How Primally Pure Skincare Advertises on Meta

# Ad summary This image ad compares "toxic skincare products" with Primally Pure, showcasing a before and after photo of someone with acne. It also promotes an adult acne bundle. # Brand positioning Primally Pure is presented as an all-natural skincare brand that offers a solution for acne-prone skin. The brand positions itself as an alternative to “toxic skincare products,” suggesting a commitment to purity and natural ingredients. The ad implies that Primally Pure is a brand that values health and wellness, offering a safer and more effective option for those struggling with acne. The brand's positioning is both functional, addressing the need for effective acne treatment, and emotional, appealing to the desire for healthy, clear skin without harmful chemicals. # Product The featured product is the "Adult Acne Bundle" from Primally Pure, a collection of skincare items designed to treat acne. The products are visually represented as a set of four items in coordinated, minimalist packaging: a small black jar or container, a light tan pump bottle, a shorter light tan bottle, and a dark teal rectangular container. The ad clearly addresses the pain point of acne-prone skin by showcasing a before-and-after transformation, implying that the bundle is effective in reducing or eliminating acne. The ad tells the viewer that this bundle is worth trying to achieve clearer skin using natural products. # Visual style The ad features a clean, minimalist aesthetic. The use of natural, earthy tones and simple product shots conveys a sense of purity and simplicity. The image is well-lit and professionally composed, creating a trustworthy and polished impression. The before-and-after format is simple and direct. The typography is legible and modern, contributing to the overall accessibility of the message. # Hooks Headline: If you have acne-prone skin, try this all-natural skincare brand # Funnel stage Middle of funnel (Consideration) # Pain points The ad clearly indicates the pain point is acne-prone skin, as stated in the text, “If you have acne-prone skin…” # Value propositions - All-natural skincare brand for acne-prone skin # Benefits - Solution for acne-prone skin # Features - All-natural skincare brand # Call to action Shop the Adult Acne Bundle # Social proof - The ad visually showcases the results of using Primally Pure in a before-and-after photo, demonstrating the product's effectiveness. # Point of view - Customer, shown in the before and after photos, displaying the difference in acne between using “toxic skincare products” vs Primally Pure. - Brand, uses the text in the caption and the call to action to communicate and promote the benefits of the product. # Storyline - The ad opens with a question targeting viewers with acne-prone skin, immediately establishing relevance and drawing in the intended audience. The message implies that the viewer has probably tried many solutions without success and is feeling frustrated. This is told from the brand's perspective to open a conversation with potential customers. - The ad shows a side-by-side comparison of skin before and after using Primally Pure products. On the left, it shows “toxic skincare products” resulting in a customer's face covered in acne. On the right, it displays Primally Pure, where the customer's skin is significantly clearer. This is told from the customer's perspective by showing the visible transformation that has occurred using the product. - The ad concludes with a call to action to "Shop the Adult Acne Bundle," converting interest into a direct opportunity for purchase. The brand provides a direct link to the product being showcased, making it easy for interested viewers to take the next step. This is told from the brand's perspective.

# Ad summary This ad introduces the Primaly Pure Antioxidant Balm, emphasizing its natural properties and potency. Bethany, the founder, promotes the balm as a natural alternative to retinol that targets fine lines, wrinkles, dark circles, and sun damage. The ad highlights that the balm is pregnancy and breastfeeding safe. # Brand positioning Primaly Pure is presented as a brand that offers natural and safe skincare products. The brand contrasts itself with mainstream skincare by positioning its products as alternatives to treatments like Botox, fillers, and retinol, implying a preference for natural ingredients over synthetic or invasive methods. The brand appears to align with health-conscious consumers seeking clean and safe beauty solutions, particularly for those who are pregnant or breastfeeding. Primaly Pure is positioning itself as a brand that values natural ingredients and offers products that are safe for women at all stages of life. # Product The product featured in this ad is the Primaly Pure Antioxidant Balm, which is described as an absolute game-changer. It contains astaxanthin, which is promoted as 6000x stronger than Vitamin C. The balm is presented as a natural alternative to retinol, targeting fine lines, wrinkles, dark circles, and sun damage. It is designed for anyone looking for anti-aging benefits without using harsh chemicals. It can be used as an eye cream and is safe for use during pregnancy and breastfeeding, addressing a concern for expectant and new mothers. # Visual style The ad has a polished yet natural aesthetic, combining professional product shots with user-generated content. The editing includes quick cuts to highlight the balm's texture and application, while the transitions are smooth. The pacing is moderate. The audio syncs with the visuals. # Hooks Spoken: Bethany: Botox and fillers are going to be the breast implants of the next generation. Text overlay: Here's the secret ingredient missing from your skincare routine / Bethany, Primally Pure Founder Visual: 00:00–00:03: Bethany, a woman in her 30s with blonde hair, sits in a wicker chair outside in a field with trees. She wears a black dress, necklace, and straw hat with a ribbon. She holds a dark green jar labeled 'Primally Pure'. The camera is stationary. # Funnel stage Consideration # Pain points Many skincare treatments use harsh chemicals that may not be pregnancy and breastfeeding safe. # Value propositions - Natural alternative to retinol: appeal to health-conscious consumers seeking clean and safe beauty solutions. - Pregnancy and breastfeeding safe: appeal to expectant and new mothers. # Benefits - Targets fine lines and wrinkles - Addresses dark circles - Helps with sun damage # Features - Contains astaxanthin, which is 6000x stronger than vitamin C. - Natural alternative to retinol - Pregnancy and breastfeeding safe # Call to action Shop Now # Social proof - "It's an amazing product and of course it is pregnancy and breastfeeding safe." – Female 1 # Point of view - Brand 75% – The founder and product shots deliver the main message and features. - Customer 25% – Users applying the balm to showcase different use cases and the final result. # Storyline - 00:00–00:03 The founder of Primaly Pure sits in a field and promotes the product. - 00:03–00:09 The ad transitions to close-up shots of the balm's texture. - 00:09–00:16 The founder emphasizes that the balm is a natural alternative to retinol. - 00:16–00:24 Other individuals are shown applying the product as they highlight the product's benefits. - 00:24–00:27 The ad concludes by showing a jar of the balm and includes a 'Shop Now' CTA.

# Ad summary This ad showcases Primaly Pure's Blue Tansy Body Butter. It opens by highlighting the blue color of the body butter and asking why it's blue. The ad highlights that the color is from a plant's natural compounds, blue tansy essential oil, which soothes irritated skin and calms redness. The ad continues by describing the other ingredients: grass-fed tallow for long-lasting moisture and mango and shea butter to soften rough skin. The ad closes with a woman holding the product and the call to action to shop now. # Brand positioning Primaly Pure positions itself as a natural skincare brand, emphasizing the use of non-synthetic ingredients. It highlights its unique ingredients such as Blue Tansy oil, grass-fed tallow, and mango and shea butter, suggesting a commitment to natural and effective skincare solutions. The brand seeks to occupy a space in the consumer's mind as a provider of pure, potent, and skin-soothing products. # Product The featured product is Primaly Pure's Blue Tansy Body Butter. This body butter is distinguished by its blue color, which comes from Blue Tansy Essential Oil. It soothes irritated skin and calms redness. Additional ingredients include grass-fed tallow for long-lasting moisture and mango and shea butter, which softens rough skin. The product is designed for individuals seeking to moisturize, soothe and soften their skin with natural ingredients. # Visual style The ad utilizes a clean, polished aesthetic with close-up shots and smooth transitions. The editing rhythm is moderate, with cuts timed to the music beats and voiceover lines. It has a hybrid feel as it mixes footage of the brand's product being created as well as women using the brand's product. # Hooks Spoken: Why is this body butter blue? Text overlay: Why Is This Body Butter Blue? Visual: 00:00–00:01: A close-up shot of blue body butter in a black jar, with a metal spatula scooping some out. The jar has the brand name PRIMALLY PURE printed on it. # Funnel stage Middle of funnel (Consideration) # Pain points The product addresses the pain point of dry, irritated, and red skin, offering a natural solution to soothe and moisturize. # Value propositions - Blue Tansy Essential Oil soothes irritated skin and calms redness. - Grass-Fed Tallow for long-lasting moisture. - Mango and shea butter soften rough skin. # Benefits - Soothes irritated skin - Calms redness - Long-lasting moisture - Softens rough skin # Features - Blue Tansy Essential Oil - Grass-Fed Tallow - Mango + Shea Butter # Call to action Shop Now # Social proof - None used. # Point of view - Brand 100% – The ad conveys the brand's perspective by showcasing the product, ingredients, benefits, and the call to action. # Storyline - 00:00–00:01 The ad begins by showcasing the blue color of the body butter and posing the question: 'Why is this body butter blue?' - 00:01–00:03 The ad highlights that the color isn't synthetic. - 00:03–00:05 The ad conveys that the blue color comes from Blue Tansy Essential Oil by showing images of the plant. - 00:05–00:08 The ad demonstrates how the natural compounds from Blue Tansy Essential Oil tint the body butter. - 00:08–00:12 The ad reinforces the soothing benefits of Blue Tansy Essential Oil for irritated skin and redness. - 00:12–00:17 The ad highlights the use of Grass-Fed Tallow for long-lasting moisture. - 00:17–00:21 The ad shows mango and shea butter being mixed to soften rough skin. - 00:21–00:24 The ad depicts a person applying the body butter and notes that it is made with mango and shea butter to soften rough skin. - 00:24–00:25 The ad closes with a woman holding the body butter and the call to action to shop now.

# Ad summary This ad promotes Primally Pure's Blue Tansy Body Butter. The ad showcases the product's texture and ingredients while claiming it helps to calm irritated skin, reduces redness, and has a relaxing scent. # Brand positioning Primally Pure is presented as a natural skincare brand focused on creating products that soothe and heal irritated skin. The brand emphasizes its commitment to natural ingredients, particularly blue tansy, which is highlighted for its ability to reduce redness and provide a relaxing scent. Primally Pure positions itself as a brand that cares about its customer's well-being by offering products to calm the skin with soothing properties. # Product The product advertised is Primally Pure's Blue Tansy Body Butter, a skincare product designed to calm irritated skin, reduce redness, and provide a relaxing scent. It is made with blue tansy, a natural ingredient known for its soothing properties. The body butter is packaged in a black container with the product name clearly displayed. The product is used to moisturize the body. # Visual style The ad has a clean and simple aesthetic, with a focus on the product and its texture. The lighting is soft and even, highlighting the product's details. The editing is smooth with static shots. The production quality is polished, giving it a high-end feel. # Hooks Spoken: This body butter helped calm my irritated skin. It has blue tansy which naturally reduces redness and smells relaxing. Text overlay: This body butter helped calm my irritated skin. It has blue tansy which naturally reduces redness and smells relaxing. Visual: 00:00–00:02: A stack of three black containers of Primally Pure Blue Tansy Body Butter is shown against a gray background. A woman's hand with dark red nails removes the lid of the top container. / 00:02–00:03: Extreme close-up of the open container of Primally Pure Blue Tansy Body Butter being opened, revealing the blue-colored cream. # Funnel stage Consideration # Pain points The ad addresses the pain point of irritated skin that needs calming. "This body butter helped calm my irritated skin." # Value propositions - The body butter contains blue tansy to naturally reduce redness and smells relaxing # Benefits - Calms irritated skin - Reduces redness - Relaxing scent # Features - Contains blue tansy - Naturally reduces redness - Smells relaxing # Call to action Shop Now # Social proof - "This body butter helped calm my irritated skin." – Female 1 (Customer) # Point of view - Customer 100% – The ad is shot with a UGC style, with a customer providing a testimonial and demonstrating the product. # Storyline - 00:00–00:02 The ad begins with a stack of Primally Pure Blue Tansy Body Butter containers. - 00:02–00:03 The lid is removed from one of the containers. - 00:03–00:10 A knife spreads the blue body butter across a white surface. - 00:10–00:12 A woman is shown applying the body butter.

# Ad summary This ad promotes Primally Pure skincare products, emphasizing their all-natural ingredients and various benefits. The ad features a woman demonstrating the application of different products, highlighting key ingredients and outcomes such as moisturized skin, collagen replenishment, and redness reduction. The ad concludes with a call to action to shop now. # Brand positioning Primally Pure positions itself as a purveyor of all-natural skincare products, emphasizing the use of simple, high-quality ingredients like grass-fed beef tallow, castor oil, and cacay nut oil. The brand aligns with a lifestyle that prioritizes natural ingredients and holistic skincare, pushing against norms of using synthetic or chemical-laden products. The brand's positioning is both functional, focusing on specific benefits like moisturizing and collagen replenishment, and emotional, fostering a sense of natural wellness and beauty. # Product The ad features several Primally Pure skincare products, each highlighted for its unique ingredients and benefits. The products include a face mask applied with a brush, and Latte Lip Oil. The Latte Lip Oil is formulated with castor oil, astaxanthin, and cacay nut oil. Castor oil repairs skin health, astaxanthin makes skin glow, and cacay nut oil replenishes collagen. Grass-fed beef tallow deeply moisturizes, and witch hazel soothes redness. Each product is presented as a solution to specific skincare needs, emphasizing the all-natural composition as a key selling point. # Visual style The ad has a clean, natural aesthetic with a focus on simplicity and the demonstration of the products. The editing style includes quick cuts to highlight different products and application steps, maintaining a steady pace. The production quality has a polished UGC feel, with bright lighting and a focus on natural skin tones, supporting the tone of authenticity and approachability. # Hooks Text overlay: say hello to Primally Pure Visual: 00:00–00:02: A woman with light skin and her hair pulled back is standing in a well-lit room. She is wearing a white robe with black piping and a black sleep mask. She removes the sleep mask and puts her hands on her face, smiling. The camera is positioned in front of her at eye level. In the background, there is a large white round pendant light, and a glimpse of a bed can be seen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the target audience seeks natural skincare solutions to address common skin issues like dryness, redness, and collagen loss. # Value propositions - All-natural ingredients for healthier skin - Deep moisturization with grass-fed beef tallow - Collagen replenishment with cacay nut oil - Skin repair and glow with castor oil and astaxanthin - Redness reduction with witch hazel # Benefits - Deeply moisturizes - Repairs skin health - Makes skin glow - Replenishes collagen - Soothes redness # Features - All-natural ingredients - Grass-fed beef tallow - Castor oil - Astaxanthin - Cacay nut oil - Witch hazel # Call to action Shop Now # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a woman demonstrating her skincare routine, implying personal use and satisfaction. # Storyline - 00:00–00:02 The ad begins with a woman waking up, wearing a sleep mask, and preparing to start her skincare routine. - 00:02–00:04 She applies a face mask, showing the product's texture and application process, emphasizing its all-natural ingredients. - 00:04–00:06 While the mask is on, she sips from a mug, implying the ease and integration of the skincare routine into her daily life. - 00:06–00:16 The woman applies the Latte Lip Oil, showcasing its ingredients and benefits for repairing skin health, making skin glow, and replenishing collagen. - 00:16–00:19 She applies a spritz of witch hazel, emphasizing its soothing properties for redness, and then gives a gentle smile and blows a kiss to the camera, signaling satisfaction with her skincare routine. - 00:19–00:20 The ad concludes with a call to action to shop now, encouraging viewers to purchase the featured products.

# Ad summary A woman promotes Primaly Pure's Blue Tansy Body Butter and its ingredients in this ad. She focuses on the ingredients in the product and how it moisturizes and soothes inflammation. # Brand positioning Primaly Pure is presented as a brand focused on providing customers with "clean" body products. Their products are made from nature and are designed to moisturize and soothe inflammation, and support healthy, resilient skin. The brand pushes against norm of utilizing lab-created ingredients. # Product Primaly Pure's Blue Tansy Body Butter is a body moisturizer designed to moisturize, soothe inflammation, and support healthy, resilient skin. It is made from tallow from grass-fed cows, mango and shea butter, and beeswax. The blue color comes from a flower called blue tansy. # Visual style The ad has a polished and natural aesthetic and gives off a UGC feel. The editing style includes quick cuts and transitions. The ad seems to be shot in natural light. The cuts and text sync with voiceover lines. # Hooks Spoken: 00:00–00:05 This year I'm focusing on clean products and where better to start than with your body products? Text overlay: 00:00–00:28 This year I'm focusing / 00:00–00:28 on clean products Visual: 00:00–00:01 The camera shows a woman in a gray robe standing inside of her home. She is holding the ends of her long brown hair. In the background is a couch, window, and other furniture. / 00:01–00:02 The camera shows a closer angle of the woman in the gray robe standing inside of her home. She has slicked her hair back and clipped it to the top of her head. / 00:02–00:04 The camera is positioned above a table and shows a woman opening a jar of Primaly Pure Blue Tansy Body Butter. The jar is black and the color of the body butter is blue. / 00:04–00:05 The camera is positioned above a table and shows a woman taking a scoop of the body butter and holding it on her fingers. The product is light blue. # Funnel stage Consideration # Pain points The ad addresses consumer concerns about the ingredients in beauty products, as highlighted by the line "That blue is from blue tansy, not a lab." # Value propositions - The blue color is from blue tansy, not a lab - New clean ingredients into your routine # Benefits - Moisturizes - Soothes inflammation - Supports healthy, resilient skin # Features - Tallow from grass-fed cows - Mango and shea butter - Beeswax - Blue tansy # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The woman in the video appears to be a customer of the brand and speaks from the first-person perspective of someone who uses the product. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a woman stating that she is focusing on clean products this year. She asks where better to start than with body products. - 00:05–00:07 00:05–00:07 She picks up a jar of Primaly Pure's Blue Tansy Body Butter. - 00:07–00:11 00:07–00:11 She shows that the blue color of the body butter comes from blue tansy, not a lab. - 00:11–00:16 00:11–00:16 She highlights some of the ingredients: tallow from grass-fed cows, mango and shea butter, and beeswax. - 00:16–00:19 00:16–00:19 She states the body butter moisturizes, soothes inflammation, and supports healthy, resilient skin. - 00:19–00:22 00:19–00:22 She notes the body butter has a little flower called blue tansy. - 00:22–00:28 00:22–00:28 She encourages the viewer to add new clean ingredients into their routine with Primaly Pure's Blue Tansy Body Butter.

# Ad summary A woman shares her skincare routine using Primally Pure products to combat dry skin in the winter. She discusses the benefits of the Blue Tansy Body Butter, Soothing Mist, and Deodorant, highlighting their natural, anti-inflammatory properties and absence of synthetic fragrances. # Brand positioning Primally Pure is presented as a natural skincare brand focused on providing products with clean, non-synthetic ingredients that support skin health. The brand emphasizes the anti-inflammatory and skin-soothing properties of blue tansy, a key ingredient in multiple products. The ad positions the brand as a solution for sensitive skin and those seeking to avoid synthetic fragrances, suggesting a commitment to natural and effective skincare solutions that align with a conscious lifestyle. # Product The ad features three products from Primally Pure's Blue Tansy line. The Blue Tansy Body Butter is highlighted for its hydrating and nourishing properties, designed to combat dry, tight, and dehydrated skin. It is formulated to melt into the skin, providing deep moisturization. The Blue Tansy Soothing Mist is promoted for its ability to calm and hydrate the skin, with its soft blue color derived from the plant itself, avoiding synthetic dyes. The Blue Tansy Deodorant offers a natural alternative to conventional deodorants, formulated without synthetic fragrances and designed to support skin health. All products emphasize natural ingredients and their anti-inflammatory benefits, targeting consumers who want to avoid synthetic additives in their skincare routines. # Visual style The ad has a polished, natural feel. The lighting is soft and flattering, enhancing the natural skin tones of the woman. The editing consists of smooth transitions between shots, maintaining a consistent pace. The production quality is high, giving a professional yet approachable vibe, suitable for social media platforms. # Hooks Spoken: My skin felt tight and dehydrated this winter, and adding this one thing completely changed it. Text overlay: My skin felt / tight and dehydrated this winter, / and adding this one thing / completely changed it. Visual: 00:00–00:02: A woman with long dark hair and wearing a blue and white dress holds a black jar of Primally Pure Blue Tansy Body Butter in front of her in a bedroom setting. She removes the lid, revealing the blue contents inside. / 00:02–00:04: Close-up of the open jar of Blue Tansy Body Butter, then the woman holds the open jar to display the product. The label on the jar is visible and she has pink nail polish. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the issue of dry, tight, and dehydrated skin during the winter months, which can be uncomfortable and irritating. 'My skin felt tight and dehydrated this winter...' # Value propositions - Effective natural skincare solution without synthetic fragrances - Use of plant-derived color instead of synthetic dyes - Anti-inflammatory properties of blue tansy # Benefits - Combats dry, tight, and dehydrated skin - Deeply nourishes - Calms sensitive skin - Reduces redness - Locks in hydration - Supports skin health # Features - Blue Tansy Body Butter - Blue Tansy Soothing Mist - Blue Tansy Deodorant - Formulated without synthetic fragrance # Call to action None used. # Social proof - "I've been using the new Blue Tansy Body Butter from Primally Pure daily, and my skin just drinks it up" – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the perspective of a customer sharing her personal experience with the products. # Storyline - 00:00–00:02 The woman shares her experience with dry and dehydrated skin during the winter. - 00:02–00:04 The woman states that using the Blue Tansy Body Butter completely changed her skin and improved its condition. - 00:04–00:09 She introduces the Blue Tansy Body Butter from Primally Pure, highlighting that her skin drinks it up. - 00:09–00:12 She elaborates on how the body butter melts into the skin, providing deep nourishment. - 00:12–00:18 She explains that blue tansy is naturally anti-inflammatory, helping to calm sensitive skin, reduce redness, and lock in hydration. - 00:18–00:19 She emphasizes that the body butter provided what her skin needed. - 00:19–00:23 She specifies that the soft blue color comes from the plant itself and not synthetic dyes. - 00:23–00:26 The woman shares that she also uses the Blue Tansy Deodorant and Soothing Spray. - 00:26–00:30 She reiterates that all the products are formulated without synthetic fragrance, using only ingredients that support the skin.

# Ad summary This ad features a woman reviewing Primally Pure's Blue Tansy Body Butter. She highlights the product's natural ingredients, moisturizing properties, and effectiveness in reducing redness and dryness. # Brand positioning Primally Pure is presented as a provider of skincare solutions using natural, non-toxic ingredients, aligning with consumers who prioritize trust and wellness. The brand appeals to individuals seeking effective skincare that is gentle and addresses common skin concerns like dryness and redness. This is shown through language that emphasizes the ingredient quality and safety. # Product Primally Pure Blue Tansy Body Butter is a skincare product designed to hydrate and transform dry skin. The body butter is notable for its natural blue color, derived from blue tansy, and contains ingredients such as tallow from grass-fed cows, mango, and shea butter. These ingredients, according to the ad, contribute to its super hydrating properties, and helps with redness and dryness. The product's unique selling point is its use of natural, non-toxic ingredients that customers can trust, as highlighted by the speaker. The body butter is presented as suitable for use on areas like the upper arms, where redness and dryness are common concerns. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting. The editing consists of quick cuts and static shots, giving it a simple and accessible feel. The production quality is clean, suitable for social media platforms, with a consistent pace throughout the video. The focus is on the speaker and the product, with minimal background distractions. # Hooks Spoken: Female 1: I am so done. Done neglecting my dry skin Text overlay: I am so done. / Done neglecting my dry skin Visual: 00:00–00:02: A medium close-up shot of a woman with long dark hair, fair skin, and a white ribbed tank top. She stands in front of a light gray wall with a glimpse of a brown headboard in the background. She is speaking directly to the camera, gesturing with her hands. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dealing with dry skin and the difficulty of finding a product that effectively resolves redness and dryness. “I am so done. Done neglecting my dry skin” highlights this problem. # Value propositions - Effective natural ingredients: The product uses natural, non-toxic ingredients that customers can trust to hydrate and help redness and dryness. - Trust and safety: The speaker trusts that the product is non-toxic. # Benefits - Super hydrating - Transforms my skin - Helped so much with redness and dryness # Features - Natural color from blue tansy - Made from tallow from grass fed cows - Rich mango and shea butter - Non-toxic ingredients # Call to action None used. # Social proof - "When I say this has transformed my skin, I am not joking. It has helped so much with redness and dryness" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the point of view of a customer sharing her experience with the product. # Storyline - 00:00–00:02 The ad opens with the speaker expressing her frustration with neglecting her dry skin, immediately establishing a relatable pain point. - 00:02–00:07 She introduces Primally Pure Blue Tansy Body Butter as a solution she discovered that actually works, shifting the narrative towards a hopeful tone. - 00:07–00:17 The speaker then highlights the product's key features, such as its natural color and tallow-based texture, to build credibility and appeal to consumers seeking natural skincare options. - 00:17–00:24 She emphasizes the product's moisturizing and transformative effects on her skin, reinforcing its value and addressing the initial pain point. - 00:24–00:29 Visuals are shown to support her claims about the body butter’s ability to improve redness and dryness, further solidifying the product’s effectiveness. - 00:29–00:35 She reinforces the idea that the body butter is made with non-toxic ingredients she can trust, emphasizing her approval.

# Ad summary A woman describes the features and benefits of Primally Pure Blue Tansy Body Butter for calming inflammation, evening out discoloration, and hydrating skin. # Brand positioning Primally Pure is presented as a skincare brand that values natural ingredients and a 'soil to skin' ethos. It aligns with values rooted in tradition, using ingredients that have been trusted for thousands of years, while still maintaining a modern and luxurious feel. The brand distinguishes itself by offering products with non-toxic ingredients and that are both clean and effective, appealing to consumers who seek grounding and skincare that aligns with wellness. # Product The Primally Pure Blue Tansy Body Butter is a skincare product designed to calm inflammation, even out discoloration, and deeply hydrate the skin. It contains blue tansy to calm inflammation and grass-fed beef tallow to deeply nourish the skin, leaving it soft, glowy, and noticeably less irritated. The body butter melts into the skin instantly and contains no toxic ingredients. The product is marketed as a clean and effective option, suitable for an everyday body routine, and is rooted in traditional skincare practices. # Visual style The ad has a natural, UGC-style aesthetic with a focus on the speaker. It is shot in natural lighting with a stationary camera. The editing is smooth with a slow pace. There are no visual motifs. The production quality is simple, lending an authentic feel to the ad. # Hooks Spoken: 00:00–00:05 If you're looking to calm inflammation, even out discoloration, and deeply hydrate your skin. / 00:05–00:06 This one does it all. Text overlay: 00:00–00:05 If you're looking to calm inflammation, even out discoloration, and deeply hydrate your skin. / 00:05–00:06 This one does it all. Visual: 00:00–00:04 The shot is close up of the face and torso of a woman with fair skin and long black hair wearing a white tank top and gold hoop earrings. She is holding a container of Primaly Pure Blue Tansy Body Butter while speaking. In the background, a collage of images showing the woman’s face at different angles and points of view is displayed, as if captured in a phone selfie. The background is a plain off-white wall. The camera is positioned at eye level and remains stationary. / 00:04–00:06 The shot is close up of the face and torso of a woman with fair skin and long black hair wearing a white tank top and gold hoop earrings. She is holding and opening a container of Primaly Pure Blue Tansy Body Butter while speaking. The background is a plain off-white wall. The camera is positioned at eye level and remains stationary. # Funnel stage Consideration # Pain points The ad addresses the frustration of skin irritation and inflammation, as stated, "If you're looking to calm inflammation, even out discoloration, and deeply hydrate your skin." # Value propositions - Soil to skin ethos - Skincare rooted in tradition can still feel modern, luxurious, and effective # Benefits - Calms inflammation - Evens out discoloration - Deeply hydrates skin - Leaves skin soft - Leaves skin glowy - Leaves skin noticeably less irritated - Melts into skin instantly # Features - Contains blue tansy - Contains grass-fed beef tallow - No toxic ingredients # Call to action None used. # Social proof - "And this Blue Tansy Body Butter from Primally Pure has quickly become a staple in my everyday body routine." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is from the perspective of a user/fan of the product, sharing their personal experience with the brand. # Storyline - 00:00–00:06 00:00–00:06 The woman introduces the product, Primaly Pure Blue Tansy Body Butter, and states its key benefits. - 00:06–00:12 00:06–00:12 She describes her goals for 2026 as focusing on both what she puts in her body and on her skin. - 00:12–00:18 00:12–00:18 She mentions that the body butter has quickly become a staple in her everyday routine. - 00:18–00:28 00:18–00:28 She explains the brand's soil-to-skin ethos and the comforting feeling of putting trusted ingredients on your body. - 00:28–00:34 00:28–00:34 She highlights the benefits of blue tansy for calming inflammation and grass-fed beef tallow for deeply nourishing the skin. - 00:34–00:39 00:34–00:39 She states that the body butter will leave skin soft, glowy, and noticeably less irritated. - 00:39–00:45 00:39–00:45 She remarks that the product melts into the skin instantly and is one of the rare products that is clean and works. - 00:45–00:52 00:45–00:52 She concludes that the product feels grounded and proves that skincare rooted in tradition can still feel modern, luxurious, and effective.

# Ad summary This ad features a woman discussing her skin issues and promoting Primally Pure's Blue Tansy Body Butter. She shares how difficult it can be to find products that don't irritate her skin and expresses her satisfaction with this particular product, highlighting its hydrating and calming properties. # Brand positioning Primally Pure is positioned as a skincare brand offering solutions for sensitive and reactive skin. The brand aligns with a lifestyle focused on natural ingredients and gentle care, suggesting a commitment to avoiding harsh chemicals. This positioning deviates from conventional brands that may contain irritants, offering consumers with skin sensitivities a viable alternative. The brand focuses on a functional approach, prioritizing the soothing and hydrating properties of its products while emphasizing their suitability for reactive skin. # Product The featured product is Primally Pure's Blue Tansy Body Butter, designed for individuals with sensitive and reactive skin. The product is a light blue-colored body butter. Its primary selling point is its ability to hydrate and calm the skin without causing irritation, burning, itching, or rashes. Key ingredients include grass-fed beef tallow, mango butter, shea butter, and blue tansy, which is known for its calming properties. The body butter is described as being thick in the jar but melting into the skin upon application. The ad aims to convey that this product is a reliable option for those who struggle with finding skincare that doesn't trigger adverse reactions. # Visual style The ad has a UGC feel with natural lighting, giving it an authentic and relatable vibe. It is filmed selfie-style, creating a casual and personal connection with the viewer. The editing consists of static shots with smooth transitions. The pacing is consistent. The overall production quality suggests a hybrid approach, blending elements of a polished commercial with the simplicity of user-generated content. # Hooks Spoken: Female 1: I don't talk about this very often, but my skin reacts to literally everything. Text overlay: 00:00–00:05: I don't talk about this very often, but my skin reacts to literally everything. Visual: 00:00–00:08: A woman with curly brown hair and light skin stands in front of a white door and white walls. She wears a white tank top. The camera is positioned at chest level, directly facing her in selfie style, with the framing from the chest up. # Funnel stage Consideration # Pain points The ad addresses the frustration of having reactive skin that reacts to almost everything, making it exhausting to find suitable skincare products. "It can be exhausting to find a product that isn't gonna give my skin a reaction." # Value propositions - Body butter that is hydrating and calming. - Rare for reactive skin # Benefits - Calming irritation - Super hydrating - Doesn't burn - Doesn't itch - Doesn't give any sort of rash or reaction - Feels really calm - Feels hydrated but not suffocated # Features - Blue tansy - Grass-fed beef tallow - Mango butter - Shea butter - Light blue color # Call to action None used. # Social proof - "I've been using it and my skin has been loving it" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is delivered by a customer sharing her personal experience with the product. # Storyline - 00:00–00:04 The creator begins by explaining that she rarely talks about her reactive skin, which reacts to everything. - 00:04–00:08 She says that it is exhausting to find a product that won't give her skin a reaction. - 00:08–00:13 She introduces Primally Pure's Blue Tansy Body Butter and expresses her initial nervousness about trying it. - 00:13–00:16 She shares that she has been using it and her skin has been loving it. - 00:16–00:21 The creator notes that the light blue color is from blue tansy, which is known for calming irritation. - 00:21–00:26 She states that it's made with grass-fed beef tallow, mango butter, and shea butter, so it's super hydrating. - 00:26–00:33 The creator says she is going to give a little side-by-side, noting that it is really thick in the jar, but blends and melts right into the skin. - 00:33–00:41 She explains that what's so important to her is that it doesn't burn, itch, or give her any sort of rash or reaction, and it feels really calm. - 00:41–00:45 She finishes by stating that it feels hydrated but not suffocated, and those with reactive skin know how rare that is.

# Ad summary This ad for Primally Pure deodorant highlights the common problem of underarm rashes caused by deodorants and presents their unscented, baking soda-free deodorant as the solution. The ad copy emphasizes that the deodorant is made for rash-prone underarms. # Brand positioning Primally Pure is presented as a solution for individuals with sensitive skin who experience underarm rashes from traditional deodorants. The brand positions itself as a provider of gentle, unscented, and baking soda-free alternatives. The brand seems to cater to consumers who prioritize natural and gentle skincare products. # Product The featured product is Primally Pure Unscented Deodorant, presented as a solution for individuals with rash-prone underarms. The product is unscented and baking soda-free. The deodorant comes in a solid stick form. The ad emphasizes that this particular deodorant is formulated to avoid causing irritation, making it a viable option for those with sensitive skin. # Visual style The ad has a clean and minimalist aesthetic with a focus on the product. The background is a neutral beige, which keeps the attention on the deodorant and the text. The overall impression is one of simplicity and a focus on natural, gentle solutions. # Hooks Headline: the problem: # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point highlighted is underarm rashes caused by deodorants, as explicitly stated in the ad copy: "Deodorants give me underarm rashes." # Value propositions - Made for rash-prone underarms - Unscented - Baking Soda Free # Benefits - Made for rash-prone underarms. # Features - Unscented - Baking Soda Free # Call to action None used. # Social proof - None used. # Point of view - Customer: The search bar result reading "Deodorants give me underarm rashes" highlights a common problem experienced by the customer. # Storyline - The ad starts by stating "the problem:" as experienced by a customer. The problem is shown as a search bar result that reads "Deodorants give me underarm rashes." This is to highlight a common issue that many people face. - The ad pivots to present "the solution:" which is the Primally Pure Unscented Deodorant. By clearly labeling the solution, the brand offers a straightforward answer to the problem stated, directing the viewers to the advertised product. - The ad concludes by directly stating the product's key features: Made for rash-prone underarms. Unscented. Baking Soda Free. This reiterates the product benefits.

# Ad summary A woman introduces Primaly Pure's line of tallow-based products she uses for slugging to repair her skin, lock in hydration, and calm inflammation without irritation. # Brand positioning Primaly Pure aims to occupy a space in the consumer's mind that values natural and non-toxic skincare. It aligns with a mindful lifestyle and promotes prioritizing natural ingredients. The brand pushes against the norm of using synthetic ingredients in skincare, aiming for a more functional approach by offering products that nourish deeply and are highly effective. # Product Primaly Pure offers tallow-based skincare products designed for consumers looking for natural, non-toxic skincare options. The brand offers a range of products including the Almond + Vanilla Body Butter, Plumping Cream, and Soothing Cream. These products work together in a daily “slugging” routine. These beef tallow based products repair the skin, lock in hydration, and calm inflammation without irritation. # Visual style The ad has a polished commercial feel, with a hybrid of static and quick cuts. The production quality gives off a sense of authenticity and appeals to the intended audience of conscious consumers. The pacing is consistent with a moderate number of cuts per minute. Product actions sync with voiceover lines. # Hooks Spoken: As a mom of now two, this year is the year I'm switching Text overlay: As a mom of now two, this year is the year I'm switching (Subtitles) Visual: 00:00–00:02 Indoors, a fair-skinned woman with long light brown hair is wearing a cream-colored sweater, holding a baby. The baby is facing away from the camera. They are standing in front of a painting. # Funnel stage Consideration # Pain points The ad implies the pain point of consumers who are concerned about the ingredients in their skincare products and are looking for more natural, non-toxic alternatives, signaling this frustration with the line: "As a mom of now two, this year is the year I'm switching to more mindful, non-toxic products and prioritizing the ingredients I use on my skin." # Value propositions - Switching to more mindful, non-toxic products and prioritizing ingredients. - Effective products without irritation. # Benefits - Nourishes deeply - Repairs skin - Locks in hydration - Calms inflammation - Highly effective # Features - Natural ingredients - Tallow-based products # Call to action None used. # Social proof - "Primaly Pure is the perfect switch for my skin care" – Female 1 (Customer) - "This routine consists of these beef tallow based products that repair my skin, lock in my hydration and calm inflammation without any irritation while being highly effective." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is communicated from the perspective of a mom using the products and talking about her experience. # Storyline - 00:00–00:07 The creator, a mom of two, says that this year, she’s switching to more mindful, non-toxic products and prioritizing the ingredients she uses on her skin. - 00:07–00:14 In response to the previous statement, she explains that Primaly Pure is the perfect switch for her skincare, as it nourishes deeply with natural ingredients. - 00:14–00:21 Building on the concept of nourishing skincare, the creator says the body butter, plumping cream, and soothing cream are products she’ll be using for her daily slugging routine. - 00:21–00:32 Expanding on why she’s using these products, she says that this routine consists of beef tallow-based products that repair her skin, lock in hydration, and calm inflammation without irritation, while being highly effective.

# Ad summary A skincare influencer reviews three skincare products from Primarily Pure, describing the 'slugging' method and the importance of clean ingredients. # Brand positioning Primally Pure is presented as a brand that prioritizes natural, foundational ingredients like tallow, contrasting with synthetic fragrances and ingredients commonly found in skincare. The brand positions itself as a provider of products that mimic the skin's natural lipid barrier, support skin health, and promote a natural healing process. The brand aligns with a lifestyle that values clean beauty and natural skin care. # Product The ad showcases three Primally Pure products. The first is the Plumping Serum, in a small light tan bottle, used as part of a nightly skincare routine. The second is the Plumping Cream, packaged in a small black jar, which seals everything in to allow the skin to repair while sleeping. The Plumping Cream features tallow, an ancient, vitamin-rich, rendered animal fat that mimics the skin’s natural lipid barrier. Finally, the Almond + Vanilla Body Butter is also featured, in a green container, helps restore the moisture barrier, improve skin health, deeply nourish, and balance and calm inflammation, without clogging pores. The brand is described as supportive of every type of skin state from breakouts to aging, helping to soften fine lines in defense against environmental stress and supporting the natural healing process. # Visual style The ad has a casual, UGC feel with natural lighting. The editing consists of simple cuts between shots, with a medium pace. The audio and visuals are synced, with product actions often coinciding with voiceover explanations. # Hooks Spoken: Female 1: I know, I know, beef fat on your face sounds crazy until you see what it does for your skin. Visual: 00:00–00:02: The shot is from the chest up of a woman in her 20s, with fair skin, blonde hair, and bright red nails in a white t-shirt. She is in her bathroom with a white door slightly visible in the background. She holds a cream-colored bottle of Primally Pure Plumping Serum in both hands, showing the label to the camera. / 00:02–00:05: The shot is from the chest up of a woman in her 20s, with fair skin, blonde hair, and bright red nails in a white t-shirt. She is in her bathroom with a white door slightly visible in the background. She pumps some of the product from the serum bottle onto her face and begins rubbing it in. # Funnel stage Middle of funnel (Consideration): The ad educates the viewer about the benefits of tallow and natural ingredients, and describes how the products work. # Pain points The initial skepticism or hesitancy about using 'beef fat' (tallow) on the face. # Value propositions - Natural skin care - Non synthetic ingredients - Repairs your skin while sleeping # Benefits - Skin can actually repair while I sleep - Helps restore the moisture barrier - Improves skin health - Deeply nourishes - Helps balance and calm inflammation - Softens fine lines - Defense against environmental stress - Supports your natural healing process # Features - Plumping Serum - Plumping Cream - Tallow ingredient - Almond + Vanilla Body Butter # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a skincare influencer demonstrating the products and sharing her skincare routine. # Storyline - 00:00–00:04 The creator addresses the audience directly, acknowledging the potentially off-putting idea of using 'beef fat' (tallow) on the face and promises surprising results. - 00:04–00:11 00:04–00:11: The creator introduces 'slugging' as the final step of her nighttime skincare routine. - 00:11–00:16 00:11–00:16: She shows the Plumping Cream, the final nighttime skincare step that seals everything in, and reveals that it helps skin repair while sleeping. - 00:16–00:22 00:16–00:22: The creator explains that the product uses tallow instead of synthetic ingredients. - 00:22–00:28 00:22–00:28: She details how tallow is an ancient superfood, rich in vitamins and rendered animal fat. - 00:28–00:32 00:28–00:32: She continues to describe how tallow closely mimics the skin's natural lipid barrier. - 00:32–00:42 00:32–00:42: She introduces the Almond + Vanilla Body Butter, explaining that it restores the moisture barrier, improves skin health, deeply nourishes, balances, calms inflammation, and doesn't clog pores. - 00:42–00:52 00:42–00:52: She continues describing how tallow is supportive for all skin states, from breakouts to aging, and that it softens fine lines, defends against environmental stress, and supports natural healing. - 00:52–00:59 00:52–00:59: The creator wraps up the ad by stating that she prioritizes the ingredients she puts on her skin and goes to bed 'looking like a glazed donut,' ending with a smile.

# Ad summary An image ad for Primally Pure Body Butter featuring a product shot held by a person with a positive review. # Brand positioning Primally Pure is presented as a provider of non-toxic body butter. The brand positions itself as a provider of skincare that is safe and effective, promoting a lifestyle of natural beauty. The visual aesthetic suggests a connection to nature, and the brand clearly signals that it goes against mainstream brands by offering non-toxic beauty products, implying that typical brands use toxic ingredients. The positioning is both functional (non-toxic) and emotional (desirable scent). # Product The product being advertised is Primally Pure Bergamot + Eucalyptus Body Butter. It is packaged in a matte black jar with a white label. The body butter is presented as a luxurious, scented moisturizer for the body. The ad focuses on the product's pleasing scent and effectiveness for dry skin. The ad does not specifically focus on overcoming a purchase barrier. # Visual style The ad has a clean, natural, and high-quality aesthetic. The lighting is soft and natural, and the image is well-composed. The typography is clean and legible, the ad has a calming effect and focuses on nature. # Hooks Headline: "My favorite scent and INCREDIBLE for dry months." # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is dry skin. # Value propositions - Non-Toxic Body Butter - My favorite scent # Benefits - INCREDIBLE for dry months. # Features - Non-Toxic # Call to action None used. # Social proof - "My favorite scent and INCREDIBLE for dry months." – Jade S. - ★★★★★ - Jade S. # Point of view - Customer: The quote at the top of the ad highlights a customer's positive experience with the body butter, demonstrating that others have enjoyed the product. - Brand: The image of the product being held and sampled by a person in front of plants highlights the brand's focus on natural ingredients. # Storyline - The ad starts with a customer's review of the body butter, highlighting its great scent and effectiveness for dry skin. This grabs attention and builds trust by showing that other people have had a positive experience with the product, from the customer's POV. - The person in the ad is holding the product in front of green foliage to highlight the connection between the brand and natural ingredients. The person is shown taking a sample of the product on their finger, showcasing that it is easy to use, from the brand's POV.

# Ad summary An ad for body butter featuring a person applying the butter to their leg. The ad calls out ingredients of the product and contains a quote from a customer review. # Brand positioning This brand positions itself as an organic skincare solution. The ad includes natural ingredients and is aligned with a customer base looking for pure and nourishing skincare. The brand emphasizes a gentle and wholesome approach, focusing on organic elements and grass-fed tallow. # Product This ad features a body butter designed to combat dry skin and provide deep nourishment. The product is formulated with organic ingredients such as olive oil, mango butter, shea butter, grass-fed tallow, vitamin E, and organic lavender. The body butter is aimed at individuals seeking a natural and effective solution for dry skin, and its key selling point is the rich, moisturizing blend of organic components. # Visual style The ad features a clean, organic aesthetic. It uses natural lighting and a cream-colored background to convey a sense of purity and simplicity. The image is well-lit and appears to be professionally shot, with attention to detail in the product application and composition. The typography is minimal and elegant, contributing to the overall natural and understated feel. # Hooks Headline: Say goodbye to dry skin for good # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of dealing with dry skin, aiming to connect with individuals who struggle with this common skin issue: "Say goodbye to dry skin for good." # Value propositions - Organic ingredients # Benefits - Goodbye to dry skin # Features - ORGANIC OLIVE OIL - GRASS-FED TALLOW - VITAMIN E - ORGANIC LAVENDER - ORGANIC MANGO BUTTER - SHEA BUTTER # Call to action None used. # Social proof - "This Body Butter is everything." - 1,652 5-Star Reviews # Point of view - Brand: The brand expresses its commitment to solving the problem of dry skin with its product, setting the tone with a promise. # Storyline - The ad starts by addressing the problem of dry skin, directly stating, "Say goodbye to dry skin for good." This framing quickly orients viewers around the central value proposition from the brand's perspective. - Next, the image shows a person applying body butter to their leg, visually demonstrating the product's use and texture. The audience experiences the product through a visual demo, further clarifying its use case and application. - The ad ends with a testimonial from a customer: "This Body Butter is everything," along with a high rating of 1,652 5-Star Reviews. Here the story uses social proof by demonstrating other customers' experiences as an external source.

# Ad summary This ad for Primally Pure features their Eucalyptus + Lavender Body Butter as a solution for dry skin. The ad highlights key ingredients and includes social proof in the form of a customer quote and 5-star reviews. # Brand positioning Primally Pure is presented as a natural and wholesome skincare brand. The ad focuses on the use of natural ingredients like grass-fed tallow, organic olive oil, mango butter, vitamin E, shea butter, and organic lavender. This suggests that the brand positions itself in the market by prioritizing high-quality, non-toxic ingredients for effective skincare. This brand is ideal for consumers seeking clean beauty products. # Product The featured product is Primally Pure's Eucalyptus + Lavender Body Butter, packaged in a dark green cylindrical jar with a white label. The body butter is advertised as a solution for dry skin. Key ingredients highlighted include grass-fed tallow, organic olive oil, mango butter, vitamin E, shea butter, and organic lavender. The product label states that it contains a net weight of 8 oz. The ad aims to overcome purchase barriers by showcasing the ingredients and positive customer reviews. # Visual style The ad features a clean and minimalist visual style with a focus on natural elements. The production quality appears to be high with studio-style lighting and a shallow depth of field to blur the background. The color palette is soft and muted, with earthy tones that emphasize the natural ingredients. Typography is clean and legible, with a mix of sans-serif fonts. Overall, the style is designed to feel premium, natural, and trustworthy, appealing to consumers interested in clean beauty. # Hooks Headline: ISSUES WITH DRY SKIN? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of dry skin, and the ad copy asks "ISSUES WITH DRY SKIN?" # Value propositions - High-quality ingredients - Natural ingredients # Benefits - Solution for dry skin # Features - Grass-fed tallow - Organic olive oil - Mango butter - Vitamin E - Shea butter - Organic lavender # Call to action None used. # Social proof - "This Body Butter is everything." - ★★★★★ 1,652 5-Star Reviews # Point of view - Brand: The brand's POV is seen in the initial question and ingredient callouts, as they are presenting the product and its features. # Storyline - The ad opens by posing the question: “ISSUES WITH DRY SKIN?” (Brand). This serves to immediately engage viewers who struggle with dry skin, positioning the ad as a potential solution to their problem. - The next section highlights the various ingredients of the Eucalyptus + Lavender Body Butter, by labeling each ingredient using a circular callout shape with a pointer towards the ingredient's location in the body butter. (Brand). This is to showcase the natural and high-quality components of the product, building trust and interest. - The ad concludes with the following quote, “This Body Butter is everything.” alongside a 5-star review. (Customer). This is to add credibility and influence the viewer's decision by presenting positive feedback from other users.

# Ad summary This ad showcases the Primaly Pure Bergamot + Eucalyptus Body Butter. It highlights the brand's commitment to using natural ingredients sourced 'From the Land, not the Lab'. The ad includes a customer quote praising the product's effectiveness on dry skin and its ability to leave skin glowing. The call to action is to shop the body butter. # Brand positioning Primally Pure positions itself as a natural and pure skincare brand, emphasizing its commitment to using ingredients sourced directly from the land, rather than relying on laboratory-created compounds. This positions the brand as an alternative to conventional skincare brands that may use synthetic ingredients, appealing to consumers who prioritize natural and eco-conscious products. The brand promotes a lifestyle centered around wellness and self-care through gentle and effective skincare. # Product The featured product is the Bergamot + Eucalyptus Body Butter by Primally Pure. It is presented as a solution for super dry skin, with a key benefit of leaving the skin glowing. The body butter is packaged in a black jar with a minimalist label. The ad emphasizes its natural composition by contrasting it with lab-created alternatives. The product aims to address the common problem of dry skin, offering a moisturizing solution that promotes a healthy and radiant complexion. # Visual style The ad features a natural and clean aesthetic, emphasizing the brand's commitment to natural ingredients. The production quality appears to be high, with soft lighting and a focus on the product's packaging and texture. The visual motifs include a focus on natural elements like wood and greenery, creating a sense of purity and simplicity. The typography is clean and legible, and the overall image treatment is minimal, which adds to the authenticity of the brand. # Hooks Headline: From the Land, not the Lab # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of dry skin with the testimonial, “GREAT FOR SUPER DRY SKIN.” This shows that the product helps with this common skin concern. # Value propositions - The body butter is made 'From the Land, not the Lab', implying it's made from natural ingredients. # Benefits - Leaves your skin glowing. # Features - Bergamot + Eucalyptus # Call to action SHOP BODY BUTTER # Social proof - "GREAT FOR SUPER DRY SKIN. LEAVES YOUR SKIN GLOWING." # Point of view - Brand: The phrases "From the Land, not the Lab" and "SHOP BODY BUTTER" are from the brand's point of view to describe their ingredients and encourage customers to purchase their product. - Customer: The testimonial "GREAT FOR SUPER DRY SKIN. LEAVES YOUR SKIN GLOWING." shares a customer's personal experience and positive feedback about the product. # Storyline - The ad opens with the message “From the Land, not the Lab,” which establishes the brand's core value proposition of using natural ingredients as an alternative to lab-created ingredients. The brand is speaking, emphasizing its commitment to natural skincare solutions. - Next, a customer quote appears: “Great for super dry skin. Leaves your skin glowing.” This serves as social proof and highlights the product's effectiveness. The customer testimonial reinforces the brand's claim of providing a solution for dry skin. - Finally, a “Shop Body Butter” call to action encourages immediate purchase, converting interest into action. The brand is directing the viewer to take the next step and buy the advertised product.

# Ad summary This ad showcases the brand Primally Pure, focusing on its commitment to natural ingredients in its skincare products. The ad features a woman demonstrating her skincare routine using various Primally Pure products, emphasizing the brand's dedication to clean and non-toxic ingredients. The ad promotes the benefits of using nature-derived elements that make her feel good about what she's putting on her skin. # Brand positioning Primally Pure aims to occupy a space in the consumer's mind as a brand that prioritizes simple, real, and non-toxic ingredients. The brand aligns with values of natural beauty, health, and wellness, promoting a lifestyle free from hidden chemicals and synthetic fillers. Primally Pure pushes against the norms of the beauty industry that often include synthetic scents and chemical additives. The brand positioning is both functional, highlighting the quality and purity of ingredients, and emotional, focusing on the feeling of well-being and confidence that comes from using clean products. While the ad showcases multiple products (plumping mask, dry brush, and vanilla body oil), the brand identity remains consistent in promoting natural, skin-friendly, and effective skincare. # Product The ad features three Primally Pure products. First, the 'plumping mask,' which is crafted with raw honey and skin-loving botanicals to wake up the complexion, providing a nourishing and immediate healthy glow. Next, the 'Body Dry Brush' is presented as an easy way to do a full-body reset, exfoliating dead skin and allowing products to absorb deeper. Finally, the 'vanilla body oil' is highlighted as an incredibly moisturizing product without any fake synthetic scents. These products are for individuals seeking skincare that is free from hidden chemicals and synthetic fillers, offering instead nature-derived elements. The ad emphasizes that these products make the user feel good about what they're putting on their skin, addressing concerns about the use of harmful ingredients in skincare. # Visual style The ad features a polished, UGC-style aesthetic with a clean and bright visual tone. The editing style includes a mix of static shots and quick cuts to maintain viewer engagement. The production quality is high, giving it a commercial feel while retaining the authenticity of user-generated content. The ad's pacing is moderate, creating a balanced flow that supports the narrative and product demonstrations. Text overlays and product actions are timed to complement the music and voiceover, enhancing the overall viewing experience. # Hooks Spoken: 00:00–00:03 My first resolution for the new year is simple, real ingredients only. Text overlay: 00:00–00:03 My first resolution for the new year (caption box) / 00:01–00:03 is simple, real ingredients only. Visual: 00:00–00:02 A woman with dark and silver hair stands in front of a shower with white marbled tile, wearing a white tank top and gray sweatpants. She smiles and raises her index finger. / 00:02–00:06 A flat lay on a white marbled countertop displays Primally Pure products: a small black jar, a tan box labeled 'Body Dry Brush', and a dark green jar. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the concern over hidden chemicals and synthetic fillers in mainstream skincare products. The ad addresses this frustration by highlighting a commitment to natural and readable ingredients, indicating the products are free from harmful additives. # Value propositions - Real ingredients only - Skin friendly and nontoxic - Everything they make is formulated with ingredients you can actually read - No hidden chemicals or synthetic fillers - Just nature derived elements that make me feel good about what I'm putting on my skin # Benefits - Mask helps to wake up my complexion - Gives immediate healthy glow that lasts all day - Dry brush exfoliates dead skin - Dry brush allows products to absorb so much deeper - Vanilla body oil is incredibly moisturizing - Vanilla body oil does not have fake synthetic scents # Features - Plumping mask crafted with raw honey and skin-loving botanicals - Body Dry Brush - Vanilla body oil # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal skincare routine and experience with the brand. # Storyline - 00:00–00:02 00:00–00:02 - 00:00–00:02 The woman starts by stating her New Year's resolution is to use simple, real ingredients, setting the stage for showcasing natural skincare. - 00:00–00:02 The message is conveyed through the speaker's tone and visual context, establishing a commitment to clean beauty. The audience experiences the story from the woman's perspective, highlighting her personal choice and conviction. The tone is casual and relatable, making the resolution feel achievable. - 00:02–00:06 00:02–00:06 - 00:02–00:06 She acknowledges the need for a total refresh in her routine, indicating a shift towards skin-friendly and non-toxic products. - 00:02–00:06 The message is conveyed through the speaker's self-awareness and desire for improvement. The audience experiences the story from her perspective, reflecting a personal need for change. The tone is genuine and aspirational, encouraging viewers to reconsider their routines. - 00:06–00:21 00:06–00:21 - 00:06–00:21 The woman begins applying the plumping mask, highlighting its raw honey and skin-loving botanicals for a radiant complexion. - 00:06–00:21 The message focuses on product benefits and natural ingredients. The audience sees the product in action, demonstrating its use and potential results. The tone is informative and enthusiastic, creating a sense of excitement about the mask's effects. - 00:21–00:30 00:21–00:30 - 00:21–00:30 For the rest of her body, she introduces the dry brush as an easy way to do a full-body reset, exfoliating dead skin for deeper product absorption. - 00:21–00:30 The message centers on the benefits of exfoliation for overall skin health. The audience is shown the process of dry brushing, emphasizing its simplicity and effectiveness. The tone is practical and encouraging, presenting dry brushing as an easy addition to a skincare routine. - 00:30–00:43 00:30–00:43 - 00:30–00:43 She then highlights what drew her to Primally Pure, emphasizing that everything is formulated with readable ingredients without hidden chemicals or synthetic fillers. - 00:30–00:43 The message stresses transparency and natural composition. The audience is positioned as informed consumers who value clean ingredients. The tone is reassuring and trustworthy, building confidence in the brand's commitment to purity. - 00:44–00:55 00:44–00:55 - 00:44–00:55 Following up, she uses the vanilla body oil, highlighting its moisturizing properties without synthetic scents. - 00:44–00:55 The message focuses on moisturizing and natural fragrance. The audience is shown the application process, highlighting the oil's texture and ease of use. The tone is soothing and inviting, appealing to those seeking a luxurious and natural skincare experience. - 00:55–01:00 00:55–01:00 - 00:55–01:00 She concludes by expressing how refreshed her skin feels and how at ease her mind is, feeling ready to take on the day. - 00:55–01:00 The message emphasizes the overall positive experience and preparedness for the day. The audience is positioned as desiring these feelings. The tone is empowering and confident, inspiring viewers to embrace the same sense of well-being.

# Ad summary This ad features a redhead woman sharing her slow-morning routine using Primaly Pure products. She highlights the benefits of the Clarifying Serum, Dry Brush, and Antioxidant Balm for sensitive skin, emphasizing gentle and supportive products for the new year. # Brand positioning Primaly Pure is presented as a brand focused on providing gentle and supportive skincare products with better ingredients. The brand aligns with values of intentionality, self-care, and a slow-paced lifestyle. It pushes against the norm of harsh or overly complex skincare routines, instead promoting simplicity and gentleness. The brand positioning is both functional, emphasizing gentle ingredients, and emotional, aligning with a supportive and caring approach to skincare. # Product The ad features three Primaly Pure products. The Clarifying Serum is a gentle serum suitable for sensitive skin. The Dry Brush is used to support lymphatic drainage and help the body wake up. The Antioxidant Balm is designed to warmly melt into the skin and fight dryness. All three products are presented as simple staples for a gentle and supportive skincare routine, emphasizing natural ingredients and a focus on intentional self-care. # Visual style The ad has a warm, natural aesthetic with soft lighting and a cozy, intimate feel. The editing style is smooth with static shots and slow transitions, creating a relaxed and intentional pace. The production quality is polished, giving it a UGC feel while maintaining a high-end commercial look. The pacing is consistent, with cuts timed to the voiceover lines. # Hooks Spoken: Lately, I've been easing into my New Year's goal of choosing better ingredients with Primaly Pure. Text overlay: slow-morning diaries | (Text Overlay) Visual: 00:00–00:01 A bedside table with a lamp, candle, mug, dry brush, and two Primaly Pure products. The setting is a cozy bedroom, signaled by the warm lighting and personal items. / 00:01–00:02 A young, fair-skinned woman with long red hair smiles at the camera. She is wearing a white top and standing in a room with natural light streaming in. The camera is selfie-style, close-up, and stationary. / 00:02–00:03 The woman sits up in bed, stretching her arms. The bed has white and gray bedding, and the room is decorated with framed pictures. The camera is stationary and shows a medium shot. / 00:03–00:04 The woman applies a product to her shoulder, smiling at the camera. The lighting is warm and natural. The camera is selfie-style, close-up, and stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of having sensitive skin and the need for gentle, non-irritating skincare products. "As a redhead with sensitive skin, my goal is to be more intentional about what products I use every day." # Value propositions - Gentle and supportive products for the new year - Simple staples for a gentle skincare routine - Products that feel gentle and supportive # Benefits - Choosing better ingredients - Taking time in the morning - Gentle skincare - Supportive skincare # Features - Clarifying Serum: Gentle on skin - Dry Brush: Supports lymphatic drainage - Antioxidant Balm: Warmly melts into skin - Antioxidant Balm: Helps fight dryness # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience and routine with the products. # Storyline - 00:00–00:01 The ad opens with a shot of skincare products on a bedside table, setting a calm and intentional tone. - 00:01–00:04 00:01–00:04 The creator introduces her New Year's goal of choosing better ingredients with Primaly Pure, establishing the brand as a solution for intentional skincare. The perspective is from the creator, sharing her personal goal. - 00:04–00:09 00:04–00:09 She expresses her love for taking her time in the morning with coffee in hand and a quiet house, emphasizing a slow-paced lifestyle. The perspective is from the creator, sharing her personal routine. - 00:09–00:11 00:09–00:11 The creator, as a redhead with sensitive skin, shares her goal to be more intentional about the products she uses, highlighting the need for gentle skincare. The perspective is from the creator, sharing her personal skin concerns. - 00:11–00:16 00:11–00:16 She introduces Primaly Pure's simple staples, starting with the Clarifying Serum, which is gentle on her skin. The perspective is from the creator, demonstrating product use. - 00:16–00:22 00:16–00:22 She introduces the Dry Brush, explaining that it supports lymphatic drainage and helps her body wake up. The perspective is from the creator, demonstrating product use. - 00:22–00:28 00:22–00:28 She introduces the Antioxidant Balm, noting that it warmly melts into her skin and helps fight the dryness she's facing this season. The perspective is from the creator, demonstrating product use. - 00:28–00:32 00:28–00:32 She concludes by emphasizing that it's nothing extra, just products that feel gentle and supportive going into the new year, reinforcing the brand's values. The perspective is from the creator, summarizing the benefits.

# Ad summary A woman shares her self-care routine using Primally Pure products. She highlights the coffee mask, lip polish, dry brush, and whipped body butter. # Brand positioning Primally Pure is presented as a brand focused on natural and nourishing self-care products. The brand aligns with a lifestyle that values taking time for oneself, even amidst a busy schedule. The ad emphasizes the brand's commitment to providing products that make users feel awake, rejuvenated, and pampered, positioning it as a go-to for those seeking a moment of luxury and self-care in their daily routine. The brand's positioning is emotional, focusing on the feeling of nourishment and indulgence. # Product The ad features several Primally Pure products. The Coffee Mask is a face mask designed to provide a moment of self-care. The Lip Polish is used for lip care. The Dry Brush is used for dry brushing, always brushing towards the heart. The Holiday Whipped Body Butter is a body moisturizer described as nourishing and feeling like cream cheese frosting on the skin. These products are for individuals who want to incorporate self-care into their daily routine, providing a sense of rejuvenation and nourishment. # Visual style The ad has a natural and clean aesthetic, with a focus on showcasing the products in a simple bathroom setting. The editing style consists of quick cuts to highlight different steps in the routine. The production quality has a UGC feel, which supports the casual and relatable tone. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: As a mom to three under five during the holiday season, I live for five minutes to myself Text overlay: As a mom to three under five during the holiday season, (Caption) Visual: 00:00–00:02: A woman with long brown hair, wearing a white robe and a necklace, stands in a bathroom. She is holding a black mug to her face, obscuring her mouth and nose. The background is a plain white wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of busy moms needing a quick and effective self-care routine during the hectic holiday season. "As a mom to three under five during the holiday season, I live for five minutes to myself" # Value propositions - Quick self-care routine for busy moms - Nourishing and rejuvenating products - Luxurious feeling of cream cheese frosting on the skin # Benefits - Makes me feel so much more awake and rejuvenated - Nourishing - Feels like you're putting cream cheese frosting on your skin # Features - Coffee Mask - Lip Polish - Dry Brush - Holiday Whipped Body Butter # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her personal experience and routine with the products. # Storyline - 00:00–00:02 The video opens with a woman drinking from a mug, setting the scene for a self-care routine. - 00:00–00:03 She introduces herself as a mom to three under five during the holiday season, establishing her busy lifestyle and need for self-care. - 00:03–00:06 She applies Primally Pure Coffee Mask to her face, emphasizing the importance of five minutes to herself in the bathroom. - 00:06–00:09 She applies Primally Pure Lip Polish to her lips, highlighting the self-care aspect. - 00:09–00:15 She uses a dry brush on her leg, explaining that it makes her feel more awake and rejuvenated. - 00:15–00:24 She applies Primally Pure Holiday Whipped Body Butter to her arm, always brushing towards her heart. - 00:24–00:30 She expresses her love for the body butter, describing it as incredible and nourishing, comparing it to cream cheese frosting on the skin. - 00:30–00:32 She winks and raises her mug, indicating she's ready to go, concluding her self-care routine.