How MONDAY Haircare Advertises on Meta

# Ad summary This ad for Monday Haircare features three body products that are held by a person in a light purple bathing suit, with the brand and product names featured above the tagline, 'For Every Body Every Day' and the CTA 'Available Now.' # Brand positioning Monday Haircare is presented as a brand that caters to a wide range of people, offering products for 'every body.' The ad promotes a sense of inclusivity and accessibility, suggesting that their products are suitable for daily use by anyone. The functional aspect of providing body care solutions is highlighted. By focusing on everyday use, the brand aims to integrate seamlessly into the consumer's routine, positioning itself as a reliable and accessible choice in the personal care market. # Product The ad features three 'Monday Body' products in the 'Fresh Gardenia' scent. The first is a 'Moisture Body Wash,' packaged in a rectangular bottle with a pump. The second product is a 'Nourishing Body Wash,' packaged in a cylindrical bottle. Lastly, there is an 'Exfoliating Body Scrub,' in a jar. All three products are light pink and share the Fresh Gardenia scent. The products are for everyday use for 'every body.' # Visual style The ad has a clean and minimalistic aesthetic. The production quality is high, with professional studio-shot lighting and consistent color grading to reinforce the brand's visual identity. The use of a soft, light pink background and product packaging creates a cohesive and calming effect. The typography is clean and legible, placed strategically to ensure scannability. The overall visual style mimics a high-design Instagram post, aiming for an in-feed look that is both native and visually appealing. # Hooks Headline: For Every Body Every Day # Funnel stage Awareness # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Moisture Body Wash - Nourishing Body Wash - Exfoliating Body Scrub # Call to action AVAILABLE NOW # Social proof - None used. # Point of view - Brand: The brand name is visually displayed at the top of the image to help create brand awareness. # Storyline - The ad begins with the brand name to capture the viewer's attention. The brand is presenting itself and its products as the focal point of the ad. - The ad shows the products being held by a person wearing a light purple bathing suit to show the products are intended to be used on the body and show who the product is for. The brand is implying that the product is for a person of any body type. - The ad includes the tagline 'For Every Body Every Day' to communicate the key message. The brand is implying that the product can be used on any body type and on a daily basis. - The ad ends with 'Available Now' to persuade the viewer to take immediate action by purchasing the body products. The brand is pushing for a conversion.

# Ad summary This ad features a person with long, wavy hair, who holds a bottle of Monday Haircare Moisture Shampoo and looks at the camera. The text overlayed on the image reads 'Un cabello perfecto todos los días' which translates to 'Perfect hair everyday' to market the Monday Haircare brand. # Brand positioning Monday Haircare is presented as an award-winning brand focused on delivering salon-quality hair care at an accessible price point, as indicated by the 'Allure Best of Beauty' badge. It aims to occupy a space in the consumer's mind as a go-to for achieving perfect hair every day, blending luxury with affordability. The brand pushes against the norm of expensive salon brands by offering high-quality formulations accessible at retail locations like Ulta. The overall brand positioning is functional, focusing on delivering tangible results like perfect hair, while also tapping into the emotional desire for confidence and beauty. # Product The product featured is Monday Haircare Moisture Shampoo, designed to provide perfect hair every day. The shampoo comes in a light pink, rectangular bottle with a pump. It is aimed at individuals looking to achieve and maintain healthy and moisturized hair. The advertisement is designed to convey the message that this shampoo is effective and readily available for purchase at Ulta. # Visual style The ad has a clean, modern aesthetic with a focus on soft colors and a minimalist design. The production quality appears to be highly polished, resembling a studio shot with professional lighting and makeup. The color grading enhances the pink tones, creating a cohesive and visually appealing image. The typography is integrated in a clear and legible manner. The overall style contrasts with typical platform content by being high-design and aiming for a sophisticated look, which is designed to stand out in the feed. # Hooks Headline: Un cabello perfecto todos los días # Funnel stage Consideration # Pain points The ad is designed to target people who have an interest in haircare and are looking for products that are easily accessible. It implies that people who have problems maintaining healthy hair could benefit from this shampoo. # Value propositions - Perfect hair everyday # Benefits - Un cabello perfecto todos los días # Features - MOISTURE SHAMPOO # Call to action None used. # Social proof - WINNER allure BEST OF BEAUTY 2024 AWARD WINNER # Point of view - Brand: The POV of the ad as a whole is the brand marketing its product. - Customer: The person holding the product gives the ad a customer POV through showing the product and the positive results of using it. # Storyline - The ad opens with a person holding Monday Haircare Moisture Shampoo, looking directly at the camera. The intention is to engage the viewer and position the model as the product's ideal customer, inviting the audience to see themselves using and benefiting from the product. This is seen from the brand's perspective. - The ad highlights the phrase 'Un cabello perfecto todos los días' to emphasize the daily benefits of the product. The intention is to highlight the value proposition of the product, showcasing that it is a solution to achieving desired hair. This is from the brand's perspective. - The ad concludes with 'YA A LA VENTA ULTA' to inform viewers where they can purchase the shampoo. The intention is to drive immediate action and sales, directing customers to Ulta Beauty for purchase. This is conveyed from the brand's perspective.

# Ad summary This ad promotes Monday Haircare products, showcasing a selection of their shampoo line available for purchase at Ulta. The image features three shampoo bottles, each a different variant, set against a matching pink monochromatic color scheme. # Brand positioning Monday Haircare is presented as a brand focused on providing high-quality haircare that is accessible to everyone. The brand positions itself as offering salon-quality formulas in aesthetically pleasing, sustainable packaging. The pastel color palette and minimalist design suggest a modern, clean, and youthful brand identity. Monday Haircare appears to ignore the traditional category norms of clinical or overly-luxurious haircare brands by offering an approachable and simplified experience that combines efficacy with environmental consciousness. Their positioning appeals to consumers who seek effective haircare solutions without compromising on style or sustainability. # Product The ad features three variants of Monday Haircare shampoo. Each shampoo is packaged in a square, light pink bottle with a pump dispenser. The bottles are labeled with different product names and descriptions: Volume Shampoo is designed to boost hair volume, Moisture Shampoo is formulated to hydrate and nourish dry hair, and Smooth Shampoo is created to smooth and tame frizzy hair. These shampoos cater to different hair types and concerns, providing options for various needs. The ad highlights the availability of these products at Ulta Beauty, making it easier for customers to purchase them. The overall presentation suggests that these shampoos are worth trying for their specialized formulas, aesthetic appeal, and accessibility. # Visual style The ad features a highly polished, studio-shot aesthetic with a monochromatic pink color scheme. The minimalist design emphasizes clean lines and simple product presentation. The image treatment includes soft, diffused lighting that enhances the smooth texture of the bottles and the tiled surface. The overall visual style is modern and cohesive, designed to be visually appealing and easily scannable in a social media feed. # Hooks Headline: Un cabello perfecto todos los días # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Perfect hair every day # Benefits - Perfect hair everyday # Features - Volume Shampoo - Moisture Shampoo - Smooth Shampoo # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the brand's products and key messaging. # Storyline - The ad opens by showcasing three bottles of MONDAY Haircare shampoo against a bright pink background. This establishes the brand and the range of hair care products available to the customer. - The focal point transitions to text overlaid on the image, which is written in Spanish. The headline encourages customers by letting them know how they can achieve perfect hair everyday by using MONDAY's shampoo products. - The ad concludes by sharing that the products are now available at ULTA, a popular cosmetics and beauty retailer. The brand wants to encourage consumers to easily purchase these hair products through a convenient shopping location.

# Ad summary An ad for Monday Haircare shampoo. It features an image of an Asian woman holding a bottle of the shampoo in front of her face, with the brand name, headline, and claim of being available at Walmart México. # Brand positioning Monday Haircare positions itself as an accessible brand that does not compromise on quality or aesthetic. It is presented as an award-winning brand that aims to provide 'perfect hair' to its customers. The brand is designed to push against the notion that effective hair care needs to be expensive or exclusive, offering a more approachable and budget-friendly option for achieving salon-quality results at home. The brand name itself evokes a sense of new beginnings and setting the stage for a good hair week. # Product Monday Haircare's Moisture Shampoo is a product designed to provide the consumer with 'perfect hair'. The shampoo is presented in a pink bottle with a pump dispenser, and is advertised as being available for purchase at Walmart in México. The shampoo aims to solve the common pain point of achieving salon quality hair at home. # Visual style The ad has a clean and modern aesthetic. It features a product-focused composition with a soft color palette and minimalist design. The ad uses a light gradient background. The typography is clean and legible, and the overall look is polished. # Hooks Headline: Un cabello perfecto todos los días # Funnel stage Consideration # Pain points None used. # Value propositions - Perfect hair every day # Benefits - Un cabello perfecto todos los días # Features - MOISTURE - SHAMPOO # Call to action None used. # Social proof - WINNER - BEST OF BEAUTY allure AWARD WINNER # Point of view - Brand: The brand is communicating product information and benefits. # Storyline - The ad opens with a product shot featuring a bottle of Monday Haircare Moisture Shampoo being held by a model. This serves to directly showcase the advertised product to the viewer. - The storyline pivots to a shot of the brand's award, indicating its effectiveness and high quality. The brand is telling the audience that it is an award-winning product. - The ad emphasizes a headline that promises 'perfect hair every day' to position the product as a solution for consumers looking for hair care that will deliver consistent results. The brand is communicating the product's benefit. - The ad concludes by noting the availability of the product at Walmart in México, and is likely designed to drive instore purchase. This is the brand communicating product availabilty.

# Ad summary Ad for MONDAY haircare showing three shampoo bottles in a row. # Brand positioning MONDAY Haircare is presented as a brand that provides haircare products for everyday use. The brand's positioning seems to focus on simplicity and accessibility. The ad is in Spanish, which further reinforces that it wants to appeal to customers in Mexico by partnering with Walmart. The brand values might include affordability and convenience, making it an accessible option for a wide range of consumers. # Product The ad features MONDAY Haircare shampoo products. There are three different shampoos which include VOLUME Shampoo, MOISTURE Shampoo, and SMOOTH Shampoo. They all come in a light pink rectangular pump bottle. The purpose of the shampoos are to provide customers with beautiful hair every day. # Visual style The ad has a clean, minimalist visual style with a monochromatic color scheme. The production quality is high, with a studio-shot look. The image treatment includes soft lighting and a background gradient. The overall aesthetic is modern and feminine. # Hooks Headline: Un cabello perfecto todos los días # Funnel stage Awareness # Pain points None used. # Value propositions - The VOLUME, MOISTURE, and SMOOTH shampoos are available at Walmart México # Benefits - Perfect hair every day # Features - VOLUME Shampoo - MOISTURE Shampoo - SMOOTH Shampoo # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the image, with the brand showcasing its products and availability. # Storyline - The ad showcases the MONDAY Haircare brand logo and product names, which are placed at the top. The brand is telling the audience about its products and overall branding. - The ad presents three of the brand's shampoo offerings. The brand is highlighting the variety of its product line, specifically VOLUME, MOISTURE, and SMOOTH shampoos. - The ad mentions the tagline 'Un cabello perfecto todos los días.' The brand is communicating that their haircare products help customers have great hair every day. - The ad features the Walmart Mexico logo, which is placed at the bottom. The brand is announcing that its products are now available at Walmart in Mexico.

# Ad summary This ad showcases the Monday Haircare Moisture Hair + Body Gift Set, highlighting its suitability for travel and pampering. The ad features a pink aesthetic with the product set displayed against a backdrop of pink clouds and flowers, emphasizing its availability at Ulta. # Brand positioning Monday Haircare is presented as a brand that offers high-quality haircare products with a focus on moisture and body. The brand aligns with a lifestyle of self-care and travel, positioning itself as a convenient and luxurious option for on-the-go pampering. The brand's aesthetic is clean and modern, with a consistent pink color scheme that creates a cohesive and visually appealing identity. The brand aims to occupy a space in the consumer's mind as an accessible luxury, offering effective haircare solutions without compromising on style or convenience. The brand positioning is both functional (providing moisture and body) and emotional (promoting self-care and a sense of luxury). # Product The featured product is the Monday Haircare Moisture Hair + Body Gift Set, which includes a range of haircare and body products designed to provide moisture and enhance body. The set is packaged in a clear pink travel case, making it perfect for packing. The products include shampoo, conditioner, and body wash, all formulated to hydrate and nourish the hair and skin. The ad emphasizes the set's convenience for travel and its ability to provide a pampering experience. The product is available at Ulta, addressing the purchase barrier by highlighting its accessibility. # Visual style The ad has a polished and dreamy aesthetic, with a consistent pink color scheme and soft lighting. The editing style is smooth, with static shots and gentle zooms. The production quality is high-end, creating a luxurious and visually appealing feel. The pacing is consistent, with a calming rhythm that matches the self-care theme. # Hooks Text overlay: 00:00–00:03: None used Visual: 00:00–00:02: A view from an airplane window shows fluffy pink clouds against a light pink sky. The camera is stationary, providing a clear and calming view. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Moisture Hair + Body Gift Set is perfect for packing, even better for pampering. # Benefits - Better for pampering # Features - Moisture Hair + Body Gift Set - Perfect for packing - Available at ULTA # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the product and its benefits. # Storyline - 00:00–00:02 The ad opens with a view from an airplane window, showing pink clouds. - 00:02–00:08 Several Monday Haircare product bottles fall from the sky. - 00:08–00:11 The bottles land inside a clear pink travel case, which is sitting on a bed of flowers. - 00:11–00:14 The ad concludes by showing the full product set and announcing its availability at Ulta.

# Ad summary This ad showcases the Monday Haircare gift sets. The ad features a pink background and the products are displayed in a visually appealing way. The ad highlights the different gift sets available and encourages viewers to purchase them. # Brand positioning Monday Haircare is presented as a brand that offers high-quality haircare products in aesthetically pleasing pink packaging. The brand aims to occupy a space in the consumer's mind as an accessible luxury, combining effective formulations with visually appealing design. The brand aligns with values of self-care and indulgence, promoting a lifestyle where haircare is both a routine and a treat. Monday Haircare pushes against the norm of expensive salon brands by offering affordable options without sacrificing quality or aesthetic appeal. The brand positioning is both functional, providing effective haircare solutions, and emotional, creating a sense of joy and satisfaction through its products. # Product The ad features various Monday Haircare gift sets, including the Moisture Hair + Body Gift Set, the Ultimate Repair Gift Set, and the Travel Hair + Body Gift Set. These sets include shampoo, conditioner, and other haircare products designed to nourish and repair hair. The products are packaged in pink bottles and boxes, emphasizing the brand's aesthetic. The ad highlights the gift sets as perfect for serving looks all season long, suggesting they are ideal for gifting or personal use. The products are presented as a way to achieve healthy, beautiful hair without breaking the bank, addressing the purchase barrier of expensive haircare. # Visual style The ad has a polished and clean aesthetic with a consistent pink color scheme. The editing style includes quick cuts and smooth transitions, creating a visually appealing flow. The production quality is high-end, giving the ad a commercial feel. The pacing is consistent, with cuts timed to the music beats. # Hooks Text overlay: Meet your / Meet your new haircare obsession Visual: 00:00–00:01: A pink gradient background with the text "Meet your new haircare obsession" in white font. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality haircare products in aesthetically pleasing pink packaging # Benefits - Serve looks all season long # Features - Haircare gift sets - Moisture Hair + Body Gift Set - Ultimate Repair Gift Set - Travel Hair + Body Gift Set # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing the products and their benefits. # Storyline - 00:00–00:01 The ad opens with a pink background and the text "Meet your new haircare obsession." - 00:01–00:13 The ad transitions to showcasing various Monday Haircare gift sets, including the Moisture Hair + Body Gift Set, the Ultimate Repair Gift Set, and the Travel Hair + Body Gift Set. - 00:06–00:13 The text overlay "are here to serve looks all season long" appears as the gift sets are displayed.

# Ad summary This ad promotes Monday Haircare's new hair-perfecting masks. It features a woman holding the product and smiling, followed by close-up shots of hair being styled and moving. The ad emphasizes good hair every day and availability at Tesco. # Brand positioning Monday Haircare is presented as a brand focused on providing hair-perfecting solutions for everyday use. The brand aligns with a lifestyle that values good hair as a daily essential. The brand's positioning is functional, emphasizing the performance of its products in achieving and maintaining healthy-looking hair. The ad promotes the idea that good hair is attainable every day, suggesting a departure from the notion that it requires extensive effort or special occasions. # Product The ad features Monday Haircare's new hair-perfecting masks, designed to provide good hair every day. The product is packaged in a square, light pink container with the brand name prominently displayed. The masks are intended for anyone seeking to improve the quality and appearance of their hair. The ad highlights the product's ability to deliver hair-perfecting results, making it a worthwhile addition to a daily haircare routine. The ad addresses the desire for easy and consistent hair maintenance, positioning the masks as a solution for achieving good hair on a daily basis. # Visual style The ad has a polished and clean aesthetic with a consistent light pink color scheme. The editing style includes quick cuts and smooth transitions. The production quality is high-end, giving it a commercial feel. The pacing is consistent and upbeat. # Hooks Spoken: new hair-perfecting masks for good hair EVERY DAY. Text overlay: MONDAY / HAIRCARE / new hair-perfecting / MASKS / good hair EVERY DAY Visual: 00:00–00:01: A young woman with long brown hair, fair skin, and light makeup holds a light pink, square-shaped Monday Haircare product container. She is wearing a light-colored blazer over a patterned top. The background is a solid light pink. She looks up and to the side with a slight smile. / 00:01–00:02: A close-up shot of a person with dark, slicked-back hair being combed. The person is wearing a light pink robe with a colorful pattern on the sleeves. The background is a solid light pink. / 00:02–00:03: A very close-up shot of a person's face, focusing on the lips and hair. The hair is a light pink color. The background is a blurred light pink. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of not having consistently good hair, suggesting that achieving perfect hair is a daily struggle for some people. # Value propositions - Achieve good hair every day with hair-perfecting masks # Benefits - Good hair every day # Features - Hair-perfecting masks # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:01 A woman holds a Monday Haircare product and looks up with a slight smile. - 00:01–00:02 The ad transitions to a close-up shot of hair being combed, highlighting the product's use in hair styling. - 00:02–00:03 The ad shows a close-up of a woman's face and hair, emphasizing the product's effect on hair quality. - 00:03–00:04 The woman smiles and flips her hair, showcasing the achieved result of using the product. - 00:04–00:05 The ad concludes with a shot of the Monday Haircare product packaging, reinforcing brand recognition and availability.

# Ad summary This ad features a blonde woman demonstrating the use of various hair products in her bathroom. She showcases the products and their application, transitioning between different hairstyles to highlight the versatility and effectiveness of the products. # Brand positioning The brand is presented as a solution for achieving various hairstyles effortlessly. It aligns with a lifestyle focused on convenience and looking put-together with minimal effort. The brand pushes against the norm of time-consuming hair routines, offering products that simplify the styling process. The brand positioning is functional, emphasizing simplicity and ease of use. # Product The ad features a range of hair products designed to simplify hairstyling. These include shampoo and conditioner in pink bottles, a dry shampoo in a pink container, and a hair cream in a pink tube. The products are for individuals who want to achieve different hairstyles quickly and easily. The USPs include ease of use and versatility, allowing users to switch between various looks effortlessly. The ad showcases use occasions such as styling hair for different outfits and occasions. The ad addresses the purchase barrier of time-consuming hair routines by presenting these products as a quick and simple solution. # Visual style The ad has a polished, commercial aesthetic with a clean and bright look. The editing style consists of quick cuts to showcase different products and hairstyles. The production quality is high, giving it a professional feel. The pacing is fast, with frequent cuts to maintain viewer engagement. The cuts are timed to the music beats, creating a synchronized audio-visual experience. # Hooks Visual: 00:00–00:01 The woman, with blonde hair and wearing a white top and silver headphones, waves at the camera in a bathroom setting. The background includes a wooden cabinet and a round mirror above a sink. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of time-consuming and complicated hair routines. The products are presented as a solution to simplify the styling process and achieve various looks quickly. # Value propositions - Quick and easy hairstyling solutions - Achieve various hairstyles effortlessly # Benefits - Simplified hairstyling - Versatile looks - Effortless application # Features - Shampoo - Conditioner - Dry shampoo - Hair cream # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a user demonstrating the product. # Storyline - 00:00–00:02 00:00–00:02 The woman opens a bathroom cabinet and pulls out two pink bottles. - 00:02–00:03 00:02–00:03 She shows her hair after using the shampoo and conditioner. - 00:04–00:05 00:04–00:05 She sprays dry shampoo into her hair. - 00:06–00:07 00:06–00:07 She puts her hair up in a bun. - 00:08–00:09 00:08–00:09 She shows her hair after using the dry shampoo again. - 00:10–00:11 00:10–00:11 She puts clips in her hair and drinks from a large cup. - 00:12–00:12 00:12–00:12 She opens the cabinet again. - 00:13–00:15 00:13–00:15 She sprays dry shampoo into her hair again. - 00:16–00:17 00:16–00:17 She braids her hair. - 00:18–00:22 00:18–00:22 She applies hair cream and puts her hair in a ponytail. - 00:23–00:23 00:23–00:23 She smells her hair. - 00:24–00:26 00:24–00:26 She opens the cabinet again and shows her hair styled.

# Ad summary This ad promotes Monday Haircare's new hair-perfecting masks. The ad features a young woman showcasing the product and its benefits, emphasizing good hair every day. # Brand positioning Monday Haircare is presented as a brand focused on providing hair-perfecting masks for everyday use. The brand aims to occupy a space in the consumer's mind as a provider of accessible, high-quality hair care solutions. The brand aligns with a lifestyle of simplicity and self-care, promoting the value of good hair every day. The brand positioning is functional, focusing on the performance of its products in achieving hair perfection. # Product The featured product is Monday Haircare's new hair-perfecting masks, designed to provide good hair every day. The masks are for anyone seeking to improve their hair quality and appearance. The ad highlights the product's ability to perfect hair, suggesting it addresses common hair concerns. The product is available now from Superdrug, making it easily accessible for purchase. The ad aims to convince viewers that these masks are worth trying for achieving consistently good hair. # Visual style The ad has a polished, commercial aesthetic with a consistent light pink color scheme. The editing style includes quick cuts and smooth transitions. The production quality is high-end, supporting a clean and appealing tone. The pacing is consistent, with cuts timed to the music. # Hooks Spoken: 00:00–00:04: New hair-perfecting masks for good hair every day. Text overlay: 00:00–00:01: MONDAY / 00:00–00:01: HAIRCARE / 00:01–00:02: new hair-perfecting / 00:01–00:02: MASKS / 00:02–00:03: good hair EVERY DAY Visual: 00:00–00:01: A young woman with long brown hair, wearing a light pink blazer over a patterned top, holds a light pink, square-shaped container of Monday Haircare mask. She looks up and to the side with a slight smile. The background is a solid light pink color. / 00:01–00:02: A woman with dark, wet hair is shown from the side as she combs her hair. She is wearing a patterned robe. The background is light pink. / 00:02–00:03: A close-up of a woman's face, focusing on her lips and the texture of her hair. The background is blurred and pink-toned. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of struggling to maintain good hair quality and appearance on a daily basis. # Value propositions - New hair-perfecting masks for achieving good hair every day. # Benefits - Good hair every day # Features - Hair-perfecting masks # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a user showcasing the product and its benefits. # Storyline - 00:00–00:01 A young woman holds a pink container of Monday Haircare mask, looking up and to the side. - 00:01–00:02 A woman combs her wet hair, emphasizing the application of the hair mask. - 00:02–00:03 A close-up of a woman's face, focusing on her lips and the texture of her hair. - 00:03–00:04 The woman smiles and flips her hair, showcasing the results of using the hair mask. - 00:04–00:05 A close-up of the Monday Haircare mask container, highlighting its availability at Superdrug.

# Ad summary A woman demonstrates how to use Design.ME hair products to add volume to her hair. She uses the Puff.ME volumizing shampoo and Hold.ME hairspray to create a voluminous hairstyle. # Brand positioning Design.ME is presented as a brand that offers hair styling products that are easy to use and effective. The brand's products are designed to help customers achieve their desired hairstyles quickly and easily. The brand aligns with a lifestyle that values convenience and self-expression through hair styling. The brand positioning is functional, focusing on the performance and simplicity of its products. # Product The ad features two Design.ME hair products: Puff.ME volumizing shampoo and Hold.ME hairspray. Puff.ME is a volumizing shampoo designed to add volume and thickness to hair. It is applied to the hair and then styled. Hold.ME hairspray is used to hold the hairstyle in place. It is sprayed onto the hair after styling to provide long-lasting hold and prevent frizz. Both products are packaged in pink bottles and are presented as easy to use and effective for achieving voluminous hairstyles. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a focus on the woman and the products. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with a moderate tempo that keeps the viewer engaged. # Hooks Spoken: 00:00–00:01 [Singing] Already gave you the time and the place, so don't be shy. Visual: 00:00–00:01 A woman with blonde wavy hair, wearing a pink cardigan, holds two pink bottles of Design.ME hair products: Puff.ME volumizing shampoo and Hold.ME hairspray. She is standing in front of a white wall with a window in the background. The camera is stationary and focuses on the products and the woman's face. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Easy to use and effective hair styling products - Achieve voluminous hairstyles quickly and easily # Benefits - Adds volume and thickness to hair - Provides long-lasting hold - Prevents frizz # Features - Puff.ME volumizing shampoo - Hold.ME hairspray # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating the use of the product. # Storyline - 00:00–00:01 00:00–00:01 The video begins with a woman holding two pink bottles of Design.ME hair products: Puff.ME volumizing shampoo and Hold.ME hairspray. The intention is to introduce the products being advertised. - 00:01–00:04 00:01–00:04 The woman is shown using the Puff.ME volumizing shampoo and Hold.ME hairspray to style her hair. The intention is to demonstrate how the products work and the results they can achieve. - 00:04–00:15 00:04–00:15 The woman is shown styling her hair with a comb and brush, using the Design.ME products to create a voluminous hairstyle. The intention is to showcase the final result and encourage viewers to try the products themselves.

# Ad summary This ad showcases the MONDAY Haircare line. It features a woman demonstrating how to style her hair using various MONDAY Haircare products. The ad highlights the products' ability to create different hairstyles, from sleek buns to voluminous curls. # Brand positioning MONDAY Haircare is presented as a brand that offers salon-quality hair care products with a focus on moisture and hydration. The brand emphasizes accessibility and ease of use, as demonstrated by the simple styling routines shown in the ad. The brand's aesthetic is clean and modern, with a consistent pink color scheme across all products. MONDAY Haircare aims to occupy a space in the consumer's mind as a go-to for achieving professional-looking hairstyles at home, promoting a lifestyle of effortless beauty and self-care. The brand pushes against the norm of complicated or time-consuming hair routines, offering simple solutions for everyday styling. # Product The ad features several MONDAY Haircare products, including shampoo, hair mask, and hairspray. The shampoo and hair mask are part of the Moisture Hydration line, designed to provide deep hydration and nourishment to the hair. The hairspray is used to hold and set hairstyles, providing a finishing touch to various looks. The products are packaged in sleek, pink containers with minimalist branding. The ad highlights the products' ability to create a range of hairstyles, from sleek and polished to voluminous and textured. The products are presented as easy to use, with the woman demonstrating simple application techniques. The ad addresses the purchase barrier of time and effort by showcasing quick and effortless styling routines. # Visual style The ad has a polished, commercial aesthetic with a clean and modern look. The editing style features quick cuts and smooth transitions, creating a fast-paced rhythm that keeps the viewer engaged. The production quality is high-end, with professional lighting and clear visuals. The visual motif is the consistent pink color scheme of the MONDAY Haircare products, which is repeated throughout the ad. The pacing is consistent, with cuts timed to the music beats, creating a seamless audio-visual sync. # Hooks Spoken: 00:00–00:03: [Singing] Coming closer, know that I'm an edge. Visual: 00:00–00:01: A young woman with long, wavy blonde hair stands in front of a gray cabinet. She wears a white, long-sleeved shirt and holds several pink MONDAY Haircare products in her hands. Her mouth is open in excitement. / 00:01–00:02: Close-up shot of the woman's hands dispensing a white product from a pink MONDAY Haircare container onto her palm. # Funnel stage Consideration # Pain points The ad implies the pain point of complicated or time-consuming hair routines. The woman demonstrates quick and effortless styling routines, suggesting that the products offer a solution to this frustration. # Value propositions - Salon-quality hair care at home - Effortless beauty and self-care - Simple solutions for everyday styling # Benefits - Deep hydration - Nourishment to the hair - Holds and sets hairstyles - Provides a finishing touch to various looks # Features - Moisture Hydration line - Shampoo - Hair mask - Hairspray # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating how to use the products. # Storyline - 00:00–00:01 The ad begins with the woman holding a collection of MONDAY Haircare products, expressing excitement and anticipation. - 00:01–00:02 She demonstrates applying a MONDAY Haircare product to her hand, showcasing its texture and consistency. - 00:02–00:04 The woman styles her hair into a sleek ponytail, using a brush to smooth it back. - 00:04–00:06 She then twists the ponytail into a neat bun, securing it in place. - 00:06–00:08 The woman holds up a can of MONDAY Haircare hairspray, showcasing the product. - 00:08–00:10 She brushes out her hair, preparing it for a different hairstyle. - 00:10–00:14 The woman styles her hair into pigtails, securing them with hair ties. - 00:14–00:17 She twists the pigtails into a messy bun, creating a more relaxed look. - 00:17–00:19 The woman sprays her hair with MONDAY Haircare hairspray, setting the style in place. - 00:19–00:21 She brushes her hair again, preparing it for another style. - 00:21–00:23 The woman showcases the finished messy bun hairstyle. - 00:23–00:25 The woman holds up the MONDAY Haircare shampoo and hair mask, highlighting the products. - 00:25–00:27 She uses a hair curling tool to create voluminous curls. - 00:27–00:29 The woman showcases the finished curly hairstyle, expressing satisfaction with the results.

# Ad summary InStyle promotes Monday brand drugstore shampoo that outperforms luxury brands costing under $15. The focus is on high-quality hair care at an accessible price point. # Brand positioning MONDAY Haircare is positioned as an accessible luxury brand that delivers high-quality hair care without the premium price tag. The ad highlights that MONDAY is a drugstore shampoo that outperforms luxury brands, suggesting it occupies a space where quality meets affordability. It challenges the norm that effective hair care must be expensive, providing a functional benefit (effective hair care) with an emotional appeal (smart luxury). # Product The advertised product is MONDAY Haircare shampoo, available at drugstores for under $15. It is presented as a high-performing alternative to luxury brands. Key product details highlighted include its affordability and effectiveness, with the ad stating that it outperforms luxury brands in tests. The shampoo is for consumers looking for effective hair care without needing to "empty your wallet." # Visual style The ad employs a split-screen layout, juxtaposing a beauty shot with a product display. The overall visual aesthetic is clean and minimalist, using a light pink color scheme to evoke a sense of understated luxury. The product shot mimics a shelfie with a modern feel. # Hooks Headline: These Under-$15 Drugstore Shampoos Outperformed Luxury Brands in Our Tests # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the high cost of luxury hair care products. Many consumers believe that they need to spend a lot of money to get effective and high-quality shampoos. The ad addresses this by stating, "You don't need to empty your wallet to find a formula that works." # Value propositions - Affordable hair care that rivals luxury brands - High-quality performance without the premium price tag # Benefits - Outperforms luxury brands # Features - Under-$15 price point - Drugstore availability # Call to action None used. # Social proof - "These Under-$15 Drugstore Shampoos Outperformed Luxury Brands in Our Tests" – InStyle # Point of view - External source: The "InStyle" logo and product review serve as an endorsement, giving the impression that the claim is made by an unbiased expert. - Brand: The text states “You don't need to empty your wallet to find a formula that works”, implying a message from the brand reassuring potential customers that they can achieve quality hair care without spending a lot of money. # Storyline - InStyle, a known editorial source, makes the claim that MONDAY Haircare drugstore shampoos outperform luxury brands in tests. This is designed to capture attention and communicate immediate value to the audience, positioning the brand as a smart choice. The story is told from the perspective of an external source and industry expert. - The ad copy assures viewers that they do not need to spend a lot of money to find a shampoo that works. This statement serves to reassure potential customers that the product offers effective hair care at an accessible price point. The messaging is presented from the brand's perspective, further enhancing the product's value and promoting its accessibility. - The juxtaposition of a wet-hair beauty shot next to a product display further enhances the product's appeal. The beauty shot directly shows how the product is used and its effect on the user's hair. This combination offers a practical perspective, encouraging viewers to consider the product as a viable solution for their hair care needs. The product display creates a lifestyle and aesthetic moment.

# Ad summary The ad features a woman demonstrating her hair care routine for achieving a bouncy blow-dry look. She highlights the importance of hair prep and showcases MONDAY Haircare products, including the Volume Shampoo and Conditioner, and the Moisture Leave-In Conditioner. She also shares a beauty tip about using dry shampoo after washing hair to prolong cleanliness. She uses the MONDAY Volume Dry Shampoo to maintain volume and achieve the perfect blow-dry look. # Brand positioning MONDAY Haircare is presented as a brand that offers accessible, salon-quality hair products designed to deliver professional results at home. The brand emphasizes simplicity and effectiveness, focusing on essential products that cater to specific hair needs like volume and moisture. MONDAY Haircare aims to democratize luxury hair care by providing high-performance formulas in aesthetically pleasing, minimalist packaging, making it appealing to consumers who value both efficacy and style. The brand positions itself as a go-to for achieving salon-worthy hair without the premium price tag, aligning with a lifestyle that prioritizes self-care and effortless beauty. # Product The ad features three MONDAY Haircare products: Volume Shampoo and Conditioner, Moisture Leave-In Conditioner, and Volume Dry Shampoo. The Volume Shampoo and Conditioner are designed to cleanse and nourish hair while adding body and bounce. The Moisture Leave-In Conditioner is formulated to provide lasting softness and hydration, particularly for the ends of the hair. The Volume Dry Shampoo is highlighted as a key product for maintaining volume throughout the day without leaving a white residue. It is presented as a holy grail item for achieving and preserving a perfect blow-dry look, ensuring hair remains voluminous and fresh. # Visual style The ad has a polished, commercial aesthetic with a clean and bright visual style. The editing features quick cuts to maintain a fast pace, with smooth transitions between shots. The production quality is high-end, creating a professional and appealing look. The visual motifs include close-ups of the products and the woman's hair, emphasizing the results of the hair care routine. The pacing is consistent, with cuts timed to the voiceover. The audio-visual sync is well-coordinated, enhancing the overall viewing experience. # Hooks Spoken: Female 1: [Enthusiastic] I have been gatekeeping the ultimate bouncy blow-dry routine and I'm gonna show you how to do it. Visual: 00:00–00:03 A woman with long, wavy brown hair stands in a brightly lit room with white walls and light wood floors. She wears a white tank top and gray sweatpants. She runs her fingers through her hair, showing off its volume and bounce. The camera is stationary and at eye level, providing a clear view of her face and hair. # Funnel stage Consideration # Pain points The ad addresses the frustration of hair losing volume and not staying clean for long, requiring frequent washing. # Value propositions - Achieve a bouncy blow-dry look with the MONDAY Haircare routine. - Maintain volume all day without white residue using MONDAY Volume Dry Shampoo. - Prolong hair cleanliness by using dry shampoo after washing. # Benefits - Ultimate bouncy blow-dry routine - Lasting softness - Maintains volume all day - Prolongs hair cleanliness # Features - MONDAY Volume Shampoo and Conditioner - MONDAY Moisture Leave-In Conditioner - MONDAY Volume Dry Shampoo # Call to action None used # Social proof - "The only products that work for me is the MONDAY Volume Shampoo and Conditioner" – Female 1 (Customer) - "This is the product that actually keeps the volume in my hair all day" – Female 1 (Customer) - "I definitely get an extra day or two without having to wash my hair, which is an absolute lifesaver for me" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her personal hair care routine and experiences with the products. # Storyline - 00:00–00:03 The ad begins with the creator showing off her voluminous, bouncy hair and promising to share her routine. - 00:03–00:06 She emphasizes the importance of hair prep for a lasting style. - 00:06–00:10 She introduces the MONDAY Haircare Volume Shampoo and Conditioner as essential products for her routine. - 00:10–00:17 She adds the Moisture Leave-In Conditioner for lasting softness, applying it to the ends of her damp hair. - 00:17–00:21 She blow-dries her hair to ensure it is bone dry. - 00:21–00:27 She highlights the MONDAY Haircare Volume Dry Shampoo as the key product for maintaining volume all day. - 00:27–00:39 She shares a beauty tip: using dry shampoo after washing hair helps prolong cleanliness. - 00:39–00:48 She uses hair rollers to set the curls, keeping them in for about half an hour. - 00:48–00:51 She removes the rollers to reveal voluminous curls. - 00:51–01:04 She reapplies the MONDAY Haircare Volume Dry Shampoo to maintain the style.

# Ad summary A woman shows her hair transformation using Monday Haircare products. # Brand positioning Monday Haircare is presented as an accessible luxury brand that offers salon-quality results at an affordable price. The brand emphasizes simplicity and effectiveness, focusing on providing essential hair care solutions without unnecessary complexity. The brand aligns with a lifestyle that values self-care and effortless beauty, positioning itself as a go-to for achieving healthy, stylish hair every day. The brand pushes against the norm of expensive salon brands by offering high-quality products at a lower price point. # Product The ad features Monday Haircare's Smooth line, including the Smooth Shampoo, Smooth Conditioner, and Hair Oil. The Smooth Shampoo and Conditioner are designed to cleanse and hydrate hair, leaving it soft and manageable. The Hair Oil is formulated to add shine and smoothness, taming frizz and flyaways. These products are for anyone seeking salon-quality results at home, particularly those with dry, frizzy, or unruly hair. The ad highlights the products' ability to transform hair from frizzy and unkempt to smooth, shiny, and styled. The products are presented as a solution to achieve a polished look effortlessly, addressing the purchase barrier of expensive salon treatments. # Visual style The ad has a clean and bright aesthetic, with a focus on showcasing the product and its results. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent, with a moderate rhythm that allows viewers to follow the hair care routine easily. The cuts are timed to the music beats, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00–00:01 [Singing] When I feel that I, I can't go on. Visual: 00:00–00:01 A young woman with tan skin and long brown hair stands in front of a white wall. She is wearing a light pink satin camisole. She runs her hands through her voluminous, slightly frizzy hair, looking directly at the camera. The camera is stationary and at eye level, capturing a medium shot of the woman from the chest up. The lighting is soft and natural, creating a bright and airy feel. # Funnel stage Consideration # Pain points The ad implies the pain point of frizzy, unkempt hair that is difficult to manage. The woman's initial hair state signals this frustration. # Value propositions - Salon-quality results at an affordable price - Effortless beauty with simple hair care solutions # Benefits - Achieve smooth, shiny, and styled hair - Salon-quality results at home # Features - Smooth Shampoo - Smooth Conditioner - Hair Oil # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating the use and results of the product. # Storyline - 00:00–00:01 00:00–00:01 The video opens with a woman running her hands through her voluminous, slightly frizzy hair. This is intended to show the 'before' state of her hair, highlighting the need for a smoothing product. The audience experiences this from the woman's perspective, as she is the focus of the shot and her hair is the subject of her attention. The tone is casual and relatable, setting the stage for a hair transformation. - 00:01–00:02 00:01–00:02 The camera focuses on the Monday Haircare Smooth Shampoo, Smooth Conditioner, and Hair Oil bottles. This introduces the products that will be used to achieve the transformation. The audience sees the products from a neutral, product-focused perspective. The tone is informative, showcasing the brand and its offerings. - 00:02–00:03 00:02–00:03 The shampoo is pumped out of the bottle. This shows the texture and consistency of the product, emphasizing its quality. The audience experiences this from a close-up, product-centric perspective. The tone is demonstrative, highlighting the product's features. - 00:03–00:04 00:03–00:04 The shampoo is rubbed between the palms of hands. This shows how the product is prepared for application. The audience experiences this from a close-up, user-focused perspective. The tone is practical, demonstrating the application process. - 00:04–00:06 00:04–00:06 The shampoo is applied to wet hair, and the hair is twisted. This shows the product in use and how it is worked through the hair. The audience experiences this from a user-focused perspective, seeing the product's application. The tone is instructional, guiding the viewer through the process. - 00:06–00:09 00:06–00:09 The hair is styled with rollers. This shows the styling process to achieve the final look. The audience experiences this from the woman's perspective, as she is styling her own hair. The tone is aspirational, showcasing the steps to achieve a salon-quality style. - 00:09–00:11 00:09–00:11 The hair oil is sprayed onto the hair. This shows the final step in the hair care routine. The audience experiences this from the woman's perspective, as she is applying the product to her own hair. The tone is finishing, completing the hair transformation. - 00:11–00:14 00:11–00:14 The woman runs her hands through her styled hair, showing the final result. This reveals the 'after' state of her hair, smooth and voluminous. The audience experiences this from the woman's perspective, as she is showcasing her transformed hair. The tone is satisfying, highlighting the success of the hair care routine.

# Ad summary This ad is for Monday Haircare Clarify Shampoo and Conditioner. The ad features two bottles of the product and text highlighting the product's key features and benefits, including the fact that it is dermatologist-approved and free of sulfates and parabens. # Brand positioning MONDAY Haircare is presented as a brand focused on providing affordable, dermatologist-approved hair care solutions without sulfates and parabens. The brand aims to occupy a space in the consumer's mind as a provider of products that are gentle on the scalp and hair, as highlighted by the quote from Nussbaum. This suggests a positioning that pushes against the norm of using harsh chemicals in hair care, aligning with a value set that prioritizes hair health and gentleness. The brand promotes a simple yet effective approach to hair care. # Product The featured product is MONDAY Haircare Clarify Shampoo and Conditioner. It is described as an affordable option that is less harsh for the scalp and hair because it doesn't contain sulfates and parabens. The shampoo includes a trifecta of ingredients such as peptides, grapefruit extract, and coconut oil to promote hair health, eliminate oil, and add shine. The ad directly addresses purchase barriers by highlighting its affordability and formulation without harsh chemicals, positioning it as a gentle and effective solution for healthier hair. # Visual style The ad has a clean, minimalist visual style with a focus on the product. The background is plain white, which helps the light pink bottles stand out. The typography is simple and legible. The overall effect is polished and modern, fitting for a beauty or personal care product. The inclusion of the TODAY logo adds a layer of credibility and trustworthiness. # Hooks Headline: Dermatologist-approved Products for Healthier Hair and Scalp — Starting at $8 # Funnel stage Middle of funnel (Consideration) # Pain points The frustration being addressed is the potential damage and harshness of sulfates and parabens on the scalp and hair. The quote highlights the need to choose products without these ingredients. # Value propositions - Affordable shampoo and conditioner that are gentle on the hair and scalp. - Dermatologist approved # Benefits - less harsh for your scalp and hair - promote hair health - eliminate oil - add shine # Features - without sulfates - without parabens - includes a trifecta of ingredients such as peptides, grapefruit extract and coconut oil # Call to action None used. # Social proof - "It's important to choose a shampoo and conditioner without sulfates and parabens, like this duo," says Nussbaum. "It is less harsh for your scalp and hair." # Point of view - External source: The dermatologists' quote gives an expert, health-focused perspective on the product benefits. - Brand: The brand highlights the product features and positions itself as an affordable and effective haircare solution. # Storyline - The ad begins with a quote from a dermatologist who states, "It's important to choose a shampoo and conditioner without sulfates and parabens, like this duo." This is intended to inform the viewer about the potential benefit of using this product. The story is told from the point of view of an expert. - The ad continues by quoting Nussbaum, who states, "It is less harsh for your scalp and hair." This is intended to further the benefits of using the MONDAY Haircare Clarify Shampoo and Conditioner. The story is told from the point of view of an expert. - The ad closes with the statement, "This affordable shampoo includes a trifecta of ingredients such as peptides, grapefruit extract and coconut oil to promote hair health, "eliminate" oil and add shine." This is intended to be the final selling point for the shampoo and conditioner duo. The story is told from the point of view of the brand.

# Ad summary This ad features a woman demonstrating her hair care routine using the Mark Hill Styling Heat Protection Spray and the Mark Hill Styling Glam Curl Tong. She styles her hair with hair rollers and a hair brush and showcases the after effects of the hair products. # Brand positioning Mark Hill is presented as a brand offering professional hair styling products for home use. The ad suggests the brand focuses on glam and creating salon-quality looks easily. The brand aligns with a lifestyle that values hair styling and achieving a polished, fashionable appearance. The brand positioning seems to be functional, focusing on delivering performance and professional results, but also touches on the emotional aspect of feeling confident and stylish. # Product The ad features Mark Hill Styling Heat Protection Spray, which appears to be a pre-styling product designed to protect hair from heat damage. It is applied to damp hair before using heated styling tools. The Mark Hill Styling Glam Curl Tong is a hair styling tool used to create curls. These products are positioned for individuals who want to style their hair at home, providing an alternative to salon styling. The Heat Protection Spray prepares and protects the hair, while the Glam Curl Tong shapes the hair into curls. The combination allows users to achieve a polished and styled look at home, addressing the purchase barriers of cost and time associated with professional salon visits. # Visual style The ad has a polished UGC feel with natural lighting and a clean aesthetic. Editing is fairly smooth, and shots are quick to keep pace, at about 5-6 cuts per minute. Audio-visual sync is loose, not beat-driven. # Hooks Spoken: Female 1: Victoria, Victoria What? Visual: 00:02–00:03: The woman is holding a light pink bottle of the Mark Hill Styling Heat Protection Spray. She is directly facing the camera with a slight smile. # Funnel stage Consideration # Pain points The ad addresses the frustration of having to go to a salon to achieve a certain hair style. In addition, salon styling can be costly and take time. # Value propositions - The Mark Hill Styling products allow one to complete at home styling. # Benefits - Allows at home styling # Features - Mark Hill Styling Heat Protection Spray - Mark Hill Styling Glam Curl Tong # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is filmed from the perspective of a customer using the products in a real-life setting. # Storyline - 00:00–00:02 The ad begins with a woman with wavy hair who appears to be getting ready. - 00:02–00:03 00:02–00:03: The woman shows the Mark Hill Styling Heat Protection Spray, as if introducing the start of her styling process. This is told from her POV. - 00:03–00:04 00:03–00:04: The woman sprays the product into her hand and applies it to her wet hair. This is a product demo from the brand. - 00:04–00:06 00:04–00:06: The woman uses the Mark Hill Styling Glam Curl Tong to curl her hair. The product demo shows how it is easy to use. - 00:06–00:12 00:06–00:12: The woman then styles the hair with rollers. This shot reveals the full styling routine, from prepping to adding rollers. The perspective continues from the customer, showing a salon-like look can be done at home. - 00:12–00:17 00:12–00:17: The woman styles her hair, removing the rollers and brushing it. The finished result is then presented to the camera. The final clip showcases the end result of the process.

# Ad summary A creator demonstrates the Monday haircare routine and the benefits of using each product. # Brand positioning Monday haircare is presented as a brand that offers clean, effective hair products, packaged in sleek, Instagrammable pink bottles. The brand caters to customers who seek products with clean ingredients like shea butter, coconut oil, and ceramides and targets those who struggle with oily hair and buildup. The brand is positioned as a solution for a healthy scalp and reduced oil production. # Product The ad showcases the Monday Haircare clarifying shampoo and conditioner set, the anti-frizz hair mask, and the moisture leave-in conditioner. The clarifying shampoo and conditioner set is formulated to cleanse and clarify the scalp, removing oil and buildup, leading to a healthier scalp. The product's key ingredients include shea butter, coconut oil, and ceramides. The anti-frizz hair mask is designed to combat frizz and provide moisture. The moisture leave-in conditioner is applied after showering to provide extra smoothness and shine. # Visual style The ad uses bright, natural lighting with a clean and polished aesthetic. The editing style is simple with smooth transitions between shots. The production quality has a UGC feel, but with a higher level of polish. The pacing is consistent, and the cuts are timed with spoken moments. # Hooks Spoken: 00:00–00:03 As an Asian girl, I always have super oily hair and oily buildup and I hate it. Visual: 00:00–00:00 The creator stands at her desk, facing forward, as she runs her hands through her hair, moving it back and forth. Her hair is long and dark, she wears a white tank top and has light makeup on. In the background, there is a white wall and a dresser. / 00:00–00:01 The creator, in selfie-style view, holds up four pink Monday Haircare products: a moisture balance shampoo, a moisture balance conditioner, an anti-frizz hair mask, and a moisture leave-in conditioner. / 00:01–00:02 The creator is facing away from the camera and is touching her long dark hair. She wears a white tank top. The background is out of focus. / 00:02–00:03 The creator is at a desk, facing forward. She is running her hands through her long, dark hair and moving it back and forth. She wears a white tank top and light makeup. The background is blurred, but there is a white wall and a dresser. # Funnel stage Consideration # Pain points Oily hair and oily buildup that is disliked by the creator. “As an Asian girl, I always have super oily hair and oily buildup and I hate it.” # Value propositions - Clean ingredients: shea butter, coconut oil, and ceramides - Healthier scalp - Minimizes the oil buildup # Benefits - Healthier scalp - Minimizes the oil buildup # Features - Clean ingredients: shea butter, coconut oil, and ceramides # Call to action None used. # Social proof - "I always fall back to this specific routine by Monday Haircare" - Female 1 (Creator) - "[Y]ou cannot make this up but my hair was so shiny" - Female 1 (Creator) # Point of view - Customer 100% – All content is delivered by a creator as a firsthand testimonial. # Storyline - 00:00–00:03 00:00–00:03 The creator states that as an Asian girl, she struggles with oily hair and buildup and hates it. - 00:03–00:08 00:03–00:08 The creator says that she always falls back on the Monday Haircare routine, especially when her scalp needs clarifying. - 00:08–00:14 00:08–00:14 The creator claims that clarifying shampoo and conditioner makes the scalp healthier and minimizes oil buildup. - 00:14–00:17 00:14–00:17 The creator says the products have super clean ingredients like shea butter, coconut oil, and ceramides. - 00:17–00:21 00:17–00:21 The creator mentions that after conditioner, she uses the frizz mask because her hair gets frizzy. - 00:21–00:26 00:21–00:26 The creator tells the audience that they can't make this up, and her hair was so shiny when she slept with the leave-in conditioner.

# Ad summary This ad mimics a NewBeauty article featuring Monday Haircare REPAIR Shampoo, emphasizing its lightweight, sulfate- and paraben-free formula that softens brittle strands with keratin, argan oil, and cocoa butter. It includes links to purchase from Ulta and Target, priced at $8. # Brand positioning MONDAY Haircare positions itself as an accessible luxury brand that delivers high-quality haircare without the premium price tag. The brand directly appeals to customers seeking effective, clean formulations. It focuses on providing salon-quality results for everyday consumers at an affordable price, challenging the notion that high-performance haircare must be expensive or exclusive. The focus on repair suggests that MONDAY Haircare is catering to consumers who prioritize hair health and are looking for products that actively restore and nourish their hair. # Product MONDAY Haircare REPAIR Shampoo is designed to revitalize damaged hair. The sulfate- and paraben-free formula is lightweight yet rich, softening brittle strands through a hydrating blend of keratin, argan oil, and cocoa butter. This shampoo is presented as an accessible product that delivers salon-quality results for everyday use. Its formulation addresses common purchase barriers, such as concerns about harsh chemicals and heavy textures, by highlighting its gentle, nourishing ingredients. The $8 price point at Ulta and Target further reinforces its accessibility and affordability. # Visual style The ad has a clean, minimalist visual style that mimics an editorial article. The production quality appears highly polished, resembling a professional studio shot. The visual motif includes a monochromatic color scheme with soft pinks and clean typography. The image treatment involves soft lighting and background removal to focus on the product. The typography is integrated in a caption-style layout, enhancing scannability in-feed. This style contrasts with typical social media content, aiming for a high-design, disruptive effect that captures attention. # Hooks Headline: The 15 Best Shampoos for Damaged Hair That Actually Repair # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of damaged hair that is brittle and in need of repair. It suggests that the target audience is experiencing frustration with hair that is not healthy or recovered. The ad copy states "The 15 Best Shampoos for Damaged Hair That Actually Repair" and "Your hair's recovery starts here." # Value propositions - Rich yet lightweight formula: provides effective care without weighing hair down - Sulfate- and paraben-free: gentle and safe for damaged hair - Hydrating blend of keratin, argan oil and cocoa butter: provides essential nutrients for repair and hydration - BUY ON ULTA - $8 - BUY ON TARGET - $8 # Benefits - Softens brittle strands - Hair's recovery starts here. # Features - Sulfate-free - Paraben-free - Hydrating blend of keratin, argan oil and cocoa butter - Lightweight formula # Call to action BUY ON ULTA - $8 BUY ON TARGET - $8 # Social proof - The overall formatting of the ad simulates an article on NewBeauty, which acts as social proof for the products shown. # Point of view - External source: The article format from NewBeauty suggests an endorsement from a reputable publication. - Brand: The product descriptions and calls to action are presented from the brand’s perspective. - Customer: The mention of softness and hydration aims to meet customer needs and expectations. # Storyline - The ad is formatted as a NewBeauty article. The intention is to present the product as editor-approved and trustworthy, leveraging the publication's credibility to build consumer confidence. This part of the story is being told from the perspective of a beauty media outlet. - The article highlights the MONDAY Haircare REPAIR Shampoo ($8) as a recommended product. This is designed to promote the shampoo's value and relevance in the context of damaged hair treatment. This part of the story is told from the perspective of a third-party endorsement. - The product description emphasizes the shampoo's benefits, such as its rich yet lightweight, sulfate- and paraben-free formula that softens brittle strands with a hydrating blend of keratin, argan oil, and cocoa butter. This informs the consumer about its key features and benefits for repair. The product is being presented from the brand's perspective. - The ad concludes with direct calls to action with links to purchase the shampoo from Ulta and Target for $8. This drives immediate conversion by making it easy for interested consumers to buy the product. The action is being prompted from the brand's perspective.

# Ad summary This ad promotes the ADWOA BEAUTY hair care line. It features a woman demonstrating the use of the Moisture Hydration Conditioner and Reset Shampoo on her curly hair. She showcases the products in her shower, applies them to her hair, and styles her hair in various ways after washing. # Brand positioning ADWOA BEAUTY is presented as a brand focused on providing moisture and hydration for curly hair. The brand aligns with a lifestyle that values self-care and confidence in one's natural hair. The brand positions itself as a solution for those seeking to maintain and enhance their curls, offering products designed to address the specific needs of curly hair textures. The brand positioning is functional, emphasizing the performance of its products in delivering moisture and hydration. # Product The ad features ADWOA BEAUTY's Moisture Hydration Conditioner and Reset Shampoo. These products are designed to provide moisture and hydration for curly hair. The products are packaged in pink, square bottles with pump dispensers. The Moisture Hydration Conditioner is highlighted for its ability to hydrate and condition curly hair, while the Reset Shampoo is designed to cleanse the hair without stripping it of its natural oils. The ad shows the products being used in the shower, with the woman applying them to her wet hair and massaging them in. The products are presented as essential for maintaining healthy, defined curls. # Visual style The ad has a polished UGC feel, with natural lighting and a clean aesthetic. The editing style includes quick cuts to showcase different hairstyles and product application. The production quality is high-end, supporting the intended tone of showcasing the product's effectiveness. The pacing is consistent, with cuts timed to the music beat. # Hooks Spoken: 00:00–00:02: [Singing] I work so hard, I work so hard, I work so much I can't find it. Visual: 00:00–00:02: A split-screen shows a woman with curly hair in four different hairstyles: loose curls, high ponytail, space buns, and half-up ponytail. She is wearing a white tank top and smiling. The background is a plain white wall. The camera is stationary and selfie-style. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Products designed to maintain and enhance natural curls - Essential for healthy, defined curls # Benefits - Hydration for curly hair - Cleansing without stripping natural oils # Features - Moisture Hydration Conditioner - Reset Shampoo # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating and showcasing the product. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a split-screen showcasing a woman with curly hair in various hairstyles. This is intended to grab attention and highlight the versatility of curly hair. - 00:02–00:03 00:02–00:03: The woman holds up two pink bottles of ADWOA BEAUTY products, smiling. This introduces the products being advertised. - 00:03–00:06 00:03–00:06: The woman is shown in the shower, dispensing the product into her hand and applying it to her wet hair. This demonstrates the product's use case and texture. - 00:06–00:09 00:06–00:09: The woman is shown with wet hair, then applying shampoo to her hair in the shower. This continues to demonstrate the product's use. - 00:09–00:11 00:09–00:11: The woman smiles at the camera with shampoo in her hair, then rinses it out. This shows her positive experience with the product. - 00:11–00:22 00:11–00:22: The woman is shown styling her hair in various ways, smiling and showcasing the final results. This highlights the versatility and beauty of her hair after using the products.