How tarte cosmetics Advertises on Meta

# Ad summary This ad shows a before and after photo of a woman's face, presumably to demonstrate the effectiveness of a skincare product. # Brand positioning Based on the ad, the brand positions itself as a provider of effective skincare solutions. The ad does not explicitly state the brand's values or tone, but the focus on visible results suggests a functional positioning, emphasizing performance and tangible improvements in skin appearance. The brand appears to be targeting consumers who are concerned about skin imperfections and are looking for a reliable solution. # Product The product being advertised is a skincare solution designed to improve skin appearance. The ad showcases a before-and-after transformation, implying that the product reduces skin imperfections and enhances overall complexion. The product is for individuals seeking to address skin issues and achieve a clearer, more even skin tone. The ad addresses the purchase barrier of skepticism by visually demonstrating the product's effectiveness through a side-by-side comparison. # Visual style The ad has a clean and straightforward visual style, focusing on a direct before-and-after comparison. The production quality appears to be high, with clear and well-lit images. The image treatment includes color grading to enhance the skin's appearance in the 'after' photo. The layout is simple, with a clear division between the 'before' and 'after' states. This style aims for a professional and trustworthy look, emphasizing the product's effectiveness. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad clearly implies that the central pain point is skin imperfections, such as blemishes and uneven skin tone. The 'before' photo visually demonstrates this frustration, showing the woman's skin with visible blemishes. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used # Social proof - None used # Point of view - Brand: The entire image showcases the brand's product and its effectiveness through a before-and-after comparison, aiming to persuade viewers of its value. # Storyline - The ad presents a before-and-after comparison of a woman's face. The intention is to showcase the effectiveness of the skincare product in improving skin appearance. The audience experiences this from the brand's perspective, highlighting the product's transformative capabilities.

# Ad summary This ad showcases the transformative power of Tarte Shape Tape concealer to rejuvenate the under-eye area. Through a striking before-and-after split screen, viewers witness the product's ability to reduce the appearance of dark circles and create a more youthful, refreshed look. # Brand positioning Tarte Cosmetics is presented as a brand that delivers high-performance beauty solutions with a focus on visible results. The brand's alignment with the idea of remaining 'that girl' even 10 years later, and the brand positioning is both functional, promising effective coverage, and emotional, aiming to empower women to maintain their youthful appearance and confidence, suggesting that Tarte offers accessible solutions for everyday beauty needs while celebrating timeless beauty and confidence. # Product Tarte Shape Tape concealer is presented as a solution for achieving a youthful, rejuvenated appearance, specifically targeting under-eye concerns. It is designed to reduce the appearance of dark circles and signs of aging, creating a refreshed look. The advertisement addresses a key purchase barrier by showcasing the long-term effectiveness of the product, emphasizing that it delivers consistent results even 10 years later. The product is presented as more than just a concealer; it's a tool for maintaining confidence and timeless beauty. # Visual style The ad has a polished, commercial aesthetic. The split-screen comparison is a recurring visual motif. The pacing is slow and deliberate to allow viewers to fully appreciate the before-and-after transformation. # Hooks Text overlay: 00:00–00:08 tarte / 00:00–00:08 shape tape™ / 00:00–00:08 10 YEARS LATER & STILL THAT GIRL Visual: 00:00–00:08 Close-up of a woman's face, split vertically to show a before-and-after comparison. On the left (before) side, the skin tone is uneven, with visible dark circles under the eyes. On the right (after) side, the skin is smooth and even-toned, with no visible dark circles. The woman has dark hair, light eyes, and is wearing subtle makeup. The background is plain, light, and nondescript, ensuring the focus remains on the face. 'tarte' logo is at the upper left. # Funnel stage Consideration # Pain points The ad addresses the frustration of visible signs of aging, particularly the appearance of dark circles under the eyes, which can contribute to a tired or aged look. The ad visually emphasizes this concern through the 'before' side of the split screen, showcasing uneven skin tone and visible dark circles. # Value propositions - Long-term effectiveness of the product, emphasizing that it delivers consistent results even 10 years later. # Benefits - Reduces appearance of dark circles - Creates a more youthful, refreshed look # Features - Concealer # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is communicated by the brand highlighting the benefits and usage of the product. # Storyline - 00:00–00:08 00:00–00:08 The ad opens with a split-screen showcasing a 'before' and 'after' of a woman's face, with the 'after' side seemingly enhanced by the product. This initial visual contrast immediately highlights the potential transformation.

# Ad summary This ad promotes Tarte's Shape Tape concealer products, highlighting the brand as "America's #1 concealer brand." It showcases multiple concealers, including the Shape Tape Creamy and Shape Tape Blur, appealing to those seeking high-quality makeup. # Brand positioning Tarte Cosmetics is presented as a leading brand in the beauty industry, specifically in the concealer category. The ad explicitly states that Tarte is “America’s #1 concealer brand,” positioning the brand as a market leader. This implies the brand is high-quality and trustworthy. By focusing on concealers that offer creamy and blurring effects, Tarte promotes a focus on achieving a smooth, flawless complexion. This positioning suggests the brand is up-to-date with current beauty trends and customer needs. The brand's approach is both functional, highlighting product performance, and emotional, as flawless skin can inspire confidence. # Product The ad features Tarte Shape Tape concealers, specifically the Shape Tape Creamy and Shape Tape Blur. The Shape Tape Creamy concealer is highlighted for its ultra-creamy texture and is described as a concealer and correcteur. The Shape Tape Blur is presented as a contour concealer. Both products come in cylindrical tubes with distinctive purple and gold patterned caps. The ad emphasizes the brand's range in addressing different concealing needs, from overall coverage to targeted contouring. By showcasing both the Creamy and Blur versions, the ad targets different preferences and skin types. The advertised products are worth trying or buying because they are from “America’s #1 concealer brand” and offer solutions for both concealing and contouring needs. # Visual style The ad features a clean and polished studio shot with a soft gradient background and careful product arrangement. The focus is on showcasing the product range and packaging in a visually appealing manner, using soft, diffused lighting. # Hooks Headline: America's #1 concealer brand* # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - America's #1 concealer brand* - Ultra creamy concealer # Benefits - concealer - correcteur # Features - ultra creamy - contour concealer # Call to action None used. # Social proof - America's #1 concealer brand* # Point of view - Brand: Throughout the ad, the perspective is consistently that of the brand, promoting its status as the #1 concealer brand and showcasing its range of Shape Tape concealers. # Storyline - The ad opens by establishing Tarte as "America's #1 concealer brand," immediately setting a tone of authority and market dominance. This statement aims to capture the viewer's attention and create a first impression of quality, told from the brand's perspective. - Next, the ad transitions to showcase multiple Tarte Shape Tape concealer products, including the Creamy and Blur variants. This serves to highlight the range of options available to consumers, and demonstrate that Tarte has multiple products that target different concerns. This is from the brand's perspective. - The visual arrangement of the concealers and applicator draws attention to the products’ features and packaging, reinforcing the quality and design associated with the brand. This is also from the brand's perspective.

# Ad summary This ad shows a before and after of a woman's face with acne before and after using a product. # Brand positioning The brand is not explicitly mentioned in the ad. However, the ad implies that the brand offers a solution for acne and skin imperfections. The brand positions itself as a provider of effective skincare, focusing on visible results and improved skin appearance. The ad does not explicitly state any values, tone, or lifestyle, but it implicitly aligns with a desire for clear, healthy skin and enhanced self-confidence. The brand positioning is functional, emphasizing the performance and effectiveness of its product in addressing skin issues. # Product The ad features a skincare product designed to improve skin appearance by reducing acne and imperfections. The product is intended for individuals with acne or other skin blemishes who seek a clearer complexion. The ad showcases the product's effectiveness through a before-and-after comparison, highlighting its ability to visibly improve skin. The product's USP is its ability to provide a noticeable transformation in skin appearance, addressing the purchase barrier of skepticism about product efficacy. The ad demonstrates the product's use in achieving a clearer complexion, suggesting it is a solution for those seeking to improve their skin's appearance. # Visual style The ad has a clean and straightforward visual style, focusing on a before-and-after comparison to showcase the product's effectiveness. The production quality appears to be high, with clear and well-lit images. The image treatment includes color grading to enhance skin tone and reduce redness. The overall style is designed to be easily scannable and attention-grabbing in a social media feed. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of acne and skin imperfections, as visually demonstrated in the 'before' photo. # Value propositions - None used # Benefits - None used # Features - None used # Call to action None used # Social proof - None used # Point of view - Brand: The entire image showcases the brand's product and its effectiveness in improving skin appearance, positioning the brand as a solution for acne and skin imperfections. # Storyline - The ad presents a before-and-after comparison of a woman's face. The intention is to showcase the transformative effect of the product on acne and skin imperfections. The audience experiences this from the brand's perspective, demonstrating the product's efficacy.

# Ad summary A woman with rosacea or skin redness uses a Tarte Shape Tape Blur Stick to demonstrate how quickly and easily it can cover redness and leave skin feeling weightless. # Brand positioning Tarte is presented as a brand for everyday people looking for affordable and effective makeup solutions. The ad features a Tarte Shape Tape Blur Stick. It emphasizes the brand's commitment to providing easy-to-use products that deliver high-quality results quickly. Tarte aims to occupy a space in the consumer's mind as a brand that offers practical, functional makeup solutions for everyday use. The ad promotes the brand as accessible and effective, highlighting its ability to address common skin concerns like redness with minimal effort. The brand aligns with a lifestyle that values efficiency and convenience in beauty routines. # Product The Tarte Shape Tape Blur Stick is a stick concealer designed to provide quick and easy coverage for skin imperfections, specifically redness. It is marketed as a convenient solution for those who want to improve their skin's appearance in under 30 seconds. The product is applied directly to the skin and blended with a free blending brush, blurring imperfections and leaving the skin feeling weightless and buttery. The product is designed for anyone seeking a fast and effective way to achieve a flawless complexion without the heaviness of traditional makeup. # Visual style The ad has a polished UGC aesthetic with a focus on demonstrating the product's effectiveness in real-time. The editing style includes quick cuts to highlight the transformation and static shots for clear product demonstration. The pacing is moderate, with a consistent flow that keeps the viewer engaged. The audio-visual sync is precise, with the voiceover aligning with the product actions and visual changes. # Hooks Spoken: Female 1: I was tired of my skin looking like this, so I took the plunge. I bought the Tarte Shape Tape concealer, the stick one. Text overlay: Watch what shape tape blur stick did in under 30 SECONDS‼️👀 Visual: 00:00–00:03: Close-up shot of a woman's face with visible redness and uneven skin tone on one half of her face; her hand is covering the other half of her face. She is holding the Tarte Shape Tape Blur Stick. She is centered in the frame and is looking directly into the camera. / 00:03–00:05: Her hand moves to reveal the other half of her face, which is now clear and even-toned. She is centered in the frame and is looking directly into the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is skin redness or uneven skin tone, which the woman explicitly states she was tired of dealing with: "I was tired of my skin looking like this." # Value propositions - The blur stick is blurring and feels weightless and buttery. - The blending brush is free. # Benefits - Instantly blurring - Blended everything so easily - Feels like there's nothing on it - Weightless - Feels like butter # Features - Blur stick - Free brush # Call to action None used. # Social proof - "I was tired of my skin looking like this, so I took the plunge. I bought the Tarte Shape Tape concealer, the stick one." - "It just blended everything so easily. My skin, it literally feels like there's nothing on it. It's weightless, and it feels like butter." # Point of view - Customer 100% – The entire video is from the customer's perspective, showcasing the product's effectiveness through her experience. # Storyline - 00:00–00:01 The video opens with a woman showing the redness on her face, indicating she was tired of her skin looking like this. - 00:01–00:03 She took the plunge and bought the Tarte Shape Tape Blur Stick to address the redness. - 00:03–00:08 She demonstrates how the product quickly transforms her skin in under 30 seconds, showing the immediate difference it makes. - 00:08–00:13 She swipes the blur stick onto her face and blends it in, emphasizing how it instantly blurs her skin. - 00:13–00:18 She talks about the free brush, highlighting its effectiveness in blending the product seamlessly. - 00:18–00:24 She concludes by saying the product feels weightless and buttery on her skin, reinforcing its comfort and quality.

# Ad summary This image ad promotes Tarte Shape Tape concealer and advertises 15% off the product. # Brand positioning Tarte is presented as a leading beauty brand, specifically for concealers, holding the title of '#1 concealer brand.' The brand presents itself with a modern and playful aesthetic. They also emphasize product variety by displaying multiple types of the concealer. # Product The ad showcases Tarte's Shape Tape concealer, highlighting multiple variations: Shape Tape Creamy, Shape Tape Ultra Creamy, and Shape Tape Blur. Shape Tape concealer is presented as a must-have beauty product, designed for achieving flawless skin, addressing concerns like dark circles, blemishes, and imperfections. The product is for everyday use and is presented as being easy to integrate into daily routines. The multiple products displayed aim to highlight different formulations for different customer needs. # Visual style The visual style is clean and modern, typical of beauty brand advertising. The ad uses a soft color palette with bright product presentation to create an approachable and high-quality feel. Products are the main focus with soft, diffused lighting. # Hooks Headline: 15 % off # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 15% off - Tarte is #1 concealer brand # Benefits - None used. # Features - Shape tape™ CREAMY - ultra creamy concealer correcteur - contour concealer correcteur contour - shape tape BLUR # Call to action None used. # Social proof - #1 concealer brand # Point of view - Brand: Throughout the ad, Tarte is promoting its product and brand as the best in the market, highlighting a limited-time offer and presenting different concealer formulations. # Storyline - The ad opens by establishing Tarte's credibility in the concealer market, using the claim '#1 concealer brand'. This is designed to immediately build trust and recognition with the viewer, from the brand's perspective. - The focus shifts to a limited time offer. The text that states '15% off shape tape™' is designed to create a sense of urgency and excitement, encouraging immediate action. This is told from the brand's perspective. - The ad spotlights multiple versions of the product. The ad presents them in a visually appealing arrangement, showing variety to address different needs and preferences, from the brand's perspective.

# Ad summary This ad showcases Tarte's Shape Tape Stick, highlighting its popularity on TikTok. It positions the product alongside a blending brush against a soft, gradient background, emphasizing its trendy appeal and ease of use for a younger, social media-savvy audience. # Brand positioning Tarte is presented as a trend-aware and digitally native brand, appealing to a younger demographic that is active on platforms like TikTok. The brand leverages its popularity and perceived authority on these platforms to drive interest and sales, suggesting that it is in tune with current beauty trends and favored by social media influencers. Its brand positioning is both functional and emotional, offering high-performance products while tapping into the user's desire to stay on-trend and validated by social media. # Product The Shape Tape Stick is a portable and versatile makeup product from Tarte designed for easy application and blending, packaged in a cylindrical, twist-up stick format. It appears to be a foundation or concealer stick, designed for spot application or all-over coverage. It is displayed in the ad with its blending brush, indicating its intended use for seamless blending, which addresses a potential purchase barrier related to achieving a natural makeup look. The product's popularity on TikTok, as highlighted in the ad, suggests that it is a makeup product that's worth buying. # Visual style The ad employs a clean and minimalist visual style, focusing on the product against a soft gradient background. The lighting is soft, reducing harsh shadows and glare. The arrangement is static, showcasing the products from a low angle in a visually appealing manner that highlights their features. # Hooks Headline: SHAPE TAPE STICK # Funnel stage Middle of funnel (Consideration) # Pain points The ad doesn't explicitly state a pain point but implies difficulty in achieving a blended makeup look, which is addressed by showcasing the product alongside its blending brush. # Value propositions - "#1 ON TIKTOK" # Benefits - None used. # Features - BLUR # Call to action None used. # Social proof - #1 ON TIKTOK # Point of view - Brand: The entire image focuses on showcasing the Tarte product, blending brush, and brand elements, positioning the brand as trendy and popular. # Storyline - The ad opens with a prominent display of Tarte's Shape Tape Stick and a blending brush, immediately drawing attention to the advertised product. This establishes a visual focal point and sets the stage for showcasing the product's features and benefits from the brand's perspective. - The copy emphasizes the product's popularity on TikTok, using social validation to build trust and credibility. It provides a reason to consider the product by leveraging its trending status, told from an external source, such as TikTok. - The overall composition highlights the Shape Tape Stick's design and intended use with the blending brush, reinforcing the brand's message about ease of application and a seamless finish. This narrative beat reinforces the overall user experience that the customer should expect.

# Ad summary An ad for Tarte Shape Tape concealer features a before and after split-screen of a woman's face, demonstrating the product's coverage and finish. The ad emphasizes the unretouched, real-world results. # Brand positioning Tarte is presented as a beauty brand focused on delivering tangible, visible results with its makeup products. The ad's emphasis on "NO RETOUCHING, JUST RESULTS" suggests a commitment to authenticity and transparency, distinguishing the brand from competitors that may rely on heavily edited imagery. The brand aligns with a consumer who values realistic expectations and proven performance over artificial perfection. The positioning seems to be functional, centered on the demonstrable effects of its products, while also tapping into an emotional desire for genuine beauty solutions. # Product The ad promotes Tarte Shape Tape concealer, a makeup product designed to provide coverage and improve skin appearance. The before-and-after format shows the product’s ability to visibly even skin tone and reduce the appearance of blemishes. The product is implied to be easy to apply and effective in creating a smooth, natural-looking finish. The USPs conveyed is the product's ability to deliver results without the need for digital enhancements, appealing to consumers who seek real, unfiltered beauty solutions. It addresses a consumer pain point of achieving a flawless complexion and builds confidence. # Visual style The ad employs a clean, direct, and comparative visual style to showcase the product's efficacy. The production quality appears polished, focusing on high-resolution imagery. The split-screen before-and-after motif is a key element, instantly conveying the transformation achieved with the product. The image treatment prioritizes clear, even lighting and color accuracy to ensure the product's effects are realistically represented. The typography is simple and legible, contributing to the ad's straightforward presentation. # Hooks Headline: NO RETOUCHING, JUST RESULTS # Funnel stage Consideration # Pain points The ad addresses the frustration of skin imperfections such as discoloration and uneven tone. The "before" image visually represents this pain point. # Value propositions - Authenticity of visible results # Benefits - Results # Features - No retouching # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad showcases the product's transformative capabilities and promises visible results, aligning with the brand's intention to demonstrate product efficacy and build consumer trust. # Storyline - The ad opens with a split-screen showcasing the 'before' and 'after' application of the Tarte Shape Tape concealer, immediately highlighting the product's transformative effect. This is from the brand’s perspective, aiming to capture the viewer’s attention by contrasting the skin's appearance pre- and post-application, setting up the product as a solution to skin imperfections. - The ad emphasizes 'NO RETOUCHING, JUST RESULTS'. This phrase validates the product's visible effects and promises honest, realistic results, from the brand’s perspective. The message seeks to build trust and showcase the product's effectiveness.

# Ad summary This ad for Tarte promotes the Shape Tape line of concealers and offers 15% off the products. The ad highlights that Shape Tape is the #1 concealer brand. # Brand positioning Tarte is presented as a top-tier brand in the cosmetics industry, specifically known for its Shape Tape concealer line. The brand is positioned as a leader, emphasizing its status as the #1 concealer brand. The ad features multiple products from the Shape Tape line, showcasing the breadth of options available and reinforcing Tarte's dominance in the concealer market. The aesthetic of the ad, with its clean and vibrant product showcase, aligns with a modern and youthful audience. # Product The ad features Tarte's Shape Tape line of concealers, including the original Shape Tape Concealer, Shape Tape Ultra Creamy Concealer, and Shape Tape Blush. These concealers are designed for various skin types and preferences, with the Ultra Creamy version catering to those needing extra hydration. The Shape Tape line is presented as the #1 concealer brand, implying superior quality and popularity. Each concealer promises full coverage, a smooth finish, and long-lasting wear, catering to a variety of skin concerns and makeup routines. The focus on multiple products within the Shape Tape line suggests versatility and options to suit different user needs. # Visual style The ad has a polished commercial aesthetic with a clean and vibrant color palette. The static shot is well-lit, highlighting the product packaging and creating a visually appealing display. The overall style is modern and aligns with typical beauty advertising. # Hooks Text overlay: 00:00–00:09: tarte / 00:00–00:09: 15% off / 00:00–00:09: shape tape™ / 00:00–00:09: #1 concealer brand Visual: 00:00–00:09: A static shot displays various Tarte Shape Tape products lined up against a light purple background. These include the Shape Tape concealer, Shape Tape Ultra Creamy concealer, and Shape Tape Blush. The products are arranged to showcase their packaging and variety. Text overlay states "tarte 15% off shape tape" and "#1 concealer brand" is shown in a circle on the left. # Funnel stage Consideration # Pain points None used. # Value propositions - 15% off #1 concealer brand - Shape tape™ # Benefits - Promotes Tarte's Shape Tape line of concealers - Offers 15% off the products - Highlights that Shape Tape is the #1 concealer brand # Features - Shape Tape Concealer - Shape Tape Ultra Creamy Concealer - Shape Tape Blush # Call to action None used. # Social proof - #1 concealer brand # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, showcasing its products and promotional offers. # Storyline - 00:00–00:09 The ad opens with a static shot of multiple Tarte Shape Tape products against a lavender background.

# Ad summary The ad features a young woman showcasing Tarte Shape Tape concealer. She applies the product to her face, blends it, and then styles her hair to show the final look. # Brand positioning Tarte Cosmetics is presented as a well-known, high-quality brand that beauty consumers trust. By calling the Shape Tape concealer "still iconic after all these years!!", the brand leans on its product's reputation and longevity in the market. The brand promotes a beauty-positive image by showing the model's skin texture. This suggests the brand aims to provide effective coverage while embracing a more natural, less heavily filtered aesthetic. The brand seems to be following industry norms by using real people to demonstrate their product. # Product The Tarte Shape Tape concealer is presented as a high-coverage makeup product designed to conceal imperfections and provide a flawless finish. The concealer comes in a tube with an applicator. The ad emphasizes its "full coverage & 16 hr wear," which suggests it is long-lasting. The model applies the product to various areas of her face to conceal blemishes and discoloration. The ad implies that the product is suitable for everyday wear by showing the user putting it on as part of their daily routine. # Visual style The ad has a UGC feel with a selfie-style camera and straightforward editing. The production quality is basic, resembling a social media post. The visual motif is a consistent close-up shot. The pacing is moderate, with cuts every few seconds. Audio-visual sync is maintained with the editing matching the actions of applying and blending the product. # Hooks Spoken: 00:00-00:04: Your concealer called and she's almost out!! Text overlay: 00:00-00:04: your concealer called & she's almost out!! Visual: 00:00–00:04: A close-up shot of a young woman's face. She has fair skin, freckles, and minor blemishes. She wears a white towel headband, and her blonde hair is pulled back. She is applying concealer to her face, dabbing it under her eyes, on her cheeks, and forehead. The camera is selfie-style, and the background is a plain white wall. # Funnel stage Consideration # Pain points Running out of concealer. # Value propositions - The concealer provides full coverage and lasts for 16 hours # Benefits - Achieve a flawless makeup look - Long-lasting wear # Features - Full coverage - 16 hr wear # Call to action None used. # Social proof - "Still iconic after all these years!!" # Point of view - Customer 100% – The entire ad is shot from the perspective of a customer demonstrating the product. # Storyline - 00:00–00:04 The ad opens with a young woman up close to the camera with her hair pulled back by a towel headband. - 00:00–00:04 She uses the applicator to apply concealer to her face under her eyes, cheeks, and forehead. - 00:04–00:12 She uses a makeup brush to blend the concealer into her skin. - 00:12–00:15 She removes the headband from her hair and then uses her fingers to run through her hair, styling it away from her face. - 00:12–00:15 She smiles at the camera, showing off the final look.

# Ad summary This ad uses a before-and-after format to showcase the effectiveness of Tarte Shape Tape concealer in covering dark circles and other imperfections, while emphasizing the natural look achieved without retouching. # Brand positioning Tarte is presented as a beauty brand that emphasizes real results and authenticity. The ad highlights that Tarte's Shape Tape concealer can deliver significant improvements in appearance without relying on artificial enhancements like retouching, suggesting a commitment to honest representation and natural beauty. The brand seemingly appeals to consumers who want effective makeup solutions while valuing transparency and realistic beauty standards. # Product The featured product is Tarte Shape Tape concealer, designed to provide coverage for dark circles and other skin imperfections. The ad explicitly states that the product can deliver noticeable results without the need for retouching, implying a natural finish that enhances appearance without looking artificial. It is for anyone looking to conceal imperfections while maintaining a realistic and authentic look, and the ad addresses potential purchase barriers by assuring customers that the product provides genuine, visible results without relying on post-production enhancements. # Visual style The ad features a direct before-and-after comparison with high production quality. The image is clearly lit and well-composed, but it avoids excessive filtering or editing to maintain a natural appearance. The typography is clean and legible, emphasizing the message of authenticity. The overall style is designed to convey honesty and effectiveness, contrasting with overly stylized or artificial beauty ads. # Hooks Headline: NO RETOUCHING, JUST RESULTS # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dark circles and skin imperfections that many people seek to conceal. # Value propositions - Provides genuine, visible results without relying on post-production enhancements # Benefits - Delivers noticeable results without the need for retouching # Features - Shape Tape concealer # Call to action None used. # Social proof - None used. # Point of view - Brand: The perspective throughout the image is that of the brand, showcasing the product's effectiveness and assuring its authenticity. # Storyline - The ad opens by showing the model’s face before using the product, highlighting the areas with dark circles and imperfections, to establish the initial state and the need for a solution. The brand tells the audience about the starting point, inviting viewers to assess the ‘before’ condition and anticipate the transformation. - The scene transitions to the model’s face after applying the product, showcasing a visibly improved complexion with reduced dark circles and a more even skin tone. The brand reveals the outcome, emphasizing the product’s efficacy and appealing to viewers seeking similar results. - The ad includes the text "NO RETOUCHING, JUST RESULTS" to underscore the authenticity of the transformation, assuring viewers that the results are genuine and not digitally enhanced. The brand emphasizes transparency and trustworthiness, reinforcing the idea that the product’s performance speaks for itself.

# Ad summary This image ad uses a before and after to demonstrate the results of using Tarte Shape Tape concealer, emphasizing that the results are achieved without retouching. # Brand positioning Tarte Cosmetics is presented as a brand that delivers real, visible results. The ad emphasizes authenticity by stating 'No Retouching, Just Results,' suggesting that Tarte values transparency and genuine beauty. The brand aims to occupy a space in the consumer's mind as a provider of effective and honest beauty solutions. # Product The featured product is Tarte Shape Tape concealer. It is presented as a solution for under-eye circles, dark spots, and uneven skin tone. The ad highlights the product's ability to provide visible results without the need for retouching, addressing potential purchase barriers related to skepticism about makeup effectiveness and photo editing. # Visual style The ad uses a direct before-and-after comparison with a close-up shot of the model's face to showcase the product's results. The lighting is natural and even, focusing on clarity rather than dramatic effects. The image is designed to be straightforward and authentic, emphasizing the product's effectiveness without relying on heavy editing or filters. # Hooks Headline: NO RETOUCHING, JUST RESULTS # Funnel stage Middle of funnel (Consideration) # Pain points Uneven skin tone, dark spots, and under-eye circles # Value propositions - Delivers visible skin results without retouching # Benefits - No Retouching, Just Results # Features - Shape Tape # Call to action None used. # Social proof - None used. # Point of view - Customer: The before image shows the customer's skin concerns, prompting the need for a solution. - Brand: The after image demonstrates the product's effectiveness in addressing the customer's concerns, showcasing the brand's value proposition. - External source: The message 'No Retouching, Just Results' validates the authenticity and real-world effectiveness of the product. # Storyline - The ad starts with a before-and-after split image of a woman's face, focusing on her under-eye area and cheek. This immediately highlights the problem area that the product aims to address, conveying the need for a solution from the customer's perspective. - Next, the image transitions to showcase the woman's face after using Tarte Shape Tape. The product is named between the before and after shots. This aims to demonstrate the effectiveness of the product in visibly improving the skin's appearance, presented from the brand's perspective. - The ad concludes with the message 'No Retouching, Just Results' placed between the before and after shots, reinforcing the authenticity and real-world effectiveness of the product from an external source.

# Ad summary This ad demonstrates the results of Tarte Shape Tape concealer. The ad uses a split screen comparison to show the coverage and brightening benefits of the product. # Brand positioning Tarte is presented as a brand focused on delivering visible results without relying on artificial enhancements like retouching. The brand positions itself as a provider of high-performance makeup that enhances natural beauty, as demonstrated by the Shape Tape concealer, which effectively covers imperfections and brightens the under-eye area. # Product The Tarte Shape Tape concealer is a makeup product designed to cover imperfections and brighten the under-eye area. The ad highlights its high-coverage capabilities, demonstrating a visible difference in skin appearance before and after application. The product is presented as effective at concealing dark circles and blemishes without requiring additional retouching or filters. The ad implies that this concealer is worth trying for those seeking a reliable product that delivers noticeable results. # Visual style The ad uses a clean and direct visual style. The editing is simple with a focus on showcasing the before-and-after transformation. The production quality appears polished, aligning with a commercial feel. The split-screen and close-up shots keep the focus on the product's effects. The pacing is consistent, emphasizing the immediate impact of the concealer. # Hooks Text overlay: 00:00–00:07 tarte / 00:00–00:07 shape tape™ / 00:00–00:07 NO RETOUCHING, JUST RESULTS Visual: 00:00–00:07: A close-up shot of a woman's face, fair skin, light brown hair, neutral expression. The screen splits vertically to show half of her face with makeup and the other half without. She wears a gold chain necklace. Text overlays on the screen indicate the brand and product name. # Funnel stage Consideration # Pain points The ad addresses the need for effective coverage of imperfections and dark circles, indicating a desire for a reliable product that can provide a flawless look. # Value propositions - Achieve a flawless look without retouching. # Benefits - Covers imperfections - Brightens under-eye area - Delivers visible results # Features - High-coverage concealer # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told entirely from the brand's perspective, showcasing the product and its effects. # Storyline - 00:00–00:07 The screen splits, showing a before-and-after comparison. The left side of the screen displays the model's face with dark circles and uneven skin tone. The right side shows her face after applying Tarte Shape Tape, revealing a brighter and more even complexion.

# Ad summary This ad shows a before-and-after demo of Tarte Shape Tape concealer on a woman's face, highlighting its lasting quality over 10 years. # Brand positioning Tarte is presented as a contemporary makeup brand that focuses on delivering high-performance products that stand the test of time. The ad emphasizes the lasting power of its Shape Tape concealer, suggesting the brand aligns with a commitment to quality and dependability rather than fleeting trends. By showcasing a product that remains a staple for a decade, Tarte underscores its ability to stay relevant and effective. The brand's positioning is functional, highlighting the product's enduring performance. # Product The product featured in the ad is Tarte Shape Tape concealer, a makeup product designed to conceal imperfections and enhance the skin's appearance. The ad emphasizes the product's lasting quality, highlighting that it remains a go-to choice even "10 YEARS LATER." The concealer is presented as a reliable staple in a makeup routine, suggesting it effectively addresses the need for long-lasting coverage. The visuals showcase a before-and-after comparison, demonstrating the product's ability to transform the skin's appearance. The ad intends to convince viewers that this concealer is a worthwhile investment due to its proven track record and enduring effectiveness. # Visual style The ad features a clean, split-screen style with a before-and-after comparison. The lighting is soft and diffused, highlighting the model's skin texture. The overall effect is polished and professional, emphasizing the product's transformative capabilities. # Hooks Headline: 10 YEARS LATER & STILL THAT GIRL # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is skin imperfections such as uneven tone and visible pores, which the customer wants to conceal. # Value propositions - Shape Tape continues to deliver lasting quality and relevance after 10 years. # Benefits - STILL THAT GIRL # Features - shape tape™ # Call to action None used. # Point of view - Customer: The 'before' image displays the customer's perspective, showing skin imperfections the product aims to address. - Brand: The 'after' image and text overlay "10 YEARS LATER & STILL THAT GIRL" reflect the brand's perspective, highlighting the product's lasting quality and effectiveness. # Storyline - The ad begins with a close-up view of the model's face with visible skin imperfections, establishing a 'before' state and setting the stage for the product's demonstration. This moment is included to highlight the existing skin condition that the concealer aims to improve. The audience is experiencing this from the customer's perspective, seeing the issues they might also face. - The ad showcases the brand's Shape Tape concealer, then reveals an 'after' image with a noticeably improved complexion, emphasizing the product's effectiveness. This moment is included to demonstrate the transformative power of the concealer, contrasting it with the initial skin state. The audience is experiencing this from the brand's perspective, showcasing the product's benefits. - The ad features a text overlay stating, "10 YEARS LATER & STILL THAT GIRL," underscoring the product's enduring quality and relevance. This is included to reinforce the product's long-lasting appeal and continued effectiveness over a decade. The audience is experiencing this from the brand's perspective, highlighting its proven track record.

# Ad summary This ad is for Tarte Shape Tape concealer and offers 15% off. Several variations of the product are displayed in a static shot against a solid purple backdrop. # Brand positioning Tarte is presented as a leading brand in the cosmetics industry, specifically known for its concealers. The ad highlights Tarte Shape Tape as the #1 concealer brand. The brand seems to focus on accessible luxury, with an emphasis on providing high-quality makeup solutions that cater to a wide audience. # Product The ad features Tarte Shape Tape concealer, highlighting several variations of the product. The core Shape Tape concealer is available in multiple shades. There is Shape Tape Blue and Shape Tape Creamy, and Ultra Creamy concealers for contour and concealing. The concealer promises full coverage and a smooth, flawless finish, targeting those looking to conceal imperfections and achieve a perfected complexion. The ad promotes these as high-quality makeup essentials. # Visual style The ad has a polished, commercial aesthetic with a clean and bright look. The editing is minimal, with static shots emphasizing the product display. Production quality is high-end, with clear lighting and sharp focus on the products. # Hooks Text overlay: 00:00–00:09 tarte / 00:00–00:09 15% off / 00:00–00:09 shape tape™ / 00:00–00:09 #1 concealer brand (circle) Visual: 00:00–00:09: A collection of Tarte Shape Tape concealers are grouped together against a solid purple background. Products include Shape Tape Contour Concealer, Shape Tape Creamy Concealer, Shape Tape Blue, and Ultra Creamy Concealer. The tubes are various shades of brown and tan. One tube has a gold and purple patterned top with the applicator sticking out. The tops of the tubes have geometric designs. Text overlay reads "15% off Shape Tape" with the Tarte logo at the top. To the left of the products is a circle that reads "#1 concealer brand". Lighting is bright and even, showcasing the product packaging and colors. There are light effects that make the tubes sparkle. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 15% off Shape Tape # Benefits - None used. # Features - Shape Tape Concealer - Shape Tape Creamy - Ultra Creamy Concealer - Shape Tape Blur - Contour Concealer # Call to action None used. # Social proof - #1 concealer brand # Point of view - Brand 100% – The ad maintains the brand's official voice by presenting the product and offer directly. # Storyline - 00:00–00:09 The ad features a static shot of several variations of Tarte Shape Tape concealer.

# Ad summary This ad features a woman in her car demonstrating tarte's Shape Tape Effect concealer. She applies two dots of concealer under one eye and blends it in with a brush. She points out how well it covers redness, acne, and dark circles while smoothing and brightening the skin. # Brand positioning tarte is presented as a beauty brand that offers high-performance cosmetics to achieve a flawless and youthful look without invasive procedures like Botox. The brand values simplicity and effectiveness, positioning itself as a go-to solution for consumers seeking quick and visible results. tarte leans into functional benefits, promising to cover imperfections and enhance natural beauty effortlessly. # Product tarte's Shape Tape Effect concealer is a liquid concealer designed to provide full coverage and a smoothing effect. It's for anyone looking to conceal redness, acne, and dark circles. The concealer brightens and lifts the under-eye area, resulting in a smoother appearance. The product is presented as a liquid alternative to Botox, delivering noticeable results with just two small dots applied under the eyes. The ad highlights that the product is now available at Sephora. # Visual style The ad has a UGC feel, with natural lighting and filming inside a car. The editing consists of quick cuts between the presenter speaking and applying the product. The production quality is casual and authentic, fitting the tone of a product recommendation from a friend. The pacing is consistent, maintaining a natural rhythm of speech and action. # Hooks Spoken: 00:01-00:02 This is liquid botox. Text overlay: BOTOX? NO, IT'S JUST THE... / SHAPE TAPE EFFECT / NOW AVAILABLE AT SEPHORA! Visual: 00:00–00:01 The shot is a close-up of a fair-skinned person with long blonde hair wearing a lime green beanie and a black and white patterned jacket in a car. She's holding a tan concealer tube with purple designs and a black-and-white striped Sephora bag in front of her. / 00:01–00:02 The shot is a close-up of the same person applying the concealer to her face in the car. The lighting is natural. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies a desire to have clear, smooth skin by addressing the common problem of facial imperfections such as redness, acne, and dark circles: “Covers redness, acne, & dark circles” # Value propositions - Shape Tape Effect: Achieve botox-like results without the injections. - Covers redness, acne, & dark circles: Provides a full coverage solution. # Benefits - Covers redness - Covers acne - Covers dark circles - Skin appears smoother - Brightens & lifts under eyes # Features - Liquid concealer # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is enthusiastic about the product. # Storyline - 00:00–00:01 The ad opens with the presenter in her car, holding up a bag and the Shape Tape Effect concealer, suggesting a recent purchase. - 00:01–00:02 00:01–00:02 The presenter positions Shape Tape Effect concealer as an alternative to Botox, clarifying that it's “liquid botox.” The brand's perspective is conveyed through a functional claim. - 00:02–00:03 00:02–00:03 The presenter applies two dots of the concealer under her eye, demonstrating ease of use. The perspective shifts to a customer, and the tone is casual. - 00:03–00:07 00:03–00:07 The presenter uses a brush to blend the concealer and emphasizes how well the concealer covers redness, acne, and dark circles, while also smoothing the skin. The presenter is speaking from the customer's POV, impressed with the smoothing effect. - 00:07–00:09 00:07–00:09 The presenter reinforces the availability of Shape Tape at Sephora, as a call to action. The brand's voice is direct and promotional, pushing for immediate purchase.

# Ad summary This image ad by Tarte extends a thank you to healthcare heroes and promotes a 40% off discount, available exclusively on Tarte's website. The ad features a selection of Tarte's makeup products, including Shape Tape concealer, mascara, and powder. # Brand positioning Tarte is presented as a brand that celebrates and gives back to the healthcare community. The brand's positioning seems to straddle both functional and emotional appeal by offering high-quality makeup while expressing gratitude to a specific group. The brand seems to occupy a space that values both beauty and social responsibility, aiming to connect with consumers who appreciate brands that acknowledge and support essential workers. # Product The ad features a curated selection of Tarte makeup products designed to enhance natural beauty. The Shape Tape concealer is packaged in a peach-colored tube with a purple pattern on its cap, promising full coverage with a smooth, matte finish. Tartelette mascara, packaged in a light purple tube, is designed to lengthen and volumize lashes. The face powder compact comes in a rose gold case with a mirror inside, formulated to set makeup and provide a flawless finish. The bronzer and blush palette, encased in a gold-trimmed compact with a mirror, features four complementary shades for sculpting and adding color to the face. These products cater to makeup enthusiasts seeking reliable, high-performing cosmetics to achieve a polished look. # Visual style The ad features a clean, polished studio shot with soft lighting and a light purple color palette. The products are neatly arranged to highlight their packaging and design. The gradient background and use of light create a soft, inviting atmosphere. # Hooks Headline: 40 % off # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 40% off provides significant savings on Tarte products - Thank you to healthcare workers extends goodwill toward the brand. # Benefits - Discount of 40% off - Available only on tarte.com # Features - Shape Tape concealer - Tartelette mascara - Face powder - Bronzer and blush palette # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the ad, the brand speaks directly to the audience, sharing its appreciation for healthcare workers and promoting its products. # Storyline - The ad opens by thanking healthcare heroes, creating a sense of appreciation and goodwill. This message is conveyed from the brand's perspective, aiming to establish a positive emotional connection with the audience. - Next, the ad introduces a special offer of 40% off, exclusively available on tarte.com. The brand is speaking to the audience, presenting a compelling reason to shop with Tarte. - Finally, the ad showcases a selection of Tarte's makeup products, highlighting their features and appeal. This is presented from the brand's perspective, inviting viewers to explore and purchase these items.

# Ad summary This ad promotes Tarte's tubing mascara as a no-clump formula that is easily removed using typical cleansers. # Brand positioning Tarte is presented as a beauty brand that values high-performance makeup and easy removal. The ad explicitly highlights the product’s non-clumping formula and easy removal, challenging common tubing mascara issues. With its focus on efficiency and convenience, Tarte positions itself as a user-friendly brand that emphasizes makeup which is easy to use. The brand is trying to be functional, and push against category norms. # Product Tarte's tubing mascara uses microtubing technology that coats each lash with flake-free tubes for extreme volume and length. It is for people looking for volume and length without clumps. This mascara can be removed easily with your typical cleanser. The USPs are the microtubing technology, flake-free tubes, volume, length, and easy removal. It is designed to be easy to remove. # Visual style The ad has a polished UGC feel with soft, natural lighting. It uses static shots and smooth transitions. The editing rhythm is consistent and the pacing is moderate. # Hooks Spoken: Female 1: Tartelette tubing mascara is unlike any other tubing mascara thanks to microtubing technology, which coats each lash with flake-free tubes for extreme volume and length. Visual: 00:00–00:01 A fair-skinned woman with light brown wavy hair and light makeup stands against a neutral wall in a selfie-style close-up shot. She is wearing a light purple top and a gold layered necklace. She holds a tube of Tarte mascara in her right hand. The camera is stationary and the lighting is soft. / 00:01–00:07 The same woman applies mascara to her left eyelashes. Her eye is open, looking up slightly, and the camera is zoomed in. The camera is stationary. The background is the same neutral wall. / 00:07–00:08 The camera zooms out, showing a split screen of the woman’s face. Her left eye has mascara applied and her right eye does not. She smiles slightly and the lighting remains soft. She holds the mascara wand in her right hand. # Funnel stage Middle of funnel (Consideration) # Pain points Typical tubing mascaras are clumpy and messy. # Value propositions - The product is unlike any other tubing mascara thanks to microtubing technology - The removal is easy, you can use your typical cleanser # Benefits - Extreme volume - Extreme length - Removal is so easy - Removes it mess free # Features - Microtubing technology - Flake-free tubes # Call to action None used. # Social proof - “Tartelette tubing mascara is unlike any other tubing mascara thanks to microtubing technology” – Female 1 (Customer) - “It removes it mess free, unlike other tubing mascaras” – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered by a single woman who looks and feels like a real product user. # Storyline - 00:00–00:01 A woman holds a tube of mascara while looking into the camera. - 00:01–00:07 00:01–00:07 The same woman applies the mascara to her lashes. This shows the product in use. - 00:07–00:10 00:07–00:10 The woman smiles and highlights the difference in her eyelashes after applying the mascara. This shows the product’s effectiveness. - 00:10–00:14 00:10–00:14 The woman touches her face, then uses a cloth to remove the mascara. This visualizes the removal process. - 00:14–00:23 00:14–00:23 The woman continues to wipe the area around her eye with the cloth, and points at her face. This demonstrates the clean removal process.

# Ad summary A UGC-style ad promoting Tarte Shape Tape Creamy concealer featuring a woman demonstrating the product and explaining how it reduces her dark circles and is lightweight and hydrating. She ends by stating that she is obsessed with the product. # Brand positioning Tarte is presented as a high-quality, effective beauty brand, specifically through its Shape Tape Creamy concealer. The brand aims to occupy a space in the consumer's mind as a provider of lightweight, hydrating products that deliver visible results, such as reducing dark circles. The brand seems to align with a lifestyle that values effortless beauty and a natural, glowing look. The ad pushes against the norm of heavy or cakey concealers, promoting a more comfortable and skin-friendly alternative. The brand positioning is both functional, emphasizing the product's hydrating and lightweight properties, and emotional, highlighting the confidence that comes from having flawless-looking skin. # Product Tarte Shape Tape Creamy concealer is presented as a lightweight and hydrating concealer that effectively covers dark circles. The concealer is applied with a wand applicator, and its creamy texture allows for easy blending. The product is marketed towards individuals looking to conceal imperfections while maintaining a natural, glowing look. The ad highlights that the concealer sits well on the skin, providing a lightweight feel and hydrating benefits. By visually demonstrating the concealer's ability to make dark circles disappear, the ad aims to address the purchase barrier of skepticism regarding the product's effectiveness. # Visual style The ad has a polished yet approachable aesthetic, resembling UGC content. The editing style employs quick cuts and smooth transitions, creating a sense of pace and rhythm. The production quality leans towards a polished commercial feel, with natural lighting and clear visuals. This supports the tone of authenticity and accessibility. The pacing is consistent, with cuts timed to voiceover lines to emphasize key points. The overall effect is clean, professional, and inviting. # Hooks Spoken: 00:00–00:02: Shape tape creamy is my FAVE concealer! Visual: 00:00–00:02: Close-up of a person with fair skin and dark curly hair smiling and holding the Tarte Shape Tape Creamy concealer in their hands. She is wearing simple stud earrings and a light-colored shirt. The background is a plain white wall. # Funnel stage Consideration # Pain points Dark circles: The ad directly addresses the frustration of having dark circles and the desire to effectively conceal them. # Value propositions - Lightweight and hydrating: Addresses the concern of heavy or drying concealers. - Makes my dark circles disappear: Delivers a functional value by addressing a common skin concern. # Benefits - makes my dark circles disappear - sits well on my skin - glowy skin # Features - lightweight - hydrating - creamy # Call to action None used. # Social proof - "Shape tape creamy is my FAVE concealer!" – Female 1 (Customer) - "I love how it sits on my skin" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is delivered from the perspective of a product user sharing her personal experience. # Storyline - 00:00–00:02 The creator opens the video by stating, "Shape tape creamy is my FAVE concealer!" conveying her enthusiasm for the product and setting up the ad as a personal recommendation. - 00:03–00:05 She follows up by describing how she loves the way the concealer sits on her skin, emphasizing its lightweight and hydrating qualities as key benefits. This builds on the initial enthusiasm by providing specific reasons for her preference. - 00:06–00:08 The creator transitions to demonstrating the product's effectiveness by highlighting that it makes her dark circles disappear, offering a clear visual and functional benefit to the viewer. - 00:08–00:09 She then asks, "Do you see the difference?" inviting the audience to acknowledge the noticeable improvement in her skin's appearance and reinforcing the product's impact. - 00:10–00:14 The creator concludes by showing how glowy her skin is while saying "obsessed" to underscore her satisfaction and enthusiasm with the product.

# Ad summary This ad features a woman demonstrating how to use Tarte's Sculpt Tape blush to add contour and color to her face. The ad shows the makeup application process and the final look. # Brand positioning Tarte Cosmetics is presented as a beauty brand providing easy-to-use products for enhancing natural features. The ad focuses on simplicity and self-improvement, aligning with a lifestyle that values both natural beauty and effortless application. The brand positions itself as accessible and user-friendly, as shown in the makeup demo. # Product The product featured is the Sculpt Tape blush from Tarte Cosmetics. This blush is presented as a makeup product that enhances the user's natural features by adding both color and contour. The product is used on the face, and is applied to the cheek area using a makeup brush. The blush comes in a square, reflective gold compact with the Tarte logo on the cover. The product is shown during the makeup application, highlighting the ease of use and final results. # Visual style The ad has a simple, clean aesthetic with a focus on the makeup application. The lighting is bright and natural. The editing style is straightforward with no cuts during the makeup application itself. The production quality has a UGC feel, supporting the tone of a casual makeup demo. # Hooks Spoken: 00:00–00:01 Female 1: Let's try something out... Text overlay: 00:00–00:01 let's try something out... Visual: 00:00–00:02 The shot is a close-up of a woman's face in a selfie-style. She is fair-skinned with wet, slicked-back hair and is wearing a white t-shirt. She is applying a pink stick of makeup to her cheek. The background is a plain white wall. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Enhances natural features with color and contour # Benefits - Adds color - Adds contour # Features - Sculpt Tape blush # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the point of view of a customer, demonstrating the product in a selfie-style format. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a shot of a woman applying a blush stick to her face, then the camera shifts to reveal her holding a blush compact and a brush, setting up the product demo. - 00:02–00:16 00:02–00:16 She proceeds to apply the blush with a makeup brush to her cheekbone area, showing the application process. - 00:16–00:24 00:16–00:24 She continues to apply the blush, demonstrating how the product can be used to add color and contour. - 00:24–00:26 00:24–00:26 The ad concludes with her smiling and winking at the camera.