How Tower 28 Beauty Advertises on Meta

# Ad summary This ad for Tower 28's SOS FaceGuard SPF 30 uses a light blue background and simple text to highlight the product's benefits. The ad features an arm holding the SPF 30, drawing attention to the packaging and product itself, as well as the broad spectrum protection and the fact that it will not cause breakouts. The ad also includes a limited time offer of 15% off. # Brand positioning Tower 28 is presented as a skincare brand focusing on gentle and effective products, particularly for sensitive skin. The brand promotes a lifestyle of skincare simplicity. The ad highlights a functional benefit (sun protection) and a key differentiator: The product is clinically proven not to cause breakouts, appealing to those who are cautious about skincare aggravating acne or other skin issues. Tower 28 focuses on providing solutions for sensitive skin, using gentle yet effective formulas. # Product The product featured is Tower 28's SOS FaceGuard SPF 30, a sunscreen designed for the face. It offers broad spectrum UVA/UVB sun protection. The product is clinically proven to not cause breakouts. It comes in an orange squeeze tube with a white label. The packaging suggests the product is practical for daily use and suitable for sensitive skin types. # Visual style The ad utilizes a clean and minimalist visual style with a focus on product visibility and key messaging. The production quality appears to be studio-shot with carefully controlled lighting and color grading. The light blue background creates a calming effect. # Hooks Headline: 15% Off # Funnel stage Middle of funnel (Consideration) # Pain points The primary pain point is that many sunscreens can cause breakouts, especially for those with sensitive skin. The phrase "Clinically Proven to NOT Cause Breakouts" addresses this. # Value propositions - 15% Off SOS FaceGuard SPF 30 - Broad Spectrum UVA/UVB Sun Protection that is clinically proven not to cause breakouts # Benefits - Sun protection - Will not cause breakouts # Features - SOS FaceGuard SPF 30 - Broad Spectrum UVA/UVB Sun Protection - Clinically Proven to NOT Cause Breakouts # Call to action None used. # Point of view - Brand: This POV is present throughout the entire image, as the brand highlights its product's features, benefits, and an offer to try to entice the consumer to buy the product. # Storyline - The ad starts by presenting an offer: 15% off of Tower 28's SOS FaceGuard SPF 30, quickly grabbing the viewer's attention with a deal, which is told from the brand's perspective. - Next, the ad highlights the product name, which communicates what type of product it is, which is told from the brand's perspective. - The ad then features the expiration of the offer, which suggests a sense of urgency, which is told from the brand's perspective. - Then, the ad focuses on the product’s benefits, emphasizing that it provides broad spectrum UVA/UVB sun protection, which is told from the brand's perspective. - Finally, the ad speaks to people with sensitive skin who may experience breakouts by clarifying that the product is clinically proven to not cause breakouts, which is told from the brand's perspective.

# Ad summary This ad features a UGC-style review of Tower 28 SOS Daily Rescue Facial Spray by a woman who uses it as part of her marathon training skincare routine. # Brand positioning Tower 28 is presented as a brand that stands out in the skincare market by offering gentle, irritation-free solutions. The brand promotes simplicity and effectiveness, focusing on addressing skin concerns related to everyday activities like running and exposure to sun and sweat. Tower 28 differentiates itself by providing products that are kind to the skin, making them suitable for sensitive skin. The brand's positioning is functional, highlighting the benefits of calming redness, preventing breakouts, and maintaining healthy skin during physical activities. # Product Tower 28 SOS Daily Rescue Facial Spray is a facial spray designed to calm redness and prevent breakouts, particularly for those with sensitive skin. The spray is explicitly made to combat skin irritations caused by sweat and sun exposure during activities like marathon training. It is highlighted as a gentle solution that effectively soothes and protects the skin. The SOS Daily Rescue Facial Spray is for individuals who experience skin irritation and breakouts due to physical activities and environmental factors. The ad promotes the facial spray as a simple yet effective solution that has made a noticeable difference in the user's skin health. # Visual style The ad has a natural and casual aesthetic, resembling user-generated content. The editing style includes quick cuts and transitions, creating a fast-paced rhythm. The production quality suggests a hybrid approach, combining elements of both UGC and a polished commercial. The pacing is quick, with numerous cuts within short time frames. The visual style supports the intended tone by conveying a sense of authenticity and relatability. # Hooks Spoken: Female 1: During marathon training, I started paying attention to the small things that actually make a difference not just with running, but how I take care of myself after. Text overlay: marathon / started / the / actually / just / after Visual: 00:00–00:01: A woman with long, dark hair in a ponytail, wearing a dark blue tank top and black shorts, runs on a concrete path next to a waterway on a sunny day. She holds a red bottle of Tower 28 SOS spray and smiles into the camera in a selfie-style, handheld shot. A tall, modern building is visible in the background. / 00:01–00:03: The woman is now in a bathroom, holding the same red bottle of Tower 28 SOS spray close to the camera. The bathroom has white walls and a white door. The camera focuses on the product label. / 00:03–00:04: The woman stands in the same bathroom, spraying the Tower 28 facial spray on her face. She has a slight smile. / 00:04–00:06: She brushes her hair back into a ponytail while looking at herself in the mirror. The bathroom is brightly lit with a white door visible in the background. # Funnel stage Consideration # Pain points The woman’s skin was reacting to all the sweat and sun, leading to irritation and breakouts. # Value propositions - Simple, but it's something that's made a big difference in my skin # Benefits - Helped a lot with redness - Helped a lot with breakouts - Made a big difference in my skin # Features - SOS Daily Rescue Facial Spray - Gentle on my skin # Call to action None used. # Social proof - "During marathon training, I started paying attention to the small things that actually make a difference not just with running, but how I take care of myself after. I started noticing how much my skin was reacting to all the sweat and sun, it would get really irritated and I was breaking out more than usual" – Female 1 (Customer) - "The Tower 28 SOS spray, I'll spray it before I head out and even during my run if I'm getting really sweaty. But the biggest thing for me is right after I finish, I use it before I even wash my face. Just to help calm everything down. It's helped a lot with redness and breakouts and it's really gentle on my skin" – Female 1 (Customer) # Point of view - Customer 100% – The ad is entirely told from the perspective of a woman using the product. # Storyline - 00:00–00:07 The ad begins with the creator running and presenting the concept that marathon training led her to pay attention to the small things that make a big difference in how she takes care of herself. - 00:07–00:13 She shares that she noticed her skin was reacting to sweat and sun, leading to irritation and breakouts. - 00:13–00:19 The creator explains that she has become more intentional about her routine, including during her runs, highlighting Tower 28 SOS Daily Rescue Facial Spray as one of the things she added. - 00:19–00:24 She sprays the product before heading out and during her run if she gets sweaty. - 00:24–00:29 The creator emphasizes the importance of using the spray immediately after finishing her run, even before washing her face, to help calm her skin. - 00:29–00:36 She concludes by stating that the spray has helped with redness and breakouts and is gentle on her skin.

# Ad summary This image ad for Tower 28 promotes the SOS FaceGuard SPF 30 sunscreen. The ad highlights a limited-time offer of 15% off and a call to action to shop now. The brand's name is at the top, with an image of the product against a swirling background. # Brand positioning Tower 28 is presented as a modern and skin-conscious brand, appealing to consumers who prioritize gentle yet effective skincare. The brand is explicitly referred to as 'Save. Our. Skin.' suggesting a focus on skin health and protection. This positioning steers clear of overly aggressive or harsh skincare approaches, instead highlighting its commitment to safe, gentle formulations. The brand aims to occupy the space of a reliable and thoughtful skincare provider, resonating with those seeking simple, clean beauty solutions. # Product The ad features Tower 28's SOS FaceGuard SPF 30 sunscreen, a broad-spectrum sunscreen designed for facial use. It comes in a red and white tube. The product is for anyone seeking sun protection that is gentle on the skin. Key details explicitly shown on the packaging include that it is a 'broad spectrum SPF 30 sunscreen' and that it contains 50 mL / 1.69 US fl. oz. The primary reason to try this product, as implied by the brand's description, is its focus on gentle, safe skincare. # Visual style The ad features a highly polished, studio-shot aesthetic with a focus on the product. The visual motif includes a swirling background. The image treatment involves background blur to emphasize the product. The typography is integrated clearly to communicate the key messaging. The style aims for a clean, modern look that is easily scannable in-feed. # Hooks Headline: 15% Off # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - 15% Off SOS FaceGuard SPF 30 # Benefits - Sun protection # Features - Broad spectrum SPF 30 sunscreen - 50 mL / 1.69 US fl. oz. # Call to action SHOP NOW # Social proof - None used. # Point of view - Brand: The POV is consistent throughout the ad, with the brand presenting its product and promotion directly to the viewer. # Storyline - The ad opens by featuring the Tower 28 brand name and product to establish immediate recognition and set the context for what’s being advertised. This is from the brand's perspective, setting the stage for introducing their product and offer. - Next, the ad reveals the offer of "15% Off" to grab attention and create interest. This is from the brand's POV, aiming to incentivize viewers to consider purchasing the product. - The ad includes product details and a limited-time offer to provide key information and create urgency. This is the brand communicating the core selling points and encouraging immediate action. - Finally, the ad concludes with a "Shop Now" call to action to prompt immediate purchase. This is the brand's direct instruction to guide the viewer toward conversion.

# Ad summary This image ad promotes Tower 28's SOS FaceGuard SPF 30 with a 15% off limited-time offer ending on March 31st. The ad uses a gradient background and close-up of the product. # Brand positioning Tower 28 is presented as a skincare brand focused on gentle and protective products. The brand name and the "SOS (Save Our Skin.)" message on the product suggest a focus on rescuing and safeguarding skin, particularly sensitive skin. The product's claim of being broad spectrum SPF 30 sunscreen indicates a commitment to basic skincare that provides essential sun protection. Tower 28 positions itself as a reliable solution for everyday skin defense. # Product The product featured is Tower 28 SOS FaceGuard Broad Spectrum SPF 30 Sunscreen. It comes in a red tube with a white label area. The sunscreen is formulated to provide broad spectrum SPF 30 protection. The packaging includes the brand's "SOS (Save Our Skin.)" tagline, reinforcing the product's purpose of protecting and rescuing skin. The tube contains 50 mL / 1.69 US fl. oz. of product. A visual swatch of the product shows the light-beige tone and texture of the sunscreen. The ad is designed to convince viewers of the sunscreen's capability to protect and save their skin. # Visual style The ad has a clean, product-focused visual style. The production quality is high, with studio-style lighting and a smooth gradient background. The visual motif centers around the product, presented in a straightforward and uncluttered manner. The image treatment includes background gradients, product highlights, and crisp focus. The typography is clean and legible, integrated with the product and promotional text. The style is simple and direct, meant to be easily scannable and attention-grabbing. # Hooks Headline: 15% Off # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of needing sun protection for the face by offering a product that is specifically designed to guard the face with broad spectrum SPF 30. The product name, "SOS FaceGuard SPF 30," implies that skin requires a rescue and defense solution against sun damage. # Value propositions - Protect face with Broad Spectrum SPF 30 Sunscreen. # Benefits - Save Our Skin # Features - SOS FaceGuard - SPF 30 - Broad Spectrum SPF 30 Sunscreen # Call to action None used. # Social proof - None used. # Point of view - Brand: The ad consistently communicates from the brand's perspective by promoting their product, its features, and a limited-time offer. # Storyline - The ad begins by announcing a special offer for Tower 28's SOS FaceGuard SPF 30. The intention is to immediately grab the viewer's attention with a discount and create a sense of urgency with the limited-time offer, as told from the brand's perspective. - The ad then showcases the product itself, highlighting the brand name, SPF level, and product name. The purpose is to familiarize the viewer with the product and its key features, as shown from a product-focused perspective. - The ad includes the tagline "SOS (Save Our Skin)" and claims the product is a face guard with broad spectrum SPF 30 sunscreen. The intention is to further clarify the product's benefits and protective qualities, as told from the brand's point of view.

# Ad summary This ad for Tower28's SOS Daily Rescue Facial Spray highlights the product's ability to stop breakouts caused by sweat. # Brand positioning Tower28 is positioned as a simple solution for sensitive skin. The brand is presented as a go-to for those who want to avoid breakouts and maintain healthy skin without excessive complication. Tower28 emphasizes functional simplicity and skin health with a focus on the product's rescue properties. # Product The Tower28 SOS (Save Our Skin) Daily Rescue Facial Spray is a skin treatment designed to combat breakouts. The product is packaged in a red spray bottle. The spray is intended for use after sweating. The ad focuses on the product's ability to stop breakouts related to perspiration. The product is for anyone seeking a solution to combat sweat-induced breakouts. # Visual style The ad has a clean, direct visual style, designed to mimic in-feed content. The ad has studio-shot production quality, and the overall image treatment is focused on natural lighting and clear product visibility. The typography is large and bold. # Hooks Headline: Sweat. Spray. Stop Breakouts. # Funnel stage Middle of funnel (Consideration) # Pain points Sweat leads to breakouts. # Value propositions - Stop Breakouts post sweat # Benefits - Stop Breakouts # Features - Facial spray # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand presents the benefits of its product and the solution it offers. # Storyline - The ad opens with the problem statement: that sweat causes breakouts. The intention here is to highlight a common skin issue related to physical activity and skincare, speaking from the brand's perspective. - Then, the ad shows the solution of spraying the Tower28 SOS Daily Rescue Facial Spray. The intention is to highlight that this product is the easy fix for combatting breakouts that happen after one sweats, speaking from the brand's perspective. - The ad finishes by communicating the desired outcome of stopping breakouts. The intention is to show that the product is the ultimate fix, and the brand is speaking from their perspective here by explaining the benefit.

# Ad summary A female creator introduces Tower 28 Cooling Eyeshadow Sticks, highlights their suitability for sensitive skin, and demonstrates all nine shades by applying them to her arm and eyelids. She praises their easy application and shimmery finish, positioning them as a quick and effective solution for eye makeup. # Brand positioning Tower 28 is presented as a beauty brand that prioritizes sensitive skin. The ad implicitly positions it as a brand that offers effective makeup solutions for those who typically struggle with irritation or sensitivities, making beauty accessible and comfortable. The brand aligns with values of inclusivity and care for skin health, while still providing trendy, high-quality makeup products (shimmery, glossy finish). This positioning is functional (solves a skin problem) and somewhat emotional (allows sensitive individuals to enjoy makeup). It pushes against the norm of makeup often causing irritation by offering a gentle alternative. # Product The product is "Cooling Eyeshadow Sticks" from Tower 28. They are designed for "people with sensitive skin," specifically those with "eczema-prone skin, sensitive skin, textured eyelids," or "eyelids...prone to irritation." The sticks come in "9 different shades," are "$20 each," and come in "small, travel-friendly packaging." They are noted for "glid[ing] on super easily" and having a "shimmery" finish. Specific shades mentioned include "Avalon" (a true pink), "Bungalow" (a gold), "Chateau" (a champagne, which gives a "glossy, wet-looking finish"), "Garden" (a bright purple), "Roxy" (a gold with pink undertones), "Studio 28" (a plum), "Troubadour" (a golden amber), and "Whiskey" (a chocolate brown). The ad highlights their "one and done" nature for quick eye makeup. The primary USP is their formulation for sensitive eyes and their ease of application and shimmery, glossy finish. They are used for daily eye makeup, particularly for quick looks or when someone wants a simple, effective solution. The packaging is described as "plastic-y" rather than "super lux," which might address a potential purchase barrier by managing expectations while emphasizing product quality. # Visual style The ad features a polished yet authentic UGC-style aesthetic, filmed in a well-lit home environment, suggesting a relatable and approachable feel. The production quality is high, resembling a professional beauty influencer review. Editing consists of quick cuts between the creator speaking directly to the camera, close-ups of product application on the eyelids, and close-ups of arm swatches. The pacing is dynamic, driven by the creator's clear and concise explanations and demonstrations, and the rapid transitions between shots of her face, application, and swatches. There is a strong audio-visual sync where the visuals directly illustrate the spoken descriptions and shade names. The overall feel is bright, clean, and engaging, fitting for a beauty product review on social media platforms. # Hooks Spoken: Tower 28 just came out with cooling eyeshadow sticks. Visual: Medium close-up of Female 1 (creator) against a bright, light-colored room. She is holding a cluster of five light purple eyeshadow sticks, bringing them close to her face and then moving them down. Her long, dark brown hair frames her face. She is looking directly at the camera, smiling slightly, and speaking. The camera is stationary, frontal, and at eye level. / Close-up of a forearm with 9 distinct glittery eyeshadow swatches in various metallic and colorful shades. The arm is resting on a fluffy white rug, with direct sunlight casting shadows. The swatches are neatly lined up. The background is a blurred white and light grey room with a plant visible on the right, matching the previous shot. The camera is stationary and angled overhead. / Medium close-up of Female 1, identical to 00:00, but she is now holding two light purple eyeshadow sticks, one in each hand, bringing them together in front of her. She looks at the camera, speaking. # Funnel stage Consideration # Pain points Sensitive eyelids: "If you have eczema-prone skin, sensitive skin, textured eyelids, if you're somebody whose eyelids are very prone to irritation." Difficulty with complex eye makeup: "When I don't know what to do with my eyeshadow, I just do an eyeshadow stick on the lid and then a bronzer in the crease and I call it a day." # Value propositions - Cooling eyeshadow sticks (implied comfort for sensitive eyes) - Designed for people with sensitive skin (inclusive, problem-solving makeup) - Glide on super easily (convenience, effortless beauty) - Small, travel-friendly package (on-the-go convenience) - One-and-done type of eyeshadow (time-saving, simplified routine) - Love the shimmer (desirable aesthetic outcome) # Benefits - Helps with "eczema-prone skin, sensitive skin, textured eyelids, [and] eyelids... prone to irritation." - Allows for "one-and-done type of eyeshadow." - Quick and easy application for eye makeup. - Achieves a "glossy, wet-looking finish." # Features - cooling eyeshadow sticks - designed for people with sensitive skin - for eczema-prone skin - for sensitive skin - for textured eyelids - for somebody whose eyelids are very prone to irritation - come in nine different shades - $20 each - small, travel-friendly package - glide on super easily - most of the colors swatched beautifully - shimmer - Avalon... a true pink - Bungalow... a gold - Chateau... a champagne color - Chateau... gives like a glossy, wet-looking finish to the lid - Garden is a bright purple - Roxy is a gold that has some pink undertones to it - Studio 28 is a plum - Troubadour... a golden amber - Viper... an Earl Grey - Whiskey... a chocolate brown # Call to action None used # Social proof - "I never knew I needed a cooling eyeshadow stick... until now." – Female 1 (Influencer/Reviewer) - "Ooh, that one is really pretty." – Female 1 (Influencer/Reviewer) - "I think I just found my favorite one." – Female 1 (Influencer/Reviewer) - "I have to say, across the board, most of the colors swatched beautifully." – Female 1 (Influencer/Reviewer) - "I love the shimmer." – Female 1 (Influencer/Reviewer) - "I'm somebody who loves an eyeshadow stick" – Female 1 (Influencer/Reviewer) - "these are perfect for somebody like me who just wants like a one-and-done type of eyeshadow." – Female 1 (Influencer/Reviewer) # Point of view - Customer 100% – The video is presented by an individual creator sharing her personal experience and review of the product, using "I" statements and a conversational tone. # Storyline - 00:00–00:03 The creator holds multiple lavender eyeshadow sticks and excitedly announces that "Tower 28 just came out with cooling eyeshadow sticks." This immediately grabs attention by introducing a new product from a known brand (implied) and highlighting a key feature (cooling). The tone is enthusiastic and direct, setting up the video as an informative review from a customer/influencer perspective. - 00:01–00:03 A quick cut to a close-up of an arm with multiple shimmery eyeshadow swatches in various colors provides an immediate visual demonstration of the product's aesthetic appeal and range. This serves as a visual hook, showing the end result before diving into details. - 00:03–00:04 The creator returns to the frame, holding two sticks, and suggests, "Let's swatch them and see what they're all about." This invites the viewer to join her in discovering the product, maintaining a friendly, engaging tone. - 00:04–00:08 The creator explains that these are "cooling eyeshadow sticks" and that the "idea behind them is that they are designed for people with sensitive skin." She gestures with her hands, emphasizing the key benefit. This clarifies the product's unique selling proposition and target audience directly from the customer's perspective. - 00:08–00:15 She elaborates on who the product is for: "If you have eczema-prone skin, sensitive skin, textured eyelids, if you're somebody whose eyelids are very prone to irritation, this is supposed to be designed for you." She uses specific language to address common pain points, showing empathy and authority. The tone is informative and reassuring. - 00:15–00:19 She re-holds the sticks and states they "come in nine different shades" and are "$20 each." She also mentions she has "all nine to swatch for you." This provides practical product information and promises a comprehensive demonstration, building anticipation. - 00:19–00:27 The creator demonstrates the packaging, twisting the stick up to show the product amount. She notes its "small, travel-friendly package" but admits the "packaging to be honest doesn't feel super lux, it feels kind of plasticky." This adds an element of honest, transparent review, building trust with the audience, while still highlighting portability. - 00:27–00:30 She transitions with "but the product inside..." and then "Let's see how it swatches," creating a build-up to the performance demonstration. - 00:30–00:33 She applies a shimmery, light pink eyeshadow (Avalon) to her eyelid. As she applies, she expresses surprise and delight: "I never knew I needed a cooling eyeshadow stick... until now." This acts as a mini-testimonial, conveying genuine positive reaction and reinforcing the "cooling" feature. - 00:33–00:36 She holds up the stick and names the shade, "Avalon, which is a true pink," showing the product and its name. This provides clear identification for viewers interested in specific colors. - 00:36–00:38 The scene transitions to her arm, where she swatches "Avalon." This visually confirms the color payoff and texture on skin. - 00:38–00:40 She applies "Bungalow," a gold, to her other eyelid. The application is smooth and easy, visually demonstrating a key feature. - 00:40–00:44 While applying, she says, "And these glide on super easily," explicitly stating a benefit. This is followed by an arm swatch of "Bungalow." - 00:44–00:47 She applies "Chateau," a champagne color, to her first eyelid over Avalon. This shows how the shades can be layered. - 00:47–00:54 She describes "Chateau" as giving a "glossy, wet-looking finish" and suggests it's "the shade for you" if "you're into that trend." This targets a specific aesthetic preference. An arm swatch follows. - 00:54–00:58 She applies "Garden," a bright purple, to her other eyelid over Bungalow. Another smooth application. - 00:58–01:00 An arm swatch of "Garden." - 01:00–01:03 She applies "Roxy," a gold with pink undertones, to her first eyelid over Chateau and Avalon. - 01:03–01:08 She compliments the shade, "Ooh, that one is really pretty," showing personal preference. An arm swatch follows. - 01:08–01:16 She applies "Studio 28," a plum, to her other eyelid over Bungalow and Garden. She exclaims, "I think I just found my favorite one." This creates excitement and highlights a standout shade. An arm swatch follows. - 01:16–01:21 She applies "Troubadour," a golden amber, to her first eyelid over Roxy, Chateau, and Avalon. An arm swatch follows. - 01:21–01:28 She applies "Viper," an "Earl Grey," to her other eyelid over Studio 28, Garden, and Bungalow. An arm swatch follows. - 01:28–01:36 She applies "Whiskey," a "chocolate brown," to her first eyelid over Troubadour, Roxy, Chateau, and Avalon. An arm swatch follows. - 01:36–01:41 A quick cut to a close-up of her arm with all swatches, reinforcing the earlier visual hook. She notes that "most of the colors swatched beautifully" and she "love[s] the shimmer." This summarizes her positive impression of the product's visual performance. - 01:41–01:52 The creator returns, holding all the sticks, and shares her personal affinity for eyeshadow sticks for quick makeup. She says, "I'm somebody who loves an eyeshadow stick. When I don't know what to do with my eyeshadow, I just do an eyeshadow stick on the lid and then a bronzer in the crease and I call it a day." She concludes that "these are perfect for somebody like me who just wants like a one-and-done type of eyeshadow." This positions the product as an easy, everyday solution, reinforcing its benefit for a specific type of user and solidifying her recommendation.

# Ad summary This ad features a woman jogging and using Tower 28 SOS spray in between her workouts. The ad highlights the benefits of using the product to soothe the skin after sweating. # Brand positioning Tower 28 is presented as a brand that aligns with an active lifestyle and understands the skincare needs of those who sweat and spend time in the sun. The brand aims to occupy a space in the consumer's mind as a practical solution for skincare during physical activity. Tower 28 challenges the norm of complicated skincare routines by offering a simple solution for irritated skin after sweating. The brand's positioning is functional, emphasizing simplicity and performance. # Product Tower 28 SOS spray is a skincare product designed to soothe and calm irritated skin after sweating. It comes in a bright red spray bottle. The product is for individuals who engage in physical activities and experience skin irritation due to sweat and sun exposure. The spray is used to keep the skin calm while training, addressing the issue of sweat and sun taking a toll on the skin. The ad tells the viewer that skincare doesn't need to be complicated, presenting the product as a simple solution for post-workout skincare. # Visual style The ad has a UGC feel with natural lighting and quick cuts, indicating a casual, relatable approach. The production quality is a hybrid, blending elements of a polished commercial with the authenticity of user-generated content. The pacing is moderate, with cuts timed to coincide with voiceover lines. # Hooks Spoken: 00:00–00:04 If your skin gets irritated after sweating, you need this. Text overlay: 00:00–00:03 if your skin gets irritated / 00:01–00:03 after sweating / 00:02–00:04 you need this Visual: 00:00–00:02 A woman is running on a sidewalk. The background shows lush trees and greenery. She is wearing a black sports bra and black shorts, sunglasses, and has her hair in a ponytail. The camera is at eye level and follows her as she runs, creating a selfie-style perspective. She is looking at the camera as she pulls the sunglasses off of her face. / 00:02–00:05 The same woman is now standing on the sidewalk and holding a red Tower 28 SOS spray bottle. The camera is stationary. She sprays the product on her face and chest. She adjusts her shorts. # Funnel stage Consideration # Pain points Sweat and sun can really take a toll on my skin. # Value propositions - A simple solution for post-workout skincare. - Keep my skin calm while I'm training - Miles done, skin happy # Benefits - Keeps skin calm # Features - Tower 28 SOS spray # Call to action None used. # Social proof - “Tower 28 SOS spray comes with me on every run.” – Female 1 # Point of view - Customer 100% – The ad is presented entirely from the perspective of a customer sharing her experience. # Storyline - 00:00–00:03 00:00–00:03 The woman is running in athletic wear on a tree-lined path and states that if your skin gets irritated after sweating, you need this. - 00:03–00:06 00:03–00:06 She holds up the Tower 28 SOS spray and explains that it comes with her on every run, which implies that she believes in the product and relies on it regularly. - 00:06–00:10 00:06–00:10 The woman is running down the street and mentions that sweat and sun can really take a toll on her skin, which is meant to highlight the problem that the product solves. - 00:10–00:14 00:10–00:14 She is standing at an intersection and explains that she sprays every mile or two to keep her skin calm while she is training, which shows how and when to use the product. - 00:14–00:18 00:14–00:18 The woman is running along a path and declares that training is already hard enough, and her skincare doesn't need to be, which is intended to emphasize the ease of use and simplicity of the product. - 00:18–00:21 00:18–00:21 She is standing on a patio and concludes by saying “miles done, skin happy,” suggesting the positive outcome of using the product after a workout.

# Ad summary A dermatology PA promotes Tower 28 SOS Daily Rescue Facial Spray as a solution for inflammation, irritation, and redness caused by excessive bacteria on the skin. She highlights the product's key ingredient, hypochlorous acid, which helps soothe the skin and reduce inflammation, making it suitable for various skin conditions like eczema, psoriasis, rosacea, perioral dermatitis, and acne-prone skin. She also emphasizes the product's convenience. # Brand positioning Tower 28 is presented as a brand that offers solutions for sensitive skin. The brand aims to occupy a space in the consumer's mind as a provider of gentle, safe, and effective products suitable for individuals with conditions such as eczema, psoriasis, rosacea, perioral dermatitis, and acne-prone skin. The brand aligns with a lifestyle that prioritizes skincare and self-care. The brand aims to empower individuals to take care of their skin and address common skin concerns. Its positioning is both functional (soothing skin, reducing inflammation) and emotional (providing relief and confidence to those with sensitive skin). # Product The Tower 28 SOS Daily Rescue Facial Spray is a product designed to soothe and rescue irritated skin. It features hypochlorous acid as a key ingredient to decrease inflammation, redness, and excessive bacteria on the skin. The product is suitable for individuals with eczema, psoriasis, rosacea, perioral dermatitis, and acne-prone skin. A USP is its safety for use on irritated skin, allowing for convenient and effective skincare. The product is worth trying or buying because it offers a convenient solution for soothing skin, decreasing inflammation, and combating redness and irritation caused by bacteria. # Visual style The ad has a polished, commercial aesthetic with a hybrid feel due to its expert delivery style. The editing style consists of static shots with smooth transitions. The video has a moderate pace. # Hooks Spoken: 00:00–00:04: A lot of times inflammation, irritation, and redness of the skin is actually caused by excessive bacteria. Text overlay: 00:00–00:04: Alyssa, Board Certified Dermatology PA Visual: 00:00–00:04: A woman is centered in the frame in a medium shot. She has long blond hair and is wearing wire-rimmed glasses, a black top, and a wedding ring. She is holding a red bottle with white writing on it that reads "Tower 28 SOS Daily Rescue Facial Spray." Behind her is a wall and a leafy green plant. She is speaking to the camera. # Funnel stage Middle of funnel (Consideration) # Pain points Inflammation, irritation, and redness of the skin are often caused by excessive bacteria. # Value propositions - Hypochlorous acid is able to soothe your skin, decrease the redness and decrease the inflammation. # Benefits - Soothe your skin - Decrease the redness - Decrease the inflammation - Really safe to use on irritated skin # Features - Hypochlorous acid # Call to action None used. # Social proof - None used. # Point of view - Expert 100% – The entire video is told from the perspective of a board-certified dermatology PA who is sharing information about a skincare product. # Storyline - 00:00–00:04 00:00–00:04: Alyssa, Board Certified Dermatology PA, introduces the topic by explaining that inflammation, irritation, and redness of the skin are often caused by excessive bacteria. - 00:04–00:09 00:04–00:09: She then introduces Hypochlorous acid as a solution that is able to soothe your skin decrease the redness and decrease the inflammation. - 00:09–00:17 00:09–00:17: She states that the product is safe to use on irritated skin and gives examples such as eczema, psoriasis, rosacea, perioral dermatitis and acne prone skin. - 00:17–00:19 00:17–00:19: Alyssa closes out by saying the best part of the product is how convenient it is to use.

# Ad summary A creator highlights a facial spray as a running essential. # Brand positioning Tower 28 is presented as a beauty and skincare brand. The ad features the SOS Daily Rescue Facial Spray. The brand appears to align with an active lifestyle, showing the product as part of a running routine. # Product The ad showcases the Tower 28 SOS Daily Rescue Facial Spray. The product is displayed alongside running essentials. It is portrayed as an essential item to bring on a run. # Visual style The ad has a natural, vlog-like aesthetic with outdoor settings. The lighting is natural and bright, reflecting a sunny day. The editing consists of quick cuts. # Hooks Spoken: 00:00–00:19 Now let me see you shake that [unclear phrase] Text overlay: 00:00–00:19 the one running essential i can't leave my house without Visual: 00:00–00:01 Overhead shot of sunglasses, a gel pack, and a red spray bottle of Tower 28 SOS Daily Rescue Facial Spray on rumpled white sheets. / 00:01–00:03 Low angle shot of a woman with tan skin and dark hair in a bun wearing a white top and green shorts. She is stretching in front of a tan house with green potted plants. # Funnel stage Consideration # Pain points None used. # Value propositions - The Tower 28 SOS Daily Rescue Facial Spray is an essential for running. # Benefits - One running essential # Features - SOS Daily Rescue Facial Spray # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire ad is filmed from the perspective of a customer using and recommending the product. # Storyline - 00:00–00:01 The video opens with a view of sunglasses, a gel pack and the Tower 28 product on a rumpled white sheet. - 00:01–00:02 00:01–00:02 The scene transitions to the creator outside in athletic clothes, implying that the items shown are part of their pre-run routine. - 00:02–00:07 00:02–00:07 The creator starts their run down a residential street on a sunny day. - 00:07–00:11 00:07–00:11 The creator sprays their face with the Tower 28 product while running. - 00:11–00:19 00:11–00:19 The creator continues their run while periodically spraying their face with the product.

# Ad summary A skincare expert explains the benefits of hypochlorous acid, and its ability to soothe skin, decrease redness, and decrease inflammation. # Brand positioning Tower 28 is presented as a gentle and effective skincare solution, particularly suitable for sensitive skin. The brand positions itself as a go-to option for those experiencing inflammation, irritation, and redness caused by excessive bacteria. This brand aims to provide soothing relief by leveraging hypochlorous acid, a component made naturally by the immune system. # Product The featured product is the Tower 28 SOS Daily Rescue Facial Spray, highlighted for its key ingredient: hypochlorous acid. This spray is designed to soothe the skin, reduce redness, and decrease inflammation, which is often caused by excessive bacteria. The hypochlorous acid component works to decrease both bacteria and inflammation. Tower 28 SOS Daily Rescue Facial Spray is presented as a solution to calm and relieve irritated skin. # Visual style The ad features a polished, educational aesthetic. The video is well-lit and features clean shots of the presenter and the product. The presenter is professionally dressed and the visuals are clear. Editing is minimal, with static shots focused on the speaker. The production quality is high, resembling a professionally produced commercial. The video pacing is consistent with the speaker's pace. # Hooks Spoken: 00:00–00:05 Hypochlorous acid is actually a component that's made naturally by our immune systems. Its function is to decrease both bacteria and inflammation. Text overlay: 00:00–00:05 What is Hypochlorous Acid? Visual: 00:00–00:05 A woman with long, wavy blonde hair, wearing clear glasses and a black medical scrub top, is centered in the frame in a brightly lit room with neutral walls. She holds a red bottle of Tower 28 SOS Daily Rescue Facial Spray in her left hand and gestures with it while she speaks. She looks directly at the camera with a friendly, informative expression. A name and credentials graphic appear at the bottom right. # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the problem of skin inflammation, irritation, and redness caused by excessive bacteria. “A lot of times inflammation, irritation, and redness of the skin is actually caused by excessive bacteria.” # Value propositions - Hypochlorous acid, a component made naturally by our immune systems, is able to soothe your skin, decrease the redness, and decrease the inflammation. # Benefits - soothe your skin - decrease the redness - decrease the inflammation # Features - hypochlorous acid # Call to action None used. # Social proof - The speaker is introduced as Alyssa, PA-C Dermatology, and offers expert information about hypochlorous acid. Her credentials lend credibility to the product's claims. # Point of view - Expert 100% – The entire video is delivered by a dermatology PA-C, who explains the benefits of the product and demonstrates its use. # Storyline - 00:00–00:01 The video begins with the speaker holding a red bottle of Tower 28 SOS Daily Rescue Facial Spray. - 00:01–00:05 00:01–00:05 The speaker, a dermatology PA-C, introduces and defines hypochlorous acid as a naturally occurring component in the immune system that decreases bacteria and inflammation. The message is intended to educate the viewer on the beneficial properties of the featured ingredient. The speaker is presented as an expert. The tone is informative and friendly. - 00:06–00:11 00:06–00:11 Continuing the explanation, the speaker notes that inflammation, irritation, and redness of the skin are often caused by excessive bacteria, thereby setting up a common skin problem. The message is meant to highlight the root causes of skin irritation and establish the need for a solution. The expert tone continues. - 00:11–00:15 00:11–00:15 The speaker then reveals that hypochlorous acid can soothe skin, decrease redness, and decrease inflammation, while spraying the product on her face. The visual demonstration and the closing statements are meant to illustrate the immediate effects and benefits of the product. This is presented from the expert’s perspective. The tone remains informative.

# Ad summary The ad is a day-in-the-life style video demonstrating the Tower 28 SOS spray to treat acne-prone skin after physical activity. # Brand positioning Tower 28 is presented as a skincare brand offering simple and effective solutions for sensitive and acne-prone skin. The brand positions itself as a go-to option for individuals seeking quick and convenient skincare that fits seamlessly into an active lifestyle. The brand aims to occupy a space in the consumer's mind that focuses on simplicity, efficacy, and convenience, particularly for those who prioritize physical activity. The brand aligns with values of simplicity and ease in a beauty routine. It addresses the needs of individuals who experience skin issues related to sweat and activity. # Product The featured product is Tower 28 SOS Daily Rescue Facial Spray, designed for daily use on sensitive and acne-prone skin. The spray is presented as a convenient solution to calm skin after workouts or sweating, particularly after activities like horse riding. The ad conveys that the product helps in soothing the skin, making it a quick and easy solution to incorporate into one's routine. It is packaged in a red spray bottle. The USPs are its calming properties and the convenience it offers for on-the-go use. # Visual style The ad has a polished, UGC feel with natural lighting. The editing style utilizes quick cuts and smooth transitions, maintaining a consistent pace throughout the video. The production quality is high, creating a seamless blend of personal vlogging and product promotion. The aesthetic supports the tone of a casual, everyday routine, appealing to an audience seeking relatable beauty content. # Hooks Spoken: Female 1: Come spend the morning riding with me, and of course Bagel had to get involved. Text overlay: COME RIDE WITH ME / my 6-9 before my 9-5 / and of course bagel had to get involved Visual: 00:00–00:02 The shot features a woman inside her walk-in closet wearing a black long sleeve shirt and black leggings. The closet is full of hanging shirts, pants, and handbags. The woman is putting on a light gray sweater. / 00:02–00:05 The camera shows the woman tying her hair in front of the mirror in her bathroom. In the background, is a neatly made bed. On the countertop, there are numerous skincare products. # Funnel stage Consideration # Pain points The ad highlights acne-prone skin, which is the primary frustration the product is solving. “Honestly, acne’s worst nightmare.” # Value propositions - SOS Daily Rescue Facial Spray calms skin # Benefits - Calms skin - Acne's worst nightmare # Features - Spray format - SOS Daily Rescue Facial Spray # Call to action None used. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her routine and product use. # Storyline - 00:00–00:02 The creator starts her day by getting dressed in her closet. - 00:02–00:05 00:02–00:05 The woman ties her hair back in the mirror and washes her face in a bathroom. - 00:05–00:11 00:05–00:11 The woman applies makeup in the mirror. She grabs her bag and the Tower 28 SOS spray. - 00:11–00:16 00:11–00:16 The creator is at her car. She states the product is a lifesaver after working out and sweating. Then the creator is shown riding a horse at a barn. - 00:16–00:21 00:16–00:21 The woman explains how she sprays the Tower 28 product on her face and it calms her skin. She states that it is acne's worst nightmare.

# Ad summary This ad showcases the Tower28 brand and its lip products. The ad begins with a woman dumping a large number of Tower28 lip products onto a fluffy surface. The ad then shows close-ups of the products and the woman applying them to her lips. The ad ends with a shot of the woman smiling and showing off her lips. # Brand positioning Tower28 is presented as a brand that embraces maximalism and self-expression, particularly through its extensive range of lip products. The brand aligns with a fun, playful, and confident lifestyle, encouraging customers to indulge in their love for lip products without restraint. The brand positioning is emotional, focusing on the joy and freedom of owning and using a wide variety of lip products. The brand pushes against the norm of limiting oneself and instead promotes abundance and self-indulgence in the realm of beauty. # Product The ad features a variety of lip products from Tower28, including lip glosses, lipsticks, and lip balms. These products are presented as essential items for anyone who loves to experiment with different lip looks. The ad highlights the wide range of colors and textures available, from sheer glosses to bold lipsticks. The products are shown being used in everyday moments, suggesting they are perfect for any occasion. The ad addresses the purchase barrier of feeling guilty about owning too many lip products by celebrating the joy of abundance and self-expression. The ad tells the viewer that these products are worth trying or buying because they offer a fun and liberating way to express themselves. # Visual style The ad has a UGC feel, with a focus on showcasing the products in a fun and playful way. The editing is quick and energetic, with a focus on close-up shots and product interactions. The overall aesthetic is bright and colorful, with a focus on showcasing the products in a positive light. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:12: The lioness doesn't concern herself with how much she's spent on lippies Text overlay: 00:00–00:12 The lioness doesn't concern herself with how much she's spent on lippies Visual: 00:00–00:12: A woman's hands are shown holding a white canvas tote bag with the word "TOWER28" printed on the side. The woman tips the bag over, and dozens of Tower28 lip products spill out onto a fluffy, off-white surface. The products are a variety of colors and textures, including lip glosses, lipsticks, and lip balms. # Funnel stage Top of funnel (Awareness) # Pain points Feeling guilty about owning too many lip products # Value propositions - Embrace maximalism and don't worry about the cost of indulging in lip products # Benefits - Fun and playful self-expression - Liberating way to experiment with different lip looks # Features - Wide range of lip products - Variety of colors and textures # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the perspective of a customer showcasing and using the product. # Storyline - 00:00–00:12 A woman dumps a large number of Tower28 lip products onto a fluffy surface. - 00:12–00:15 The ad then shows close-ups of the products. - 00:15–00:20 The woman applies the products to her lips. - 00:20–00:23 The ad ends with a shot of the woman smiling and showing off her lips.

# Ad summary This ad promotes Tower28's LipSoftie lip treatment, which is designed to hydrate and tint chapped, sensitive lips. The ad begins with a closeup of chapped lips, then transitions to a creator explaining how the product can take lips from "crusty to softie." The ad features before and after photos, and encourages viewers to try the product. # Brand positioning Tower28 is presented as a solution for sensitive, chapped lips. The ad highlights how the brand has spent two years creating the perfect lip treatment. Tower28 is positioned as a brand focused on rescue, transforming "crusty, musty, dusty" lips into soft lips. The brand is also clinically tested. # Product Tower28's new LipSoftie lip treatment is designed to provide intense hydration like a lip mask, with a sweet sheer tint. It is clinically tested to rescue crusty, musty, dusty lips. The product comes in a squeeze tube with an applicator tip. # Visual style The ad's aesthetic is bright and colorful, with a mix of extreme close-ups and product shots. The editing style includes quick cuts between the creator and product demos. Production quality is polished with a beauty influencer tone. The pacing is moderate, with cuts timed to sync with voiceover lines. # Hooks Spoken: Stop scrolling if your lips look like this. / Let me explain what's going on here. Text overlay: stop scrolling if your lips look like this / let me explain what's going on here Visual: 00:00–00:01: Extreme close-up of dry, peeling lips against a neutral background, lit with soft, diffused light. / 00:01–00:07: A young, fair-skinned person with dark hair and a nose ring appears in front of the extreme close-up of dry, peeling lips. They are wearing a black t-shirt and holding a microphone. The person points up toward the image of the lips. # Funnel stage Middle of funnel (Consideration) # Pain points Chapped, sensitive, crusty, musty, and dusty lips. # Value propositions - Intense hydration of a lip mask with a sweet sheer tint. # Benefits - Rescues crusty, musty, dusty lips - Takes chapped, sensitive lips from crustie to softie # Features - Intense hydration - Sweet sheer tint - Clinically tested # Call to action You need to try your new LipSoftie stat # Social proof - The ad uses before and after photos of people's lips. # Point of view - Customer 0% – Not applicable. - Brand 95% – The brand is showcased through product demonstrations, claims, and branded visuals. - Expert 5% – An authority figure reviews and discusses product attributes. - External source 0% – Not applicable. # Storyline - 00:00–00:01 The ad begins with an extreme close-up of chapped lips. - 00:01–00:07 00:01–00:07: A content creator appears and states that if your lips look like the chapped lips shown at the start of the ad to stop scrolling and allow him to explain the situation. He says they spent two years creating the lip treatment for chaped, sensitive lips. - 00:07–00:18 00:07–00:18: The ad transitions to show lips that are now hydrated before showing various colors of the LipSoftie product. The content creator says that the LipSoftie lip treatment has intense hydration and a sweet sheer tint. It is clinically tested to rescue crusty, musty, dusty lips. - 00:18–00:26 00:18–00:26: The content creator says not to take his word for it while the ad shows before and after photos of people who have used the product. He encourages viewers to try the new lip softie now.

# Ad summary This ad promotes Tower 28's Swipe Serum Concealer. The ad features a woman who says that if your concealer looks cakey, clings to dry patches, or separates throughout the day, you need to try this serum concealer hybrid. The ad shows the concealer being applied to the face and includes customer reviews. # Brand positioning Tower 28 is presented as a brand that offers makeup products that are safe for sensitive and breakout-prone skin. The brand aims to occupy a space in the consumer's mind as a provider of non-comedogenic makeup that is lightweight, buildable, and blends into the skin. The brand aligns with values of simplicity and functionality, focusing on providing solutions for common makeup frustrations without causing further skin issues. Tower 28 pushes against the norm of concealers that can look cakey or cause breakouts, positioning itself as a safer alternative for those with sensitive skin. # Product The Tower 28 Swipe Serum Concealer is a lightweight, buildable formula designed to blend seamlessly into the skin. It is non-comedogenic, making it safe for sensitive and breakout-prone skin. The concealer is presented as a solution for those who experience issues with traditional concealers, such as cakey appearance, clinging to dry patches, or separation throughout the day. The product is for anyone who wants a concealer that looks natural and feels comfortable on the skin. The ad highlights the concealer's ability to cover blemishes without causing more acne, providing a relief for users who are concerned about their skin's health. # Visual style The ad has a clean and modern aesthetic with a focus on showcasing the product and its benefits. The editing style is quick cuts, with a fast-paced rhythm that keeps the viewer engaged. The production quality is polished, with clear visuals and professional lighting. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:06: If you're like me and concealers always look cakey, cling to dry patches, or separate throughout the day, you need to try this serum concealer hybrid. Text overlay: 00:00–00:14 Tower28 Visual: 00:00–00:01: A split screen shows four different women applying concealer under their eyes. Each woman has a different skin tone and is using a different shade of concealer. The background is a solid orange color. / 00:01–00:04: A row of Tower 28 concealers in different shades is displayed against a solid orange background. The concealers have clear tubes with white labels and light purple caps. A mouse cursor hovers over one of the concealers. / 00:04–00:06: Customer reviews of the Tower 28 concealer are shown on a solid orange background. The reviews are displayed in white text with black stars indicating the rating. # Funnel stage Consideration # Pain points The ad addresses the frustration of concealers that look cakey, cling to dry patches, or separate throughout the day. "If you're like me and concealers always look cakey, cling to dry patches, or separate throughout the day..." # Value propositions - Serum concealer hybrid - Safe for sensitive or breakout prone skin # Benefits - Concealer won't look cakey - Concealer won't cling to dry patches - Concealer won't separate throughout the day # Features - Lightweight formula - Buildable - Blends into your skin - Non-comedogenic - Safe for sensitive or breakout prone skin # Call to action None used. # Social proof - "Love It. I've been loving the new Swipe Serum Concealer. It's super hydrating and feels so comfortable on the skin. A little goes a long way so you only need a small amount for great coverage. It looks so natural, like my skin but better." - "Filter Like Concealer" - "Amazing Concealer! Wears all day - blends like a dream! Feels like an eye cream!" - "This is a great concealer!! It blended on my skin so well and I love the shade I got in chc" - "THE BEST CONCEALER IN THE MARKET! I have bought this concealer two times now and it's all that is good. It's amazing in my combination and sensitive skin. I struggle a lot with acne and it has never irritated my skin, it has actually helped me with scars and uneven tone. I love how easy it is to use and how affordable it is. Totally recommend it!" - "The Very Best. My favorite concealer ever! This formula is incredibly smooth!" - "Smooth Pores. I love the way it is blended in and so smooth! I need the way it hide my under eye and use it as an eye concealer for eye shadow and so hydrated and soo smooth!" - "Hydrating Concealer! Finally the search is over, I have found my concealer. I love how it blends in and is so nice for the under eyes as well! It's a great hydrating formula that calms my skin and I can use it to hide the acne I have instead of worrying about it causing more acne, which is a relief. I love that it covers up blemishes so well and that it's good for your skin too!" # Point of view - Customer 80% – The ad features multiple customers applying the product and sharing their experiences. - Brand 20% – The brand is communicated through product displays and claims about the product's features. # Storyline - 00:00–00:01 The ad opens with a split screen of four women applying concealer under their eyes. - 00:01–00:04 The screen transitions to a row of Tower 28 concealers in different shades. - 00:04–00:06 The ad shows customer reviews of the concealer. - 00:06–00:10 The ad shows a woman holding the concealer and then applying it to her face. - 00:10–00:11 The ad shows a split screen of the woman applying concealer under her eyes. - 00:11–00:13 The ad shows a customer review of the concealer. - 00:13–00:14 The ad shows a woman holding the concealer and blowing a kiss to the camera.

# Ad summary This ad for Tower28 features a person spraying the SOS Daily Rescue Facial Spray onto their face. The ad indicates the product is a post-workout skin savior. # Brand positioning Tower28 is presented as a skincare brand focused on gentle and effective solutions for sensitive skin. The brand uses clean and simple visuals with a focus on skin health, as seen in the clear branding and emphasis on soothing post-workout skin. With a straightforward, no-nonsense tone, Tower28 positions itself as a trustworthy brand for those seeking reliable and gentle skincare products. # Product The product featured is Tower28's SOS (Save Our Skin) Daily Rescue Facial Spray. It is a facial spray designed to protect and soothe skin. The bottle indicates it contains 120 ml / 4 US fl oz. The ad promotes it as a post-workout solution, addressing the need for a quick and effective skincare product after physical activity. The implication is that this product is a reliable option for maintaining healthy skin. # Visual style The ad features a clean and vibrant aesthetic with a focus on the product. The shot is well-lit, which draws attention to the product. The blue background creates a sense of freshness and openness. The overall style is simple and direct, suitable for a quick and easy-to-understand message, and optimized for scannability in a fast-moving feed. # Hooks Headline: Post- workout skin savior # Funnel stage Middle of funnel (Consideration) # Pain points The product addresses the need for a quick and effective skincare solution after workouts, aiming to help with potential skin issues from sweat and environmental factors. # Value propositions - The SOS Daily Rescue Facial Spray is a convenient product to protect and soothe skin after a workout. # Benefits - Skin savior # Features - Facial spray # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, the brand's perspective is present. This is achieved through the product display, logo placement, and value-driven messaging that highlight the benefits of using Tower28 products. # Storyline - The ad begins with a close-up shot of the product being sprayed. This aims to immediately showcase the product in action, creating interest and curiosity. The brand is telling the viewer about the product. - The text "Post-workout skin savior" is displayed next to the product. This communicates the specific use case and benefit of the product, targeting individuals who are active and need skincare solutions after workouts. The brand is highlighting what problem the product can help the customer solve.

# Ad summary This image ad for Tower 28 features their SOS Daily Rescue Facial Spray, touting its ability to stop breakouts after sweating. A woman is shown holding the product. # Brand positioning Tower 28 is presented as a brand that offers simple solutions for sensitive skin. They offer solutions that cater to skin concerns, implying that they are mindful of common skin issues. By focusing on skin relief and visible results, the brand aims to position itself as a reliable choice for people who want effective and gentle skincare products. The brand presents a functional approach, focusing on providing simple solutions for breakout prevention. # Product The featured product is Tower 28's SOS Daily Rescue Facial Spray, which the ad highlights as a solution to stop breakouts after sweating. The product is presented as a gentle and effective remedy for skin issues, particularly breakouts that can occur after sweating. This facial spray is designed to provide relief and rescue for the skin, implying it has a soothing and restorative effect. The ad indicates that the product is suitable for daily use, suggesting it is gentle enough for regular application. # Visual style The ad has a clean and vibrant visual style with bright colors. It features a studio-shot quality with polished lighting and simple background. The ad uses a minimalist approach with clear typography and a focus on the product and the person holding it. The overall effect is modern and eye-catching, suitable for in-feed scannability. # Hooks Headline: Sweat. Spray. Stop Breakouts. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of breakouts caused by sweat, which can be frustrating for those who are active or prone to acne. The ad headline states, "Sweat. Spray. Stop Breakouts." # Value propositions - Sweat. Spray. Stop Breakouts. # Benefits - Stop Breakouts # Features - SOS Daily Rescue Facial Spray # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand name and product are prominently displayed at the top, establishing the brand as the central subject of the ad. - Customer: A person is shown holding the product, suggesting a customer's perspective and demonstrating how it can be used in daily life. # Storyline - The ad starts with a focus on the product, the Tower 28 SOS Daily Rescue Facial Spray, to immediately introduce the product being advertised. The intention is to grab the viewer's attention with a visual of the product itself, establishing the focus of the ad from the brand's perspective. - The ad presents a solution to a common problem, stopping breakouts after sweating, framing the product as a must-have for active individuals. This is told from the brand's perspective. The intent is to position the product as a necessary addition to the viewer's skincare routine. - The inclusion of a person holding and showcasing the product aims to establish a personal connection and show how the product can easily be integrated into the viewer's lifestyle. This reinforces the ad's message that the product is not only effective but also accessible and practical. The viewer experiences the ad from a brand-aligned customer's perspective.

# Ad summary This ad for Tower28 features a close up of a woman's face with the Tower28 SOS spray in her hand and promotes the product's ability to protect against breakouts after sweating. # Brand positioning Tower28 is presented as a brand focused on providing skincare solutions for sensitive skin. The brand emphasizes the importance of gentle and effective products that cater to individuals who experience irritation or breakouts. With a focus on being a rescue product, Tower28 positions itself as a go-to brand for those seeking relief and protection from skin concerns. # Product The product featured is the Tower28 SOS Daily Rescue Facial Spray, designed to protect the skin from breakouts, especially after sweating. The spray is packaged in a bright orange bottle with a white label. It's intended for daily use and helps to soothe and protect the skin barrier. The ad highlights its use as a post-sweat solution, suggesting it's ideal for active individuals or those prone to breakouts after physical activity. The packaging includes the tagline "(Save Our Skin)" to emphasize its efficacy. # Visual style The ad has a natural, clean aesthetic with a focus on showcasing real skin. The production quality is high, with studio lighting and clear focus on the product and the model's face. The image treatment includes subtle color grading to enhance skin tones and a soft focus effect to create a dewy look. The ad leverages a close-up shot to draw attention to the model's skin and the product itself. # Hooks Headline: Post-sweat breakout defense # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of breakouts that can occur after sweating, which is a common concern for those who exercise or have active lifestyles. The phrase 'Post-sweat breakout defense' directly signals this frustration. # Value propositions - Post-sweat breakout defense # Benefits - breakout defense # Features - Facial spray # Call to action None used. # Point of view - Customer, the ad opens with a close-up of a woman's face, showcasing dewy skin to suggest the results of using the product. - Brand, the text overlay 'Post-sweat breakout defense' is layered on the woman's face, communicating the product's key benefit. # Storyline - The ad opens with a close-up shot of a woman's face, highlighting her healthy, dewy skin. This serves to immediately engage the viewer by showcasing the result of using the product. The viewer is experiencing this from the POV of someone who can have healthy skin. - The ad then shifts focus to the Tower28 SOS Daily Rescue Facial Spray, which the woman is holding. This directs attention to the specific product being advertised and reinforces its role in achieving the portrayed skincare results. The viewer experiences this from the POV of someone who is holding the product. - Finally, the text "Post-sweat breakout defense" is layered on the woman's face, clearly communicating the product's primary benefit and use case. This informs the viewer about the specific issue the product addresses and solidifies its value proposition. The viewer experiences this from the POV of the brand, since it is explicitly highlighting one of its features.

# Ad summary The ad showcases Tower 28's SOS spray as a go-to solution for acne breakouts and redness. The image highlights the convenience and portability of the product, portraying it as a must-have in a casual, on-the-go setting. # Brand positioning Tower 28 positions itself as a go-to brand for simple, effective skincare solutions. Their products are portrayed as gentle, safe, and suitable for sensitive skin. The brand emphasizes the quick and easy integration of their products into a busy lifestyle, making skincare accessible and convenient. # Product The Tower 28 SOS spray is a skincare product designed to clear breakouts and calm redness quickly. The product comes in a vibrant orange spray bottle, emphasizing its easy application and portability. It is presented as a solution for acne-prone skin, addressing the common concern of breakouts and inflammation. The spray is promoted as a fast-acting treatment, suitable for on-the-go use and integration into a fast-paced lifestyle. # Visual style The ad utilizes a close-up, product-focused shot with natural lighting. The composition is casual and relatable, highlighting everyday portability. The product stands out due to its vibrant orange color against the darker backdrop of the bag and t-shirt. The overall effect is clean, accessible, and emphasizes the product's convenience. # Hooks Headline: Acne's Least Favorite Spray # Funnel stage Consideration # Pain points Acne breakouts and redness are a common concern, causing discomfort and affecting confidence. # Value propositions - The spray format allows for quick and easy application anywhere. - Targets breakouts and redness quickly, making it a must-have for immediate relief. # Benefits - Fast-acting relief from acne and redness. # Features - Clears breakouts - Calms redness # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption. The text 'Acne's Least Favorite Spray' implies a brand voice that is confident and knowledgeable. - Customer: Hands reaching in a bag. The hands holding the product are meant to suggest the user POV. - Brand: Bottom caption. The text 'Clears breakouts + calms redness, fast.' implies a brand voice that is knowledgeable about the product benefits. # Storyline - The ad begins by setting up the Tower 28 SOS spray as 'Acne's Least Favorite Spray,' a tongue-in-cheek way to highlight its effectiveness in combating acne. This draws the audience in and frames the product as a powerful solution against breakouts. The story is being told from the brand's perspective, creating an aura of confidence and expertise. - The narrative then moves to showcase the practical use of the product, with the person's hands reaching into a black drawstring bag to grab the spray. This emphasizes the product's portability and ease of access. The audience experiences this part of the story from the customer's perspective, envisioning the product fitting seamlessly into their daily routine. - Finally, the ad concludes by highlighting the key benefits: 'Clears breakouts + calms redness, fast.' This reinforces the product's value proposition, offering a clear and concise statement of its purpose. The narrative returns to the brand's perspective, driving home the immediate and visible results that users can expect.

# Ad summary This ad promotes a spray that kills acne-causing bacteria in sweat. The ad features a woman in workout clothes spraying the product on her face after a workout. # Brand positioning The brand is presented as a solution for active individuals who experience breakouts due to sweat and exercise. The brand positions itself as a functional solution, offering a product that directly addresses a common skin concern related to physical activity. The brand aligns with a lifestyle focused on fitness and self-care, suggesting that it understands and caters to the needs of those who prioritize both exercise and skincare. # Product The product is a spray designed to kill acne-causing bacteria in sweat. It is intended for individuals who experience breakouts as a result of working out. The spray is presented as a solution to combat zits caused by sweat, targeting the acne-causing bacteria that thrive in such conditions. The ad implies that the product is easy to use, as demonstrated by the woman spraying it on her face after a workout. The product is worth trying or buying because it directly addresses a common problem for active individuals, offering a convenient and effective way to prevent breakouts caused by sweat. # Visual style The ad has a UGC feel, with simple editing and natural lighting. The production quality is basic, resembling a typical social media post. The pacing is slow, with static shots and minimal transitions. # Hooks Spoken: 00:00–00:06: If you have zits from working out you need to try this spray which kills the acne-causing bacteria in your sweat Text overlay: 00:00–00:06: If you have zits from working out you need to try this spray which kills the acne-causing bacteria in your sweat Visual: 00:00–00:01: A woman in a black sports bra and leggings is kneeling on a green yoga mat in a workout studio. She is performing an exercise with a weight. Other people are visible in the background, also working out. The camera is positioned low to the ground, looking up at the woman. / 00:01–00:06: A woman with dark hair pulled back in a ponytail is sitting in the driver's seat of a car. She is wearing a gray sports bra. She reaches into a black bag, pulls out a red spray bottle, and sprays it on her face. The camera is positioned inside the car, facing the woman. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is getting zits from working out. "If you have zits from working out..." # Value propositions - The spray format offers a convenient and easy-to-use solution for preventing breakouts after working out. # Benefits - Helps prevent zits from working out # Features - Spray which kills the acne-causing bacteria in your sweat # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer using the product in a real-life scenario. # Storyline - 00:00–00:01 The ad opens with a shot of a woman working out. - 00:01–00:02 The scene transitions to the same woman in her car after the workout. - 00:02–00:03 The woman reaches into her bag and pulls out the advertised spray. - 00:03–00:06 The woman sprays the product on her face.

# Ad summary This ad showcases the Tower28 serum concealer and its ability to be swiped on the face. # Brand positioning Tower28 is presented as a modern, trendy beauty brand. The brand aligns itself with a youthful, on-the-go lifestyle. The brand aesthetic includes bright pastel colors, particularly light purple. The brand focuses on simplicity and ease of use, as well as portability. # Product The Tower28 serum concealer is a skincare product that is for people looking to easily cover up blemishes and imperfections. The product comes in various shades and is packaged in a small tube with a purple applicator cap. The concealer is intended to be portable and easy to take with you, and is demonstrated by placing it into purses and pockets. # Visual style The ad has a polished commercial aesthetic. The video uses quick cuts and static shots. The visual motifs include a light purple background and color scheme, as well as showcasing the product's portability. The editing rhythm is quick, with many cuts per minute. The cuts sync with the music. # Hooks Spoken: 00:00–00:09 [Music] Text overlay: 00:00–00:09 Swipe / 00:00–00:08 Serum / 00:00–00:08 Concealer / 00:00–00:08 Tower28 Visual: 00:00–00:01 A vertical display of many shades of Tower28 serum concealer is shown. The tubes are stacked in front of a light purple background, and are in focus. The text overlay 'Swipe' in white is shown. / 00:01–00:02 A person with tan skin takes a serum concealer tube out of a light purple purse. The background is a blurry outdoor street setting. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Easy to take with you - Portable # Benefits - Portability - Can be taken on the go # Features - Serum concealer - Comes in various shades # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The POV is from the perspective of the customer in a casual tone. # Storyline - 00:00–00:01 00:00–00:01 The camera shows an assortment of Tower28 serum concealers in various shades rotating in a vertical display. The intent is to showcase the variety of colors the product comes in. - 00:01–00:02 00:01–00:02 A hand takes a serum concealer out of a light purple purse. The intent is to showcase how the product can be taken on the go. - 00:02–00:03 00:02–00:03 A hand takes a serum concealer out of a tan-colored purse. The intent is to showcase how the product can be taken on the go. - 00:03–00:04 00:03–00:04 A hand holds a serum concealer next to a makeup compact mirror. The intent is to showcase that the product can be used for touch-ups on the go. - 00:04–00:05 00:04–00:05 A hand holds a serum concealer. The intent is to showcase the product. - 00:05–00:06 00:05–00:06 A hand takes a serum concealer out of a light purple purse. The intent is to showcase how the product can be taken on the go. - 00:06–00:07 00:06–00:07 A hand places a serum concealer into the front pocket of jeans. The intent is to showcase the product's portability. - 00:07–00:08 00:07–00:08 A hand opens a serum concealer. The intent is to showcase the product. - 00:08–00:09 00:08–00:09 A serum concealer is swiped across a light purple background. The intent is to showcase the product.