How Summer Fridays Advertises on Meta

# Ad summary This ad features a creator reviewing the Sunlit Vanilla perfume by Summer Fridays. She emphasizes its bright, warm, and fabulous qualities, highlighting its notes of vanilla, bergamot, caramel, and coconut. The ad aims to convey the feeling of being on a luxurious vacation, portraying the perfume as an effortless way to feel put-together and glowing. # Brand positioning Summer Fridays is presented as a purveyor of luxury fragrances that evoke a sense of warmth, vacation, and effortless glamour. The brand positions itself as offering a premium sensory experience that aligns with a lifestyle of relaxation and indulgence, with a strong emphasis on high-quality ingredients and a focus on capturing the essence of luxurious experiences. The brand appears to defy norms by creating scents that are both sophisticated and approachable, perfect for those who seek a touch of everyday opulence. Summer Fridays emphasizes an emotional connection, aiming to transport users to a carefree, vacation-like state of mind, making it more than just a fragrance. # Product The featured product is Sunlit Vanilla by Summer Fridays, a fragrance designed to evoke a warm, luxurious vacation vibe. It is described as the "I just got back from somewhere warm and fabulous version of vanilla." The fragrance opens with bright bergamot notes, transitions into caramel and coconut, and is said to smell like enjoying a crème brûlée at a five-star beach resort. Targeted toward vanilla fragrance enthusiasts, it aims to capture the feeling of being put-together, glowing, and effortlessly stylish. The ad addresses the potential barrier of vanilla fragrances being perceived as ordinary by presenting this product as a sophisticated and unique twist on the classic scent. # Visual style The ad has a polished, clean aesthetic typical of UGC beauty content. It features bright, natural lighting, smooth transitions, and a focus on the product and speaker. The editing style is straightforward, with cuts between the speaker and close-ups of the product. The production quality appears to be a hybrid of UGC and polished commercial. The ad’s pacing is consistent, with a moderate BPM, ensuring the viewer remains engaged without feeling overwhelmed. Visuals are loosely synced to the voiceover. # Hooks Spoken: 00:02–00:02 Immediately yes. / 00:03–00:07 As a triple board certified vanilla fragrance girly, Sunlit Vanilla's by Summer Fridays has made it to my Mount Rushmore. Text overlay: 00:03–00:07 Sunlit Vanilla Visual: 00:00–00:02 A person with long, wavy brown hair is positioned indoors, close to the camera, holding a white scent strip and a perfume bottle. They spray the perfume onto the strip and then smell it. / 00:02–00:07 The camera zooms out slightly as the person holds a bottle of Sunlit Vanilla perfume by Summer Fridays. They are centered in the frame, with a neutral wall, a gold decorative wall lamp, and some greenery in the background. # Funnel stage Consideration # Pain points Vanilla fragrances can be basic, so the ad solves that problem by offering a warm, vacation-like, luxury twist. # Value propositions - Sunlit Vanilla's by Summer Fridays has made it to my Mount Rushmore. - The featured product is the "I just got back from somewhere warm and fabulous version of vanilla." # Benefits - Makes you feel like the most put together, glowy, effortless version of myself. - Smells like you're enjoying a creme brulee at a five-star beach resort. # Features - Bright bergamot notes - Caramel and coconut notes # Call to action None used. # Social proof - "As a triple board certified vanilla fragrance girly, Sunlit Vanilla's by Summer Fridays has made it to my Mount Rushmore" – Female 1 (Creator) # Point of view - Customer 100% – The ad is entirely from the perspective of a perfume user reviewing the product. # Storyline - 00:00–00:02 00:00–00:02 The creator sprays perfume on a scent strip and smells it, expressing immediate approval. - 00:02–00:08 00:02–00:08 She reveals that as a self-proclaimed "triple board certified vanilla fragrance girly," she's putting Sunlit Vanilla by Summer Fridays in her "Mount Rushmore" of vanilla scents. - 00:08–00:13 00:08–00:13 She describes the fragrance as "an I just got back from somewhere warm and fabulous version of vanilla." - 00:13–00:18 00:13–00:18 The ad transitions to showcasing the featured notes of the perfume and showing the creator spraying the perfume on her arm. - 00:18–00:21 00:18–00:21 The creator describes the scent as smelling like "you're enjoying a creme brulee at a five-star beach resort." - 00:22–00:24 00:22–00:24 She emphasizes that her favorite version of herself is "vacation me," and the ad shows a picture of the creator on a boat. - 00:24–00:29 00:24–00:29 The creator reiterates that wearing the perfume makes her feel like "the most put together, glowy, effortless version of myself." - 00:29–00:31 00:29–00:31 The creator sprays the scent strip again and approves the scent.

# Ad summary An image ad for Summer Fridays Sweet Pink Duo, a new + limited edition lip butter balm set. The ad highlights the set's value of $38 compared to the listed value of $48, set against an aesthetic pink background. # Brand positioning Summer Fridays is presented as a contemporary skincare brand specializing in simple, effective beauty essentials. The brand emphasizes limited edition releases, indicating a focus on trend-driven product offerings. With a clean and minimalist aesthetic, Summer Fridays aligns with a modern, youthful audience seeking approachable luxury in their skincare routine. The brand positioning appears primarily emotional, offering sensorial and self-care experiences through pleasant textures and colors, aligning with the popular beauty and wellness movement. # Product The advertised product is the "Sweet Pink Duo," a new + limited edition set of Summer Fridays Lip Butter Balms. The set includes two different lip butter balms, each packaged in a squeeze tube with a slanted applicator tip. One balm is identified by the (on-package label text) "Vanilla Beige" flavor and the other by the (on-package label text) "Strawberry Silk" flavor. Both balms promise a hydrating and smoothing effect. A white heart badge indicates the set is valued at $38, compared to a listed value of $48, highlighting a cost savings. The lip balms appear designed for daily use to keep lips moisturized, and the limited edition aspect adds a sense of exclusivity. # Visual style The ad features a highly polished, studio-shot style with a focus on soft lighting and a cohesive pink color palette. The visual motifs include clean typography and minimalist product presentation, creating a modern and luxurious feel. The image treatment includes subtle color grading to enhance the pink tones, and drop shadows add depth to the overlaid elements. The typography is integrated seamlessly, with a mix of sans-serif and script fonts contributing to the ad's aesthetic appeal. The style maintains a high-design aesthetic to enhance the product's perceived value and attract attention in-feed. # Hooks Headline: Sweet Pink Duo # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Limited edition set - $38 $48 VALUE # Benefits - None used. # Features - Lip Butter Balm - Baume à Lèvres - Vanilla Beige - Strawberry Silk # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing their new product and highlighting its value to attract customers. # Storyline - The ad begins by introducing the Summer Fridays brand and their new + limited edition "Sweet Pink Duo", immediately capturing attention and signaling exclusivity. This section is told from the Brand's perspective. - Next, the product is detailed, featuring both balms from the set and emphasizing the $38 price point as a value compared to the listed $48 value, enticing the customer with a clear incentive. This section is told from the Brand's perspective.

# Ad summary Image ad for Summer Fridays featuring a collection of four products. The ad promises an effortless four-step beauty routine and highlights the collection's value. # Brand positioning Summer Fridays is presented as a brand focused on simple, effective beauty solutions. The brand positioning emphasizes ease and effortlessness, suggesting it aims to appeal to consumers seeking a simplified beauty routine. The aesthetic and language align with a clean, modern lifestyle. The brand defies category norms by promoting a streamlined approach rather than an extensive product range, positioning itself as a solution for those who want to achieve a polished look with minimal effort. The positioning leans into functional simplicity while evoking an emotional response of relaxed confidence. # Product The ad features a collection of Summer Fridays beauty products designed for a four-step routine. The collection includes: Sheer Skin Tint, a lightweight foundation offering light coverage and a natural finish; Lip Butter Balm, presented in a tube for hydration and a subtle tint; Blush, in a compact for adding color to the cheeks and lips; and a lip pencil. These products cater to individuals looking for a quick and easy way to enhance their natural features. The key selling point is the promise of an effortless, complete look in just four steps, addressing the barrier of time and complexity often associated with makeup routines. The products are presented as complementary, suggesting they work together to achieve a cohesive, simple, and polished appearance. The products are packaged in neutral, minimalist containers. # Visual style The ad has a clean, minimalist aesthetic with a focus on the product. The production quality is high, with a studio-shot feel. The color palette is soft and monochromatic, using various shades of pink and neutral tones. There are no obvious filters or image treatments, keeping the focus on the products' natural appearance. The typography is clean and legible. The overall style is modern and approachable, fitting for a brand promoting ease and simplicity. # Hooks Headline: Get ready in four effortless steps # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the complexity and time consumption associated with traditional makeup routines, as evidenced by the language 'Get ready in four effortless steps.' This highlights a desire for simplicity and efficiency in beauty routines. # Value propositions - A complete beauty routine in four effortless steps. - Discounted price: $88 ($112 Value) # Benefits - Get ready in four effortless steps # Features - Sheer Skin Tint: Light Coverage - Lip Butter Balm # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand's message focuses on ease, value, and product presentation. # Storyline - The ad starts by introducing the Summer Fridays brand with the headline and the product name. The intention is to immediately establish the brand and product line. This is from the brand's perspective. - The ad highlights the offer of 'getting ready in four effortless steps'. This promises a simple, effective beauty routine, addressing a common pain point of complicated makeup routines. This is from the brand's perspective. - The product is visually presented in a staged photograph. This offers a clear view of the products and their packaging, reinforcing the brand's aesthetic. This is from the brand's perspective. - The ad includes the discounted price. This is intended to incentivize a purchase by showcasing the value of the set. This is from the brand's perspective.

# Ad summary This ad showcases Summer Fridays' new Softline Lip Liner in Sugar. The color story is monochromatic. The product is placed on top of an artful arrangement of sugar candies, emphasizing the lip liner's shade name and soft application. # Brand positioning Summer Fridays is presented as a modern and approachable skincare and beauty brand, known for its focus on effective yet gentle formulations. The brand aligns with a lifestyle that prioritizes self-care and simple routines. They appeal to consumers seeking aesthetically pleasing and functional products, suggesting a blend of beauty and wellness. The brand aims to occupy the space of a high-quality, accessible luxury, offering products that feel both indulgent and practical for everyday use. Their packaging and overall visual language tend to be minimalist, emphasizing a clean and modern aesthetic that stands out in the cluttered beauty market. They are positioned as a brand that understands the importance of balance, providing products that fit seamlessly into busy lifestyles. # Product The featured product is the Softline Lip Liner by Summer Fridays. As presented, it is a lip liner designed for soft and precise application, targeting consumers looking for a comfortable, easy-to-use lip product. The ad highlights the 'Sugar' shade. The image strongly conveys that the lip liner enhances the lips with a subtle, natural color. The inclusion of sugar candies around the lip liner accentuates its shade name, suggesting a sweet, delicate touch. This ad is aimed at individuals who appreciate minimalist beauty and seek products that enhance their natural features without being overly dramatic. The focus is on achieving a soft, refined look, indicating that the product is worth trying for its ease of use and natural finish. # Visual style The ad employs a highly polished, studio-shot aesthetic, emphasizing clean lines, soft lighting, and a monochromatic color scheme. The visual motif revolves around a grid layout, with the lip liner and candies neatly arranged. The image treatment involves subtle color grading to enhance the pink tones and create a cohesive look. This design approach, while platform-native, aims for a high-design feel to increase scannability and stop power in the feed. The typography is clean and legible, complementing the minimalist aesthetic. # Hooks Headline: SoftLine Lip Liner # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used. # Features - SoftLine Lip Liner # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is consistent throughout, showcasing the product in an aesthetically pleasing and inviting way. # Storyline - The ad opens with a shot of the Summer Fridays Softline Lip Liner, paired with matching sugar candies. This emphasizes the product’s name and shade, creating a visually appealing context for the product. The brand is telling the audience to appreciate how the lip liner's color and texture complement its name, which helps create an image of the brand’s new product.

# Ad summary This ad demonstrates the application of SoftLine Lip Liner in Pecan. The model applies the product in front of a neutral background, enhancing her lip color. # Brand positioning The brand is presented as providing accessible luxury in beauty, with a focus on lip products. The single model and neutral background suggest a minimalist approach to beauty. The ad doesn't explicitly state values or lifestyle associations, but the sleek, modern packaging and simple presentation imply a brand that values simplicity and sophistication. The brand appears to push against overly complex or artificial beauty standards, promoting a natural, enhanced look. The positioning is functional, focusing on enhancing lip color and shape. # Product The featured product is SoftLine Lip Liner in Pecan, a lip liner designed to enhance lip color and shape. The product is demonstrated as easy to apply, and the pecan color is shown to create a defined yet natural-looking lip. The lip liner is for individuals looking to enhance their lip shape and color with a simple, effective beauty product. The ad addresses the purchase barrier of complexity by showcasing a straightforward application process and natural-looking results, encouraging viewers to try the product for its ease of use and subtle enhancement. # Visual style The ad has a clean and polished aesthetic, with a focus on natural lighting and simple backgrounds. The editing style is static, with no quick cuts or transitions, emphasizing the product application process. The production quality is polished, giving it a commercial feel. The pacing is slow and deliberate, with static shots that highlight the lip liner's application. # Hooks Text overlay: 00:00–00:12: SoftLine Lip Liner in Pecan Visual: 00:00–00:12: A woman with long dark hair, wearing a brown top, is applying SoftLine Lip Liner in Pecan to her lips. She is holding a small, square white mirror in her left hand. The background is a plain, light-tan color. The camera is stationary and captures her from the chest up. The lighting is soft and even. The lip liner is a dark brown color, and she applies it carefully to the edges of her lips. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - SoftLine Lip Liner in Pecan provides a simple way to enhance lip color and shape. # Benefits - Enhances lip color - Enhances lip shape # Features - SoftLine Lip Liner in Pecan # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the customer's POV through a simple product demo. # Storyline - 00:00–00:12 The video opens with a model applying SoftLine Lip Liner in Pecan to her lips while looking into a small mirror. The focus is on the application process and the initial result.

# Ad summary This ad from Summer Fridays introduces their new Flushed Lip Stain, highlighting the available shades, and benefits of comfort, effortlessness, long-wear, and transfer-proof. # Brand positioning Summer Fridays is presented as a brand focused on effortless beauty solutions that fit seamlessly into a modern, on-the-go lifestyle. The emphasis on comfort and ease of use suggests a brand that prioritizes user experience and aligns with a consumer seeking simplicity and effectiveness. This aligns the brand with clean beauty that is functional in its approach and cuts through the noise of more complex beauty routines. # Product The ad showcases the brand's new Flushed Lip Stain, a lip color product available in six shades. It is designed for easy and comfortable application. The lip stain is marketed towards individuals looking for a long-lasting lip color that won't transfer, ensuring a hassle-free experience. The product's key features focus on convenience and effortless beauty, making it an appealing option for those seeking a low-maintenance beauty routine. # Visual style The ad features a clean and modern visual style, emphasizing product presentation and simplicity. The production quality is high, with a studio-shot feel. The gradient background and product arrangement create a visually appealing aesthetic that is designed to be easily scannable. The color palette is soft, emphasizing the different tones of the lip stains themselves. The typography is integrated in a clean and legible way. # Hooks Headline: Flushed Lip Stain # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of lip colors that are uncomfortable, difficult to apply, don't last long, or transfer easily. # Value propositions - The six shades allow the customer to choose the lip stain that best fits them. - The lip stain is comfortable and effortless to apply. - The formula ensures a long-wearing lip stain that doesn't transfer. # Benefits - Comfortable application - Effortless beauty routine - Long-lasting wear - Transfer-proof # Features - Six shades - Comfortable - Effortless - Long-wear - Transfer-proof # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand communicates the product details, benefits, and overall appeal. # Storyline - The brand introduces its new Flushed Lip Stain. The intention is to grab the audience's attention with a new product announcement. - The ad highlights that the lip stain comes in six shades. The intention is to showcase the product’s variety and appeal to a broader audience. - The ad emphasizes the lip stain's comfort, effortlessness, long wear, and transfer-proof qualities. The intention is to persuade the viewer by showcasing the product's key benefits.

# Ad summary A woman with long brown hair is showing and applying the Summer Fridays Sweet Pink Duo. # Brand positioning Summer Fridays is presented as a luxury skincare brand focused on creating simple and effective products for a radiant complexion. The brand's visual aesthetic, featuring clean lines and pastel colors, suggests a modern and minimalist approach to beauty. By showcasing a 'sweet pink duo' set, the brand positions itself as a provider of curated skincare solutions designed to enhance natural beauty effortlessly. The brand aligns itself with a lifestyle that values self-care and understated elegance, appealing to consumers who want to achieve a healthy glow with minimal effort. # Product The advertised product is the Summer Fridays Sweet Pink Duo, a set of two lip care items designed to enhance the natural color and hydration of the lips. The duo includes a pink-tinted lip balm and lip gloss, both packaged in matching pink tubes with the brand's minimalist logo. The ad emphasizes the set's value, stating it is available for $38, while the combined value of the products is $48. The products are shown being applied directly to the lips, highlighting their ease of use and the immediate glossy effect they provide. The product is marketed towards individuals looking for a simple solution to achieve hydrated, subtly colored lips with a natural, radiant finish. # Visual style The ad has a polished, clean aesthetic with natural lighting, creating a soft and inviting feel. The production quality is high, resembling a professional commercial with smooth transitions and clear focus on the product and the woman's features. The editing rhythm is moderate, allowing viewers to focus on the product application and the end result. The visuals and text overlays are synced, enhancing the overall viewing experience. # Hooks Text overlay: Sweet Pink Duo / $38 ($48 VALUE) Visual: 00:00–00:01 A woman with long wavy brown hair, fair skin, and pink blush stands in front of a white wall with a doorway visible in the background. She wears a cream-colored knit sweater and a delicate necklace. She holds the Summer Fridays Sweet Pink Duo set in her left hand, displaying the pink packaging with two tubes visible inside. Her expression is neutral as she looks directly at the camera. The camera is stationary and close-up, focusing on her face and the product in her hand. / 00:01–00:02 The same woman holds one of the pink tubes from the Summer Fridays set in her hand, still facing the camera. She looks directly at the camera with a neutral expression. The camera remains stationary and close-up. / 00:02–00:03 The woman applies the pink lip product to her lips while looking directly at the camera. The camera zooms in slightly to focus on her lips. The background remains the same. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Sweet Pink Duo $38 ($48 VALUE) # Benefits - $48 Value # Features - Sweet Pink Duo # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer demonstrating how to use the product. # Storyline - 00:00–00:01 The video begins with a woman holding the Summer Fridays Sweet Pink Duo set in its packaging. - 00:01–00:02 She removes one of the lip products from the box to display it. - 00:02–00:05 The woman applies the lip product to her lips. - 00:05–00:06 The woman displays the lip product in front of the camera. - 00:06–00:12 She holds the product again while facing the camera, before applying it to her lips again. - 00:12–00:16 She turns to the side to show off the finished look.

# Ad summary An ad for Summer Fridays Sunlit Vanilla fragrance showcases the product with visuals of a woman holding and spraying the perfume, along with scenes of ice cream, the coast, and sun-kissed skin to represent memories of a European summer. # Brand positioning Summer Fridays is presented as a brand focused on evoking memories and feelings associated with summertime experiences. The brand aims to transport the user to a carefree, coastal, and sun-kissed state of mind through its fragrances. The brand aligns with a lifestyle of leisure, luxury, and sensory pleasure, using scent as a means to tap into emotional experiences and nostalgia. It positions itself as a brand that sells more than just fragrances but also memory-triggering experiences. The brand embraces the category norm of associating fragrances with aspirational lifestyle elements. # Product The Summer Fridays Sunlit Vanilla Eau de Parfum is a fragrance designed to evoke memories of a European summer. The ad conveys that it is for those who enjoy scents that transport them to specific places and times, in this case, to the coast, sun-kissed moments, and the indulgence of soft ice cream. The main USP is its ability to evoke deep memories and the immediate feeling of being back in a cherished summer experience. The product is used to trigger sensory memories and create a feeling of nostalgia, making it worth trying for those who seek emotional connections through fragrance. # Visual style The ad has a polished UGC feel, with a blend of selfie-style shots and steady close-ups. The editing style includes quick cuts and smooth transitions. The ad has a warm and inviting aesthetic with natural lighting and a focus on textures like skin and clothing. The visuals sync with the voiceover, emphasizing key moments and memories. The pacing is consistent, maintaining a relaxed rhythm. # Hooks Spoken: 00:00–00:04: this morning I woke up and I transported back to my european summer Text overlay: 00:00–00:04: this morning I woke up and I transported / 00:03–00:05: back to my european summer Visual: 00:00–00:02: Close-up, eye-level shot of a person eating soft-serve ice cream in a cone. The background is blurred, showing light coming through a window. The person has fair skin, dark hair pulled back, and is wearing a white top. The camera is shaky, giving a selfie-style POV. / 00:02–00:04: Close-up of a person holding the Summer Fridays Sunlit Vanilla perfume. The background is the person's face. The person has fair skin, dark hair pulled back, light eye makeup, and a ring on their finger. The camera is steady. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Sunlit Vanilla scent immediately brings me back to the coast, sun kissed and eating soft ice cream. - Fragrance that evokes memories and a feeling of nostalgia. # Benefits - Evokes deep memories - Immediately brings me back to the coast - Sun kissed and eating soft ice cream # Features - Summer Fridays Sunlit Vanilla Eau de Parfum # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is from the perspective of a customer sharing their experience with the product, using a casual and personal tone. # Storyline - 00:00–00:02 The ad begins with the woman eating ice cream. - 00:02–00:04 She recalls being transported back to her European summer. - 00:04–00:09 She shares how the Summer Fridays fragrance immediately brings her back to the coast. - 00:09–00:17 She adds that using it reminds her of being sun-kissed and eating soft ice cream.

# Ad summary A UGC-style ad showcasing Summer Fridays lip stains. It features a woman applying different shades of lip products throughout the day to demonstrate the long-lasting wear of the product. # Brand positioning Summer Fridays is presented as a brand focused on effortless beauty, aligning with a relaxed and natural lifestyle. The brand aims to occupy a space in the consumer's mind as a provider of easy-to-use, versatile lip products that complement a busy, on-the-go lifestyle. The tone is casual and approachable, presented via an authentic UGC style video. This rejects the norms of heavily produced beauty ads, instead, favoring real-life application and wear. # Product The ad features Summer Fridays lip stains in six different colors, including the showcased 'shade almond,' described as the 'perfect nude.' These lip stains are presented as long-wearing lip products designed for everyday use, providing a natural, effortless look. The products are showcased during real-life moments: work, gym, and rest, addressing the need for a lip color that lasts throughout the day. The product is shown layered with Summer Fridays lip balm in 'vanilla'. This combination is intended to be used by consumers who prefer a subtle, long-lasting lip color that fits into their busy lifestyle. # Visual style The ad has a casual, UGC aesthetic with natural lighting and minimal editing. The editing style includes quick cuts between different shots, which keeps the pacing upbeat. The video features a natural-looking woman, which further contributes to the relatability. # Hooks Spoken: The secret is out. Summer Fridays have just launched their lip stain in six different colors. Visual: 00:00–00:02: The shot is a close-up selfie-style shot of a woman with long dark brown wavy hair, fair skin, and natural makeup. She is wearing a white shirt or robe. The background features a light-colored wall and a bed with white linens. / 00:02–00:05: The woman moves the camera to show a handful of Summer Fridays lip liners in multiple shades of pinks and nudes. # Funnel stage Consideration # Pain points The ad addresses the need for a long-lasting lip product that can withstand a busy day without constant reapplication. The viewer likely wants a product that can keep up with their on-the-go lifestyle. # Value propositions - The lip stain is a versatile lip product that offers long-lasting color with minimal effort, fitting seamlessly into a busy lifestyle. - Butter balm in vanilla layered with the liner gives lips hydration and shine. # Benefits - Long-lasting wear throughout the day - Natural, effortless look # Features - Long-wearing lip stain - Six different colors - Favorite shade: Almond (perfect nude) - Butter balm in vanilla # Call to action None used. # Point of view - Customer 100% – The entire ad is presented from the perspective of a real customer using the product and sharing her experience. # Storyline - 00:00–00:06 The video begins with a woman with long brown hair, natural skin, and a white top smiling at the camera. She announces that Summer Fridays has just launched lip stains in six different colors. - 00:02–00:06 The woman holds up a variety of colors of the lip stain. - 00:06–00:11 The woman then features her favorite shade, Almond, which she calls the 'perfect nude'. - 00:11–00:20 The woman applies the 'shade almond' lip liner to her lips. - 00:21–00:27 She switches to the lip liner in latte for the middle of her lips. She applies this. - 00:27–00:32 She layers the butter balm in vanilla overtop of the liner. - 00:32–00:50 The woman then shows how long the lip stain lasts throughout the day. She features herself at 11 am, 1 pm, 2 pm, 4 pm, 6 pm, and 10 pm to show how the lip liner has stayed in place.

# Ad summary This ad features Summer Fridays' products that are used to create an everyday flush routine. It also highlights the products' price and value. # Brand positioning Summer Fridays aims to occupy the space in the consumer's mind as the brand that prioritizes a healthy glow through simple, effective skincare routines. The brand aligns with values of effortless beauty and self-care, promoting a lifestyle that is both aspirational and attainable. It differentiates itself by offering quick, easy solutions for achieving a radiant complexion, catering to individuals who seek minimal effort with maximum impact. Summer Fridays champions simplicity and natural beauty, presenting itself as an accessible luxury that enhances well-being and empowers individuals to feel confident in their skin. # Product The ad promotes a curated selection of Summer Fridays products designed to create an everyday flush routine. The products featured include a Sheer Skin Tint, designed to provide light coverage and a natural finish. Also included is a blush compact for adding a touch of color to the cheeks. In addition, there is a Lip Butter Balm designed to hydrate and nourish lips. The advertisement suggests that these products are worth trying because they are presented as part of a routine that enhances natural beauty with ease and simplicity. # Visual style The ad has a highly polished, studio-shot style with a flatlay visual motif. It employs image treatment with color grading to create a soft, monochromatic, and cohesive look, with a pink tint across all elements. The typography is integrated cleanly, with a balance of modern and classic fonts that enhance scannability and maintain a high-design aesthetic. # Hooks Headline: Everyday Flush Routine # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Summer Fridays set is valued at $112, but is being offered for $88 # Benefits - Everyday flush routine - Good value for money # Features - Sheer Skin Tint: Light coverage - Lip Butter Balm # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the ad, Summer Fridays positions itself as the provider of an everyday flush routine, offering a set of products that offer a good value. # Storyline - The ad presents a collection of Summer Fridays products, including the Sheer Skin Tint, blush compact, and Lip Butter Balm, arranged alongside complementary accessories, intending to showcase the components of an everyday flush routine. The message is being told from the brand's perspective, setting the stage for the viewer to discover the brand's products. - The ad highlights the price of the set, mentioning the total value of the products included, with the message coming from the brand, enticing the viewer to purchase.

# Ad summary This ad for Summer Fridays' Flushed Lip Stain highlights the product's availability in six buildable shades designed for a soft wash of color. The ad features a clean, minimalist aesthetic with the lip stains arranged in a row, showcasing the color range. # Brand positioning Summer Fridays is presented as a modern and approachable beauty brand, focusing on simplicity and ease of use. The brand is positioned as offering products that provide a subtle, effortless enhancement, as exemplified by the 'soft wash of color' promised by the Flushed Lip Stain. The brand appears to value convenience and buildable intensity. It carves a niche in the beauty market by avoiding complicated, heavy makeup, opting for a more natural and understated look that aligns with a lifestyle of casual elegance and everyday wearability. # Product The advertised product is the 'Flushed Lip Stain' by Summer Fridays, a lip color product that comes in a marker-like applicator. It is designed to provide a soft wash of color to the lips. The product is available in six buildable shades, allowing users to customize the intensity of the color. This suggests the product is for individuals who prefer a natural, subtle lip look but also appreciate the option to build up the color for a more pronounced effect. The stain format implies long-lasting wear, addressing the need for a lip product that doesn't require frequent reapplication. The product is designed to be easy to use, making it appealing for those who value convenience in their beauty routine. # Visual style The ad features a clean, minimalist visual style with a focus on product presentation. The production quality appears highly polished, suggesting a professional studio shoot. The color palette is soft and muted, with the product colors standing out against the neutral background. The image treatment includes even lighting and background removal to isolate the products. Typography is integrated cleanly and legibly, and the overall effect is modern and sophisticated, prioritizing scannability and visual appeal in a fast-moving feed. # Hooks Headline: Flushed Lip Stain # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Six buildable shades, for a soft wash of color. # Benefits - Soft wash of color # Features - Six buildable shades # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is present in the upper text introducing the product and its features, positioning Summer Fridays as the creator and promoter of the Flushed Lip Stain. - Customer: This POV is present in the product image, implying an experience of subtle, buildable lip color that is easy to use. - Brand: This POV is present on the bottom of the sticks with the brand name. # Storyline - The ad opens by introducing the Summer Fridays brand and the new Flushed Lip Stain. The intention is to immediately capture attention and brand awareness. The story is being told from the brand's perspective, announcing a new product line and creating hype around it. - The ad highlights the key feature of the lip stain: its availability in six buildable shades for a soft wash of color. This emphasizes the product's versatility and ease of use, showing the customer what makes this product desirable. This information is presented from a product-centric point of view, focusing on the features. - The product line is displayed in a row of 6 different colors, showing the buildable colors. The image allows the customer to invision how the color will actually look. This is presented from the brand's POV.

# Ad summary The ad features a creator demonstrating the Summer Fridays lip stain, lip liner and lip butter balm. She claims that using the products together creates a lip combo that will not come off. # Brand positioning Summer Fridays is presented as a makeup brand specializing in lip products. The brand is positioned for consumers who want a high-quality lip look that lasts all night. The brand is presented as aspirational, with the creator noting it is fashion week. Summer Fridays aims to occupy a space in the market as a brand that is innovative, effective, and luxurious. # Product The ad features three Summer Fridays lip products. The first is the Summer Fridays Flushed Lip Stain, a product that the creator claims does not come off, making it ideal for long nights out. The lip stain is a marker-like product that is applied directly to the lips. Next, the ad showcases Summer Fridays Softline Lip Liner in the shade "Sugar". This lip liner is used to blend the lip stain into a more normal lip color, ensuring a seamless and natural look. Finally, the ad promotes the Summer Fridays Lip Butter Balm in the shade "Birthday Cake", a lip balm with shimmer. The balm is presented as a solution to top off the lip look and give a lip gloss effect, while still ensuring that the underlying lip color stays in place all night. # Visual style The ad has a UGC feel and seems to be filmed with a phone. The editing is simple with a couple of jump cuts and the pacing is moderate. # Hooks Spoken: Female 1: It's fashion week and a lot of the girls look like this at the end of the night. Visual: 00:00–00:02: The creator is centered in the frame. She is wearing a brown sparkly dress. The background includes a bed with a brown blanket, pillows, a shelf with various toys and trinkets, and framed artwork. / 00:02–00:03: A picture of a child's face with smeared makeup is in the center of the frame. The creator is still in the background. # Funnel stage Middle of funnel (Consideration) # Pain points Looking crazy at the end of the night after makeup has worn off. # Value propositions - A long lasting lip combo that will not wear off throughout the night. # Benefits - Lip combo that is not gonna come off # Features - Summer Fridays Flushed Lip Stain - Summer Fridays Softline Lip Liner - Summer Fridays Lip Butter Balm # Call to action Thank you me later. # Social proof - None used. # Point of view - Customer 100% – The creator is demonstrating the products, giving the audience the experience from her point of view. # Storyline - 00:00–00:03 The creator states that many girls look crazy at the end of fashion week. - 00:03–00:07 The creator introduces her lip combo solution to avoid looking crazy at the end of a night out. - 00:07–00:15 The creator applies the Summer Fridays Flushed Lip Stain. - 00:15–00:27 She uses the Summer Fridays Softline Lip Liner in "Sugar" to blend the lip stain. - 00:27–00:41 The creator tops it off with the Summer Fridays Lip Butter Balm in "Birthday Cake." - 00:41–00:43 The creator reiterates that the color is not going to come off.

# Ad summary The ad is a UGC-style video featuring a person demonstrating the use of Summer Fridays lip products to achieve a specific look. The video includes timestamps throughout the day to showcase the lip look. # Brand positioning Summer Fridays is presented as a brand focused on simple and effective beauty solutions, specifically lip care. The brand is positioned as a provider of products that enhance natural beauty. The use of lip liners and a lip balm suggests a focus on everyday wear and low-maintenance beauty routines. The brand aims to occupy a space in the consumer's mind as a go-to for achieving a subtle but polished lip look, aligning with values of simplicity and ease. The brand presents an emotional tone with the user, and is relatable. # Product The ad features Summer Fridays lip products, including two lip liners (Mocha and Rosewood Kiss) and the Butter Balm lip balm. The lip liners are used to define and shape the lips, providing a base color. The Butter Balm lip balm is applied for hydration and a glossy finish. The products are for individuals seeking a natural-looking, enhanced lip appearance. A clear USP is to provide a simple, everyday lip routine that is easy to achieve and maintain throughout the day. Use occasions include morning makeup routines and touch-ups throughout the day. The ad addresses the purchase barrier of needing complex makeup routines by demonstrating a quick and straightforward application process. # Visual style The ad has a UGC aesthetic, with a natural lighting and selfie-style shots. The editing style is quick, with cuts timed to the beat of the music, but includes static shots. The production quality feels like a hybrid between polished commercial and content. The pacing is relatively consistent, with cuts happening every few seconds to align with the audio. # Hooks Spoken: 00:19–00:21 Female 1: Okay so it's 4:32. Text overlay: 00:19–00:21 4:32pm Without lip butter Visual: 00:19–00:22 The woman is now indoors with a dark gray background. She is wearing glasses and the same yellow top. The text overlay "4:32pm Without lip butter" is visible. The camera is stable, focusing on her face. # Funnel stage Consideration # Pain points The ad highlights the pain point of needing a lip product that holds up through the day: "Okay so it's 4:32. This is without the lip butter." # Value propositions - Easy everyday lip routine - Natural-looking lip enhancement - Simple application and maintenance # Benefits - Enhanced lip appearance - Hydrated lips - Simple lip routine # Features - Summer Fridays lip liners in Mocha and Rosewood Kiss - Summer Fridays Butter Balm lip balm # Call to action None used. # Social proof - “I’m obsessed.” – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of someone demonstrating their daily lip routine using the product. # Storyline - 00:00–00:02 00:00–00:02 The video opens with a close-up of a woman with naturally enhanced lips. This creates curiosity and interest by showcasing the end result of the products. The perspective is from the brand. - 00:02–00:04 00:02–00:04 The woman holds up three Summer Fridays lip products: two lip liners in different shades and a tube of Butter Balm. This introduces the specific products used to achieve the lip look. The perspective is from the brand. - 00:04–00:09 00:04–00:09 The woman applies the Mocha lip liner to her lips, outlining and filling them in. The text overlay "Mocha" identifies the specific shade being used. This showcases the product in action and provides a tutorial-like demonstration. The perspective is from the brand. - 00:09–00:13 00:09–00:13 The woman applies the Summer Fridays Butter Balm lip balm to her lips, adding shine and hydration. A "8:45am" timestamp is displayed, suggesting a morning routine. This demonstrates the final step of the lip routine and sets a context of everyday use. The perspective is from the brand. - 00:14–00:16 00:14–00:16 The woman is shown with glasses on, presumably at 1:30pm, showcasing how the lip look holds up throughout the day. This addresses the longevity of the lip look and its suitability for daily wear. The perspective is from the brand. - 00:19–00:26 00:19–00:26 The woman appears again with glasses on at 4:32pm, first without and then with the Butter Balm. Text overlays are shown "Without lip butter" and "With lip butter". This demonstrates the lip balm's hydrating effect. The perspective is from the brand. - 00:26–00:31 00:26–00:31 The woman reapplies the lip balm again. This reinforces the idea of easy reapplication and maintaining the lip look throughout the day. The perspective is from the brand.

# Ad summary A woman shows how to create the perfect lip combo, using products from Summer Fridays. She uses lip liners and lip balm to achieve her final look. # Brand positioning Summer Fridays is presented as a beauty brand specializing in lip products. It promotes a lifestyle of effortless beauty, offering products like lip stains and balms that are easy to use and deliver desirable results. The brand focuses on functional benefits like long-lasting wear and smooth application, combined with emotional appeal through trendy colors and a 'bitten lip' look. It seems to follow category norms by highlighting product features and demonstrating application, while also pushing against the need for complicated routines by offering simple solutions. # Product The ad features the Summer Fridays Flush Lip Stain, which comes in six different colors and is designed to provide long-lasting color. It also features the Softline Lip Liner which comes in 8 shades. The ad highlights that the lip liners have a smooth formula. Lastly, the lip Butter Balm in vanilla flavor is described as clear and glossy, providing a pretty finish. The ad emphasizes that the lip stains have incredible "stay power" and are kiss-proof, addressing the purchase barrier of product longevity. The combination of these products creates a trendy, dimensional "bitten lip" look. # Visual style The ad has a polished UGC feel with natural lighting and smooth transitions, giving it a high-end but approachable aesthetic. The editing style consists of quick cuts that keep the pacing consistent and engaging. The cuts are timed to the voiceover lines, creating audio-visual sync that enhances the viewer’s experience. # Hooks Spoken: 00:00–00:03 just finished my makeup and I have one more step. So I thought we could do it together. Text overlay: 00:00–01:01 lip combo of the night Visual: 00:00–00:01 A close-up shot of a woman with fair skin, long wavy brown hair, and blue eyes. She is wearing a black turtleneck. The background is a blurry living space with white walls and a wall sconce. / 00:01–00:03 She presents several Summer Fridays lip liners and stains held in both hands. She is centered in the frame. # Funnel stage Consideration # Pain points The ad implies that people struggle with lip products that do not last or are not kiss-proof, as indicated by the line, "The stay power is just insane," and "fully kiss-proof" which is important. # Value propositions - Lip stains have incredible stay power - lip liners have a smooth formula - lip butter balm provides a glossy finish # Benefits - lip stains have insane stay power - fully kiss-proof - lip liners glide on - lip liners have a smooth formula - lip butter balm provides a really pretty clear glossy finish # Features - Flush Lip Stain: six different colors - Softline Lip Liner: 8 shades - Lip Butter Balm: vanilla # Call to action None used. # Social proof - "I've been using these stains for a few weeks now and the stay power is just insane" - Female 1 (Creator) - The creator has a favorite shade, implying that she has used the products before and enjoys them # Point of view - Customer 100% – The entire video is from the perspective of a customer sharing her makeup routine. # Storyline - 00:00–00:03 00:00–00:03 The creator states that she just finished her makeup but has one more step and then asks if the audience wants to do it together. - 00:04–00:07 00:04–00:07 The creator introduces the new Summer Fridays Flush lip stains, stating that it comes in six different colors. - 00:08–00:12 00:08–00:12 She shows her favorite color, Almond, and says it’s the perfect neutral nude. - 00:13–00:18 00:13–00:18 She begins applying the product and states that she has been using the stains for a few weeks and that their stay power is insane. - 00:19–00:24 00:19–00:24 She continues applying and shows it on her hand, stating that it’s fully kiss-proof, which is important. - 00:25–00:29 00:25–00:29 The creator states that Summer Fridays is blessed with eight shades of the Softline Lip Liner and says her favorite is Toffee. - 00:29–00:33 00:29–00:33 She says the product is a pretty cool-tone neutral, which is her vibe. - 00:34–00:39 00:34–00:39 While applying the product, she states that they just glide on and have one of the smoothest lip liner formulas she has ever put on. - 00:40–00:45 00:40–00:45 The creator applies the Berry lip stain to the center of her lips to add some dimension. - 00:46–00:48 00:46–00:48 She explains that it gives that bitten look. - 00:49–00:55 00:49–00:55 The creator is finishing her lip combo with the lip butter balm. She states that the Vanilla flavor is her favorite and that it is a clear, glossy finish. - 00:58–01:00 00:58–01:00 She states that she is now ready to go.

# Ad summary A creator demos the Summer Fridays lip liners. She swatches three different shades on the back of her hand and on her lips, then applies a Summer Fridays lip balm to complete the look. # Brand positioning Summer Fridays presents itself as a modern, beauty brand that offers customers minimalistic beauty products and strives to have its customers looking effortlessly put together. The brand positioning seems functional as the creator is showing how the product looks on her lips and its ability to apply smoothly. It seems to be following the category norms as it is lip products being sold by a beauty brand. # Product The Summer Fridays lip liners come in a pencil form and can be used to line the lips. The Summer Fridays lip balm comes in a tube and can be applied directly to the lips. The creator displays three shades of the lip liner called Toffee, Cinnamon, and Brownie. She states that the lip liners "glide on so smoothly" and is then seen applying the Iced Coffee balm on top of the liners. # Visual style The ad has a UGC feel. It is medium quality and is filmed in selfie mode. There are quick cuts. The setting of the ad seems to be inside someone's home. # Hooks Spoken: Female 1: Summer Fridays launched their lip liners, so let's swatch some of my favorite shades. Text overlay: 00:00–00:03 Visual: 00:00–00:03 The shot is a close-up of a young woman's face, she is fair-skinned and has dark brown, wavy hair that falls over her left shoulder. She is wearing a black, one-shoulder top and has on a full face of makeup. She is holding two Summer Fridays lip liners and smiling. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Easy application # Benefits - They glide on so smoothly # Features - Lip Liners - Lip Balm - Shades: Toffee, Cinnamon, Brownie - Iced Coffee Balm # Call to action None used. # Social proof - "I'm obsessed with these liners but we have to do a little lip combo moment, so let's put a little bit of our favorite iced coffee balm on top." – Female 1 (Creator) - "I just knew these lip liners were going to be perfection" – Female 1 (Creator) # Point of view - Customer 100% – The whole video is from a user's perspective and tone. # Storyline - 00:00–00:03 The creator is introducing the Summer Fridays lip liners. - 00:04–00:09 The creator swatches the shade "Toffee" on the back of her hand and then on her lips. - 00:10–00:14 The creator swatches the shade "Cinnamon" on the back of her hand and then on her lips. She mentions that they "glide on so smoothly." - 00:15–00:19 The creator applies the shade "Brownie" to her lips. - 00:19–00:23 The creator states that she is obsessed with these lip liners and shows a Summer Fridays lip balm and refers to a lip combo moment. - 00:23–00:29 The creator applies the "Iced Coffee Balm" on top of the lip liners. - 00:30–00:32 The creator states that she knew these lip liners were going to be perfection.

# Ad summary This ad showcases a lip liner from Summer Fridays. Several models of different ethnicities are shown applying the lip liner, along with visuals of the different shades. # Brand positioning Summer Fridays is presented as a beauty brand focused on simple, effective products for a natural, everyday look. The ad emphasizes ease of use and versatility, suggesting the brand positions itself as an accessible option for consumers seeking effortless enhancement of their natural features. The brand aligns with a lifestyle that values a natural aesthetic and easy application, moving away from the norms of more complex beauty routines. The brand identity appears functional. # Product The product featured is Summer Fridays lip liner, presented as a versatile tool for creating the perfect lip combo. The ad showcases the lip liner being used by people of different ethnicities and shades. The ad aims to show the viewers how easily the product can be incorporated into their routine. # Visual style The ad has a polished aesthetic with neutral colors. The editing is consistent. # Hooks Text overlay: 00:00–00:14 Your new lip combo is calling Visual: 00:00–00:01 Close up of a model applying lip liner. / 00:01–00:03 A model is shown from the shoulders up applying lip liner. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot in a first-person view, like a product demo from a customer. # Storyline - 00:00–00:02 Several models are shown applying lip liner. - 00:02–00:14 The visuals continue to show the different lip liners and how they look on people.

# Ad summary This image ad for Summer Fridays promotes their new Flushed Lip Stain. The ad features six different colors of lip stain and the corresponding color swatch. # Brand positioning Summer Fridays is presented as a beauty brand focused on delivering a soft and buildable wash of color for the lips. The brand aims to occupy a space in the consumer's mind as a provider of easy-to-use, versatile lip products suitable for creating subtle yet noticeable looks. The brand aligns with a lifestyle that values simplicity and effortless beauty, suggesting a departure from heavy or complicated makeup routines. The brand's positioning is functional, emphasizing the buildability and soft color payoff of its lip stains. # Product The advertised product is the "Flushed Lip Stain" by Summer Fridays, designed to provide a soft wash of color for the lips. It comes in six buildable shades. The product is presented as a marker-like applicator with a saturated sponge tip. This lip stain is for individuals seeking a natural yet enhanced lip appearance. The buildable nature of the product addresses the purchase barrier of potentially overpowering color, offering users control over the intensity of the stain. The stain appears to be hydrating. # Visual style The ad has a clean and minimalist visual aesthetic. The production quality is highly polished, with studio-shot images. The image treatment includes background removal. The typography is large and bold. The style contrasts the platform, providing high-design. # Hooks Headline: NEW Flushed Lip Stain # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Six buildable shades, for a soft wash of color. # Benefits - soft wash of color # Features - Six buildable shades # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad as the brand introduces and highlights the features of its new lip stain. # Storyline - The ad starts with the Summer Fridays brand logo and the introduction of the new Flushed Lip Stain, which is intended to grab the viewer's attention. The brand is telling the story to introduce their new product. The brand is letting people know their new lip stain is here. - The ad then highlights that the lip stain comes in six buildable shades for a soft wash of color, which is included to showcase the product's versatility and ease of use. The brand is telling the story to highlight the key features of the lip stain. This is helping the audience to understand the benefits of the new product. - The ad showcases the six lip stain applicators and the corresponding color swatches to visually represent the shades. The brand is telling the story to provide a visual representation of the product's color options. This gives the viewer a better understanding of the product.

# Ad summary This ad by Summer Fridays promotes their new Flushed Lip Stain, showcasing the product in six buildable shades with a 20% off Birthday Sale offer. # Brand positioning Summer Fridays positions itself as a modern beauty brand focused on delivering effortless, radiant results. The brand aligns with a lifestyle of simplicity and natural beauty, moving away from overly complicated beauty routines. This positioning emphasizes ease of use and buildable color, suggesting the brand caters to those seeking a more relaxed, customizable approach to beauty. # Product The Flushed Lip Stain is a lip product designed to provide a soft wash of color with buildable intensity. It comes in six different shades, allowing users to customize their look. The ad emphasizes its buildable nature, suggesting that it can be layered for different color intensities. This product is for anyone looking for a subtle, customizable lip color that is easy to apply and wear. # Visual style The ad has a clean, minimalist aesthetic with a focus on showcasing the product's color range and buildability. The layout is simple and organized, with a grid-like arrangement of product and swatches. The image treatment includes soft lighting and color grading that enhances the natural tones of the lip stains. # Hooks Headline: Flushed Lip Stain # Funnel stage Consideration # Pain points None used. # Value propositions - Six buildable shades, for a soft wash of color. # Benefits - A soft wash of color # Features - Six buildable shades # Call to action None used. # Social proof - None used. # Point of view - Brand: All text and visuals promote the Summer Fridays brand and its Flushed Lip Stain product. # Storyline - The ad opens with the Summer Fridays branding, introducing their new Flushed Lip Stain and stating the product is available in six buildable shades for a soft wash of color. This is told from the brand's perspective to set up the product and its key features. - A Birthday Sale announcement with 20% off is displayed in a pink circle to promote a time-sensitive offer. This is told from the brand’s perspective in order to entice viewers to purchase the product. - The shades are displayed as strokes of lip stain, shown next to the product packaging to highlight color options and application results. This is shown from the brand’s perspective, to emphasize the variety of shades and the achievable look.

# Ad summary A creator reviews the Summer Fridays lip stain and lip balm. She tries on three different shades on her brown skin and offers her opinion of each. She concludes that the lip stain in 'almond' is her favorite, which is a nude color that is subtle and perfect for every day. # Brand positioning Summer Fridays is presented as a brand offering simple, effective beauty solutions. The brand aligns with a lifestyle of effortless beauty, and uses a casual and friendly tone. The brand focuses on providing easy and everyday beauty solutions. The brand positions itself as an inclusive brand, that acknowledges brown skin tones and offers beauty solutions that are well suited for that skin tone. # Product The Summer Fridays lip stains are presented as a lip marker that comes in three different shades: almond, maple, and rosette. The Summer Fridays lip balm is described as a vanilla beige lippy. The lip stain has a felt tip applicator similar to a marker, and is used to line the lips. The lip balm is applied on top of the lip stain. # Visual style The ad has a UGC feel. The production quality is polished. The cuts are quick. The aesthetic is natural, with natural light. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:03 Summer Fridays just launched new lip stains, so let's try them out on brown skin. Text overlay: 00:00–00:01 Summer Fridays just launched (caption) / 00:01–00:03 new lip stains (caption) / 00:01–00:03 so let's try them out on brown skin (caption) Visual: 00:00–00:03 The shot is a medium, selfie-style shot of a young woman with medium-tan skin, long black hair pulled back in a half ponytail, and pearl earrings. She wears a brown suede jacket with fringe and silver embellishments. She is holding three lip stains in her hand. Behind her is an off-white wall with a tapestry. # Funnel stage Consideration # Pain points None used. # Value propositions - Almond is subtle its your lips but better - The lip stain comes in a marker, so it is easy to apply and control. # Benefits - perfect nude for everyday - definitely brown girl friendly - subtle its your lips but better - beautiful pinky red - Daytime spring summer # Features - Lip stain - Lip balm - Lip stain is a lip marker - Vanilla beige lippy # Call to action Which one's your favorite? # Social proof - "the last time I tried a new Summer Fridays product their blushes and I've already hit pan on two of them, so I'm assuming I will love these" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the point of view of a customer using the product. # Storyline - 00:00–00:02 The video begins with the creator holding three Summer Fridays lip stains. - 00:00–00:02 The creator states that Summer Fridays just launched new lip stains, so she is going to try them out on brown skin. - 00:03–00:09 The creator states that she tried their blushes before, and has already hit pan on two of them, so she assumes that she will love these. - 00:09–00:16 The creator states that she is starting with almond and has been seeing this as the perfect nude on everybody. She swatches the lip stain on her hand to demonstrate the color on her skin. - 00:17–00:23 The creator then applies the lip stain on her lips. She adds that it has an interesting feeling having like a marker to be a lip liner, and that she kind of likes it. - 00:24–00:32 She then applies the little vanilla beige lippy, and states that it honestly looks like the perfect nude for everyday. - 00:32–00:36 The creator then picks up the maple lip stain and swatches it on her hand, adding that this one is way more pigmented. - 00:36–00:41 The creator then applies the maple lip stain on her lips. She adds that this is a really beautiful pinky red. - 00:41–00:47 She states that honestly for her, this would end up being something more occasion oriented because it's so much more of a statement. - 00:47–00:51 She picks up the last color, rosette, and swatches that on her hand, stating that this one is definitely the pinkiest out of the bunch. - 00:51–01:00 The creator applies the rosette lip stain to her lips and states that the color reads daytime spring summer, just like perfectly sunkissed with pink lips. - 01:00–01:06 She then holds up all the lip stains, stating that it is definitely brown girl friendly and that she is going to be pulling for almond honestly every single day when I just want something on the lips. - 01:06–01:11 The creator concludes that almond is subtle, and it's your lips but better, but the other two are just as beautiful. The creator asks which one is your favorite.

# Ad summary This image ad showcases Summer Fridays' new Soft Line Lip Liner, emphasizing its blendable and non-drying formula, available in eight shades, and currently on sale for the brand's birthday. # Brand positioning Summer Fridays is presented as a modern and accessible beauty brand that focuses on delivering effortless beauty solutions for everyday use. The brand is positioned for consumers seeking high-quality, easy-to-use makeup, as seen in their lip liners. With a minimalist aesthetic and focus on functional benefits, Summer Fridays appeals to those who want to enhance their natural features with reliable, user-friendly products. The brand differentiates itself through effective, non-complicated products that deliver visible results, aligning with a low-maintenance beauty routine and a celebration of natural beauty. # Product The featured product is the Soft Line Lip Liner by Summer Fridays. It is a lip liner pencil designed to be effortlessly blendable and provide a non-drying formula, ensuring comfortable wear. The lip liner is available in eight shades to complement various lip colors and skin tones. The ad emphasizes the ease of use and the comfortable, hydrating feel of the product, suggesting it's suitable for everyday wear and ideal for achieving a defined lip look without the dryness commonly associated with lip liners. The lip liners feature the Summer Fridays logo and are designed in sleek packaging. # Visual style The ad features a clean, minimalist aesthetic with a focus on the product. The production quality is high, suggesting a studio shot with controlled lighting. The visual motif includes a flat lay arrangement of the lip liner pencils on a neutral background. The image treatment appears to be lightly filtered to enhance the colors and create a soft, appealing look. The typography integration includes a mix of bold and cursive fonts for emphasis and readability. The overall visual style is designed to be scannable and appealing in a social media feed, aligning with platform-native behaviors. # Hooks Headline: NEW Soft Line Lip Liner # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common frustration of lip liners being difficult to blend and causing dryness. # Value propositions - 20% off for Birthday Sale # Benefits - Blendable - Non-drying # Features - Effortlessly blendable - Non-drying formula - Eight shades # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad focuses on introducing the Summer Fridays Soft Line Lip Liner, highlighting its features and benefits to persuade the viewer to purchase. # Storyline - The image showcases the new Summer Fridays Soft Line Lip Liner, positioning it as a high-quality, user-friendly product. This is told from the brand's perspective to introduce the new product and highlight its key features. - The inclusion of 'Birthday Sale 20% OFF' encourages immediate purchase by highlighting a limited-time offer. This is told from the brand's perspective to create urgency and drive sales. - The ad highlights product benefits such as 'Effortlessly blendable' and 'Non-drying formula' to emphasize the product's ease of use and comfort. This is told from the brand's perspective to showcase product features that address common pain points. - The ad emphasizes the variety of shades available ('Eight shades') to appeal to a wider range of customers. This is told from the brand's perspective to illustrate the product's inclusivity and versatility.