How Moroccanoil Advertises on Meta

# Ad summary This ad promotes Moroccanoil lip balm. It features a woman applying the lip balm and highlighting its skincare-level ingredients for hydrated lips during workouts. The ad concludes with a call to action to shop all three flavors. # Brand positioning Moroccanoil is presented as a brand that aligns with a lifestyle of beauty and wellness, particularly for individuals who engage in activities like pilates. The brand emphasizes the use of skincare-level ingredients in its lip balm, positioning it as a premium product that goes beyond basic lip care. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, effective beauty solutions that cater to an active and health-conscious lifestyle. The brand's tone is playful and aspirational, aligning with the 'pilates princess' aesthetic. # Product The Moroccanoil lip balm is a hydrating lip treatment designed to keep lips moisturized, especially during workouts. It is formulated with skincare-level ingredients to provide superior hydration and care. The lip balm comes in a 'berry pomegranate' flavor with a 'sheer berry tint,' offering a subtle color enhancement. The product is packaged in a squeeze tube for easy application. The ad highlights that the lip balm is available in three flavors, encouraging customers to explore the full range. The product is presented as a must-have for those who want to maintain hydrated and healthy lips while engaging in physical activities. # Visual style The ad has a polished UGC feel with a consistent pink color scheme, aligning with the 'pilates princess' aesthetic. The editing style includes quick cuts to maintain a fast pace. The production quality is high, with clear visuals and professional lighting. The pacing is consistent throughout the ad, with cuts timed to the music beats. # Hooks Spoken: 00:05–00:10: keep your lips hydrated while working out with skincare-level ingredients Text overlay: 00:05–00:10: keep your lips hydrated while working out with skincare-level ingredients 💋🌹 Visual: 00:05–00:07: The woman applies the lip balm to her lips, looking directly at the camera. / 00:07–00:10: The same woman holds the lip balm up to the camera and makes a kissy face. # Funnel stage Consideration # Pain points Dry lips during physical activity # Value propositions - Hydrated lips during workouts with skincare-level ingredients # Benefits - Keep your lips hydrated while working out # Features - Skincare-level ingredients - Berry pomegranate flavor - Sheer berry tint # Call to action Shop all 3 flavors now! # Point of view - Customer 100% – The entire video is presented from the perspective of a customer or user of the product, showcasing its benefits and usage in a relatable way. # Storyline - 00:00–00:02 The ad opens with a close-up of the Moroccanoil lip balm tube on a pink background, setting a playful and feminine tone. - 00:02–00:03 The scene transitions to a pilates studio, where the lip balm is held up, emphasizing its relevance to a fitness-oriented lifestyle. - 00:03–00:05 A woman appears, holding the lip balm and showcasing its 'berry pomegranate' flavor and 'sheer berry tint,' providing specific product details. - 00:05–00:10 The woman applies the lip balm, demonstrating its use and highlighting its benefit of keeping lips hydrated during workouts with skincare-level ingredients. - 00:10–00:14 The ad concludes with a shot of all three lip balm flavors, accompanied by a call to action to shop now, encouraging immediate purchase.

# Ad summary This ad showcases Moroccanoil lip balms, highlighting their argan-enriched formula, non-sticky shine, and Mediterranean-inspired flavors. # Brand positioning Moroccanoil is presented as a premium brand offering luxurious lip care products. The brand emphasizes the use of high-quality ingredients like argan oil, positioning itself as a provider of nourishing and effective beauty solutions. The Mediterranean inspiration suggests a connection to natural beauty and exotic, sensorial experiences. The brand aims to occupy a space in the consumer's mind as a provider of indulgent, high-end lip care that combines beauty and wellness. # Product The ad features Moroccanoil lip balms, highlighting three different flavors: Moroccan Mint Tea, Vanilla Date, and Berry Hydrate. These lip balms are designed to provide a non-sticky shine and are enriched with argan oil for added nourishment. The ad emphasizes the Mediterranean-inspired flavors, suggesting a unique and sensorial experience. The lip balms come in squeeze tubes with angled applicator tips. The ad aims to convey that these lip balms are worth trying because of their unique flavors, nourishing formula, and non-sticky shine, offering a premium lip care experience. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The production quality is high, with studio-style lighting and soft pastel colors creating a luxurious feel. The visual motif is a product-focused flatlay with simple text annotations. The image treatment includes soft color grading and background removal to highlight the products. The typography is clean and legible, integrated seamlessly into the design. The overall style is modern and sophisticated, aiming to capture attention with its simplicity and elegance. # Hooks Headline: BAUME À LÈVRES COMME VOUS N'EN AVEZ JAMAIS ESSAYÉ # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Argan-enriched formula for nourishment - Non-sticky shine for comfortable wear - Mediterranean-inspired flavors for a unique experience # Benefits - Formule enrichie à l'argan - Brillance non collante - Saveurs d'inspiration méditerranéenne # Features - Formule enrichie à l'argan - Brillance non collante - Saveurs d'inspiration méditerranéenne # 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 and its features to entice the viewer. # Storyline - The ad opens by showcasing the Moroccanoil brand and the product type, lip balm, to immediately establish what is being advertised. This is told from the brand's perspective to introduce the product category. - The ad then highlights the unique quality of the lip balm, stating that it's unlike any other the viewer has tried before. This is told from the brand's perspective to create intrigue and differentiate the product from competitors. - The ad proceeds to list key features of the lip balm, such as its argan-enriched formula, non-sticky shine, and Mediterranean-inspired flavors. This is told from the brand's perspective to inform the viewer about the product's benefits and unique selling points.

# Ad summary This ad promotes Moroccanoil lip care products, highlighting their hydrating and nourishing benefits. The ad features close-up shots of diverse women applying the products, along with text overlays emphasizing the results of a study indicating high satisfaction rates regarding hydration, non-stickiness, and protection from dryness. # Brand positioning Moroccanoil is presented as a brand offering lip care products with a Mediterranean touch. The brand emphasizes the nourishing and hydrating qualities of its products, positioning itself as a provider of effective and pleasant lip care solutions. The brand aligns with values of self-care and beauty, promoting a lifestyle of maintaining healthy and attractive lips. The brand does not explicitly push against any category norms or competitor behaviors but focuses on highlighting the positive attributes of its products. The brand positioning is both functional (hydration, protection) and emotional (nourishment, attractiveness). # Product The ad features Moroccanoil lip care products designed to hydrate, nourish, and protect lips. The products are presented as balms that provide up to 24 hours of hydration. The ad highlights that 91% of users found the formula non-sticky, 94% felt their lips seemed nourished and hydrated, and 95% believed it protected lips from dryness and chapping. The products are for anyone seeking effective lip care, as demonstrated by the diverse range of women shown using them. The ad addresses the purchase barrier of sticky lip balms by emphasizing the non-sticky formula. The ad conveys that these products are worth trying because they offer long-lasting hydration, nourishment, and protection, leading to healthier and more attractive lips. # Visual style The ad has a polished and clean aesthetic with soft, pastel color grading. The editing style consists of quick cuts between different women and products. The production quality is high, resembling a professional commercial. The pacing is consistent, with cuts timed to maintain a steady rhythm. The visuals are synchronized with the text overlays to emphasize key product benefits. # Hooks Text overlay: 00:00–00:03: MOROCCANOIL. / 00:00–00:03: DES SOINS POUR VOS LÈVRES / 00:00–00:03: avec une touche méditerranéenne Visual: 00:00–00:02: A static shot of three Moroccanoil lip care products. The products are arranged against a soft, gradient background of pastel colors (pink, green, and white). The tubes are various colors: light green, light pink, and beige. The Moroccanoil logo is visible above the products. # Funnel stage Consideration # Pain points The ad addresses the frustration of using lip balms that feel sticky and uncomfortable. # Value propositions - Long-lasting hydration for up to 24 hours - Non-sticky formula for comfortable wear - Nourished and hydrated lips for a healthy look - Protection from dryness and chapping for lip health # Benefits - Up to 24 hours of hydration - Lips feel nourished and hydrated - Protection from dryness and chapping # Features - Hydrating lip balm - Non-sticky formula - Nourishing lip care - Protects lips from dryness and chapping # Call to action None used. # Social proof - 91% ont trouvé QUE LA FORMULE N'EST PAS COLLANTE* - 94% ont trouvé QUE LES LÈVRES SEMBLENT NOURRIES ET HYDRATÉES* - 95% ont trouvé QU'IL PROTÈGE LES LÈVRES DE LA SÉCHERESSE ET DES GERÇURES* # Point of view - Customer 100% – The ad showcases diverse women using and benefiting from the product, creating a relatable and user-focused perspective. # Storyline - 00:00–00:02 The ad opens with a static shot of three Moroccanoil lip care products against a soft, gradient background. - 00:02–00:05 The scene transitions to a woman applying a Moroccanoil lip product, emphasizing the product's hydrating benefits. - 00:05–00:08 The ad cuts to another woman holding a different Moroccanoil lip product, highlighting the non-sticky formula. - 00:08–00:11 The scene shifts to a woman applying a Moroccanoil lip product, focusing on the nourishing and hydrating effects. - 00:11–00:14 The ad concludes with two women, one resting her head on the other's shoulder, emphasizing the product's protective qualities against dryness and chapping.

# Ad summary This image ad from Moroccanoil promotes a 20% discount on their shampoo and conditioner duos, specifically designed for use in the shower. The ad features four product sets, each tailored to different hair needs: Repair, Frizz Control, Hydration, and Volume, all presented in a clean and brightly lit bathroom setting. # Brand positioning Moroccanoil is presented as a premium haircare brand specializing in products designed for in-shower use. The brand aims to occupy a space of luxury and effectiveness, offering specialized solutions for various hair concerns like repair, frizz control, hydration, and volume. It aligns with a lifestyle that values high-quality hair care and promotes the use of targeted treatments for specific needs, positioning itself as a brand that caters to those who seek professional-level results at home. The brand ignores category norms by packaging shampoo and conditioner as a set, offering a 20% discount. This brand positioning is both functional (offering specific hair solutions) and emotional (enhancing the consumer's sense of well-being through premium self-care). # Product The featured product is a set of shampoo and conditioner duos from Moroccanoil, designed for use in the shower. Each set is tailored to different hair needs: Repair, Frizz Control, Hydration, and Volume. The products are showcased in tall, cylindrical bottles with pump dispensers, packaged in striped cardboard boxes that clearly label the product type. Each bottle features the Moroccanoil logo and product-specific details. The USPs include the specialized formulas for targeted hair concerns and the convenience of a bundled set. The ad emphasizes the perfect format for shower use, addressing the purchase barrier of needing both shampoo and conditioner by offering them together with a 20% discount. Each of the four sets is distinct, catering to different hair types and needs, with a unified brand aesthetic. # Visual style The ad features a highly polished, studio-shot aesthetic with a clean and minimalist design. The visual motifs include a grid layout with distinct product blocks, color-coordinated packaging, and even lighting. The image treatment involves background removal, drop shadows, and bright color grading. The typography is large and bold. The ad contrasts with the typical lo-fi or UGC content on social media with its high-design approach, which may impact scannability but enhance stop power in the feed. # Hooks Headline: 20 % D'ÉCONOMIES # Funnel stage Middle of funnel (Consideration) # Pain points The ad targets the general need for hair care solutions, addressing different hair needs such as repair, frizz control, hydration, and volume. There are no explicit negative statements or visuals. # Value propositions - 20% savings on shampoo and conditioner duos # Benefits - 20 % D'ÉCONOMIES # Features - Shampoo and Conditioner duos - Duos au format parfait pour la douche - Repair - Frizz Control - Hydration - Volume # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view in the image is consistently from the brand, Moroccanoil, promoting its products and a special offer. This is evident in the direct presentation of product features, discount information, and overall aesthetic. # Storyline - The ad opens with a declaration of a 20% discount on Moroccanoil duos, meant to immediately grab attention and signal value. The brand tells this part of the story to highlight the savings available to customers. - Next, the ad showcases the product itself, highlighting the four different shampoo and conditioner sets tailored to various hair needs. The brand tells the audience about the range of product options to show the breadth and specificity of their product line. - Finally, the ad reinforces that the products are perfectly designed for shower use. The brand is highlighting the convenience and usability of the product format.

# Ad summary A creator reviews the new Moroccanoil lip balms, showcasing the packaging, applicator, and shades. # Brand positioning Moroccanoil is presented as a brand that is expanding its product line beyond its core hair care offerings. The ad highlights that this is the first time Moroccanoil has launched a lip product, positioning the brand as innovative and responsive to consumer needs. The brand aligns with a lifestyle of beauty and self-care, emphasizing the use of quality ingredients and sensorial experiences like pleasant scents. The brand is presented as a premium brand, focusing on the functional benefits of hydration and nourishment, while also providing a touch of luxury through the packaging and application experience. # Product The Moroccanoil lip balms are presented as a new addition to the brand's product line, designed to hydrate and nourish the lips. The lip balms come in three shades: Moroccan Mint Tea, Vanilla Date, and Berry Pomegranate. Each balm has a unique scent corresponding to its shade name. The lip balms are packaged in color-coordinated tubes with a soft silicone applicator. The formula is described as having a nice thickness that is not too thick, providing a balmy, hydrating, and nourishing feel. # Visual style The ad has a polished UGC feel, with a clean and bright aesthetic. The editing style is smooth with quick cuts to highlight product details and application. The production quality is high-end, supporting the brand's premium positioning. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:08 These are the brand new lip balms from Moroccanoil. It's the first time that Moroccanoil has a lip. Text overlay: 00:00–00:08 trying new lip balms from moroccanoil Visual: 00:00–00:02 A woman with long brown hair and red nails holds up three lip balm tubes in front of a light gray wall. She is wearing a white sweater and smiling. The tubes are pastel colors: pink, green, and beige. Text overlay: "trying new lip balms from moroccanoil". / 00:02–00:08 Close-up of the woman holding the lip balm tubes. She moves them slightly as she speaks, maintaining eye contact with the camera. The background remains a light gray wall. # Funnel stage Consideration # Pain points None used. # Value propositions - New lip balms from Moroccanoil - Soft silicone applicator for easy application - Hydrating and nourishing formula for healthy lips - Unique scents for a sensorial experience # Benefits - Hydrated lips - Nourished lips - Pleasant scent # Features - Three shades: Moroccan Mint Tea, Vanilla Date, and Berry Pomegranate - Soft silicone applicator - Balmy feeling - Hydrating - Nourishing # Call to action Let me know. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer/creator reviewing the product, using a casual tone and sharing her personal experience. # Storyline - 00:00–00:08 The creator introduces the new lip balms from Moroccanoil, noting that this is the brand's first lip product. This is intended to generate excitement and curiosity about the new product line. The audience experiences the ad from the perspective of a beauty influencer sharing a new product discovery, conveyed through a casual, enthusiastic tone and direct address. - 00:08–00:19 The creator shows all three shades of the lip balm, highlighting the packaging and applicator. This is intended to provide a visual overview of the product and its features. The audience experiences the ad from the perspective of a beauty influencer showcasing the product details, conveyed through a close-up view of the packaging and applicator. - 00:20–00:27 The creator swatches each shade on her hand, describing the color and scent of each. This is intended to provide a closer look at the product's texture and color payoff. The audience experiences the ad from the perspective of a beauty influencer demonstrating the product's features, conveyed through a close-up view of the swatches and descriptive language. - 00:27–00:39 The creator applies the Moroccan Mint Tea lip balm to her lips, describing its thickness and balmy feel. This is intended to demonstrate the product's application and texture. The audience experiences the ad from the perspective of a beauty influencer using the product, conveyed through a close-up view of the application and descriptive language. - 00:39–00:53 The creator swatches and applies the Vanilla Date lip balm, describing it as a sheer pinky nude with a sweet vanilla scent. This is intended to showcase another shade option and its unique qualities. The audience experiences the ad from the perspective of a beauty influencer demonstrating the product's features, conveyed through a close-up view of the swatches and application. - 00:53–01:07 The creator swatches and applies the Berry Pomegranate lip balm, describing it as a pretty berry color with a berry scent. This is intended to showcase the final shade option and its unique qualities. The audience experiences the ad from the perspective of a beauty influencer demonstrating the product's features, conveyed through a close-up view of the swatches and application. - 01:07–01:20 The creator shares her favorite shade, Moroccan Mint Tea, highlighting its unique mint tea scent. This is intended to provide a personal recommendation and preference. The audience experiences the ad from the perspective of a beauty influencer sharing her personal opinion, conveyed through a casual, enthusiastic tone. - 01:21–01:29 The creator concludes by showing all three lip balms and asking viewers to share their favorites. This is intended to encourage engagement and discussion. The audience experiences the ad from the perspective of a beauty influencer inviting feedback, conveyed through a friendly, conversational tone.

# Ad summary This ad showcases Moroccanoil's new lip balm, emphasizing its must-have status for everyday use. The ad features multiple lip balms in different colors. # Brand positioning Moroccanoil is presented as a brand that offers essential beauty products, specifically highlighting their new lip balm as a must-have item. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, everyday beauty essentials that fit seamlessly into any lifestyle. The brand's tone is sophisticated and practical, focusing on the functional benefits of its products while maintaining an air of luxury and necessity. Moroccanoil positions itself as a brand that understands the needs of modern consumers, offering products that are both effective and convenient for daily use. # Product The featured product is Moroccanoil's new lip balm, presented as an essential item for everyday use. The lip balm comes in a tube format and is available in multiple colors, including Vanilla Date, Berry Pomegranate, and Moroccan Butter. The ad emphasizes that the lip balm is a "must-have for every bag," suggesting it is designed for on-the-go use and convenience. The product aims to address the need for quick and easy lip care, providing hydration and a touch of color in a portable format. The variety of colors caters to different preferences, making it appealing to a broad audience seeking both functionality and personalization in their lip care routine. # Visual style The ad features a highly polished, studio-shot aesthetic with a focus on clean lines and soft lighting. The visual motif is a product-focused display, showcasing multiple lip balms in a visually appealing arrangement. The image treatment includes color grading to enhance the pink and teal gradient background, creating a smooth and luxurious feel. The typography is integrated in a clean and legible manner, complementing the overall sophisticated style. The ad contrasts with platform-native styles by presenting a high-design look, aiming to capture attention and convey a sense of quality and luxury. # Hooks Headline: INTRODUCING LIP BALM # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Convenient and portable lip care - Variety of colors to suit different preferences # Benefits - Must-have for every bag # Features - Lip balm in tube packaging - Available in multiple colors: Vanilla Date, Berry Pomegranate, Moroccan Mint Tea # 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 new lip balm and emphasizing its must-have status. # Storyline - The ad opens by introducing Moroccanoil's new lip balm, immediately capturing attention with the brand's established reputation. This sets the stage for a product launch that leverages the brand's existing recognition, told from the brand's perspective. - The ad highlights the lip balm as "the new must-have for every bag," emphasizing its essential nature and convenience for everyday use. This positions the product as a necessary addition to the consumer's daily routine, told from the brand's perspective. - The visual display of multiple lip balms in various colors showcases the product range and appeals to different preferences. This allows the audience to see the variety and options available, told from the brand's perspective.

# Ad summary A female creator tests Moroccanoil's new lip balm by wearing it during a 30-mile bike ride and then preparing for a night out. She highlights the challenge of finding beauty products that can withstand an active lifestyle and still leave her looking good. The ad showcases the lip balm's ability to protect, hydrate, and smooth lips, positioning it as a reliable solution for active individuals who want to maintain their appearance. # Brand positioning Moroccanoil is presented as an innovative beauty brand that understands the needs of active individuals. While traditionally known for hair care, the ad positions them as a brand capable of delivering high-performance, durable beauty solutions that can withstand demanding physical activities. The brand aims to occupy a space in the consumer's mind as a reliable partner for maintaining a polished appearance even when "doing hard things." It aligns with values of an active, dynamic lifestyle where looking good doesn't have to be sacrificed for performance. The positioning is functional (protection, hydration) and emotional (confidence, looking good). # Product The product is Moroccanoil's new lip balm, designed for active individuals who want to maintain hydrated and smooth lips even during strenuous activities. The ad demonstrates its use during a 30-mile bike ride and implies its suitability for a night out. Key features highlighted are its ability to protect lips and keep them hydrated and smooth. Two specific flavors are mentioned: Berry Pomegranate (for daytime) and Vanilla Date (for nighttime). The ad emphasizes its unique selling proposition as a lip balm that "can keep up" with an active lifestyle, addressing the pain point of lips getting dry after physical exertion. It's for someone who wants to "do hard things" but "not look like you do hard things." # Visual style The ad features a hybrid visual style, blending scrappy, authentic UGC with slightly more polished, but still handheld, product shots. The editing rhythm is quick, with frequent cuts (approximately 1-2 seconds per shot) to maintain a dynamic and engaging pace. Production quality leans towards a high-end UGC feel, utilizing natural light and a selfie-style camera to create a sense of relatability and authenticity, which supports the intended tone of a personal product review. There are no obvious visual motifs beyond the consistent handheld, selfie-style framing. The pacing is consistently fast, reflecting the active lifestyle theme. Audio-visual sync is present, with text overlays appearing precisely when the corresponding spoken words are uttered, and visual actions (like applying lip balm) aligning with the voiceover. # Hooks Spoken: I love putting my body through the wringer, but not many products can keep up. Text overlay: I love putting / products Visual: Two small, slightly tilted, square video frames are stacked on a black background. The top frame shows a young adult white female with messy, blonde hair in a high bun, making a duck face and giving a thumbs-up. She wears a dark long-sleeved top with a blue and white lanyard. The bottom frame shows the same female, hair still messy, with a wide-open mouth expression and a peace sign. The camera is selfie-style, slightly shaky. / A young adult white female with blonde hair pulled back in a braid, wearing a light blue cycling jersey, is in a bathroom. She applies a pink lip balm to her lips. Her expression is focused. The camera is selfie-style, handheld, slightly shaky. # Funnel stage Middle of funnel (Consideration) # Pain points The struggle of wanting to do hard things but not wanting to look like you do hard things. "Usually my lips get so dry after a ride." # Value propositions - not many products can keep up - put it through the ultimate test - can it keep up with me? - this actually protected them and they feel so hydrated and smooth - perfect for a night out - Finally, something that can keep up with me # Benefits - can keep up - protected - hydrated and smooth - look good while doing hard things # Features - protected them - feel so hydrated and smooth - Berry Pomegranate - Vanilla Date # Call to action then you need this lip balm # Social proof - "I love putting my body through the wringer, but not many products can keep up." – Female 1 (Creator) - "So when Moroccanoil sent me their new lip balm, I decided to put it through the ultimate test." – Female 1 (Creator) - "Can it keep up with me?" – Female 1 (Creator) - "Listen, if you're like me, then you know the struggle of wanting to do hard things, but not wanting to look like you do hard things." – Female 1 (Creator) - "And there just aren't very many products that can keep up. But so far, this one can." – Female 1 (Creator) - "Usually my lips get so dry after a ride, but this actually protected them and they feel so hydrated and smooth." – Female 1 (Creator) - "I love the Berry Pomegranate during the day and the Vanilla Date is perfect for a night out." – Female 1 (Creator) - "If you're like me and you like to look good while doing hard things, then you need this lip balm." – Female 1 (Creator) - "Finally, something that can keep up with me." – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the perspective of a user testing and reviewing the product, using "I" statements and sharing personal experiences. # Storyline - 00:00–00:01 The creator shows herself with messy, bedhead hair, making funny faces (thumbs up, peace sign). This establishes a relatable, unglamorous "before" state and introduces her active, slightly chaotic persona, setting up the challenge. - 00:01–00:02 The creator, now with her hair pulled back and wearing cycling gear, applies the lip balm. This transitions to the active lifestyle context and introduces the product. The tone is determined and ready for a challenge. - 00:02–00:05 The creator, wearing a cycling helmet and sunglasses, applies the lip balm again, then holds it up to the camera with a confident smile. This visually introduces the product and sets up the "ultimate test" challenge. The perspective is from the creator, directly engaging the audience. - 00:05–00:09 The creator, still in cycling gear, holds the lip balm and asks if it can keep up with her 30-mile ride and night out. This explicitly states the challenge and the scope of the product test, inviting the audience to follow along. The tone is confident and challenging. - 00:09–00:10 The lip balm is shown held against a beach background with waves. This provides a scenic interlude and reinforces the outdoor, active setting. - 00:10–00:11 The creator, back in cycling gear, holds the lip balm and makes a "shhh" gesture. This re-engages the audience and signals a transition to explaining the problem the product solves. - 00:11–00:15 The creator is shown cycling from a first-person perspective, looking back at the camera, then forward. She explains the struggle of wanting to do hard things but not wanting to look like it. This establishes the core pain point and positions the product as a solution for maintaining appearance during activity. The perspective is dynamic, immersing the viewer in her activity. - 00:15–00:17 The creator continues cycling, looking at the camera with an exaggerated expression of effort. She states that not many products can keep up. This reinforces the problem and the need for a high-performance product. - 00:17–00:18 The creator continues cycling, looking forward. She confidently states that "this one can." This provides the initial positive resolution to the challenge. - 00:18–00:21 The creator is indoors, still in cycling gear, smiling and talking to the camera, having just finished her ride. She announces the completion of the 30-mile ride and the next step: getting ready for a night out. This transitions from the "active" phase to the "social" phase of the test. - 00:21–00:24 The creator removes her helmet, revealing her hair and a fresh face. She explains that usually her lips get dry after a ride. This highlights the product's protective benefit by contrasting it with a common problem. - 00:24–00:26 The creator shakes her hair, smiling, and then covers the camera with her hand, revealing text about hydrated and smooth lips. This visually demonstrates the positive outcome and reinforces the product's benefits. - 00:26–00:27 The creator, now with styled hair and a black top, smiles confidently at the camera. This shows the "after" state, looking refreshed and ready for a night out, demonstrating the product's ability to maintain appearance. - 00:27–00:30 The creator applies a different shade of lip balm and then holds up a lighter-colored tube, explaining the two flavors. This introduces product variety and suggests different uses (day/night). - 00:30–00:33 The creator holds the lighter lip balm, smiling and talking to the camera, reiterating the core message: if you like to look good while doing hard things. This summarizes the target audience and the product's value proposition. - 00:33–00:34 The creator is back in cycling gear, holding the pink lip balm, smiling at the camera with the beach in the background. She states, "then you need this lip balm." This serves as a direct call to action and reinforces the product's suitability for an active lifestyle. - 00:34–00:35 The creator is back indoors, wearing a black sleeveless top, holding the lighter lip balm, smiling. This provides a final, confident endorsement. - 00:35–00:36 The creator is back in cycling gear, holding the pink lip balm, smiling broadly at the camera with the beach in the background. She concludes, "Finally, something that can keep up with me." This delivers a strong, personal endorsement and reinforces the product's key benefit.

# Ad summary A woman shares that she is getting ready to try on her wedding dress for the first time. She shares that she wanted to put on makeup and her lip combo because she wouldn't feel like herself without it. She shares that she is obsessed with the new Moroccanoil lip balm in the shade vanilla date. She says it goes well with any lip combo and gives her lips a hint of color in a subtle way. She shares that it has argan oil and argan butter in it, which makes her lips feel soft. She is putting together a bridal emergency kit and says that this lip balm will definitely be going in it because she doesn't go anywhere without a lip balm. She feels like it will be perfect for her wedding day. # Brand positioning Moroccanoil is presented as a brand that offers beauty products that are essential for everyday use. The brand is positioned as a provider of products that enhance one's natural beauty and contribute to feeling like oneself. The brand aligns with values of self-care and confidence, suggesting that its products are integral to a daily beauty routine. The brand's positioning is both functional, providing moisturizing and subtle color enhancement, and emotional, contributing to a sense of self and confidence. # Product The Moroccanoil lip balm is a beauty product designed to moisturize and add a subtle hint of color to the lips. It is formulated with argan oil and argan butter, ingredients known for their moisturizing properties, which leave the lips feeling soft. The lip balm is available in the shade "vanilla date," which is described as a versatile shade that complements any lip combo. It is intended for anyone who wants to enhance their natural lip color in a subtle way while keeping their lips moisturized. The lip balm is presented as an essential item, particularly for special occasions like a wedding, addressing the need for a reliable and effective lip care product. # Visual style The ad has a polished UGC feel, with a focus on natural lighting and a clean background. The editing style is simple, with static shots and smooth transitions. The production quality is high-end, supporting the intended tone of authenticity and relatability. The pacing is consistent, with a conversational rhythm that matches the speaker's delivery. # Hooks Spoken: Female 1: okay so today is a really special day because I get to go try on my wedding dress Text overlay: 00:00–00:05 okay so today is a really special day because I get to go try on my wedding dress Visual: 00:00–00:05: A woman with long brown hair, wearing a white blazer, gold hoop earrings, and a gold necklace, stands in front of a neutral-colored wall. She is holding a tube of Moroccanoil lip balm and speaking directly to the camera. The camera is positioned at eye level, providing a close-up view of her face and upper body. The lighting is soft and natural, highlighting her makeup, which includes blush, eyeshadow, and lipstick. She is smiling and speaking directly to the camera, creating a personal and engaging atmosphere. # Funnel stage Consideration # Pain points The ad addresses the pain point of not feeling like oneself without makeup or a specific lip combo, highlighting the importance of personal grooming for self-confidence. # Value propositions - Goes good with any lip combo - Perfect for my wedding day # Benefits - Gives lips a hint of color in a really subtle way - Makes my lips feel so soft # Features - Argan oil - Argan butter - Shade vanilla date # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and excitement about using the product. # Storyline - 00:00–00:05 The creator begins by sharing that it is a special day because she is trying on her wedding dress for the first time. - 00:05–00:07 She expresses excitement and nervousness about the occasion, setting a relatable and personal tone. - 00:07–00:13 She explains that she wanted to get ready with makeup and her lip combo because she wouldn't feel like herself without it, highlighting the importance of personal grooming for self-confidence. - 00:13–00:17 She introduces the Moroccanoil lip balm, expressing her obsession with it and noting that it is new from Moroccanoil, creating a sense of discovery and excitement. - 00:17–00:23 She describes the lip balm as pretty and her favorite, specifying that it is in the shade "vanilla date," which goes well with any lip combo, emphasizing its versatility. - 00:23–00:26 She highlights that the lip balm gives her lips a hint of color in a subtle way, appealing to those who prefer a natural look. - 00:26–00:30 She mentions that the lip balm contains argan oil and argan butter, which make her lips feel soft, promoting the product's moisturizing benefits. - 00:30–00:36 She shares that she is putting together a bridal emergency kit and that the lip balm will definitely be included, positioning it as an essential item for important events. - 00:36–00:39 She reiterates that she doesn't go anywhere without a lip balm and feels that this one will be perfect for her wedding day, reinforcing its importance in her daily routine and for special occasions. - 00:39–00:44 She concludes by saying she is fully ready and needs to leave for her appointment, asking viewers to wish her luck, creating a sense of anticipation and personal connection.

# Ad summary A creator shares her love for Moroccanoil's new lip balms, showing how she uses them throughout her day to keep her lips hydrated. # Brand positioning Moroccanoil is presented as a brand that offers high-quality lip care products. The brand is positioned as a go-to for those seeking effective solutions for dry lips, particularly in colder climates. The ad aligns with a lifestyle that values self-care and beauty routines, emphasizing the importance of lip hydration. The brand's positioning is functional, focusing on the performance of its lip balms in providing hydration and relief from dryness. The brand is presented as a solution for a common beauty concern, offering a product that is both effective and enjoyable to use. # Product The Moroccanoil lip balms are presented as a new product designed to combat dry lips, particularly in cold weather. The lip balms come in three flavors: Moroccan Mint Tea, and two others that are not specified. The product is for anyone experiencing dry lips, as shown by the creator's personal experience with dryness in Los Angeles. The lip balms are highlighted for their hydrating properties, providing relief and moisture to the lips. The ad addresses the purchase barrier of dry lips by offering a solution that is both effective and enjoyable to use. The lip balms are presented as a must-have for maintaining lip hydration throughout the day. # Visual style The ad has a UGC feel, with a mix of selfie-style shots and handheld footage. The production quality is polished, with good lighting and clear visuals. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad. The overall aesthetic is bright and cheerful, reflecting the creator's enthusiasm for the product. # Hooks Spoken: Good morning everyone. Today I have rehearsal and I thought I'd take you guys along with me in a little rehearsal day vlog, but before I go, my lips have been getting so dry. Text overlay: come to rehearsal with me! / ft. my obsession with Moroccanoil's Lip Balm Visual: 00:00–00:05: A young woman with dark skin and long, straight black hair is centered in the frame, speaking directly to the camera. She is wearing a black, off-the-shoulder top. The background is a blurred white wall with a partially visible white door and a glimpse of hanging bags. The lighting is soft and even, highlighting her makeup, which includes blush and defined eyebrows. The camera is stationary, providing a clear, direct view of the woman as she speaks. # Funnel stage Consideration # Pain points Dry lips, especially in cold weather. # Value propositions - The lip balms provide hydration for dry lips, especially in cold weather. # Benefits - Hydrates lips - Relief from dry lips # Features - New lip balms - Moroccan Mint Tea flavor # Call to action None used. # Social proof - "I'm obsessed" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is sharing her experience with the product. # Storyline - 00:00–00:05 The creator introduces herself and mentions she is going to rehearsal. - 00:05–00:10 She mentions that her lips have been getting dry and that it's getting cold in LA. - 00:11–00:15 She introduces Moroccanoil's new lip balms and says she is obsessed with them. - 00:15–00:19 She says she will be using the Moroccan Mint Tea lip balm today. - 00:19–00:21 She applies the lip balm. - 00:21–00:23 She says she is obsessed with the lip balm. - 00:23–00:25 She puts the lip balm in her dance bag and heads out to rehearsal. - 00:25–00:31 She is walking with a friend to rehearsal. - 00:32–00:34 She says they made it to the studio. - 00:34–00:38 She and her friend are dancing. - 00:38–00:48 She is on a break from rehearsal and reapplies the lip balm. - 00:48–00:51 She says rehearsal just ended and she is back in her car. - 00:51–00:57 She reapplies the lip balm before heading home. - 00:57–01:02 She says her lips are now hydrated for the ride home.

# Ad summary This ad promotes Moroccanoil's new lip balms, highlighting their Mediterranean-inspired flavors and argan-enriched hydration. The ad features close-up shots of the lip balms in various flavors, emphasizing their texture and ingredients. # Brand positioning Moroccanoil is presented as a brand that offers luxurious, argan-enriched hydration for your lips. The brand aligns with a lifestyle of self-care and indulgence, emphasizing the use of high-quality ingredients and Mediterranean-inspired flavors. The brand positions itself as a provider of premium lip care products, focusing on both functional benefits (hydration) and emotional appeal (flavor experience). # Product The featured product is Moroccanoil's new lip balm, designed to provide argan-enriched hydration. It is available in three Mediterranean-inspired flavors: Moroccan Mint Tea, Berry Pomegranate, and Vanilla Date. The lip balm comes in a squeeze tube with a clear applicator tip. The product is for anyone seeking hydrated and flavorful lip care. The ad highlights the unique flavors and the moisturizing benefits of argan oil, addressing the need for effective lip hydration with a touch of luxury. # Visual style The ad has a polished and clean aesthetic with bright, even lighting and pastel backgrounds. The editing style is quick cuts, with static shots focusing on product details and ingredients. The production quality is high-end, giving a luxurious feel. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:02-00:03: Female: [Enthusiastic] Wow! Visual: 00:02–00:03: Three tubes of Moroccanoil lip balm are displayed against a split background of pink, green, and peach. The tubes are vertically aligned, each with a different colored cap. # Funnel stage Top of funnel (Awareness) # Pain points Dry, unflavored lips. # Value propositions - Argan-enriched hydration for luxurious lip care - Mediterranean-inspired flavors for a unique lip care experience # Benefits - Hydrated lips - Flavorful lip care # Features - Argan-enriched hydration - Mediterranean-inspired flavors # 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 features. # Storyline - 00:00–00:02 The ad opens with the Moroccanoil logo and the text "NEW MOROCCANOIL LIP BALM Argan-enriched hydration." - 00:02–00:04 The ad transitions to a shot of the three lip balm flavors: Berry Pomegranate, Moroccan Mint Tea, and Vanilla Date. - 00:04–00:05 The ad displays the text "MEDITERRANEAN INSPIRED FLAVORS." - 00:05–00:06 The ad shows a close-up of the Moroccan Mint Tea lip balm with mint leaves and tea leaves. - 00:06–00:08 The ad shows a close-up of the Berry Pomegranate lip balm with raspberries and pomegranate seeds. - 00:08–00:09 The ad shows a close-up of the Vanilla Date lip balm with vanilla beans and dates. - 00:09–00:11 The ad shows a close-up of the lip balm applicator with the product being dispensed. - 00:12–00:14 The ad ends with the Moroccanoil logo on a solid background.

# Ad summary This ad showcases Moroccanoil's new lip balm, highlighting its skincare benefits and Mediterranean twist. # Brand positioning Moroccanoil is presented as a luxury brand offering high-quality skincare products. The brand emphasizes a Mediterranean influence, suggesting natural ingredients and a sophisticated, pampering experience. The brand aims to occupy a space in the consumer's mind as a provider of premium skincare solutions that combine beauty and wellness, offering a touch of exotic luxury in everyday routines. The brand positioning is emotional, focusing on the sensory experience and the feeling of indulgence. # Product The ad features Moroccanoil's new lip balm, available in three variants: Moroccan Mint Tea, Vanilla Date, and Berry Ambre. The lip balms are packaged in squeeze tubes with applicator tips. The product is positioned as skincare for the lips, emphasizing its moisturizing and protective qualities. The lip balm is designed for anyone seeking to maintain soft, hydrated lips with a touch of Mediterranean-inspired luxury. The ad highlights the unique selling proposition of combining skincare benefits with exotic flavors, offering a sensory experience beyond basic lip care. The ad addresses the purchase barrier of ordinary lip balms by positioning the product as a premium skincare treatment. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The production quality is high, with professional lighting and soft color grading. The visual motif is a product-focused flatlay with a soft, diffused background. The image treatment includes subtle color enhancements and background removal to highlight the products. The typography is clean and legible, with a focus on brand recognition. The overall style is high-design and aims to convey a sense of luxury and sophistication. # Hooks Headline: NEW LIP BALM # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Skincare for your lips with a Mediterranean twist # Benefits - Skincare for your lips - Mediterranean twist # Features - Lip balm # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its new lip balm and highlighting its key features and benefits. # Storyline - The ad opens by introducing the Moroccanoil brand and its new lip balm, immediately establishing the product category and brand association. The brand is telling the audience that they are expanding their product line with a new offering. - The ad then highlights the lip balm's skincare benefits and Mediterranean twist, emphasizing the product's unique selling points. The brand is telling the audience that the lip balm is more than just a cosmetic product; it's a skincare treatment with a touch of exotic luxury. - The ad showcases the three available variants of the lip balm, providing options for different preferences. The brand is telling the audience that there is a lip balm for everyone.

# Ad summary This ad showcases Moroccanoil's lip care products, emphasizing their hydrating and non-sticky formulas. It features diverse models applying the products and highlights positive user feedback through on-screen text. # Brand positioning Moroccanoil is presented as a brand that offers skincare for lips with a Mediterranean twist. The brand aims to occupy a space in the consumer's mind that associates it with providing high-quality, hydrating lip care products. The brand aligns with values of nourishment and protection for lips, positioning itself as a provider of effective and pleasant-to-use lip care solutions. The brand positioning is both functional, emphasizing hydration and non-stickiness, and emotional, promoting the feeling of nourished and hydrated lips. The brand offers multiple lip care products with different functional benefits, all under the same brand identity. # Product The ad features Moroccanoil lip care products, including lip balms and lip glosses. These products are designed to provide hydration, nourishment, and protection for the lips. The products are for anyone seeking to maintain healthy, moisturized lips. The ad explicitly states that the products provide up to 24 hours of hydration and have a non-sticky formula. The USPs include long-lasting hydration, a non-sticky feel, and the ability to protect lips from dryness and cracking. The products are shown being applied in various settings, suggesting everyday use. The ad addresses the purchase barrier of sticky lip products by highlighting the non-sticky formula. # Visual style The ad has a polished, commercial aesthetic with a clean and bright visual style. The editing style consists of static shots with smooth transitions. The production quality is high-end, supporting the intended tone of sophistication and quality. The pacing is consistent, with static shots held for a few seconds each. The cuts are timed to coincide with the presentation of product benefits and user feedback. # Hooks Text overlay: 00:00–00:14 / SKINCARE FOR YOUR LIPS / with a Mediterranean twist Visual: 00:00–00:02: A static shot displays three Moroccanoil lip care products: a green tube, a beige tube with a rollerball applicator, and a pink tube. The background is a blurred gradient of pastel colors. The products are neatly arranged to showcase their packaging and design. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry, cracked lips and the discomfort of sticky lip products. The ad highlights that the product protects lips from dryness and cracking. # Value propositions - Up to 24 hours of hydration for long-lasting moisture - Non-sticky formula for comfortable wear - Nourished and hydrated lips for a healthy feel - Protection from dryness and cracking for lip health # Benefits - Long-lasting hydration - Non-sticky formula - Nourished and hydrated lips - Protection from dryness and cracking # Features - Provides up to 24 hours of hydration - Formula is non-sticky - Lips feel nourished & hydrated - It protects lips from dryness & cracking # Call to action None used. # Social proof - 91% agree formula is non-sticky* - 94% agree lips feel nourished & hydrated* - 95% agree it protects lips from dryness & cracking* # Point of view - Customer 80% – The ad primarily uses the customer POV by showing models using and enjoying the product, implying a positive user experience. - Brand 20% – The brand POV is communicated through on-screen text and product claims, providing information and validation. # Storyline - 00:00–00:02 The ad opens with a static shot of three Moroccanoil lip care products against a blurred, pastel background. This introduces the product line and sets a clean, skincare-focused tone. - 00:02–00:05 A model is shown holding and applying a Moroccanoil lip product, emphasizing its hydrating properties. The message conveys that the product provides up to 24 hours of hydration, appealing to those seeking long-lasting moisture. - 00:05–00:08 Another model is shown holding a different Moroccanoil lip product, highlighting its non-sticky formula. This addresses a common concern about lip products and positions the brand as offering a comfortable wear. - 00:08–00:11 A model applies a Moroccanoil lip product and smiles, emphasizing the nourishing and hydrating effects on the lips. This reinforces the product's benefits and creates a positive association with its use. - 00:11–00:14 Two models are shown together, reinforcing the product's ability to protect lips from dryness and cracking. This highlights the product's protective qualities and suggests a sense of shared experience and satisfaction.

# Ad summary This vertical video ad showcases Moroccanoil's new lip balms, highlighting their Mediterranean-inspired flavors and tints. The ad uses a combination of product shots, close-ups of diverse models wearing the lip balms, and text overlays to emphasize the product's features and benefits. It aims to entice viewers to try all three available flavors. # Brand positioning Moroccanoil is presented as a beauty brand that offers high-quality lip care products inspired by Mediterranean flavors and tints. The brand aims to occupy a space in the consumer's mind as a provider of luxurious and effective lip balms. The brand aligns with values of beauty, self-care, and a touch of exoticism through its Mediterranean inspiration. Moroccanoil positions itself as a brand that offers a premium experience in lip care, focusing on both functional benefits (hydration, tint) and emotional appeal (vibrant colors, refreshing flavors). # Product The featured product is Moroccanoil's new lip balm, available in three Mediterranean-inspired flavors and tints: Vanilla Date (warm and sweet, pinky nude tint), Moroccan Mint Tea (delicate and refreshing, translucent sheen), and Berry Pomegranate (vibrant and juicy, berry tint). The lip balms come in squeeze tubes. The ad highlights the different colors and finishes of each flavor, showcasing how they look on a diverse range of skin tones. The lip balms are presented as a way to add a touch of color and hydration to the lips, with each flavor offering a unique sensory experience. # Visual style The ad has a polished and clean aesthetic, with soft lighting and pastel color palettes. The editing style uses static shots and smooth transitions to showcase the product and models. The production quality is high-end, giving the ad a commercial feel. The pacing is consistent, with each shot held long enough to convey the necessary information. The cuts are timed to coincide with the transitions between flavors and models. # Hooks Text overlay: NEW / LIP BALM / AVAILABLE IN / 3 MEDITERRANEAN- / INSPIRED / FLAVORS & TINTS Visual: 00:00–00:02: Three Moroccanoil lip balm tubes are displayed against a blurred, pastel-colored background. The tubes are in different colors: mint green, beige, and pink. The Moroccanoil logo is at the top. Text overlays read 'NEW' and 'LIP BALM'. The shot is stationary and well-lit, focusing on the product packaging. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Mediterranean-inspired flavors and tints offer a unique and luxurious lip care experience. - Each flavor provides a different color and finish, allowing customers to choose the perfect lip balm for their needs. # Benefits - Vanilla Date: Warm and sweet, pinky nude tint. - Moroccan Mint Tea: Delicate and refreshing, translucent sheen. - Berry Pomegranate: Vibrant and juicy, berry tint. # Features - Available in 3 Mediterranean-inspired flavors & tints # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a shot of the three Moroccanoil lip balms, showcasing their packaging and the 'NEW LIP BALM' text overlay. This introduces the product and its availability in three Mediterranean-inspired flavors and tints. The perspective is from the brand, aiming to capture attention and highlight the new product line. - 00:02–00:05 00:02–00:05: A four-panel split screen displays the Vanilla Date lip balm. One panel shows the product, another shows the color of the product, and the other two show models wearing the lip balm. This highlights the color and finish of the Vanilla Date flavor. The perspective is from the brand, showcasing the product's features and benefits. - 00:05–00:08 00:05–00:08: A four-panel split screen displays the Moroccan Mint Tea lip balm. One panel shows the product, another shows the color of the product, and the other two show models wearing the lip balm. This highlights the color and finish of the Moroccan Mint Tea flavor. The perspective is from the brand, showcasing the product's features and benefits. - 00:08–00:11 00:08–00:11: A four-panel split screen displays the Berry Pomegranate lip balm. One panel shows the product, another shows the color of the product, and the other two show models wearing the lip balm. This highlights the color and finish of the Berry Pomegranate flavor. The perspective is from the brand, showcasing the product's features and benefits. - 00:11–00:14 00:11–00:14: The ad concludes with a shot of two models, one wearing the Berry Pomegranate lip balm and the other wearing the Vanilla Date lip balm, along with the text overlay 'TRY ALL THREE'. This encourages viewers to purchase all three flavors. The perspective is from the brand, aiming to drive sales and promote the entire product line.

# Ad summary This ad promotes Moroccanoil's Hydrating Shampoo and Conditioner duo sets, highlighting their half-liter sizes and 20% savings. The ad features a woman demonstrating her hair washing routine using the product, showcasing the before and after results of shiny, healthy, and hydrated hair. It also mentions the availability of Volume and Repair Sets. # Brand positioning Moroccanoil is presented as a brand that offers high-quality hair care solutions, specifically emphasizing hydration and nourishment. The brand positions itself as a provider of products that cater to hair needs, particularly during the winter months when hair craves extra moisture. By showcasing the 'before' and 'after' results, Moroccanoil aims to demonstrate the effectiveness of its products in achieving shiny, healthy, and hydrated hair. The brand's alignment with hair health and beauty values is further reinforced through the inclusion of argan oil and moisture-balancing ingredients. This positions the brand as one that offers functional solutions for maintaining hair health. # Product The featured product is Moroccanoil's Hydrating Shampoo and Conditioner duo sets, specifically designed to hydrate hair. These sets are available in half-liter sizes and offer a 20% saving. The hydrating shampoo and conditioner are presented as being nourishing with argan oil and moisture-balancing ingredients. The products are ideal for individuals whose hair craves hydration, especially during the winter months. The shampoo and conditioner are color-safe, sulfate-free, phosphate-free, and paraben-free, catering to those with specific ingredient preferences. The USPs of the product include its ability to make hair look shiny, feel healthy, nourished, balanced, and hydrated. The ad demonstrates a hair washing routine using the product, showcasing the before and after results. # Visual style The ad has a bright, clean aesthetic with a focus on showcasing the product and its results. The editing is fast-paced, with quick cuts between shots. The production quality appears polished, giving it a commercial feel. The visuals are well-lit, highlighting the texture and shine of the hair. # Hooks Spoken: It's my favorite time of the year because Moroccanoil duo sets are back. Text overlay: Get Half-Liter sizes at 20% savings Visual: 00:00–00:02 A woman holds two Moroccanoil sets in front of a tiled wall. She is centered and smiling. Both products are in boxes. The text overlay reads: Get Half-Liter sizes at 20% savings # Funnel stage Consideration # Pain points Dry hair during the winter months: "because during the winter time my hair craves that hydration." # Value propositions - Half-liter sizes at 20% savings: Offers more product at a reduced price, providing great value for money. - Nourishing with argan oil & moisture balancing ingredients: Emphasizes the use of high-quality ingredients that provide tangible benefits for hair health and hydration. # Benefits - 20% savings - Hydrated hair - Nourished hair - Shiny hair - Healthy-feeling hair - Balanced hair # Features - Half-liter sizes - Argan oil - Moisture balancing ingredients - Color-safe - Sulfate-free - Phosphate-free - Paraben-free # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating the product. # Storyline - 00:00–00:03 The creator holds up Moroccanoil Hydration and Frizz Control shampoo and conditioner bottles, highlighting that Moroccanoil duo sets are back. The message is that these popular sets are available again, building anticipation and appealing to existing customers. The perspective is from the creator. - 00:03–00:06 The creator then goes on to say that the sets are half-liter sizes at a 20% savings. The message is that these sets offer value for money. The perspective is from the creator. - 00:06–00:09 The creator explains they will use the hydration set for their wash routine. The message is that it is a product demonstration. The perspective is from the creator. - 00:09–00:12 The creator explains their hair craves hydration during the winter time, showing the product use. The message is that the product is good for dry winter hair. The perspective is from the creator. - 00:12–00:16 The creator then mentions that the set is nourishing with argan oil and moisture-balancing ingredients while showing the product use. The message is that the product uses good ingredients. The perspective is from the creator. - 00:17–00:21 The creator mentions they are washing and styling as usual and demonstrates the before and after effect. The message is to showcase the result of the product use. The perspective is from the creator. - 00:22–00:26 The creator concludes by noting that their hair looks shiny, feels healthy, nourished, balanced, and hydrated after using the products. The message is to highlight the benefits of the product. The perspective is from the creator.

# Ad summary This ad displays the Moroccanoil shampoo and conditioner duos that are available. The ad highlights that the duos are double the size and offer a 20% savings. # Brand positioning Moroccanoil is presented as a brand that focuses on providing solutions for different hair types. The brand is displayed as one that is meant to help your hair feel and look its best. The brand ignores competitor comparisons and focuses on their product line and how each product benefits different hair types. # Product The product advertised is Moroccanoil shampoo and conditioner duos. The ad highlights different duos that are tailored towards different hair types such as dry, damaged, frizzy, and flat hair. The duos feature a color-safe shampoo and conditioner that can help hydrate, repair, control frizz, or add volume to the hair. The ad also highlights that the duo is doubled in size with a 20% savings. # Visual style The ad has a polished aesthetic. The editing style uses quick cuts to transition. The production quality is high-end commercial. The pacing is consistent throughout the ad and is synced with the music track. # Hooks Text overlay: 00:00–00:03 Visual: 00:00–00:03 The camera is positioned above a Moroccanoil Hydration shampoo and conditioner duo, which is held by a pair of manicured hands. The background is a plain white surface. The box features a pink and light blue striped design. The bottles are teal and white and feature the signature "M" logo. The camera is static as the products are held in place. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points None used. # Value propositions - The product is doubled in size for 20% savings. # Benefits - Hydration - Repair - Frizz Control - Volume # Features - Color Safe # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand uses top-down shots and text overlays to display the product. # Storyline - 00:00–00:03 The camera shows the Moroccanoil Hydration shampoo and conditioner duo. - 00:03–00:08 The camera pans across the duos for hydration, repair, frizz control, and volume. - 00:08–00:10 The Hydration duo reappears in the center as the ad highlights the value of the products being doubled in size and having a 20% savings.

# Ad summary This ad promotes MoroccanOil shampoo and conditioner duo sets. It showcases different varieties, including volume, hydration, repair, and frizz control. The ad encourages viewers to shop now for 20% savings. # Brand positioning MoroccanOil is presented as a brand offering premium hair care solutions tailored to various hair needs, such as volume, hydration, repair, and frizz control. The brand aims to occupy a space in the consumer's mind as a provider of high-quality hair care products, offering specific solutions for different hair types and concerns. The brand seems to value effective results. The brand positions itself as a provider of specialized and effective hair care. # Product The ad features MoroccanOil shampoo and conditioner duo sets. These sets are available in half-liter sizes and cater to specific hair concerns, including volume, hydration, repair, and frizz control. The products are packaged in color-coded boxes and bottles, each clearly labeled with the specific function of the set. For example, the Frizz Control set includes shampoo and conditioner designed to fight frizz. The Extra Volume set aims to increase hair volume. The Repair set is for moisture repair. The Hydration set appears to hydrate hair. Each set includes both a shampoo and conditioner, offering a complete hair care routine for addressing specific hair needs. The ad highlights a 20% savings offer, making the products more accessible to potential buyers. # Visual style The ad features a clean and bright aesthetic, with a focus on showcasing the product packaging and details. The editing style includes smooth transitions and a quick pace. The production quality is polished, resembling a commercial style. The visual motifs include flat lay product arrangements and close-ups of product details. The pacing is consistent, with quick cuts highlighting different products and features. # Hooks Spoken: New savings unlocked, half-liter duo sets. Text overlay: new savings unlocked 🔓 half-liter duo sets Visual: 00:00–00:02: A flat lay shot displays multiple MoroccanOil shampoo and conditioner duo sets arranged on a white surface. The sets are packaged in boxes with colorful striped designs indicating different product lines: Frizz Control (blue), Repair (orange), Volume (yellow), and Hydration (pink). The bottles are color-coordinated with the boxes, featuring pump dispensers. The lighting is bright and even. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that the customer may want to save money on premium hair care products, offering a solution with savings unlocked and a 20% discount. "Shop 20% savings now." # Value propositions - Half-liter duo sets offer value for money - 20% savings provides an incentive to purchase # Benefits - Savings unlocked - 20% savings # Features - Half-liter duo sets - Shampoo and conditioner sets for volume - Shampoo and conditioner sets for hydration - Shampoo and conditioner sets for repair - Shampoo and conditioner sets for frizz control # Call to action Shop 20% savings now # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing product details and a promotion. # Storyline - 00:00–00:05 The video begins by displaying various MoroccanOil shampoo and conditioner duo sets. - 00:05–00:07 The camera focuses on individual bottles within the sets, highlighting the product details. - 00:07–00:10 The camera pans out to show all the MoroccanOil shampoo and conditioner duo sets.

# Ad summary This ad promotes Moroccanoil Treatment Mist. The ad features a woman holding the product and showing it to the camera. The ad encourages viewers to enter for a chance to win a free full-size Moroccanoil Treatment Mist. # Brand positioning Moroccanoil is presented as a premium hair care brand, focusing on providing effective treatments for all hair types. The brand emphasizes the use of high-quality ingredients to deliver ultra-light, nourishing care. The brand aims to occupy a space in the consumer's mind as a provider of luxurious and effective hair treatments, aligning with a lifestyle of self-care and beauty. The brand positions itself as a provider of high-quality hair treatments, emphasizing the use of argan oil and advanced formulations. The brand's positioning is both functional, highlighting the effectiveness of its products, and emotional, appealing to the desire for healthy, beautiful hair. # Product The featured product is the Moroccanoil Treatment Mist, an ultra-light hair treatment designed for all hair types. It is presented as a nourishing mist that provides the benefits of Moroccanoil's signature argan oil formula in a lighter format. The product is packaged in a dark amber bottle with a spray nozzle, emphasizing its ease of use and application. The ad highlights the product's ultra-light formula as a key selling point, suggesting it won't weigh hair down. The ad addresses the purchase barrier of heavy hair products by offering a lightweight alternative. The ad encourages viewers to try the product by offering a chance to win a free full-size bottle, making it an appealing opportunity to experience the benefits firsthand. # Visual style The ad has a clean and modern aesthetic, with bright, natural lighting and a focus on product details. 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 each shot held long enough to showcase the product effectively. # Hooks Spoken: 00:00–00:03 Voici le Traitement Moroccanoil Brume. Text overlay: 00:00-00:01 / 00:01-00:03 le Traitement Moroccanoil Brume Visual: 00:00–00:01 A close-up shot of a Moroccanoil Treatment bottle on a white surface against a light gray background. The bottle is amber-colored with a teal label and a silver pump. The camera is stationary, providing a clear view of the product. / 00:01–00:02 The shot widens to include the Moroccanoil Treatment Mist bottle next to the original treatment. Both bottles are on the same white surface, with the light gray background still visible. The camera remains stationary, showcasing both products side by side. / 00:02–00:03 The scene shifts to a light wood vanity with a round mirror in the background. The Moroccanoil Treatment Mist bottle is placed on the vanity next to a hairbrush with a teal handle. Natural light fills the scene, creating a clean and modern aesthetic. The camera is stationary, providing a wide shot of the vanity setup. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of heavy hair products that can weigh hair down, offering a lightweight alternative. # Value propositions - The ultra-light formula provides the benefits of Moroccanoil's signature argan oil without weighing hair down. - The giveaway offers a risk-free opportunity to experience the product's benefits. # Benefits - Chance to win a free full-size Moroccanoil Treatment Mist # Features - Ultra-light formula - Treatment Mist # Call to action Inscrivez-vous maintenant # Social proof - None used. # Point of view - Brand 100% – The entire video is presented from the brand's perspective, showcasing the product and encouraging viewers to participate in the giveaway. # Storyline - 00:00–00:01 The video begins by showcasing the original Moroccanoil Treatment oil. - 00:01–00:02 00:01–00:02 The video then introduces the Moroccanoil Treatment Mist, placing it next to the original oil to highlight the new product offering. This is intended to create awareness of the new product and its relationship to the established Moroccanoil line. The perspective is from the brand, showcasing its product range. - 00:02–00:03 00:02–00:03 The video transitions to a vanity setup, featuring the Moroccanoil Treatment Mist, a mirror, and a hairbrush. This is intended to show the product in a real-life context, suggesting where and how it might be used. The perspective is from the brand, showcasing the product in a lifestyle setting. - 00:03–00:07 00:03–00:07 The video features a hand holding and rotating the Moroccanoil Treatment Mist bottle, showcasing its packaging and design. This is intended to highlight the product's visual appeal and provide a closer look at its features. The perspective is from the brand, emphasizing the product's details. - 00:07–00:08 00:07–00:08 The video ends with a call to action, encouraging viewers to sign up now. This is intended to drive immediate engagement and participation in the giveaway. The perspective is from the brand, directly prompting the audience to take action.

# Ad summary A woman shows off three different flavors of lip balm from Moroccanoil. She applies each flavor to her lips to show off the tint, and then lists off what each flavor is. # Brand positioning Moroccanoil is presented as a luxury brand that offers high-end, Mediterranean-inspired lip balm with a hint of color. The brand aligns with a beauty-conscious lifestyle, where customers are encouraged to experiment with different colors of lip tints. The packaging and presentation of the product conveys a sense of sophistication and quality. # Product Moroccanoil offers Mediterranean-inspired lip balms that come in three flavors: Moroccan Mint Tea, Vanilla Date, and Berry Pomegranate. Each lip balm is packaged in a .5 oz tube. Moroccan Mint Tea provides a clear shine, Vanilla Date gives a pinky nude tint, and Berry Pomegranate gives a berry tint. Each flavor is slightly tinted, but designed to be subtle. # Visual style The ad has a polished and clean aesthetic, with a focus on showcasing the product in a well-lit environment. The editing style is quick and snappy, with cuts timed to coincide with product demonstrations and descriptions. The overall production quality is high, giving the ad a professional feel. The pacing is upbeat and consistent, with a moderate number of cuts per minute to maintain viewer engagement. # Hooks Spoken: 00:05–00:06 This is the Moroccan Mint Tea. Text overlay: 00:00–00:02 New Moroccanoil Lip Balm / 00:02–00:04 3 Mediterranean-inspired flavors Visual: 00:00–00:02 A hand with neutral-colored nail polish and a gold ring holds three different boxes of Moroccanoil lip balm. The boxes are vertical and stacked on top of each other. The box colors are pink, light green, and purple. / 00:02–00:02 The light green tube of Moroccanoil lip balm drops onto a white surface. / 00:03–00:03 The light pink tube of Moroccanoil lip balm drops onto a white surface. / 00:04–00:04 The purple tube of Moroccanoil lip balm drops onto a white surface. / 00:04–00:05 The light green tube of Moroccanoil lip balm is squeezed to show the clear gel being released. The background is a light gray wall. / 00:05–00:06 A woman with medium skin tone, brown hair, gold earrings, and a white top applies the Moroccan Mint Tea tube of lip balm to her lips. She has a medium coverage look, and her lips are already glossy. The background is a dark gray wall. # Funnel stage Consideration # Pain points None used. # Value propositions - Each lip balm offers a unique, Mediterranean-inspired flavor experience. - Each flavor provides a subtly different tint, allowing for versatile everyday wear. # Benefits - Clear shine (Moroccan Mint Tea) - Pinky nude tint (Vanilla Date) - Berry tint (Berry Pomegranate) # Features - Lip balm - .5 oz - Mediterranean-inspired flavors # Call to action Available now on Amazon # Social proof - "This is the Moroccan Mint Tea" – Female 1 (Customer) - "Oh my god" – Female 1 (Customer) - "This is the berry one" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is shown from the perspective of a presumed customer of the brand. # Storyline - 00:00–00:02 00:00–00:02 A hand holds three boxes of Moroccanoil lip balm and the text overlay introduces the new product. This is to grab the viewer's attention by showing them a new lip balm product. - 00:02–00:04 00:02–00:04 The lip balms are dropped onto the white surface one by one to highlight each of the three different flavors of lip balm. This reinforces the variety of options. - 00:04–00:05 00:04–00:05 The Moroccan Mint Tea lip balm has a clear shine, and is squeezed to show the clear balm. The audience gets to see the type of lip balm they're purchasing. - 00:05–00:10 00:05–00:10 The lip balm is applied to the lips. This shows the product in action, and what it would look like on the consumer. - 00:10–00:11 00:10–00:11 The Moroccan Mint Tea lip balm has a clear shine. This reinforces what the lips will look like when using this balm. - 00:11–00:12 00:11–00:12 The Vanilla Date lip balm has a pinky nude tint, and is squeezed to show the tinted balm. The audience gets to see the type of lip balm they're purchasing. - 00:12–00:17 00:12–00:17 The lip balm is applied to the lips. This shows the product in action, and what it would look like on the consumer. - 00:17–00:19 00:17–00:19 The Vanilla Date lip balm has a pinky nude tint. This reinforces what the lips will look like when using this balm. - 00:19–00:20 00:19–00:20 The Berry Pomegranate lip balm has a berry tint, and is squeezed to show the tinted balm. The audience gets to see the type of lip balm they're purchasing. - 00:21–00:26 00:21–00:26 The lip balm is applied to the lips. This shows the product in action, and what it would look like on the consumer. - 00:26–00:28 00:26–00:28 The text overlay informs the viewer that the product is available now on Amazon. This is a direct call to action, with an emphasis on immediate purchase.

# Ad summary This ad promotes a giveaway for a free full-size Moroccanoil Brume treatment. The ad features a single product shot of the Moroccanoil Brume against a blurred sky background. The text encourages viewers to sign up for a chance to win. # Brand positioning Moroccanoil is presented as a premium hair care brand, focusing on providing high-quality treatments. The brand emphasizes luxury and effectiveness, positioning itself as a provider of professional-grade hair care solutions for consumers. The brand aligns with a lifestyle of beauty and self-care, suggesting that its products offer a touch of indulgence and salon-quality results at home. The brand seems to ignore the trend of minimalist packaging, opting instead for a sleek and sophisticated design. # Product The featured product is Moroccanoil Brume treatment, an ultra-light hair mist designed for all hair types. The product is packaged in a dark amber bottle with a silver spray nozzle. The bottle's label highlights key features such as its Moroccanoil treatment formula and its suitability for all hair types. The ad promotes the chance to win a free full-size version of this product, suggesting it is a desirable and valuable item. The ad addresses the purchase barrier by offering a chance to win the product for free, enticing potential customers to try it without initial cost. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the product in a visually appealing way. The production quality is high, suggesting a professional studio shot. The image treatment includes background blurring to emphasize the product, and soft lighting to create a luxurious feel. The typography is integrated cleanly, with a focus on legibility. The style is native to social media, designed to be easily scannable and eye-catching in a feed. # Hooks Headline: Inscrivez-vous pour courir la chance de gagner UN TRAITEMENT MOROCCANOIL BRUME GRATUIT EN FORMAT RÉGULIER # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Opportunity to try a premium hair care product for free # Benefits - Chance to win a free full-size Moroccanoil Brume treatment # Features - ULTRA-LIGHT # Call to action INSCRIVEZ-VOUS MAINTENANT # Social proof - None used. # Point of view - Brand: The brand is communicating the opportunity to win a free product and encouraging viewers to sign up. # Storyline - The ad begins by announcing a giveaway from Moroccanoil, immediately capturing attention with the opportunity to win a free product. The brand is telling the audience about the chance to win, aiming to generate excitement and encourage participation. - The ad then highlights the specific prize: a full-size Moroccanoil Brume treatment, clarifying what the audience stands to gain. The brand is specifying the product, reinforcing its value and desirability. - Finally, the ad includes a call to action, prompting viewers to sign up now to enter the giveaway. The brand is directing the audience to take immediate action, driving engagement and potential customer acquisition.

# Ad summary This ad promotes a sweepstakes for a free full-sized Moroccanoil Treatment Mist. The ad features a product shot of the mist against a blue sky background, with a call to action to sign up now. # Brand positioning Moroccanoil is presented as a premium hair care brand, focusing on providing high-quality treatment products. The brand emphasizes the use of unique ingredients to deliver effective results for all hair types. The positioning is functional, highlighting the product's ability to provide treatment and care, while also conveying a sense of luxury and sophistication through its packaging and presentation. The brand aims to occupy a space in the consumer's mind as a go-to for hair treatment solutions that combine efficacy with a touch of indulgence. # Product The featured product is the Moroccanoil Treatment Mist, designed for all hair types. It is described (on-package label text) as "ULTRA-LIGHT", suggesting a lightweight formula that won't weigh hair down. The product is packaged in a dark amber bottle with a metallic pump, conveying a sense of luxury and quality. The bottle label includes the brand name, product name, and a bilingual description in English and French (on-package label text): "TRAITEMENT MOROCCANOIL BRUME / Pour tous les types de cheveux". The ad highlights the product's treatment benefits and its suitability for all hair types, making it an accessible option for a wide range of consumers. The ad encourages viewers to sign up for a chance to win a free full-sized bottle, addressing the purchase barrier by offering a risk-free opportunity to try the product. # Visual style The ad has a clean and bright visual style, with a focus on showcasing the product in a simple and elegant manner. The production quality is high, with professional lighting and a clear product shot. The use of a gradient background and soft lighting creates a sense of airiness and sophistication. The overall aesthetic is consistent with the brand's premium positioning. # Hooks Headline: Sign up for a chance to win a FREE FULL-SIZED MOROCCANOIL TREATMENT MIST # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Opportunity to try a premium hair treatment product for free # Benefits - Chance to win a free full-sized Moroccanoil Treatment Mist # Features - ULTRA-LIGHT # Call to action SIGN UP NOW # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its product and encouraging participation in a sweepstakes. # Storyline - The ad opens with the Moroccanoil brand name and an invitation to win a free product, immediately capturing attention and creating interest. The brand is telling the audience about a chance to win, aiming to draw them in with the prospect of a free item. - The ad showcases the Moroccanoil Treatment Mist bottle against a bright, airy background, emphasizing the product's visual appeal and premium packaging. The brand is visually presenting the product, highlighting its aesthetic qualities and creating a desire for ownership. - The ad concludes with a clear call to action to "SIGN UP NOW", prompting immediate engagement and driving potential customers to participate in the sweepstakes. The brand is directly instructing the audience on the next step, aiming to convert interest into action.