How Plum Advertises on Meta

# Ad summary This ad promotes Plum's 2% Niacinamide & Rice Water Sunscreen with SPF 50, highlighting its ability to protect skin in humid climates and provide a hydrated finish. The ad features a creator reviewing the product. # Brand positioning Plum positions itself as a provider of effective and transparent skincare. The brand emphasizes testing and transparency in skincare. Plum challenges industry norms by sharing their reports transparently. # Product Plum's 2% Niacinamide & Rice Water Sunscreen with SPF 50 is a sunscreen designed to protect skin in humid climates while providing a hydrated finish. It is non-comedogenic, does not leave a white cast, and doesn't feel sticky, even when reapplied. Each batch is tested, and the reports are shared transparently. # Visual style The ad has a bright, casual, and UGC style. It has a quick-cut editing style and feels as though it were filmed on a phone. The production quality is a blend of UGC and polished commercial elements. The pacing is consistent, with around 12-15 cuts per minute. # Hooks Spoken: 00:00–00:04 I've been on a much needed vacation in Vietnam, and I've been out exploring from sunrise to sunset. Text overlay: 00:00–00:04 I've been on a much needed vacation in Vietnam Visual: 00:00–00:01 A quick shaky shot filmed in selfie-style with a slightly blurred background shows a group of people gathered along a narrow stone walkway with colorful buildings and structures visible. There are various people are milling around and red and white flags hang overhead. The creator appears in the bottom-right of the frame and turns the camera to reveal a train track with people seated at tables right next to the tracks. / 00:01–00:03 A medium selfie-style shot shows the creator walking on a train track lined with tables and pedestrians. The creator is smiling, giving a peace sign, and wearing a short-sleeved light yellow blouse and several gold bangle bracelets. Buildings are to the left and right. A man in a white shirt walks towards the creator. The camera shakes slightly. / 00:03–00:04 A medium shot shows the creator standing and smiling in front of a large, castle-like building made of red and tan bricks. The sky is clear and blue. The creator is wearing a pink plaid dress and a white crossbody bag. # Funnel stage Consideration # Pain points The frustration of using sunscreen that doesn't hold up in humidity and leaves skin feeling sticky, oily, or with a white cast. 'So yeah if your SPF 50 doesn't act like SPF 50...' # Value propositions - SPF 50 sunscreen with rice water and niacinamide protects skin, reduces tan and hydrates skin. - True SPF: each batch is tested and they share their reports transparently # Benefits - Holds up in this humidity - Non comedogenic - No white cast - Doesn't feel sticky even when I reapply - Hydrated finish - No surprise tan # Features - 2% Niacinamide - Rice Water - SPF 50 PA++++ # Call to action switch to PLUM'S TRUE SPF # Social proof - "I've been using PLUM'S 2% Niacinamide and rice water sunscreen with SPF 50 that actually holds up in this humidity" – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is presented from the perspective of a real user reviewing their experience. # Storyline - 00:00–00:04 00:00–00:04 The creator introduces herself and states that she has been on vacation in Vietnam from sunrise to sunset. - 00:04–00:09 00:04–00:09 The creator says it is the perfect time to see if her SPF 50 actually acts like SPF 50. - 00:09–00:16 00:09–00:16 The creator states that she has been using Plum's 2% Niacinamide & Rice Water Sunscreen with SPF 50, which holds up in humidity. - 00:16–00:24 00:16–00:24 The creator explains that the sunscreen is non-comedogenic, doesn't leave a white cast, and doesn't feel sticky, even when reapplied. She adds that rice water provides a hydrated finish. - 00:24–00:32 00:24–00:32 The creator states what makes it different is the promise of Plum's True SPF, literally each batch is tested and they share their reports transparently. - 00:32–00:37 00:32–00:37 The creator shows that she has hikes, ferry, street sun and no surprise tan and that her skin still feels like day zero. - 00:37–00:44 00:37–00:44 The creator finishes by encouraging the viewer that if their SPF 50 doesn't act like SPF 50, to switch to Plum True SPF.

# Ad summary The ad showcases Plum brand sunscreens that start at ₹356. It highlights the brand's authenticity and offers guarantees on price and satisfaction, encouraging users to explore the products on their app. # Brand positioning Plum positions itself as an authentic and trustworthy brand offering a variety of sunscreen options. It emphasizes customer satisfaction through guarantees such as '100% lowest price guarantee' and '100% money back guarantee'. The brand also highlights its commitment to rewarding customers, creating a perception of value and loyalty. By promoting accessibility with sunscreens starting at a particular affordable price point, Plum aims to be an inclusive brand. # Product The ad features a range of Plum sunscreens, each with specific formulations. There's a 'Glow-Boosting Moisturizer' with 'Kakadu Plum & HA', a 'Green Tea & Zinc sunscreen gel', a 'Rice Water & Niacinamide hybrid sunscreen', and a 'Vitamin C & E sunscreen'. All the sunscreens provide SPF 50 and PA++++ protection, indicating high-level defense against UVA and UVB rays. The sunscreens are packaged in squeeze tubes. The ad showcases the variety of sunscreens available and is meant to communicate that the brand has solutions for all skin needs. # Visual style The ad features a clean, product-focused layout with bright, solid color backgrounds. The overall production quality is high, with studio-style lighting and clear product shots. The visual motifs include flat design elements, such as the colored circles with icons and text. The typography is bold and legible. The style is modern and aims for scannability and stop power in the feed by using block colors. # Hooks Headline: sunscreens starting at flat ₹356 # Funnel stage Consideration # Pain points The ad solves the problem of finding affordable and reliable sun protection. The explicit messaging for "100% lowest price guarantee" signals the concern that customers may have about finding a quality sunscreen that's also budget-friendly. # Value propositions - Sunscreens starting at flat ₹356 (affordable sun protection) - 100% lowest price guarantee (value and consumer confidence) - 100% money back guarantee (risk-free purchase) # Benefits - 100% genuine Plum products - 100% lowest price guarantee - 100% money back guarantee - 100% rewarding # Features - SPF 50 - PA++++ - trueSPF # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image focuses on advertising Plum's sunscreen products, offers, and brand guarantees, reflecting the brand's promotional perspective. # Storyline - The ad opens by stating that Plum sunscreens are available 'starting at flat ₹356,' which communicates the affordability of the brand's sun protection. This is intended to immediately grab the viewer's attention and lower the barrier to purchase from the brand's perspective. - The ad showcases four different types of Plum sunscreens, each with different ingredients, and shows the variety of sun protection options available. This gives the viewer a range of options to consider, presented from the brand's perspective. - The ad includes several brand assurances, such as '100% genuine Plum products,' '100% lowest price guarantee,' and '100% money back guarantee,' as well as promoting that the brand is '100% rewarding.' This builds trust and reduces perceived risk in purchasing from the brand, and is a message being conveyed from the brand itself. - The ad directs viewers to the Plum app with the prompt 'only on app plumgoodness.com,' encouraging app downloads and purchases within the app, and comes from the brand.

# Ad summary A UGC-style ad showcasing the Plum Rice Water & Niacinamide range. The ad features a hand displaying each product, along with text overlay, ending with the Plum logo. # Brand positioning Plum is a brand that focuses on providing skincare products with effective ingredients. Their positioning seems to focus on a fusion of nature and scientific solutions, with the tagline 'we have chemistry'. The ad presents the brand as one that democratizes access to effective skincare, implied by the opening line 'not us gatekeeping bright skin anymore'. The brand seems to take on a casual and friendly tone, aiming to make skincare accessible. # Product The ad features the Plum Rice Water & Niacinamide range. The range includes a face wash, toner, serum, moisturizer, and sunscreen, all formulated with rice water and niacinamide. These products are designed to promote bright and healthy skin. The face wash, toner, serum, moisturizer, and sunscreen all come in white bottles with a blue apple design on the label. Each product contains rice water and niacinamide, with added skin care features. # Visual style The ad has a clean, minimalistic aesthetic with a focus on the product. The visuals are simple and direct, similar to UGC. The lighting is soft and diffused. The pacing is quick, with rapid cuts between the different products. The audio aligns with the visuals, enhancing the overall presentation. # Hooks Spoken: 00:00–00:07 [SINGING] All my, all my and I made it. I'm your favorite, call me everyday at your service baby. Text overlay: 00:00–00:04 not us gatekeeping bright skin anymore 🥺 Visual: 00:00–00:00 A close-up shot of a hand holding a white tube of Plum Rice Water & Niacinamide Face Wash against a beige textured background. The product label is visible. The camera is static and focused on the product. / 00:01–00:01 A hand holds a white Plum Rice Water & Niacinamide Toner bottle, rotating it slightly. The bottle has a spray nozzle. The background is a beige textured surface. / 00:01–00:02 A hand holds a miniature white bottle of Plum Rice Water & Niacinamide Serum. The bottle is small and compact. The background is consistent with the previous shots. / 00:02–00:03 A hand holds a small jar of Plum Rice Water & Niacinamide Clear Moisture Gel Cream. The cream is visible inside the transparent jar. The background remains the same. / 00:03–00:04 A hand holds a tube of Plum Rice Water & Niacinamide Hybrid Sunscreen SPF 50. The tube is white with blue accents. The background is consistent. # Funnel stage Top of funnel (Awareness) # Pain points Gatekeeping of bright skin is no longer an issue. # Value propositions - Democratization of bright skin # Benefits - Bright skin # Features - Rice Water - Niacinamide - Face Wash - Toner - Serum - Clear Moisture Gel Cream - Hybrid Sunscreen SPF 50 # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – A hand models the products in a UGC-style video, giving the impression that the ad is an organic customer review. # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a hand displaying different products from the Plum Rice Water & Niacinamide range. Each product is shown individually: face wash, toner, serum, clear moisture gel cream, and sunscreen. The message highlights each product in the range. - 00:04–00:07 00:04–00:07 The ad concludes with the brand's logo, reinforcing brand identity and recall.

# Ad summary The ad shows a collection of Plum brand products being struck by an unseen force that slams them onto a table one by one, along with text that asks if you have "face-" wash, toner, serum, moisturizer, and sunscreen. It highlights a full routine of skincare. # Brand positioning Plum is a skincare brand offering a range of products from face wash to sunscreen. The brand aligns itself with a fun tone, as indicated by the comedic sound effect. They push against category norms through a whimsical presentation, and the brand positioning feels functional by highlighting the availability of several skincare items. # Product The ad features a collection of skincare products from Plum, including a face wash, toner, serum, moisturizer, and sunscreen. Each product comes in similar packaging with a white background and a blue apple graphic. The face wash, toner, serum, and sunscreen come in tube or pump bottles, while the moisturizer is in a small tub. The bottles are labeled "Plum," "Rice water & niacinamide simply bright face wash," "Rice water & niacinamide toner," "Rice water & niacinamide serum," "Rice water & niacinamide moisturizer," and "SPF 50 PA++++." # Visual style The ad has a clean, bright aesthetic with static shots and smooth transitions. The production quality feels polished, which gives off a professional tone. The pacing is quick, with cuts timed to the sound effect. # Hooks Text overlay: 00:00–00:05: do you have “face-“? / 00:00–00:06: wash Visual: 00:00–00:01: A white Plum Rice Water & Niacinamide Simply Bright Face Wash tube sits on a bamboo wood surface against a white background. The tube is predominantly white with blue text and the brand's apple logo. Text overlay: "do you have “face-“? wash" # Funnel stage Top of funnel (Awareness) # Pain points The ad uses the phrase “face-“ to imply the pain point that the customer is missing key products in their skincare routine. # Value propositions - None used. # Benefits - None used. # Features - Rice water & niacinamide face wash - Rice water & niacinamide toner - Rice water & niacinamide serum - Rice water & niacinamide moisturizer - SPF 50 PA++++ sunscreen # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand displays their products in a comedic and creative way. # Storyline - 00:00–00:05 00:00–00:05: Various Plum brand products appear in the shot one by one as if being thrown into the frame, accompanied by text identifying each as a type of skincare product. This is done to introduce the products and imply that the brand offers a full line of skincare items. - 00:05–00:06 00:05–00:06: The Plum brand logo is displayed, reinforcing the brand's identity.

# Ad summary This image ad for Plum sunscreen highlights its SPF50 rating, lab-tested accuracy, and key ingredients like rice water and niacinamide. It emphasizes tan reduction and water resistance. # Brand positioning Plum is presented as a modern, scientifically-backed skincare brand. The tagline "we have chemistry" suggests a focus on effective, well-formulated products, aligning the brand with reliability and accuracy through lab testing. Positioned as a brand that emphasizes transparency and verifiable results, Plum aims to build trust with consumers seeking high-quality skincare solutions. # Product The advertised product is Plum's rice water & niacinamide hybrid sunscreen. This SPF50 sunscreen is designed for daily use, offering 3x tan reduction and 4 hours of water resistance. Its key ingredients, rice water and 2% niacinamide, aim to hydrate and improve skin texture while providing broad-spectrum sun protection. The product emphasizes lab-tested accuracy, addressing concerns about SPF reliability and ensuring consistent performance. # Visual style The ad features a clean, clinical aesthetic with a focus on product efficacy and scientific validation. The use of a blue and white color scheme conveys trustworthiness and reliability. The image is well-lit and sharply focused on the product, with a high-quality feel typical of skincare advertising. The inclusion of water droplets adds a subtle visual texture, reinforcing the hydrating properties of the sunscreen. # Hooks Headline: SPF50 that passes the test. again & again. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential for inconsistent or unreliable SPF ratings in sunscreens, which can leave users vulnerable to sun damage and premature aging. The frustration is signaled by the implication that not all sunscreens deliver the protection they claim, requiring rigorous testing for assurance. # Value propositions - Every batch is lab-tested for accuracy, ensuring reliable SPF 50 protection. - Rice water and Niacinamide formulation combines sun protection with skin hydration and texture improvement. - Hybrid sunscreen provides broad-spectrum coverage. # Benefits - 3x tan reduction - 4 hours water resistance # Features - rice water & NIACINAMIDE 2% hybrid sunscreen - SPF 50 PA++++ - 3x tan reduction - 4 hours water resistance - every batch lab-tested for accuracy. # Call to action None used. # Social proof - The inclusion of the "TESTED" badge acts as an external validation, suggesting that the product has been verified for its claims and efficacy. # Point of view - Brand: The main message about SPF50 and lab-tested accuracy reflects the brand's claims and features. - External source: The "TESTED" badge suggests an external endorsement or verification of the product's quality. # Storyline - The ad opens by declaring that the advertised sunscreen is SPF50 and reliably effective, which is designed to capture attention by highlighting the primary benefit of the product, conveyed from the brand’s perspective. - The ad continues by emphasizing that every batch of the sunscreen is lab-tested, this is designed to instill confidence in the product’s consistent accuracy, conveyed from the brand’s perspective. - The ad shows the rice water and niacinamide hybrid sunscreen product being held by a person wearing gloves, this is designed to showcase the product itself and its attributes such as SPF50 and PA++++, from the brand’s perspective. - The ad has a blue badge stating that the product has been tested, which is designed to signal the sunscreen’s confirmed reliability, which is conveyed from an external source’s perspective.

# Ad summary This ad features a woman recommending a dry skin routine with Plum products, showcasing the facewash, milky toner, serum, moisturizer, and sunscreen. The ad's format is a UGC demo by a customer and promotes the products as a complete skincare routine for dry skin. # Brand positioning Plum is presented as a skincare brand that offers a solution for dry skin issues by offering a range of products that includes the Rice Water & Niacinamide Facewash, Cerasense Milky Toner, 10% Niacinamide Serum, Cerasense Moisturizer, and Rice Water & Niacinamide Sunscreen. The brand aims to be an expert in dry skin solutions, promoting the idea of a comprehensive routine that includes multiple products working together. The tone is friendly and accessible, delivered by an everyday user. # Product The ad showcases a range of Plum products designed for a complete dry skincare routine: the Rice Water & Niacinamide Facewash for gentle cleansing, the Cerasense Milky Toner for hydration, the 10% Niacinamide Serum to improve skin texture, the Cerasense Moisturizer for nourishment, and the Rice Water & Niacinamide Sunscreen for protection. All products are designed for individuals struggling with dry skin and are presented as being effective in improving the condition of the skin. The sunscreen is referred to as a bestseller. # Visual style The ad has a casual, UGC-style aesthetic with a mix of static shots and animated graphics. The editing is quick, with a cut every 1-2 seconds. The production quality is simple, resembling content made for Reels or TikTok. The pacing is fast, and text overlays are timed to coincide with voiceover lines. # Hooks Spoken: 00:01–00:04: If you've been struggling with dry skin, this is your perfect routine. Text overlay: struggling / Dry skin routine / this is your / routine. Visual: 00:01–00:04: The woman sits on a beige couch with yellow pillows against a white wall. She wears a white cardigan over a brown top. # Funnel stage Consideration # Pain points Struggling with dry skin. # Value propositions - Provides a quick skincare routine for people struggling with dry skin. # Benefits - Solution for dry skin - Complete routine # Features - Niacinamide facewash - Cerasense milky toner - 10% niacinamide serum - Cerasense moisturizer - Niacinamide sunscreen # Call to action Comment for links # Social proof - Our bestseller – Niacinamide sunscreen # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her skincare routine. # Storyline - 00:00–00:01 The ad opens with a “STOP” graphic, immediately grabbing attention and hinting at a problem the audience may be experiencing. - 00:01–00:04 The woman speaks directly to the camera, addressing people who are struggling with dry skin and positioning the ad as their solution for a perfect skincare routine. - 00:04–00:14 The woman quickly displays each product in the dry skin routine, specifically naming them: the niacinamide facewash, the cerasense milky toner, the 10% niacinamide serum, the cerasense moisturizer, and the niacinamide sunscreen. - 00:14–00:16 The woman indicates that the entire routine is less than 15 seconds, thus overcoming the idea that skincare routines are time-consuming. - 00:16–00:17 She tells people to comment for links to the products and says goodbye.

# Ad summary This ad promotes a range of Plum face washes, highlighting their key benefits like brightening skin, controlling oil, and fighting acne. It features a flat price offer and a free gift for orders above a specified amount, aiming to attract customers looking for affordable and effective skincare solutions. # Brand positioning Plum is presented as an accessible and effective skincare brand that offers solutions for common skin concerns. The brand positioning is functional, focusing on providing products that deliver specific results such as brightening skin, controlling oil, and fighting acne. The brand embraces transparency with its simple, nature-inspired packaging and targets consumers who seek straightforward, reliable skincare solutions. # Product The ad features three Plum face washes. The first face wash is Plum's rice water & niacinamide simply bright face wash. The second is Plum's green tea pore cleansing face wash which reduces oiliness up to 6 hours. The third is a Plum face wash with blueberries. Each product is presented as a solution to specific skincare needs, offering a range of benefits for different skin types. The ad promotes each face wash as effective and affordable, addressing purchase barriers by showcasing a flat starting price of ₹259 and a free gift offer. # Visual style The ad features a clean and vibrant visual style with a focus on product presentation. The background suggests a refreshing beach setting, aligning with a skincare or self-care theme. The color palette is bright and appealing, with purple accents to match the brand's identity. The overall design is well-polished, aiming to capture attention and convey a sense of quality and effectiveness. # Hooks Headline: face washes starting at flat ₹259 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses common skincare concerns like dull skin, oily skin, and acne, which are highlighted through benefit claims like 'brightens skin,' 'controls oil,' and 'fights acne.' # Value propositions - Affordable skincare: Face washes starting at ₹259 - Free gift: Offered on orders above ₹699 - Trust guarantees: 100% genuine Plum products, 100% lowest price guarantee, 100% money back guarantee # Benefits - brightens skin - softens skin - controls oil - removes 25% oil reduction - removes oil up to 6 hours - fights acne # Features - rice water & niacinamide - green tea - pore cleansing - blueberry & salicylic acid - prebiotics # Call to action None used. # Social proof - 100% genuine Plum products - 100% lowest price guarantee - 100% money back guarantee # Point of view - Brand: The POV is consistent throughout the ad, with the brand presenting its products, benefits, and offers to attract potential customers. # Storyline - The ad starts by highlighting the availability of Plum face washes at a flat price of ₹259, which aims to grab the audience's attention with an affordable offer. The audience experiences this from the brand's perspective, showcasing an accessible entry point to their product line. - The ad follows by showcasing three face washes along with specific skincare benefits such as 'brightens skin,' 'controls oil,' and 'fights acne' to emphasize the diverse range of solutions available. The audience experiences this from the brand's perspective, highlighting its key features and benefits in a visually appealing manner. - The ad concludes by highlighting a 'FREE GIFT on orders above ₹699' and emphasizing trust factors such as '100% genuine Plum products,' '100% lowest price guarantee,' and '100% money back guarantee.' The audience experiences this from the brand's perspective, highlighting the value and quality the brand provides.

# Ad summary In this ad, a creator promotes the Plum Rice Water & Niacinamide Clear Moisture Gel Cream. She begins by addressing how her skin is oily but dry. She then applies the product and checks her skin on a pink hydrometer. She shares the before and after results from the hydrometer. # Brand positioning Plum is presented as a brand offering gentle, effective skincare solutions designed for oily or combination skin. The brand caters to consumers seeking balanced hydration without excess oiliness, positioning itself as a go-to for year-round skincare needs. It is implied that Plum's products contain quality ingredients and deliver tangible results, with a focus on maintaining skin health and overall appearance. # Product The Plum Rice Water & Niacinamide Clear Moisture Gel Cream is a gel moisturizer formulated to hydrate oily skin without causing excess oiliness. According to the ad, it helps with marks and brightness due to its Niacinamide content and contains Rice Water for smooth and soft skin. The product also contains Matmarine to keep oil in control. The moisturizer helps address the discomfort of oily, dry skin. The product is worth trying for those with oily skin looking for hydration in the winter. # Visual style This ad has a UGC feel and is natural. The editing style includes quick cuts to showcase the different steps of the routine. The pace is fast and consistent. # Hooks Spoken: Female 1: Why is my skin glowing like oil but cracking like winter air? Text overlay: 00:00–00:03 / skin glowing like oil but / Like / Winter Air Visual: 00:00–00:03: The shot is a close-up of a woman indoors, shot selfie-style. She has long brown hair, fair skin, dark eyes, and pink lipstick. She wears a white top and has rings on her fingers with dark red nail polish. She holds a microphone in her left hand. # Funnel stage Consideration # Pain points Skin is glowing like oil but cracking like winter air. # Value propositions - The product is literally made for you if your skin is oily but it feels dry in winter. # Benefits - Helps with marks and brightness - Smooth & soft skin - Keep the oil in control - Hydration but no oil # Features - Niacinamide - Rice Water - Matmarine # Call to action Go check it out # Social proof - “So, I started using this gel moisturizer that gives me hydration without turning me into a grease ball.” – Female 1 (Creator) - “Trust me, I'm not just saying this.” – Female 1 (Creator) # Point of view - Customer 100% – The ad is told entirely from the point of view of a customer, as communicated through the casual tone, style, and setting. # Storyline - 00:00–00:08 The creator begins the ad by asking why her skin looks oily but feels dry and uncomfortable. - 00:09–00:15 She shares she started using the Plum gel moisturizer that provides hydration without making her a grease ball. - 00:15–00:24 She shares the product includes Niacinamide, rice water, and Matmarine. - 00:24–00:33 The creator shares she is not just saying this. She uses a hydrometer to check her skin. - 00:33–00:36 She applies the product and shares she will check her after readings. - 00:36–00:41 The creator checks her skin again with the hydrometer, revealing her hydration went up and her oil went down. - 00:41–00:50 She wraps up the ad by saying this is exactly what her skin needed.

# Ad summary The image ad promotes Plum's niacinamide and rice water collection for Women's Day, offering a free pouch with orders above ₹1299. It emphasizes the brand's commitment to genuine products, lowest price guarantee, money-back guarantee, and customer rewards through their app. # Brand positioning Plum is presented as a brand committed to providing genuine and rewarding skincare products. The brand emphasizes its dedication to customer satisfaction through guarantees like '100% lowest price guarantee' and '100% money back guarantee,' creating a sense of trust and reliability. Positioning themselves as accessible and customer-focused, Plum encourages users to engage with their products through their app, plumgoodness.com, reinforcing a modern, convenient approach to skincare. # Product The ad promotes Plum's niacinamide and rice water collection. The collection includes a moisturizer in a blue jar with a white lid and a white lotion in a white bottle with a pump. The products are part of a special Women's Day offer that includes a free pouch when customers try the collection. The skincare line appears to target those seeking gentle and effective formulations, with key ingredients highlighted for their hydrating and skin-brightening benefits. The purchase barrier of cost is addressed with price and money-back guarantees. # Visual style The ad has a polished, studio-shot aesthetic with a soft, gradient pink background and diffused lighting. The visual motifs include a podium-style product display with floral accents and a grid-like layout for the guarantee badges at the bottom. The image treatment involves color grading to enhance the pink tones and subtle drop shadows to lift the products off the surface. The overall style is designed to be visually appealing and trustworthy, enhancing scannability and stop power in feed. # Hooks Headline: Women's Day special! # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 100% genuine Plum products - 100% lowest price guarantee - 100% money back guarantee - 100% rewarding - only on app plumgoodness.com # Benefits - free pouch for you # Features - niacinamide & rice water collection # Call to action None used. # Social proof - None used. # Point of view - Brand: The overall ad promotes the product and offers from the brand's perspective, highlighting features, benefits, and incentives to purchase. # Storyline - The ad opens with a Women's Day special promotion. This is designed to capture attention and create a sense of celebration and relevance, told from the brand's perspective. - The brand promotes a 'free pouch for you' when trying the niacinamide & rice water collection. This incentivizes viewers to explore the new product line by offering a bonus gift with purchase, told from the brand's perspective. - The brand specifies that the offer requires a minimum purchase of ₹1299. This clarifies the terms of the promotion and sets expectations for potential buyers, told from the brand's perspective. - The brand highlights its core values through icons promising 100% genuine products, the lowest price guarantee, a money-back guarantee, and customer rewards. This builds trust and credibility, appealing to value-conscious consumers, told from the brand's perspective. - The brand promotes its app as the exclusive platform for accessing rewards. This encourages users to engage further with the brand by downloading the app, enhancing brand loyalty, told from the brand's perspective.

# Ad summary This ad promotes a limited-edition pouch from Plum as a free gift with orders above ₹1299 for Women's Day. The ad highlights the brand's commitment to genuine products, a lowest price guarantee, money back guarantee, and rewards for app users. # Brand positioning Plum is positioned as a brand that values authenticity and customer satisfaction, as highlighted by the claims of "100% genuine Plum products," "100% lowest price guarantee," and "100% money back guarantee." The brand seems to focus on building trust and loyalty, especially by offering rewards for users of their app. The brand targets a price conscious market, highlighting their lowest price guarantee. # Product The advertised product is a limited-edition pouch offered as a free gift for Women's Day. The pouch is shown as a maroon-colored rectangular bag with a golden zipper. The Plum logo is embossed on the side of the bag. The ad promotes the pouch as part of a special offer when customers unlock orders above ₹1299. The limited-edition status of the pouch implies exclusivity and adds to its perceived value. # Visual style The ad uses a clean and simple visual style with a soft, feminine color palette. The production quality appears to be high, with well-lit product photography. The layout is straightforward, focusing on the product and key messaging. The overall aesthetic is modern and appealing, with a focus on highlighting the product and its value. # Hooks Headline: Women's Day special! # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - FREE limited-edition pouch with orders above ₹1299 - 100% genuine Plum products - 100% lowest price guarantee - 100% money back guarantee - 100% rewarding only on app plumgoodness.com # Benefits - FREE # Features - limited-edition pouch # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view is consistent throughout the ad, with the brand promoting an offer and highlighting its values. # Storyline - The ad opens with a Women's Day special announcement to immediately capture attention and create a sense of festivity. The intention is to draw in viewers who celebrate or are interested in offers related to Women's Day, shared from the brand's perspective. - Next, the ad highlights a free limited-edition pouch as a promotional offer. This serves to incentivize purchases by providing added value, told from the brand's perspective. - The ad specifies the condition to unlock the offer: orders above ₹1299. This clarifies the terms of the promotion and drives purchasing behavior, shared from the brand's perspective. - Finally, the ad includes icons assuring 100% genuine products, lowest price guarantee, money back guarantee, and rewards for app users. This reinforces trust and value, shared from the brand's perspective.

# Ad summary This ad demonstrates the effectiveness of Plum Niacinamide Gel Moisturizer in increasing skin hydration and reducing oiliness. It uses a hydrometer to measure skin moisture levels before and after applying the moisturizer, showcasing a significant improvement. # Brand positioning Plum is presented as a skincare brand that uses scientific methods to prove the effectiveness of its products. The brand emphasizes the importance of hydration and balanced skin, positioning itself as a provider of solutions that deliver measurable results. The brand's tone is informative and confident, aligning with a functional approach to skincare. # Product The featured product is Plum Niacinamide Gel Moisturizer, designed to increase skin hydration while reducing oiliness. It is presented as a solution for achieving balanced and moisturized skin. The ad highlights the product's ability to significantly improve skin hydration levels, as demonstrated by the hydrometer readings. The product is suitable for individuals seeking a moisturizer that provides more hydration and less oil. # Visual style The ad has a clean and informative aesthetic, with a focus on demonstrating the product's effectiveness through scientific measurements. The editing is quick and efficient, with clear visuals and text overlays. The production quality is polished, giving a professional feel. # Hooks Spoken: 00:00–00:01 But where's the proof? Text overlay: 00:00–00:01 but where's the proof? Visual: 00:00–00:01 Close-up shot of a woman with medium skin tone, dark hair, and dark lipstick, looking directly at the camera with a neutral expression. She is wearing a silver necklace and a dark top. The background is blurred. The Plum logo is in the top left corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of not knowing if a moisturizer is truly effective. The woman's initial question, "But where's the proof?" highlights this concern. # Value propositions - The product provides a measurable increase in skin hydration. - The product helps balance skin by reducing oiliness. # Benefits - More hydration - Less oil # Features - Niacinamide Gel Moisturizer - Hydrometer measures skin moisture and oil levels # Call to action None used. # Social proof - None used. # Point of view - Customer 50% – The customer's POV is communicated through her initial skepticism and subsequent amazement at the product's effectiveness. - Brand 50% – The brand's POV is communicated through the presentation of scientific proof and product benefits. # Storyline - 00:00–00:01 A woman looks directly at the camera, questioning the proof of a product's effectiveness. - 00:01–00:02 A man in a lab coat presents a hydrometer as proof. - 00:02–00:03 The man explains that the hydrometer measures skin moisture and oil levels. - 00:03–00:06 The hydrometer is used on the woman's face, showing initial readings of 45% moisture and 24% oil. - 00:06–00:07 The woman applies moisturizer to her face. - 00:07–00:09 The hydrometer is used again, showing improved readings of 75% moisture and 23% oil. - 00:09–00:10 The woman expresses amazement at the results. - 00:10–00:14 The ad displays the product and its key benefits: more hydration, less oil.

# Ad summary A South Asian woman promotes Plum Niacinamide and Rice Water Gel Moisturizer as part of a day-in-the-life video. She begins by showing a skincare routine, then shows herself trying different clothing styles in a store. # Brand positioning Plum is presented as a reliable, travel-friendly brand of skincare that is gentle on the skin, leaving it nourished and hydrated without feeling oily. The ad explicitly labels Plum as an Indian brand, and implies it is accessible to a wide audience through its promotion by a down-to-earth creator and focus on simple, easy-to-use products. # Product Plum Niacinamide and Rice Water Gel Moisturizer is a skincare product that is intended for daily use. The product's packaging is a light blue container with a white lid. Its gel texture is lightweight and non-greasy, leaving the skin feeling so nourished and incredibly hydrated. It is suitable for travel or everyday use. # Visual style The ad has a UGC style, with a travel vlog feel, likely filmed on a smartphone. Shots are simple and well-lit, with quick cuts between scenes to maintain a fast pace. The production quality is polished but approachable, with a natural color grade. The editing is synced to a subtly upbeat rhythm, with cuts timed to voiceover lines or key actions. # Hooks Spoken: 00:00–00:03 I'm off to Hyderabad and I start my day doing skincare. Text overlay: 00:00–00:01 I'm off to Hyderabad / 00:01–00:02 and I start my day / 00:02–00:03 doing skincare. Visual: 00:00–00:01 The opening shot shows an aerial view of a city from an airplane window. The lighting indicates it is either dawn or dusk, with colors of light pink, orange, and blue in the sky. The sky is also filled with clouds. / 00:01–00:03 A woman with long dark hair, light skin, and neutral makeup, wearing a patterned black and white pajama-style top stands in a bathroom, smiling at the camera in selfie-style framing. # Funnel stage Middle of funnel (Consideration) # Pain points Those with dry skin need a way to keep it nourished and hydrated. # Value propositions - Maintains healthy skin while traveling via simple, effective daily routine. # Benefits - leaves my skin feeling so nourished - incredibly hydrated - does not make the skin oily or greasy # Features - lightweight gel texture - Niacinamide - Rice Water # Call to action None used. # Social proof - “Here's what's been constant when it comes to skincare, whether I'm traveling or not.” - Female 1 (Customer) - “I just love lightweight gel texture moisturizers...leaves my skin feeling so nourished and incredibly hydrated.” - Female 1 (Customer) # Point of view - Customer 100% – All content is delivered from the first-person perspective of a creator sharing their routine. # Storyline - 00:00–00:03 00:00–00:03 The video begins with the speaker sharing that she is heading to Hyderabad and will start the day with skincare. This sets the stage for her day-in-the-life travel log, and the audience experiences the start of her day from her perspective. - 00:03–00:05 00:03–00:05 She preps her skin with rose water toner. The speaker is shown demonstrating how she uses her skincare products. This serves as a preview of her routine, while highlighting the first product she will use. - 00:05–00:13 00:05–00:13 The video continues with the speaker holding up the Plum Niacinamide & Rice Water Gel Moisturizer to share that it's been constant, whether she's traveling or not. The audience is being told that this is her go-to moisturizer. The audience is experiencing her routine and favorite products. - 00:13–00:17 00:13–00:17 She continues applying the Plum moisturizer on her face while saying she loves lightweight gel texture moisturizers and that it's her personal favorite. The speaker demonstrates the product to show how well it works. Her use of the product lends a sense of ease and relatability. - 00:17–00:20 00:17–00:20 The speaker is shown in a restaurant as she shares that if you have dry skin, you'll love it, and it'll leave your skin feeling so nourished and incredibly hydrated. The audience is seeing the result of the skincare she has used, while also experiencing more of her day. - 00:21–00:25 00:21–00:25 The video continues with her eating an authentic Andhra thali, which she loved. This section shows the audience more of her day. - 00:26–00:32 00:26–00:32 Next, she heads to Magnolia Bakery for a chocolate chunk cookie, which she enjoyed. The change in location shows the audience more of her day. - 00:33–00:42 00:33–00:42 The video shows the speaker heading to one of her favorite stores in Hyderabad. She tried on and bought lovely salwars. This segment reveals her fashion preferences, expanding upon her personal style. - 00:42–00:46 00:42–00:46 The video ends with her sharing that her trip is over and she's going back home. The audience is seeing her sign off as she says goodbye. The last shot is of the Plum moisturizer, with its tagline: "more hydration. less oil. plum niacinamide moisturizer"

# Ad summary This ad showcases the Plum Rice Water & Niacinamide Gel Moisturizer, highlighting its benefits for oily skin. The creator emphasizes the importance of using moisturizer before makeup to avoid issues like dryness, oiliness, and a cakey appearance. She demonstrates how the Plum moisturizer helps to blend makeup better, make it sit smoother, and last longer. # Brand positioning Plum is presented as a solution for oily skin, promoting a skincare routine that prioritizes hydration and balance. The brand aligns with a functional approach, offering products designed to improve skin texture and appearance. By focusing on ingredients like rice water and niacinamide, Plum pushes against the category norms of heavy, oily moisturizers that exacerbate skin problems. The ad emphasizes Plum's ability to control excess oil, fade blemishes, and maintain a balanced complexion, making it an appealing choice for those seeking a functional, effective, and lightweight solution for oily skin. # Product The Plum Rice Water & 2% Niacinamide Gel Moisturizer is a lightweight, hydrating gel designed for oily skin. This product contains rice water and 2% niacinamide, which helps to control excess oil, fade blemishes, and keep skin balanced. It absorbs instantly without leaving an oily residue, making it an ideal base for makeup. The moisturizer addresses the common makeup barriers faced by individuals with oily skin, such as dryness, oily patches, cakey appearance, and patchy application. By using this moisturizer before makeup, users can achieve better blending, smoother application, and longer-lasting results. # Visual style The ad features a UGC-style aesthetic with natural lighting and simple editing. The video combines direct address from the creator with close-up shots of skin and product application. The editing rhythm is moderate, with cuts timed to emphasize key points in the voiceover. The overall visual style is clean and approachable, appealing to a beauty-conscious audience. # Hooks Spoken: Female 1: I've learned this the hard way. If your moisturizer isn't right, your makeup will never sit right. Text overlay: 00:00–00:01 / 00:01–00:02 Moisturiser / 00:02–00:04 Sit right Visual: 00:00–00:03 A close-up shot of a young woman with tan skin, long black hair, and a white tank top. She is holding a small microphone. The background is a blurry white wall with sunlight casting a shadow on her face. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration or problem addressed in the ad is achieving good makeup results on oily skin. This is signaled by the narrator mentioning that makeup will never sit right if moisturizer isn't right, and showing closeups of skin that's “dry, oily, cakey, and patchy”. # Value propositions - Rice Water and 2% Niacinamide help control excess oil, fade blemishes, and keep skin balanced. - Lightweight gel moisturizer absorbs instantly and hydrates without oiliness, providing a smooth base for makeup. - Makeup blends better, sits smoother, and lasts longer with good skin prep. # Benefits - Helps control excess oil - Fades blemishes - Keeps skin balanced - Makeup blends better - Makeup sits smoother - Makeup lasts longer # Features - Rice Water - 2% Niacinamide - Gel Moisturizer - Lightweight - Absorbs Instantly - Hydrates Without Oiliness # Call to action Shop now # Social proof - Female 1 (Customer): I've learned this the hard way. # Point of view - Customer 100% – The ad is told entirely from the point of view of a customer who is describing her own experiences. # Storyline - 00:00–00:04 The creator introduces the video by explaining that she has learned the hard way that if moisturizer isn't right, makeup will never sit right. - 00:04–00:10 She says that no matter how good the base, dry and oily patches can make it look cakey and patchy in just a few hours. This highlights the problems that the product solves. - 00:10–00:13 She states that she never skips moisturizer before makeup, transitioning into product introduction. - 00:13–00:18 She explains that for oily skin, Plum's Rice Water and 2% Niacinamide Gel Moisturizer is a game changer. She then proceeds to apply it on her face. - 00:18–00:23 She describes the product as super lightweight, absorbing instantly, and hydrating without any oiliness, emphasizing the product's lightweight feel and benefits. - 00:23–00:26 The ad cuts to a graphic explaining the ingredients in the moisturizer including niacinamide and rice water. - 00:26–00:29 She says that with these ingredients the product helps control excess oil, fades blemishes, and keeps her skin balanced. This section explains the science behind the ingredients. - 00:30–00:32 She claims that you can actually see the difference, emphasizing the product's effectiveness. - 00:32–00:35 The ad cuts to the creator applying her makeup. She states that her makeup blends better, sits smoother, and lasts longer, indicating the benefits of using the product. - 00:35–00:37 She concludes that good makeup really does start with a good skin prep, reinforcing the importance of using the product as a base. - 00:37–00:39 She prompts viewers to shop now or tap to know more.

# Ad summary This ad showcases Plum's moisturizing creme, highlighting its feather-light texture, 72-hour moisturization, non-comedogenic properties, and instant barrier repair. The ad features close-up shots of the product and text overlays that emphasize key features and benefits. # Brand positioning Plum is presented as a modern and innovative skincare brand that prioritizes effective and gentle solutions for nourished dry skin. The brand is positioned as accessible and trustworthy, with a focus on moisturizing and repairing the skin barrier. The name and logo with the tagline "we have che♥istry" subtly conveys a combination of natural ingredients and scientific formulation, suggesting a brand that balances nature and science. Plum stands out as it is paraben-free and vegan. # Product Plum's CeraSense moisturizing creme with acai & NMF is a skincare product designed to nourish dry skin. The creme offers a feather-light texture that provides 72-hour moisturization and instant barrier repair. The product is non-comedogenic and paraben-free. The ad shows the product's smooth texture and emphasizes its ability to moisturize dry skin. The product is packaged in a purple jar with a white lid, featuring the plum logo and product details. # Visual style The ad has a clean and minimalist aesthetic with bright, even lighting and a focus on close-up product shots. The editing is simple and direct, with static shots and quick transitions. The production quality is polished and commercial, aiming for a high-end feel. The pacing is moderate, with cuts timed to the music. The use of a solid purple background and consistent branding reinforces the Plum brand identity. # Hooks Spoken: 00:00-00:04: [Softly] in just one scoop feather-light texture Text overlay: 00:00 / feather-light texture Visual: 00:00–00:01: Extreme close-up shot of a light-skinned hand with light pink nails scooping a thick white cream from a purple jar with a white lid. The background is a solid purple surface. Lighting is bright and even, highlighting the texture of the cream. / 00:01–00:03: Extreme close-up of the thick white cream with lines running through it, appearing smooth and reflective. Lighting is bright, emphasizing the texture and shine. # Funnel stage Middle of funnel (Consideration) # Pain points Dry skin that needs moisturization and barrier repair # Value propositions - Moisturizes skin for up to 72 hours. Provides relief and comfort for dry skin, making it soft and supple. # Benefits - Feather-light texture - Provides moisturization for 72 hours - Non-comedogenic properties - Repairs the skin barrier # Features - feather-light texture - 72 hr moisturization - non-comedogenic - instant barrier repair # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing product features and benefits through close-up visuals and text overlays. # Storyline - 00:00–00:01 The ad opens with a close-up shot of a hand scooping the product from the jar. - 00:01–00:04 The camera shows a close-up view of the product, emphasizing its texture. - 00:04–00:07 The product is placed on a purple surface. - 00:07–00:09 The ad ends with the Plum logo.

# Ad summary In this ad, a South Asian woman is filming from her bedroom as she gets ready for the day. She talks about how she's changing her skincare routine for the winter to use lighter products that will keep her skin hydrated. She uses Plum's 2% Niacinamide & Rice Water Brightening Gel Moisturiser and shows the product’s gel-like texture and how it sinks into the skin. Then she shows how her makeup routine is now more natural, dewy, and skin-like, and recommends the use of Plum moisturizer for the winter. # Brand positioning Plum positions itself as a skincare brand that provides lightweight and effective solutions for diverse skin needs. The brand emphasizes hydration and gentle formulas, particularly for sensitive skin, making it an appealing choice for those seeking a natural and healthy glow. The brand promotes a lifestyle of informed skincare choices, encouraging users to switch to smarter, lighter moisturizers that cater to specific seasonal challenges, such as winter dryness. Plum stands out by providing skincare that is simple, effective, and mindful of individual skin requirements. # Product Plum's 2% Niacinamide & Rice Water Brightening Gel Moisturiser is a lightweight skincare solution designed to hydrate and brighten skin without clogging pores. This gel-like moisturizer features a non-greasy texture that sinks into the skin, making it suitable for use in winter when lighter products are preferred. It is formulated with niacinamide and rice water to help reduce blemishes, brighten the skin, and improve overall skin texture, providing a fresh and plump appearance all day. The moisturizer is designed for everyday use and fits seamlessly into a skincare routine to keep makeup natural and dewy. # Visual style The ad has a casual, DIY aesthetic, with the South Asian woman speaking directly to the camera in what appears to be her bedroom. The editing consists of quick cuts that help maintain a consistent pace and keep the content engaging. The lighting seems to be natural, giving the ad an authentic, unfiltered feel. The overall production quality has a UGC feel, aligning with the tone and audience, and making it relatable to social media users. # Hooks Spoken: 00:00–00:02 Female 1: Hi guys, I'm getting ready. I'm going to meet a friend today. Text overlay: 00:00–00:01 Hi Guys / 00:01–00:02 going to meet a friend Visual: 00:00–00:05 A South Asian woman with long brown hair stands in a bedroom wearing a white button-down shirt and grey sweatpants. She is drinking from a glass with a straw and holding a black product. The bedroom is decorated with a white dresser and various decorations. # Funnel stage Consideration # Pain points Thick creams are a big no for winters, they clog my pores. # Value propositions - Lightweight formula keeps skin hydrated without clogging pores (functional benefit) - Gel texture absorbs quickly and keeps skin plump all day (functional benefit + emotional payoff) - Suitable for winter skincare routine switch (lifestyle and seasonal relevance) # Benefits - keeps me like hydrated throughout the day - keeps my skin fresh and plump all day - reduce blemishes - brightens the skin - improve skin texture # Features - amazing gel-like texture - sinks right in - 2% Niacinamide & Rice Water # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer sharing her experience and routine. # Storyline - 00:00–00:09 00:00–00:09 The woman introduces herself while drinking a beverage and holding what appears to be a makeup brush. She notes that winters are approaching, so she's switching to lighter skincare products to keep her skin hydrated throughout the day, adding that thick creams are a no-go for winter. - 00:09–00:11 00:09–00:11 Two close-up shots of a woman's face are shown as she’s sitting in a car. Her skin appears irritated and with visible breakouts, implying the problems that can be caused by thick creams. - 00:11–00:17 00:11–00:17 The woman shows and presents the Plum 2% Niacinamide & Rice Water Brightening Gel Moisturiser. She shares that she's added it to her skincare routine. - 00:17–00:23 00:17–00:23 She puts some of the gel moisturizer on the back of her hand, noting that it has an amazing gel-like texture and it sinks right in, keeping her skin fresh and plump all day. - 00:23–00:29 00:23–00:29 She applies the product to her face, multitasking by reducing blemishes, brightening the skin, and improving skin texture, so it's a double win. - 00:29–00:34 00:29–00:34 The woman continues her "natural" makeup routine, which she describes as "dewy and skin-like." - 00:34–00:38 00:34–00:38 The woman shares the finished look and again shows the Plum moisturizer she used, encouraging viewers to switch to smarter, lighter moisturiser this season with Plum.

# Ad summary An influencer demonstrates the Plum Rice Water and 2% Niacinamide gel moisturizer, highlighting its immediate hydration and mattifying properties. She emphasizes its suitability for oily skin, stating that it's lightweight and clinically proven. # Brand positioning Plum is presented as a skincare brand that caters to people with oily skin. The brand aims to provide moisturizers that don't leave skin feeling greasy. Plum emphasizes lightweight, effective hydration for oily skin. # Product The Plum Rice Water and 2% Niacinamide Gel Moisturizer is a skincare product designed for people with oily skin. It features rice water to smooth the skin, niacinamide to fade blemishes, and matmarine to control shine. The ad points out that this product is a gel, not a cream. The product is clinically proven and lightweight. # Visual style The ad has a casual, UGC-style aesthetic. The editing includes quick cuts and text overlays. The background is simple and uncluttered, keeping the focus on the person and product. The pacing is moderately fast, with cuts every few seconds. # Hooks Spoken: 00:01–00:05 If you have oily skin and people have told you to skip your moisturizer, they are lying to you. Text overlay: 00:01–00:02 OILY SKIN / 00:02–00:03 to SKIP your / 00:03–00:04 MOISTURISER / 00:04–00:05 😠they're LYING😠 (with sad face emoji) Visual: 00:01–00:05 The shot widens to show the person from the waist up, still wearing the same outfit and jewelry, in front of a closed wooden door. A small lavalier microphone is clipped to their shirt. # Funnel stage Consideration # Pain points The pain point is that most moisturizers make oily skin greasy or feel heavy, leading people with oily skin to avoid moisturizers. # Value propositions - Lightweight gel formula absorbs quickly - Clinically proven formula - Targets blemishes and shine - Doesn't leave skin feeling heavy # Benefits - Smooths the skin - Fades blemishes - Sinks in instantly - Immediate hydration - No chip-chip - Keeps the shine under control # Features - Rice Water - 2% Niacinamide - Gel formula - Matmarine # Call to action Consider This your First Step! # Social proof - "I went in to check in and it turns out that it's clinically proven too." # Point of view - Customer 100% – The entire ad is from the perspective of a creator sharing their experience and thoughts on the product. # Storyline - 00:00–00:01 00:00–00:01 A person tests their skin's oiliness with an oil blotting sheet. - 00:01–00:05 00:01–00:05 The creator addresses the common advice that people with oily skin should skip moisturizer, saying, "They are lying to you." - 00:05–00:12 00:05–00:12 The creator says that most moisturizers make her greasy in five minutes or feel too heavy. - 00:12–00:14 00:12–00:14 The creator shares that the Plum Rice Water and 2% Niacinamide gel moisturizer surprised her. - 00:14–00:17 00:14–00:17 The creator presents the Plum moisturizer. - 00:17–00:23 00:17–00:23 The creator states that it is a gel, not a cream, applies the gel to their face, and highlights its immediate hydration and non-greasy feel. - 00:23–00:27 00:23–00:27 The creator mentions that the moisturizer is clinically proven. - 00:27–00:34 00:27–00:34 The creator lists the benefits of the ingredients: niacinamide fades blemishes, rice water smooths the skin, and matmarine keeps the shine under control. - 00:34–00:40 00:34–00:40 The creator states that it's 2026 and people deserve to feel comfortable with their oily skin, suggesting the moisturizer as a first step.

# Ad summary This static image ad promotes Plum products and offers a free limited-edition pouch for orders above ₹1299, while also highlighting the brand's commitment to genuine products, low prices, money-back guarantee, and rewards. # Brand positioning Plum is presented as a modern, accessible beauty brand that prioritizes transparency and customer satisfaction. The brand offers a range of products, including skincare and fragrances, and positions itself as a trusted choice for consumers seeking quality and value. This is implied through the icons guaranteeing genuine products, the lowest price, and a money-back guarantee, reinforcing trust and reliability. The brand encourages app downloads, suggesting a focus on digital engagement and customer loyalty. # Product The ad features three products. The first is a perfume called 'Body Lovin' eau de parfum Vanilla Caramello.' The second product is a Plum brand sunscreen with SPF 50. The third product is a red pouch, which is being offered as a limited edition free gift with a minimum purchase. These products cater to consumers seeking skincare and fragrance options. # Visual style The ad features a clean and bright studio shot with a pastel color scheme. The products are well-lit and positioned on a reflective white surface, giving them a polished appearance. The background has a gradient effect, transitioning from light pink to white. Visual motifs include floral accents and minimalist icons to convey a sense of femininity and trustworthiness. # Hooks Headline: Women's Day special! # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Free limited-edition pouch on orders above ₹1299 # Benefits - Free limited-edition pouch # Features - Limited-edition pouch # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand’s perspective is conveyed through promotional messaging, product displays, and value propositions designed to attract customers and drive sales. # Storyline - The ad begins by announcing a 'Women's Day special!' This message intends to grab attention by appealing to a specific holiday, from the brand's perspective. - The ad highlights a 'FREE limited-edition pouch,' enticing the viewer with a valuable bonus and creating a sense of exclusivity, from the brand's perspective. - The ad indicates that customers can 'unlock on orders above ₹1299,' incentivizing a purchase amount by offering a free gift, from the brand's perspective. - The ad displays several icons emphasizing '100% genuine Plum products,' '100% lowest price guarantee,' '100% money back guarantee,' and '100% rewarding.' These assurances aim to build trust and reassure potential buyers, from the brand's perspective. - The ad ends with a call to action for the 'only on app plumgoodness.com,' directing customers to engage with the brand's online platform, from the brand's perspective.

# Ad summary This image ad promotes Plum's skincare products, offering a skincare routine at a flat price of ₹599. The ad features three products: face wash, moisturizer, and sunscreen, emphasizing the brand's commitment to genuine products, lowest price guarantee, money-back guarantee, and rewarding customer experience. The ad encourages users to build their skincare routine and take advantage of the special offer. # Brand positioning Plum is presented as a skincare brand focused on providing a straightforward and accessible path to building a skincare routine. The brand emphasizes simplicity and affordability, as highlighted by the 'at flat ₹599' offer. The brand’s positioning is functional, focusing on providing effective and genuine skincare solutions with added perks such as price guarantees, money-back guarantees, and rewards. By offering a complete routine at a fixed price, Plum aims to eliminate the complexity and cost barriers often associated with skincare, positioning itself as a consumer-friendly option in the skincare market. # Product The ad features three primary Plum skincare products designed to work together as a comprehensive routine. The first product is the Rice Water & Niacinamide Simply Bright Face Wash, designed to brighten and soften skin, featuring hyaluronic acid and 2% Niacinamide. The second product is the Rice Water & Niacinamide Clear Moisture Gel Cream, which helps provide moisture and hydration to the skin. Finally, the ad features a Rice Water & Niacinamide Hybrid Sunscreen with SPF 50 PA++++, providing sun protection as the last step in the skincare routine. The ad promotes the idea of building a skincare routine with these products at a flat price, addressing the cost and complexity often associated with skincare regimens. The products aim to deliver bright, soft, and protected skin with the benefits of rice water and niacinamide. # Visual style The ad has a clean, bright, and minimalist visual style. The use of a light blue color palette, combined with white product packaging and a blurred water background, creates a fresh and inviting aesthetic. The product arrangement is simple and focused, with clear, legible text and icons. The ad employs a flatlay presentation, which enhances scannability in the feed. The overall impression is one of simplicity and trustworthiness, aligning with the brand's emphasis on straightforward skincare solutions. # Hooks Headline: build your skincare routine at flat ₹599 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration of skincare being expensive and complicated. Quote: 'build your skincare routine at flat ₹599' directly addresses this by offering a complete, affordable solution. # Value propositions - Skincare routine at flat ₹599 - FREE GIFT | extra treats on all orders - 100% genuine Plum products - 100% lowest price guarantee - 100% money back guarantee - plóm+ 100% rewarding # Benefits - brightens & softens skin with hyaluronic acid (face wash) - sun protection with SPF 50 PA++++ (sunscreen) # Features - Rice Water & Niacinamide Simply Bright Face Wash - Rice Water & Niacinamide Clear Moisture Gel Cream - Rice Water & Niacinamide Hybrid Sunscreen SPF 50 PA++++ # Call to action None used. # Social proof - 100% genuine Plum products - 100% lowest price guarantee - 100% money back guarantee # Point of view - Brand: The majority of the ad highlights Plum's products, features, and offers, showcasing the brand's identity, and promotions to build consideration. - Customer: The ad's headline and offer are designed to attract customers, providing them with an affordable and straightforward solution to skincare. # Storyline - The ad starts by introducing the 'Plum try-ons' concept, immediately framing the brand as approachable and experimental. This is told from the brand's perspective, inviting customers to explore their products. - Next, the ad presents a clear value proposition: 'build your skincare routine at flat ₹599'. This is presented from a customer-centric perspective, offering an affordable and simple way to start or improve their skincare regimen. - The ad then showcases the three key products in the routine: face wash, moisturizer, and sunscreen. This is done from the brand's perspective, highlighting the products' role in achieving brighter, softer skin and UV protection. - Finally, the ad includes purchase incentives like 'FREE GIFT | extra treats on all orders'. This is again from the customer's perspective, encouraging immediate purchase through added value.

# Ad summary An ad for Plum's Rice Water and Niacinamide Serum which claims to fade acne marks in 14 days. The ad shows an individual holding the bottle of serum and putting it on their face. # Brand positioning Plum positions itself as a brand that harnesses the power of chemistry to achieve clear skin. The brand is confident that its product will deliver results and invites skepticism as a starting point, emphasizing that the customer's experience will override doubt. Plum combines natural ingredients like rice water with scientifically-backed ingredients like Niacinamide, creating a hybrid approach. Plum promotes itself as a modern, science-based skincare brand that values proven results. # Product Plum's rice water & 10% Niacinamide serum is a skincare product designed to brighten skin, fade blemishes and marks in 14 days, hydrate deeply, control oil and clear skin. The serum combines Japanese rice water with amino acids, a formula perfected over 400 years. The serum contains 99.99% pure grade Niacinamide. # Visual style The ad has a polished, commercial feel. The editing style consists of quick cuts, static shots, and smooth transitions, with cuts timed to music beats and voiceover lines. The background is either a solid color or a standard home bathroom. # Hooks Spoken: You may think it's a scam, but results don't lie. Text overlay: you may think it's a scam / but results don't lie. Visual: 00:00–00:02: A fair-skinned person with long brown hair and a light blue top smiles directly at the camera and holds the Plum serum bottle in their left hand. They apply the serum to their face with their right hand. The background consists of a bathroom with a large gold-framed mirror. # Funnel stage Consideration # Pain points Acne marks that are hard to get rid of are addressed in the ad. "Plum's rice water and 10% Niacinamide serum is clinically proven to fade acne marks in just two weeks." # Value propositions - Clinically proven to fade acne marks in just two weeks - Rice water & 10% Niacinamide - Perfected over 400 years # Benefits - Brighten skin - Fade blemishes & marks in 14 days. - Hydrate deeply - Controls oil - Clear skin # Features - Rice water & 10% Niacinamide serum - Japanese rice water with amino acids - 99.99% pure grade Niacinamide # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a person who is seemingly using the product. # Storyline - 00:00–00:02 A person applies skincare serum to their face and the voiceover questions whether the viewer believes that the product works, and then counters this by stating that the results of using the product speak for themselves. - 00:02–00:08 The product is identified and highlighted as Plum's rice water & 10% Niacinamide serum, and the voiceover identifies its ability to fade blemishes and marks. - 00:08–00:16 The ad emphasizes ingredients in the product such as Japanese rice water with amino acids, highlighting that the formula has been perfected over 400 years. The voiceover indicates that these ingredients work to hydrate deeply. - 00:16–00:22 The serum is highlighted once more as consisting of 99.99% pure grade Niacinamide that clears skin and controls oil. - 00:22–00:26 The brand is highlighted once more, as well as where their products can be purchased.

# Ad summary This ad features a woman discussing a Niacinamide serum by Plum. She discusses how the product helps to calm irritation and strengthen your skin barrier. She shares that after 2-3 weeks of use, she noticed that her acne marks were calming down. # Brand positioning Plum positions itself as a provider of effective skincare solutions, particularly for addressing issues like acne marks and dull skin. The brand is presented as being clinically proven and backed by science, suggesting a commitment to evidence-based results. It emphasizes the use of high-quality ingredients like Japanese rice water and superior grade niacinamide, aligning with a focus on quality and efficacy. Plum distinguishes itself by offering products that target specific skin concerns with scientifically supported formulations. # Product The featured product is the Niacinamide serum by Plum, designed to address acne marks and dull skin. The ad highlights several key features: it contains rice water sourced from Japan to help smooth and refine the skin, superior grade niacinamide to target and fade blemishes while brightening the skin, and licorice and squalane to calm irritation and strengthen the skin barrier. The serum is presented as a clinically proven and scientifically backed solution for achieving visibly brighter skin and reducing acne marks with consistent use over two to three weeks. This product is for individuals struggling with acne marks and skin dullness. # Visual style The ad features a clean and bright aesthetic, typical of many UGC skincare reviews. The editing style includes quick cuts and simple transitions, maintaining a moderate pace. The production quality gives off a casual, UGC feel, enhancing the authenticity of the review. Visual motifs include the use of blue text overlays to highlight key product features and benefits, synced with the spoken content for emphasis. # Hooks Spoken: 00:00–00:09 Over the past three four months, my skin went through a lot of breakouts due to hormonal and weather related changes. Visual: 00:00–00:01 A woman with long brown hair stands in front of a neutral wall. She is wearing a light blue blouse and gestures with her hands as she speaks. / 00:01–00:02 The woman remains in the foreground as a small inset image of a side profile of a woman's face appears. She has dark hair and dark spots. / 00:02–00:04 The woman is in the foreground and the background has an animated graphic of pink faces with various negative emotional expressions. / 00:04–00:05 The woman is in the foreground, and behind her is a blue background with animations of clouds and suns. / 00:05–00:07 The woman gestures with her hands and shows different serums to the camera. / 00:07–00:09 The woman gestures with her hands, holding the serums. # Funnel stage Consideration # Pain points The ad addresses the pain point of hormonal and weather-related skin breakouts, leading to acne marks and stubborn spots that are resistant to typical serum treatments. As the creator notes, "Over the past three four months, my skin went through a lot of breakouts due to hormonal and weather related changes." # Value propositions - The product contains rice water, sourced directly from Japan. - The product contains superior grade niacinamide - This product is clinically proven and backed by science # Benefits - Helps smooth and refine skin - Targets blemishes - Fades blemishes while brightening skin - Calm irritation - Strengthen your skin barrier - Acne marks calming down - Skin looking visibly brighter # Features - Rice water sourced straight from Japan - Superior grade niacinamide - Licorice - Squalane # Call to action None used. # Point of view - Customer 100% – The ad is presented from a customer's perspective as she explains how she used the serum, what the product is, and how it has helped her skin. # Storyline - 00:00–00:09 00:00–00:09 The creator is talking about her acne and hormonal breakouts over the past few months. She tried a bunch of serums for her acne and spots, but none of them worked like the product being advertised. - 00:09–00:13 00:09–00:13 The creator shows the Niacinamide serum by Plum, calling it a "game changer." - 00:13–00:22 00:13–00:22 She highlights how the product has rice water from Japan, which helps to smooth and refine skin. She also shares how the product has superior grade niacinamide that targets blemishes and brightens skin. - 00:22–00:27 00:22–00:27 The creator points out that the serum contains licorice and squalane, which calm irritation and strengthen your skin barrier. - 00:27–00:32 00:27–00:32 She shares that after consistent use for 2-3 weeks, she noticed her acne marks were calming down, fading, and skin was looking brighter. - 00:32–00:36 00:32–00:36 The creator notes how this serum is clinically proven and backed by science. - 00:36–00:41 00:36–00:41 If you've been struggling with acne marks and dullness, the creator recommends the serum.