How Typology Advertises on Meta

# Ad summary A woman with blonde curly hair is advertising Typology's mattifying stick and tinted serum. She applies the mattifying stick to her face and then applies the tinted serum with a brush. She states that the mattifying stick can be used at any time of the day, even when the serum is on. # Brand positioning Typology is presented as a brand that offers simple and effective skincare solutions. The brand aims to occupy a space in the consumer's mind as a provider of convenient and on-the-go skincare products. The brand aligns with a lifestyle that values simplicity and efficiency in beauty routines. Typology pushes against the norm of complicated skincare routines by offering easy-to-use products. The brand positioning is functional, focusing on simplicity and performance. # Product The ad features two Typology products: the Mattifying Stick and the Tinted Serum. The Mattifying Stick is designed to reduce shine and refine pores. It contains microporous silica, which absorbs shine and mattifies the skin, providing a perfect complexion. The stick is compact and fits in any bag, making it ideal for on-the-go use. The Tinted Serum is used for the perfect finish. The woman in the video uses Type 2. # Visual style The ad has a natural and casual aesthetic, resembling user-generated content. The editing style includes quick cuts and static shots, creating a fast-paced rhythm. The production quality is a hybrid of polished commercial and UGC feel, which supports the tone of an authentic user review. The pacing is consistent throughout the ad, with cuts timed to voiceover lines. # Hooks Spoken: 00:00–00:03: Ihr möchtet was gegen Glanz und Poren verfeinern? Text overlay: 00:00–00:03: Ihr möchtet was gegen Glanz und Poren verfeinern? Visual: 00:00–00:03: A woman with blonde curly hair is centered in the frame, looking directly at the camera. She is wearing a white sweatshirt with the word "Iconic" on it. She is holding her hand up to her face and gesturing. The background is a plain wall. # Funnel stage Consideration # Pain points The ad addresses the pain point of having shiny skin and visible pores. The woman asks, "Ihr möchtet was gegen Glanz und Poren verfeinern?" (Do you want something against shine and to refine pores?) # Value propositions - The Mattifying Stick is a convenient and on-the-go solution for reducing shine and refining pores. - The Tinted Serum provides the perfect finish for a flawless complexion. # Benefits - Absorbs shine - Mattifies skin - Provides a perfect complexion - Fits in any bag # Features - Mattifying Stick - Microporous silica - Tinted Serum # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience and demonstrating the product. # Storyline - 00:00–00:03 The woman asks if the viewer wants something against shine and to refine pores. - 00:03–00:07 She introduces the Mattifying Stick from Typology as a solution. - 00:07–00:13 She demonstrates how to use the stick by twisting it up and applying it to her face. - 00:14–00:22 She highlights that the stick contains microporous silica, which absorbs shine, mattifies, and provides a perfect complexion. - 00:23–00:26 She emphasizes that the stick fits in any bag, making it convenient. - 00:27–00:31 She introduces the Tinted Serum Type 2 for the perfect finish. - 00:31–00:36 She applies the serum to her face with a dropper and blends it with a brush. - 00:37–00:44 She states that the mattifying stick can be used at any time of the day, even when the serum is on. - 00:45–00:46 She concludes by calling it a mega product.

# Ad summary A woman shows how to create a makeup look in under 5 minutes using Typology products. She applies the tinted serum, mattifying powder, and tinted lip oil for a quick everyday look. # Brand positioning Typology is presented as a brand that offers minimal makeup and skincare products for those who don't like to wear heavy makeup. The brand promotes a natural, effortless beauty routine with products that are easy to apply and quick to use, ideal for people who don't want to spend a lot of time on makeup. The brand focuses on functional benefits, such as providing moisture and a natural glow, rather than purely aesthetic appeal. # Product The products featured in the ad include the T10 Getöntes Serum (Tinted Serum) with Vitamin C and Aloe Vera, which is a tinted serum that does not dry out the skin, providing moisture and a natural glow. The T32 mattierendes Puder (mattifying powder) with 1% Zink PCA, helps the tinted serum last longer by regulating oil production. The T40 Getöntes Lippenöl (Tinted Lip Oil) contains 10% Squalane and Vitamin E, providing color that cares for the lips, keeps them moisturized, and does not leave a sticky finish. All of the products are easy to apply and promote a natural look. # Visual style The ad has a UGC feel with a simple background and natural lighting. The camera is stationary. The editing style is quick cuts, highlighting the ease and speed of the makeup application. The overall aesthetic is clean and straightforward, which is designed to appeal to those seeking a natural makeup look. # Hooks Spoken: 00:00–00:03 Female 1: Ich hasse Makeup. (I hate makeup.) Text overlay: 00:00 / unter 5 Minuten Visual: 00:00–00:01 The shot is split down the middle with a side-by-side comparison of the woman's face. The left side of the screen shows her face without makeup, while the right side is blurred. In the foreground, the Typology products are floating in the center. / 00:01–00:03 Close up shot of a fair-skinned woman with light brown hair wearing a light blue head band and yellow shirt with polka dots. She holds up two bottles of the serum between her face and the camera. The camera is stationary. # Funnel stage Consideration # Pain points The central frustration is the need for a quick and easy makeup routine. The woman starts the video off by saying "Ich hasse Makeup," (I hate makeup) # Value propositions - Makeup & Skincare unter 5 Minuten (makeup and skincare in under 5 minutes) - The tinted serum does not dry out the skin. - The lip oils moisturize and don't leave a sticky finish. # Benefits - Aloe Vera provides moisture. - Vitamin C helps you radiate a natural glow. - Mattifying Powder ensures that the tinted serum lasts. - Zink PCA is talgregulierend (oil-regulating). - Lippenöle (lip oils) care for the lips. - Contains Squalan, Vitamin E, and Jojobaöl. - Kein kleibriges Finish (no sticky finish). # Features - T10 Getöntes Serum: Vitamin C + Aloe Vera - T32 mattierendes Puder: 1% Zink PCA - T40 Getöntes Lippenöl: 10% Squalane + Vitamin E # Call to action Und wann holst du dir Makeup und Skincare in einem? (And when will you get makeup and skincare in one?) # Social proof - "Ich muss sagen, das ist aktuell mein Lieblingslook für jeden Tag" (I must say, that's currently my favorite look for every day) - Female 1 # Point of view - Customer 100% – The entire video is presented from the perspective of a user of the product demonstrating how to use it. # Storyline - 00:00–00:02 00:00–00:02 The creator states that she hates makeup, conveying a dislike for traditional makeup routines. - 00:02–00:06 00:02–00:06 She introduces the T10 Tinted Serum from Typology as an alternative to makeup, holding the product up to the camera, and then applying it to her face. The message is that this product is a simple alternative that doesn't dry out the skin. - 00:06–00:09 00:06–00:09 The creator massages the tinted serum into her face, emphasizing that it provides moisture and a natural glow thanks to the aloe vera and Vitamin C in the product. This reinforces the product's functional benefits. - 00:09–00:14 00:09–00:14 Next, she introduces the mattifying powder and applies it to her face using a powder puff. The powder ensures the tinted serum lasts longer and the zinc in the product regulates oil production. - 00:14–00:18 00:14–00:18 The video shifts focus to the lip oil, which has a formula that does not dry out the lips. The creator highlights that the lip oil provides a hint of color while being moisturizing. - 00:18–00:22 00:18–00:22 The creator applies the lip oil on her cheek. She explains that it contains squalan, vitamin E and jojoba oil, which makes the product moisturizing and non-sticky. - 00:22–00:25 00:22–00:25 The creator then applies the product to her lips, emphasizing its non-sticky finish and declares it as her favorite everyday look. - 00:25–00:28 00:25–00:28 The creator ends the video by asking the viewer when they're going to get their makeup and skincare in one, encouraging viewers to consider the brand's offerings.

# Ad summary This ad presents a hand cream as a solution for aging hands, promising to improve firmness and reduce the appearance of dark spots. The ad features a close-up of hands holding the product, emphasizing its role in addressing aging concerns. # Brand positioning The brand is positioned as a solution for visible signs of aging, specifically targeting the hands. It aligns with the values of self-care and addressing age-related skin concerns. The brand seems to follow category norms by focusing on improvements to skin appearance. # Product The product is a hand cream designed to improve firmness and reduce the appearance of dark spots on aging hands. The ad highlights its use for addressing aging concerns by showing hands holding the cream. The language suggests it is a new product aimed at improving the skin's firmness and addressing aging signs specifically visible on the hands. # Visual style The ad has a clean, minimalist aesthetic with a focus on the product and its intended use. The production quality appears to be studio-shot with soft lighting. The visual motif centers around a close-up product shot with a neutral background. The image treatment includes a slight color grade to create a soft, muted tone. The typography is clean and legible, fitting well with the overall minimalist style. This high design style contrasts with platform norms, making it potentially disruptive in-feed. # Hooks Headline: Aging shows on your hands first. # Funnel stage Top of funnel # Pain points The ad implies that aging is undesirable and that the signs of aging, particularly on the hands, are a source of concern. The phrase “Aging shows on your hands first” highlights the worry that hands are one of the first places to show visible signs of aging. # Value propositions - Targets aging signs on hands # Benefits - Addressing aging on hands # Features - Improves firmness - Improves the appearance of dark spots # Call to action None used. # Social proof - None used. # Point of view - Brand: The top caption and the subsequent claim about the cream come from the brand, positioning the product as a solution to aging signs on hands. # Storyline - The ad begins by stating that aging shows on your hands first, establishing a specific concern that the viewer may relate to. This comes from the brand's POV and establishes a problem that needs solving. - It then introduces the hand cream as a solution to improve firmness and the appearance of dark spots. This is from the brand’s POV and presents their product as a solution to the previously established problem.

# Ad summary This ad showcases the Typology sebum absorbing mattifier. The ad features a diverse group of people using the product on their face. The ad highlights the product's ability to absorb excess sebum and instantly mattify the skin. # Brand positioning Typology is presented as a modern, minimalist skincare brand that focuses on functionality and simplicity. The brand seems to push against the norms of overly complex or flashy skincare routines, instead offering a straightforward solution for oily skin. The brand aligns with a lifestyle that values efficiency and clear skin, positioning itself as a go-to for those who want to shine through their own personality rather than through shiny skin. # Product The featured product is the Typology sebum absorbing mattifier, designed to absorb excess sebum and instantly mattify the skin. It is presented as a compact, solid block that can be applied directly to the face. The product is for anyone who wants to control shine and maintain a matte complexion. The ad addresses the purchase barrier of oily skin by offering a quick and easy solution. # Visual style The ad has a clean and minimalist aesthetic, with a focus on showcasing the product in a straightforward manner. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving the ad a professional feel. The pacing is consistent, with a moderate number of cuts per minute. # Hooks Spoken: 00:00–00:01: NOUVEAU. Text overlay: 00:00–00:01: NOUVEAU. Visual: 00:00–00:02: A close-up shot of an older Asian man's face. A hand holding a white, rectangular product is seen dabbing the product on the man's forehead. The background is a plain white wall. The man is wearing a gray suit jacket and a white collared shirt. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of having oily skin and wanting to control shine. The ad shows people with shiny skin before using the product. # Value propositions - The product offers a quick and easy solution for oily skin, allowing users to maintain a matte complexion. # Benefits - Absorbs excess sebum - Instantly mattifies # Features - Absorbe l'excès de sébum - Matifie instantanément # Call to action Maintenant sur Typology.com # Point of view - Customer 80% – The ad primarily shows customers using the product, creating a sense of relatability and demonstrating its ease of use. - Brand 20% – The brand's official voice is present through text overlays and the final screen with the website, providing information and a call to action. # Storyline - 00:00–00:02 The ad opens with a close-up of a person's face as someone applies the Typology sebum absorbing mattifier to their forehead. - 00:02–00:04 The scene transitions to another person using the product on their face, demonstrating its application. - 00:04–00:07 The ad continues to show different people using the product on various parts of their face, emphasizing its versatility. - 00:07–00:12 The ad cuts to a man sitting at a table, solving a Rubik's Cube, while a text overlay appears, reinforcing the message that one should shine through their own personality rather than through shiny skin. - 00:12–00:15 The ad concludes with a screen displaying the Typology website, providing a clear call to action.

# Ad summary This ad showcases Typology's T31 Glow Drops, highlighting their use for achieving radiant and youthful-looking skin. The ad features a woman applying the product to her face and mixing it with a cream, emphasizing its versatility and the luminous effect it provides. # Brand positioning Typology is presented as a brand focused on enhancing natural beauty through simple, effective skincare solutions. The brand emphasizes a minimalist approach, with clean packaging and a focus on essential ingredients like Vitamin C and Aloe Vera. Typology aims to occupy a space in the consumer's mind as a provider of straightforward, high-quality products that deliver visible results, promoting a lifestyle of effortless elegance and self-care. # Product The ad features Typology's T31 Glow Drops, a concentrated illuminator with Vitamin C and Aloe Vera. The product comes in a small, square glass bottle with a dropper applicator. It is designed to add radiance and a youthful glow to the skin. The ad shows the product being applied directly to the face and mixed with a cream, highlighting its versatility. The Glow Drops are presented as a solution for achieving a luminous complexion, with the ad emphasizing that "glow is really important for adult skin." # Visual style The ad has a polished, clean aesthetic with natural lighting. The editing style is smooth with static shots and subtle transitions. The production quality is high-end, giving a commercial feel. The pacing is consistent, creating a sense of calm and elegance. The cuts and product actions are timed to the music beats, enhancing the overall visual appeal. # Hooks Spoken: [Music playing] Text overlay: グッときた「艶」 Visual: 00:00–00:04: A close-up shot of a hand holding a square glass bottle of Typology T31 Glow Drops. The bottle has a white label with black text. The dropper is dispensing the product onto the back of the hand. The background is a plain gray wall. The lighting is soft and natural. # Funnel stage Consideration # Pain points The ad implies the pain point of aging skin that lacks radiance and youthful glow. The on-screen text states, "Glow is really important for adult skin," signaling that mature skin needs extra help to look its best. # Value propositions - The product is a concentrated illuminator with Vitamin C and Aloe Vera, offering a simple and effective way to add radiance to the skin. - The product is versatile and can be mixed with a cream, making it easy to incorporate into an existing skincare routine. - The product is presented as a solution for achieving a youthful glow, addressing the pain point of aging skin. # Benefits - Adds radiance to the skin - Enhances youthful appearance - Versatile use by mixing with cream - Provides a luminous complexion # Features - Concentrated illuminator - Contains Vitamin C and Aloe Vera - Comes in a square glass bottle with a dropper applicator # Call to action None used. # Social proof - "個人的には 肌に ツヤがあるだけで マイナス3歳位 印象が変わると 思ってる" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating and endorsing the product. # Storyline - 00:00–00:04 00:00–00:04: The video begins with a close-up of a hand holding the Typology T31 Glow Drops bottle. The product is then applied to the back of the hand. This moment is intended to introduce the product and its texture, setting a tone of elegance and simplicity. - 00:04–00:14 00:04–00:14: A woman applies the Glow Drops to her face, demonstrating how it enhances her skin's radiance. The message is that adding glow can make one look younger. The perspective is from the woman's point of view, showing her skincare routine and the product's immediate effect. The tone is informative and positive. - 00:14–00:22 00:14–00:22: The woman continues to apply the product, emphasizing the importance of glow for mature skin. This reinforces the product's benefit for a specific demographic, maintaining a tone of expertise and care. - 00:22–00:31 00:22–00:31: The scene shifts to a hand dispensing a white cream and then adding the Glow Drops to it. The products are mixed with a spatula. This shows the product's versatility and how it can be incorporated into an existing skincare routine, maintaining a tone of practicality and ease. - 00:31–00:37 00:31–00:37: The mixed product is applied to the hand, demonstrating the luminous effect. This reinforces the product's benefit and visual appeal, maintaining a tone of elegance and simplicity. - 00:37–00:42 00:37–00:42: The video concludes with a close-up of the Glow Drops bottle, displaying the brand name and product name. This reinforces brand recognition and product identification, ending on a note of clarity and sophistication.

# Ad summary A woman with blonde hair demonstrates the use of Typology tinted serum, concealer, and lip oil. She applies the products to her face and lips, and states that she loves the feeling of not wearing makeup, but only tinted skincare. # Brand positioning Typology is presented as a brand that offers tinted skincare products that provide a natural, no-makeup look. The brand emphasizes the feeling of lightness and a hyper-natural complexion. The products are enriched with ingredients like vitamin C, aloe vera, niacinamide, caffeine, and cornflower hydrolate, suggesting a focus on skincare benefits alongside cosmetic effects. The brand aims to occupy a space in the consumer's mind that values simplicity and natural beauty, pushing against the norm of heavy makeup. # Product The ad features three Typology products: a tinted serum, an anti-dark circle concealer, and a lip oil. The tinted serum is described as providing light coverage and a natural finish, enriched with vitamin C and aloe vera. It is available in tint 3. The anti-dark circle concealer is enriched with niacinamide, caffeine, and cornflower hydrolate. The lip oil is presented as a non-sticky formula that gives lips a shiny appearance. The ad highlights the products' ability to enhance natural beauty without the need for heavy makeup, emphasizing skincare benefits and a lightweight feel. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and a focus on the presenter. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel while maintaining a relatable tone. The pacing is consistent, with cuts timed to the voiceover. # Hooks Spoken: 00:00–00:04 J'adore la sensation de n'avoir rien sur la peau et d'avoir un teint hyper naturel. Text overlay: 00:00–00:04 j'adore / 00:00–00:04 sensation de n'avoir rien sur la peau / 00:01–00:04 et d'avoir un teint hyper naturel Visual: 00:00–00:03: A woman with blonde hair, wearing a pink and white striped shirt, holds a Typology tinted serum bottle and dropper. She is indoors, with a neutral background. She applies drops of the serum to her face. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting a natural, even complexion without the heavy feeling of traditional makeup. # Value propositions - Tinted skincare provides a natural, no-makeup look. - Products are enriched with beneficial ingredients like vitamin C, aloe vera, niacinamide, caffeine, and cornflower hydrolate. - Lip oil provides shiny lips without the sticky feel. # Benefits - Feels like you have nothing on your skin - Gives a hyper-natural complexion - Light coverage - Beautiful finish - Camouflages dark circles - Makes lips shiny and non-sticky # Features - Tinted serum - Enriched with vitamin C and aloe vera - Anti-dark circle concealer - Enriched with niacinamide, caffeine, and cornflower hydrolate - Lip oil - Non-sticky formula # Call to action None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer sharing her experience and routine with the brand's products. # Storyline - 00:00–00:04 The woman applies tinted serum to her face. - 00:00–00:04 She states that she loves the feeling of not having anything on her skin and having a hyper-natural complexion. - 00:04–00:09 She mentions that she uses Typology tinted serum in tint 3, enriched with vitamin C and aloe vera. - 00:09–00:12 She notes the light coverage and beautiful finish. - 00:13–00:16 She applies Typology anti-dark circle concealer under her eyes. - 00:16–00:19 She mentions that the concealer is enriched with niacinamide, caffeine, and cornflower hydrolate. - 00:19–00:22 She shows her complexion and states that she is not wearing any makeup, only tinted skincare. - 00:23–00:27 She applies Typology lip oil to her lips. - 00:24–00:27 She says she loves the lip oil because it makes her lips shiny and non-sticky. - 00:27–00:29 She states that she always carries the lip oil in her bag. - 00:29–00:30 She blows a kiss to the camera.

# Ad summary The ad features a female creator comparing her 'American' makeup routine to her new 'French' skincare routine using Typology products. She demonstrates the application of a tinted serum, glow drops, tinted concealer, and lip oils, emphasizing their skincare benefits, lightweight feel, and glow-enhancing properties. The ad promotes a natural, minimalistic look achieved with these products, framing them as a superior alternative to traditional makeup due to their skin-benefiting ingredients and ability to let the skin's natural texture show through. The creator expresses personal satisfaction and encourages viewers to consider switching to tinted skincare. # Brand positioning Typology is presented as a French skincare brand that champions a natural, minimalistic aesthetic, focusing on enhancing skin health rather than masking it. The brand aims to occupy a space in the consumer's mind as a sophisticated, efficacious alternative to traditional heavy makeup, aligning with values of self-care, simplicity, and natural beauty. It implicitly pushes against the norm of heavy foundation and complex makeup routines, instead promoting a skincare-first approach where makeup provides benefits for the skin. The brand positioning is both functional, highlighting ingredients and lightweight feel, and emotional, promising a glowing, healthier-looking complexion and a feeling of confidence in one's natural skin. # Product The ad showcases four French skincare products from Typology: a Tinted Serum (T10 & T31), Glow Drops (T31), a Tinted Concealer, and Lip Oils (powder pink and black cherry). The Tinted Serum is described as a 'tinted skincare' rather than a foundation, designed to provide a natural, minimalistic look while allowing the skin to show through. It contains Vitamin C, Squalane, and Aloe Vera, making it 'very lightweight' and beneficial for the skin. The Glow Drops (T31, 'CONCENTRÉ ILLUMINATEUR VITAMINE C + ALOE VERA (Glow Drops)') are presented as a product to add 'extra highlight' and glow, applied after the tinted serum. The Tinted Concealer is highlighted for its ability to 'reduce puffiness and dark circles' and contains caffeine and niacinamide, allowing users to cover blemishes without feeling bad because it's also skincare. The Lip Oils are offered in multiple shades, specifically 'powder pink' and 'black cherry' as the creator's favorites, and are formulated with squalane, jojoba oil, and Vitamin E. All products are for consumers looking to transition from traditional makeup to skincare-focused tinted products for a natural, glowy, and healthier complexion. # Visual style The visual style is polished UGC, characterized by natural light and a clean, minimalist aesthetic. The editing is fast-paced with quick cuts (approximately 1-2 cuts per second during demonstrations), creating a dynamic and engaging rhythm. The production quality feels high-end for UGC, with clear visuals and stable camera work, suggesting a creator with professional-level equipment. The primary visual motif is direct address to the camera, often with close-ups of product application or the creator's face. Pacing is consistently quick, maintaining high energy throughout the ad. Audio-visual sync is strong, with cuts and product actions often perfectly timed to spoken phrases, enhancing clarity and impact. # Hooks Spoken: 00:00–00:01: American versus French. Text overlay: 00:00–00:02: AMERICAN VS. FRENCH Visual: 00:00–00:00: Close-up of a female with fair skin and short brown hair, facing the camera. Her right hand, adorned with multiple gold rings, covers the right half of her face. She has subtle makeup on the visible left side: rosy blush, glowy highlighter, and a glossy brown lip tint. Natural sunlight hits her from the left, creating shadows on her right side and a bright highlight on her cheekbone. The background is a plain light gray wall. Her expression is bright and engaging. Text overlay: "AMERICAN VS. FRENCH". / 00:00–00:01: The woman turns her head slightly to the left, still smiling with her hand partially covering her face, revealing more of the glowing makeup. The lighting and background remain the same. Text overlay: "AMERICAN VS. FRENCH". / 00:01–00:02: The woman's hand is fully covering the right side of her face. She smiles broadly, looking directly at the camera. Text overlay: "AMERICAN VS. FRENCH". # Funnel stage Consideration # Pain points The central pain point is the desire for natural-looking skin without heavy makeup, and the concern that traditional makeup might be detrimental to skin health. The ad implicitly addresses the frustration of: "I had to put on so much highlighter over here to glow" and directly states: "you're putting this on your face when you could be putting skincare on." # Value propositions - tinted skincare is better for your skin - tinted skincare lets your natural skin show through - tinted products provide glow without heavy highlighter - concealer that also treats skin (reduces puffiness and dark circles) - lip oils provide color, shine, and skincare benefits (squalane, jojoba, vitamin e) - four products later and five minutes later we're done (time saving and efficiency) - putting skincare on (instead of just makeup) # Benefits - natural minimalistic look - still see my skin - better for your skin - you look better - helping reduce puffiness and dark circles - so glowy - my skin has never been so good # Features - tinted serum - not a foundation, it's tinted skincare - has vitamin c squalane and aloe vera - very lightweight - tinted concealer - has caffeine and niacinamide in it - lip oils - powder pink and black cherry (lip oil shades) - these have squalane jojoba oil and vitamin e # Call to action None used # Social proof - "I'm an American living in France and this is how I used to get ready but let me show you what I do now." – Female 1 (Creator) - "I use only four French skincare products." – Female 1 (Creator) - "You can tell I really do use this thing." – Female 1 (Creator) (referring to the squeezed concealer tube) - "Basically what I've learned here is that you should replace all your makeup with tinted skincare." – Female 1 (Creator) - "I will never go back" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of an individual user (the creator) sharing her personal experience, preferences, and routine with the products, speaking directly to the viewer in a casual, conversational tone. # Storyline - 00:00–00:05 00:00–00:05: The creator introduces the concept of "American vs. French" beauty routines, identifying herself as an American living in France. She hints at a shift in her routine, setting up a comparison between past and present beauty practices. - 00:05–00:08 00:05–00:08: She announces she now uses only four French skincare products and presents them to the camera. This transitions the narrative from a comparative setup to a product demonstration, positioning the French approach as simplified and effective. - 00:08–00:10 00:08–00:10: The creator picks up two bottles of tinted serum and glow drops, stating she starts with these. This begins the practical demonstration, immediately focusing on the first step of her new routine. - 00:10–00:14 00:10–00:14: She explains that French beauty focuses more on skincare for a natural, minimalistic look, contrasting with implicit American tendencies. This frames the product choice as a lifestyle philosophy, appealing to viewers seeking natural beauty and skincare benefits. - 00:14–00:18 00:14–00:18: She applies the tinted serum, clarifying that it's 'not a foundation, it's a tinted skincare' and expressing how much 'better' it feels. This highlights the product's unique selling proposition as a skincare-makeup hybrid and emphasizes its sensory benefit. - 00:18–00:23 00:18–00:23: She lists key ingredients (Vitamin C, Squalane, Aloe Vera) and emphasizes its 'lightweight' feel. This provides functional details and reinforces the product's benefits for skin health, continuing the narrative of superior skincare. - 00:23–00:26 00:23–00:26: She points out that her skin is still visible through the product, expressing her love for this feature. This addresses a common desire for natural-looking coverage and counters the idea of heavy, mask-like foundation. - 00:26–00:30 00:26–00:30: She transitions to the tinted concealer, emphasizing its frequent use and showing how squeezed the tube is. This provides social proof through demonstrated personal use and a hint of a positive review, maintaining the user-experience narrative. - 00:30–00:36 00:30–00:36: She applies the concealer under her eyes, stating that replacing makeup with tinted skincare is better for the skin and makes you 'look better'. This presents a direct call to action disguised as advice, promoting the overall product category. - 00:36–00:41 00:36–00:41: She details the concealer's ingredients (caffeine, niacinamide) and benefits (reducing puffiness and dark circles). This continues to provide functional features, reinforcing the product's dual role as both coverage and treatment. - 00:41–00:44 00:41–00:44: She applies the concealer to cover a blemish, reassuring that it's okay because it's 'skincare'. This addresses a potential concern about covering imperfections with makeup and ties back to the product's health benefits. - 00:44–00:47 00:44–00:47: The creator expresses how 'glowy' the product makes her skin, directly countering the need for heavy highlighter. This highlights a key desired outcome and subtly critiques traditional makeup practices. - 00:47–00:51 00:47–00:51: She explains how she used to rely on 'so much highlighter' to achieve a glow. This reinforces the previous point by illustrating the contrast with her old routine and the efficiency of the new products. - 00:51–00:55 00:51–00:55: She picks up the glow drops and demonstrates the applicator, then applies the product for 'extra highlight'. This shows the product in action and reinforces its purpose, contributing to the desired glowy look. - 00:55–01:00 00:55–01:00: She blends the glow drops, admiring the result and making an 'impressed' face. This visualizes the immediate positive effect of the product and reinforces the emotional benefit of enhanced glow. - 01:00–01:03 01:00–01:03: She admires her glowing cheekbone and says, 'Now we're talking,' indicating satisfaction with the look. This serves as a mini-conclusion to the skin application segment, solidifying the positive outcome. - 01:03–01:07 01:03–01:07: She introduces the lip oils, showcasing multiple shades and inviting the viewer to choose their color. This expands the product range being demonstrated and introduces an element of personalization and choice. - 01:07–01:09 01:07–01:09: She presents her two favorite lip oil shades: 'powder pink and black cherry.' This provides specific product recommendations and guides the viewer toward popular choices. - 01:09–01:12 01:09–01:12: She reveals a 'favorite little trick' of using lip oil for both blush and lip gloss, demonstrating the blush application. This highlights product versatility and efficiency, adding an unexpected use case. - 01:12–01:14 01:12–01:14: Close-up of her applying lip oil to her lips. This completes the lip product demonstration and provides a clear visual of the product's finish. - 01:14–01:15 01:14–01:15: She mentions the lip oils contain squalane, jojoba oil, and Vitamin E. This provides functional details and reinforces the skincare benefits of the lip product. - 01:15–01:19 01:15–01:19: The creator happily concludes that after 'four products and five minutes,' her skin has 'never been so good.' This summarizes the efficiency and positive outcome of the routine, serving as a powerful testimonial. - 01:19–01:25 01:19–01:25: She passionately urges viewers to consider what they put on their face 'every single day,' contrasting traditional makeup with skincare. This directly addresses the viewer with a rhetorical question, challenging existing beauty habits and advocating for skincare-makeup. - 01:25–01:26 01:25–01:26: She declares she will 'never go back' but asks the audience, 'what do you think?' This is a strong personal endorsement followed by an open-ended question to encourage engagement and consideration. - 01:26–01:29 01:26–01:29: The video concludes with a quick recap of the 'American' (heavy makeup) vs. 'French' (skincare) looks, visually emphasizing the contrast. This reinforces the core message and leaves a lasting visual impression of the desired outcome.

# Ad summary This ad showcases Typology's regenerating lip balm. The ad features close-up shots of lips before, during, and after application of the lip balm, highlighting its moisturizing and color-enhancing properties. The ad concludes with a call to action to visit Typology.com. # Brand positioning Typology is presented as a brand focused on simple, effective skincare solutions. The brand emphasizes functionality and targets consumers who value straightforward, no-nonsense beauty products. The brand positioning is functional, focusing on delivering tangible results through its products. # Product The featured product is a regenerating lip balm designed to moisturize and enhance lip color. The lip balm comes in various shades, including red and coral. It is applied directly to the lips from a twist-up tube. The ad highlights the lip balm's ability to regenerate and moisturize the lips while providing a touch of color. # Visual style The ad has a clean and minimalist aesthetic with extreme close-ups and a focus on product application and results. The editing is simple with static shots and direct cuts. The production quality is polished, giving a high-end commercial feel. The pacing is slow and deliberate, emphasizing the moisturizing and color-enhancing properties of the lip balm. # Hooks Text overlay: 00:00–00:03 REGENERIERENDER / 00:00–00:03 LIP BALM Visual: 00:00–00:02: Extreme close-up of a person's lips as a red lip balm is applied. The background is blurred skin. Text overlay reads "REGENERIERENDER LIP BALM" split on either side of the lips. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Regenerating lip balm for moisturized and colorful lips # Benefits - Moisturizes lips - Enhances lip color # Features - Regenerating lip balm # Call to action Jetzt auf Typology.com # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits. # Storyline - 00:00–00:02 00:00–00:02: Close-up shot of lips with a red lip balm being applied. The focus is on the texture and color payoff of the product. - 00:02–00:05 00:02–00:05: The lips are shown after application, highlighting the moisturizing effect and enhanced color. - 00:05–00:09 00:05–00:09: Close-up shot of lips with a coral lip balm being applied. The focus is on the texture and color payoff of the product. - 00:09–00:13 00:09–00:13: The lips are shown after application, highlighting the moisturizing effect and enhanced color. - 00:13–00:15 00:13–00:15: A black screen with white text appears, directing viewers to Typology.com.

# Ad summary This ad demonstrates the difference between using a regular lip balm and Typology's lipid-rich lip balm. The ad features a split screen of a person's lips, with one side using a regular lip balm and the other side using Typology's lip balm. The ad highlights the moisturizing benefits of Typology's lip balm. # Brand positioning Typology is presented as a brand focused on providing effective skincare solutions. The ad emphasizes the functional benefits of its products, particularly its lipid-rich lip balm, positioning the brand as a provider of high-quality skincare that addresses specific needs. The brand aligns with a minimalist and scientific approach, focusing on the efficacy of its ingredients and formulations. Typology aims to occupy a space in the consumer's mind as a reliable and effective skincare brand that prioritizes functionality and quality. # Product The featured product is Typology's lipid-rich lip balm. It is presented as a solution for moisturizing and nourishing lips. The ad highlights the balm's ability to provide superior hydration compared to regular lip balms. The product is showcased through a split-screen demonstration, visually emphasizing the difference in moisture and texture between lips treated with the Typology balm and those treated with a standard lip balm. The lip balm is for anyone seeking to improve the hydration and overall condition of their lips, particularly those experiencing dryness or chapping. The ad addresses the purchase barrier of skepticism by visually demonstrating the product's effectiveness. # Visual style The ad has a clean and minimalist aesthetic, focusing on the product and its effects. The editing is simple with static shots and no transitions. The production quality is high, with clear and well-lit close-ups of the lips. The pacing is slow, allowing viewers to observe the differences between the two lip products. # Hooks Text overlay: BAUME À LÈVRES / RELIPIDANT Visual: 00:00–00:02: Extreme close-up of a person's lips, filling the frame. The lips are split down the middle, with one side already coated in a red lip product and labeled "RELIPIDANT". On the other side, a black tube with a red balm is being applied, with the label "BAUME À LÈVRES". The background is blurred skin. The camera is static. # Funnel stage Middle of funnel (Consideration) # Pain points Dry or chapped lips. The ad visually demonstrates the difference in moisture and texture between lips treated with the Typology balm and those treated with a standard lip balm. # Value propositions - Superior hydration compared to regular lip balms # Benefits - Moisturizing - Nourishing # Features - Lipid-rich formula # Call to action Maintenant sur Typology.com # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and its benefits through a visual demonstration. # Storyline - 00:00–00:02 The ad opens with a close-up of a person's lips, split in the middle to show two different lip products applied on each side. - 00:02–00:05 The person applies a lip product to one side of their lips, while the other side already has a different product applied. - 00:05–00:08 The person applies a lip product to the other side of their lips, while the other side already has a different product applied. - 00:13–00:15 The ad ends with a black screen with the text "Maintenant sur Typology.com".

# Ad summary This ad promotes Typology's Glow Drops, highlighting their key ingredients and natural origin. The ad uses a simple, product-focused approach to showcase the product's features and availability. # Brand positioning Typology is presented as a brand focused on natural and effective skincare. The brand emphasizes simplicity and transparency, highlighting key ingredients like Vitamin C and Aloe Vera. With a focus on natural origin (99% of ingredients), Typology positions itself as a conscious choice for consumers seeking radiant skin through clean beauty solutions. The brand's tone is minimalist and functional, aligning with a lifestyle that values straightforward, effective skincare. # Product The product being advertised is Typology's Glow Drops, a concentrated illuminator designed to give a radiant complexion. It contains Vitamin C and Aloe Vera, with 5% Vitamin C content. The product is made with 99% ingredients of natural origin. The ad emphasizes the product's natural composition and its ability to enhance skin radiance. The product is exclusively available at Typology.com. # Visual style The ad has a clean and minimalist aesthetic with a focus on product presentation. The editing style consists of static shots with smooth transitions. The production quality is polished, giving a commercial feel. The visual motif is a center-framed product shot against a bright, neutral background. The pacing is slow and consistent, emphasizing the product's natural and calming qualities. # Hooks Text overlay: Just a few drop for a radiant complexion. Visual: 00:00–00:03: A bottle of Typology Glow Drops is centered on a reflective white surface against a bright white background. The bottle is clear with a frosted finish, and a beige label with black text. A viscous, shimmery liquid is dripping down the side of the bottle. The camera is stationary, providing a clear and stable view of the product. The lighting is bright and even, highlighting the product's texture and color. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Radiant complexion with natural ingredients - Glow Drops with 5% vitamin C - 99% ingredients of natural origin # Benefits - Radiant complexion # Features - Vitamin C - Aloe vera - 5% vitamin C - 99% ingredients of natural origin # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents information directly from the brand, showcasing the product and its features. # Storyline - 00:00–00:13 00:00–00:13: The ad opens with a static shot of the Typology Glow Drops bottle against a white background. Text overlays appear, highlighting the product's benefits and ingredients. The focus is on showcasing the product and its key features. The perspective is from the brand, aiming to inform the viewer about the product's unique qualities and availability. The tone is informative and straightforward.

# Ad summary The ad features a young woman showing the viewer how to achieve a "clean girl" makeup look in 15 minutes using products from Typology. She applies a tinted serum, concealer, setting powder, and lip balm. # Brand positioning Typology is presented as a brand that promotes simple, natural, and effective skincare and makeup products. It positions itself as a go-to for achieving a clean and effortless everyday look. The brand emphasizes the nourishing and skin-improving qualities of its products, highlighting ingredients like Vitamin C, aloe vera, hyaluronic acid, ceramides, caffeine, niacinamide, cornflower hydrolate, and zinc PCA. Typology's products align with a minimalist, healthy lifestyle, suggesting that beauty can be achieved through uncomplicated routines with good-for-you ingredients. The brand emphasizes functional benefits such as moisturizing, coverage, dark circle reduction, and shine control, but also aligns with emotional and lifestyle values of feeling ready and confident. # Product The ad features several Typology products for a "clean girl" makeup routine. The first product shown is a tinted serum with Vitamin C and aloe vera, designed for everyday use, promising to make the skin glow, moisturize, and provide coverage for blemishes and redness. Next, the ad highlights a concealer with caffeine, niacinamide, and cornflower hydrolate, which claims to provide high coverage with a natural finish while reducing dark circles and puffiness. A hyaluronic acid powder is presented as creating a "soft focus" filter effect and controlling shine without drying out the skin. It is also said to contain zinc PCA, which helps to cleanse and regulate sebum production. Finally, a lip balm with ceramides and hyaluronic acid provides moisture. # Visual style The ad has a clean, polished aesthetic with a focus on natural light. The setting is a well-organized closet, suggesting a refined lifestyle. The editing style is straightforward, with static shots and smooth transitions. The pacing is consistent, and the overall feel is that of a UGC video. # Hooks Spoken: 00:00–00:03 [enthusiastic] Jahres Favoriten 2025 Typology Edition. Text overlay: 00:00–00:03 Clean Girl Make Up / 00:00–00:03 in 15 Minuten ✨ Visual: 00:00–00:03 The camera focuses on a young woman with fair skin, light brown hair pulled back in a ponytail, and light makeup. She is wearing a maroon satin pajama top with white piping. She is standing in front of a closet with white doors. She holds a black compact in her left hand. The camera is stationary and at eye level. # Funnel stage Consideration # Pain points The ad targets the pain point of wanting a quick, easy, and natural-looking makeup routine for everyday wear, specifically one that also benefits the skin. The ad copy references Pickel, Rötungen, and fahle Haut (pimples, redness, and pale skin). # Value propositions - Get a 'clean girl' makeup look in 15 minutes. - The serum's Vitamin C and aloe vera make skin glow and provide moisture and coverage. - The concealer provides high coverage with a natural finish while reducing dark circles and puffiness thanks to ingredients like caffeine, niacinamide, and cornflower hydrolate. - Hyaluronic acid powder gives a soft-focus effect while controlling shine without drying the skin. # Benefits - Skin glows - Serum provides extreme moisture and covers everything super - Concealer has very high coverage but a super natural finish - Reduces dark circles and swelling - Cleaning and sebum-regulating properties - Provides extreme moisture with lip balm # Features - Tinted serum with Vitamin C and aloe vera - Concealer with caffeine, niacinamide, and cornflower hydrolate - Hyaluronic acid powder with zinc PCA - Lip balm with ceramides and hyaluronic acid # Call to action None used. # Social proof - The influencer states Jahres Favoriten 2025 Typology Edition. This implies it is something she has used and enjoyed for a long time. # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating a makeup routine using the brand’s products. # Storyline - 00:00–00:07 00:00–00:07 The video opens with the creator holding a Typology product and introducing the video as her "Year Favorites 2025 Typology Edition." She states that she will be sharing perfect everyday products needed for a daily "clean girl" makeup look. This sets the stage for the tutorial and positions the products as essential. - 00:07–00:15 00:07–00:15 The creator announces "Step 1 - tinted Serum," shows her bare face, and applies drops of the tinted serum to her face. She states that it's a "must-have" and "contains vitamin C and aloe vera, your skin shines so strong because of it." The creator applies the tinted serum with a makeup brush all over the face. She states "Serum provides extreme moisture and covers everything super." - 00:16–00:26 00:16–00:26 The creator says "Step 2- nurturing Concealer," as she displays the product, then applies dots of it under her eyes. She states, "...it has a very high coverage but a super natural finish". She blends the concealer with a sponge. This highlights the product's ability to cover imperfections while maintaining a natural look. - 00:26–00:31 00:26–00:31 The creator states, "...through the ingredients, it also reduces your dark circles and your swelling." She identifies caffeine, niacinamide and cornflower hydrolate as ingredients that help with these issues and emphasizes the skincare benefits. - 00:32–00:41 00:32–00:41 The creator says "Step 3- mattifying, loose powder." Then presents the container with powder and states, "This powder with hyaluronic acid gives you such a soft effect." She continues "Finish is soft and doesn't dry out your skin." Then states, "It has zinc PCA in it, has cleaning and sebum-regulating properties". This frames the powder as more than just a cosmetic, but also having skincare benefits. - 00:41–00:45 00:41–00:45 The creator applies the lip balm, stating, "Step 4 - regenerating lip balm" with ceramides and hyaluronic acid, emphasizing the moisturizing and restorative effects for the lips. - 00:45–00:48 00:45–00:48 The creator displays the finished look and states, "That's my finished look, and I'm now ready for the day." She strikes poses and smiles. This provides a clear visual of the desired outcome and positions the products as integral to getting ready.

# Ad summary This ad uses a lab demonstration format to show the research and development that went into improving the formula of Typology's radiance serum. The ad begins with shots of failed experiments before revealing the current formula and emphasizing its improvement. # Brand positioning Typology is presented as a skincare brand dedicated to scientific research and continuous improvement to create effective skincare solutions. The brand aligns with values of innovation, transparency, and quality, as evidenced by the presentation of lab experiments and the explicit communication of the serum's composition. Typology positions itself as a brand that is committed to refining its products through rigorous testing and development. # Product The product featured is Typology's radiance serum, presented as a refined formula resulting from continuous testing and improvement. The ad emphasizes the product's increased percentage of active ingredients, moving "from 11% to 15%." This USP is a functional performance indicator. The ad presents the serum as a result of ongoing research, emphasizing the brand's dedication to creating an effective and enhanced skincare product. The product targets those seeking tangible improvements in their skincare routine through scientifically-backed formulations. # Visual style The ad has a clean and minimal aesthetic. The editing style is simple, with static shots and cuts between scenes to highlight the transition from experiment to final product. The production quality feels polished and professional, which supports the brand's message of scientific precision and quality. # Hooks Spoken: 00:00–00:01: We tried, Text overlay: 00:00–00:01: Nous avons essayé… / 00:00–00:01: Expérimenté… / 00:00–00:01: Parfois échoué… Visual: 00:00–00:01: A close-up shot features a lab flask filled with a bubbling, light-brown, opaque liquid. The flask is on a white surface. A small vial is visible to the left, also containing a light-colored liquid. To the right are white objects. The camera is static, and the lighting is bright, emphasizing the textures of the bubbles. # Funnel stage Middle of funnel (Consideration) # Pain points Ineffective or underperforming skincare products due to low concentrations of active ingredients. # Value propositions - Enhanced efficacy: By increasing the concentration of active ingredients from 11% to 15%, the serum offers a more potent formula - Scientific validation: The ad highlights the brand's investment in research and development to refine its products # Benefits - Improvement in serum composition (from 11% to 15%) - Radiance # Features - Complete Vitamin C 15% - Marrubium Stem Cells - Radiance Serum # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told through the official voice of the brand, emphasizing product development. # Storyline - 00:00–00:02 The ad opens with a shot of a lab flask filled with a bubbling, opaque liquid, creating a visual of an experiment in progress. The narrator mentions the brand tried and experimented. - 00:00–00:02 The bubbling fluid hints that the brand is developing, with a process that isn't perfect. The audience experiences the development process of the brand through the perspective of the narrator. - 00:02–00:04 The visuals continue to show failed experiments as the narrator mentions failing at times. - 00:02–00:04 The failed experiments indicate that the product has been a process to make perfect. This is told through the perspective of the narrator. - 00:05–00:08 The ad transitions to showing the product: SERUM ÉCLAT Complete Vitamin C 15% + Marrubium Stem Cells (Radiance Serum) L32 Typology. The narrator mentions improvements that have been made. - 00:05–00:08 The product being shown with the narrator talking about improvements emphasizes that this product is a result of the failures mentioned. The audience experiences the end result through the perspective of the narrator.

# Ad summary A woman shows how to create a no-makeup look using Typology tinted skincare products. # Brand positioning Typology is presented as a brand that offers simple, effective, and natural skincare solutions. The brand emphasizes minimal ingredients and a focus on healthy, radiant skin. The ad highlights the brand's commitment to lightweight textures and suitability for sensitive skin, positioning it as a go-to for those seeking a natural, effortless look. The brand aligns with a lifestyle that values simplicity, health, and natural beauty, pushing against the norms of heavy makeup and complex routines. The brand positioning is both functional (lightweight, hydrating) and emotional (healthy, radiant skin). # Product The ad features several Typology tinted skincare products designed to create a natural, no-makeup look. The products include: a 9-ingredient moisturizer with a lightweight texture suitable for sensitive skin; glow drops with vitamin C and aloe vera that enhance skin's radiance without emphasizing texture; a fortifying brow gel with peptides and castor oil to keep brows in place; a serum mascara with peptides and castor oil to lengthen and nourish lashes; and a tinted lip oil with jojoba oil, vitamin E, and squalane for juicy lips. The products are presented as a combination of skincare and makeup, offering a healthy, radiant look with minimal effort. The ad addresses the purchase barrier of heavy, pore-clogging makeup by offering lightweight, skin-nourishing alternatives. # Visual style The ad has a polished UGC feel, with natural lighting and a clean background. The editing style is smooth with quick cuts to highlight product application and results. The production quality is high-end, supporting the intended tone of effortless beauty and natural skincare. The pacing is consistent, with cuts timed to voiceover lines to maintain engagement. # Hooks Spoken: 00:00–00:05 I don't know who needs to hear this, but your no makeup look is giving makeup. So obviously let me show you how to look put together with absolutely no makeup. Text overlay: 00:00–00:05 a real NO makeup look 🫧 Visual: 00:00–00:02 Close-up shot of a woman with fair skin, dark hair, and light eyes. She is wearing a black top and gold earrings. She has a drop of gold liquid on her cheek. The background is blurry and bright. / 00:02–00:05 The woman holds up three Typology products: a tinted lip oil, a tube of moisturizer, and a bottle of glow drops. She smiles and looks directly at the camera. # Funnel stage Consideration # Pain points The ad addresses the frustration of no-makeup looks that still look like makeup, implying that many such looks fall short of achieving a truly natural appearance. # Value propositions - No makeup, only tinted skincare - Look put together with absolutely no makeup - Perfect everyday combination for glowy, healthy looking skin - Lashes, but even better # Benefits - Lightweight texture - Good for sensitive skin - Glowy, healthy looking skin - Hydrating but doesn't feel greasy - Doesn't feel sticky on the skin - Lengthen and nurture your lashes - So juicy # Features - 9 ingredient moisturizer - Glow drops with vitamin C and aloe vera - Fortifying brow gel with peptides and castor oil - Serum mascara with peptides and castor oil - Tinted lip oil with jojoba oil, vitamin E, and squalane # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating and reviewing the products. # Storyline - 00:00–00:05 00:00–00:05 The creator introduces the concept of a no-makeup look that still looks like makeup, setting up the problem that many no-makeup looks fall short. She offers to show how to achieve this look using minimal products, positioning herself as a guide. - 00:05–00:14 00:05–00:14 The creator begins the routine with Typology's 9-ingredient moisturizer, emphasizing its lightweight texture and suitability for sensitive skin. She mixes it with glow drops, highlighting that this is her favorite product. The perspective is from the creator, sharing her personal experience and preferences. - 00:14–00:20 00:14–00:20 She applies the mixture to her face, demonstrating how it creates a glowy, healthy-looking skin. The tone is enthusiastic and informative, aiming to convince viewers of the product's effectiveness. - 00:20–00:34 00:20–00:34 The creator describes the product's hydrating yet non-greasy feel, highlighting its benefits for skin texture. She emphasizes that it makes the skin look healthy and radiant, reinforcing the desired outcome. - 00:34–00:41 00:34–00:41 She moves on to the fortifying brow gel, explaining that it contains peptides and castor oil. She notes that having her brows done makes her feel more put together, adding a personal touch. - 00:41–00:47 00:41–00:47 The creator applies the serum mascara, mentioning that it also contains peptides and castor oil to lengthen and nourish lashes. The focus is on the dual benefit of makeup and skincare. - 00:47–00:54 00:47–00:54 She applies the tinted lip oil, highlighting its ingredients like jojoba oil, vitamin E, and squalane. She describes the result as "so juicy," emphasizing the appealing outcome. - 00:54–00:58 00:54–00:58 The creator concludes by summarizing the look as "no makeup, only tinted skincare," reinforcing the core message that skin is the focus. The perspective is from the creator, summarizing the routine and its benefits.

# Ad summary This ad promotes Typology's tinted serum, concealer, and lip oil for a simple, effortless, and skin-friendly no-makeup look. # Brand positioning Typology is presented as a brand focused on simple, effortless beauty that is good for the skin. The brand promotes a minimalist approach to makeup, emphasizing lightweight, buildable products that provide a radiant finish. The brand aligns with a lifestyle that values simplicity and skincare, suggesting a departure from heavy, complicated makeup routines. The brand positioning is both functional, highlighting the products' lightweight and buildable nature, and emotional, emphasizing the feeling of doing something good for the skin. # Product The ad features three Typology products. The tinted serum is described as lightweight and buildable, providing a radiant finish. Key ingredients include Vitamin C, Squalane, and Aloe Vera. The concealer is described as caffeine for the under-eye, instantly brightening and helping long-term with puffiness and redness. The lip oil is glossy, hydrating, and non-sticky, and comes in powder pink and black cherry. # Visual style The ad has a clean, natural aesthetic with soft lighting and a focus on the model's natural beauty. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel while maintaining a UGC-style presentation. The pacing is consistent, with a moderate number of cuts per minute, timed to the music. # Hooks Spoken: 00:00–00:02 Female 1: Here's a no makeup look that's actually good for your skin. Text overlay: Key ingredients: / Vitamin C / Squalane / Aloe Vera Visual: 00:00–00:04 Close-up shot of Female 1 holding a Typology tinted serum bottle. She is fair-skinned with light brown hair pulled back, wearing a black tank top and gold hoop earrings. She applies the serum to her cheek using the dropper. The background is a plain, light-colored wall. The camera is stationary. # Funnel stage Consideration # Pain points The ad addresses the pain point of makeup that is not good for the skin, as highlighted in the opening line: "Here's a no makeup look that's actually good for your skin." # Value propositions - No makeup look that's actually good for your skin - Lightweight and buildable for a radiant finish - Concealer that acts like caffeine for your under eye - Lip oil that is glossy, hydrating, and non-sticky - Simple and effortless trio that feels good for your skin # Benefits - Gives my skin that radiant finish - Instantly brightens and helps long-term with puffiness and redness - Glossy, hydrating, and non-sticky # Features - Tinted serum - Lightweight - Buildable - Vitamin C - Squalane - Aloe Vera - Concealer - Lip oil - Glossy - Hydrating - Non-sticky # Call to action None used. # Social proof - "Here's a no makeup look that's actually good for your skin" – Female 1 (Customer) - "It's super lightweight and buildable and gives my skin that radiant finish" – Female 1 (Customer) - "This is like caffeine for your under eye. Instantly brightens and helps long-term with puffiness and redness" – Female 1 (Customer) - "It's glossy, hydrating, and non-sticky" – Female 1 (Customer) - "This trio is simple, effortless, and feels like I'm doing something good for my skin" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer demonstrating and reviewing the products. # Storyline - 00:00–00:02 00:00–00:02 Female 1 introduces a no-makeup look that's good for the skin. This sets the stage for a tutorial from the perspective of a user. - 00:02–00:05 00:02–00:05 Female 1 applies the tinted serum in T10. This shows the product in use and its texture. - 00:05–00:07 00:05–00:07 Female 1 blends the serum and highlights that it's lightweight and buildable, giving a radiant finish. This emphasizes the product's benefits and ease of use. - 00:07–00:13 00:07–00:13 Female 1 applies the concealer, describing it as caffeine for the under-eye, which instantly brightens and helps with puffiness and redness. This highlights the concealer's immediate and long-term benefits. - 00:13–00:22 00:13–00:22 Female 1 applies the lip oil in powder pink and black cherry, noting that it's glossy, hydrating, and non-sticky. This showcases the lip oil's texture and benefits. - 00:22–00:26 00:22–00:26 Female 1 shows the final look and states that the trio is simple, effortless, and feels like doing something good for the skin. This reinforces the brand's values and the overall experience of using the products. - 00:26–00:27 00:26–00:27 Female 1 blows a kiss to the camera. This provides a friendly and positive conclusion.

# Ad summary A creator showcases the Typology lip oils in six different shades. She applies each shade to her lips and describes the color and how it makes her feel. She notes that the product is a lip oil, not a lip gloss, and contains squalane, jojoba oil, and vitamin E. # Brand positioning Typology is presented as a chic, French brand that delivers high-quality lip products. The brand is positioned as a provider of lip oils, not lip glosses, emphasizing the nourishing and beneficial ingredients like squalane, jojoba oil, and vitamin E. The brand aligns with a lifestyle of effortless beauty and being put-together, with a focus on natural enhancement and subtle pops of color. The brand pushes against the norm of traditional lip glosses by offering a lip oil alternative that is both stylish and nourishing. # Product The Typology lip oils are presented as a collection of six shades designed to enhance and nourish the lips. These lip oils are not lip glosses but rather contain squalane, jojoba oil, and vitamin E for added nourishment. The shades include Black Cherry, described as a go-to for presenting chic; Ruby Red, a perfect red lip that is not too vibrant and not too dull; Powder Pink, a staple for naturally enhancing lips; Orange, a well-crafted shade that gives the best subtle pop; Plum Purple, a muted purple with gold shimmers, good for winter; and Sheer Honey, great for the clean girls who just want to put on a clear glossy lip. The lip oils are for anyone looking for a nourishing and stylish lip product that enhances their natural beauty. # Visual style The ad has a polished UGC feel, with a clean and bright aesthetic. The editing style is simple, with static shots and smooth transitions. The production quality is high, giving it a commercial feel. The pacing is consistent, with a moderate number of cuts per minute. The visuals are timed to the voiceover lines. # Hooks Spoken: 00:00–00:03: The most chic thing I acquired in 2025 is definitely a Typology lip oil. Text overlay: 00:00–00:03: the most CHIC product from 2025 Visual: 00:00–00:03: A woman with long, dark hair and light makeup holds up five Typology lip oil bottles in various shades. She is centered in the frame against a plain white wall. The camera is stationary and selfie-style. # Funnel stage Consideration # Pain points The ad addresses the frustration of dry, un-nourished lips by offering a lip oil that contains squalane, jojoba oil, and vitamin E. The creator emphasizes that these are not lip glosses, but lip oils, highlighting their nourishing benefits. # Value propositions - Lip oils with squalane, jojoba oil, and vitamin E for nourishing benefits - Six shades to enhance natural beauty and provide a subtle pop of color - A French brand that delivers a perfect red lip # Benefits - Nourishing - Enhances natural beauty - Provides a subtle pop of color - Gives a clear glossy lip # Features - Lip oils - Squalane - Jojoba oil - Vitamin E # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing and demonstrating the product. # Storyline - 00:00–00:04 The creator introduces the Typology lip oils as the most chic product she acquired in 2025, highlighting the packaging. - 00:05–00:07 She mentions having all six shades to show how beautiful they are, setting the stage for a product demonstration. - 00:07–00:14 She showcases the Black Cherry shade, describing it as her go-to for presenting chic, and applies it to her lips. - 00:15–00:20 She introduces the Ruby Red shade, noting it's not too vibrant and not too dull, and applies it to her lips. - 00:21–00:25 She presents the Powder Pink shade, calling it a staple for naturally enhancing lips, and applies it to her lips and cheeks. - 00:26–00:30 She showcases the Orange shade, noting it gives the best subtle pop, and applies it to her lips. - 00:31–00:36 She introduces the Plum Purple shade, describing it as a pretty muted purple lip with gold shimmers, and applies it to her lips. - 00:37–00:41 She presents the Sheer Honey shade, noting it's great for the clean girls who want a clear glossy lip, and applies it to her lips. - 00:41–00:49 She emphasizes that these are lip oils, not lip glosses, and contain squalane, jojoba oil, and vitamin E, highlighting their nourishing benefits.

# Ad summary A creator showcases six shades of Typology lip oils, describing the ingredients and occasions for each shade. # Brand positioning Typology is presented as a brand that listens to its customers and offers a variety of options to meet their needs. The brand aligns with a lifestyle of self-care and beauty, emphasizing natural ingredients and versatility. The brand pushes against the norm of limited shade ranges in lip oils, offering six different options for various occasions. The brand positioning is both functional, highlighting ingredients like Vitamin E, squalene, and jojoba oil, and emotional, associating each shade with specific lifestyle moments. # Product The product being advertised is Typology lip oil, available in six shades: Powder Pink, Plum Purple, Coral Orange, Ruby Red, Black Cherry, and Sheer Honey. Each lip oil is packed with ingredients like Vitamin E, squalene, and jojoba oil. The lip oils are designed to provide a super smoothing and soft feel without being sticky. Each shade is recommended for different occasions: Powder Pink for running errands, Plum Purple for a girls' night out, Coral Orange for a beach or lake day, Ruby Red for a date night, Black Cherry for special occasions like being a wedding guest, and Sheer Honey for working from home or as an overnight treatment for hydrated and nourished lips. # Visual style The ad has a polished UGC feel, with natural lighting and a clean background. The editing style consists of quick cuts to showcase the different lip oil shades and application. The pacing is consistent, with cuts timed to the speaker's points. The overall aesthetic is bright and inviting, aligning with the self-care and beauty focus of the brand. # Hooks Spoken: 00:00–00:03 You asked for better shade options for a lip oil. Text overlay: 00:00–00:04 lip oil shades for every occasion Visual: 00:00–00:04 The shot is a close-up of a woman's face, holding six different shades of Typology lip oils in front of her. The background is a blurred white wall with a glimpse of a door and a light fixture. The woman has long, wavy brown hair, fair skin, and is wearing a white tank top and a gold necklace. She is smiling and looking directly at the camera. The lip oil bottles are small, square-shaped with a white label and a black cap. # Funnel stage Consideration # Pain points The ad addresses the pain point of limited shade options in lip oils, as expressed by the audience's request for better choices. # Value propositions - Versatile lip oil shades for every occasion - Lip oil packed with amazing ingredients like Vitamin E, squalene, and jojoba oil # Benefits - Better shade options for a lip oil - Hydrated and nourished lips # Features - Lip oil available in six shades - Packed with ingredients like Vitamin E, squalene, and jojoba oil - Super smoothing and soft feel - Never sticky # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is reviewing and demonstrating the product. # Storyline - 00:00–00:04 00:00–00:04 The creator begins by stating that she was asked for better shade options for lip oils and introduces the Typology lip oils, showing six different shades. - 00:04–00:07 00:04–00:07 The creator shows the different shades of lip oil. - 00:07–00:08 00:07–00:08 The creator states that she will show how gorgeous the lip oils are and what occasion she likes to wear each shade to. - 00:08–00:12 00:08–00:12 The creator applies the Powder Pink lip oil, mentioning that the lip oils are packed with amazing ingredients like Vitamin E, squalene, and jojoba oil. - 00:12–00:13 00:12–00:13 The creator states that the shade is Powder Pink and that she loves to wear it when running errands. - 00:13–00:16 00:13–00:16 The creator applies the Powder Pink lip oil. - 00:16–00:21 00:16–00:21 The creator mentions that the lip oils have a super smoothing and soft feel and are never sticky, while applying the Plum Purple lip oil. - 00:21–00:24 00:21–00:24 The creator states that the shade is Plum Purple and that she likes to wear it for a girls' night out. - 00:24–00:28 00:24–00:28 The creator states that the shade is Coral Orange and that she likes to wear it for a beach or lake day. - 00:28–00:31 00:28–00:31 The creator states that the shade is Ruby Red and that she likes to wear it for date night. - 00:31–00:35 00:31–00:35 The creator states that the shade is Black Cherry and that she likes to wear it to special occasions, like being a wedding guest. - 00:35–00:40 00:35–00:40 The creator applies the Sheer Honey lip oil and states that it is the most versatile shade, which she wears when working from home. - 00:40–00:46 00:40–00:46 The creator states that her favorite way to wear the Sheer Honey shade is by slathering it on before bed so she wakes up with super hydrated and nourished lips. - 00:46–00:49 00:46–00:49 The creator states that the shade is Sheer Honey and that she wears it pretty much everywhere. - 00:49–00:53 00:49–00:53 The creator encourages viewers to pick up a shade or two of the lip oils, stating that they will not be disappointed.

# Ad summary A fair-skinned woman with long brown hair demonstrates the effectiveness of Typology's green color corrector. She applies small dots of the product to the red areas of her face before blending it in with her finger. She states that the product contains niacinamide and green seaweed, and that it blends perfectly, leaving her skin looking natural. # Brand positioning Typology is presented as a skincare brand that focuses on minimalism, natural beauty, and effective solutions. The brand embraces simplicity by offering products that aim to neutralize redness without the appearance of heavy makeup. The brand aligns with a lifestyle where skincare is effortless, enhancing natural beauty, and avoiding conventional makeup norms. This positioning aims to resonate with those who value a simple routine. # Product Typology's green color corrector is a skincare product designed to neutralize redness in the skin. The product contains niacinamide and green seaweed. It is applied to areas that tend to get red. The product blends perfectly, helping to neutralize redness without looking like makeup. It can be worn on its own or under concealer for more coverage. It is designed to make the skin still look natural after application. # Visual style The ad has a natural and minimalistic aesthetic, resembling UGC content. The lighting appears to be natural, and the camera work is handheld. The editing style includes quick cuts that match the rhythm of the voiceover, creating a smooth and engaging viewing experience. # Hooks Spoken: This green corrector is honestly so good for redness. Text overlay: This green corrector is honestly so good for redness. Visual: 00:00–00:01 A fair-skinned woman with long brown hair holds a bottle of Typology green color corrector in front of her face. She is wearing a white shirt. The bottle is light green with a black cap and white text. The background is a plain, light-colored wall. She removes the cap, revealing the wand. / 00:01–00:02 The woman puts some of the product on her hand. / 00:02–00:03 The woman puts dots of the product on her face. # Funnel stage Consideration # Pain points The ad addresses the frustration of having redness on the skin. Visually, the model has redness around her nose, cheeks, and forehead, which the product aims to neutralize. This is signaled by the line "This green corrector is honestly so good for redness." # Value propositions - The product is designed to make the skin still look natural after application. - It neutralizes redness without looking like makeup. # Benefits - Neutralizing redness without looking like makeup - My skin still looks natural # Features - Contains niacinamide - Contains Green Seaweed # Call to action None used. # Social proof - "I love that it's not noticeable and my skin still looks natural." – Female 1 (Customer) - "This green corrector is honestly so good for redness." – Female 1 (Customer) - "I wear it on its own most days or under concealer when I want a bit more coverage." – Female 1 (Customer) # Point of view - Customer 100% – The ad is told entirely from the perspective of a customer, featuring an individual doing a demonstration of the product. # Storyline - 00:00–00:02 The woman holds a bottle of Typology green corrector to the camera, stating its benefits. - 00:02–00:05 She states that the product has niacinamide and green seaweed. - 00:05–00:08 She applies dots of the product to the red areas on her face. - 00:08–00:14 She blends the product in with her finger, focusing on the area around her nose, while noting that it blends perfectly. - 00:14–00:18 She continues blending, stating that the product neutralizes redness without looking like makeup. - 00:18–00:27 She applies more of the product to her face, adding that she loves that it's not noticeable and her skin still looks natural. - 00:27–00:32 She moves her hair around her face, displaying the final result.

# Ad summary This ad uses a split screen to compare the difference of using a lip balm on one side and Typology's Replenishing lip treatment on the other side. The ad includes a close up view of the lips, showcasing the immediate differences between the two products. # Brand positioning Typology is presented as a brand that focuses on replenishing lip care with a solution better than a regular lip balm. The brand seems to promote functional benefits by providing better replenishment than other lip care products on the market. The ad avoids using emotional appeal, preferring to demonstrate its product's functional superiority by showing it side-by-side with a lip balm. # Product The ad features Typology's Replenishing lip treatment. The product is shown being applied directly to the lips from a stick applicator that has a coral colored product with a black cylindrical tube. The product is being directly compared to a standard lip balm, which is applied on the other side of the lips, showing a side-by-side comparison. This product claims to deliver superior replenishment to the lips than a standard lip balm. # Visual style The ad uses a simple and direct visual style. It has a minimalist feel, with the split screen comparison being the main focus. The lighting is natural, and the camera work is stable, focusing on a product demonstration. # Hooks Text overlay: LIP BALM / REPLENISHING Visual: 00:00–00:03: A close-up shot of an individual's lips is displayed, split in the middle. On the left side, "LIP BALM" is written, and a standard lip balm is being applied. On the right side, "REPLENISHING" is written, and the featured product is being applied. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that standard lip balms are not as effective at replenishing lips, positioning Typology's lip treatment as a superior alternative. # Value propositions - Direct comparison shows better replenishment than a lip balm # Benefits - Superior replenishment compared to standard lip balm # Features - Replenishing lip treatment # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand promotes its product's efficacy through close-up visuals and on-screen text. # Storyline - 00:00–00:03 The ad starts by showing a split screen of a person's lips, with one side having a standard lip balm applied and the other showing Typology's Replenishing Lip Treatment being applied. - 00:03–00:13 The split screen of the lips continues, showing a close up of the lips with the lip treatment on one side and a lip balm on the other. This aims to demonstrate and showcase the difference between the two products. - 00:13–00:15 The ad ends by showing where the featured product can be purchased.

# Ad summary This ad demonstrates a no-makeup look using only five Typology skincare products. The ad features a woman who applies the tinted serum, concealer, glow drops, lip oil, and serum mascara to achieve a natural, radiant look. # Brand positioning Typology is presented as a brand that offers skincare products designed to create a natural, no-makeup look. The brand emphasizes simplicity and effectiveness, focusing on products that are lightweight yet provide good coverage and hydration. Typology aligns with a minimalist lifestyle, promoting the idea that beauty can be achieved with fewer products that are good for the skin. The brand pushes against the norm of heavy makeup, instead offering skincare-focused alternatives that enhance natural beauty. The brand positioning is both functional, highlighting the ingredients and benefits, and emotional, promoting a natural and effortless beauty. # Product The ad features five Typology products: the tinted serum, concealer, glow drops, lip oil, and serum mascara. The tinted serum is described as a lightweight formula with squalane, aloe vera, and vitamin C, providing good coverage and hydration without feeling heavy like a foundation. It is for anyone looking for a natural, even skin tone. The concealer contains caffeine and niacinamide to help with puffiness and dark circles, offering a smooth, undetectable finish. The glow drops contain vitamin C and give a natural-looking glow, and can be mixed with other products or used alone. The lip oil in ruby red is a nourishing lip color that can also be used on the cheeks for a cohesive look. The serum mascara adds impact to the lashes while also acting as a lash serum. These products are worth trying for those seeking a simple, effective skincare routine that enhances natural beauty without heavy makeup. # Visual style The ad has a clean, natural aesthetic with bright, even lighting. The editing style is smooth with static shots and minimal transitions, giving it a polished yet approachable feel. The production quality is high, resembling a professional commercial while maintaining a UGC feel. The pacing is consistent, with a moderate tempo that allows viewers to follow the routine easily. The audio-visual sync is well-coordinated, with voiceover lines timed to product actions. # Hooks Spoken: 00:00–00:02 No makeup versus a no makeup look using only skincare products. Text overlay: 00:00–00:02 No Makeup vs Tinted Skincare / 00:00–00:02 No makeup versus a no makeup Visual: 00:00–00:01 A woman with long, wavy brown hair and red nail polish stands in front of a white door. She wears a white t-shirt and covers half of her face with her hand. The camera is stationary and at eye level. / 00:01–00:02 The woman holds up four Typology products: a bottle of tinted serum, a bottle of lip oil, a tube of concealer, and a tube of mascara. The camera zooms in slightly to focus on the products. # Funnel stage Consideration # Pain points The ad addresses the frustration of wanting a natural, effortless look without heavy makeup. The woman demonstrates how to achieve a no-makeup look using only skincare products, appealing to those who want to enhance their natural beauty without the time and effort of traditional makeup. "No makeup versus a no makeup look using only skincare products." # Value propositions - Lightweight tinted serum for good coverage and hydration - Concealer with caffeine and niacinamide for puffiness and dark circles - Glow drops with vitamin C for a natural-looking glow - Lip oil in ruby red for nourishing color - Serum mascara for impact and lash care # Benefits - Tinted serum provides good coverage and hydration - Concealer helps with puffiness and dark circles - Glow drops give a natural-looking glow - Lip oil feels nourishing on the lips - Serum mascara adds impact to lashes # Features - Tinted serum with squalane, aloe vera, and vitamin C - Concealer with caffeine and niacinamide - Glow drops with vitamin C - Lip oil in ruby red - Serum mascara # Call to action Go check these out. # Point of view - Customer 100% – The entire video is told from the perspective of a customer demonstrating her skincare routine and sharing her experience with the products. # Storyline - 00:00–00:02 The ad begins with the woman covering half of her face with her hand to show the difference between no makeup and a no-makeup look using only skincare products. This sets up the premise of the ad, highlighting the contrast between a bare face and one enhanced with minimal skincare. - 00:02–00:03 The woman holds up four Typology products, introducing the brand and the range of items she will be using. This provides a visual overview of the products that will be featured in the demonstration. - 00:03–00:07 She starts with Typology's tinted serum in the shade fair, emphasizing that it is not a foundation but a skincare product formulated with squalane, aloe vera, and vitamin C. This clarifies the product's purpose and ingredients, highlighting its skincare benefits. - 00:07–00:10 She applies the tinted serum to her face, demonstrating its lightweight texture and coverage. This shows the product in action, allowing viewers to see how it blends and evens out the skin tone. - 00:10–00:13 She highlights that the serum is lightweight but provides good coverage and hydration. This reinforces the key benefits of the product, appealing to those seeking a natural yet effective solution. - 00:13–00:18 Next, she uses the concealer in the shade fair, noting that it contains caffeine and niacinamide to help with puffiness and dark circles. This introduces another product and its specific benefits for addressing common skin concerns. - 00:18–00:22 She applies the concealer under her eyes, demonstrating its smooth application and highlighting that it looks almost undetectable on the skin. This shows the product's effectiveness in concealing imperfections while maintaining a natural appearance. - 00:22–00:27 She then uses the glow drops, which contain vitamin C and give a natural-looking glow. This introduces another product and its ability to enhance the skin's radiance. - 00:27–00:29 She mentions that the glow drops can be mixed with other products or used on their own. This provides versatility and options for how the product can be incorporated into a skincare routine. - 00:29–00:36 She applies the lip oil in ruby red, describing it as a gorgeous color that feels nourishing on the lips, and also adds it to her cheeks. This introduces a lip product that also doubles as a cheek color, adding a pop of color to the face. - 00:36–00:41 Lastly, she coats her lashes in the serum mascara, noting that even though it is a lash serum, it adds a lot of impact. This introduces a mascara that also functions as a lash serum, providing both cosmetic and skincare benefits. - 00:41–00:44 She concludes by showcasing the final look, emphasizing that it is the easiest no-makeup routine using only five skincare products. This summarizes the entire routine and reinforces the simplicity and effectiveness of using Typology products. - 00:44–00:46 She holds up the products again, encouraging viewers to check them out and expressing confidence that they will love them. This serves as a final call to action, urging viewers to explore the featured products.

# Ad summary This ad demonstrates how to use Typology products in order to create a naturally enhanced everyday makeup look. # Brand positioning Typology is presented as a modern skincare and makeup brand that enhances one's natural appearance with minimal products. The brand seems to align with a lifestyle that values simplicity, ease, and natural beauty. The products featured are functional and designed to enhance skin without using heavy products, allowing the consumer to avoid wearing a lot of makeup. They promote a practical approach to beauty, making the brand accessible and appealing to those seeking an effortless yet polished look. # Product The ad showcases a range of Typology tinted skincare and makeup products. The T33 Color Corrector for Redness, which contains niacinamide and microalgae verte, aims to neutralize redness before applying other products. The T10 Tinted Serum (Type 2 Light) is described as lightweight, feeling like a face serum. The T21 Tinted Concealer is used for spot concealing. The T32 Mattifying Loose Powder is used to lightly mattify the center of the face. The T31 Glow Drops add sparkle to the face, and T40 Moisturizing Lip Oil in the new shade Glazed Chestnut provides moisture and color to the lips. These products work together to create a minimal makeup routine that appears easy to achieve. # Visual style The ad has a clean and polished aesthetic, with a focus on natural lighting and close-up shots of the woman’s face. The editing style features quick cuts to showcase the different steps of the makeup routine. The production quality appears to be a hybrid of UGC and commercial, with a casual tone and relatable presentation. # Hooks Spoken: 00:00–00:05: So let's see where we started. Yeah, that's just Typology tinted skincare. Text overlay: 00:00–00:06: Typology Paris ✨tinted skincare✨ Visual: 00:00–00:03: Extreme close-up of a woman’s face. She has light skin, light brown hair, and light makeup with glossy lips. She uses a narrow brush to apply a rosy liquid to her cheek. Text overlay: “Typology Paris ✨tinted skincare✨” / 00:03–00:06: The woman smiles at the camera with a rosy liquid blush applied to her cheek. She points to the blush on her cheek. Text overlay: “Typology Paris ✨tinted skincare✨” # Funnel stage Consideration # Pain points The ad addresses the pain point of needing multiple products to correct redness and achieve a natural makeup look. The green color corrector can help neutralize redness before applying other products, reducing the need for heavy coverage and multiple layers of makeup. # Value propositions - Wearing less: The green color corrector allows the user to wear less of everything else. - Lightweight feel: The tinted serum is lightweight and feels like just putting on a face serum. # Benefits - Correctors might seem like an extra step, but we can actually wind up wearing less of everything else. - Lightweight: It truly feels like you're just putting on a face serum. # Features - T33 Color Corrector for Redness - T10 Tinted Serum (Type 2 Light) - T21 Tinted Concealer - T32 Mattifying Loose Powder - T31 Glow Drops - T40 Moisturizing Lip Oil (Glazed Chestnut) # Call to action None used. # Social proof - Typology tinted skincare is an 11 out of 10 for me – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is from the POV of a customer using and reviewing the products. # Storyline - 00:00–00:03 The video opens with the creator already having a rosy pigment dabbed on her cheek. - 00:03–00:05 She states that the blush tone already on her face is just the Typology tinted skincare, as the brand name is presented on-screen. - 00:05–00:11 The creator applies green color corrector, stating it may seem like an extra step but actually means you can wear less of everything else. - 00:11–00:18 The creator applies tinted serum and states it feels like you are just putting on a face serum. - 00:18–00:21 The creator applies serum concealer. - 00:21–00:24 The creator applies mattifying loose powder, which she states is optional but she likes a little bit in the center of her face. - 00:24–00:27 She puts on glow drops to add a little sparkle to the look. - 00:27–00:31 She finishes the look with a new shade of lip oil called glazed chestnut. - 00:31–00:35 The creator holds up two of the products used and states the tinted skincare is an 11 out of 10.