How Topicals Advertises on Meta

# Ad summary This ad features a woman using the Topical's brand pimple patches to reduce redness on a blemish, as well as protect the area. # Brand positioning Topicals is presented as a brand that offers effective and convenient solutions for common skin concerns like blemishes. The brand aims to occupy a space in the consumer's mind as a reliable and accessible skincare option that addresses specific skin issues. The brand promotes values of simplicity, convenience, and effectiveness. The brand stands out by offering patches that actually stay in place, addressing a common problem with competitor products. The brand positioning is functional, focusing on performance and simplicity. # Product The product being advertised is Topical's pimple patches, designed to address and protect blemishes. The patches are applied directly to the skin, offering a simple and effective solution for spot treatment. The patches are intended for anyone looking for a quick fix for blemishes and pimples. These patches differentiate themselves from competitors by offering a secure fit that stays in place, a common pain point addressed in the ad. The ad shows the application of the patches is very simple, just peel and stick. The ad highlights the promise of waking up with less stress about one's skin, which is a significant benefit for those self-conscious about blemishes. # Visual style The ad has a UGC feel with a polished commercial appearance. The editing style consists of quick cuts. The production quality is high, creating an authentic yet professional tone. The pacing is consistent, maintaining a steady flow throughout the ad. # Hooks Spoken: Do you ever just wake up and look in the mirror and sigh? Visual: 00:00–00:03: A woman with long brown hair and a black, puffy headband stands in front of a white bathroom door. She is wearing a black tank top and gold hoop earrings and is speaking to the camera. # Funnel stage Consideration # Pain points Spots always show up at the worst possible time. # Value propositions - Convenient and effective solution for blemishes - Topicals patches address the common pain point of slipping or falling off. # Benefits - Supposed to actually stay put - Already looking lighter - Quick fix # Features - Patches - Topicals # Call to action Topicals is definitely worth checking out. # Social proof - I've tried so many different patches and they always slip or just fall off right away, but these ones from Topicals are supposed to actually stay put – Female 1 (Customer) - It is already looking lighter – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is from the perspective of a customer who uses and reviews the product. # Storyline - 00:00–00:03 The creator starts by expressing relatability, describing how she often sighs when she looks in the mirror due to skin imperfections. - 00:03–00:09 She points out a blemish that showed up right before her weekend plans, expressing frustration at the timing of such occurrences. This connects to the previous thought by creating frustration over blemishes. - 00:09–00:17 She introduces Topicals pimple patches as a solution to her frustration, distinguishing them from other patches that tend to slip or fall off. This is a transition to introducing the product and what makes it different. - 00:17–00:21 She demonstrates how to apply the patches, emphasizing the simplicity of peeling and sticking them onto blemishes. This demonstrates how easy it is to use the product. - 00:22–00:24 She checks the patch later in the day and mentions that the patch is still adhered to the skin. This is emphasizing that the product stays in place. - 00:25–00:26 The creator says that it is already looking lighter, emphasizing the product's effectiveness. - 00:26–00:35 She concludes by saying that waking up with less stress about her skin is a win and recommends Topicals as a quick fix for events. This is the closing to summarize her thoughts.

# Ad summary A close-up shot of a woman's face features an eye patch, accompanied by a quote from a verified customer expressing satisfaction with the product's ability to diminish dark circles. # Brand positioning Based on the image, the brand appears to be positioned in the skincare or beauty sector. The brand is focused on providing solutions for common skin concerns, specifically dark circles, and positions itself as effective and reliable by featuring the testimonial of a verified customer. The inclusion of the brand name directly on the eye patch design indicates a clear focus on brand visibility and a willingness to stand out in a competitive market. # Product The product shown is an eye patch designed to reduce dark circles. The ad directly quotes a verified customer stating, "The only patches that get rid of my dark circles." This highlights the product's unique selling point of effectively targeting and resolving the issue of dark circles. The eye patch is pink with the brand name printed on it, suggesting that the product is designed for regular use and specifically for those struggling with the appearance of dark circles. The testimonial implies that the product can act as a reliable solution, overcoming potential consumer hesitation by showcasing real results and backing them with a verified customer’s experience. # Visual style The visual style is natural and focused on showcasing the product and the model's skin texture. It features a close-up shot with direct lighting and minimal retouching. The color palette is soft, with a focus on the pink and neutral skin tones. # Hooks Headline: "The only patches that get rid of my dark circles." # Funnel stage Middle of funnel (Consideration) # Pain points The frustration of dealing with dark circles is a common skin concern for many people. # Value propositions - Patches that get rid of dark circles # Benefits - Gets rid of dark circles # Features - Patches that get rid of dark circles # Call to action None used. # Social proof - "The only patches that get rid of my dark circles." – Anna, VERIFIED CUSTOMER # Point of view - Customer: This POV appears in the quote and emphasizes the effectiveness of the eye patches in addressing dark circles. The perspective comes from Anna, a verified customer, providing a first-person account of the product's benefits. # Storyline - The ad opens with a close-up image of a person wearing an eye patch to show the product in use, which establishes the context of the ad. The brand is showing that the product can be worn comfortably on the face. - The person is wearing the eye patch, and the viewer is shown that the eye patch is working. This is meant to demonstrate the product in a real-life setting and highlight its functionality. - The ad also presents a testimonial from a verified customer named Anna, stating that the patches are effective in getting rid of dark circles. This builds trust by showing that the product has worked for others.

# Ad summary This ad by Topicals promotes their lip balm. The ad showcases women with different skin tones, applying the balm to their lips. The ad mentions a 25% off discount when you bundle. # Brand positioning Topicals is a brand focused on skincare and beauty products. The brand is explicitly promoted via its lip balm and implied through visuals of different women applying the product on their lips. The brand appears to position itself in the market as accessible for a diverse customer base, showcasing various skin tones. This brand may be positioned towards self-care, confidence, and a focus on lip care. # Product The product featured in this ad is the Slick Salve lip balm by Topicals. The balm appears to be for anyone who wants to keep their lips hydrated and glossy. The product is available in multiple flavors: Papaya, Acai, Pomegranate, and Mint. The ad promotes a "Slick Trio Builder" option that allows customers to "build your lip balm trio." The ad highlights an offer to "save 25% when you bundle," implying a value proposition. # Visual style The ad has a polished and clean aesthetic. The editing style is quick cuts with transitions between women. The production quality is high-end, as is evident through the lighting and color grading. The pacing is quick with the cuts of each woman. The colors are bright and inviting. # Hooks Spoken: 00:00–00:01 [Upbeat] Get your Topicals lip balm now. Text overlay: 00:00–00:01 SLICK TRIO BUILDER / 00:00–00:01 Build your lip balm trio / 00:00–00:01 Save 25% when you bundle / 00:00–00:01 PAPAYA / 00:00–00:01 Slick Trio Builder / 00:00–00:01 TOPICALS / 00:00–00:01 Shop now / 00:00–00:01 $36 $48 Visual: 00:00–00:01 Close up shot of a light skinned Asian woman applying Topicals lip balm on her lips in front of a brown background. She is wearing a red shirt. On the left side, a square shows the lip balm in a Papaya flavor. The text above reads: "SLICK TRIO BUILDER" "Build your lip balm trio" "Save 25% when you bundle". Below, the text reads "Slick Trio Builder" and "Topicals" in a smaller font. At the bottom right, a button is shown that reads "Shop now" and displays the price, "$36 $48". # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - By allowing customers to build their own lip balm trio, the customer has an option of what flavors they want. - The customer will save 25% when they bundle. # Benefits - Save 25% when you bundle # Features - The product is a lip balm - Build your lip balm trio # Call to action Shop now # Social proof - None used. # Point of view - Brand 100% – The ad showcases women applying lip balm, focusing on the product and deal being offered. # Storyline - 00:00–00:02 00:00–00:02 A woman applies Topicals lip balm to her lips. The text reads "Build your lip balm trio. Save 25% when you bundle." This implies the product is a lip balm and is trying to encourage the customer to purchase more than one. - 00:02–00:03 00:02–00:03 The woman looks at the camera. This is intended to grab the viewer's attention. - 00:03–00:05 00:03–00:05 A different woman applies Topicals lip balm to her lips. The text reads "Build your lip balm trio. Save 25% when you bundle." This suggests that the lip balm is for a diverse customer base. - 00:05–00:07 00:05–00:07 A different woman applies Topicals lip balm to her lips. The text reads "Build your lip balm trio. Save 25% when you bundle." This suggests that the lip balm is for a diverse customer base. - 00:07–00:09 00:07–00:09 A different woman applies Topicals lip balm to her lips. The text reads "Build your lip balm trio. Save 25% when you bundle." This suggests that the lip balm is for a diverse customer base.

# Ad summary This ad features a close-up of a person's face with eye patches on, with a testimonial from a verified customer, Anna. The testimonial highlights the patches' effectiveness in getting rid of dark circles. # Brand positioning Faded is presented as a brand offering effective solutions for dark circles, positioning itself as a go-to for individuals seeking to address this common skin concern. The brand emphasizes efficacy and reliability, as evidenced by the customer testimonial and the focus on tangible results. The brand aligns with a functional approach, focusing on providing a practical solution to a specific problem. The brand is positioned in a way that ignores the beauty norms and instead promotes self-care and confidence through visible improvements. # Product The featured product is a set of eye patches designed to reduce the appearance of dark circles. The patches are applied directly under the eyes. The product's unique selling proposition is highlighted by the customer testimonial, which asserts that these are the only patches that effectively get rid of dark circles. The ad addresses the purchase barrier of skepticism by providing social proof through a verified customer's positive experience, aiming to persuade viewers that the product is worth trying for visible results. # Visual style The ad has a high-quality, studio-shot production style with a focus on a close-up shot of the person's face. The visual motif includes a focus on the skin's texture and dewiness. The image is treated with a subtle color grading to enhance the skin tones and create a visually appealing aesthetic. The typography is clean and legible, integrated seamlessly into the image. The ad contrasts the platform's native behaviors by having a high-design feel that is intended to have high stop power. # Hooks Headline: "The only patches that get rid of my dark circles." # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the frustration of dealing with dark circles, as conveyed through the testimonial from Anna, who says, "The only patches that get rid of my dark circles." # Value propositions - Testimonial from a verified customer # Benefits - Get rid of my dark circles # Features - Patches # Call to action None used. # Social proof - "The only patches that get rid of my dark circles." – Anna VERIFIED CUSTOMER # Point of view - Customer: The testimonial quote provides a first-hand perspective on the product's effectiveness. - Brand: The close-up image and presentation of the product demonstrate the brand's offering and visual presence. # Storyline - The ad opens with a close-up shot of a person wearing Faded eye patches, immediately drawing attention to the product in use and setting the context. The purpose is to visually introduce the product and its application. This part of the story is shown from the brand's perspective. - The ad then transitions to a testimonial from a customer named Anna, who is identified as a "verified customer." This is to provide social proof that the product works. This part of the story is told from the customer's perspective, highlighting their experience and satisfaction with the product. - The customer shares their personal experience, stating, "The only patches that get rid of my dark circles." This testimonial is intended to resonate with viewers who have struggled with dark circles and are seeking an effective solution. The story here is from the customer's perspective.

# Ad summary This ad for acne patches uses a testimonial from a customer, who states that her dark spot vanished overnight. The patches are shown up close, with the claim layered over the image. # Brand positioning This brand is positioned as a provider of fast and effective spot treatments for acne and skin blemishes, with a focus on visible results. The brand seems to promise rapid results, such as dark spots vanishing overnight, implying a high level of efficacy and convenience. The brand appears to be following category norms by presenting the product as a solution for common skin issues. # Product The product is a round, adhesive acne patch designed to be applied to the skin to treat dark spots. The patches have a pinkish-red pattern with the brand name repeated within the design. The ad emphasizes the patch's ability to make dark spots vanish overnight, highlighting its rapid action and effectiveness. The patches are shown in close-up, suggesting that they are discreet and easy to use. # Visual style The ad has a clean and clinical look with a focus on the product. The image is well-lit and evenly exposed, with a shallow depth of field that keeps the patches in sharp focus while the background is slightly blurred. The overall tone is modern and simple, with a focus on efficacy and clear messaging. The visual style is likely intended to convey trust and scientific credibility. # Hooks Headline: " My dark spot vanished overnight." # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having dark spots on the skin, which can be persistent and affect one's appearance. The testimonial states, "My dark spot," indicating a personal struggle with this skin issue. # Value propositions - Fast acting acne treatment that clears dark spots overnight # Benefits - Vanished overnight # Features - Dark spot # Call to action None used. # Social proof - "My dark spot vanished overnight." – Anna VERIFIED CUSTOMER # Point of view - Customer: The top caption featuring the customer's testimonial and name provides a first-person endorsement of the product's effectiveness. - Brand: The overall image, featuring the product and layered claim, is presented from the brand's perspective to promote the product and its benefits. # Storyline - From the customer's perspective, the ad starts with a testimonial stating that their dark spot vanished overnight after using the product. This immediately captures attention by highlighting the product's effectiveness. - The brand reinforces this message by displaying an image of multiple patches, suggesting wide coverage and availability of the product for various spots. This aims to show that the solution is readily available and effective. - The brand highlights the testimonial giver's name and "Verified Customer" status for validation. This adds credibility to the claim and reinforces the product's effectiveness.

# Ad summary A video showcasing the new Slick Salve Trio from Topicals. It highlights the different flavors available and encourages users to mix and match their favorites. # Brand positioning Topicals is presented as a modern skincare brand focused on lip care. It emphasizes personalization with the Slick Salve Trio, allowing customers to mix and match flavors. The brand aligns with a playful and individualized approach to beauty, contrasting with traditional one-size-fits-all lip balm solutions. Topicals positions itself as a fun, accessible brand that celebrates individuality in skincare. # Product Topicals Slick Salve Trio is a collection of lip balms designed to relieve and hydrate parched lips. The product allows customers to build their own set of three flavors. Flavors include Pomegranate, Papaya, and [unclear]. The lip balms come in white squeeze tubes with the brand name "Topicals" and flavor name printed on the tube. The featured USPs are the ability to customize a trio and enjoy various flavors, creating a personalized lip care experience. The product addresses the purchase barrier of flavor monotony by offering variety. # Visual style The ad has a clean, modern aesthetic with bright lighting and clear product focus. The editing is quick, with cuts timed to the music. The overall feel is polished and professional, aligning with a contemporary beauty brand. The cheetah-print backdrop adds a touch of personality and visual interest. # Hooks Spoken: 00:00–00:01 Female 1: What the fuck has gotten into me? Text overlay: 00:00–00:02 NEW / 00:00–00:02 Build your / 00:00–00:02 Slick Salve Trio Visual: 00:00–00:02 Four white tubes of Topicals Slick Salve lip balm are arranged horizontally on a cheetah-print surface. The tubes have different colored text indicating the flavor. The camera is stationary and overhead, providing a clear view of the products. # Funnel stage Middle of funnel (Consideration) # Pain points Boredom or lack of personalization in typical lip balm products # Value propositions - The ability to personalize your lip balm collection with the Slick Salve Trio by choosing your favorite flavors # Benefits - Customizable flavors - Mix & match your fave Slick Salve flavors # Features - Lip balm - Slick Salve Trio # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's official perspective, showcasing the product and its features. # Storyline - 00:00–00:02 00:00–00:02 The video opens with a close-up of four Topicals lip balm tubes on a cheetah-print surface. The text overlay introduces the "NEW Build your Slick Salve Trio." This grabs attention by showcasing the product and its customizable nature. - 00:02–00:04 00:02–00:04 The camera focuses on a group of three Topicals lip balm tubes, highlighting different flavors. The text overlay reads, "Mix & match your fave Slick Salve flavors." This emphasizes the product's unique selling point: the ability to personalize the lip balm selection. - 00:04–00:06 00:04–00:06 The video shows a hand holding four Topicals lip balm tubes against a plain white background. This provides a clearer view of all available flavors and the product's packaging. - 00:06–00:09 00:06–00:09 The video focuses on individual lip balm tubes, highlighting specific flavors like "Pomegranate" and "Papaya." Text overlays identify each flavor as it's displayed. This provides a detailed look at the product options and encourages viewers to consider their flavor preferences.

# Ad summary An image ad features a woman with an eye patch who endorses the product for getting rid of her dark circles. # Brand positioning The brand is presented as a solution for eliminating dark circles, positioned as a beauty essential that integrates seamlessly into the user's lifestyle. The ad aligns with a casual and confident lifestyle, showcasing the product in a fun and relatable way, rather than focusing on high-end beauty standards or overly polished aesthetics. The brand aims to democratize skincare, making it accessible and appealing to a wide audience, particularly those who are confident and authentic. # Product The product is an eye patch designed to reduce dark circles under the eyes. It comes in a sealed square-shaped foil package, indicating single-use application. The patch itself is shown applied under the model's eye and has a white base with red designs printed on it. The packaging is prominently displayed and has the brand name printed on it. The model is using the patch while casually sucking on a lollipop, suggesting that the product is easy to use and fits into everyday activities. The ad implies that the product is effective, as indicated by the quote stating that the patches get rid of dark circles. # Visual style The ad has a casual, relatable aesthetic, with the model presented in a natural, unfiltered way. The production quality appears to be high, but not overly polished, giving it a modern feel. The image treatment includes background blurring, which draws focus to the model and the product. The image is styled with a five-star rating and quote layered on top, resembling a social media testimonial. # Hooks Headline: "The only patches that get rid of my dark circles." # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is the frustration of having dark circles under the eyes, which can detract from one's appearance and confidence. The customer quote addresses this pain point directly, as someone who had this problem and was able to get rid of it. # Value propositions - The only patches that get rid of my dark circles. # Benefits - Get rid of my dark circles # Features - Patches # Call to action None used. # Social proof - "The only patches that get rid of my dark circles." – Anna VERIFIED CUSTOMER # Point of view - External source: Five stars conveys a rating to instill trust and showcase quality. - Customer: The quote provides a first-person testimonial from someone who has used the product. - External source: Identifying the customer as a 'VERIFIED CUSTOMER' adds credibility to the testimonial. # Storyline - The ad opens with a five-star rating, setting a tone of high customer satisfaction. This is used to immediately build trust in the product and brand from the viewer's perspective. - A customer gives a testimonial about the eye patches helping get rid of dark circles. This is included to highlight the product's effectiveness and address the customer's need from their own point of view, by sharing their personal experience. - The customer is identified by her first name and her status as a 'VERIFIED CUSTOMER' is stated. This establishes credibility and reinforces the message that real people have positive experiences with the brand from an external source.

# Ad summary This ad showcases eye masks with a pink and white design, emphasizing their ability to brighten, de-puff, and hydrate in just 15 minutes. The ad visually demonstrates the application of the eye masks, highlighting their ease of use and potential benefits for a quick skincare boost. # Brand positioning The brand is presented as a provider of simple, effective, and accessible skincare solutions, as shown through the convenience and fast-acting nature of its eye masks. The brand seems to value quick, at-home treatments that fit into busy lifestyles, focusing on immediate, visible results like brightening, de-puffing, and hydration. The brand doesn't explicitly compare itself to competitors but positions itself as a go-to for efficient skincare solutions, aligning with a functional approach that emphasizes ease of use and tangible benefits. # Product The advertised product is a set of eye masks designed to brighten, de-puff, and hydrate the under-eye area in 15 minutes. These eye masks are pink and white and appear to be made from a soft, absorbent material. The USPs highlighted are their ease of use and quick action. The ad suggests that the product is for individuals looking for a fast skincare solution to address tired or puffy eyes. The masks are presented as a convenient at-home treatment, implying that they address the purchase barrier of time and accessibility, making them suitable for use anytime. # Visual style The ad has a clean, bright aesthetic with a focus on showcasing the product in natural lighting. The editing is simple and straightforward, with smooth transitions between shots. The production quality is polished, giving a commercial feel while maintaining an accessible vibe. The pacing is moderate, with cuts timed to the music's rhythm, creating an audio-visual sync that keeps the viewer engaged. # Hooks Spoken: 00:00-00:08 #1 eye masks to brighten, de-puff & hydrate in 15 mins Text overlay: #1 EYE MASKS / Brighten, de-puff / & hydrate in 15 mins. Visual: 00:00–00:02: Overhead shot of two pink and white eye masks on a textured white surface. The masks are patterned with the brand name and small dots. The lighting is soft and even, highlighting the texture of the surface. Text overlay at the bottom. # Funnel stage Top of funnel # Pain points The pain point is tired, puffy, or dull under-eye skin. This is implicitly conveyed through the product’s benefits: "Brighten, de-puff & hydrate in 15 mins." # Value propositions - Achieve brighter, de-puffed, and hydrated under eyes in just 15 minutes. # Benefits - Brightened under eyes - De-puffed under eyes - Hydrated under eyes # Features - Brighten - De-puff - Hydrate - 15 mins # Call to action None used. # Social proof - None used # Point of view - Brand 100% – The brand POV is communicated through product presentation and visual demonstrations, showcasing product attributes and benefits directly. # Storyline - 00:00–00:02 The video opens with an overhead shot of two eye masks on a textured white surface, introducing the product. - 00:02–00:03 The camera slowly zooms out and pans to reveal more eye masks, emphasizing the quantity and accessibility of the product, further introducing the product. - 00:03–00:04 A hand reaches into the frame and picks up one of the eye masks, shifting the focus to product interaction and usage. - 00:04–00:07 The shot transitions to a close-up of the eye mask being applied under the eye, showcasing the ease of application and immediate contact with the skin, highlighting product benefits. - 00:07–00:08 The backing of the eye mask is peeled away, further emphasizing the simple application process and hygiene, reinforcing convenience and product features.

# Ad summary A close up of a face is featured in this ad. The model has a lip balm on her lips. An inset image of a lip balm is in the corner with text overlaying the product. Text explains that consumers can build their own lip balm trio. # Brand positioning Topicals is presented as a brand specializing in skincare that is luxurious and effective. The brand aims to occupy the space of high-quality, innovative skincare with products like lip balms, and aligns with values of beauty and self-care. The brand positioning appears to be emotional, as the images focus on lifestyle integration and feeling good about oneself. # Product The product featured is Topicals' Slick Trio Builder, allowing customers to create a personalized set of lip balms. The advertisement highlights the option to 'Build your lip balm trio', suggesting a customizable experience. The lip balms come in various shades, and one featured shade is the Açaí. The primary function of the lip balm is lip care, enhancing and protecting the lips, as seen being worn by the model. # Visual style The ad has a polished, high-quality production style with a focus on strong visual aesthetics. There are color grading and lighting effects to enhance the image's overall appeal. The typography is large and bold to draw attention. The platform mimicry involves in-feed display format. The style enhances scannability and stop power in feed by combining an artistic portrait with clear product information. # Hooks Headline: Build your lip balm trio # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Build your lip balm trio - Save 25% when you bundle # Benefits - Save 25% when you bundle # Features - lip balm # Call to action Shop now # Social proof - None used. # Point of view - Brand: The POV is from the brand, showcasing the lip balm and promoting it through visuals of a model using the product, an inset image, and promotional text. - Customer: The POV is from the customer's perspective, offering them the opportunity to create their own lip balm trio. # Storyline - The ad opens with a close-up shot of a model's face, emphasizing the texture and appearance of their skin. The purpose is to capture immediate visual interest and draw viewers into the ad's aesthetic. The audience experiences this moment through the brand's perspective, showcasing the beauty and quality associated with their products. - Next, an inset image displays the product, allowing viewers to immediately see the actual lip balm being promoted. This is included to provide immediate visual context and introduce the product directly. This is also viewed through the brand's perspective. - The ad concludes with text overlay, highlighting the offer to 'Build your lip balm trio' and 'Save 25% when you bundle,' encouraging viewers to take immediate action. This is the brand directly addressing potential customers, incentivizing them to explore and purchase the featured product.

# Ad summary This image ad promotes Topicals' Slick Trio Builder, which allows customers to build their own lip balm trio and save 25% when they bundle. It features a close-up of a model with glossy lips, emphasizing the product's effect. # Brand positioning Topicals positions itself as a modern skincare brand focused on addressing common skin concerns with effective and aesthetically pleasing products. The brand aligns with a lifestyle that values self-care and confidence. By offering bundled options like the Slick Trio Builder, Topicals emphasizes personalization and value, moving away from the one-size-fits-all approach often seen in the beauty industry. The brand’s positioning is both functional, delivering skincare solutions, and emotional, promoting self-love and confidence through healthy, attractive skin. # Product The featured product is the Slick Trio Builder from Topicals, which allows customers to create a custom set of lip balms. The ad specifically highlights the 'Mint' flavor, as indicated on the packaging in the product image. The product aims to provide hydration and a glossy finish to the lips. It is targeted towards individuals who enjoy experimenting with their skincare routine and are looking for personalized options. A key selling point is the 25% savings offered when purchasing the trio as a bundle, addressing the purchase barrier of individual product costs by offering a more economical option. # Visual style The ad has a clean and modern aesthetic, featuring a close-up shot with soft lighting and a simple background. The focus is on the model's lips and the product itself, creating a visually appealing and straightforward presentation. # Hooks Headline: Build your lip balm trio # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Build your lip balm trio and save 25% when you bundle. # Benefits - Save 25% when you bundle # Features - Slick Trio Builder # Call to action Shop now # Social proof - None used. # Point of view - Brand: The top caption promotes the 'Slick Trio Builder' and the bundling offer, which originates from the brand. # Storyline - The ad begins by highlighting the 'Slick Trio Builder' and encourages viewers to 'Build your lip balm trio,' which conveys the message that Topicals offers a customizable lip care set. The brand is telling the story, focusing on the product's unique selling proposition of personalization. - The ad then features a discount, stating 'Save 25% when you bundle,' which aims to incentivize viewers to purchase the trio. The brand continues to convey the benefits and value proposition. - Finally, the ad showcases a product image of the lip balm on the lips of a model, illustrating the results of using the lip balm. The customer's perspective is highlighted, demonstrating the glossy, appealing finish the lip balm provides.

# Ad summary This ad features a man promoting Topicals skincare products, specifically targeting black men who struggle with razor bumps and ingrown hairs. He shares his personal experience and offers a solution for achieving smoother, clearer skin. The ad is designed to resonate with individuals seeking effective skincare solutions for common shaving-related issues. # Brand positioning Topicals is presented as a modern, solutions-oriented skincare brand with a focus on addressing common skin concerns, particularly for people of color. The brand positions itself as effective and inclusive, offering products specifically designed to combat issues such as razor bumps, ingrown hairs, dark spots, and hyperpigmentation. The brand uses a combination of acids and gentle exfoliation to ensure healthy hair growth, and addresses the specific needs of individuals with textured hair who are prone to skin irritation after shaving. # Product The ad features two Topicals products: the High Roller Ingrown Hair Serum and the Faded Serum. The High Roller Ingrown Hair Serum is formulated with salicylic acid, glycolic acid, and niacinamide to gently exfoliate the skin, allowing hairs to grow outward instead of curling back in and causing bumps. The Faded Serum is designed to help with dark spots and hyperpigmentation, promoting more even skin tone. Both products are meant to be used consistently for best results, with the High Roller recommended for use in the morning and at night, and the Faded Serum recommended for daily or twice-daily use. This duo is presented as the ultimate solution for achieving clear, smooth skin after shaving. # Visual style The ad has a UGC feel, with a simple bathroom setting and natural lighting. The editing style consists of static shots and quick cuts to emphasize key product features and benefits. The production quality is relatively polished for a UGC video, with clear visuals and well-lit shots. The pacing is moderate, around 20 CPM, which keeps the ad engaging without feeling rushed. # Hooks Spoken: 00:00–00:07 A lot of black guys struggle with this, the bumps, the razor bumps, the ingrown hairs, because our hair coils down into our skin instead of going out. Visual: 00:00–00:07 The shot is split between a photo on the left and a talking head shot of a man on the right. The photo shows a close-up of a Black man's face with visible razor bumps and ingrown hairs along his jawline and neck. His eyes are closed, and his finger points to his skin. He wears earrings. The man on the right is centered in the frame, wearing a black T-shirt, with a neatly shaved head, and fair skin. He is in a bright white bathroom. # Funnel stage Middle of funnel (Consideration) # Pain points Razor bumps and ingrown hairs are a common skin issue for black men. The ad shows a close-up photo highlighting how they appear on the skin. It highlights the frustration that comes from how “hair coils down into our skin instead of going out”. # Value propositions - Effective solution for razor bumps and ingrown hairs (High Roller) - Targets dark spots and hyperpigmentation for even skin tone (Faded Serum) # Benefits - High Roller Ingrown Hair Serum: Allows hairs to grow out instead of curling back in, preventing bumps - Faded Serum: Promotes more even skin tone # Features - High Roller Ingrown Hair Serum: Formulated with salicylic acid, glycolic acid, and niacinamide - Faded Serum: Helps with dark spots and hyperpigmentation # Call to action I'll link these down below in the TikTok Shop # Social proof - “I was able to get my skin to look like this...to look like this with this product” – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing his personal experience and advice on using the product. # Storyline - 00:00–00:07 00:00–00:07 The ad begins with the presenter highlighting a common skin issue among black men: razor bumps and ingrown hairs. He attributes this issue to the hair's tendency to coil back into the skin instead of growing out. - 00:07–00:10 00:07–00:10 The presenter then introduces the solution: Topicals skincare products. This introduces the brand as the hero poised to solve the problem. - 00:10–00:24 00:10–00:24 He introduces the High Roller Ingrown Hair Serum, explaining that it contains acids to gently exfoliate the skin and allow hairs to grow out, preventing bumps. The perspective shifts to the presenter giving details about the product and its benefits. - 00:24–00:30 00:24–00:30 He lists specific ingredients such as salicylic acid, glycolic acid, and niacinamide. - 00:30–00:41 00:30–00:41 He introduces the Faded Serum, explaining its role in addressing dark spots and hyperpigmentation, further enhancing skin tone. This builds up the brand's benefits by showing how multiple products work together. - 00:41–00:49 00:41–00:49 The presenter emphasizes that the combination of the High Roller Ingrown Hair Serum and the Faded Serum is the ideal duo for tackling razor bumps and ingrown hairs. - 00:49–01:03 00:49–01:03 The presenter shares instructions on how to use the High Roller, recommending consistent use in the morning and at night, especially after shaving. The presenter shows the user how to roll the serum onto their face. - 01:03–01:11 01:03–01:11 The presenter reiterates the importance of consistency. - 01:11–01:17 01:11–01:17 The presenter shares that the Faded Serum should be used once or twice a day, in the morning and at night, emphasizing its efficacy. - 01:17–01:26 01:17–01:26 Finally, he assures viewers that they will see a significant change in their skin within a few weeks of using the products, and encourages them to shop by clicking the TikTok Shop link in the description. The presenter ends with a confident recommendation, leaving the viewer with a positive impression of the brand.

# Ad summary A dynamic, fast-paced video ad for Topicals' Faded line, utilizing a boxing match narrative and a sports commentator voiceover to introduce and highlight the effectiveness of the Faded serum, cleansing bar, and under-eye patches in combating hyperpigmentation and dark spots. # Brand positioning Topicals is presented as a bold, effective, and innovative skincare brand that challenges traditional norms. It positions itself as a champion ('Faded') in the fight against common skin concerns like hyperpigmentation. The brand aligns with values of strength, confidence, and effectiveness, using a dynamic, 'knockout' tone. The brand identity is strong and competitive, using combat sports metaphors to convey its powerful results. It pushes against traditional, perhaps gentler, skincare marketing by adopting an aggressive, results-driven, and highly stylized approach. The positioning is both functional (effective treatment of hyperpigmentation) and emotional (empowerment, confidence from clear skin). # Product The ad features three products from the 'Faded' line. The Faded Serum is described as the 'O.G.' and a 'serum' that effectively 'treated hyperpigmentation without bleaching or damaging the skin barrier.' It 'knocked people out' in its original form. The Faded Cleansing Bar is presented as quickly becoming 'solid' in the game, effectively 'scrubbed all the opps out.' The Faded Under Eye Patch is named explicitly and described as a 'hook that always landed in the eye area' and a 'bestseller,' implicitly for reducing under-eye bags and dark circles. These products are for anyone experiencing hyperpigmentation, dark spots, and under-eye issues. The ad emphasizes their effectiveness and competitive advantage, promoting them as powerful, 'winning formulas' that deliver rapid, noticeable results without adverse effects like skin bleaching or damage. # Visual style High-energy, polished, and dynamic with a modern, urban aesthetic. The production quality is high, resembling a commercial with a UGC-style commentator overlay. - Editing style: Very fast-paced with frequent, rapid cuts (often every 1-2 seconds) and various transitions including diagonal wipes and split screens. - Production quality: Polished commercial with a hybrid feel due to the persistent 'UGC' style commentator overlay. The boxing gym shots are professionally lit and styled. - Visual motifs: Recurring red color scheme, boxing gym setting, models with 'Faded' patches on their faces, and the persistent lower-left commentator overlay. The 'Faded' products are often highlighted either in hand or through graphics. - Pacing: Extremely fast. Cuts are very frequent, creating an urgent, exciting, and intense rhythm, consistent throughout the ad. - Audio-visual sync: Cuts are timed to the commentator's speech, especially when introducing a new product or emphasizing a point. Text overlays also appear in sync with the audio. # Hooks Spoken: How the f*** does she keep knocking everybody out? / The four time undisputed heavyweight champ, Faded, has done it again. Visual: Medium shot of a Black female model with long, curly dark hair, light brown eyes, and dark skin, wearing a black bralette, red boxing gloves, and pink eye patches. She looks off to the side with a serious, focused expression. In the lower left, a Black male (commentator) in a red durag and beard holds a microphone, looking up at the model. The background is a red brick wall in a boxing gym with framed pictures. The camera is static, slightly angled up at the model. / Medium shot of the same Black female model, now wearing a white sports bra, red boxing gloves, and pink eye patches, looking directly at the camera with a serious, confident expression. The male commentator is in the lower left. Red brick wall background. Static camera. / Full shot of the same Black female model in a white sports bra, pink boxing shorts with 'TITLE' on the waistband, and white boxing gloves, crouching in a boxing ring. Her arms are raised with gloves up. She looks confidently at the camera. The red ring floor and blue/white ropes are visible. The male commentator is in the lower left. Static camera. / Close-up of a dark-skinned arm with red hand wraps, adjusting them. The background is dark and out of focus. Quick cut, handheld feel. / Quick cut to a shirtless Black male with cornrows and boxing gloves, throwing a powerful punch at a black boxing bag in a boxing gym. The background is red brick and dark. / Close-up of the Black female model (from 0:00) with long curly hair and white boxing gloves, throwing a punch towards the camera with a determined expression. The background is red brick. Handheld feel. / High-angle full shot of the Black female model (from 0:00) lying on her back in the red boxing ring, arms outstretched above her head, wearing white boxing gloves, a white sports bra, and pink boxing shorts. She looks directly at the camera with a confident, slightly exhausted expression. The male commentator is in the lower left. Static camera. # Funnel stage Consideration # Pain points The central pain point is hyperpigmentation and dark spots, along with the concern of skin damage from treatments, as explicitly stated by 'effectively treated hyperpigmentation without bleaching or damaging the skin barrier.' The ad also addresses the pain point of under-eye bags, with the testimonial '5 AM SHIFT. 4 HRS OF SLEEP. 0 UNDEREYE BAGS.' # Value propositions - fade dark spots in six hours - effectively treated hyperpigmentation without bleaching or damaging the skin barrier - winning formula - scrubbed all the opps out - 0 under-eye bags # Benefits - Fades dark spots quickly (in six hours). - Effectively treats hyperpigmentation. - Doesn't bleach or damage the skin barrier. - Eliminates skin problems/imperfections ('scrubbed all the opps out'). - Reduces under-eye bags ('0 under-eye bags'). # Features - fade dark spots - treated hyperpigmentation - without bleaching or damaging the skin barrier - scrubbed all the opps out # Call to action you need that? She's gonna clear you. You need that? # Social proof - People started chanting her name, calling her the O.G. # Point of view - External source 90% – The male voiceover acts as a sports commentator, providing a third-party, objective-sounding (though highly enthusiastic) account of the brand and products, using boxing analogies. - Customer 10% – Models are shown using the products or posing as the 'Faded' boxer, representing the ideal customer experiencing the benefits. The commentator also briefly mentions his own use. # Storyline - 00:00–00:01 An interviewer (lower left) asks a rhetorical question about the 'Faded' boxer's dominance, setting a dramatic, competitive tone for the products. - 00:01–00:03 The commentator replies, crowning 'Faded' as the 'four time undisputed heavyweight champ,' immediately personifying the product line as an unbeatable force and building anticipation. - 00:03–00:09 The commentator declares 'The knockout,' reinforcing the boxing theme and hinting at the product's powerful, decisive results, further solidified by a graphic overlay. - 00:09–00:11 The commentator introduces the 'new Faded dark spot patches' and highlights their key benefit of fading dark spots 'in six hours,' presenting the product's rapid efficacy. - 00:11–00:20 The commentator transitions to the brand's history, stating, 'Before we hype this inevitable win, let's look at her fight history: Faded secures her W's with a winning formula,' connecting past successes to current product offerings. - 00:20–00:25 He then details the Faded serum's origin, explaining, 'She first entered the ring as a serum and knocked people out. People started chanting her name, calling her the O.G.,' establishing the serum as the original, highly effective product that gained a strong following and pioneering status. - 00:25–00:30 The commentator elaborates on the serum's functional benefit: 'Because she effectively treated hyperpigmentation without bleaching or damaging the skin barrier—a star was born!' This highlights a key USP: effective treatment without harsh side effects, building the product's reputation. - 00:30–00:35 The narrative introduces the Faded Cleansing Bar, stating it 'Quickly became solid in the game' and 'scrubbed all the opps out,' positioning it as another strong product effectively tackling skin issues. - 00:35–00:46 The commentator brings back the 'under-eye patches,' playfully describing them as 'her signature move, right? And it was a hook that always landed in the eye area. The Faded Under Eye Patch, that's what she named it, was so good that fans was paying to get rocked by my sister...' This highlights the popularity and efficacy of the patches with a boxing pun. - 00:46–00:50 The commentator adds a personal testimonial, admitting, 'Getting rocked was a best seller... I admit, I was one that paid to get rocked,' building trust and relatability by showing even the narrator is a fan. - 00:50–00:59 The commentator announces new additions or continued innovation: 'And they gonna do it again, because she added to her move list. Cuz similar to her signature, they don't slip, umm them jabs always connect. Young Faded packs a punch—you need that?' This reinforces the line's consistent high performance with more boxing metaphors and a direct challenge to the viewer. - 00:59–01:05 The commentator ends with a direct, assertive call to action, challenging the viewer: 'No, cuz the face you making look like you wanted to try her. I have her right here, if you wanna... She's gonna clear you. You need that?' This engages the viewer and emphasizes the product's transformative power in a confident, confrontational tone.

# Ad summary A skincare ad featuring a woman promoting Topicals skincare products. She highlights the product's ability to target discoloration and dark spots with its hydrating and gentle formula. She holds and opens the product box, mentions the ingredients, and emphasizes its effectiveness in achieving clear skin. # Brand positioning Topicals is presented as a brand that offers solutions to common skin concerns such as dark spots, hyperpigmentation, and uneven skin tones. The brand aligns with a focus on gentle and hydrating formulas rather than harsh bleaching treatments. The ad promotes a functional approach by emphasizing the product's ingredients and ability to deliver visible results. # Product Topicals skincare products are designed to target discoloration and dark spots, promoting even skin tone and improved skin appearance. The product is highlighted for being hydrating, gentle, and non-bleaching, making it suitable for individuals seeking a more natural approach to skincare. Each pack contains two products and includes key ingredients like kojic acid, vitamin C, azelaic acid, niacinamide, lactic acid, and shea butter. The ad emphasizes the product's ability to deliver visibly clear skin, showcasing the effectiveness of its formula. # Visual style The ad has a UGC feel, with a focus on direct communication and demonstration. The editing style is simple with static shots and minimal transitions. The production quality is polished, resembling a hybrid of UGC and commercial content. The pacing is moderate, allowing for clear communication and visual emphasis on the product and its results. # Hooks Spoken: Female 1: Get rid of dark spots, hyperpigmentation, uneven skin tones, all of that with this. Text overlay: Hydrating, gentle, and non-bleaching. / Targets discoloration + dark spots. Visual: 00:00–00:05: A woman with dark skin, brown eyes, and locs stands in front of a white door in a bathroom. She is holding two pink Topicals skincare product boxes with pink text. The camera is face-level, still, and tight on the woman. # Funnel stage Consideration # Pain points Dark spots, hyperpigmentation, and uneven skin tones are common frustrations for those seeking clear skin. The ad addresses these concerns by offering a product that claims to resolve these issues. # Value propositions - Hydrating, gentle, and non-bleaching formula that targets discoloration and dark spots. A staple in my skincare routine # Benefits - Targets discoloration + dark spots # Features - Hydrating - Gentle - Non-bleaching # Call to action None used. # Social proof - "This is a staple in my skincare routine. I literally just got two more boxes." - Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the point of view of a customer sharing her positive experience with the product. # Storyline - 00:00–00:05 The creator states that the product helps in getting rid of dark spots, hyperpigmentation, and uneven skin tones. - 00:05–00:11 The creator says this is a staple in her skincare routine and she just got two more boxes. - 00:11–00:19 The creator opens one box to show that there are two in each pack. She lists ingredients. - 00:20–00:26 The creator states that the product will make the customer's skin look like hers, while touching her face. - 00:26–00:28 The creator states that the "stuff works."

# Ad summary A woman demonstrates how to use the Topicals Faded Brightening Bundle for discoloration. She highlights each product from the bundle and its function, sharing that she has dry and sensitive skin. She shares when she uses the products and encourages viewers to buy the bundle with the Black Friday/Cyber Monday deals. # Brand positioning Topicals aims to occupy the space of a fun, effective skincare brand that understands and addresses the needs of people with discoloration issues. The brand aligns with a playful, self-care-focused lifestyle, as conveyed by the bright pink and white color scheme and matching eye masks. It also emphasizes functional benefits, directly addressing skin issues like dark spots and uneven tones. The brand's positioning is both functional and emotional, as it offers practical solutions while also promoting confidence and self-love through skincare. # Product The Topicals Faded Brightening Bundle is a set of skincare products designed to fade dark spots and even out skin tone. It includes the Faded Brightening Cleansing Bar, used in the morning to fade dark spots and even tones. The bundle also contains the Faded Brightening and Clearing Serum, used 3-4 nights a week, and is sandwiched between moisturizer layers to prevent irritation. The star of the bundle is the Faded Eye Masks, which are cute and effective for brightening the under eye area. # Visual style The ad has a polished, UGC feel, shot in a bright bathroom with natural lighting. The editing consists of quick cuts, keeping the pace consistent. The production quality blends UGC authenticity with commercial polish, reinforcing the creator's genuine endorsement. The cuts are timed to the presenter's speech. # Hooks Spoken: 00:00–00:06 To keep my makeup looking bomb, I have to take care of my skin and Topicals has all of my favorite faded products in one bundle. Text overlay: 00:00–00:06 Topicals faded brightening bundle for discoloration Visual: 00:00–00:01 The shot is a close-up of a dark-skinned young woman with long black hair in a bathroom. She wears a bright pink shirt, has noticeable pink blush, and is posing for the camera while holding the product. In the background is a light gray wall. / 00:01–00:03 The camera zooms out slightly as the woman is seen tying a scarf around her head, prepping her skin for the products. / 00:03–00:06 The woman wears a white headband with a pink bow. She has her hands up to the camera framing a heart shape with her fingers. She has a serious expression as she continues to set up her skin. # Funnel stage Consideration # Pain points The pain point is having dark spots and uneven skin tone. The presenter states, "To fade any dark spots or uneven tones." # Value propositions - All of my favorite faded products in one bundle # Benefits - Fades dark spots - Evens skin tone - Prevents skin irritation # Features - Faded Brightening Cleansing Bar - Faded Brightening and Clearing Serum - Faded Eye Masks # Call to action Grab your own in the orange shopping cart. # Social proof - "To keep my makeup looking bomb, I have to take care of my skin and Topicals has all of my favorite faded products in one bundle." # Point of view - Customer 100% – The entire video is presented from the point of view of a skincare user sharing her experience with the product. # Storyline - 00:00–00:06 00:00–00:06 The video opens with the presenter holding a Topicals product bundle, then transitions to her preparing her skin with a scarf and headband, suggesting the importance of skincare in maintaining her makeup's appearance and introducing the featured product bundle. - 00:06–00:10 00:06–00:10 The presenter introduces the first product, the Faded Brightening Cleansing Bar, and demonstrates its packaging, showcasing the product's form factor to preview the user experience. - 00:10–00:19 00:10–00:19 The presenter demonstrates using the Faded Brightening Cleansing Bar, lathering it in her hands and applying it to her face, conveying its ease of use and intended application in a daily skincare routine. - 00:19–00:35 00:19–00:35 The presenter introduces the Faded Brightening and Clearing Serum, sharing her usage of it 3-4 nights a week, sandwiched between moisturizer layers to prevent irritation, explaining the application process and preemptively addressing a potential barrier (skin sensitivity). - 00:35–00:41 00:35–00:41 The presenter introduces the Faded Eye Masks, describing them as both cute and effective, highlighting their dual appeal of aesthetics and functionality. - 00:41–00:47 00:41–00:47 The presenter shares her intent to stock up on the eye masks during Black Friday/Cyber Monday sales, encouraging viewers to grab their own and presenting a call to action to purchase the bundle, as well as an offer tied to a limited time.

# Ad summary string # Brand positioning Topicals is presented as a modern skincare brand focused on addressing common skin concerns with effective and aesthetically pleasing solutions. The brand aims to occupy a space in the consumer's mind that combines scientific formulations with a vibrant, youthful appeal. Topicals promotes a lifestyle of self-care and confidence, aligning with values of inclusivity and celebrating individuality. The brand's positioning appears to be both functional, emphasizing product efficacy, and emotional, fostering a sense of empowerment and self-love. They are not directly pushing against any norms. # Product The ad features Topicals Slick Salve Lip Balm, a product designed to hydrate, protect, and nourish lips. This lip balm is for anyone seeking a solution for dry or chapped lips, as implied by the close-up shots of lip application. Key features include its tri-ceramide complex and hyaluronic acid, which provide deep moisturization. The lip balm is available in 4 glossy buildable shades, offering both treatment and cosmetic enhancement. It is presented as being “slicker than your average lip balm” that instantly cools and deeply moisturizes. The ad implies that one swipe is enough to achieve desired results and mentions the lip balm's viral popularity as a reason to try it. # Visual style The ad has a modern and clean aesthetic, combining close-up product shots with lifestyle elements. The editing style includes quick cuts and smooth transitions to maintain a fast pace. The production quality is polished with high-resolution footage and clear lighting, giving it a commercial feel while still maintaining a sense of authenticity. The pacing is quick, with frequent cuts to keep the viewer engaged. # Hooks Spoken: 00:00–00:01: Apply once. Text overlay: 00:00–00:01: Apply once. Visual: 00:00–00:01: Close-up shot of a person’s face from the nose down, showing their lips with some gloss already applied. They have dark skin and are wearing a purple shirt. Their nails are painted black with white polka dots. They hold a white tube of Topicals Slick Salve Lip Balm near their lips. # Funnel stage Consideration # Pain points The pain point is dry or chapped lips. The ad visually demonstrates this with close-up shots of lips and emphasizes the need for hydration and protection. # Value propositions - Apply once - After 1 swipe # Benefits - Hydrates - Protects - Nourishes - Instantly cools - deeply moisturizes # Features - tri-ceramide complex - hyaluronic acid - 4 glossy buildable shades # Call to action None used. # Social proof - Viral for a reason – Female 1 (Customer) # Point of view - Customer 80% – The ad is told from the perspective of a customer as the ad showcases the application of the lip balm on lips. - Brand 20% – The brand's point of view is communicated through text overlays highlighting product features and benefits, as well as its official logo appearing at the end. # Storyline - 00:00–00:01 A close-up of lips is shown as the narrator encourages the viewer to apply the product once. The message conveys ease of use and efficiency, inviting the viewer to see how simple the product is to apply. This is from the brand's perspective, showing how easy it is to use their product, with a tone that is simple and direct. - 00:01–00:04 00:01–00:04: The focus shifts to highlight product benefits and features like hydrating, protecting, and nourishing the lips. The brand's intention is to inform the consumer about the value and usefulness of the product. The perspective is from the brand, showcasing the features and benefits, conveyed through simple language and clear visuals. The tone is informative and appealing. - 00:04–00:05 00:04–00:05: The ad shows a model applying the product in an opulent setting while a text overlay appears on the screen that states the product is, “slicker than your Average Lip Balm”. This is intended to convey how the product is elevated relative to other lip balms and set it apart. The audience's perspective is from the brand’s voice with a confident and sophisticated tone. - 00:05–00:09 00:05–00:09: The ad reiterates the lip balm's benefits, emphasizing that it instantly cools and deeply moisturizes. It also highlights the inclusion of a tri-ceramide complex and hyaluronic acid, ingredients known for their hydrating properties. The intention here is to reinforce product efficacy through mentioning scientific-backed ingredients. The perspective is from the brand, aiming to instill trust in the formulation. The tone is informative and professional. - 00:09–00:11 00:09–00:11: The ad mentions the availability of the product in 4 glossy buildable shades. The intention is to inform the consumer about the various options to choose from and to highlight the cosmetic value of the balm. The brand is showcasing their offering. The tone is informative and friendly. - 00:11–00:13 00:11–00:13: The ad concludes by emphasizing the product’s popularity, stating that it is “Viral for a reason” before restating the product name. The intention is to create a sense of FOMO while reinforcing brand name recall. The perspective is that of the brand, aiming to generate interest based on widespread approval. The tone is enthusiastic and confident.

# Ad summary This ad for Topicals promotes its viral dark spot treatment. The ad emphasizes that the product brightens, evens, and smooths skin and is now completely odorless. It features a person of color applying the dark spot treatment to their face and highlights social proof by noting the 1000+ of 5-star reviews. # Brand positioning Topicals is presented as a solution-oriented skincare brand. The brand acknowledges and addresses specific skincare concerns with a focus on dark spot treatment. The brand emphasizes the effectiveness of its products while also catering to customer preferences by noting that its viral dark spot treatment is now completely odorless. This aligns with a functional brand positioning. # Product The featured product is Topicals' viral dark spot treatment. It is highlighted as a solution to brighten, even, and smooth skin. It is designed for individuals seeking to address dark spots and achieve a more uniform skin tone. A key selling point is that the product now has the same results and is completely odorless. The ad emphasizes the product's effectiveness and acknowledges a potential customer barrier. # Visual style The ad features a close-up, high-quality studio shot. The image has a slightly desaturated color grade with a focus on skin texture and product application. The typography is clean and modern, contrasting with the detailed product shot. The overall style is clean and contemporary, with a focus on product efficacy and user experience. The image is designed to be scannable and eye-catching in a social feed. # Hooks Headline: Still Faded, No funk # Funnel stage Middle of funnel (Consideration) # Pain points The frustration or problem of a spot treatment containing an odor while the customer is trying to apply this product to their face. Same results, now completely odorless. # Value propositions - The Viral Dark Spot Treatment: The brand is taking advantage of their product going viral to get users to trust this treatment - Same Results, Now Completely Odorless: The product has had the same results but is now odorless, which increases value for the customer. # Benefits - Brightens skin - Evens skin - Smooths skin - Odorless # Features - Brightens, evens, and smooths skin - completely odorless # Call to action None used. # Social proof - 1000+ of 5-star reviews # Point of view - Brand: The POV is consistent throughout the ad, highlighting product features and benefits. # Storyline - The ad opens by stating that the product is "Still Faded, No funk" to the viewer. The brand shares that their product maintains its effectiveness while addressing the potential downside of the odor that some customers might dislike. - The ad highlights that "THE VIRAL DARK SPOT TREATMENT" has over "1000+ of 5-star reviews" to the viewer. The brand is sharing positive experiences that past users have had with this treatment to build trust in the viewer. - The ad shares that the dark spot treatment "Brightens, evens, and smooths skin" for the viewer. The brand lists the benefits of using this treatment. - The ad shares that the product has the "Same results, now completely odorless" to the viewer. The brand lets the viewer know that this product maintains the same results while now being odorless.

# Ad summary This image ad for Topicals' Faded serum uses a close up shot of a woman's face with the product applied to her cheek. The ad highlights the product's ability to treat dark spots, improve skin texture, and is now completely odorless. # Brand positioning Topicals is presented as a skincare brand focused on addressing common skin concerns with innovative and effective solutions. The brand aims to occupy a space in the consumer's mind as a modern, science-backed brand that challenges traditional skincare norms. They push against the idea that skincare must have strong fragrances and instead offer products that deliver results without unwanted odors, appealing to consumers who are sensitive to scents or prefer a more neutral experience. The brand aligns with a lifestyle that prioritizes effective, fuss-free skincare that addresses specific skin issues with products grounded in research and positive user feedback. # Product The featured product is Topicals Faded, a dark spot treatment serum designed to brighten, even, and smooth the skin. This product aims to fade dark spots. The ad highlights that the Faded serum delivers the same results as before but is now completely odorless. It is intended for individuals looking to address hyperpigmentation and improve skin texture. The ad highlights its popularity by mentioning it as “the viral dark spot treatment” and mentions “1000+ of 5-star reviews” to persuade viewers. # Visual style The ad has a high production quality with a focus on showcasing the product and the model's skin. The visual motifs include close-up shots and clear product placement. There appears to be subtle color grading and soft lighting. The typography is integrated cleanly, and the ad is designed to be easily scannable in feed. # Hooks Headline: Still Faded, No funk # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of skincare products having strong, unpleasant odors by highlighting that the updated formula is now “completely odorless”. # Value propositions - Same results, now completely odorless: Implies that the product retains its efficacy while addressing a common consumer pain point. # Benefits - Brightens skin - Evens skin tone - Smooths skin - Odorless # Features - Brightens, evens, and smooths skin - Completely odorless # Call to action None used. # Social proof - 1000+ of 5-star reviews # Point of view - Customer: The customer's perspective is conveyed by showing the product applied to the face, addressing potential skin concerns, and implying that the product will brighten, even, and smooth the skin. # Storyline - The ad opens with a close-up of a person's face with the Topicals Faded product applied, suggesting the serum is for treating skin concerns like dark spots. The intention is to immediately showcase the product in action. - The ad highlights that it is “THE VIRAL DARK SPOT TREATMENT” and has “1000+ of 5-star reviews.” This is included to build trust by showcasing the product’s success and popularity. - The ad copy states, “Brightens, evens, and smooths skin.” The intention is to state product benefits to persuade potential consumers. - The copy shares, “Same results, now completely odorless.” The intention is to highlight a product update that tackles a consumer pain point of odor. - The product packaging is placed strategically in the frame, clearly displaying the product name and branding to reinforce brand recognition.

# Ad summary The image promotes Faded dark spot patches with a focus on social proof, featuring a customer testimonial stating that their dark spots vanished overnight. The ad uses a clean and minimalist style with a focus on the product's effectiveness and customer satisfaction. # Brand positioning Faded, as presented in the ad, is a brand focused on skincare solutions, particularly for issues like dark spots. The brand positions itself as a provider of effective and rapid results, appealing to customers seeking quick solutions to their skincare concerns. The brand is likely targeting a market that values convenience and immediate impact, contrasting with brands that emphasize long-term or gradual results. The brand positioning is functional, emphasizing performance and visible outcomes. # Product The product is Faded dark spot patches designed to diminish dark spots overnight. The product consists of small, circular patches with the brand name “Faded” printed across each patch. The patches appear to be made for consumers looking for a fast and easy solution to their dark spots. The patches work overnight, making them a convenient solution. The ad promotes a quick and convenient solution, addressing the barrier of time and effort often associated with skincare routines. The appeal lies in the promise of overnight results, differentiating them from other dark spot treatments that require consistent, long-term use. # Visual style The ad features a clean, minimalist visual style with a focus on the product and customer testimonial. The production quality appears to be high, with clear, well-lit product photography. The image treatment includes soft lighting and a subtle color grading to emphasize the pink tones of the patches. The ad mimics a platform-native style with the direct customer quote and star rating, which enhances its scannability and stop power in the feed. # Hooks Headline: "My dark spot vanished overnight" # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is the presence of dark spots and the desire for a quick, effective solution, as highlighted by the quote "My dark spot vanished overnight". # Value propositions - The ability to see a dark spot vanish overnight provides a convenient and immediate solution to skincare concerns. # Benefits - My dark spot vanished overnight # Features - Works overnight # Call to action None used. # Social proof - "My dark spot vanished overnight" – Anna # Point of view - Customer: The top portion of the image features a customer testimonial. This is from the customer's POV because it is a direct quote attributed to a specific person, indicating firsthand experience with the product. # Storyline - The ad starts with a testimonial from a customer, Anna, who states, "My dark spot vanished overnight". This message intends to show the effectiveness and speed of the product. This section is being told from the customer's perspective, providing a firsthand account of the product's benefits.

# Ad summary This image ad from The Faded Promise features a Black woman with a sweaty sheen after a workout, wearing hydrocolloid patches on her face, chest and forehead. The ad indicates that the product can address the look of discoloration in just 6 hours. # Brand positioning The Faded Promise is presented as a results-oriented skincare brand focused on addressing discoloration. The brand is positioned as a solution for a very specific problem, promising visible results in a short amount of time. This positioning is functional, appealing to consumers who value efficacy and efficiency in their skincare routine. # Product The featured product is a hydrocolloid patch designed to fade the look of discoloration in just 6 hours. These small, circular patches are applied directly to the skin. The product is for individuals experiencing discoloration and seeking a quick and effective solution. The main selling point is the rapid reduction in the appearance of discoloration, offering a convenient and targeted treatment. # Visual style The ad has a raw, authentic feel. The production quality seems high but not overly polished. The image has a slightly desaturated color grade. The typography is clean and modern. # Hooks Headline: Fades the look of discoloration in just 6 hours* # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that the main pain point is dealing with the look of discoloration on the skin. It is not clearly stated but implied through the product benefits. # Value propositions - The product fades the look of discoloration quickly. # Benefits - Fades the look of discoloration in just 6 hours* # Features - Fades the look of discoloration # Call to action None used. # Social proof - None used. # Point of view - Brand: The POV is from the brand, as they are highlighting their product and its benefits to the audience. # Storyline - The ad opens with a close-up shot of a Black woman who appears to have just finished exercising, which is conveyed from the brand's perspective. This aims to establish relatability and highlight a use case where discoloration may be a concern, particularly after physical activity. - The focus shifts to the hydrocolloid patches applied to her face, forehead, and chest, as presented by the brand. This visual cue highlights the product's application and placement on areas prone to discoloration. - The ad concludes with a textual overlay promising to fade the look of discoloration in just 6 hours*, from the brand's POV. This statement serves to reinforce the product's primary benefit and encourage purchase, showcasing the speed and effectiveness of the product.

# Ad summary An ad focusing on the ingredients and their benefits on fading dark spots in 6 hours with the Faded dark spot patches. # Brand positioning The Faded brand is presented as a solution for quickly diminishing dark spots. This is conveyed through the promise of visible results in a short timeframe (6 hours), positioning Faded as an effective and efficient treatment for those seeking rapid improvement in their skin's appearance. The brand emphasizes a functional benefit—reducing dark spots—making it a practical choice for customers looking for targeted skincare solutions. # Product The advertised product is the Faded dark spot patch, designed to fade dark spots in as little as 6 hours. Each patch contains a blend of active ingredients including tranexemic acid, kojic acid, vitamin C, and niacinamide. The patches appear to be small and circular, likely made with a material that allows the active ingredients to be in contact with the skin for a specified period. The use case is implied as an overnight treatment, allowing the ingredients to work while the user sleeps. The product aims to address the barrier of time and convenience by offering a quick and easy solution. # Visual style The ad employs a clean and minimalist visual aesthetic, emphasizing product details. The production quality appears to be high, with a focus on macro shots and precise product positioning. The lighting is soft and diffused, creating a sense of clinical efficacy. Overall, the visual style is designed to convey trust in the product's effectiveness. # Hooks Headline: Fade dark spots in 6 Hours with # Funnel stage Middle of funnel (Consideration) # Pain points The ad is designed to solve the problem of dark spots on the skin, implying that these spots are an unwanted or undesirable condition. The explicit message “Fade dark spots” directly addresses this issue. # Value propositions - Fade dark spots in 6 Hours with # Benefits - Fade dark spots # Features - TRANEXEMIC ACID - KOJIC ACID - VITAMIN C - NIACINAMIDE # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image focuses on providing details about the product, from the fast-acting results to the active ingredients, presenting the brand's offering from their own promotional angle. # Storyline - The ad highlights the product's key benefit, “Fade dark spots in 6 Hours with,” grabbing attention with a tangible promise of speed and efficacy. The brand is communicating the core selling point to the audience upfront. - The ad lists the four main ingredients of the product, “TRANEXEMIC ACID, KOJIC ACID, VITAMIN C, NIACINAMIDE,” each separated by a line. The brand provides specific details about the formulation, reassuring potential buyers of the product's quality and targeted action.