How MERIT Advertises on Meta

# Ad summary This ad promotes the Merit brand's signature makeup bag, given for free with every first order. The ad showcases the makeup bag and mentions that the bag is shakeable, lightweight, and perfect for travel. # Brand positioning Merit is presented as a modern, minimalist brand that offers a curated selection of essential makeup items. It aims to simplify beauty routines with products that are easy to use and perfect for on-the-go lifestyles. The brand aligns with values of simplicity, functionality, and effortless style, positioning itself against the norm of complicated, maximalist beauty trends. Merit offers an understated yet put-together aesthetic. # Product The featured product is Merit's signature makeup bag. It's a lightweight, corduroy bag that comes free with every first order. The bag is presented as a travel-friendly solution for keeping makeup organized, lightweight, and accessible. # Visual style The ad features a polished UGC style with clean, well-lit environments. The editing is simple with direct cuts. The color palette is warm with neutral backgrounds. Pacing is moderate, with a new shot every 3-5 seconds. # Hooks Spoken: 00:00–00:04 Your first order with Merit comes with this free makeup bag. Text overlay: 00:00–00:04 FREE SIGNATURE makeup BAG / 00:00–00:04 with every first order Visual: 00:00–00:04 A fair-skinned woman with blonde hair stands indoors in front of a white paneled door. She is wearing a beige sweater and gold necklaces, and red lipstick. She holds a mustard colored corduroy bag in both hands, twisted to close. She looks directly at the camera as she speaks. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The makeup bag is free with every first order - Convenient for travel # Benefits - free with every first order - shake - lightweight - perfect for travel - good for keeping your makeup in # Features - signature makeup bag # Call to action None used. # Social proof - "This is one of my favorite makeup bags. I bring it everywhere every time I go on vacation." – Female 2 (Customer) # Point of view - Customer 100% – The entire video features customers sharing their experience with the makeup bag. # Storyline - 00:00–00:04 00:00–00:04 A woman holds up a mustard colored corduroy makeup bag and tells the viewer that it comes free with their first Merit order. - 00:04–00:07 00:04–00:07 A close up shot of the bag on a counter shows hands crumpling the bag while a text overlay reads off the bag's qualities. - 00:07–00:13 00:07–00:13 A woman holds up the bag and tells the viewer that it is so good for keeping your makeup in. - 00:13–00:16 00:13–00:16 The camera shows hands placing several makeup items in the bag, then twisting the bag and securing the cosmetics inside. - 00:16–00:20 00:16–00:20 A woman holds up the secured bag and displays it to the camera.

# Ad summary A creator reviews Merit Beauty products after taking their shade match quiz on the Merit Beauty website, showcasing the results of a foundation and concealer stick, a blush balm, a lip oil, and their signature bag, while emphasizing ease of use and fast application. # Brand positioning Merit Beauty is presented as a brand that focuses on minimalist makeup and skincare solutions for everyday use. The brand aligns with values of simplicity, quick and easy application, and a 'no-makeup makeup' look. Merit promotes a lifestyle that values efficiency and a polished appearance with minimal effort, pushing against the norm of complex or time-consuming beauty routines. The brand offers functional products designed for streamlined routines. # Product The ad features several Merit Beauty products: the Minimalist Perfecting Complexion Stick, a combination foundation and concealer; the Flush Balm, described as an award-winning blush; the Shade Slick Lip Oil; and The Signature Bag. The Minimalist stick is available in several shades and is designed for all-over use or spot concealing to replace both foundation and concealer. The Flush Balm is the brand's award winning blush. The Shade Slick Lip Oil is presented as a lip product that provides moisture and shine, and is small enough to carry. The Signature Bag is described as a viral makeup bag that is given away with every first purchase. # Visual style The ad has a polished aesthetic with a bright and clean background. The production quality is a hybrid of UGC and a polished commercial. The editing style involves quick cuts that keep the pacing fairly consistent. The transitions are generally smooth, and product actions are timed with voiceover lines. # Hooks Spoken: 00:00–00:05 So many foundations end up being way too dark for me, so let's see if Merit Beauty's Shade Match Quiz actually gets it right. Text overlay: 00:02–00:05 MERIT Beauty's Shade Match Quiz Visual: 00:00–00:02 A fair-skinned person with shoulder-length wavy auburn hair and light-colored eyes is centered against an off-white background. They are wearing a long-sleeved red shirt. Over their left shoulder is a visual showcasing the different shades of fair-light and fair. / 00:02–00:07 The person is centered against the same background and is now showcasing different skin undertones with text that reads, 'COOL' and 'NEUTRAL' with supporting bullet points. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the difficulty of finding a foundation that matches fair skin tones. This is signaled by the line, 'So many foundations end up being way too dark for me.' # Value propositions - Minimalist Perfecting Complexion Stick is a combination of foundation and concealer. - Merit products are quick and easy to use. - Free signature bag with every first purchase. # Benefits - Lightweight and breathable on the skin - Quick and easy to apply - Perfect shade match - Coverage perfect for everyday - Award winning blush - Free signature bag with every first purchase # Features - Minimalist Perfecting Complexion Stick - Flush Balm - Shade Slick Lip Oil - Signature Bag # Call to action SHOP NOW # Social proof - "The thing I love the most about Merit products is everything is made to be so quick and so easy to work with." – Female 1 (Creator) - "Everything I've tried from Merit I've absolutely loved, so I'm so excited to see the results of this." – Female 1 (Creator) - "Merit really is that girl, because this makeup took literally like five minutes to do, and I just know it's going to look good all day long." – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer who is testing and reviewing Merit Beauty products. # Storyline - 00:00–00:02 00:00–00:02 The creator states that many foundations end up being too dark for her. - 00:02–00:05 00:02–00:05 She proposes to see if Merit Beauty's shade match quiz gets it right. - 00:05–00:07 00:05–00:07 The creator states that she is very fair. - 00:07–00:08 00:07–00:08 The creator states that her undertone is neutral. - 00:08–00:12 00:08–00:12 The creator describes Merit Beauty's Minimalist Foundation stick as both a foundation and concealer. - 00:12–00:15 00:12–00:15 The creator states she's so excited to see the results of the quiz. - 00:15–00:19 00:15–00:19 The creator states that the Minimalist in 'Chiffon' is her perfect match and proposes to put it on. - 00:19–00:24 00:19–00:24 The creator puts the foundation on and states that Merit products are quick and easy to work with. - 00:24–00:29 00:24–00:29 The creator says the blending only took 5 seconds, which she thinks is insane. - 00:30–00:35 00:30–00:35 The creator shares that the coverage is perfect for everyday, lightweight, and breathable on the skin. - 00:35–00:36 00:35–00:36 The creator claims the shade match is perfect. - 00:37–00:40 00:37–00:40 The creator talks about their award-winning blush. - 00:40–00:43 00:40–00:43 The creator describes their shade slick lip oil as a product that lives in her bag at all times. - 00:44–00:47 00:44–00:47 The creator tells viewers not to forget their viral signature makeup bag, which comes free with every first purchase. - 00:48–00:54 00:48–00:54 The creator says Merit is 'that girl' because the makeup took 5 minutes to do, and it will look good all day long.

# Ad summary This ad promotes a free signature makeup bag with every first order from Merit. Several women showcase the bag and demonstrate its size and that it can hold all makeup. # Brand positioning The ad showcases Merit as a brand that offers a free signature makeup bag with your first order, implying that it is a brand that values its new customers. The makeup bag aligns with a practical lifestyle, offering a lightweight and travel-friendly solution for keeping your makeup together on the go. # Product The ad showcases a free signature makeup bag that comes with your first purchase from Merit. It is made of corduroy material in a yellow/gold color and tied with a knot to keep the items secure. The makeup bag is lightweight and perfect for travel. # Visual style The ad has a polished commercial aesthetic with the videos taken by different people in various locations to provide the user-generated content (UGC) feel. The editing rhythm has quick cuts. # Hooks Spoken: You do get a free makeup bag with your first purchase. Text overlay: FREE SIGNATURE MAKEUP BAG / with every first order / You do get a free makeup bag with your first purchase. Visual: 00:00–00:02 A brown-skinned person puts a makeup brush and a makeup tube into a gold/yellow corduroy makeup bag on top of a light blue bed sheet. The bag is then tied. # Funnel stage Top of funnel (Awareness) # Pain points Not having a makeup bag to keep your makeup together while on the go. # Value propositions - Get a free signature makeup bag with your first purchase. - The makeup bag is lightweight and perfect for travel. - The makeup bag is good for keeping your makeup in. # Benefits - Perfect for travel - Good for keeping your makeup in # Features - Free signature makeup bag - Lightweight # Call to action None used. # Social proof - "This is one of my favorite makeup bags. I bring it everywhere every time I go on vacation." – Female 1 (Customer) # Point of view - Customer 100% – Several women who appear to be actual customers of the brand demonstrate the Merit makeup bag in a positive way. # Storyline - 00:00–00:02 A person puts makeup items into a yellow/gold corduroy drawstring bag. - 00:02–00:06 A woman speaks about the free signature makeup bag from Merit and how it is one of her favorite makeup bags that she brings everywhere. - 00:07–00:12 A woman speaks about how every first order with Merit comes with the free makeup bag. - 00:12–00:15 A person ties the makeup bag and states that it is lightweight and perfect for travel. - 00:16–00:20 A woman presents the makeup bag.

# Ad summary This ad for Westman Atelier features a woman applying the brand's makeup using the products in the Intro Set. The ad highlights the current offer on the set and shows the end result of a fresh-faced makeup look. # Brand positioning Westman Atelier is presented as a luxury makeup brand that prioritizes simplicity and achieving a fresh-faced look. The brand aligns with a lifestyle that values high-quality, effortless beauty. This brand seemingly pushes against the trend of heavy, complicated makeup routines by offering a curated set of products designed for easy application and a natural finish. The brand positioning is both functional, focusing on the simplicity of use, and emotional, aiming to provide the user with confidence and a radiant appearance. # Product The featured product is the Westman Atelier Intro Set, a collection of makeup essentials designed to create a natural, radiant look. The set includes a foundation stick, a face trace contour stick, and a blush stick. These products are for anyone looking to achieve a polished yet effortless makeup look. The products are packaged in luxury componentry: the stick formats in gold and the blush in a white and gold compact. The USPs include the ease of application, the blendability of the formulas, and the ability to create a naturally enhanced complexion. The ad showcases the use of each product in creating a full-face makeup look. By offering the Intro Set, Westman Atelier likely addresses the purchase barrier of high price point or uncertainty by providing a curated, discounted entry point into the brand. # Visual style The ad has a polished and clean aesthetic with a focus on natural lighting and high-end production quality. The editing style is quick cuts, with static shots. The pacing is consistent and moderate, with cuts timed to the music beats, creating a rhythmic flow. # Hooks Text overlay: 00:00–00:03 The Intro Set / 00:00–00:03 £115 - £104 Visual: 00:00–00:02 Close-up shot of a woman with fair skin, dark hair pulled back, wearing gold hoop earrings and a brown top, holding the three Westman Atelier products from the Intro Set: a taupe concealer stick, a gold foundation stick, and a gold blush compact. The background is a neutral beige wall. The camera is static and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of makeup application being too complicated or time-consuming. This is signaled through the brand positioning which suggests a value of simple, effortless beauty. # Value propositions - The Intro Set offers a discounted way to sample multiple Westman Atelier products at once - Intro set products offer an easy application, blendability and a natural finish # Benefits - Easy application - Blendability - Natural finish - Radiant complexion # Features - Intro Set - Foundation stick - Face trace contour stick - Blush stick # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shown from the perspective of a real user of the product, demonstrating how to apply the makeup. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman holding the three products from the Westman Atelier Intro Set. The message is to introduce the products that will be used in the video. The audience is experiencing it from the brand's perspective. The visuals are clean and simple. - 00:02–00:18 00:02–00:18 The woman applies the foundation stick to her face, blending it in with a round brush and her fingers. The message is to demonstrate the application and blendability of the foundation. The audience is experiencing it from the brand's perspective. The tone is informative and demonstrates how the product performs. - 00:19–00:32 00:19–00:32 The woman applies the contour stick to her cheekbones, forehead, nose, and chin, blending it in with a round brush. The message is to showcase the versatility and ease of use of the contour stick. The audience is experiencing it from the brand's perspective. The tone is informative. - 00:33–00:40 00:33–00:40 The woman applies the blush stick to her cheeks, blending it in with a round brush. The message is to demonstrate the application of the blush and its seamless blending. The audience is experiencing it from the brand's perspective. The tone is informative. - 00:41–00:54 00:41–00:54 The woman holds the products and presents the final makeup look. The message is to show the end result of using the Intro Set. The audience is experiencing it from the brand's perspective. The tone is celebratory and polished, showcasing a natural-looking and radiant complexion.

# Ad summary A content creator shares a 30-second review of the Merit Beauty lip liner and blush. The video highlights their buildable, breathable, and skin-friendly formula and recommends them for achieving a monochromatic look. # Brand positioning Merit Beauty is presented as a clean beauty brand that emphasizes ease of use and skin sensitivity. The brand's products are positioned to be versatile enough for makeup beginners yet high quality enough for professional makeup artists. It promotes a lifestyle of effortless beauty, offering sheer, buildable products that are gentle on the skin, aligning with a functional approach to makeup focused on enhancing natural features without heavy coverage. The brand ignores category norms that push for complex or heavy makeup routines. # Product The ad showcases the Merit Beauty lip liner and blush. The lip liner is presented as a sheer lip contour, designed to sculpt the lips with subtle dimension rather than provide full coverage. The blush comes in the shade 'Bespoke,' noted as a favorite among those with cool skin tones, and is celebrated for its easy blendability. Both products are highlighted for their buildable and breathable qualities. The ad also states that Merit Beauty is a clean brand that uses formulas that are suitable for people with sensitive skin. The products are presented as ideal for creating a monochromatic look and are easy and quick to apply, suitable for achieving a natural, radiant finish. # Visual style The ad has a casual, UGC feel with natural lighting, shot in what seems to be the content creator's home. The editing involves quick cuts with minimal transitions, giving it a fast-paced rhythm suitable for platforms like TikTok. The overall production quality is relatively polished, balancing a homemade feel with clear visuals and sound. The pacing is quick, matching the conversational tone of the content creator. # Hooks Spoken: 00:00–00:03 Merit is truly easy enough for beginners to use but good enough for a professional makeup artist to use. Text overlay: 00:00–00:03 MERIT is truly easy Visual: 00:00–00:01 The camera shows a close up of a fair-skinned female applying blush to her cheek. In the background are white vertical blinds and a pink floral curtain. On the top left is a comment box. / 00:01–00:03 The shot widens to the torso up and shows the fair-skinned female holding the Merit blush and lip liner in front of her face, alternating between the left and right hands. The background is a window with white blinds, a pink floral curtain, and a white wall. On the top left is a comment box. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of makeup being difficult for beginners and potentially irritating for sensitive skin. It directly responds to these frustrations by highlighting how Merit products are easy to use, gentle, and versatile, making makeup application accessible and comfortable. # Value propositions - The lip liner sculpts your lips. - Achieve a monochromatic look with ease. # Benefits - Easy for beginners to use - Good enough for professionals to use - Gives your lips beautiful dimension - Amazing on your cheeks and lips - Perfect monochromatic look - So glowy, so beautiful. # Features - Buildable - Breathable - Sheer lip liner - Blush - Clean beauty brand - Suitable for sensitive skin # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – A content creator shares her personal experience and demonstrates the product's application. # Storyline - 00:00–00:03 00:00–00:03 The creator directly addresses the audience, stating that Merit is easy enough for beginners but good enough for makeup artists, positioning the brand as accessible yet professional. - 00:03–00:07 00:03–00:07 She introduces the Merit Beauty bundle, which pairs their lip liner and blush together, focusing on the brand's product pairing. - 00:07–00:14 00:07–00:14 Highlighting the blush in the shade Bespoke, she mentions its popularity among cool-toned individuals and demonstrates its easy blendability. The emphasis is on the product's performance and suitability for a specific skin tone, as well as breathability and buildability. - 00:14–00:20 00:14–00:20 The creator notes that Merit is a clean beauty brand, making it safe for sensitive skin. This addresses a potential purchase barrier by reassuring viewers with sensitive skin. - 00:20–00:26 00:20–00:26 She transitions to discussing the sheer lip liner, which she describes as more of a lip contour, showing how it sculpts the lips. The focus is on the unique function of the lip liner as a sculpting tool rather than a traditional liner. - 00:26–00:36 00:26–00:36 The creator applies the lip liner and blends it with her fingers, explaining that it can be worn alone for beautiful dimension. The perspective remains with the content creator, emphasizing ease and simplicity. - 00:36–00:45 00:36–00:45 Finally, she adds a bit of the Bespoke blush to her lips for a monochromatic look, reinforcing the product's versatility for cheeks and lips. The narrative concludes with a styling tip for creating a monochromatic look. - 00:45–00:49 00:45–00:49 She summarizes the look by highlighting the glowy and beautiful finish achieved with the Merit products, providing a final visual appeal and outcome of using the products.

# Ad summary This ad for Merit promotes "The Intro Set" while also offering a free gift with the first purchase. # Brand positioning Merit is presented as a beauty brand that occupies a space of curated simplicity. It aligns with a lifestyle of minimal effort and maximum impact, promising a beauty routine that is easy to incorporate into everyday life. The brand seems to push against the norm of overly complicated or extensive beauty routines, advocating for a simplified approach that still delivers polished results. Its positioning is functional, focusing on the ease of use and time-saving aspects of its products, while also leaning into the emotional benefit of achieving a put-together look without the fuss. Merit's products appear to be designed for the modern individual who values efficiency and effortless style. # Product The product being advertised is "The Intro Set" from Merit, which appears to be a collection of essential beauty items designed to create a simplified makeup routine. The set includes a bronzer stick, a blending brush, and a blush balm. The bronzer is packaged in a twist-up stick format with a bronze color. The blending brush has white bristles and a black handle. The blush balm is in a circular compact with a pink colored balm. All products are shown together to encourage trial and purchase. The ad highlights the offer of a "Signature Makeup Bag free with your first purchase," which serves to lower the barrier to entry for new customers. # Visual style The ad features a polished, studio-shot aesthetic with a focus on clean lines and neutral tones. The visual motifs include product placement against a textured background and a soft lighting scheme. There are some filters and color grading, enhancing the overall warmth and tone of the image. The typography is clean and legible. The ad is designed to be visually appealing and easy to scan, with a focus on showcasing the products in an elegant manner. # Hooks Headline: The INTRO SET # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Get the Signature Makeup Bag free with your first purchase. - "The Intro Set" (implies easy entry point into the brand) # Benefits - Get the Signature Makeup Bag free with your first purchase. # Features - Makeup set # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall image is from the brand's perspective, showcasing their product offerings and value proposition. The messaging, product arrangement, and offer are all communicated from Merit to the potential customer. # Storyline - The ad presents a collection of Merit products in an aesthetically pleasing arrangement, aiming to capture the viewer's attention and introduce them to the brand's offerings. This moment is from the brand's perspective, showcasing the items available in the featured set. - The ad promotes "The Intro Set" as a starting point for customers, suggesting an easy entry into the Merit brand. This is a brand statement designed to appeal to new customers. - The ad highlights a special offer – the chance to "Get the Signature Makeup Bag free with your first purchase." This detail comes from Merit and is designed to create a sense of value and encourage trial purchase. - The ad shows a price point for the set, with a previous price crossed out and a new, lower price highlighted. This is presented from Merit's point of view, indicating a cost savings for the customer.

# Ad summary This ad showcases Merit's intro makeup set, highlighting the products and a special offer of a free signature bag with the first order. The ad is visually clean, emphasizing the brand's minimalist aesthetic and appeal to those seeking an easy makeup routine. # Brand positioning Merit is presented as a minimalist and refined beauty brand, focusing on providing essential and high-quality makeup products. The brand emphasizes simplicity and sophistication, as seen in the clean product design and neutral color palette. Merit aims to occupy a space in the consumer's mind as a go-to brand for effortless beauty, aligning with a lifestyle that values ease and elegance. By offering curated sets and high-quality products, Merit positions itself as a solution for those who want a simplified and effective makeup routine, pushing against the norm of overwhelming beauty options. # Product The advertised product is "The Intro Set" by Merit, a collection designed to provide the essentials for a basic makeup routine. The set includes a bronzing stick, a blending brush, a blush balm, and a complexion stick. The bronzing and complexion sticks are packaged in sleek, minimalist tubes with the brand name printed vertically. The blending brush features soft bristles and a matte black handle. The blush balm comes in a small, round pot with a reflective gold lid. This set appears designed for daily use, offering a quick and easy way to achieve a polished yet natural look. The inclusion of a "Gratis Signature Bag" with the first order addresses potential purchase barriers by adding extra value to the purchase. # Visual style The ad features a clean and minimalist aesthetic. It is a studio-shot image with soft, natural lighting. The color palette is neutral with warm tones, creating a soft and inviting feel. The image has a high-quality production value, with attention to detail in the product placement and lighting. The composition is simple and balanced, drawing attention to the featured products. # Hooks Headline: The INTRO SET # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Complete makeup set - Free gift with first purchase # Benefits - Free Signature Bag with the first order # Features - Bronzing stick - Blending brush - Blush balm - Complexion stick # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV throughout the ad is that of the brand, showcasing their product, highlighting its benefits, and providing a clear call to action with an added promotional incentive. # Storyline - The ad opens by showcasing the complete makeup set, emphasizing that it's an intro set. The brand tells the customer that this makeup set offers a comprehensive introduction to the brand's beauty routine, creating an understanding of value and a starting point for engagement with the product line. - The ad highlights the limited-time incentive, "Gratis Signature Bag zur ersten Bestellung" (Free Signature Bag with the first order). The brand shares the promotion to encourage immediate action and provides an additional incentive to purchase the introductory set. - The ad concludes by showing the limited time promotion: "138€ 124€", showcasing an offer of a reduced price from the original, further motivating a purchase decision. The brand provides a price incentive to convert interest into immediate sales.

# Ad summary A creator demonstrates a quick 'get ready with me' (GRWM) routine using Merit products. She applies a full face of makeup, naming and showing each product as she uses it. Her final look is a natural, glowing, minimalist makeup look. # Brand positioning Merit is presented as a minimalist beauty brand, offering a curated line of 'effortless essentials.' The brand aligns with a 'clean girl' aesthetic, emphasizing simplicity, natural beauty, and quick application. Products are positioned for those who want to achieve a polished look without spending a lot of time or effort. The brand pushes against the norm of complex or heavy makeup routines. # Product The ad features several Merit products used in a five-minute morning makeup routine. 'The Minimalist Perfecting Complexion Stick' is a complexion stick that the creator uses to cover blemishes and even skin tone. According to the creator, it's non-comedogenic, so it won't cause breakouts. 'Brush No. 1' is a blending brush that is used to seamlessly blend the complexion stick. 'Bronze Balm' is a transparent bronzer that blends into the skin like butter. 'Flush Balm' in the color Fox is a cheek rouge. 'Clean Lash' is a lengthening mascara that creates clean lashes. 'Signature Lip Liner' in the shade Bisou is a lip liner. 'Shade Slick' in the shade Biyarrritz is a tinted lip oil. The ad highlights the products’ easy application, blendability, and lightweight feel, promoting a quick, natural makeup look. # Visual style The ad has a clean, polished, UGC feel with soft, natural lighting. The editing style uses quick cuts and smooth transitions. The camera framing is stationary. # Hooks Spoken: 00:00–00:02 Female 1: [Enthusiastic] Get ready with me in 5 Minuten mit meinen Merit Produkten. Text overlay: 00:00–00:02 GRWM / 00:00–00:02 Five Minute Morning Routine / 00:00–00:02 mit MERIT Visual: 00:00–00:02 A woman with fair skin, long wavy brown hair, a black braided headband, gold hoop earrings, and a brown off-the-shoulder top stands in front of a white door and looks directly at the camera. She smiles slightly. Text overlay: 'GRWM Five Minute Morning Routine mit MERIT'. The camera is at eye level and stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the need for a quick and easy makeup routine, especially for those with acne-prone skin. # Value propositions - A full face of makeup in five minutes with the featured Merit products. # Benefits - Quick makeup routine - Won't cause breakouts - Blends into the skin like butter - Clean lashes # Features - Non-comedogenic complexion stick - Transparent bronzer - Lengthening mascara # Call to action None used. # Social proof - "Ich liebe bronzing." – Female 1 (Creator) - "Die macht wirklich clean lashes" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is shot from the perspective of a creator demonstrating the products and their routine. # Storyline - 00:00–00:02 00:00–00:02 The creator begins by saying she is going to get ready in five minutes using Merit products. This grabs attention by promising a quick and easy routine. - 00:02–00:04 00:02–00:04 She introduces 'The Minimalist Perfecting Complexion Stick.' This step begins demonstrating the products used in the routine. - 00:04–00:11 00:04–00:11 The creator explains that the complexion stick is non-comedogenic and demonstrates its application under her eyes and on her chin. This shows how it can be used, while also addressing a potential purchase barrier. - 00:11–00:13 00:11–00:13 Next, she introduces 'Brush No. 1' and demonstrates its use to blend the product on her face. This visually shows the blending process and the function of the brush. - 00:13–00:22 00:13–00:22 The creator then introduces the 'Bronze Balm' and applies it to her cheekbones and forehead. She notes that she loves bronzing and that it blends into the skin like butter. This continues to showcase the different Merit products. - 00:22–00:24 00:22–00:24 She introduces 'Flush Balm' in the color Fox. This signals the next product in her routine. - 00:24–00:34 00:24–00:34 The creator states that she is a blush addict, just like she's a bronzing addict, and applies it to her cheeks. This illustrates her love for the product and the color’s smooth application. - 00:34–00:43 00:34–00:43 The next product she introduces is 'Clean Lash' lengthening mascara and applies it to her lashes. She notes that it makes clean lashes. This shows how mascara is part of her makeup routine. - 00:43–00:55 00:43–00:55 She introduces the 'Signature Lip Liner' in the shade Bisou and the 'Shade Slick' in the shade Biyarrritz and applies it to her lips. This continues the demonstration and shows her full makeup routine. - 00:56–00:59 00:56–00:59 She shows her final, finished glow makeup look. This provides the desired outcome of the routine.

# Ad summary This ad promotes Merit's Great Skin Instant Glow Serum. It features a hand applying the serum to the back of their hand and includes on-screen text stating that the product hydrates, evens tone, brightens, and reduces redness. # Brand positioning Merit presents itself as a brand focused on achieving a natural, healthy glow with minimal effort, as suggested by the phrase "glass skin in a bottle." The brand aligns with a lifestyle that values simplicity and effectiveness in beauty routines, pushing against the trend of complicated and time-consuming skincare regimens. The brand's positioning is functional, emphasizing the performance of its products in delivering visible results like hydration, even skin tone, brightness, and reduced redness. Merit aims to occupy a space in the consumer's mind as a go-to brand for achieving radiant skin with a no-fuss approach. # Product Merit's Great Skin Instant Glow Serum is a skincare product designed to hydrate, even skin tone, brighten, and reduce redness. It is dispensed from a clear and brown bottle with gold detailing using a pump. The serum has a thin consistency, as shown when it drips from the pump. The product is for anyone seeking to achieve a healthy and radiant complexion. The ad focuses on the serum's ability to provide "glass skin in a bottle", implying a smooth and luminous finish. The advertised product helps to diminish unevenness. # Visual style The ad has a clean, minimalist aesthetic with a focus on product visibility and clear messaging. The editing style consists of static shots with smooth transitions, creating a polished commercial feel. The production quality is high-end, supporting the intended tone of luxury and simplicity. The ad has a consistent pacing with static shots that last for a few seconds each. The audio-visual sync is achieved by timing the text overlays with the music beats, emphasizing the product's features. # Hooks Spoken: 00:00-00:02: Glass skin in a bottle. Text overlay: 00:00–00:02: Glass skin in a bottle. Visual: 00:00–00:02: A close-up shot shows a dark-skinned hand pressing the pump of a Merit Great Skin Instant Glow Serum bottle against a white background. The bottle is partially transparent with brown and gold liquid inside. The MERIT logo is printed in gold on the bottle. # Funnel stage Consideration # Pain points The ad solves the problem of dull or uneven skin. # Value propositions - The product delivers multiple benefits in one bottle: hydration, even skin tone, brightness, and reduced redness. # Benefits - Glass skin in a bottle. # Features - HYDRATES - EVENS TONE - BRIGHTENS - REDUCES REDNESS # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – This is communicated through the controlled demonstration and clear product claims. # Storyline - 00:00–00:02 The ad begins by showcasing the product bottle and its packaging. - 00:03–00:06 The perspective then shifts to someone dispensing the product onto their hand. - 00:06–00:07 The ad ends with a shot of the product and the brand's website displayed on screen. - 00:08–00:10 The ad restarts, showing the product bottle and its packaging. - 00:11–00:14 The perspective then shifts to someone dispensing the product onto their hand. - 00:14–00:15 The ad ends with a shot of the product and the brand's website displayed on screen.

# Ad summary The ad features a woman reviewing Merit Beauty's Great Skin Instant Glow Serum. She highlights the benefits of the product by reviewing its ingredients and demonstrating its effects on her skin. She also emphasizes how it works as both a skincare product and makeup prep step. # Brand positioning Merit is positioned as a brand focused on simplicity and creating a polished look with minimal effort. The brand seems to align with values of ease, effectiveness, and achieving a natural glow. Merit appears to ignore the trend of overly complex or heavy makeup routines, instead of offering streamlined products that enhance natural beauty. Merit's Great Skin Instant Glow Serum is presented as a functional product designed for effective hydration and a radiant complexion. The focus is on achieving a 'glow' with minimal effort. # Product The Great Skin Instant Glow Serum by Merit Beauty is a bi-phase product designed to brighten and even out skin tone while providing deep hydration. It contains niacinamide to brighten and even out skin tone. With four different molecular weights of hyaluronic acid, the serum penetrates multiple layers of the skin, locking in hydration for more than 24 hours. The essence phase hydrates and maximizes the active ingredients, while the emollient phase locks in hydration and gives the skin an instant glow. It improves clarity and makes skin look brighter, smoother, and plumper. It serves as both a skincare product and a makeup prep step. # Visual style The ad has a UGC feel, with a simple background. The shots are all close up and relatively static, giving it a personal and approachable tone. The lighting is natural, which contributes to the authenticity of the ad. The ad pacing is slow. # Hooks Spoken: 00:00–00:02 Look at the instant glow. / 00:02–00:03 It's called the Instant Glow Serum. Text overlay: 00:00–00:02 Look at the instant glow. / 00:02–00:06 It's called the Instant Glow Serum. Visual: 00:00–00:02 A close up shot of a woman with light skin and pink highlights in her brown hair. She is wearing mascara and has a nose ring. She is holding and applying the Merit Beauty Great Skin Instant Glow Serum to her face. / 00:02–00:03 Close up shot of the woman holding the Merit Beauty Great Skin Instant Glow Serum bottle in her hands. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for an instant glow. # Value propositions - Hydration that lasts for more than 24 hours - Instant glow - Can be used as skincare and makeup prep # Benefits - Brighten and even out skin tone - Penetrates multiple layers of the skin - Locks in hydration for more than 24 hours - Gives skin an instant glow - Evens out the skin tone - Improves clarity - Makes your skin look brighter, smoother, and plumper # Features - Bi-phase product - Niacinamide - Four different molecular weights of hyaluronic acid # Call to action I'm going to link this below for you. # Social proof - Clearly, I'm halfway through here – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a user of the product who is sharing their experience. # Storyline - 00:00–00:02 The ad opens with the creator showing her glowing skin. - 00:02–00:06 She introduces the Merit Beauty Great Skin Instant Glow Serum. - 00:06–00:09 She points out that she has used half of the product already and highlights that the product is a bi-phase serum. - 00:10–00:12 She mentions that it includes niacinamide which helps to brighten skin tone. - 00:12–00:15 She continues to point out that it has four different molecular weights of hyaluronic acid. - 00:15–00:19 She notes the four different molecular weights will help it to penetrate multiple layers of skin to lock in hydration for more than 24 hours. - 00:20–00:26 She continues to point out that the essence will hydrate while the emollient locks in the hydration and gives it an instant glow. She then applies it to her face. - 00:27–00:32 She notes that it will help even out the skin tone, improve clarity, and make your skin look brighter, smoother and plumper. - 00:33–00:37 The creator mentions that it can be used in your skincare routine, but that she is using it as a makeup prep step. - 00:38–00:43 She notes that she will link the product below and that you need it if you want instant glowy skin.

# Ad summary A woman demonstrates her typical, quick and easy make-up routine using a selection of Merit Beauty products. # Brand positioning Merit Beauty is presented as a brand that values simplicity and ease of use. The brand aims to occupy a space in the consumer's mind as a go-to for a simple and quick make-up routine that results in a natural look. The brand values a fuss-free, effortless aesthetic, contrasting the norms of complicated, time-consuming make-up routines. Its positioning is functional, focusing on ease and fool-proof application. # Product The ad features a range of Merit Beauty products, all designed to create a natural, easy make-up look. The Minimalist is a creamy, self-setting complexion stick used for foundation or concealer. The No. 1 Brush is advertised as the go-to brush for every step of the routine. The Bronze Balm is a soft, warm sculpting product that is buildable and won't go muddy. The Flush Balm is a sheer, balmy cheek color that's impossible to overdo, providing a natural flush. Brow 1980 is a brow gel to create full, moveable brows without crunch. Clean Lash is a mascara to create separated, lengthened lashes with zero clumps. The Signature Lip Liner is a soft satin pigment that defines lips without feeling heavy. Shade Slick Tinted Lip Oil is a treatment-level comfort lip product with the prettiest wash of color. Every first order from Merit includes their Signature Bag free of charge, which is chic, lightweight, and perfect for travel. # Visual style The ad has a polished UGC feel, with natural lighting and simple backgrounds. The editing style is quick cuts that keeps a fast pace and holds attention. The pace is approximately 24 cuts per minute. The cuts are timed to actions or product call outs. # Hooks Spoken: 00:00–00:05 Every time I post about MERIT, there is endless curiosity. So let me show you what you're getting. Text overlay: 00:00–00:05 Priority (comment bubble) / 00:00–00:05 Coco commented: I really wanna try merit (comment bubble) / 00:00–00:05 2d (comment bubble) Visual: 00:00–00:05 The shot is a close up of the upper torso and face of a light-skinned woman with brown hair in a high ponytail, gold hoop earrings, a light blue crew neck shirt, and gold rings. She is holding a mustard-colored knotted velvet bag in her left hand and speaking directly to the camera. Behind her is a gray wall. In the upper corner of the shot is an overlay of a comment that says "Coco commented: I really wanna try merit" # Funnel stage Consideration # Pain points The central pain point addressed in the ad is the desire for a quick and easy make-up routine without fuss: “I literally could not be more careless with my placement, but it just doesn't matter.” # Value propositions - Foolproof, easy, everyday makeup. - Signature Bag free of charge # Benefits - Foolproof, easy, everyday makeup # Features - Creamy, self-setting - Soft, warm sculpt without ever going muddy - Sheer, balmy, impossible to overdo - Full brows that still move and a hold without the crunch - Separated, lengthened, and zero clumps - Soft satin pigment that defines but never feels heavy - Treatment-level comfort with the prettiest wash of color - Chic, lightweight, and perfect for travel # Call to action None used. # Social proof - "Coco commented: I really wanna try merit" # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating the products. # Storyline - 00:00–00:05 00:00–00:05 The video opens with the creator holding the Merit Beauty signature bag and addressing the viewer directly, stating that every time she posts about Merit, there is endless curiosity, so she will show what is included. - 00:05–00:08 00:05–00:08 The creator applies The Minimalist stick to her face as foundation, mentioning that it is creamy and self-setting. - 00:08–00:12 00:08–00:12 The creator uses the No. 1 Brush to blend the product in, stating that she uses this brush for basically every step. - 00:12–00:25 00:12–00:25 The creator blends the product into her face, stating that she could not be more careless with the placement, but it doesn't matter, and that this is how Merit gets its reputation for foolproof, easy, everyday make-up because it just is. - 00:27–00:36 00:27–00:36 The creator applies the Bronze Balm stick to her face to sculpt, stating that it is like a soft, warm sculpt without ever going muddy, and that it is completely buildable. She says that buildable is the buzz word of Merit. - 00:37–00:40 00:37–00:40 The creator blends the product in with Brush No. 1. - 00:40–00:46 00:40–00:46 The creator applies the Flush Balm to her cheeks, stating that it is a personal favorite that is sheer, balmy, and impossible to overdo. - 00:46–00:53 00:46–00:53 The creator blends the Flush Balm into her cheeks, stating that you will be shocked at how natural the flush blends into the skin, like you are literally flushing from within. - 00:54–00:58 00:54–00:58 The creator applies the Brow 1980 gel to her eyebrows for fuller brows that still move and a hold without the crunch. - 00:59–01:03 00:59–01:03 The creator applies Clean Lash mascara to her lashes, stating that it is like your lashes, but better. She notes that it's separated, lengthened, and has zero clumps. - 01:04–01:08 01:04–01:08 The creator applies Signature Lip Liner to her lips, stating that it is a soft satin pigment that defines but never feels heavy. - 01:10–01:16 01:10–01:16 The creator applies Shade Slick Tinted Lip Oil to her lips, stating that it is a treatment-level comfort with the prettiest wash of color. - 01:17–01:21 01:17–01:21 The creator's hands pack away all of the products into Merit's signature bag, and states that every first order from Merit includes their signature bag free of charge, which is chic, lightweight, and perfect for travel.

# Ad summary This ad showcases a curated trio of skincare products from Merit, emphasizing a simplified routine for achieving 'great skin'. It highlights the mini sizes and limited edition status to drive interest. # Brand positioning Merit is presented as a curated skincare brand offering a simplified and effective approach to beauty. It positions itself as a provider of essential products designed to streamline the skincare routine, evident in the ad's focus on a 'Mini Great Skin Trio.' The brand aesthetic is minimalist and polished, suggesting a focus on effortless beauty and high-quality formulations. Merit seems to push against the norms of overly complex skincare routines by offering a streamlined collection. # Product The ad features the 'Mini Great Skin Trio', a curated set of skincare essentials. It includes a 'Double Cleanse Face Wash' designed to gently cleanse the skin, an 'Instant Glow Serum' to add radiance, and a 'Priming Moisturizer' to hydrate and prep the skin. Each product is presented in a compact, travel-friendly size, emphasizing convenience. The set is highlighted as a 'Limited Edition', suggesting exclusivity and encouraging immediate purchase. The products are designed to work together for a simple, effective skincare routine, with the ad's language focusing on achieving 'great skin' with minimal effort. # Visual style The ad utilizes a clean, minimalist aesthetic with a focus on product presentation. The production quality is high, suggesting a studio shot. The visual motif is a structured product showcase, with products neatly arranged in uniform packaging. The image treatment involves soft, diffused lighting and subtle color grading to enhance the luxurious feel. This contrasts with platform-native content and aims for a high-design feel to capture attention in the feed. # Hooks Headline: THE Mini GREAT SKIN TRIO # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of complicated, time-consuming skincare routines. The presence of a collection of 'mini' products implies that the viewer wants a shorter routine with the same results. # Value propositions - Mini Great Skin Trio: Implies a complete skincare routine in convenient sizes. - Limited Edition: Creates a sense of exclusivity and urgency to purchase. # Benefits - Great Skin # Features - Double Cleanse Face Wash - Instant Glow Serum - Priming Moisturizer # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand voice is consistent throughout the image, as the brand name is present on the products and the brand controls all messaging. # Storyline - The ad introduces 'THE Mini GREAT SKIN TRIO' to immediately grab attention and set the context. The brand is telling the audience what product is being featured in the ad: a trio of mini-sized skincare products. This is included to inform the audience of what they will be seeing, and to create awareness around this specific limited-edition set. - The ad specifies each product contained within the trio: 'NEW DOUBLE CLEANSE FACE WASH', 'INSTANT GLOW SERUM', and 'PRIMING MOISTURIZER'. The brand is explaining exactly what is included in the set. This is included to inform the audience of the product specifics and generate interest by showcasing the routine. - The ad presents the actual 'Mini Great Skin Trio' products packaged in a white box. The brand wants the audience to see what each product looks like and how they are packaged. This is included to demonstrate what will be received and visually appeal to the customer. - A circular badge declares the trio as a 'LIMITED EDITION'. The brand is communicating the set's exclusivity. This is included to create a sense of urgency and to encourage immediate purchase due to scarcity.

# Ad summary This ad features a woman demonstrating Merit makeup products. She applies The Minimalist Perfecting Stick as a base, a contour stick, and The Flush Balm in Cheeky. She shows off new lip blushes, which are the focus of the ad, swatching the colors on the back of her hand before applying 'Andie' to her lips. She notes the products are hydrating and encourages viewers to shop the new lip blushes and discounted sets, which are up to 15% off. New orders come with a free makeup bag. # Brand positioning Merit is presented as a brand that focuses on minimalist beauty, offering hydrating and easy-to-use makeup products. The brand aligns with values of simplicity and effortless beauty, catering to individuals who want a quick and healthy-looking makeup routine. The brand pushes against the norm of complicated, time-consuming makeup routines and focuses on functional and natural-looking results. # Product The ad features several Merit makeup products, including: The Minimalist Perfecting Stick, used as a base for coverage and easily applied; a contour stick, used for shaping and defining facial features quickly; and The Flush Balm in Cheeky, a pigmented blush that blends easily for a healthy and dewy look. The ad also introduces the new lip blushes, which are hydrating and come in multiple shades, including Gamay, Andie, Vendome, and Archival. The presenter notes how hydrating each of the products are. # Visual style The ad has a polished but approachable aesthetic, resembling a typical UGC beauty tutorial. The editing style includes quick cuts that showcase product application. The production quality is high, with a clean and well-lit environment, contributing to the natural and effortless beauty vibe of the ad. The pacing is consistent, with a moderate BPM that keeps the viewer engaged without feeling rushed. # Hooks Spoken: Female 1: Hello my friends, we are talking face care today. Text overlay: Minimalist Perfecting Stick Visual: 00:00–00:02: The shot shows a woman with dark hair and a light blue denim shirt, facing the camera and holding a bottle of Merit product. She is in a well-lit room with framed pictures on the wall and a mirror in the background. Her hair is up in a loose bun. The camera is chest-level, framing the shot from the chest up. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that people may want a makeup routine that is quick and easy, especially when in a hurry. Visual: The presenter claims 'This is so great when you're in a hurry'. # Value propositions - The Minimalist Perfecting Stick: Targeted coverage - Blending stick: For easy and even application - Hydrating lip blushes: For comfortable wear # Benefits - Coverage - Blendability - Healthy look - Dewy look - Hydration # Features - The Minimalist Perfecting Stick - Contour stick - The Flush Balm in Cheeky - Hydrating lip blushes # Call to action Use this link here. # Social proof - The entire ad is social proof as it is delivered by a creator demonstrating and reviewing the products. There is also social proof by the creator stating the brush 'is the bomb.' - “And I am obsessed with how hydrating they are” – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the perspective of a user, sharing her experience and demonstrating the products. # Storyline - 00:00–00:04 The creator greets the audience and introduces the topic of the video: face care, emphasizing that she is going to put on her face for the audience. This sets the stage for a makeup tutorial. - 00:04–00:08 The creator introduces the Minimalist Perfecting Stick, saying she uses it in spots where she wants the most coverage. This shows the product's function as a targeted concealer. - 00:08–00:15 The creator states that the application doesn't have to be perfect because the stick is already perfect and follows it up with praise for the blending stick. This highlights the product's ease of use and quality. - 00:17–00:26 The creator emphasizes the speed and ease of use of the products, saying it's great when in a hurry. She then introduces a contouring stick for the nose and shows its application. - 00:26–00:36 The creator introduces The Flush Balm in Cheeky and demonstrates its application, noting how pigmented it looks but how beautifully it blends for a healthy and dewy finish. This highlights the blush's blendability and aesthetic appeal. - 00:36–00:43 The creator introduces the new lip blushes from Merit, expressing her excitement about them due to their hydrating properties. - 00:43–00:51 The creator swatches four lip blush shades on the back of her hand: Gamay, Andie, Vendome, and Archival, listing each. She picks Andie to apply to her lips. - 00:51–01:02 The creator encourages viewers to shop the new lip blushes and mentions that sets are discounted up to 15% off, providing a direct call to action with a special offer. First orders come with a makeup bag, which she displays.

# Ad summary This ad demonstrates a MERIT makeup routine. The creator starts with Great Skin Serum, then uses The Minimalist Perfecting Complexion Stick, Day Glow Highlighting Balm, Signature Lipstick Lightweight Lipstick, Brow 1980 Volumizing Pomade, and Flush Balm Cheek Color. The finished look is clean and natural. # Brand positioning MERIT is presented as a minimalist beauty brand focused on quick and easy application. The ad promotes a simple, everyday makeup routine using minimal product. The brand targets consumers seeking a natural, effortless look. They push against the norm of complex makeup routines and heavy product use, positioning themselves as a brand for those who prefer simplicity and efficiency. This positioning is functional, emphasizing the products' ease of use and speed of application, catering to a lifestyle where time is valued. # Product The ad features a streamlined selection of MERIT beauty products, each presented as an essential component of a quick and easy everyday makeup routine. The Great Skin Serum is described as a way to achieve instant shine. The Minimalist Perfecting Complexion Stick is presented as a complexion perfecting stick. Day Glow Highlighting Balm is presented as a highlighting balm. The Signature Lipstick Lightweight Lipstick is presented as a light lipstick. Brow 1980 Volumizing Pomade is presented as volumizing brow pomade. Flush Balm Cheek Color is presented as a cheek color. The USPs across the product line are their minimal effort and how quickly each can be applied. The ad addresses the purchase barrier of time by showing the products used in a routine taking only minutes to complete. # Visual style The ad has a casual, UGC-style aesthetic with selfie-style camera angles and natural lighting. The editing consists of quick cuts between product application steps. The production quality is clean and simple, suitable for a beauty tutorial on social media. The pacing is moderate, keeping the video concise. The cuts are timed to the music. # Hooks Text overlay: GRWM (caption) / Una rutina de 5 minutos con MERIT (caption) Visual: 00:00–00:02: Top-down shot of a white bathroom counter featuring a lit candle, a mustard-colored bag, and several MERIT makeup products. A tan arm reaches in and grabs a bottle. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of lengthy, complex makeup routines. The ad visually shows the MERIT beauty routine alongside the caption “Una rutina de 5 minutos con MERIT”. # Value propositions - A 5-minute makeup routine with MERIT # Benefits - Instant shine - Perfeccionadora del cutis - Bálsamo iluminador - Barra de labios ligera - Pomada Voluminizadora - Color para mejillas # Features - Great Skin Serum - The Minimalist Perfecting Complexion Stick - Day Glow Highlighting Balm - Signature Lipstick Lightweight Lipstick - Brow 1980 Volumizing Pomade - Flush Balm Cheek Color # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a creator demonstrating their makeup routine. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a flat lay shot of MERIT products and a candle on a bathroom counter, then a hand grabs a bottle. This sets the scene and introduces the brand. - 00:02–00:05 00:02–00:05: The creator applies Great Skin Serum to their face. This begins the beauty routine. - 00:05–00:14 00:05–00:14: The creator applies The Minimalist Perfecting Complexion Stick to their face and blends it with their fingers. This continues the routine by perfecting the complexion. - 00:14–00:20 00:14–00:20: The creator applies Day Glow Highlighting Balm to their face. This adds highlight to the look. - 00:21–00:27 00:21–00:27: The creator applies Signature Lipstick Lightweight Lipstick to their lips. This adds a pop of color to the lips. - 00:27–00:32 00:27–00:32: The creator applies Brow 1980 Volumizing Pomade to their brows. This frames the face with brows. - 00:32–00:43 00:32–00:43: The creator applies Flush Balm Cheek Color to their cheeks and lips and blends with their fingers. This adds a flushed glow to the face. - 00:43–00:46 00:43–00:46: The creator smiles at the camera and kisses a dog. This concludes the routine with a smile.

# Ad summary This ad showcases Merit Beauty products being applied to the face to achieve a glow. Products are applied and blended out using brushes and hands. The creator showcases the products' ability to give her "insane glow." # Brand positioning Merit Beauty is presented as a brand that offers products that give an "insane glow." The brand seemingly aims to occupy a space in the consumer's mind as a provider of products that enhance natural beauty and radiance, as opposed to heavy makeup. The ad conveys a sense of simplicity and ease of use, suggesting a brand that aligns with a minimalist lifestyle. The brand positions itself as a go-to for achieving a healthy, luminous complexion, indicating a focus on functional benefits rather than just cosmetic enhancements. # Product The ad features several Merit Beauty products aimed at achieving an "insane glow." These include a complexion stick, a highlighting balm, and a blending brush. The complexion stick is used as a base to even out the skin tone and is shown applied to the forehead, undereye, nose, and chin. The highlighting balm is applied to the cheeks and forehead to create luminosity. The blending brush helps to seamlessly blend the products for a natural finish. The products are presented as easy to apply and blend, making them suitable for everyday use. The products aim to enhance the skin's natural radiance, providing a healthy, luminous complexion. # Visual style The ad has a polished, professional aesthetic. The lighting is bright, with a focus on showcasing the skin's natural radiance. Editing is smooth, with static shots and minimal transitions. The production quality is high, with a clean and modern feel. The ad has an editing rhythm of 90 BPM. # Hooks Text overlay: 00:00–00:17 / achieving insane glow 💎✨ / with Merit Beauty Visual: 00:00–00:02 Close up shot of a light skinned woman wearing a green shirt and silver necklace. She is holding a brown tube with the word "Merit" on it. She swipes the product on her right cheek, then applies it to her left cheek. # Funnel stage Top of funnel (Awareness) # Pain points The ad seemingly addresses the pain point of wanting radiant, glowing skin. This is implied through the text overlay "achieving insane glow." # Value propositions - The ad promotes the value of achieving an "insane glow" through the application of the featured products. The use of the term "insane glow" suggests a high level of radiance and luminosity that is desirable to the viewer. # Benefits - achieving insane glow # Features - Complexion stick - Highlighting balm - Blending brush # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer showcasing and using the product. # Storyline - 00:00–00:02 00:00–00:02 The video opens with the creator applying a complexion stick to her cheek. The message is to show how to apply the products to gain a glow. - 00:02–00:07 00:02–00:07 The creator then applies what appears to be a highlighting balm on her hands and blending it into her cheek and forehead. The message is to show how easily it is applied. - 00:07–00:12 00:07–00:12 Next, the creator applies the complexion stick under her eyes, on her nose, and on her forehead. The creator uses a brush to blend the product in. - 00:12–00:16 00:12–00:16 The video closes with the creator patting her face. She is smiling, appearing happy with the glow she has achieved.

# Ad summary This ad promotes Merit beauty products and offers a free signature bag with the first order. # Brand positioning Merit is presented as a modern, minimalist beauty brand. The brand seems to value simplicity and ease of use, focusing on essential products. The brand positioning is functional, emphasizing the convenience and accessibility of its products for everyday use. Merit appears to push against the norm of overly complicated beauty routines, offering a curated selection of products for a simplified approach. # Product The ad features a collection of Merit beauty products inside a brown corduroy bag. The products include a bronzer stick, a serum, a blending brush, a highlighting balm, and a complexion stick. The bronzer stick is in a cylindrical tube with gold accents. The serum is in a dark brown bottle with (on-package label text) "MERIT Great SKIN INSTANT GLOW SERUM". The blending brush has black bristles and a black handle. The highlighting balm is in a small, round compact. The complexion stick is in a slim, cylindrical tube with gold accents. The ad emphasizes the convenience and curated nature of these essential beauty products. # Visual style The ad has a clean, minimalist visual style. The production quality is high, with a well-lit studio shot. The image treatment includes soft lighting and natural color grading. The typography is simple and modern, with a focus on legibility. The overall style is designed to be scannable and appealing in a social media feed. # Hooks Headline: The SIGNATURE BAG ships FREE with every first order # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of overly complicated beauty routines by offering a curated selection of essential products. # Value propositions - Free signature bag with first order # Benefits - Free signature bag # Features - Signature bag - Beauty products # Call to action None used. # Point of view - Brand: The POV is from the brand, showcasing its products and promoting an offer. # Storyline - The ad starts by highlighting the offer of a free signature bag with the first order. This is intended to grab the viewer's attention and incentivize a purchase. The brand is telling this part of the story to attract new customers with a valuable promotion. - The ad then showcases the Merit beauty products inside the bag. This is intended to display the range of products and their aesthetic appeal. The brand is presenting this to highlight the quality and desirability of its product line. - The ad concludes with the brand name "MERIT" prominently displayed. This is intended to reinforce brand recognition and recall. The brand is emphasizing its identity to solidify its presence in the viewer's mind.

# Ad summary This ad features a compilation of multiple female creators enthusiastically demonstrating and praising the MERIT "The Minimalist" Perfecting Complexion Stick. Each creator highlights the product's blendability, coverage, and natural finish, often showing before-and-after results on their skin or tattoos. The ad emphasizes ease of use, natural appearance, and effective coverage for imperfections. It concludes with a brand message from one of the creators, presenting an offer for a free signature bag with purchases made on the brand's website. # Brand positioning MERIT is positioned as a brand offering simple, effective, and high-quality beauty solutions that enhance natural beauty rather than mask it. The brand aligns with values of minimalism, effortlessness, and authenticity, promoting a 'still looks like me' aesthetic. It pushes against the norm of heavy, complex makeup routines, instead focusing on functional benefits like easy application and natural finish. The brand's messaging is functional, emphasizing performance, simplicity, and a refined everyday look, appealing to consumers who seek efficiency and a natural glow. # Product The featured product is the MERIT "The Minimalist" Perfecting Complexion Stick, a two-in-one concealer and foundation delivered in a stick format. It is designed for individuals seeking natural-looking coverage that blends seamlessly and evens out skin tone without appearing heavy or mask-like. Key features highlighted are its creamy texture, blendability, buildable coverage, and ability to cover redness, uneven skin tone, and imperfections while allowing natural features like freckles to show through. The stick format makes it convenient for travel and quick application. The ad conveys that this product is worth trying for its ease of use, ability to simplify a makeup routine, and its natural-looking results. # Visual style The ad features a scrappy, UGC-feel aesthetic with a high-end product. The editing style uses quick cuts between different creators and scenes, maintaining a fast pace. The production quality is reminiscent of user-generated content, with natural lighting and close-up, selfie-style camera work, which supports an authentic and relatable tone. Visual motifs include direct-to-camera address and close-ups on product application and results. The pacing is consistently fast, with frequent cuts. Audio-visual sync is strong, with cuts often coinciding with changes in spoken lines or product actions. # Hooks Spoken: This is my favorite foundation stick because it goes on so creamy and blends in absolutely beautiful. Text overlay: my favorite foundation stick / because it goes on so / creamy and blends / in absolutely beautiful. Visual: A medium shot shows a young adult woman with long blonde hair, wearing a white v-neck top, in what appears to be a brightly lit bedroom. She is applying a gray MERIT foundation stick directly to her right cheek, looking into the camera. Her skin is clear, with minimal makeup. A light grey upholstered headboard is visible in the background. # Funnel stage Consideration # Pain points The central pain point addressed is the desire for effective makeup coverage that looks natural and is easy to apply. This is signaled by phrases like "takes away all of my imperfections," "all that redness, all that uneven skin tone," and the repeated emphasis on the product blending in seamlessly without looking heavy, implying a struggle with products that might mask natural skin or require extensive effort. # Value propositions - This is my favorite foundation stick because it goes on so creamy and blends in absolutely beautiful. - The coverage of this stick is absolutely next level. - The way that this MERIT stick just takes away all of my imperfections. - I used one thing on my skin. And do we see this insane coverage? - It literally melts right in, evens everything out. My favorite part is it still looks like me. - Took away all that redness, all that uneven skin tone. - This is like two steps in one concealer and foundation and I love that it's in a stick. It's so good for travel. # Benefits - Beautifully blended makeup - Next-level coverage - Takes away imperfections - Achieves coverage with minimal product (one thing) - Melts seamlessly into skin - Evens out skin tone - Retains natural look ('still looks like me', freckles visible) - Reduces redness - Concealer and foundation in one - Convenient for travel # Features - creamy - blends in absolutely beautiful - coverage... is absolutely next level - Blends in like a dreammmmm! - takes away all of my imperfections - I used one thing on my skin. - insane coverage - It literally melts right in - evens everything out - still looks like me. - My freckles are still popping through a little bit - took away all that redness - all that uneven skin tone. - two steps in one concealer and foundation - in a stick. - so good for travel. - buildable. # Call to action SHOP NOW (button) # Social proof - This is my favorite foundation stick because it goes on so creamy and blends in absolutely beautiful. – Female 1 (Creator) - If you know, you know, the coverage of this stick is absolutely next level. – Female 2 (Creator) - The way that this MERIT stick just takes away all of my imperfections. – Female 3 (Creator) - I used one thing on my skin. And do we see this insane coverage? – Female 4 (Creator) - It literally melts right in, evens everything out. My favorite part is it still looks like me. – Female 5 (Creator) - My freckles are still popping through a little bit, but oh my word. took away all that redness, all that uneven skin tone. – Female 3 (Creator) - I love things that just do what they're supposed to do. – Female 5 (Creator) - Everybody who wears makeup needs this now. – Female 5 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of various women directly addressing the camera, sharing their personal experiences and recommendations for the product. # Storyline - 00:00–00:06 A blonde woman applies a MERIT foundation stick to her face, highlighting its creamy and blendable texture. - 00:06–00:10 A different woman demonstrates the stick's 'next level' coverage by applying it to her tattooed arm. - 00:10–00:14 A third woman applies the stick to her face in a car, emphasizing how it 'takes away all imperfections'. - 00:14–00:18 A woman shows off her 'insane coverage' after using 'one thing' on her skin, implying simplicity and effectiveness. - 00:19–00:23 Another woman applies the stick and blends it, noting it 'melts right in' and 'evens everything out' while still looking like herself. - 00:23–00:29 The woman from 00:10-00:14 blends the product, proudly stating her freckles still show through but redness and uneven skin tone are gone. - 00:29–00:48 The woman from 00:14-00:18 demonstrates how the product instantly disappears into the skin when blended, looking like her own skin, and praises its versatility as a two-in-one product and travel-friendliness. - 00:48–00:52 The woman from 00:10-00:14 marvels at the easy blendability again, reinforcing the product's seamless application. - 00:52–00:54 The blonde woman from the opening returns, demonstrating the product's buildable coverage. - 00:55–00:57 The woman from 00:19-00:23 emphasizes that 'everybody who wears makeup needs this now' while holding the product and a brush, highlighting its essential nature. - 00:58–01:03 The blonde woman from the opening appears in a split screen with MERIT products, announcing an offer for a free signature bag with purchases on their website.

# Ad summary This ad promotes Merit's Intro Set, which includes a signature makeup bag free with the first purchase. The ad features a collection of Merit beauty products, including a bronzer stick, blending brush, highlighting balm, and cheek color. # Brand positioning Merit is presented as a brand that offers a curated selection of essential beauty products designed for a minimalist approach to makeup. The brand emphasizes simplicity and ease of use, positioning itself as a solution for achieving a polished look with minimal effort. Merit aligns with a lifestyle that values efficiency and effortless beauty, pushing against the norm of complex, multi-step makeup routines. The brand positioning is both functional, focusing on simplicity and ease of use, and emotional, aiming to empower customers with a sense of effortless confidence. # Product The ad features Merit's Intro Set, which includes a bronzer stick, blending brush, highlighting balm, and cheek color. The bronzer stick is packaged in a gold tube with a brown top. The blending brush has white bristles and a black handle with the brand name printed vertically. The highlighting balm is in a brown tube with a gold accent. The cheek color is in a gold jar with a pink dome top. The ad highlights that customers will receive a Signature Makeup Bag free with their first purchase. The ad addresses the purchase barrier of price by showing the original price of $178 CAD crossed out and the new price of $160 CAD. # Visual style The ad features a studio-shot image with a focus on product presentation. The visual motif includes a flatlay arrangement of the products against a neutral background. The image treatment involves soft lighting and subtle color grading to create a clean and polished look. The typography is integrated in a simple and legible manner. The overall style is high-design, aiming to create a premium and sophisticated feel that enhances scannability in the feed. # Hooks Headline: The INTRO SET # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs associated with beauty products by offering a discounted price and a free makeup bag. # Value propositions - The Intro Set offers a curated collection of essential beauty products, providing a convenient and simplified makeup routine. - The free Signature Makeup Bag adds value to the purchase, offering a practical and stylish way to store and carry the products. - The discounted price makes the set more accessible, providing an economical solution for achieving a polished look. # Benefits - Free Signature Makeup Bag with first purchase - Discounted price of $160 CAD # Features - Bronzer stick - Blending brush - Highlighting balm - Cheek color - Signature Makeup Bag # Call to action None used. # Point of view - Brand: The brand is presenting its product and offer directly to the viewer. # Storyline - The ad opens by showcasing the Merit brand name, immediately establishing the source of the message. The intention is to create brand recognition and set the context for the products being presented. The audience experiences this from the brand's perspective. - The ad introduces "The INTRO SET" and highlights the offer of a free Signature Makeup Bag with the first purchase. This is intended to grab the viewer's attention and incentivize them to consider the product. The audience experiences this from the brand's perspective. - The ad displays the original price crossed out and the discounted price, emphasizing the savings. This is intended to create a sense of urgency and encourage immediate purchase. The audience experiences this from the brand's perspective.

# Ad summary This image ad by Merit promotes their products and advertises shipping to Australia with no additional duties or fees. # Brand positioning Merit is presented as a modern and luxury brand. With minimalistic packaging and simple text, Merit leans on functionality with neutral, natural tones in its branding and product design. Merit's aim appears to be simplicity for the everyday woman, eschewing complicated or trendy makeup routines. # Product This ad showcases four Merit products. A translucent glass bottle with a gold cap and warm brown liquid inside, likely a serum or foundation. A pot rouge in a light pink color, packaged in a small gold jar. A light brown, crayon-style stick, likely for contour or concealing. Lastly, a makeup brush with short, white bristles and a black handle. Each product has the brand name printed in simple, small, gold-colored lettering. All products are likely designed to be easy to apply and blend, requiring minimal tools and expertise for the user. # Visual style This ad has a clean and minimalistic visual style. The lighting is soft and diffused. The colors are muted and neutral. The background is a light blue gradient. The overall effect is one of sophistication and simplicity. # Hooks Headline: Shipping to Australia # Funnel stage Top of funnel (Awareness) # Pain points Shipping costs and duties can be a barrier to purchasing products internationally. The text "NO ADDITIONAL DUTIES OR FEES" indicates that the ad is solving this problem. # Value propositions - Shipping to Australia with no extra fees # Benefits - Shipping to Australia with no additional duties or fees # Features - NO ADDITIONAL DUTIES OR FEES # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is from the brand's point of view to advertise their products and services. # Storyline - The ad begins with the brand name, Merit. This introduces the brand to the viewer. - The ad then states "Shipping to Australia." This is meant to grab the attention of Australian customers and notify them that the products are available to them. - The ad then states "NO ADDITIONAL DUTIES OR FEES" next to an Australian flag. This reinforces the benefit of shipping to Australia to entice viewers to purchase the product. - The image displays four Merit products. This is to show the viewer the different product offerings that are available.

# Ad summary This ad showcases a set of MERIT beauty products, highlighting a discounted price for a limited time. # Brand positioning MERIT is presented as a brand offering top-rated essential beauty products. The brand positions itself as providing quality items at a more accessible price point, as highlighted by the offer on 'The Intro Set'. The brand seems to align with a minimalist lifestyle, focusing on essential items. # Product The ad features 'The Intro Set,' a collection of essential beauty products from MERIT. The set includes a blush balm in a round, gold container, a bronzing balm in a stick format with gold accents, a blending brush with black handle and white bristles, and a complexion stick in a gray tube with gold accents. The ad highlights that these are 'Top rated essentials' and offers them at a discounted price, addressing the purchase barrier of cost. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the products in a polished and appealing manner. The production quality is high, with studio-style lighting and a simple background. The image treatment includes soft lighting and subtle color grading. The typography is clean and legible, integrated seamlessly into the design. The style is native to the platform, designed to be easily scannable and eye-catching in-feed. # Hooks Headline: The Intro Set # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs associated with quality beauty products, as explicitly shown by the discounted price. # Value propositions - Top rated essentials for less # Benefits - for less # Features - Top rated essentials # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and highlighting their value and discounted price. # Storyline - The ad opens by showcasing 'The Intro Set' from MERIT, immediately establishing the product being promoted. This is from the brand's perspective to draw the viewer in with the product offering. - The ad highlights that the set includes 'Top rated essentials — for less,' emphasizing the quality and value proposition of the product. This is from the brand's perspective to persuade the viewer of the set's worth. - The ad displays the original price crossed out and the new, lower price, creating a sense of urgency and encouraging immediate purchase. This is from the brand's perspective to incentivize the viewer to take advantage of the offer.