How The Outset Advertises on Meta

# Ad summary This image ad for The Outset Total Clarity Dark Spot Serum features a woman applying the product to her face. The ad highlights the serum's ability to brighten, fade, and defend the skin. # Brand positioning The Outset is presented as a modern skincare brand focused on clarity and simplicity. The brand aims to occupy a space in the consumer's mind that values effective skincare solutions without unnecessary complexity. The brand aligns with a lifestyle that prioritizes self-care and confidence through clear, healthy skin. The brand positioning is functional, emphasizing the product's ability to brighten, fade, and defend against dark spots. # Product The product featured is The Outset Total Clarity Dark Spot Serum, designed to brighten, fade, and defend the skin. The serum is packaged in a dark blue glass bottle with a white dropper cap. The product is for individuals seeking to reduce the appearance of dark spots and achieve a clearer complexion. The serum is applied directly to the face using the dropper, allowing for targeted treatment. The ad addresses the purchase barrier of skepticism by visually demonstrating the application and highlighting the key benefits. # Visual style The ad has a clean and polished visual style with a focus on showcasing the product and the model's clear skin. The lighting is soft and even, highlighting the model's features and the product's texture. The color palette is simple, with a focus on blues and whites, creating a sense of calm and clarity. # Hooks Headline: NEW TOTAL CLARITY DARK SPOT SERUM # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - The Total Clarity Dark Spot Serum is a new product that will brighten, fade, and defend your skin. # Benefits - BRIGHTEN - FADE - DEFEND # Features - Dark Spot Serum # Call to action None used. # Social proof - None used. # Point of view - Customer: The woman applying the serum represents the customer's perspective, showing how the product is used and the potential results. - Brand: The text highlighting the product's benefits (brighten, fade, defend) represents the brand's perspective, communicating the value proposition of the serum. # Storyline - The ad opens with a close-up of a woman with clear skin, which immediately conveys the message that this product can help achieve a similar result. The audience experiences this from the customer's perspective, seeing the potential outcome of using the serum. - The woman is shown applying the serum to her face using a dropper, demonstrating the product's ease of use and targeted application. This is from the brand's perspective, showcasing how the product works and its intended use. - The ad highlights the key benefits of the serum: brighten, fade, and defend. This is from the brand's perspective, emphasizing the product's value proposition and what it can do for the customer.

# Ad summary The ad showcases The Outset's Lip Oasis lip treatment through a series of fun, summery activities while promoting the brand as a luxury experience. The ad features several women in a tropical resort setting, enjoying activities like swimming, drinking cocktails, and hanging out by a bonfire, all while using or showcasing the lip treatment. # Brand positioning The Outset is presented as a luxury skincare brand focused on simple routines and natural, effective ingredients. The brand aligns itself with a playful, resort-lifestyle tone, emphasizing fun, relaxation, and indulgence. This is achieved by showcasing their product in a resort setting where people are taking part in vacation activities such as swimming and attending bonfires. The brand pushes against the norms of complicated skincare routines by promoting easy-to-use products, and ignoring the conventional beauty industry focus on complex regimens. The brand positioning blends emotional (fun, indulgent, aspirational lifestyle) and functional (hydration) elements. # Product The Outset Lip Oasis is a lip treatment presented in a pink-tinted tube with a rounded applicator. It is portrayed as a moisturizing product designed to keep lips hydrated during various activities, such as swimming and attending bonfires. The product is for anyone seeking to maintain lip hydration in resort settings or luxury vacations. The advertisement addresses the purchase barrier of dry, chapped lips by visually demonstrating the product's moisturizing capabilities. The Lip Oasis is presented as an essential part of a luxury resort lifestyle, ensuring that lips stay hydrated and protected during various vacation activities. # Visual style The ad features a bright and polished aesthetic with smooth transitions and a focus on capturing a luxury resort experience. The editing style includes quick cuts, with a mix of static shots and smooth transitions, giving it a commercial feel. The pacing is fast, with cuts roughly every 1-2 seconds, timed to the music's rhythm. # Hooks Text overlay: LIP OASIS / Resort Rules Visual: 00:00–00:01: A woman with an afro and dark skin and a white woman sit on the edge of a pool in white and blue bathing suits, respectively. They both put the Lip Oasis product on their lips. Behind them are palm trees and a white building. # Funnel stage Top of funnel (Awareness) # Pain points Dry, chapped lips, especially during vacation activities. # Value propositions - The Lip Oasis lip treatment is presented as a key component of a resort lifestyle, emphasizing hydration in sunny environments. # Benefits - Hydration - Essential for a luxury resort lifestyle # Features - Lip Oasis lip treatment # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad uses the brand's perspective to showcase its product and promote a resort lifestyle. # Storyline - 00:00–00:01 The ad opens by introducing the brand, Lip Oasis, with the title "Resort Rules." - 00:01–00:02 The ad transitions to a woman sitting poolside with a cocktail. - 00:02–00:03 The woman’s cocktail includes a Lip Oasis product. A text overlay appears on the screen that reads, “RULE #1 ORDER THE DRINK”. This implies the Outset is a must-have at a luxury resort. - 00:03–00:04 A woman swims in a pool and pulls her bikini top off to go skinny dipping, following "RULE #2 SAY YES TO SKINNY DIPPING". The brand is showing the target customer partaking in resort activities. - 00:04–00:05 A woman applies Lip Oasis to her lips as a text overlay appears that reads “RULE #3 STAY HYDRATED”. The brand is indicating that the Lip Oasis product is intended to hydrate. - 00:05–00:06 The woman swims in the pool while the product is being promoted as a must-have at a luxury resort. - 00:06–00:07 A woman applies Lip Oasis to her lips as a text overlay reads, “RULE #4 THE BONFIRE ISN’T OPTIONAL”. The brand is indicating that the Lip Oasis product is a must-have. - 00:07–00:08 A close-up shot of Lip Oasis being applied to lips and a shot of the product itself with “LIP OASIS” and “THE OUTSET” labels. - 00:08–00:10 The ad ends by showing the woman hanging out on the beach.

# Ad summary This ad is for The Outset Lip Oasis. It depicts women enjoying a summer resort vacation, and each rule of the vacation showcases one of the products. # Brand positioning The Outset is presented as a luxury skincare brand with a focus on lip care. The brand is positioned as a provider of high-end skincare products for a vibrant and youthful audience. The brand aligns with a lifestyle of leisure, luxury, and enjoying life to the fullest, particularly in resort settings. The ad follows category norms by showcasing beauty products in attractive settings and using attractive models. # Product The ad features The Outset Lip Oasis, a lip care product designed to hydrate and enhance the lips. It is portrayed as an essential item for maintaining lip health during a resort vacation. The product is available in multiple tints, including a light pink and a darker, bon-fire-esque shade. The lip moisturizer is designed to protect and hydrate your lips. The ad suggests the product is worth buying as it enhances the experience of a resort vacation, making it more enjoyable and carefree. # Visual style The ad has a polished, high-end commercial aesthetic with bright natural lighting and smooth transitions. The editing style includes quick cuts and static shots that are timed to the music. The production quality is high, with a focus on vibrant colors and clear imagery. The pacing is fast, with several cuts per minute, creating an energetic feel that supports the theme of a luxurious, carefree vacation. # Hooks Text overlay: LIP OASIS / Resort Rules Visual: 00:00–00:01: Two women are lying on their stomachs on a patterned concrete surface by a light blue pool. They are holding and applying pink lip moisturizers. The woman on the left is Black, approximately 20-30 years old, and wearing a white bikini top with a high-waisted bottom, and has an afro. The woman on the right is white, approximately 20-30 years old, and wearing a light blue bikini. Behind them is a mid-century modern house with a white roof and light-green siding. Palm trees and a bright blue sky are also visible. The camera is static. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The product enhances the experience of a resort vacation, making it more enjoyable and carefree. # Benefits - Hydration - Enhancement of lips # Features - Lip Oasis # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – The ad shows women in the setting of a resort. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with two women by the pool applying The Outset lip moisturizer, introducing the theme of a luxurious resort experience. The message is that this product fits into and enhances this lifestyle. The perspective is from an observer, capturing the scene with a bright, inviting tone. - 00:01–00:02 00:01–00:02: The scene transitions to a woman lounging and ordering a drink, with the overlay text “Rule #1: Order the drink.” A tube of The Outset lip moisturizer is visible in the drink. This suggests that enjoying oneself is a key aspect of the resort experience, and the product seamlessly integrates into these moments. The perspective shifts to capture the carefree vibe of the vacation. The tone remains light and playful. - 00:03–00:04 00:03–00:04: A woman is shown in a pool, followed by a shot of a bikini top being tossed into the water, with the overlay text “Rule #2: Say yes to skinny dipping.” This implies a sense of spontaneity and liberation, reinforcing the theme of a carefree vacation. The perspective is from an observer, and the tone is adventurous. - 00:05–00:06 00:05–00:06: The ad shows a woman applying lip moisturizer with the overlay text “Rule #3: Stay Hydrated.” This highlights the functional benefit of the product as part of a self-care routine during vacation. The perspective focuses on the user, with a tone of practicality. This is a continuation of the theme of luxury and self-care. - 00:07–00:09 00:07–00:09: The scene shifts to women around a bonfire toasting marshmallows, with the overlay text “Rule #4: The bonfire isn’t optional.” A close-up of the lip moisturizer is shown alongside a marshmallow. This implies that socializing and enjoying simple pleasures are essential, linking the product to memorable experiences. The perspective is from an observer, and the tone is jovial and communal.

# Ad summary This ad promotes The Outset lip gloss. The ad features a close-up of a woman's face with glossy lips and wet hair. Text highlights the product's ability to hydrate, protect, and add shine. # Brand positioning The Outset is presented as a brand focused on simple, effective skincare. The brand emphasizes essential care, suggesting a minimalist approach to beauty. The brand positions itself as a provider of products that hydrate, protect, and add shine, promoting a routine that skips extra treatments for instant results. This positioning implies a focus on efficiency and natural beauty, appealing to consumers who value simplicity and immediate benefits. # Product The product featured is The Outset lip gloss, designed to hydrate, protect, and add shine to the lips. The ad emphasizes that using this lip gloss allows users to skip extra treatments, implying it is an all-in-one solution for lip care. The lip gloss comes in a slim, cylindrical tube with a light brown color. The ad promotes the product as a simple step to achieve glossy and cared-for lips instantly, suggesting it is easy to use and provides quick results. # Visual style The ad features a clean and minimalist visual style with a focus on natural beauty. The production quality is high, with a studio-shot image that emphasizes the model's skin and the product's texture. The image treatment includes soft lighting and subtle color grading to enhance the natural tones. The typography is simple and legible, integrated seamlessly into the image. The overall style is modern and sophisticated, aiming to capture attention with a focus on simplicity and effectiveness. # Hooks Headline: STEP TO GLOSS + CARE # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing multiple lip care products or treatments to achieve hydrated, protected, and shiny lips. The phrase "SKIP THE EXTRA TREATMENTS" directly signals this frustration. # Value propositions - 1 STEP TO GLOSS + CARE - SKIP THE EXTRA TREATMENTS. HYDRATE, PROTECT, AND SHINE INSTANTLY. # Benefits - SKIP THE EXTRA TREATMENTS # Features - HYDRATE - PROTECT - SHINE # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, highlighting the product's benefits and promoting its ease of use. # Storyline - The ad begins by highlighting the product as "1 STEP TO GLOSS + CARE," immediately positioning it as a simple solution. This is told from the brand's perspective, aiming to capture attention by promising an easy beauty routine. - The ad continues by stating, "SKIP THE EXTRA TREATMENTS. HYDRATE, PROTECT, AND SHINE INSTANTLY." This reinforces the product's efficiency and multi-functional benefits, told from the brand's perspective, emphasizing the convenience and immediate results of using the lip gloss. - The ad concludes by featuring the brand name, "THE OUTSET," both on the product packaging and as a standalone text element. This reinforces brand recognition and ties the promised benefits back to the brand, told from the brand's perspective, solidifying the brand's identity and product association.

# Ad summary Ad showcasing three Lip Oasis Glossy Treatment products from The Outset, highlighting their deep hydration and non-stickiness in new shades. # Brand positioning The Outset positions itself as a purveyor of luxury lip care, with a focus on delivering high-quality treatments within the beauty and personal care sector. The brand offers an escape through their product line, evidenced by the naming of their product, "Lip Oasis." By releasing "The Resort Collection," The Outset is promoting values of indulgence and escape from the mundane. # Product The ad features The Outset's Lip Oasis™ Glossy Treatment, a lip product formulated to provide deep hydration without any stickiness. The product comes in three new shades, designed to provide a luxurious lip care experience. It aims to address the common issue of dryness and discomfort, offering a solution for those seeking a hydrating and non-sticky lip treatment. The Resort Collection is a limited edition release, further incentivizing consumers to purchase now. # Visual style The ad features a clean and minimalist aesthetic with a focus on product showcase. The composition is simple, with the products arranged in a visually appealing manner. Lighting is soft and diffused, emphasizing the smoothness and shine of the lip glosses. The image has a high-quality, studio-shot appearance with a focus on color harmony. # Hooks Headline: DEEP HYDRATION. NO STICKINESS. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the common frustration of lip products that leave a sticky residue, which can be uncomfortable and unappealing. The product addresses this frustration by providing deep hydration without the unwanted stickiness, as highlighted by the statement "NO STICKINESS." # Value propositions - Deep hydration without the stickiness, appealing to users who dislike the discomfort of traditional lip glosses. # Benefits - Hydrated lips - No sticky residue # Features - DEEP HYDRATION - NO STICKINESS # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing their product, its features, and the benefits it offers to potential customers. # Storyline - The ad opens by showcasing The Outset brand and their Lip Oasis™ Glossy Treatment from The Resort Collection, setting the stage for a luxurious lip care experience. The brand wants to inform the audience of the product name and specific limited-edition collection. - The ad highlights the product's key benefits, emphasizing deep hydration and non-stickiness. The ad aims to appeal to viewers by offering a solution to common lip care concerns. It is from the brand's POV, as they are promoting the value proposition of their product. - The storyline progresses to mention the availability of the product in three new shades, enticing viewers with variety and choice. This is from the brand's perspective, seeking to generate interest and potential purchases.

# Ad summary This ad showcases three different shades of the Lip Oasis Glossy Treatment from The Outset's Resort Collection. The ad highlights the product's deep hydration and non-stickiness. # Brand positioning The Outset is presented as a brand focused on providing simple yet effective skincare solutions. Positioning itself within the beauty and personal care space, The Outset emphasizes clean, straightforward products. The brand appears to go against the norm of overcomplicated skincare routines by promising essential hydration without unnecessary additives, as highlighted by the claim of 'No stickiness'. This functional and simple approach makes the brand appear accessible to customers seeking skincare that is easy to use. # Product The advertised product is the Lip Oasis Glossy Treatment from The Outset's Resort Collection. It is designed to offer deep hydration without the undesired characteristic of stickiness. The product comes in three new shades. The Lip Oasis Glossy Treatment is presented as a solution for those seeking moisturized lips with a comfortable wear, making it a desirable addition to any skincare or makeup routine. The ad emphasizes the collection's three new shades, appealing to consumers who enjoy variety and newness in their cosmetic products. # Visual style The ad features a clean and minimalist aesthetic with a focus on the product. The lighting is soft and diffused, giving the ad a polished and professional look. The composition is balanced and draws attention to the product, while the color palette is neutral with pops of color from the product itself. The high production quality suggests a focus on showcasing the product in an appealing way. # Hooks Headline: THE Resort COLLECTION # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the common frustration with lip glosses that can often feel sticky or uncomfortable on the lips. The ad explicitly states "NO STICKINESS,", indicating that this product offers a solution to that problem. # Value propositions - Deep hydration without the stickiness - New shades to add to your Lip Oasis collection. # Benefits - Deep hydration - No stickiness # Features - DEEP HYDRATION - NO STICKINESS - 3 NEW SHADES # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's perspective is consistently present through the copy and visual presentation of the product and its benefits. # Storyline - The ad presents the brand, The Outset, and its Lip Oasis Glossy Treatment. The message focuses on introducing the brand and product, setting the stage for further information and engagement. The brand is telling the story from its perspective. - The ad highlights the product's key benefits: deep hydration without stickiness. This informs the viewer of what the product offers and addresses a common concern with lip glosses. The brand is communicating this message. - The narrative is extended with the introduction of three new shades within the Resort Collection. This signals that there is a range of options available for the customer to choose from. The brand shares this product detail.

# Ad summary This ad showcases women applying flavored lip gloss. Close-ups of lips being glossed are interspersed with shots of women together outdoors. # Brand positioning The brand aims to position itself as a fun and playful brand of lip gloss through its various flavors. The brand promotes a youthful, carefree lifestyle, aligning with friendship and enjoyment of sweet treats. The brand appears to follow category norms by focusing on the aesthetic appeal and sensory experience of using lip gloss. # Product The featured product is flavored lip gloss, available in a variety of sweet treat-inspired flavors. The gloss is applied using a wand applicator. The product appears to be targeted towards young women who enjoy beauty products and sweet flavors, as suggested by the product's use and the visual presentation of young women enjoying each other's company. The ad conveys that the lip gloss is worth trying because it offers a fun, flavored experience that is shareable with friends. # Visual style The ad has a UGC feel, with natural lighting and handheld camera work. It has quick cuts to keep the pace moving. The visuals show a fun and youthful vibe. # Hooks Visual: 00:00–00:01: Extreme close-up of a fair-skinned young woman with shoulder-length blonde hair applying a clear lip gloss. She is outdoors. The camera is handheld and shaky. / 00:01–00:02: Three young women sitting and laughing. The woman in the middle has dark skin and natural hair, wearing a white button up. To her right is a brunette with long wavy hair and to her left is a fair-skinned redhead. All three are holding marshmallows on a stick. / 00:02–00:03: Extreme close-up of a fair-skinned young woman applying a clear lip gloss with a pink tint. She looks up as she applies the gloss. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The lip gloss offers a fun and flavored experience, appealing to those who enjoy sweet treats. - The gloss is shareable with friends, suggesting a social and enjoyable experience. - The variety of colors and shine provide an aesthetic enhancement, appealing to beauty-conscious consumers. # Benefits - Fun and playful experience - Shareable with friends - Visually appealing colors and shine # Features - Flavored lip gloss - Variety of colors - Wand applicator # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of product users enjoying the lip gloss. # Storyline - 00:00–00:01 The ad opens with a close-up of a woman applying a clear lip gloss. The intention is to immediately showcase the product and its texture. - 00:01–00:02 Three young women are shown laughing and sharing what appears to be flavored marshmallows on sticks, suggesting a fun, social setting. - 00:02–00:03 A close-up shot focuses on the lips of a woman applying a pink-tinted lip gloss, emphasizing the color and shine. This continues to highlight the product's application and visual appeal. - 00:03–00:04 The camera zooms in to the mouth of a woman eating a marshmallow, which is contrasted with a close-up of lips being glossed, creating a visual connection between the flavor and the lip product. - 00:04–00:05 A woman applies a clear gloss to her lips. The shot focuses on the texture and shine of the gloss. - 00:05–00:06 The camera zooms in on a dark-skinned woman's lips as she applies a brown-tinted gloss, highlighting the product's color and finish. - 00:06–00:07 The same woman smiles and touches her lips after applying the gloss, showing satisfaction with the product. The perspective is from a medium close-up. - 00:07–00:09 The ad ends with the same group of women laughing and talking. The purpose is to create a feeling of shared enjoyment and positive association with the product.

# Ad summary This ad for The Outset's Lip Oasis promotes the product's hydrating and long-lasting shine qualities, highlighting its new shades and use in a resort setting. # Brand positioning The Outset is presented as a high-end beauty brand focused on hydration and natural beauty. The brand aesthetic is clean and luxurious, aligning with a lifestyle of leisure and resort living. It positions itself within the market by emphasizing both hydration and long-lasting shine, blending skincare benefits with cosmetic appeal. The brand promotes a sense of effortless elegance and aligns with values of simplicity and effectiveness. # Product The advertised product is Lip Oasis by The Outset, a lip product formulated to provide hydration and long-lasting shine. It is available in three new shades. The product is powered by Maxilip. It is portrayed as suitable for everyday wear and moments of leisure, such as lounging by the pool. The ad addresses purchase barriers by highlighting both the hydrating properties (typically associated with lip balms) and the long-lasting shine (typically associated with lip glosses), positioning Lip Oasis as a superior product that combines both benefits. # Visual style The ad has a polished and luxurious aesthetic, with bright, natural lighting and smooth transitions. The production quality is high-end commercial, supporting the brand's positioning. There are quick cuts between shots of women using the lip product and lounging by the pool, creating a dynamic and upbeat feel. The pacing is moderately fast, with approximately 12 cuts per minute. The audio-visual sync is timed to the music, enhancing the overall rhythm and energy of the ad. # Hooks Text overlay: 00:00–00:10 / INTRODUCING LIP OASIS THE Resort COLLECTION Visual: 00:00–00:01 A woman with long, dark, wavy hair, fair skin, and wearing a pink swimsuit lays next to a bright blue pool. She looks relaxed and content, with her eyes closed and head tilted back. The camera is stationary and close-up, focusing on her face and upper body. Bubbles are visible in the pool, and the lighting is bright and natural, with sunlight reflecting off the water. In the top left corner, the text "THE OUTSET" is displayed in a sans-serif font. / 00:01–00:02 The same woman now has her eyes open, looking slightly upward. Her lips are slightly parted as a hand applies a clear lip product with a rounded applicator. The camera zooms in closer to her face, emphasizing the application. The text "INTRODUCING LIP OASIS THE Resort COLLECTION" appears as a foreground overlay. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies a need for both hydration and long-lasting shine in a lip product, addressing the common frustration of having to choose between the two. Visuals focus on applying and enjoying Lip Oasis, contrasting with potential dry or dull lips. # Value propositions - Hydration meets long lasting shine: Combines lip care with cosmetic appeal - Powered by MAXILIP™: Suggests advanced formulation # Benefits - Hydrated lips - Long-lasting shine # Features - Hydration - Long lasting shine - Powered by Maxilip - 3 new shades # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad uses official branding and showcases product benefits through a polished, brand-controlled lens. # Storyline - 00:00–00:01 00:00–00:01 A woman with long, dark, wavy hair and a pink swimsuit is laying back next to a pool, relaxed. A hand reaches in to apply a Lip Oasis lip product. - 00:01–00:03 00:01–00:03 The camera zooms into the woman's face as she applies the lip product, highlighting the shine and color. This moment establishes a beauty-focused narrative. - 00:03–00:04 00:03–00:04 A triptych appears, showing three different women of various skin tones applying the Lip Oasis product. This is meant to visually convey the availability of three new shades. - 00:04–00:05 00:04–00:05 The scene transitions to two women sitting by a pool, implying a resort setting. This is intended to evoke a sense of luxury and leisure. - 00:05–00:06 00:05–00:06 A woman smiles at the camera, reinforcing a mood of happiness and satisfaction. - 00:06–00:08 00:06–00:08 Shots of women applying the Lip Oasis product, highlighting the long-lasting shine. This emphasizes the product's key benefits. - 00:08–00:09 00:08–00:09 Women are shown together, laughing and sharing the Lip Oasis product, suggesting a social element of enjoyment. - 00:09–00:10 00:09–00:10 Quick cuts show women lounging and smiling, reinforcing the lifestyle and emotional connection to the product.

# Ad summary A woman with blonde hair demonstrates how to use a lip plumper. The ad cuts to different women using the same product and a final shot of the product by itself. # Brand positioning The Outset is presented as a modern beauty brand that promotes a naturally enhanced, radiant appearance. The brand offers a line of products that provide a barely-there look, aligning with the current trend of simplicity and authenticity. The brand skips the traditional norms of heavy makeup or drastic transformations, opting for an understated approach that focuses on enhancing natural beauty. The brand aims to occupy the space of everyday glamour, offering products that are easy to use and create a luminous effect. The overall tone is casual and confident, indicating that the brand values simplicity, efficacy, and effortless beauty. # Product The Lip Oasis Skinny Dip is a lip plumper designed to provide a subtle, everyday enhancement to the lips. The product is applied directly to the lips using an applicator, creating a luminous and slightly naughty effect. The packaging is minimalist and elegant, emphasizing the product's easy-to-use and on-the-go application. The Lip Oasis Skinny Dip aims to offer a barely-there feel while still providing a noticeable boost. It's designed for individuals seeking an everyday touch of glamour with a non-dramatic look, making it ideal for those who appreciate effortless beauty. Its USPs are its ease of use, luminous finish, and subtle enhancement, designed to create a natural, slightly mischievous allure. # Visual style The ad has a mix of UGC-style and polished commercial elements. The initial shots of a woman applying the product give it a casual, authentic feel, while the subsequent shots of models and product-only shots have a more high-end commercial look. The editing is a mix of quick cuts and static shots, giving it a modern, engaging pace. The pacing is fast, with cuts every 1-2 seconds. The overall aesthetic is bright and luminous, which ties into the product's promise of a luminous finish. # Hooks Spoken: 00:00–00:01 So I'm putting this on Visual: 00:00–00:01 A woman with blonde, wavy hair, fair skin, light makeup, and a white top is in the foreground applying a lip product to her lips. She is indoors with a white door and dark artwork in the background. The camera is selfie style. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is wanting enhanced lips without using heavy makeup. # Value propositions - Easy to use lip plumper. - Luminous finish provides a captivating look. # Benefits - luminous finish - barely there feel - undeniably captivating # Features - lip plumper - easy to use # Call to action None used. # Social proof - None used. # Point of view - Customer 30% – The ad features a woman applying and speaking about the product, creating a sense of authenticity and personal endorsement. - Brand 70% – The brand showcases models and product shots, providing an official view of the product's features and effects. # Storyline - 00:00–00:01 00:00–00:01 A woman applies lip plumper in front of the camera. The message is to showcase the product and how it is used. - 00:01–00:03 00:01–00:03 Different models apply the lip plumper product, meant to show different people using the product. - 00:03–00:04 00:03–00:04 The woman reappears, applying the lip plumper in front of the camera. - 00:04–00:05 00:04–00:05 The woman holds the product to the camera. She is showing off the product packaging. - 00:05–00:08 00:05–00:08 Different models apply the lip plumper product, meant to show different people using the product. - 00:08–00:10 00:08–00:10 The product is shown on its own. This is meant to bring brand awareness.

# Ad summary This image ad for The Outset showcases their Lip Oasis Glossy Treatment in the new Skinny Dip shade. The product is presented alongside a pink bikini top, evoking a resort or vacation theme. The ad uses the tagline "We promise we won't tell." # Brand positioning The Outset is presented as a brand focused on self-care and beauty enhancement through skincare and cosmetics, with a touch of exclusivity. It positions itself within the beauty and skincare market, emphasizing luxury and premium products like the Lip Oasis Glossy Treatment. The brand aligns with a lifestyle of indulgence and relaxation, hinted at by the "Resort Collection" and the bikini top. The brand positioning blends functional enhancement (a glossy lip treatment) with emotional appeal (the allure of a resort vacation and the promise of a secret indulgence). The brand ignores the norm for loud, over-the-top marketing, choosing a quieter, more sophisticated approach. # Product The featured product is The Outset's Lip Oasis Glossy Treatment, specifically in the "Skinny Dip" shade from the "Resort Collection". It is a lip treatment designed to provide a glossy finish. The product is packaged in a sleek, peach-toned tube with a clear applicator tip. The product appears to be for anyone who wants to enhance their lips with a glossy treatment that evokes a feeling of luxury. The ad addresses the purchase barrier of hesitating on an indulgence by playfully assuring the customer that "We promise we won't tell." # Visual style The visual style is clean and minimalist, with a focus on product presentation and soft, diffused lighting. The image has a high production quality, with a studio-shot aesthetic. The color palette is soft and muted, consisting of light pink, peach, and blue tones. The product is the clear focal point, set against a simple background to avoid distractions. The visual treatment includes background removal and color grading to create a cohesive look. # Hooks Headline: SKINNY DIP # Funnel stage Consideration # Pain points The potential for feeling guilt or hesitation about purchasing a luxury beauty item, especially one perceived as an indulgence. # Value propositions - None used. # Benefits - None used. # Features - Lip Oasis™ - Glossy Treatment # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is present throughout the image as the brand showcases its new product within the Resort Collection. The Outset is explicitly promoting the product and its brand identity. # Storyline - The ad opens by presenting The Outset brand and product line as sophisticated and luxurious, setting the stage with its elegant typography. The brand is telling the audience what collection this product is a part of. - The ad showcases the "Skinny Dip" shade of the Lip Oasis Glossy Treatment, creating intrigue and desire with an aspirational product name and a nod to summer lifestyles. The product is displayed alongside a bikini top to build the theme. The brand is communicating that there is a new shade and it ties in with the brand and lifestyle. - The ad closes by playfully assuring the audience that their indulgence will be kept secret, encouraging them to purchase the product without guilt. The brand is making the consumer feel good about buying the lip gloss.

# Ad summary A woman applies lip gloss in different shades. # Brand positioning The Outset is presented as a modern and approachable skincare brand, focusing on enhancing natural beauty with simple yet effective products. The brand's image aligns with a lifestyle of effortless elegance, offering solutions that are easy to integrate into daily routines. The Outset steers clear of overly complex or intimidating beauty standards, promoting a functional approach with an emotional benefit of feeling naturally polished and confident. The brand emphasizes natural beauty, aligning with a clean and simple approach to skincare and makeup. # Product The featured product is The Outset's lip gloss, designed to provide a glossy finish while being moisturizing. The lip gloss is presented in different shades, each offering a subtle tint to enhance natural lip color. The gloss is applied directly to the lips using a soft applicator. Its formulation is highlighted as lightweight and comfortable for everyday wear. The product addresses the need for a quick and easy lip enhancement that provides both color and moisture. # Visual style The ad features a polished UGC aesthetic with soft, natural lighting and clear focus. The editing style consists of static shots with smooth transitions to focus on product application and demonstration. The production quality suggests a blend of UGC and commercial elements, supporting a tone that is both approachable and informative. The pacing is consistent, with moderate cuts per minute to maintain viewer engagement without feeling rushed. # Hooks Text overlay: Glass Lips Unlocked Visual: 00:00–00:02: A woman with blonde curly hair and fair skin, wearing a white crochet top and gold hoop earrings, applies pink lip gloss to her lips. She is centered in the frame and looking directly at the camera. The background includes a light fixture and a glimpse of dark cabinetry. # Funnel stage Consideration # Pain points None used. # Value propositions - Glass lips unlocked # Benefits - Glass lips # Features - Lip gloss # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is shot in selfie style, creating a casual and personal experience for the viewer. # Storyline - 00:00–00:02 A woman applies lipgloss in the shade pink. - 00:05–00:07 A woman applies lipgloss in the shade clear. - 00:11–00:13 A woman applies lipgloss in the shade mauve.

# Ad summary This ad features an image of a woman drinking a cocktail to showcase lip glosses by Lip Oasis. The ad calls out the glossy treatment in three new shades. # Brand positioning Lip Oasis is presented as a brand that emphasizes luxurious lip care experiences, positioning itself within the high-end beauty market. The brand aligns with a lifestyle of leisure and indulgence, promoting a sense of escape and pampering reminiscent of a resort getaway. Lip Oasis is positioned as offering more than just color, but also a treatment experience, and the product line is an invitation to immerse in a world of luxury. # Product The featured product is the Lip Oasis Glossy Treatment, specifically from The Resort Collection, which includes three new shades. The gloss is presented as a luxurious lip treatment, implying it offers more than just color but also a pampering experience. The product is displayed in a tube, and its use is visually demonstrated on the model, who is shown with glossy, moisturized lips. It's depicted within the context of a resort-like setting, suggesting it is ideal for vacation or moments of leisure. # Visual style The ad has a highly polished, studio-shot aesthetic with a focus on a glamorous, resort-style theme. The image treatment involves soft lighting and color grading, emphasizing the model's glowing skin and the glossy texture of the lip product. The typography is integrated with a script-style font to convey luxury and elegance. The overall style is designed to be eye-catching and aspirational, fitting well within an Instagram feed. # Hooks Headline: THE Resort Collection # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - New shades and a glossy treatment. # Benefits - None used. # Features - Glossy treatment - 3 new shades # Call to action None used. # Social proof - None used. # Point of view - Brand: All elements of the ad promote the brand and the new collection. # Storyline - The ad opens with an image of a model with wet-look hair, drinking a cocktail, conveying a sense of leisure and luxury, and creating an association between the brand and a high-end lifestyle, experienced from the brand's POV. - The text overlay introduces the Lip Oasis Glossy Treatment from The Resort Collection in three new shades, emphasizing the newness and exclusivity of the product line, conveyed from the brand's POV. - The product itself is subtly displayed within the image, near the cocktail, blending seamlessly with the resort theme, further emphasizing the luxury and treatment aspects of the lip gloss, shared from the brand's POV.

# Ad summary The image ad showcases The Outset's Lip Oasis Glossy Treatment from The Resort Collection in three new shades. The products are displayed on a pink flamingo pool float, with text highlighting the product's key benefits of deep hydration and no stickiness. # Brand positioning The Outset is presented as a brand offering simple, effective skincare essentials. The focus appears to be on clean beauty with a minimalist aesthetic, as seen in the product design and straightforward messaging. The brand aligns with a lifestyle that values skincare as self-care, emphasizing simplicity and efficacy. The brand seems to ignore category norms that push for complex routines or flashy packaging, instead offering a focused selection of essential skincare items. The brand positioning leans towards a functional approach, highlighting benefits like deep hydration and non-sticky formulas. # Product The product advertised is The Outset Lip Oasis Glossy Treatment, specifically from The Resort Collection, available in three new shades. This lip treatment promises deep hydration without any stickiness. It comes in a squeezable tube with an applicator tip for easy application. The ad highlights the product's hydrating properties and comfortable wear, addressing the potential purchase barrier of sticky lip products. The key selling points are its ability to deeply hydrate lips while avoiding the unpleasant texture of traditional glosses. # Visual style The ad features a clean and bright studio shot with a focus on product display. The color palette is soft and pastel, with pink, peach, and brown tones complementing the light blue background. The overall aesthetic is minimalist and polished, aiming for a fresh and inviting feel. # Hooks Headline: The Resort Collection # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the common problem of lip glosses being sticky and uncomfortable to wear: "NO STICKINESS." # Value propositions - Deep hydration, no stickiness: Communicates the value of having hydrated lips without the discomfort of a sticky formula. # Benefits - Deep hydration - No stickiness # Features - Glossy treatment - New shades # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand name "THE OUTSET" at the top of the image establishes the brand's presence. - Brand: The text highlighting the product benefits, "DEEP HYDRATION. NO STICKINESS." represents the brand communicating the product's unique selling points. - Brand: The phrase "IN 3 NEW SHADES" showcases the expansion of the product line, presented from the brand's perspective. # Storyline - The brand showcases The Outset Lip Oasis Glossy Treatment, highlighting the launch of The Resort Collection. This sets the stage by introducing the product and its new seasonal line, with the brand acting as the narrator. - The ad calls out the key benefits of deep hydration and non-stickiness. The brand is explaining the functional benefits of the product, directly addressing potential customer concerns about typical lip glosses. - The ad highlights the availability of the treatment in three new shades. The brand is emphasizing the product's variety and newness, encouraging customers to explore the latest offerings.

# Ad summary This ad showcases The Outset's Lip Oasis in the Daiquiri shade. The ad features close-ups of a woman applying the product, interspersed with shots of the product in a cocktail, and another woman wearing the lip product. # Brand positioning The Outset is presented as a modern and playful skincare and beauty brand. The brand aligns itself with a fun, summery, and vibrant lifestyle, as seen with the ad incorporating tropical drinks. It uses clean, modern visuals and positions itself as approachable and luxurious without being pretentious. The brand is focused on delivering high-quality lip care products that enhance natural beauty, and that can be worn day or night. # Product The product is the Lip Oasis in the Daiquiri shade from The Outset. It is a lip product that provides a playful take on a classic pink color. It comes in a bright pink tube with a clear applicator. The lip product is designed to give lips a glossy, moisturized look, enhancing the wearer's natural beauty. It seems to be a part of The Outset’s line of beauty products, and is for anyone looking for a vibrant and hydrating lip color that's suitable for poolside lounging or everyday wear. The ad addresses the potential purchase barrier of finding a lip product that is both hydrating and stylish by showcasing how the Lip Oasis adds a touch of fun to the user's look. # Visual style The ad has a polished yet accessible aesthetic, blending high-quality shots with a UGC-style feel. The editing is quick, with numerous cuts per minute, keeping the pacing lively. Visual motifs include close-ups of the lip product being applied and integrated into a cocktail setting. The production quality leans toward a hybrid approach, with professional-level visuals combined with casual, selfie-style framing. Audio-visual sync is present with cuts aligning with music beats. # Hooks Spoken: 00:00–00:00 [Upbeat music] Text overlay: 00:00–00:00 None used Visual: 00:00–00:01 A woman with blonde, wavy hair, fair skin, and light makeup is centered in the frame, looking directly at the camera in a selfie-style shot. She's wearing a white crochet top. Her expression is friendly as she twists the cap off a bright pink tube of lip product. She then applies the lip product to her lips. The background is a blurred-out, neutral-toned interior, possibly a home or studio setting. The lighting is soft and natural. The camera is handheld and slightly shaky, adding to the casual feel. / 00:01–00:03 A person with manicured nails and a gold bracelet is editing photos on a MacBook Pro. The screen displays multiple images of the Lip Oasis product in the Daiquiri shade against a bright pink background. The surrounding environment includes an iPhone placed next to the laptop, a roll of black tape, and an additional monitor. Text overlay reads "LIP OASIS 'DAIQUIRI' THE PERFECT POOLSIDE POUT." The setting appears to be a professional workspace or photo studio. The camera is static, providing a clear view of the screen and the editing process. # Funnel stage Top of funnel (Awareness) # Pain points The ad is answering the problem of finding the perfect lip color that's both hydrating and stylish. # Value propositions - A playful take on a classic pink color for the perfect poolside pout. - Achieve the perfect pout with bright pink color. # Benefits - Playful take on a classic pink - Perfect poolside pout # Features - Bright pink color - Comes in tube with applicator # Call to action None used. # Social proof - None used. # Point of view - Customer 60% – The ad primarily uses a close-up, selfie-style perspective to communicate a sense of personal experience with the product. - Brand 40% – Brand perspective is conveyed with aspirational visual metaphors, and the inclusion of the editing suite communicates the brand's attention to presentation. # Storyline - 00:00–00:01 00:00–00:01 A woman applies a bright pink lip product directly to her lips. This is intended to introduce the product and its immediate effect of adding a glossy sheen and vibrant color to the lips. The perspective is from a close-up, selfie-style view, making the viewer feel as if they are experiencing the application firsthand. The tone is casual and inviting, emphasizing the ease of use and the instant pop of color the product provides. - 00:01–00:03 00:01–00:03 The frame cuts to a laptop screen where a person is editing photos of the product. This is intended to provide a behind-the-scenes look at the brand’s marketing efforts, reinforcing the quality and attention to detail. The perspective is from an observer, showcasing the professional aspect of product presentation. The tone is informative and slightly playful, hinting at the work involved in creating appealing visuals for the product. - 00:03–00:03 00:03–00:03 The frame cuts to a cocktail glass filled with a red drink, garnished with fruit and a small umbrella. The featured product, the Lip Oasis in Daiquiri, is submerged inside the glass. This is intended to visually connect the product with a fun, summery, and tropical aesthetic, highlighting the “Daiquiri” shade name and the feeling of poolside luxury. The perspective is from a still-life setup, emphasizing the aesthetic appeal and the integration of the product with leisure and relaxation. The tone is vibrant and aspirational, enhancing the desire for the product by associating it with enjoyable experiences. - 00:04–00:05 00:04–00:05 The woman reappears, again applying the lip product directly to her lips. This is intended to reiterate the product’s use and immediate effect, reinforcing the earlier message about ease and vibrant color. The perspective remains a close-up, selfie-style view, maintaining the casual and accessible feel. The tone continues to be inviting and emphasizes the product’s practical application. - 00:05–00:06 00:05–00:06 The camera cuts back to the cocktail glass, which now has a straw in it. The woman from the first scene sips the drink through the straw. This is intended to continue the visual metaphor, linking the lip product with the fun and summery atmosphere of a cocktail. The perspective is from a close-up view, highlighting the product and drink together. The tone is playful, reinforcing the product’s association with leisure and enjoyment. - 00:06–00:07 00:06–00:07 Another woman is now applying the lip product while in a bright, outdoor environment. This is intended to showcase the product on a different person in a different context, broadening its appeal and suggesting versatility. The perspective is from a slightly further distance, maintaining a focus on the product but including more of the surrounding environment. The tone is relaxed and stylish, emphasizing the product’s suitability for outdoor and social settings. - 00:07–00:08 00:07–00:08 The camera zooms in on the lip product being applied to lips. This is intended to highlight the brand and product. The perspective is zoomed in on the lips. The tone is vibrant.

# Ad summary This ad promotes The Outset's Lip Oasis collection, offering a discount for creating a custom set. The ad visually showcases the range of colors and emphasizes the opportunity to save. # Brand positioning The Outset is presented as a brand that focuses on providing essential skincare solutions. The Lip Oasis collection reflects this by offering a curated approach to lip care, inviting customers to create their own customized collection. The brand positions itself as offering a touch of luxury and efficacy in everyday routines, focusing on simplicity and personalization to meet individual needs. # Product The featured product is the Lip Oasis glossy treatment by The Outset. It appears to be a moisturizing lip treatment designed to provide shine and hydration. The product comes in a cylindrical tube with a clear applicator tip. The ad showcases multiple different color options of the treatment, including red, purple, tan, brown, pink, nude, and white. The product is designed for daily use to keep lips looking radiant and healthy. # Visual style The ad features a clean, minimalist visual style with a focus on the product. The lighting is soft and diffused, creating a gentle, appealing look. The color palette is muted and pastel, giving a modern and sophisticated feel. The composition is simple and balanced, with the products arranged neatly to highlight their range of colors. The image appears to be studio-shot with high production quality, creating a polished and professional appearance. # Hooks Headline: MORE SHINE, MORE SAVINGS. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Curate your own custom Lip Oasis collection & save up to 20% off # Benefits - Savings of up to 20% off # Features - Shine - Custom Lip Oasis collection # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV is present throughout the ad, as the brand is promoting its product and offering a discount. - Customer: The prompt to create a custom collection appeals to the customer's desire for personalization and savings. # Storyline - The brand announces "MORE SHINE, MORE SAVINGS" to grab attention and communicate the ad's primary message from the brand's POV. This statement promotes the product's effect and the financial benefit of purchasing it. - The brand encourages users to "Curate your own custom Lip Oasis collection & save up to 20% off". The brand is inviting users to explore the range of lip treatments and take advantage of a discount offer when creating their personalized set.

# Ad summary This image ad showcases The Outset's Lip Oasis in the "Bonfire" shade through a series of close-up shots of lips being coated with the product. The ad emphasizes the product's hydrating and shining qualities, along with its toasted marshmallow flavor. # Brand positioning The Outset is presented as a modern skincare brand focused on simplicity and essential beauty. The brand positions itself as a provider of high-quality, hydrating lip care with a touch of flavor. By emphasizing the 'Lip Oasis' name and the unique toasted marshmallow flavor, the brand conveys an elevated experience that goes beyond basic lip balm, inviting customers to indulge in a sensorial treatment. # Product The Outset's Lip Oasis is a hydrating and shining lip treatment. It is designed for anyone seeking a lip product that not only moisturizes but also adds a noticeable shine. The featured product in this ad is the 'Bonfire' shade, described as having 'A hint of toasted marshmallow flavor.' Its unique selling point is its combination of hydration, shine, and a distinct flavor profile, suggesting a sensory experience beyond typical lip care. The product aims to address dry, lackluster lips, offering a solution that enhances the natural lip color while providing moisture and flavor. # Visual style The ad utilizes a grid layout with a focus on close-up product views. The production quality appears highly polished, with studio lighting and a focus on highlighting the glossy texture of the lip product. The image treatment includes background removal and color grading to create a cohesive aesthetic. The overall style is modern and clean, aiming for a high-end beauty feel. # Hooks Headline: “BONFIRE” # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the pain point of dry, dull lips needing both hydration and shine. # Value propositions - Hydration & Shine delivered in every swipe, providing both functional and aesthetic value - Toasted marshmallow flavor, offering a unique and indulgent sensorial experience # Benefits - HYDRATION & SHINE IN EVERY SWIPE # Features - HYDRATION - SHINE - A HINT OF TOASTED MARSHMALLOW FLAVOR # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is consistent throughout, with the brand showcasing the product, its features ('Hydration & Shine in every swipe'), and its effect on different individuals. # Storyline - The ad opens with a close-up shot of lips being coated with lip gloss to highlight the product in use and demonstrate its immediate effect of adding hydration and shine from the brand's perspective. - The inclusion of the text 'Hydration & Shine in every swipe' to reinforces the key benefits and functional promise of the product to the consumer. - Another close-up of different lips coated in lip gloss is shown to showcase the glossy finish to highlight the universal appeal of the product from the brand's perspective. - The ad concludes with a product shot in the lower right quadrant of lips being coated in the lip gloss from the brand's perspective to reinforce the product name and the brand's overall messaging.

# Ad summary The Outset image ad shows a woman in a bikini laying in the sun, a tube of Lip Oasis Glossy Treatment sits between her breasts. This ad is meant to present their new Resort Collection, and features the tagline "Lip Oasis Glossy Treatment The Resort Collection in 3 new shades". # Brand positioning The Outset is presented as a luxury brand with a focus on simplicity and elegance. Its alignment with a high-end lifestyle is evident through the choice of a sophisticated color palette and minimalist design. The brand aims to occupy a space in the consumer's mind that values effortless beauty and high-quality skincare. The Outset avoids loud or flashy marketing tactics, instead conveying a sense of exclusivity and understated luxury. # Product The Outset's Lip Oasis Glossy Treatment is a lip care product being promoted as part of the new Resort Collection, which features 3 new shades. The product promises a glossy finish while providing treatment for the lips, suggesting it combines both cosmetic and skincare benefits. The packaging is sleek and minimalist, reinforcing the brand's focus on simplicity and elegance. The product is positioned as a must-have for achieving a polished, effortless look, fitting into a luxury lifestyle. # Visual style The ad has a luxury, high-end feel with soft lighting and a focus on natural beauty. The image is shot in a way that emphasizes relaxation and leisure, aligning with the 'Resort Collection' theme. The color palette is warm and inviting, with a focus on natural tones and a hint of glamour. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Glossy treatment # Call to action None used. # Social proof - None used. # Point of view - Customer: The entire image is shot from the perspective of someone relaxing by the pool, with a tube of lip gloss lying on their chest. # Storyline - The ad opens with a shot of a woman lounging in the sun, emphasizing relaxation and leisure. This establishes a connection with the 'Resort Collection', and sets the tone for the overall aesthetic. - The focus shifts to the Lip Oasis Glossy Treatment, highlighting its placement in a luxurious, sunny setting. This placement connects the product with high-end lifestyle imagery. - The Resort Collection tagline is introduced, emphasizing the availability of the Glossy Treatment in 3 new shades. This message intends to encourage viewers to purchase the product.

# Ad summary This ad features Scarlett Johansson promoting The Outset Lip Treatment. She highlights the brand's commitment to creating simple products that provide a lot of value. # Brand positioning The Outset is presented as a brand that values simplicity and effectiveness in its skincare and beauty products. The ad features Scarlett Johansson, emphasizing that the brand offers simple, effective products that provide a lot of value. The brand aims to occupy a space in the consumer's mind as a go-to for essential skincare that is easy to understand and use. The Outset positions itself as a brand that simplifies the beauty routine, providing high-quality products that deliver noticeable results. # Product The featured product is The Outset Lip Treatment, a moisturizing lip product designed to provide a hint of color and shimmer. It's described as a sheer nude shimmer with a hint of pineapple yuzu flavor. The lip treatment is presented as a product that enhances the natural lip color while providing moisture and shine. The ad highlights its subtle color and flavoring. The product is displayed in a sleek, simple tube with a rounded applicator. The ad also suggests the product is worth trying due to its moisturizing properties, subtle color, and refreshing flavor. # Visual style The ad features a polished and clean aesthetic with a blend of natural and studio lighting. The editing style includes quick cuts and smooth transitions to keep the pace engaging. The production quality is high, giving it a commercial feel with a touch of authenticity due to the inclusion of Scarlett Johansson. The pacing is moderate with consistent cuts, synchronized with the music. # Hooks Spoken: 00:00–00:02 Scarlett Johansson: Skinny Dip would be naughty. Visual: 00:00–00:02 Close-up shot of Scarlett Johansson, a blonde woman in her late 30s, wearing a white blouse. She is speaking directly to the camera with a friendly expression. The background is a soft pink wall with tropical plant shadows cast across it. A small microphone is clipped to her blouse. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Sheer color - Hint of pineapple yuzu flavor # Benefits - Barely there. - Undeniably captivating. # Features - Sheer nude shimmer - Hint of pineapple yuzu flavor # Call to action None used. # Social proof - None used. # Point of view - Expert 25% – The ad uses Scarlett Johansson as an expert figure who is the face of the brand to communicate the product's value. - Customer 70% – The ad shows real people applying lip treatment to communicate the perspective of the user. - Brand 5% – The ad uses on-screen text of the brand name and the flavor of the product to communicate the brand's message. # Storyline - 00:00–00:02 00:00–00:02 Scarlett Johansson introduces the brand and hints at one of the lip treatment's flavours. This is conveyed through her direct address and casual tone, creating a sense of personal recommendation. - 00:02–00:09 00:02–00:09 The ad showcases the product in use by various women with the on-screen text "BARELY THERE. UNDENIABLY CAPTIVATING." and "SHEER NUDE SHIMMER WITH A HINT OF PINEAPPLE YUZU FLAVOR.". This provides a visual demonstration of the product's sheer color and enhances the sensory appeal. - 00:09–00:11 00:09–00:11 The ad transitions to simple, aesthetic shots of the product and displays the brand's name with the on-screen text "THE OUTSET". This reinforces brand recognition and conveys a sense of sophistication.

# Ad summary The ad features The Outset's Lip Oasis Bonfire, a tinted lip moisturizer. It uses a combination of lifestyle shots and close ups of the product being applied. # Brand positioning The Outset is presented as a modern, luxurious skincare brand. It is positioned to offer high-quality formulations that incorporate natural ingredients and deliver visible results. The brand emphasizes simplicity and effectiveness, aligning with a minimalist lifestyle that values authenticity and self-care. The brand appears to push against complicated skincare routines, promoting a more streamlined approach to beauty. Its focus is on enhancing natural beauty through innovative product design. # Product The Outset's Lip Oasis Bonfire is a tinted lip treatment designed to provide both hydration and subtle color to the lips. It comes in a slender, compact tube with an applicator tip. The formula promises a little heat and a lot of shine, enhancing lip appearance while nourishing the skin. The product is presented as a solution for those seeking an easy, on-the-go lip enhancement, with a focus on moisture and a hint of color. It is suitable for anyone looking for a no-fuss lip care product that combines cosmetic and skincare benefits. # Visual style The ad has a UGC style feel. The first shot uses a selfie-style camera, slightly shaky, which imitates user generated content. The production quality mixes selfie and stock footage. The editing is fast, with cuts approximately every second, creating a sense of rhythm. The cuts and product actions are not synced to the music beats. The overall aesthetic is clean and modern. # Hooks Spoken: 00:00–00:01: This is the lip that I've been using. Text overlay: LIP OASIS™ BONFIRE / TURN UP THE HEAT— / NO SMOKE REQUIRED. Visual: 00:00–00:01: A fair-skinned woman with long blonde hair, wearing a white top, applies a tinted lip product. The camera is close-up, capturing her face and upper body in a selfie-style, slightly shaky frame. The background is a blurred interior, with soft lighting emphasizing the product application. # Funnel stage Consideration # Pain points None used. # Value propositions - The product delivers a touch of warmth and shine without any fuss. # Benefits - A little heat. A lot of shine. - TURN UP THE HEAT—NO SMOKE REQUIRED. # Features - Tinted Lip # Call to action None used. # Social proof - “This is the lip that I’ve been using.” – Woman 1 (Customer) # Point of view - Customer 50% – The ad is presented from the point of view of a customer using and showcasing the product. - Brand 50% – The brand's official voice is communicated through the visuals and text overlays that highlight product benefits. # Storyline - 00:00–00:01 The ad opens with a woman applying lip gloss, showcasing the product in use. - 00:01–00:05 00:01–00:05: A series of short clips showcases the product in different settings and scenarios. The message is that it offers a touch of warmth and shine without any fuss, and showing how the product is artfully displayed and photographed. - 00:05–00:10 00:05–00:10: The ad transitions back to diverse women applying the lip gloss, emphasizing the "a little heat. a lot of shine" message. This serves to reinforce the product's universal appeal and immediate benefits. - 00:10–00:10 00:10–00:10: The Outset logo appears.

# Ad summary This ad showcases the Outset Lip Oasis in the Resort Collection, featuring various models in resort settings, applying and wearing the lip product. The ad highlights the product's ability to hydrate, plump, and firm lips, emphasizing its use in achieving the perfect poolside pout. # Brand positioning The Outset is presented as a brand that promotes effortless beauty and skincare solutions tailored for a resort or vacation lifestyle. It aligns with values of simplicity and elegance, positioning itself as a go-to for consumers seeking functional yet luxurious cosmetic enhancements that integrate seamlessly into a relaxed, on-the-go lifestyle. The brand ignores category norms of complicated or overly dramatic beauty routines, emphasizing simplicity, natural radiance, and ease of use. # Product The featured product is The Outset Lip Oasis Glossy Treatment from the Resort Collection. It is a lip treatment designed to hydrate, plump, and firm lips. It comes in three new shades: "Daiquiri," a bright pink; "Skinny Dip," a nude shade; and "Bonfire," a brown color. The product is showcased in various resort settings, implying it is ideal for achieving the perfect poolside pout. The ad suggests the product is barely there, undeniably captivating. # Visual style The ad has a polished and luxurious feel, with high-quality shots and smooth transitions. The editing style uses quick cuts to maintain a dynamic pace and highlight various models and product shades. The visual motifs include close-ups of lips, resort settings, and vibrant color palettes, all contributing to a consistent aesthetic. The estimated BPM is around 120, with cuts timed to the music beats, enhancing the audio-visual sync. The overall production quality is high, blending commercial polish with natural-looking beauty. # Hooks Text overlay: 00:00–00:04: THE OUTSET / 00:01–00:04: PRESENTS Visual: 00:00–00:01: Extreme close-up shot of a fair-skinned, light-haired woman looking at the camera with a slight smile. She's wearing minimal makeup. The background is a soft pink. / 00:01–00:02: The shot widens to show the fair-skinned, light-haired woman is wearing a white crocheted top. She has a slight smile and natural makeup. The background is a soft pink. / 00:02–00:03: Close-up shot of a dark-skinned woman wearing a white top and white sunglasses. She is wearing gold hoop earrings. The background is bright and out of focus. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is not explicitly stated but is implied through the need for hydrated, plump, and firm lips, suggesting an underlying concern about lip appearance and condition. # Value propositions - Hydrate, plump, and firm lips for the perfect poolside pout, conveyed through the glossy lip treatment. - "Barely there. Undeniably captivating." # Benefits - Perfect poolside pout # Features - Hydrate, plump, and firm # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is told from the perspective of someone who appreciates and uses the brand, through the visuals of diverse women using the product in luxurious resort settings. # Storyline - 00:00–00:07 The ad opens by showing a montage of diverse women’s faces up close. - 00:01–00:07 The ad presents "The Outset" and teases its "Resort Collection" of "Lip Oasis Glossy Treatment." - 00:07–00:10 The ad proceeds to show a woman applying a pink lip product while a text overlay states that it will hydrate, plump, and firm lips. - 00:10–00:12 The ad continues with a montage of a resort setting with palm trees against a sunset. - 00:12–00:14 The ad shows a woman applying the pink "Daiquiri" lip treatment. - 00:14–00:15 The ad cuts to a shot of a woman sipping a red cocktail, and a text overlay reads, "The Perfect Poolside Pout". - 00:15–00:20 The ad flashes another shot of the woman applying the lip product and another woman touching up her lips in the mirror. - 00:20–00:23 The ad shows a woman in a pink bikini removing her top and a text overlay states that it is the "Skinny Dip" shade. - 00:23–00:28 The ad transitions to close-ups of a woman laying down applying a nude shade of the product. - 00:29–00:30 The ad showcases a pink bikini floating in a pool and a text overlay reads, "Barely there. Undeniably captivating." - 00:30–00:32 The ad shows a woman applying the nude shade lip product in the resort setting. - 00:31–00:35 The ad shows a woman applying a brown shade of the product next to a bonfire with a text overlay stating "Bonfire." - 00:36–00:40 The ad shows diverse women touching up their lips with the product, with an emphasis on natural radiance. - 00:40–00:43 The ad features "The Outset" text on screen as a woman holds all three product shades. - 00:43–00:44 The ad ends with black screen that reads "The End" in the signature brand typeface.