How rem beauty Advertises on Meta

# Ad summary r.e.m. Beauty lip gloss ad featuring swatches of three different colors. # Brand positioning r.e.m. Beauty is presented as a modern beauty brand, embracing the current trends in cosmetic products and color palettes. The brand appears to be targeted towards younger audiences who appreciate soft, natural makeup looks. Based on the product's name and packaging, the brand positions itself as simple and sleek. # Product r.e.m. Beauty's Glossy Balm is a lip product that gives the lips a shiny and colorful look. The product comes in a small tube with a doe foot applicator. The featured shades in the ad are Cosmo, Skinny Dripped, and Juice Box. Each lipgloss appears to be highly pigmented. The ad is designed to show the product's color range and glossy finish. The ad also encourages consumers to buy the product. # Visual style The ad has a polished, but natural visual style, made to appear as UGC content. The editing style is simple with static shots and basic transitions. The camera is focused on the presenter with a shallow depth of field. The video's pacing is slow. # Hooks Text overlay: cosmo Visual: 00:00–00:01 A fair-skinned, young woman with long, dark brown hair is centered in the frame. She wears a white tank top, a gold necklace, multiple silver rings, and full makeup including blush, eyeshadow, and lip color. She is holding three r.e.m. beauty glossy balms. # Funnel stage Consideration # Pain points None used. # Value propositions - Shows the product's color range and glossy finish. - Encourages consumers to buy the product # Benefits - Gives lips a glossy and colorful look. # Features - Lip gloss # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating the lip gloss colors. # Storyline - 00:00–00:01 The video starts with a woman holding three lip glosses. - 00:01–00:05 00:01–00:05 The woman applies the first lip gloss to her lips. The text overlay states the name of the product: Cosmo. - 00:05–00:10 00:05–00:10 The woman applies the second lip gloss to her lips. The text overlay states the name of the product: Skinny Dripped. - 00:10–00:16 00:10–00:16 The woman applies the third lip gloss to her lips. The text overlay states the name of the product: Juice Box.

# Ad summary This ad showcases the R.E.M. Beauty products. The content creator applies the blush stick to her cheeks, eyes and lips. Next she lines her lips with the R.E.M. Beauty lip pencil. Lastly, the content creator applies the R.E.M. Beauty lip gloss. # Brand positioning R.E.M. Beauty is presented as a modern and accessible beauty brand. The tone of the ad is youthful, energetic, and relatable, aligning with a Gen Z or Millennial audience. The brand embraces simplicity and ease of use, demonstrated through the application of the featured products. R.E.M. Beauty appears to push against the norm of complicated or time-consuming beauty routines, focusing instead on quick and natural-looking results. The brand positioning is functional, offering versatile and user-friendly products. # Product The ad features three R.E.M. Beauty products: A blush stick, a lip pencil, and a lip gloss. The blush stick is a multi-use product that can be applied to the cheeks, eyes, and lips for a cohesive, natural look. The lip pencil is used to line the lips, creating definition. The lip gloss adds a glossy finish to the lips, completing the look. The products are for makeup enthusiasts of all skill levels. The ad highlights the simplicity and versatility of the products, demonstrating how they can be used to create a quick and easy makeup look. The multi-use product format suggests the blush stick is worth trying for its convenience. # Visual style The ad has a polished UGC feel. The lighting is natural, and the production quality is high-end. The editing style consists of quick cuts, with a consistent pace throughout the ad. The cuts and product actions are timed to the music. # Hooks Spoken: 00:00–00:02: [Singing] Let's do a quick makeup look. Visual: 00:00–00:02: A woman with long dark hair is centered in the frame, holding a R.E.M. Beauty blush stick and a R.E.M. Beauty lip gloss. She has already applied makeup and is smiling. She is wearing a white shirt. The background features a wall and a ceiling fan. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the content creator wants to create a quick makeup look. # Value propositions - The R.E.M. beauty products creates a quick makeup look. # Benefits - Quick makeup look # Features - Blush stick - Lip pencil - Lip gloss # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot in selfie-style, with the content creator demonstrating the product application. # Storyline - 00:00–00:02 The content creator holds three R.E.M. Beauty products towards the camera. - 00:02–00:07 00:02–00:07: The content creator applies the blush stick to her cheeks and blends it in with her fingers and a brush. This conveys the blush sticks ease of use. - 00:07–00:12 00:07–00:12: The content creator applies the blush stick to her eyes and lips. - 00:12–00:17 00:12–00:17: The content creator lines her lips with the lip pencil. - 00:17–00:27 00:17–00:27: The content creator applies the lip gloss. - 00:27–00:29 00:27–00:29: The content creator shares the finished makeup look.

# Ad summary A close up of a r.e.m. beauty eyeshadow quad, highlighting the color and formula. # Brand positioning r.e.m. beauty is presented as a modern and high-quality cosmetics brand, focusing on clean, high-impact color. The brand aims to occupy a space in the consumer's mind as a provider of makeup that is both effective and gentle on the eyes. The brand aligns with values of quality and cleanliness, promoting a beauty routine that is both impactful and safe. The brand positions itself as a provider of cosmetics with formulas your eyes will love, pushing against the norm of potentially irritating or harmful makeup products. The brand positioning is functional and emotional, emphasizing the lasting color and eye-friendly formula, making it appealing to those seeking both beauty and comfort. # Product The advertised product is an eyeshadow quad from r.e.m. beauty, featuring four different shades in a square, metallic compact. The eyeshadows consist of a range of neutral tones, from light peach to deep brown, suitable for creating a variety of eye looks. The shades include matte and shimmer textures. The product is designed for everyday use but with an "upgraded" high-impact color that lasts. The advertisement highlights the clean formula, addressing potential purchase barriers related to eye sensitivity or irritation. The product is presented as a versatile and safe option for achieving beautiful and long-lasting eye makeup. # Visual style The ad has a polished, studio-shot aesthetic with soft lighting and a focus on the product. The visual motifs include a clean, reflective surface, a soft color palette of pinks and neutrals, and a semi-transparent ribbon to add a touch of elegance. The image treatment includes color grading to enhance the product's tones and create a cohesive visual theme. The typography is integrated in a simple, legible style. The overall style is high-design and sophisticated, aimed at increasing the scannability and stop power in the feed. # Hooks Headline: your everyday eye look - upgraded # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of using eyeshadows that don't last long or are irritating to the eyes, indicated by the claim of "high-impact color that lasts, with a clean formula your eyes will love." # Value propositions - Upgraded eye look - High-impact color that lasts - Clean formula safe for eyes # Benefits - that lasts - your eyes will love # Features - high-impact color - clean formula # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand is conveying information about its product (eyeshadow palette) and its value proposition (high impact color, clean formula that eyes will love). # Storyline - The ad begins by promising an upgraded everyday eye look. The brand is speaking directly to the audience, suggesting that their current eye makeup routine can be elevated with this product. This serves as an initial hook to grab attention and express a sense of aspiration. - The ad highlights that the product features high-impact color that lasts, and features a clean formula that eyes will love. The brand is speaking, emphasizing the product's functional benefits and addressing potential concerns about product safety or irritation. This aims to build trust and demonstrate the product's value. - The ad concludes with a visual presentation of the r.e.m. beauty eyeshadow quad. The brand is presenting the product in an appealing manner, showcasing its color range and packaging. This aims to reinforce the product's quality and desirability.

# Ad summary This ad showcases r.e.m. beauty's glossy balm duo through a makeup demonstration by a female creator. She applies each shade and highlights the glossy finish, creating a simple yet effective beauty tutorial. # Brand positioning r.e.m. beauty is presented as a modern and accessible makeup brand. Its association with Ariana Grande implies a youthful, stylish, and on-trend positioning. The brand seems to push against overly complicated beauty routines, promoting a more simple and fun approach, especially with its glossy balm duo, which emphasizes a quick and easy application for a polished look. The brand's positioning is both functional (providing a glossy finish) and emotional (enhancing confidence and appeal). # Product The r.e.m. beauty glossy balm duo features two tinted lip balms designed to provide a shiny, moisturized look. The duo includes two distinct shades: "Cherry Cola" and "Juice Box". The product is presented as quick and easy to apply, perfect for on-the-go use. The glossy finish is a key USP, and the ad shows how the balms enhance the natural lip color while adding shine. The product appears targeted towards those who want a simple and effective way to enhance their lip appearance without the fuss of traditional lipsticks or glosses. # Visual style The ad has a UGC (User-Generated Content) feel with a simple, straightforward presentation. The editing consists of quick cuts between product showcases and application demonstrations. The production quality is decent, with clear focus on the products and the woman's face. The lighting is slightly dim, creating a casual and intimate atmosphere. The pacing is consistent with quick cuts to maintain engagement. # Hooks Text overlay: trying r.e.m beauty's glossy balm duo 🍒 Visual: 00:00–00:01 The shot begins with a medium close-up of a young woman with light skin, defined cheekbones, and braided dark hair. She is wearing a printed hoodie and has multiple ear piercings. She holds a closed white box in her left hand and a pink striped makeup bag with the r.e.m. beauty logo on the front in her right hand. The background is a blurry, dark wall. # Funnel stage Consideration # Pain points The ad implies the frustration of complicated or time-consuming lip makeup routines. It addresses the need for a simple, effective lip product for those who want a polished look on-the-go. # Value propositions - A quick and easy way to get glossy and tinted lips without the fuss of traditional lipsticks. # Benefits - Provides a glossy finish - Enhances natural lip color - Easy to apply # Features - Glossy balm - Comes in two shades: Cherry Cola and Juice Box # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the point of view of a customer or creator trying and showcasing the product. # Storyline - 00:00–00:01 00:00–00:01 A woman holds up a r.e.m. beauty makeup bag and the glossy balm duo in its packaging. - 00:01–00:03 00:01–00:03 The woman holds the two balms up to the camera, showcasing the "Cherry Cola" and "Juice Box" colors. - 00:03–00:07 00:03–00:07 The woman applies the "Juice Box" balm to her lips, demonstrating the glossy finish and color payoff. - 00:08–00:09 00:08–00:09 The woman showcases the balm and its packaging, which is a white box with the r.e.m. beauty branding on it. - 00:09–00:12 00:09–00:12 The woman applies the "Cherry Cola" balm to her lips, showing its different color and glossy finish. - 00:12–00:15 00:12–00:15 The woman holds both balms side by side, displaying the final look with both colors applied.

# Ad summary This ad features Ariana Grande demonstrating how to apply her favorite R.E.M. Beauty lip products to create a perfect lip combo. She begins by applying the R.E.M. Beauty Utmost Importance Plumping Lip Gloss in the shade 'Booked n Busy' to her lips. Then, she applies the R.E.M. Beauty Eclipse Lip Click in the shade 'Cosmo'. She finishes by applying the Utmost Importance Plumping Lip Gloss again. # Brand positioning R.E.M. Beauty is presented as an aspirational yet accessible beauty brand, leveraging Ariana Grande's celebrity status and makeup expertise. The brand offers makeup products that are easy to use and high quality, allowing consumers to achieve a polished yet natural look, as demonstrated by Ariana. The brand promotes a sense of fun and creativity in makeup, inviting customers to experiment and express themselves. R.E.M. Beauty's alignment with Ariana Grande suggests a focus on products that enhance natural beauty while maintaining a playful, accessible tone. The brand seems to ignore norms around overly complex or intimidating beauty routines, focusing instead on creating products that are easy for anyone to incorporate into their daily life. # Product This ad features two R.E.M. Beauty lip products: the Utmost Importance Plumping Lip Gloss and the Eclipse Lip Click. The Utmost Importance Plumping Lip Gloss is designed to plump the lips, adding volume and shine. In the ad, Ariana Grande uses the shade 'Booked n Busy'. The Eclipse Lip Click is a lip product that is designed to enhance the natural lip color. In the ad, Ariana Grande uses the shade 'Cosmo'. The ad suggests that both products are for anyone who wants to enhance their lips with a natural, glossy look. # Visual style The ad has a polished but casual feel, leveraging Ariana Grande's star power. The editing style is simple with static shots and minimal transitions. The production quality feels high-end, with a clean, well-lit environment and clear product visuals. The pacing is consistent with the music. # Hooks Text overlay: 00:00–00:02 ari's go-to lip combo Visual: 00:00–00:02 Ariana Grande is centered in the frame, looking directly at the camera. She is holding the R.E.M. Beauty Utmost Importance Plumping Lip Gloss in one hand and the R.E.M. Beauty Eclipse Lip Click in the other hand. Ariana is wearing a white, long-sleeved sweatshirt. In the background, there is a black and white photo on the wall and a partially visible lamp. The camera is stationary and close up. # Funnel stage Consideration # Pain points None used. # Value propositions - ari's go-to lip combo: This suggests that the products are part of a trusted and effective routine used by Ariana Grande herself. # Benefits - Plumping lips - Adding volume - Enhancing natural lip color # Features - Utmost Importance Plumping Lip Gloss - Eclipse Lip Click # Call to action None used. # Social proof - Ariana Grande (Founder) is using her own products in the ad, showcasing the effectiveness of her brand. # Point of view - Customer 60% – Most of the video shows Ariana Grande applying the lip products as a customer would. - Brand 40% – The brand POV is shown when Ariana Grande is holding up the products and displaying the final look. # Storyline - 00:00–00:02 00:00–00:02 Ariana Grande holds up the R.E.M. Beauty Utmost Importance Plumping Lip Gloss and Eclipse Lip Click to the camera. The intention is to introduce the featured products. The perspective is from the brand, showcasing the products in an appealing way. - 00:02–00:06 00:02–00:06 Ariana Grande applies the R.E.M. Beauty Utmost Importance Plumping Lip Gloss in the shade 'Booked n Busy' to her lips. This demonstrates the first step in the lip combo process. The perspective is from the customer, showing how easy it is to use the product. - 00:06–00:12 00:06–00:12 Ariana Grande rubs her lips together, as if to spread the gloss. She then touches her finger to her lips to check the texture. This shows how well the product applies to the lips. The perspective is from the customer, as they would also check to see if the product looks good. - 00:12–00:16 00:12–00:16 Ariana Grande holds up the R.E.M. Beauty Eclipse Lip Click in the shade 'Cosmo' to the camera. She then applies it to her lips. This demonstrates the second step in the lip combo process. The perspective is from the customer, showing how easy it is to use the product. - 00:17–00:23 00:17–00:23 Ariana Grande applies the R.E.M. Beauty Utmost Importance Plumping Lip Gloss in the shade 'Booked n Busy' to her lips. This demonstrates the final step in the lip combo process. The perspective is from the customer, showing how easy it is to use the product. - 00:24–00:28 00:24–00:28 Ariana Grande puts the R.E.M. Beauty Eclipse Lip Click down. She winks and purses her lips. This showcases the final look of the lip combo. The perspective is from the brand, highlighting the final result of the application.

# Ad summary This ad features r.e.m. beauty's dreamglow highlight serum in QUARTZ, highlighting its ability to create an effortless glow. # Brand positioning r.e.m. beauty is positioned as a brand that delivers an effortless glow. By associating the product with "ari's secret," the brand leverages celebrity endorsement and implies exclusivity. The brand aligns with a beauty routine that is both effective and easy to achieve, appealing to consumers who value simplicity and a radiant look. It seems to push against complicated or high-maintenance beauty standards, offering a streamlined path to glowing skin. The brand's positioning leans towards emotional benefits, focusing on the confidence and appeal that come with achieving a radiant complexion effortlessly. # Product The dreamglow highlight serum in QUARTZ is presented as a product designed to create an effortless glow. Marketed as "ari's secret," the product is intended for individuals seeking a radiant complexion with minimal effort. The ad emphasizes the product's ability to deliver a glowing effect, suggesting it is a quick and easy solution for achieving radiant skin. The highlight serum comes in a clear bottle with a black cap, allowing the pearlescent shade of the serum to be visible. A USP appears to be its ease of use, supported by the language of "effortless glow." # Visual style The ad features a highly polished, studio-shot aesthetic. The visual motif centers around a clean, product-focused presentation, with soft gradients and lighting enhancing the pearlescent glow of the highlight serum. The image treatment includes background removal and subtle color grading to create a cohesive and appealing look. The typography is clean and legible, integrated smoothly into the overall design. The style aims for a high-design feel, enhancing scannability and stop power within a feed. # Hooks Headline: ari's secret to an effortless glow # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - "ari's secret to an effortless glow" - Celebrity association suggests the product delivers celebrity-worthy results. # Benefits - effortless glow # Features - dreamglow highlight serum in QUARTZ # Call to action None used. # Point of view - Brand: The overall image communicates the brand's message and showcases its product, presenting it as the key to achieving an effortless glow. - Customer: The ad speaks to the customer by sharing "ari's secret to an effortless glow", presenting the product as the solution to achieving a radiant complexion with minimal effort. # Storyline - The ad opens by hinting that the product, r.e.m. beauty dreamglow highlight serum, is "ari's secret to an effortless glow." This serves to pique interest by associating the product with a well-known personality, suggesting that it holds the key to achieving a desirable look. The brand is communicating its promise of effectiveness and exclusivity. - The narrative progresses with a close-up visual of the product, covered in a glistening serum, emphasizing its texture and highlighting properties. This moment aims to demonstrate the product's luxurious feel and radiant effect. The visual element reinforces the promise of an effortless glow. - The ad concludes by restating the product name, "dreamglow highlight serum in QUARTZ", solidifying the identity of the item in the viewer's mind. This emphasizes the specific variant being promoted. The brand is reinforcing the product identity and its key offering: a highlighting serum that delivers a radiant look.

# Ad summary This ad showcases the brand Lewpewbeauty and its various makeup products. It features an individual applying the makeup, including lip liner, lip gloss, blush, and eye shimmer, while showing the products to the camera. # Brand positioning Lewpewbeauty presents itself as a makeup brand that emphasizes enhancing natural beauty with playful, shimmery, and colorful products. The brand appears to be targeting a younger audience interested in creating fun, vibrant makeup looks. The brand aesthetic blends a soft, feminine style with iridescent pops. Lewpewbeauty positions itself as accessible and easy to use, while the products themselves offer a way for consumers to experiment with color and shimmer without needing to be professional makeup artists. # Product The ad features Lewpewbeauty’s makeup products. First is the eye shimmer, which comes in a tube with a wand applicator. It can be applied to the eyelids to add a shimmery and iridescent effect. Next is the blush palette which includes three colors - orange, light pink, and dark pink. Finally, the ad features a lip liner and lip gloss. The lip liner, in a crayon form, is used to define and shape the lips. The lip gloss comes in a tube and can be squeezed out onto the lips for a shimmery, shiny finish. # Visual style The ad has a polished, UGC feel with a focus on showcasing the product. The setting is a neutral gray background, allowing the makeup and model to stand out. Editing includes quick cuts timed to the music's beat, maintaining a consistent pace. The production quality is high-end, providing a commercial feel that supports the intended tone and audience. # Hooks Visual: 00:00–00:01: A woman with long, dark hair is centered in the frame against a neutral gray background. She has full makeup, including shimmer on her eyes and a glossy, dark lip. She's wearing a simple black top and a gold necklace. She holds a collection of Lewpewbeauty makeup products: a white lip liner, a silver tube, a blush palette, and a maroon tube. She smiles slightly. / 00:01–00:02: The woman is centered, looking at the camera. She has a bare eyelid and a neutral expression. She holds a maroon tube and rotates it to display the label. / 00:02–00:03: Close-up shot of the woman opening the maroon tube and pulling out the wand. The camera focuses on the wand, which has a shimmering, maroon color. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Lewpewbeauty products offer a way for consumers to experiment with color and shimmer without needing to be professional makeup artists. # Benefits - Adds a shimmery and iridescent effect to the eyelids - Defines and shapes the lips - Provides a shimmery, shiny finish to the lips # Features - Eye shimmer in a tube with wand applicator - Blush palette with three colors - orange, light pink, and dark pink - Lip liner in crayon form - Lip gloss in a tube # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a satisfied customer demonstrating the makeup application process. # Storyline - 00:00–00:01 The ad begins with a woman showing the Lewpewbeauty products to the camera, giving a glimpse of the final makeup look. - 00:01–00:02 The woman picks up Lewpewbeauty's eye shimmer to show to the camera. This is intended to introduce a particular product from Lewpewbeauty's product line. - 00:02–00:04 She opens the cap and shows the shimmer on the wand, and then she swipes the product on the back of her hand. This is intended to show the product texture and shimmer. - 00:05–00:07 The woman applies the shimmer to her eyelid and then uses a brush to blend it in. This is meant to demonstrate how to apply the product to the eye. - 00:07–00:09 She reapplies shimmer to the eyelid. This reinforces the ease of application of the product. - 00:09–00:11 The woman shows the blush palette to the camera, displaying its colors. The intent is to display the range of blush colors available in the Lewpewbeauty product line. - 00:12–00:17 She uses a makeup brush to apply the blush on her cheek. This shows the application of the blush. - 00:18–00:23 The woman applies lip liner to her lips. This step shows how the lip liner defines the lips before applying lip gloss. - 00:24–00:28 She applies lip gloss to her lips, completing the makeup look. This displays the final touch to the makeup look. - 00:28–00:30 The woman holds the Lewpewbeauty products and winks at the camera. This reinforces the brand and leaves a playful lasting impression.

# Ad summary A female creator demonstrates how to apply the LE'W PRISMA lip liner and gloss duo in two different colors. # Brand positioning LE'W PRISMA is a lip brand that aims to provide high-quality lip products with vibrant color. In this ad, it is presented as a bold brand that focuses on providing lip color through glosses and lip liners. # Product The LE'W PRISMA lip liner and gloss duo features two products that are designed to be paired together. The lip liner is shaped like a marker and designed to line the lips. The lip gloss is designed to be applied over the lip liner and features a doe foot applicator for easy application. The products are available in several colors, including red and purple. # Visual style This ad has a casual aesthetic and a UGC feel. The lighting is standard indoor lighting. The camera is stable and provides a close-up view. The editing style is simple, with no transitions. # Hooks Visual: 00:00–00:01 A woman with brown hair, light skin, and a black turtleneck holds up three lip liners in her left hand and three lip glosses in her right hand. She is centered in the frame, and the background is a white wall with a light switch. # Funnel stage Consideration # Pain points None used. # Benefits - Bold lip color # Features - Lip liner - Lip gloss # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the POV of a customer demonstrating how to use the product. # Storyline - 00:00–00:01 A woman displays multiple LE'W PRISMA lip glosses and lip liners to the camera. - 00:01–00:04 00:01–00:04 The woman lines her lips with the LE'W PRISMA lip liner. - 00:04–00:09 00:04–00:09 The woman opens a LE'W PRISMA lip gloss and applies it over the liner. - 00:09–00:14 00:09–00:14 The woman lines her lips with the LE'W PRISMA lip liner. - 00:14–00:19 00:14–00:19 The woman opens a LE'W PRISMA lip gloss and applies it over the liner. - 00:19–00:23 00:19–00:23 The woman lines her lips with the LE'W PRISMA lip liner. - 00:23–00:28 00:23–00:28 The woman opens a LE'W PRISMA lip gloss and applies it over the liner. - 00:28–00:31 00:28–00:31 The woman holds the LE'W PRISMA lip gloss up to the camera to display the finished look.

# Ad summary This ad features Ariana Grande wearing r.e.m. beauty's Starlet Liquid Eyeshadow in the shade HOROSCOPE. The ad is a close up shot of Ariana Grande's face with the product applied to her eyelids. # Brand positioning r.e.m. beauty is presented as a high-fashion, celebrity-endorsed makeup brand. The brand leverages Ariana Grande's star power and aesthetic to appeal to consumers who aspire to emulate her look. The brand aims to occupy a space in the consumer's mind as a trendy, high-quality makeup option that is accessible and allows them to express their individuality. The brand aligns with values of self-expression, creativity, and confidence, promoting a lifestyle of glamour and beauty. The brand is presented as a modern and innovative player in the beauty industry, pushing against the norms of traditional makeup brands by embracing a celebrity-driven approach and focusing on trendy, eye-catching products. # Product The featured product is r.e.m. beauty's Starlet Liquid Eyeshadow in the shade HOROSCOPE. This liquid eyeshadow is designed to provide a high-impact, long-lasting color payoff with a shimmering finish. The product is for anyone looking to add a touch of glamour and sparkle to their eye makeup look. The ad showcases the eyeshadow applied on Ariana Grande's eyelids, highlighting its smooth application and vibrant color. The USPs of the product include its liquid formula, which allows for easy blending and buildable coverage, as well as its shimmering finish, which adds a touch of sophistication and elegance to any makeup look. The ad addresses the purchase barrier of uncertainty about the product's performance by showcasing it on a celebrity, demonstrating its quality and effectiveness. # Visual style The ad has a highly polished, studio-shot aesthetic with a focus on showcasing the product's quality and Ariana Grande's beauty. The visual motifs include a soft, warm color palette, clean lines, and a focus on the product's application. The image treatment includes filters and color grading to enhance the overall aesthetic and create a cohesive look. The typography is integrated seamlessly into the design, with a large, cursive font used for the product name and a clean, sans-serif font used for the brand logo. The visual style is designed to be eye-catching and attention-grabbing, with a focus on showcasing the product's benefits and Ariana Grande's endorsement. # Hooks Headline: ari wears starlet liquid eyeshadow in shade HOROSCOPE # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - starlet liquid eyeshadow # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the product and its application on Ariana Grande, promoting the brand's aesthetic and values. # Storyline - The ad opens with a close-up shot of Ariana Grande wearing the Starlet Liquid Eyeshadow in the shade HOROSCOPE. This is intended to immediately capture the viewer's attention and showcase the product in action, as seen from the brand's perspective. - The ad highlights the product's name and shade, emphasizing its unique qualities and encouraging viewers to explore the range of options available. This is from the brand's perspective. - The ad concludes with a focus on Ariana Grande's overall look, showcasing how the eyeshadow enhances her features and creates a glamorous, eye-catching effect. This is from the brand's perspective.

# Ad summary This ad features Ariana Grande applying r.e.m. beauty interstellar highlighter to her face. She applies the product to her eyelids, cheekbones, and neck while singing along to the song playing in the background. # Brand positioning r.e.m. beauty is presented as a brand that encourages experimentation and self-expression through makeup. The brand aligns with a playful and confident tone, as demonstrated by Ariana Grande's application of the product and her singing along to the music. The brand pushes against the norm of subtle makeup application, instead promoting a bold and noticeable look. The brand positioning is emotional, focusing on the fun and freedom of makeup. # Product The featured product is r.e.m. beauty interstellar highlighter. It is a liquid highlighter that comes in a small, white bottle with a wand applicator. The product is for anyone who wants to add a bold, shimmery highlight to their face. The ad shows the product being applied to the eyelids, cheekbones, and neck. The ad conveys that the product is easy to apply and can be used to create a variety of looks. The ad also addresses the purchase barrier of being afraid to try new things by encouraging viewers to "take a crazy chance." # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style is smooth with static shots. The production quality is high-end. The pacing is consistent throughout the ad. The cuts and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: 00:03–00:04: Ariana Grande: I really can't. Visual: 00:00–00:02: Close-up shot of Ariana Grande applying a white, shimmery liquid to her eyelid with a wand applicator. She is wearing a black shirt and has her hair pulled back in a bun. She has a tattoo on her hand. The background is a blurry white wall. / 00:02–00:04: Close-up shot of Ariana Grande applying the same product to her cheekbone. She is wearing pearl earrings. The background is a blurry white wall. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that some viewers may be hesitant to try new or bold makeup looks. # Value propositions - The r.e.m. beauty interstellar highlighter allows you to express yourself through makeup and create a bold, shimmery look. # Benefits - Adds a bold, shimmery highlight to the face - Easy to apply - Can be used to create a variety of looks # Features - Liquid highlighter - Wand applicator # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of Ariana Grande, a customer of the brand, as she demonstrates the product and shares her experience. # Storyline - 00:00–00:02 Ariana Grande applies r.e.m. beauty interstellar highlighter to her eyelids in a wing shape. - 00:02–00:04 She applies the product to her cheekbones. - 00:04–00:05 She applies the product to her neck. - 00:05–00:06 She expresses her excitement about the product. - 00:07–00:11 She applies more product to her eyelids. - 00:11–00:22 She sings along to the music and applies more product to her eyelids and cheekbones. - 00:22–00:29 She holds the product up to the camera and sings along to the music.

# Ad summary This ad features Ariana Grande applying products from her R.E.M. Beauty line. She applies the interstellar highlighter and the practically permanent lip stain. # Brand positioning R.E.M. Beauty aims to occupy a space in the consumer's mind that aligns with values of self-expression and beauty. It uses Ariana Grande as the face of the brand to align with the artist's popstar aesthetic. The brand pushes against typical beauty brand tactics by showing real application and not overly editing the face of the person using it. It has both functional and emotional brand positioning by creating a product that is effective but also makes the customer feel good about themselves. # Product The ad features the interstellar highlighter, which is applied to the cheekbones, brow bones, and nose, and the practically permanent lip stain, which comes in a tube with a doe foot applicator. The ad is telling the viewer that these products are worth trying because they are demonstrated to be highly effective. # Visual style The ad's overall aesthetic is casual and polished. The production quality is polished commercial. The pacing is fairly quick. The cuts are not timed to the music. # Hooks Visual: 00:00–00:02 Ariana Grande is sitting in a makeup chair, facing a mirror with vanity lighting. She is wearing gray pants and a dark brown shirt. Her hair is dark brown and styled in curls. Another person is behind her, out of focus. Ariana applies a clear lip gloss to her lips, looking at the mirror. There is a white wall behind her, with framed pictures. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - interstellar highlighter - practically permanent lip stain # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand's POV is communicated as Ariana Grande demonstrates the products and their use. # Storyline - 00:00–00:02 Ariana is sitting in a makeup chair, applying lip stain. She then looks at the camera and smiles. - 00:02–00:07 Ariana is applying the highlighter to her face using her fingers. She looks at the camera and smiles. - 00:07–00:09 Ariana holds the lip stain up to the camera and smiles.

# Ad summary This ad showcases the r.e.m. beauty Glinda makeup set, a collaboration with Wicked the musical, featuring a lip gloss, shimmer eye shadow, lip pencil, and blush. # Brand positioning r.e.m. beauty is presented as a high-fashion makeup brand, aligning itself with the aesthetic and themes of the Wicked musical. The brand aims to occupy a space of trendy, theatrical beauty, appealing to consumers who enjoy both makeup and pop culture. By associating with a popular musical, the brand taps into an emotional connection with its audience, suggesting a sense of fantasy and transformation. The brand seems to be pushing against the norm of everyday makeup by offering products that are more dramatic and themed, encouraging users to express themselves creatively. # Product The ad features the Glinda makeup set, a collaboration between r.e.m. beauty and the Wicked musical. The set includes four products: a lip gloss, a shimmer eye shadow, a lip pencil, and a blush. The lip gloss is a light, shimmering color in a clear tube with a silver cap. The shimmer eye shadow is a light purple color in a small container with a silver cap. The lip pencil is a light purple color with a matching cap. The blush is a light pink color in a container with a clear top and silver bottom. The products are designed for makeup enthusiasts who want to recreate the Glinda look from Wicked. The ad addresses the desire for themed makeup collections and offers a way to connect with a popular musical through beauty products. # Visual style The ad has a highly polished, studio-shot aesthetic with a dreamy, ethereal quality. The visual motifs include soft gradients, reflective surfaces, and a pastel color palette. The image treatment involves color grading to enhance the light purple and pink tones, creating a cohesive and visually appealing presentation. The typography is clean and modern, integrated seamlessly into the overall design. The style contrasts with platform-native content, aiming to capture attention with its high-design look and feel, potentially increasing stop power in the feed. # Hooks Headline: WICKED FOR GOOD ONLY IN THEATERS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Not clearly signaled. # Benefits - Not clearly signaled. # Features - lip gloss - shimmer eye shadow - lip pencil - blush # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the product and its association with the Wicked musical. # Storyline - The ad opens with a display of the r.e.m. beauty Glinda makeup set, immediately establishing the product and brand. This is from the brand's perspective, aiming to capture attention and introduce the collaboration with Wicked. - The ad highlights the connection to the Wicked musical with the text "WICKED FOR GOOD ONLY IN THEATERS", reinforcing the theme and creating a sense of exclusivity. This is from the brand's perspective, leveraging the musical's popularity to enhance the product's appeal. - The ad concludes with a clear identification of the product as the "glinda makeup set", clarifying what is being offered. This is from the brand's perspective, ensuring the audience understands the product name and its association with the Glinda character.

# Ad summary This ad promotes r.e.m. beauty's makeup products and features a woman doing a makeup routine, including the Dream Glow Highlight Serum, Sweetener Foundation, and Sweetener Concealer. # Brand positioning R.E.M. Beauty is positioned as a brand that offers products for achieving a flawless makeup look. The brand aligns with a lifestyle that values effortless beauty and a natural, 'skin-like' finish. The brand pushes against the norm of heavy makeup and aims to provide a lightweight, glowing base. The brand positioning is functional, emphasizing performance and ease of use, while also carrying emotional appeal through the promise of confidence and feeling good in one's skin. # Product The Dream Glow Highlight Serum is a lightweight serum designed to give the skin a pretty glow. The Sweetener Foundation is used to even out skin tone without looking cakey. It is applied with the F1 Foundation Brush for a seamless blend. The Sweetener Concealer is used to brighten the under-eyes and cover dark circles, applied with the C1 Concealer Brush. All the products work together to provide a makeup routine that looks like skin, only better. # Visual style The ad has a polished UGC feel, with bright, natural-looking lighting and a clean aesthetic. The editing style is mostly static shots with some occasional zooms. The production quality suggests a hybrid approach, blending the authenticity of user-generated content with the polish of a commercial. The pacing is moderate and consistent, with cuts timed to coincide with changes in product or application technique. # Hooks Spoken: I want to show you guys this flawless face routine using r.e.m beauty because I've been reaching for it non-stop. Visual: 00:00–00:04: A close-up, eye-level shot of a woman with long, dark hair, wearing a white top and a delicate necklace, speaking directly to the camera with a smile. The background is a soft, neutral wall, and the lighting is bright and diffused. Her makeup is natural-looking, with glossy lips. Her expression is friendly and engaging. # Funnel stage Consideration # Pain points The frustration of makeup looking heavy or unnatural is the central pain point addressed in this ad. The phrase "without looking cakey" directly addresses the concern that foundation can sometimes create a thick, artificial appearance. # Value propositions - The products provides a flawless face routine that gives the skin the prettiest glow while still looking like skin. # Benefits - Super lightweight serum - Gives me the prettiest glow - Blends in so easily - Melts into my skin - Evens out my skin tone without looking cakey - Brighten my under eyes - Does a really good job at covering my dark circles - Pulls everything back together - Makeup still looks like skin just way better # Features - Dream Glow Highlight Serum in Honeypot - Sweetener Foundation in shade 2N - F1 Foundation Brush - Sweetener Concealer in shade Medium 5C - C1 Concealer Brush # Call to action None used. # Social proof - "I've been reaching for it non-stop" – Female 1 (Customer) # Point of view - Customer 100% – The ad is delivered from the perspective of a customer demonstrating her makeup routine. # Storyline - 00:00–00:04 A woman is introducing a flawless face routine using r.e.m. beauty products, saying she has been reaching for them non-stop. - 00:05–00:10 She begins with Dream Glow Highlight Serum in the shade Honeypot, pumping it on her face and rubbing it in. - 00:11–00:22 She then applies the Sweetener Foundation in shade 2N with the F1 Foundation Brush. - 00:22–00:25 She highlights how it evens out skin tone without looking cakey. - 00:26–00:37 She follows with Sweetener Concealer in the shade Medium 5C, applying it under her eyes with the C1 Concealer Brush. - 00:38–00:43 The routine is completed with a bit more Honeypot to pull everything together. - 00:43–00:46 She says her makeup still looks like skin, just way better.

# Ad summary This ad showcases r.e.m. beauty's new pH adaptive lip oil in collaboration with the musical 'Wicked'. The ad features a close-up of the lip oil against a green, glowing background, emphasizing the product's connection to the musical's theme. # Brand positioning r.e.m. beauty is presented as a modern and innovative beauty brand, aligning itself with popular culture through its collaboration with the musical 'Wicked'. The brand aims to capture the attention of a younger audience interested in trendy and adaptive beauty products. By associating with 'Wicked', the brand taps into the musical's established fan base, suggesting a playful and enchanting brand identity. This collaboration positions r.e.m. beauty as a brand that embraces creativity and cultural relevance, appealing to consumers who seek both quality and trendiness in their beauty choices. # Product The featured product is the "so popular ph adaptive lip oil" by r.e.m. beauty, a new lip product designed to adapt to the user's unique pH level. The lip oil comes in a clear, elongated tube with a crystal-like cap, showcasing the product's green tint. The packaging features the r.e.m. beauty logo alongside the 'Wicked' branding, emphasizing the collaboration. This lip oil is presented as a trendy and innovative product, appealing to consumers interested in personalized beauty solutions. The ad highlights the product's unique selling point: its ability to adapt to individual pH levels, promising a customized lip color experience. # Visual style The ad features a polished, studio-shot aesthetic with a focus on lighting and color. The visual motifs include a blurred background and a product showcase. The image treatment involves color grading to enhance the green tones and create a magical atmosphere. The typography is clean and modern, complementing the product's design. The overall style is disruptive, aiming to capture attention with its vibrant colors and trendy product. # Hooks Headline: WICKED FOR GOOD ONLY IN THEATERS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - New ph adaptive lip oil that is so popular # Benefits - so popular # Features - ph adaptive lip oil # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its collaboration with 'Wicked' to highlight its unique features and appeal to the target audience. # Storyline - The ad opens with the r.e.m. beauty logo and the 'Wicked' branding, immediately establishing the collaboration. This is from the brand's perspective, setting the stage for a product associated with the musical. - Next, the ad showcases the lip oil product, highlighting its unique packaging and green tint. This is from the brand's perspective, drawing attention to the product's visual appeal and design. - The ad concludes with the product name and key feature, "so popular ph adaptive lip oil", reinforcing the product's trendiness and innovative formula. This is from the brand's perspective, emphasizing the product's unique selling point and encouraging purchase.

# Ad summary This ad features Ariana Grande showing off her makeup look for the Critics Choice Awards using her brand r.e.m. beauty. She shows the products used to create the look and teases a new product coming soon. # Brand positioning r.e.m. beauty is presented as a high-quality makeup brand created by Ariana Grande. The brand aims to occupy a space in the consumer's mind as a go-to for creating glamorous, red-carpet-ready looks. The brand aligns with a lifestyle of sophistication and beauty, promoting the idea that its products can help achieve a polished and camera-ready appearance. The brand pushes against the norm of overly complicated makeup routines, offering products that are hydrating, nourishing, and long-lasting. The brand positioning is both functional, emphasizing performance and longevity, and emotional, associating the products with confidence and excitement for special occasions. # Product The ad features several r.e.m. beauty products used to create Ariana Grande's makeup look for the Critics Choice Awards. The products include: Sweetener Concealer and Sweetener Foundation, described as a hydrating and nourishing combination that lasts long. A secret eyeshadow product coming this year. Lengthening Mascara. Booked & Busy Practically Permanent Lip Marker. Pink Razor Plumping Lip Gloss, described as one of her favorite things in the entire world. These products are for anyone looking to achieve a glamorous, long-lasting makeup look, particularly for special events. The ad addresses the purchase barriers of makeup that doesn't last or isn't good for the skin by highlighting the hydrating, nourishing, and long-lasting qualities of the r.e.m. beauty products. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style includes quick cuts and smooth transitions. The production quality is high-end, supporting the intended tone of sophistication and glamour. The pacing is consistent throughout the ad. The cuts and product actions are timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:02 Ready with me for the Critics Choice Awards today. Visual: 00:00–00:02 Close-up shot of Ariana Grande's face. She has light brown hair, fair skin, and is wearing a light pink lip gloss. She is wearing a cream-colored sweater. The background is blurry, but it appears to be a room with natural light. # Funnel stage Consideration # Pain points The ad implies the pain point of makeup that doesn't last long or isn't good for the skin. "So hydrating, so nourishing for the skin, and also last, last, last, last, last." # Value propositions - Sweetener Concealer and Sweetener Foundation: Hydrating and nourishing combination that lasts long - Pink Razor Plumping Lip Gloss: One of my favorite things in the entire world # Benefits - Hydrating - Nourishing - Long-lasting # Features - Sweetener Concealer - Sweetener Foundation - Lengthening Mascara - Booked & Busy Practically Permanent Lip Marker - Pink Razor Plumping Lip Gloss # Call to action None used. # Point of view - Customer 100% – The ad is told from the perspective of Ariana Grande, who is using and promoting her own makeup brand. # Storyline - 00:00–00:02 00:00–00:02 Ariana Grande shows off her makeup look, blowing a kiss to the camera. - 00:02–00:04 00:02–00:04 Ariana Grande is holding a dog in her lap while taking a mirror selfie. - 00:04–00:10 00:04–00:10 Ariana Grande shows her dog running around on a rug. - 00:10–00:15 00:10–00:15 Ariana Grande shows the r.e.m. beauty products used to create her makeup look. - 00:15–00:22 00:15–00:22 Ariana Grande applies the Sweetener Foundation to her face. - 00:22–00:28 00:22–00:28 Ariana Grande applies a secret eyeshadow product to her eyelid. - 00:28–00:31 00:28–00:31 Ariana Grande shows the r.e.m. beauty eyeshadow product. - 00:31–00:45 00:31–00:45 Ariana Grande applies the Booked & Busy Practically Permanent Lip Marker to her eyelid. - 00:45–00:51 00:45–00:51 Ariana Grande shows off her finished makeup look.

# Ad summary This ad showcases the r.e.m. beauty x wicked: for good collection. The ad features a variety of makeup products from the collection, including eyeshadow palettes, lipsticks, and blush. # Brand positioning r.e.m. beauty is presented as a high-end makeup brand that collaborates with popular franchises like Wicked to create limited-edition collections. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, themed makeup products that appeal to fans of both the brand and the franchise. The brand aligns with a lifestyle of creativity, self-expression, and fandom. The brand positioning is emotional, leveraging the excitement and nostalgia associated with the Wicked franchise to drive consumer interest and purchase. # Product The ad features the r.e.m. beauty x wicked: for good collection, a makeup line collaboration. The collection includes eyeshadow palettes with a range of shades, lipsticks in various colors, and blush compacts. The products are packaged in themed containers with designs inspired by the Wicked musical. The USPs of the collection are its collaboration with a popular franchise, its unique and themed packaging, and its range of colors and products for creating a variety of makeup looks. The ad showcases the products in a visually appealing arrangement, highlighting their colors and packaging. The ad aims to persuade viewers that the collection is worth trying or buying due to its unique theme, high-quality products, and potential for self-expression. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a flatlay arrangement of the products. The image treatment includes soft lighting, color grading, and background removal. The typography is large and bold. The visual style is high-design and aims to create a glamorous and luxurious feel. # Hooks Headline: r.e.m. beauty x wicked: for good collection # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The r.e.m. beauty x wicked: for good collection offers a unique and themed makeup experience for fans of the Wicked musical. # Benefits - Unique and themed packaging - Range of colors and products for creating a variety of makeup looks # Features - Eyeshadow palettes - Lipsticks - Blush compacts - Lip glosses - Eyeliner pencils - Makeup brush # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the r.e.m. beauty x wicked: for good collection and highlighting its unique features and collaboration. # Storyline - The ad opens with a display of the r.e.m. beauty x wicked: for good collection, showcasing the variety of makeup products available. This is intended to capture the viewer's attention and introduce them to the collection from the brand's perspective. - The ad then highlights the unique packaging and color schemes of the products, emphasizing the collaboration with the Wicked franchise. This is intended to appeal to fans of the musical and showcase the brand's creativity from the brand's perspective. - The ad concludes with the brand's logo and a mention of Universal City Studios, reinforcing the brand's identity and the collaboration. This is intended to leave a lasting impression on the viewer and encourage them to learn more about the collection from the brand's perspective.

# Ad summary This ad features Ariana Grande promoting the R.E.M. Beauty pH adaptive lip oil. She explains that the new version of the lip oil is green to represent the green bottle that Elphaba hides under her pillow in Wicked. She applies the lip oil and explains that it goes on as a sheer wash with opalescent sparkles and then adapts to a custom shade of pink depending on the user's pH. # Brand positioning R.E.M. Beauty is presented as a brand that is inspired by pop culture and fantasy. The brand is positioned as innovative, creating products that are both functional and aesthetically pleasing. The brand aligns with a playful, youthful, and magical lifestyle, drawing inspiration from characters like Glinda and Elphaba from Wicked. The brand pushes against the norm of standard beauty products by creating unique and visually appealing packaging. # Product The R.E.M. Beauty pH adaptive lip oil is a lip product that starts as a sheer wash with opalescent sparkles and then transforms into a custom shade of pink depending on the user's pH. The lip oil is packaged in a green, crystal-shaped container, inspired by the green bottle that Elphaba hides under her pillow in Wicked. The product is for anyone who wants a unique and personalized lip color that is also hydrating. # Visual style The ad has a polished and clean aesthetic, with a focus on Ariana Grande and the product. The editing style is smooth with static shots. The production quality is high-end, giving it a commercial feel. The pacing is consistent throughout the ad. # Hooks Spoken: Ariana Grande: Back by popular demand, our so popular pH adaptive lip oil, but this time with a twist. Visual: 00:00–00:02: Close-up shot of Ariana Grande's face. She has her hair pulled back in a high ponytail, and she is wearing a light pink sweater. She is wearing makeup, including light green eyeshadow, pink blush, and glossy pink lips. She is holding the green R.E.M. Beauty lip oil and opening it. / 00:02–00:04: Close-up shot of Ariana Grande's face. She is holding the lip oil in her hands. / 00:04–00:05: Ariana Grande is holding the green R.E.M. Beauty lip oil up to the camera. The packaging is a crystal shape. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - A lip oil that adapts to your unique pH level, creating a custom shade of pink just for you. # Benefits - Custom shade of pink depending on your pH # Features - pH adaptive - Goes from being a sheer wash with opalescent sparkles in it to a custom shade of pink # Call to action None used. # Social proof - Back by popular demand # Point of view - Brand 100% – The entire ad is told from the brand's perspective, with Ariana Grande, the founder, presenting the product and its features. # Storyline - 00:00–00:05 Ariana Grande introduces the new R.E.M. Beauty pH adaptive lip oil, mentioning it's back by popular demand and has a twist. - 00:05–00:14 She explains that the first version was inspired by Glinda's wand, but this time they decided to make it green to represent the little green bottle that Elphaba hides under her pillow. - 00:14–00:31 She applies the lip oil and explains that it is pH adaptive, meaning it goes from a sheer wash with opalescent sparkles to a custom shade of pink depending on the user's pH.

# Ad summary A creator demonstrates how to use the r.e.m. beauty x Wicked makeup set to create a simple but elevated look. # Brand positioning r.e.m. beauty is presented as a brand that collaborates with popular franchises like Wicked to create makeup sets. The brand aims to occupy a space in the consumer's mind as a provider of easy-to-use products that come together for a complete finish. The brand aligns with a lifestyle that values simplicity and elevated looks. The brand positioning is functional, focusing on the ease of use and complete finish provided by its products. # Product The r.e.m. beauty x Wicked makeup set, specifically the Alphaba set, includes a liquid eyeshadow in the shade Elfie, a blush and lipstick in Eclipse, a lip liner in Defy Expectations, and a glossy balm in Wickedness. The liquid eyeshadow in Elfie is described as a stunning golden green that glides on smoothly and blends effortlessly, allowing for both soft and dramatic looks. The blush and lipstick in Eclipse is a deep wine shade that provides a radiant flush of color when applied to the cheekbones and nose. The lip liner in Defy Expectations is a rich brown with a super creamy formula. The glossy balm in Wickedness is a dual-chrome gloss that is fresh, hydrating, and has a hint of gold to purple shimmer. The set is designed for easy use and provides a complete finish. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style is quick cuts with smooth transitions. The production quality is high-end, which supports the intended tone of sophistication and glamour. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: Female 1: r.e.m. beauty just dropped their latest collab with Wicked, so I'm showing you how I got this editorial, elevated, yet easy to do look using the new Alphaba set. Visual: 00:00–00:04 Close-up shot of a young woman with fair skin, dark hair pulled back in a ponytail, and a single strand curled on her forehead. She is wearing gold hoop earrings, a gold necklace, and a black sweater. She has a full face of makeup, including green eyeshadow, pink blush, and dark lipstick. The background is a plain beige wall. The camera is stationary and selfie-style. / 00:04–00:07 The woman holds up a makeup set box with a forest green and floral design. The text on the box reads "r.e.m. beauty Wicked for Good". She then holds up the makeup set with the products inside. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of wanting to achieve an editorial, elevated makeup look without the difficulty or complexity often associated with such looks. The creator explicitly states she will show how to get this "editorial, elevated, yet easy to do look." # Value propositions - Easy to do look using the new Alphaba set - Each product comes together for a complete finish # Benefits - Liquid eyeshadow glides on smoothly and blends effortlessly - Blush gives the most radiant flush of color - Lip liner has a super creamy formula - Glossy balm is fresh, hydrating, and has the prettiest hint of gold to purple shimmer # Features - Liquid eyeshadow in the shade Elfie - Blush and lipstick in Eclipse - Lip liner in Defy Expectations - Glossy balm in Wickedness # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating the product. # Storyline - 00:00–00:07 The creator introduces the r.e.m. beauty x Wicked collaboration and states that she will be showing how to get an editorial, elevated, yet easy-to-do look using the new Alphaba set. This is intended to grab the viewer's attention by showcasing a desirable makeup look and introducing the product that will be used to achieve it. The perspective is from the creator, who is presenting herself as a knowledgeable source for makeup tutorials. The tone is enthusiastic and inviting. - 00:07–00:12 The creator introduces the liquid eyeshadow in the shade Elfie, describing it as a stunning golden green. She then swatches the product on her hand to show the color. This is intended to highlight the product's color and texture. The perspective is from the creator, who is demonstrating the product's features. The tone is informative and enthusiastic. - 00:12–00:19 The creator applies the liquid eyeshadow to her eyelid and blends it with her finger. She then states that the eyeshadow glides on smoothly and blends effortlessly, and that it can be kept soft or layered up for more drama. This is intended to demonstrate the product's ease of use and versatility. The perspective is from the creator, who is demonstrating how to use the product. The tone is informative and enthusiastic. - 00:19–00:24 The creator introduces the blush and lipstick in Eclipse, describing it as a deep wine shade. She then swatches the product on her hand to show the color. This is intended to highlight the product's color and texture. The perspective is from the creator, who is demonstrating the product's features. The tone is informative and enthusiastic. - 00:24–00:30 The creator applies the blush to her cheekbones and nose, stating that it gives the most radiant flush of color. This is intended to demonstrate the product's effect on the skin. The perspective is from the creator, who is demonstrating how to use the product. The tone is informative and enthusiastic. - 00:30–00:37 The creator introduces the lip liner in Defy Expectations, describing it as a rich brown with a super creamy formula. She then swatches the product on her hand to show the color. This is intended to highlight the product's color and texture. The perspective is from the creator, who is demonstrating the product's features. The tone is informative and enthusiastic. - 00:37–00:40 The creator lines her lips with the lip liner and then introduces the glossy balm in Wickedness, describing it as a dual-chrome gloss. She then swatches the product on her hand to show the color. This is intended to highlight the product's color and texture. The perspective is from the creator, who is demonstrating the product's features. The tone is informative and enthusiastic. - 00:40–00:45 The creator applies the glossy balm to her lips, stating that it is fresh, hydrating, and has the prettiest hint of gold to purple shimmer. This is intended to demonstrate the product's effect on the lips. The perspective is from the creator, who is demonstrating how to use the product. The tone is informative and enthusiastic. - 00:45–00:55 The creator shows the final look, describing it as simple but elevated. She states that she loves how easy the products are to use and how each product comes together for a complete finish. This is intended to reinforce the product's ease of use and the complete look that can be achieved with the set. The perspective is from the creator, who is presenting the final result. The tone is enthusiastic and satisfied.

# Ad summary This ad features a young woman demonstrating how to elevate your makeup in four easy steps using r.e.m. beauty products. She applies liquid eyeshadow, blush, lip liner, and glossy balm, showcasing the seamless blend and bold colors. # Brand positioning r.e.m. beauty is presented as a brand that simplifies makeup elevation, offering products that are easy to use and provide effortless, long-lasting results. The brand aligns with a modern, youthful lifestyle, promoting bold colors and seamless blending for a polished look. It positions itself as accessible and user-friendly, pushing against the complexity often associated with high-end makeup routines. The brand positioning is both functional (simplicity, long-lasting wear) and emotional (confidence, boldness). # Product The ad features four r.e.m. beauty products. First, the Starlit Liquid Eyeshadow in the shade Alfie, which provides an effortless, long-lasting shimmer. Second, the Eclipse Blush in the shade Braverism, described as a beautiful berry color perfect for fall that blends out seamlessly. Third, the brand's lip liner in the shade Defy Expectations, a bold color used to line the lips. Finally, the Essential Drip Glossy Balm in the shade Wickedness, used as a finishing touch to the lips. The ad emphasizes the ease of use and seamless blending of these products, highlighting their ability to elevate makeup looks with minimal effort. # Visual style The ad has a polished UGC feel, with natural lighting and a clean, simple background. The editing style is smooth with static shots, creating a seamless flow. The production quality is high, supporting the intended tone of accessibility and ease. The pacing is consistent, with cuts timed to the voiceover lines. # Hooks Spoken: I've been changed by r.e.m. beauty. Text overlay: i've been changed by r.e.m. beauty Visual: 00:00–00:04: A young woman with long brown hair, wearing a white top and gold jewelry, holds up three r.e.m. beauty products: a liquid eyeshadow, a blush stick, and a lip gloss. She is centered in the frame, looking directly at the camera with a slight smile. The background is a blurred white wall with a glimpse of a plant. The lighting is soft and natural. The camera is stationary and selfie-style. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of makeup application being complicated or time-consuming. The creator states, "Elevating my makeup has never been so simple," suggesting that the brand's products offer an easy solution to this problem. # Value propositions - Elevating my makeup has never been so simple (ease of use) - Beautiful berry color perfect for fall (seasonal relevance) # Benefits - Effortless, long-lasting shimmer - Beautiful berry color perfect for fall - Seamless blending - Bold color # Features - Starlit Liquid Eyeshadow in the shade Alfie - Eclipse Blush in the shade Braverism - Lip liner in the shade Defy Expectations - Essential Drip Glossy Balm in the shade Wickedness # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her personal experience and makeup routine using the brand's products. # Storyline - 00:00–00:04 The ad opens with the creator holding three r.e.m. beauty products, stating that she's been changed by the brand and that elevating her makeup has never been so simple. This sets the stage for a demonstration of easy makeup elevation using the brand's products. - 00:04–00:10 The creator applies the Starlit Liquid Eyeshadow in the shade Alfie, noting that it gives an effortless, long-lasting shimmer. This demonstrates the product's ease of use and the resulting shimmer effect. - 00:11–00:26 Next, she applies the Eclipse Blush in the shade Braverism, describing it as a beautiful berry color perfect for fall and highlighting how seamlessly it blends. This showcases the product's color and blendability. - 00:26–00:32 Moving on to lips, she uses the lip liner in the shade Defy Expectations, expressing her love for the bold color. This emphasizes the product's color payoff and her personal preference. - 00:33–00:39 She pats out the lip liner with her fingers and tops it off with the Essential Drip Glossy Balm in the shade Wickedness. This completes the lip look and showcases the final product. - 00:39–00:43 The ad concludes with the creator showing the final look and stating that this is how she elevates her makeup in just four easy steps. This reinforces the simplicity and effectiveness of the r.e.m. beauty products.