How Milk Makeup Advertises on Meta

# Ad summary A woman with long hair stands in front of a window while demonstrating the Milk Makeup Hydro Grip Gel Tint. # Brand positioning Milk Makeup is presented as a brand focused on providing innovative and effective beauty products. The brand aims to occupy a space in the consumer's mind as a provider of weightless and hydrating makeup solutions. The brand aligns with a modern, science-backed approach, as seen through the mention of clinical studies. This positions the brand as both functional and trendy. # Product The featured product is the Milk Makeup Hydro Grip Gel Tint. It is described as a weightless gel formula that provides coverage without feeling greasy or cakey. The product is for anyone who wants to achieve a glow without the grease. Key features highlighted include its blendability and ability to boost skin's hydration by 24%, as clinically proven. The product is used during a makeup routine to provide coverage while giving the skin a glowing appearance. The ad addresses concerns about makeup feeling heavy or greasy, promising a lightweight feel. # Visual style The ad has a polished commercial aesthetic. The editing style includes quick cuts and smooth transitions, maintaining a consistent pace with approximately 15 cuts per minute. The video has a clean and modern look. The cuts and text are timed to the voiceover. # Hooks Spoken: 00:00–00:02 Okay, this color match is insane. Visual: 00:00–00:02 A woman with long dark hair stands indoors in front of a window, applying makeup to her face with a brush. She is wearing a black strapless top. She is holding a blue makeup tube in her left hand and holding a makeup brush to her right cheek. The camera is at eye level, showing her upper body in a medium close-up shot with slight handheld shakiness. # Funnel stage Consideration # Pain points The ad addresses the pain point of makeup feeling heavy, greasy, or cakey. The woman states that the product 'doesn't feel, you know, greasy, cakey, or anything like that,' indicating that many makeup users want to avoid those sensations. # Value propositions - Weightless gel formula: Provides coverage without feeling greasy. - Boosts skin's hydration by 24%: Hydrates the skin, providing a healthy glow. # Benefits - Provides coverage without feeling greasy - Gives a glow without the grease # Features - Weightless gel formula - Boosts skin's hydration by 24% # Call to action Go ahead and run to Milk Makeup now. # Social proof - This weightless gel formula is clinically proven to boost skin's hydration by 24%. # Point of view - Customer 100% – The entire video is told from the perspective of a woman using and describing her experience with the product. # Storyline - 00:00–00:02 The video begins with a woman applying makeup to her face with a brush. - 00:00–00:02 The woman shares her excitement about the color match of the makeup. - 00:00–00:02 The perspective is from a customer demonstrating the product, creating a sense of authenticity and personal endorsement. - 00:00–00:02 The tone is enthusiastic and genuine, designed to capture the viewer's attention and spark curiosity about the product's color-matching capabilities. - 00:00–00:02 This moment introduces the product and highlights its key benefit, creating a hook for the viewer to learn more about it. - 00:02–00:05 The video transitions to a close-up shot of the Milk Makeup Hydro Grip Gel Tint. - 00:02–00:05 The brand explicitly names the product, Milk Makeup’s Hydro Grip Gel Tint. - 00:02–00:05 The perspective shifts to a product showcase, giving the viewer a clear view of the packaging and product details. - 00:02–00:05 The tone is informative, presenting the product in a straightforward manner to communicate its identity and purpose. - 00:05–00:12 The video cuts back to the woman. - 00:05–00:12 The woman is seen applying the product while describing the texture as blendable. - 00:05–00:12 The woman is implying that the product offers coverage without feeling greasy or cakey. - 00:05–00:12 The perspective is still from the customer’s point of view, sharing her personal experience with the product and its benefits. - 00:05–00:12 The tone is conversational and relatable, as if the woman is giving a friend makeup advice. - 00:12–00:21 The video continues with the woman describing the product as weightless and clinically proven to boost skin's hydration by 24%. - 00:12–00:21 This builds on the previous moment by adding more details about the product's attributes, specifically its hydrating properties. - 00:21–00:23 The woman makes a call to action: 'Go ahead and run to Milk Makeup now.' - 00:21–00:23 This prompts the viewer to take immediate action and make a purchase.

# Ad summary A woman with blemish-prone skin reviews the Milk Makeup Hydro Grip 12-hour Gel Tint, highlighting its coverage, lightweight feel, and dewy finish that doesn't cling to dry patches. She demonstrates the application process and shows how the product looks in bright sunlight, emphasizing its fresh appearance and suitability for blemish-prone skin. # Brand positioning Milk Makeup is presented as a brand that offers modern, effective beauty solutions with a focus on creating products for diverse skin types and tones. The brand aligns with a lifestyle that values both simplicity and high performance. By focusing on creating innovative products like the Hydro Grip 12-hour Gel Tint, Milk positions itself as a brand that cares about its consumers' needs for reliable, skin-friendly makeup. The brand is presented as functional, catering to a consumer base that is looking for effective skincare and makeup. # Product The Milk Makeup Hydro Grip 12-hour Gel Tint is a makeup product designed to provide coverage while maintaining a lightweight feel. It is specifically targeted toward individuals with blemish-prone skin. The product is characterized by its ability to cover redness effectively. It features a lightweight and buildable formula, which makes it easy to create a natural look. It also has a dewy finish that doesn’t cling to dry patches, adding to the skin's hydration and overall healthy appearance. The gel tint promises 12-hour wear, providing a long-lasting solution for daily makeup needs. # Visual style The ad has a polished UGC feel, with the creator filming in what appears to be her home. The lighting is mostly natural, with a bright, clean aesthetic. The editing is simple, with mostly static shots and smooth transitions, giving the video a straightforward, informative vibe. The pacing is consistent, with a moderate number of cuts per minute, keeping the viewer engaged without feeling rushed. The visuals are timed with the voiceover, emphasizing key points about the product. # Hooks Spoken: Female 1: Well, a skin tint cover up my redness. I'm testing out the Hydro Grip 12-hour Gel Tint. Text overlay: The best skin tint for blemish prone skin?! / Milk Makeup Hydro Grip / 12-hour Gel Tint Visual: 00:00–00:02: A woman with fair skin and long brown hair stands in front of a white wall. She is wearing a gray tank top and pearl earrings. She points to the right side of her face, which has visible redness and blemishes. In the background, there is a lamp. / 00:02–00:03: The woman holds a blue tube of Milk Makeup Hydro Grip 12-hour Gel Tint in front of her face. / 00:03–00:04: The woman applies dabs of a light-colored makeup to her face with a small makeup brush. # Funnel stage Consideration # Pain points The central pain point is the struggle to find a skin tint that effectively covers redness and blemishes without feeling heavy or clinging to dry patches. "Well, a skin tint cover up my redness." # Value propositions - Covers redness in blemish prone skin - A lightweight, buildable gel tint that provides a dewy finish and doesn't cling to dry patches. - 12-hour wear # Benefits - Covers redness - Goes on really natural - Doesn't cling to dry patches - Looks so fresh # Features - Lightweight - Buildable formula - Dewy finish - 12-hour Gel Tint # Call to action None used. # Social proof - "Blemish prone skin approved" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer using and reviewing the product. # Storyline - 00:00–00:02 The ad begins with the creator pointing to areas of redness on her face to visually establish the issue that the product aims to address. - 00:02–00:04 The creator introduces the Milk Makeup Hydro Grip 12-hour Gel Tint as a solution to cover her redness and shares that she is testing out the product. - 00:04–00:05 The creator applies the product to her face using a makeup brush. - 00:05–00:09 The creator shares her first impressions of the product, emphasizing its coverage and lightweight feel. - 00:09–00:14 The creator highlights that the product looks natural, has a dewy finish, and does not cling to dry patches. - 00:14–00:18 The creator transitions to show how the product looks in bright sunlight, emphasizing the fresh look it provides. - 00:18–00:19 The creator presents the product in front of the camera, stating that the product is 'blemish prone skin approved'.

# Ad summary A woman with a clear complexion reviews Milk Makeup's Hydro Grip Gel Tint. She demonstrates the product by applying it to her face with a brush. She states that the product is lightweight, hydrating, gives a glow, and is non-comedogenic. # Brand positioning Milk Makeup is presented as a high-quality, skincare-infused makeup brand, emphasizing natural beauty and healthy skin. The brand offers products that are not just for cosmetic enhancement, but also for skincare, as the gel tint is packed with ingredients like hyaluronic acid, niacinamide, and squalane. This positioning caters to consumers who prioritize skincare and prefer makeup that enhances rather than masks their natural complexion. The brand promotes the importance of skincare while offering makeup solutions that align with a lifestyle focused on skincare and natural beauty. # Product Milk Makeup's Hydro Grip Gel Tint is a lightweight gel formula designed to provide a dewy finish that won't fade or crease for up to 12 hours. It comes in 15 shades, with the ad demonstrator wearing shade 7. The tint is formulated to be an instant match to the user's skin tone and is ideal for those who prioritize skincare. Packed with hydrating ingredients such as hyaluronic acid, niacinamide, and squalane, the gel tint promises to glide on beautifully, providing a pretty glow. Additionally, the product is non-comedogenic and safe for sensitive and acne-prone skin. # Visual style The ad has a polished, natural aesthetic, resembling high-quality UGC content. The editing style includes a mix of static shots and quick cuts, keeping a consistent rhythm that syncs with the audio. Lighting is natural, enhancing the skin's glow and the product's dewy finish. The overall feel is bright and airy, creating an authentic and relatable vibe aimed at beauty-conscious viewers who value transparency and simplicity. # Hooks Spoken: Female 1: Is the Hydro Grip Gel Tint worth the hype? Text overlay: 00:00–00:01 / Is the Hydro Grip Gel Tint worth the hype? Visual: 00:00–00:02: Close up shot of a tube of Milk Makeup's Hydro Grip Gel Tint and its white box resting on a beige seat. The tube is a light blue with 'Milk Makeup' printed in black across the front. The seat is illuminated by sunlight streaming in from the right. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of searching for the perfect skin tint, as highlighted by the speaker when she says, "because I'm always on the hunt for the perfect skin tint." # Value propositions - Lasts for up to 12 hours - Perfect for those who prioritize skincare # Benefits - Lightweight gel formula glides on so beautifully. - Gives the prettiest glow # Features - Dewy finish - Won't fade or crease for up to 12 hours - Comes in 15 shades - Packed with hyaluronic acid - Packed with niacinamide - Packed with squalane - Lightweight gel formula - Non-comedogenic - Safe for sensitive and acne-prone skin # Call to action Get yours today! # Social proof - "It was an instant match" – Female 1 (Customer) - "Honestly, this is the skin tint I've been looking for." – Female 1 (Customer) # Point of view - Customer 100% – All content is communicated from the perspective of a real user reviewing the product. # Storyline - 00:00–00:01 A question is posed to the audience as to whether or not the product is worth the hype. This is intended to pull the audience in to see the answer. - 00:01–00:06 The creator states her excitement to finally try the product because she is always on the hunt for the perfect skin tint. This is intended to convey the idea that if you are also searching for the perfect skin tint, you should keep watching because the creator is likely going to find out whether or not this is it for herself. - 00:06–00:11 The creator states that the product leaves a dewy finish that won't fade or crease for up to 12 hours, is available in 15 shades, and that she is wearing shade 7. This is intended to inform the audience of the qualities of the product, the wide range of shades that it comes in, and also what shade they could purchase for themselves. The fact that the creator is wearing the shade lets the audience know that this will be demonstrated. - 00:11–00:21 The creator states that it was an instant match and that she is not a full-coverage foundation girly. She also states that she prioritizes skincare first, and so she loves that the product is packed with hyaluronic acid, niacinamide, and squalane. This is intended to communicate that it is a great match for a variety of skin tones, and that it is also a great product for people who prioritize skincare over makeup. - 00:21–00:28 The creator states that the product's lightweight gel formula glides on beautifully, is hydrating, gives the prettiest glow, is non-comedogenic, and is safe for sensitive and acne-prone skin. This is intended to communicate some additional qualities of the product. - 00:28–00:31 The creator states that the product is the skin tint she has been looking for. This is intended to close out the product review with a positive spin.

# Ad summary This ad showcases a woman applying a touch-up stick to her face. She applies the product to her face, specifically targeting the under-eye and cheek areas. The ad conveys the ease of use and portability of the product. # Brand positioning The brand presents itself as being a functional everyday makeup brand that can be used for a quick touch-up. The brand promotes functional simplicity and highlights the portability and ease of use of its products. This functional positioning makes the brand accessible and practical for everyday use. The brand aims to occupy a space in the consumer's mind as a practical and accessible makeup option. # Product This ad features a touch-up stick, a solid cream product in a stick format, similar to a lipstick tube, designed for easy and precise application. The product is targeted towards individuals seeking a convenient makeup option for on-the-go touch-ups. It can be applied to the under-eye area, cheeks, and other areas of the face needing coverage. The ad highlights its portability and ease of use. It addresses the need for quick and convenient makeup application for a polished look at any time. # Visual style The ad's aesthetic is polished, yet maintains a UGC feel with natural lighting. The editing style is straightforward, featuring simple cuts between product demonstration and a final pose. The pacing is moderate and steady, with cuts timed to the rhythm of the background music. Overall, the visual style aims to create a relatable and achievable beauty standard. # Hooks Visual: 00:00–00:02 The shot features a woman with curly hair, fair brown skin, wearing a one-shoulder blue top and multiple rings. She is holding a blue touch-up stick in her hands in front of a neutral wall. / 00:02–00:03 The shot focuses on her fingers turning the bottom of the stick, pushing the makeup product upwards. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is entirely from the perspective of a user demonstrating the product. # Storyline - 00:00–00:06 00:00–00:06 The woman begins by demonstrating the product, twisting the bottom of the stick to push the product upwards. - 00:06–00:22 00:06–00:22 She dabs the product under her eye, on her cheek, and then blends it into her skin with her finger. She repeats these dabs and blends on the other side of her face. The intention is to show the product in action and the ease of blending. - 00:22–00:26 00:22–00:26 The ad concludes with her posing for the camera. This showcases the final look after using the touch-up stick, implying a polished and confident appearance.

# Ad summary This ad promotes the Milk Makeup Hydro Grip 12 Hour Wear Gel Concealer. A creator demonstrates how to apply the concealer and highlights the features and benefits of the product. # Brand positioning Milk Makeup is presented as a modern, innovative beauty brand, aligning with a youthful and active lifestyle. The brand focuses on simplicity and ease of use, offering functional products that fit seamlessly into a daily routine. The brand appears to ignore category norms by packaging a concealer in stick form versus liquid or cream, emphasizing functional product design. # Product The featured product is the Milk Makeup Hydro Grip 12 Hour Wear Gel Concealer, packaged in a twist-up stick form. It claims to be easy to apply, offering buildable coverage, which can be controlled. Its gel-to-cream technology ensures a smooth texture and lightweight feel upon application. The concealer is designed to last up to 12 hours without creasing or settling, so the user does not have to think about their concealer throughout the day. It is for everyday use and fits in a makeup bag for on-the-go application. # Visual style The ad has a polished UGC aesthetic, as it is shot in a well-lit environment, with a clean background. The editing style features static shots and smooth transitions, contributing to a professional feel. The pacing is consistent, maintaining a moderate rhythm to keep viewers engaged without feeling rushed. The production quality balances a genuine, user-generated feel with a polished presentation. # Hooks Spoken: 00:00–00:02 This is the easiest concealer I've applied in a long time. Text overlay: 00:00–00:02 This is the easiest concealer / 00:01–00:02 I've applied in a long time. Visual: 00:00–00:02 The shot is chest-up, with a fair-skinned female holding a small blue stick of Milk Makeup Hydro Grip Concealer in her hands. She is centered in the frame, smiling, with shoulder-length dark hair and an olive green tank top. Behind her is a gray wall, a makeup table with a lighted mirror, and a gray closet. The camera is stable. # Funnel stage Consideration # Pain points The primary frustration addressed is the need for a long-lasting concealer that doesn't require touch-ups or constant monitoring throughout the day: "I don't want to be thinking about my concealer during the day." # Value propositions - Control how much coverage you want - Don't want to be thinking about my concealer during the day # Benefits - Smooth texture - Lightweight feel - Blends super fast - Lasts up to 12 hours without creasing or settling # Features - Gel-to-cream technology - Easy to apply - Buildable coverage - Click-up stick # Call to action None used. # Social proof - "This is the easiest concealer I've applied in a long time" – Female 1 (Creator) - "The Hydro Grip Gel Concealer is definitely living in my everyday makeup bag!" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a beauty creator testing the product, communicating through a casual, testimonial tone. # Storyline - 00:00–00:07 00:00–00:07 The creator introduces the Milk Makeup Hydro Grip 12 Hour Wear Gel Concealer, calling it the easiest concealer she's applied in a long time. Her tone is enthusiastic. The audience experiences the ad from the creator's POV. - 00:07–00:13 00:07–00:13 She demonstrates how to use the concealer by clicking it up and swiping it on, noting that you can control how much coverage you want. The audience continues to see the product in use from the creator's POV. - 00:13–00:18 00:13–00:18 The creator highlights the smooth texture due to the gel-to-cream technology. The audience is hearing the creator's POV, focusing on the product's feel. - 00:18–00:22 00:18–00:22 She blends the concealer with a brush, emphasizing that it blends super fast and is lightweight, but can be built up if desired. The audience is getting product benefits and still seeing product in use from the creator's POV. - 00:23–00:28 00:23–00:28 The creator does a side-by-side comparison, showing the side of her face without concealer and the side with concealer. Her enthusiastic tone and close proximity to the camera makes the comparison feel relatable. - 00:28–00:32 00:28–00:32 The creator explains that she just finished the rest of her makeup and says her skin is looking amazing. The audience sees the finished look. - 00:33–00:46 00:33–00:46 The creator reiterates that the product is meant to last up to 12 hours without creasing or settling. She states that she appreciates this, because she doesn't want to be thinking about her concealer during the day. She closes out by saying that the Hydro Grip Gel Concealer is definitely living in her everyday makeup bag. The audience experiences a concise summary and sees the product highlighted from the creator's POV.

# Ad summary This ad showcases Milk Makeup's Jelly Shimmer highlighter sticks, highlighting their bouncy texture, cooling effect, glitter-free formula, natural ingredients, and non-irritating/non-comedogenic properties. The ad features close-up shots of the product and its application, with text overlays emphasizing key features and benefits. # Brand positioning Milk Makeup is presented as a modern, innovative brand focused on creating high-performance makeup and skincare hybrids. The brand emphasizes a clean, minimalist aesthetic with a focus on natural, non-irritating, and non-comedogenic ingredients. Milk Makeup positions itself as a brand that combines skincare benefits with makeup, offering a functional and skin-friendly approach to beauty. The brand aligns with a youthful, health-conscious lifestyle, appealing to consumers who want effective products without compromising skin health or ethical standards. # Product The advertised product is Milk Makeup's Jelly Shimmer, a highlighter stick with a bouncy, cooling jelly texture. It's designed to provide a shimmering effect without using glitter, featuring color-flipping pearls for a unique glow. The formula is highlighted as 90% natural, non-irritating, and non-comedogenic, making it suitable for sensitive skin. The product aims to supercharge skincare by combining makeup with beneficial ingredients, addressing the need for makeup that doesn't harm the skin. It is shown being applied directly to the face to highlight features. The ad emphasizes the glitter-free, natural, and skin-friendly aspects of the highlighter. # Visual style The ad features a clean and bright aesthetic, with a focus on showcasing the product's texture and shimmer. The editing style uses quick cuts to transition between shots, keeping the pacing fast and engaging. The production quality appears polished, giving it a commercial feel. The visual motifs include extreme close-ups of the product and its application, emphasizing key features and benefits. The pacing is consistent, maintaining a modern and dynamic feel. # Hooks Text overlay: 00:00–00:01 / New! Milk Makeup Jelly Shimmer Visual: 00:00–00:01: Two Milk Makeup Jelly Shimmer sticks sit on a white countertop in front of a brightly lit mirror. The packaging is minimalist, with a white tube and silver lettering. The camera is static and close-up, highlighting the product's appearance. # Funnel stage Consideration # Pain points The ad addresses the pain point of makeup causing irritation and breakouts, particularly for those with sensitive skin. # Value propositions - Skincare supercharged: Combines makeup with skincare, offering a product that is both cosmetic and beneficial for the skin. - 90% natural, non-irritating, non-comedogenic: Addresses concerns about makeup causing skin issues, offering a gentle, natural alternative. # Benefits - Highlights skin - Skincare supercharged - Suitable for sensitive skin # Features - Bouncy, cooling jelly texture - Glitter-free formula - Colour flipping pearls - 90% natural - Non-irritating - Non-comedogenic # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official brand perspective, showcasing product features and benefits with a polished, promotional tone. # Storyline - 00:00–00:01 The ad begins with a static close-up shot of two Milk Makeup Jelly Shimmer sticks, showcasing their packaging and introducing the product. - 00:01–00:05 The ad transitions to a close-up of the product with the cap removed to show the texture and shimmer of the highlighter. This moment is intended to highlight the product’s unique bouncy jelly texture. - 00:05–00:09 The ad shows the highlighter being applied to the model's face, focusing on how easily it glides onto the skin. This is meant to demonstrate its ease of use and blendability. - 00:09–00:10 Close-up shot of the highlighter applied on the model's face, showcasing the shimmer and glow it provides. This is intended to highlight the cosmetic benefit of using the product. - 00:10–00:14 A different color of the Milk Makeup Jelly Shimmer is shown, focusing on its glitter-free color-flipping pearls. This extends the product line and emphasizes the unique qualities. - 00:15–00:17 The ad shows the second color of the highlighter stick being applied to the model’s face, reinforcing ease of application and effect on the face. - 00:17–00:18 Close-up of the highlighter applied to the model's face, showcasing the shimmer and glow, finishing the ad with a view of the final result.

# Ad summary The ad showcases Milk Makeup's new Jelly Shimmer, emphasizing its multidimensional sparkle, microplastic-free pearls, and skin-friendly properties in a sleek, fast-paced video. The ad features diverse models applying the product, highlighting its ease of use and vibrant effect. # Brand positioning Milk Makeup is presented as a modern, conscious beauty brand that emphasizes fun and effortless self-expression through makeup. The brand positions itself as forward-thinking by formulating products with microplastic-free pearls and skin-friendly ingredients. Milk Makeup seems to push against traditional beauty norms by promoting a simplified beauty routine with products suitable for on-the-go application. The brand aligns with a lifestyle of inclusivity, creativity, and mindful beauty, focusing on functional benefits like ease of use and skin health alongside emotional appeals such as self-expression and confidence. # Product The featured product is Milk Makeup's new Jelly Shimmer, a shimmering makeup stick designed to add multidimensional sparkle to the face and lips. It is formulated with microplastic-free pearls and skin-friendly ingredients, making it non-comedogenic and suitable for all skin types. The Jelly Shimmer is showcased as an easy-to-use product that can be applied directly to the skin for a vibrant, shimmery effect. The ad implies that this product can enhance natural beauty with a subtle, dewy glow, as well as create a more dramatic, statement look. # Visual style The ad has a sleek and modern aesthetic with quick cuts, dynamic transitions, and close-up shots that highlight the product’s shimmer and texture. The production quality appears polished with a focus on showcasing the makeup's vibrant effect and the models’ diverse skin tones. The editing rhythm is fast-paced, creating a sense of energy and excitement. Cuts and text overlays are timed to the music, enhancing the ad's overall impact. # Hooks Text overlay: new / jelly shimmer Visual: 00:00–00:01 A medium close-up shot shows a model with tan skin holding a white Milk Makeup product. The background is a solid black. The model has pink lipstick and silver shimmer on her eyelids. / 00:01–00:01 A close-up shot shows a model with dark skin applying the Milk Makeup Jelly Shimmer to her cheek. The background is black. The model is wearing silver dangling earrings and has purple eyeshadow. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that consumers seek makeup that is both visually appealing and environmentally responsible, addressing the concern about microplastics in beauty products. # Value propositions - Achieve multidimensional sparkle with a skin-friendly, non-comedogenic formula that’s packed with skincare benefits. # Benefits - Adds shimmer - Provides a glow - Easy to apply # Features - Multidimensional sparkle - Microplastic-free pearls - Non-comedogenic - Packed with skincare # Call to action shop now at sephora # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the customer's point of view, showcasing product application and results on diverse models. # Storyline - 00:00–00:01 The ad opens by showcasing the Jelly Shimmer stick held by a model, setting the stage for a makeup demonstration. - 00:01–00:02 The ad cuts to a model applying the Jelly Shimmer to her cheek, highlighting the product's texture and shimmer. - 00:02–00:03 A close-up shot shows the Jelly Shimmer stick and the model's face, reinforcing the product's ease of application. - 00:03–00:04 The ad features another model applying the shimmer stick to their cheek, showcasing the product's multidimensional sparkle. - 00:04–00:05 The ad switches to a model applying the Jelly Shimmer to her lips, indicating the product's versatility. - 00:05–00:07 The ad shifts to a model applying the Jelly Shimmer, this time emphasizing its microplastic-free pearl composition. - 00:07–00:09 A close-up shot demonstrates the shimmer's finish on another model, highlighting its skin-friendly features and non-comedogenic properties. - 00:09–00:10 The ad presents the tagline “shimmer.glow.go.” summarizing the product's benefits of easy application. - 00:10–00:11 The ad returns to the model applying the shimmer stick to her cheek, showcasing the product's texture and shimmer. - 00:11–00:12 A close-up shot demonstrates the shimmer's finish on another model, highlighting its skin-friendly features. - 00:12–00:13 The ad shows another model applying the Jelly Shimmer to her lips, indicating the product's versatility. - 00:13–00:14 The ad displays a call to action and brand logo, urging viewers to purchase the product at Sephora.

# Ad summary This ad showcases Milk Makeup's Hydro Grip 12-Hour Gel Tint, emphasizing its flexible shades and second-skin finish. The layout features multiple product tubes and swatches against a clean white background. # Brand positioning Milk Makeup is presented as a modern, innovative brand focused on creating high-performance makeup solutions. The brand emphasizes simplicity and effectiveness, offering products that seamlessly integrate into the user's routine. With a focus on functional benefits like long wear and a natural finish, Milk Makeup positions itself as a go-to for consumers seeking reliable and easy-to-use beauty products. The brand seems to ignore traditional beauty norms by focusing on a clean, minimalist aesthetic and a straightforward approach to product claims. # Product The featured product is Milk Makeup's Hydro Grip 12-Hour Gel Tint, a makeup product designed to provide a long-lasting, natural-looking finish. It is available in 15 flexible shades, promising a second-skin effect. The gel tint is packaged in a blue tube with the brand and product names prominently displayed. The product aims to address the need for a reliable, long-wearing tint that feels comfortable on the skin, offering a solution for those seeking a natural yet lasting makeup look. # Visual style The ad features a clean, minimalist aesthetic with a focus on product visibility. The production quality is high, with studio-shot lighting and a bright, white background. The visual motif is a grid layout, with the product tubes and swatches arranged in neat rows. The image treatment includes background removal and color grading to enhance the product's colors. The typography is large and bold, making it easily scannable in-feed. # Hooks Headline: HYDRO GRIP 12-HOUR GEL TINT # Funnel stage Consideration # Pain points None used. # Value propositions - 12-Hour Gel Tint: Provides long-lasting wear for all-day confidence. - 15 Flexible Shades: Offers a versatile range to match various skin tones. - Second-Skin Finish: Delivers a natural look that feels comfortable on the skin. # Benefits - Long-lasting wear - Versatile shade range - Natural-looking finish # Features - 12-Hour Gel Tint - 15 Flexible Shades - Second-Skin Finish # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features and benefits. # Storyline - The ad opens by highlighting the product name and key features, such as 'HYDRO GRIP 12-HOUR GEL TINT,' immediately informing the audience of the product's purpose and primary benefit. The brand is telling the audience what the product is and what it does. - Next, the ad emphasizes the variety of shades available ('15 FLEXIBLE SHADES. SECOND-SKIN FINISH.'), showcasing the product's versatility and natural look. The brand is telling the audience about the product's range and finish. - The ad concludes with a display of the product tubes and swatches, reinforcing the brand's visual identity and product range. The brand is visually reinforcing the product and its availability.

# Ad summary A woman applies Milk Makeup's Hydro Grip 12-hour Gel Concealer to her face, remarking how smooth and natural-looking the product appears. # Brand positioning Milk Makeup positions itself as a brand focused on creating products that enhance natural beauty. The brand seems to embrace individuality, as the ad specifically highlights a freckled woman. Milk Makeup creates products that are easy to apply, with a natural looking finish. The brand aims to provide a simplified, modern approach to makeup. # Product The Milk Makeup Hydro Grip 12-hour Gel Concealer is advertised as a long-wearing, gel-based concealer that provides natural-looking coverage. The product is applied directly from the stick. The product is presented as suitable for daily use and designed to even out skin tone while allowing natural features like freckles to shine through. The concealer blends smoothly and looks like the user's own skin, but better. The concealer lasts all day with no creasing and is packaged in a sky-blue tube with bold white lettering. # Visual style The ad has a natural, unfiltered aesthetic, resembling UGC content. The lighting is soft and natural, enhancing the skin's texture. The editing consists of simple cuts with a moderate pace, around 8 cuts per minute, which keeps the focus on the product demonstration. # Hooks Spoken: Female 1: I finally found the perfect concealer Text overlay: I finally found the perfect concealer / with the perfect coverage for my freckles. Visual: 00:00–00:02: A close up shot of a fair-skinned woman with red hair and freckles. She is wearing a light blue sweater. She is holding a light blue concealer tube, which she presents to the camera. / 00:02–00:04: A very close up shot of the light blue concealer tube. The woman's face is out of focus in the background. The text on the tube reads 'MILK MAKEUP'. # Funnel stage Consideration # Pain points Finding a concealer that provides coverage without completely hiding natural features like freckles, and also lasts all day without creasing. # Value propositions - The Milk Makeup Hydro Grip 12-hour Gel Concealer lasts all day with no creases for glowing skin. # Benefits - Perfect coverage - Blended out so smooth with such a natural-looking finish - Lasted all day - No creases - Glowing skin # Features - Hydro Grip 12-hour Gel Concealer # Call to action None used. # Social proof - "I finally found the perfect concealer with the perfect coverage for my freckles" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a customer/creator sharing their personal experience with the product. # Storyline - 00:00–00:04 The video begins with a woman talking about finding the perfect concealer to cover her freckles. - 00:04–00:09 Next, she applies Milk Makeup's new Hydro Grip 12-hour Gel Concealer under her eye. - 00:09–00:14 She emphasizes the product blends out smoothly and gives a natural-looking finish, looking like her own skin but better. - 00:14–00:17 She demonstrates the product’s ability to provide just the right amount of coverage while still allowing her freckles to show. - 00:17–00:23 She tells the viewer that the best part is that it lasts all day, with no creases, for glowing skin.

# Ad summary A woman shows off Milk Makeup's new Hydro Grip 12-Hour Gel Concealer in a short-form video, demonstrating its easy application and natural-looking coverage. # Brand positioning Milk Makeup is presented as a purveyor of effortless beauty solutions. The brand is positioned for consumers seeking fuss-free routines that deliver natural, skin-like results. Milk Makeup rejects the complexity of traditional makeup application, opting instead for products that are easy to apply and blend, aligning with a minimalist approach to beauty. # Product Milk Makeup's Hydro Grip 12-Hour Gel Concealer is advertised as an easy-to-use solution for achieving a natural, flawless complexion. The product comes in a stick format and promises effortless application with minimal blending required. Its gel formula is designed to melt seamlessly into the skin. A primary selling point is its long-lasting wear, providing coverage for up to 12 hours. The concealer is marketed as providing a natural, skin-like finish that feels weightless on the skin. # Visual style The ad has a clean, polished aesthetic, typical of beauty content on social media. The editing is simple, with mostly static shots and smooth transitions. The production quality feels like a hybrid of UGC and commercial. The pacing is moderate, with shots held long enough to register details. # Hooks Spoken: 00:00–00:02 When I say effortless makeup, this is what I mean. Text overlay: 00:01–00:02 "effortless makeup" Visual: 00:00–00:02 Close-up of a woman with long, dark hair, wearing a beige sweater, applying product to her forehead with her fingertips. She is centered in the frame against a white background. # Funnel stage Consideration # Pain points The ad speaks to the frustration of makeup feeling heavy or requiring extensive blending, as well as the need for long-lasting coverage. "It leaves this natural, skin-like finish that feels like I have nothing on." # Value propositions - Effortless makeup that doesn't feel heavy on the skin. - A 12-hour wear concealer that provides a flawless natural finish. # Benefits - Effortless makeup - Glides on so easily - I barely even need to blend - Formula just melts right into my skin - Natural, skin-like finish - Feels like I have nothing on - Skin immediately looks better - Lasts up to 12 hours # Features - Hydro Grip 12-Hour Gel Concealer # Call to action None used. # Social proof - "This is definitely my new go-to." – Female 1 (Customer) # Point of view - Customer 100% – Ad is presented from the perspective of a customer sharing their experience with the product. # Storyline - 00:00–00:02 00:00–00:02 The video begins with the woman touching her face and stating, "When I say effortless makeup, this is what I mean," indicating that what's to follow will exemplify simple beauty. - 00:02–00:06 00:02–00:06 The woman holds up Milk Makeup’s new Hydro Grip 12-Hour Gel Concealer, introducing the product as the embodiment of effortless makeup. - 00:06–00:08 00:06–00:08 She states that the product is a dream, suggesting a positive, almost magical experience with the product. - 00:08–00:14 00:08–00:14 She applies the concealer to her undereye, noting how easily it glides on and blends into her skin, which she says is due to the formula. The audience is experiencing the product through her actions and comments. - 00:14–00:16 00:14–00:16 She tells the audience the color match is perfect, offering a product claim about shade range. - 00:16–00:21 00:16–00:21 She applies the product to her cheek, emphasizing the concealer provides a natural, skin-like finish that feels weightless. - 00:21–00:26 00:21–00:26 She claims her skin looks immediately better and states the product lasts up to 12 hours, reiterating a key benefit. - 00:26–00:28 00:26–00:28 She concludes that this is her new go-to, which implies the product has earned her long-term loyalty and approval.

# Ad summary A woman shares the Milk Makeup Hydro Grip Gel Concealer. She demonstrates the coverage of the concealer in shade 04, comparing her skin with and without the product. # Brand positioning Milk Makeup is positioned as an innovative and trend-forward beauty brand that delivers effective, high-quality products. It appears that Milk Makeup seeks to occupy a space in the beauty market that embraces both functional performance and emotional appeal. The brand seems to push against traditional norms of makeup application with their product application through simple stick designs, focusing on simplicity and ease of use. # Product The Milk Makeup Hydro Grip Gel Concealer is a lightweight, cream-gel stick concealer that promises up to 12 hours of natural, luminous coverage. It features a blendable formula enriched with skincare actives such as hyaluronic acid and squalane. It is designed to conceal dark circles, imperfections, and redness, providing an even, fresh, and well-rested complexion. The concealer comes in a stick format and is available in 25 different shades, including shade 04. The stick design is seemingly at odds with this product type, but this is a challenge the product has overcome and now the creator loves it. # Visual style The overall aesthetic of the ad feels natural and casual. The editing style features quick cuts and a conversational tone, indicative of a UGC feel. The production quality seems to be a hybrid, leaning towards a polished commercial but maintaining the authenticity of user-generated content. The ad maintains a consistent pacing. # Hooks Spoken: Pas de makeup et fond de teint, je vais appliquer ce gel teinté de chez makeup. Visual: 00:00–00:04: A woman with fair skin, dark curly hair with a patterned headband is centered in the frame. She wears a casual brown t-shirt. Her face is partially made up. To the left of the frame, a rack of shelves is visible. In the bottom right corner of the frame, a second smaller frame shows the same woman with dark, wavy hair, a brown turtle neck, and a face with no makeup. # Funnel stage Consideration # Pain points The central pain point is having dark circles and imperfections on the face, which can make someone appear tired and not well-rested. "J'ai un teint pas reposé du tout hein. J'ai des cernes visibles violacé, plus crê que fouille archéologique." # Value propositions - Lightweight coverage that can cover your sins - Easy to apply # Benefits - Even, fresh, and well-rested complexion - Conceals dark circles - Conceals imperfections - Conceals redness - Provides up to 12 hours of natural, luminous coverage # Features - Gel formula - Stick format - Available in 25 shades - Contains active ingredients like hyaluronic acid and squalane. # Call to action Courez acheter cette anti-cerne de chez Milk Makeup. # Social proof - The product is described as a favorite concealer of the creator: "Je pense que j'ai trouvé l'un de mes anti-cernes préférés de tous les temps" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of a user who has experience using Milk Makeup products. # Storyline - 00:00–00:04 The creator introduces herself and explains that instead of makeup or foundation, she will be using a tinted gel from 'Shehlib Makeup'. - 00:04–00:09 00:04–00:09 The creator switches to talking about blush and explains that she's going to apply a blush from "Shehlib Makeup" that reacts to the pH of the skin. - 00:09–00:10 00:09–00:10 The creator talks about finishing her face with two blushes from "Shehlib". - 00:11–00:16 00:11–00:16 The creator reveals her affection for Milk Makeup, clarifying that 'Shehlib Makeup' is actually her pet name for the brand Milk Makeup. - 00:16–00:24 00:16–00:24 The creator shares her love for the Milk Makeup blushes, Hydro Grip line, and the extension of the Hydro Grip line. - 00:24–00:28 00:24–00:28 The creator shares that she was excited to see Milk Makeup release the new Hydro Grip Gel Concealer. - 00:28–00:34 00:28–00:34 The creator describes the Hydro Grip Gel Concealer as an ultra-light cream-gel concealer. - 00:35–00:40 00:35–00:40 She states that it promises up to 12 hours of natural and luminous coverage, blending seamlessly into the skin. - 00:40–00:44 00:40–00:44 The creator admits she was initially skeptical of the stick format of the concealer. - 00:44–00:55 00:44–00:55 She demonstrates the concealer on her hand and shares how the formula, enriched with active ingredients like hyaluronic acid and squalane, helps to conceal dark circles, imperfections, and redness. - 00:55–01:02 00:55–01:02 The creator reveals that she currently has a 'not-rested' face that includes visible and violet circles as a result of a restless night. - 01:02–01:06 01:02–01:06 She points out redness around her nose and visible spots. - 01:07–01:11 01:07–01:11 The creator shares that she plans to demonstrate the effectiveness and subtlety of the product. - 01:11–01:15 01:11–01:15 She applies the product, explaining that she applies it to the circles under her eyes and then to the rest of her face. - 01:16–01:21 01:16–01:21 The creator proceeds to blend the concealer with a makeup brush. - 01:21–01:28 01:21–01:28 The creator asks "what circles were we talking about?" - 01:29–01:33 01:29–01:33 She blends the product over her skin, stating that it fades her red spots and is easy to apply. - 01:34–01:45 01:34–01:45 The creator claims to be 'obsessed' with the concealer and shares that she is using shade 04. She shows her face with and without the product. - 01:46–01:49 01:46–01:49 With the Hydro Grip Gel Concealer (vs. without), the creator emphasizes the difference between both sides of her face. - 01:50–01:53 01:50–01:53 The creator explains that the product is easy to apply. - 01:54–01:59 01:54–01:59 The creator finishes off the video by presenting both sides of her face, emphasizing how her dark circles are now covered. - 02:00–02:03 02:00–02:03 She describes her circles as now more luminous than her future. - 02:03–02:11 02:03–02:11 The creator says she has found one of her favorite concealers of all time. - 02:11–02:23 02:11–02:23 The creator then implores the viewer to run and go purchase the concealer from Milk Makeup and that is "validated with validation validated."

# Ad summary A woman shares her love for Milk Makeup's Hydro Grip gel concealer. She highlights the ease of application, hydrating ingredients, and how it makes her skin look without sitting in her fine lines. # Brand positioning Milk Makeup is presented as a modern, skincare-infused makeup brand that prioritizes ease of use. The focus is on simple, effective products with clean ingredients. The brand clearly aligns with a minimalist approach to beauty, focusing on enhancing natural features rather than masking them. By incorporating skincare elements like hyaluronic acid and agave, Milk Makeup positions itself as a brand that cares about skin health while providing cosmetic benefits. The ad does not compare Milk Makeup to competitors, but it carves out a space as a skincare-makeup hybrid designed for those who want a natural look without time-consuming routines. The brand's positioning is both functional (easy, quick application) and emotional (natural, healthy-looking skin). # Product The featured product is Milk Makeup's Hydro Grip Gel Concealer, a click-up concealer stick available in 25 shades. According to the ad, it includes ingredients such as peptides, triple hyaluronic acid, blue agave, squalene, aloe butter, and optical pigments. The concealer is designed for anyone seeking instant brightening and a natural finish. It is applied by clicking up the stick, sliding it onto the desired areas (such as under the eyes), and blending it in, either with fingers or other makeup tools. The unique selling points conveyed include the hydrating skincare ingredients, easy application, and the concealer's ability to avoid settling into fine lines. It is intended for everyday use and delivers a five-minute face by combining skincare and concealer. It addresses the purchase barrier of concealers settling into older, crepey skin. # Visual style The ad has a UGC feel, with simple framing and natural lighting. The cuts are quick but deliberate, and the pacing is consistent, supporting the casual, genuine tone of the woman’s testimonial. The overall aesthetic is clean and approachable. The camera is stationary for the majority of the video. # Hooks Spoken: Female 1: [Whispering] Shh, I've got a secret. Visual: 00:00–00:01: Close-up shot of a woman with fair skin and blonde shoulder-length hair. She has a black ribbed shirt. She smiles, puts her finger to her lips and smiles. # Funnel stage Consideration # Pain points The pain point is concealers settling into older, crepey skin and fine lines. The woman states that the product "doesn't sit in my older, crepey skin and fine lines." # Value propositions - The combination of skincare ingredients with concealer in click-up stick provides 'five-minute face' by combining skincare and concealer. # Benefits - Gives you instant brightening - Doesn't sit in my older, crepey skin and fine lines # Features - Click-up concealer stick - Available in 25 shades - Contains peptides - Contains triple hyaluronic acid - Contains blue agave - Contains squalene and aloe butter - Contains optical pigments # Call to action None used. # Social proof - "Can I introduce you to the best concealer I have tried in about a decade as a beauty editor?" – Female 1 (Beauty editor) - "It is the greatest concealer I've used for at least a decade. I love it" – Female 1 (Beauty editor) # Point of view - Customer 100% – The entire video is delivered from the perspective of a beauty editor who is using and reviewing the product. # Storyline - 00:00–00:01 The video begins with a woman putting her finger to her lips as if telling a secret. - 00:01–00:06 00:01–00:06 She introduces the product as the best concealer she has tried in a decade as a beauty editor. This sets the stage for the product reveal and positions the creator as an authority. - 00:06–00:07 00:06–00:07 She shows Milk Makeup Hydro Grip Gel Concealer. - 00:07–00:18 00:07–00:18 The woman clicks the product up and demonstrates the application of the concealer under her eye, highlighting the unique and hydrating feel of the formula. This provides a direct demo for the viewer. - 00:18–00:24 00:18–00:24 Product ingredient benefits are highlighted. - 00:24–00:36 00:24–00:36 She applies the concealer to the rest of her face, using her fingers to blend. This emphasizes the ease of use and practicality. - 00:36–00:40 00:36–00:40 The woman shows the finished look, describing her skin as being free of imperfections. This communicates the key benefit of the product. - 00:40–00:47 00:40–00:47 She explains the concealer does not sit in her older, crepey skin and fine lines, an element that will resonate with older consumers. - 00:47–00:59 00:47–00:59 The woman displays a five-minute makeup routine, then displays two Milk Makeup Hydro Grip Gel Concealers. She describes it as click, care, and conceal. - 00:59–01:00 00:59–01:00 She emphasizes how much she loves the product.

# Ad summary This ad features a creator reviewing and demonstrating Milk Makeup's Hydro Grip Gel Concealer. She begins by saying that the power of concealer is real, and introducing the product. She applies two shades to brighten her undereye area, blending with a brush. She shares the results of her finished makeup look, emphasizing how natural the concealer looks, and that she loves it. # Brand positioning Milk Makeup is presented as a brand that creates innovative, high-performing products designed to enhance natural beauty with minimal effort. The brand values inclusivity and accessibility, as evidenced by its wide range of shades and user-friendly product formats. Milk Makeup is known for its dewy, natural finish, and their products appear to be versatile, suitable for both everyday use and more polished looks. The brand emphasizes skincare benefits within its makeup offerings, addressing concerns like dryness and fine lines while promoting a healthy, hydrated complexion. # Product The featured product is the Hydro Grip Gel Concealer by Milk Makeup, presented in stick format and packaged in a bright blue container with the brand name printed in a square grid pattern. It is available in a range of shades and is designed for all skin tones. The concealer is marketed as a product that provides a natural, dewy finish, offering a 'your skin but better' look that lasts up to 12 hours, as tested by the creator. It has a gel-to-cream formula that blends seamlessly, brightening the under-eye area and preventing dryness, caking, and settling into fine lines due to its added skincare benefits. The stick format allows for easy, precise application and is designed to make it easy to apply. # Visual style The ad has a polished UGC feel, with soft natural lighting and static shots. The editing is minimal, focusing on clear demonstrations and real-time application. The production quality is high, with the creator looking well-groomed and the setting clean and simple, giving it an authentic yet professional look. # Hooks Spoken: Female 1: The power of concealer is real Text overlay: The power of concealer is real Visual: 00:00–00:01: A medium close-up shot of a woman with tan skin, dark hair, and wearing a brown shirt. She is looking directly at the camera with a neutral expression. She holds up her index finger and moves it slightly. / 00:01–00:02: The same woman now holds a blue stick-type product in her hand. The product has white block lettering that spells out Milk. # Funnel stage Consideration # Pain points The concealer helps prevent settling into fine lines. # Value propositions - Natural finish: The concealer is described as looking like 'my skin but better,' offering a natural, enhanced look. - Long-lasting wear: The concealer lasts for hours - Skin care benefits: The product is also packed with skin care and protects the skin barrier to prevent dryness and caking which is going to help prevent it from settling into fine lines # Benefits - It blends like an absolute dream - It's like my skin but better and it's so natural - It lasts for hours - Packed with skincare - Protects the skin barrier to prevent dryness and caking which is going to help prevent it from settling into fine lines # Features - Gel to cream formula - Stick applicator # Call to action None used. # Social proof - It lasts for hours. I'm talking like 12 hours tried and tested. # Point of view - Customer 100% – The entire ad is from the POV of a customer reviewing the product. # Storyline - 00:00–00:08 The creator begins by stating the importance of concealer and introduces Milk's Hydro Grip Gel Concealer as a product she believes in. - 00:08–00:11 She mentions that the concealer is great for 'dewy lovers,' positioning it for customers who prefer a radiant makeup look. - 00:11–00:16 The creator notes that she has completed most of her base makeup but wants to brighten her under-eye area. - 00:16–00:24 She grabs the concealer, states the shade she will be using first, and demonstrates how to apply and blend it with a brush. - 00:24–00:27 The creator says that the formula is gel to cream. - 00:27–00:35 She applies a lighter shade to further brighten the area, mentioning its specific shade number and stating that she always uses two concealer shades. - 00:35–00:46 The creator emphasizes how natural the finish is, as well as its long-wearing quality and skin-caring properties. - 00:46–00:53 She highlights the product's ability to prevent settling into fine lines, which she personally struggles with, then connects that problem to the hydrating qualities of this concealer. - 00:54–01:00 The creator shares her finished makeup look, asking for viewer feedback and expressing her love for the product, creating an inclusive feel by asking 'what do we think?'

# Ad summary This ad promotes Milk Makeup's various beauty products. The ad shows many different people applying different makeup products to their faces, as well as some behind-the-scenes clips of a professional photoshoot. The ad also shows a sale happening, with the text “FRIENDS + FAMILY SALE” displayed. # Brand positioning Milk Makeup is presented as a modern and inclusive brand that defies traditional beauty standards. The brand embraces diversity by featuring people of various ages, races, and gender presentations. Milk Makeup positions itself as a brand that is easy to use by showing makeup application in real-time and in a casual setting. The products shown are versatile, and can work for many different people. The brand's tone is youthful, edgy, and relatable, aligning with a lifestyle that values self-expression. # Product The ad showcases various Milk Makeup products. One is a highlighting liquid in a clear rectangular container with a pump, which is used on the face to create a dewy glow. Also featured is a black mascara in a green container, applied to the upper lashes for definition. There is a white brow gel in a white container with “KUSH VOLUME” written on the product, which is used to fluff up the brow hairs. Also shown is a small black tube that resembles a lip and cheek balm. The products are shown in the context of professional photoshoots and people applying them in their own homes, highlighting ease of use. All products are presented as being easy to apply and suitable for everyday wear. # Visual style The ad has a modern and trendy aesthetic. The editing style is quick with many cuts per minute, and the production quality is high with a polished commercial feel. The fast pacing keeps the energy high. The visuals sync to the music beat. The visuals used are a mix of casual, in-home makeup applications as well as behind-the-scenes shots of professional photoshoots, creating a dynamic view of the brand. # Hooks Text overlay: 00:00–00:12: FRIENDS + FAMILY / 00:00–00:12: 25% OFF $50+ / 00:00–00:12: FREE GIFT WITH $75+ PURCHASE / 00:00–00:12: SALE Visual: 00:00–00:01: Close up shot of a fair-skinned person with brown hair getting some kind of liquid sprayed onto their face. The person is wearing a light brown shirt. / 00:01–00:02: Close up shot of a fair-skinned person holding a clear rectangular container with a pump between their fingers, face partially visible in the background. The liquid in the container is gold and shimmery. / 00:02–00:03: A dark-skinned woman with dark hair wearing a white collared shirt holds a small black tube between her fingers. She is looking at the camera. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of finding makeup products that are easy to use and suitable for everyday wear. # Value propositions - All products are presented as being easy to apply and suitable for everyday wear. - Products are shown in the context of professional photoshoots and people applying them in their own homes, highlighting ease of use. # Benefits - Products create a dewy glow - Mascara defines upper lashes - Brow gel fluffs up brow hairs - Suitable for everyday wear # Features - Highlighting liquid in a clear rectangular container - Black mascara in a green container - White brow gel in a white container - Small black tube that resembles a lip and cheek balm # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – The ad features several makeup applications and people using the product, giving off a casual and approachable vibe. - Brand 20% – The brand displays its logo on screen. # Storyline - 00:00–00:01 The ad opens with a close-up of a woman's face as a liquid is sprayed onto her face, indicating the start of a makeup routine. - 00:01–00:02 00:01–00:02: The camera focuses on a woman holding a Milk Makeup product in a clear bottle, showing the product itself. - 00:02–00:03 00:02–00:03: A different woman is holding a small black Milk Makeup product between her fingers. - 00:03–00:04 00:03–00:04: Someone applies mascara to the top lashes of another person. This shot continues to highlight the product in use. - 00:04–00:05 00:04–00:05: A Black woman in a denim jacket poses in front of a white backdrop during a professional photoshoot. - 00:05–00:06 00:05–00:06: A person uses a makeup brush on another person's face, again highlighting the application of the product. - 00:06–00:07 00:06–00:07: Someone applies a product on another person's face using a makeup brush. - 00:07–00:08 00:07–00:08: A close-up of a hand opening a white container of Milk Makeup brow gel. - 00:08–00:09 00:08–00:09: A person holds a tube of brow gel and the applicator to the camera, displaying the product. - 00:09–00:10 00:09–00:10: Someone applies mascara to another person's upper lashes. - 00:10–00:11 00:10–00:11: A person twists the cap onto a green tube of mascara. - 00:11–00:12 00:11–00:12: Behind-the-scenes shot of someone filming a model in front of a white backdrop. - 00:12–00:14 00:12–00:14: The Milk Makeup logo appears on a black screen.

# Ad summary An image ad for Milk Makeup's Friends + Family sale event, offering discounts and a free gift with purchase. # Brand positioning Milk Makeup is presented as a modern and youthful brand. The clean and minimalist packaging, combined with the bold logo, suggests a focus on simplicity and effectiveness in beauty. Milk Makeup aligns with a lifestyle of effortless cool, aiming to be a go-to choice for those who value quality and simplicity in their routine. The focus on discounts indicates a value for accessibility. # Product The featured product is Milk Makeup's bronzer stick, a cylindrical solid bronzer in a black tube with white "MILK MAKEUP" lettering. The product is a twist-up stick, allowing for easy application directly to the skin. The cap is removable. The solid formula suggests a cream-to-powder texture, designed for blending and buildable coverage. The ad is implicitly targeting consumers looking for convenience and ease of use in their makeup routine, providing a quick and travel-friendly bronzing solution. # Visual style The ad utilizes a flatlay style, presenting the products and promotional banner from an overhead angle. The lighting is bright and even. The image gives off a clean and minimalist aesthetic, and the out-of-focus background provides depth. The overall presentation is straightforward. # Hooks Headline: FRIENDS + FAMILY # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 25% OFF $50+ - FREE GIFT WITH $75+ PURCHASE # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad focuses on product presentation and sales promotions, indicating it is communicated from the brand's perspective. # Storyline - The ad opens by showcasing a Milk Makeup bronzer stick and an open component, possibly the cap, set against a bright background, immediately establishing the product focus from the brand's perspective. - The second part of the ad reveals a sale announcement graphic with the Milk Makeup logo and text that states "FRIENDS + FAMILY" alongside "25% OFF $50+" and "FREE GIFT WITH $75+ PURCHASE," promoting a time-limited offer from the brand's perspective. - The final part features a blurry group of Milk Makeup product, perhaps in a display, reinforcing brand presence and product availability from the brand's perspective.

# Ad summary This ad for Milk Makeup features a variety of people applying different makeup products. The ad highlights the brand's current promotion of 25% off $50+ and a free gift with $75+ purchase. # Brand positioning Milk Makeup is presented as a modern and inclusive brand that emphasizes effortless and versatile beauty. The ad showcases a diverse range of models using various products, suggesting that the brand caters to a broad audience with different skin tones and beauty preferences. Milk Makeup aligns with a lifestyle that values simplicity and self-expression. The brand steers away from traditional, highly polished makeup aesthetics, opting instead for a more natural and accessible approach. # Product The ad features multiple makeup products by Milk Makeup, including a highlighting serum, a green-tubed mascara, a white-tubed brow gel, and a contour stick. The products are presented as easy to use and suitable for creating a variety of looks. The highlighting serum is shown being applied for a radiant glow. The mascara is applied for defined lashes. The brow gel is used to shape and set brows. The contour stick is used to define facial features. Each product is highlighted for its ability to enhance natural beauty with minimal effort, appealing to individuals who value efficiency and simplicity in their beauty routine. # Visual style The ad has a modern and energetic aesthetic, utilizing quick cuts and handheld camera work to create a sense of immediacy and authenticity. The production quality is high, with a focus on showcasing the products in a visually appealing manner. The visual motifs include close-up shots of makeup application and diverse models, emphasizing inclusivity and versatility. The pacing is fast, with frequent cuts, enhancing the energetic vibe. # Hooks Text overlay: FRIENDS + FAMILY / 25% OFF $50+ / FREE GIFT WITH $75+ PURCHASE / SALE Visual: 00:00–00:01: A person with fair skin and light pink lipstick holds up a clear bottle with an iridescent gold liquid inside, possibly a serum or highlighter. The background is white. The camera is handheld and shaky, focusing closely on the product. A 'Friends + Family Sale' banner is visible at the bottom right. / 00:01–00:02: A person with dark skin and glossy lips holds up a small, clear bottle with a gray liquid inside. The background is white. The camera is handheld and shaky, focusing closely on the product. A 'Friends + Family Sale' banner is visible at the bottom right. / 00:02–00:03: A person with fair skin, light blonde hair, tattoos, and multiple rings on their fingers applies black mascara to their upper lashes. The background is white. The camera is handheld and shaky, focusing closely on the application. A 'Friends + Family Sale' banner is visible at the bottom right. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Easy-to-use products - Versatile for creating a variety of looks - Enhances natural beauty with minimal effort # Benefits - Radiant glow - Defined lashes - Shaped and set brows - Defined facial features # Features - Highlighting serum - Mascara - Brow gel - Contour stick # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is from the brand's perspective, showcasing its products and promoting its identity through visuals and offers. # Storyline - 00:00–00:02 The ad begins with close-up shots of various Milk Makeup products, showcasing their packaging and textures. - 00:00–00:02 The perspective is from the brand, displaying their products in an appealing manner. The tonal cue is upbeat and energetic. - 00:02–00:12 Quick cuts show a diverse group of people applying different Milk Makeup products, including mascara, highlighter, and contour. - 00:02–00:12 The perspective shifts to show the products in action, demonstrating their ease of use and versatility, appealing to viewers who want to see how the products look on different skin tones and types. The tone is energetic and inclusive, promoting the brand's accessibility. - 00:12–00:14 The ad concludes with the Milk Makeup logo on a black background, reinforcing brand recognition. - 00:12–00:14 The perspective is from the brand, emphasizing its identity and message. The tone is simple and direct, leaving a lasting impression of the brand.

# Ad summary This ad promotes the Milk Makeup brand, specifically their Hydro Gel Tint product, during a Friends + Family sale. It highlights discounts available on purchases over $50, and a free gift for purchases over $75. # Brand positioning Milk Makeup is presented as a modern and inclusive beauty brand. The brand positioning focuses on offering effortless and high-quality makeup solutions, which aligns with a lifestyle that values simplicity and self-expression. It pushes against traditional beauty norms by offering versatile products suitable for a diverse range of customers. The brand leans towards a functional yet expressive approach, promoting a fun and individualistic approach to beauty. # Product The featured product is Milk Makeup's Hydro Gel Tint, packaged in a small, blue squeeze tube. The product is designed to provide a sheer wash of color with a hydrating gel formula. The ad emphasizes a lightweight feel and easy application, targeting consumers looking for a natural and effortless makeup routine. The unique selling point is its hydrating properties combined with color, promoting a fresh and dewy look. Its format in a squeeze tube communicates on-the-go convenience and ease of use. The ad aims to overcome purchase barriers by highlighting the product's simplicity and versatility. # Visual style The ad features a clean and product-focused aesthetic. The production quality appears to be studio-shot with bright, even lighting. The visual motif highlights abundance by showing many of the same product together, filling containers. Image treatment includes background blurring to draw focus to the product and promotional details. The overall style has a platform-native feel, fitting into an in-feed or e-commerce placement. The typography is clear and legible, supporting the core promotional message. The style aims to be scannable and attention-grabbing in a busy feed environment. # Hooks Headline: FRIENDS + FAMILY # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 25% OFF $50+ - FREE GIFT WITH $75+ PURCHASE # Benefits - A sheer wash of color - Hydrating # Features - Hydro Gel Tint - Gel formula # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad presents product en masse alongside sale details to encourage purchases. # Storyline - The ad showcases an abundant display of the Milk Makeup Hydro Gel Tint tubes, arranged neatly within clear plastic containers. This is meant to convey the product's availability and potential for widespread appeal, experienced from the brand's perspective. - A banner-like display at the bottom features the Milk Makeup logo and details about a Friends + Family sale, offering a discount of 25% off purchases over $50, and a free gift with purchases over $75. This communicates a limited-time offer directly from the brand, incentivizing the audience to make a purchase.

# Ad summary This Milk Makeup ad features a flatlay that showcases a range of their Sculpt Cream Contour Sticks alongside sale offers. The layout includes product samples and promotional details, creating a clear and informative presentation. # Brand positioning Milk Makeup is presented as a modern and inclusive beauty brand that focuses on creating high-quality, easy-to-use products. The brand aims to occupy the space of effortless beauty, appealing to a youthful and diverse audience. It emphasizes simplicity and functionality, aligning with a minimalist lifestyle. Milk Makeup distinguishes itself by promoting accessible beauty solutions that are both effective and straightforward, pushing against the complexity often associated with traditional makeup brands. The brand's positioning is both functional (easy application, high-quality ingredients) and emotional (empowerment through simple beauty routines). # Product The featured product is the Milk Makeup Sculpt Cream Contour Stick, designed to add definition and dimension to the face. It comes in a solid stick format with a twist-up applicator, making it easy to apply directly to the skin. The contour stick is available in various shades, as indicated by the color swatches displayed in the ad. The product aims to offer a seamless and natural-looking contour effect, suitable for everyday use. The ad addresses the purchase barrier of shade selection by providing visible swatches for color matching. The language and visual presentation suggest that this product is worth trying for its ease of use and ability to enhance natural features. # Visual style The ad uses a clean and minimalist visual style with a flatlay arrangement, giving it a modern and organized appearance. The production quality is high, with studio-shot lighting and clear product presentation. The image treatment includes background removal and color correction to enhance the products' visibility. The typography is integrated in a bold and legible manner. The overall style is platform-native and designed to be easily scannable in-feed. # Hooks Headline: FRIENDS + FAMILY SALE 25% OFF $50+ FREE GIFT WITH $75+ PURCHASE # Funnel stage Bottom of funnel (Conversion) # Pain points Customers may feel unsure about finding the right shade online. # Value propositions - Achieve a natural-looking contour effect with an easy-to-use cream stick. - Purchase over $50 and get 25% off. - Purchase over $75 and get a free gift. # Benefits - Easy to apply - Adds definition and dimension to the face # Features - Cream contour stick - Multiple shades available # Call to action None used. # Social proof - None used. # Point of view - Brand: All aspects of the image present a product-focused showcase from the brand's perspective, highlighting product features and promotional offers. # Storyline - The ad begins with a showcase of Milk Makeup's Sculpt Cream Contour Stick, immediately highlighting the product being advertised. This aims to grab the viewer’s attention with the brand’s hero product. The brand is telling this part of the story, aiming to draw the viewer in by presenting the product upfront and center. - Next, the ad displays sale details and promotional offers, such as a discount and a free gift with purchase. This is included to incentivize immediate purchase. The brand is telling the audience about the current promotions, encouraging them to take advantage of the deals. - The ad then features color swatches of the contour stick, providing potential customers with a clear visual representation of the available shades. This helps the viewer feel confident in their shade selection process. The brand offers swatches to address purchase barriers and enhance the shopping experience.

# Ad summary A man demonstrates the Milk Makeup Hydro Grip Concealer. He highlights its sleek packaging and ease of use, and shows application on several parts of his face. # Brand positioning Milk Makeup is presented as a brand that challenges beauty norms by promoting the ease and versatility of beauty and makeup products. The brand seems to target consumers who value inclusivity, creativity, and self-expression, offering products designed for a wide range of skin tones and preferences. Positioning themselves as functional and emotionally empowering, Milk aims to inspire confidence and authenticity in its customers. # Product Milk Makeup Hydro Grip Concealer is presented as a versatile and convenient makeup product designed to conceal imperfections and provide a smooth, hydrated finish. The concealer comes in a sleek, pocket-sized packaging that is perfect for on-the-go use. As part of the Hydro Grip family, it promises a super smooth and hydrating experience. With just one click, users can apply the concealer to areas such as under the eyes to eliminate dark circles, on the nose to reduce redness, on dark spots, the forehead, and the chin. The concealer is self-setting, grippy, and boasts a 12-hour wear, clinically tested for all-day confidence. Application is best done with fingers, eliminating the need for powder. # Visual style The ad uses a natural and polished aesthetic, suitable for social media platforms like Reels. The production quality is higher than typical UGC but maintains an accessible feel. Editing includes quick cuts and occasional split screens that sync with the audio. The pacing is moderate, with consistent cuts that match the rhythm of the voiceover, creating a balanced and engaging flow. # Hooks Spoken: For the boys and beauty, this is the best concealer I have found. Text overlay: beauty / concealer Visual: 00:00–00:01: A man in a black collared shirt shakes two blue concealer sticks in front of a white wall. The camera zooms in on the concealer sticks as they are shaken. / 00:01–00:03: The man holds up two blue concealer sticks and smiles. He has short dark hair, light skin, and is wearing a gold necklace. In the background is a plain white wall. # Funnel stage Consideration # Pain points The ad addresses common skin issues such as dark circles, redness, and dark spots that people want to conceal: "The places I'd apply this is underneath my eyes, get rid of any dark circles, on my nose, just so you can get rid of any redness." # Value propositions - The pocket-sized packaging enables portability and ease of access for on-the-go touch-ups. - Self-setting concealer eliminates the need for powder. # Benefits - Super smooth - Hydrating - Easy to use # Features - Sleek packaging - Part of the Hydro Grip family - Self-setting - Grippy - 12-hour wear - Clinically tested # Call to action None used. # Social proof - "For the boys and beauty, this is the best concealer I have found" – Male 1 (Customer) - "I wish I would have shown you about this concealer when I was first getting into makeup" – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer sharing his experiences with the product. # Storyline - 00:00–00:01 The ad opens with a concealer stick being shaken to showcase its form factor. - 00:01–00:03 00:01–00:03: The presenter introduces the concealer as the best he has found for boys and beauty enthusiasts. - 00:03–00:07 00:03–00:07: He shows how he used it when first getting into makeup, highlighting the sleek packaging for portability. - 00:07–00:12 00:07–00:12: The ad continues with the presenter detailing how the product is part of the Hydro Grip family, calling out the smoothness and hydration of the concealer. - 00:12–00:14 00:12–00:14: The presenter advises using only one click of the product. - 00:14–00:25 00:14–00:25: He begins demonstrating where to apply it: under the eyes for dark circles, on the nose for redness, and on dark spots on the face. - 00:25–00:27 00:25–00:27: The presenter describes that you should apply it with your fingers. - 00:27–00:33 00:27–00:33: He highlights that it is a self-setting concealer, so you don't need powder, and then reiterates the ease of use. - 00:33–00:37 00:33–00:37: As the presenter blends the product, he mentions the 12-hour wear and clinical testing. - 00:37–00:40 00:37–00:40: The ad concludes with the presenter having finished the rest of his makeup, and shares that the concealer is great.

# Ad summary This ad is a close up shot of multiple units of Milk Makeup's Grip Gel Tint in clear containers. Milk is having a Friends and Family sale with 25% off orders of $50 or more and a free gift with orders of $75 or more. # Brand positioning Milk Makeup is presented as a modern and accessible brand offering innovative beauty solutions. The brand aligns with values of inclusivity and self-expression, it promotes a lifestyle of effortless cool. The brand positions itself as cruelty-free, vegan, and clean, appealing to consumers who prioritize ethical and sustainable beauty choices. # Product The product featured is Milk Makeup's Grip Gel Tint, which appears to be a tinted gel formula designed to provide a natural-looking flush of color to the skin. The packaging is a bright blue tube with black and yellow accents, suggesting a focus on hydration and a lightweight feel. The product aims to address the purchase barrier of achieving a quick and easy everyday makeup look, as it is a gel tint. # Visual style The ad has a high-key, slightly desaturated lighting style. The containers are in focus with the brand text as the focal point. The production quality appears to be studio-shot. # Hooks Headline: FRIENDS + FAMILY SALE # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 25% OFF $50+ - FREE GIFT WITH $75+ PURCHASE # Benefits - None used. # Features - Gel Tint # Call to action None used. # Social proof - None used. # Point of view - Brand: The image emphasizes a close up shot of the product and layers on a sale announcement in an attempt to drive sales. # Storyline - The ad opens with a shot of the product in bulk, implying popularity and high availability. The brand is conveying that the sale is being launched and is positioning the product as desirable. - A sale announcement is layered over the product shot, communicating an offer to the viewer. This is from the brand's POV in an attempt to drive purchase.