How Theinkeylist Advertises on Meta

# Ad summary This ad for Inkey List's Starter Retinol Serum uses a split screen to show the product and a woman smiling. The ad uses text overlays to highlight the benefits of the product, including visibly smoothing fine lines in one week, reviving firmer and more even skin tone in two weeks, and significant wrinkle improvement in four weeks. The ad also shows before and after photos of a woman's forehead, and a collage of women with different skin types. # Brand positioning The Inkey List is presented as a brand that offers effective skincare solutions at an affordable price point. The brand focuses on delivering clinically proven results, as highlighted by the text overlay "CLINICALLY PROVEN RETINOL." The brand positions itself as accessible and suitable for all skin types, including sensitive skin, emphasizing inclusivity and broad appeal. The brand's approach is functional, focusing on the performance and tangible benefits of its products, such as smoothing fine lines and improving skin tone. # Product The Inkey List Starter Retinol Serum is a skincare product designed to smooth fine lines, revive and firm skin, and improve skin tone. It is suitable for all skin types, including sensitive skin. The serum promises visible results, with claims that it visibly smooths fine lines in one week, and over 80% of users saw revived, firmer, and more even skin tone in two weeks. Additionally, 90% of users saw significant wrinkle improvement in four weeks. The product is priced at £12, making it an accessible option for consumers looking to incorporate retinol into their skincare routine. The ad addresses potential purchase barriers by highlighting its suitability for sensitive skin and emphasizing quick, visible results. # Visual style The ad has a clean and bright aesthetic with a focus on showcasing the product and its results. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is polished, giving it a commercial feel. The use of split screens and text overlays is timed to the music, creating a synchronized audio-visual experience. The overall pacing is consistent, with a modern and upbeat vibe. # Hooks Text overlay: 00:00–00:02: Future-proof your skin with / 00:00–00:02: CLINICALLY PROVEN RETINOL Visual: 00:00–00:02: A split screen shows the Inkey List Starter Retinol Serum bottle on top against a white background. Below, a young woman with dark curly hair and a white tank top smiles broadly, holding the same serum bottle in her right hand. The background is a soft white. Text overlay: "Future-proof your skin with" and a yellow banner that reads "CLINICALLY PROVEN RETINOL" scrolling from right to left. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of aging skin, specifically the appearance of fine lines and wrinkles. The before and after photos visually demonstrate the frustration of dealing with wrinkles: "90% saw significant wrinkle improvement in four weeks*" # Value propositions - Future-proof your skin with clinically proven retinol - Visible results in as little as one week - Suitable for all skin types, including sensitive skin # Benefits - Visibly smooths fine lines in one week - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Features - Clinically proven retinol - Suitable for all skin types including sensitive skin # Call to action Shop Starter Retinol Serum # Point of view - Customer 100% – The ad is presented from the perspective of a satisfied customer, showcasing the product's benefits and results through visuals and text overlays. # Storyline - 00:00–00:02 The ad opens with a shot of the Inkey List Starter Retinol Serum, immediately introducing the product. - 00:00–00:02 A woman is shown smiling and holding the product, creating a positive association. - 00:02–00:14 The ad transitions to a close-up of the woman's face as she applies the serum, highlighting the product's use. - 00:02–00:14 Text overlays appear, stating the benefits of the serum at different time intervals: one week, two weeks, and four weeks. This provides a timeline of expected results. - 00:14–00:16 Before and after photos of a woman's forehead are shown, visually demonstrating the product's effectiveness in reducing wrinkles. - 00:14–00:16 The price of the serum (£12) is displayed, emphasizing its affordability. - 00:18–00:22 A collage of diverse women smiling is shown, reinforcing the message that the product is suitable for all skin types, including sensitive skin. - 00:22–00:24 The ad concludes with the Inkey List logo and a call to action to shop the Starter Retinol Serum, along with the website and SPACE NK retailer.

# Ad summary This ad uses a video game interface to promote two different retinol products from The INKEY List. The ad uses a fighting game interface to show the two products as characters that the user can select. The ad shows the benefits of each product in a text box next to the character. # Brand positioning The INKEY List is presented as a skincare brand that offers effective solutions for various skin concerns, particularly in the realm of anti-aging. The brand positions itself as a provider of targeted treatments, with a focus on retinol-based products. The brand aims to occupy a space in the consumer's mind as a go-to for addressing fine lines, wrinkles, and dark spots. The brand aligns with a functional approach, emphasizing the performance and simplicity of its products. The brand offers two retinol products: Starter Retinol Serum, suitable for all skin types and ideal for beginners, and Advanced Retinol Serum, which delivers advanced strength results without irritation. # Product The ad features two retinol products from The INKEY List: Starter Retinol Serum and Advanced Retinol Serum. The Starter Retinol Serum is presented as suitable for all skin types and ideal for beginners, targeting fine lines and early signs of aging. The Advanced Retinol Serum tackles wrinkles and dark spots, delivering advanced strength results without irritation. Both products are presented as effective solutions for addressing specific skin concerns related to aging. The ad highlights the unique selling points of each product, catering to different levels of retinol experience and specific skin needs. The ad encourages viewers to try or buy these products by showcasing their targeted benefits and suitability for various skin types and concerns. # Visual style The ad's overall aesthetic is playful and reminiscent of a retro video game. The editing style features quick cuts and transitions between scenes, maintaining a consistent pacing throughout the ad. The production quality is polished, with clean graphics and smooth animations, creating a visually appealing and engaging experience for the viewer. # Hooks Spoken: 00:00-00:01: [Energetic] Choose your character! Text overlay: 00:00 / START Visual: 00:00–00:01: The screen displays a pixelated background of city buildings in pastel colors. In the foreground, a text overlay reads "PICK YOUR ANTI-AGEING FIGHTER" in a stylized font. Below the text, a pink button with the word "START" is visible, accompanied by a cursor hovering over it. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of aging skin, specifically targeting concerns such as fine lines, wrinkles, and dark spots. The ad aims to provide solutions for individuals seeking to combat these signs of aging and maintain a youthful appearance. # Value propositions - Starter Retinol Serum: Suitable for all skin types and ideal for beginners, targeting fine lines and early signs of aging. - Advanced Retinol Serum: Tackles wrinkles and dark spots, delivering advanced strength results without irritation. # Benefits - Ideal for beginners - Advanced strength results without irritation # Features - Suitable for all skin types - Targets fine lines & early signs of aging! - Tackles wrinkles & dark spots. - Delivers advanced strength results without irritation. # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product claims and demos. # Storyline - 00:00–00:01 The ad opens with a fighting game interface, inviting viewers to "PICK YOUR ANTI-AGEING FIGHTER." - 00:01–00:02 The interface presents two options: Starter Retinol and Advanced Retinol, each represented by an animated product character. - 00:02–00:07 The ad highlights the benefits of Starter Retinol, emphasizing its suitability for all skin types and its ability to target fine lines and early signs of aging. - 00:08–00:15 The ad then transitions to showcase the Advanced Retinol, highlighting its ability to tackle wrinkles and dark spots while delivering advanced strength results without irritation.

# Ad summary This ad for The Inkey List promotes their Advanced Retinal Serum, highlighting its ability to visibly reduce deep wrinkles in just one week. # Brand positioning The Inkey List is presented as a skincare brand focused on delivering effective solutions for specific skin concerns, such as deep wrinkles. The brand positions itself as a provider of advanced treatments, as indicated by the product name "Advanced Retinal Serum." The brand aims to occupy a space in the consumer's mind as a reliable and efficient skincare provider, emphasizing functional benefits like visible wrinkle reduction in a short timeframe. The brand aligns with a results-driven approach, focusing on delivering tangible improvements to the skin. # Product The product being advertised is The Inkey List Advanced Retinal Serum, designed to visibly reduce deep wrinkles in just one week. The serum is dispensed from a white tube with a black nozzle, and the product itself appears as a light yellow liquid. The serum is for individuals concerned about deep wrinkles and seeking a fast-acting solution. The ad addresses the purchase barrier of skepticism by highlighting the rapid results achievable with the product. The serum's USP is its ability to deliver visible wrinkle reduction in a short period, making it an appealing option for those seeking quick and noticeable improvements. # Visual style The ad has a clean and minimalist visual style with a focus on product presentation and clear messaging. The production quality appears to be highly polished, with studio-shot lighting and a simple background. The typography is large and bold, making it easy to read and scannable. The overall style is modern and functional, aligning with the brand's focus on effective skincare solutions. # Hooks Headline: Visibly reduces deep wrinkles in just 1 week* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dealing with deep wrinkles and the desire for a quick and effective solution. "Visibly reduces deep wrinkles in just 1 week*" # Value propositions - Visibly reduces deep wrinkles in just 1 week* # Benefits - Visibly reduces deep wrinkles in just 1 week* # Features - Visibly reduces deep wrinkles # Call to action Shop Advanced Retinal Serum # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - The ad begins by showcasing the product, The Inkey List Advanced Retinal Serum, and its packaging. This is included to immediately introduce the product to the viewer from the brand's perspective. - Next, the ad highlights the key benefit of the serum: visibly reducing deep wrinkles in just one week. This is included to capture the viewer's attention by addressing a common skin concern and offering a quick solution, from the brand's perspective. - Finally, the ad includes a call to action to shop the Advanced Retinal Serum. This is included to prompt the viewer to take the next step and purchase the product, from the brand's perspective.

# Ad summary This ad for Inkey List features their 15% Vitamin C and EGF Serum. The ad highlights the product's ability to act like a filter, implying it can improve skin appearance. It includes a call to action to shop the serum and mentions the price. # Brand positioning The Inkey List is presented as a brand that offers skincare solutions that deliver filter-like results. The brand is positioned as a provider of effective skincare, emphasizing the functional benefits of its products. The brand aims to occupy a space in the consumer's mind as a provider of high-performance skincare that enhances skin appearance, similar to the effect of a digital filter. # Product The product featured is the Inkey List 15% Vitamin C and EGF Serum, packaged in a white tube with a black cap. The serum is designed to help intensely brighten the skin. The ad highlights that the serum "acts like a filter," suggesting it improves skin appearance. The product is available for purchase and is priced at €17. The ad aims to convince viewers that this serum is worth trying because it provides the benefits of a filter in a skincare product. # Visual style The ad has a clean and minimalist visual style. The production quality appears to be studio-shot with bright, even lighting. The image treatment includes background removal, placing emphasis on the product. The typography is large and bold, enhancing scannability. The style is platform-native, resembling a typical in-feed ad. # Hooks Headline: Looks like a serum, acts like a filter. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the desire for improved skin appearance, similar to the effect of a digital filter. The phrase "acts like a filter" implies that the product can enhance skin to achieve a filtered look. # Value propositions - Looks like a serum, acts like a filter. # Benefits - Helps Intensively Brighten # Features - 15% Vitamin C - EGF Serum # Call to action Shop 15% Vitamin C & EGF Serum # Social proof - None used. # Point of view - Brand: The brand is communicating the product's features, benefits, and call to action throughout the ad. # Storyline - The ad opens by stating that the Inkey List serum "Looks like a serum, acts like a filter," immediately establishing the product's unique selling proposition. The brand is telling the audience that the serum provides the benefits of a filter, implying it enhances skin appearance. - The ad then shows the product itself, held by a hand, with a price tag of €17, providing a visual and price point reference. The brand is showing the audience the product and its affordability. - The ad concludes with a call to action to "Shop 15% Vitamin C & EGF Serum," prompting the viewer to purchase the product. The brand is directly encouraging the audience to buy the serum.

# Ad summary This ad compares retinol and retinal, promoting the latter as a faster-acting alternative. It uses a visual 'myth vs. fact' format to highlight the benefits of the Inkey List's Advanced Retinal Serum. # Brand positioning The Inkey List is presented as a brand that focuses on simplifying skincare by offering straightforward, science-backed solutions. The brand positions itself as a provider of effective skincare ingredients, such as retinal, and aims to educate consumers on the benefits of these ingredients over more common alternatives like retinol. The brand's positioning is functional, emphasizing the performance and efficacy of its products. # Product The product featured is the Advanced Retinal Serum. It is presented as a skincare product designed to deliver faster results compared to traditional retinol-based products. The ad highlights that retinal works up to 11x faster. The product comes in a white tube with black text and a black cap. The packaging clearly labels the product as an 'Advanced Retinal Serum' and includes the brand name 'The Inkey List'. The ad aims to address the purchase barrier of slow results often associated with retinol by promoting the faster-acting retinal serum. # Visual style The ad features a clean, minimalist aesthetic with a bright, white background. The product is centrally positioned and well-lit, emphasizing its features. The use of simple shapes and contrasting colors (pink and blue) creates a visually appealing and easy-to-understand layout. The overall production quality is high, suggesting a professional studio shot. # Hooks Headline: Myth vs Fact # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of slow results often associated with traditional retinol products. # Value propositions - Retinal works up to 11x faster # Benefits - Faster results compared to traditional retinol # Features - Retinal works up to 11x faster # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, aiming to educate and persuade viewers about the benefits of their Advanced Retinal Serum. # Storyline - The ad opens by presenting a common skincare 'myth' versus a 'fact,' setting up a comparison between retinol and retinal. This is intended to capture attention and introduce a key point of differentiation. The brand is telling the story. - The ad states the 'myth' that 'Retinol = Retinal,' implying they are the same. This is intended to highlight a common misconception. The brand is telling the story. - The ad presents the 'fact' that 'Retinal works up to 11x faster,' emphasizing the superior performance of retinal over retinol. This is intended to persuade the viewer of the product's efficacy. The brand is telling the story. - The ad showcases the Advanced Retinal Serum product, visually reinforcing the brand's solution to the problem presented. This is intended to drive product awareness and consideration. The brand is telling the story.

# Ad summary This ad showcases the Inkey List Advanced Retinol Serum and its benefits. It features a woman applying the product and highlights the improvements in her skin over a period of four weeks. The ad also includes statistics from a study, emphasizing the product's effectiveness in reducing wrinkles, rejuvenating skin, and improving firmness. It concludes by showing diverse individuals and stating that the serum is suitable for all skin types. # Brand positioning The Inkey List is presented as a brand focused on providing clinically proven skincare solutions. The brand positions itself as a provider of effective skincare, emphasizing visible results in a short time frame. The brand aligns with values of transparency and scientific backing, as evidenced by the mention of clinical trials and specific percentages of users who experienced positive outcomes. The brand aims to occupy a space in the consumer's mind as a reliable and results-driven skincare option. # Product The Inkey List Advanced Retinol Serum is a skincare product designed to reduce deep wrinkles, rejuvenate skin, and improve firmness. The serum is presented as a solution that delivers visible results within weeks, with claims that it visibly reduces deep wrinkles in one week, rejuvenates and evens skin tone in two weeks, and firms and lifts skin in four weeks. The product is suitable for all skin types. The ad addresses potential purchase barriers by showcasing the product's effectiveness through a 'skin diary' format, providing visual evidence of its benefits over time. The serum is priced at $22. # Visual style The ad has a clean and polished aesthetic with bright lighting and a focus on showcasing the product and its results. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is high, giving it a commercial feel. The visual motifs include close-ups of skin to highlight improvements and consistent use of the brand's color scheme. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:02: [Upbeat music] Future-proof your skin with clinically proven retinal. Text overlay: 00:00–00:02: Future-proof your skin with / 00:00–00:02: CLINICALLY PROVEN RETINAL Visual: 00:00–00:02: Split screen. Top: A white tube of Inkey List Advanced Retinol Serum floats against a white background. The Inkey List logo is at the top. Bottom: A fair-skinned woman with light brown hair pulled back in a ponytail, wearing a black top, stands against a white background. She smiles and points her right index finger towards the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of aging skin, specifically the appearance of wrinkles and uneven skin tone. The visual demonstration of wrinkle reduction and skin rejuvenation implies a solution to these common concerns. # Value propositions - Future-proof your skin with clinically proven retinal: This combines the feature of clinically proven retinal with the benefit of protecting the skin's future. - Visible results in a short time frame: The ad highlights specific improvements within one, two, and four weeks, emphasizing the product's quick effectiveness. # Benefits - Visibly reduces deep wrinkles in one week - Visibly rejuvenated, radiant, and more even skin tone in two weeks - Firmer, more lifted skin in 4 weeks - Suitable for all skin types # Features - Clinically proven retinal # Call to action Shop Advanced Retinal Serum # Social proof - Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks - 85% saw firmer, more lifted skin in 4 weeks # Point of view - Brand 100% – The ad is presented from the official voice of the brand, showcasing product claims, demos, and benefits. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with the Inkey List logo and a tube of Advanced Retinol Serum. Text overlay states, 'Future-proof your skin with CLINICALLY PROVEN RETINAL.' A woman points to her face, introducing the product and its promise. - 00:02–00:06 00:02–00:06: The ad transitions to a close-up of the woman's face with the text 'Skin Diary' and 'Week 1.' Text overlay states, 'Visibly reduces deep wrinkles in one week.' The woman touches her face, highlighting areas where the product is applied. - 00:06–00:11 00:06–00:11: The ad shows a closer view of the woman's skin with the text 'Week 2.' Text overlay states, 'Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks.' The woman continues to touch her face, emphasizing the improvements. - 00:11–00:15 00:11–00:15: The ad shows an even closer view of the woman's skin with the text 'Week 4.' Text overlay states, '85% saw firmer, more lifted skin in 4 weeks.' The woman smiles, showcasing the final results. - 00:15–00:19 00:15–00:19: The ad presents a split screen with before-and-after images of a woman's eye area, highlighting the reduction in wrinkles. Text overlay states, '4 weeks later' and '85% saw firmer, more lifted skin in 4 weeks.' The Inkey List Advanced Retinol Serum is shown with a price of $22. - 00:19–00:22 00:19–00:22: The ad displays a collage of four diverse women smiling. Text overlay states, 'Suitable for all skin types,' reinforcing the product's inclusivity. - 00:22–00:26 00:22–00:26: The ad concludes with a hand squeezing the Inkey List Advanced Retinol Serum, dispensing the product. Text overlay states, 'Shop Advanced Retinal Serum,' 'theinkeylist.com,' and 'SEPHORA,' providing clear calls to action and purchase options.

# Ad summary This ad for Inkey List's Advanced Retinal Serum highlights the product's ability to visibly reduce deep wrinkles in just one week. The ad features a close-up of the product tube with a small amount of serum dispensed at the tip. # Brand positioning The Inkey List is presented as a brand focused on providing effective skincare solutions with a focus on visible results. The brand positions itself as a provider of advanced skincare, as indicated by the product name "Advanced Retinal Serum." The promise of visibly reducing deep wrinkles in just one week suggests a brand that delivers quick and noticeable improvements. The brand aims to occupy a space in the consumer's mind as a reliable and efficient skincare provider, emphasizing functional benefits and tangible outcomes. # Product The product featured is The Inkey List's Advanced Retinal Serum, designed to smooth wrinkles and brighten dark spots. It comes in a white tube with a black cap. The serum is dispensed through a small nozzle at the top of the tube. The packaging indicates the product contains 0.5 US fl.oz/15mL. The ad highlights the product's USP by claiming it visibly reduces deep wrinkles in just one week. This addresses the purchase barrier of skepticism about the effectiveness of anti-aging products, promising a quick and noticeable result. # Visual style The ad has a clean, minimalist aesthetic with a focus on the product. The production quality is high, with studio-style lighting and a simple background. The visual motif is a product-focused layout with clear text overlays. The image treatment includes bright lighting and background removal to emphasize the product. The typography is large and bold, ensuring scannability. The style contrasts with platform-native content, aiming for a high-design, disruptive feel to capture attention in the feed. # Hooks Headline: Visibly reduces deep wrinkles in just 1 week* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of deep wrinkles and the desire for a quick and effective solution. "Visibly reduces deep wrinkles in just 1 week*" # Value propositions - Visibly reduces deep wrinkles in just 1 week # Benefits - Reduces deep wrinkles in just 1 week # Features - Visibly reduces deep wrinkles - 0.5 US FL.OZ/15ML e # Call to action Shop Now # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its benefits while encouraging purchase. # Storyline - The ad opens with the brand name and a claim that the product "Visibly reduces deep wrinkles in just 1 week." This is intended to immediately grab the viewer's attention and highlight the product's key benefit from the brand's perspective. - Next, a "Shop Now" button is presented, prompting the viewer to take immediate action and purchase the product. This is from the brand's perspective, encouraging conversion. - The ad then showcases the product itself, highlighting its packaging and a small amount of the serum dispensed. This is from the brand's perspective, providing a visual representation of the product and its application.

# Ad summary A woman in a bathroom robe demonstrates The Inkey List's £22 Hydro Glow Complex, which she says replaces foundation and gives her a glow. # Brand positioning The Inkey List is presented as an affordable skincare brand that delivers effective results. The ad focuses on a single product, highlighting its ability to replace foundation and provide a glowing complexion. The brand positions itself as a solution for achieving a radiant look without breaking the bank, emphasizing simplicity and value for money. The brand seems to push against the norm of expensive makeup routines by offering a budget-friendly alternative that delivers similar results. # Product The Inkey List's Hydro Glow Complex is a skincare product designed to replace foundation and provide a glowing complexion. It is presented as a lightweight formula that can be easily applied to the face. The product is highlighted for its ability to give the user a radiant glow, making it a desirable alternative to traditional foundation. The ad addresses the purchase barrier of cost by explicitly stating the price of £22, positioning it as an affordable option. The product is shown being applied directly to the skin, emphasizing its ease of use and immediate results. # Visual style The ad has a polished, commercial feel with a clean and bright aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high, giving it a professional look. The pacing is consistent, with a moderate tempo that matches the upbeat music. # Hooks Spoken: 00:00–00:01: When you find a product that replaces your foundation & gives you this ✨glow✨ for only $22 Text overlay: 00:00–00:11: When you find a product that replaces your foundation & gives you this ✨glow✨ for only $22 / 00:00–00:11: THE INKEY LIST Visual: 00:00–00:01: A woman with blonde hair, wearing a black robe, stands in a bathroom. She is fair-skinned and has light makeup on. She gestures with her hands as she speaks to the camera. The background includes a doorway leading to another room with a light fixture. # Funnel stage Consideration # Pain points The ad implies the pain point of expensive and time-consuming makeup routines. "When you find a product that replaces your foundation & gives you this ✨glow✨ for only $22" # Value propositions - £22 price point makes it an accessible option for achieving a radiant look without breaking the bank - Replaces foundation, simplifying your makeup routine # Benefits - Achieve a glowing complexion - Affordable alternative to foundation # Features - Replaces your foundation - Gives you this ✨glow✨ # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is enthusiastic about the product. # Storyline - 00:00–00:01 The ad opens with a woman in a bathroom robe, speaking directly to the camera about a product that replaces foundation and gives her a glow. - 00:01–00:02 The woman holds up The Inkey List Hydro Glow Complex, showcasing the product. - 00:02–00:03 The woman pumps the product onto her hand. - 00:03–00:04 The woman rubs the product between her hands. - 00:04–00:08 The woman applies the product to her face, smiling and expressing excitement. - 00:08–00:11 The woman holds up the product again, smirking and looking pleased with the results.

# Ad summary This ad promotes INKEY's Bio-Active Ceramide Repairing and Plumping Moisturizer. It highlights the product's ability to blur wrinkles and its recognition as a Best of Beauty winner by Allure. # Brand positioning The INKEY List is presented as an affordable brand that delivers high-quality skincare solutions. The brand is positioned as a winner of Allure's Best of Beauty award, suggesting credibility and effectiveness. The focus on affordability implies that the brand aims to make advanced skincare accessible to a broader audience, pushing against the norm of expensive, exclusive skincare products. # Product The advertised product is INKEY's Bio-Active Ceramide Repairing and Plumping Moisturizer. It is formulated with 5% Gransil Blur X-11, which is designed to blur the look of wrinkles for an instant smoothing effect. The moisturizer is intended for individuals looking to reduce the appearance of wrinkles and achieve smoother skin. The product's unique selling point is its ability to provide an immediate blurring effect on wrinkles, combined with the repairing and plumping benefits of ceramides. The ad addresses the common purchase barrier of high-priced skincare by emphasizing the product's affordability. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The production quality appears to be studio-shot, with controlled lighting and a neutral color palette. The visual motifs include a product-centric layout with clear typography. The image treatment involves background removal and subtle color grading to enhance the product's visibility. The style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: Best of Beauty Winner - INKEY's Affordable Plumping Bio-Active Moisturizer # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of visible wrinkles and the desire for smoother skin. # Value propositions - Affordable Plumping Bio-Active Moisturizer - 5% Gransil Blur X-11 blurs the look of wrinkles for an instant smoothing effect. # Benefits - blurs the look of wrinkles - instant smoothing effect # Features - 5% Gransil Blur X-11 # Call to action SHOP NOW # Social proof - "Best of Beauty Winner" – Allure # Point of view - External source: The "Best of Beauty Winner" badge and Allure logo position this section as an endorsement from a reputable external source. - Brand: The product name, description, and call to action are presented from the brand's perspective, aiming to inform and persuade potential customers. # Storyline - The ad begins by highlighting that the product is an "Allure Best of Beauty Winner," immediately establishing credibility and prestige from the perspective of an external source. - The ad then introduces the product, INKEY's Affordable Plumping Bio-Active Moisturizer, setting the stage for what the ad is promoting from the brand's perspective. - The ad highlights a key ingredient, 5% Gransil Blur X-11, and its benefit of blurring the look of wrinkles for an instant smoothing effect, explaining the product's functionality from the brand's perspective. - The ad includes a "SHOP NOW" button, prompting immediate action and driving potential customers to purchase the product from the brand's perspective.

# Ad summary This ad features a tube of The INKEY List Retinol Serum, highlighting its ability to reduce visible signs of aging and its Allure Best of Beauty award. # Brand positioning The INKEY List is presented as a brand focused on providing effective skincare solutions, specifically targeting visible signs of aging. The brand is positioned as an award-winning expert in beauty, as highlighted by the Allure Best of Beauty award. The brand aims to occupy a space in the consumer's mind as a reliable and effective skincare provider, offering solutions to reduce the visible signs of aging. # Product The product featured is The INKEY List Retinol Serum, packaged in a white tube with black accents. The serum is designed to help reduce the visible signs of aging. The packaging includes the product name, brand name, and a statement about reducing visible signs of aging in both English and French. The product is highlighted as an Allure Best of Beauty 2021 award winner, suggesting its effectiveness and quality. The tube contains 1.0 US fl.oz/30ml of the serum. # Visual style The ad features a clean, minimalist studio shot of the product against a white background. The lighting is bright and even, highlighting the product's features and text. The overall aesthetic is simple and direct, focusing on the product and its key benefits. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of visible signs of aging. "Helps reduce the visible signs of aging" # Value propositions - Reduce the visible signs of aging (value conveyed through product function) # Benefits - Reduce the visible signs of aging # Features - Helps reduce the visible signs of aging # Call to action None used. # Social proof - Allure Best of Beauty 2021 award # Point of view - Brand: The main product shot and benefit statement are presented from the brand's perspective, showcasing the product and its key function. - External source: The Allure Best of Beauty 2021 award badge provides an external endorsement, adding credibility to the product. # Storyline - The ad opens by showcasing The INKEY List Retinol Serum, immediately establishing the product as the focal point. This is from the brand's perspective, aiming to introduce the product to the audience. - The ad highlights the product's key benefit: reducing the visible signs of aging. This is from the brand's perspective, emphasizing the product's primary function and value proposition. - The ad features the Allure Best of Beauty 2021 award, lending credibility and social proof to the product. This is from an external source (Allure), reinforcing the product's quality and effectiveness.

# Ad summary This ad for The Inkey List's Starter Retinol Serum uses a split-screen format to show the product and highlight its benefits. The ad features a woman applying the serum and shares statistics from clinical studies about its effectiveness in smoothing fine lines, reviving skin, and reducing wrinkles. The ad also emphasizes that the product is suitable for all skin types, including sensitive skin. # Brand positioning The Inkey List is presented as a skincare brand that offers effective solutions at an accessible price point. The brand emphasizes transparency by sharing clinical study results and highlighting key ingredients like retinol. The brand aims to democratize skincare by providing straightforward, science-backed products that deliver visible results. The brand positions itself as a no-nonsense, results-oriented brand that prioritizes efficacy and affordability. # Product The Inkey List Starter Retinol Serum is a skincare product designed to smooth fine lines, revive skin, and reduce wrinkles. The serum is formulated with retinol, a key ingredient known for its anti-aging properties. The ad highlights that the serum visibly smooths fine lines in one week, with over 80% of users seeing revived, firmer, and more even skin tone in two weeks. Additionally, 90% of users saw significant wrinkle improvement in four weeks. The product is suitable for all skin types, including sensitive skin. The ad emphasizes the product's effectiveness through clinical study results and its affordable price point of $18. # Visual style The ad has a clean and modern aesthetic with bright lighting and a focus on showcasing the product and its results. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is polished, giving it a commercial feel. The use of split screens and text overlays helps to highlight key information and benefits. The overall visual style supports the brand's message of transparency and effectiveness. # Hooks Spoken: 00:00–00:02 [Music playing] Text overlay: 00:00–00:02 Think of retinol / 00:00–00:02 like a workout plan / 00:00–00:02 CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS. Visual: 00:00–00:02: A split screen shows the Inkey List Starter Retinol Serum on top and a woman with tan skin, long dark curly hair, and a white tank top on the bottom. The background is a plain white. The woman is smiling and looking at the camera. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dealing with fine lines, wrinkles, and uneven skin tone. The before-and-after photo visually demonstrates the improvement in wrinkle reduction, highlighting the product's ability to combat these common skin concerns. # Value propositions - The Inkey List Starter Retinol Serum is an affordable and effective solution for achieving smoother, firmer, and more even skin tone in just a few weeks. - The product is suitable for all skin types, including sensitive skin, making it accessible to a wide range of consumers. # Benefits - Visibly smooths fine lines in one week - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Features - Retinol serum - Suitable for all skin types including sensitive skin # Call to action Shop Starter Retinol Serum # Social proof - "Over 80% saw revived, firmer, and more even skin tone in two weeks*" – *12-week consumer study of 130 participants - "90% saw significant wrinkle improvement in four weeks*" – *12-week consumer study of 130 participants # Point of view - Customer 100% – The ad is presented from the perspective of a customer sharing their skin diary and results. # Storyline - 00:00–00:02 The ad opens with a split screen showing the Inkey List Starter Retinol Serum and a woman smiling at the camera. The text overlay states, "Think of retinol like a workout plan," suggesting that consistent use leads to visible results. This sets the tone for the ad, emphasizing the importance of regular application for achieving desired outcomes. - 00:02–00:14 The ad transitions to a close-up of the woman's face as she applies the serum. Text overlays appear, highlighting the product's benefits over time: "Visibly smooths fine lines in one week," "Over 80% saw revived, firmer, and more even skin tone in two weeks," and "90% saw significant wrinkle improvement in four weeks." These claims are supported by the footnote, "*4-week clinical study on 30 participants" and "*12-week consumer study of 130 participants", adding credibility to the product's effectiveness. - 00:14–00:17 The ad shows a before-and-after photo of a woman's forehead, demonstrating the visible reduction in wrinkles after four weeks of using the serum. The product is shown alongside the price of $18, reinforcing its affordability. - 00:18–00:22 The ad features a grid of diverse women smiling, with the text overlay stating, "Suitable for all skin types including sensitive skin." This emphasizes the product's inclusivity and broad appeal. - 00:22–00:25 The ad concludes with the Inkey List logo and a call to action: "Shop Starter Retinol Serum" with the website and Sephora listed as retailers.

# Ad summary A content creator shares how The Inkey List's Exosome Hydro-Glow Complex and Bio-Active Ceramide Repairing and Plumping Moisturizer improved her skin, making it smoother, brighter, and healthier. She emphasizes the simplicity of the two-step skincare routine and that it is an affordable set. # Brand positioning The Inkey List positions itself as an affordable, accessible, and effective skincare brand, particularly appealing to those who are weary of expensive products that do not deliver results. The brand cuts through the noise of an over-saturated beauty market by offering simple, two-step solutions that are easy to incorporate into daily routines. The brand's positioning is primarily functional, focusing on delivering tangible results like smoother, brighter, and healthier-looking skin. It stands out by offering products that make a visible difference without the high price tag, making quality skincare more attainable. # Product The advertised products are The Inkey List's Exosome Hydro-Glow Complex and Bio-Active Ceramide Repairing and Plumping Moisturizer. The Exosome Hydro-Glow Complex is a lightweight serum designed to make skin look more alive. The Bio-Active Ceramide Repairing and Plumping Moisturizer is a creamy moisturizer that keeps skin feeling hydrated throughout the day without being too thick. Together, the set is a two-step skincare routine that improves skin's smoothness, brightness, and overall health, addressing the common pain point of skincare products failing to deliver visible results. The ad emphasizes that this set is affordable, making it accessible to a broader audience. These products are designed for anyone looking to simplify their skincare routine while achieving a noticeable, healthy glow. # Visual style The ad has a polished UGC feel, combining professional-looking closeups of the products with casual, selfie-style footage of the creator. The editing is smooth with quick cuts, and the lighting is bright and natural. The pacing is consistent at around 18 BPM, which keeps the ad engaging and snappy. The use of text overlays is timed to sync with the voiceover. # Hooks Spoken: Female 1: In two weeks, my skin was smoother, it was brighter, and so much healthier. Text overlay: 00:00–00:01: In two weeks, / 00:01–00:02: was smoother, / 00:01–00:02: it was brighter, / 00:02–00:03: much healthier. Visual: 00:00–00:03: The shot is a close-up of a fair-skinned woman with dark, curly, wet hair wearing a white robe in a bathroom. The camera is stationary and selfie-style, showing her from the chest up. She is smiling and looking directly at the camera. A blurred towel rack with green towels is visible in the background. / 00:01–00:03: A hand with manicured nails and several rings squeezes a pump of yellow-tinted serum from a white bottle with a black label onto a fingertip. The camera focuses tightly on the fingertip, with the woman's face out of focus in the background. / 00:02–00:04: A hand with manicured nails and several rings scrapes a fingertip across the surface of a white cream inside of a white jar with black labeling. The camera focuses tightly on the fingertip, with the woman's face out of focus in the background. # Funnel stage Consideration # Pain points Spending so much money and nothing ever worked. # Value propositions - Two-step set is simple - Super affordable set - Creates that super soft glow that's really hard to fake # Benefits - My skin was smoother, it was brighter, and so much healthier. - The serum makes your skin look more alive. - The moisturizer keeps your skin feeling just hydrated throughout the day. # Features - Exosome Hydro-Glow Complex: Lightweight serum - Bio-Active Ceramide Repairing and Plumping Moisturizer: Not too thick # Call to action I promise you this duo is worth trying for yourself. # Social proof - "In two weeks, my skin was smoother, it was brighter, and so much healthier" – Female 1 (Customer) - "But this duo from INKEY, it literally just amazes me." – Female 1 (Customer) - "I remember it was around week two-ish and I would catch myself in the mirror thinking like, oh my god, this is what healthy skin looks like." – Female 1 (Customer) - "My redness was fading, my skin was actually holding on to moisture." – Female 1 (Customer) # Point of view - Customer 100% – All content is delivered by a single creator reviewing the product based on their own experience. # Storyline - 00:00–00:03 The ad begins with the content creator showing her face up close, smiling and highlighting her skin. - 00:00–00:03 She shares that in two weeks, her skin became smoother, brighter, and healthier, suggesting quick and visible results. The perspective is from a satisfied customer sharing her positive experience. - 00:04–00:10 The ad then shows the creator expressing that she was initially hesitant to try another skincare product, indicating her past frustrations with ineffective products. This sets up a relatable pain point for the audience. - 00:10–00:11 The ad then transitions into a before/after of the skin. - 00:11–00:13 She then credits The Inkey List duo for her skin's transformation, emphasizing that it amazes her. This reinforces the product's effectiveness and sets the stage for a product reveal. - 00:14–00:16 She introduces the two-step set, highlighting its simplicity and affordability. This eases potential purchase barriers for viewers who may be intimidated by complicated or expensive skincare routines. - 00:16–00:26 The ad then dives into details about the Exosome Hydro-Glow Complex serum, demonstrating its light texture and ability to make skin look more alive. The audience gets a closer look at the product's features and benefits through product demonstration. - 00:26–00:34 The ad transitions to the Bio-Active Ceramide Repairing and Plumping Moisturizer. She describes the consistency and the feeling it gives her skin, emphasizing the hydration it provides throughout the day. - 00:34–00:39 She states that she caught herself in the mirror thinking her skin looked healthier. By sharing her realization, she provides a relatable moment, showing how the product improved her skin's appearance. - 00:39–00:43 She shares that her redness was fading and her skin was holding onto moisture. This reinforces the product's effectiveness and benefits. - 00:43–00:47 The ad ends with her recommending the duo and encouraging viewers to try it for themselves. This is a direct CTA.

# Ad summary This ad showcases the Inkey List Advanced Retinal Serum and its ability to visibly reduce deep wrinkles in one week, rejuvenate skin in two weeks, and provide firmer, more lifted skin in four weeks. The ad features a woman applying the product and highlights its suitability for all skin types. # Brand positioning The Inkey List is presented as a brand focused on providing clinically proven skincare solutions. The brand emphasizes functional benefits, such as visibly reducing deep wrinkles and improving skin tone, with a focus on delivering noticeable results in a short time frame. The brand positions itself as accessible and effective, offering products like the Advanced Retinal Serum that cater to various skin types and concerns. # Product The Inkey List Advanced Retinal Serum is a skincare product designed to reduce deep wrinkles, rejuvenate skin, and provide a firmer, more lifted appearance. The serum is clinically proven to visibly reduce deep wrinkles in one week, rejuvenate and even skin tone in two weeks, and provide firmer, more lifted skin in four weeks. It is suitable for all skin types and is available for $15. The serum is packaged in a white tube with black lettering and a black cap. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product and its results. The editing style includes quick cuts and close-ups to highlight specific features and benefits. The production quality is polished, with natural lighting and clear visuals. The pacing is moderate, with cuts timed to the music beats. # Hooks Text overlay: 00:00–00:02 / Future-proof your skin with / CLINICALLY PROVEN RETINAL Visual: 00:00–00:02: The Inkey List logo appears at the top of the frame, followed by a floating tube of Advanced Retinal Serum against a white background. Below, a woman with fair skin, light brown hair pulled back, and wearing a black top points directly at the camera with a smile. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of aging skin, specifically the appearance of deep wrinkles and uneven skin tone. # Value propositions - Future-proof your skin with clinically proven retinal - Visibly reduce deep wrinkles in one week - Rejuvenate and even skin tone in two weeks - Firmer, more lifted skin in 4 weeks - Suitable for all skin types - Affordable skincare at $15 # Benefits - Visibly reduces deep wrinkles in one week - Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks - 85% saw firmer, more lifted skin in 4 weeks # Features - Clinically proven retinal - Suitable for all skin types # Call to action Shop Advanced Retinal Serum # Social proof - Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks - 85% saw firmer, more lifted skin in 4 weeks # Point of view - Customer 100% – The ad is presented from the perspective of a customer sharing their skincare journey and results. # Storyline - 00:00–00:02 The ad opens with the Inkey List logo and a tube of Advanced Retinal Serum, setting the stage for a skincare product demonstration. - 00:02–00:05 The ad transitions to a woman applying the serum to her face, highlighting the product's use and texture. - 00:05–00:15 The ad emphasizes the product's benefits, stating that it visibly reduces deep wrinkles in one week, rejuvenates skin in two weeks, and provides firmer, more lifted skin in four weeks. - 00:15–00:17 The ad shows a before-and-after comparison of the woman's skin, highlighting the visible improvements after using the serum for four weeks. - 00:19–00:22 The ad showcases a diverse group of women, emphasizing that the product is suitable for all skin types. - 00:22–00:26 The ad concludes with a call to action to shop the Advanced Retinal Serum, providing the brand's website and retail partner, Sephora.

# Ad summary The ad features a series of close-up shots of a woman's face interspersed with shots of the Inkey List Advanced Retinol Serum. The woman shows how visibly reduces deep wrinkles in one week, over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks, and 85% saw firmer, more lifted skin in 4 weeks. The ad ends with four women of various ages and skin tones smiling and states that the product is suitable for all skin types. The ad includes a CTA to shop for the Advanced Retinol Serum for £15. # Brand positioning The Inkey List positions itself as a straightforward and effective skincare brand. The ad emphasizes that consistent use of the retinol serum, much like a workout plan, yields visible results. The brand focuses on delivering clear, demonstrable improvements in skin health with a simplified approach. # Product The Inkey List Advanced Retinol Serum is designed to visibly reduce deep wrinkles in one week, rejuvenate and even skin tone in two weeks, and create firmer, more lifted skin in four weeks. According to the ad, over 80% of users saw visibly rejuvenated, radiant, and more even skin tone in two weeks, while 85% saw firmer, more lifted skin in four weeks. The ad also notes that the serum is suitable for all skin types. The product is presented as a reliable solution for those seeking noticeable improvements in their skin's appearance with consistent use. # Visual style The ad features a clean and clinical aesthetic with a bright, white background. The editing uses quick cuts to transition between shots, maintaining a brisk pace. The production quality is polished, with a focus on clear visuals and direct messaging, which aligns with the brand's simple and effective ethos. The fast pacing keeps the viewer engaged and emphasizes the product's rapid results. # Hooks Spoken: 00:00–00:01 [Upbeat] It’s like leg day for your face. Text overlay: 00:00–00:02 CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS. Visual: 00:00–00:02 The shot is split between two visuals: On the top half of the screen is a white tube of The Inkey List Advanced Retinol Serum against a solid white backdrop with the brand name and logo at the top of the screen. The tube is positioned vertically. On the bottom half of the screen is a fair-skinned woman in her mid-30s with blonde hair pulled back. She wears a black tank top and is flexing her biceps with a smile. On the bottom half of the screen the text overlay 'Consistent use = Visible results' scrolls across the bottom of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses concerns about aging skin, specifically focusing on wrinkles, uneven skin tone, and lack of firmness. The visual of the woman's face being slowly zoomed in on displays her skin in great detail, calling attention to blemishes that are visible on her face. The ad's claim of visibly reduced deep wrinkles in just one week, and firmer, more lifted skin in four weeks is designed to alleviate the desire to correct signs of aging. # Value propositions - Visibly reduces deep wrinkles in one week - Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks - 85% saw firmer, more lifted skin in 4 weeks - Suitable for all skin types # Benefits - Visibly reduces deep wrinkles in one week - Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks - 85% saw firmer, more lifted skin in 4 weeks - Suitable for all skin types # Features - Visibly reduces deep wrinkles - Visibly rejuvenated - Radiant - More even skin tone - Firmer skin - More lifted skin # Call to action Shop Advanced Retinol Serum # Social proof - Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks. - 85% saw firmer, more lifted skin in 4 weeks. # Point of view - Customer 50% – The ad uses closeups of a woman's face over a timespan of 4 weeks and lists the changes in her skin, showcasing the customer's experience using the product. - Brand 50% – The ad utilizes text overlays to state product claims and demonstrate the science of the product. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with the product positioned above the text 'Think of retinol like a workout plan' and an image of a woman flexing her muscles. The message conveys that using retinol consistently is like following a fitness regimen, implying commitment leads to results. The perspective is from the brand, drawing an analogy to fitness. - 00:02–00:04 00:02–00:04 The ad transitions to a close-up of the woman’s face with the words 'Skin Diary' displayed and text that states the product 'Visibly reduces deep wrinkles in one week'. The visual diary format highlights the speed and efficacy of the product. The perspective shifts to a customer's experience, emphasizing the product's benefits within a week. - 00:06–00:08 00:06–00:08 The ad continues to show the woman's face, highlighting a statistic: 'Over 80% saw visibly rejuvenated, radiant, and more even skin tone in two weeks'. This claim builds on the initial promise of reducing wrinkles, implying an overall improvement in skin health. The perspective is from a collective customer viewpoint, showcasing successful outcomes. - 00:12–00:14 00:12–00:14 The ad displays the text, '85% saw firmer, more lifted skin in 4 weeks'. This statistic showcases the product's ability to deliver long-term improvements to skin firmness. The perspective comes from a customer success point of view, emphasizing the product's long-term benefits. - 00:16–00:18 00:16–00:18 The ad cuts to a four-way split screen featuring different women of diverse ages and skin tones, accompanied by the statement 'Suitable for all skin types'. The ad aims to broaden the product’s appeal, communicating inclusivity and universal suitability. The perspective is the brand's, emphasizing a broad audience range. - 00:19–00:23 00:19–00:23 The ad returns to showing the product, highlighting 'Shop Advanced Retinol Serum,' the brand website, the retailer SPACE NK, and the price '£15'. The ad provides clear purchase pathways, completing the ad and incentivizing immediate action. The perspective is from the brand's, directing the audience to purchase.

# Ad summary This ad for Inkey List's Starter Retinol Serum features a woman applying the product to her face. The ad shows the results of using the product over the course of four weeks, and includes before and after photos. # Brand positioning The Inkey List is presented as a brand that offers clinically proven skincare solutions. The brand aims to occupy a space in the consumer's mind as a provider of effective and accessible skincare, aligning with values of transparency and results-driven formulations. The brand pushes against the norm of overly complex or expensive skincare routines, focusing on simplicity and affordability. The brand positioning is functional, emphasizing the performance and efficacy of its products. # Product The Inkey List Starter Retinol Serum is a skincare product designed to smooth fine lines and improve skin texture. It is formulated with clinically proven retinol and is suitable for all skin types, including sensitive skin. The serum is presented as a solution for achieving revived, firmer, and more even skin tone. The ad highlights that visibly smooths fine lines in one week, over 80% saw revived, firmer, and more even skin tone in two weeks, and 90% saw significant wrinkle improvement in four weeks. The product is priced at €14, making it an accessible option for consumers looking to incorporate retinol into their skincare routine. # Visual style The ad has a clean and modern aesthetic, with a focus on showcasing the product and its results. The editing style includes quick cuts and transitions to maintain a fast pace. The production quality is polished, with clear lighting and professional-looking shots. The visual motifs include close-ups of faces and product shots, emphasizing the product's benefits and features. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The audio-visual sync is well-coordinated, with text and product actions timed to the music beats. # Hooks Spoken: 00:02–00:06: Visibly smooths fine lines in one week Text overlay: Skin Diary / Week 1 / Week 2 / Week 4 / Visibly smooths fine lines in one week* Visual: 00:02–00:06: A close-up of a woman's face. She has dark curly hair, dark skin, and is wearing a white tank top. She is smiling. On the left side of the screen, there is text that reads "Skin Diary" and "Week 1", "Week 2", and "Week 4" stacked vertically. On the right side of the screen, there is text that reads "Visibly smooths fine lines in one week". # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the central frustration or problem being solved is the desire to reduce fine lines and wrinkles. The ad shows before and after photos of a woman's forehead with wrinkles, visually signaling this frustration. # Value propositions - Future-proof your skin with clinically proven retinol - Achieve visibly smoother, firmer, and more even skin tone in just weeks - Suitable for all skin types, including sensitive skin, making it accessible to a wide range of consumers # Benefits - Visibly smooths fine lines in one week - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Features - Clinically proven retinol - Suitable for all skin types including sensitive skin # Call to action Shop Starter Retinol Serum # Social proof - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Point of view - Customer 35% – A real user of the product is shown smiling and applying the product. - Brand 65% – The official voice of the brand is communicated through product claims and demos. # Storyline - 00:00–00:02 The ad opens with a shot of the Inkey List Starter Retinol Serum, immediately introducing the product being advertised. This is intended to capture the viewer's attention and set the stage for the product demonstration and benefits that will follow. The perspective is from the brand, showcasing the product in a clean and straightforward manner. The tone is informative and direct. - 00:02–00:03 A woman is shown holding the product and smiling, creating a positive association with the brand. This is intended to build trust and credibility by showing a real person endorsing the product. The perspective shifts to the customer, who is presented as happy and satisfied with the product. The tone is cheerful and inviting. - 00:03–00:14 The ad transitions to a close-up of the woman's face as she applies the serum, demonstrating its use. This is intended to show the product in action and highlight its texture and application. The perspective is from the brand, showcasing the product's ease of use and integration into a skincare routine. The tone is practical and informative. - 00:14–00:17 Before and after photos are shown, visually demonstrating the product's effectiveness in reducing wrinkles. This is intended to provide concrete evidence of the product's benefits and build confidence in its claims. The perspective is from the brand, presenting scientific results and data to support the product's efficacy. The tone is factual and persuasive. - 00:18–00:22 The ad displays a collage of diverse faces, emphasizing that the product is suitable for all skin types, including sensitive skin. This is intended to broaden the product's appeal and address potential concerns about retinol's suitability for sensitive skin. The perspective is from the brand, promoting inclusivity and accessibility. The tone is reassuring and inclusive. - 00:22–00:25 The ad concludes with the Inkey List logo and a call to action to shop the Starter Retinol Serum, providing clear direction for viewers interested in purchasing the product. This is intended to drive immediate sales and direct traffic to the brand's website and retail partners. The perspective is from the brand, reinforcing its identity and providing purchasing options. The tone is direct and action-oriented.

# Ad summary This ad for The Inkey List's Starter Retinol Serum uses a UGC-style format to show the product and its benefits. The ad features a woman applying the serum and sharing her skin diary results over the course of four weeks. The ad also highlights that the product is suitable for all skin types, including sensitive skin. # Brand positioning The Inkey List is presented as a skincare brand that offers effective solutions at an accessible price point. The brand focuses on functional benefits, such as visibly smoothing fine lines and improving skin tone, and positions itself as a reliable option for those seeking visible results. The brand aligns with a practical, results-oriented approach to skincare, emphasizing consistency and visible improvements over time. # Product The Inkey List Starter Retinol Serum is a skincare product designed to visibly smooth fine lines and improve skin texture. It is presented as a product that delivers visible results with consistent use, similar to a workout plan. The serum is suitable for all skin types, including sensitive skin. The ad highlights that over 80% of users saw revived, firmer, and more even skin tone in two weeks, and 90% saw significant wrinkle improvement in four weeks. The product is available for £15 at Space NK and theinkeylist.com. # Visual style The ad has a clean, UGC-style aesthetic with bright, even lighting and a focus on close-ups. The editing style includes quick cuts and static shots, creating a simple and straightforward presentation. The production quality is polished, giving it a commercial feel while maintaining a relatable, user-generated vibe. The pacing is consistent, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:02 [Upbeat music] Text overlay: 00:00–00:02 inkey™ / 00:00–00:02 Think of retinol / 00:00–00:02 LIKE A WORKOUT PLAN / 00:00–00:02 CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS. Visual: 00:00–00:02: A vertical split screen. The top half shows a close-up of The Inkey List Starter Retinol Serum against a plain white background. The bottom half shows a young woman with tan skin, dark curly hair, and a white tank top, smiling and looking at the camera. The lighting is bright and even. # Funnel stage Consideration # Pain points The ad addresses the frustration of dealing with fine lines, uneven skin tone, and wrinkles, which are common concerns for people seeking skincare solutions. # Value propositions - Consistent use of retinol leads to visible results, similar to a workout plan. - The product is suitable for all skin types, including sensitive skin, making it accessible to a wide audience. - The product delivers visible improvements in a relatively short time frame (one to four weeks). # Benefits - Visibly smooths fine lines in one week - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Features - Starter Retinol Serum - Suitable for all skin types including sensitive skin # Call to action Shop Starter Retinol Serum # Social proof - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Point of view - Customer 100% – The ad is presented from the perspective of a customer sharing her experience and results with the product. # Storyline - 00:00–00:02 The ad opens with a shot of the Inkey List Starter Retinol Serum, followed by a woman smiling and looking at the camera. - 00:02–00:14 The ad transitions to a close-up of the woman's face as she applies the serum. Text overlays highlight the product's benefits over time, framing the ad as a 'Skin Diary'. - 00:14–00:18 The ad shows a collage of diverse women smiling, reinforcing the message that the product is suitable for all skin types, including sensitive skin. - 00:18–00:21 The ad concludes with a screen displaying the Inkey List logo, product name, website, retailer (Space NK), and price (£15), providing viewers with clear information on where to purchase the product.

# Ad summary The ad features a skincare brand founder showcasing customer reviews and testimonials for the Exosome Hydro-Glow Complex. She highlights the positive results and affordability of the product, encouraging viewers to purchase it. # Brand positioning The Inkey List is presented as a skincare brand that values customer satisfaction and positive results. The brand is positioned as accessible and affordable, as well as responsive to customer feedback and reviews. The brand's tone is enthusiastic and friendly. The brand is positioned as functional, focusing on delivering effective skincare solutions without pretense, and it focuses on the delivery of visible results that customers are 'obsessed with'. # Product The advertised product is the Exosome Hydro-Glow Complex, a skincare product designed to deliver visible results, with customers describing themselves as being 'obsessed with the results'. The product is presented as affordable at only £20. The product is for individuals seeking effective skincare solutions. The ad addresses purchase barriers by highlighting its low price point and the high satisfaction levels of other users. # Visual style The ad has a UGC feel with a casual, selfie-style presentation. The editing style consists of static shots with no transitions or cuts. The production quality is somewhat polished, with clear visuals and professional on-screen text. The pacing is consistent, following the speaker's natural rhythm. The audio-visual sync is aligned with the voiceover. # Hooks Spoken: 00:00–00:07 Female 1: As a skincare brand founder, I cannot get over all the messages I keep getting in my DMs about our Exosome Hydro-Glow Complex. Text overlay: 00:00-00:04 I cannot get over all the messages I keep Visual: 00:00–00:07: The shot is framed in a selfie-style, capturing the brand founder from the chest up. She is centered in the frame, smiling and directly addressing the camera. She has fair skin, light eyes, and light hair pulled back from her face. She is wearing a brown, textured sweater. Behind her, a vertical composition mimics an iPhone message thread. The background showcases a series of customer testimonials and replies in chat bubbles. The bubbles are different shades of blue and purple, and some include heart emojis. The words 'Message...' are displayed at the bottom with the standard UI icons from the messaging app. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of consumers seeking effective skincare solutions that deliver visible results. # Value propositions - Affordable price (£20) for a product with insane results # Benefits - Visible results # Features - Exosome Hydro-Glow Complex # Call to action Shop Exosome Hydro-Glow Complex at theinkeylist.com & Boots # Social proof - People are obsessed with the results. # Point of view - Brand 100% – The entire ad is delivered by the brand founder, showcasing customer feedback and product benefits. # Storyline - 00:00–00:06 The skincare brand founder shares that she is overwhelmed with the messages about the brand's Exosome Hydro-Glow Complex. - 00:06–00:09 She states that 'People are obsessed with the results'. - 00:10–00:14 She says that the product is only £20 and that the results that people are getting are 'insane'. - 00:14–00:16 She shares her personal happiness in response to the messages she receives from customers.

# Ad summary This ad for Inkey List's Starter Retinol Serum uses a workout analogy to explain the importance of consistent use for visible results. It shows a woman's skin diary over four weeks, highlighting improvements in fine lines and wrinkles. The ad emphasizes suitability for all skin types and ends with a call to action to shop the $15 serum at Sephora or the Inkey List website. # Brand positioning The Inkey List is presented as an accessible and straightforward skincare brand, offering effective solutions at an affordable price point. The brand emphasizes simplicity and transparency, positioning itself as a no-nonsense option for consumers seeking science-backed ingredients without the premium price tag. The brand aligns with a functional approach, focusing on delivering visible results through consistent use, similar to a workout plan. It pushes against the norm of expensive and complicated skincare routines, offering a budget-friendly alternative that doesn't compromise on efficacy. # Product The Inkey List Starter Retinol Serum is a skincare product designed to smooth fine lines and improve skin texture. It is presented as a gentle introduction to retinol, suitable for all skin types, including sensitive skin. The serum promises visible results with consistent use, with claims that over 80% of users saw revived, firmer, and more even skin tone in two weeks, and 90% saw significant wrinkle improvement in four weeks. The ad addresses the potential barrier of retinol being too harsh by positioning this product as a starter option. The serum is available for purchase at the Inkey List website and Sephora for $15. # Visual style The ad has a clean and minimalist aesthetic with bright, even lighting and a focus on close-up shots of the product and the woman's face. The editing style is quick cuts, with text overlays timed to the music. The production quality is polished, giving it a commercial feel. The pacing is consistent and upbeat, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:02 Think of retinol like a workout plan. Text overlay: 00:00–00:02 Think of retinol / 00:00–00:02 like a workout plan / 00:00–00:02 CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS. Visual: 00:00–00:02 The top half of the frame shows a white bottle of Inkey List Starter Retinol Serum against a plain white background. The bottom half of the frame shows a woman with tan skin and curly black hair wearing a white tank top. She is smiling and looking at the camera. The lighting is bright and even. # Funnel stage Consideration # Pain points The ad addresses the potential barrier of retinol being too harsh or irritating for sensitive skin by positioning this product as a starter option. # Value propositions - The Starter Retinol Serum is a gentle introduction to retinol, making it suitable for all skin types, including sensitive skin. - Consistent use of the serum leads to visible results, similar to a workout plan. # Benefits - Visibly smooths fine lines in one week - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Features - Starter Retinol Serum - Suitable for all skin types including sensitive skin # Call to action Shop Starter Retinol Serum # Social proof - Over 80% saw revived, firmer, and more even skin tone in two weeks - 90% saw significant wrinkle improvement in four weeks # Point of view - Customer 40% – The customer POV is communicated through the skin diary format and the demonstration of product application. - Brand 60% – The brand POV is communicated through product claims, text overlays, and the final call to action. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with the Inkey List Starter Retinol Serum bottle in the top half of the frame and a woman in a white tank top in the bottom half. The text overlay reads, "Think of retinol like a workout plan. CONSISTENT USE = VISIBLE RESULTS. CONSISTENT USE = VISIBLE RESULTS." The message is that consistent use of retinol, like a workout plan, leads to visible results. This is from the brand's perspective, using an analogy to make retinol more approachable. - 00:02–00:06 00:02–00:06 The ad transitions to a close-up of the woman's face, smiling and looking directly at the camera. The text overlay reads, "Skin Diary" and "Visibly smooths fine lines in one week." The text "Week 1" is highlighted on the left side of the screen. This is from the customer's perspective, showing the initial results of using the product. - 00:06–00:11 00:06–00:11 The woman applies the serum to her face. The text overlay reads, "Skin Diary" and "Over 80% saw revived, firmer, and more even skin tone in two weeks." The text "Week 2" is highlighted on the left side of the screen. This is from the customer's perspective, demonstrating the product's application and highlighting the results after two weeks. - 00:11–00:14 00:11–00:14 The woman continues to apply the serum to her face. The text overlay reads, "Skin Diary" and "90% saw significant wrinkle improvement in four weeks." The text "Week 4" is highlighted on the left side of the screen. This is from the customer's perspective, showcasing the long-term benefits of using the product. - 00:14–00:17 00:14–00:17 The ad shows a grid of four different women of various ages and skin tones smiling at the camera. The text overlay reads, "Suitable for all skin types including sensitive skin." This is from the brand's perspective, emphasizing the product's inclusivity and suitability for a wide range of users. - 00:17–00:21 00:17–00:21 The ad displays the Inkey List logo, a call to action to "Shop Starter Retinol Serum," the website, the retailer Sephora, and the price of $15. This is from the brand's perspective, providing information on where to purchase the product.

# Ad summary This image ad for The Inkey List promotes their Omega Water Cream. The ad highlights the product's ability to balance the user's glow and bank account, suggesting it is an affordable option for achieving radiant skin. The ad features a minimalist design with a focus on the product and its key benefits. # Brand positioning The Inkey List is presented as a brand that offers effective skincare solutions at an accessible price point. The brand positions itself as a provider of products that can help customers achieve a healthy glow without breaking the bank. This implies a focus on affordability and simplicity, potentially appealing to consumers who are budget-conscious and looking for straightforward skincare routines. The brand seems to push against the norm of expensive skincare products, offering a more economical alternative. # Product The product being advertised is The Inkey List Omega Water Cream, a lightweight and hydrating moisturizer. The packaging indicates it comes in a 1.7 US fl.oz / 50ml size. The ad emphasizes the product's ability to provide hydration while being gentle on the user's budget. The cream is presented as a solution for achieving a balanced glow, suggesting it is suitable for individuals looking to improve their skin's radiance and hydration levels. The product is shown as a white cream dispensed from a tube, indicating ease of use and application. # Visual style The ad features a minimalist and clean visual style. The production quality appears to be studio-shot with a focus on product presentation. The image treatment includes background removal and subtle color grading. The typography is clean and legible, contributing to the overall simplicity. The style is platform-native, resembling a typical in-feed ad with a focus on product and value proposition. The design is intended to be scannable and eye-catching in a social media feed. # Hooks Headline: Balance your glow & your bank account # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of expensive skincare products that are not accessible to everyone. The ad copy, "Balance your glow & your bank account," directly implies that achieving radiant skin often comes at a high cost, which can be a frustration for budget-conscious consumers. # Value propositions - Balance your glow & your bank account (affordable skincare) # Benefits - Balance your glow # Features - Lightweight - Hydrating # Call to action SHOP OMEGA WATER CREAM # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product, its benefits, and a call to action to purchase. # Storyline - The ad starts by highlighting the brand name, Inkey, to establish brand recognition and identity. - The ad then presents the value proposition of balancing the user's glow and bank account, immediately conveying the product's benefit of providing skincare without being expensive. This is told from the brand's perspective. - The ad showcases the product, Omega Water Cream, with a visual representation of the cream's texture and packaging. This is from the brand's perspective, showing the product in use. - The ad includes a call to action, "SHOP OMEGA WATER CREAM", prompting the viewer to purchase the product. This is from the brand's perspective, encouraging immediate action.

# Ad summary A skincare ad featuring the INKEY List's Starter Retinol Serum, specifically marketed to individuals with sensitive skin. The ad is presented by Colette Laxton, the co-founder of INKEY, who emphasizes the gentle nature of the serum, highlighting its ability to smooth fine lines while also supporting skin hydration and the skin's barrier function. # Brand positioning The INKEY List is presented as a skincare brand focused on creating effective yet gentle products, particularly for individuals with sensitive skin or those new to certain ingredients like retinol. The brand aligns with a functional and simple approach, aiming to provide skincare solutions that address common concerns without causing irritation. INKEY List products help sensitive skin by pushing against the norm of retinol products causing negative side effects such as red, flakey, or sore skin. # Product The INKEY List Starter Retinol Serum is presented as a beginner-friendly retinoid complex designed for sensitive skin. It works by smoothing fine lines, and the formula includes additional ingredients such as a lipid complex for hydration and Sim Relief to support the skin barrier. This addresses concerns about irritation, redness, or flakiness often associated with retinol products. The product is marketed as a gentle introduction to retinol, suitable for those who are scared a retinol is going to sensitise their skin, make it sore, flaky, or red. # Visual style The ad has a clean and polished aesthetic, typical of commercial skincare content. Editing includes quick cuts between shots to highlight product features and application. The production quality is high, featuring natural-looking lighting and clear visuals. The pacing is consistent, with cuts timed to emphasize key product claims and maintain viewer engagement. # Hooks Spoken: Female 1: Do you have sensitive skin and are scared to use retinol? Text overlay: Be honest... did retinol wreck your skin before? / Do you have sensitive skin and are scared to use retinol? Visual: 00:00–00:02: A medium shot shows Colette Laxton, co-founder of INKEY, seated in front of a beige curtain. She is wearing a black turtleneck, an orange skirt, and dark tights. She has blonde hair, red lipstick, and is wearing a ring. To her left, there is a white side table and a white decorative head. The camera is stationary and faces her directly. # Funnel stage Middle of funnel (Consideration) # Pain points The ad is responding to consumer fears that retinol products will sensitize their skin, making it sore, flaky, or red, which is signaled when the presenter asks, "Do you have sensitive skin and are scared to use retinol?" # Value propositions - Starter Retinol Serum is designed for sensitive skin, offering a solution for those who are scared that a retinol is going to sensitise your skin, make it sore, flaky, or red. # Benefits - Smoothing those first fine lines. - Helps support with sensitivity. - Helps support hydration. - Really supports the barrier. # Features - Dual retinoid complex - Lipid complex - Sim Relief # Call to action Shop Starter Retinol at theinkeylist.com & Sephora # Social proof - None used. # Point of view - Brand 100% – The ad is presented by the co-founder and represents the official voice of the brand to promote their product. # Storyline - 00:00–00:02 The presenter begins by asking if the viewer has sensitive skin and if they are scared to use retinol. - 00:02–00:05 She introduces the INKEY List Starter Retinol Serum as a solution. - 00:06–00:09 The presenter demonstrates the product, detailing it as a dual retinoid complex. - 00:11–00:22 The presenter highlights the two incredible ingredients that help support with sensitivity, one a Lipid Complex that helps support hydration, and Sim Relief that really supports the barrier. - 00:22–00:28 The presenter explains that the serum is a good option for those who are scared that a retinol is going to sensitise your skin, make it sore, flaky, or red.