How Tatcha Advertises on Meta

# Ad summary This ad is for Tatcha's The Milky Sunscreen SPF 50+. The ad features a woman holding the product with ad copy calling out it's sun protection qualities. # Brand positioning Tatcha is presented as a brand focused on luxury skincare with a focus on simplicity and quality. The positioning is functional, emphasizing effective sun protection and damage correction, aligning with a clean and modern aesthetic. The brand aims to occupy a space in the consumer's mind as a provider of high-end skincare that combines traditional practices with contemporary science. # Product Tatcha's The Milky Sunscreen SPF 50+ is a sunscreen designed to offer both protection and correction of visible sun damage. It is packaged in a pastel pink tube with a silver logo on the cap. The product aims to combat the aging and damaging effects of the sun while maintaining a luxurious skincare experience. Its USPs include its milky texture and SPF 50+ rating, offering high protection from harmful sun rays. The packaging and name suggest a gentle, hydrating formula suitable for daily use. # Visual style The ad has a clean, minimalist visual style, emphasizing soft colors, natural lighting, and a focus on the product. The production quality is high, with a professional studio-shot feel. The image treatment includes soft color grading and subtle background gradients. The typography is clean and legible, and the layout is simple and uncluttered. This style contributes to a sense of luxury and sophistication, aligning with the brand's positioning. # Hooks Headline: Protection SPF Quotidienne + Correction Visible Des Dommages Causés Par Le Soleil # Funnel stage Middle of funnel # Pain points None used. # Value propositions - Provides protection with SPF 50+ and corrects sun damage. # Benefits - Correction Visible Des Dommages Causés Par Le Soleil # Features - SPF 50+ # Call to action None used. # Social proof - None used. # Point of view - Brand: Seen in the top caption that introduces the product as sun protection and correction of sun damage. # Storyline - The ad opens with text that introduces the product as providing SPF protection and visible damage correction from the sun. This is presented from the brand's perspective to spotlight the key features and benefits of the product. - The ad features a model holding and displaying the product, framed against a soft blue background. The audience experiences the ad from the brand's perspective, viewing a product that is both held by a person who appears to benefit from it and visually aligned with a lifestyle of beauty and sun protection.

# Ad summary This ad features a close-up shot of Tatcha's The Milky Sunscreen. The text highlights the sunscreen's ability to provide daily SPF protection and visible sun damage correction. The background is a soft blue gradient that may be suggestive of the sky. # Brand positioning Tatcha is presented as a brand focused on daily sun protection and visible sun damage correction. The brand's positioning is both functional and emotional, offering practical skincare solutions while promoting a sense of confidence and well-being associated with healthy skin. The brand appears to be operating within established category norms by advertising SPF but differentiates itself by also promoting sun damage correction. # Product The featured product is Tatcha's The Milky Sunscreen, a broad-spectrum SPF 50+ sunscreen designed for daily use. It is formulated to provide sun protection and visibly correct sun damage. The product is packaged in a light pink squeezable tube, suggesting ease of use and portability. The ad emphasizes the product's dual action of protection and correction, highlighting its value for consumers concerned about both preventing and addressing sun-related skin issues. # Visual style The ad uses a clean and minimalist visual style with a focus on the product. The lighting is soft and diffused, creating a gentle and inviting feel. The color palette is muted, with light pink and blue tones dominating the scene, which gives the ad a fresh and modern look. # Hooks Headline: Daily SPF Protection + Visible Sun Damage Correction # Funnel stage Awareness # Pain points The ad addresses the pain point of sun damage and the need for daily sun protection. # Value propositions - Daily SPF Protection + Visible Sun Damage Correction # Benefits - Daily SPF Protection - Visible Sun Damage Correction # Features - SPF 50+ - Broad Spectrum # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand uses text to communicate the benefits and features of its product. The brand displays the product to showcase its packaging and key details. # Storyline - The ad opens by highlighting the benefits of the featured product, Tatcha's The Milky Sunscreen, which includes daily SPF protection and visible sun damage correction. This immediately grabs the viewer's attention by presenting a clear value proposition from the brand's POV, appealing to their desire for healthy, protected skin. - The focus shifts to a close-up view of the product, identifying it as the NEW Milky Sunscreen SPF 50+. This is an important point from the brand, as it offers the product's name and reinforces its primary function, giving the viewer the information needed to find and purchase it. - The product tube is displayed prominently, showcasing the brand name (Tatcha) and further details about the sunscreen. This helps to build brand recognition and trust from the brand's POV, while also providing essential product information that viewers may find useful.

# Ad summary This ad introduces Tatcha's new milky sunscreen, emphasizing its SPF protection and ability to correct visible sun damage, dark spots, redness, and fine lines. The ad features diverse women applying the sunscreen, highlighting its benefits and positioning it as the next chapter in sun care from Tatcha. # Brand positioning Tatcha is presented as a luxury skincare brand that integrates Japanese beauty secrets with modern science. The brand aligns with values of gentle, effective skincare for visible improvement of skin concerns such as sun damage, dark spots, redness, and fine lines. Tatcha distinguishes itself by combining SPF protection with visible sun damage correction in a single product, positioning itself as an innovative leader in the skincare market. The brand promotes an elevated skincare routine with high-end formulations that deliver noticeable results. # Product Tatcha's New Milky Sunscreen is a broad spectrum SPF 50 sunscreen designed to protect the skin and correct visible sun damage. The sunscreen visibly improves dark spots, redness, and fine lines in 2 weeks. It is presented as a next-generation sun care product from Tatcha, offering both protection and correction in one. The formulation addresses concerns about sun damage, dark spots, redness, and fine lines, suggesting it is suitable for individuals looking to improve their skin's overall appearance while maintaining sun protection. The ad tells the viewer that this product is worth trying because it combines SPF protection with visible sun damage correction, addressing multiple skin concerns simultaneously. # Visual style The ad has a polished aesthetic with natural lighting. Editing is smooth with slow transitions and static shots. The production quality is high-end commercial, which supports the brand's sophisticated tone. Visual motifs include close-ups of faces and product shots, and the ad's pacing is consistent throughout. # Hooks Spoken: 00:00–00:01 [Softly] New milky sunscreen Text overlay: 00:00–00:01 TATCHA / 00:00–00:01 NEW MILKY SUNSCREEN / 00:00–00:01 BROAD SPECTRUM SPF 50 Visual: 00:00–00:01 Close-up shot of the Tatcha product in a white and light pink container. The product has a milky, reflective texture. The background is blurred and light pink. The camera is stationary and focus is on the Tatcha brand name and the product name. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common concern of sun damage, specifically its visible effects such as dark spots, redness, and fine lines. These visual skin imperfections are highlighted to draw attention to the negative impacts of sun exposure. "VISIBLE SUN DAMAGE CORRECTION" # Value propositions - SPF Protection Meets Visible Sun Damage Correction: Combines sun protection with skin damage repair. - Visibly Improves Dark Spots, Redness, Fine Lines in 2 Weeks*: Demonstrates quick and noticeable results. # Benefits - SPF protection - Visible sun damage correction - Visibly improves dark spots - Visibly improves redness - Visibly improves fine lines - Visibly improves in 2 weeks* # Features - Broad spectrum SPF 50 # Call to action None used. # Point of view - Brand 100% – The ad uses the brand's voice to promote the product's features and benefits, showing diverse women to broaden its appeal. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a close-up shot of the Tatcha product, highlighting its sleek packaging and the brand's logo. This is to immediately introduce the product and brand. - 00:01–00:04 00:01–00:04 A woman is seen holding a purple object that is casting a shadow on her face, with text overlay emphasizing that the product provides SPF protection and visible sun damage correction. This showcases the dual benefits of the product—protection and correction—and is told from the brand's perspective, framing the product as a solution to sun-related skin issues. The tone is informative and sophisticated. - 00:04–00:06 00:04–00:06 A close-up of a woman applying the product to her face and visibly improving dark spots, redness, and fine lines in 2 weeks. This demonstrates the product's effectiveness in addressing specific skin concerns, reinforcing its value proposition. - 00:06–00:10 00:06–00:10 The camera focuses on another woman with visible improvement in her dark spots, redness, and fine lines in 2 weeks. This further supports the product's claims and provides additional social proof. - 00:10–00:15 00:10–00:15 A woman is holding Tatcha New Milky Sunscreen. This reinforces the brand's message and reiterates the product's benefits, inviting viewers to explore and embrace the next chapter in sun care from Tatcha.

# Ad summary This ad introduces the new Tatcha Milky Sunscreen SPF 50+ and showcases the product's benefits. The ad emphasizes the sunscreen's ultra-light feeling, soothing properties, fast absorption, and ability to protect and correct visible sun damage. # Brand positioning Tatcha is presented as a brand that blends scientific rigor with a luxurious, sensorial experience. The ad emphasizes the brand's pursuit of an 'ultra-light feeling' achieved through diligent scientific research at the Tatcha Institute. The brand leans into a functional and sensorial brand positioning, focusing on efficacy and the user's experience. It suggests a high-end positioning within the skincare market, targeting consumers who value advanced formulations and luxurious textures. # Product The featured product is Tatcha's new Milky Sunscreen SPF 50+. It is described as a soothing and fast-absorbing sunscreen that not only protects the skin but also corrects visible sun damage. The product is designed to have an ultra-light feeling upon application, addressing the common purchase barrier of sunscreens feeling heavy or greasy. It is packaged in a light purple tube with a pump or squeeze top, with the brand name and product details clearly displayed. The SPF 50+ and PA++++ ratings are highlighted, indicating broad-spectrum protection. The product is for anyone seeking advanced sun protection with added skincare benefits and a luxurious user experience. # Visual style The ad has a clean and polished aesthetic with soft lighting and a focus on product texture. The editing style is simple, with static shots and smooth transitions. The overall production quality is high, giving it a commercial feel. The pacing is slow and deliberate. # Hooks Text overlay: 00:00–00:02 / NEW / The Milky Sunscreen SPF 50+ Visual: 00:00–00:02: Three Tatcha Milky Sunscreen SPF 50+ tubes are shown stacked against a neutral background. The tubes are light purple with black and white text. The camera is stationary and focuses on the product labels. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the common dislike for sunscreens that feel heavy or greasy on the skin. The ad emphasizes the product's 'ultra-light feeling'. # Value propositions - Ultra-light feeling: Appeals to users who dislike heavy sunscreens. - Corrects visible sun damage: Positions the sunscreen as more than just a protective measure, but also a treatment. # Benefits - Protects skin - Corrects visible sun damage # Features - SPF 50+ - PA++++ - Soothing - Fast absorbing - Ultra-light feeling # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is communicated from the brand's perspective, highlighting product attributes and brand values through visuals and text overlays. # Storyline - 00:00–00:02 The ad begins by showcasing multiple packages of the new sunscreen product, establishing the visual focus. - 00:02–00:05 A close-up shot reveals a close-up of the sunscreen and then a spatula stirring the sunscreen showcasing its smooth, milky texture. This emphasizes the product's unique texture. - 00:05–00:07 The shot transitions to show a person applying the sunscreen to their hand and rubbing it in, demonstrating its application and texture. This visually emphasizes the product's easy application. - 00:07–00:09 Again, we see a close up of the spatula stirring the sunscreen, showcasing its smooth, milky texture. - 00:09–00:12 The ad ends by focusing on the product packaging and the Tatcha brand logo, reinforcing brand recognition.

# Ad summary This ad showcases Tatcha's new milky sunscreen. It highlights the lightweight formula of the product and its ability to offer sun protection while correcting visible sun damage. # Brand positioning Tatcha is presented as a luxury skincare brand with a focus on high-quality ingredients and effective results. The brand's positioning is one of sophisticated beauty and skincare, aligning with values of self-care and wellness. The ad does not directly address category norms or competitor behaviors, but focuses on the unique qualities of the brand and its products. The brand positioning is both functional, emphasizing performance and protection, and emotional, promoting confidence and healthy skin. # Product Tatcha's New Milky Sunscreen is a broad spectrum SPF 50 product designed for daily sun protection and visible sun damage correction. The formula is described as 'a barely there milky-light' and is intended for users seeking effective sun protection without a heavy or greasy feel. The product helps to protect skin against sun damage and to visibly correct sun damage. This sunscreen is worth trying for its ability to provide sun protection while also improving skin appearance and texture. # Visual style The ad has a clean, polished aesthetic with soft lighting and a focus on product close-ups. The editing style includes smooth transitions and static shots that are timed to music. The production quality is high-end commercial, which supports the intended tone of luxury and efficacy. The pacing is moderate, with visual and text overlays synced to the audio. # Hooks Text overlay: 00:00–00:03 NEW MILKY SUNSCREEN / 00:00–00:03 BROAD SPECTRUM SPF 50 Visual: 00:00–00:03 The shot features a close-up of the lower portion of a woman's face against a blurred, bright background. The woman appears to be lying down, and the camera angle is from below, looking up at her face. The text overlay reads 'NEW MILKY SUNSCREEN BROAD SPECTRUM SPF 50'. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the pain point of wanting sun protection without the heavy or greasy feel of traditional sunscreens. # Value propositions - Daily SPF protection that also corrects visible sun damage # Benefits - DAILY SPF PROTECTION - VISIBLE SUN DAMAGE CORRECTION # Features - BROAD SPECTRUM SPF 50 - A BARELY THERE MILKY-LIGHT FORMULA # Call to action BUY NOW # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its benefits through direct messaging, visuals, and text overlays. # Storyline - 00:00–00:03 00:00–00:03 The ad begins by introducing the 'NEW MILKY SUNSCREEN BROAD SPECTRUM SPF 50', setting the stage for a product-focused demonstration. The intention is to immediately inform the viewer of the product and its key features. The perspective is from the brand, using direct messaging to convey essential information in a straightforward manner, creating a clean and informative tone. - 00:03–00:07 00:03–00:07 This shifts to highlighting the product's key attribute: 'A BARELY THERE MILKY-LIGHT FORMULA'. This emphasizes the product's texture and feel. The focus remains on the brand's message, highlighting the product's unique texture. A soft, gentle tone is used. - 00:07–00:10 00:07–00:10 The ad transitions to show a woman applying the sunscreen, reinforcing the claim that 'WHERE DAILY SPF PROTECTION MEETS VISIBLE SUN DAMAGE CORRECTION.' This showcases how the product can fit into a daily routine. The ad is still from the brand's perspective, conveying the product's dual benefits through visuals and text, continuing the positive and informative tone. - 00:10–00:13 00:10–00:13 The ad concludes with the product packaging and branding, including the 'BUY NOW' call to action, prompting immediate purchase. It reinforces the brand and the product's main benefits. The perspective is from the brand, driving home the message and encouraging a purchase decision.

# Ad summary This image ad showcases Tatcha's new Milky Sunscreen SPF 50+. The ad emphasizes the product's daily SPF protection and visible sun damage correction. A model is shown holding the product to promote the product. # Brand positioning Tatcha is presented as a skincare brand that focuses on providing daily SPF protection and visible sun damage correction with its products. The brand seems to align with values of skincare and wellness, and may be pushing against category norms by offering a milky sunscreen with SPF 50+. The brand positioning is both functional in providing protection and correction and potentially emotional in offering skincare as self-care. # Product The product being advertised is the NEW Milky Sunscreen SPF 50+ by Tatcha. It is designed to provide daily SPF protection and visible sun damage correction. The product comes in a pale pink tube with a lavender purple top. The product is portrayed as a new addition to their line of sunscreens. # Visual style The ad has a clean and polished visual style. It uses a gradient background and a clear product shot. The lighting is soft and flattering. # Hooks Headline: Daily SPF Protection + Visible Sun Damage Correction # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Daily SPF Protection - Visible Sun Damage Correction # Benefits - SPF Protection - Sun Damage Correction # Features - SPF Protection - Sun Damage Correction # Call to action None used. # Social proof - None used. # Point of view - Brand: The copy focuses on the product's features and benefits, which are being communicated from the brand's point of view. # Storyline - The ad opens by highlighting the benefits of the product in the top caption, creating a clear intention to draw in users with the promise of daily SPF protection and visible sun damage correction. The story is told from the brand's perspective. - The ad then shows a model holding the product, who serves as an example of the product in action. This moment is from the brand's perspective and aims to provide social proof.

# Ad summary A creator explains that sun exposure causes 80% of visible signs of aging and recommends Tatcha's Milky Sunscreen SPF 50+ to shield and visibly correct signs of sun damage. # Brand positioning Tatcha is positioned as a luxury skincare brand rooted in Japanese beauty rituals. The brand focuses on holistic well-being and timeless beauty, promising not only to protect but also to visibly correct signs of sun damage. By offering high-end SPF products, Tatcha blends traditional skincare with modern cosmetic science, targeting consumers who are willing to invest in premium skincare. # Product Tatcha's The Milky Sunscreen SPF 50+ is presented as a luxurious and effective solution for sun protection. It is designed to protect the skin from sun exposure and visibly correct signs of sun damage. The product features a milky texture, which is shown being dispensed from a pump bottle, suggesting it is lightweight and easy to apply. It is designed to be used daily to shield skin from the sun and prevent visible signs of aging like fine lines, dark spots, and redness. The sunscreen comes in a pastel purple bottle. # Visual style The ad has a clean, bright aesthetic. The editing style features quick cuts between the creator speaking and product close-ups, maintaining a consistent rhythm. The production quality has a polished, professional feel, fitting the high-end positioning of the brand. The camera framing and movement are steady, giving a sense of stability. Visuals are well-lit with soft shadows, which enhances the product's appeal and reflects the skincare context. The pacing is quick, with cuts timed to align with the voiceover, improving engagement. # Hooks Spoken: Female 1: Did you know 80% of visible skin aging– Text overlay: 00:00–00:03: did you know 80% of visible skin aging– Visual: 00:00–00:06: A young woman with long, straight black hair and fair skin speaks directly to the camera in front of a white wall with a shadow falling diagonally. She wears a plain white t-shirt and has a small microphone clipped to her shirt. She has neutral makeup and light pink nails. # Funnel stage Consideration # Pain points Visible signs of skin aging such as fine lines, dark spots, and redness caused by sun exposure. # Value propositions - Daily SPF is gonna be the key to shielding your skin - Goes a step further by helping visibly correct signs of sun damage # Benefits - Shielding your skin - Visibly correct signs of sun damage # Features - SPF 50+ - Milky texture # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – Ad is told entirely from the perspective of a beauty creator sharing her skincare recommendations. # Storyline - 00:00–00:06 The creator starts by presenting a skin care fact. - 00:00–00:06 She states that 80% of visible skin aging is caused by sun exposure, including fine lines, dark spots, and redness. The intention is to educate the viewer and highlight the importance of sun protection. - 00:07–00:10 She shifts to presenting a solution to that skin care issue. - 00:07–00:18 She recommends using daily SPF to shield skin from sun damage. She then transitions into introducing Tatcha's Milky Sunscreen SPF 50+ as a product that protects and visibly corrects signs of sun damage, offering a solution to the previously stated problem.

# Ad summary This ad showcases the Tatcha New Milky Sunscreen SPF 50+. It emphasizes the product's light texture, quick absorption, and hydrating sun protection. # Brand positioning Tatcha is presented as a luxury skincare brand focused on providing effective sun protection. The brand is positioned as a provider of high-quality, innovative skincare, aligning with values of beauty and self-care. The brand pushes against norms of greasy sunscreens with language such as 'Say goodbye to greasy sunscreens' and promotes the 'milky-light texture' as a differentiating factor. The brand aims to occupy the space in the consumer's mind as a skincare solution that is both functional, by providing SPF 50+ sun protection, and emotionally desirable, by promising a hydrating and non-greasy experience. # Product The Tatcha New Milky Sunscreen SPF 50+ is a daily suncare product designed to provide hydrating sun protection. The sunscreen features a 'milky-light texture' that 'quickly absorbs' into the skin. It is formulated to be non-greasy. The product is presented as a solution for those seeking effective sun protection without the typical drawbacks of greasy sunscreens. It aims to make daily suncare a pleasant experience. The advertisement emphasizes the product's texture and absorption qualities, highlighting its ability to protect and hydrate the skin. # Visual style The ad has a polished, high-end aesthetic. It uses natural lighting and soft focus to create a clean and appealing look. The editing style is smooth with static shots and gentle transitions. The pacing is moderate. The text and product actions are timed to the music beats and voiceover lines, enhancing the ad's overall flow. # Hooks Spoken: 00:00–00:02: Daily suncare you'll want to wear. Text overlay: 00:00–00:02: NEW MILKY SUNSCREEN SPF 50+ / 00:00–00:02: DAILY SUNCARE / 00:00–00:02: YOU'LL WANT TO WEAR Visual: 00:00–00:02: A static shot presents a light purple tube of Tatcha New Milky Sunscreen SPF 50+ standing upright on a white surface. The background is blurred and cream colored. Text overlay reads 'NEW MILKY SUNSCREEN SPF 50+' and 'DAILY SUNCARE YOU'LL WANT TO WEAR'. # Funnel stage Consideration # Pain points The central pain point addressed is the problem of greasy sunscreens. 'Say goodbye to greasy sunscreens' explicitly highlights this frustration, suggesting that many consumers dislike the heavy, oily feel of traditional sunscreens. # Value propositions - Daily suncare you'll want to wear (pleasant, not a chore) - Milky-light texture: Absorbs quickly, not greasy # Benefits - Hydrating sun protection - Non-greasy formula # Features - SPF 50+ - Milky-light texture # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's official perspective, highlighting product features and benefits. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a static shot of a tube of Tatcha New Milky Sunscreen SPF 50+ on a white surface. This shot introduces the product and sets the stage for the ad's focus on daily suncare. - 00:02–00:05 00:02–00:05: A hand picks up the sunscreen. The camera focuses on the milky-light texture of the product as it is displayed on a white surface. The intent is to highlight the unique texture of the sunscreen. - 00:05–00:07 00:05–00:07: A close-up shot shows a woman applying the sunscreen to her face. The ad highlights how quickly it absorbs into the skin. This perspective aims to demonstrate the ease of use and quick absorption of the sunscreen. - 00:07–00:09 00:07–00:09: The woman looks up towards the sun, showcasing the product's sun protection benefits. The phrase 'for hydrating sun protection' reinforces the product's dual function. - 00:09–00:14 00:09–00:14: The ad presents a message to 'say goodbye to greasy sunscreens' and 'say hello to new milky sunscreen SPF 50+'. The brand logo appears, reinforcing the brand identity and product benefits.

# Ad summary This ad for Tatcha's The Dewy Skin Cream demonstrates how the product can restore radiance and give skin an instant glow. A model applies the cream to her face. # Brand positioning Tatcha is positioned as a luxury skincare brand focused on restoring radiance and achieving a healthy glow. The brand presents a blend of modern science and traditional Japanese beauty secrets, promising users a skincare experience rooted in both efficacy and indulgence. By focusing on the outcome of radiant and glowing skin, Tatcha emphasizes the emotional benefit of using its products, aiming to instill confidence and a sense of well-being. # Product Tatcha's The Dewy Skin Cream is a moisturizer designed to restore radiance and provide an instant glow. The cream is presented as a solution for achieving dewy and healthy-looking skin. It is formulated to hydrate and nourish the skin, promising to give users a radiant complexion. The ad directly addresses the purchase barrier of skepticism by referencing results based on a clinical study of 36 panelists, aiming to instill confidence in potential buyers. # Visual style The ad utilizes a clean and minimalist aesthetic. The image is softly lit with a shallow depth of field, focusing attention on the model's skin and the product application. The color palette is neutral and muted, with a focus on skin tones and soft lighting. The overall impression is polished and sophisticated. # Hooks Headline: Restore your radiance with an instant glow # Funnel stage Middle of funnel (Consideration) # Pain points The ad subtly addresses the desire for radiant, glowing skin. The product offers a solution for those who feel their skin lacks radiance, as seen in the claim "Restore your radiance with an instant glow." # Value propositions - The Dewy Skin Cream promises to restore your radiance with an instant glow # Benefits - Restore your radiance - Instant glow # Features - Restore your radiance with an instant glow # Call to action None used. # Social proof - "Based on a clinical study of 36 panelists" # Point of view - Customer: The close-up shot of the skincare application is from the customer's point of view as they use the product. - Brand: The claim that the product will "Restore your radiance with an instant glow" is a message from the brand. - External source: The text, "Based on a clinical study of 36 panelists" signals clinical backing from an external source. # Storyline - The ad opens with a close-up of a person applying The Dewy Skin Cream to their face. This is intended to immediately showcase the product in use and highlight its texture. The audience experiences it from the customer's point of view, emphasizing how the product integrates into a daily skincare routine. - Next, the ad highlights the promise of restoring radiance and achieving an instant glow. The audience is experiencing this from the brand's POV, directly communicating the product's primary benefit. - The ad concludes by naming the product, "The Dewy Skin Cream" and the brand, "Tatcha" with a mention that the product's claims are based on a clinical study of 36 panelists. The audience experiences this from an external source, lending the product credibility.

# Ad summary This Tatcha image ad promotes trial sizes of the Longevity serum and Longevity Memory Cream and encourages viewers to register for a trial. # Brand positioning Tatcha is presented as a luxury skincare brand. The brand emphasizes skincare rooted in Japanese traditions. The product names evoke longevity and memory, positioning the brand as one that not only improves skin appearance but also provides a sense of lasting beauty and well-being. The brand appears to ignore category norms that emphasize aggressive, quick treatments, instead focusing on sustained, gentle skincare. # Product The ad promotes trial sizes of the Longevity Serum and the Longevity Memory Cream. The Longevity Serum is a skincare product designed to restore and rejuvenate the skin. The Longevity Memory Cream also targets the rejuvenation of the skin and is intended for daily use. # Visual style The ad features a clean and polished studio shot. The image treatment includes soft lighting and color grading that highlights the teal accents of the product packaging. The layout is simple, drawing focus to the products and text. The visual style is designed to be easily scannable. # Hooks Headline: 恢復肌膚的年輕記憶 綻放強韌光采 # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Register now and get a trial size of the firming and revitalizing series # Benefits - Restore and rejuvenate the skin # Features - The Longevity Serum - The Longevity Memory Cream # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is consistent throughout the image as the ad showcases its products, brand name, and associated imagery. # Storyline - The ad starts with an overhead shot of a clear teapot filled with water and flower petals, along with the Tatcha Longevity Serum and Longevity Memory Cream. This conveys the brand's sophisticated appeal through the products and organic beauty through the inclusion of the nature scene, both presented from the brand's perspective. - The ad then highlights the offering, with the headline 'Register now and get a trial size of the firming and revitalizing series'. This serves to encourage the viewer to try the products from the brand's perspective.

# Ad summary This ad showcases a skincare product, specifically a milky sunscreen SPF 50+, from the brand Tatcha. The ad emphasizes both sun protection and visible sun damage correction. It features a person holding the product, with a clear sky background, suggesting a focus on skincare. # Brand positioning Tatcha is presented as a luxury skincare brand focused on daily SPF protection and visible sun damage correction. The brand seems to occupy a space in the market that values both skincare and sun protection, positioning itself as a solution for those concerned about the effects of sun exposure on their skin. The focus on high-quality ingredients and effective results implies that the brand appeals to consumers who prioritize skincare efficacy and are willing to invest in premium products that deliver visible improvements. The brand positioning is both functional, offering sun protection and damage correction, and emotional, fostering confidence in one's skin health and appearance. # Product The advertised product is Tatcha's NEW MILKY SUNSCREEN SPF 50+. The sunscreen is designed to provide daily SPF protection while also working to correct visible sun damage. It comes in a light pink squeeze tube with a twist-off cap, implying a creamy or lotion-like texture. The packaging highlights the brand's name, the product's name, and its SPF level, emphasizing the functional aspects of sun protection and skincare. The focus on being a 'milky' sunscreen suggests a lightweight, easily absorbable formula, which addresses potential barriers related to sunscreen feeling heavy or greasy. The packaging is a light pink, which aligns with other product lines in the Tatcha product ecosystem. # Visual style The ad has a clean and polished aesthetic, typical of beauty and skincare advertising. It features soft, natural lighting and a light color palette, contributing to a sense of freshness and purity. The focus is on the product and the model, with a blurred background that keeps the viewer's attention on the foreground elements. The overall style feels aspirational and high-end, aligning with the luxury positioning of the brand. # Hooks Headline: Daily SPF Protection + Visible Sun Damage Correction # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of sun damage and the need for daily sun protection. # Value propositions - Daily SPF Protection + Visible Sun Damage Correction # Benefits - Daily SPF Protection - Visible Sun Damage Correction # Features - SPF 50+ # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption presenting product benefits and introducing the new product (Daily SPF Protection + Visible Sun Damage Correction and NEW MILKY SUNSCREEN SPF 50+), because the brand is promoting the new product and sharing the functional benefits. # Storyline - The ad opens by highlighting the product benefit of daily SPF protection combined with visible sun damage correction. The brand is using the text overlay at the top to quickly communicate the value proposition to the customer, drawing them in to learn more. - The image then transitions to show a model holding and displaying the 'NEW MILKY SUNSCREEN SPF 50+'. The model is connecting with the customer in an attempt to humanize the advertisement and create a stronger connection between the user and the product.

# Ad summary This ad showcases the Sunlit Moments Carrier by Tatcha, highlighting its design and use for carrying essentials during a day in the sun. The ad uses polaroid-style imagery to emphasize the outdoor lifestyle and offers a free carrier with orders over $100. # Brand positioning Tatcha is presented as a luxury skincare brand that aligns with a sophisticated lifestyle. The brand focuses on enhancing moments of self-care and relaxation. The ad positions Tatcha as part of a curated, elevated experience, suggesting it appeals to customers who value quality and mindful living. The overall tone is aspirational, promoting the idea of integrating beauty and wellness into everyday life. # Product The Sunlit Moments Carrier is a lavender-colored, clutch-style case designed to carry skincare products and essentials for a day out. It features a wrap-around closure and interior pockets for organization. The ad shows the carrier being used to hold items like a tube of Tatcha skincare, sunglasses, and an e-reader. The USPs include its stylish design, functional organization, and portability, making it ideal for on-the-go use. The carrier is presented as a bonus gift with purchases over $100, emphasizing its value as an incentive to buy Tatcha products. # Visual style The ad has a polished, lifestyle aesthetic. The editing features static shots and smooth transitions. The use of polaroid-style frames gives the ad a nostalgic and intimate feel. The pacing is consistent, creating a relaxed viewing experience. The audio-visual sync is subtle, with the visuals complementing the overall tone. # Hooks Text overlay: Enjoy a day in the sun / with the Sunlit Moments Carrier / Claim yours with $100+ orders* / Only at tatcha.com / TATCHA Visual: 00:00–00:01: A flat lay of items against a rustic wood surface inside a polaroid frame. In the foreground, there is a closed, lavender-colored Tatcha Sunlit Moments Carrier secured with a wrap-around closure. To the left is a tube of Tatcha skincare with lavender packaging. Above the carrier is a black e-reader and a gold wristwatch. The backdrop features a gradient of light blue at the top, transitioning to a blurred green at the bottom. A stack of polaroid photos lies behind. / 00:01–00:02: A similar flat lay, but the Tatcha carrier is now open, revealing light lavender fabric with subtle stripes and two pockets. In the left pocket, there is a Tatcha skincare tube with lavender packaging. In the right pocket, there are sunglasses. Stack of polaroid photos lies behind. / 00:02–00:03: Close-up, overhead shot of a person placing a black e-reader into one pocket of the open Tatcha carrier, and a Tatcha skincare tube into the other. The person has light skin and manicured nails, wearing a green sweater. Stack of polaroid photos lies behind. / 00:03–00:03: Returns to the open carrier flat lay, showing the Tatcha skincare tube and sunglasses in their respective pockets. Stack of polaroid photos lies behind. # Funnel stage Middle of funnel (Consideration) # Pain points The ad subtly addresses the desire to keep skincare and personal items organized and protected while on the go, highlighting the frustration of disorganized bags. # Value propositions - The Sunlit Moments Carrier provides a stylish and practical way to carry skincare products and essentials on the go. # Benefits - Stylish design - Functional organization - Portability # Features - Lavender-colored, clutch-style case - Wrap-around closure - Interior pockets for organization # Call to action Only at tatcha.com # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and offer through professional visuals and promotional text. # Storyline - 00:00–00:01 The ad opens with a static shot of the Tatcha Sunlit Moments Carrier, along with sunglasses, an e-reader, and a gold watch. The scene is designed to evoke a sense of leisure and outdoor relaxation. - 00:01–00:02 The shot transitions to a view of the open carrier, revealing interior pockets. This highlights the carrier's functional design and ability to organize personal items. - 00:02–00:03 The shot cuts to a close-up of a person placing a Tatcha skincare product and an e-reader into the carrier. This action emphasizes the product's intended use and shows its practicality. - 00:03–00:03 The scene returns to the open carrier, this time showcasing sunglasses and a Tatcha skincare product. This reinforces the idea of the carrier as a versatile accessory for outdoor activities and skincare routines.

# Ad summary This ad for Tatcha's The Dewy Skin Cream highlights the product's award-winning status as a 'Beauty Icon' and showcases its luxurious texture and packaging. # Brand positioning Tatcha is presented as a luxury skincare brand, emphasizing its award-winning status and high-quality formulations. The brand aims to occupy a space in the consumer's mind as a provider of premium, effective skincare solutions. The brand aligns with values of beauty, quality, and prestige, promoting a lifestyle of self-care and indulgence. Tatcha distinguishes itself through its focus on traditional Japanese beauty secrets combined with modern science. The brand positioning is both functional (providing effective skincare) and emotional (offering a luxurious and pampering experience). # Product The ad features Tatcha's The Dewy Skin Cream, a moisturizer designed to hydrate and nourish the skin. The product is presented as an award-winning 'Beauty Icon,' suggesting it is a top-tier product in the beauty industry. The ad highlights the product's luxurious texture and packaging, emphasizing its premium quality. The cream is packaged in a round, lavender-colored jar with a gold accent on the lid. The ad addresses the purchase barrier of skepticism by showcasing the product's award and implying its effectiveness and desirability. # Visual style The ad has a highly polished, studio-shot aesthetic with a focus on clean lines and soft lighting. The visual motif is a product-focused display with an emphasis on luxury and awards. The image treatment includes background removal and color grading to create a cohesive and appealing visual. The typography is integrated in a clean and legible manner, complementing the overall aesthetic. The style contrasts with platform-native content, aiming to stand out in the feed with its high-design quality. # Hooks Headline: Winner of the Best Beauty Icon # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Benefits - Beauty Icon # Call to action None used. # Social proof - "- PRESTIGE" CEW AWARDS 2025 # Point of view - Brand: The entire image conveys the brand's message about the product's award-winning status and luxurious quality. # Storyline - The ad opens by announcing that the product is a 'Winner of the Best Beauty Icon', immediately establishing its credibility and desirability. This is told from the brand's perspective, highlighting its achievement and aiming to capture the audience's attention. - The ad then showcases the product itself, displaying its luxurious texture and packaging. This is from the brand's perspective, emphasizing the product's quality and visual appeal to entice the viewer. - The ad includes the CEW Beauty Award Winner badge, further reinforcing the product's credibility and recognition within the beauty industry. This is presented from an external source perspective, adding an unbiased endorsement to the product's claims.

# Ad summary This ad for Tatcha's The Dewy Skin Cream highlights the product's award-winning status and luxurious presentation. # Brand positioning Tatcha is presented as a luxury skincare brand, emphasizing its award-winning status and high-quality ingredients. The brand aligns with values of prestige and effective skincare, positioning itself as a leader in the beauty industry. The brand pushes against the norms of mass-market skincare by focusing on high-end ingredients and luxurious packaging. The brand positioning is both functional, promising dewy skin, and emotional, aligning with feelings of luxury and self-care. # Product The ad features Tatcha's The Dewy Skin Cream, a skincare product designed to provide intense moisture and a dewy finish. The product is packaged in a round, purple jar with a golden applicator on top. The cream is for individuals seeking hydrated, radiant skin. The ad highlights the product's award-winning status, suggesting its effectiveness and high quality. The ad addresses the purchase barrier of skepticism by showcasing its recognition from the CEW Beauty Awards. # Visual style The ad has a highly polished, studio-shot aesthetic with a focus on clean lines and luxurious presentation. The visual motifs include a soft gradient background and a close-up product shot. The image treatment involves soft lighting and color grading to enhance the product's appeal. The typography is clean and legible, contributing to the overall sophisticated feel. The style aims to be high-design and visually appealing, increasing stop power in feed. # Hooks Headline: Winner of the Best Beauty Icon # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Award-winning status: The product's recognition as the "Best Beauty Icon" adds value by implying superior quality and effectiveness. # Benefits - Best Beauty Icon # Call to action None used. # Social proof - "CEW BEAUTY AWARD WINNER 2025" # Point of view - Brand: The entire ad showcases the product and its award, presenting the brand's perspective on its achievements and product quality. # Storyline - The ad opens by announcing that the product is a "Winner of the Best Beauty Icon - PRESTIGE* CEW AWARDS 2025", immediately establishing credibility and prestige. This is told from the brand's perspective to highlight its achievements. - The ad then showcases the product itself, Tatcha's The Dewy Skin Cream, in a visually appealing manner. This is from the brand's perspective, emphasizing the product's luxurious packaging and design. - The ad concludes by displaying the brand name "TATCHA.", reinforcing brand recognition and solidifying the product's association with the brand. This is from the brand's perspective, ensuring the audience remembers the brand.

# Ad summary This ad promotes Tatcha's The Milky Sunscreen SPF 50+. It highlights the sunscreen's ability to provide sun protection and correct UV damage using encapsulated ectoin and vitamin E. The ad features close-up shots of the product and a woman applying it, emphasizing its repair and shielding properties. # Brand positioning Tatcha is presented as a premium skincare brand focused on combining sun protection with skin repair. The brand aligns with a lifestyle of advanced skincare and well-being, pushing beyond typical sun protection products by offering UV damage correction. Its positioning is both functional, offering SPF 50+ protection, and emotional, with a focus on repairing and shielding skin. # Product Tatcha's The Milky Sunscreen SPF 50+ is a sunscreen designed to provide sun protection and correct UV damage. It is formulated with encapsulated ectoin and vitamin E to repair and shield the skin. The product aims to address concerns about sun damage and offers more than basic protection. # Visual style The ad has a polished, high-end aesthetic with clean visuals and clear text overlays. The editing is smooth, with static shots and slow zooms. The production quality is high, creating a commercial feel. The pacing is moderate, with cuts timed to the music beats. The visual motifs include close-ups of the product, natural elements, and a focus on clear, healthy skin. # Hooks Spoken: What if your sunscreen did more than protect? Text overlay: WHAT IF YOUR SUNSCREEN DID MORE THAN PROTECT? Visual: 00:00–00:01: A close-up studio shot of a light pink Tatcha sunscreen tube positioned vertically against a soft blue background. Green aloe vera plant leaves, speckled with water droplets, frame the tube on either side. # Funnel stage Middle of funnel (Consideration) # Pain points Concerns about sun damage and the need for effective sun protection. # Value propositions - Sunscreen that does more than protect - Suncare that protects and corrects # Benefits - Sun protection - UV damage correction - Repairing skin - Shielding skin # Features - SPF 50+ - Encapsulated ectoin - Vitamin E # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad conveys information about the product and its benefits. # Storyline - 00:00–00:01 The ad opens with a question about sunscreen effectiveness. - 00:02–00:03 Close-up shots of the sunscreen product. - 00:03–00:06 A woman looks towards the sun as the ad copy states that the sunscreen provides sun protection. - 00:06–00:09 The ad highlights that the product is powered by encapsulated ectoin and vitamin E. - 00:09–00:11 The ad notes that the product's goal is to repair while shielding skin. - 00:11–00:14 The ad shows a person holding the product in their hand.

# Ad summary This ad for Tatcha Rice Wash features the product and emphasizes the benefits of softening skin and boosting luminosity. The visual elements and copy work together to highlight the cleanser's hydrating properties and creamy texture. # Brand positioning Tatcha is presented as a luxury skincare brand rooted in Japanese beauty traditions. The brand emphasizes gentle yet effective ingredients, combining time-honored rituals with modern science. With elegant, minimalist packaging and a focus on natural ingredients like rice, Tatcha positions itself as a premium brand that delivers healthy, radiant skin through thoughtful, holistic skincare. It carves out a space in the skincare market by blending tradition, luxury, and efficacy, appealing to those seeking a refined and sensorial skincare experience. # Product The featured product is Tatcha's The Rice Wash, a hydrating cream cleanser designed to soften skin and boost luminosity. The product is a creamy cleanser, indicated by the text on the product. The packaging and product presentation emphasize its luxurious and effective nature, suggesting it is formulated to gently cleanse while providing hydration and radiance to the skin. The overall impression is a high-end skincare product focused on delivering a gentle yet transformative cleansing experience. # Visual style The ad has a clean and minimalist visual style with a focus on product presentation. The soft color palette and foam textures create a sense of luxury and gentle effectiveness. The high-quality studio shot and careful lighting enhance the premium feel of the product. # Hooks Headline: Softens skin & boosts luminosity # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dull or rough skin by promising to soften the skin and boost its luminosity. # Value propositions - A hydrating cream cleanser that softens skin and boosts luminosity. # Benefits - Softens skin - Boosts luminosity # Features - Hydrating cream cleanser # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is used in the top caption, emphasizing the benefits of the Tatcha product, and also on the product label to communicate its name and type. The brand's perspective is used to promote the features and value of the product. # Storyline - The ad starts by highlighting the product's benefits: "Softens skin & boosts luminosity." This intends to immediately capture the viewer's attention with the desired outcomes of using the product. The brand is telling the story from a direct promotional angle, focusing on what the consumer will gain. This helps set the stage for the product showcase, creating a sense of expectation and value. - The ad then showcases the product itself, Tatcha's The Rice Wash Hydrating cream cleanser. This helps to visually connect the advertised benefits with a tangible product. The brand is telling the audience what the product is and how it can achieve the promised results. This progresses the narrative by providing a solution to the initial problem of dull or rough skin.

# Ad summary A woman applies Tatcha skincare products to her face, highlighting their milky texture and SPF benefits. # Brand positioning Tatcha is presented as a luxury skincare brand that blends traditional Japanese beauty rituals with modern science. The brand emphasizes gentle yet effective formulas with visible results. It promotes a lifestyle of mindful beauty through simple rituals. The brand positions itself in the high-end skincare market with sophisticated packaging and a focus on natural ingredients. # Product The ad features two Tatcha products. The Milky Sunscreen SPF 50 is a lightweight sunscreen that provides daily SPF protection and corrects visible sun damage. The product is packaged in a light purple tube with the brand's geometric logo. The Dewy Milk Moisturizer is a milky moisturizer that promises 2x instant skin bounce. It comes in a frosted purple pump bottle with gold accents. Both products are highlighted for their light, milky texture and their ability to deliver visible results. # Visual style The ad has a clean, polished aesthetic with soft natural lighting. The editing features smooth transitions and static shots. The production quality feels like a hybrid between UGC and a polished commercial, which supports an approachable yet sophisticated tone. The pacing is moderate with cuts that align with the background music. # Hooks Text overlay: 00:01–00:02 Milky-light formula, visible results Visual: 00:00–00:01 A woman is centered, holding a light purple tube of Tatcha The Milky Sunscreen SPF 50 in her right hand and a light purple pump bottle of Tatcha The Dewy Milk Moisturizer in her left hand. She has long dark brown hair, fair skin, and is wearing a light yellow tank top. The background is a brightly lit room with a decorative gold sunburst mirror and other abstract decor. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the desire for effective skincare that is lightweight and provides visible results, particularly in terms of sun protection and skin hydration. # Value propositions - Milky-light formula for visible results - Daily SPF protection to correct visible sun damage - 2x instant skin bounce with The Dewy Milk Moisturizer # Benefits - Visible results # Features - Milky-light formula - Daily SPF protection - Corrects visible sun damage - 2x instant skin bounce* # 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 the products. # Storyline - 00:00–00:01 00:00–00:01 The video opens with a woman holding the Tatcha Milky Sunscreen SPF 50 tube and The Dewy Milk Moisturizer bottle. The focus is to introduce the products with prominent branding. - 00:01–00:02 00:01–00:02 The woman showcases the bottle of the Tatcha Dewy Milk Moisturizer up close. The intention is to highlight the packaging and texture of the product. - 00:02–00:03 00:02–00:03 The woman applies The Dewy Milk Moisturizer to her hand, rubbing it in to demonstrate its milky-light texture and visible results. The message is that the product is easily absorbed and effective. - 00:03–00:06 00:03–00:06 The woman applies The Dewy Milk Moisturizer to her face, dotting it on various areas before blending it in. The intention is to show how to use the product in a daily skincare routine. - 00:06–00:09 00:06–00:09 The woman applies Tatcha Milky Sunscreen SPF 50 to her hand, rubbing it in to demonstrate its milky-light texture. The message is that the product is easily absorbed. - 00:09–00:13 00:09–00:13 The woman applies the Tatcha Milky Sunscreen SPF 50 to her face, dotting it on various areas before blending it in. The intention is to show how to use the product in a daily skincare routine. - 00:13–00:16 00:13–00:16 The woman poses with a smile, showcasing her face and the Tatcha skincare products. The intention is to highlight the results of using the products.

# Ad summary This ad showcases a lavender-colored pouch and various items related to sun protection and outdoor activities, advertising a complimentary gift with purchase. # Brand positioning Tatcha is presented as a luxury skincare brand focused on providing high-quality sun protection products that cater to a guilt-free outdoor experience. The brand aligns with a lifestyle of leisure and sun protection, and is positioned as a high-end option. # Product The ad promotes a complimentary lavender pouch that is offered as a gift with the purchase of new milky SPF. The pouch is designed to carry items like a book, SPF, sunglasses, and other essentials for a day in the sun. The ad emphasizes the value of sun protection while enjoying outdoor activities. # Visual style The ad has a clean and polished aesthetic, with soft natural lighting. The use of overhead shots and smooth transitions creates a sense of elegance and simplicity. The color palette is soft and muted, dominated by the lavender color of the pouch, which enhances the overall calming and luxurious feel. The editing is paced to match the music. # Hooks Text overlay: 00:00–00:03 Visual: 00:00–00:03: Overhead shot on a wooden deck or table outdoors with tall grass out of focus in the background. The lavender pouch is laid open, surrounded by sunglasses, a book/tablet, a gold watch, and a tube of product. A hand with polished nails enters the frame to place items into the pouch. # Funnel stage Consideration # Pain points The ad implies a desire for convenient and stylish sun protection. # Value propositions - Guilt-free days in the sun (via the pouch) when purchasing SPF # Benefits - "A gift for guilt-free days in the sun" - "Complimentary with purchase of new milky SPF*" # Features - Lavender pouch # Call to action Claim yours Only on Tatcha.com # Social proof - None used. # Point of view - Brand 100% – The brand is demonstrating the product features. # Storyline - 00:00–00:03 The ad begins with a lavender pouch laid out on a wooden surface, surrounded by items such as a tablet, sunglasses, a watch, and a tube of SPF. The presenter's hands are shown organizing the items, placing them inside the pouch. This introduction sets the stage for the concept of a care package for sunny days. - 00:03–00:05 The frame presents an arrangement of a tablet, sunglasses, a watch, and a tube of SPF on a lavender pouch. A hand places the tablet, SPF and sunglasses inside the pouch. This shot highlights how the items can be neatly stored and carried together. - 00:05–00:12 The hand closes the pouch and ties it up. The act of tying it up symbolizes the completeness of the set and readiness for use. This creates a sense of anticipation and emphasizes the convenience of the product for on-the-go use.

# Ad summary This ad showcases Tatcha's new Milky Sunscreen SPF 50. The ad highlights its benefits, including daily protection, visible sun damage correction, and improvement in fine lines, redness, and dark spots in 2 weeks. It also mentions that 100% of users showed immediate improvement in moisturization. # Brand positioning Tatcha is presented as a high-end skincare brand focused on creating products with proven results. The brand emphasizes its commitment to combining traditional Japanese beauty rituals with modern science. This is reflected in the ad's clean aesthetic and emphasis on clinical studies backing its claims. The brand aims to occupy a space in the consumer's mind as a provider of effective and luxurious skincare solutions, aligning with values of visible improvement and radiant skin. # Product The product featured is Tatcha's new Milky Sunscreen SPF 50+. It is a sunscreen designed for daily protection and visible sun damage correction. According to the ad, it visibly improves fine lines, redness, and dark spots in 2 weeks. The ad highlights that 100% of users showed an immediate improvement in moisturization. It's presented as a solution to protect skin from the sun while also improving skin's appearance. The product addresses the purchase barriers of sunscreens potentially causing skin issues by offering a product that protects and improves skin's condition. # Visual style The ad features a bright, natural aesthetic with a polished feel. The editing style is smooth with slow transitions, providing a clean and luxurious presentation. The production quality appears high-end, emphasizing the skincare product's quality and efficacy. The pacing is consistent throughout, creating a calming and informative viewing experience. # Hooks Spoken: Female 1: Introducing new Milky Sunscreen SPF 50 for daily protection and visible sun damage correction. Text overlay: Introducing NEW / Milky Sunscreen SPF 50+ Visual: 00:00–00:02: A woman with long, dark hair and light skin tilts her head back with her eyes closed, smiling in a sunlit outdoor setting with green foliage visible in the background. She is applying a cream to her face and neck. The camera is positioned close to her face, with a low angle looking up. / 00:02–00:03: A fair-skinned hand holds up a tube of light-purple Tatcha Milky Sunscreen SPF 50+. The blue sky is visible in the background. # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of sun damage and visible signs of aging, which can affect the skin's appearance and health. # Value propositions - Daily sun protection that also visibly improves skin - SPF 50+ provides strong sun protection - Visibly improves fine lines, redness, and dark spots in 2 weeks - Immediate improvement in moisturization # Benefits - Daily protection - Visible sun damage correction - Visibly improves fine lines - Visibly improves redness - Visibly improves dark spots - Immediate improvement in moisturization # Features - SPF 50+ - Milky Sunscreen # Call to action Available now, from Tatcha # Social proof - 100% showed an immediate improvement in moisturization* *Based on a clinical study of 30 panelists # Point of view - Customer 70% – The ad focuses on visuals of a woman using the product and showcasing her skin, which conveys a customer perspective and personal experience. - Brand 30% – Brand messaging and product claims are delivered via text overlays and voiceover, establishing the official Tatcha perspective. # Storyline - 00:00–00:02 The ad begins with a close-up of a woman's face as she applies sunscreen, suggesting a focus on skincare and sun protection. - 00:00–00:03 A woman's voice introduces Tatcha's new Milky Sunscreen SPF 50, immediately establishing the product being advertised. - 00:02–00:03 The product is held up to the camera, identifying the brand and name of the product - 00:03–00:06 The scene shifts to shots of a woman walking in the grass and laying in the grass, representing the lifestyle context and usage. - 00:03–00:05 The ad states that the product offers 'daily protection + visible sun damage correction', providing product benefits. - 00:07–00:08 A shot of the product sitting on a flat surface by a body of water. - 00:08–00:14 Next, the product is pumped onto the woman's hand, and applied to her face, showing product usage. - 00:07–00:10 The ad states that the product 'Visibly improves fine lines, redness, and dark spots in 2 weeks'. This highlights a key value proposition based on the product's efficacy. - 00:10–00:14 The ad also states '100% showed an immediate improvement in moisturization'. This statistic reinforces the product's claim. - 00:14–00:18 The woman is then laying in grass, looking at the camera. A final screen shows 'Available now, from Tatcha' as a call to action.

# Ad summary A skincare advertisement showcasing Tatcha's new Milky Sunscreen SPF 50+. The ad features a woman holding the product with a background promoting visibly improved skin in 2 weeks. # Brand positioning Tatcha is presented as a premium skincare brand focused on delivering visibly improved skin through gentle yet effective formulas. The brand aligns with a lifestyle of mindful self-care and beauty, leveraging the promise of quick results to appeal to consumers seeking efficiency. Tatcha positions itself as a modern skincare solution rooted in traditional Japanese beauty rituals, offering a blend of innovation and time-tested ingredients. The brand messaging focuses on achieving visible results like reduced dark spots, redness, and fine lines, appealing to consumers seeking functional benefits with an element of luxury. # Product Tatcha's Milky Sunscreen SPF 50+ is a skincare product designed to visibly improve dark spots, redness, and fine lines in two weeks. It is formulated to provide sun protection while also addressing common skin concerns. The product appears to be suitable for daily use and is aimed at individuals looking for a multi-functional sunscreen that offers both protection and visible skin improvements. The ad language highlights its ability to visibly improve skin in a short period, appealing to those seeking quick and effective results. # Visual style The ad features a clean and polished aesthetic, with a soft color palette and natural lighting. The production quality is high, with a focus on showcasing the product and model in a flattering way. The image treatment includes subtle color grading to enhance the skin tones and create a sense of warmth. # Hooks Headline: Visibly improved dark spots, redness & fine lines in 2 weeks* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses concerns about dark spots, redness, and fine lines, targeting individuals seeking effective solutions for these common skin issues. The image emphasizes the frustration of dealing with these skin imperfections, which can impact one's confidence and appearance. # Value propositions - Visibly improved dark spots, redness, and fine lines in 2 weeks (SPF 50+) - A new milky sunscreen # Benefits - Visibly improved dark spots - Visibly improved redness - Visibly improved fine lines # Features - SPF 50+ # Call to action None used. # Social proof - *Based on clinical study of 30 panelists # Point of view - Brand: The brand's POV is present in the top caption to announce a new product and highlight its benefits. # Storyline - The ad starts by introducing Tatcha's new Milky Sunscreen SPF 50+, setting the stage for a product reveal that blends sun protection with skin improvement. This aims to capture attention with a clear and concise statement of the product's purpose, told from the brand's perspective. - The narrative highlights the key benefits of the sunscreen: visibly improved dark spots, redness, and fine lines in two weeks. This underscores the product's effectiveness and speed, told from the brand's perspective. - The ad concludes by referencing a clinical study of 30 panelists, adding credibility to the claims made about the product's effectiveness. This serves to reassure potential customers by providing factual evidence to support the product's promises, told from an external source.