10–00:13 00:10–00:13: The woman uses her finger to re-apply product as lip tint, showing the audience the application motion and color. - 00:13–00:19 00:13–00:19: The woman uses her finger to re-apply product as blush, showing the audience the blending motion and color. - 00:19–00:22 00:19–00:22: The woman uses her finger to re-apply product as lip tint, showing the audience the application motion and color, winking at the camera at the end of the application.

# Ad summary This ad showcases the By Mario Ethereal Eyes Eyeshadow Palette. The ad features close-up shots of the palette, swatches of the eyeshadows on an arm, and a woman applying the eyeshadow to her eyelid. # Brand positioning By Mario is presented as a high-end makeup brand, focusing on quality and artistry. The brand aligns with a lifestyle of beauty and sophistication, emphasizing the creation of ethereal and glamorous looks. The brand positioning is emotional, appealing to consumers who seek to enhance their beauty and express themselves through makeup. The brand ignores category norms by focusing on a specific aesthetic (ethereal) rather than broad trends. # Product The By Mario Ethereal Eyes Eyeshadow Palette is a collection of eyeshadows designed to create ethereal and glamorous eye looks. The palette features a range of shades, including golds, browns, and pinks, with a shimmery finish. The eyeshadows are applied to the eyelid using a finger, showcasing their smooth application and vibrant color payoff. The product is for anyone looking to achieve a sophisticated and radiant eye makeup look. The ad highlights the palette's ability to transform the eyes, making them appear luminous and captivating. # Visual style The ad has a polished and high-end aesthetic, with a focus on showcasing the product in the best possible light. The editing style is smooth, with seamless transitions between shots. The production quality is high, with clear and crisp visuals. The pacing is consistent, with a moderate tempo that allows viewers to appreciate the details of the product and its application. # Hooks Visual: 00:00–00:02: A close-up shot of a pair of dark-skinned hands opening a white By Mario eyeshadow palette. The palette has a mirror inside and contains various shades of brown and gold eyeshadows. The background is a white surface with natural light and shadows. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its application. # Storyline - 00:00–00:02 The ad begins with a close-up of the By Mario Ethereal Eyes Eyeshadow Palette being opened, revealing the array of eyeshadow colors inside. - 00:02–00:03 The camera zooms in to showcase the individual eyeshadow colors, highlighting their shimmery and reflective textures. - 00:03–00:06 The ad transitions to swatches of the eyeshadows on an arm, demonstrating the color payoff and shimmer of each shade. - 00:06–00:08 The focus shifts to a close-up of an eye, where a finger applies the eyeshadow to the eyelid, showcasing the smooth application and vibrant color. - 00:08–00:13 The camera zooms out to show the completed eye makeup look, emphasizing the ethereal and glamorous effect. - 00:13–00:16 The ad returns to a wider shot of the woman applying the eyeshadow, providing context to the overall makeup look. - 00:16–00:18 The ad concludes with a final close-up of the completed eye makeup, highlighting the shimmer and radiance. - 00:18–00:21 The ad returns to a shot of the swatches on an arm, and the eyeshadow palette.

# Ad summary This ad demonstrates how to apply makeup using products from Makeup By Mario. # Brand positioning Makeup By Mario is presented as a high-end makeup brand. The brand is positioned as a go-to for achieving a polished and trendy makeup look. The ad features a range of products, including eyeshadow palettes, foundation, concealer, powder, bronzer, blush, highlighter, lip liner, lipstick, and setting spray, showcasing the brand's comprehensive approach to makeup. The brand aligns with a lifestyle of beauty and self-expression, emphasizing the creation of flawless and fashionable looks. The brand's positioning is both functional, in terms of product performance, and emotional, in terms of enhancing the user's confidence and beauty. # Product The ad features a range of Makeup By Mario products used to create a full makeup look. The products include an eyeshadow palette with a variety of neutral and shimmer shades, a concealer used for brightening and concealing, a foundation for creating an even skin tone, a powder for setting makeup, a bronzer for adding warmth and dimension, a blush for adding color to the cheeks, a highlighter for illuminating the high points of the face, a lip liner for defining the lips, a lipstick for adding color to the lips, and a setting spray for ensuring the makeup lasts all day. The products are presented as essential tools for achieving a flawless and trendy makeup look. The ad emphasizes the ease of use and the transformative effect of the products, suggesting they are worth trying or buying to enhance one's natural beauty. # Visual style The ad has a polished and clean aesthetic, with a focus on showcasing the makeup products and their application. The editing style consists of quick cuts and static shots, with smooth transitions between each step of the makeup routine. The production quality is high-end, giving the ad a professional and commercial feel. The pacing is consistent throughout the ad, with each step of the makeup routine shown in a concise and efficient manner. The audio-visual sync is well-coordinated, with the music and sound effects timed to match the visual actions. # Hooks Visual: 00:00–00:01 Close-up shot of a woman's face with bare skin, facing the camera. She has dark hair pulled back, gold jewelry, and a white tank top. She is holding a Makeup By Mario eyeshadow palette in her left hand. The background is a plain white wall. The camera is stationary and focused on her face and the palette. / 00:01–00:02 Split-screen shot of the woman's face. The top half shows her applying eyeshadow to her right eyelid with her eyes open. The bottom half shows her applying eyeshadow to her left eyelid with her eyes closed. She is using a white makeup brush. The background is a plain white wall. The camera is stationary and focused on her face. / 00:02–00:03 Close-up shot of the woman's face, applying eyeshadow to her right eyelid with her eyes open. She is using a white makeup brush. The background is a plain white wall. The camera is stationary and focused on her face. # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not explicitly state a pain point. # Value propositions - The Makeup By Mario products are essential tools for achieving a flawless and trendy makeup look. - The products are easy to use and have a transformative effect, enhancing one's natural beauty. # Benefits - Achieve a flawless and trendy makeup look - Create an even skin tone - Brighten the under-eye area - Add warmth and dimension to the face - Add color to the cheeks - Illuminate the high points of the face - Define the lips - Add color to the lips - Ensure the makeup lasts all day # Features - Eyeshadow palette - Concealer - Foundation - Powder - Bronzer - Blush - Highlighter - Lip liner - Lipstick - Setting spray # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the products and demonstrating their use in a makeup routine. # Storyline - 00:00–00:05 00:00–00:05 The video begins with a close-up of a woman with a bare face, holding a Makeup By Mario eyeshadow palette. She applies eyeshadow to her eyelid using a brush. The message is to show the initial steps of eye makeup application using the palette. The perspective is from the brand, demonstrating the product in action. The tone is informative and instructional, setting the stage for a makeup tutorial. - 00:05–00:09 00:05–00:09 The woman applies concealer to her eyelid using a brush. The message is to demonstrate how to use concealer to create a base for eyeshadow. The perspective is from the brand, showcasing the product's use in a makeup routine. The tone is instructional and informative, guiding the viewer through the makeup application process. - 00:09–00:13 00:09–00:13 The woman applies more eyeshadow to her eyelid using a brush. The message is to show the layering of eyeshadow to create depth and dimension. The perspective is from the brand, demonstrating the product's versatility. The tone is instructional and informative, continuing the makeup tutorial. - 00:13–00:14 00:13–00:14 The woman applies eyeliner to her eyelid. The message is to demonstrate how to use eyeliner to define the eyes. The perspective is from the brand, showcasing the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:15–00:18 00:15–00:18 The woman applies foundation to her face using a brush. The message is to show how to use foundation to create an even skin tone. The perspective is from the brand, demonstrating the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:19–00:21 00:19–00:21 The woman applies concealer under her eyes using a brush. The message is to demonstrate how to use concealer to brighten the under-eye area. The perspective is from the brand, showcasing the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:22–00:23 00:22–00:23 The woman applies powder to her face using a brush. The message is to show how to use powder to set the makeup. The perspective is from the brand, demonstrating the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:24–00:26 00:24–00:26 The woman applies bronzer to her face using a brush. The message is to demonstrate how to use bronzer to add warmth and dimension to the face. The perspective is from the brand, showcasing the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:27–00:29 00:27–00:29 The woman applies blush to her face using a brush. The message is to show how to use blush to add color to the cheeks. The perspective is from the brand, demonstrating the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:30–00:31 00:30–00:31 The woman applies highlighter to her face using a brush. The message is to demonstrate how to use highlighter to illuminate the high points of the face. The perspective is from the brand, showcasing the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:32–00:34 00:32–00:34 The woman applies lip liner to her lips. The message is to show how to use lip liner to define the lips. The perspective is from the brand, demonstrating the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:35–00:36 00:35–00:36 The woman applies lipstick to her lips. The message is to demonstrate how to use lipstick to add color to the lips. The perspective is from the brand, showcasing the product's use in a makeup routine. The tone is instructional and informative, continuing the makeup tutorial. - 00:37–00:39 00:37–00:39 The woman sprays setting spray on her face. The message is to show how to use setting spray to ensure the makeup lasts all day. The perspective is from the brand, demonstrating the product's use in a makeup routine. The tone is instructional and informative, completing the makeup tutorial. - 00:40–00:43 00:40–00:43 The video ends with a close-up of the woman's face, showcasing the completed makeup look. The message is to highlight the transformative effect of the makeup. The perspective is from the brand, showcasing the final result. The tone is celebratory and aspirational, emphasizing the beauty and confidence that can be achieved with the products.

# Ad summary This ad showcases a beauty routine completed by a content creator. # Brand positioning By Mario presents itself as a high-end makeup brand. The products and color palettes are designed to create a natural, glowing, and effortlessly polished look. The brand does not overtly position against or adhere to specific industry norms. The brand's tone is aligned with self-care rituals, the visuals and language suggest a focus on enhancing natural beauty and achieving a sophisticated aesthetic. # Product The ad features a range of By Mario makeup products. The Ethereal Eyes Eyeshadow Palette is shown and used to create a soft, natural eye look. Ultra Suede Sculpting Lip Pencil is used to line and define the lips, and Soft Pop Blush Stick is applied to the cheeks and lips for a flush of color. The Soft Pop Blush Stick is a multi-use product that can be applied to both lips and cheeks, offering convenience and versatility. The ad encourages viewers to achieve a natural, everyday glam look using these products. # Visual style The ad has a polished, natural aesthetic, resembling user-generated content (UGC). It features smooth transitions and primarily static shots with occasional close-ups to highlight product details. The production quality is high-end. The pacing is relaxed, with cuts timed to the music. # Hooks Visual: 00:00–00:01 A woman with freckles, dark hair, wearing a white robe, and gold jewelry, holds the By Mario Soft Pop Blush Stick close to the camera. The background shows a glimpse of a neutral-toned hotel room with a couch and a lamp. The camera is positioned at eye level, and there is no camera movement. / 00:01–00:03 The woman applies concealer under her eye with a brush, looking directly at the camera. She holds the tube of concealer in her other hand. A makeup brush is also visible in her hand. The background is the same hotel room with natural lighting. # Funnel stage Consideration # Pain points None used. # Value propositions - The Soft Pop Blush Stick is multi-use # Benefits - Natural everyday glam # Features - Multi-use - Soft Pop Blush Stick # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer or content creator demonstrating their makeup routine with By Mario products. # Storyline - 00:00–00:02 00:00–00:02 The video starts with a close-up of the model holding a By Mario product, then transitions to her applying concealer under her eyes. This opening sets the stage for a makeup tutorial and establishes the starting point of the routine. - 00:02–00:04 00:02–00:04 Next, she blends the concealer with a brush. This continues the makeup application process, showcasing the product's usability and integration into a routine. - 00:04–00:06 00:04–00:06 She applies mascara to her lashes. This adds definition to the eyes and demonstrates another step in the makeup routine. - 00:06–00:08 00:06–00:08 She lines her lips with a lip pencil. This adds definition to the lips and continues the makeup application process. - 00:08–00:16 00:08–00:16 The model shows the Soft Pop Blush Stick, applies it to her lips and cheeks, and blends with her fingers. This highlights the multi-use capability and easy application of the featured product. - 00:16–00:19 00:16–00:19 The video ends with the model holding the Soft Pop Blush Stick, blowing a kiss to the camera. This provides a final look at the product and the completed makeup look, leaving the audience with a positive impression.

# Ad summary This ad promotes the new Jelly Jar Lip & Cheek Balm from Makeup By Mario. The ad showcases the product's jelly-like formula, wash of color, and bouncy texture. It highlights the product's use for both lips and cheeks and features diverse models applying the balm in various shades. # Brand positioning Makeup By Mario is presented as a modern, high-quality makeup brand that focuses on creating versatile and user-friendly products. The brand emphasizes innovation, as seen with the "1st-to-market" claim for its jelly-like formula. It aligns with a lifestyle of effortless beauty, offering products that are easy to apply and suitable for various skin tones. The brand positioning is both functional (easy application, dual-use) and emotional (achieving a natural, radiant look). # Product The Jelly Jar Lip & Cheek Balm is a multi-use product designed for both lips and cheeks. It features a "jelly-like formula" that provides "a wash of color" with a "bouncy texture." The balm is available in "six juicy shades." It is designed for easy application, providing a natural, dewy finish. The product aims to simplify the makeup routine by offering a single product for both lip and cheek color, addressing the need for quick and easy makeup application. # Visual style The ad has a polished, commercial aesthetic with a focus on close-ups and product texture. The editing style includes quick cuts to maintain a fast pace. The production quality is high-end, with soft lighting and a clean background. The pacing is consistent, with cuts timed to the music beats. The overall visual motif is a focus on the product's texture and the models' natural beauty. # Hooks Text overlay: NEW / JELLY JAR™ / LIP & CHEEK / BALM Visual: 00:00–00:01: Close-up shot of three Jelly Jar Lip & Cheek Balm jars in different shades (red, pink, and brown) against a white background. The jars are slightly out of focus in the background. Text overlay: "NEW JELLY JAR™ LIP & CHEEK BALM" in black, sans-serif font. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of needing multiple products for lip and cheek color, offering a single, versatile solution for quick and easy makeup application. # Value propositions - Multi-use product for both lips and cheeks - Easy application for a natural, dewy finish # Benefits - A wash of color - For lip & cheek # Features - Jelly-like formula - Bouncy texture - Six juicy shades # Call to action SHOP NOW AT MAKEUPBYMARIO.COM # Social proof - None used. # Point of view - Customer 80% – The ad shows models using the product and smiling, creating a sense of relatability and firsthand experience. - Brand 20% – The brand voice is present through text overlays that highlight product features and benefits. # Storyline - 00:00–00:01 The ad opens with a close-up of the product jars, introducing the new Jelly Jar Lip & Cheek Balm. - 00:01–00:04 The ad transitions to models applying the product, highlighting its first-to-market jelly-like formula. - 00:04–00:06 The ad shows close-ups of the product being applied to the lips and cheeks, emphasizing the wash of color it provides. - 00:06–00:08 The ad features models interacting and smiling, showcasing the product's versatility for both lip and cheek application. - 00:08–00:10 The ad displays the range of six juicy shades available. - 00:10–00:12 The ad shows close-ups of the product being applied, highlighting its bouncy texture and juicy color. - 00:12–00:16 The ad concludes with models smiling and the product jars displayed again, reinforcing the brand and product.