How Prose Advertises on Meta

# Ad summary A woman talks about her hair journey and how Prose's online quiz helped her find the best products for her hair. # Brand positioning Prose is presented as a brand that champions individualized hair care, moving away from the one-size-fits-all approach. They focus on understanding the unique factors that impact each customer's hair, from environmental conditions to lifestyle habits. This data-driven approach allows Prose to deliver custom formulas, giving consumers a sense of control and assurance that their specific hair needs are being addressed. By emphasizing personalization, Prose positions itself as a premium brand, offering tailored solutions for those seeking optimal hair health and appearance. # Product Prose offers custom-formulated hair care products designed to meet individual needs. The process begins with an online quiz that asks in-depth questions about various aspects of the user's life and hair. The Prose quiz assesses environmental factors like UV index, water hardness, and pollution levels, as well as lifestyle habits, preferences, and hair goals such as more volume, shine, curl definition, or less shedding. The outcome is a selection of products tailored to combat these stressors and achieve the user's desired results. Products shown in the ad include custom styling gel, hair cream, leave-in conditioner, and hair oil, each designed to address specific concerns like frizz and lack of definition. Prose aims to eliminate the need for trial and error, delivering effective, personalized hair care solutions. # Visual style The ad has a polished, UGC-feel, likely created with a smartphone. The editing style includes quick cuts and smooth transitions between different scenes, reflecting the fast-paced nature of social media content. The production quality is high, with clear visuals, good lighting, and a clean aesthetic, lending credibility to the product being showcased. The pacing is moderate, with consistent cuts throughout the ad. # Hooks Spoken: You've never taken a hair care quiz like this before. Text overlay: This isn't your average haircare quiz Visual: 00:00–00:02: A woman with long, wavy auburn hair stands in front of a blurred background holding three Prose hair products. Above her is a visual of a Prose online quiz, which has the title, "Here's what affects your hair in Orlando." # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration shown in the ad is the struggle to find the right hair care products for natural wavy hair, spending time and money on products that ultimately leave the hair looking like a "poofy, frizzy mess." # Value propositions - The online quiz asks in-depth questions about all aspects of your life to truly understand what your hair needs. - A fully custom routine. # Benefits - Achieve desired results - Effective personalized hair care solutions - Healthier hair - Better looking hair # Features - Custom-formulated hair care products - Online quiz to assess individual needs - Addresses environmental factors like UV index, water hardness, and pollution levels - Lifestyle habits - Preferences - Hair goals - Formulas - Scents # Call to action Take Prose's free online quiz and give custom haircare a try. # Social proof - "And now that I've switched to a fully custom routine, my hair has never been healthier or looked better." # Point of view - Customer 100% – The ad is told entirely from the perspective of a woman sharing her experience using the product. # Storyline - 00:00–00:02 A woman introduces a unique haircare quiz and holds Prose products. - 00:02–00:09 The woman gives an overview of her lifestyle, including working out indoors, eating a plant-based diet, and living in Central Florida, where the UV index is high and the water is hard. - 00:09–00:14 The woman is in the shower and is washing her hair as she claims she didn't realize these factors were affecting her hair health until she took Prose's online quiz. - 00:14–00:27 The woman displays the Prose quiz and walks through the features: in-depth questions about all aspects of her life, preferences, and hair goals. - 00:27–00:36 The woman is drying her hair with a towel. She explains she's always been insecure about her natural wavy hair. She states she wasted so much time and money trying to find the right products, but her hair would always end up looking like a "poofy, frizzy mess." - 00:36–00:42 The woman applies various Prose products to her wet hair, and mentions that since taking Prose's quiz, she's learned so much about her hair and what factors affect its health and appearance. - 00:42–00:47 Now that she's switched to a fully custom routine, her hair has never been healthier or looked better. - 00:47–00:54 The woman suggests that if you're on your hair health journey, to take Prose's free online quiz and give custom haircare a try.

# Ad summary This ad promotes Prose, a brand that offers customized haircare products. The ad features a woman with curly hair who demonstrates how she uses Prose products to achieve her desired hair results. The ad highlights the brand's made-to-order shampoo, conditioner, and curl cream, and encourages viewers to take a quiz to get 60% off their first order. # Brand positioning Prose is presented as a brand that offers customized haircare solutions tailored to individual needs. The brand aims to occupy a space in the consumer's mind as a personalized and effective option for achieving desired hair results. Prose aligns with values of individuality, self-care, and achieving healthy, beautiful hair through customized solutions. The brand pushes against the one-size-fits-all approach of traditional haircare brands by offering made-to-order products based on individual hair needs and preferences. The brand positioning is both functional, focusing on the performance and effectiveness of customized haircare, and emotional, emphasizing the confidence and satisfaction that comes with achieving desired hair results. # Product Prose offers made-to-order shampoo, conditioner, and curl cream customized to individual hair needs. The products are designed for individuals seeking personalized haircare solutions tailored to their specific hair type, concerns, and goals. The ad explicitly states that Prose makes haircare customized just for you. The USPs include made-to-order formulations, personalized recommendations based on a quiz, and the ability to achieve hair you've always wanted. The ad shows the products being used in a bathroom setting as part of a hair washing and styling routine. The ad addresses the purchase barrier of generic haircare products that may not effectively address individual needs by offering a customized solution. # Visual style The ad has a polished UGC feel, with a mix of selfie-style shots and product showcases. The editing style is quick cuts, with smooth transitions between shots. The production quality is high-end, with bright and even lighting. The pacing is consistent, with cuts timed to the music beats. The overall aesthetic is clean and modern, with a focus on showcasing the product and the woman's hair. # Hooks Spoken: 00:00–00:03 There will come a time in your 20s when TikTok calls your hair 'Irish curls.' It's very important you try a custom wavy routine. Text overlay: 00:00–00:11 There will come a time in your 20s when TikTok calls your hair 'Irish curls.' It's very important you try a custom wavy routine. Visual: 00:00–00:03 The shot is a medium close-up of a woman with curly, reddish-brown hair standing in a bathroom. She is wearing a white tank top and applying a product from a dark bottle to her hands. The background includes a white door, a mirror with a black frame, and a towel hanging on a hook. The camera is stationary and positioned in front of the woman, capturing her from the chest up. The lighting is bright and even, highlighting the textures of her hair and skin. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the frustration of using generic haircare products that may not effectively address individual hair needs and concerns. This is implied through the text overlay: "There will come a time in your 20s when TikTok calls your hair 'Irish curls.' It's very important you try a custom wavy routine." # Value propositions - Prose makes haircare customized just for YOU - Take the quiz and get 60% off your first order # Benefits - Hair you've always wanted - Custom wavy routine # Features - Made-to-order shampoo - Made-to-order conditioner - Made-to-order curl cream - Customized haircare # Call to action Take the quiz and get 60% off your first order # Point of view - Customer 40% – The customer POV is communicated through the woman demonstrating the product and showcasing her hair results. - Brand 60% – The brand POV is communicated through text overlays, product showcases, and promotional messaging. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a text overlay about the experience of having curly hair in your 20s. The message is intended to resonate with viewers who have curly hair and can relate to the experience of having their hair described as "Irish curls." The perspective is from the brand, using a relatable observation to introduce the topic of curly hair care. The tone is humorous and relatable. - 00:03–00:11 00:03–00:11 The ad transitions to a shot of the woman with her curly hair, showcasing the desired results. The message is intended to demonstrate the potential outcome of using Prose products. The perspective is from the brand, showcasing the effectiveness of their products. The tone is positive and aspirational. - 00:11–00:15 00:11–00:15 The woman applies Prose product to her hair. The message is intended to demonstrate the ease of use and application of Prose products. The perspective is from the customer, showing how the product is incorporated into a hair care routine. The tone is informative and practical. - 00:15–00:17 00:15–00:17 The ad showcases the Prose shampoo, conditioner, and curl cream bottles. The message is intended to highlight the range of products offered by Prose. The perspective is from the brand, showcasing their product line. The tone is informative and promotional. - 00:18–00:21 00:18–00:21 The ad returns to the woman with her styled curly hair, emphasizing the results. The message is intended to reinforce the effectiveness of Prose products in achieving desired hair results. The perspective is from the brand, showcasing the potential outcome of using their products. The tone is positive and aspirational. - 00:21–00:25 00:21–00:25 The ad shows screenshots of the Prose quiz. The message is intended to encourage viewers to take the quiz and get 60% off their first order. The perspective is from the brand, promoting their offer and encouraging engagement. The tone is promotional and action-oriented.

# Ad summary This video ad from Prose addresses the specific challenges faced by individuals with gray hair, which is often neglected by conventional hair care brands. It highlights the biological reasons for graying hair and the resulting issues like dryness, thinning, and brassiness. The ad then positions Prose as a custom solution, showcasing its personalized approach based on individual hair needs and naturally sourced ingredients. It features various individuals with gray hair demonstrating the product's benefits and includes testimonials, culminating in a call to action for a free consultation to get a custom formula. # Brand positioning Prose is presented as an innovative and personalized hair care brand that specializes in custom solutions. It aims to occupy a niche in the consumer's mind as the expert and tailored choice for specific hair concerns, particularly for gray hair which is framed as an underserved market. The brand aligns with values of scientific formulation, natural ingredients, and individual care, promoting a lifestyle where hair care is precisely matched to personal needs rather than generic solutions. Prose pushes against the norm of 'one-size-fits-all' shampoo brands, emphasizing that generic products ignore the unique needs of gray hair. Its positioning is both functional, highlighting specific ingredients and a customization process, and emotional, promising hair that individuals will 'love' and helping them feel 'beautiful' and 'confident' about their gray hair. # Product The ad features Prose's custom hair care products, including a hair mask, shampoo, and conditioner, specifically designed for individuals with gray hair. The core product offering is a personalized formula ('Custom Hair Mask FOR Michelle', 'Custom Shampoo Alex', 'Custom Conditioner Alex') tailored to the user's 'Age, Hair type, Hair concerns, Gray hair percentage, and Recent life changes'. The product works by creating a 'powerful formula for your unique concerns'. Key features include being made with 'naturally sourced ingredients like Hyaluronic Acid, Aloe Vera Juice, and Biotin'. These ingredients are highlighted for their known benefits: 'Promote hair growth', 'Rejuvenate aging hair', and 'Restore natural oils'. The ultimate promise is leaving gray hair 'Stronger, Shinier, and Easier to style'. The ad addresses the purchase barrier of generic products not meeting gray hair needs by offering a tailored solution, and offers a guarantee: 'a promise to give you hair you'll love or your first order is on Prose'. Additional product attributes mentioned at the end include 'Cruelty Free, Sulfate Free, Paraben Free, GMO Free, Phthalate Free, Alcohol Free,' and 'Certified B Corporation'. # Visual style The ad features a clean, bright, and modern visual style with a mix of polished product shots and authentic, user-generated content (UGC) inspired clips. The production quality is a hybrid; while some shots appear professional and studio-lit (product pouring, ingredient display), many others, especially those featuring people with gray hair, have a handheld, natural lighting feel, mimicking social media content. The editing rhythm is moderately fast, with cuts generally occurring every 1-3 seconds, especially during the problem-setting and solution-detailing phases. This pacing keeps the viewer engaged without feeling rushed. Visual motifs include close-ups on hair texture, hands interacting with products or hair, and text overlays used for information dissemination. Audio-visual sync is prevalent, with cuts often aligned with voiceover phrases or text overlay appearances, particularly when listing facts or benefits. The overall aesthetic is educational and trustworthy, balancing scientific information with relatable personal experiences. # Hooks Spoken: POV: Your gray hair hasn't been the same since switching to THIS. Text overlay: POV: your gray hair hasn’t been the same since switching to THIS Visual: 00:00–00:03: Close-up, slightly overhead shot of a hand with pink manicured nails, dipping an index finger into a dark brown jar labeled "Custom Hair Mask FOR Michelle prose". The mask is a light, creamy beige color and has a thick, viscous texture. The background is a blurry light-colored tiled surface, suggesting a bathroom counter. The camera is stationary, showing the finger slowly extracting a dollop of product. This visual hook is intimate and engaging, immediately drawing the viewer into a personal product experience, setting a curious and sensory tone. The product name 'Custom Hair Mask FOR Michelle' personalized on the label hints at the brand's unique offering. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is that gray hair loses 'Health, Moisture, and Volume' due to the graying process, and 'most shampoo brands ignore gray hair needs,' leaving it 'Dry, Thinner, Brassy, and Hard to style.' # Value propositions - Prose has reinvented haircare for gray hair (by offering custom solutions) - This breakthrough process boasts over 600,000 5-star product reviews (indicating high satisfaction and reliability) - a promise to give you hair you'll love or your first order is on Prose (risk-free trial and satisfaction guarantee) - To create a powerful formula for your unique concerns (personalized effectiveness) # Benefits - hair you'll love - Promote hair growth - Rejuvenate aging hair - Restore natural oils - Leaving gray hair Stronger - Leaving gray hair Shinier - Leaving gray hair Easier to style # Features - Custom Hair Mask - Custom Shampoo - Custom Conditioner - Customizes your products to your Age - Customizes your products to your Hair type - Customizes your products to your Hair concerns - Customizes your products to your Gray hair percentage - Customizes your products to your Recent life changes - naturally sourced ingredients like Hyaluronic Acid, Aloe Vera Juice, and Biotin - Cruelty Free - Sulfate Free - Paraben Free - GMO Free - Phthalate Free - Alcohol Free - Certified B Corporation # Call to action Get started with the free consultation now # Social proof - Over 600,000 5-star product reviews on Review & Refine® - “It’s a game-changer! My curls are so defined and my silver just pops!” – VICTORIA (Compensated customer) - “Great product! My hair is easier to style” – ANNA (Featured product review on Review & Refine®) - “I can’t believe this is my hair. I feel so beautiful! Thank you Prose!” – LEAH (Compensated customer) # Point of view - Customer 65% – Communicated through direct demonstrations of hair struggles and positive results by various individuals, and through on-screen testimonials from named customers. - Brand 35% – Communicated through product showcases, textual explanations of the customization process and ingredients, and explicit calls to action from the brand's perspective. # Storyline - 00:00–00:03 00:00–00:03: The ad opens with a close-up of a hand dipping into a jar of Prose hair mask, accompanied by a voiceover and text overlay that immediately addresses the audience directly, suggesting a personal transformation related to their gray hair. This establishes a direct, intimate, and problem-solving tone, signaling that the ad understands a specific struggle of the viewer. - 00:03–00:07 00:03–00:07: A shot of a person with long, dark gray hair being run through is shown, while the voiceover presents a statistic: 'Over 95% of people develop gray hair by age 60'. This provides a factual, broad context for the issue, normalizing gray hair and establishing its widespread occurrence, validating the viewer's experience. - 00:07–00:10 00:07–00:10: Another shot of a person with long, light gray hair tossing their head is displayed as the voiceover explains the biological reason for graying: 'This happens when hair follicles produce less melanin due to'. This transitions the narrative from prevalence to cause, offering an expert's perspective and demystifying the process. - 00:10–00:13 00:10–00:13: As the person continues to interact with their gray hair, text overlays appear listing 'Aging, Genetics, and Increased stress'. This further elaborates on the causes of graying hair, reinforcing the educational tone and adding a layer of scientific understanding to the problem. - 00:13–00:18 00:13–00:18: A close-up of a hairbrush filled with gray and dark hair is shown, with a hand picking up strands. The voiceover states: 'The graying process causes hair to lose Health, Moisture, and Volume.' Text overlays appear to emphasize these losses. This vividly illustrates the negative consequences of graying hair, connecting the biological process to tangible hair concerns faced by the customer. - 00:18–00:20 00:18–00:20: A hand sweeps an array of generic shampoo bottles off a shower ledge. The voiceover states: 'And since most shampoo brands ignore gray hair needs'. This highlights the ineffectiveness of conventional products and sets up Prose as the superior alternative. - 00:20–00:26 00:20–00:26: An overhead shot shows a person with curly, gray hair being washed, as the voiceover explains: 'most shampoo brands will leave gray hair Dry, Thinner, Brassy, and Hard to style.' Text overlays appear with each negative descriptor. This visualizes the pain points caused by inadequate products, contrasting them with the potential solution. - 00:26–00:29 00:26–00:29: Three customized Prose hair care products are shown on a shower ledge. The voiceover declares: 'Prose has reinvented hair care for gray hair.' This introduces the brand as the innovative solution, directly responding to the problems just presented. - 00:29–00:30 00:29–00:30: A close-up of a hand interacting with the Prose customization process on a smartphone screen is shown, with the voiceover adding: 'with this customization process.' This demonstrates the ease and personalized nature of the solution, empowering the customer with choice. - 00:31–00:35 00:31–00:35: A visually appealing shot of hands interacting with a bubbling golden liquid is shown, while the voiceover emphasizes: 'This breakthrough process boasts over 600,000 5-star product reviews.' This combines a visually engaging element with strong social proof, building trust and credibility for the brand's effectiveness. - 00:35–00:39 00:35–00:39: Several quick shots feature different individuals (women and men) with gray hair, happily running their hands through their hair, appearing satisfied. The voiceover promises: 'And a promise to give you hair you'll love or your first order is on Prose.' This reinforces the positive outcome and reduces purchase risk with a strong guarantee. - 00:39–00:47 00:39–00:47: A woman with long gray hair lifts her hair as the voiceover details: 'This process customizes your products to your Age, Hair type, Hair concerns, Gray hair percentage, and Recent life changes.' Text overlays appear with each customization factor. This further explains the depth of personalization, assuring customers that their unique needs will be met. - 00:47–00:50 00:47–00:50: A close-up of a hand pouring yellow liquid into a small bottle is shown, with the voiceover explaining: 'To create a powerful formula for your unique concerns.' This visual emphasizes the scientific and tailored nature of the product creation. - 00:50–00:57 00:50–00:57: Hands hold a natural plant-like substance under running water, as the voiceover states: 'This formula is made with naturally sourced ingredients like Hyaluronic Acid, Aloe Vera Juice, and Biotin.' This highlights the quality and natural origin of the ingredients, appealing to health-conscious consumers. - 00:57–01:02 00:57–01:02: A woman's hand gently touches her wet, curly gray hair. The voiceover continues: 'Ingredients known to Promote hair growth, Rejuvenate aging hair, and Restore natural oils.' This directly links the natural ingredients to specific, desirable hair benefits, further explaining the 'why' behind the product's effectiveness. - 01:02–01:06 01:02–01:06: A woman with long, straight gray hair turns and smiles at the camera, then another woman with curly gray hair shakes her head. The voiceover concludes: 'Leaving gray hair Stronger, Shinier, and Easier to style.' These visuals demonstrate the desired end results, showing happy, confident individuals with healthy-looking gray hair. - 01:06–01:08 01:06–01:08: A quick shot of a woman with curly gray hair running her hands through it. This serves as a transition to social proof, maintaining visual engagement. - 01:08–01:11 01:08–01:11: A text testimonial appears over a blurred background of curly hair: '“It’s a game-changer! My curls are so defined and my silver just pops!” - VICTORIA.' This provides direct social proof, highlighting specific positive experiences and results from a customer. - 01:11–01:13 01:11–01:13: A close-up of a hand with sparkly foam under running water. This is a sensory visual, enhancing the feeling of cleanliness and luxury associated with the product. - 01:13–01:16 01:13–01:16: Another text testimonial appears over a blurred background of a hand with foam: '“Great product! My hair is easier to style” - ANNA.' This offers additional social proof, reinforcing the product's benefits for manageability. - 01:16–01:17 01:16–01:17: A woman with very long, straight gray hair is shown outdoors, raising her arms and letting her hair flow. This visual emphasizes freedom, confidence, and the healthy appearance of her hair. - 01:17–01:20 01:17–01:20: A third text testimonial appears over a blurred background of the woman with long gray hair: '“I can’t believe this is my hair. I feel so beautiful! Thank you Prose!” - LEAH.' This powerful testimonial focuses on the emotional transformation and satisfaction, connecting directly to the 'hair you'll love' promise. - 01:20–01:23 01:20–01:23: A four-panel split screen shows all four individuals with gray hair smiling and interacting with their hair. The voiceover states: 'Get started with the free consultation now.' This reinforces the community of satisfied users and provides a clear call to action. - 01:23–01:31 01:23–01:31: The final shot is a static product display with various Prose products and benefits. Text overlay says 'Take our consultation to get your custom formula'. This summarizes the core value proposition and provides a final, clear instruction.

# Ad summary Two friends are sitting down eating popcorn when one notices the other has wavy hair. They confirm this through a Prose quiz and then show the benefits of using Prose hair products by sharing how silky the hair feels and how hydrated the waves are. # Brand positioning Prose is presented as a brand that specializes in customized haircare solutions tailored to individual needs. The brand aims to occupy a space in the consumer's mind as a provider of personalized haircare experiences, emphasizing customization based on hair texture, environment, and other factors. The brand aligns with a lifestyle that values tailored solutions and high-quality ingredients. Prose pushes against the norm of one-size-fits-all haircare, offering a functional approach to haircare by providing customized products that address specific hair concerns and needs. # Product Prose customizes haircare solutions that are tailored to individual needs based on factors such as hair texture, environment, and other factors. The featured products are designed to bring out natural waves, hydrate the hair without weighing it down, and leave it feeling silky. These products are for those who have wavy hair. The Prose quiz is mentioned to highlight that the products are designed for the user. The products tackle the barrier of dry ends and bendy pieces in the hair, revealing the hair's true wavy nature. The ad suggests that these Prose products are worth trying because they provide a personalized solution to enhance natural waves and overall hair health. # Visual style The ad's aesthetic is bright and natural, with a polished yet accessible commercial feel, suggesting authenticity and approachability. The editing style includes quick cuts, which maintain a brisk pace and keep viewers engaged. The production quality balances UGC elements with polished commercial techniques. The visuals are timed to voiceover lines. # Hooks Spoken: Female 2: Wait. Pause. Text overlay: Plot thickening: my bestie discovering i have wavy hair / Those appearing in this video were compensated for their time, testimonial and use of their image. Visual: Two women, Female 1 (left) and Female 2 (right), sit on a white couch and eat popcorn out of a black bowl. Female 1, an Asian woman with dark hair and bangs, wears a stripped long-sleeve shirt. Female 2, a White woman with curly blonde hair, wears a light green shirt. In the background is an orange staircase, a pinkish/orange wall and a small end table with a lamp. The camera is stationary. The lighting is soft. # Funnel stage Consideration # Pain points The pain point is dry ends and lack of wave definition. 'And I knew because of the dry ends and also these bendy pieces right here. Like, look at that.' # Value propositions - Prose customizes your haircare based on your hair texture, environment, really anything. - And I only used 4 products. # Benefits - Brings out natural waves - Hydrates hair without weighing it down - Leaves hair feeling silky # Features - Customized haircare - Tailored to individual needs - Prose quiz # Call to action You guys need to run to Prose and get 60% off your own custom routine. # Social proof - "My bestie says that these products are gonna bring out my wavy hair" – Female 1 (Customer) - "I just washed my hair with the shampoo and conditioner and my hair feels sooo silky" – Female 1 (Customer) - "I actually love this. And I only used 4 products" – Female 1 (Customer) # Point of view - Customer 60% – A real user of the product shares her experience and enjoyment. - Brand 40% – The official brand voice appears through an influencer who makes product claims. # Storyline - 00:00–00:03 Two friends are sitting on a couch eating popcorn and watching a movie. - 00:01–00:05 One friend pauses to look at the other's hair because she discovers it is wavy. - 00:05–00:11 After confirming this, the other friend introduces the Prose quiz which will confirm this discovery. - 00:12–00:17 After the discovery, one friend says that Prose products are going to help her friend bring out her wavy hair, and the other one diagnoses her friend with wavy hair. - 00:17–00:25 The friend is then seen showing the dry ends and bendy pieces that signify her hair type. - 00:27–00:33 The voiceover states that Prose customizes your haircare, and they never miss. - 00:34–00:37 The user then shares she just washed her hair with the shampoo and conditioner, and it feels silky. - 00:37–00:42 The second friend then confirms that the user has the products to hydrate their waves and not weigh them down. - 00:42–00:49 The user then replies, that she sees the waves are already here and she loves the products because she only uses four. - 00:49–00:55 The second friend concludes with 'wavy girl era unlocked' and promotes 60% off their first order.

# Ad summary This ad features a daughter narrating her mother's journey of discovering she has wavy hair at age 50 after menopause. The mother, who previously had straight hair, struggled with dryness and frizz. The daughter introduces Prose's custom hair care routine, highlighting the personalized consultation process and the specific products formulated for her mother's hair type (2B) and concerns. The ad showcases the mother's transformation, emphasizing her newfound confidence and the vibrant, healthy appearance of her hair, concluding with a strong recommendation for Prose. # Brand positioning Prose is presented as a personalized hair care brand that offers custom solutions tailored to individual needs, challenging the generic, one-size-fits-all approach of traditional hair products. The brand emphasizes a scientific, data-driven approach through its free hair consultation, which considers factors like age, lifestyle, and specific hair goals. Prose aligns with values of efficacy, customization, and natural ingredients (Pequi Oil, Aloe Vera), positioning itself as a premium, thoughtful choice for consumers seeking effective and targeted hair care. The brand aims to occupy the mind space of a trusted expert in personalized beauty, providing solutions for unique hair challenges, such as those experienced with aging or hormonal changes. Its positioning is both functional, by addressing specific hair concerns like dryness and frizz, and emotional, by delivering confidence and satisfaction through visible results. # Product The ad features a custom line of hair care products from Prose, including Custom Curl Cream, Custom Styling Gel, Custom Scalp Mask, Custom Hair Oil, Custom Shampoo, and Custom Conditioner. These products are designed to address specific hair needs, in this case, hydrating dry ends and reducing unwanted frizz for wavy hair, particularly for someone with Type 2B hair experiencing changes due to menopause. The products are highlighted for their 'clean ingredients' such as Pequi Oil and Aloe Vera. The core value proposition is customization, as the products are formulated based on a 'free hair consultation' that accounts for individual factors like age, lifestyle, and hair goals. The ad implies that these personalized products are a superior alternative to generic options, saving consumers time and money by providing the 'right products' the first time. # Visual style The ad features a UGC-style aesthetic with a polished, natural feel. The production quality is hybrid, blending authentic, handheld shots with clear product showcases and screen recordings of the consultation process. Editing is characterized by quick cuts between different scenes and close-ups, maintaining a dynamic pace. The visual motifs include close-ups of hair texture and product details, emphasizing the transformation and customization. Pacing is generally fast, with cuts occurring every 1-3 seconds, creating an engaging and informative flow. The audio-visual sync is strong, with cuts and text overlays timed precisely with the voiceover narration. # Hooks Spoken: Follow along as my mom discovers she has wavy hair at age 50. Text overlay: Follow along as my mom discovers she has wavy hair at age 50 Visual: 00:00–00:03: A medium shot of a woman (Female 1) in a bathroom, looking into a mirror. She has long, wavy, gray hair, damp and styled with some product, and is wearing a dark green t-shirt. Her reflection is visible in the mirror behind her. She smiles slightly and touches her hair. The camera is handheld, slightly shaky, and at eye level, suggesting a selfie-style or close personal recording. # Funnel stage Consideration # Pain points The central pain point is the unexpected change in hair texture (from straight to wavy) after menopause, leading to confusion and difficulty managing new issues like dryness and frizz. This is signaled by: "She had no clue what to do with it" (00:11-00:13) and "Which is prone to dryness and unwanted frizz" (00:24-00:27). The ad also addresses the frustration of trial-and-error with generic products: "We would have wasted an insane amount of time and money trying to find the right products for her wavy grays" (00:52-00:57). # Value propositions - Prose's free hair consultation accounts for things like her age, lifestyle, hair goals, and more, ensuring a personalized solution. - Customized products with clean ingredients like Pequi Oil and Aloe Vera hydrate dry ends and reduce unwanted frizz. - Avoids wasting an insane amount of time and money trying to find the right products. # Benefits - developed a wavy texture for the first time - hydrate her dry ends - reduce unwanted frizz - this lady is glowing!! - look so confident - vibrant and healthy her hair is now - eating up the compliments from all her friends - got it right the first time # Features - free hair consultation - customized an entire line of products - clean ingredients like Pequi Oil and Aloe Vera # Call to action I can't recommend Prose enough! # Social proof - She loves how vibrant and healthy her hair is now – Female 1 (Customer) - And she's eating up the compliments from all her friends – Female 2 (Daughter) # Point of view - Customer 90% – The narrative is centered around the mom's hair journey and transformation, told by her daughter, who acts as a proxy for the customer's experience. - Brand 10% – The consultation process and product details are presented as official brand information, explaining how Prose provides a solution. # Storyline - 00:00–00:03 The ad opens with a woman, identified as 'mom,' in a bathroom, looking at her wavy, damp hair in a mirror. The daughter's voiceover introduces the narrative of her mom discovering wavy hair at age 50, setting a curious and personal tone. - 00:03–00:07 The scene shifts to a closer shot of the mom's hair, as she runs her fingers through her roots. The voiceover explains that her mom had 'stick straight hair her whole life,' establishing a baseline and highlighting the significant change in her hair texture. - 00:07–00:08 The mom continues to touch her hair, looking thoughtfully into the mirror. The voiceover reveals the catalyst for this change: 'But after going through menopause,' implying a hormonal shift that led to the new hair texture. - 00:08–00:11 A close-up shot focuses on the mom's wavy hair as she gently separates strands. The voiceover clarifies that 'It developed a wavy texture for the first time,' emphasizing the novelty of this experience for her. - 00:11–00:13 The camera shows the back of the mom's head, focusing on the wavy texture. The voiceover states, 'She had no clue what to do with it,' articulating the pain point and confusion associated with this new hair type. - 00:13–00:15 The mom is back in the bathroom, looking at her hair with a slightly perplexed expression, then a small smile. The voiceover introduces the solution: 'So I got her to try this viral wavy hair routine,' creating anticipation for the transformation. - 00:15–00:17 The mom smiles broadly at the camera, touching her now more defined wavy hair. The voiceover builds excitement, declaring, 'And you won't believe the results!' - 00:17–00:20 A screen recording of the Prose hair consultation quiz appears, showing the question 'How long is your hair?' with 'Shoulder length' selected. The voiceover explains that the mom was 'super skeptical at first,' but the daughter 'helped her take Prose's free hair consultation,' addressing potential user hesitation and highlighting the ease of the process. - 00:20–00:22 The screen recording continues, showing the question 'How often do you wash your hair?' with 'Every day' selected. This continues the explanation of the consultation process. - 00:22–00:24 The screen recording displays a hair texture chart, with 'Type 2' highlighted. The voiceover reveals the consultation's finding: 'And found out she has type 2B hair,' providing specific, expert-backed information. - 00:24–00:27 The screen recording shows a list of hair goals with toggles, and the voiceover adds that Type 2B hair 'is prone to dryness and unwanted frizz,' further defining the problem the products will solve. - 00:27–00:31 The screen recording shows a 'Your results are in!' page with various hair metrics. The voiceover emphasizes Prose's comprehensive approach: 'Prose accounted for things like her age, lifestyle, hair goals, and more,' highlighting the depth of customization. - 00:31–00:32 A flat lay shot shows several Prose products in a cardboard box. The voiceover states that Prose 'customized an entire line of products,' showcasing the tangible outcome of the consultation. - 00:32–00:33 A hand picks up a jar of 'Custom Styling Gel' from the box, showing the personalized label. This continues to demonstrate the customized product line. - 00:33–00:34 A hand picks up a jar of 'Custom Scalp Mask' from the box. This further illustrates the range of customized products. - 00:34–00:38 The mom is in the bathroom, smiling at the camera while applying product to her wet, wavy hair. The voiceover explains the products' benefits: 'to hydrate her dry ends and reduce unwanted frizz,' directly linking the products to the identified hair problems. - 00:38–00:40 The mom is in the shower, smiling and washing her hair. The voiceover highlights the quality of ingredients: 'With clean ingredients like Pequi Oil and Aloe Vera,' appealing to health-conscious consumers. - 00:40–00:42 The mom is back in the bathroom, smiling and shaking her now styled, wavy hair. The voiceover reiterates the personalization: 'Just for her!' reinforcing the unique nature of the product. - 00:42–00:44 The mom smiles confidently at the camera, touching her chin. The voiceover expresses strong positive emotion: 'When I tell you, this lady is glowing!!' emphasizing the transformative effect. - 00:44–00:46 The mom turns to show her hair from the side, smiling over her shoulder. The voiceover continues the praise: 'I've never seen my mom look so confident,' highlighting the emotional benefit of the product. - 00:46–00:49 The mom is sitting on a couch, petting a dog, smiling. The voiceover states, 'She loves how vibrant and healthy her hair is now,' providing a direct testimonial of satisfaction. - 00:49–00:52 The mom is outdoors by a pool, smiling at the camera. The voiceover adds a social proof element: 'And she's eating up the compliments from all her friends,' showing external validation of the results. - 00:52–00:57 A shot of several Prose products lined up on a shelf. The voiceover contrasts the past struggle with the current success: 'We would have wasted an insane amount of time and money trying to find the right products for her wavy grays,' addressing a common consumer pain point. - 00:57–01:00 A close-up of two Prose bottles (shampoo and conditioner) on a bathroom counter. The voiceover concludes the comparison: 'But with Prose, we got it right the first time,' positioning Prose as the definitive solution. - 01:00–01:04 The mom is back in the bathroom, smiling and running her hands through her wavy hair. The voiceover offers a direct recommendation: 'If you've been looking for a better hair routine, I can't recommend Prose enough!' serving as a strong call to action.

# Ad summary The ad features a creator reviewing Prose custom haircare products. It begins with a split-screen before-and-after visual of curly hair, then transitions to the creator expressing her desire for such results. She explains that the showcased person used Prose, a brand she's seen "everywhere," prompting her to try it. The creator then details her positive experience with Prose's personalized consultation, demonstrates using the custom shampoo (highlighting its ability to remove buildup) and curl cream (emphasizing a silky feel), and shows the scrunching process. The ad concludes with her revealing her now bouncy, defined curls, enthusiastically declaring the product's effectiveness and strongly recommending Prose to viewers with hair. # Brand positioning Prose aims to occupy the mind space of a personalized, highly effective, and modern haircare solution, directly addressing individual needs rather than offering generic products. The brand aligns with values of customization, efficacy, and self-care, promoting a lifestyle where consumers can achieve their ideal hair results through tailored solutions. It pushes against the 'one-size-fits-all' approach prevalent in the beauty industry by emphasizing a thorough consultation process that considers unique hair types, routines, and even environmental factors. The brand positioning is both functional, focusing on specific product performance (e.g., removing buildup, making hair silky), and emotional, promising bouncy, healthy-looking curls that enhance confidence. The brand implicitly suggests a shift from frustration with generic products to satisfaction with bespoke care. # Product The ad features Prose's custom haircare products, including a custom shampoo and custom curl cream, implicitly part of a broader custom routine that could include leave-in conditioner, dry shampoo, hair oil, and styling gel. The products are designed for individuals with curly hair who seek to enhance their natural curl pattern and address specific hair concerns. The shampoo works to remove 'gunky buildup' from the hair, while the curl cream is highlighted for making hair feel 'silky.' The primary unique selling proposition is the customization aspect, where the products are tailored to an individual's 'hair type,' 'hair routine,' and even geographical location, implying a highly personalized formulation process. The ad shows the products being applied to wet curly hair, suggesting use during a typical wash day routine. The ad emphasizes that these custom products are worth trying because they lead to 'unreal' and 'bouncy' curls that are 'silky' and free of buildup. # Visual style The ad features a polished UGC (User-Generated Content) aesthetic, blending authentic, natural-light visuals with clear product demonstrations and subtle professional editing. The editing style uses quick cuts, especially in the opening sequence and throughout the creator's narration and demo, maintaining an energetic and engaging pace typical of short-form video platforms. The production quality is a hybrid; while it feels personal and raw like UGC (direct address, casual setting, self-filmed feel), it's clearly well-lit and edited for impact. There aren't strong visual motifs beyond the consistent use of direct-to-camera address and close-ups on the hair/products. The pacing is fast, with cuts occurring frequently (approximately 1-2 seconds per shot in many segments), making the ad feel dynamic and keeping viewer attention. The audio-visual sync is evident, with cuts often coinciding with changes in spoken lines or product actions, and text overlays appearing precisely when relevant information is shared. # Hooks Spoken: Okay so her curls are unreal. I want my hair to look like that. Text overlay: You'll never believe what / THIS did to her hair / BEFORE / Before and after illustration taken by Esther S. after using Prose Shampoo, Leave-In Conditioner, Dry Shampoo, Hair Oil, and Styling Gel - results may vary / AFTER / I want my hair / to look like that Visual: A vertical shot shows the back of a woman's dark curly hair, which appears frizzy and undefined. The background is a light-colored wall with a gold-framed mirror visible behind her. A small inset image in the bottom left corner shows a woman (Female 2) with dark curly hair looking at the camera with a neutral expression, resting her chin on her hand. On-screen text 'BEFORE' is centered on her hair. There's also fine print at the bottom. / The vertical shot transitions to a split-screen: the left side shows the same woman's hair now well-defined, shiny, and styled, while the right side shows her hair still frizzy and undefined. The woman in the inset (Female 2) is now smiling and looking up, with her hand gesturing upwards. On-screen text 'AFTER' replaces 'BEFORE' on the left side of the hair, directly over the styled hair. Fine print is still visible at the bottom. The camera is stationary and tripod-mounted, offering a third-person, eye-level view of the woman's hair. / The shot focuses on Female 1's face, a medium shot where she's looking slightly upwards and to the right, with a wide-eyed, impressed expression, her eyebrows raised. Her dark curly hair frames her face. The background is a plain light gray wall. The camera is stationary and tripod-mounted, capturing her in a direct-to-camera, close-up style. / The screen displays a simulated social media feed (TikTok/Reels UI) with a woman (Female 2) with dark, bouncy curly hair smiling and posing. She is wearing a light blue ribbed tank top. The background includes a framed picture and a wall sconce with exposed bulbs, suggesting an indoor, stylish setting. The camera simulates a screen recording, capturing a third-person view of the content. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration of having frizzy, undefined curly hair with 'gunky buildup' that generic haircare products fail to address. This is clearly signaled by the 'BEFORE' visual of dull, frizzy hair and the creator's explicit statement: "This shampoo definitely got the gunky buildup out of my hair." # Value propositions - Custom haircare designed for you: The personalized consultation that considers hair type, routine, and location ensures a product that genuinely meets individual needs, leading to superior results. - Effective cleansing: The shampoo removes 'gunky buildup,' providing a clean slate for healthier, more defined curls. - Enhanced texture: The curl cream makes hair 'silky' and results in 'bouncy' curls, transforming frizzy, undefined hair into desirable, soft, and lively curls. # Benefits - curls are unreal - hair looks like that - hair feels so silky - bouncy my curls are! - It really worked! # Features - custom haircare brand - personal consultation - know my hair type - know my hair routine - know where I live - shampoo ... got the gunky buildup out of my hair - Curl Cream ... making my hair feel so SILKY! # Call to action you NEED Prose! # Social proof - "Before and after illustration taken by Esther S. after using Prose Shampoo, Leave-In Conditioner, Dry Shampoo, Hair Oil, and Styling Gel - results may vary" (on-screen text, 00:00-00:03) - "Okay so her curls are unreal. I want my hair to look like that." – Female 1 (Creator) - "She's been using this custom haircare brand called Prose, and I've been seeing this EVERYWHERE." – Female 1 (Creator) - "Before and after illustration taken by Monica H. after applying Prose Shampoo, Conditioner, and Curl Cream - results may vary" (on-screen text, 00:13-00:18) # Point of view - Customer 90% – The narrative is driven by the creator's personal experience, from her initial desire for improved hair to her step-by-step review and final enthusiastic endorsement. - Brand 10% – The brand's products are shown and named, and the 'before and after' imagery initially establishes the brand's capabilities. # Storyline - 00:00–00:03 The ad opens with a split-screen 'before and after' image of a woman's curly hair, highlighting a dramatic positive transformation. This immediately establishes a problem (frizzy, undefined hair) and a desirable solution (defined, healthy curls), drawing the viewer in with curiosity and a clear visual promise. - 00:03–00:04 The creator (Female 1) appears in a small inset, reacting to the 'after' hair with an expression of awe and desire, verbally stating, 'Okay so her curls are unreal. I want my hair to look like that.' This connects the aspirational visual to a relatable human desire and establishes Female 1 as a customer-perspective narrator. - 00:04–00:05 The scene shifts to a full-screen image of the woman with the 'after' hair, presented as if on a social media feed with engagement metrics. This reveals the source of the aspirational hair (another user) and adds a layer of social proof, suggesting that the results are achievable and admired by others. - 00:05–00:08 The screen then displays two Prose product bottles, identifying the brand responsible for the hair transformation. This directly links the desired outcome to the advertised product, introducing the solution clearly from the brand's perspective. - 00:08–00:12 Female 1 returns, directly addressing the camera, explaining her previous observation: 'and I've been seeing this EVERYWHERE.' She then declares her intention to try the product: 'so, we're going to give it a try!' This builds on the social proof established earlier and positions her as a curious, relatable peer, creating anticipation for her own results. - 00:12–00:20 Female 1 is shown applying shampoo to her wet hair, continuing to speak directly to the camera. She expresses her positive impression of Prose's consultation process, emphasizing, 'They really took their time getting to know my hair type, my hair routine, and where I live.' This highlights the product's personalization aspect, setting it apart from generic alternatives and building trust through a focus on individual needs. - 00:20–00:25 After rinsing, Female 1 demonstrates running her fingers through her now-clean hair, smiling. She states, 'This shampoo definitely got the gunky buildup out of my hair.' This provides a tangible, functional benefit of the shampoo, directly showing and explaining its efficacy in solving a common hair problem. Her cheerful tone conveys satisfaction. - 00:25–00:30 Female 1 then applies the curl cream, describing its effect: 'and this stuff is making my hair feel so silky!' She caresses her hair, visually reinforcing the 'silky' texture. This demonstrates another key product benefit, focusing on sensory experience and hair health. - 00:30–00:34 Female 1 continues to scrunch her hair and announces, 'I've scrunched it all throughout, so now we wait for it to dry!' This provides a clear, actionable step in the hair routine and builds anticipation for the final reveal. - 00:34–00:35 The creator appears with her finger over her mouth, looking at the camera with a wide-eyed, 'shook' expression, anticipating the reveal of her dried curls. This visual pause heightens suspense and reinforces the dramatic transformation about to be shown. - 00:35–00:39 Female 1's hair is now dry and beautifully styled, with defined, bouncy curls. She exclaims, 'Do you see? How BOUNCY my curls are! It really worked!' This is the climactic reveal, visually confirming the product's effectiveness and delivering on the initial promise. Her enthusiastic tone conveys genuine satisfaction and excitement. - 00:39–00:42 Female 1 points at the camera, then joyfully gestures to her hair while stating, 'If you have hair on your head, you NEED Prose!' This serves as a direct, enthusiastic endorsement and a call to action, broadening the appeal and reinforcing the product's necessity.

# Ad summary This ad features a woman comparing Prose with the skincare brands Caudalie and Clinique, suggesting that Prose is more effective because it is custom-made. # Brand positioning Prose is a custom skincare brand, in which ingredients are adapted to treat exact skincare needs. The brand appeals to consumers who dislike the idea of a “one-size-fits-all” product, and prefer products tailored to their specific needs. The brand positions itself as providing a simplified skincare routine with quick, visible results, balanced skin, and no dry spots. The brand uses rosehip oil and red algae extract in its products to produce a glassy skin glow. # Product Prose is a fully customizable skincare routine adapted based on over 85 factors to treat the customer's exact needs. The customer completes a simple quiz online, then Prose adapts the ingredients to treat the customer's exact skincare needs. Prose uses rosehip oil and red algae extract. The product’s key USPs are it moisturizes all day, gives a glassy skin glow, is soothing, and reduces redness. Using the product leads to restored skin health, glow, and hydration overall. Prose gives customers a simple, three-step routine that looks great, fast. # Visual style The ad has a polished, UGC feel. The editing style includes quick cuts with the screen split in half. The pacing remains consistent at about 30 cuts per minute. The audio aligns with the visuals in the ad. # Hooks Spoken: Female 1: Custom skincare or a high-end one size fits all solution? Text overlay: 00:00–00:04: Prose vs. Caudalie vs. Clinique Visual: 00:00–00:04: A woman with long brown hair and wearing a pink top holds up a black Prose bottle in her left hand and two small bottles of Caudalie and Clinique in her right hand. She stands inside a room with white walls and a wood ceiling. A title on top reads, “Prose vs. Caudalie vs. Clinique.” The woman is looking directly at the camera as she speaks. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of “one-size-fits-all” skincare products not adequately meeting individual skincare needs. This is addressed when the woman states, “I felt like a one size fits all product wasn’t helping it out as much as possible.” # Value propositions - The customized formula means you get the best product for your skin - Rosehip oil and red algae extract give you that glassy skin glow - Prose moisturizers last all day because of rosehip oil and red algae extract # Benefits - Moisturizer lasts all day - Gives you that glassy skin glow - Really soothing - Helps reduce redness - Helps fix my dryness and dull skin asap - Restoring the skin’s health, glow, and hydration overall - Balanced it out really well - Not getting any more dry spots throughout the day - Simple three-step routine - My skin looks great, fast # Features - Customized formula - Rosehip oil - Red algae extract # Call to action Get a free two-week trial today. # Social proof - “Prose, the moisturizer lasted all day, no problem” – Female 1 (Customer) - “Prose worked best for my skin overall and helped fix my dryness and dull skin asap.” – Female 1 (Customer) - “The biggest way that Prose impacted my skin was probably by restoring the skin’s health, glow, and hydration overall.” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from a woman's perspective as she shares her personal skincare journey. # Storyline - 00:00–00:04 A woman asks viewers what they prefer: custom skincare or a high-end one-size-fits-all solution. This is from her perspective as she shares her personal experience. - 00:04–00:05 The woman states the results of using skincare products speak for themselves. This statement is from the woman as she is sharing her personal experience. - 00:05–00:11 The woman states that she liked the consistency and the way that Caudalie felt on her skin, but it felt like a one size fits all product wasn’t helping her skin as much as possible. She is speaking from her perspective. - 00:12–00:15 The woman shares that Clinique didn’t mesh with her skin too well because she felt like she had to reapply it later in the day. She is speaking from her personal perspective. - 00:16–00:23 The woman states that Prose’s moisturizer lasted all day with no problem, because it uses rosehip oil and red algae extract. She then mentions that it gives you a glassy skin glow. She is speaking from her own perspective. - 00:25–00:29 The woman states that Prose works best for her skin overall and helped fix her dryness and dull skin ASAP. She is speaking from her perspective. - 00:30–00:37 The woman states that the product is a fully customized formula based on more than 85 factors. She shares that she did a simple quiz online and that they adapted the ingredients to treat her exact skincare needs. She is speaking from her perspective. - 00:37–00:47 The woman then states that the biggest way that Prose impacted her skin was by restoring the skin’s health, glow, and hydration overall. She states that it really balanced it out really well without getting any more dry spots throughout the day. This is spoken from her own experience. - 00:47–00:51 The woman states that now every morning she has a simple three-step routine, and her skin looks great, fast. She is speaking from her own perspective. - 00:52–00:53 The woman wraps up the ad by encouraging viewers to get a free two-week trial today. This call to action is from the brand perspective.

# Ad summary This ad for Prose skin care opens with a close-up of Prose lotion being held in a shower. Text overlays describe the product's key benefit and include a call to action to try a custom skincare routine. # Brand positioning Prose is presented as a luxury skincare brand focused on custom formulas that cater to individual skin needs. The brand emphasizes the idea of stronger skin barriers. The ad presents Prose as a science-based brand, highlighting a statistic about the product’s ability to strengthen the skin barrier. It aligns with a lifestyle that values personalized beauty and skincare, setting itself apart by offering custom solutions rather than one-size-fits-all products. The brand positions itself as functional and effective, addressing the specific concerns of consumers seeking to improve their skin health. # Product Prose is advertised as a custom skincare brand. The product is a lotion contained in a dark green bottle with a pump. The lotion is designed to strengthen the skin barrier. The brand offers an online consultation to find the right products for customers' needs. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product in a natural, everyday setting. The editing style is simple with static shots. The production quality appears polished, creating a commercial feel. The pacing is slow, allowing viewers to focus on the product and its features. # Hooks Text overlay: 00:00–00:06 prose / 00:00–00:06 94% / 00:00–00:06 SAY SKIN BARRIER FEELS STRONGER* / 00:00–00:06 TRY CUSTOM SKINCARE ON US* / 00:00–00:06 *Based on self-perception in a consumer study. No commitment to subscribe. Individual results may vary. US results of 72 subjects in the sample. Visual: 00:00–00:06 Close up shot inside of a shower. A woman's hand holds a dark green glass bottle with a black pump. The label has the brand name on it. The camera is stable and captures the droplets on the glass and the hand turning the bottle to show all angles of the product. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is having a weak or compromised skin barrier, which can lead to various skin issues like dryness, irritation, and sensitivity. "94% say skin barrier feels stronger" # Value propositions - The brand offers personalized skincare solutions through custom formulations, addressing specific skin needs. The custom approach provides users with products tailored to their individual skin requirements. Offers the benefit of stronger skin barrier # Benefits - Strengthens skin barrier # Features - Custom skincare # Call to action TRY CUSTOM SKINCARE ON US* # Social proof - “94% say skin barrier feels stronger” # Point of view - Brand 100% – The entire ad is told from the brand's perspective, showcasing its products and benefits through a visual demonstration and on-screen text. # Storyline - 00:00–00:06 00:00–00:06 The ad begins with a shot of the Prose bottle inside a shower, as a hand holding the bottle turns it around. The message conveyed is that the product fits into the user's daily routine. The perspective is from an observer showcasing the product in a natural setting. This builds trust by showing the product being used in a real-life scenario.

# Ad summary This ad demonstrates how Prose custom hair care can help improve the look and feel of your hair. It shows before and after examples, features real customer reviews, and highlights the consultation process. # Brand positioning Prose is presented as a customizable hair care brand that formulates products tailored to individual needs. The brand positions itself as a solution for various hair types, lifestyles, environmental factors, and hair goals. It emphasizes personalization, claiming its products are 'designed for your hair type,' 'designed for your lifestyle,' 'designed for your environment,' and 'designed for your hair goals.' Prose aims to stand out by offering a customized approach, addressing specific hair concerns and moving away from generic, one-size-fits-all solutions. # Product Prose offers custom haircare products formulated based on a personal consultation. The products shown include shampoo, conditioner, hair mask, curl cream, scalp serum and herbal supplements. These products are designed to address concerns like dryness, damage, and irritation, and come in personalized packaging. The ad highlights that Prose products are made with zero parabens, sulfates, and phthalates. It also addresses skepticism, featuring customer reviews that attest to the product's effectiveness, claiming improvements like silkier, smoother hair with every wash. The main USP conveyed is the product's ability to address the specific needs of individual consumers. # Visual style The ad has a UGC-inspired feel with polished elements. The editing style uses quick cuts to maintain a fast pace, mixing static shots with fluid product demos. The overall production quality is a hybrid, aiming for a natural, accessible tone while maintaining visual clarity. The pacing is consistent, averaging around 60 CPM, with cuts synchronized to the music track to enhance rhythm and engagement. # Hooks Spoken: 00:00–00:03: Female 1: I was considering chopping all my hair off until I tried Prose. Text overlay: 00:00–00:03: I was considering chopping all my hair off / 00:00–00:03: until I tried Prose Visual: 00:00–00:03: Close-up, downward angle showing a semi-transparent purple liquid being poured through a clear plastic funnel into a dark brown Prose bottle. The bottle has a black neck and no visible label. The background is a plain white surface. Text overlay: "I was considering chopping all my hair off until I tried Prose". # Funnel stage Middle of funnel (Consideration) # Pain points The ad directly addresses common hair frustrations such as dryness, damage, and irritation. It opens with the line, 'I was considering chopping all my hair off until I tried Prose,' signaling a desperate need for a solution to unmanageable hair problems. # Value propositions - Personalized solutions: Products tailored to individual hair needs and lifestyles. - Health-conscious formulation: Free from harmful chemicals like parabens, sulfates, and phthalates. - Visible transformation: Proven to improve hair texture, hydration, and overall appearance. # Benefits - Full and shiny hair - Soft and hydrated hair - Silkier, smoother looking hair with every wash - No more dryness - No more damage - No more irritation # Features - Customized haircare products - Designed for your hair type - Designed for your lifestyle - Designed for your environment - Designed for your hair goals - Made with zero parabens - Made with zero sulfates - Made with zero phthalates # Call to action Take the FREE consultation # Social proof - "I came in super skeptical, and I was wrong. This is the holy grail of shampoo." – Savannah K. - "I wasn't sure how it was going to work, but after ONE WASH I was sold." – Carrie J. - "As I keep saying...there's absolutely no reason why you shouldn't try Prose!" – Taylor B. # Point of view - Customer 90% – The majority of the video is presented from the perspective of Prose users, showcasing their experiences and results with the product. - Brand 10% – The brand's voice is used to deliver product claims, highlight customization options, and present product features. # Storyline - 00:00–00:03 00:00–00:03: Purple liquid is poured into a bottle. This shows the preparation or formulation of a hair product, implying a process that is tailored or unique. - 00:03–00:06 00:03–00:06: A split screen shows a 'before' and 'after' comparison of hair, with the 'before' side labeled 'Dry and weak' and the 'after' side labeled 'Full and shiny.' This highlights the transformative effect of the product. - 00:06–00:08 00:06–00:08: An open box reveals Prose customized haircare products. This introduces the brand's offering, focusing on customization. - 00:08–00:14 00:08–00:14: Text overlays state Prose products are designed for different hair types, lifestyles, environment and hair goals. The ad shows graphics of hair types and screenshots of the consultation quiz, emphasizing personalization based on individual factors. - 00:14–00:17 00:14–00:17: A woman is seen taking the free consultation on her phone. The visual demonstrates ease of access and user-friendliness. - 00:17–00:22 00:17–00:22: A woman is shown washing her hair with Prose shampoo. Text overlays highlight that the products are made with zero parabens, sulfates, and phthalates. This focuses on ingredient safety and product benefits. - 00:22–00:25 00:22–00:25: Another split screen shows a 'before' and 'after' comparison, with the 'before' side labeled 'Dry and flaky' and the 'after' side labeled 'Soft and hydrated.' This reiterates the product's transformative capabilities. - 00:25–00:29 00:25–00:29: A comb smoothly glides through hair, accompanied by text stating 'Get silkier, smoother looking hair with every wash.' This shows the product's efficacy in improving hair texture. - 00:29–00:33 00:29–00:33: More footage of a woman washing her hair is shown, with text overlays stating, 'No more dryness, damage, irritation.' This addresses specific pain points and offers a clear solution. - 00:33–00:45 00:33–00:45: On-screen reviews and ratings from customers are displayed, providing social proof of the product's benefits. - 00:45–00:49 00:45–00:49: A collage of women with different hair types is shown, accompanied by text stating, 'Join countless women who have switched to Prose.' This encourages viewers to join a community of satisfied users.

# Ad summary This ad suggests three signs that your shampoo isn't working and proposes a customized formula by Prose to remedy the issues. The ad features a spokesperson with hair that is healthy, shiny, and flake-free. # Brand positioning Prose is presented as a custom haircare solution, creating formulas tailored to each individual's unique hair type, environment, and goals. The brand occupies a space in the market that pushes against the one-size-fits-all approach of many standard shampoos. Prose aims to give customers personalized solutions for a flake-free, balanced scalp and shiny, voluminous, and softer hair. The brand promotes a lifestyle of caring for individual needs with custom solutions. # Product Prose offers custom shampoo and conditioner formulated for each customer's unique hair type, environment, and goals. The ad highlights that Prose builds a custom formula based on individual needs and that it actually works. The product is designed for people who experience greasy roots by day two, dry ends, itchy, flaky scalps, or hair that feels flat, damaged, or frizzy. Prose helps you notice a scalp that's flake-free and balanced and hair that's shinier, more voluminous, and softer. # Visual style The ad has a clean and polished aesthetic, using natural light and bright colors. The editing style includes quick cuts and smooth transitions that keep the pace lively. The production quality is a hybrid between a UGC feel and a polished commercial, appealing to a broad audience while maintaining authenticity. The pacing is fast, with multiple cuts per minute. Visuals are synced to the voiceover to emphasize key points and product actions. # Hooks Spoken: Female 1: If your hair looks like this, Text overlay: 3 signs you need a new shampoo / If your hair looks like this, Visual: 00:00–00:01: Close-up shot of a woman's dark brown hair with dandruff flakes visible near the scalp. A hand gently touches the hair, further revealing the flakes. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights common hair problems like greasy roots, dry ends, itchy, flaky scalps, and hair that feels flat, damaged, or frizzy. "If your hair looks like this...it's time to change your shampoo." # Value propositions - Personalized hair care solution. - Custom formula to address unique needs. # Benefits - A scalp that's flake-free and balanced. - Hair that's shinier, more voluminous, and softer. # Features - Custom formula based on your unique hair type, environment, and goals. # Call to action Get Your Custom Formula # Point of view - Customer 75% – The ad is primarily told from the perspective of a customer experiencing hair problems that Prose can solve. - Brand 25% – The brand's POV is communicated through product claims and visual demonstrations of the product and its benefits. # Storyline - 00:00–00:05 The ad begins by asking if your hair looks a certain way and suggests that it might be time to change your shampoo. - 00:05–00:19 The ad continues by listing three signs that you need a new shampoo and that it’s not you, it’s your shampoo, and you need to break up with it. - 00:19–00:26 The ad transitions to explaining that Prose builds a custom formula based on your unique hair type, environment, and goals and that it actually works. - 00:26–00:32 The ad concludes by saying that you’ll notice a flake-free and balanced scalp and hair that's shinier, more voluminous, and softer. - 00:32–00:36 The ad concludes with a CTA, offering 60% off the first order.

# Ad summary This ad features a testimonial from a Prose customer, highlighting the brand's shampoo and conditioner. The ad also includes an offer for 60% off plus a free gift when you subscribe to 3+ haircare products. # Brand positioning Prose is presented as a brand focused on personalized haircare solutions. The ad emphasizes customization by showing products labeled with specific names (e.g., "Custom Conditioner for Lynn Kate"). The brand positions itself as a provider of high-quality, essential haircare products, as indicated by the customer's statement that Prose shampoo and conditioner are "non-negotiables" in her routine. The brand's tone is modern and approachable, aligning with a lifestyle that values personalized self-care. # Product The ad features Prose custom shampoo, conditioner, and scalp mask. The shampoo and conditioner are presented as essential components of a haircare routine, with the customer testimonial emphasizing their importance. Each product is contained in a dark brown bottle with a pump dispenser and a label indicating that it is custom-made for a specific individual (e.g., "Custom Conditioner for Lynn Kate"). The scalp mask is in a jar with a screw-top lid. The ad highlights the brand's customization aspect and addresses the purchase barrier of price by offering a discount and a free gift. # Visual style The ad has a clean, minimalist aesthetic with a focus on product presentation and customer testimonial. The production quality appears to be high, with well-lit product shots and clear typography. The visual motifs include a simple background and a focus on the product labels to emphasize customization. The image treatment includes subtle color grading to create a cohesive look. The typography is large and legible, ensuring scannability in the feed. # Hooks Headline: "The $42 $17 shampoo and conditioner are non-negotiables in my routine." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that finding the right shampoo and conditioner can be challenging, leading to a routine that doesn't fully meet one's needs. The customer quote, "The $42 $17 shampoo and conditioner are non-negotiables in my routine," suggests that the customer has found a solution that is essential to their haircare regimen. # Value propositions - 60% OFF + FREE GIFT* when you subscribe to 3+ haircare products. # Benefits - Non-negotiable haircare routine # Features - Custom shampoo - Custom conditioner - Custom scalp mask # Call to action None used. # Social proof - "The $42 $17 shampoo and conditioner are non-negotiables in my routine." – Rebecca M. # Point of view - Customer: The testimonial at the top of the image shares a personal experience with the products, indicating a customer's point of view. - Brand: The product display and offer showcase the brand's products and promotions, representing the brand's point of view. # Storyline - The ad opens with a customer testimonial stating that Prose shampoo and conditioner are "non-negotiables" in her routine. This is included to establish credibility and highlight the product's value from a customer's perspective. The audience experiences this from the customer's POV. - The ad showcases the Prose shampoo, conditioner, and scalp mask, emphasizing the brand's customization and product range. This is included to visually reinforce the brand's offerings and highlight the personalized nature of the products. The audience experiences this from the brand's POV. - The ad presents an offer of 60% off plus a free gift when you subscribe to 3+ haircare products. This is included to incentivize purchase and address potential price concerns. The audience experiences this from the brand's POV.

# Ad summary A woman shares her experience using Prose hair products. She explains that she used to buy products for the hair she thought she had, until a free Prose quiz revealed she had wavy hair. She filled out the quiz sharing information about her hair type, hair problems, and hair goals. Then, Prose sent her a customized shampoo, conditioner, and hair mask. She says the custom formula helped her quit the guessing game and that the results are incredible. She encourages viewers to take the free quiz and let Prose create the right formula for them. # Brand positioning Prose aims to occupy the space in the consumer's mind as a personalized hair care brand that creates customized formulas based on individual hair needs and goals. The brand aligns with values of personalization and caters to the lifestyle of individuals seeking effective and tailored hair care solutions. Prose pushes against the norm of generic, one-size-fits-all hair products by offering a personalized approach. The brand positioning is both functional, through its custom formulas, and emotional, as it seeks to empower customers with hair care solutions tailored to their unique needs. # Product Prose is a hair care brand offering custom-formulated products tailored to individual hair needs. The brand's line includes a custom shampoo, conditioner, and hair mask. To determine a customer's custom formula, Prose offers a free quiz that asks about hair type, hair problems, and hair goals. The Prose free quiz helps people discover their specific hair type and hair needs. The brand states that Prose creates the perfect custom formula tailored to the customer. The use occasion for Prose is at home, in the shower or bathroom. The products address the purchase barrier of having to play a guessing game with hair products in an attempt to find the right products for your hair type. # Visual style The ad has a UGC feel, with casual, selfie-style shots and simple transitions. The production quality is basic and the lighting is natural. The pacing is medium with consistent cuts. The cuts are mostly timed to match the beat of the music and to transition from the woman speaking to product shots or shots of the website. # Hooks Spoken: 00:00–00:04 I was using products for the hair I thought I had, not the hair I actually have. Text overlay: 00:00–00:04 / I was using products for the hair I THOUGHT I had / not the hair I actually have Visual: 00:00–00:02 A medium selfie-style shot shows a woman with light gray, wavy hair that is slightly frizzy, wearing an olive green v-neck t-shirt and minimal makeup in a bathroom. She is holding her hands up near her shoulders as if she is gesturing to her hair. In the bottom left corner, a small, circular, illustrated photo of the woman appears. The bathroom has neutral-colored walls and silver hardware. There is a mirror behind her and a decorative light fixture above. / 00:02–00:04 A close up shot of the woman's wavy hair shows light blonde/gray hair with dark roots against a black background. The woman's manicured nails can be seen, holding the hair. # Funnel stage Consideration # Pain points Using the wrong hair products for your hair. "I was using products for the hair I thought I had, not the hair I actually have." # Value propositions - Get the right hair products based on a quiz about your hair type, hair problems, and hair goals - A customized shampoo, conditioner, and hair mask - Prose custom creates the perfect formula tailored to me # Benefits - Create the right formula for you - Prose creates the perfect custom formula tailored to me - Quit the guessing game # Features - Custom shampoo - Custom conditioner - Custom hair mask - free Prose quiz # Call to action Take the free quiz # Social proof - "I mean these results are INCREDIBLE" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing their experience with Prose. # Storyline - 00:00–00:04 00:00–00:04 The ad begins with a woman standing in her bathroom, running her hands through her frizzy, wavy hair. She states that she used to use products for the hair she thought she had, not the hair she actually has. This is intended to convey the confusion and frustration of using the wrong hair products and the challenge of understanding one's true hair type. The perspective is from the woman, sharing her past experience and realization. - 00:04–00:10 00:04–00:10 She continues that she had no idea that dry ends plus poofy roots equals wavy hair and that nobody tells you the signs are this subtle. This is meant to highlight the difficulty in recognizing one's hair type and the subtle signs that indicate wavy hair. The perspective is from the woman, reflecting on her past ignorance and highlighting the insight she gained. - 00:11–00:14 00:11–00:14 The woman's voiceover continues over shots of her washing her hair in the shower and someone using a laptop on a couch. She explains that she kept buying products thinking her hair was unpredictable until the free Prose quiz finally explained what was going on. This is intended to emphasize the unpredictable nature of the hair that is not being treated properly and positions Prose as a solution to this problem. The perspective is from the woman, highlighting her frustration and the turning point when she discovered Prose. - 00:14–00:20 00:14–00:20 The woman's voiceover continues over shots of someone taking the Prose hair quiz on a laptop and on a phone. She explains that all she did was tell them about her hair type, hair problems, and hair goals. This is intended to emphasize the personalized nature of the product, and highlights how easy it is to receive a custom recommendation. The perspective is from the woman, highlighting the ease and personalization of Prose. - 00:20–00:24 00:20–00:24 The woman's voiceover continues over shots of the custom Prose hair care set and the woman washing her hair in the shower. She states that they sent her a customized shampoo, conditioner, and hair mask and that she was finally able to quit the guessing game because Prose created the perfect custom formula tailored to her. This is intended to emphasize the value and personalization of the product, as well as showcase her positive results. The perspective is from the woman, highlighting the relief and satisfaction she found with Prose. - 00:24–00:35 00:24–00:35 The ad concludes with the woman, now with styled, wavy hair, stating that the results are incredible and encouraging viewers to take the free quiz and let Prose create the right formula for them. This is intended to convey the positive outcome of using Prose and serves as a call to action for viewers to try the product themselves. The perspective is from the woman, showcasing her satisfaction and the promise of similar results for viewers.

# Ad summary This ad promotes Prose, a brand offering customized haircare products tailored to individual hair needs. The ad contrasts the potential shortcomings of generic, mass-produced shampoos with the personalized approach of Prose. It emphasizes the brand's commitment to quality ingredients, customization, and positive results, showcasing diverse hair types and outcomes. # Brand positioning Prose is presented as a premium haircare brand offering a personalized approach to haircare, directly countering the one-size-fits-all approach of mass-produced shampoos. The brand aligns with a consumer-centric, customized solution where quality and individual needs are prioritized over cost-cutting measures. By emphasizing the use of safe ingredients and tailored formulations, Prose occupies a space in the market focused on providing unique solutions for specific hair types and concerns. The brand pushes against the norms of harsh chemicals and synthetic ingredients, promoting an emotional connection of confidence and satisfaction in achieving healthier hair. # Product Prose offers custom haircare products that are formulated based on individual hair types, textures, and lengths. The brand provides a range of products, including pre-shampoo hair masks, shampoos, conditioners, and hair oils, each tailored to specific customer needs. These products are "free from over 30 common harmful ingredients," ensuring a focus on high-quality, safe ingredients. Prose addresses the common issue of generic shampoos leading to dry, dull, weak hair and oily, itchy, flaky, or even smelly scalps. The core USP is the provision of customized solutions, with a promise to soften hair, combat breakage, and restore shine. The brand encourages potential customers to start with a "free consultation" to determine the specific formulation that suits their hair needs, aiming to resolve the purchase barrier of uncertainty with personalized guidance. # Visual style The ad features a mix of UGC-style footage and more polished product shots. The editing rhythm combines quick cuts for fast-paced information delivery with static shots to highlight product details and results. The production quality is hybrid, blending authentic, relatable user-generated content with professional commercial elements. The pacing is fairly quick, enhancing the energy and conveying a sense of urgency. Audio-visual sync is present, with text overlays and product actions timed to match the music beats and voiceover lines. # Hooks Spoken: Myth, it doesn't matter what shampoo you use! Text overlay: MYTH: It doesn’t matter what shampoo you use! / BEFORE / AFTER / Before and after illustration taken by Victoria W. after applying Prose Pre-Shampoo Hair Mask, Shampoo, Conditioner, and Hair Oil - results may vary. Visual: 00:00–00:02 A split screen shot. On the left is an image of the back of a woman with extremely frizzy, dry, graying hair. On the right is an image of her hair after using Prose; her hair is now darker, smoother and more defined. The text overlay, “MYTH: It doesn’t matter what shampoo you use!” is centered between the “before” and “after” images. The woman is wearing a blue camisole. There are plants and a painting in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the frustration and disappointment that consumers experience when using generic, one-size-fits-all shampoos that result in dry, dull, weak hair and a scalp that is oily, itchy, flaky, and even smelly. This struggle is conveyed by the voiceover and text overlay stating that, “This can leave you with hair that is dry, dull, and weak, and a scalp that is oily, itchy, flaky, and even smelly! # Value propositions - Personalized haircare based on hair type, texture, and length for tailored results - Harmful ingredient-free formula for healthier and safer haircare - Solutions for dryness, damage, and discomfort through custom formulas # Benefits - Soften hair - Combat breakage - Restore shine - Get hair that's stronger, healthier, and more hydrated! # Features - Custom haircare products made for your specific hair type - Free from over 30 common harmful ingredients # Call to action Take the FREE consultation # Social proof - "I came in super skeptical and I was wrong. This is the holy grail of shampoo." – SAVANNAH K. - "I wasn’t sure how it was going to work but after ONE WASH I was sold." – CARRIE J. - "As I keep saying... there’s absolutely no reason why you shouldn’t try Prose!" – TAYLOR B. # Point of view - Brand 60% – The brand’s perspective is conveyed through direct claims about product features, benefits, and ingredients, as well as visual demonstrations of the product. - Customer 40% – Customer POV is conveyed by showing people using the products with visible happiness as well as the reviews. # Storyline - 00:00–00:02 The ad opens by challenging the myth that all shampoos are the same. - 00:02–00:08 It reveals that big brands perpetuate this myth to keep consumers wasting money on ineffective, low-quality products. - 00:08–00:17 It highlights that these products often use harsh chemicals, synthetic ingredients, and a generic, one-size-fits-all approach. - 00:17–00:26 It explains how this leads to hair that is dry, dull, weak, with a scalp that is oily, itchy, flaky, and even smelly. - 00:26–00:29 The ad then introduces Prose as the solution, suggesting viewers ditch their old shampoo and start fresh with Prose. - 00:29–00:34 It presents Prose as custom haircare products made for specific hair types, textures, and lengths. - 00:34–00:41 The brand’s value proposition is reinforced by stating that its products are free from harmful ingredients and are proven to soften hair, combat breakage, and restore shine. - 00:41–00:44 The ad showcases diverse individuals saying goodbye to dryness, damage, and discomfort, implying these issues are resolved by using Prose products. - 00:44–00:48 A CTA is given, prompting viewers to take the free consultation to get hair that’s stronger, healthier, and more hydrated. - 00:48–00:58 It includes social proof in the form of 5-star reviews and testimonials from users who initially doubted the brand but were won over by the results. - 00:58–01:07 Finally, the ad urges viewers to join countless others who have switched to Prose, ending with a shot of the brand name and a call to action to take the consultation to get a custom formula.

# Ad summary The ad showcases Prose products by using testimonials from customers who praise the brand for its ability to customize hair care routines to each user's specific needs. One customer shares that the Prose hair serum is better than any other serum she has tried. Another customer shares that the shampoo and conditioner make their hair more luxurious. A third shares that Prose hair products make her hair stronger, shinier, and fuller. # Brand positioning Prose is a customizable hair care brand that focuses on creating personalized products tailored to each individual's unique hair needs. They differentiate themselves from other companies by providing a product line that is both effective and tailored to the unique needs of their customers, as opposed to mass-produced, one-size-fits-all solutions. Prose emphasizes that their products are worth the cost, since customers won't waste money on products that are not right for their hair type. Their products provide tangible results and are worth investing in. # Product The ad promotes a variety of Prose products which include shampoo, conditioner, and hair serum. Prose products are designed to be customized for each person's individual hair needs. Customers fill out a survey so that the brand can best formulate products for each unique customer. According to the women in the ad, Prose products lead to less split ends, nicer curls, and stronger, shinier, and fuller hair. One of the products shown is a custom scalp serum which comes in a yellow bottle with a black cap and has a dropper applicator. The product is labeled with "Custom Scalp Serum" in black font. # Visual style The ad has a polished, commercial feel. The shots are static and there are smooth transitions. The pacing of the ad is medium, with consistent cuts across the ad. The cuts sync with the VO lines. # Hooks Spoken: 00:00–00:03 Answering your burning custom haircare questions Text overlay: 00:00–00:03 Answering your burning custom haircare questions Visual: 00:00–00:03 The shot features four women in a split-screen format. Each woman is in a brightly lit room, facing the camera and talking. The woman in the upper left is fair-skinned, around 40 years old, with brown hair, wearing a light brown tank top. The woman in the upper right is fair-skinned, around 30 years old, with curly brown hair, wearing a light brown tank top. The woman in the lower left is fair-skinned, around 25 years old, with long wavy auburn hair, wearing a green shirt. The woman in the lower right is fair-skinned, around 35 years old, with curly black hair, wearing a green shirt. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the main frustration it solves is wasting money on ineffective hair products, which is visually suggested through the line, "especially when you're not wasting money on products that don't do anything." # Value propositions - Prose is so much better than other serums or hair care products I've tried. - These products are made for you and designed just for you - Not wasting money on products that don't do anything - Prose is a product that you buy and you stick with because it gives you results. - If you're somebody who's struggling with scalp issues or hair texture issues or maybe you just wanna fall in love with your hair's natural texture # Benefits - My hair is happier, more moisturized and not as dry. - I have way less split ends and nice curls. - The results are worth it - My hair feels stronger, shiny, and fuller. - Stays cleaner longer between washes # Features - Custom Scalp Serum - Shampoo - Conditioner # Call to action None used. # Social proof - "Prose is so much better than other serums or hair care products I've tried." – Female 4 (Customer) - "I actually can tell a difference!" – Female 4 (Customer) - "My hair is happier, more moisturized and not as dry." – Female 4 (Customer) - "The shampoo and conditioner from Prose are SO luxurious." – Female 2 (Customer) - "I have way less split ends and nice curls." – Female 2 (Customer) - "But since Prose... curls are popping!" – Female 2 (Customer) - "The results are worth it especially when you're not wasting money on products that don't do anything." – Female 1 (Customer) - "Prose is a product that you buy and you stick with because it gives you results." – Female 1 (Customer) - "My hair feels stronger, shiny, and fuller." – Female 1 (Customer) - "It also stays cleaner longer between washes which is huge for me." – Female 1 (Customer) - "I've been using it for 90 days. I see the difference, my friends and family see the difference. I'm just so happy that I made the switch to Prose." – Female 3 (Customer) - "If you're somebody who's struggling with scalp issues or hair texture issues or maybe you just wanna fall in love with your hair's natural texture, I would highly recommend you try Prose." – Female 3 (Customer) # Point of view - Customer 100% – The ad is delivered through testimonials and experiences of people who use Prose products. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with four women in separate frames, who introduce the concept of the ad and state they are answering viewers' burning questions about custom hair care. - 00:03–00:16 00:03–00:16 A woman with long, wavy, auburn hair answers the question, "How is Prose custom hair care different from other shampoos?" She claims that Prose is better than other hair care products she has tried. She uses the custom scalp serum and states that these products are made and designed just for the viewer. She states that she can tell a difference, as her hair is happier, more moisturized, and not as dry. - 00:16–00:29 00:16–00:29 A woman with curly black hair answers the question, "What's your experience using the Prose shampoo and conditioner products?" She claims that the products are so luxurious. She states that she has less split ends and nicer curls. She states that usually her curls fall flat and look a little straight and sad, but since using Prose, her curls are popping. - 00:29–00:47 00:29–00:47 A woman with shoulder-length wavy brown hair answers the question, "Is Prose worth the money?" She claims the results are worth it, especially when you're not wasting money on products that don't do anything. She claims she's not buying random treatments or swapping out shampoos constantly and that Prose is a product that you buy and stick with because it gives you results. - 00:47–00:55 00:47–00:55 The woman with shoulder-length brown hair says that her hair feels stronger, shiny, and fuller. It also stays cleaner longer between washes, which is huge for her. - 00:55–01:13 00:55–01:13 A woman with long curly brown hair answers the question, "How long have you been using Prose?" She says that she's been using it for 90 days. She sees the difference and her friends and family see the difference. She's just so happy that she made the switch to Prose. If you're somebody who's struggling with scalp issues or hair texture issues or maybe you just wanna fall in love with your hair's natural texture, she would highly recommend you try Prose.

# Ad summary A woman explains that everyone always told her her hair was wavy, and she didn't believe them. She tried Prose haircare products after taking the free hair consultation and was surprised to find that her hair was actually wavy. She states she will never go back to generic brands. # Brand positioning Prose aims to occupy the personalized haircare space, positioning itself as a brand that formulates products specifically for the individual's unique hair needs. The brand values customization and expert consultation, pushing against the one-size-fits-all approach of generic, over-the-counter haircare products. Prose seeks to empower consumers by helping them understand their hair type and providing tailored solutions. The brand uses a functional approach by highlighting the consultation and unique product formulation. # Product Prose is a customizable hair care system tailored to the individual's specific hair type and needs. The system starts with a free online hair consultation that helps users identify their hair type and the specific ingredients needed to enhance its natural qualities. In this ad, the products include pre-shampoo mask, shampoo, conditioner, leave-in conditioner, and curl cream. Prose addresses the purchase barrier of generic haircare by offering a personalized approach that claims to bring out the user's natural hair texture and health. # Visual style The ad has a natural and authentic aesthetic, resembling user-generated content. The editing style includes quick cuts and jump cuts, with a pacing of approximately 20 cuts per minute. The production quality is clean with natural lighting, but is obviously filmed on a phone or similar device. # Hooks Spoken: Female 1: Stop it. Are you kidding me?! Text overlay: STOP IT 😠 / Are you kidding me?! / THIS has been my hair the whole time?? Visual: 00:00–00:01 A woman with long, dark, wavy hair stands in front of a white tiled bathroom wall. She wears a white top and faces the camera with a confused expression as she touches her hair. / 00:01–00:05 The same woman is now seated in a car. She is facing the camera, smiling. The seat, steering wheel, and dashboard are visible in the background. # Funnel stage Middle of funnel (Consideration) # Pain points Not knowing your hair type and using generic products that don't work. # Value propositions - Free hair consultation: Identify the right ingredients for your hair. - Custom hair routine: Bring out your natural hair waves # Benefits - Helps identify hair type - Brings out natural waves in hair # Features - Free hair consultation - Custom haircare routine # Call to action None used. # Social proof - "Prose has totally changed the game for my hair" – Female 1 (Customer) - "I am never going back to generic after this" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a Prose customer, showcasing her before-and-after journey using the product. # Storyline - 00:00–00:08 A woman shows the camera her wavy hair. She is doubtful that her hair can be wavy. - 00:08–00:11 The creator presents a Prose box she has just received, indicating she will try the brand. - 00:11–00:14 The video cuts to the creator holding the products she has received from Prose: pre-shampoo mask, shampoo, and conditioner. - 00:14–00:24 The creator explains that she has taken Prose's free hair consultation that helped her identify her hair type and the ingredients she needed. - 00:24–00:29 The video cuts to the after-effect. The woman flips her now wavy hair. The woman is shown looking shocked. - 00:29–00:32 The creator states that Prose has changed the game for her hair and is shown with healthy, bouncy waves. - 00:32–00:35 The creator is in her car and states she will never go back to generic haircare.

# Ad summary A woman with long wavy hair demonstrates how Prose custom hair products help her get softer and shinier beach waves. She shows her hair before and after use, talks about the free Prose hair consultation she took online, and details the soothing ingredients in her custom hair products. # Brand positioning Prose is a brand that offers custom hair products tailored to individual needs. By taking a free online consultation, customers can identify their hair type and receive recommendations for specific ingredients to address their concerns, like bringing out natural waves. Prose promises a personalized approach that contrasts with generic products, formulating each product with soothing ingredients to deliver results like softer, shinier beach waves. # Product Prose offers a custom hair routine designed to enhance natural waves, featuring a range of products formulated with soothing ingredients. The system begins with a free online consultation to identify hair type and specific needs, recommending the appropriate ingredients to achieve desired results. Products include pre-shampoo hair mask, shampoo, conditioner, leave-in conditioner, and curl cream. Prose custom hair routine is targeted toward individuals seeking personalized solutions to enhance their hair's natural texture and achieve soft, shiny beach waves, offering an alternative to generic hair products. # Visual style The ad has a bright, casual aesthetic reminiscent of UGC content on TikTok. The editing style includes quick cuts and transitions between scenes, which keeps the video engaging. The production quality is polished, but maintains a natural feel, lending authenticity to the creator's testimonial. The pacing is fast, with cuts timed to align with the voiceover and background music, enhancing the rhythm and flow of the ad. # Hooks Spoken: 00:03–00:05 Stop it. Are you kidding me?! Text overlay: 00:03–00:05 STOP IT 😩 / 00:03–00:05 Are you kidding me?! Visual: 00:03–00:05 The frame shows a close-up of the woman with no makeup, light skin, and long wavy hair. She throws her head back, smiling, with a white tile wall behind her. Text on the screen reads “STOP IT 😩” and “Are you kidding me?!” # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the difficulty of finding the right hair products for specific hair types, particularly for those unsure whether their hair is straight or wavy, as highlighted by the line, “that my puffy straight hair is actually wavy”. # Value propositions - Custom hair products: Tailored to individual needs - Soothing ingredients: For softest and shiniest beach waves - Free Prose hair consultation: Identifies hair type # Benefits - Helps identify hair type - Brings out natural waves - Softest and shiniest beach waves # Features - Free Prose hair consultation - Custom hair products - Soothing ingredients # Call to action None used. # Social proof - “Prose has totally changed the game for my hair” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a satisfied customer, who shares her personal experience and results using the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a woman showing her hair, which appears frizzy and undefined. The narrator expresses disbelief at the state of her hair, prompting the audience to question what is wrong with it. - 00:02–00:05 00:02–00:05 She dramatically throws her head back and smiles at the transformation. The woman exclaims with surprised enthusiasm, building curiosity and implying a positive change. - 00:05–00:08 00:05–00:08 She sits in her car, expressing regret for not starting with custom hair products sooner, highlighting the benefit of personalized hair care. - 00:08–00:09 00:08–00:09 Using a rewind graphic, she reverses to the beginning of her story, prompting a backstory. - 00:10–00:14 00:10–00:14 The woman explains that her friends have been telling her that her straight hair is actually wavy, which highlights her confusion about her hair type. - 00:14–00:20 00:14–00:20 Because her friends have told her that her straight hair may be wavy, she decides to try a custom hair routine, setting the stage for her trial of the Prose products. - 00:20–00:26 00:20–00:26 She shows how she took the free Prose hair consultation, showcasing the ease of identifying her hair type through the brand's online platform. - 00:26–00:30 00:26–00:30 The woman talks about how Prose told her the ingredients she needed to bring out waviness, revealing the brand's personalized recommendations. - 00:31–00:34 00:31–00:34 She doubts whether Prose will be effective, creating suspense before revealing the positive result of the product. - 00:34–00:37 00:34–00:37 She displays her new wavy hair and explains how Prose has totally changed the game, acting as a testimonial for the brand. - 00:37–00:41 00:37–00:41 She states that all the products are formulated with soothing ingredients, highlighting the quality of the brand. - 00:41–00:44 00:41–00:44 She says her hair is now the softest and shiniest, emphasizing the positive outcome of using Prose. - 00:44–00:48 00:44–00:48 She concludes that she is never going back to generic products, reinforcing her endorsement of Prose.

# Ad summary This ad promotes Prose, a company offering custom hair product formulas based on a customer's individual hair type, environment, and goals. The ad suggests that if your hair is not performing well, it's time to break up with your current shampoo and try Prose instead. # Brand positioning Prose is presented as a solution for people frustrated with generic, one-size-fits-all hair products that don't address their specific hair needs. The brand promises customized formulas created using individual hair profiles to address problems such as greasy roots, dry ends, itchy scalp, and flat or frizzy hair. Prose pushes against the category norm of mass-produced, generic products by offering personalized hair care solutions. The brand's positioning is both functional, with its focus on customized formulas and effective results, and emotional, with its message of empowerment and self-care by ditching products that don't deliver. # Product Prose offers custom-formulated hair care products tailored to the individual's unique hair type, environment, and goals. The product line includes shampoos, conditioners, and hair oils in customized formulations. To determine the correct formulation, Prose asks customers to complete a detailed online questionnaire to learn about their hair qualities, scalp condition, lifestyle habits, and environmental factors. Prose addresses the customer pain point of using generic hair products that don't effectively address their specific hair concerns. The advertised value of Prose is a flake-free and balanced scalp, along with shinier, more voluminous, and softer hair. # Visual style The ad has a clean, bright aesthetic with a UGC feel, particularly in the opening and closing segments featuring the young woman. The editing includes quick cuts and static shots, with some visuals timed to the voiceover. The production quality is a hybrid between UGC and a polished commercial, lending credibility while maintaining a relatable tone. The pacing is consistent and fairly quick, with cuts every 2–3 seconds. # Hooks Spoken: Three signs you should break up with your shampoo. Text overlay: 3 signs you should break up with your shampoo Visual: 00:00–00:02: A person with long, dark hair in a white-tiled shower massages shampoo into their hair. Multiple prose bottles sit on a shelf. The camera is close and slightly angled up. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of using generic shampoos that result in greasy roots, dry ends, an itchy and flaky scalp, and hair that feels flat, damaged, or frizzy. # Value propositions - Customized hair products for your unique needs - Get hair products that actually work # Benefits - Flake-free and balanced scalp - Shinier hair - More voluminous hair - Softer hair # Features - Custom formula based on unique hair type - Custom formula based on environment - Custom formula based on goals # Call to action Get Your Custom Formula # Point of view - Customer 70% – The ad speaks directly to the customer, highlighting problems and benefits from their perspective. - Brand 30% – The brand explains how their custom formulas solve the hair issues presented. # Storyline - 00:00–00:02 The ad opens with someone washing their hair in the shower. The initial message sets the stage for the ad, introducing the central concept of reconsidering your shampoo if it is not working for you. - 00:02–00:12 The ad highlights three key indicators that your current shampoo isn't working: greasy roots with dry ends, itchy and flaky scalp, and hair that feels flat, damaged, or frizzy. This section builds the negative experience that the product aims to resolve, told from the perspective of a frustrated customer. - 00:12–00:15 A woman confidently states that it's not the viewer's fault but rather the fault of the shampoo, creating an empathetic and reassuring tone. This shifts the blame from the customer to the product and sets up the solution. - 00:15–00:21 The ad introduces Prose as the solution, stating that Prose builds a custom formula based on individual hair type, environment, and goals. This provides a clear, positive shift, showing the audience a pathway to better hair care through personalization. - 00:21–00:28 The ad assures the audience that Prose actually works, followed by visuals highlighting a flake-free and balanced scalp and hair that's shinier, more voluminous, and softer. This reinforces the efficacy of the product, encouraging trust and positive expectations. - 00:28–00:33 The ad closes with an offer of 60% off the first order, combined with the call to action 'Get Your Custom Formula'. The woman encourages viewers to try Prose, prompting immediate action and purchase.

# Ad summary The ad addresses postpartum hair changes by first explaining the scientific reason behind them (hormonal shifts). It then introduces Prose, a custom haircare brand, as a solution, highlighting its customization process based on individual needs and postpartum changes. The ad showcases naturally sourced ingredients, explains their benefits for "aging" hair, and provides before-and-after visuals and customer testimonials. It concludes with a call to action for a free consultation and an offer of 60% off the first order, emphasizing the personalized nature and positive results of the products. # Brand positioning Prose positions itself as an innovative, science-backed solution in the personalized haircare market, specifically targeting postpartum hair concerns. It aims to occupy a space that understands and addresses the unique and changing needs of individual hair, moving beyond generic solutions. The brand aligns with values of scientific understanding, natural ingredients, personalization, and efficacy. It pushes against the norm of one-size-fits-all haircare by offering a "customization process" that considers specific factors like age, hair concerns, and "postpartum changes." The brand positioning is both functional, emphasizing "powerful formula for your unique concerns" and "naturally sourced ingredients" like Argan Oil, Shea Oil, and Silk Protein, and emotional, promising to leave hair "softer, shinier, easier to style" and addressing the emotional toll of postpartum hair issues. It implies a sense of relief and improved self-perception for its users. # Product Prose offers custom haircare products, including shampoos, conditioners, hair masks, scalp serums, curl creams, styling gels, hair oils, dry shampoos, and herbal supplements. The products are designed to address individual hair needs, particularly for those experiencing postpartum changes. They work by using a "customization process" that considers "age, hair concerns, and postpartum changes" to create a "powerful formula" for "unique concerns." Key stated features include "naturally sourced ingredients" such as Argan Oil, Shea Oil, and Silk Protein. These ingredients are known to "rejuvenate aging hair," "restore natural oils," and "promote hair strength." The products are for individuals looking for personalized solutions to their hair problems, especially those dealing with postpartum hair issues like thinning or dryness. The ad highlights the efficacy of the products, promising "shinier hair in 4 weeks" and results like "softer, shinier, easier to style" hair "in just a couple washes." Purchase barriers are addressed through a 60% off offer for the first order when subscribing to haircare and a "Love your first order, or it's on Prose" guarantee. The ad prominently displays several Prose products in colorful pump bottles (orange, purple, green) and jars, suggesting a comprehensive hair routine. Specific products shown include a "Custom Hair Mask for Bruney" and "Custom Leave-in Conditioner for Brittney." # Visual style The visual style is a hybrid, blending UGC-style authenticity with polished commercial elements. The editing is fast-paced with quick cuts, especially in the problem-setting and social proof sections, creating a dynamic and engaging rhythm. Production quality ranges from natural, bright, and seemingly unscripted (UGC feel for the women experiencing hair issues and showing results) to more controlled and polished (product shots, lab scene, final brand display). Visual motifs include close-ups of women interacting with their hair, product bottles displayed in a clean, aesthetic manner, and text overlays used for educational points and benefits. The pacing is generally quick, with cuts happening every 1-3 seconds, especially during the problem explanation and social proof segments, which keeps the viewer engaged. There are moments of slower pacing for product features and ingredients. The audio-visual sync is strong, with cuts often aligned with the voiceover's spoken points and on-screen text appearing precisely when mentioned. # Hooks Spoken: This is the real science behind postpartum hair changes. Text overlay: This is the real science behind postpartum hair changes Visual: Medium close-up of a young adult female with medium-length, light brown hair, parting down the middle. She is wearing a grey tank top and a thin gold chain necklace. Her hair appears somewhat dry and frizzy. She shakes her head back and forth vigorously, tossing her hair. She looks down, then up, making eye contact with the camera briefly with a slightly concerned expression, then shakes her head again. The background is a plain light-colored wall with a mirror reflection of her. Camera is stationary, tripod-style, at eye level. Lighting is bright, possibly natural. # Funnel stage Consideration # Pain points Postpartum hair changes, specifically "texture shifts" and hair feeling "thinner or drier overnight," caused by "hormones drop" after birth. The visual cue of a woman looking concerned about her hair and shaking it to demonstrate frizz/lack of volume clearly signals this frustration. # Value propositions - Reinvented haircare for postpartum hair. - Customization process for your unique concerns (Age, Hair concerns, Postpartum changes). - Powerful formula for your unique concerns. - Ingredients known to rejuvenate aging hair, restore natural oils, and promote hair strength. - Love your first order, or it's on Prose (guarantee). # Benefits - Keeps more strands in the growth phase (during pregnancy) - Texture shifts are addressed (after birth) - Hair can feel thinner or drier (addressed by product) - Shinier hair in 4 weeks - Rejuvenate aging hair - Restore natural oils - Promote hair strength - Leaving hair softer - Leaving hair shinier - Leaving hair easier to style - Results in just a couple washes # Features - Customization process - Naturally sourced ingredients - Argan Oil - Shea Oil - Silk Protein - Cruelty Free - Sulfate Free - Paraben Free - Certified B Corporation - GMO Free - Phthalate Free - Alcohol Free # Call to action Get started with the free consultation now (Voiceover and Text Overlay) # Social proof - This breakthrough process boasts over 600,000 5-star product reviews on Review & Refine (Voiceover and Text Overlay) - "Great product! My hair is easier to style, and I have less hair in the drain" – ANNA M. (Customer Review) - "I can't believe this is my hair. I feel so beautiful! Thank you Prose!" – LEAH D. (Customer Review) # Point of view - Customer 80% – Communicated through personal hair struggles, enthusiastic product unboxing, application, and visible satisfaction of various women. - Brand 15% – Communicated through product display, explanation of customization, and listing of ingredients/benefits as presented by the voiceover. - Expert 5% – Communicated through the scientific explanation of postpartum hair changes and the shot of a lab technician. # Storyline - 00:00–00:03 The video opens with a young adult female with light brown hair vigorously shaking her head back and forth, looking slightly frustrated. This establishes the problem of postpartum hair changes through a visual demonstration of hair texture or volume issues. The on-screen text frames this as "This is the real science behind postpartum hair changes," setting an educational and informative tone from an expert perspective. - 00:03–00:06 A young adult Black female with thick, curly black hair touches her hair, appearing to assess its volume or texture. The voiceover explains, "During pregnancy, your hormones keep more strands," accompanied by text "During pregnancy, your hormones keep more strands," providing a scientific explanation for initial hair changes during pregnancy. This maintains the informative, expert perspective. - 00:06–00:07 The shot returns to the first young adult female, who now has lighter hair and looks directly at the camera, then turns to the side, touching her hair with a slightly concerned or reflective expression. The voiceover continues, "in the growth phase," with the text "in the growth phase," extending the scientific explanation. This shows the progression of the problem. - 00:07–00:09 The first female looks directly at the camera with a serious expression, then looks away again, gently touching her hair as she moves her head. The voiceover states, "And after birth, those hormones drop," with the corresponding text, further explaining the biological mechanism of postpartum hair changes. This deepens the problem explanation. - 00:09–00:12 A young adult female with long, wavy dark red hair touches her hair and looks at herself in a mirror, appearing slightly self-conscious or concerned about its state. The voiceover explains, "So texture shifts and hair can feel thinner or drier overnight," with the text "So texture shifts and hair can feel thinner or drier overnight," explicitly defining the resulting hair problems. This personalizes the problem, showing its impact on individuals. - 00:12–00:16 The young adult Black female from before, now with very voluminous, curly black hair, excitedly gestures towards an array of Prose products laid out on a cardboard box. She smiles at the camera, conveying enthusiasm and satisfaction. The voiceover announces, "Prose has reinvented haircare for postpartum hair," accompanied by the text "Prose has reinvented haircare for postpartum hair." This transitions from problem to solution, introducing the brand as an innovative answer from a customer perspective. - 00:16–00:18 The screen displays an interactive UI of a hair quiz, showing "What are your hair goals?" with toggle options like "MORE VOLUME," "MORE SHINE," etc. The voiceover adds, "with this customization process," with text "with this customization process," explaining how Prose addresses specific needs. This illustrates the personalized approach of the brand. - 00:18–00:24 A four-panel grid displays four different women (varying ages, hair types, and ethnicities) smiling and posing with their healthy-looking hair. The voiceover emphasizes, "This breakthrough process boasts over 600,000 5-star product reviews on Review & Refine," with text "600,000+ 5-star Prose product reviews on Review & Refine®" and a small website link. This provides social proof and demonstrates the broad appeal and positive outcomes of the product through multiple happy users. - 00:24–00:26 The young adult Black female from before, with very voluminous curly hair, first looks unsure, then transforms into a bright smile. The voiceover says, "and can give you shinier hair in 4 weeks," with text "and can give you shinier hair in 4 weeks." This provides a clear, measurable benefit and outcome. - 00:26–00:29 The first young adult female (with light brown hair) is shown pulling a strand of her hair to illustrate softness, then looking satisfied. The voiceover states, "Love your first order, or it's on Prose," with text "Love your first order, or it's on Prose," offering a guarantee. This continues to build confidence and mitigate risk from a customer perspective. - 00:29–00:30 The young adult female with dark red hair shakes her head confidently, smiling directly at the camera. The voiceover continues from the previous segment about the guarantee, reinforcing satisfaction. - 00:30–00:35 The young adult female with dark red hair smiles and touches her hair, then a Black female with very curly hair (seen from behind) touches her voluminous hair. The voiceover explains, "The process customizes your products to your Age, Hair concerns, Postpartum changes," with text overlays appearing sequentially. This reiterates the core customization value proposition and its relevance to postpartum users. - 00:35–00:39 Hands scoop a white hair mask from a jar labeled "Custom Hair Mask for Bruney," followed by a young adult female (from the beginning) holding a purple bottle labeled "Custom Leave-in Conditioner for Brittney" and smiling. The voiceover says, "to create a powerful formula for your unique concerns," with the text, demonstrating the product in use and its personalized nature. - 00:39–00:44 A person in a lab coat looks through a microscope, with "prose" visible on the coat. Then, a hand picks up small bottles labeled "Arcadia," "Prelude," "Botanica," "Melenia," "Oasis," "Corsica," each with "prose." Another shot shows two clear bottles labeled "Argan Oil" and "Shea Oil." The voiceover states, "This formula is made with naturally sourced ingredients like Argan Oil, Shea Oil, Silk Protein," with text overlays. This offers a scientific and natural ingredient-based justification for product efficacy, shifting to an expert/brand perspective. - 00:44–00:51 The young adult female with dark red hair smiles at the camera, then a close-up shows hands running through very curly dark hair. Text overlays appear: "Ingredients known to Rejuvenate aging hair, Restore natural oils, Promote hair strength." This highlights specific benefits of the ingredients, connecting science to desired outcomes. - 00:51–00:55 The first young adult female with light brown hair shakes her soft-looking hair, smiling. Text overlays appear: "Leaving hair Softer, Shinier, Easier to style." This shows the visual result and lists the key benefits of using the products. - 00:55–00:57 The young adult female with light brown hair walks outside, smiling happily. The voiceover says, "in just a couple washes," with the text, indicating quick results. This reinforces the ease and speed of achieving desired outcomes. - 00:57–00:59 Product bottles are dimly lit. A 5-star rating appears, followed by a review: "'Great product! My hair is easier to style, and I have less hair in the drain' ANNA M." with "Featured product review on Review and Refine®" below. This provides direct social proof from a satisfied customer. - 00:59–01:03 Product bottles are dimly lit, a hand reaches for a bottle. A 5-star rating appears, followed by a review: "'I can't believe this is my hair. I feel so beautiful! Thank you Prose!' LEAH D." with "Featured product review on Review and Refine®" below. This adds another powerful customer testimonial. - 01:03–01:05 The young adult Black female (from earlier, with voluminous curly hair) smiles while walking outside. Then, the first young adult female (with light brown hair, sunglasses) smiles while walking outside. The voiceover says, "Get started with the free consultation now," with the text "Get started with the free consultation now," acting as a direct call to action. - 01:05–01:10 A shot of various Prose products neatly displayed in a shelf-like setting. Text reads: "prose. Take our consultation to get your custom formula." Below are icons for "CRUELTY FREE," "SULFATE FREE," "PARABEN FREE," "CERTIFIED B CORPORATION," "GMO FREE," "PHTHALATE FREE," "ALCOHOL FREE." This final shot reinforces brand values, the customization process, and ethical standards.

# Ad summary This ad promotes Prose, a personalized hair care brand that creates custom formulas for hair and scalp issues. The ad highlights common hair problems, suggesting that these issues might be caused by the wrong shampoo, and positions Prose as the solution. It offers a 60% discount on the first order. # Brand positioning Prose is positioned as a premium and personalized hair care brand that challenges the traditional one-size-fits-all approach to shampoo and other hair products. The brand offers customized hair care formulas tailored to individual needs, hair types, environments, and goals, emphasizing that hair problems may stem from using generic products. This positioning caters to consumers seeking personalized solutions for their unique hair concerns, suggesting that Prose offers a more effective and satisfying experience. # Product Prose is a personalized hair care brand that offers custom-formulated shampoos, conditioners, and hair masks based on individual hair types, environments, and goals. The product aims to address common issues like greasy roots, dry ends, itchy or flaky scalps, and flat, damaged, or frizzy hair by providing personalized solutions. Prose invites users to take a questionnaire about their hair characteristics, lifestyle, and environmental factors to create a tailored product formula. Its main selling points are a flake-free and balanced scalp, shinier, more voluminous, and softer hair, achieved through a formula that truly works. # Visual style The ad has a UGC-style feel with casual, unfiltered visuals. The editing includes quick cuts between different shots, keeping a consistent pace. The overall aesthetic is bright and natural, giving it an accessible and relatable feel. The production quality appears to be a hybrid of smartphone and high-definition cameras, contributing to a genuine tone that aligns with social media content. # Hooks Spoken: Female 1: Break up with your shampoo if you notice these red flags. Text overlay: 00:00–00:02 / Break up with your shampoo Visual: 00:00–00:02: A woman stands in a white-tiled shower, dispensing a pink-colored shampoo from a purple bottle into her hand, with the shower head and faucet visible in the background. She looks directly at the camera with a slight smile. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of experiencing common hair problems such as greasy roots with dry ends, itchy or flaky scalp, and hair that feels flat, damaged, or frizzy. “You have greasy roots by day two, but your ends are still dry. # Value propositions - Addresses hair concerns through custom formulations. - Tailored to individual needs, hair types, environments, and goals. # Benefits - Flake-free and balanced scalp - Shinier hair - More voluminous hair - Softer hair # Features - Custom formula - Unique hair type - Environment - Goals # Call to action Get Your Custom Formula # Social proof - None used. # Point of view - Customer 100% – The entire ad features a creator speaking to the camera, demonstrating the product and offering advice to the viewer as if from personal experience. # Storyline - 00:00–00:02 The ad opens with a statement about 'red flags' in shampoo, suggesting viewers should 'break up with' their current products if they notice these issues. - 00:02–00:13 The ad lists three common hair and scalp problems: greasy roots with dry ends, itchy and flaky scalp, and hair that feels flat, damaged, or frizzy. - 00:13–00:16 A creator states that these issues are not the viewer's fault but rather a result of using the wrong shampoo. She advises viewers to 'break up with it.' - 00:16–00:22 The ad introduces Prose as a custom formula brand that addresses individual hair needs. - 00:22–00:29 The ad reiterates the benefits of using Prose, including a flake-free and balanced scalp and shinier, more voluminous, and softer hair, then promotes the product's effectiveness. - 00:29–00:34 The ad ends with a 60% off offer for the first order and urges viewers to 'say goodbye to your ex-shampoo.'

# Ad summary This ad for Prose custom hair care addresses the common concern of hair graying faster than expected due to reduced melanin, stress, genetics, and aging, which also leads to drier, flatter, harder-to-style hair. It introduces Prose as a reinvented hair care solution for aging hair, emphasizing its customization process based on age, hair concerns, and hair color history. The ad highlights naturally sourced ingredients like argan oil, shea oil, and silk protein, known to rejuvenate aging hair, restore natural oils, and promote hair strength, leading to softer, shinier, and easier-to-style hair in just a couple of washes. It features multiple women of varying ages and hair types showcasing their healthy, vibrant hair, and includes strong social proof with 600,000+ 5-star reviews. The ad concludes with a call to action for a free consultation and an offer of 60% off the first order. # Brand positioning Prose is positioned as a personalized, scientific, and natural solution for specific hair concerns, particularly aging hair. The brand aims to occupy a space in the consumer's mind as a trusted, expert-backed partner for hair health, moving beyond generic, one-size-fits-all products. It aligns with values of individuality, efficacy, and natural ingredients. The brand pushes against the norm of mass-produced hair care by offering highly customized formulas. Its positioning is a blend of functional (science-backed ingredients, personalized formula, specific benefits like softer, shinier hair) and emotional (feeling beautiful, confident, and addressing aging concerns with a tailored solution). The ad implicitly suggests that existing hair care products fail to adequately address the nuances of aging hair and individual needs, making Prose a superior, thoughtful alternative. # Product The ad features Prose custom hair care products, primarily shampoo and conditioner, designed specifically for aging hair. The products work by providing a powerful formula created through a customization process that takes into account the user's age, specific hair concerns (e.g., drier, flatter, harder to style hair, lack of volume, shine, smoothness, moisture), and hair color history. They are for individuals experiencing graying hair and associated changes in hair texture and manageability. Explicitly stated product details include being made with "naturally sourced ingredients" like "Argan Oil," "Shea Oil," and "Silk Protein." These ingredients are known to "rejuvenate aging hair," "restore natural oils," and "promote hair strength." The unique selling proposition is the "customization process" which provides a tailored formula for "unique concerns." The ad shows the products being used during a typical hair wash routine (shampooing, applying conditioner) and styling. It addresses the purchase barrier of product effectiveness by showcasing before-and-after results and numerous positive reviews. The ad also highlights that results can be seen "in just a couple washes" and guarantees satisfaction with "Love your first order, or it's on Prose." # Visual style The ad employs a hybrid visual style, blending polished commercial aesthetics with elements that mimic a UGC (User-Generated Content) feel. Editing style: Features quick cuts and dynamic transitions, especially between different women showcasing their hair, creating a fast-paced, engaging rhythm. There are also smooth transitions between problem-identification shots and solution-presentation shots. Text overlays are often animated to appear or disappear. Production quality: The ad has a high-end production quality, indicated by clear lighting, well-composed shots, and diverse locations (bathrooms, homes, a lab). However, it strategically uses selfie-style shots and relatable actions (flipping hair, shampooing) to maintain an authentic, UGC-like feel, making the product demonstrations and testimonials more trustworthy. Visual motifs: A recurring motif is women smiling and confidently touching or flipping their hair, signifying satisfaction and healthy hair. Close-ups on hair texture (graying, curly, straight) are prominent, directly illustrating the problem and solution. The use of split screens efficiently showcases multiple testimonials. The bright, natural lighting often gives a fresh, aspirational, yet achievable feel. Pacing: The pacing is relatively fast, with frequent cuts, especially during the montage of different women (e.g., 00:22-00:29), creating a dynamic and engaging experience. This keeps the viewer's attention by constantly introducing new visuals and information. Audio-visual sync: Cuts, text overlays, and product actions (e.g., pumping product, shampooing) are well-timed with the voiceover, creating a cohesive and easy-to-follow narrative. The upbeat background music also syncs with the overall positive progression of the ad. # Hooks Spoken: Why your hair starts graying faster than you expect. Text overlay: Why your hair starts graying faster than you expect Visual: A medium shot of a woman (Female 1) with light brown, shoulder-length hair mixed with gray at the roots. She is wearing a light brown tank top. She smiles broadly at the camera, then gently tosses her head, letting her hair move freely. The background is a white subway-tiled shower wall with a black-framed glass shower door. Lighting is bright and even. Camera framing is eye-level, tripod/stationary. / Female 1 continues to toss her head, looking away from the camera, still showing her light brown hair with gray roots. The background remains the same subway-tiled shower wall. Camera framing is eye-level, tripod/stationary. / A medium shot of a woman (Female 2) with very long, dark, wavy hair, heavily mixed with gray, particularly at the roots and through the strands. She is wearing a dark olive green ribbed tank top and a thin gold chain necklace. She stands facing away from the camera, then quickly flips her head, showing the underside of her hair. The background is a light-colored wall in what appears to be a home interior. Lighting is bright and natural. Camera framing is eye-level, tripod/stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the negative physical and emotional impact of aging hair, specifically "graying faster than you expect." The ad highlights that when melanin drops, hair can start to feel "Drier, Flatter, Harder to style." This is visually represented by showing graying hair and then explicitly listed. The ad also implies the frustration of not finding effective solutions, which Prose aims to address through customization. # Value propositions - Prose has reinvented haircare for aging hair - customization process - powerful formula for your unique concerns - Love your first order, or it's on Prose - Naturally sourced ingredients - shinier hair in 4 weeks - in just a couple washes # Benefits - rejuvenate aging hair - restore natural oils - promote hair strength - shinier hair in 4 weeks - Softer - Shinier - Easier to style - easier to style, and I have less hair in the drain - feel so beautiful! # Features - customization process - customizes your products to your Age, Hair concerns, and Hair color history - powerful formula for your unique concerns - made with naturally sourced ingredients like Argan Oil, Shea Oil, and Silk Protein - Cruelty Free - Sulfate Free - Paraben Free - Certified B Corporation - GMO Free - Phthalate Free - Alcohol Free # Call to action Get started with the free consultation now # Social proof - 600,000+ 5-star Prose product reviews on Review & Refine® - 'Great product! My hair is easier to style, and I have less hair in the drain' – ANNA M. - 'I can't believe this is my hair. I feel so beautiful! Thank you Prose!' – LEAH D. # Point of view - Customer 65% – Communicated through multiple women demonstrating hair conditions, product use, and expressing satisfaction, implying firsthand experience and relatability. - Brand 35% – Communicated through the voiceover explaining product mechanisms, ingredients, benefits, and offering specific calls to action and guarantees, as well as on-screen product shots and scientific imagery. # Storyline - 00:00–00:02 A woman with light brown hair and visible gray roots smiles at the camera, then flips her hair from side to side, showing its movement. Text overlay: "Why your hair starts graying faster than you expect". The intention is to grab attention by addressing a common concern and introduce the problem, creating curiosity. The woman is the main subject, offering a relatable customer perspective, while the text provides a brand-informed statement. The tone is informative and slightly intriguing. This sets up the problem statement. - 00:02–00:04 The woman flips her long, dark, wavy hair, revealing significant gray hair underneath and at the roots. Text overlay: "Most of us begin seeing early grays long before 60". This visual reinforces the problem introduced in the previous shot by showing a more advanced stage of graying, making it more relatable to a wider audience. The speaker is the voiceover, communicating a general fact from an expert/brand perspective, aiming for broad relatability. The tone remains informative and empathetic. This expands on the problem's prevalence. - 00:04–00:06 A close-up shot from above shows the top of a woman's head with thick, dark gray hair at the roots and throughout the scalp. Her hands touch her head. Text overlay: "Most of us begin seeing early grays long before 60". This shot provides a detailed look at graying hair at the roots, making the problem tangible and visible. It reinforces the previous statement visually. The perspective is an intimate, close-up view, connecting the problem directly to the viewer's potential experience. The tone is diagnostic. This further illustrates the problem. - 00:06–00:09 The first woman from 00:00 is back, smiling and tossing her hair, showing its movement. Text overlay: "It's just your follicles producing less melanin thanks to:". This explains the biological reason for graying hair, shifting from observation to explanation. The woman's positive expression suggests a reassuring tone, framing the biological process as natural rather than alarming. The voiceover delivers factual information from an expert perspective. This provides the root cause of the problem. - 00:09–00:10 A close-up shot of Female 1's hair from the side. She pulls a section of her hair away from her head, showing the mixed light brown and gray strands. Her face is partially visible, looking down. Text overlay: "Everyday stress". This shot illustrates the physical strands of hair while introducing the first contributing factor to melanin reduction. The close-up view emphasizes the hair texture and color variation. The voiceover continues explaining the causes, maintaining an informative tone. This links the cause to a specific factor. - 00:10–00:12 The woman from 00:06 holds a section of her hair, continuing to show the mixed colors. Text overlays stack: "Everyday stress Genetics". This builds on the previous explanation by adding another factor, suggesting multiple influences. The stacking text visually reinforces the accumulation of causes. The voiceover continues its informative explanation. This expands on the contributing factors. - 00:12–00:13 The woman from 00:06 holds a section of her hair. Text overlays stack: "Everyday stress Genetics Natural aging". This completes the list of factors contributing to melanin reduction, providing a comprehensive understanding of the problem's origins. The full list emphasizes the multifaceted nature of aging hair. The voiceover delivers the complete explanation. This fully details the causes. - 00:13–00:15 A woman with long, dark, very curly hair, heavily mixed with gray, shakes her head. Text overlay: "and when melanin drops, hair can start to feel". This transitions from explaining the cause of graying to describing its effects on hair texture. The visual of curly, graying hair shows another hair type affected. The voiceover sets up the consequences of melanin loss, maintaining an informative tone. This bridges the problem to its direct impact. - 00:15–00:17 A close-up shot of the previous woman's curly, gray hair from the back. Text overlays stack: "Drier Flatter Harder to style". This directly lists the negative impacts of melanin loss on hair quality, making the problem more specific and relatable. The visual reinforces these textural changes. The voiceover explicitly names the problems, solidifying the pain points. This specifies the negative consequences of the problem. - 00:17–00:18 A woman, possibly the first from 00:00, in a white shirt, smiles broadly and holds a Prose box. Text overlay: "Prose has reinvented haircare for aging hair". This marks the clear transition from problem to solution, introducing the brand as an innovative answer. The woman's joyful expression signals a positive shift and relief. The voiceover explicitly states the brand's unique positioning. This introduces the solution from the brand's perspective. - 00:18–00:20 The same woman from 00:17 is now in a bathroom, holding up a black pump bottle with a peach label, smiling. Text overlay: "Prose has reinvented haircare for aging hair". This visually presents the product packaging in a home setting, making it tangible and accessible. Her smile and direct gaze convey trustworthiness and satisfaction. The voiceover reiterates the brand's claim, associating the product with the solution. This concretizes the brand's solution. - 00:20–00:22 A screen recording shows an interactive UI with "What are your hair goals?" and toggle options like "MORE VOLUME," "MORE SHINE," "MORE SMOOTHNESS," etc. Text overlay: "with this customization process". This demonstrates the core differentiator of Prose: personalized hair care through a consultation. The interactive UI highlights user agency and tailored solutions. The voiceover explains the key mechanism of the brand's "reinvention." This explains the 'how' of the solution. - 00:22–00:26 A four-panel split screen shows four different women smiling and touching their hair. Text overlay: "600,000+ 5-star Prose product reviews on Review & Refine®". This introduces social proof, showcasing diverse women who are happy with their hair, implying product efficacy across different hair types. The women's smiles convey satisfaction. The voiceover highlights the overwhelming positive feedback. This validates the solution with widespread customer satisfaction. - 00:26–00:29 Another four-panel split screen shows four different women smiling and touching their hair. Text overlay: "600,000+ 5-star Prose product reviews on Review & Refine®". This further reinforces the social proof with more diverse faces, suggesting broad appeal and effectiveness. The consistent smiles and hair-touching actions reinforce positive outcomes. The voiceover continues to emphasize the large number of positive reviews. This reiterates social proof and diversity of users. - 00:29–00:30 A woman with long gray hair looks directly at the camera with a neutral expression, then smiles and flips her hair. Text overlay: "and can give you shinier hair in 4 weeks". This shot demonstrates a before-and-after type visual (neutral expression to happy smile, static hair to flowing hair) and introduces a specific, measurable benefit and timeline. Her transformation conveys confidence and satisfaction. The voiceover delivers a tangible promise. This offers a concrete benefit and a timeline. - 00:30–00:31 The woman from 00:29 smiles and flips her gray hair again. Text overlay: "and can give you shinier hair in 4 weeks". This reinforces the previous benefit with repeated visual and verbal emphasis. The continuing happy expression maintains the positive emotional tone. The voiceover repeats the benefit. This reinforces the benefit. - 00:31–00:32 A woman with long, voluminous white hair, wearing a green cardigan, smiles and touches her hair. Text overlay: "Love your first order, or it's on Prose". This adds a strong guarantee and removes purchase risk, building trust. Her confident smile implies the product's effectiveness. The voiceover provides the risk-free offer. This addresses potential purchase barriers. - 00:32–00:33 A woman with long, wavy blonde hair smiles brightly and touches her hair. Text overlay: "Love your first order, or it's on Prose". This reinforces the guarantee with another happy user, emphasizing diverse positive experiences. Her radiant smile confirms the satisfaction promise. The voiceover reiterates the offer. This reinforces the guarantee with another user. - 00:33–00:35 A woman with wet gray hair blow-dries it in front of a bathroom mirror, smiling at her reflection. Text overlay: "The process customizes your products to your". This visual of active product use in a realistic setting subtly suggests the daily integration of Prose. Her comfortable smile indicates ease of use. The voiceover begins to explain the customization factors. This transitions to detailing the customization. - 00:35–00:36 A woman with wet gray hair shampoos it in the shower, looking up contentedly. Text overlay: "Age". This directly links the product use to a specific customization factor, making the process tangible. Her relaxed expression conveys a pleasant experience. The voiceover lists the first customization factor. This specifies the first customization factor. - 00:36–00:38 The woman continues shampooing in the shower. Text overlay: "Hair concerns". This adds another customization factor, building on the specificity of the product. The continuous action reinforces the product's integration into routine. The voiceover adds the next customization factor. This specifies the second customization factor. - 00:38–00:39 The woman continues shampooing in the shower. Text overlay: "Hair color history". This completes the list of customization factors, highlighting the comprehensive nature of Prose's personalization. The voiceover provides the full list, emphasizing thoroughness. This fully details the customization factors. - 00:39–00:40 A woman in a red top, hair wet, holds out a jar of product (likely a hair mask), smiling. Text overlay: "to create a powerful formula for your unique concerns". This shows a product application moment, emphasizing the tailored solution. Her confident smile and direct gaze invite engagement. The voiceover summarizes the purpose of customization. This explains the result of customization. - 00:40–00:42 A close-up shot of Female 11's hand, holding a black pump bottle with a purple label (Prose product). She pumps the lavender-colored product into her palm, which is cupped under a running showerhead. Her chest and shoulder are visible in the background, out of focus. Text overlay: "to create a powerful formula for your unique concerns". This close-up product shot visually demonstrates the product texture and application. The action is clear and focused. The voiceover continues to explain the personalized formula. This provides a detailed product interaction. - 00:42–00:43 A woman in a lab coat with "prose" on the back looks into a microscope in a laboratory setting. Text overlay: "This formula is made with". This introduces the scientific and research-backed aspect of the brand, building credibility. The lab setting conveys professionalism and expertise. The voiceover begins to detail the ingredients. This establishes scientific credibility. - 00:43–00:45 Small glass vials with "prose" labels and names like "Arcadia," "Prelude," "Botanica," "Meleni," "Oasis," "Corsica" are arranged on a glossy white surface. A hand in a white glove places a vial. Text overlay: "naturally sourced ingredients like". This visually presents the "naturally sourced ingredients" in an elegant, scientific manner, emphasizing quality. The focused shot on ingredients reinforces the product's composition. The voiceover introduces the ingredient type. This showcases the natural ingredients. - 00:45–00:46 Close-up of two vials labeled "Argan Oil" and "Shea Oil." Text overlay: "naturally sourced ingredients like". This highlights specific beneficial ingredients, connecting them to natural sourcing. The close-up emphasizes the purity and quality. The voiceover continues listing ingredients. This provides specific examples of natural ingredients. - 00:46–00:47 Close-up of two vials labeled "Shea Oil" and "Silk Protein." Text overlay: "naturally sourced ingredients like". This completes the list of highlighted ingredients, further substantiating the product's natural composition. The voiceover finishes listing key ingredients. This provides more specific examples of natural ingredients. - 00:47–00:49 A woman with long, curly gray hair smiles confidently at the camera. Text overlay: "Ingredients known to". This transitions from listing ingredients to explaining their benefits, connecting the 'what' to the 'why'. Her confident smile suggests the positive impact of these ingredients. The voiceover sets up the benefits of the ingredients. This links ingredients to their functional purpose. - 00:49–00:50 A woman with long, straight gray hair brushes it smoothly. Text overlay: "Rejuvenate aging hair". This visually demonstrates the effect of the product (smooth, well-managed hair) while stating the first key benefit of the ingredients. The smooth brushing action conveys ease of styling and healthy hair. The voiceover states a primary benefit. This shows and tells a key ingredient benefit. - 00:50–00:52 A woman with curly gray hair smiles brightly, her hair looking healthy and bouncy. Text overlay: "Restore natural oils". This visually reinforces healthy, vibrant hair while adding another significant benefit. Her genuine smile conveys deep satisfaction. The voiceover adds a second benefit. This reinforces healthy hair and adds another ingredient benefit. - 00:52–00:53 A woman with long gray hair, seen from behind, touches her hair. Text overlay: "Promote hair strength". This showcases the hair from another angle, emphasizing its overall health and adds the final ingredient benefit. The action of touching her hair suggests its improved texture and strength. The voiceover completes the list of benefits. This highlights overall hair health and the final ingredient benefit. - 00:53–00:55 A woman with curly gray hair smiles and flips her hair, appearing happy. Text overlay: "Leaving hair". This transitions to the overall positive results experienced by users after using the product. Her joyful expression signals the desired emotional outcome. The voiceover sets up the ultimate outcome. This provides a final brand statement, values, and CTA. - 00:55–00:56 The woman from 00:53 flips her hair again, smiling. Text overlay: "Softer". This visually demonstrates soft, manageable hair while stating the first noticeable improvement. Her continued happy expression reinforces the positive feeling. The voiceover states the first outcome. This shows and tells a direct product outcome. - 00:56–00:57 A woman with long, straight light brown hair, seen from behind, shakes her head, showing smooth, shiny movement. Text overlay: "Shinier". This visually highlights shine and smoothness, adding another key benefit. The flowing hair emphasizes its improved texture. The voiceover adds another outcome. This shows and tells a second direct product outcome. - 00:57–00:58 The woman from 00:56 continues to shake her head, displaying her shiny hair. Text overlay: "Easier to style". This completes the list of immediate post-use benefits, emphasizing manageability. The fluid hair movement implies ease of styling. The voiceover delivers the final outcome. This shows and tells a third direct product outcome. - 00:58–01:00 A woman with short, curly black and blonde hair smiles and touches her hair confidently. Text overlay: "in just a couple washes". This provides a quick timeline for seeing results, implying rapid effectiveness. Her confident and happy expression suggests the speed and efficacy. The voiceover gives a time-bound promise. This provides a timeframe for results. - 01:00–01:03 A close-up shot of Prose product bottles in a dimly lit setting with strong shadows. Text overlay: "⭐⭐⭐⭐⭐ 'Great product! My hair is easier to style, and I have less hair in the drain' ANNA M. Featured product review on Review and Refine®". This introduces a direct customer testimonial, providing concrete evidence of product benefits from a real user. The five-star rating reinforces positive sentiment. The text overlay is the testimonial itself, adding credibility. This provides direct social proof. - 01:03–01:07 A hand picks up a Prose shampoo bottle, revealing the label. Text overlay: "⭐⭐⭐⭐⭐ 'I can't believe this is my hair. I feel so beautiful! Thank you Prose!' LEAH D. Featured product review on Review and Refine®". This presents another customer testimonial, emphasizing emotional benefits and transformative results. The interaction with the product makes the review feel personal and authentic. The text overlay is the testimonial, adding emotional social proof. This provides direct social proof with an emotional angle. - 01:07–01:09 The first woman from 00:00, now wearing a green shirt, smiles at the camera while touching her hair. Text overlay: "Get started with the free consultation now". This delivers a clear call to action, guiding the user to the next step in the purchase journey. Her welcoming smile makes the call to action inviting. The voiceover directly instructs the viewer. This provides a clear call to action. - 01:09–01:16 A clean, well-lit display of various Prose product bottles (shampoo, conditioner, oil, mask) with different colored labels. Below are icons for "CRUELTY FREE", "SULFATE FREE", "PARABEN FREE", "Certified B Corporation", "GMO FREE", "PHTHALATE FREE", "ALCOHOL FREE". Brand logo "prose" at the top. Text overlay: "Take our consultation to get your custom formula". This is a final brand-focused shot, summarizing the product offering, key values, and reiterating the customization CTA. The array of products emphasizes variety and personalization, while the icons highlight ethical and clean beauty. The text overlay reinforces the main CTA. This provides a final brand statement, values, and CTA.