How Skinome Advertises on Meta

# Ad summary This ad promotes SKINOME's Retinal Concentrate. The ad highlights that retinal is more effective than retinol. It visually showcases the creation process of the concentrate and emphasizes its popularity. # Brand positioning SKINOME is presented as a brand focused on freshly made skincare. The ad emphasizes scientific effectiveness with the statement that their product uses Retinal which is '10x more effective than Retinol'. The brand aligns with a lifestyle of informed skincare consumers seeking scientifically backed solutions. The brand's positioning is functional, emphasizing the performance benefits of its ingredients. # Product The product is SKINOME's Retinal Concentrate, a skincare item designed to be more effective than traditional retinol. It contains retinal, which the ad claims is '10x more effective than retinol'. The product is presented as SKINOME's 'most popular product ever,' suggesting high customer satisfaction and effectiveness. The ad addresses potential purchase barriers by highlighting the superior efficacy of retinal over retinol, emphasizing its worth for skincare enthusiasts. # Visual style The ad has a clean, clinical aesthetic with a focus on the product and its creation process. The editing style includes quick cuts to maintain a brisk pace. The production quality is polished, suggesting a professional commercial style. The pacing is consistent, supporting the flow of information and product demonstration. # Hooks Spoken: 00:00–00:02: Did you know that retinal is 10x more effective than retinol? Text overlay: 00:00–00:02: Visste du att retinal är 10x mer effektivt än retinol? Visual: 00:00–00:01: Inside a refrigerator, a hand reaches in and grabs a white pump bottle of SKINOME Retinal Concentrate. The bottle has a purple geometric design. In the background, there is a bag of lettuce. On-screen text asks, 'Visste du att retinal är 10x mer effektivt än retinol?' # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that consumers may be frustrated with traditional retinol products that are not as effective as they hope. # Value propositions - 10x more effective than retinol # Benefits - Retinal is 10x more effective than retinol # Features - Contains retinal - Concentrate # Call to action Discover the difference. # Social proof - “Our most popular product ever” – Brand (SKINOME) # Point of view - Brand 100% – The entire ad is told from the official voice of the brand, presenting product claims and demos with scripted lines. # Storyline - 00:00–00:02 The ad opens with the question of whether the viewer knows that retinal is more effective than retinol, framing the product as an innovative solution. - 00:02–00:04 The ad states that 'Therefore, we developed RETINAL CONCENTRATE', connecting the previous statement to a new product offering. - 00:05–00:07 The ad claims SKINOME’s Retinal Concentrate is their 'most popular product ever', emphasizing the positive reception of the product. - 00:07–00:09 The ad ends with the brand inviting viewers to 'discover the difference,' prompting the audience to experience the product's benefits firsthand.

# Ad summary This ad features a young child applying sunscreen to their leg. The ad highlights the product's recognition as the best sunscreen for children and its non-toxic qualities. # Brand positioning The brand, SKINOME, is presented as a provider of safe and effective skincare products, specifically sunscreen for children. The brand emphasizes non-toxic ingredients, positioning itself as a trustworthy and health-conscious choice for parents. This aligns with a growing consumer demand for natural and safe products, particularly for children, pushing against norms of using chemical-heavy sunscreens. # Product The product is SKINOME sunscreen for children, packaged in a white pump bottle with a minimalist design featuring a yellow sun graphic. The sunscreen is shown being applied to a child's face and leg, indicating its use for sun protection. The ad highlights that it has been recognized as the "best sunscreen for children" and emphasizes its non-toxic formulation, addressing parental concerns about harmful chemicals in skincare products. The product is presented as a safe and effective solution for protecting children's skin from the sun. # Visual style The ad has a clean and minimalist visual style, with natural lighting and a focus on the product and child. The production quality appears to be high, with a well-composed shot and attention to detail. The color palette is soft and muted, creating a sense of calm and trustworthiness. The overall aesthetic aligns with a modern and health-conscious brand image. # Hooks Headline: Utsedd till bästa solkräm för barn # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern of parents about the safety of sunscreen ingredients for their children. The phrase "Non-toxic" directly counters the worry that sunscreens may contain harmful chemicals. # Value propositions - Safe and effective sun protection for children # Benefits - Best sunscreen for children # Features - Non-toxic # Call to action None used. # Social proof - "Utsedd till bästa solkräm för barn" - This implies that the product has been recognized and awarded as the best sunscreen for children, building trust and credibility. # Point of view - Brand: The brand's POV is present through the product display and claims of being non-toxic, showcasing its values and product benefits. - External source: The external source's POV is present through the "best sunscreen for children" claim, adding credibility and social proof. - Customer: The customer's POV is present through the image of a child using the product, demonstrating its real-world application and suitability for children. # Storyline - The ad opens with a child applying sunscreen, immediately establishing the product's use case and target audience. This is from the perspective of the brand, showcasing the product in action. - The ad highlights the product's recognition as the "best sunscreen for children," building credibility and trust. This is from an external source, adding weight to the product's claims. - The ad emphasizes the product's non-toxic nature, addressing a key concern for parents. This is from the brand's perspective, reinforcing its commitment to safety and health.

# Ad summary The ad aims to highlight the multiple benefits of SKINOME's AL Concentrate. It emphasizes its ability to reduce fine lines, pigment spots, wrinkles, and pore size, all in one product, as an all in one solution. # Brand positioning SKINOME is presented as a brand focused on providing comprehensive skincare solutions. The brand positions itself as an innovator, offering a product that addresses multiple skin concerns with a single formulation. This simplifies the skincare routine for the user, suggesting a brand that values efficiency and effectiveness. SKINOME aims to be seen as a solution for those who want to target fine lines, pigment spots, wrinkles, and pore size with one product. # Product The featured product is SKINOME's AL Concentrate, designed as an all-in-one skincare solution. It aims to address multiple skin concerns simultaneously, including reducing fine lines, pigment spots, wrinkles, and pore size. The product is packaged in a white, cylindrical container with a pump dispenser. The bottle has a label with a blue and purple geometric design and text that reads 'AL CONCENTRATE SKINOME.' The product is targeted towards individuals seeking a streamlined skincare routine that efficiently tackles common signs of aging and skin imperfections. The 'all in one product' messaging addresses the pain point of needing multiple products to achieve desired skin results. # Visual style The ad uses a clean, minimalist aesthetic with a focus on the product. The background is slightly blurred to keep the focus on the bottle and the text. The color palette is soft and neutral, with touches of blue and purple on the product label. The image appears to be shot in a natural, indoor setting, possibly a home refrigerator. The overall impression is modern and straightforward, with a clear emphasis on the product's benefits. # Hooks Headline: En produkt som kan... redusere fine linjer redusere pigmentflekker redusere rynker redusere porstørrelse # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is needing multiple products to address various skin concerns. This is signaled by the list of problems (fine lines, pigment spots, wrinkles, pore size) the product can address, indicating that the consumer is likely using several products already to target these. # Value propositions - Addresses multiple skin concerns (fine lines, pigment spots, wrinkles, and pore size) in one product. - An all-in-one solution streamlines the skincare routine. # Benefits - Alt i ett produkt # Features - redusere fine linjer - redusere pigmentflekker - redusere rynker - redusere porstørrelse # Call to action None used. # Social proof - None used. # Point of view - Customer: The search interface at the top reflects the customer's potential skincare concerns. # Storyline - The ad begins by presenting a search-like interface, listing common skin concerns that customers may search for solutions to. The intention is to highlight the key issues that the product addresses. The customer is positioned to see their own problems reflected. - An image of the product, SKINOME's AL Concentrate, is then displayed, accompanied by an arrow pointing to the product with the claim 'Alt i ett produkt' (All in one product). This connects the product to the solution for the listed skin concerns. The brand is presenting its product as a comprehensive solution. - The brand name 'SKINOME' is presented at the bottom of the ad, reinforcing brand recognition and solidifying the product's origin. The brand is concluding the message by making sure its identity is clearly tied to the solution being presented.

# Ad summary This ad promotes the Probiotic Concentrate from Skinome. The ad features a woman in a lab coat who explains that the product contains Lactobacillus reuteri, a lactic acid bacteria. She states that Skinome has been researching this bacteria for a long time and that studies have shown effects on barrier function, inflammation, skin texture, pore size, fine lines, and wrinkles. The ad also shows a woman applying the product to her face. # Brand positioning Skinome is presented as a skincare brand rooted in scientific research and development. The brand aims to occupy a space in the consumer's mind as a provider of innovative and effective skincare solutions. The brand aligns with values of scientific rigor, transparency, and a focus on skin health. Skinome pushes against the norm of using harsh active ingredients like retinol, offering a gentler alternative. The brand positioning is both functional, emphasizing the scientifically proven benefits of its products, and emotional, appealing to consumers seeking healthy and radiant skin. # Product The featured product is Skinome's Probiotic Concentrate, a skincare product containing Lactobacillus reuteri, a lactic acid bacteria. This product is for individuals who are sensitive to active ingredients like retinol and retinal and are looking for a gentler alternative. The product is presented as a substitute for retinol and retinal, offering benefits such as improved barrier function, reduced inflammation, and enhanced skin texture, pore size, fine lines, and wrinkles. The ad highlights that 87% of women in a study experienced these benefits. The product is worth trying or buying because it offers a scientifically backed, gentle approach to skincare, addressing common skin concerns without harsh ingredients. # Visual style The ad has a polished, professional aesthetic with a clean and scientific feel. The editing style includes quick cuts between the speaker, product shots, and microscopic views. The production quality is high, giving the ad a commercial feel. The pacing is consistent, with cuts timed to the voiceover. The audio-visual sync is well-coordinated, with product actions and text overlays timed to the voiceover lines. # Hooks Spoken: 00:00–00:05: Vissa personer är ju känsliga för retinol och retinal och då kan det här va ett bra substitut. Text overlay: Retinal (arrow pointing to cream) Visual: 00:00–00:02: Close-up shot of a clear petri dish held by a person with red nail polish, stirring a yellow cream with a metal tool. The background is out of focus. Text overlay: "Retinal" with an arrow pointing to the cream. / 00:02–00:06: A woman with dark hair and a white lab coat stands in front of a white tiled wall with a blue neon logo. She holds the petri dish. A microscope is visible in the background. The lab coat has the brand name "SKINOME" on it. # Funnel stage Middle of funnel (Consideration) # Pain points Sensitivity to active ingredients like retinol and retinal, which can cause irritation and discomfort. # Value propositions - Gentle alternative to retinol and retinal for sensitive skin - Scientifically backed skincare solution # Benefits - Good substitute for retinol and retinal - Effects on barrier function - Effect on inflammation - Effect on skin texture, pore size, fine lines, and wrinkles # Features - Contains Lactobacillus reuteri, a lactic acid bacteria # Call to action None used. # Social proof - 87% of the women who were in the study experienced [positive effects] – Female 1 (Expert) # Point of view - Expert 100% – The ad is told entirely from the perspective of a skincare expert associated with the brand, who presents scientific information and study results. # Storyline - 00:00–00:02 The ad begins by showing a close-up of a yellow cream being stirred in a petri dish. - 00:00–00:03 The narrator states that some people are sensitive to retinol and retinal, setting up the problem that the product will solve. - 00:03–00:05 The narrator, a woman in a lab coat, introduces the product as a good substitute for retinol and retinal, offering a solution to the problem. - 00:06–00:10 The narrator states that the product contains Lactobacillus reuteri, a lactic acid bacteria, providing a key ingredient detail. - 00:10–00:14 The ad shows a microscopic view of the bacteria, reinforcing the scientific aspect of the product. - 00:11–00:19 The narrator states that Skinome has been researching this bacteria for a long time and that studies have shown effects on barrier function, providing scientific validation. - 00:19–00:22 The narrator states that studies have shown effects on inflammation, continuing to build on the scientific validation. - 00:22–00:34 The narrator states that studies have shown effects on skin texture, pore size, fine lines, and wrinkles, highlighting the cosmetic benefits. - 00:34–00:38 The ad shows a woman applying the product to her face, demonstrating its use. - 00:34–00:41 The narrator states that 87% of the women in the study experienced these benefits, providing social proof. - 00:41–00:48 The narrator states that this was unexpected and that they are now understanding it more as more studies come out, reinforcing the scientific aspect and future potential. - 00:48–00:57 The narrator concludes by stating that if you are sensitive to active ingredients like retinol and retinal, this product is a good substitute for you, reiterating the solution to the initial problem.

# Ad summary A woman in a lab coat explains that the brand's skincare products contain bacteria from breast milk. She explains that the bacteria helps with atopic eczema, barrier function, and inflammation. She holds up a bottle of the product and says that it is developed to help people with dry and sensitive skin. # Brand positioning Skinome is a skincare brand that uses bacteria from breast milk in its products. The brand aims to provide skincare solutions that address specific skin concerns like atopic eczema, dryness, and sensitivity. The brand positions itself as innovative and scientifically backed, collaborating with other Swedish companies like BioGaia to research and develop its products. Skinome aligns with a functional approach, focusing on the performance and effectiveness of its products in improving skin health. # Product The featured product is a skincare concentrate designed to help people with dry and sensitive skin. It contains bacteria from breast milk, which has been clinically proven to improve barrier function and reduce inflammation. The product is developed to address skin concerns such as atopic eczema, dryness, and sensitivity. The ad highlights that the product has shown effects on barrier function and inflammation, and can reduce bacteria that cause eczema. The product is presented as a scientifically backed solution for those seeking relief from dry and sensitive skin. # Visual style The ad has a clean, clinical aesthetic with a focus on scientific credibility. The editing style is smooth with static shots and clear transitions. The production quality is polished, giving it a professional commercial feel. The pacing is consistent, with cuts timed to voiceover lines. The visual motifs include close-ups of the product and microscopic views of bacteria, reinforcing the scientific aspect of the brand. # Hooks Spoken: Female 1: Många har ju hört att vi har bröstmjölk i våra produkter Text overlay: Från bröstmjölk??? Hur går det till?! (Comment bubble) / Många har ju hört att vi har bröstmjölk i våra produkter Visual: 00:00–00:04: A woman with dark hair, wearing a white lab coat with the brand name "SKINOME" on it, stands in a lab setting with white tiled walls. A light blue logo is visible in the background. She is holding a small, clear petri dish with a white substance inside. A microscope is visible to her left. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of having dry and sensitive skin, which can be uncomfortable and difficult to manage. The ad highlights that the product has a clinically proven effect on dryness and sensitivity in the skin. # Value propositions - The product is developed to help those with dry and sensitive skin, offering a solution to a common skin problem. - The product contains bacteria from breast milk, which has been clinically proven to improve barrier function and reduce inflammation. # Benefits - Improves barrier function - Reduces inflammation - Minimizes bacteria that cause eczema - Helps with dry and sensitive skin # Features - Contains bacteria from breast milk - Clinically proven effect on dryness and sensitivity in the skin # Call to action None used. # Social proof - "Vi såg också en kliniskt bevisad effekt på torrhet och känslighet i huden." – Female 1 (Expert) # Point of view - Expert 100% – The entire video is told from the point of view of a woman in a lab coat, who is presented as an expert explaining the science behind the product. # Storyline - 00:00–00:10 The woman in the lab coat introduces the topic of breast milk in the brand's products and addresses the question of where it comes from. - 00:11–00:16 She clarifies that the products do not contain breast milk itself, but rather bacteria from breast milk. - 00:17–00:33 She explains the reason for using the bacteria in skincare, mentioning a collaboration with BioGaia to study atopic eczema. - 00:34–00:41 She highlights the effects seen in 2019, such as improvements in barrier function and inflammation. - 00:42–00:51 She notes that the product has a clinically proven effect on dryness and sensitivity in the skin. - 00:52–00:56 She concludes by stating that the product is developed to help those with dry and sensitive skin.

# Ad summary This ad demonstrates how well the product removes makeup. The ad opens with a question from a follower asking which cleanser removes makeup the best. The video then shows the product being applied to a cotton pad and used to remove makeup swatches from an arm. # Brand positioning The brand is presented as a skincare expert, answering customer questions about the best way to remove makeup. The brand is positioned as knowledgeable and helpful, providing a solution to the common problem of makeup removal. The brand aligns with a lifestyle of skincare and beauty, promoting the value of effective makeup removal. # Product The product is a makeup remover designed to effectively remove makeup. The ad shows the product being sprayed onto a cotton pad and then used to wipe away makeup swatches on an arm. The product is presented as an effective solution for removing makeup, as demonstrated by the clean removal of the makeup swatches. The ad addresses the purchase barrier of finding a reliable makeup remover by showcasing the product's effectiveness. # Visual style The ad has a clean and simple aesthetic, with a focus on demonstrating the product's effectiveness. The editing is straightforward, with clear shots of the product and its use. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with a steady rhythm throughout the video. # Hooks Text overlay: Vilken rengöring tar bäst bort smink? (Instagram question sticker) / Let's do a Q&A 🖤 (Instagram question sticker) / Ask our experts anything: (Instagram question sticker) Visual: 00:00–00:03: A close-up shot of a hand spraying a white bottle onto a cotton pad in a bathroom sink. The sink is made of marble, and there is a silver faucet in the background. An Instagram question sticker is visible in the top left corner. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of finding a makeup remover that effectively removes makeup. # Value propositions - Effective makeup removal # Benefits - Effectively removes makeup # Features - Makeup remover # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, answering a customer question and demonstrating the product's effectiveness. # Storyline - 00:00–00:04 The ad opens with a question from a follower asking which cleanser removes makeup the best. - 00:04–00:05 The video then shows the product being applied to a cotton pad. - 00:05–00:12 The product is then used to remove makeup swatches from an arm, demonstrating its effectiveness.

# Ad summary This ad showcases a skincare product, a retinal concentrate, and its effect on reducing pore size. It uses before-and-after images taken with a 3D skin camera to demonstrate the product's effectiveness over a six-week period. # Brand positioning The brand is presented as a science-backed skincare solution focused on delivering visible results. The ad emphasizes the functional benefit of reduced pore size, positioning the brand as a provider of effective skincare treatments. The use of a 3D skin camera suggests a commitment to technological precision and measurable outcomes, appealing to consumers who value data-driven results. The brand aims to occupy a space in the market that values tangible improvements and scientific validation over purely aesthetic or superficial claims. # Product The product is a retinal concentrate designed to reduce pore size. The ad highlights that the product leads to a "Reduced pore size by 40.5% in 6 weeks." The images are taken with a 3D skin camera, suggesting a scientific approach to skincare. The product is presented as a solution for those seeking to minimize their pore size and improve their skin's appearance. The ad addresses the purchase barrier of skepticism by providing visual evidence of the product's effectiveness through before-and-after images. # Visual style The ad has a clean, minimalist aesthetic with a focus on showcasing the product and its results. The production quality appears to be studio-shot with soft, diffused lighting. The use of before-and-after images in Polaroid-style frames gives a tangible, almost scientific feel. The typography is simple and legible, with a handwritten-style font used for annotations to add a personal touch. The overall visual style is designed to convey trust and credibility. # Hooks Headline: Reduced pore size by 40.5% in 6weeks # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of enlarged pores and the desire for smoother skin. "Reduced pore size by 40.5% in 6 weeks" directly targets this concern. # Value propositions - Visibly reduced pore size in a short timeframe (6 weeks) - Scientifically validated results through 3D skin camera imaging # Benefits - Reduced pore size by 40.5% in 6 weeks # Features - Retinal Concentrate - Images taken with a 3D skin camera # Call to action None used. # Point of view - Brand: The brand is presenting the product and its benefits, supported by visual evidence. # Storyline - The ad begins by showcasing the product, a retinal concentrate, to introduce the solution being offered. The brand is telling the audience what the product is and setting the stage for the results it can deliver. - Next, the ad presents the core claim: "Reduced pore size by 40.5% in 6 weeks." This is the brand stating the key benefit of using the product, emphasizing the measurable improvement and timeframe for results. - The ad then shows "before" and "after" images taken with a 3D skin camera to visually demonstrate the product's effectiveness. The brand is providing visual proof of the product's claims, reinforcing the message of tangible results.

# Ad summary This ad features a woman demonstrating her quick and easy evening skincare routine using three BABOR products: mineral cleanser, probiotic concentrate, and rich emulsion. She emphasizes the routine's simplicity and the absence of unnecessary additives. # Brand positioning BABOR is presented as a straightforward and effective skincare brand, emphasizing simplicity and essential ingredients. It positions itself as a brand that prioritizes minimal ingredients and avoids unnecessary additives. The brand aligns with a functional approach, focusing on providing effective skincare solutions without complex formulations, which is conveyed through the ad's emphasis on a quick and easy routine. # Product The ad features three BABOR skincare products used in an evening routine. The first is the Mineral Cleanser, used to wash the face. This is followed by the Probiotic Concentrate, and Rich Emulsion. The woman in the ad mixes a couple pumps of the Probiotic Concentrate and Rich Emulsion in her hands before applying it to her face. The products are presented as having few ingredients and no unnecessary additives, emphasizing a simple and effective skincare solution. # Visual style The ad has a polished aesthetic, resembling a hybrid between user-generated content and a commercial. The setting is clean and modern, with soft lighting and neutral colors. The editing style is smooth, with static shots and natural transitions. The pacing is consistent, around 20 cuts per minute. There is no noticeable audio-visual sync. # Hooks Spoken: Oj, vilken rivstart det blev i januari med massor av jobb, planera flytt och packa lägenhet. Visual: 00:00–00:04 A woman with blonde hair in a high ponytail, wearing a grey sweater with white trim, stands in a bathroom with light grey marble walls. She picks up and arranges three white bottles on a marble counter near the sink and a lit white candle. # Funnel stage Middle of funnel (Consideration) # Pain points The cold weather makes the skin dry. # Value propositions - Quick and easy: The routine is time-saving and simple, fitting easily into a busy lifestyle. - Few ingredients and no unnecessary additives: Products that are safe and free of unwanted chemicals, ideal for health-conscious consumers. # Benefits - Quick and easy nighttime routine # Features - Mineral Cleanser - Probiotic Concentrate - Rich Emulsion - Few ingredients - No unnecessary additives # Call to action None used. # Social proof - "Jag älskar det, och så även min hud." # Point of view - Customer 100% – The entire ad is from the POV of a customer as she explains and demonstrates her skincare routine. # Storyline - 00:00–00:04 A woman stands in her bathroom preparing for her skincare routine. - 00:04–00:13 She washes her face at the sink and explains that she uses three products for her nighttime skincare routine. - 00:13–00:17 She pumps the Probiotic Concentrate, followed by Rich Emulsion, onto her hand. - 00:18–00:23 She mixes the products in her hands and applies them to her face. - 00:23–00:26 She adds more of each product to her hand and explains that because it is so cold outside her skin feels dry. - 00:26–00:30 She applies the product to her face and says that even though she may not need it, it feels so good. - 00:30–00:35 She explains that it's easy, uses few ingredients, and has no unnecessary additives. - 00:35–00:37 She pulls the products out of the refrigerator. - 00:37–00:42 She states that nothing more is needed and that she loves it, and so does her skin. She says goodnight and blows a kiss.

# Ad summary This ad promotes Skinome's Retinal Concentrate. The ad begins by stating that the brand had no idea how popular the product would be, or that it would sell out four times. The ad then shows that the product is back in stock. # Brand positioning Skinome is presented as a brand that creates freshly made skincare. The brand is positioned as having a product, Retinal Concentrate, that is so popular it has sold out four times. This implies that the brand is innovative and creates products that are in high demand. # Product The product being advertised is Skinome's Retinal Concentrate. The ad states that the product was so popular that it sold out four times. The ad also shows the product being taken out of a refrigerator, implying that it should be stored cold. The product is packaged in a white bottle with a pump. # Visual style The ad has a clean and simple aesthetic. The editing is quick, with smooth transitions. The production quality is high, giving the ad a polished commercial feel. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:05: [Speaking in a foreign language] Vi hadde ingen anelse om hvor utrolig populær vår Retinal Concentrate kom til å bli. Eller at den skulle bli utsolgt fire ganger. Text overlay: 00:00–00:05 Vi hadde ingen anelse om / 00:00–00:05 Hvor utrolig populær vår Retinal Concentrate kom til å bli / 00:03–00:05 Eller at den skulle bli utsolgt 4 ganger Visual: 00:00–00:05: The shot is a close-up of a yellow liquid. A metal tool dips into the liquid. Text overlays appear on the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the product was previously unavailable due to high demand, suggesting a potential frustration for customers who wanted to purchase it but couldn't. # Value propositions - The product is so popular that it sold out four times, implying high demand and effectiveness. # Benefits - The product is so popular that it sold out four times. # Features - Retinal Concentrate # Call to action None used. # Social proof - The ad states that the product was so popular that it sold out four times. # Point of view - Brand 100% – The ad is told from the brand's perspective, highlighting the popularity and availability of their product. # Storyline - 00:00–00:05 The ad opens with text on a yellow background. - 00:05–00:07 The ad then shows a hand taking the product out of a refrigerator. - 00:07–00:10 The ad ends by showing jars of yellow cream with the brand name.

# Ad summary string # Brand positioning string # Product string # Visual style string # Hooks Spoken: string Text overlay: string Visual: string # Funnel stage string # Pain points string # Value propositions - string # Benefits - string # Features - string # Call to action string # Social proof - string # Point of view - string # Storyline - string–string string

# Ad summary A woman shares her skincare routine using Skinome products. She explains that she uses the mineral cleanser to remove makeup, and then moisturizes with the intense emulsion. She also shares her favorite lip balm, which has a little color in it. She shares a discount code for 15% off Skinome skincare. # Brand positioning Skinome is presented as a science-backed skincare brand that avoids unnecessary additives and preservatives. The brand aims to occupy a space in the consumer's mind as a provider of effective, minimalist skincare solutions. The brand aligns with a lifestyle that values simplicity and scientific validation, pushing against the norm of complex, multi-step skincare routines. The brand positioning is both functional (scientifically proven, minimalist) and emotional (trustworthy, healthy). # Product The ad features three Skinome products. The Mineral Cleanser is used to remove makeup. The Intense Emulsion is used as a moisturizer. The Lip Repair is a lip balm with a little color in it. The products are scientifically proven and do not contain unnecessary additives or preservatives. The products are for people who want a simple, effective skincare routine. # Visual style The ad has a UGC feel, with natural lighting and static shots. The editing is simple, with smooth transitions. The pacing is consistent throughout the ad. The visual style supports the intended tone of a casual, relatable customer sharing her personal experience. # Hooks Spoken: 00:00–00:12: Nej men nu är ni 45 år. Det är ju inte klokt och vadå 4-500 högskolepoäng innan jag förstod hur min hud fungerar och vad den behöver. Visual: 00:00–00:02: A book cover titled "Sagan Om Anna Och Den Okanda Hudkostymen" (The Story of Anna and the Unknown Skin Costume) is shown. The cover features an illustration of a woman touching her face and a diagram of a nude body. / 00:02–00:12: A woman with blonde hair and fair skin is sitting in front of a beige curtain. She is wearing a light beige sweater. She is looking at the camera and talking. # Funnel stage Consideration # Pain points The ad implies that understanding skincare can be complex and time-consuming: "Nej men nu är ni 45 år. Det är ju inte klokt och vadå 4-500 högskolepoäng innan jag förstod hur min hud fungerar och vad den behöver." # Value propositions - Scientifically proven skincare that is safe and effective - Simple skincare routine that is easy to follow # Benefits - Simple skincare routine - Effective skincare - Safe skincare # Features - Scientifically proven - No unnecessary additives or preservatives # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the product. # Storyline - 00:00–00:12 The woman begins by saying that it took her 45 years and 4-500 college credits to understand how her skin works and what it needs. This is intended to convey that understanding skincare can be complex and time-consuming. - 00:12–00:18 She says that she has now thrown hand soap in the trash because it is not what her skin needs. This is intended to convey that traditional skincare products can be harmful to the skin. - 00:18–00:35 She says that the skin is exposed to a lot of junk every day, including sweat, sun, wind, water, snow, pollution, deadline anxiety, and menopause. This is intended to convey that the skin needs to be taken care of. - 00:35–00:41 She says that it is very simple to take care of the skin. This is intended to convey that skincare does not have to be complex. - 00:41–01:05 She says that she uses Skinome products because they are scientifically proven and do not contain unnecessary additives or preservatives. This is intended to convey that Skinome products are effective and safe. - 01:05–01:13 She says that she removes makeup with the mineral cleanser, using a few pumps in her palm with a little water, and then rinses it off. This is intended to demonstrate how to use the mineral cleanser. - 01:13–01:22 She says that she then moisturizes with the intense emulsion, and that she also uses it in the morning because she likes it so much. This is intended to demonstrate how to use the intense emulsion. - 01:22–01:42 She says that she has a personal favorite lip balm that has a little color in it. This is intended to promote the lip balm. - 01:42–01:54 She shares a discount code for 15% off Skinome skincare. This is intended to encourage viewers to purchase Skinome products.

# Ad summary This ad features a woman showcasing the skincare products from Skinome. She highlights that the products are stored in the refrigerator to keep them fresh and active. She mixes the probiotic concentrate with intense emulsion and applies it to her face. She says that the cream makes her skin soft, moisturized, and protected from the cold weather. She then does some fall cleaning and enjoys the day. # Brand positioning Skinome is presented as a brand that prioritizes freshness and efficacy by storing its products in the refrigerator. This unconventional approach suggests a commitment to natural, active ingredients that require cooler temperatures to maintain their potency. The brand aligns with a lifestyle that values self-care and attention to detail, positioning itself as a premium option for consumers who seek high-quality skincare solutions. The brand pushes against the norm of storing skincare products at room temperature, emphasizing the importance of keeping them fresh and active for optimal results. The brand positioning is both functional, highlighting the effectiveness of its products, and emotional, creating a sense of luxury and care. # Product The ad features two Skinome skincare products: Probiotic Concentrate and Intense Emulsion. The Probiotic Concentrate is a skincare product designed to strengthen the skin's microbiome. The Intense Emulsion is a skincare product designed to moisturize the skin. Together, they create a dual effect that strengthens the skin's microbiome and moisturizes the skin. The products are stored in the refrigerator to keep them fresh and active. The ad emphasizes that the combination of these products leaves the skin feeling soft, moisturized, and protected from the cold weather. # Visual style The ad has a natural, UGC feel with simple editing and static shots. The production quality is clean but not overly polished, giving it an authentic and relatable vibe. The pacing is moderate, with cuts timed to the voiceover. The overall aesthetic is bright and airy, reflecting a sense of calm and well-being. # Hooks Spoken: 00:00–00:03: Helgen i Järvsö betydde höststädning och Visual: 00:00–00:03: A woman with blonde hair in a high ponytail, wearing a gray sweatshirt and black pants, rakes leaves on a green lawn. There are trees and bushes in the background. The camera is stationary and shows a wide shot of the scene. # Funnel stage Consideration # Pain points The ad implies that cold weather can be harsh on the skin, leading to dryness and discomfort. # Value propositions - The perfect duo to strengthen the skin's microbiome and moisturize the skin. # Benefits - Strengthens the skin's microbiome - Moisturizes the skin - Protects against cold weather - Leaves skin soft # Features - Probiotic Concentrate - Intense Emulsion # Call to action None used. # Social proof - "Det ger även en jätteskön sval och fräsch känsla tycker jag vid applicering" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a woman using and reviewing the product in her daily life. # Storyline - 00:00–00:03 The ad begins with a woman raking leaves in her yard. - 00:03–00:12 00:03–00:12: The woman walks inside and opens her refrigerator to retrieve her Skinome skincare products. This moment is from the woman's perspective, showing her routine and highlighting the brand's unique storage recommendation. - 00:12–00:17 00:12–00:17: The woman places the products on the bathroom counter. This shot sets the stage for the skincare application and emphasizes the products' placement in her daily routine. - 00:17–00:28 00:17–00:28: The woman mixes the Probiotic Concentrate with the Intense Emulsion on her hand. This is from the woman's perspective, demonstrating how to use the products and highlighting their texture. - 00:28–00:36 00:28–00:36: The woman applies the mixture to her face, massaging it in. This is from the woman's perspective, showing the application process and emphasizing the feeling of the cream on her skin. - 00:36–00:44 00:36–00:44: The woman places a potted plant on a chair on her porch and sits down. This is from the woman's perspective, showing her enjoying the results of her skincare routine and the beauty of her surroundings.

# Ad summary This ad promotes the Probiotic Concentrate from fresh skincare brand, Skinome. The ad features Ulf Åkerström, Innovation Manager at Skinome, who discusses the brand's unique approach to skincare. He highlights that Skinome products contain living bacteria and are water-free. He also mentions that the bacteria used in the Probiotic Concentrate comes from breast milk. # Brand positioning Skinome is presented as a fresh skincare brand that takes a unique approach to skincare. The brand emphasizes the use of living bacteria in its products, which sets it apart from other brands in the industry. Skinome also highlights its water-free system and the use of freshly purchased bacteria for each production. The brand aims to occupy a space in the consumer's mind as an innovative and effective skincare solution. # Product The Probiotic Concentrate is a skincare product from Skinome that contains living bacteria. The bacteria used in the product comes from breast milk. The product is part of a water-free system, ensuring that the bacteria remain active and effective. Skinome uses freshly purchased bacteria for each production, highlighting the brand's commitment to quality and efficacy. The product aims to improve skin health and the skin's microbiome. # Visual style The ad has a clean and professional aesthetic, with bright lighting and a focus on scientific imagery. The editing style is smooth, with clear transitions between shots. The production quality is high, giving the ad a polished commercial feel. The pacing is consistent, with a moderate number of cuts per minute. # Hooks Spoken: Male 1: Jag är otroligt glad över att vi har gjort något som väldigt få, men några har lyckats med inom hudvårdsindustrin. Text overlay: SKINOME / Jag är otroligt glad över / ULF ÅKERSTRÖM / Innovationschef / SKINOME / att vi har gjort något som väldigt få, men några / har lyckats med inom hudvårdsindustrin. Visual: 00:00–00:08: A medium shot of Ulf Åkerström, Innovation Manager at Skinome, speaking directly to the camera. He is a middle-aged man with short brown hair and a beard. He is wearing a white lab coat with the Skinome logo on it. The background is a bright, clean lab with a microscope and other scientific equipment visible. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Unique approach to skincare with living bacteria - Water-free system ensures bacteria remain active and effective - Freshly purchased bacteria for each production ensures quality and efficacy - Contains a bacteria that comes from breast milk # Benefits - Improves skin health - Improves the skin's microbiome # Features - Contains living bacteria - Water-free system - Freshly purchased bacteria for each production - Contains a bacteria that comes from breast milk - Each product contains a small strip that absorbs water # Call to action None used. # Social proof - "Och vi har sett i studier vilken otrolig effekt det har på hudhälsan och hudens mikrobiom." (And we have seen in studies what an incredible effect it has on skin health and the skin's microbiome.) – Male 1 (Innovation Manager) # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, with the Innovation Manager speaking directly to the camera. # Storyline - 00:00–00:11 Ulf Åkerström, Innovation Manager at Skinome, introduces himself and expresses his excitement about Skinome's achievements in the skincare industry. - 00:04–00:12 He states that Skinome has accomplished something that very few have managed in the skincare industry and that he is convinced that this is the next big step in skincare. - 00:12–00:14 The ad transitions to a close-up shot of bacteria under a microscope, with text overlay stating, "5 år av hudvård gjord annorlunda" (5 years of skincare done differently). - 00:14–00:20 Ulf expresses his pride in Skinome's ability to create products that contain living bacteria. - 00:20–00:22 The ad shows a product shot of the Probiotic Concentrate next to a polaroid of bacteria under a microscope. - 00:21–00:25 Ulf states that studies have shown the incredible effect of the product on skin health and the skin's microbiome. - 00:25–00:27 The ad transitions to a shot of a woman applying skincare in front of a mirror. - 00:27–00:38 Ulf explains that the secret to success is having a completely water-free system and using freshly purchased bacteria for each production. - 00:35–00:38 The ad shows a gloved hand pouring bacteria into a beaker. - 00:38–00:47 Ulf introduces the Probiotic Concentrate and mentions that it contains a bacteria that comes from breast milk. - 00:48–00:53 Ulf explains that Skinome goes to great lengths to keep the bacteria alive in the product. - 00:53–01:05 The ad shows a close-up of the product, with Ulf demonstrating how each product contains a small strip that absorbs water. - 01:05–01:12 Ulf concludes by stating that it may seem crazy how far Skinome goes to keep the bacteria alive, but they have seen that it is what is required. - 01:12–01:15 The ad ends with a shot of a notebook with the Skinome logo and the text "5 år av hudvård gjord annorlunda" (5 years of skincare done differently).

# Ad summary The ad features a skincare entrepreneur, Dr. Gillbro, sharing her journey from being a skin researcher to a skincare entrepreneur. The image includes text about her journey and her signature is included in the image. # Brand positioning The brand is presented as being led by a credible expert, Dr. Gillbro, who has a background in skincare research. This positions the brand as science-backed and trustworthy. By highlighting the founder's journey from researcher to entrepreneur, the brand emphasizes its commitment to skincare innovation and expertise. This narrative aims to create a sense of trust and credibility with consumers who seek effective and scientifically sound skincare solutions, differentiating it from brands that rely solely on marketing hype. # Product The ad does not explicitly showcase or describe any specific skincare product. It focuses on establishing the credibility and expertise of Dr. Gillbro, who is implied to be the founder and driving force behind the brand. The ad implies that the brand's skincare products are rooted in scientific research and developed by someone with a deep understanding of the skin. This is communicated through the text that highlights Dr. Gillbro's journey from a skin researcher to a skincare entrepreneur. The image builds trust in the brand and its products. # Visual style The image has a clean, professional look. It appears to be shot in a studio or lab setting. The lighting is soft and diffused. The color palette is simple and the overall style is intended to convey credibility and trust. # Hooks Headline: MIN RESA FRÅN HUDFORSARE TILL HUDVÅRDSENTREPRENÖR # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Not explicitly stated. # Benefits - Not explicitly stated. # Features - Skincare researcher - Skincare entrepreneur # Call to action None used. # Social proof - Dr. Gillbro's journey from a skincare researcher to a skincare entrepreneur acts as social proof, establishing her expertise and credibility. # Point of view - Brand: The text on the image and the presence of Dr. Gillbro presents the brand’s story, highlighting its founder's background in skincare research. # Storyline - The image features a woman in a white lab coat, who is named in the image as Dr. Gillbro. The text on the image reveals her journey from a skin researcher to a skincare entrepreneur. This is intended to establish her credibility and experience in skincare.

# Ad summary This image ad tells the story of the founder of Skinome and how the brand came to be. It emphasizes their approach to skincare and how they deviate from industry norms. # Brand positioning Skinome is presented as a disruptive skincare brand founded on the principle of fresh, refrigerated skincare. The brand challenges the norm of preserving skincare products in unrefrigerated environments and promotes the idea that effective skincare should be stored in a refrigerator. This positioning aims to capture the attention of consumers seeking innovative and unconventional beauty solutions. The brand's tone is scientific and confident, asserting that its approach is based on a unique vision of skincare. # Product The ad promotes Skinome's unique approach to skincare, which revolves around the concept of "fresh skincare." The ad highlights that their products are intended to be stored in a refrigerator, implying a focus on preserving the freshness and efficacy of the ingredients. The product aims to defy industry norms, suggesting that conventional skincare preservation methods are less effective. By storing the products in the refrigerator, Skinome addresses the purchase barrier of potentially harmful or ineffective ingredients found in other skincare products. The ad positions Skinome as a brand that is challenging traditional methods, emphasizing its unique vision of skincare. # Visual style The ad has a professionally shot, studio-quality appearance. The color scheme is soft and warm. The background is a gradient that subtly shifts from shades of purple and pink. The text is clean and legible, with a clear hierarchy. The visual style conveys a sense of authority and expertise while also maintaining a modern and approachable feel. It may scan well in feed and capture attention through the use of color and recognizable composition. # Hooks Headline: Ingen vill köpa hudvård som förvaras i kylen # Funnel stage Top of funnel (Awareness) # Pain points The pain point in this ad is a distrust of conventional skincare preservation methods. The text states, 'Ingen vill köpa hudvård som förvaras i kylen,' which highlights a common belief that skincare products should not be refrigerated. # Call to action None used. # Point of view - Brand: The entire ad conveys the Brand's perspective, presenting its origin story, its approach to skincare, and its vision for the future of the industry. # Storyline - The ad opens by establishing credibility and authority, showcasing the founder, Johanna Gillbro, and her credentials as the creator of Skinome. This is to highlight the expertise and vision behind the brand and its products. - The ad asserts the brand's contrarian position and challenges the norm of storing skincare products at room temperature. This is to create intrigue and pique the audience's curiosity about Skinome's unique approach and unconventional practices. - The ad emphasizes the skepticism that Skinome faced in its early stages, highlighting that its founder's idea of fresh skincare was met with doubt. This is to portray Skinome as a brand that defied expectations and overcame obstacles to revolutionize the skincare industry.

# Ad summary This ad is for Non-toxic Beauty.se, showing a web page screenshot and product lineup to announce that their Probiotic Concentrate has won an award. # Brand positioning Non-toxic Beauty is positioned as a provider of safe and effective skincare products, emphasizing the use of effective ingredients for skincare that strengthens and balances the skin barrier. The brand seems to focus on probiotic serums within the gentle or sensitive skincare category, highlighting the effectiveness of its offerings. # Product The ad features a probiotic concentrate, highlighting its effectiveness in skincare. The ad mentions that this product is designed for those looking for the best probiotic serum to achieve a stronger and more balanced skin barrier, and that probiotic serums are among the most sought-after products in gentle skincare. The ad showcases three different product formulations, however each one is a serum. The brand's probiotic serum is presented as an award-winning choice, suggesting it is a top-tier product within the probiotic skincare market. # Visual style The ad features a clean and modern design with a focus on presenting a trustworthy brand image. The use of a website screenshot gives the impression of authenticity and transparency, while the pink speech bubble adds a pop of color and highlights the key message about the product winning an award. The background photo of skin in the background creates a connection to the viewer. # Hooks Headline: Vår Probiotic Concentrate vann! # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of finding an effective product for a stronger and more balanced skin barrier is implied. "Letar du efter bästa probiotic serum för en starkare och mer balanserad hudbarriär?" # Value propositions - Best probiotic serum for a stronger and more balanced skin barrier # Benefits - Säker hudvård med effektiva ingredienser - Starkare och mer balanserad hudbarriär # Features - Probiotic serum - Effective ingredients # Call to action None used. # Social proof - Probiotic Serum Bäst i Test # Point of view - Customer: The background skin shot provides a relatable, close-up view of the user of these beauty products, subtly implying the target audience is beauty-conscious and seeks effective skincare solutions. - Brand: The website screenshot and the pink announcement bubble are presented from the brand's perspective, aiming to convey authority and acclaim for their probiotic concentrate. - External source: The website screenshot shows an article or listing referring to the product as "Probiotic Serum Bäst i Test," suggesting a third party has awarded or recognized the product. # Storyline - The image opens with a close-up of someone's face, partially visible in the background, to create a personal connection and highlight the context of skincare. The audience experiences this as a close up view, hinting at personal care and beauty focus. - A screenshot of the Non-toxic Beauty website is layered on top, showing a product review or announcement to showcase the effectiveness and popularity of the brand's probiotic serum. This is shared from the brand's perspective to promote the product's award-winning status. - A pink speech bubble highlights a key announcement: that the brand's probiotic concentrate won, reinforcing the product's credibility and appeal from the brand's perspective to make a statement about the product being the best.

# Ad summary This ad highlights Skinome, a skincare brand that values transparency and fresh ingredients. The ad shows a woman walking around various locations holding up a large custom newspaper prop with questions and statements about the importance of skincare production dates and listing ingredients Skinome products do not have. It ends with a close-up on the text "Fresh skincare with production date." The ad emphasizes the brand's commitment to freshness and transparency. # Brand positioning Skinome is presented as a transparent and trustworthy skincare brand, setting itself apart from industry norms by emphasizing the importance of fresh skincare with production dates. The brand values consumer awareness and the need to know what goes into skincare products, contrasting with brands that may obscure manufacturing dates or use questionable ingredients. Skinome is positioned as a leader in a "fresh skincare revolution," conveying a functional commitment to providing skincare products made with high-quality ingredients for optimal results. # Product Skinome offers a range of fresh skincare products that prioritize ingredient transparency. The ad highlights that Skinome includes the production date on its products to ensure freshness. The product line avoids ingredients like preservatives, perfumes, and dyes. The brand emphasizes that they "believe in something different" and are committed to providing skincare that is "fresh." Skinome is presented as a brand that is transparent about its ingredients and manufacturing dates. # Visual style The ad has a bright and natural visual style, with outdoor settings and natural lighting. The editing is smooth with clear transitions between shots, focusing on the central message conveyed through the text on the newspaper prop. The pacing is moderate, allowing viewers to read the text and absorb the information. The production quality is professional. # Hooks Text overlay: The Skin Edit / 2023 A FRESH SKINCARE REVOLUTION 2025 / HEJ / HUDVÅRDSINDUSTRIN / Varför visar / ni inte när / era produkter / tillverkats? / SKINOME / Vill ni inte att / vi ska veta / hur gamla / de är? Visual: 00:00–00:06: A woman with red nail polish stands in a subway car, holding open a large sign that looks like a newspaper, obscuring her face. The subway car is white, with yellow handrails and a map above the door. The text on the newspaper is in Swedish, with sections highlighted in a gray block. The subway doors behind her show an outside scene. # Funnel stage Top of funnel (Awareness) # Pain points The ad highlights a lack of transparency in the skincare industry by asking "Why don't you show when your products are made?" This shows the pain point that consumers often do not know how old their skincare products are or what ingredients they contain. # Value propositions - Fresh skincare with production date: Ensures you know the age of your skincare. - Avoidance of preservatives, perfumes, and dyes: Offers a clean, skin-friendly formula. # Benefits - Transparency - Freshness - High-quality skincare - Trustworthiness # Features - Fresh skincare - Production date on products - Avoids preservatives, perfumes, and dyes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is showcasing the brand messaging. # Storyline - 00:00–00:06 A woman stands on a subway holding up a large sign that resembles a newspaper asking, "Why don't you show when your products are made?" - 00:06–00:11 The scene transitions to a city street with the woman holding the sign that asks, "If only we knew..." - 00:11–00:15 The scene continues with the woman standing on the street, holding the sign that continues with the question, "...wouldn't it feel so fresh?" - 00:15–00:21 The scene transitions to a park where a woman sits on a bench holding up a sign that says "Ingredients we don't want in our skincare." - 00:21–00:26 The scene transitions to a woman sitting on stone stairs holding a sign stating, "We believe in something different." - 00:26–00:31 The ad closes with a close-up on the sign highlighting "Fresh skincare with production date."

# Ad summary A woman in her garden describes her history of mistreating her skin with too many products, and how moving to a simpler routine with Skinome has improved her skin. # Brand positioning Skinome aims to occupy the space in the consumer's mind as a brand that values simplicity and the skin's natural ability to care for itself. The brand positions itself against the norm of complex, multi-step skincare routines, advocating for a minimalist approach that respects the skin's inherent capabilities. The brand values align with a lifestyle that prioritizes natural care and avoids over-treating the skin. The positioning is functional, emphasizing simplicity, and emotional, resonating with those who feel overwhelmed by complex skincare regimens. # Product Skinome promotes a simplified skincare approach, advocating for fewer products and a routine that supports the skin's natural function. The products are positioned for individuals who have struggled with complex, multi-step routines and are looking for a more straightforward, effective solution. The ad highlights that a 14-step routine can be replaced with Skinome's simpler method. The primary benefit emphasized is the improvement of skin health through a less abrasive and more natural approach, suggesting that past products and routines have been overly harsh or ineffective. # Visual style The ad has a natural, UGC feel, with shots taken outdoors in natural light. The editing style is smooth, with cuts between different scenes and close-ups to emphasize key points. The production quality is somewhat polished, giving it a hybrid feel that balances authenticity with a professional touch. The pacing is consistent and moderate, aligning with the speaker's conversational tone. # Hooks Spoken: 00:00–00:03 Jag visste det! Jag visste att de har lurat mig! Text overlay: 00:00–00:03 Jag visste det! Jag visste att de har lurat mig! / 00:00–00:03 SKINOME Visual: 00:00–00:02 A fair-skinned woman with blonde hair is squatting down next to a flower pot filled with yellow and white flowers. She wears a gray t-shirt with three dogs printed on the front, blue jeans, and green gardening gloves. There is a garden hose and watering nozzle on the left side of the frame. Behind her is green grass and leafy bushes. The camera is stationary and face-on. # Funnel stage Consideration # Pain points The central frustration is having skin that is 'worn down' by complex, multi-step skincare routines that cost a lot of money, as expressed by the speaker who says her skin was a 'sönderjobbad helt enkelt' (worn down) after using a '14-stegs-rutin hemklickat på nätet för en miljard' (14-step routine bought online for a billion). # Value propositions - Simplified routine that replaces a 14-step routine. # Benefits - Improvement of skin health through a less abrasive and more natural approach. # Features - A simplified skincare approach that supports the skin's natural function. # Call to action None used. # Social proof - "Låt huden vara – den är gjord för att klara sig själv" – Johanna # Point of view - Customer 100% – The ad is communicated entirely from the customer's perspective. # Storyline - 00:00–00:02 00:00–00:02 The speaker, squatting near a flower pot, expresses a realization that she has been 'tricked.' - 00:02–00:11 00:02–00:11 The speaker reflects on a moment when someone named Johanna stated, 'Let the skin be—it is made to take care of itself,' and how this resonated with her. - 00:11–00:19 00:11–00:19 The speaker shares that she has been 'mean to her skin' and 'bullied it for 15 years,' setting the stage for a transformation. - 00:19–00:26 00:19–00:26 The speaker describes aggressively scrubbing her skin with so many products, as rough as 'sandpaper'. - 00:27–00:39 00:27–00:39 The speaker says that her skin was "worn down" by a 14-step online skincare routine that cost her 'a million.' This is communicated via hands showing rhubarb leaves in garden soil. - 00:40–00:47 00:40–00:47 The speaker transitions to showing her 'now Skinome' results, displaying healthy, thriving plants and water. This implies how the products work to care for the skin.

# Ad summary This is a simple ad that uses a single image to address the problem of skin irritation from ingredients in skincare products, and then offers SKINOME as a solution. It uses an image of the product and overlays text on it to create the message. # Brand positioning SKINOME is presented as a brand that offers an alternative to traditional skincare products that contain ingredients that can irritate the skin. The brand's name is displayed prominently, emphasizing its role as a solution to the problem. The brand positions itself as a provider of gentle and effective skincare, focusing on avoiding common irritants found in other brands. The brand pushes against the norm of using potentially harmful ingredients by offering a product free from them, appealing to consumers seeking cleaner, safer skincare options. Its positioning is both functional, highlighting the absence of irritants, and emotional, offering peace of mind to those with sensitive skin. # Product The product is a skincare item in a white spray bottle with a light beige cap, designed to be free of irritants. The front of the bottle lists potentially irritating ingredients commonly found in other skincare products, such as 'Konserveringsmedel' (Preservatives), 'Färgämnen' (Dyes), and 'Parfym' (Perfume), each marked with an 'X', signifying their absence in this product. This product is for individuals seeking skincare solutions that avoid common irritants and allergens. The product is presented as an alternative to traditional skincare, addressing the purchase barrier of potential skin irritation by explicitly excluding problematic ingredients. The focus is on conveying why this product is worth trying for those who have had issues with other skincare items due to irritants. # Visual style The ad features a clean and minimalist aesthetic, emphasizing simplicity and direct communication. The production quality appears to be high, with a studio-shot image. The color palette is limited to white and beige, creating a sense of purity and safety. The typography is straightforward, reinforcing the no-nonsense approach. The overall style is modern and clinical, designed to convey trust and transparency. # Hooks Headline: Ämnen i hudvård som stör och irriterar # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of skin irritation caused by common ingredients found in many skincare products. The copy states, "Ämnen i hudvård som stör och irriterar (Ingredients in skincare that bother and irritate)" indicating that current products are causing negative reactions. # Value propositions - Skincare free of common irritants (preservatives, dyes, perfume) # Benefits - Alternative to old skincare # Features - Free of Konserveringsmedel (Preservatives) - Free of Färgämnen (Dyes) - Free of Parfym (Perfume) # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image appears to be from the brand's perspective, as it showcases the product and its benefits, while directly addressing potential customer concerns about irritating ingredients in skincare. # Storyline - The ad begins by highlighting common skincare ingredients that may cause irritation, setting up the problem. The brand is telling the audience what they are likely experiencing with conventional products. - Next, the ad showcases the product bottle, visually associating it with a list of ingredients it does not contain, emphasizing its unique selling point. The brand is highlighting the absence of these ingredients as a benefit. - The ad concludes by suggesting there is an alternative to traditional skincare, introducing the brand's solution. The brand offers their product as the solution.

# Ad summary This ad promotes a probiotic serum by SKINOME. It highlights that the product is recognized as the best probiotic serum by Non-toxic Beauty and emphasizes its effectiveness in addressing dryness and sensitivity. # Brand positioning SKINOME is presented as a brand focused on probiotic skincare, specifically serums. The brand seems to be emphasizing its recognition by 'Non-toxic Beauty,' positioning itself as a reputable and effective choice within the skincare market. There's a focus on addressing specific skin concerns like dryness and sensitivity, suggesting a functional approach to skincare rather than a purely cosmetic one. SKINOME is presented as a brand that aligns with values of safety and efficacy, likely appealing to consumers who prioritize clean beauty and targeted solutions for common skin issues. # Product The product being advertised is SKINOME's probiotic concentrate serum. It appears to be packaged in a white, cylindrical pump bottle. The ad highlights that it's recognized as the 'Bästa probiotiska serum' (best probiotic serum) by 'Non-toxic Beauty'. The ad claims that the product has a 'Bevisad effekt på torrhet & känslighet' (proven effect on dryness & sensitivity). The serum appears to be for individuals experiencing dry and/or sensitive skin, and the ad aims to show that the product is effective and validated by a reputable source. # Visual style The ad features a clean and minimalist visual style, with a focus on the product. The production quality appears polished, with a clean product shot on a white surface, suggesting a focus on purity and efficacy. There's a use of white space, simple typography, and a pastel color palette that could appeal to a modern audience. # Hooks Headline: Utsedd till Bästa probiotiska serum av # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dryness & sensitivity, suggesting that the audience struggles with these common skin concerns. # Value propositions - Recognized as the 'Bästa probiotiska serum' (best probiotic serum) by 'Non-toxic Beauty' validates the product's effectiveness. # Benefits - Bevisad effekt på torrhet & känslighet # Features - Probiotic serum # Call to action None used. # Social proof - The phrase 'Utsedd till Bästa probiotiska serum av Non-toxic Beauty.se' indicates that the product has been recognized as the best probiotic serum, acting as a third-party endorsement and building credibility. # Point of view - Brand: The perspective of the brand is present in the ad as they present product recognition and highlight the effects the product has on dryness and sensitivity. # Storyline - The ad begins by highlighting that SKINOME's product has been recognized as the 'best probiotic serum' by 'Non-toxic Beauty'. This is intended to capture the viewer's attention by immediately establishing the product's credibility and quality through an external endorsement, positioning the brand as an authority in probiotic skincare. The POV is from the brand. - The ad follows up by asserting the serum's effectiveness in addressing dryness and sensitivity, with a simple arrow pointing towards the serum. This is included to directly communicate the product's key benefits to viewers, emphasizing its functional value and relevance to their skincare needs. The POV is from the brand.