How Nécessaire Advertises on Meta

# Ad summary This ad showcases the Nécessaire body wash and lotion in a short demo set in a modern bathroom. The ad features a woman demonstrating the application of the body wash and body lotion. The overall aesthetic is clean and focuses on the simplicity and quality of the products. # Brand positioning Nécessaire is presented as a brand that focuses on elevated personal care through minimalist, high-quality products. The brand positions itself in the premium segment of the market, emphasizing simplicity and luxury in everyday routines. The brand avoids loud, trendy marketing in favor of a clean, sophisticated aesthetic, which conveys the idea that customers should care about elevating their daily self-care rituals with meticulously designed products. The brand aims to occupy a space in the consumer's mind as a purveyor of thoughtfully crafted essentials that enhance the mundane into the luxurious. # Product The ad features two products from Nécessaire: The Body Wash and The Body Lotion. The Body Wash is showcased as a gentle cleanser for daily use. The Body Lotion is featured as a hydrating treatment to follow cleansing. Both products are packaged in minimalist, modern bottles, reinforcing the brand's focus on functional luxury. The products’ USPs are conveyed through their elegant design and their role in enhancing a daily self-care ritual. The ad also implies that the products are suitable for anyone looking to elevate their personal care routine with simple, luxurious essentials. # Visual style The ad has a clean, minimalist aesthetic with a focus on symmetry and simplicity. The editing style features static shots and smooth transitions, creating a polished commercial feel. The production quality is high, enhancing the luxurious tone. The pacing is consistent, and the cuts are timed to the music, creating a seamless audio-visual experience. # Hooks Text overlay: Nécessaire / The Body Wash / Le Nettoyant Corps / Nécessaire / The Body Lotion / L’Emulsion Corps Visual: 00:00–00:02: A top-down shot shows a woman with dark hair pulled back, wearing a white robe, standing in a modern bathroom. She is holding a silver tray with two Nécessaire bottles (one black, one beige). The bathroom has light blue tiled walls, black and white mosaic tile flooring, and a blue sink. Above the sink is a mirror and a rack of toiletries. The camera is stationary, directly overhead, providing a clean, symmetrical view of the scene. / 00:02–00:03: A close-up, angled shot focuses on the bathroom counter, where the two Nécessaire bottles are placed next to a glass holding toothbrushes and a razor. The background is light blue tile. The camera is stationary, providing a clear view of the product details. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - High-quality products for daily use - Luxurious and simple self-care routine - Enhances the mundane into the luxurious # Benefits - Gentle cleansing - Hydrating treatment - Elevated personal care # Features - Body wash - Body lotion - Minimalist packaging # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer demonstrating how the products are used in a daily self-care routine. # Storyline - 00:00–00:02 The ad begins with an overhead shot of a woman in a bathroom, reaching for the Nécessaire body wash and lotion set on a silver tray. This establishes a clean, modern setting and introduces the products. - 00:02–00:03 The camera angle switches to focus on the product bottles placed on a light blue tiled bathroom counter. This provides a closer look at the packaging and branding of the products. - 00:03–00:04 Returning to the overhead shot, the woman is now holding both product bottles, displaying them to the camera. This highlights the two key products featured in the ad. - 00:04–00:06 The scene transitions to an in-shower demonstration of the body wash as the woman holds the bottle under running water. This showcases the product in its intended use environment. - 00:06–00:08 Close-up shots show the woman dispensing the body wash into her hand and applying it to her shoulder. These close-ups emphasize the texture and application process of the product. - 00:08–00:09 The woman lathers the body wash on her neck, highlighting its use on different parts of the body and emphasizing the sensory experience. - 00:09–00:12 The camera zooms in on the body lotion bottle in a hand, allowing the audience to see the product's branding. This reinforces product recognition. - 00:12–00:13 The woman dispenses the body lotion into her hand from an overhead angle. This mirrors the earlier shot with the body wash and shows its application process. - 00:13–00:15 The woman applies the body lotion to her arm in a medium shot, showing how it is incorporated into a post-shower routine. - 00:15–00:17 The overhead view returns as the woman applies the lotion. This reiterates the routine and allows the audience to visualize the entire process in a simple, clean format. - 00:17–00:21 The ad concludes with a final shot of the products on the bathroom counter, reinforcing the brand's clean aesthetic and luxury positioning.

# Ad summary This ad showcases the Nécessaire The Body Serum to treat and hydrate skin with hyaluronic acid. # Brand positioning Nécessaire is presented as a provider of advanced hydration treatments. The brand occupies a space in the market for those seeking to elevate their daily skincare routine with high-quality ingredients and effective formulas. The brand aligns with values of simplicity, cleanliness, and efficacy, focusing on delivering hydration that goes deeper. This brand positioning is functional, emphasizing the performance and benefits of its products. # Product The product featured in the ad is the Nécessaire The Body Serum, an advanced daily hydration treatment. The serum is formulated with 0.5% pure hyaluronic acid to hydrate, replenish, and plump the skin. The product targets individuals seeking a deeper level of hydration for their skin. It is presented as a solution to enhance daily skincare routines. # Visual style The ad has a polished, high-end aesthetic with a clean and minimalist visual style. The editing uses static shots and smooth transitions, creating a sophisticated feel. The production quality is high, which supports the brand's intended tone of luxury and efficacy. The pacing is consistent throughout the ad, maintaining a steady rhythm. # Hooks Text overlay: 00:00–00:02 HYDRATION THAT GOES DEEPER. Visual: 00:00–00:02 Water is poured over a white bottle of Nécessaire The Body Serum against a bright white background. The camera is stationary and focuses on the bottle as water splashes around it. The product name and tagline are visible: "HYDRATION THAT GOES DEEPER." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of surface-level hydration by offering a serum that provides hydration that goes deeper. This is implied as a superior solution to basic moisturization. # Value propositions - Deep hydration through the use of 0.5% pure hyaluronic acid, providing an advanced daily treatment to hydrate, replenish, and plump the skin. # Benefits - Hydration that goes deeper. - Advanced daily hydration treatment. - Hydrate. Replenish. Plump. # Features - 0.5% pure hyaluronic acid # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is delivered from the official brand perspective, emphasizing product benefits and application. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with water being poured over a bottle of Nécessaire The Body Serum. This is intended to showcase the product and hint at hydration. The perspective is from an observer, setting the stage for the brand's introduction. - 00:02–00:04 00:02–00:04 The camera zooms in on the texture of the serum itself on a white background. This shot is intended to highlight the product's purity and advanced formulation. The perspective is close-up, focusing on the product's physical properties. - 00:04–00:07 00:04–00:07 A person is shown applying the serum to their arm. The action is intended to visually demonstrate the product's use and benefit. The perspective is from an observer, focusing on the application process and immediate effect. - 00:07–00:10 00:07–00:10 The bottle of Nécessaire The Body Serum is displayed again with the brand name and product name in English and French. The shot is designed to reinforce brand recognition. The perspective is objective and neutral, highlighting the packaging. - 00:10–00:14 00:10–00:14 A person is shown applying the serum to their leg. The visual is intended to further demonstrate the product's use and benefit. The perspective is from an observer, emphasizing the application and effect.

# Ad summary This ad features a woman promoting Nécessaire body wash and lotion. She emphasizes the importance of glowing skin as the foundation of a good outfit and highlights the new Cypress Citron scent. She describes the body wash as having the perfect soft and rich foam that never dries out her skin, and the lotion as light and smooth, providing the best hydration. She concludes by stating that the products make her routine simple, chic, and elevated. # Brand positioning Nécessaire is presented as a brand focused on providing simple, chic, and elevated body care routines. The brand emphasizes the importance of glowing skin as the foundation of a good outfit, positioning itself as a provider of essential products that enhance natural beauty. The brand aligns with values of simplicity, sophistication, and effective hydration, pushing against the norm of overly complicated or harsh skincare routines. The brand positioning is both functional, focusing on hydration and skin health, and emotional, aiming to evoke feelings of sophistication and confidence. # Product The ad features Nécessaire's The Body Wash and The Body Lotion. The Body Wash is described as having the perfect foam that is soft and rich, and it never dries out the skin. The new scent, Cypress Citron, is highlighted as having a beautiful blend of fresh woodiness, making it feel unmistakably sophisticated. The Body Lotion is described as light and smooth, providing the best hydration. These products are for anyone who wants a simple, chic, and elevated body care routine that leaves their skin glowing and hydrated. The ad addresses the purchase barrier of dry skin by emphasizing the hydrating properties of both products. # Visual style The ad has a polished, commercial aesthetic with natural lighting and smooth transitions. The production quality is high-end, supporting the intended tone of sophistication and luxury. The editing style includes quick cuts and static shots, with a consistent pacing of approximately 20 cuts per minute. The audio-visual sync is smooth, with product actions and text timed to the voiceover lines. # Hooks Spoken: Female 1: I've always thought at the base of every good outfit is glowing skin. Visual: 00:00–00:03: A woman with tan skin and wet dark hair stands in front of a white wall, wrapped in a white towel. Sunlight casts shadows across her face and body. She rubs lotion on her arm. / 00:03–00:04: Close-up of a white Nécessaire The Body Wash bottle with a black pump. Water droplets cover the bottle. The bottle is in front of a white sink. # Funnel stage Consideration # Pain points The ad implies the pain point of dry skin, which can be uncomfortable and detract from a glowing, healthy appearance. The woman states that the body wash never dries out her skin, directly addressing this concern. # Value propositions - Glowing skin as the base of every good outfit - Cypress Citron scent for a sophisticated experience - Body wash with perfect foam that never dries out skin - Light and smooth lotion for the best hydration - Simple, chic, and elevated routine # Benefits - Glowing skin - Sophisticated scent - Hydrated skin - Simple routine - Chic routine - Elevated routine # Features - New Cypress Citron scent - Body wash with perfect foam - Soft and rich body wash - Body wash that never dries out skin - Light and smooth lotion - Hydrating lotion # Call to action None used. # Social proof - "For me, the step I've been using for years is Nécessaire" – Female 1 (Customer) - "Honestly, it's everything I want" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:03 A woman wrapped in a towel applies lotion to her arm. - 00:00–00:04 The woman states that glowing skin is the base of every good outfit, introducing the importance of skincare. - 00:04–00:07 The woman states that she has been using Nécessaire for years, establishing her credibility as a long-time user. - 00:03–00:04 The ad transitions to a shot of the Nécessaire body wash bottle with water droplets on it. - 00:07–00:16 The woman describes the new Cypress Citron scent as having a beautiful blend of fresh woodiness, making it feel unmistakably sophisticated, highlighting the unique scent profile. - 00:04–00:08 The ad shows the body wash being dispensed into a hand and lathered, demonstrating its use and texture. - 00:17–00:19 The ad shows the body wash bottle covered in foam, emphasizing its rich lather. - 00:16–00:22 The woman describes the body wash as having the perfect foam that is soft and rich, and it never dries out her skin, highlighting its benefits. - 00:22–00:27 The ad shows the lotion being dispensed into a hand and applied to the arm, demonstrating its use. - 00:23–00:28 The woman describes the lotion as light and smooth, providing the best hydration, emphasizing its benefits. - 00:28–00:34 The woman states that the products are everything she wants in a routine: simple, chic, and elevated, summarizing the brand's value proposition. - 00:34–00:35 The ad concludes with the statement that it's Nécessaire, reinforcing the brand name and its essential nature.

# Ad summary This ad showcases the Nécessaire body wash. The ad features a person in the shower using the body wash. The ad highlights the brand name and the fact that it is award winning. # Brand positioning Nécessaire is presented as an award-winning brand in the body care space. The brand is positioned as a provider of high-quality body care products. The brand aligns with a lifestyle of self-care and luxury. The brand pushes against the norm of basic body care by offering high-end products. # Product The product featured is Nécessaire's body wash. The body wash is used in the shower. The product is for anyone who wants to elevate their body care routine. The ad shows the product being applied to the body and creating a lather. The ad highlights the brand name and the fact that it is award winning. # Visual style The ad has a clean and minimalist aesthetic. The editing style is smooth with slow transitions. The production quality is high-end, giving it a polished commercial feel. The pacing is slow and consistent. # Hooks Text overlay: Award Winning Body Care. Visual: 00:00–00:02: Close-up shot of water running over dark skin in a shower. The water is clear and the skin is wet. Text overlay: "Award Winning Body Care." # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Award winning # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:02 The ad opens with a close-up of water running over skin. - 00:02–00:04 A hand applies body wash to the skin, creating a lather. - 00:04–00:07 The body wash is rinsed off with water. - 00:07–00:09 The body is shown with water droplets on the skin. - 00:09–00:12 The brand name is displayed on the screen.

# Ad summary This ad promotes Nécessaire's The Lip Balm. It shows a close-up of the product and the balm being applied to a surface. ELLE Magazine’s quote, “Best Soothing Lip Balm,” is displayed. # Brand positioning Nécessaire is presented as a luxury brand, focusing on high-quality personal care products. The brand emphasizes simplicity and effectiveness, positioning itself as a provider of essential, elevated self-care items. The clean, minimalist aesthetic and the ELLE quote contribute to the brand's premium image. Nécessaire does not compete with trends, but offers timeless design and formulations. # Product The ad features Nécessaire's The Lip Balm, presented as a soothing lip treatment. It comes in a white tube with a metal applicator. The balm is designed to provide hydration and comfort to the lips. It's highlighted by ELLE as the "Best Soothing Lip Balm," suggesting it effectively alleviates dryness and irritation. The metal applicator is a unique selling point and allows for precise and cooling application. The balm itself appears to be a semi-transparent, lightweight formula. # Visual style The ad has a polished and clean aesthetic, typical of high-end commercials. It features static shots and smooth transitions. The production quality is high, with a focus on showcasing the product's texture and application in a visually appealing way. The pacing is slow and deliberate, emphasizing the luxury feel of the brand. The cuts and product actions are not explicitly timed to music, but the overall presentation is smooth and professional. # Hooks Text overlay: 00:00–00:09 “Best Soothing Lip Balm” / 00:00–00:09 ELLE Visual: 00:00–00:04 Close-up shot of a white Nécessaire The Lip Balm tube angled towards a glossy white surface. The metal applicator dispenses a small, clear balm. The applicator glides across the surface, spreading the balm in a line. The background is a gradient of white, creating a clean, minimalist look. Text overlay at the bottom reads "Best Soothing Lip Balm" ELLE. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - ELLE magazine quote stating “Best Soothing Lip Balm” # Benefits - Soothing # Features - Metal applicator # Call to action None used. # Social proof - “Best Soothing Lip Balm” – ELLE # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing the product in a controlled, promotional setting. # Storyline - 00:00–00:09 00:00–00:09 The ad features a close-up of Nécessaire's The Lip Balm tube with the metal applicator expelling a small amount of product onto a glossy white surface. The product is dragged by the applicator to create a thin layer. This visual intends to highlight the product's texture and application method from the brand's perspective. The shot is clean and well-lit, emphasizing the product's quality.

# Ad summary This ad by Nécessaire promotes The Body Retinol serum, which can be incorporated into an overnight skincare routine for smoother skin. The ad features close-up shots of the product being applied to skin. # Brand positioning Nécessaire is presented as a skincare brand with a minimalist, elevated aesthetic. The brand is positioned as offering simple yet effective products, such as retinol, for the entire body. The brand seems to be targeting consumers who are interested in a no-fuss skincare routine and don't mind spending a little extra for quality ingredients and formulations. The brand's minimalist packaging and black-and-white color scheme are meant to appeal to a modern, sophisticated consumer. The brand is positioned in the space of skincare, but focuses on the entire body not just the face. # Product The ad promotes Nécessaire's The Body Retinol serum, designed to be used overnight for smoother skin. It is described as an anti-aging serum for the body. The product comes in a black, minimalist bottle with white text. The serum has a creamy white texture. The ad shows the serum being applied to the skin on the shoulder and back, implying that it can be used on the body. # Visual style The ad has a minimalist, luxury aesthetic. The color scheme is primarily black and white, with close-up shots of skin and product textures. The video has smooth transitions and uses static shots to highlight key moments. The production quality is polished and high-end, which helps to create a sense of luxury and sophistication. The pacing is slow and deliberate, emphasizing the luxurious texture and feel of the product. # Hooks Text overlay: 00:00–00:05 SMOOTHER SKIN STARTS OVERNIGHT. Visual: 00:00–00:02 Extreme close-up of a black bottle of "Nécessaire The Body Retinol Le Rétinol Corps" against a black background with a smear of white lotion or serum. / 00:02–00:05 White background with black text overlay that reads, "SMOOTHER SKIN STARTS OVERNIGHT." # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that skin can appear aged. # Value propositions - Smoother skin starts overnight # Benefits - Smoother skin # Features - 0.1% Retinol - Anti-aging serum for the body # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses on-screen text to communicate product benefits. # Storyline - 00:00–00:02 The ad opens with a shot of The Body Retinol bottle and an extreme close-up of the serum on skin. - 00:02–00:05 The text overlay appears, suggesting smoother skin starts overnight. - 00:05–00:07 The text overlay appears, encouraging viewers to treat their body to retinol, while a person is shown applying retinol to their shoulder. - 00:07–00:08 Extreme close-up shot of the retinol texture on a spatula. - 00:08–00:09 Close-up shot of the product bottle against a white backdrop, and a white pump of product sits on the bottle. - 00:09–00:12 A person applies the product on their shoulder and the overlay text appears, stating it is anti-aging serum for the body. - 00:12–00:15 The ad concludes with three bottles of The Body Retinol on display.

# Ad summary A woman in a towel demonstrates the application of Necessaire The Body Serum. She describes the product as a water-based treatment with multi-weight hyaluronic acid. She says it hydrates her skin without feeling heavy, absorbs fast, and leaves her skin soft and calm. She uses it after a shower or when her skin feels dry and has noticed that her skin looks and feels better the more consistently she uses it. # Brand positioning Nécessaire positions itself as a brand focused on essential body care products that elevate the everyday self-care routine. Their products are designed to be both functional and luxurious, fitting seamlessly into a mindful, health-conscious lifestyle. The brand emphasizes simplicity, effectiveness, and a sense of calm and intentionality, pushing against the noise and complexity of the broader beauty market. They align with a lifestyle centered around well-being and self-care, promoting a ritualistic approach to personal care. The brand's functional approach does not sacrifice emotional experience. # Product Nécessaire The Body Serum is a water-based treatment designed to hydrate and calm the skin. Formulated with multi-weight hyaluronic acid, it absorbs quickly without leaving a heavy feeling. The serum aims to provide deep hydration, leaving the skin feeling soft, calm, and looking its best with consistent use. It is intended for use after a shower or whenever the skin feels dry, making it a versatile addition to a daily self-care ritual. The serum addresses the pain point of dry skin without the drawbacks of heavy, slow-absorbing moisturizers, and it also creates a moment of self-care and slowing down to promote grounding. # Visual style The ad has a clean, polished aesthetic with natural lighting, creating a sense of authenticity and luxury. The editing style consists of quick cuts and smooth transitions, which maintain a steady pace. The production quality feels like a hybrid of UGC and polished commercial, blending personal testimonial with high-quality visuals. The pacing is consistent with an average of 40 cuts per minute, timed to the music track. # Hooks Spoken: You know when you just need to take a pause and slow down? Visual: 00:00–00:01: A close-up shot focuses on a bottle of Nécessaire The Body Serum. A hand with light pink nails taps on the bottle. The background is a beige wall. / 00:01–00:02: The camera pans to the right, showing a wooden magazine stand with a stack of magazines. The floor is light wood. Partial views of legs are seen walking. / 00:02–00:03: A woman with long, dark, wet hair walks in a white dress towards a sunlit window. In the background are four framed blue art pieces. # Funnel stage Consideration # Pain points Dry skin. "Whenever my skin feels a little dry" # Value propositions - Daily reset - The ritual is the gift # Benefits - Hydrates my skin so well without feeling heavy - Absorbs fast - Leaves my skin soft and calm - The better my skin looks and feels # Features - Water-based treatment - Multi-weight hyaluronic acid # Call to action None used. # Social proof - "I love how it hydrates my skin so well without feeling heavy" – Female 1 - "It absorbs fast and it leaves my skin soft and calm" – Female 1 - "I use it every day after a shower or whenever my skin feels a little dry" – Female 1 - "I've noticed that the more consistent I am, the better my skin looks and feels" – Female 1 - "This moment to me feels like care and it's purest form" – Female 1 # Point of view - Customer 100% – The entire ad is told from the perspective of a woman who uses the product. # Storyline - 00:00–00:01 The scene opens with a close-up of the Nécessaire The Body Serum bottle, setting the stage for a focus on the product. - 00:01–00:06 00:01–00:06: A woman enters the frame, wrapped in a white towel, moving towards a sunlit area. She sits down and picks up the product. - 00:06–00:09 00:06–00:09: A close-up shot of the serum being dispensed, highlighting its texture and consistency. - 00:09–00:18 00:09–00:18: The woman is shown applying the serum to her legs, emphasizing the moisturizing process and how it feels on her skin. - 00:18–00:26 00:18–00:26: The woman applies the product to her shoulder and rubs it in. - 00:26–00:36 00:26–00:36: The woman is shown sitting with the product after applying it and makes a statement about the ritual of moisturizing.

# Ad summary This ad for Nécessaire The Body Lotion highlights the product's moisturizing capabilities with a clean, minimalist aesthetic. # Brand positioning Nécessaire is presented as a brand focused on essential, high-quality personal care products. The brand emphasizes simplicity and functionality, avoiding unnecessary additives like fragrances. The minimalist design and clean aesthetic suggest a modern, sophisticated approach to self-care, positioning the brand as a provider of premium, effective products for conscious consumers who value both performance and purity. # Product The advertised product is Nécessaire The Body Lotion, a fragrance-free body moisturizer designed for 48-hour hydration. The lotion comes in a minimalist white bottle with a pump dispenser. The product is presented as a simple yet effective solution for maintaining skin moisture, appealing to those who prefer unscented skincare options. The ad highlights the product's ability to provide long-lasting hydration, addressing the common concern of dry skin and the need for frequent reapplication of lotion. # 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 a focus on crisp details. The image treatment includes background removal and subtle color grading to enhance the white tones. The typography is large and bold, ensuring high scannability. The overall style is modern and sophisticated, aligning with the brand's positioning. # Hooks Headline: 48 Hour Moisture. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of dry skin and the need for frequent reapplication of body lotion. # Value propositions - 48 Hour Moisture: Provides extended hydration, reducing the need for frequent reapplication. - FRAGRANCE FREE: Ideal for individuals with sensitivities to fragrances or those who prefer unscented products. # Benefits - Long-lasting hydration - Suitable for sensitive skin # Features - 48 Hour Moisture - FRAGRANCE FREE # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the product and its benefits from the brand's perspective, highlighting its features and design. # Storyline - The ad opens with a close-up shot of the Nécessaire The Body Lotion bottle, emphasizing its sleek, minimalist design. This is intended to immediately capture attention and introduce the product in a visually appealing way, from the brand's perspective. - Water droplets are shown splashing around the bottle, visually reinforcing the concept of moisture and hydration. This is intended to highlight the product's primary benefit and create a sense of freshness and purity, from the brand's perspective. - The text "48 Hour Moisture." is prominently displayed, clearly communicating the product's key feature and long-lasting effect. This is intended to directly inform the viewer of the product's unique selling proposition, from the brand's perspective.

# Ad summary This ad showcases Nécessaire's The Body Retinol collection, emphasizing its nighttime renewal benefits. The ad features the Body Retinol Repair Serum and highlights its key ingredients and usage instructions. # Brand positioning Nécessaire is presented as a brand focused on body care, specifically with retinol-based products. The brand emphasizes a science-backed approach to skincare, positioning itself as a provider of effective and high-quality body treatments. The brand aligns with a minimalist and modern aesthetic, focusing on essential ingredients and clear communication of product benefits. Nécessaire aims to elevate body care to the same level as facial skincare, suggesting a more sophisticated and intentional approach to personal care. # Product The featured product is The Body Retinol 0.1% Pure Retinol Repair Serum by Nécessaire. It is a retinol serum designed for the body, intended to improve skin texture and promote renewal. The serum contains 0.1% pure retinol and 10% AHA. The product is recommended for nightly use, with instructions to apply sunscreen prior to sun exposure. The serum aims to provide noticeable results while being gentle enough for regular use. The packaging highlights the key ingredients and emphasizes the product's efficacy in repairing and rejuvenating the skin. # Visual style The ad features a minimalist and high-end aesthetic with a focus on product presentation. The production quality is highly polished, with studio-shot lighting and a clean background. The visual motif is a symmetrical product display, emphasizing the brand's modern and sophisticated image. The image treatment includes background removal and subtle color grading to enhance the product's appearance. The typography is clean and legible, contributing to the overall minimalist design. # Hooks Headline: FOR NIGHTTIME RENEWAL. THE BODY RETINOL. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Nighttime renewal with 0.1% Pure Retinol and 10% AHA # Benefits - Retinol repair serum for the body - For best results use nightly # Features - 0.1% Pure Retinol - 10% AHA # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its product and its benefits, aiming to inform and persuade the audience about the value of The Body Retinol Repair Serum. # Storyline - The ad opens by highlighting the core benefit of the product: nighttime renewal. This sets the stage for a product focused on repairing and rejuvenating the skin during sleep. The brand is telling the audience what the product is for. - The ad then showcases the product itself, The Body Retinol Repair Serum, emphasizing its key ingredients and usage instructions. This provides a clear understanding of what the product is and how it works. The brand is telling the audience about the product. - The ad concludes by reinforcing the brand name and product line, Nécessaire The Body Retinol, solidifying brand recognition and product association. The brand is telling the audience what the product is called.

# Ad summary This ad showcases Nécessaire's body lotion, deodorant, and body wash products, emphasizing the brand's commitment to building a daily self-care ritual. # Brand positioning Nécessaire is presented as a brand focused on elevating the everyday self-care routine into a luxurious ritual. The brand emphasizes simplicity and sophistication, positioning itself in the premium skincare market. It promotes a lifestyle of mindful self-care, suggesting that its products are essential components of a daily ritual. The brand avoids flashy or trendy aesthetics, opting for a clean and minimalist approach that aligns with a focus on quality and efficacy. The brand positioning is emotional, focusing on the feeling of well-being and self-care that comes from using their products. # Product The ad features three Nécessaire products: The Body Lotion, The Deodorant, and the Multi-Enzyme Radiance Cleanse. The Body Lotion is described (on-package label text) as "L'Emulsion Corps" and comes in a 400ml/15.2 fl oz bottle with a pump. The Deodorant is packaged in a 75 g/2.5 oz tube. The Multi-Enzyme Radiance Cleanse is a body wash that comes in a bottle with a pump. All products are presented as part of a cohesive self-care ritual, suggesting they are designed to work together to enhance the user's overall well-being. The ad addresses the purchase barrier of viewing body care as a mundane task by framing it as an indulgent and essential ritual. # Visual style The ad features a clean and minimalist aesthetic with a focus on product presentation. The production quality is high, with studio-shot lighting and careful attention to detail. The visual motif is a flatlay arrangement of the products, emphasizing their sleek design and cohesive branding. The image treatment includes subtle color grading to enhance the products' natural tones and create a sense of freshness. The typography is clean and legible, complementing the overall minimalist style. The ad contrasts with typical platform norms by avoiding flashy or attention-grabbing elements, instead opting for a sophisticated and understated approach. # Hooks Headline: BUILD YOUR RITUAL. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of viewing body care as a mundane task by framing it as an indulgent and essential ritual. # Value propositions - The ad promotes the value of incorporating Nécessaire products into a daily self-care ritual, suggesting that these products are essential for enhancing overall well-being. # Benefits - Build your ritual # Features - The Body Lotion - The Deodorant - Multi Enzyme Radiance Cleanse # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its products as essential components of a luxurious and mindful self-care ritual, inviting the audience to elevate their daily routine. # Storyline - The ad opens with the phrase "BUILD YOUR RITUAL," which is intended to set the tone and invite the audience to consider incorporating the brand's products into their daily routine. The brand is telling the audience that their products are more than just skincare; they are tools for creating a meaningful self-care experience. - The ad then showcases the three Nécessaire products, The Body Lotion, The Deodorant, and the Multi-Enzyme Radiance Cleanse, arranged in a visually appealing manner. The brand is highlighting its product range and emphasizing the idea of a complete body care system. - The products are shown with water droplets, suggesting freshness and purity. The brand is visually reinforcing the idea that their products are clean, hydrating, and essential for a refreshing self-care ritual.

# Ad summary This ad showcases Nécessaire's Rosemary Serum. The ad features a close-up shot of the product bottle with the dropper, emphasizing the product's name and brand. The text overlay introduces the product. # Brand positioning Nécessaire is presented as a brand focused on high-quality, essential skincare products. The brand emphasizes simplicity and sophistication, positioning itself in the premium skincare market. The use of French in the product name suggests a connection to classic beauty traditions, while the minimalist aesthetic and focus on a single ingredient (rosemary) imply a commitment to clean and effective formulations. Nécessaire aims to appeal to consumers who value both luxury and functionality in their skincare routines. # Product The product featured is Nécessaire's Rosemary Serum, as indicated by the text on the bottle. The serum is packaged in a dark green glass bottle with a dropper for application. The bottle's label includes the brand name, product name in English, and the product name in French ('Sérum Au Romarin'). The serum is designed for skincare, leveraging the properties of rosemary. The ad introduces the product, suggesting it is a new addition to the Nécessaire line. The dropper format implies precise and targeted application, appealing to users who seek controlled and effective skincare solutions. # Visual style The ad features a minimalist and clean visual style. The production quality is high, with a studio-shot aesthetic. The image treatment includes soft lighting and a focus on the product's texture and form. The typography is simple and legible, contributing to the overall sophisticated and understated feel. The visual style aims to convey a sense of luxury and efficacy, aligning with the brand's positioning. # Hooks Headline: INTRODUCING ROSEMARY SERUM. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Rosemary Serum # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing and introducing their new Rosemary Serum. # Storyline - The ad opens with a close-up of the Nécessaire Rosemary Serum bottle and dropper. This is intended to immediately capture attention and introduce the product to the viewer from the brand's perspective. - Text overlay 'INTRODUCING ROSEMARY SERUM' appears, clearly stating the purpose of the ad and highlighting the new product from the brand's perspective.

# Ad summary The ad showcases Nécessaire's Rosemary Leave-In Mask. The video features various shots of different hair types, including short, long, curly, and straight hair, highlighting the product's ability to smooth, soften, and enhance silkiness. The ad emphasizes that the product is powered by a rosemary blend and vegan keratin for smoother, silkier, and stronger hair. The Nécessaire brand is displayed at the end. # Brand positioning Nécessaire is positioned as a modern, minimalist brand that focuses on high-quality, essential personal care products. The brand emphasizes the use of effective ingredients and a clean aesthetic, which appeals to consumers seeking a curated and elevated self-care experience. The brand values simplicity and efficacy, avoiding unnecessary additives and focusing on core benefits. Nécessaire aligns with a lifestyle that prioritizes mindful consumption and self-care rituals. # Product The Rosemary Leave-In Mask by Nécessaire is a hair treatment designed to instantly smooth, soften, and enhance the silkiness of hair. It is formulated for various hair types and features a rosemary blend and vegan keratin to promote smoother, silkier, and stronger hair. The leave-in mask is presented as a simple, effective solution for improving hair texture and appearance. The ad suggests the product addresses common hair concerns by providing essential nourishment and strengthening properties. # Visual style The ad features a clean and minimalist aesthetic, with bright, white backgrounds and close-up shots that highlight the product and its effects on hair. The editing style is smooth, with seamless transitions between shots. The production quality is high-end, resembling a polished commercial. The pacing is consistent, creating a sense of calm and sophistication. The visual motifs include close-ups of hair textures and ingredients, emphasizing the product's quality and benefits. # Hooks Text overlay: [NEW!] ROSEMARY LEAVE-IN MASK Visual: 00:00–00:01: A close-up shot of a person with auburn hair shaking their head from side to side. The background is a bright white. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of dull, rough, and unmanageable hair by offering a leave-in mask that instantly smooths and softens. The visual of dry hair being manipulated shows that the hair is rough. # Value propositions - Rosemary and Vegan Keratin provides smoother, silkier and stronger hair. # Benefits - Instantly smooths - Softens - Enhances silkiness - Smoother hair - Silkier hair - Stronger hair # Features - Rosemary blend - Vegan keratin # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official perspective, showcasing the product and its benefits with clear messaging and visuals. # Storyline - 00:00–00:01 The ad opens with a close-up of a person's hair moving dynamically. - 00:00–00:01 The message is to immediately capture attention and showcase hair movement, setting a tone of vitality. - 00:00–00:01 The perspective is from an observer, focusing on the aesthetic appeal of the hair. The tone is energetic and inviting. - 00:01–00:03 The shot transitions to a close-up of the product packaging, highlighting the brand and product name: Nécessaire Rosemary Mask. - 00:01–00:03 This moment is meant to introduce the advertised product directly. The perspective is objective, showcasing the product's branding. The tone is informative and clean. - 00:03–00:03 The ad shows different hair types, including blonde straight hair. - 00:03–00:03 The intent is to illustrate the product's universal appeal and effectiveness across various hair textures, showing the hair from the side. - 00:03–00:03 The perspective is observational, focusing on the visual transformation the product offers. The tone is aspirational. - 00:03–00:05 The ad shows strands of wet dark brown hair being manipulated to show how soft the hair becomes. The text overlay states the hair "SOFTENS". - 00:03–00:05 The intent is to demonstrate the product's impact on hair texture, emphasizing its softening capabilities. The perspective is close-up and tactile, focusing on the physical change in the hair. - 00:03–00:05 The tone is sensory and reassuring. - 00:05–00:06 The ad shows another person with short brown hair shaking their head. The text overlay states that the hair "AND ENHANCES SILKINESS". - 00:05–00:06 The intent is to showcase hair movement. The perspective is observational and the tone is aspirational. - 00:06–00:07 Close up of a rosemary sprig with a drop of water falling on the plant with the text overlay stating the formula is "POWERED BY A ROSEMARY BLEND". - 00:06–00:07 The intent is to communicate the product's natural ingredients. The perspective is informational. - 00:07–00:09 The ad shows a person with curly hair separating their hair with their fingers and the text overlay states the formula contains "+ 5% VEGAN KERATIN". - 00:07–00:09 The intent is to show diversity of hair types. The perspective is informational. - 00:09–00:13 The ad shows a person combing wet, light blonde hair and the text overlay states the product provides "FOR SMOOTHER, SILKIER, STRONGER HAIR". - 00:09–00:13 The intent is to highlight the product's functional benefits. The perspective is informational. - 00:13–00:14 The ad ends with the brand name displayed on the screen. - 00:13–00:14 The intent is to end with branding. The perspective is informational.

# Ad summary This ad promotes Nécessaire's Rosemary Leave-In Mask, highlighting its ability to strengthen and rebuild hair with vegan keratin, rosemary oil, and ceramides. The ad follows a woman through her morning routine, showing how the mask contributes to her achieving silky, soft, and strong hair effortlessly. # Brand positioning Nécessaire is presented as a brand that aligns with self-care and effortless beauty. The brand emphasizes simplicity and sophistication, catering to individuals who value effective yet minimal beauty routines. By focusing on a single, impactful product integrated into a relaxing morning routine, Nécessaire positions itself as a provider of essential, high-quality items that enhance natural beauty and hair health without unnecessary complexity. The brand appeals to those who seek to balance indulgence and efficiency in their daily lives, prioritizing long-lasting results. # Product The featured product is Nécessaire's Rosemary Leave-In Mask, designed to strengthen and rebuild hair without weighing it down. Formulated with vegan keratin, rosemary oil, and ceramides, this mask aims to provide immediate and long-lasting results. It is described as a 'low-effort secret' to achieving silky, soft, and strong hair, suggesting ease of use and significant benefits. The mask is for anyone seeking to improve their hair's health and appearance through a simple addition to their routine. # Visual style The ad features a polished, natural aesthetic with soft lighting and clean, minimalist settings. The editing is smooth, with gradual transitions that reflect a serene and luxurious feel. The production quality is high, resembling a lifestyle commercial with a UGC touch, intended to project authenticity and elegance. The pacing is moderate, allowing viewers to appreciate the details of the routine and product application. # Hooks Spoken: Female 1: I love starting the day with a hot cup of tea, a quick skincare routine, and the one product that has really changed the way my hair looks and feels. Visual: 00:00–00:01 A medium shot shows a wooden table with a vase of white flowers, a dark green container of Nécessaire Rosemary Leave-In Mask, and a brown mug, likely filled with tea. Light streams in from a window behind the table. A dark wood chair is positioned at the table. The scene is brightly lit. / 00:01–00:02 Seen from the rear and from a distance, a woman with long, dark hair is wearing a white robe and white slippers, walking into a bathroom. / 00:02–00:03 A front view of the woman, now holding a candle, looking at it, standing in the bathroom with the sink and toilet behind her. / 00:03–00:05 A close-up of the toilet tank shows a small glass vase with three small yellow roses. Beside the vase is a lit candle in a dark gold glass container and the dark green container of Nécessaire Rosemary Leave-In Mask. Next to these items is a small book of matches. / 00:05–00:06 A shot of a silver faucet and tub spout is running water into the bathtub, filling it with bubbles. / 00:06–00:07 A wider shot of the tub with the water running shows the surrounding white tile and silver hardware. # Funnel stage Consideration # Pain points The ad addresses the frustration of hair that is weak and lacks strength or silkiness. The customer may have tried other products that weigh the hair down. # Value propositions - Low-effort secret to silky, soft, and strong hair - Immediate and long-lasting results # Benefits - Strengthen and rebuild hair without weighing it down - Immediate and long-lasting results - Silky, soft, and strong hair # Features - Vegan keratin - Rosemary oil - Ceramides # Call to action None used. # Social proof - This leave-in mask has become my low-effort secret to silky, soft, and strong hair. – Female 1 # Point of view - Customer 100% – The ad is presented entirely from the perspective of a customer sharing her personal routine and product experience. # Storyline - 00:00–00:01 The ad opens with a view of a table set with flowers, a mug of tea, and the Nécessaire Rosemary Leave-In Mask. - 00:01–00:07 00:01–00:07 A woman in a robe walks into the bathroom, lights a candle, and runs a bath, setting a tone of relaxation and self-care as she prepares for her quick skincare routine. - 00:07–00:09 00:07–00:09 The ad cuts to a close-up of the Nécessaire Rosemary Leave-In Mask. - 00:09–00:11 00:09–00:11 The woman applies the hair mask to her hair while sitting in the tub. - 00:11–00:15 00:11–00:15 A close-up of the white cream being pumped from the dark green bottle. - 00:15–00:19 00:15–00:19 The woman is in the shower, applying the mask from the top of her head to the end. - 00:19–00:24 00:19–00:24 Back in front of the sink, the woman dries her hair and styles it with her hands.

# Ad summary This ad focuses on the immediate benefits of using the hair product, highlighting that it helps you achieve smoother hair immediately and strengthens hair over time. # Brand positioning The brand is positioned as a premium solution for achieving smooth and strong hair. The ad avoids direct comparisons, focusing instead on the functional benefits of the product by emphasizing immediate smoothness and long-term strengthening. The brand aligns with a lifestyle focused on personal care and effective beauty solutions. The brand is presented with a simple, minimalist style. # Product The advertised product is a hair care solution designed to provide immediate smoothness and long-term strengthening. The ad targets individuals seeking to improve their hair's texture and strength. The ad highlights the immediate smoothness achieved with the product, addressing the desire for instant results. The ad also emphasizes the long-term benefit of strengthening hair over time. # Visual style The ad has a clean and minimalist visual style. The use of soft lighting, a neutral background, and a close-up shot focuses attention on the model's hair and skin. The image treatment appears natural, with subtle enhancements to highlight the smoothness of the hair. The typography is simple and elegant, contributing to the ad's overall polished appearance. # Hooks Headline: Smoother Hair. Immediately. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the target audience may be struggling with hair that lacks smoothness and strength. The focus on "Smoother Hair. Immediately." suggests a desire for a quick and noticeable improvement, while the "STRENGTHENS OVER TIME" addresses concerns about long-term hair health. # Value propositions - Immediate smoothness and long-term strengthening for healthier hair. # Benefits - Smoother Hair - STRENGTHENS OVER TIME # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand voice is used throughout the ad to promote the product and its benefits. # Storyline - The ad begins by emphasizing the immediate result of using the product which is 'Smoother Hair. Immediately.' This is intended to capture the viewer's attention by promising a quick and noticeable improvement. The brand is highlighting the primary benefit of the product, focusing on the desire for instant gratification. - The ad continues by mentioning that the product 'STRENGTHENS OVER TIME'. This extends the product's appeal by showing that it's not just a temporary fix but a long-term solution for healthier hair. The brand is reinforcing the value of the product by offering both immediate and lasting benefits.

# Ad summary The ad features a blonde-haired woman with "Instantly Smoother Hair" using the brand's new rosemary leave-in mask from Nécessaire. # Brand positioning Nécessaire is presented as a brand focused on minimalist beauty and personal care. The brand is positioned as prioritizing simplicity and effectiveness, focusing on essential products for a modern and conscious consumer. With a clean aesthetic and emphasis on quality ingredients like rosemary, Nécessaire appeals to those seeking sophisticated, fuss-free self-care routines. # Product The featured product is the new Rosemary Leave-In Mask from Nécessaire, designed to instantly smooth hair. The rosemary element suggests focus on natural ingredients. This product is intended for anyone looking to improve the texture and manageability of their hair with a simple leave-in treatment. The ad is promoting this as a quick and easy way to make hair instantly smoother. # Visual style The ad has a clean and minimalist aesthetic with a focus on natural beauty. The production quality appears to be high, with professional lighting and styling. The image treatment is soft and slightly desaturated, giving it a modern and sophisticated look. Typography is integrated seamlessly, with a simple sans-serif font that complements the overall visual style. The composition is designed to highlight the product's benefits through a close-up shot of healthy, smooth hair. # Hooks Headline: Instantly Smoother Hair. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the target audience is experiencing issues with hair smoothness. Visually, the hair's initial state is not presented as extremely problematic, but the ad copy "Instantly Smoother Hair" implies a desire to improve hair texture. # Value propositions - Instantly Smoother Hair (from the Rosemary Leave-In Mask) # Benefits - Instantly Smoother Hair # Features - ROSEMARY LEAVE-IN MASK # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand promotes the product’s efficacy and introduces a new offering, reinforcing its commitment to quality hair care. # Storyline - The ad is showcasing the effectiveness of Nécessaire's new rosemary leave-in mask with a visual of smooth hair, communicating that the product delivers on its promise of instantly smoother hair. This is told from the brand's perspective. - The brand highlights the product name and its key ingredient to inform the audience about the product's main selling points and ingredients. This is from the brand's perspective, introducing the new product within their range. - The brand showcases its logo to reinforce brand recognition and associate the promise of smoother hair with the Nécessaire brand. This solidifies the brand's image and makes a direct association between the product benefits and the brand. The perspective is from the brand, solidifying its branding and promoting the new product.

# Ad summary This ad features a woman's hair and back with the brand and product name displayed, along with the value proposition. # Brand positioning Nécessaire is presented as a brand focused on both immediate and long-term benefits for personal care. The ad emphasizes simplicity and efficacy, suggesting a focus on essential products that deliver noticeable results. By highlighting "Smoother, Softer Hair Now" and "Stronger Hair Over Time," the brand positions itself as a provider of solutions that offer both immediate satisfaction and lasting improvement, differentiating it from brands that focus solely on quick fixes or superficial enhancements. # Product The featured product is Nécessaire's [NEW] ROSEMARY LEAVE-IN MASK. This product is for individuals seeking to improve the smoothness and softness of their hair immediately, as well as enhance its strength over time. The ad emphasizes the dual benefits of immediate and long-term hair health, appealing to consumers who value both instant gratification and sustained results. The product is designed to provide smoother, softer hair upon initial use, while also working to strengthen the hair over time, addressing concerns about hair health and resilience. # Visual style The ad features a minimalist and clean aesthetic with a focus on natural beauty. The production quality is high, with a studio-shot image that emphasizes the smoothness and health of the hair. The visual motif is simple and direct, with a focus on the product's benefits and the brand name. The image treatment includes soft lighting and subtle color grading to enhance the natural tones. The typography is clean and legible, contributing to the overall modern feel. The style contrasts with platform-native content, offering a more polished and elevated look that aims to capture attention through its simplicity and elegance. # Hooks Headline: Smoother, Softer Hair Now. Stronger Hair Over Time. # Funnel stage Awareness # Pain points None used. # Value propositions - Achieve smoother and softer hair immediately, while also strengthening it over time with the new rosemary leave-in mask. # Benefits - Smoother, Softer Hair Now. - Stronger Hair Over Time. # Features - ROSEMARY LEAVE-IN MASK # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand voice is consistent throughout the ad, conveying information about product benefits and naming the brand and specific product. # Storyline - The ad opens by highlighting the immediate and future benefits of the product, which are "Smoother, Softer Hair Now. Stronger Hair Over Time." This is intended to grab the viewer's attention by showcasing that the product is effective both now and in the future, told from the brand's perspective. - The ad introduces the brand name “Nécessaire,” establishing the brand identity, told from the brand's perspective. - The ad then features the product name and type, “ [NEW] ROSEMARY LEAVE-IN MASK,” informing the viewer of the specific product being advertised, told from the brand's perspective.

# Ad summary This ad demonstrates the Nécessaire Rosemary Leave-In Mask, which promises to strengthen, soften, and silken hair, featuring closeups of different hair types and textures. # Brand positioning Nécessaire is presented as a beauty and skincare brand that prioritizes high-quality ingredients and effective treatments. The brand values simplicity and scientific backing, focusing on essential elements for advanced care. Nécessaire pushes against the norm of using filler ingredients and instead hones in on components like rosemary and vegan keratin, which are highlighted for their performance-driven results. # Product The Nécessaire Rosemary Leave-In Mask is an advanced strengthening treatment powered by rosemary and vegan keratin. It is intended for anyone looking to improve the strength and health of their hair. The leave-in mask provides smoother, softer, and silkier hair now, and stronger hair later. The formula includes +5% vegan keratin and aims to provide the strongest, healthiest hair yet. This product aims to overcome the barrier of weak and damaged hair by offering a treatment that revitalizes and strengthens the hair. # Visual style The ad has a polished, high-end aesthetic with a focus on showcasing the product and its results through close-up shots and clean, bright visuals. The editing style features quick cuts to maintain viewer engagement. The production quality is high, with a sleek and minimalist approach, emphasizing the brand's focus on essential ingredients and effective treatments. The pacing is moderate, with several cuts per minute, creating a sense of movement and visual interest. The visuals sync with the voiceover lines and text overlays to reinforce the product's benefits and key ingredients. # Hooks Spoken: 00:00–00:02 [Calm, soothing voice] Smoother, softer, silkier hair now. / 00:01–00:02 [Calm, soothing voice] Stronger hair later. Text overlay: 00:00–00:02 SMOOTHER, SOFTER, SILKIER HAIR NOW / 00:01–00:02 STRONGER HAIR LATER Visual: 00:00–00:01 A person with dark, shoulder-length, wet hair is shown from behind, facing away from the camera. They are using a tortoise-shell comb to brush their hair. The background is a solid, bright white. Text overlay: "SMOOTHER, SOFTER, SILKIER HAIR NOW" / 00:01–00:02 The shot changes to a person with long, blonde, straight hair. The shot is from behind their shoulder, and they face to the left of the frame. The background is a solid, bright white. Text overlay: "STRONGER HAIR LATER" # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is weak, unhealthy hair. This is signaled through the promise of providing "smoother, softer, silkier hair now" and "stronger hair later," suggesting the target audience is currently experiencing the opposite. # Value propositions - Smoother, softer, silkier hair now - Stronger hair later - An advanced strengthening treatment - For your strongest, healthiest hair yet # Benefits - Smoother hair - Softer hair - Silkier hair now - Stronger hair later - Strongest hair yet - Healthiest hair yet # Features - Rosemary - Vegan Keratin - +5% Vegan Keratin # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad communicates directly from the brand's perspective through text overlays and visuals that highlight product features and benefits. # Storyline - 00:00–00:01 The ad opens with a close-up of wet hair being combed through, immediately setting the context of hair care and smoothness. - 00:01–00:02 The next shot transitions to show someone with healthy, blonde hair, implying the desired outcome of using the featured product. - 00:02–00:03 A close-up shot of the Nécessaire Rosemary Mask bottle is shown, introducing the specific product being advertised. - 00:03–00:05 The ad highlights the product's function by showing a close-up of textured, curly hair to demonstrate that it is a leave-in mask. - 00:05–00:07 The ad then displays hands massaging hair to show the use of the strengthening treatment, further emphasizing the product’s application and benefits. - 00:07–00:09 The camera focuses on hands rubbing the product, highlighting rosemary as a key ingredient. - 00:09–00:10 The product texture is highlighted, showing a thick white cream, and the ingredient +5% Vegan Keratin is featured. - 00:10–00:11 The ad returns to the visual of someone combing wet hair, connecting back to the initial scene and reinforcing the product's use in hair care. - 00:11–00:14 Finally, a shot of someone with full, curly hair is shown to illustrate the outcome of using the product for strong and healthy hair.

# Ad summary A UGC-style ad where a woman shares her favorite haircare products. She applies the rosemary serum and leave-in mask to her hair and raves about how they leave it soft, smooth, silky, and easy to use. # Brand positioning Nécessaire is presented as a brand that offers quality hair care products for thinning hair. The brand emphasizes that its products leave hair soft, smooth, and silky while also being easy to use. The brand's positioning is functional, focusing on the practical benefits of its products, such as moisturizing without leaving hair oily or greasy. The repeated emphasis on ease of use indicates the brand aims to occupy a space in the consumer's mind as a practical, effective solution for hair care. # Product The ad promotes the Nécessaire Rosemary Leave-In Mask and Rosemary Serum. The Rosemary Leave-In Mask is highlighted for its repairing qualities, with the user noting that it feels like it is actively repairing her hair. The mask is also described as super hydrating, weightless, non-oily, and non-greasy, making it ideal for thinning hair. The Rosemary Serum is described as a game changer that is applied all over the scalp. # Visual style The ad has a polished aesthetic with natural lighting and a clean background. The editing style consists of quick cuts and static shots. The production quality has a UGC feel. The pacing is consistent with around 60 cuts per minute. # Hooks Spoken: I have thinning hair, and this is my favorite Leave-In Mask. Text overlay: Favorite leave-in mask / for thinning hair Visual: 00:00–00:02 A woman sits on a couch in front of a green plant wearing white clothing and a hair towel with her hair pulled back. She holds a Nécessaire Rosemary Mask product in her hand. The camera is chest-level and stationary. # Funnel stage Consideration # Pain points The ad addresses the frustration of having thinning hair that is not soft, smooth, or silky. This is implied when the woman says, “I have thinning hair, and this is my favorite Leave-In Mask.” # Value propositions - The products repair your hair while being weightless, non-oily, and non-greasy. - The products leave your hair soft, smooth, and silky while also being easy to use. # Benefits - Feels like it is repairing my hair - Super hydrating, but very, very weightless, not oily, not greasy - Hair is so soft, so smooth, so silky - Easy to use # Features - Nécessaire Rosemary Leave-In Mask - Rosemary Serum # Call to action None used. # Social proof - “I have thinning hair, and this is my favorite Leave-In Mask” – Woman 1 (Customer) - “I literally use everything by them” – Woman 1 (Customer) - “This has been such a game changer for me” – Woman 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the point of view of a customer who is a real or implied user of the product through a casual tone and testimonial. # Storyline - 00:00–00:02 A woman sits on a couch in front of a plant holding a hair product. - 00:00–00:02 The woman states she has thinning hair and the product is her favorite leave-in mask. - 00:02–00:06 The woman holds up various hair care products from the brand, stating they are so good. - 00:06–00:07 The woman states she literally uses everything from this brand. - 00:07–00:07 The woman begins to show how she uses the products. - 00:07–00:12 The woman shows how she uses the Rosemary Serum, applying it all over her scalp. - 00:11–00:12 The woman states the Rosemary Serum has been a game changer for her. - 00:12–00:15 The woman shows how she uses two pumps of the leave-in mask. - 00:15–00:19 The woman states the leave-in mask feels like it is repairing her hair. - 00:19–00:23 The woman states the leave-in mask is super hydrating, very weightless, not oily, and not greasy. - 00:23–00:26 The woman states that as someone with thinning hair, she really appreciates this. - 00:26–00:28 The woman states that while she sways her baby, she lets her hair air dry. - 00:28–00:34 The woman poses as she shows off her hair. - 00:34–00:37 The woman states that her hair has no other products in it. - 00:37–00:39 The woman states her hair is soft, smooth, and silky. - 00:39–00:41 The woman states that the best part is that it is so easy to use.

# Ad summary A woman shares her weekly self-care routine using Nécessaire Rosemary Mask, highlighting key ingredients and the no-rinse benefit for beautifully cared-for hair. # Brand positioning Nécessaire is presented as a brand focused on advanced hair treatments with nourishing ingredients. The ad emphasizes the incorporation of rosemary and vegan keratin in its products, reflecting a commitment to quality and ethical standards. Nécessaire aims to occupy a space in the consumer's mind as a reliable brand for both instant and long-term hair improvement. By highlighting ingredients like rosemary extract, the brand aligns with values of natural and effective hair care, which positions it against brands that may rely solely on chemicals. Its functional yet polished presentation appeals to customers who value self-care and quality ingredients. # Product Nécessaire Rosemary Mask is a leave-in hair treatment designed to strengthen, smooth, and enhance hair while reducing breakage. The product is for individuals seeking a convenient and effective hair care solution. The mask features rosemary extract and vegan keratin, which work instantly and over time to improve hair health. A key selling point is the no-rinse formula, simplifying the user's self-care routine. The mask aims to address the frustration of weak, dull, and breakage-prone hair by providing a nourishing treatment that integrates seamlessly into a modern, busy lifestyle, making it worth trying for those seeking a low-effort, high-impact hair care solution. # Visual style The ad has a clean, minimalist aesthetic with natural lighting. The editing is smooth and paced consistently. The production quality is polished, giving it a high-end commercial feel that appeals to consumers interested in refined self-care. The visual motif includes soft lighting, neutral colors, and close-up product shots. # Hooks Spoken: Female 1: Each week I treat my hair to Nécessaire's Rosemary Leave-in Mask and advanced treatment that works instantly and over time just gets better. Visual: 00:00–00:00: Close-up shot of hands placing a Nécessaire Rosemary Mask bottle on a white towel with a dry sprig of rosemary. The background is blurred, suggesting a bright bathroom setting. / 00:00–00:01: Medium shot of a woman in a blue and white striped robe tying the belt. She is wearing a large green ring. / 00:01–00:02: Close-up shot of the woman's hands holding and presenting the Nécessaire Rosemary Mask bottle against a white background. / 00:02–00:03: Close-up shot of the woman's hand dispensing the white mask product from the bottle onto her finger against a white background. / 00:04–00:04: Close-up, overhead shot of the woman's hands massaging the product into her dark hair. The background is out of focus. / 00:05–00:05: Close-up of the woman's dark hair being combed from the part down. The comb is white. / 00:06–00:06: The Nécessaire Rosemary Mask bottle is set on a gray surface against a white background. / 00:07–00:08: Close-up shot of the woman's hand dispensing the product into her other hand. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of hair that is weak, dull, and prone to breakage. The speaker mentions breakage and then demonstrates how the product can be easily massaged into the hair and left in. # Value propositions - Advanced treatment: Provides instant and long-term hair improvement with nourishing ingredients. - No need to rinse: Seamlessly integrates into self-care routine. # Benefits - Works instantly - Gets better over time - Strengthens hair - Smooths hair - Enhances hair - Reduces breakage # Features - Rosemary extract - Vegan keratin - Leave-in Mask # Call to action None used. # Social proof - "Each week I treat my hair to Nécessaire's Rosemary Leave-in Mask and advanced treatment that works instantly and over time just gets better" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer sharing her positive experience with the product, creating a sense of authenticity. # Storyline - 00:00–00:02 A woman dressed in a blue robe introduces the Nécessaire Rosemary Mask. - 00:02–00:06 The speaker describes the product as a weekly hair treatment and advanced treatment. - 00:06–00:08 The speaker states that the hair mask works instantly and gets better over time. - 00:08–00:16 The speaker mentions nourishing ingredients like rosemary extract and vegan keratin that strengthen, smooth, and enhance hair. - 00:17–00:24 The speaker states the key benefit of the hair mask is that there's no need to rinse, making it convenient for integration into a self-care routine.

# Ad summary Ad for Nécessaire The Body Wash. The ad features a clean product display of three body wash bottles. The offer is 25% off your first subscription. # Brand positioning Nécessaire is positioned as a modern and minimalist personal care brand, with an emphasis on high-quality ingredients and eco-friendly practices. Their products aim to elevate daily routines with a touch of luxury while maintaining a simple, clean aesthetic. They stand out by focusing on essential, effective formulations and sustainable packaging. The brand appeals to consumers seeking premium, responsible, and aesthetically pleasing self-care options. # Product The featured product is Nécessaire The Body Wash, available in a eucalyptus scent. It comes in a clear bottle with a black cap. The bottle is a minimalist design and clear with a label displaying the brand and product name in both English and French: Nécessaire The Body Wash / Le Nettoyant Corps. It is designed for daily use in the shower or bath. The packaging is designed to be both functional and aesthetically pleasing, reflecting the brand's focus on the essentials. # Visual style The ad features a minimalist, high-quality studio shot with a clean aesthetic. The visual motifs include a contrasting color palette of black, white, and the amber color of the body wash. The image treatment includes even lighting, sharp focus, and the glossy black surface that creates a striking visual effect. The typography is simple and legible, contributing to the overall modern and sophisticated feel, contrasting with the dripping black liquid which creates a disruptive element. This stylistic choice enhances scannability and attracts attention within the feed by being clean but visually memorable. # Hooks Headline: 25% OFF # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 25% off your first subscription # Benefits - None used. # Features - The Body Wash - Le Nettoyant Corps # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view to directly showcase their products and offer a promotion. # Storyline - The ad opens by showcasing an offer of 25% off the viewer's first subscription. This serves to grab the viewer's attention and provide an incentive to try the product. This is told from the brand's POV to communicate value and encourage engagement with the product line by enticing the viewer to subscribe. - The ad then spotlights three sizes of the body wash, providing a clear visual of the product's packaging and format. This showcases the product range and allows the viewer to see the different sizes available. It is also told from the brand's perspective, focusing on product presentation to highlight the minimalist packaging and elegant aesthetic.