How OUAI Advertises on Meta

# Ad summary This ad is for Ouai laundry detergent. The ad starts with a backdrop of water and bubbles. Then a bottle of Ouai detergent is shown with multiple customer reviews posted all around the product. At the end, the detergent bottle is shown again with the words "YOU LOVE IT LOADS. NOW IT'S BACK" written on the screen. # Brand positioning Ouai presents itself as a high-end brand, offering a touch of luxury in everyday routines. In this ad, the brand introduces a collaboration with DedCool, combining signature scents with laundry care. The brand embraces a lifestyle that values both quality and indulgence. The brand stands out by elevating mundane tasks, positioning itself as a premium choice that defies category norms. # Product The featured product is the OUAI x DedCool Laundry Detergent, specifically the Melrose Place scent. This detergent is described as providing a signature scent for your laundry and is gentle enough for intimates. It comes in a 32 fl oz bottle that is able to wash up to 64 loads of laundry. The product is promoted as a touch of laundry luxury, designed for anyone who wants a divine scent that makes them want to do laundry. The ad addresses the perception of laundry as a chore and elevates it into an enjoyable, sensory experience. # Visual style The ad has a clean and polished aesthetic, with a focus on showcasing the product and its positive reviews. The background of bubbles and water is reminiscent of a luxury bath product ad. The editing style is simple and the pace is moderate. # Hooks Text overlay: 00:00–00:04 YOU LOVE IT LOADS. NOW IT'S BACK Visual: 00:00–00:02 Background is a clear liquid with bubbles rising. In the background, we can see a silver bottle of laundry detergent with the words "OUAI" on it in a light pink and red font. The text overlay says "YOU LOVE IT LOADS. NOW IT'S BACK" # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is that laundry is often seen as a mundane and unpleasant chore. This is signaled by the emphasis on the "divine scent" that "makes me want to do laundry." # Value propositions - Transform laundry from a chore into a luxurious experience with a signature scent designed to make you enjoy the process. # Benefits - Divine scent makes me want to do laundry - A little bit of laundry luxury! # Features - Signature scent - Gentle enough for intimates - Melrose Place Fragrance - 32 fl. oz/ up to 64 washes # Call to action None used. # Social proof - "Smells soooo good!!!" - "Legit a must buy." - "Absolutely obsessed with this product!" - "This is the best detergent I have ever used." - "A little bit of laundry luxury!" - "Smells heavenly!" - "My whole house smells great!" - "I'm in love!" - "Divine scent. Makes me want to do laundry." - "10/10 scent!" - "It's a must buy" - "Best smelling laundry detergent ever!" # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, highlighting the product and its benefits using customer testimonials and product displays. # Storyline - 00:00–00:02 The ad begins with a backdrop of water and bubbles, creating a sense of freshness and cleanliness. - 00:02–00:04 A bottle of OUAI x DedCool laundry detergent appears. Customer reviews are posted all around the product, adding to a sense of hype. - 00:04–00:04 The detergent bottle is shown again, this time with the words "YOU LOVE IT LOADS. NOW IT'S BACK" on the screen, conveying a message of high demand and limited availability.

# Ad summary This ad features a bottle of OUAI Detox Shampoo covered in suds. The ad copy asks if the viewer has something to get rid of product buildup and hard water residue. # Brand positioning OUAI is presented as a solution for modern hair care needs, focusing on addressing common concerns like product buildup and hard water residue. The brand positions itself as a go-to for effective detoxifying hair care, emphasizing simplicity and functionality. It aligns with a lifestyle that values clean, healthy hair without unnecessary complexity, pushing against the norm of ignoring the impact of product buildup and hard water on hair health. The brand positioning is functional, highlighting the product's ability to cleanse and detoxify hair. # Product The product featured is OUAI Detox Shampoo, designed to remove product buildup and hard water residue from all hair types. It comes in a clear bottle with a white cap, allowing the brown liquid shampoo to be visible. The bottle label indicates it is a detox shampoo, suitable for all hair types. The ad addresses the purchase barrier of dealing with product buildup and hard water residue, positioning the shampoo as a solution to these common hair problems. The ad aims to convince viewers that this product is worth trying or buying because it effectively cleanses and detoxifies hair, leaving it free from buildup and residue. # Visual style The ad has a clean and minimalist visual style. The production quality is high, with a focus on showcasing the product in a visually appealing way. The image treatment includes soft lighting and a shallow depth of field, drawing attention to the product and the suds. The typography is clean and legible, and the overall style is consistent with the brand's aesthetic. The ad mimics a platform-native style, resembling a question sticker on Instagram Stories, which enhances scannability and stop power in the feed. # Hooks Headline: Got something to get rid of product buildup & hard water residue? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dealing with product buildup and hard water residue in hair. "Got something to get rid of product buildup & hard water residue?" # Value propositions - OUAI Detox Shampoo helps to get rid of product buildup & hard water residue # Benefits - Get rid of product buildup - Get rid of hard water residue # Features - Detox Shampoo - Shampooing Détox - All Hair Types - Tous Les Cheveux # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is asking the question and showcasing the product as a solution to the problem of product buildup and hard water residue. - Customer: The customer is the one being asked the question and is meant to be thinking about their own hair care concerns. # Storyline - The ad starts with a question prompt asking if the viewer has something to get rid of product buildup and hard water residue. This is intended to engage the audience by addressing a common hair care concern, told from the brand's perspective. - The ad then showcases the OUAI Detox Shampoo bottle covered in suds, visually demonstrating the product's use and effectiveness. This is intended to provide a visual solution to the problem mentioned in the question prompt, told from the brand's perspective.

# Ad summary A woman shares her secret to achieving voluminous hair. She recommends OUAI Detox Shampoo because it clarifies and removes oil and product build-up, leaving hair clean, light, and refreshed. She compares it to an ironed white blouse and says it smells like Melrose Place. She urges viewers to shop at theouai.com. # Brand positioning OUAI is presented as a brand that delivers elevated everyday hair care. The brand aligns with a lifestyle of effortless beauty and luxury, offering products that are both functional and enjoyable to use. The positioning is emotional, focusing on how the product makes the user feel – clean, light, and refreshed – rather than just its functional benefits. OUAI differentiates itself by combining clarifying ingredients with a pleasant scent, challenging the norm that clarifying shampoos must smell medicinal. # Product The featured product is OUAI Detox Shampoo, a clarifying shampoo designed to remove oil, dirt, and product build-up from the scalp. According to the ad, it contains apple cider vinegar to clarify, but does not smell like vinegar. The product is designed to leave hair feeling clean, light, and refreshed, preventing it from feeling heavy or dull. The product bottle is semi-transparent with a white cap and minimalist design. The packaging features the OUAI logo with 'DETOX SHAMPOO' in bold lettering. # Visual style The ad has a polished UGC feel, with a clean and bright aesthetic. It's shot in natural light. The editing style includes quick cuts to maintain a fast pace. The production quality is high, which supports the brand's tone of luxury. The pacing is consistent at approximately 17 cuts per minute, helping to maintain viewer engagement. # Hooks Spoken: Listen, people ask me all the time how I achieve so much volume in my hair and I give them the same answer. Text overlay: people ask me all the time how I achieve so much volume in my hair, / and I give them the same answer. Visual: 00:00–00:03 The shot shows an Asian woman with long, wavy, dark brown hair, wearing a light blue button-up shirt and standing in a hallway. She holds a black lavalier microphone in her left hand and the OUAI Detox Shampoo in her right hand. The camera is static, at eye level, and in selfie style. The background features a white wall and a glass door. # Funnel stage Consideration # Pain points The ad addresses the pain point of hair feeling heavy and dull due to oil, dirt, and product build-up on the scalp. The visual shows the roots of unwashed hair. "It removes oil, dirt and product build up from my scalp so my hair doesn't feel heavy or dull." # Value propositions - OUAI Detox Shampoo clarifies hair with apple cider vinegar without the vinegar smell. Instead, it smells like Melrose Place. - OUAI Detox Shampoo is a must have for wash day. # Benefits - Removes oil - Removes dirt and product build up from the scalp - Hair doesn't feel heavy or dull - Doesn't smell like vinegar - Hair feels clean, light and refreshed # Features - Clarifying Shampoo - Uses apple cider vinegar to clarify # Call to action So shop this at theouai.com # Social proof - "Listen, people ask me all the time how I achieve so much volume in my hair and I give them the same answer" – Female 1 (Customer) - "My hair feels clean, light and refreshed every single time" – Female 1 (Customer) - "This is a must have for my wash day" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience and tips. # Storyline - 00:00–00:03 The creator acknowledges that she is constantly asked about how she achieves so much volume in her hair. - 00:03–00:07 She reveals her secret is using a clarifying shampoo, specifically OUAI Detox Shampoo. - 00:07–00:12 She compares the shampoo to an ironed white blouse, implying it provides a clean and refreshed base. - 00:12–00:15 She shows the roots of unwashed hair. - 00:13–00:17 She explains that the shampoo removes oil, dirt, and product build-up from her scalp so that her hair doesn't feel heavy or dull. - 00:17–00:21 She washes her hair with the shampoo in the shower. - 00:17–00:21 She says she loves that the shampoo uses apple cider vinegar to clarify, but it doesn't smell like vinegar at all. - 00:21–00:22 She explains that it smells like Melrose Place. - 00:22–00:25 She says her hair feels clean, light, and refreshed every single time she uses the product. - 00:23–00:24 She blow dries her hair. - 00:25–00:28 She declares that it is a must-have for her wash day and urges viewers to shop at theouai.com.

# Ad summary The ad features a woman in her bathroom applying hair and makeup products. She is using the OUAI hair oil and hair mist. # Brand positioning OUAI is presented as a brand that offers high-quality hair and body products. The brand aligns with a modern, beauty-conscious lifestyle, focusing on providing simple yet effective solutions for hair and body care. The brand positioning is functional, emphasizing the ease of use and the visible results of its products. # Product The ad features two OUAI products: the hair oil and the hair mist. The hair oil is designed to add shine and smoothness to the hair, while the hair mist is used for light hold and fragrance. Both products are packaged in sleek, minimalist bottles, reflecting the brand's modern aesthetic. The products are for individuals who want to maintain healthy and stylish hair with minimal effort. The ad highlights the ease of application and the immediate visual improvements, such as added shine and smoothness. # Visual style The ad has a polished, UGC feel with a modern aesthetic. The editing style includes quick cuts and static shots, creating a dynamic yet simple presentation. The production quality is high, giving it a commercial vibe while maintaining a relatable, user-generated content style. The pacing is consistent, with cuts timed to the music beats, enhancing the overall rhythm of the ad. # Hooks Spoken: 00:00–00:03: The finishing touches are the most important. Text overlay: 00:00–00:14: the finishing touches are the most important 💅🏼 Visual: 00:00–00:01: Close-up shot of a woman holding two OUAI products, the hair oil and hair mist, in front of her face. She has dark hair styled in a half-up bun with small braids framing her face, winged eyeliner, and pink blush. She is wearing a white long-sleeved shirt and silver sequined shorts. The background is a blurred bathroom setting with a glass shower door. / 00:01–00:03: The woman sprays the OUAI hair mist into her hair. The camera angle is slightly low, capturing her from the waist up. She is in the same bathroom setting, with a focus on her hair and the product application. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The finishing touches are the most important # Benefits - Adds shine - Smoothness - Light hold - Fragrance # Features - Hair oil - Hair mist # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer showcasing her beauty routine. # Storyline - 00:00–00:01 The woman holds up two OUAI products, the hair oil and hair mist, showcasing them to the camera. - 00:01–00:03 She sprays the hair mist into her hair, ensuring even coverage. - 00:03–00:04 She runs her fingers through her hair to distribute the product. - 00:04–00:05 She sprays the hair mist again. - 00:05–00:06 She opens a compact mirror and checks her makeup. - 00:06–00:07 She applies lipstick, adding the finishing touch to her look. - 00:07–00:09 She films herself with a digital camera, capturing her final look. - 00:09–00:12 She picks up a silver tinsel garland and sprays the hair mist again. - 00:12–00:14 She throws the tinsel garland over her shoulder.

# Ad summary This ad showcases the OUAI Melrose Place Fragrance Mist with a focus on its scent profile. It highlights the key fragrance notes in a visually appealing setting. # Brand positioning OUAI is positioned as a modern fragrance brand that provides luxury experiences that can be enjoyed everyday. The brand aligns with a lifestyle that appreciates fragrance and beauty. The fragrance category leans into the familiar scents, however, OUAI seeks to innovate on application and product formats that break with competitor behaviors. # Product The product featured is the OUAI Melrose Place Fragrance Mist. It is a mist version of the Melrose Place scent, packaged in a clear bottle with a white label and top. The mist contains 3.3 fl oz / 97 ml of product. The scent profile includes notes of rose, berry, and lychee, making it a sweet and fruity fragrance. # Visual style The ad has a clean and luxurious visual style. The product is centrally focused, with natural elements arranged around it. The lighting is soft and diffused, enhancing the premium feel. The color palette is soft, feminine, and floral, enhancing the brand's luxury positioning. # Hooks Headline: THE SCENT YOU LOVE, NOW IN A MIST # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Familiar Scent, New Format: Offers the popular Melrose Place scent in a convenient mist format, appealing to existing fans and new users alike. # Benefits - The Scent You Love, Now In A Mist # Features - Fragrance Mist - Notes of Rose, Berry & Lychee # Call to action None used. # Social proof - None used. # Point of view - Brand: The copy, including the product name and description, is presented from the brand's point of view to communicate information about the featured product. # Storyline - The ad opens by introducing the product: a fragrance mist version of the Melrose Place scent that the audience already knows and loves. This is intended to immediately grab the audience's attention and create excitement about the new mist format. The brand voice is used here. - The next beat focuses on the fragrance profile, spotlighting the key notes of rose, berry, and lychee. This allows the audience to visualize and anticipate the scent experience. The brand is highlighting the key ingredients.

# Ad summary This ad promotes OUAI x DedCool Melrose Place laundry detergent. It shows a series of user testimonials displayed over an aesthetic shot of the product. # Brand positioning The OUAI x DedCool collaboration represents a fusion of luxury haircare and fragrance expertise, now extending into the realm of laundry care. The brand seeks to occupy a space where everyday chores are elevated through premium scents and aesthetically pleasing packaging. This collaboration aims to align with consumers who value a lifestyle that blends beauty, fragrance, and elevated home care. The product, a Melrose Place-scented laundry detergent, bridges the gap between personal care and home essentials, promising to transform mundane tasks into enjoyable sensory experiences. The brand challenges the norms of traditional, functional laundry products by emphasizing fragrance and design. OUAI x DedCool aims to be an emotionally resonant brand, offering an element of indulgence and sensory pleasure in routine activities, making it a desirable addition to the consumer's lifestyle. # Product The featured product is the Melrose Place laundry detergent, a collaboration between OUAI and DedCool. The detergent is packaged in a sleek, light blue tin can with a minimalist design that incorporates the OUAI and DedCool logos along with a rose graphic. The ad highlights the detergent's scent, which is described as lasting even beyond the dryer. User testimonials emphasize the detergent's high quality and transformative effect on the laundry experience. The product aims to address the purchase barrier of typical mundane laundry routines by offering a premium, fragrance-focused alternative that turns laundry into a more enjoyable and luxurious experience. # Visual style The ad has a clean and minimalist aesthetic with a focus on product presentation. The editing is simple with static shots and overlaid text. The production quality feels polished, aiming for a modern commercial feel. The pacing is slow and deliberate, allowing viewers to absorb the testimonials. There is no specific audio-visual sync beyond the appearance of text. # Hooks Text overlay: 00:00–00:03: OUAI x DedCool / 00:00–00:03: MELROSE PLACE DEDTERGENT / 00:01–00:03: "This is the best detergent I have ever used." Visual: 00:00–00:01: The shot shows multiple light blue OUAI x DedCool Melrose Place detergent containers arranged on a white surface. The containers are rectangular with rounded edges. The branding is minimal, featuring the OUAI and DedCool logos and a small rose graphic. The lighting is bright and even, highlighting the product's clean design. The camera is static and positioned at an angle to capture multiple containers. / 00:01–00:03: A speech bubble with the text "This is the best detergent I have ever used." appears over one of the detergent containers. The shot remains the same otherwise, with the containers arranged on the white surface. # Funnel stage Consideration # Pain points The ad implies that doing laundry is a mundane or disliked chore. # Value propositions - Transforms laundry into a luxurious experience with a premium fragrance. - The product is a collaboration of two existing brands, lending credibility to the product itself. # Benefits - Perfect scent that lasts even beyond the dryer # Features - Melrose Place Scent # Call to action None used. # Social proof - "This is the best detergent I have ever used." - "This detergent changed my life and made me love laundry." - "Perfect scent that lasts even beyond the dryer." # Point of view - Customer 100% – The entire ad consists of customer testimonials, implying firsthand use and a positive user experience. # Storyline - 00:00–00:01 The ad opens with a view of multiple OUAI x DedCool Melrose Place detergent containers arranged aesthetically on a white surface. This visual is designed to immediately capture attention and highlight the product's design and branding. - 00:01–00:02 A speech bubble appears over one of the containers with the text, "This is the best detergent I have ever used." This introduces the customer perspective and sets a positive tone for the product. - 00:02–00:04 A second speech bubble appears over another container stating, "This detergent changed my life and made me love laundry." This reinforces the positive customer experience and highlights the transformative benefit of the product. - 00:04–00:06 A third speech bubble appears stating, "Perfect scent that lasts even beyond the dryer." This testimonial emphasizes a key product benefit—the long-lasting fragrance—and provides a clear reason to choose this detergent over others.

# Ad summary This ad for OUAI fragrance mist uses a close up shot of the product with background accents to create an ASMR experience. # Brand positioning OUAI positions itself as a modern and accessible luxury brand in the hair and body care space. The brand aims to occupy a space in the consumer's mind as a purveyor of high-quality, effortless products that enhance natural beauty. OUAI appears to align with values of simplicity and modern luxury, emphasizing products that are effective, easy to use, and designed for the contemporary individual. The brand seems to promote a lifestyle that balances sophistication with ease. This ad focuses on the sensory experience of fragrance, which places OUAI into an emotional category where scent is about creating a warm and sensual experience. # Product The ad features the OUAI Fragrance Mist in the Ibiza scent. The product is a hair and body fragrance mist, as stated on the bottle. The scent profile is "warm & sensual with notes of vanilla, cocoa & rum." The bottle is a transparent orange-tinted glass with a white label and white spray top. The bottle states that it contains 3.3 fl oz / 97 ml. The ad is telling the viewer that this product will provide a warm and sensual scent experience with a blend of vanilla, cocoa, and rum. # Visual style The ad has a polished, high-end aesthetic with soft lighting and a shallow depth of field. The editing style is smooth with static shots and slow zooms. The production quality is high, with a focus on showcasing the product in a visually appealing manner. The pacing is slow and deliberate. The cuts and product actions do not seem timed to any music beats. # Hooks Text overlay: 00:00–00:01 NEW IBIZA Visual: 00:00–00:01: A close-up shot features the OUAI Fragrance Mist, with a clear bottle and white cap. It's surrounded by a semi-melted chocolate bar, a white flower, brown sugar cubes, a vanilla bean, and cinnamon sticks on a glossy surface. The background is bright and out of focus. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The warm and sensual fragrance mist can enhance the user's sensory experience. # Benefits - Warm & sensual with notes of vanilla, cocoa & rum # Features - Fragrance Mist - Ibiza scent # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is from the brand's perspective, showcasing its product in a visually appealing way. # Storyline - 00:00–00:05 The ad opens with a close-up shot of the OUAI Fragrance Mist, surrounded by cocoa, vanilla, and cinnamon. This is intended to visually represent the scents included in the fragrance. - 00:05–00:07 The camera zooms in on the bottle. This is intended to bring the product into focus and highlight its name and key features.

# Ad summary This ad features two women riding in a convertible and advertising OUAI's Melrose Place fragrance. The ad highlights the fragrance's notes and ties the scent to luxury and an aspirational lifestyle. # Brand positioning OUAI is presented as a high-end fragrance brand focused on transporting the user to a lifestyle of luxury and fun, evoked through its use of bright colors, convertibles, and celebrity-esque models. The brand aims to occupy a space in the consumer's mind that aligns with youthfulness, beauty, and a hint of celebrity through the associations of LA and 'Melrose Place'. It pushes against the norm of traditional perfume ads by being more casual and aiming for a fun, relatable feel, while still maintaining an air of sophistication. The brand's positioning is emotional, selling a feeling and an experience more than a functional necessity. Its marketing evokes an ideal life of sunshine, freedom, and beauty. # Product The product featured is OUAI's Melrose Place fragrance. The ad emphasizes its composition, highlighting the notes of rose, berry, and lychee. The fragrance is presented as a scent that makes you feel 'almost famous,' suggesting an aspirational association with celebrity status and luxury. The product is packaged in a clear bottle with a white label, and the ad showcases it being spritzed, suggesting a refreshing and easy application. The product is seemingly targeted towards young women who desire to emulate a glamorous, LA-inspired lifestyle, with the brand name itself defined as a 'noun' (in a non-standard definition), implying that it's more than just a product but a lifestyle choice. The ad addresses the purchase barrier by positioning the fragrance as an accessible luxury, hinting that it can bring a touch of the high life to the everyday user. # Visual style The ad has a bright, polished, commercial aesthetic, reminiscent of a high-end lifestyle brand. The editing style includes quick cuts to maintain a sense of energy and motion, transitioning smoothly from one scene to the next. The production quality feels polished and professional, with a focus on clear visuals, flattering lighting, and a clean color palette dominated by pastel pinks. The pacing is moderate, with cuts timed to the upbeat music, maintaining a consistent rhythm throughout the ad. # Hooks Spoken: 00:02–00:05 Voiceover: Smells like you're almost famous. Text overlay: SMELLS LIKE / YOU'RE ALMOST FAMOUS Visual: 00:02–00:05 Two young women are standing in the same convertible, with bouquets of pink roses. The blonde woman is wearing the same pink top, and the other woman has dark hair and is wearing a light pink top. They are both smiling and tossing pink roses in the air. Palm trees and a clear blue sky are in the background. The camera is stationary and at eye level. Text overlay reads 'SMELLS LIKE YOU'RE ALMOST FAMOUS'. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The fragrance transports you to a luxurious, LA-inspired lifestyle, making you feel almost famous. # Benefits - Smells like you're almost famous # Features - Notes of rose, berry & lychee # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official voice, showcasing the product and associated lifestyle through carefully curated visuals and text overlays. # Storyline - 00:00–00:02 00:00–00:02 A young woman is reclining in a classic convertible, spraying herself with the featured OUAI fragrance. The ad is introducing the new Melrose Place fragrance and establishing a visual of luxurious leisure. - 00:02–00:05 00:02–00:05 The scene cuts to two young women riding in the same convertible, tossing roses into the air with palm trees in the background, suggesting an LA vibe. This part conveys a sense of freedom and fun associated with the fragrance. - 00:05–00:07 00:05–00:07 The visual shifts to a close-up of the fragrance being sprayed, followed by a young woman applying the product, emphasizing the scent profile of rose, berry, and lychee. This provides sensory appeal and product detail. - 00:07–00:10 00:07–00:10 The ad concludes with a shot of the back of the convertible driving down a palm-lined street, with the OUAI logo and pronunciation, reinforcing brand identity and tying it to the LA lifestyle.

# Ad summary This ad showcases the launch of OUAI's Melrose Place hair and body mist. It opens by addressing the demand for a perfume version of the St. Barts scent. The ad transitions to introduce Melrose Place, highlighting its scent profile and association with Los Angeles style and lifestyle. # Brand positioning OUAI is presented as a brand that listens to its customers, turning popular scents into versatile products. The brand emphasizes a connection to the Los Angeles lifestyle, specifically referencing Melrose Place. OUAI positions itself as a hip, modern brand that is in tune with trends and consumer desires, creating products that align with a fun, carefree lifestyle. # Product The featured product is OUAI's Melrose Place Hair & Body Mist, an extension of the brand's popular Melrose Place scent. The product is described as a versatile mist that can be used on both hair and body. The ad directly responds to customer requests for a perfume version of the St. Barts scent, highlighting the brand's responsiveness to its audience. Visually, the mist is packaged in a clear bottle with a minimalist design, aligning with the brand's aesthetic. The use cases are showcased with models using the mist in sunny, outdoor settings, emphasizing a fun and fashionable lifestyle. # Visual style The ad has a bright, polished aesthetic, blending product shots with lifestyle visuals. The editing style consists of quick cuts, timed to the upbeat music track, creating a dynamic and engaging viewing experience. The production quality is high, with clear lighting and sharp visuals that give it a modern, commercial feel. The consistent use of sunny, outdoor settings reinforces the association with Los Angeles and a carefree lifestyle. # Hooks Spoken: 00:00–00:05 You beaches fell for St. Barts, so we took another best-selling scent and turned it into a hair and body mist. Text overlay: 00:00–00:02 YOU BEACHES FELL FOR ST. BARTS / 00:03–00:05 SO WE TOOK ANOTHER BEST-SELLING SCENT / 00:04–00:05 AND TURNED IT INTO A HAIR & BODY MIST Visual: 00:00–00:01 Close-up shot of OUAI's St. Barts Hair & Body mist bottle placed on sand with a warm, gradient sunset background. A Kangaroo Paw flower is beside the bottle. Text overlay reads, "YOU BEACHES FELL FOR ST. BARTS." / 00:01–00:02 A woman with fair skin, dark hair and light pink glossy lips, wearing a straw hat and gold earrings, holds the OUAI St. Barts Hair & Body mist bottle. The camera is close up, framing her face and the bottle. / 00:03–00:04 The OUAI St. Barts Hair & Body mist bottle is shown on sand with a warm, gradient sunset background. Text overlay reads, "SO WE TOOK ANOTHER BEST-SELLING SCENT." / 00:04–00:05 Close-up shot of a red gel-like substance. Bubbles and light flicker throughout. Text overlay reads, "AND TURNED IT INTO A HAIR & BODY MIST." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the customer's desire for a perfume version of the St. Barts scent. "YOU BEACHES FELL FOR ST. BARTS" # Value propositions - Turned it into a hair and body mist # Benefits - New way to enjoy a best-selling scent. # Features - Hair & Body Mist - Melrose Place Scent # Call to action None used. # Social proof - "pls MAKE A ST BARTS PERFUME I'M BEGGING YOU IT'S MY FAVORITE SCENT EVER" – emily (customer) - "I CANT WAIT FOR THE PERFUME" – alea (taylor's version) (customer) # Point of view - Customer 5% – Customer's requests are shown via on-screen comments. - Brand 95% – The product is introduced and promoted through direct claims and visuals controlled by the brand. # Storyline - 00:00–00:02 00:00–00:02 The ad opens by acknowledging the demand for a perfume version of OUAI's St. Barts scent. This creates a sense of brand responsiveness and attentiveness to customer desires. - 00:03–00:05 00:03–00:05 The ad transitions to announce the launch of Melrose Place Hair & Body Mist, indicating that the brand has taken another best-selling scent and turned it into a mist format. This builds excitement and anticipation for the new product. - 00:06–00:14 00:06–00:14 The ad introduces the Melrose Place Hair & Body Mist, showcasing its association with Los Angeles, stylish women, and a fun lifestyle. The ad also displays the word "OUAI" along with its pronunciation and part of speech.

# Ad summary This ad promotes OUAI's Melrose Place Hair & Body Mist, framing it as an effortless way to capture the essence of a warm spring day in Los Angeles. An influencer presents the mist as an everyday luxury that can instantly elevate your mood and turn heads. # Brand positioning OUAI is presented as a premium beauty and haircare brand that embodies effortless chic and modern luxury. The brand is positioned as a purveyor of high-quality products that elevate everyday moments with a touch of glamour. The brand aligns with a lifestyle of wellness, sophistication, and understated elegance. It pushes against the norms of overly complicated beauty routines and aims for simplicity and effectiveness, appealing to those who want to feel effortlessly put-together. The brand positioning is both emotional and functional, providing effective products that enhance the user's mood and confidence. # Product The product being advertised is OUAI's Melrose Place Hair & Body Mist. It is a fragrance mist designed for both hair and body, encapsulating the essence of a warm spring day in Los Angeles. The mist is presented as a way to instantly elevate one's mood and add a touch of glamour to everyday life. It is described as smelling like driving through palm tree-lined streets at dusk, evoking a sense of effortless sophistication. The product is for individuals who want to feel elevated and turn heads the moment they walk in. The product's USPs are its versatility as a hair and body mist, its evocative fragrance that captures the spirit of Los Angeles, and its ability to enhance one's overall feeling of glamour. The ad addresses purchase barriers by showcasing its ease of use and the instant mood-boosting effect it provides. # Visual style The ad has a polished, UGC feel with natural lighting and smooth transitions. The editing style includes quick cuts that align with the pacing of the voiceover. The production quality is high, giving it a commercial appearance. Visual motifs include shots of the product bottle, the speaker using the product, and scenes of Los Angeles. # Hooks Spoken: 00:00–00:03: Imagine a warm spring day in LA, but make it a Hair & Body Mist. Text overlay: 00:00–00:03: imagine a warm spring day in LA, / 00:02–00:03: but make it a Hair & Body Mist. Visual: 00:00–00:01: From a low-angle shot inside of a moving Jeep, a woman with long dark hair, wearing sunglasses, a white shirt, and a black sweater smiles slightly as the wind blows through her hair. She is centered in the frame. The background includes palm trees and a blue sky. The top of the Jeep is open. / 00:01–00:02: A hand holds a clear bottle with a white label that says "OUAI FRAGRANCE MIST BRUME PARFUMEE MELROSE PLACE 3.3 fl oz / 97 ml." The background consists of palm trees and a blue sky. / 00:02–00:03: From inside of a car with the top off, a woman holds a bottle of OUAI Melrose Place Hair & Body Mist between her hands. She wears black sunglasses, and has long dark hair, a black sweater, and a white shirt. The background shows palm trees and a blue sky. # Funnel stage Consideration # Pain points The ad addresses the desire to elevate one’s mood and make a statement effortlessly. The speaker uses the phrase, “feeling just a little glamorous for no reason” and states that she uses the product “anytime I want my day to feel elevated.” This signals that the product solves the problem of feeling uninspired or unremarkable. # Value propositions - The OUAI Melrose Place Hair & Body Mist is an everyday way to experience the luxury of a warm spring day in LA. - The product helps elevate your mood and make a memorable impression. # Benefits - Smells like driving through palm tree lined streets at dusk - Feeling just a little glamorous for no reason - Anytime I want my day to feel elevated - Turns heads the moment you walk in # Features - Hair & Body Mist - Melrose Place scent # Call to action Shop it now at theouai.com # Social proof - “I’m spraying this after Pilates and anytime I want my day to feel elevated” – Female 1 (Influencer) # Point of view - Customer 100% – The ad is presented from the perspective of an influencer, sharing her personal experience and use cases for the product. # Storyline - 00:00–00:02 00:00–00:02: The ad begins with the speaker setting the scene, describing “a warm spring day in LA.” She then introduces the product category, “but make it a Hair & Body Mist.” This is presented from the speaker’s perspective as she sets the tone for the ad. - 00:03–00:06 00:03–00:06: The speaker holds up the OUAI Melrose Place Hair & Body Mist, naming it as “OUAI’s newest launch.” She states that it “is exactly that,” referring back to the prior description of a warm spring day in LA. This transitions the ad to a focus on the product while maintaining the established tone. - 00:07–00:10 00:07–00:10: The ad shows a shot of palm tree lined streets. The speaker says, “It smells like driving through palm tree lined streets at dusk, feeling just a little glamorous for no reason.” This elaborates on the product's fragrance and the feeling it evokes, positioning the product as an accessible luxury. - 00:11–00:18 00:11–00:18: The speaker shares moments of use for the mist, saying, “I’m spraying this after Pilates, and anytime I want my day to feel elevated.” She continues, “It's one of those scents that just turns heads the moment you walk in.” This frames the product as a simple way to elevate one's routine and make a statement. - 00:18–00:20 00:18–00:20: The ad transitions to a shot of the product. The speaker encourages the viewer to take action, saying, “Shop it now at theouai.com.” This closes the ad with a clear call to action.

# Ad summary A woman shows the different ways she will get every last drop out of her OUAI body creme. # Brand positioning OUAI is presented as a premium haircare and beauty brand, offering high-quality products that justify the effort to extract every last bit. The ad highlights the perceived value and effectiveness of OUAI's body creme, emphasizing its worth and desirability. The brand is positioned as a must-have in a beauty routine, worth any effort to fully utilize, implying that it sits above typical beauty product standards. # Product OUAI's body creme is presented in a white tube with black sans-serif font. The product works by moisturizing the skin. The ad highlights the perceived value and effectiveness of OUAI's body creme, emphasizing its worth and desirability. The woman is shown in different locations and after a series of events, she is able to get the body creme out. This emphasizes the product is worth the effort. # Visual style The ad has a polished and professional aesthetic, with a focus on high-quality visuals. The editing style includes quick cuts and smooth transitions, contributing to a fast-paced rhythm that maintains viewer engagement. The production quality is high-end, giving the ad a polished commercial look. The pacing is consistent, with cuts timed to music beats or voiceover lines, enhancing the overall impact of the ad. # Hooks Text overlay: 00:00–00:04 WHERE THERE'S A WILL...THERE'S A OUAI. Visual: 00:00–00:02 The woman is standing in the bathroom and the camera is centered on her. The woman is wearing a red and white robe with a white towel wrapped around her hair. She is in front of the mirror with a chandelier above her. / 00:02–00:04 The camera zooms into her hands as she grabs a white body creme bottle. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points When the product is not coming out of the tube and it is hard to dispense. # Value propositions - "WHERE THERE'S A WILL...THERE'S A OUAI." # Call to action None used. # Social proof - "When a product works this well...There's no way you won't use every last drop." – Female 2 (Influencer) # Point of view - Customer 80% – The majority of the video is shown from the perspective of a customer trying to get every last drop out of a product. - Brand 20% – The end of the video is an influencer speaking about the product. # Storyline - 00:00–00:05 00:00–00:05 The woman exits the shower and squirts out body creme. - 00:05–00:14 00:05–00:14 She struggles to get the product out. This is conveyed from her facial expression and the sound effects. - 00:14–00:23 00:14–00:23 She decides to tape it to the wall. She is shown taping it to the wall and proceeds to run into the wall to get the product out. The perspective is from the woman. - 00:23–00:27 00:23–00:27 The product is still not coming out, so she decides to drive her car and run it over. The perspective is from the woman and the tone is humorous. - 00:27–00:32 00:27–00:32 The woman is in the parking garage and banging the product on the car to get the product out. The perspective is from the woman and the tone is humorous. - 00:32–00:37 00:32–00:37 An influencer speaks about the product and how she uses every drop. The perspective is from the brand.

# Ad summary An image ad featuring a woman lounging in a car surrounded by pink roses and spraying a hair and body mist product. # Brand positioning OUAI is presented as a luxury brand with a focus on hair and body care. The brand aims to occupy a space in the consumer's mind that aligns with effortless beauty and a chic, upscale lifestyle. The brand seems to push against the overly complicated routines of traditional beauty brands by offering multi-use products with a clean aesthetic. The brand positioning appears to be emotionally driven, evoking a sense of sophistication and self-care. # Product The product featured is the OUAI Melrose Place hair and body mist, a fragrance designed to be used on both hair and body. The mist comes in a clear, rectangular spray bottle with a white label. It is positioned as a multi-purpose fragrance. The ad highlights the existing popularity of the Melrose Place scent by stating, "THE SCENT YOU LOVE, NOW IN A MIST," implying that customers are already familiar with and enjoy the fragrance. # Visual style The ad has a polished, studio-shot production quality with a soft, romantic aesthetic. The visual motifs include the use of roses, vintage car, and soft lighting. The image treatment features color grading and background removal. The typography is integrated with large, bold text. # Hooks Headline: NEW MELROSE PLACE # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The existing scent now available in mist format # Benefits - THE SCENT YOU LOVE, NOW IN A MIST # Call to action None used. # Social proof - THE SCENT YOU LOVE, NOW IN A MIST - Implies previous customers have enjoyed this scent in another form. # Point of view - Brand: The ad showcases the product in a luxurious setting to convey its brand image and association with sophistication. - Customer: The model's interaction with the product demonstrates its ease of use and versatility, showing how it fits into a stylish lifestyle. # Storyline - The ad opens with a scene of a model in a vintage car surrounded by roses, creating an image of luxury and sophistication. This is presented from the brand's perspective to evoke a sense of aspiration and align the product with a high-end lifestyle. - The model sprays the OUAI Melrose Place hair and body mist, showcasing its use and application from the model's perspective to demonstrate its versatility and ease of use. - Text overlay highlights that the mist is the Melrose Place scent from the brand's perspective, reinforcing brand recognition and promoting a new product format.

# Ad summary This image ad promotes OUAI's new Santorini fragrance mist. It features a person holding and spraying the product against a background of Santorini's iconic white buildings and blue sea. The ad highlights the scent's bright and citrusy notes. # Brand positioning OUAI is presented as a modern and sophisticated brand offering fragrance mists. The brand aligns with a lifestyle of travel and luxury. OUAI aims to evoke a sense of adventure and sensory experience. The brand's positioning seems more emotional, focusing on creating an immersive experience through fragrance that transports the user to Santorini. # Product The featured product is OUAI's Santorini Fragrance Mist, presented in a clear bottle with a white label and a white spray nozzle. The fragrance mist is described as "bright & citrusy" with notes of peach, honeysuckle, and amber. The product seems to be for individuals who appreciate fine fragrances and wish to bring Santorini to them. # Visual style The ad has a highly polished, studio-shot quality. It uses a shallow depth of field to keep the product in focus against a blurred background. The color grading is bright, enhancing the blue and white tones of the Santorini backdrop. The typography is clean and legible, layered over the image. # Hooks Headline: NEW SANTORINI # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - Bright & citrusy - Notes of peach, honeysuckle & amber # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad showcases a new Santorini fragrance and describes its scent profile, presenting product information from the brand's perspective. - Customer: A person is holding and spraying the fragrance mist, visually demonstrating its use and offering a customer's point of view on application. # Storyline - The ad opens with the product against a picturesque Santorini backdrop. This is intended to associate the fragrance with the destination's beauty, from the brand’s POV. - A person holds and sprays the fragrance mist, visually demonstrating its use. This gives the audience the experience of how the fragrance is applied, from a customer's POV. - Text overlays the image to describe the fragrance notes, providing details about the scent. This gives more detail on the product from the brand’s POV.

# Ad summary The ad features the Ouai Melrose Place scent, presented with visuals of pink roses and sunshine that evoke the feeling of Los Angeles. # Brand positioning Ouai is presented as a luxury brand that embodies the essence of the Los Angeles lifestyle. The brand is positioned as a provider of high-quality hair and body care products that transport the user to the sunny and stylish streets of LA. With a focus on fragrances and sensory experiences, Ouai aims to capture an emotional connection with its customers, offering them a taste of the LA dream through its products. # Product The featured product is the Ouai Melrose Place fragrance, which aims to embody the essence of Los Angeles. It is described as a velvety-rich and rosy scent with notes of rose, berry, and lychee. The product is presented as a way to experience the spirit and allure of LA. The fragrance comes in a clear glass bottle with a minimalist design. # Visual style The ad has a polished, commercial aesthetic with bright, natural lighting that evokes a sunny, warm atmosphere. The editing style combines quick cuts to maintain a fast pace with smooth transitions to create a seamless flow. The color palette is predominantly pink, enhancing the rosy and feminine tone. The production quality is high, giving the ad a professional feel. The pacing is consistent, maintaining a rhythm of approximately 15-20 cuts per minute. The audio-visual sync is not strongly emphasized, but the visuals complement the overall tone of the music and voiceover. # Hooks Spoken: 00:00–00:02 [Upbeat voiceover] New Melrose Place! Text overlay: 00:00–00:02 NEW / 00:00–00:02 MELROSE PLACE Visual: 00:00–00:01 Close-up of a fair-skinned woman with pink lipstick holding a clear bottle labeled "OUAI" and spraying it into the air. She is wearing a pink top. The background is blurred with green foliage. Text overlay: "NEW MELROSE PLACE". / 00:01–00:02 A woman's hand is holding a clear bottle of OUAI fragrance. The shot shows a blue street sign, palm trees, and a clear blue sky in the background. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The fragrance is designed to transport you to LA. # Benefits - Experience the essence of Los Angeles through fragrance. # Features - Velvety-rich - Rosy - Notes of rose, berry, and lychee # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official voice, using stylized visuals, product claims, and descriptive text overlays. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a person holding a bottle of Ouai Melrose Place fragrance and spraying it. This action is intended to immediately introduce the product and its use, creating curiosity about the scent. - 00:01–00:02 00:01–00:02 The shot transitions to an upward angle of a palm tree against a blue sky. This is intended to establish the Los Angeles setting and associate the product with the city's iconic imagery. - 00:02–00:07 00:02–00:07 The ad shows a car filled with flowers and two women, one blonde and one brunette, driving down a palm tree-lined street. The text overlay reads, "A ONE-OUAI TICKET TO LA." This segment positions the fragrance as a sensory journey to Los Angeles, promising an experience of the city's lifestyle. - 00:07–00:12 00:07–00:12 The scene shifts to close-ups of a rose, berries, and lychee, with text stating "VELVETY-RICH & ROSY" and "WITH NOTES OF ROSE, BERRY & LYCHEE." These visuals and descriptions highlight the fragrance's key scent components, providing a detailed sensory profile. - 00:13–00:15 00:13–00:15 A woman is shown taking the product out of her purse. Next, text appears that shows the brand name, Ouai. The pronunciation and definition are listed, "/WĀ/ NOUN". The ad ends with a shot of the car from before driving through palm trees.

# Ad summary An image ad showing a person using Ouai detox shampoo. The ad points out that the shampoo is made with apple cider vinegar, clarifying, color-safe, and removes product buildup and hard water residue. # Brand positioning OUAI is presented as a modern, sophisticated hair care brand. The focus is on providing a clarifying and color-safe shampoo, suggesting it caters to consumers who are mindful of maintaining their hair's health and color vibrancy. The use of ingredients like apple cider vinegar indicates a leaning towards natural or beneficial additives, appealing to those seeking gentle yet effective hair care solutions. The brand aims to occupy a space in the market that combines hair health with cosmetic maintenance, positioning itself as a reliable choice for color-treated hair. # Product OUAI Detox Shampoo is a clarifying shampoo formulated to remove product buildup and hard water residue while being color-safe. The shampoo is made with apple cider vinegar, suggesting a natural ingredient known for its clarifying properties. It is designed for individuals seeking to maintain the vibrancy and health of their color-treated hair by effectively removing impurities without stripping color. The product aims to address the pain point of buildup and residue that can dull or damage color-treated hair, positioning itself as a solution for maintaining clean and vibrant hair. # Visual style The ad has a clean and focused visual style with a minimalist aesthetic. The production quality appears to be studio-shot, featuring clear lighting and a focus on the product and its use. Visual motifs include the use of simple callout lines to connect features with the product, and a split between the product, brand, and model. The image treatment includes background removal and color grading for a uniform look. The typography is large and bold, ensuring high scannability in the feed. The style is modern and platform-native, designed to capture attention without disrupting the user experience. # Hooks Headline: Best clarifying shampoo for color-treated hair # Funnel stage Middle of funnel (Consideration) # Pain points Product buildup and hard water residue that can damage or dull color-treated hair. The ad's emphasis on "REMOVES PRODUCT BUILDUP & HARD WATER RESIDUE" directly addresses the problem of hair feeling weighed down, dirty, or damaged from hair product use and/or hard water. # Value propositions - Made with apple cider vinegar for natural cleansing. - Color-safe clarifying to maintain vibrant color. # Benefits - Removes product buildup - Removes hard water residue - Clarifying hair - Color-safe for color-treated hair # Features - MADE WITH APPLE CIDER VINEGAR - CLARIFYING - COLOR-SAFE - REMOVES PRODUCT BUILDUP & HARD WATER RESIDUE # Call to action None used. # Social proof - None used. # Point of view - Customer: The search bar graphic at the top implies a search query a customer might use, presenting the ad as a solution to a problem they are actively researching. - Brand: The product callouts and visual elements present the brand's perspective, showcasing product attributes, benefits, and usage. # Storyline - The ad begins with a search bar-like graphic indicating the query "Best clarifying shampoo for color-treated hair." This sets the stage by addressing a common customer need for a shampoo that clarifies without damaging color-treated hair, speaking from the customer's perspective as they seek a product to solve their hair care concern. - The ad transitions to showcasing the key ingredients and benefits of OUAI Detox Shampoo. Through the use of callouts, the brand tells its audience that the shampoo is "MADE WITH APPLE CIDER VINEGAR," is "CLARIFYING & COLOR-SAFE," and "REMOVES PRODUCT BUILDUP & HARD WATER RESIDUE." This progresses the narrative by directly addressing the clarifying qualities of the product, highlighting features that are relevant to the search query and the target audience. - The ad concludes with a visual demonstration of the product being used. The brand shows a person with soap in their hair using the OUAI Detox Shampoo, reinforcing that the shampoo is part of a hair-cleaning routine and is suitable for direct use on the hair.

# Ad summary This ad for OUAI's Detox Shampoo features an Asian female creator who speaks directly to the camera to recommend the shampoo. She shares that she has been using it for years to maintain hair health, volume, and shine. The ad includes footage of the product in-use, as well as before-and-after shots to demonstrate the benefits. The ad promotes the shampoo's ability to exfoliate and remove flakes using apple cider vinegar, while still maintaining the brand's iconic scent. # Brand positioning OUAI is presented as a premium haircare brand focused on achieving healthy, voluminous, and shiny hair. The brand is positioned as a go-to for hair products with a signature scent and is recommended by influencers for those looking to improve their hair health. The ad pushes against the norm of using harsh chemicals to clean the hair and promotes the use of ingredients like apple cider vinegar. # Product OUAI Detox Shampoo is a clarifying shampoo formulated with apple cider vinegar. It is designed to exfoliate the scalp and remove flakes and buildup while leaving the hair feeling fresh and clean. The shampoo is said to smell like the brand's iconic Melrose Place scent, eliminating any apple cider vinegar smell. It is targeted toward individuals seeking healthy hair with volume and shine, with less frizz and flyaways. The product is a beauty tip that promotes achieving healthy hair. # Visual style The ad has a polished, UGC-style aesthetic with a natural color grade. The editing style consists of quick cuts between shots of the creator speaking, using the product, and showing the results. The pacing is moderate, with a consistent flow that aligns with the creator's voiceover. # Hooks Spoken: New year, new you. If you want voluminous hair like this, you need to have a clean scalp. Text overlay: If you want voluminous hair like this, / you need to have a clean scalp. Visual: 00:00–00:04: The shot is medium framed and shows a smiling, brown-haired, Asian woman holding a bottle of OUAI Detox Shampoo while standing in front of a brick wall. She is wearing a white tank top and gold jewelry. The camera is stationary. # Funnel stage Consideration # Pain points The ad implies that the target audience struggles with a flaky scalp and buildup, which can lead to limp, lifeless hair. # Value propositions - The shampoo contains apple cider vinegar, which exfoliates and removes flakes and buildup, but smells like their iconic scent Melrose Place. # Benefits - Removes flakes and build up - Your scalp is going to feel and look fresh - Gives you a voluminous blow out with less frizz, flyaways, and obviously shiny hair # Features - Apple cider vinegar # Call to action Get yours now at theouai.com. # Social proof - “I've been using OUAI's Detox Shampoo for the last couple of years and it has made one of the biggest differences in my hair health, volume, and shine” – Female 1 (Creator) # Point of view - Customer 100% – The ad is delivered from the perspective of a creator who is presented as a genuine user of the product. # Storyline - 00:00–00:04 The ad begins with a creator, holding a bottle of OUAI Detox Shampoo and smiling directly at the camera. - 00:00–00:04 She states that a 'new year, new you' requires voluminous hair, which is only possible with a clean scalp, and pivots to the product she uses to achieve this. - 00:04–00:09 Building on her endorsement, she shares that she has been using the shampoo for years and notes the positive effects on her hair, from a first-person perspective. - 00:09–00:15 The ad transitions to showing the product in-use in the shower and highlights the key ingredient, apple cider vinegar, from a functional perspective. - 00:15–00:18 Continuing to highlight the product's formula, she notes that it smells like the brand's iconic scent and also shares footage of herself washing her hair in the shower. - 00:18–00:21 The creator shares that this product is her best-kept hair tip, which helps achieve healthy hair. - 00:21–00:25 The creator continues to discuss the benefits of the product in her own voice, stating it helps with getting a voluminous blow out with less frizz and shiny hair, from a first-person perspective. - 00:25–00:27 The ad concludes with a CTA to get the product at theouai.com, encouraging immediate action.

# Ad summary This ad showcases the OUAI Santorini fragrance mist. It uses a series of quick cuts and evocative visuals to associate the product with the sensory experience of being in Santorini, Greece. The ad highlights the fragrance's bright and citrusy notes, comparing its scent to diving into the OUAI, its look to wind-swept hair, and its taste to Ouzo al fresco. The ad concludes by defining the brand name and showing the product on a sandy surface. # Brand positioning OUAI is presented as a luxury haircare and fragrance brand that embodies a chic, effortless lifestyle. The brand aligns with values of sophistication and sensory experience, positioning itself as a premium product that transports the user to a desirable location through its scent. The brand pushes against the norms of traditional, overly complex beauty routines, instead promoting a sense of ease and indulgence. The brand positioning is emotional, focusing on the feeling of being in a luxurious, exotic location. # Product The featured product is the OUAI Santorini Fragrance Mist, a 3.3 fl oz/97 ml perfume designed to evoke the essence of Santorini, Greece. The fragrance is described as "bright & citrusy with notes of peach, honeysuckle & amber." The ad implies that the product is for individuals who desire a sensory escape and a touch of luxury in their everyday lives. The USPs are its unique scent profile and its ability to transport the user to a specific location through fragrance. The ad shows the product being used in various settings, such as after a swim or during a seaside meal, suggesting it's suitable for any occasion where a refreshing scent is desired. The ad addresses the purchase barrier of not being able to experience the scent beforehand by using evocative visuals and descriptions to convey its essence. # Visual style The ad has a polished, high-end commercial aesthetic with quick cuts and smooth transitions. The production quality is high, creating a sense of luxury and sophistication. The visual motifs include shots of water, the OUAI Santorini Fragrance Mist bottle, and scenes from Santorini, Greece. The pacing is fast, with approximately 10 cuts per minute, creating a dynamic and engaging viewing experience. The cuts, text, and product actions are timed to the music beats, enhancing the overall impact of the ad. # Hooks Spoken: 00:09–00:10: [Voiceover] OUAI /WĀ/ NOUN Text overlay: 00:09–00:10 OUAI / 00:09–00:10 /WĀ/ / 00:09–00:10 NOUN Visual: 00:09–00:10: A product shot of the OUAI Santorini Fragrance Mist bottle on a sandy surface. The background is a soft, diffused light. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The fragrance mist offers a sensory experience that transports the user to Santorini, Greece. - The product provides a feeling of luxury and sophistication. - The fragrance mist is a convenient way to refresh and enhance one's personal scent. # Benefits - Smells like diving all the OUAI in - Looks like wind-swept hair - Tastes like Ouzo al fresco - Feels like you're Aphrodite # Features - Fragrance mist - 3.3 fl oz/97 ml - Bright & citrusy - Notes of peach, honeysuckle & amber # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its associations with Santorini. # Storyline - 00:00–00:01 The ad opens with a shot of water splashing, followed by the OUAI Santorini Fragrance Mist appearing underwater. - 00:01–00:03 The scene transitions to a product shot surrounded by peach slices, an orange slice, a grapefruit slice, a blackberry, and a flower. The text overlay describes the fragrance as "bright & citrusy with notes of peach, honeysuckle & amber." - 00:03–00:05 A finger presses the atomizer of the fragrance mist, set against a backdrop of a harbor in Santorini. The text overlay reads, "Smells like diving all the OUAI in." - 00:04–00:05 The scene cuts to a shot of water splashing, followed by the OUAI Santorini Fragrance Mist appearing underwater. - 00:05–00:06 A split screen shows a couple riding a scooter, followed by the text overlay, "Looks like wind-swept hair." - 00:06–00:07 The scene transitions to a glass being filled with a clear liquid, set against a backdrop of the ocean. The text overlay reads, "Tastes like Ouzo al fresco." - 00:07–00:08 Two hands hold up glasses in a toast, with the OUAI Santorini Fragrance Mist visible on the table. - 00:08–00:09 A woman sprays the fragrance mist on herself while lying down. The text overlay reads, "Feels like you're Aphrodite." - 00:09–00:10 The ad concludes with a shot of the OUAI Santorini Fragrance Mist on a sandy surface, accompanied by the brand name and its phonetic pronunciation.

# Ad summary This ad features a woman highlighting the benefits of the OUAI detox shampoo. She applies the product in the shower, noting that it lathers nicely and makes her scalp feel clean without stripping it. After styling her hair, she touches it and comments on how soft and fresh it feels and that she loves the scent. She finishes by calling it an easy way to reset. # Brand positioning OUAI is positioned as a premium haircare brand offering products that refresh and revitalize the hair. The brand targets consumers seeking luxury hair care that’s both effective and easy to use. With functional benefits such as cleansing and non-stripping formulas, the brand aims to provide a reset button for the hair care routine. OUAI appeals to those who value simplicity and quality in their beauty products. # Product OUAI’s detox shampoo is formulated for all hair types. It effectively cleanses the hair, removing buildup from styling products. The shampoo lathers well and contains apple cider vinegar, which is designed to leave the scalp feeling clean without stripping the hair of its natural oils. After use, the product leaves hair feeling soft and fresh, infused with the Melrose Place scent. Overall, this shampoo is presented as an easy way to hit reset on your hair, offering a simple solution for maintaining hair health and freshness. # Visual style The ad features a clean and bright aesthetic, with a focus on showcasing the product in a natural setting. The editing style includes quick cuts to maintain viewer engagement. The overall production quality has a polished UGC feel, which supports the tone of a recommendation from a trusted influencer. The pacing is consistent, keeping the viewer engaged throughout the ad. Visuals of lathering shampoo and shiny hair sync with voiceover lines emphasizing these benefits. # Hooks Spoken: 00:00–00:03: If there's one thing I'm starting the new year with, it's a hair detox. Text overlay: 00:00–00:03: If there's one thing I'm starting the new year with, / 00:02–00:03: it's a hair detox. Visual: 00:00–00:04: A woman with long, dark hair and light skin stands in a white bathroom. She wears a white robe. She runs her hands through her hair. Text appears above her head. # Funnel stage Consideration # Pain points The ad addresses the problem of hair that feels weighed down and unclean due to styling product buildup. # Value propositions - Detox Shampoo: Positions shampoo as a way to reset after product buildup - Apple Cider Vinegar: A known ingredient to cleanse without stripping hair of its natural oils - Melrose Place Scent: Hair feels and smells soft and fresh # Benefits - Completely resets hair after too much styling and product build up. - Makes scalp feel clean without stripping it. - Hair feels soft and fresh. # Features - Formulated for all hair types - Apple cider vinegar - Melrose Place scent # Call to action Shop it now at theouai.com # Social proof - OUAI’s Detox Shampoo completely resets my hair after too much styling and product build up. – Female 1 (Creator) - It lathers so nicely and the apple cider vinegar makes my scalp feel clean without stripping it. – Female 1 (Creator) - My hair feels soft and fresh with that Melrose Place scent I love. – Female 1 (Creator) - It's such an easy way to hit reset. – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a satisfied customer/influencer who's directly addressing the audience. # Storyline - 00:00–00:03 The creator starts the video by stating that she's starting the new year with a hair detox. - 00:03–00:08 She names the product, OUAI’s Detox Shampoo, and says that it completely resets her hair after too much styling and product buildup. This is intended to introduce the product as a solution to a common hair problem and position the product as a high-quality, effective hair care product from her perspective. - 00:08–00:13 She displays how well the product lathers and states that apple cider vinegar makes her scalp feel clean without stripping it. This visually and verbally describes the product’s key attributes and benefits, highlighting its effectiveness and gentle formulation from her perspective. - 00:13–00:19 The creator describes her hair as feeling soft and fresh, and she loves the scent. She touches her hair, reinforcing her positive experience and the sensory appeal of the product from her perspective. - 00:19–00:22 The creator wraps up by stating that the product is an easy way to reset her hair and prompts the audience to shop the product. This summarizes the value proposition and provides a call to action, encouraging viewers to purchase the product for themselves from her perspective.

# Ad summary A creator reviews two OUAI hair and body mist fragrances, Ibiza and Santorini. She describes the scents and what memories they evoke. # Brand positioning OUAI is presented as a brand that creates fragrances that evoke memories and feelings. The brand aligns with a lifestyle of travel, luxury, and enjoying life's simple pleasures. The brand aims to occupy a space in the consumer's mind as a provider of high-quality fragrances that transport them to different places and times. The brand positioning is emotional, focusing on the feelings and memories that the fragrances evoke. # Product The ad features two OUAI Fragrance Mist Brume Parfume hair and body mists: Ibiza and Santorini. The Ibiza mist has base notes of vanilla, cinnamon, and rum, which are described as sultry but still feminine. The Santorini mist has base notes of vanilla, amber, and musk, and top notes of peach and grapefruit. The mists are for anyone who wants to evoke memories and feelings through fragrance. # Visual style The ad has a polished, UGC feel. The editing style is quick cuts, with smooth transitions. The production quality is high-end, which supports the intended tone of luxury and travel. The pacing is consistent throughout the ad. # Hooks Spoken: Female 1: OUAI saw just how much we loved the Saint Barts scent and said that here are two more unbelievable hair and body mists. Visual: 00:00–00:06: A woman with braided hair, wearing a white shirt and gold hoop earrings, holds two OUAI fragrance mists in front of her face. The mists are in clear bottles with white labels and white caps. The background is a blurred room with a window and a picture frame. # Funnel stage Consideration # Pain points None used. # Value propositions - The fragrances are like a memory in a bottle. # Benefits - Evokes memories and feelings - Ibiza mist: warm, addictive, and alive energy - Santorini mist: wholesome, sun-drenched memories # Features - Hair and body mist - Ibiza mist: base notes of vanilla, cinnamon, and rum - Santorini mist: base notes of vanilla, amber, and musk, and top notes of peach and grapefruit # Call to action None used. # Social proof - OUAI saw just how much we loved the Saint Barts scent – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:06 The creator introduces two OUAI hair and body mists, Ibiza and Santorini. - 00:06–00:15 The creator describes the Ibiza mist as reminiscent of nights out in Ibiza, with a warm, addictive, and alive energy. - 00:15–00:24 The creator elaborates that the Ibiza mist smells like nights out, with base notes of vanilla, cinnamon, and rum that are sultry but still feminine. - 00:24–00:30 The creator continues to describe the Ibiza mist as reminding her of long late dinners, espresso martinis by the bar, and having the best night of your life. - 00:30–00:39 The creator introduces the Santorini mist, describing it as reminiscent of wholesome, sun-drenched memories. - 00:39–00:45 The creator elaborates that the Santorini mist reminds her of late mornings by the pool, grilled Mediterranean lunches, and salty sun-kissed skin. - 00:45–00:50 The creator shares that the Santorini mist has base notes of vanilla, amber, and musk, and top notes of peach and grapefruit. - 00:50–00:53 The creator encourages viewers to try the scents and share their thoughts.

# Ad summary This ad showcases the OUAI x DedCool Melrose Place laundry detergent through customer reviews and the look of the packaging. The ad displays the detergent can and includes water bubbles. # Brand positioning The brand OUAI, in collaboration with DedCool, is presented as a luxury, high-quality detergent designed for consumers looking for a unique and enjoyable laundry experience. The brand aligns itself with a lifestyle that values fragrance and sensory pleasure in everyday tasks, transforming a mundane chore into a luxurious self-care moment. By focusing on a signature scent, OUAI x DedCool positions itself against typical detergents that prioritize only cleaning and stain removal. This collaboration suggests a blend of beauty and home care, appealing to consumers who appreciate aesthetically pleasing and fragrant products. # Product The product advertised is the OUAI x DedCool Melrose Place laundry detergent. It is a laundry detergent in a metal tin container with a white cap on the side. The detergent is described as having a velvety rich rose fragrance with cedar wood and white musk. The bottle states that it contains 32 fl. oz. and is enough for 70 washes. The product is highlighted for its luxurious scent that can transform laundry into a more enjoyable and indulgent task, addressing the pain point of laundry being a mundane chore. The ad presents this detergent as a way to elevate the laundry experience through fragrance. # Visual style The ad has a clean, minimalist aesthetic with soft lighting and a focus on the product. The video uses static shots with simple text overlays in speech bubbles. The production quality is high-end, giving the ad a polished commercial feel. # Hooks Text overlay: 00:00–00:07 MELROSE PLACE DEDTERGENT / 00:00–00:07 “This is the best detergent I have ever used.” (speech bubble) / 00:00–00:07 OUAI x DedCool Visual: 00:00–00:02: A static shot shows a metal container of OUAI x DedCool Melrose Place laundry detergent sitting on a white surface. Bubbles surround the bottom of the container, and a clear plastic tube runs from inside the can to a pink rose resting on top, also covered in bubbles. A pink circle with white text reads "OUAI x DedCool" in the upper right. A white speech bubble with black text reads "This is the best detergent I have ever used." The text "MELROSE PLACE DEDTERGENT" appears in bold at the bottom. The lighting is soft and even, creating a clean and luxurious feel. # Funnel stage Consideration # Pain points Laundry is a mundane chore and does not bring joy to the individual. # Value propositions - Transforms laundry into a sensory experience by focusing on a rich, lasting scent. - Provides a high wash count, combining fragrance with functional cleaning. # Benefits - Perfect scent that lasts even beyond the dryer. - Changed my life and made me love laundry. # Features - Velvety rich rose fragrance with cedar wood and white musk - 32 fl. oz. up to 70 washes # Call to action None used. # Social proof - “This is the best detergent I have ever used.” - “This detergent changed my life and made me love laundry.” - “Perfect scent that lasts even beyond the dryer.” # Point of view - Customer 100% – The ad relies solely on customer testimonials and visually showcasing the product, creating a user-centric perspective. # Storyline - 00:00–00:02 The ad opens with a static shot of the product, the OUAI x DedCool laundry detergent, surrounded by bubbles and topped with a pink rose. - 00:02–00:07 Customer reviews in speech bubbles pop up around the product, emphasizing its exceptional quality and scent. - 00:02–00:07 The customer reviews are implying the detergent has transformed their laundry routine into something enjoyable due to the long lasting scent.