How The Ordinary Advertises on Meta

# Ad summary The ad is for The Ordinary's Niacinamide 10% + Zinc 1% serum. It begins by portraying how beauty brands and agencies create fleeting trends to distract from proven products. The ad then presents the science-backed benefits of niacinamide, implying that The Ordinary focuses on what is truly effective rather than following trends. # Brand positioning The Ordinary is presented as a skincare brand that stands apart from the rest of the industry by prioritizing science and proven ingredients over fleeting trends and marketing gimmicks. The brand values transparency and efficacy. The ad implies a focus on functional benefits and tangible results by showcasing a science-backed formulation, resisting the urge to rebrand effective ingredients in trendy or visually appealing ways. # Product The product featured is The Ordinary Niacinamide 10% + Zinc 1% serum. Niacinamide is a form of Vitamin B3, which refines pores, improves skin radiance, and strengthens the skin barrier. The product is for anyone who wants to follow science, not trends, and improve their skin. The serum is presented as a long-standing, well-tested ingredient that has been improving itself for over 55 years. It is not trendy, but rather a science-backed skincare. # Visual style The ad has a satirical, tongue-in-cheek visual style, using quick cuts and absurd office scenes to critique the beauty industry's trend-chasing behavior. The color palette is muted, with a vintage aesthetic that adds to the comedic tone. The editing rhythm is fast-paced and shifts abruptly between scenes, adding to the chaotic and ironic feel. The final segment with Silvia is high-quality and has a clean, studio-lit feel. The cuts are synced with the music and voiceover. # Hooks Spoken: 00:02–00:07 The agency spends days thinking of ways to distract you with trends. Text overlay: comment #16 / "NIACINAMIDE IS SO OUTDATED." Visual: 00:00–00:01 A person holds up a phone to the camera, showing a comment about skincare. The background is a plant and a blue wall. / 00:01–00:02 The person is reading the comment. / 00:02–00:03 Quick transition into a person looking at a computer surrounded by colleagues in an office setting. / 00:03–00:04 A man sits at a computer with three women standing behind him in an office setting. / 00:04–00:05 People are standing and discussing a board with the word "Tactics" on it. / 00:05–00:06 A group of office workers look into the camera in an elevator. / 00:06–00:07 A woman in glasses is drinking a green smoothie at her desk. # Funnel stage Middle of funnel (Consideration) # Pain points The ad suggests that consumers may feel overwhelmed by fleeting beauty trends and marketing gimmicks, distracting them from ingredients that are actually effective. # Value propositions - The product has been improving itself for over 55 years, signaling reliability. - This form of Vitamin B3 will improve your skin. - The Ordinary follows science, not trends # Benefits - Refines pores - Improves the look of skin radiance - Strengthens the skin barrier # Features - Niacinamide 10% - Zinc 1% # Call to action None used. # Social proof - "It's improving itself for over 55 years. Few ingredients are more trusted and tested." – Silvia (Scientific Communication Team) # Point of view - Brand 80% – The brand's message is communicated through direct statements and Silvia from the Scientific Communication Team at The Ordinary, who appears in a studio setting to explain the science behind the product. - Customer 20% – The customer POV appears in the beginning with a customer comment about niacinamide. - Expert 0% – No experts are present. - External source 0% – No external sources are present. # Storyline - 00:00–00:02 The ad starts by showing a comment saying "Niacinamide is so outdated." - 00:00–00:02 This sets the stage by introducing the idea that proven ingredients are often dismissed as new trends arise, creating a contrast between trendy ingredients and niacinamide. - 00:03–00:07 The ad then shows an office-like setting. It states, "The agency spends days thinking of ways to distract you with trends." - 00:03–00:07 This suggests that marketing agencies are more concerned with creating trends and buzz than with what actually works, which implies that The Ordinary is a brand that does not follow that methodology. - 00:07–00:10 A woman states, "Niacinamide, but make it matcha." This reinforces the idea of making things trendy rather than making them effective. - 00:11–00:13 A male voice says, "They're concerned with good optics, not good skincare." - 00:11–00:13 This line summarizes the brand's perspective of agencies. - 00:14–00:16 A woman says, "A whole matcha makeover." - 00:16–00:17 A male voice then says, "But it doesn't need a makeover." - 00:16–00:17 This highlights the product's proven effectiveness without needing trendy updates. - 00:18–00:23 Silvia from the Scientific Communication Team at The Ordinary then states, "It's improving itself for over 55 years. Few ingredients are more trusted and tested." - 00:18–00:23 This is positioned as a contrast to superficial trends. - 00:23–00:29 Silvia then describes how this form of Vitamin B3 can refine pores, improve the look of skin radiance, and strengthen the skin barrier. - 00:29–00:31 Silvia closes by stating, "We follow science, not trends."

# Ad summary A creator visits The Ordinary's headquarters and comically attempts to produce a new skin serum. # Brand positioning The Ordinary is presented as a brand that prides itself on being scientifically accurate, yet accessible and playful. The ad uses a comedic tone and emphasizes the brand's commitment to effective ingredients and formulations. It highlights the brand's fun and relatable culture through creator inclusion and in-office antics. The brand appears to follow category norms by creating effective skincare, yet pushes against the norms by including accessible pricing, humorous engagement, and transparency in production. # Product The ad focuses on The Ordinary's skincare formulations. It emphasizes the brand's commitment to effective ingredients and scientific precision. While no specific product is highlighted, the ad showcases the behind-the-scenes process of formulating a product, which creates a value proposition for all existing and future products. The formulation process is shown with lab equipment, such as beakers and homogenizers. A bottle of niacinamide is shown. The ad also addresses purchase barriers with humor, indicating that despite the scientific approach, the brand is relatable and down-to-earth. # Visual style The ad uses a hybrid style, blending UGC elements with polished commercial production. The editing rhythm includes quick cuts and static shots with smooth transitions. The overall aesthetic is modern and clean, with a white backdrop and simple lab setting, which supports The Ordinary's brand ethos of transparency and science-backed skincare. The pacing is quick, keeping the viewer engaged with the comedic banter. # Hooks Spoken: You may remember that time I became a scientist at The Ordinary headquarters in Toronto. Text overlay: you may remember that time / I became a scientist at / The Ordinary headquarters in Toronto Visual: 00:00–00:03 Close-up, selfie-style shot of a fair-skinned person with dark, wavy hair and dark eyebrows, wearing a brown hoodie over a white collared shirt. The background is a plain white wall with an air conditioning unit in the upper left corner and a white door in the background. The lighting is bright. # Funnel stage Middle of funnel (Consideration) # Pain points The ad pokes fun at the idea that skincare formulation is too serious or inaccessible, suggesting that even scientific processes can be approached with humor and relatability. # Value propositions - The Ordinary provides scientifically tested skincare, all while maintaining a strong, fun company culture. - The Ordinary products are scientifically made and up to code for industry standards. # Benefits - The ad shows the brand is up to code # Features - The ad shows the brand's presence in both Toronto and London - The ad shows the brand is scientifically accurate # Call to action None used. # Social proof - "You may remember that time I became a scientist at The Ordinary headquarters in Toronto." # Point of view - Customer 100% – The entire video is from the perspective of a customer of The Ordinary, with a selfie-style camera angle and casual tone. # Storyline - 00:00–00:03 The creator starts by telling the audience that they may remember the time that he became a scientist at The Ordinary headquarters in Toronto. - 00:05–00:08 He continues, sharing that they invited him to London, England, to ensure their labs were up to code. This implies a level of trust. - 00:08–00:11 He questions whether they would regret the decision to have him there, answering "probably." - 00:12–00:19 The creator continues with a story about his past New Year's resolutions being about whether the Queen was going to make it. He states that he was wrong every year until he was right. - 00:19–00:22 An employee of The Ordinary questions how New Year's resolutions work. - 00:23–00:27 The creator tries to guess the ingredients of a new product being formulated, naming vitamin B12, water, maple syrup, and flour. - 00:27–00:35 The Ordinary employee corrects him on maple syrup, and the creator humorously quips, "You will be hearing from my agent, and God save the king." - 00:53–01:00 He states that The Ordinary employee doesn't trust him, pointing to the fact that he wasn't given gloves. - 00:48–00:51 The employee holds out a bottle of niacinamide, and the creator jokes that it looks delicious. - 00:51–00:53 The creator asks if the employee ever gets tempted to eat the ingredients. - 01:06–01:12 He questions, "Would you rather be acidic or basic with the vibes?" The employee responds, "Acidic always." The creator states, "You don't want to be basic, but you want to be Ordinary." - 01:12–01:25 The employee explains that the homogenizer blends ingredients at high speeds, and the creator says, "If you're hetero, you're different, and if you're homo, you're the same. Don't look at me like that's offensive; that's science."

# Ad summary This ad promotes The Ordinary's Niacinamide 10% + Zinc 1% serum, emphasizing the ingredient's benefits for reducing excess oil, pore size, and improving skin texture. The ad debunks the idea that niacinamide is outdated, highlighting its long-standing use and effectiveness in skincare. Through a blend of lab visuals, before-and-after shots, and a spokesperson, the ad asserts niacinamide is a safe and beneficial ingredient for radiant skin. # Brand positioning The Ordinary is presented as a brand that delivers effective skincare solutions through scientifically-backed ingredients. The brand distinguishes itself by focusing on transparency and functionality, providing essential nutrients like Niacinamide that the skin needs but cannot produce on its own. Eschewing trends, The Ordinary positions itself as a purveyor of proven ingredients, emphasizing that some ingredients are not outdated, even though they have been around for a while and "just works." # Product The Ordinary Niacinamide 10% + Zinc 1% is a serum designed to reduce excess oil and visible pore size, strengthen the skin barrier, and improve skin texture and tone. Niacinamide, a form of vitamin B3, is described as an essential nutrient that the skin cannot produce on its own, making the serum a valuable addition to skincare routines. The product comes in a white bottle with a dropper for precise application. The ad emphasizes a 10% concentration of niacinamide for deeper skin penetration, and claims it is safe for all skin types. The Ordinary's formula is shown to instantly boost skin radiance, addressing concerns about skin texture and oiliness. # Visual style The ad has a clean, clinical aesthetic with a mix of studio-lit shots and lab visuals. Editing is quick with frequent cuts to maintain a fast pace, blending demo shots with scientific graphics. The color palette is mostly white and gray, with pops of color in the concentration gradient graphic. The overall production quality appears polished. # Hooks Spoken: Female 1: Niacinamide... / Female 1: old news... / Female 1: wrong Text overlay: Niacinamide... / old news... / wrong Visual: 00:00–00:01: The shot shows the white bottle of The Ordinary Niacinamide 10% + Zinc 1% up close with the product name centered. An East Asian woman wearing a black shirt is in the lower half of the frame, pointing up toward the product while facing the camera. / 00:01–00:03: The East Asian woman's face is centered against a gray background. She has long black hair, light skin, and is wearing a black shirt. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the main pain point is that people believe that because niacinamide has been around since the 70's, it is outdated and ineffective for skin. The ad directly addresses that niacinamide is "old news...wrong." # Value propositions - Provides essential nutrients your skin needs but can't produce on its own (Niacinamide / Vitamin B3) - Long-standing, proven ingredient (Niacinamide) - Penetrates deeper into the skin (10% Niacinamide concentration) # Benefits - Reduces excess oil - Reduces visible pore size - Strengthens skin barrier - Improves the texture and tone of your skin - Instantly boosts your skin's radiance - Penetrates deeper into the skin - Safe for all skin types # Features - Niacinamide (Vitamin B3) - 10% concentration of niacinamide - Zinc 1% # Call to action None used. # Social proof - The ad references testing and research to convey product effectiveness. For example, "we've tested that a 10% concentration of niacinamide penetrates deeper into the skin and further testing shows it's safe for all skin types." # Point of view - Customer 100% – The entire video is presented through the lens of a creator explaining and demonstrating the product's benefits. # Storyline - 00:00–00:02 The ad begins with the presenter highlighting The Ordinary's Niacinamide bottle and then dismisses the claim that niacinamide is "old news," setting up a counter-narrative. - 00:03–00:11 She then explains that niacinamide has been "tested and trusted since the 70s" and is used in skincare because it's derived from Vitamin B3, an essential nutrient the skin needs but can't produce on its own. - 00:12–00:16 The ad transitions to a product demo, showcasing a drop of the product on a hand and then highlighting before-and-after photos of someone's forehead with text specifying, "reduces excess oil and visible pore size." - 00:16–00:22 Following this, the narrator quickly notes that it, "strengthens your skin barrier," "improves the texture and tone of your skin," and "instantly boost your skin's radiance." - 00:22–00:28 The presenter states, "we've tested that a 10% concentration of niacinamide penetrates deeper into the skin", which is followed by the statement that, "further testing shows it's safe for all skin types." - 00:28–00:32 The ad concludes by reiterating that niacinamide "isn't outdated or overplayed" and asserting that "it just works."

# Ad summary A woman promotes The Ordinary PHA 5% Exfoliating Lip Serum as a gentle chemical exfoliant formulated with hydrating ingredients. She warns against using physical scrubs on the lips because the skin is thin and sensitive. # Brand positioning The Ordinary is a skincare brand that delivers “clinical formulations with integrity”. The brand aims to be both functional and simple, by offering single-ingredient products that deliver real results without inflated prices or unnecessary additives. It rejects industry norms of complex, multi-ingredient products that often have unclear benefits. # Product The Ordinary PHA 5% Exfoliating Lip Serum is a gentle chemical exfoliator. It’s formulated with hydrating ingredients like glycerin and ectoin. It gently exfoliates dead skin away and hydrates and supports the skin barrier for smoother lips. The product is contained in a clear bottle with a white label and a dropper applicator. # Visual style The ad has a bright and clean aesthetic. The production quality is polished, giving it a commercial feel. The editing style includes quick cuts and some static shots. The pacing is moderate, with cuts timed to the voiceover. # Hooks Spoken: Female 1: Nobody tells you this, but you do not need a physical scrub to exfoliate your lips. Text overlay: tells / you / physical / your Visual: 00:00–00:03: Extreme close-up of a woman's lips covered in lip gloss. Her right index finger rubs against the top lip. Her nail is painted white and pink with a flower design. The background is out of focus and light beige. Throughout the clip, white text overlays appear on the screen. # Funnel stage Consideration # Pain points Physical scrubs can be too rough on the lips, which are thin and sensitive: “physical scrubs like this can sometimes be a little too rough.” # Value propositions - A good chemical exfoliator will give you smoother lips - The Ordinary PHA 5% lip exfoliating serum is a gentle chemical exfoliator with hydrating ingredients. # Benefits - Gently exfoliate dead skin away - Hydrate and support the skin barrier - Smoother lips # Features - PHA 5% - Lip exfoliating serum - Formulated with hydrating ingredients - Glycerin - Ectoin # Call to action None used. # Social proof - None used. # Point of view - Brand 80% – The entire ad is delivered by a woman representing The Ordinary, making product claims and presenting its benefits. - Customer 20% – The woman uses “you” to speak directly to the viewer, implying that she is a customer sharing personal tips. # Storyline - 00:00–00:01 The ad opens with a close-up of lips, with a finger rubbing the surface. A voiceover claims that ‘nobody tells you this’, creating a sense of insider knowledge. - 00:01–00:03 Building on the previous statement, the voiceover insists that ‘you do not need a physical scrub to exfoliate your lips.’ This introduces the core problem the ad addresses. - 00:03–00:05 The ad cuts to the full face of a woman, then to a close-up of her lips. She explains that ‘the skin on your lips is thin and sensitive.’ This provides the rationale behind not using physical scrubs, framing them as potentially harmful. - 00:05–00:08 The ad shows a close-up of a scrub and returns to the woman’s face to emphasize that ‘physical scrubs like this can sometimes be a little too rough.’ The shift to the woman implies that physical scrubs are harsher than the alternative she's about to present. - 00:08–00:10 The ad cuts to the Ordinary product. The woman explains that ‘all you really need is a good chemical exfoliator.’ This introduces the Ordinary serum as a gentler, more effective alternative. - 00:10–00:13 Cutting back to the bottle, the woman introduces The Ordinary’s ‘new PHA 5% lip exfoliating serum.’ - 00:13–00:16 While the woman continues to hold the bottle, she shares that ‘this is a gentle chemical exfoliator formulated with hydrating ingredients.’ - 00:16–00:18 The woman touches her finger to her lips and the screen shows ingredients as she lists them: ‘like glycerin and ectoin.’ - 00:18–00:23 Returning to a close-up of the lips and product bottle, the woman highlights the benefits of the serum: ‘so not only will it gently exfoliate dead skin away, but it’ll hydrate and support the skin barrier for smoother lips.’

# Ad summary This ad promotes The Ordinary's Soothing & Barrier Support Serum. The ad shows the serum's texture and color, and a woman applies the product to her face. Text overlays state the serum repairs the skin barrier and helps reduce irritation, redness and sensitivity. # Brand positioning The Ordinary is presented as a brand focused on functional skincare, offering targeted solutions without unnecessary fluff or exaggerated claims. The brand is positioned as a provider of straightforward, effective products, with an emphasis on addressing specific skin concerns such as irritation, redness, and sensitivity. By focusing on these functional benefits, The Ordinary aims to appeal to consumers who prioritize simplicity and efficacy in their skincare routines. # Product The ad features The Ordinary Soothing & Barrier Support Serum, a skincare product designed to repair the skin barrier and reduce irritation. The serum's key selling points are its ability to alleviate redness and sensitivity, providing relief for compromised skin. The product is showcased through visuals that highlight its pink, fluid texture and ease of application. The ad demonstrates a woman applying the serum to her face, emphasizing its use in a daily skincare routine. The language used in the ad directly addresses common skin concerns, positioning the serum as a solution for those seeking to soothe and protect their skin. # Visual style The ad features a clean and minimalist aesthetic, typical of The Ordinary's brand. The editing style is straightforward with static shots and smooth transitions, emphasizing the product and its benefits. The production quality has a polished commercial feel, with bright, even lighting and clear focus on the product. The pacing is consistent and moderate, allowing viewers to absorb the information presented. There is no obvious audio-visual sync. # Hooks Spoken: 00:00–00:02 [Speaking Turkish] Text overlay: 00:00–00:02 Yatıştırır. / 00:00–00:02 Destekler. / 00:00–00:02 Besler. Visual: 00:00–00:02: The camera shows a close-up shot inside the neck of a dark brown glass bottle, focusing on the pink liquid as it pours out. The background is a solid white. The camera angle is looking up into the bottle. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of irritated, red, and sensitive skin, signaling this frustration through text overlay and visual cues of redness on the face. # Value propositions - The serum repairs the skin barrier and helps reduce irritation, redness and sensitivity. This provides a calming and protective effect on the skin # Benefits - Helps reduce irritation - Helps reduce redness - Helps reduce sensitivity # Features - Repairs the skin barrier # Call to action None used. # Social proof - None used. # Point of view - Brand 80% – The brand POV is communicated through product shots, claims, and text overlays. - Customer 20% – The customer POV is shown through a woman applying the serum to her face. # Storyline - 00:00–00:02 The ad begins with a close-up shot inside the neck of the product bottle as the pink serum pours out. The text overlay introduces the product's functions: "Yatıştırır. Destekler. Besler." This moment is from the brand's perspective, highlighting the key benefits of the serum right away to draw viewers in and create intrigue around its soothing properties. - 00:02–00:04 The shot transitions to someone holding The Ordinary Soothing & Barrier Support Serum. The text overlay states: "Soothing & Barrier Support Serumumuz." This shot continues the brand's introduction of the serum, reinforcing its name and primary function. - 00:04–00:05 The bottle is shown with the dropper taking out some product. This shows the product being extracted with the dropper, adding to the brand's demonstration of the product’s key attributes and use. - 00:05–00:07 A woman is shown applying the pink serum to her face. The text overlay states: "Cilt bariyerini onarır." The ad shifts to a customer-centric view, showing how the serum is used. The overlay highlights a functional benefit. - 00:07–00:12 The camera shows a close up shot of a metal tool stirring a pink substance in a clear petri dish. The text overlay states: "Ciltteki iritasyonu, kızarık görünümü ve hassasiyeti azaltmaya yardımcı olur." The ad concludes with a focus on the serum's efficacy, emphasizing its ability to reduce irritation, redness, and sensitivity. This scientific visual and claim reinforces the functional value.

# Ad summary This ad showcases The Ordinary's Serum Foundation, highlighting its lightweight formula and colour formulations in a visually appealing way. The ad features smooth, artistic shots of liquids blending and dripping to emphasize the product's texture and application. # Brand positioning The Ordinary presents itself as a brand focused on mindful colour formulations, emphasizing simplicity and functionality in its approach to cosmetics. The brand positions itself in the market as a provider of lightweight, serum-based foundations, avoiding heavy or complicated formulas. The brand's alignment with mindfulness suggests a focus on thoughtful, ingredient-conscious beauty products. # Product The advertised product is The Ordinary's Serum Foundation, which is described as a lightweight serum formula. It is designed for individuals seeking a foundation that feels light on the skin while still providing colour coverage. The foundation is highlighted for its serum base, suggesting a non-heavy, easily blendable texture. The ad emphasizes the product's colour formulations, implying a careful selection and blending process. The key selling point is its lightweight feel, which likely aims to address the purchase barrier of heavy or cakey foundations. # Visual style The ad features a polished and clean aesthetic with smooth transitions and static shots. The production quality is high-end, with a focus on showcasing the product and its texture. The visual motifs include close-ups of liquids blending and dripping, which are timed to the music beats. The overall pacing is consistent with slow and deliberate movements. # Hooks Spoken: 00:00–00:05: [Ambient Music] Text overlay: 00:03–00:05: Colour Formulations with Mindfulness / 00:03–00:05: Cosmétiques de Couleur axées sur la Pleine Conscience / 00:03–00:05: The Ordinary. COLOURS. / 00:03–00:05: Serum Foundation Lightweight Serum Formula / 00:03–00:05: Fond de Teint Sérum Sérum Formule Légère Visual: 00:00–00:01: Close-up shot of a clear glass container filled with a dark brown liquid. A thinner stream of light beige liquid is poured into the container. The beige liquid creates a swirl pattern on top of the dark brown liquid. / 00:01–00:02: Top-down view of a clear glass pitcher containing a layered mixture of dark brown and white liquids. A black spatula is used to swirl the liquids together, creating a marbled effect. / 00:02–00:03: Close-up shot of a thin stream of light brown liquid dripping against a stark white background. The liquid forms a delicate, elongated drop as it falls. / 00:03–00:05: A silver bottle with a white label is shown against a white background. The label features text in black and gold, including the brand name "The Ordinary." and product information "Serum Foundation Lightweight Serum Formula". # Funnel stage Top of funnel (Awareness) # Pain points Heavy or cakey foundation. # Value propositions - The Ordinary's Serum Foundation is lightweight. # Benefits - The Serum Foundation gives a lightweight feeling. - Colour Formulations are done with Mindfulness. # Features - Colour Formulations with Mindfulness - Lightweight - Serum Formula # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The visuals and voiceover are presented from the brand's perspective, emphasizing product features and showcasing the brand's identity. # Storyline - 00:00–00:02 The ad opens with the visual mixing and dripping of liquids. - 00:02–00:05 The next shot shows The Ordinary's Serum Foundation product, which is revealed after the liquid imagery.

# Ad summary This ad shows an up-close product demo of The Ordinary foundation. It focuses on the liquid-like consistency of the product and its large shade range. # Brand positioning The Ordinary is presented as a mindful, no-frills cosmetics company offering a wide variety of colours. The brand focuses on colour formulations with mindfulness, indicating a focus on ethical production and consumer awareness. The brand is positioned as offering basic, high quality products without added fuss or unnecessary markup. # Product The product shown is The Ordinary Colours Serum Foundation. It is described as lightweight and comes in a large shade range. The foundation is dispensed from a pump bottle and appears to be a liquid formula. # Visual style The ad has a polished, high-end product demo feel. The camera shots are stable. The cuts are smooth. The colors are natural. The ad utilizes an oddly satisfying element. The pacing is fairly consistent. # Hooks Visual: 00:00–00:01 A spatula cuts into a circular tan surface. The background is white. / 00:01–00:02 A close-up shot shows bottles of The Ordinary foundation in different shades. The background is white. / 00:02–00:03 A hand wearing a black glove pumps foundation from The Ordinary bottle. The background is white. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Colour formulations with mindfulness - Lightweight - Serum formula # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad showcases the product in an aesthetic manner through detailed visuals. # Storyline - 00:00–00:01 A circular tan surface is cut open with a spatula. - 00:01–00:02 00:01–00:02 The camera pans over bottles of The Ordinary foundation in various shades. - 00:02–00:03 00:02–00:03 Foundation is pumped out of the bottle. - 00:03–00:04 00:03–00:04 Foundation is swatched onto a hand wearing a black glove. - 00:04–00:05 00:04–00:05 Three different shades of foundation are swatched onto a hand wearing a black glove. - 00:05–00:06 00:05–00:06 Brown liquid is poured. - 00:06–00:07 00:06–00:07 A close-up shot shows brown liquid being poured into a measuring device. - 00:07–00:08 00:07–00:08 Foundation is poured over bottles of The Ordinary foundation.

# Ad summary This ad showcases The Ordinary's Volufiline 92% + Pal-Isoleucine 1% Targeted Plumping Serum. The ad features a bottle of the serum being pulled out of a block of ice. # Brand positioning The Ordinary is presented as a brand focused on clinical formulations with integrity. The brand aims to occupy a space in the consumer's mind as a provider of effective skincare solutions with a focus on transparency and simplicity. The brand's positioning is functional, emphasizing the ingredients and their targeted effects. # Product The Ordinary's Volufiline 92% + Pal-Isoleucine 1% Targeted Plumping Serum is a skincare product designed to provide a targeted plumping effect. The serum contains Volufiline at a concentration of 92% and Pal-Isoleucine at 1%. The product is presented as a clinical formulation with integrity, suggesting a focus on effective ingredients and transparent formulations. The serum is suitable for individuals looking to address specific areas of concern and achieve a plumper, more youthful appearance. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is slow and deliberate, allowing the viewer to focus on the product. # Hooks Text overlay: 00:01–00:09: The Ordinary. / 00:01–00:09: Volufiline* 92% + Pal-Isoleucine 1% A Targeted Plumping Serum / 00:01–00:09: Volufiline* 92% + Pal-Isoleucine 1% Un Serum Repulpant Cible Visual: 00:00–00:03: A bottle of The Ordinary Volufiline serum is encased in a block of ice. The bottle is positioned at the bottom of the frame, with the label facing forward. The background is a gradient of white to light gray. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The product's high concentration of Volufiline (92%) and Pal-Isoleucine (1%) suggests a potent and effective formula for achieving a plumper appearance. # Benefits - A targeted plumping effect # Features - Volufiline 92% - Pal-Isoleucine 1% - Targeted Plumping Serum # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:03 A bottle of The Ordinary Volufiline serum is encased in a block of ice. - 00:03–00:09 The ice is broken apart to reveal the bottle.

# Ad summary This ad for The Ordinary features a testimonial from a Shopee customer about the Instant Plumping Hydration product. The ad highlights the product's lightweight texture and hydrating properties, and includes a 5-star rating. # Brand positioning The Ordinary is presented as a brand focused on providing effective skincare solutions with a focus on simplicity and transparency. The brand emphasizes functional benefits, such as hydration, and positions itself as a go-to for those seeking straightforward, no-nonsense skincare. The brand seems to push against the norms of overly complex or opaque skincare marketing, instead highlighting key ingredients and product benefits directly. # Product The product featured is The Ordinary's Hyaluronic Acid 2% + B5. It is a hydration support formula with ultra-pure, vegan hyaluronic acid. The product is designed to provide instant plumping hydration. The ad highlights its lightweight texture and ease of application, emphasizing that it keeps skin hydrated all day. The product is presented as a repeat purchase item, suggesting high customer satisfaction and continued use. # Visual style The ad has a clean and minimalist visual style, with a focus on the product and its hydrating properties. The use of water splashes and a white background creates a sense of freshness and purity. The layout is simple and easy to scan, with clear typography and a straightforward message. The overall aesthetic is modern and functional, aligning with the brand's emphasis on simplicity and transparency. # Hooks Headline: Instant Plumping Hydration. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of skin dehydration, as implied by the product name and description. The customer testimonial highlights that the product "Keeps my skin hydrated all day." # Value propositions - Lightweight texture, easy to apply, keeps my skin hydrated all day # Benefits - Instant plumping hydration - Repeat purchase # Features - Lightweight texture - Easy to apply - Keeps my skin hydrated all day # Call to action Shop now at # Social proof - "This is my repeat purchase and I love it. Lightweight texture, easy to apply. Keeps my skin hydrated all day." – t*****8 | Shopee Singapore # Point of view - Brand: The brand name and product name are displayed at the top, establishing the product being advertised. - Customer: A testimonial is presented in a speech bubble, providing a firsthand account of the product's benefits. - Brand: The product is visually showcased, emphasizing its packaging and appearance. - Brand: A call to action is included at the bottom, directing viewers to shop the product at Shopee. # Storyline - The ad opens with the brand name and product name, immediately establishing what is being advertised. This is from the brand's perspective, setting the stage for the product showcase. - A customer testimonial is presented, highlighting the product's lightweight texture, ease of application, and all-day hydration. This is from the customer's perspective, providing social proof and firsthand experience. - The product itself is visually showcased, emphasizing its packaging and appearance. This is from the brand's perspective, reinforcing the product's identity and visual appeal. - A call to action is included, directing viewers to shop the product at Shopee. This is from the brand's perspective, driving immediate purchase and conversion.

# Ad summary This Meta image ad by The Ordinary features four skincare products and the copy "Loved by our community for a reason." The ad is intended to increase brand awareness and encourage viewers to explore the company's offerings. # Brand positioning The Ordinary is positioned as a brand loved by its community, suggesting a strong customer base and positive reputation. The brand is likely occupying a space in the consumer's mind as a trusted and popular choice. The brand's values likely include community engagement and customer satisfaction. The brand's positioning aims to be emotional, focusing on the positive feelings associated with being part of a community that loves the products, rather than purely functional benefits. With a range of products being showcased, the brand offers a diverse range of options for different skincare needs, while maintaining a consistent brand identity. # Product The ad features four The Ordinary products. The first is a dark red liquid in a clear glass bottle with a white dropper cap, identified as a peeling solution. The second is a translucent pale yellow liquid in a clear plastic bottle with a pointed white applicator. The third is a white liquid in a clear bottle with a white dropper cap. The fourth is a dark orange liquid in a clear bottle with a white dropper cap, identified as a solution. These products appear to be designed for different skincare concerns and routines. The ad conveys that these products are worth trying or buying because they are "loved by our community for a reason," implying effectiveness and satisfaction. # Visual style The ad features a clean, minimalist aesthetic with a white and light gray color palette. The production quality appears highly polished, with studio-shot product photography. The typography is large and bold. The visual style is simple to support scannability and stop power in feed. # Hooks Headline: Loved by our community for a reason. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - "Loved by our community for a reason." # Call to action See Why # Point of view - Brand: The POV is consistent throughout the ad, with the brand communicating the message of its products and popularity. # Storyline - The ad begins by emphasizing the brand's popularity, stating that it is loved by the community, to build trust and credibility. The brand is communicating this message, suggesting that the customer should find out why. - The ad then features the product, letting the customer know that the products are worth exploring. The brand is communicating this message, encouraging the customer to purchase the product.

# Ad summary A woman shares the benefits of using The Ordinary's Glycolic Acid 7% Exfoliating Toner on the face and scalp. # Brand positioning The Ordinary is presented as a brand that offers simple, effective skincare solutions. The brand is positioned as a go-to for those seeking functional skincare products that deliver tangible results. The ad emphasizes the versatility of the Glycolic Acid 7% Exfoliating Toner, showcasing its use on both the face and scalp, appealing to consumers who value multi-purpose products. The brand aligns with a straightforward, no-nonsense approach, focusing on the practical benefits of its products. # Product The Ordinary's Glycolic Acid 7% Exfoliating Toner is a skincare product designed for both facial and scalp use. It contains glycolic acid, which helps to smooth skin texture, even skin tone, reduce the look of fine lines and wrinkles, and boost skin luminosity. For the scalp, it hydrates and significantly reduces dryness, promoting an overall healthier-looking scalp. The product is presented as a versatile solution for multiple skincare needs, addressing concerns such as uneven skin texture, fine lines, wrinkles, and scalp dryness. # Visual style The ad has a UGC feel with a clean, bright aesthetic. The editing style includes quick cuts to showcase different uses of the product. The production quality is polished, giving it a professional yet accessible vibe. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:01 Female 1: Here's the tea on glycolic acid. Text overlay: 00:00–00:01 here's the tea ☕ on Visual: 00:00–00:01 A woman with long, dark hair and a black top stands in front of a beige wall and white door. She holds two bottles of The Ordinary Glycolic Acid 7% Exfoliating Toner. The camera is selfie-style, close-up on her face. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting to improve skin texture, even skin tone, reduce fine lines and wrinkles, and hydrate a dry scalp. # Value propositions - The Glycolic Acid 7% Exfoliating Toner offers multiple benefits for both the face and scalp, making it a versatile addition to any skincare routine. # Benefits - Smooth texture - Even skin tone - Reduce the look of fine lines and wrinkles - Boost skin luminosity - Hydrate and significantly reduce dryness - Achieve an overall healthier-looking scalp # Features - Glycolic Acid 7% Exfoliating Toner # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience and knowledge about the product. # Storyline - 00:00–00:01 The creator introduces the topic of the video. - 00:01–00:07 00:01–00:07 The creator explains that glycolic acid can be used on the face to smooth texture, even skin tone, reduce the look of fine lines and wrinkles, and boost skin luminosity. This is conveyed from the creator's perspective, sharing the benefits of the product. - 00:07–00:13 00:07–00:13 The creator explains that glycolic acid can be used on the scalp to hydrate and significantly reduce dryness, and achieve an overall healthier-looking scalp. This is conveyed from the creator's perspective, sharing the benefits of the product. - 00:13–00:17 00:13–00:17 The creator encourages viewers to get their hands on the product. This is conveyed from the creator's perspective, sharing the benefits of the product.

# Ad summary This ad showcases The Ordinary's Glycolic Acid 7% Exfoliating Toner, highlighting that it can be used for more than just skin exfoliation. It suggests using it to clean white sneakers. # Brand positioning The Ordinary positions itself as a brand offering 'clinical formulations with integrity'. This implies a focus on effective, science-backed ingredients, and honest, transparent communication. The brand pushes against industry norms of overhyped or misleading claims, aiming instead for straightforward functional benefits. The brand's alignment seems functional, emphasizing quality ingredients and visible results. # Product The Ordinary's Glycolic Acid 7% Exfoliating Toner is a daily AHA toner intended to improve skin texture, tone, and luminosity. Its formula has a pH of ~3.6. The ad demonstrates an alternative use case: cleaning white sneakers. The implication is that the exfoliating and potentially brightening properties of the toner make it useful as a cleaner. The ad is attempting to overcome the purchase barrier of thinking the product is solely for facial skincare. It highlights a versatile application that goes beyond the product's primary function. # Visual style The ad has a clean and minimalist aesthetic, with a stark white background and clear product shots. The editing is simple, with static shots and direct cuts. The production quality is polished, giving a commercial feel. The pacing is slow and deliberate. # Hooks Text overlay: Not to be used everywhere. / Just where Visual: 00:00–00:01: A white sneaker stands vertically on a stark white surface. The background is plain white. A digital cursor appears and underlines the word "where" in the text overlay above. # Funnel stage Middle of funnel (Consideration) # Pain points The ad subtly addresses the limited perception of toner. The ad implies the toner is not just a skincare product, but can be used elsewhere. # Value propositions - The Glycolic Acid 7% Exfoliating Toner can be used for more than just skincare. # Benefits - Improves skin texture - Improves skin tone - Improves luminosity # Features - Glycolic Acid 7% - Exfoliating Toner - A Daily AHA Toner to Improve Skin Texture, Tone, and Luminosity (pH ~3.6) # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the official voice of the brand, demonstrating a unique use case for its product. # Storyline - 00:00–00:01 The ad begins with a close-up of a white sneaker positioned against a white background. A digital cursor underlines the phrase 'Just where it works,' subtly introducing the idea that the product has specific, targeted applications. - 00:01–00:02 The cursor 'selects' various household items—a brush, sponge, and set of keys—before a bottle of The Ordinary toner is added. The sequence suggests an array of random items, setting up the expectation of unconventional use. - 00:02–00:03 The bottle is 'dragged' and dropped onto the sneaker, which is then splashed with the toner. The moment is meant to spark curiosity about this unexpected pairing. - 00:03–00:06 The camera moves to show a close-up of the bottle of The Ordinary toner, allowing viewers to see the label.

# Ad summary This ad for The Ordinary skincare highlights their AHA 30% + BHA 2% Peeling Solution. It uses a clean, clinical aesthetic with minimalist text overlays to emphasize the product's 'red' color, its science-backed formulation, and its gentle new look. # Brand positioning The Ordinary is presented as a skincare brand that focuses on clinical formulations with integrity, emphasizing scientific rigor over superficial aesthetics. The ad promotes the idea that effective skincare doesn't need to be hidden behind fancy packaging or marketing. The brand aims to occupy a space in the consumer's mind as a transparent and reliable option, prioritizing function over form and appealing to those who value evidence-based skincare. It pushes against industry norms that often prioritize luxury and branding over product efficacy, aligning with a no-frills, scientifically-backed approach. # Product The featured product is The Ordinary's AHA 30% + BHA 2% Peeling Solution, a ten-minute exfoliating facial. The ad highlights its red color, explicitly stating, "It's red for a reason." The product is portrayed as a clinical formulation, emphasizing its blend of AHAs and BHAs designed for deep exfoliation. The ad addresses a potential purchase barrier by introducing a "softer look" for the product, implying an improvement or gentler formulation while assuring customers that the underlying science remains unchanged. The ad shows the product's texture, color, and packaging in a minimalist, clinical setting, reinforcing its functional positioning. # Visual style The ad features a clean and minimalist aesthetic with a clinical feel. The editing style is static with smooth transitions, focusing on clear product visuals against a bright white background. The production quality is polished, resembling a commercial with a focus on product presentation. The pacing is moderate, with static shots allowing viewers to focus on the product details. Visual elements, such as color and texture, are timed with voiceover lines to emphasize key product attributes. # Hooks Spoken: 00:00–00:02 A softer look won't change the science. It's red for a reason. Text overlay: 00:00–00:06 A softer look / 00:00–00:06 won't change / 00:00–00:06 the science. / 00:01–00:06 It's red for / 00:01–00:06 a reason. Visual: 00:00–00:01 Static shot against a bright white background. In the foreground are grouped white cosmetic puffs on a reflective surface. A digital mouse cursor moves to select and highlight the puffs. The camera is stationary and provides a clean, clinical view of the product and digital interaction. / 00:01–00:02 Static shot against a bright white background. In the foreground, a clear glass jar is filled with white cosmetic puffs, with a pink cosmetic puff added on top. A digital mouse cursor moves to select the puffs. The camera is stationary and continues to provide a clean, clinical view. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses concerns that changes to a product's appearance may affect its efficacy, particularly for those who rely on its proven scientific formulation. This is signaled by the text overlay: "A softer look won't change the science." # Value propositions - A softer look won't change the science. - It's red for a reason. # Benefits - Softer look # Features - AHA 30% - BHA 2% # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the official voice of the brand, using product claims and demonstrations to convey information. # Storyline - 00:00–00:02 00:00–00:02 The ad presents a visual of white cosmetic puffs in a clear container, then adds a pink cosmetic puff. A digital cursor selects the items on screen as text appears to highlight the 'softer look' of the new product. The ad's intention is to introduce the concept of a change in appearance. The perspective is from the brand, using simple visuals and text to convey its message. The tone is straightforward and informative, meant to reassure consumers that the new look doesn't compromise the formula's effectiveness. - 00:02–00:02 00:02–00:02 Building on the previous visual, a bottle of The Ordinary AHA 30% + BHA 2% Peeling Solution appears on top of the puffs. This adds context to the conversation by showing the product. This shows the product. The perspective remains from the brand. - 00:03–00:04 00:03–00:04 The ad zooms in on a close-up of the red peeling solution being swirled and mixed. The intent is to highlight the product's texture and color. The brand is still providing the perspective through its visual presentation of the product. - 00:04–00:05 00:04–00:05 The ad shows a close-up of the product dripping from the applicator. The intent is to showcase the consistency and vivid color of the peeling solution. The perspective remains brand-led and emphasizes the product’s unique visual characteristics. - 00:05–00:06 00:05–00:06 The ad shows a bottle of the solution with clear bubbles on it. The purpose is to re-emphasize the bottle, and the brand's packaging. The brand provides the perspective and showcases the solution's packaging.

# Ad summary This ad showcases the creation of a moisturizer derived from rice and emphasizes its natural composition and hydrating properties, suggesting a minimalist and effective approach to skincare. # Brand positioning The brand is presented as an innovative skincare company that focuses on natural, minimalist ingredients, specifically highlighting the use of rice to create hydrating skincare products. The brand aims to occupy a space in the consumer's mind as an innovative and natural alternative to conventional moisturizers, emphasizing the purity and simplicity of its ingredients. The brand aligns with values of clean beauty, environmental consciousness, and a less-is-more approach to skincare, pushing against the norm of complex formulations and synthetic ingredients often found in competitor products. The brand positioning is both functional, in terms of performance and simplicity, and emotional, by appealing to consumers who value natural ingredients and sustainable practices. # Product The advertised product is a moisturizer made from rice. The ad highlights that the moisturizer is derived from natural rice. The moisturizer is for anyone looking for natural and simple skincare options. It is implied to be highly hydrating, as the ad focuses on the rice water's moisturizing properties and emphasizes the purity and simplicity of the formulation, addressing potential purchase barriers related to concerns about synthetic or harmful ingredients. The ad tells the viewer that this product is worth trying or buying because it offers a natural, effective, and minimalist approach to skincare. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the ingredients and process in a scientific yet approachable manner. The editing style includes smooth transitions and static shots, giving a polished commercial feel. The visual motif is the consistent use of a light gray background and bright lighting, which reinforces the clean and pure brand image. The pacing is moderate, with cuts timed to match the actions and voiceover lines, creating a smooth audio-visual sync. # Hooks Text overlay: 00:00–00:07 This is a Moisturizer. / 00:00–00:07 We Swear. Visual: 00:00–00:07 A clear funnel holding rice grains sits atop a beaker containing a milky white substance against a light gray background. Rice grains pour from the funnel into the beaker. The lighting is bright and even. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of finding natural and effective moisturizers. By highlighting rice water, the ad implies a solution for those wary of synthetic ingredients and complex formulations. "This is a moisturizer. We Swear." # Value propositions - Natural Ingredient: The ad highlights that the product is infused with rice water, appealing to consumers looking for natural skincare. - Hydration: The ad directly states that the product is 'super hydrating,' providing a clear benefit for potential customers. # Benefits - Super hydrating # Features - Infused with rice water - Rice moisturizer # Call to action None used. # Social proof - None used. # Point of view - Brand 80% – The majority of the video showcases product creation and claims through a brand voice. - Customer 20% – The customer POV is shown briefly when the product is applied to the skin. # Storyline - 00:00–00:07 00:00–00:07 The ad opens with rice grains being poured into a laboratory funnel as white liquid is filtered into a beaker. The message conveys that the moisturizer is created using natural and simple ingredients. The perspective is from the brand, showcasing the ingredients and manufacturing process. The tone is factual and informative, aiming to establish transparency and trust. - 00:07–00:11 00:07–00:11 The camera zooms in on the white liquid as it's being poured from a beaker into a jar. This communicates that the product is being created from the rice water. The perspective is from the brand, visually showcasing the process of creating the moisturizer. The tone is informative and transparent, illustrating the product's creation. - 00:11–00:14 00:11–00:14 A hand applies the moisturizer to skin. The intention is to demonstrate how the product is used and that it is safe for use. The perspective is from the user, demonstrating how the product can be implemented in their skincare routine. The tone is assuring. - 00:14–00:16 00:14–00:16 The person rubs the moisturizer into the skin. The message is that the product effectively moisturizes skin. The perspective is from the user. The tone is satisfying.

# Ad summary This ad for The Ordinary Soothing & Barrier Support Serum opens with a comment that reads: "I wish soothing and barrier support serum was scented." The ad transitions to two people who discuss adding fragrance to the serum, and then moves to the brand explaining why they don't add fragrance to their products. The brand states that their serum works together to visibly reduce redness and repair the skin barrier and that the proof is in the science. # Brand positioning The Ordinary is presented as a brand that prioritizes scientific functionality over sensory appeal. It directly addresses and pushes back against consumer expectations for scented skincare, choosing to focus instead on the technology and tangible results of its formulations. The brand aligns with a value system that favors evidence-based results and transparent formulations over traditionally emotional drivers such as scent. # Product The Ordinary Soothing & Barrier Support Serum is a serum designed to visibly reduce redness and repair the skin barrier. It includes multiple technologies that work together to achieve these benefits. The serum directly addresses the consumer desire for scented skincare products by explaining why it does not include fragrance and emphasizing its commitment to functionality and efficacy. # Visual style The ad features a clean and direct aesthetic with a blend of studio-lit product shots and simple, bright backgrounds for the speaker segments. Editing is fairly static, with smooth transitions and focus on clear product visibility. The production quality feels like a mix of simple commercial and in-house footage. # Hooks Spoken: 00:00–00:02 Male 1: The agency wants to add fragrance to products? / 00:02–00:03 Male 1: To make them more appealing? Text overlay: 00:00–00:03 comment #67 (Comment) / 00:00–00:03 "I WISH SOOTHING AND BARRIER SUPPORT SERUM WAS SCENTED." (Comment) Visual: 00:00–00:03 A medium shot shows a bouquet of colorful flowers. In front of the flowers, there is a brown bottle with a white dropper, and a lemon. Orange text reads, "comment #67 'I WISH SOOTHING AND BARRIER SUPPORT SERUM WAS SCENTED.'" / 00:01–00:03 A close up shot of a man with tan skin, dark hair and eyebrows, and brown eyes is shown with an inquisitive expression while he looks at a brown bottle with a white dropper. He is wearing a light yellow button up shirt. His hand is holding the bottle and the dropper and he is holding the dropper up to his nose. # Funnel stage Middle of funnel (Consideration) # Pain points A common customer desire is that Soothing and Barrier Support Serums be scented. # Value propositions - The Ordinary Soothing & Barrier Support Serum has eight technologies in the formula that already work together to visibly reduce redness and repair the skin barrier, proving it's more effective than relying on fragrance. # Benefits - The technologies in the formula already work together to visibly reduce redness and repair the skin barrier. # Features - Soothing - Barrier support - Eight technologies in the formula - Visibly reduce redness - Repair the skin barrier # Call to action None used. # Social proof - "I WISH SOOTHING AND BARRIER SUPPORT SERUM WAS SCENTED." # Point of view - Customer 5% – The ad opens with a customer expressing an opinion from their point of view. - Brand 95% – The ad primarily uses the official voice of the brand to address a customer concern and promote the product's benefits. # Storyline - 00:00–00:05 00:00–00:05 The ad begins with a user comment displayed on the screen that wishes the product was scented. The intent is to bring the common issue that consumers want scented skin serums. The perspective is from a customer of the brand who is speaking on a common desire. The tone is neutral. - 00:05–00:08 00:05–00:08 A man and woman are shown discussing whether to add fragrance to the serum. The woman states scent will not make the serum special. The perspective is the brand’s viewpoint, implying it will not compromise the formula with fragrance to make the product work better. The tone is informative. - 00:08–00:17 00:08–00:17 The woman explains that the technologies in the formula already work to reduce redness and repair the skin barrier. She closes the ad by saying, "The proof is in the science." This is intended to assure the viewer that the serum is effective without added fragrance. The perspective is the brand’s point of view, and the tone is informative.

# Ad summary This ad for The Ordinary uses an ASMR-style product demo with simple visuals and unique stacking to highlight the brand's minimal style. # Brand positioning The Ordinary positions itself as a brand focused on affordable, effective skincare. The brand highlights its commitment to providing straightforward and transparent formulations, allowing consumers to understand exactly what they are putting on their skin. The Ordinary emphasizes simplicity and efficacy, appealing to consumers who appreciate no-nonsense, science-backed skincare solutions, cutting through the clutter and marketing hype often found in the beauty industry. # Product The ad features The Ordinary Soothing & Barrier Support Serum, designed to soothe irritated skin and support the skin's natural barrier. The serum contains ingredients like vitamins, lipids, and phytotechnologies to repair and protect the skin. It is presented as a solution for those seeking relief from skin irritation and wanting to maintain a healthy, resilient complexion. The product is formulated for daily use. # Visual style The ad has a clean and minimal aesthetic, with a focus on product demonstration through simple, almost ASMR-like visuals. The editing style includes quick cuts and smooth transitions to maintain a consistent pace. The production quality is polished, giving a commercial feel that emphasizes the product's quality and brand identity. The visual motif of stacking products creates a unique and memorable presentation. # Hooks Visual: 00:00–00:01: A translucent pink sphere sits on a reflective white surface. A white bar of soap is placed on top of the sphere by a mouse cursor. / 00:01–00:02: A clear glass perfume bottle with a gold nozzle is placed on the white bar of soap by a mouse cursor, followed by a bottle of The Ordinary Soothing & Barrier Support Serum. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Ordinary Soothing & Barrier Support Serum supports skin barrier using vitamins, lipids, and phytotechnologies. # Benefits - A visible, soothing formulation - Supports skin barrier # Features - Vitamins - Lipids - Phytotechnologies # Call to action None used. # Point of view - Brand 100% – The entire ad is told from the brand's official perspective, showcasing the product and its features. # Storyline - 00:00–00:02 The ad begins by building a stack of cosmetic products. - 00:02–00:03 Pink liquid is spread across a white surface. - 00:03–00:05 Pink liquid covers the product bottle. - 00:06–00:09 The Ordinary logo appears.

# Ad summary This ad for The Ordinary AHA 30% + BHA 2% Peeling Solution highlights the clinically tested solution for resurfacing the skin. The ad shows the product in a studio environment and then features a woman demonstrating the product's application in a bathroom mirror. # Brand positioning The Ordinary is presented as a brand offering clinical formulations with integrity. It positions itself as a brand that scientists would recommend. The brand is focused on providing effective skincare solutions, with a focus on ingredients and their scientific backing, suggesting a functional approach to beauty. The ad promotes a minimalist aesthetic, emphasizing the effectiveness of its formulations. # Product The Ordinary AHA 30% + BHA 2% Peeling Solution is a 10-minute exfoliating facial treatment. The solution is designed to resurface the skin, offering deep exfoliation. It contains AHA (alpha hydroxy acids) and BHA (beta hydroxy acids), and the product maintains a pH of 3.6. The ad aims to convey that it is an intensive yet scientifically backed solution for improving skin texture and appearance, worth trying for those seeking a potent exfoliating treatment. # Visual style The ad has a polished yet simple aesthetic, blending studio shots with a UGC-style demo. The editing features smooth transitions and focuses on close-ups to highlight the product. The production quality is high, with natural lighting in the bathroom scenes and diffused lighting in the studio shots. The pacing is consistent, with a focus on demonstrating the product rather than creating fast cuts. # Hooks Spoken: 00:00–00:06: Cela semble intense, mais c'est ce que voulaient nos scientifiques. Voici pourquoi. Text overlay: 00:00–00:06: Cela semble intense, mais c'est ce que voulaient nos scientifiques. Voici pourquoi. Visual: 00:00–00:06: A close-up shot of The Ordinary AHA 30% + BHA 2% Peeling Solution bottle. The bottle is tilted slightly, with the label clearly visible against a neutral gradient background. The lighting is bright and diffused, highlighting the product's minimalist packaging. There's a faint gray line that curves behind the bottle. # Funnel stage Consideration # Pain points The ad addresses the concern that strong chemical peels can be intimidating, stating, “Cela semble intense” (It seems intense). # Value propositions - Clinically tested solution for resurfacing the skin. # Benefits - Resurfaces skin - Deep exfoliation # Features - AHA 30% - BHA 2% - Peeling Solution - 10-Minute Exfoliating Facial - pH 3.6 # Call to action None used. # Point of view - Customer 40% – The ad shows a woman using the product in her skincare routine. - Brand 60% – The ad uses direct claims and shows a product demo from The Ordinary's perspective. # Storyline - 00:00–00:06 The ad opens with a bottle of The Ordinary AHA 30% + BHA 2% Peeling Solution, set against a light background. The ad poses a question about the product's intensity and introduces the reason behind its formulation, setting the stage for scientific explanation. The perspective is from the brand, using a tone that conveys authority and expertise. - 00:06–00:10 Transitioning to a bathroom setting, a woman prepares to use the product. She is shown in front of a mirror, setting up the scene for a personal skincare routine. The perspective shifts to the customer, with a tone that is relatable and practical. - 00:10–00:17 The woman applies the peeling solution to her face, demonstrating the product in action. This step provides a visual demonstration of the product's usage, building trust and showing the product's texture. The perspective is from an observer, offering a clear view of the application process. - 00:17–00:22 A close-up shot shows the product on her face. This intensifies the focus on the product's action and the immediate effect on the skin. The perspective is still from an observer, providing a detailed view for the audience. - 00:22–00:25 The woman is seen again, showcasing the result of using the product. This is the payoff, where the audience sees the tangible benefits of the peeling solution. The perspective is now focused on the user's satisfaction, completing the demonstration cycle.

# Ad summary This ad for The Ordinary's Niacinamide 10% + Zinc 1% serum uses a before and after format to show the product's effectiveness in reducing the appearance of pores and excess oil. The ad also includes a product shot and clinical testing information. # Brand positioning The Ordinary is presented as a brand that focuses on providing effective skincare solutions with a transparent and straightforward approach. The brand emphasizes simplicity and functionality, offering products with clear, science-backed formulations. By highlighting key ingredients like Niacinamide and Zinc, The Ordinary positions itself as a no-nonsense brand that prioritizes results and affordability, appealing to consumers who seek effective skincare without unnecessary additives or inflated prices. The brand aims to occupy a space in the consumer's mind as a reliable and accessible option for targeted skincare concerns. # Product The featured product is The Ordinary's Niacinamide 10% + Zinc 1% serum, designed to reduce the appearance of pores and excess oil. This product is for individuals looking to address these specific skin concerns with a targeted treatment. The serum contains a high concentration of Niacinamide (10%) and Zinc (1%), both known for their beneficial effects on the skin. The ad highlights the product's ability to improve skin texture and reduce oil production. The ad addresses the purchase barrier of skepticism by including a statement about clinical testing on 33 panelists aged 19-41, who used the product twice daily for 8 weeks, implying that the results are scientifically supported. # Visual style The ad has a clean, minimalist visual style with a focus on product efficacy. The production quality appears to be studio-shot with even lighting and a plain white background. The visual motifs include a before-and-after comparison and a product shot with clear labeling. The image treatment is minimal, with a focus on showcasing the product and its results. The typography is clean and legible, and the overall style is designed to convey transparency and scientific credibility. The ad contrasts with platform norms by avoiding trendy filters or flashy effects, instead opting for a straightforward and informative presentation. # Hooks Headline: Niacinamide 10% + Zinc 1% # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of visible pores and excess oil on the skin. The 'Before' image visually represents this frustration, showing skin with noticeable pores. # Value propositions - The combination of Niacinamide 10% and Zinc 1% offers a high-strength formula to effectively target pores and excess oil. - Clinical testing validates the product's efficacy, providing confidence in its ability to deliver visible results. # Benefits - Reduces the appearance of pores - Reduces excess oil # Features - Niacinamide 10% - Zinc 1% # Call to action None used. # Social proof - Clinical testing on 33 panelists, ages 19-41, after using the product 2x/day for 8 weeks # Point of view - Brand: The brand is communicating the product name and its benefits. - Customer: The customer is seeing the before and after results of using the product. - External source: The clinical testing statement provides an external validation of the product's effectiveness. # Storyline - The ad begins by introducing the product, Niacinamide 10% + Zinc 1%, and stating its primary benefit: reducing the appearance of pores and excess oil. This is presented from the brand's perspective to immediately communicate the product's purpose and value proposition. - The ad then shows a 'Before' image of skin with visible pores, followed by an 'After' image of skin with a smoother appearance after 8 weeks of product use. This is presented from the perspective of a potential customer, visualizing the transformation and desired outcome. - The ad concludes with a statement about clinical testing, providing additional credibility and reassurance about the product's effectiveness. This is presented from an external source perspective, reinforcing the brand's claims with scientific evidence.

# Ad summary This ad promotes The Ordinary's Niacinamide 10% + Zinc 1% and Glycolic Acid 7% Exfoliating Toner as a duo that will improve dull skin and uneven texture. The ad explains how each product benefits the skin and includes a CTA to purchase both products on TikTok shop. # Brand positioning The Ordinary is presented as a brand offering clinical skincare formulations with integrity. The brand focuses on functional and effective products, as opposed to aspirational beauty ideals. The products are presented with minimalist packaging and emphasize key ingredients such as glycolic acid and niacinamide. # Product The ad features two products from The Ordinary brand. The first product is the Niacinamide 10% + Zinc 1%, which the ad states can "minimize pores, even skin tone, reduce visible shine". The product can be used twice daily, AM and PM, and contains a high-strength vitamin and mineral blemish formula. The second product is the Glycolic Acid 7% Exfoliating Toner, which is presented as a product to "smooth skin texture, boost skin radiance, and improve signs of congestion." The ad states that it can be used 3-4 times a week during a night routine. # Visual style The ad has a UGC feel with natural lighting and static shots. It has simple editing, focusing on showcasing the product and its features with text overlays. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:02 [Enthusiastic] Facing dull skin and uneven skin texture? Text overlay: 00:00–00:02 if you have / 00:00–00:02 dull skin? / 00:00–00:02 uneven skin / 00:00–00:02 texture? Visual: 00:00–00:02 The shot shows two The Ordinary products on a white table against a textured white wall. To the left is a Glycolic Acid 7% Exfoliating Toner and to the right is a Niacinamide 10% + Zinc 1%. The bottle to the left is a clear bottle with a yellow liquid and a white cap. The bottle to the right is a clear bottle with a translucent white liquid and a white cap with a dropper. The presenter's hand is seen pointing to the products. # Funnel stage Consideration # Pain points The ad addresses skin concerns such as dull skin and uneven skin texture. # Value propositions - The Niacinamide 10% + Zinc 1% product is a high-strength vitamin and mineral blemish formula. - The Niacinamide 10% + Zinc 1% product can be used twice daily. - Glycolic Acid 7% Exfoliating Toner improves skin texture, tone, and luminosity # Benefits - minimize pores - even skin tone - reduce visible shine - smooth skin texture - boost skin radiance - improve signs of congestion # Features - Niacinamide 10% + Zinc 1% - Glycolic Acid 7% Exfoliating Toner # Call to action you can get both right here in our tiktok shop # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the customer's point of view through its casual tone and its demo of the products. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with two products from The Ordinary in front of a textured white wall. The text overlay asks viewers if they have dull skin and uneven skin texture. The message grabs the viewer's attention by posing a question related to common skin issues. - 00:02–00:03 00:02–00:03 The presenter grabs the Niacinamide 10% + Zinc 1% product. This introduces the featured products as a solution to the problem stated in the opening. - 00:03–00:07 00:03–00:07 The ad shows the presenter removing the top of the bottle and dripping product from the dropper. This gives the viewer a closer look at the product's form factor while listing its benefits to minimize pores, even skin tone, and reduce visible shine, framing the product as functional and effective. - 00:07–00:07 00:07–00:07 The ad states that the Niacinamide product can be used twice daily, AM and PM. This provides instructions for when to use the product. - 00:08–00:10 00:08–00:10 The presenter grabs the Glycolic Acid 7% Exfoliating Toner product. This introduces the second featured product. - 00:10–00:12 00:10–00:12 The presenter dispenses the toner onto the back of their hand. This gives the viewer a closer look at the product's form factor while listing its benefits to smooth skin texture, boost skin radiance, and improve signs of congestion, framing the product as functional and effective. - 00:13–00:14 00:13–00:14 The ad states that the Glycolic Acid product can be used 3-4 times a week during a night routine. This provides instructions for when to use the product. - 00:14–00:16 00:14–00:16 The presenter presents both products side by side. The ad states that the viewer can get both products in their TikTok shop and functions as a clear call to action.

# Ad summary This ad showcases two The Ordinary serums that the creator claims will help dry skin and fine lines, and improve skin to be smoother, plumper, and hydrated. # Brand positioning The Ordinary is presented as a brand offering high-quality, effective skincare formulations that are transparent, backed by scientific integrity, and accessible to a broad audience. The brand occupies a space in the consumer's mind as clinical and scientific, emphasizing simplicity in its formulations and communication. Eschewing industry norms of over-promising, The Ordinary focuses on proven ingredients like peptides and hyaluronic acid. It positions itself as a brand that values functional benefits, providing solutions like improved skin texture and hydration. # Product The ad features two skincare serums from The Ordinary. The first product featured is the Multi-Peptide + HA Serum, designed to address signs of aging by improving firmness and elasticity while targeting fine lines. It contains multiple peptides and hyaluronic acid. The second product featured is the Hyaluronic Acid 2% + B5, promoted as a must-have for hydration, helping to keep skin plump by drawing moisture into the layers of the skin. Both serums are presented as lightweight, clear liquids dispensed via a dropper. The ad is telling the viewer that these products are worth trying to combat dryness and fine lines. # Visual style The ad's overall aesthetic is clean and clinical, aligning with the brand's identity. The video quality is polished but still accessible, in line with a UGC feel. Editing consists of quick cuts and static shots, which helps maintain a consistent pacing and keeps the video concise. The use of a light color palette and direct, close-up shots of the products emphasize clarity and transparency. The pacing is consistent at approximately 120 BPM (beats per minute). Audio-visual sync isn't emphasized, but the text overlays are timed to product highlights and benefits. # Hooks Spoken: 00:00–00:03: If you have dry skin and fine lines concerns, this is the combo for you. Text overlay: dry skin & fine lines / this is the combo for you Visual: 00:00–00:01: Close-up shot of two hands holding two The Ordinary serum bottles. The background is a white surface. The text overlay is "dry skin & fine lines." / 00:01–00:03: Close-up shot of two The Ordinary serum bottles on a mirrored surface. The reflection of the product is visible. One of the bottles has a dropper being held above it. The text overlay is "this is the combo for you." # Funnel stage Middle of funnel (Consideration) # Pain points Dry skin and fine lines are a concern. # Value propositions - Pairing these two serums together will get you smoother, plumper, and hydrated skin - The Hyaluronic Acid is a must have for hydration to keep your skin plump and to draw moisture into the layer of the skin. # Benefits - Smoother skin - Plumper skin - Hydrated skin - Targets signs of aging - Improves firmness - Improves elasticity - Targets fine lines - Draw moisture into layer of the skin # Features - Multi-Peptide + HA Serum - Hyaluronic Acid 2% + B5 # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer sharing their skincare advice and favorite product combination. # Storyline - 00:00–00:01 The video opens with the two product bottles on a reflective surface and introduces the skin concerns to be solved. - 00:01–00:02 The creator speaks to viewers that if they have dry skin and fine lines concerns, this product combination is for them, conveying the central value proposition. - 00:02–00:05 The creator shares the benefits of the product, that using these serums will result in smoother, plumper, and more hydrated skin. The ad visually presents the serum's liquid consistency as it is dispensed on a mirrored surface. - 00:06–00:11 The creator introduces The Ordinary Multi-Peptide + HA Serum, stating that it will target signs of aging, firmness, elasticity, and fine lines. This moment aims to introduce the ingredients and highlight its targeted benefits. - 00:11–00:17 The creator presents The Ordinary Hyaluronic Acid 2% + B5, emphasizing that this product is a must-have for hydration to keep the skin plump and draw moisture into the skin. The overall intention of the speaker is to highlight the value of both products.