How Paula's Choice Advertises on Meta

# Ad summary This ad showcases Paula's Choice new CellularYouth Longevity Serum, highlighting its benefits for refreshing and revitalizing the skin, supporting natural energy pathways, and contributing to a younger look. It features various women applying the serum, close up shots of the product, and text overlays that provide product details and claims. # Brand positioning Paula's Choice Skincare is presented as a brand focused on advanced, research-backed skincare solutions. The brand positions itself as a leader in innovative skincare, emphasizing scientific research with a focus on cutting-edge technology to support skin health. The brand aims to occupy the space of a functional brand in the consumer's mind, prioritizing scientifically-backed benefits. This brand aligns with values of innovation, effectiveness, and long-term skin health, focusing on delivering visible results through targeted ingredients and advanced formulas. Paula's Choice disregards the need for overly embellished packaging or marketing, choosing to focus on the product's efficacy, while positioning itself at the high end of the skincare market. # Product The featured product is Paula's Choice CellularYouth Longevity Serum. It's a serum designed to support the skin's natural energy pathways, helping it look more refreshed and revitalized. The serum is presented as a result of 5 years of research and uses NAD+ supporting technology. The product is for individuals looking to maintain or regain a youthful appearance. The ad highlights its capacity to kickstart the skin's natural repair process, contributing to longevity. The product comes in a 30ml/1 fl. oz. container with a pump applicator. It is worth trying for its advanced formula, long-term benefits, and potential to make skin look younger, longer. # Visual style The ad features a polished and clean aesthetic with bright lighting and smooth transitions. The production quality is high-end, resembling a commercial. The editing style is quick with frequent cuts to keep the pace engaging. There is a consistent use of close-ups to focus on the product and the faces of the women using it. The ad has a BPM of approximately 120, with cuts timed to the music beats. The color scheme predominantly features purple, pink, and white. # Hooks Text overlay: 00:01–00:02: FUTURE PROOF YOUR SKIN Visual: 00:00–00:01: Close-up of a woman with dark skin, braided hair, silver hoop earrings, and natural makeup holding a purple and white Paula's Choice bottle. She is smiling softly. The background is plain white. / 00:01–00:02: The camera is focused on the Paula's Choice product. The serum, light pink in color, is poured over the purple bottle. # Funnel stage Consideration # Pain points The ad addresses the general desire to maintain a youthful appearance and combat signs of aging. # Value propositions - Future proof your skin: Implies long-term benefits and protection against aging. - 5 years of research and NAD+ supporting technology: Adds credibility and highlights the advanced science behind the product. # Benefits - Helping it look more refreshed and revitalised - Designed to support skin's natural energy pathways - Recovery cycle - Look younger, longer # Features - CellularYouth Longevity Serum - NAD+ supporting technology # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – The perspective is communicated through close-ups of women using the product and displaying positive expressions. - Brand 20% – The brand's voice is present through text overlays stating product features and research. # Storyline - 00:00–00:01 The ad begins with a close-up of a woman holding the product. - 00:01–00:02 Text appears: "FUTURE PROOF YOUR SKIN", emphasizing the serum's longevity benefits. - 00:02–00:03 The camera focuses on the product with the serum dripping down the bottle, highlighting its texture and consistency. - 00:03–00:04 A woman is shown applying the serum to her face with text that reads "KICKSTART YOUR SKIN'S NATURAL REPAIR PROCESS", illustrating its functionality. - 00:05–00:07 Similar to the previous shot, the camera is focused on the product with the serum dripping down the bottle, highlighting its texture and consistency, followed by text that reads, "NEW CELLULARYOUTH LONGEVITY SERUM", naming the product. - 00:08–00:09 A close-up of a woman's face as she applies the serum is shown along with the text, "HELPING IT LOOK MORE REFRESHED AND REVITALIZED", continuing to build the case for the product's benefits. - 00:09–00:11 A woman dispenses the serum onto her fingers, followed by the text: "DESIGNED TO SUPPORT SKIN'S NATURAL ENERGY PATHWAYS", clarifying the mechanism of action. - 00:11–00:13 A woman smiles broadly, as text appears, "AND RECOVERY CYCLE", illustrating emotional payoff of using the product. - 00:13–00:16 The product is shown with text reading "5 YEARS OF RESEARCH AND NAD+ SUPPORTING TECHNOLOGY", highlighting its advanced science-based formulation. - 00:17–00:18 Women are shown smiling as the text reads: "LOOK YOUNGER, LONGER", emphasizing the primary benefit and desired outcome. - 00:19–00:20 A pink background shows the text: "DISCOVER LONGEVITY", reiterating the key brand message. - 00:20–00:21 The ad concludes with the Paula's Choice Skincare logo on a purple background.

# Ad summary The ad features several women doing athletic activity and talking about longevity. # Brand positioning Paula's Choice positions itself as a skincare brand that believes in a long term investment in your skin. The brand values functional products and claims that longevity is about everyday choices. The brand aims to occupy a space in the consumer's mind where skincare is about making long term decisions about your skincare that will have positive impacts in your future. # Product Paula's Choice is a skincare brand. The ad does not feature or detail any specific products, but rather focuses on the long-term benefits of a skincare routine as an "everyday choice." # Visual style The ad features natural lighting and is overall a polished commercial. The editing style features quick cuts between various scenes. The cuts per minute are inconsistent throughout the ad. Audio and visual cuts are synched to the music and voiceover. # Hooks Spoken: 00:01–00:04 Female 1: People talk about longevity, like it's some far off thing. Text overlay: 00:01–00:04 Mensen praten over longevity alsof het iets is voor de verre toekomst, / 00:00–00:04 PAULA'S CHOICE SKINCARE Visual: 00:00–00:02 A light-skinned older woman is shown from the side, walking outside on what appears to be a dirt path. She is wearing pink headphones, a black athletic jacket, and her gray hair is pulled back into a braid. "Paula's Choice Skincare" is overlaid on the bottom of the screen. / 00:02–00:03 An older white woman plays tennis on a blue and white indoor tennis court. She is wearing a white tennis outfit, has white hair, and is smiling. Text overlaid reads "Paula's Choice Skincare". # Funnel stage Top of funnel (Awareness) # Pain points People see skincare as a short-term fix rather than a long-term investment. # Value propositions - Everyday choices impact your long-term skin health. # Benefits - longevity # Features - skincare # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand is communicating the message in the ad with branded graphics and messaging. # Storyline - 00:00–00:02 A woman wearing headphones is walking outside. - 00:02–00:08 00:02–00:08 The ad transitions to diverse women participating in athletic activities such as tennis, running, and boxing. The transition is meant to be indicative of everyday choices and their effect on one's health.

# Ad summary In a first-person product demo, a skincare enthusiast and scientist breaks down the functionality of Paula's Choice 10% Azelaic Acid Booster, stating that the dual-ingredient formula fights the same root cause through different angles. # Brand positioning Paula's Choice is presented as a brand that formulates products based on scientific backing and research. Rather than relying on marketing jargon, the brand prioritizes transparency and education, empowering customers to understand the ingredients and their benefits. The brand aligns with a scientific tone, prioritizing functionality and effectiveness, and pushing against industry norms by providing in-depth ingredient explanations. # Product Paula's Choice 10% Azelaic Acid Booster is a skincare treatment designed to combat uneven pigmentation and improve skin texture. The product contains azelaic acid, which blocks the specific enzyme in the skin that causes uneven pigmentation. The formula also contains oil-soluble salicylic acid, enabling it to reach texture in a way that water-based treatments cannot. The combination of azelaic acid and salicylic acid work together to fight the same root cause of skin issues from different angles, making the product a comprehensive solution for a range of skin concerns. # Visual style The ad has a UGC feel with simple, direct, and unedited selfie-style shots. It is shot with natural lighting in an informal setting, which contributes to a relatable tone and conversational feel. The editing style includes jump cuts to remove pauses and maintain a brisk pace. The visuals are simple, with the focus directed towards the creator’s face and product throughout. # Hooks Spoken: 00:00–00:05 Skincare marketing loves to borrow science words without actually explaining anything, and I want to change that. Visual: 00:00–00:05 A medium, selfie-style shot shows Female 1 centered in the frame in front of a blurred room background. She holds the Paula's Choice 10% Azelaic Acid Booster tube in her left hand while gesturing with her right hand as she speaks to the camera. She wears a black tank top and has bronze hair clipped back with hair clips. Her expression is conversational. # Funnel stage Middle of funnel (Consideration) # Pain points Skin care companies borrow science words without explaining anything. # Value propositions - Azelaic acid blocks the specific enzyme in your skin that creates the uneven pigmentation - Salicylic acid is oil-soluble # Benefits - Fights uneven pigmentation - Improves skin texture - Reaches texture in a way water-based treatments can't # Features - Azelaic acid - Salicylic acid # Call to action None used. # Social proof - "I've been using the Paula's Choice 10% Azelaic Acid Booster for a couple of weeks now, and I've noticed some improvement in my skin, a real difference in my spots and in skin texture." # Point of view - Expert 50% – The speaker is positioned as a credible expert based on her professional background as a scientist and degree in cell biology. - Customer 50% – The speaker presents herself as a real user of the product, shown applying it to her own skin. # Storyline - 00:00–00:05 00:00–00:05 The creator notes that skincare marketing loves to borrow science words without explaining anything and she wants to change that. - 00:05–00:09 00:05–00:09 She states that she will explain what's actually happening in the Paula's Choice bottle and why it works. - 00:09–00:16 00:09–00:16 She mentions she's been using the Paula's Choice 10% Azelaic Acid Booster for a couple of weeks, noting the improvement in her skin. - 00:16–00:22 00:16–00:22 The creator states that she would love to break down the "why" behind the results. - 00:22–00:27 00:22–00:27 She positions herself as a credible authority on this topic, stating she is a scientist with a cell biology degree. - 00:28–00:36 00:28–00:36 She says that the first hero ingredient in this cream is azelaic acid, which works by blocking the specific enzyme in the skin that creates the uneven pigmentation. - 00:37–00:41 00:37–00:41 She mentions that the formula also has salicylic acid, which is oil-soluble, which is why it reaches texture in a way water-based treatments cannot. - 00:41–00:51 00:41–00:51 She states that what makes the combination genuinely interesting as a scientist is that both ingredients are fighting the same root cause. - 00:51–00:57 00:51–00:57 The creator emphasizes that it's the kind of formula where the ingredients just make sense together and are not just marketing.

# Ad summary This ad is in the style of a flow chart that helps customers choose the Vitamin C product that is right for them based on what skincare problem they are currently dealing with. The user is prompted to choose between having an uneven tone or dark spots and discoloration. Depending on their selection, they are then guided to the C15 Super Booster or 25% Vitamin C + Glutathione Clinical Serum. # Brand positioning Paula's Choice is presented as a skincare brand that offers targeted solutions for specific skin concerns, emphasizing effective ingredients at clinical levels. The brand positions itself as a provider of potent treatments without the downsides often associated with high-end or harsh skincare, such as high prices or irritating side effects. It occupies a space in the market for consumers who want scientifically-backed skincare solutions and are seeking products that deliver real results with minimal irritation. # Product The ad showcases two Paula's Choice vitamin C products designed to address different skin concerns. The C15 Super Booster is formulated as a potent brightening treatment, targeting uneven skin tone without the high price tag or irritating side effects. It is presented in a dropper bottle. The 25% Vitamin C + Glutathione Clinical Serum is designed to be a clinical-level dark spot corrector, containing the highest concentration of active ingredients without causing irritation. It is presented in a pump bottle. Both products aim to address purchase barriers by promising effective treatments that are both gentle and affordable. # Visual style The ad features a clean, minimalist design with a flowchart layout against a light gray background. The products are presented in a highly polished, studio-shot style, emphasizing their packaging and key ingredients. The color palette is limited to gray, white, and orange, with the orange gradients adding a subtle visual interest. Typography is clean and legible, reinforcing the brand's focus on scientific solutions. The overall aesthetic is modern and functional, which enhances scannability in the feed. # Hooks Headline: CHOOSE YOUR VITAMIN C # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the customer's frustration of not knowing which vitamin C serum is right for their skin concern. # Value propositions - Brightening treatment without the high price tag or irritating side effects - Dark spot correction at the highest concentration without irritation # Benefits - A potent brightening treatment—without the high price tag or irritating side effects - A clinical level dark spot corrector at the highest concentration without irritation # Features - C15 Super Booster - 25% Vitamin C + Glutathione Clinical Serum # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, aiming to guide the viewer through a decision-making process to choose the right product for their specific skin concern. # Storyline - The ad opens by asking the viewer what their skin concern is, with the intention of drawing them into the ad by speaking directly to a problem they may have. The question is presented from the brand's perspective, aiming to guide the viewer to the product that best fits their needs. - The ad asks the viewer to choose between having uneven tone or dark spots and discoloration. This is intended to narrow down the user's skin concern. This section is presented from the brand's perspective, trying to identify the customer's needs to make the correct product recommendation. - The ad states what the customer may want, depending on what their skin concern is. If they have uneven skin tone, they may want a potent brightening treatment—without the high price tag or irritating side effects. If they have dark spots and discoloration, they may want a clinical level dark spot corrector at the highest concentration without irritation. This section is presented from the brand's perspective, trying to determine what the user is seeking in a skin product. - The ad presents the two product recommendations to the customer, depending on their skin concerns. The C15 Super Booster is recommended for uneven tone. The 25% Vitamin C + Glutathione Clinical Serum is recommended for dark spots and discoloration. The brand is presenting these products as a way to give the user a choice that will solve their skincare concerns.

# Ad summary A woman with acne shares her experience after using Paula's Choice Cellular Youth Longevity Serum for three weeks. She expresses skepticism about anti-aging products, but confirms she noticed that her skin is firmer and plumper, and that the rest of her skin is taut and tight, especially around her eyes and smile lines. # Brand positioning Paula's Choice is presented as a reliable skincare brand that challenges the norm of ineffective anti-aging serums. The brand focuses on delivering visible results, backed by five years of research and powered by age-disrupting technology. Paula's Choice aims to stand out by delivering products that change the consumer's mind about skincare, with clinical backing to visibly reverse the look of skin age. The brand positions itself as a provider of long-term skincare solutions that consumers can trust. # Product Paula's Choice Cellular Youth Longevity Serum is a next-generation serum clinically proven to visibly reverse the look of skin age. Backed by five years of research and powered by NAD-supporting age-disrupting technology (taurine, exosomes, and peptides). The breakthrough formula visibly slows 12 signs of aging, helping extend skin's visible health span. It delivers firmer, smoother, more radiant skin now, while future-proofing your skin. The serum is lightweight compared to other serums, which allows the serum to sink easily into the skin, leaving no sticky mess behind. It contains an age-disrupting complex, sunflower spout extract, and goji-phyto exosomes. # Visual style The ad features a casual, UGC-style aesthetic with a mix of indoor and outdoor settings. The editing style includes quick cuts and transitions, which contributes to a faster pace. The production quality has a natural feel, aligning with the tone of authentic user-generated content. The use of overlaid text is consistent, providing key information and product benefits. The visual pacing is fairly consistent at approximately 20 CPM (cuts per minute). # Hooks Spoken: 00:00–00:03: I don't know about you, but most anti-aging serums are like men. Text overlay: 00:00–00:02: this is what falling in love looks like in your late 20s / 00:02–00:04: (aka a disappointment) Visual: 00:00–00:02: A medium shot of a young woman with black hair sitting on a brick ledge outdoors on a sunny day. She is wearing a red and black racing jacket, jeans, and white sneakers, and she is smiling at the camera. A brick building and an empty street are visible in the background. / 00:02–00:04: A close-up shot of an anime man covering his face with his hands and looking upset. The text "(aka a disappointment)" is displayed above his head. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points Many anti-aging serums can be disappointing and ineffective. The creator equates anti-aging serums being like men and a disappointment. # Value propositions - Future proofing your skin with Paula's Choice new Cellular Youth Longevity Serum. - Compared to heavier thick serums, this one sinks easily into my skin, leaving no sticky mess behind. - Unlike other serums that weigh the skin down, this plumps without weighing down. # Benefits - Visibly reverse the look of skin age - Delivers firmer, smoother, more radiant skin - Future proofing your skin - Visibly slows 12 signs of ageing helping extend skin's visible health span - Plumps without weighing down - Absorbs and leaves no sticky mess behind # Features - Backed by 5 years of research - Powered by NAD--supporting age-disrupting technology (taurine, exosomes, and peptides) - Lightweight formula # Call to action You should proof your skin and your skin will thank you. # Social proof - "I've been using this for about three weeks and I've noticed my skin getting firmer and plumper" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who has used the product and shares her personal experience. # Storyline - 00:00–00:04 The creator expresses skepticism about anti-aging serums, joking that they're like men in that they're often a disappointment. This introduces a common frustration with skincare and sets up the product as a contrast. - 00:04–00:09 The creator introduces Paula's Choice Cellular Youth Longevity Serum as a product that changed her mind, positioning it as an exception to her skepticism and a reliable solution. This implies that this product is effective and trustworthy. - 00:09–00:12 The creator highlights the serum's key features, including that it is clinically proven and backed by five years of research. This adds a layer of scientific credibility to the product. - 00:12–00:26 The creator applies the serum to her face and elaborates on its benefits and lightweight texture, emphasizing its ability to absorb quickly without leaving a sticky residue. This demonstration reinforces the product's practical benefits and pleasant user experience. - 00:27–00:31 After using the serum for three weeks, the creator claims to have noticed that her skin is firmer and plumper. This builds trust by presenting a tangible before-and-after improvement, from the customer's point of view. - 00:31–00:37 Despite experiencing an acne outbreak, the creator points out that the rest of her skin still looks nice, taut, and tight. By being transparent about imperfections, it lends authenticity to the product's effectiveness. - 00:37–00:41 The creator urges viewers to future-proof their skin with Paula's Choice serum. This provides a clear call to action by encouraging viewers to invest in long-term skincare with the product.

# Ad summary A creator shares that you don't need a 17-step skincare routine to have glowing glass skin. She shares that she has been reaching for Paula's Choice 10% Azelaic Acid Booster, which supports even tone, smooth texture, and helps reduce the look of redness without adding any extra steps. She says that it has azelaic acid, a little salicylic acid, and soothing ingredients, so it just fits perfectly into whatever routine she's doing. She recommends it if your routine has been feeling overwhelming. # Brand positioning Paula's Choice presents itself as a brand offering straightforward solutions for simplifying skincare routines without compromising on efficacy. The brand seems to be targeting consumers who feel overwhelmed by multi-step regimens and are looking for effective products that can be seamlessly integrated into their existing routines, highlighting a functional approach to skincare by emphasizing ingredients and their benefits. # Product The Paula's Choice 10% Azelaic Acid Booster is a skincare product designed to support even skin tone, smooth texture, and reduce the look of redness. This product is positioned as an easy addition to any existing routine without adding extra steps. According to the ad, it includes azelaic acid, salicylic acid, and soothing ingredients, making it a versatile booster that can be used on its own or mixed with other serums. The product is targeted towards those whose skincare routines have become overwhelming, offering a simplified approach. # Visual style The ad has a polished UGC feel. The creator uses natural lighting and maintains a close, direct camera angle, mimicking the selfie-style videos popular on platforms like TikTok and Reels. There are quick cuts to emphasize the points. # Hooks Spoken: Female 1: You don't need to have a 17-step skincare routine to have glowing glass skin. Visual: 00:00–00:03: A fair-skinned woman with blonde hair and a black headband is in a well-lit room with neutral wall paint, a white door, and modern art. She is centered in the frame with a close-up selfie-style camera angle, wearing a black t-shirt and glossy lip color. She speaks directly to the camera with expressive gestures. # Funnel stage Consideration # Pain points The feeling of being overwhelmed by a 17-step skincare routine. "Once you start learning about skincare ingredients, you want to incorporate everything at once, and next thing you know you're playing skincare chemists with a bunch of different products." # Value propositions - A skincare routine that supports even tone, smooth texture, and helps reduce the look of redness without adding any extra steps # Benefits - Supports even tone - Smooths texture - Helps reduce the look of redness without adding any extra steps # Features - Azelaic acid - Salicylic acid - Soothing ingredients # Call to action None used. # Social proof - "The one thing that I've been reaching for is the Paula's Choice 10% Azelaic Acid Booster" – Female 1 (Creator) - "I like it because it supports even tone, smooths texture, and helps reduce the look of redness without adding any extra steps" – Female 1 (Creator) - "It has azelaic acid, a little salicylic acid, and soothing ingredients so it just fits perfectly into whatever routine I'm doing" – Female 1 (Creator) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer sharing her skincare routine and product recommendations. # Storyline - 00:00–00:08 A creator speaks directly to the camera to say that you don't need a 17-step skincare routine to have glowing glass skin. The intention is to debunk the myth that extensive skincare routines are necessary for achieving desirable results, appealing to viewers who might feel overwhelmed by complicated skincare regimens. - 00:09–00:12 The creator then introduces Paula's Choice 10% Azelaic Acid Booster as a product she has been using. This introduces a solution for simplifying skincare routines. - 00:13–00:18 The creator then lists the benefits of the product. The intention is to persuade the viewer of the product's value by demonstrating that it is capable of supporting even skin tone, smooth texture, and help reduce the look of redness without adding any extra steps. - 00:19–00:25 The creator then elaborates on the ingredients, noting that it contains azelaic acid, salicylic acid, and soothing ingredients. This informs viewers that the product has a variety of ingredients that are beneficial. - 00:26–00:38 The creator demonstrates how she uses the product by applying it to her face and neck. The intention is to show viewers that the product is simple to use and can be incorporated easily into a skincare routine. - 00:39–00:39 The creator concludes by stating that if your routine has been feeling overwhelming, simplifying it can honestly make such a difference, recommending Paula's Choice 10% Azelaic Acid Booster. The intention is to assure the viewer that Paula's Choice will help simplify their skincare routine.

# Ad summary This ad promotes Paula's Choice 10% Azelaic Acid Booster by featuring a creator who shares her busy schedule and how the product helps her skin look smoother, calmer, and more radiant. The ad highlights the product's ability to target uneven tone, reduce redness, and brighten the skin. # Brand positioning Paula's Choice is presented as a brand that offers effective skincare solutions for individuals with busy lifestyles. The brand aims to simplify skincare by providing products that work smarter and harder, addressing common skin concerns like uneven tone and redness. The brand is positioned as a solution for those who don't have extra time for elaborate routines, offering functional benefits with ingredients like azelaic acid and salicylic acid. The brand aims to empower consumers with efficient and effective skincare, cutting through the complexity often associated with the beauty industry. # Product The Paula's Choice 10% Azelaic Acid Booster is a skincare product designed to target uneven skin tone and reduce redness. It contains azelaic acid, salicylic acid, and soothing ingredients. The product aims to smooth and brighten the skin, making it look calmer and more radiant. It can be used alone or mixed with a moisturizer in the morning or at night, making it suitable for various skincare routines and preferences. The booster is presented as a solution for individuals dealing with long days, stress, and limited time, offering a convenient way to improve skin appearance. # Visual style The ad has a polished UGC feel, with natural lighting and simple cuts. The editing is smooth, creating a seamless flow. The pacing is consistent, maintaining a calm and informative tone. The visuals are timed to match the voiceover lines, emphasizing key product benefits and ingredients. # Hooks Spoken: Skincare routines on TikTok are starting to feel like a part-time job, and I already have a full-time job. Text overlay: Paula's Choice Visual: 00:00–00:02: The camera is at eye level with a young woman with long, dark, curly hair wearing a gray sweater and gold necklace. She is indoors in front of a blurred background with light walls and white cabinets. She smiles slightly. # Funnel stage Consideration # Pain points The central pain point is the feeling that skincare routines are becoming overly complex and time-consuming, especially for those who already have busy lives and full-time jobs. This is signaled by the line, "Skincare routines on TikTok are starting to feel like a part-time job, and I already have a full-time job." # Value propositions - Works smarter and harder # Benefits - Targets uneven tone - Helps reduce the look of redness - Smooths - Brightens at the same time # Features - 10% Azelaic Acid - Salicylic Acid - Soothing Ingredients # Call to action None used. # Social proof - "Skin looks smoother, calmer, and more radiant thanks to Paula's Choice" – Female 1 (Creator) # Point of view - Customer 100% – The ad is presented from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:02 The ad begins with the creator directly addressing the audience. - 00:01–00:04 She notes how skincare routines on TikTok can seem like a part-time job, a sentiment many viewers can relate to, especially those with busy schedules. - 00:04–00:07 The creator transitions to discussing her own busy life. - 00:05–00:08 She talks about having long days, stress, and no extra time, which sets the stage for needing a simplified skincare solution. - 00:08–00:12 The creator pivots to introducing Paula's Choice 10% Azelaic Acid Booster. - 00:13–00:18 She lists its key benefits such as targeting uneven tone, reducing redness, and smoothing and brightening the skin. - 00:18–00:27 The creator applies the booster to her face and mixes it with a moisturizer. - 00:25–00:27 She explains that it can be used in the morning or at night, highlighting its versatility. - 00:28–00:32 The ad concludes with the creator showcasing the results. - 00:28–00:32 She shows her skin looking smoother, calmer, and more radiant, thanks to Paula's Choice.

# Ad summary This ad features a woman highlighting the benefits of Paula's Choice 10% Azelaic Acid Booster. She describes her skin as sensitive and prone to redness after workouts, then shows her post-gym skincare routine that includes the Paula's Choice product. # Brand positioning Paula's Choice is presented as a solution for individuals with sensitive skin seeking effective skincare. The brand aims to occupy a space in the consumer's mind as a reliable choice for managing redness and uneven skin tone, particularly for those with active lifestyles. It promotes the idea that their products are lightweight and oil-free, making them ideal for daily use and layering under makeup. By focusing on functional benefits such as reducing redness and improving skin tone, Paula's Choice positions itself as a brand that prioritizes simplicity and effectiveness. # Product The Paula's Choice 10% Azelaic Acid Booster is a skincare product designed to target uneven skin tone and redness. Marketed towards individuals with sensitive skin, this product is lightweight and oil-free. The booster layers well with makeup, preventing pilling or a sticky feel. It is positioned as a staple for a post-gym routine, helping with the appearance of redness and overall tone without feeling heavy or greasy. The ad emphasizes that it works subtly in the background to enhance skin appearance, fitting seamlessly into an existing skincare regimen. # Visual style The ad has a polished UGC feel, with natural lighting and clear shots. The editing style includes quick cuts to keep the pacing brisk, with smooth transitions between scenes. The visual motifs center around showcasing the woman's lifestyle and skincare routine, supporting an aspirational but relatable tone. The pacing is consistent throughout the ad, with cuts aligning with the voiceover to emphasize key points. The production quality is high, contributing to a clean and professional aesthetic. # Hooks Spoken: Female 1: I always leave the gym feeling better than when I walked in, but the same can't be said for my skin. Text overlay: POST-GYM ROUTINE skincare edition Visual: 00:00–00:01: In an at-home gym setting with black walls and rubber floors, a light-skinned woman with blonde hair pulled back into a messy bun, wearing a navy blue sports bra and matching shorts, kneels and stretches. Visible in the background are stairs, a treadmill, and a rowing machine. / 00:01–00:02: The same woman transitions into a plank position, performing mountain climber exercises in the same at-home gym. / 00:02–00:03: In a gym locker room with gray walls and lockers, the same woman, holding her phone, records a selfie-style video. # Funnel stage Consideration # Pain points The central pain point is having sensitive skin that is negatively affected by workouts, leading to redness and uneven skin tone. The creator says, "I always leave the gym feeling better than when I walked in, but the same can't be said for my skin." # Value propositions - Lightweight and oil-free formula ideal for layering under makeup without feeling heavy or greasy. - Targets uneven skin tone and redness. # Benefits - Helps face looking bright and refreshed - Makes skin look even smoother and less reactive - Doesn't pill or feel sticky # Features - Targets uneven skin tone and redness - Lightweight - Oil-free - Layers well with makeup # Call to action None used. # Social proof - "Paula's Choice Azelaic Acid Booster is part of my routine that I never skip." – Female 1 (Customer) - "What I love most is that it layers really well, so I can go straight into my everyday makeup and it doesn't pill or feel sticky" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer describing her own experience and routine with the product. # Storyline - 00:00–00:03 The creator shares how she loves leaving the gym feeling refreshed, but can't say the same for her skin. - 00:03–00:09 The creator shares she has struggled with sensitive skin and finding a skincare routine that helps her face stay looking bright and refreshed. - 00:10–00:13 The creator shares how Paula's Choice Azelaic Acid Booster is part of her routine that she never skips. - 00:13–00:18 The creator highlights the benefits of using the product, sharing that it targets redness and uneven skin tone and that it's lightweight and oil free. - 00:18–00:28 The creator shares how she applies a thin layer of the product after showering before her skincare and makeup routine. She points out that the product layers well and doesn't pill or feel sticky. - 00:29–00:37 The creator states that it's one of those products that quietly works in the background helping with overall tone and the appearance of redness.

# Ad summary This ad showcases Paula's Choice Pro-Collagen Peptide Plumping Moisturizer. The ad shows a woman applying the moisturizer to her face while highlighting the product's benefits and features through on-screen text. # Brand positioning Paula's Choice is presented as a clinically proven brand focused on providing effective skincare solutions. The brand emphasizes functional benefits like plumping, collagen support, and hydration, positioning itself as a science-backed choice for consumers seeking visible results. # Product The featured product is Paula's Choice Pro-Collagen Peptide Plumping Moisturizer, presented as a gel-cream that plumps and restores bounce. It's designed to support and maintain the skin's collagen levels while providing 24-hour hydration. Key features highlighted in the ad include its clinically proven plumping effect and ability to increase skin elasticity. The moisturizer is dispensed from a pump bottle, suggesting ease of use and controlled application. The product is marketed for anyone seeking to improve their skin's hydration, elasticity, and collagen support. # Visual style The ad features a clean, bright, and polished aesthetic with natural lighting and close-up shots. The editing style employs quick cuts to highlight key product attributes and benefits, keeping a consistent pace. The production quality is high, lending a professional feel without being overly commercial, supporting the brand's functional and trustworthy tone. # Hooks Text overlay: 00:00–00:02 POV: du har hittat din nya fuktkräms-crush Visual: 00:00–00:02 The frame is a close-up shot of a woman with tan skin, dark hair, and light neutral-colored nails, holding a Paula's Choice Pro-Collagen Peptide Plumping Moisturizer. She is wearing a beige sweater. The background is a soft, diffused light, suggesting natural lighting. The camera is steady and focuses on the product and her face. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for hydrated, plump, and elastic skin. This pain point is implied through the woman's interaction with the moisturizer, designed to keep the skin looking and feeling its best. # Value propositions - Clinically proven results - Maintains skin elasticity - Provides long-lasting hydration # Benefits - Increases skin elasticity - Maintains collagen levels - Provides long-lasting hydration # Features - Clinically proven plumping-effect - 24 timmars återfuktning (24 hours of hydration) - Stödjer och upprätthåller hudens kollagennivåer (supports and maintains the skin's collagen levels) # Call to action HANDLA NU + fri leverans # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a user who is demonstrating the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a woman holding Paula's Choice moisturizer, accompanied by text stating, "POV: You've found your new moisturizer crush." This sets a positive tone, presenting the product as highly desirable and implying the viewer will have a similar positive experience. - 00:02–00:07 00:02–00:07 The woman pumps a small amount of moisturizer from the bottle and applies it to her face. The text overlay highlights that the moisturizer has a "clinically proven plumping effect" and increases the skin's elasticity, showing a functional benefit. - 00:07–00:09 00:07–00:09 A close-up shows the moisturizer being dispensed onto a hand, with the text overlay stating "24 timmars återfuktning" (24 hours of hydration). This focuses on the product's long-lasting hydrating properties. - 00:10–00:12 00:10–00:12 The woman rubs the moisturizer into her face. Text overlay states that it supports and maintains the skin's collagen levels. This underscores the product's benefits in maintaining skin structure and youthfulness. - 00:12–00:17 00:12–00:17 A call to action appears as more of the moisturizer is pumped out, urging viewers to "SHOP NOW + free delivery".

# Ad summary A pilates instructor shares the essential items in her bag including skincare products and snacks. # Brand positioning Paula's Choice is presented as a go-to skincare brand that provides solutions for radiant and youthful skin. The ad aligns with values of simplicity and efficacy, offering a functional approach to skincare that is easy to incorporate into any routine. The brand positions itself as a reliable choice for individuals seeking clear and even skin, emphasizing the importance of using SPF during the daytime. # Product Paula's Choice 10% Azelaic Acid Booster is presented as a skincare product that improves the appearance of redness and helps to smooth and clarify the skin. It's designed to be easily incorporated into one's routine to help keep skin even and clear. The ad targets individuals who want radiant and youthful looking skin. The ad also addresses the purchase barrier of skincare complexity by positioning this product as a simple go-to solution. # Visual style The ad has a UGC feel. It has static shots and quick cuts throughout. The setting appears to be the creator's home, which gives off a casual, approachable vibe. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:02: Let's go through my ride-or-die bag essentials as a pilates instructor. Text overlay: 00:00–00:03: bag essentials (as a pilates instructor) Visual: 00:00–00:02: A woman with long brown hair and bangs is centered in the frame holding a black leather purse. She is wearing a gray cardigan. The background features a living room with a gray couch and a decorative bunny print hanging on the wall. # Funnel stage Consideration # Pain points The creator states that her skin is always being tested while teaching, especially during her heated classes, implying that her skin is prone to redness and breakouts. # Value propositions - Product fits right into your routine - A go-to keep in your bag product # Benefits - Improves the appearance of redness - Works to smooth and clarify the skin - Helps keep your skin even and clear # Features - 10% Azelaic Acid # Call to action None used. # Point of view - Customer 100% – The entire video is told from the first-person perspective of a pilates instructor showing her bag essentials. # Storyline - 00:00–00:02 The video opens with the creator introducing her bag essentials as a pilates instructor. - 00:03–00:07 She pulls out extra hair ties and bobby pins. - 00:07–00:08 Next, she shows her grip socks. - 00:08–00:15 She then pulls out the Paula's Choice 10% Azelaic Acid Booster, explaining that her skin is always being tested while teaching her heated classes. - 00:16–00:21 She states that this is helpful in improving the appearance of redness, and it also works to smooth and clarify the skin. - 00:21–00:31 The creator says when she is teaching in front of a class of pilates girlies, she needs to know that her skin is looking as radiant and youthful as possible. She recommends using SPF during the daytime. - 00:31–00:33 The video cuts back to the creator pulling out a claw clip, keys, and wallet. - 00:34–00:37 She then shows a couple of electrolyte packets and some snacks. - 00:38–00:46 The creator tells the viewer that if they take any inspo from this video, let it be the Paula's Choice 10% Azelaic Acid Booster if they need a go-to product to keep in their bag. - 00:46–00:51 She says it will fit right into their routine to help keep their skin even and clear. She concludes with showing the bag.

# Ad summary This ad promotes Paula's Choice 7% Ectoin Booster. It emphasizes the product's ability to provide deep hydration and barrier repair, especially after using AHA exfoliants, targeting individuals with dry and tight skin. # Brand positioning Paula's Choice is presented as a brand focused on providing solutions for specific skin concerns, such as dryness and barrier repair. The brand is positioned as a provider of advanced skincare formulations like the 7% Ectoin Booster, designed for targeted treatment and enhanced hydration. The ad also presents other Paula's Choice products for exfoliation, which suggests a comprehensive approach to skincare. This positions the brand as a functional and scientific skincare provider, appealing to consumers looking for effective and research-backed products. # Product The featured product is Paula's Choice 7% Ectoin Booster, designed to deliver deep hydration and barrier repair. It's packaged in a 20ml white bottle with a blue cap and dropper. The active ingredient, Ectoin, is highlighted, along with Glycogen. The booster is for anyone experiencing dry and tight skin, and is recommended for use after AHA exfoliant products for dewy renewal. The product aims to address dryness by offering intense hydration and repairing the skin's natural barrier. The ad sells the product as a booster that can be integrated into an existing skincare routine. # Visual style The ad has a UGC feel with bright lighting and simple backgrounds, contributing to an accessible and relatable tone. The editing uses quick cuts to maintain a fast pace and smooth transitions between shots. The production quality is clean and straightforward, focusing on clear product visuals and direct demonstrations. # Hooks Spoken: 00:00–00:01: Does your skin feel dry and tight? Text overlay: 00:00–00:02: Does your skin feel dry & tight? Visual: 00:00–00:01: Close-up of several Paula's Choice 7% Ectoin Booster bottles on a white surface. Text overlay: "Does your skin feel dry & tight?" / 00:01–00:02: The camera transitions to a woman with fair skin, light pink cheeks, and gold hoop earrings. She holds a Paula's Choice 7% Ectoin Booster bottle. The text overlay "Does your skin feel dry & tight?" is still visible. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dry and tight skin, as highlighted by the question: "Does your skin feel dry and tight?" # Value propositions - Use after AHA Exfoliant for dewy renewal ✨ - deep hydration ✅ - barrier repair ✅ # Benefits - deep hydration - barrier repair - dewy renewal # Features - 7% Ectoin - Glycogen # Call to action SHOP NOW # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer demonstrating the product and offering usage tips. # Storyline - 00:00–00:01 The ad begins by highlighting the skin concern of dryness and tightness, with the question prompting viewers to consider their own skin condition. - 00:02–00:03 The ad introduces the Paula's Choice 7% Ectoin Booster as a solution to dry and tight skin. - 00:04–00:07 The ad shows a woman applying one drop of the product to her face to demonstrate its hydrating properties. - 00:07–00:11 The ad emphasizes the product's benefits, including deep hydration and barrier repair. - 00:12–00:14 The ad suggests using the Ectoin Booster after using AHA Exfoliant for dewy renewal, showcasing it as part of a broader skincare routine. - 00:15–00:17 The ad ends with a call to action to shop now, along with a free delivery offer.

# Ad summary This ad promotes Paula's Choice Clear Pore Normalizing Cleanser for blemish-prone skin, as well as the 2% BHA exfoliant. The ad highlights that the cleanser is gentle on the skin and tough on pimples, and the 2% BHA exfoliant will give you an even glow. # Brand positioning Paula's Choice is presented as a skincare brand offering effective solutions for specific skin concerns, particularly blemish-prone skin. The brand focuses on functional benefits like dissolving pore-clogging impurities and providing an even glow, which targets consumers looking for tangible improvements in their skin's appearance and health. The brand aligns with a clean and simple lifestyle. # Product The ad features two main products: the CLEAR Pore Normalizing Cleanser and the SKIN PERFECTING 2% BHA Liquid Exfoliant. The CLEAR Pore Normalizing Cleanser is a foaming gel designed for blemish-prone skin that dissolves pore-clogging makeup and impurities and rinses clean without drying skin. It is described as gentle on the skin but tough on pimples, providing a fresh and clean feel. The Skin Perfecting 2% BHA Liquid Exfoliant is used after cleansing to give an even glow. The ad emphasizes the cleanser's ability to address acne and impurities, while the exfoliant provides an even skin tone. # Visual style The ad has a clean, bright, and polished aesthetic, typical of skincare product promotions. The editing style involves quick cuts to showcase the product and its application. The production quality is high, giving it a professional commercial feel. The pacing is consistent and moderate, with cuts timed to the music. # Hooks Spoken: 00:10-00:12: Female 1: fris & schoon gevoel [fresh & clean feeling] ✅ Text overlay: fris & schoon gevoel ✅ Visual: 00:10–00:12: A fair-skinned woman with gold hoop earrings holds the bottle up close to her face and smiles. The background is blurred, and there's natural lighting. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of dealing with blemish-prone skin and the desire for a cleanser that effectively removes impurities without causing dryness or irritation. “Dissolves pore-clogging makeup and impurities. # Value propositions - Gentle on skin, hard on pimples - Free shipping # Benefits - Fresh and clean feel - Even glow # Features - Dissolves pore-clogging makeup and impurities - Foaming gel rinses clean without drying skin # Call to action Shoppen + gratis verzending # Social proof - "fris & schoon gevoel [fresh & clean feeling]" – Female 1 (Customer) # Point of view - Customer 30% – The customer POV is communicated through a woman speaking about the product. - Brand 70% – The brand POV is communicated through visuals of the product and on-screen text. # Storyline - 00:00–00:02 The ad starts with a close-up shot of the Paula's Choice CLEAR Pore Normalizing Cleanser, questioning if the viewer wants to feel fresh and clean after cleansing. The intention is to immediately engage viewers who are concerned about skin cleanliness. This question is posed from the brand's perspective, inviting the viewer to consider a solution. - 00:02–00:04 Following the question, the ad showcases the cleanser being dispensed and states to choose the Clear Cleanser, directly promoting the product as the solution. This is told from the brand’s perspective, pushing for immediate consideration of their product. - 00:05–00:07 The next shot shows the cleanser dripping onto a hand, paired with the statement that it's gentle on your skin, reinforcing the product’s mildness. The message is presented to reassure viewers that the cleanser won't cause irritation. - 00:07–00:09 The ad then shows a person rubbing their hands together with the cleanser while stating that it's hard on pimples, highlighting the product's effectiveness in combating acne. This is from the brand's perspective. - 00:10–00:12 The ad then shows a woman smiling and saying “fris & schoon gevoel [fresh & clean feeling],” visually confirming the product's benefit. This is a first-person testimonial, providing a user experience and reinforcing the product's promise. - 00:12–00:13 Another shot shows the product being foamed, again emphasizing the benefit of a fresh and clean feeling. This continues the user experience perspective, visually demonstrating the product in use. - 00:14–00:17 Transitioning to the next product, the ad presents Paula's Choice 2% BHA Liquid Exfoliant, offering a "Pro tip" to use the exfoliant after cleansing. This provides additional value and encourages viewers to consider another product in the brand’s lineup. - 00:18–00:20 The ad shows the person applying the exfoliant to their face and says it's for an even glow. This highlights the benefits of using the exfoliant. - 00:21–00:22 The ad finishes with a call to action, prompting viewers to shop and highlighting free shipping. This is a direct push to purchase, delivered from the brand's perspective.

# Ad summary This ad for Paula's Choice Cellular Youth Longevity Serum uses a before and after image to show how the product can visibly reverse skin age in 8 weeks. # Brand positioning Paula's Choice is presented as a brand focused on scientific skincare solutions. The ad emphasizes visible results and future-proofing skin, suggesting a commitment to long-term skin health. The brand positions itself as a provider of advanced skincare, aligning with values of efficacy and visible improvement. The brand pushes against the norm of immediate, superficial results, instead focusing on long-term skin health and visible age reversal. # Product The featured product is Paula's Choice Cellular Youth Longevity Serum, designed to visibly reverse skin age in 8 weeks. The serum is for individuals concerned about aging skin and seeking a scientifically backed solution. The ad highlights the product's ability to future-proof the skin, suggesting it provides long-term benefits. The USP is its ability to visibly reverse skin age, as demonstrated in the before-and-after images. The ad addresses the purchase barrier of skepticism by showing clear, visible results over a specific time frame. # Visual style The ad has a clean, clinical aesthetic with a focus on showcasing the product and its results. The editing style is static, with no transitions or movement. The production quality is polished, resembling a commercial ad. The pacing is slow and deliberate, allowing viewers to focus on the visual evidence and text overlays. # Hooks Text overlay: 00:00–00:09 NEW CELLULAR YOUTH™ LONGEVITY SERUM / 00:00–00:09 FUTURE PROOF YOUR SKIN / 00:00–00:09 8 WEEKS TO VISIBLY REVERSED SKIN AGE / 00:00–00:09 BEFORE / 00:00–00:09 8 WEEKS Visual: 00:00–00:09: The ad features a split-screen before-and-after image of a person's skin, focusing on the lower half of the face. The 'before' side shows visible wrinkles and lines, while the 'after' side shows smoother skin with reduced wrinkles. Above the image, there is a product shot of Paula's Choice Cellular Youth Longevity Serum, a purple bottle with a white label. Text overlays include 'NEW CELLULAR YOUTH™ LONGEVITY SERUM,' 'FUTURE PROOF YOUR SKIN,' and '8 WEEKS TO VISIBLY REVERSED SKIN AGE.' The background is a solid light purple color. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of visible skin aging, specifically wrinkles and lines, which are shown in the 'before' image. # Value propositions - Visibly reversed skin age in 8 weeks: This connects the product's feature (Cellular Youth Longevity Serum) to a clear, measurable benefit (visibly reversed skin age) within a specific timeframe (8 weeks). # Benefits - Visibly reversed skin age in 8 weeks - Future proof your skin # Features - Cellular Youth Longevity Serum # Call to action None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through visual evidence and text overlays. # Storyline - 00:00–00:09 The ad opens with a split-screen before-and-after image of skin, highlighting the visible difference after using the product.

# Ad summary A woman explains how Paula's Choice 2% BHA Liquid Exfoliant helps her achieve porcelain-smooth skin. She explains that it shrinks pores, keeps skin clear, and is gentle on the skin barrier. # Brand positioning Paula's Choice is positioned as a brand that offers effective skincare solutions, particularly for pore minimization and skin smoothing. The brand aligns with a functional and scientific approach to beauty, focusing on providing tangible results. Their liquid exfoliant addresses concerns about pore size and skin texture, aiming to give users a porcelain-smooth complexion. # Product Paula's Choice 2% BHA Liquid Exfoliant is a skincare product designed to shrink pores and smooth skin. The product is for individuals looking to minimize pores and achieve a smooth complexion. It contains 2% BHA and is formulated to be strong enough to be effective, yet gentle enough not to disrupt the skin barrier. It is recommended to be used after cleansing on a dry face, applying a few drops to the T-zone. This exfoliant is positioned as a key component in a skincare routine that keeps pores in check, resulting in clearer, glowier, and smoother skin. # Visual style The ad has a polished, UGC feel, utilizing natural light in a bathroom setting to create a relatable, at-home ambiance. The editing style consists of quick cuts that keep the pace moving, while maintaining a focus on the creator's face and the product. The visual motifs include close-ups of the product bottle and the creator's skin, highlighting textures and results. The pacing is consistent, with cuts timed to the voiceover lines. # Hooks Spoken: Female 1: If you actually want to shrink your pores and get that porcelain smooth skin, you need to be using liquid exfoliant. Text overlay: 00:00–00:04 Visual: 00:00–00:03 A woman with long brown hair wearing a patterned silk pajama set stands in a bathroom. She brings her hands to her face and smiles. / 00:03–00:04 The woman holds a gray Paula's Choice bottle with a white cap. The bottle is labeled 'SKIN PERFECTING 2% BHA LIQUID EXFOLIANT.' # Funnel stage Consideration # Pain points The central pain point is the desire to shrink pores and achieve smooth skin, which the ad addresses by presenting the liquid exfoliant as a solution. # Value propositions - Minimize pores and achieve a smooth complexion with a gentle, effective formula. - Get clearer, glowier, smoother skin by incorporating this into your routine. # Benefits - Shrinks your pores - Get that porcelain smooth skin - Keeps my pores in check - Exfoliate my skin without disrupting my skin barrier - Clearer skin - Glowier skin - Smoother skin # Features - 2% BHA liquid exfoliant - The formula is designed to be gentle # Call to action None used. # Social proof - "I swear by the Paula's Choice 2% BHA liquid exfoliant" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience and routine using the product. # Storyline - 00:00–00:04 If you actually want to shrink your pores and get that porcelain smooth skin, you need to be using liquid exfoliant. - 00:00–00:04 The creator is presenting the liquid exfoliant as a necessary step for achieving smooth skin and minimizing pores, framing it as a solution for a common skincare goal. The tone is straightforward and informative, establishing the product's purpose. - 00:04–00:12 I swear by the Paula's Choice 2% BHA liquid exfoliant. It's the one step in my skin care routine that keeps my pores in check so I use it after cleansing on a dry face. - 00:04–00:12 The creator expresses her personal endorsement of the product, highlighting its role in her skincare routine for pore control. This adds a testimonial element, suggesting personal experience and satisfaction. The tone is conversational and reassuring, making the product seem reliable. - 00:13–00:18 I literally use a few drops. You do not need a lot, and I apply it to my T-zone with my fingers just where I personally get the most clogged. - 00:13–00:18 The creator is providing usage instructions, emphasizing the product's efficiency and targeted application to problem areas like the T-zone. The tone is practical and relatable, offering viewers a sense of how to incorporate the product into their own routine. - 00:19–00:28 Formula is strong enough to be effective, but it's also designed to be gentle. So it'll exfoliate my skin without disrupting my skin barrier. I started slow by doing this once a week at night and now I do it two to three times a week. - 00:19–00:28 The creator explains the balance of the formula, highlighting its exfoliating power without being harsh on the skin. The tone is informative and cautious, addressing potential concerns about irritation and encouraging gradual introduction into a skincare regimen. - 00:28–00:33 Well, I like to use it at night before moisturizer. If you're gonna use it during the day, just make sure you use SPF. - 00:28–00:33 The creator provides a tip on when and how to best incorporate the product in your routine. If used during the day she advises the viewer to use SPF. This is a friendly piece of advice that lets the viewer know the importance of safety when using the product. - 00:33–00:37 Every time I use it, my skin just looks clearer, glowier, and smoother, like it just actually hits every single time. - 00:33–00:37 The creator reiterates the personal positive outcome of using the product, emphasizing visible improvements in skin clarity and texture. This reinforces the product's effectiveness and creates a sense of reliability.

# Ad summary This ad showcases Paula's Choice C15 Super Booster, highlighting its key features and benefits, such as stabilized formula, potent ingredients, and proven results for all skin types. # Brand positioning Paula's Choice is presented as a scientifically-backed skincare brand focused on effective, non-irritating formulations. The brand emphasizes transparency with a focus on key ingredients, clearly displayed on the product packaging, positioning itself as a trustworthy and reliable option for consumers seeking straightforward skincare solutions. By highlighting scientific attributes like stabilization and potency, Paula's Choice reinforces its commitment to creating advanced treatments that are effective and backed by research. # Product The featured product is Paula's Choice C15 Super Booster, a concentrated serum designed for all skin types. The product contains 15% Vitamin C along with Vitamin E and Ferulic Acid. It comes in a white glass bottle with an orange dropper cap. The label emphasizes the product's concentration and key ingredients. The serum is applied using a dropper for targeted delivery, suggesting it's designed to be easily incorporated into any skincare routine. The ad highlights attributes such as stabilization, potency, and proven results, aiming to reassure consumers about the product's efficacy. # Visual style The ad features a clean and clinical aesthetic with a focus on product detail. It uses bright lighting, sharp focus, and minimalist composition. The layout emphasizes key information about the product's features and benefits. The overall look is highly polished and aims to convey scientific credibility and efficacy. # Hooks Headline: PROTECT + CORRECT # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Offers protection and correction through a potent formula. - Stabilized formula ensures efficacy. - Formulated with 15% Vitamin C, Vitamin E, and Ferulic Acid. # Benefits - Protect - Correct # Features - 15% Vitamin C - Vitamin E - Ferulic Acid - Stabilized - Potent - Proven # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image presents the product's key attributes and benefits from the brand's perspective, emphasizing its scientific formulation and proven results. # Storyline - The ad starts by highlighting the product’s dual action: 'PROTECT + CORRECT'. The brand is using this statement to immediately convey the primary functions and benefits of the serum, setting a clear expectation for what the product is designed to achieve for the customer's skin. - Next, the ad calls out the product's key qualities using the labels 'STABILIZED,' 'POTENT,' and 'PROVEN.' The brand is using these claims to build trust and confidence in the product's efficacy, addressing potential skepticism around Vitamin C serums. The product features are directly linked to visual elements on the product itself. - Finally, the ad includes a close-up of the product packaging. The brand is using this to reinforce trust by showcasing the brand name and a list of active ingredients, while reassuring customers that the product is suitable for all skin types.

# Ad summary A woman shares her skincare routine, highlighting Paula's Choice Cellular Youth Longevity Serum. She emphasizes its ability to future-proof skin, targeting visible signs of aging and promoting a smoother, firmer complexion. She applies the serum to her face, showcasing its texture and ease of layering with other products. # Brand positioning Paula's Choice is presented as a brand focused on longevity and future-proofing skin, rather than just anti-aging. The brand aims to help consumers get ahead of changes before they begin to show up, supporting skin resilience over time. The brand aligns with values of proactive skincare and scientific backing, as the product is described as a next-gen formula backed by five years of research. This positions Paula's Choice as a forward-thinking brand that pushes against the norm of reactive anti-aging treatments, focusing instead on preventative care. # Product Paula's Choice Cellular Youth Longevity Serum is a next-generation formula backed by five years of research, designed to future-proof skin and target twelve visible signs of aging, including skin sagging, fine lines, and wrinkles. It contains taurine for hydration and an energized look, phyto exosomes that support a healthy-looking barrier for a refreshed, renewed appearance, and peptides that help smooth and strengthen skin over time. The serum is for individuals focused on longevity in their skincare routine, aiming to maintain skin resilience and even texture. It layers perfectly under moisturizer and SPF, making it suitable for sensitive skin. # Visual style The ad has a polished UGC feel, with natural lighting and a clean, neutral background. The editing style is smooth with static shots and occasional close-ups to highlight the product and its application. The production quality is high-end, supporting the intended tone of expertise and trustworthiness. The pacing is consistent, with cuts timed to voiceover lines to maintain engagement. # Hooks Spoken: Female 1: If your skin looks a little dull or even less bouncy, even on your good days, this is what I've been reaching for. Text overlay: 00:00–00:02 / Skin looking tired... even when you're not? Visual: 00:00–00:02: A woman with long, wavy brown hair and a brown sweater stands in a bathroom with neutral decor. She holds up a purple and white bottle of Paula's Choice Cellular Youth Longevity Serum. / 00:02–00:04: Close up of the woman as she continues to speak, holding the product in her hand. The background includes a shower and a plant. # Funnel stage Consideration # Pain points Skin looking tired, dull, or less bouncy, even on good days, and the appearance of uneven texture, fine lines, and loss of firmness. # Value propositions - Future proofing my skin so that it stays resilient over time - Next gen formula that is backed up by five years of research - Layers perfectly under my moisturizer and my SPF # Benefits - Targets twelve visible signs of aging - Energized look - Refreshed, renewed appearance - Smoother skin - Stronger skin - Layers perfectly under moisturizer and SPF # Features - Next gen formula - Backed up by five years of research - Taurine for hydration - Phyto exosomes that support a healthy looking barrier - Peptides that help smooth and strengthen # Call to action You can find Paula's Choice Cellular Youth Longevity Serum now at paulaschoice.com. # Social proof - "After a few weeks, I noticed my skin looking smoother and feeling a little firmer, like if it had more life to it. My texture also looks more even, which is huge for me. I have very sensitive skin and it just layers perfectly under my moisturizer and my SPF." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and routine. # Storyline - 00:00–00:02 The video opens with the creator addressing the viewer, asking if their skin looks tired even when they're not. - 00:02–00:04 She introduces Paula's Choice Cellular Youth Longevity Serum as her go-to product for addressing dullness and lack of bounce. - 00:04–00:13 She explains her focus on longevity in skincare as she approaches her 30s, contrasting it with traditional anti-aging approaches. - 00:13–00:25 She elaborates on the concept of longevity, defining it as future-proofing skin to maintain resilience over time. - 00:25–00:29 She introduces Paula's Choice Cellular Youth Longevity Serum into her skincare routine. - 00:29–00:36 She highlights the serum's next-gen formula, backed by five years of research, and its ability to target twelve visible signs of aging. - 00:37–00:47 She details the serum's key ingredients, including taurine for hydration, phyto exosomes for a healthy-looking barrier, and peptides for smoothing and strengthening. - 00:47–00:55 She shares her personal experience, noting smoother and firmer skin after a few weeks of use, along with improved texture. - 00:55–00:59 She emphasizes the serum's compatibility with sensitive skin and its ability to layer perfectly under moisturizer and SPF. - 00:59–01:04 She concludes by encouraging viewers to future-proof their skin with Paula's Choice Cellular Youth Longevity Serum, providing the website for purchase.

# Ad summary This ad showcases Paula's Choice Cellular Youth Longevity Serum. The ad highlights the serum's key ingredients, such as age-disrupting NAD+ and supporting tech and exosomes, and its ability to extend the skin's youthful look. The ad features close-up shots of the product and its application, emphasizing its texture and benefits. # Brand positioning Paula's Choice is presented as a technologically advanced skincare brand focused on anti-aging solutions. The brand emphasizes scientific formulations and innovative ingredients like NAD+ and exosomes to disrupt the aging process and maintain youthful-looking skin. The brand positions itself as a leader in advanced skincare technology, appealing to consumers who seek effective, science-backed solutions for age-related skin concerns. The brand aims to occupy the space of high-performance, research-driven skincare, aligning with values of efficacy and innovation. It pushes against the norms of superficial beauty standards by focusing on cellular-level rejuvenation. # Product The Paula's Choice Cellular Youth Longevity Serum is an anti-aging serum designed to extend the skin's youthful appearance. It is formulated with age-disrupting NAD+, supporting tech, and exosomes. The serum is presented as a technologically advanced solution to combat the signs of aging at a cellular level. The product is for individuals seeking to maintain or regain a youthful look through advanced skincare. The serum's unique selling points include its innovative ingredients and its focus on cellular longevity. The ad showcases the serum's smooth, easily absorbed texture and emphasizes its ability to rejuvenate the skin. # Visual style The ad has a polished, high-end commercial aesthetic with clean visuals and smooth transitions. The editing style is simple, with static shots and slow zooms to emphasize the product and its application. The production quality is high, with professional lighting and clear focus on the product's texture and the woman's skin. The pacing is slow and deliberate, creating a sense of luxury and efficacy. # Hooks Text overlay: POWERED BY / AGE-DISRUPTING NAD+ / SUPPORTING TECH & EXOSOMES / Helps extend skin's youthful look. Visual: 00:00–00:07: Close-up shot of three Paula's Choice Cellular Youth Longevity Serum bottles against a light purple background. The central bottle has a drop of pink serum running down its side. Text overlays highlight the key ingredients and benefits: "POWERED BY AGE-DISRUPTING NAD+ SUPPORTING TECH & EXOSOMES Helps extend skin's youthful look." # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of aging skin and the desire to maintain a youthful appearance. # Value propositions - The serum is powered by age-disrupting NAD+, supporting tech, and exosomes, which helps extend skin's youthful look. # Benefits - Helps extend skin's youthful look # Features - Age-disrupting NAD+ - Supporting tech - Exosomes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through professional visuals and messaging. # Storyline - 00:00–00:07 The ad opens with a close-up shot of Paula's Choice Cellular Youth Longevity Serum bottles, highlighting the product and its packaging. - 00:00–00:07 Text overlays appear, emphasizing the serum's key ingredients: "POWERED BY AGE-DISRUPTING NAD+ SUPPORTING TECH & EXOSOMES Helps extend skin's youthful look." - 00:07–00:11 The camera zooms in on the serum bottle as a drop of the product is shown running down the side, highlighting its texture. - 00:11–00:15 A woman's hand dispenses the serum onto her fingertips, showcasing the product's consistency and ease of use. - 00:15–00:20 The woman applies the serum to her face, demonstrating how it is incorporated into a skincare routine. - 00:20–00:24 Close-up shots of the woman's face show the serum being massaged into her skin, emphasizing its absorption and potential benefits. - 00:24–00:27 The ad concludes with a final shot of the product bottle and the brand's logo, reinforcing the product's identity and benefits.

# Ad summary This ad promotes Paula's Choice 2% BHA Liquid Exfoliant, featuring a woman with dark skin applying the product to her face to treat clogged pores. The ad highlights how the liquid exfoliant can transform your skin routine and give you clear skin. # Brand positioning Paula's Choice is presented as a skincare brand that focuses on providing effective solutions for common skin concerns such as clogged pores. The brand emphasizes the transformative power of its products, positioning itself as a provider of skincare essentials that can significantly improve one's skincare routine. The brand adopts a functional approach, focusing on performance and tangible results such as clearer skin. Paula's Choice aims to occupy the space of a trusted and effective skincare brand that prioritizes clear, visible improvements in skin health. # Product The Paula's Choice 2% BHA Liquid Exfoliant is a skincare product designed to treat clogged pores and promote clear skin. The product is a liquid exfoliant containing 2% BHA (Beta Hydroxy Acid), specifically salicylic acid, which works to exfoliate the skin, unclog pores, and improve overall skin texture. It is suitable for all skin types. The ad highlights that using this exfoliant can transform your skin routine, providing a lightweight lift that revitalizes the skin. It addresses the common purchase barrier of concerns about clogged pores by offering a clear solution for achieving clear skin. # Visual style The ad has a polished and natural aesthetic, combining elements of UGC with commercial production quality. The editing style uses quick cuts and smooth transitions, maintaining a consistent pace. The visual motifs include extreme close-ups and direct address. The ad is well-lit and the audio-visual elements are synced. # Hooks Spoken: 00:00–00:03 The step you're missing will change everything. Visual: 00:00–00:04 Extreme close-up shot of a woman with dark skin, glossy lips, and braided hair smiling directly at the camera. She is positioned on the left side of the frame with a light blue background. She raises a dark gray bottle with white text and a white cap into the frame to showcase it to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad targets the pain point of clogged pores. "go from CLOGGED PORES" # Value propositions - 2% BHA Liquid Exfoliant: Treat clogged pores and promote clear skin, transforming your skin routine. - Lightweight lift: Transforms your routine. # Benefits - Treat clogged pores - Clear skin - Transforms your routine - Lightweight lift # Features - 2% BHA (Beta Hydroxy Acid) - Liquid exfoliant # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a satisfied customer who speaks directly to the audience and demonstrates the product's use. # Storyline - 00:00–00:03 00:00–00:03 A woman with dark skin and a bright smile holds up a bottle of Paula's Choice 2% BHA Liquid Exfoliant. She suggests that the product is "the step you're missing" and claims it "will change everything," setting up the product as a key to transforming one's skincare routine. This is told from the perspective of a customer, who is also speaking directly to the audience, setting a casual, enthusiastic tone that conveys the product's potential impact. - 00:03–00:07 00:03–00:07 A close-up shot shows the same woman applying the 2% BHA Liquid Exfoliant to her face. This provides a visual demonstration of the product in use, emphasizing its role in achieving clearer skin. The perspective switches to a close-up view of the skin, allowing the audience to see the product's application and its potential effects. A before-and-after transformation is implied, with the text overlay indicating the product's effectiveness in addressing clogged pores and promoting clear skin. - 00:10–00:14 00:10–00:14 The product is shown against a neutral gray background with product details shown as text on-screen, highlighting the brand name and product features. The ad ends on a note of assurance and product focus, reinforcing the brand's identity and the transformative potential of its exfoliant.

# Ad summary This ad promotes Paula's Choice C15 Super Booster using a testimonial format. The ad focuses on the simplicity of adding the booster to an existing skincare routine for a brighter glow. # Brand positioning Paula's Choice is presented as a skincare brand that focuses on research-proven treatments, offering customers an easy way to enhance their existing skincare routines for fast, flawless results. This positioning suggests the brand values both effectiveness and convenience, appealing to consumers who seek simplicity in their skincare regimen. # Product The Paula's Choice C15 Super Booster is a skincare treatment designed to provide a brighter glow without requiring changes to one's existing routine. The booster contains 15% vitamin C with vitamin E and ferulic acid and is suitable for all skin types. Its USP is its ability to seamlessly integrate into any skincare regimen, functioning as a "treatment step" that works fast to keep you flawless. The ad promotes the booster as a straightforward solution for enhancing skin's radiance. # Visual style The ad has a clean, minimalist aesthetic with a focus on showcasing the product and its effects. The editing is simple with zooms and static shots. The production quality is polished, utilizing professional lighting and clear product visuals. The pacing is slow, emphasizing simplicity and ease of use. # Hooks Spoken: 00:00–00:04 Don't change your routine to get a brighter glow. Text overlay: 00:04–00:09 BOOST (orange) / 00:04–00:09 PAULA'S CHOICE / 00:05–00:09 C15 / 00:06–00:09 Super / 00:07–00:09 BOOSTER (orange) / 00:07–00:09 15% VITAMIN C / 00:07–00:09 WITH VITAMIN E / 00:07–00:09 + FERULIC ACID / 00:08–00:09 All Skin Types / 00:08–00:09 20 ml / 0.67 fl. oz. Visual: 00:00–00:02 Extreme close-up of a hand holding a glass dropper with a clear serum; a drop falls on the nails. The background is a solid white. The model is a young Asian female, only partially in the frame, wearing a white tank top. The camera is stationary and zoomed in on the hand. Light is bright and even. / 00:02–00:04 The shot zooms out to show the full product bottle of Paula's Choice C15 Super Booster, held by the same person. The bottle is white with orange accents and black text. The background is still solid white. Camera slowly zooms in on the product. # Funnel stage Consideration # Pain points The ad implies that achieving a brighter glow typically requires significant changes to one's skincare routine, which can be inconvenient or time-consuming. The ad eases that friction by saying, "Don't change your routine to get a brighter glow." # Value propositions - Enhances skin's radiance without changing your routine - Fast-acting treatment step - Vitamin-packed, research-proven formula # Benefits - Brighter glow - Works fast to keep you flawless # Features - 15% Vitamin C with Vitamin E + Ferulic Acid - Suitable for all skin types # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a skincare user demonstrating the product. # Storyline - 00:00–00:04 00:00–00:04 The ad starts with a close-up shot of serum dropping from a dropper. The creator asks the viewer to not change their skincare routine to get a brighter glow. This acts as a question and positions the Paula's Choice product as a solution. - 00:04–00:12 00:04–00:12 The creator showcases the product, Paula's Choice C15 Super Booster, describing it as a vitamin-packed, research-proven treatment step that works fast to keep you flawless. The tone is informative. The creator implies that adding the product is a fast way to keep skin flawless.

# Ad summary This ad promotes Paula's Choice Cellular Youth Longevity Serum. The ad features a close-up of the product bottle with serum dripping down, emphasizing the product's ability to reverse the look of skin age and keep it looking younger, longer. # Brand positioning Paula's Choice is presented as a brand focused on advanced skincare solutions, specifically targeting the signs of aging. The brand positions itself as a provider of products that help reverse the look of skin age and maintain a youthful appearance. The use of terms like "Cellular Youth" and "Longevity Serum" suggests a scientific approach to skincare, implying that the brand is innovative and effective. The brand aims to occupy the space of advanced, anti-aging skincare, appealing to consumers who are proactive about maintaining their skin's youthfulness. # Product The featured product is the Cellular Youth Longevity Serum by Paula's Choice. It is designed to reverse the look of skin age and keep skin looking younger for a longer period. The serum comes in a cylindrical bottle with a pump dispenser. The ad emphasizes the serum's ability to combat aging signs, suggesting it is a potent solution for maintaining youthful skin. The product is likely targeted towards individuals concerned about aging and seeking advanced skincare solutions to address these concerns. # Visual style The ad has a clean and modern visual style with a focus on the product and its texture. The use of a gradient background and glossy serum creates a sense of luxury and sophistication. The close-up shot emphasizes the product's quality and effectiveness. # Hooks Headline: FUTURE PROOF YOUR SKIN # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of aging skin and the desire to maintain a youthful appearance. "Reverse the look of skin age & keep it looking younger, longer." # Value propositions - Future proof your skin by reversing the look of skin age and keeping it looking younger, longer. # Benefits - Reverse the look of skin age - Keep it looking younger, longer # Features - NEW CELLULARYOUTH™ LONGEVITY SERUM # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the product's name, purpose, and benefits to the audience. # Storyline - The ad opens by introducing the new Cellular Youth Longevity Serum, immediately setting the stage for an anti-aging product. The brand is telling the audience about the product's name and purpose to grab their attention. - The ad then presents the core value proposition: to "Future Proof Your Skin." The brand is speaking directly to the viewer, promising a way to protect their skin from aging. - The ad concludes by reinforcing the benefit of the serum, stating it will "Reverse the look of skin age & keep it looking younger, longer." The brand is reiterating the product's primary function and desired outcome, aiming to solidify the viewer's understanding of its value.