How Ulta Beauty Advertises on Meta

# Ad summary This ad features a woman who is partnering with Strivectin to promote their Barrier Restore Plus Soothing Ceramide Cream. She shares how her skin gets red and sensitive when the weather gets colder and dryer. She says that the Strivectin cream helps with that. She shares a before and after photo, mentioning that the redness has gone down, and her skin feels smoother and calmer. She also notes that the pump is super easy to use and keeps the product clean. She calls out that Strivectin's NIA 114 helps boost results and that everything is clinically tested. She closes by saying you can shop Strivectin at Ulta Beauty. # Brand positioning Strivectin is presented as a brand offering effective skincare solutions, particularly for sensitive skin. The brand's positioning emphasizes scientific validation, with claims of clinical testing and acceptance by the National Rosacea Society. Strivectin aligns itself with gentle yet effective skincare, pushing against harsher treatments that might irritate sensitive skin. The brand identity balances functional performance (NIA 114 technology, clinically tested) with emotional reassurance (soothing, calming). The Strivectin Barrier Restore Plus Soothing Ceramide Cream is designed to address redness and sensitivity, providing smoother and calmer skin. # Product The Strivectin Barrier Restore Plus Soothing Ceramide Cream is a skincare product designed to alleviate redness and sensitivity, particularly in colder and drier weather. It contains Strivectin's NIA 114, which boosts results from the ingredients. The product is presented in a white jar with a pink top. The product is dispensed via a pump, keeping the product clean and making it easy to use. According to the ad, the product is clinically tested and accepted by the National Rosacea Society, making it gentle and effective. The woman presenting the product says that her skin looks smoother, feels stronger and calmer, and has reduced redness after using the cream. The ad implies the cream is worth trying because it provides soothing relief and visible improvements for sensitive skin. # Visual style The ad has a natural, unfiltered aesthetic. The editing style consists of static shots with smooth transitions. The production quality has a UGC feel, enhanced by direct address and personal testimonials. The pacing is consistent. The woman speaking in the video is center-framed. # Hooks Spoken: 00:00–00:05 When the weather gets colder and drier, my skin gets so red and sensitive, but I have found something that's been helping. Text overlay: 00:00–00:05 #StriVectinPartner / 00:00–00:01 S.O.S / 00:00–00:01 FOR / 00:00–00:01 SENSITIVE SKIN / 00:00–00:03 When the weather gets colder and drier / 00:02–00:04 my skin gets so red and sensitive / 00:04–00:07 but I have found something that's been helping Visual: 00:00–00:05 The shot features a blonde woman with fair skin and blue eyes, wearing a gray zip-up jacket, speaking directly to the camera. She is centered in the frame. The background is a blurred, neutral wall with a door frame visible. The lighting is soft and natural. Half of her face is obscured by a vertical split screen that displays a static image of her face with redness on her cheek. The camera is static. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is skin redness and sensitivity due to colder, drier weather, which is explicitly stated as: "When the weather gets colder and drier, my skin gets so red and sensitive." # Value propositions - Accepted by the National Rosacea Society, meaning it's extra gentle and effective - The pump dispenser keeps the product clean and is super easy to use - Strivectin's NIA 114 helps boost results from the ingredients, making the product more effective # Benefits - Helps boost results from the ingredients - Extra gentle and effective - Easy to use - Keeps the product clean # Features - Strivectin's NIA 114 - Pump dispenser # Call to action Shop StriVectin at Ulta Beauty # Social proof - "Everything's clinically tested and it's even accepted by the National Rosacea Society" – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a woman using the product and recommending it to others. # Storyline - 00:00–00:05 00:00–00:05 The presenter describes how her skin gets red and sensitive when the weather gets colder and drier, but that she has found something to help. This frames the problem and sets up a need for the product. The audience experiences this from the customer's perspective, through the presenter's direct address and relatable concern. - 00:07–00:11 00:07–00:11 The presenter introduces Strivectin's Barrier Restore Plus Soothing Ceramide Cream. This introduces the product as the solution to the previously described problem. This is the official voice of the brand communicated by the presenter. The tone is informative and positive, highlighting the product's name and benefits. - 00:12–00:18 00:12–00:18 The presenter shares a before-and-after photo, claiming that the cream has reduced redness and made her skin smoother, stronger, and calmer. This provides visual proof and testimonials for the product's effectiveness. The audience is seeing the experience from the customer's perspective via visual transformation and the presenter's claims. - 00:18–00:24 00:18–00:24 The presenter demonstrates the product's pump design and states that she loves using it at night to wake up to softer, calmer skin. This emphasizes the ease of use and highlights the product's usability. The customer's perspective is conveyed through the personal testimonial and focus on practical application. - 00:25–00:35 00:25–00:35 The presenter shares claims about the product including that Strivectin's NIA 114 helps boost results and that the product is clinically tested and accepted by the National Rosacea Society. This strengthens credibility through claims and social proof. The brand's voice is conveyed through product details and validation claims. - 00:36–00:41 00:36–00:41 The presenter encourages the viewer to shop Strivectin at Ulta Beauty and claims that the viewer's skin will love it. This provides a direct call to action with a closing emotional appeal. The audience experiences this from the brand's perspective, with a positive tone.

# Ad summary This ad for Urban Decay’s 24/7 Liquid Stick Liner stars Dove Cameron as she questions the idea that you have to choose and asks why you can’t have both. The ad encourages viewers to 'Watch me create wings and watch me fly'. # Brand positioning Urban Decay positions itself as a brand that encourages its consumers to defy conformity. This ad features the tagline "Perform, don't conform." The brand uses the messaging in this ad, as well as the imagery of the celebrity spokesperson, Dove Cameron, to appeal to makeup users who are not afraid to stand out and express themselves through bold makeup looks. The brand emphasizes that they offer products that are high-performing and allow for experimentation. The ad encourages consumers to challenge conventional norms and embrace individuality through makeup. # Product The ad features the Urban Decay 24/7 Liquid Stick Liner. The product is promoted as offering both a "Liquid Vibe" and "Pencil Glide." It is a dual-ended eyeliner pen featuring a liquid liner on one side and a pencil-style smudger on the other. The liner comes in nine "pigment-rich shades." The ad visually demonstrates how the product can be used to create diverse eye looks, from precise wings to soft, smoky effects. The ad emphasizes its versatility with the claim "Soft and Sharp." # Visual style The ad has a polished, high-end commercial feel. The editing style includes quick cuts and smooth transitions. The background is a bright blue that mimics the sky and the ocean. The overall pacing is fast-paced, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:01 They say I've got to choose. Visual: 00:00–00:01 Extreme close-up of a woman's eye with green irises and graphic eyeliner. The graphic eyeliner is black on the lid and white on the bottom. # Funnel stage Top of funnel (Awareness) # Pain points The ad presents the frustration of being forced to choose between different styles or looks in the world of makeup. The spokesperson states, "They say I've got to choose, pick a side, draw a line, you can't have both." # Value propositions - "Liquid Vibe. Pencil Glide." - The product is promoted as offering both a liquid liner on one side and a pencil-style smudger on the other, giving the user two products in one. - "Soft and Sharp." – This highlights the product's ability to create a variety of looks, making it versatile. # Benefits - Create wings - Fluid and free - Soft and sharp # Features - Dual-ended liner - Liquid Vibe - Pencil Glide - 9 pigment-rich shades # Call to action None used. # Social proof - None used. # Point of view - Customer 0% – None - Brand 80% – The brand uses polished product shots and scripted lines to sell the product to the consumer. - Expert 0% – None - External source 20% – The ad features Dove Cameron, a celebrity, as the face of the product. # Storyline - 00:00–00:01 00:00–00:01 A close-up of a woman's eye with detailed winged eyeliner is shown. The voiceover says, "They say I've got to choose." - 00:01–00:01 00:01–00:01 A shot of Dove Cameron on a set made to look like an ocean is shown. - 00:01–00:02 00:01–00:02 Dove Cameron, standing on a mock-ocean set, dramatically looks at the camera while another person looks on. - 00:02–00:02 00:02–00:02 The voiceover continues, "Pick a side." - 00:02–00:03 00:02–00:03 A hand holds an Urban Decay 24/7 Liquid Stick Liner in front of a blue background. - 00:03–00:04 00:03–00:04 The voiceover continues, "Draw a line." - 00:04–00:04 00:04–00:04 A close-up of Dove Cameron's face with graphic eyeliner is shown. - 00:04–00:05 00:04–00:05 The voiceover continues, "You can't have both." - 00:05–00:05 00:05–00:05 Dove Cameron stands on what appears to be water. - 00:05–00:06 00:05–00:06 Dove Cameron walks and is flanked by a male and female model, who reach for her hands. The models hold hands and the three are pulling each other in different directions. - 00:06–00:07 00:06–00:07 A close-up of a woman's eye with winged eyeliner is shown. - 00:07–00:10 00:07–00:10 Dove Cameron is standing in front of a sky blue background and says, "I say give it to me." - 00:10–00:10 00:10–00:10 Dove Cameron is shown standing on what appears to be water. - 00:10–00:12 00:10–00:12 A close-up of a woman's eye with winged eyeliner is shown. - 00:12–00:13 00:12–00:13 The voiceover says, "Soft and Sharp." - 00:12–00:13 00:12–00:13 Dove Cameron is holding an Urban Decay 24/7 Liquid Stick Liner. - 00:13–00:14 00:13–00:14 Several models stand together in water looking up towards the sky. - 00:14–00:15 00:14–00:15 Several models stand together and look at the camera. - 00:15–00:16 00:15–00:16 The Urban Decay 24/7 Liquid Stick Liner is displayed in front of a blue background as a splash of water comes up around it. Text reads, "Liquid Vibe. Pencil Glide." - 00:17–00:18 00:17–00:18 Dove Cameron puts her hands up to the camera. - 00:18–00:19 00:18–00:19 Dove Cameron is shown sitting in what appears to be water. - 00:19–00:20 00:19–00:20 Dove Cameron is shown standing in what appears to be water. - 00:20–00:22 00:20–00:22 The voiceover says, "They're fluid and free. And so am I." - 00:20–00:22 00:20–00:22 Dove Cameron is shown standing in front of the blue sky, flanked by a male and female model. - 00:23–00:24 00:23–00:24 The Urban Decay 24/7 Liquid Stick Liner is displayed in several colors in front of a blue background. Text reads, "9 pigment-rich shades." - 00:24–00:26 00:24–00:26 The Urban Decay 24/7 Liquid Stick Liner is displayed in front of a blue background. The Urban Decay logo is displayed next to two eyeliners.

# Ad summary This ad showcases the Urban Decay 24/7 Liquid Stick Retractable Eyeliner. The ad opens with the creator holding three different shades of eyeliner, sharing that Urban Decay has come out with the most genius idea for an eyeliner. The eyeliner, a retractable pencil, is shown to look like a gel pencil but like liquid eyeliner that lasts 24 hours. She swatches the eyeliner on her hand and shares that the line comes in nine shades. The creator then applies three shades to her eye, including 'Melted Onyx,' 'Dirty Martini,' and 'Fluid Fig,' showing how she smudges the eyeliner out. # Brand positioning Urban Decay is presented as an innovative brand in the beauty and cosmetics space, specifically focused on eye makeup. The brand positions itself as forward-thinking, creating products that make achieving specific looks easy and long-lasting. They push against the norm of traditional eyeliner application by combining the ease of a pencil with the finish and wear of a liquid liner. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, trend-setting products for makeup enthusiasts looking for ease of use and long wear. This is a functional and trendy brand. # Product The advertised product is the Urban Decay 24/7 Liquid Stick Retractable Eyeliner. It comes in nine shades, allowing for various eye makeup looks. It's a retractable eyeliner that combines the application of a gel pencil with the appearance and lasting power of liquid eyeliner. A key USP is its 24-hour wear. The eyeliner is designed with a built-in brush on one end, allowing for smudging and blending to create either a defined or diffused wing, catering to personal preferences in eyeliner styles. This product is worth trying or buying because it simplifies achieving professional-looking eyeliner with its innovative design and long-lasting formula. # Visual style The ad has a UGC feel and is filmed with good lighting and a steady camera. The cuts are smooth and consistent, creating a polished commercial appearance. The background is simple and non-distracting, making the focus on the eyeliner itself. The cuts and actions are timed with what the influencer is saying. This is a hybrid style ad. # Hooks Spoken: Female 1: Urban Decay just came out with the most genius idea for an eyeliner. Text overlay: NEW 24/7 Liquid Stick Retractable Eyeliner Visual: 00:00–00:03: Close-up shot of a fair-skinned woman in her 20s holding three black, purple, and green Urban Decay 24/7 Liquid Stick Retractable Eyeliners up to the camera in front of a brown wall. She is wearing a black halter top and has brown hair and nails. She is partially made up with blush and lipstick, but she doesn't have any eye makeup on. The camera is steady. # Funnel stage Consideration # Pain points The ad implies the problem of finding an eyeliner that is easy to apply and long-lasting. # Value propositions - 24/7 Liquid Stick Retractable Eyeliner: This product combines the application of a gel pencil with the lasting power of liquid eyeliner. - Comes with a brush: It's fluffy enough to actually blend and soften things # Benefits - Lasts 24 hours - Actually blend and soften things # Features - 24/7 Liquid Stick Retractable Eyeliner - Comes with a brush # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the POV of a beauty influencer, who is reviewing the product while actively applying it. # Storyline - 00:00–00:03 The creator stands in front of a brown wall and holds up three different eyeliner pencils. She is sharing her excitement about the newest eyeliner product. Her message is to show the audience that Urban Decay has a genius idea for eyeliner, and this will hook them. - 00:03–00:07 00:03–00:07: The creator zooms in on one of the liners to display the brush. She then swatches them on her hand and shows them to the camera. The purpose is to display what the eyeliner is like. This is done from her point of view. - 00:08–00:11 00:08–00:11: Text appears on the screen displaying the name of the product and the brand as she holds all three eyeliner pencils in her hand. The intention is to show the audience the names of the brand and product. - 00:11–00:13 00:11–00:13: She applies the eyeliner to her upper eyelid, and a text overlay appears displaying the name of the shade she is using: Melted Onyx. The intention is to show how to apply the eyeliner and also the name of the specific shade she is using. - 00:14–00:17 00:14–00:17: She points to the brush that the eyeliner has on one end and proceeds to use the brush to smudge the eyeliner she just applied. The intention is to show the audience how to use the brush that the eyeliner comes with. - 00:17–00:20 00:17–00:20: She poses, displaying the finished eyeliner on her eyes. She asks, "How easy is that?" The intention is to show the audience the finished look. - 00:20–00:21 00:20–00:21: The creator holds the green eyeliner pencil to her hand, where she swatched the eyeliner colors earlier in the video. The eyeliner shade name, 'Dirty Martini,' appears on screen. The intention is to show the audience the name of the green eyeliner. - 00:21–00:26 00:21–00:26: The creator applies the 'Dirty Martini' shade of eyeliner to her inner corner and the bottom waterline of her eye. The intention is to show how to apply the eyeliner in a different place and for a different look. - 00:26–00:34 00:26–00:34: The creator applies the 'Fluid Fig' shade of eyeliner to her bottom lash line and shares that she likes that the end brush is fluffy enough to blend the eyeliner. The intention is to display how versatile the eyeliner is, as well as the brush that is included. - 00:34–00:37 00:34–00:37: She displays the finished look with the eyeliner. A text overlay appears: Whether you prefer a defined or diffused wing, this is for you. The purpose is to show the audience that the eyeliner is versatile.

# Ad summary This ad features a woman discussing her transition from an anti-aging skincare focus to prioritizing her skin's barrier health and longevity. She highlights the Strivectin Barrier Restore Plus ceramide cream and soothing milky mist. She shares before and after close-ups, showing a visible change. # Brand positioning Strivectin is presented as a skincare brand that focuses on supporting skin longevity, shifting the perspective away from traditional anti-aging. The brand aligns with values of skin health and resilience, promoting a focus on nurturing the skin barrier rather than solely targeting wrinkles. By highlighting the use of ceramides, the brand positions itself as one that considers skin health rather than age, aiming to instill confidence in its users. The brand's approach is functional, focusing on the scientific benefits of the cream and mist. The mist is to be used throughout the day, while the cream is the final step of the daily skincare routine. # Product The ad features Strivectin's Barrier Restore Plus ceramide cream and the Soothing Milky Mist. These products are designed to support and strengthen the skin barrier. The cream is presented as fragrance-free and formulated for sensitive skin, features a hygienic pump, and includes NIA-114, Strivectin's longevity molecule, and turmeric 146 peptide to strengthen the skin barrier and calm visible redness. The soothing milky mist can be used after cleansing and throughout the day to hydrate skin. # Visual style The ad features a UGC style, with the creator filming from her bathroom. It is shot with natural lighting and has quick cuts. The overall aesthetic is casual. The pacing is consistent at roughly 60 BPM. The cuts are synced with the voiceover. # Hooks Spoken: 00:00–00:04: This is what changed when I stopped trying to look younger and started taking care of my skin barrier. Text overlay: 00:00–00:04: This is what changed / 00:00–00:04: when I stopped trying to look younger / 00:02–00:04: and started taking care of my skin barrier / 00:00–00:04: Before / 00:00–00:04: After Visual: 00:00–00:04: The screen is split in half, with a close-up of the right side of a woman's face in the upper half labeled 'Before' and a close-up of the same area of her face in the bottom half labeled 'After'. In the middle, a small square shows the woman standing in a bathroom, wearing a white tank top and gold chain, with her blonde hair in a messy bun. She has light skin, light eyes, and minimal makeup. # Funnel stage Consideration # Pain points The older we get the skin doesn't bounce back the way that it used to. # Value propositions - Focusing more on skin longevity than anti-aging # Benefits - Calms visible redness - Strengthens skin barrier - Skin feels calmer, stronger, and more even - Don't have to dig your fingers in the jar - Makes me more confident in my skin # Features - Strivectin's Barrier Restore Plus ceramide cream - Soothing Milky Mist - Formulated for sensitive skin - Fragrance-free - NIA-114 - Strivectin's longevity molecule - Turmeric 146 peptide - Hygienic pump # Call to action Shop Now at Ulta Beauty # Social proof - This is what changed when I stopped trying to look younger and started taking care of my skin barrier. - Female 1 (Customer) - My skin feels calmer, stronger, and more even - Female 1 (Customer) - Makes me more confident in my skin - Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a real customer sharing her personal experience with the products, offering her advice and product routine. # Storyline - 00:00–00:04 A before-and-after split screen is shown with the creator in a small frame, pointing up at the before picture. - 00:00–00:04 The creator introduces the ad by saying that this is what changed when she stopped trying to look younger and started taking care of her skin barrier, implying that she is sharing her personal experience. - 00:05–00:09 The ad transitions to the creator in front of a bathroom, holding the Strivectin products. - 00:05–00:12 She names the Strivectin products and introduces herself as a 58-year-old. - 00:12–00:14 The creator then speaks about how she used to think that more was more in terms of skincare, which is delivered with a reflective and casual tone. - 00:15–00:18 As a continuation, she states that the older we get, the skin doesn't bounce back the way that it used to, framing the perspective from an older woman. - 00:19–00:25 She points to the side of her face while explaining that she realized her skin didn't need more actives when it started becoming redder and drier and fine lines were actually more noticeable, indicating a focus on skin health rather than aggressive treatments. - 00:26–00:27 She concludes this thought by saying that her skin needed support, indicating that the products will support skin. - 00:28–00:36 The creator introduces the products that she uses by saying "This duo is powered by NIA-114, Strivectin's longevity molecule and turmeric 146 peptide which helps strengthen the skin barrier and calm visible redness. - 00:37–00:44 The creator says that the cream is fragrance-free and formulated for sensitive skin, and shares that she loves the hygienic pump, explaining that you don't have to dig your fingers in the jar, indicating a benefit of cleanliness. - 00:44–00:51 She states that her skin feels calmer, stronger, and more even, focusing more on skin longevity than anti-aging, signaling the benefit of using these products. - 00:51–00:52 She ends by saying that focusing on skin longevity makes her more confident in her skin, which is intended to make the audience feel good. - 00:52–00:54 The ad concludes with a reminder to shop at Ulta Beauty.

# Ad summary This ad promotes StriVectin's Barrier Restore+ Soothing Ceramide Cream, emphasizing its ability to rejuvenate skin without compromising skin health. The ad features a woman holding the product and highlights positive assessment results and its availability at Ulta Beauty. # Brand positioning StriVectin positions itself as a provider of advanced skincare solutions, specifically targeting concerns about aging. The brand emphasizes rejuvenation and health, suggesting its products offer the benefits of younger-looking skin without adverse effects. By focusing on skin health and visible results, StriVectin aims to appeal to consumers who seek effective skincare backed by scientific assessment. The brand occupies a space focused on functional benefits. It aims to provide solutions that are both effective and gentle on the skin, targeting consumers who are looking for skincare that delivers on its promises without compromising long-term skin well-being. # Product The ad features StriVectin's Barrier Restore+ Soothing Ceramide Cream. It's presented as a solution for skin that looks and feels younger, without compromising skin health. The cream is formulated with ceramides to soothe and restore the skin's barrier. The ad highlights that 87% of users agreed their skin looks and feels younger after using the product. It's positioned as a way to "Face Life Stronger," addressing the barrier of aging skin by improving skin health. The product is readily available at Ulta Beauty. # Visual style The ad has a clean and polished aesthetic, with clear visuals and simple backgrounds. The editing style employs quick cuts and direct product shots. The color palette is bright and airy, emphasizing the product's clean and rejuvenating properties. It has the feel of a polished commercial. # Hooks Spoken: 00:00–00:03: Female 1: New Barrier Restore Plus Soothing Ceramide Cream from StriVectin. Text overlay: 00:00–00:03: NEW / 00:00–00:03: BARRIER RESTORE+ / 00:00–00:03: SOOTHING CERAMIDE / 00:00–00:03: CREAM Visual: 00:00–00:03: A woman with dark hair is holding the StriVectin Barrier Restore+ Soothing Ceramide Cream in front of her face. The jar is white with light orange accents on the lid and label. The woman is fair-skinned, and she is wearing gold hoop earrings. A Strivectin logo is visible in the upper right corner. # Funnel stage Consideration # Pain points The ad targets the pain point of skin losing its youthful appearance. It addresses this concern by offering a ceramide cream that promises to restore and rejuvenate the skin. # Value propositions - Barrier Restore+ Soothing Ceramide Cream helps skin that looks + feels younger # Benefits - For skin that looks + feels younger # Features - Soothing ceramide cream # Call to action SHOP NOW AT ULTA # Social proof - "87% AGREED SKIN LOOKS + FEELS YOUNGER" - Based on self-assessment questionnaire of 31 subjects with dry skin after 4 weeks of use as directed. # Point of view - Customer 50% – The ad opens with a woman speaking to the camera as if a user. - Brand 50% – The ad highlights product statistics. # Storyline - 00:00–00:03 A woman holds a jar of Strivectin cream up to the camera. - 00:00–00:03 The woman states the name of the cream: Strivectin Barrier Restore+ Soothing Ceramide Cream. This introduces the product. - 00:03–00:05 A woman touches her face, as text overlay states "87% agreed skin looks + feels younger". This statement highlights the effectiveness of the cream. - 00:05–00:07 The ad shows a shot of the cream jar, next to the words "Face Life Stronger" and "Shop Now at Ulta Beauty". The Ulta Beauty logo is featured prominently. This statement highlights the accessibility of the cream at Ulta Beauty.

# Ad summary An image ad for Ulta Beauty promoting a 20% off in-store sale event. The ad features a group of diverse women, Ulta shopping bags, and various beauty products available at Ulta stores, along with the event dates and location of a specific Ulta store. # Brand positioning Ulta Beauty is presented as a go-to destination for a wide array of beauty products, catering to diverse customers. The brand emphasizes accessibility and value through promotional offers and a wide selection of products. It positions itself as a place where customers can find beauty solutions for various needs, promoting a lifestyle of beauty and self-care. The brand seems to cater to mainstream beauty trends without pushing against established norms, and offers a functional approach to beauty by providing a place to buy a wide range of beauty products. # Product The ad features several beauty products. Sacheu Lip Liner Stay-N Twoo: A lip liner set by Sacheu. Maelys Get-Dreamy: A skincare product, likely a face or night cream. Cecred: A skincare product in a glass bottle with a dropper, likely a serum. The products are promoted as solutions for enhancing beauty routines and addressing specific skincare needs. The advertisement highlights that these products can be purchased at Ulta Beauty, suggesting convenience and accessibility. # Visual style The ad has a bright and vibrant visual style, using warm orange and cool blue tones. The photos are well lit and the subjects appear healthy and happy. The image appears to be a collage of photos and product shots over a gradient background, providing a clean and approachable feel. # Hooks Headline: 20% off in store only # Funnel stage Bottom of funnel (Conversion) # Pain points The ad presents a need for customers to stock up on beauty and skincare products, addressing the need for access to discounted makeup and skincare items. # Value propositions - Limited time offer of 20% off in store only # Benefits - 20% off in store only # Features - Lip Liner - Skincare - Face cream - Serum # Call to action None used. # Point of view - Customer: The ad conveys the POV of the customer through images of women using and enjoying the products and shopping at Ulta, particularly through social connection. # Storyline - The ad opens with a scene of three smiling women, suggesting happiness and social connection linked to beauty shopping at Ulta. The perspective is that of the customer, showing the enjoyment of shopping together. - Then there's a shot of a woman applying a lip product, which conveys a beauty routine and product usage, highlighting the application of the products. - The ad then shows a woman holding an Ulta shopping bag, conveying that the experience involves purchasing from Ulta. The perspective is that of a customer happily shopping. - Lastly, the ad mentions a limited-time discount for an in-store purchase at a specific location, urging immediate action to take advantage of the sale, which is meant to push for conversion.

# Ad summary This ad showcases StriVectin's Barrier Restore+ Soothing Ceramide Cream and emphasizes how it helps people achieve confidence by having their outside appearance reflect how they feel on the inside. The ad includes before and after shots and highlights ingredients and the benefits of the cream. # Brand positioning StriVectin presents itself as a skincare brand focused on empowering individuals to achieve a sense of internal and external confidence. The brand suggests that feeling young and strong on the inside should be reflected in one's outward appearance. The brand positions itself as a supporter of resilience and self-assurance, offering products that help people achieve a stronger, younger, and more confident version of themselves. StriVectin aims to stand out in the beauty market by aligning skin health with inner well-being. # Product The Barrier Restore+ Soothing Ceramide Cream by StriVectin is a skincare product designed to strengthen the skin barrier, reduce redness, smooth texture and wrinkles, and promote skin longevity. It contains ingredients like Turmeric-146 Peptide™, CICA, and NIA-114®. The cream is suitable for individuals experiencing compromised skin barriers and looking to achieve a more resilient and confident appearance. This cream targets signs of a compromised barrier and is clinically proven to immediately start strengthening the skin barrier. The key selling points emphasize visible improvements in skin health, soothing of sensitized skin, and reduction of redness, ultimately helping users feel younger and more confident. # Visual style The ad has a polished aesthetic with a mix of close-up shots, split screens, and product demonstrations. The editing style includes quick cuts and smooth transitions. The production quality appears high-end. The pacing is consistent, creating a sense of rhythm. # Hooks Spoken: 00:00–00:02 Stronger, younger, longer. Text overlay: 00:00–00:01 STRONGER / 00:00–00:02 StriVectin / 00:01–00:02 YOUNGER Visual: 00:00–00:01 A close-up shot of a light-skinned woman with dark hair and a pink button-up shirt. She is looking directly at the camera with her hands in a triangle shape framing her face. The text 'STRONGER Strivectin' is displayed on the screen. / 00:01–00:02 A close-up shot of a light-skinned woman with dark hair and a pink button-up shirt. She is looking directly at the camera with her hands in a triangle shape framing her face. The text 'YOUNGER Strivectin' is displayed on the screen. # Funnel stage Consideration # Pain points The ad addresses the frustration of feeling that one's outer appearance doesn't match their inner self. The quote that signals this frustration is: "I feel younger than my age, and I want the outside to reflect the inside." # Value propositions - Targets signs of a compromised barrier, clinically proven to immediately start strengthening the skin barrier # Benefits - Soothes sensitized skin - Reduces redness - Smooths texture and wrinkles - Promotes skin longevity # Features - Contains Turmeric-146 Peptide™ - Contains CICA - Contains NIA-114® # Call to action SHOP NOW AT ULTA BEAUTY # Social proof - "87% AGREED SKIN LOOKS + FEELS YOUNGER" # Point of view - Customer 50% – The majority of the ad features testimonials from the customer and highlights how the product makes her feel. - Brand 50% – The ad also features the brand introducing the product, listing its features and benefits, and encouraging the viewer to purchase. # Storyline - 00:00–00:02 The ad begins with the phrases 'Stronger, younger, longer' being displayed on the screen. - 00:02–00:06 The storyline continues with the introduction of StriVectin's new Barrier Restore+ Soothing Ceramide Cream. - 00:06–00:08 The ad then states that 87% agreed skin looks and feels younger. - 00:08–00:12 Next, a woman speaks of feeling younger than her age and wanting her outside appearance to match how she feels on the inside. - 00:12–00:25 The storyline transitions to highlighting that the product is clinically proven to target signs of a compromised barrier and lists ingredients. The woman then speaks to no longer compromising and becoming her most confident self to find strength and softness now and in the future, and for a more resilient self. - 00:25–00:31 The ad ends with showing the new cream, stating it is available at Ulta, and 'face life stronger'.

# Ad summary This image ad by Ulta Beauty promotes an in-store offer of 20% off in Tukwila, WA from March 20-22. The ad features a variety of beauty products from brands like Sacheu, Cécéd, and Maelys, along with images of diverse women. # Brand positioning Ulta Beauty is positioned as a retailer of a wide range of beauty products, catering to diverse customers. The brand is presented as a go-to destination for various beauty needs, offering both established and emerging brands. Ulta aims to be accessible and inclusive, promoting a fun and vibrant approach to beauty, as well as pushing against the notion that beauty is one-size-fits-all by showcasing diversity. The focus is on empowering customers to explore and express their individual beauty preferences, positioning itself as a comprehensive and customer-focused beauty retailer. # Product The ad features multiple beauty products from different brands. Sacheu Lip Liner Stay-N Trio, a set of three lip liners. Cécéd, a product packaged in a silver bottle with a dropper, described as "STORING HAR & EDGE TES REPARATRICES DEE ET CUT CHEVELE." Maelys GET-DREAMY, is an Overnight Toning Body Whip in a purple jar. The ad does not explicitly state USPs for each product, but implicitly promotes them as part of Ulta's curated beauty collection, suggesting they are worth trying or buying through the in-store discount offer. # Visual style The ad features a clean and vibrant visual style with a gradient orange background. The images of diverse women and beauty products are well-lit and professionally shot, suggesting a high production quality. The use of bold text and clear layout enhances scannability. The design aims to be visually appealing and informative, fitting for an in-feed ad. # Hooks Headline: 20% off in store only # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies the potential inconvenience or higher cost of not shopping during the promotional period, as the discount is only available in-store and for a limited time: "20% off in store only." # Value propositions - Limited-time discount encourages immediate action - Range of beauty products from multiple brands, all available at Ulta # Benefits - In-store discount of 20% off # Features - Sacheu Lip Liner Stay-N Trio - Cécéd (product for hair & edge repair) - Maelys GET-DREAMY Overnight Toning Body Whip # Call to action None used. # Point of view - Brand: The Ulta Beauty logo and promotional text represent the brand's point of view, aiming to attract customers to their store. - Customer: The images of diverse women using or showcasing the products offer a customer perspective, suggesting relatability and demonstrating the products in use. # Storyline - The Ulta Beauty logo is prominently displayed at the top, immediately establishing the brand and setting the stage for the ad. The brand is communicating its identity upfront so customers can quickly associate the promotion with Ulta. - Images of diverse women are shown to reinforce Ulta's commitment to inclusivity and appeal to a wide audience. The brand is demonstrating that its products are for everyone, irrespective of background or skin tone. - Various beauty products are featured throughout the ad, showcasing the range of options available at Ulta. Ulta is communicating the availability of products from different brands and categories. - The offer of "20% off in store only" for a limited time is prominently displayed in the center, creating a sense of urgency. The brand is incentivizing viewers to visit the Tukwila location to take advantage of the discount. - The location of the Ulta store in Tukwila is listed, providing viewers with clear information on where they can redeem the offer. The brand is providing logistical details so customers can act on the offer.

# Ad summary This Meta image ad announces the opening of a new Ulta Beauty store. The ad uses a collage-style layout with lifestyle imagery and product placement to attract potential customers and inform them of the new location. # Brand positioning Ulta Beauty is positioned as a leading retailer in the beauty and cosmetics industry. The brand aims to be the go-to destination for beauty enthusiasts, offering a wide range of products from various brands, as well as its own branded products. Ulta emphasizes accessibility and inclusivity, catering to diverse beauty needs and preferences. The brand aligns with a lifestyle of self-expression and confidence through beauty. Ulta follows the category norms of providing a curated selection of beauty products but pushes against the behavior of exclusive high-end beauty retailers by aiming for inclusivity. The brand positioning is both functional (offering a wide range of products) and emotional (empowering customers to express themselves through beauty). # Product The ad showcases multiple beauty products from different brands. The products include: Sacheu Lip Liner Stay-N Two, Maelys Get-Dreamy Face Mask, and a serum from the brand CECRED. The Sacheu lip liner is a set of two lip liners that help to define and enhance the lips. The Maelys Get-Dreamy Face Mask is a skincare product designed to hydrate and rejuvenate the skin. The CECRED serum is a skincare product that works to moisturize and revitalize the skin. The ad emphasizes that these products are worth trying for their ability to enhance beauty routines and provide skincare benefits. # Visual style The ad has a vibrant and modern visual style, utilizing a gradient background and collage-style layout. The images are well-lit and feature diverse models, creating a sense of inclusivity and approachability. The overall aesthetic is clean and polished, with a focus on showcasing the beauty products in an appealing way. # Hooks Headline: Opening Soon North Riverside # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Not explicitly stated. # Benefits - Not explicitly stated. # Features - SACHEU LIP LINER STAY-N TWO - MAELYS GET-DREAMY - CECRED # Call to action None used. # Social proof - None used. # Point of view - Customer: Shown via the woman applying lip liner, this POV demonstrates the product in use, providing a tangible example of how it can be incorporated into a beauty routine. - Brand: Shown via the model carrying an Ulta Beauty shopping bag and the text announcing "Opening Soon North Riverside", this POV highlights the connection between the Ulta store and beauty products, enticing the audience to visit the new location. # Storyline - The ad opens with a collage of images featuring diverse models, which aims to create a sense of inclusivity and connection with the audience. This imagery showcases potential customers that reflects the brand’s message of beauty for everyone. The brand is telling this part of the story. - Next, the ad shows a woman applying lip liner. This visual demonstrates the product in use, providing context to the audience about how the product can be incorporated into their beauty routine. The customer is telling this part of the story by visually demonstrating how the product is used. - The ad features a model carrying an Ulta Beauty shopping bag, paired with product shots. This image shows the connection between the Ulta store and beauty products that the brand offers, enticing the audience to visit the new location. The brand is telling this part of the story. - The ad culminates in announcing the opening of a new store location. This tells the audience where they can find the products and brand experience. The brand is telling this part of the story.

# Ad summary This ad is for StriVectin's Barrier Restore+ Soothing Ceramide Cream. The ad features shots of the product and its texture, a woman applying the product to her face, and text overlays that highlight the cream's benefits, such as its ability to soothe sensitized skin, reduce redness, and promote skin longevity. # Brand positioning StriVectin is presented as a brand that is dedicated to helping customers achieve youthful and healthy skin. The ad focuses on its ability to target the signs of compromised skin barriers and promote resilient, glowing, and soft skin. The brand positions itself as a solution for skin that not only looks younger but also acts younger. It emphasizes scientifically backed results with language like 'clinically proven'. Overall, StriVectin aims to be seen as a functional skincare brand that delivers visible results, pushing against norms that rely solely on aesthetic enhancements. # Product The featured product is StriVectin's NEW Barrier Restore+ Soothing Ceramide Cream, presented as a solution to target signs of a compromised barrier. It is designed to make skin resilient, glowing, and soft to the touch. The ad highlights that the product is clinically proven to target signs of a compromised barrier. The key ingredients include Turmeric-14C Peptide, which soothes sensitized skin and reduces redness, and Cica, which smooths texture and wrinkles. The product features NIA-114, which promotes skin longevity. The ad addresses purchase barriers by presenting the cream as suitable for sensitive skin, highlighting that 87% of users agree that their skin looks and feels younger after use. # Visual style The ad has a clean and polished aesthetic, typical of skincare commercials. It uses a combination of close-up product shots, ingredient visuals, and shots of a woman applying the product. The editing style includes quick cuts between product features, ingredients, and results. The production quality is high-end, with soft, diffused lighting and smooth transitions that support a luxurious and scientific tone. The pacing is consistent, with cuts timed to coincide with voiceover lines and on-screen text reveals. # Hooks Spoken: 00:00–00:01 – What does youthful skin look like? Text overlay: 00:00–00:01 – WHAT DOES / 00:00–00:01 – YOUTHFUL / 00:00–00:01 – SKIN LOOK LIKE? / 00:00–00:18 – StriVectin Visual: 00:00–00:01 / Close-up shot of thick, white cream swirled on a flat surface, filling the frame. The camera is stationary. Text appears over the cream: 'WHAT DOES YOUTHFUL SKIN LOOK LIKE?' Below that is the 'StriVectin' logo. # Funnel stage Middle of funnel (Consideration) # Pain points The ad targets individuals concerned about compromised skin barriers, which can lead to dryness, redness, sensitivity, and a prematurely aged appearance. “Clinically proven targets signs of a compromised barrier*” # Value propositions - Clinically Proven: Suggests reliability and effectiveness verified by testing. - Key ingredients (Turmeric-14C Peptide and Cica): Highlights natural compounds known for soothing and smoothing effects - NIA-114 Promotes Skin Longevity: Positions the product as contributing to long-term skin health and anti-aging. # Benefits - Targets signs of a compromised barrier - Soothes sensitized skin - Reduces redness - Smooths texture and wrinkles - Promotes skin longevity - Skin looks + feels younger # Features - Barrier Restore+ Soothing Ceramide Cream - Turmeric-14C Peptide - Cica - NIA-114 # Call to action Shop Now At Ulta Beauty # Social proof - “87% AGREED SKIN LOOKS + FEELS YOUNGER*” # Point of view - Brand 100% – This ad uses the brand's voice to promote their product and its features. # Storyline - 00:00–00:01 00:00–00:01 - 00:00–00:01 The ad opens with a question: 'What does youthful skin look like?' - 00:00–00:01 The question is intended to make the viewer think about their own skin and what they desire in terms of a youthful appearance. The tone is inquisitive and inviting, setting the stage for the product reveal. - 00:00–00:01 This question is posed by the brand to engage the audience and introduce the topic. - 00:02–00:05 00:02–00:05 - 00:02–00:05 The ad introduces the StriVectin's 'NEW Barrier Restore+ Soothing Ceramide Cream'. - 00:02–00:05 The messaging here introduces a new product with a focus on restoration and soothing. It’s presented as a solution to the question in the previous beat. - 00:02–00:05 The brand is taking over, introducing a new product line and highlighting it. - 00:05–00:09 00:05–00:09 - 00:05–00:09 Close-up shots of a woman’s face segue into visuals of ingredients being mixed in a scientific setting. The ad highlights that the cream is 'clinically proven targets signs of a compromised barrier', and lists ingredients such as 'Turmeric-14C Peptide' to soothe sensitized skin and reduce redness and 'Cica' to smooth texture and wrinkles. - 00:05–00:09 This beat provides evidence and specific details about the product's effectiveness, aiming to build trust by showcasing scientific validation and functional benefits. - 00:05–00:09 The brand is directly addressing the viewer with facts, reinforcing the validity of the cream with science and evidence. - 00:09–00:14 00:09–00:14 - 00:09–00:14 Visuals shift to show NIA-114 promoting skin longevity, along with a woman applying the cream to her face. A text overlay states '87% Agreed Skin Looks + Feels Younger'. - 00:09–00:14 This section leverages a user experience in conjunction with statistics to demonstrate value. The ad is emphasizing the effects of using the product. - 00:09–00:14 The brand reinforces the benefits by showing an actual customer and using a statistic to prove the cream's value. - 00:14–00:18 00:14–00:18 - 00:14–00:18 The ad ends by reintroducing the product name and summarizing its purpose: 'Face Life Stronger. Shop Now at Ulta Beauty'. - 00:14–00:18 Here the brand delivers a call to action. By stating, 'Face Life Stronger,' the brand suggests emotional support with the product's efficacy. - 00:14–00:18 The brand is speaking from the perspective of a company to persuade customers to purchase the cream.

# Ad summary This ad for Urban Decay promotes their Ulta-exclusive 24/7 Liquid Stick Liners through a makeup demo. The model applies and showcases three different shades of the eyeliner on her eyes, highlighting the shimmery and duochrome finishes as well as the built-in blending brush. The ad ends with a call to action to shop all nine shades at Ulta. # Brand positioning Urban Decay is presented as a modern, edgy makeup brand that offers high-pigment products and caters to those who want to experiment with their look. The brand positions itself as offering bold colors and innovative products, pushing against the trend of more natural or neutral makeup. The ad also promotes the brand's Ulta-exclusive line, indicating a strong partnership with the retailer. Overall, Urban Decay aims to occupy the space of a daring, trend-setting brand that enables self-expression through makeup. # Product The ad features Urban Decay's Ulta-exclusive 24/7 Liquid Stick Liners, described as available in shimmery and duochrome finishes. The eyeliner has a built-in fluffy blending brush for easy diffusion. The ad showcases three shades: Ruby Drip, Solar Flick, and Denim Wash. The product comes in nine shades, and can be purchased at Ulta. # Visual style The ad has a clean, polished aesthetic with a focus on showcasing the product and its application. The editing style includes quick cuts and close-ups to highlight the details of the eyeliner and its effects. The production quality feels polished, suggesting a professional commercial. The pacing is fast-paced, aligning with the upbeat music and the need to convey a lot of information in a short amount of time. # Hooks Spoken: 00:09–00:10 [Music] Boss ass finish # Funnel stage Consideration # Pain points None used. # Value propositions - The Ulta-exclusive shades of the 24/7 Liquid Stick Liners offer unique colors that can only be found at Ulta. - The built-in fluffy blending brush offers easy diffusion for the product. # Benefits - Easy diffusion # Features - Ulta-exclusive shades - 24/7 Liquid Stick Liners - Built in fluffy blending brush - Available in shimmery + duochrome finishes # Call to action Shop all 9 shades at Ulta # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the POV of the user applying the product and showing the final look. # Storyline - 00:00–00:01 00:00–00:01 The model is shown directly facing the camera, holding several different colored eyeliners up to the camera. She has a full face of makeup, including winged eyeliner. The text overlay introduces the product. - 00:01–00:06 00:01–00:06 The model applies three different colored eyeliners to her upper lashline while facing the camera in a close up. The product name is displayed as a text overlay during application. - 00:06–00:11 00:06–00:11 The screen splits into three sections, each showcasing the application of a different eyeliner color. A text overlay highlights the available finishes. - 00:11–00:13 00:11–00:13 A close up is shown of the fluffy blending brush. A text overlay highlights that the product has a built-in fluffy blending brush for easy diffusion. - 00:13–00:15 00:13–00:15 A tattooed arm shows swatches of different colored eyeliners. The model, holding several different colored eyeliners, is shown facing the camera. A text overlay highlights that all nine shades can be purchased at Ulta.

# Ad summary This ad is promoting the opening of a new Ulta Beauty store in Alexandria. The ad showcases different beauty products available at Ulta, as well as images of women using and enjoying the products. # Brand positioning Ulta Beauty is presented as a one-stop destination for all beauty needs. The brand is positioned as accessible and inclusive, showcasing a variety of beauty products and catering to a diverse range of customers. The inclusion of different beauty brands within the ad, like Sacheu and Maelys, suggests that Ulta offers a wide selection of both established and emerging brands, appealing to customers who want variety and the opportunity to discover new products. Ulta seeks to occupy a space in the consumer's mind as a go-to retailer for both everyday essentials and on-trend beauty finds. # Product The ad features multiple beauty products, each with distinct functions and brands, all available at Ulta Beauty. There is the SACHEU Lip Liner Stay-N Two lip liner set, and the MAELYS Get-Dreamy overnight brightening treatment. The CECRED serum is also featured, though its specific function is not mentioned. The lip liners are shown in a pack of two, suggesting a variety of shades or a backup, and are packaged in a slim, modern design. The Maelys product is packaged in a cylindrical tub, emphasizing its use as a nighttime treatment. The CECRED product is packaged in a glass bottle with a dropper, implying a skincare serum for daily use. These products cater to anyone interested in beauty and skincare. # Visual style The ad features a bright and clean aesthetic with a gradient background and a grid-like layout of images. The use of natural lighting in the outdoor shot, combined with the polished product shots, gives it a modern and approachable feel. The typography is simple and legible, ensuring the message is easily scannable. The overall style is consistent with typical in-feed social media ads. # Hooks Headline: Opening Soon # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Ulta Beauty store is opening soon in Alexandria, Virginia # Benefits - Brightening - Toning - Smoothing - Refining - Clarifying # Features - SACHEU LIP LINER STAY-N TWO - MAELYS GET-DREAMY Overnight Brightening Treatment Toning, Smoothing, Refining - CECRED FERMENTED RICE & CLAY CLARIFYING TREATMENT # Call to action None used. # Social proof - None used. # Point of view - Brand: The Ulta Beauty logo and 'Opening Soon' announcement establish the brand's presence and message. - Customer: Images of women smiling and interacting with products illustrate their experiences and perspectives as users of Ulta's offerings. # Storyline - The ad opens with a bright, gradient background and the Ulta Beauty logo, immediately establishing the brand and setting a positive, energetic tone from the brand's perspective. This captures attention and invites viewers to explore what Ulta has to offer. - A collage of images shows diverse women smiling and posing, presenting Ulta as inclusive and community-oriented from the customer's perspective. This reinforces the idea that Ulta welcomes and celebrates beauty in all forms, making potential customers feel seen and valued. - Additional images showcase a woman applying lip products and another holding an Ulta shopping bag, subtly demonstrating product use and satisfaction from a customer's point of view. This makes the products tangible and desirable, suggesting a positive experience and outcome. - The ad highlights the 'Opening Soon' of a new Ulta Beauty store in Alexandria, providing the address. From the brand's perspective, this is a direct announcement and invitation to visit the new location, driving local awareness and foot traffic.

# Ad summary This ad for Ulta Beauty promotes a sale in store in Alexandria, VA on March 27-29. The ad features images of women as well as the products being advertised. # Brand positioning Ulta Beauty is presented as a one-stop destination for beauty and cosmetic products, offering a wide range of items from skincare to makeup. The ad features happy women, implying that the brand is associated with joy and confidence. By showcasing a diverse group of women, Ulta Beauty is positioned as inclusive and accessible to a broad audience. This positions the brand as a place where customers can find everything they need to enhance their beauty and well-being. # Product The ad promotes a range of beauty products. The products include a Sacheu lip liner set that includes two lip liners. It also features the Maelys Get-Dreamy overnight treatment. Finally, there is the CECRED serum, which comes in a glass bottle with a dropper. The ad creates the impression that Ulta carries products to fit everyone's needs. # Visual style The ad has a clean, modern visual style. The use of a gradient background and the placement of images and products create a balanced layout. The images are well-lit and feature diverse women, which gives the ad a sense of inclusivity and approachability. The focus on product presentation, combined with the clear promotional text, makes the ad scannable and effective in conveying its message. # Hooks Headline: 20% off in store only # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - In store savings for beauty and skincare products. # Benefits - 20% off in store # Features - Lip liner set - Overnight skin treatment - Hair serum # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand POV is visible in the top banner with the Ulta Beauty logo and the bottom text with store information, setting the context and providing promotional details. - Customer: The customer POV is conveyed through the images of the women in the ad, suggesting the joy and satisfaction associated with the brand and its products. # Storyline - The ad begins with the Ulta Beauty logo, immediately establishing the brand and setting the tone for a beauty-focused advertisement. The perspective is from the brand, introducing itself to the viewer. - Next, the ad showcases various women to convey inclusivity and a welcoming environment for all beauty enthusiasts. The viewer experiences the ad from the brand's perspective, highlighting its diverse customer base. - The ad presents a shot of a woman applying lip product, which helps to demonstrate the product in use. The audience sees the ad from the customer's perspective, showing how the product can be incorporated into their beauty routine. - Finally, the ad presents products along with the dates for an in-store promotion, plus the store location. This prompts immediate action, offering a clear incentive to visit the store. The view switches back to the brand perspective to highlight its current offer.

# Ad summary A creator shows off Urban Decay's new 24/7 Liquid Stick eyeliners. She begins by holding all 9 of the eyeliners in front of her face before displaying the applicator of one eyeliner and swatching it on the back of her hand. Then, she shows off different eye makeup looks with different colors of eyeliner. # Brand positioning Urban Decay is presented as a beauty brand that offers a diverse range of makeup products, with a focus on eyeliners in various colors. The brand seems to be positioned as modern and edgy, emphasizing bold and creative expression through makeup. Urban Decay aligns with a lifestyle that embraces individuality and experimentation with vibrant colors. The brand pushes against the norm of typical beauty brands through their eyeliners that add pops of color. With their product design and color names, Urban Decay occupies the space of self-expression, targeting those who are young and want to have fun with their makeup. The brand's positioning leans towards being emotional because it inspires you to be unapologetically yourself. # Product The featured product is Urban Decay's 24/7 Liquid Stick eyeliner. It comes in 9 different shades. The product is for those who want to add pops of color to their eye makeup. The eyeliner is a liquid formula that allows for thin-to-thick lines. The product has a built-in fluffy blending brush. The product allows for you to create diverse makeup looks. # Visual style The ad has a polished aesthetic and is well-lit with natural lighting. The editing style features quick cuts. The production quality is high, and the pacing is consistently quick. # Hooks Spoken: Let's try all 9 shades of Urban Decay's NEW 24/7 Liquid Sticks Text overlay: Let's try all 9 shades of Urban Decay's NEW 24/7 Liquid Sticks Visual: 00:00–00:02 The creator holds 9 eyeliners in front of her face. She is a light-skinned woman with long black braided hair and a nose piercing. She is wearing a white shirt and has silver earrings. In the background is a white door. # Funnel stage Consideration # Pain points None used. # Value propositions - The all in one eyeliner allows you to create diverse makeup looks with ease. - 9 shades allow you to experiment with pops of color. # Benefits - Offers 9 shades - Offers thin to thick lines # Features - Built in fluffy blending brush - Thin to thick lines # Call to action Get yours today! # Social proof - None used. # Point of view - Customer 100% – The creator shows off different makeup looks to demonstrate the eyeliner's capabilities. # Storyline - 00:00–00:02 The creator holds up the eyeliners to the camera. - 00:02–00:04 The creator holds up one of the eyeliners to the camera. - 00:04–00:06 The creator shows the brush on the opposite side of the eyeliner. - 00:06–00:08 The creator swatches the eyeliner on the back of their hand. - 00:08–00:10 The creator applies the blue eyeliner. - 00:10–00:11 The creator shows off the makeup look with the blue eyeliner. - 00:11–00:13 The creator applies the blue eyeliner again to the other eye. - 00:13–00:15 The creator shows off the finished blue eyeliner look again. - 00:15–00:16 The creator applies brown eyeliner. - 00:17–00:19 The creator applies green eyeliner. - 00:19–00:21 The creator applies maroon eyeliner. - 00:21–00:24 The creator applies pink eyeliner. - 00:25–00:26 The creator applies purple eyeliner. - 00:26–00:28 The creator applies light blue eyeliner. - 00:28–00:30 The creator applies orange eyeliner. - 00:30–00:33 The creator applies black eyeliner. - 00:33–00:34 The creator shows off all of the eyeliner swatches on their arm. - 00:34–00:37 The creator holds all the eyeliners in front of her face again.

# Ad summary This ad showcases Urban Decay's 24/7 Liquid Stick Retractable Liners. A woman demonstrates the liners on her hand and on her eyes, highlighting the formula and the ease of use. The ad calls out multiple colors and directs viewers to purchase the product at Ulta. # Brand positioning Urban Decay is presented as a trend-setting cosmetics brand offering innovative, high-performance products that are designed to change the user's makeup routine. The brand focuses on functional benefits like waterproof and smudge-proof wear while also highlighting the ease of use. With a sleek and modern aesthetic, Urban Decay positions itself as a brand that caters to makeup enthusiasts seeking quality and convenience, pushing against traditional eyeliners by offering a dual-ended product that combines smooth application with a built-in blending brush. # Product The Urban Decay 24/7 Liquid Stick Retractable Liner is a dual-ended eyeliner featuring a smooth gel on one side and a built-in fluffy blending brush on the other. Marketed for its high impact and easy diffusion, this product offers up to 24-hour wear, making it waterproof, smudge-proof, and transfer-proof, or as the ad states, "basically life-proof." It is designed for individuals looking for a versatile eyeliner that combines the ease of a pencil with the intensity of a liquid liner. The product promises a gorgeous formula that glides on smoothly like a pencil, and it is available in nine shades, as well as an array of colors to suit various makeup styles. # Visual style The ad has a clean and polished aesthetic with a focus on product demonstration. The editing style includes quick cuts to showcase the product in use and highlight its features. The production quality is high, with clear lighting and sharp focus on the product. The pacing is consistent, maintaining a rhythm that keeps the viewer engaged and informed. # Hooks Spoken: Female 1: [Enthusiastically] This retractable eyeliner / Female 1: [Enthusiastically] just changed my makeup routine. Text overlay: 00:00–00:01 / just changed my makeup routine Visual: 00:00–00:01 A close up shot of an individual's hand holding the product with the brand name and logo shown in the upper portion of the screen. The individual uses the product to make swatch marks on the back of their hand. / 00:01–00:02 A close up of the blue eyeliner set against a light gray background. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the problem of eyeliners that don't last long, smudge easily, or transfer, causing frustration and inconvenience for the user. Quote: "They're waterproof, smudge-proof, transfer-proof, basically life-proof with up to 24-hour wear." # Value propositions - Life-proof eyeliner that lasts up to 24 hours - Dual-ended design that combines smooth gel application with a built-in blending brush for easy diffusion - The formula glides on smooth like a pencil with high impact results # Benefits - Waterproof - Smudge-proof - Transfer-proof - Up to 24-hour wear - Smooth application - High impact - Easy diffusion # Features - Retractable eyeliner - Dual-ended (smooth gel on one side, built-in fluffy blending brush on the other) # Call to action Which one are you picking up? # Social proof - "This retractable eyeliner just changed my makeup routine" – Female 1 (Customer) - "These will definitely become a staple in my makeup routine" – Female 1 (Customer) # Point of view - Customer 100% – The customer speaks from their own experience using and reviewing the product. # Storyline - 00:00–00:02 The ad begins with the presenter talking about the product she is using. - 00:02–00:06 The presenter announces the launch of the new product, Urban Decay 24/7 Liquid Stick Retractable Liners. - 00:06–00:09 The ad highlights the waterproof, smudge-proof, and transfer-proof features of the eyeliner, emphasizing its long-lasting quality. - 00:09–00:16 Continuing the features, the presenter explains that the eyeliner offers up to 24-hour wear and is dual-ended with a smooth gel on one side and a blending brush on the other. - 00:16–00:23 The ad highlights the formula quality, noting that the liner glides on smoothly, is high impact, and diffuses easily. - 00:23–00:27 The presenter states that the product will become a staple in her makeup routine, and ends the ad by asking the viewer which color they will be purchasing, as well as announcing that the product is available at Ulta.

# Ad summary This ad promotes the Urban Decay 24/7 Liquid Sticks eyeliner. The ad features a model in a studio setting with a blue background. It uses different camera angles and shows the product held in a person's hand. The text overlays highlight key product attributes. # Brand positioning Urban Decay is presented as a bold and edgy beauty brand, known for its high-performance and innovative products. The brand embraces individuality and self-expression, encouraging users to break beauty norms and experiment with their looks. The brand leans heavily into trend-forward aesthetics and is designed for those who want to stand out and push boundaries. Urban Decay aims to occupy a space of creative freedom and empowerment within the beauty industry. # Product The advertised product is the Urban Decay 24/7 Liquid Sticks retractable eyeliner. This product is for makeup enthusiasts who want to create bold and precise eye looks. The eyeliner is highlighted as having a smooth pencil glide and a formula that is suitable to "get wet." The retractable design makes the product easy to use and carry. The ad showcases the eyeliner's ability to create various lines, from thin and precise to blended and smoky. # Visual style The ad features a polished, high-end production quality with a vibrant and modern aesthetic. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The use of a blue color palette throughout the ad provides a cohesive and visually appealing look. The pacing is fast, with frequent cuts and transitions that match the beat of the music. The ad utilizes a hybrid style, combining elements of a commercial with a trend-forward visual approach. # Hooks Text overlay: URBAN DECAY Visual: 00:00–00:01: Abstract shot of blurred grey and brown mixing with neon blue. The Urban Decay logo appears in white in the center of the frame. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The 24/7 Liquid Sticks retractable eyeliner offers the benefit of easy application and a long-lasting, waterproof formula. # Benefits - Lines made to get wet # Features - 24/7 LIQUID STICKS - retractable eyeliner - pencil glide # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad showcases the brand's perspective through professional visuals, product claims, and stylistic choices. # Storyline - 00:00–00:01 The ad opens with a shot of water that then resolves into a model. - 00:01–00:02 The camera focuses on the model, who is posing provocatively. - 00:02–00:04 A hand appears and places the Urban Decay 24/7 Liquid Sticks eyeliner on a blue surface. - 00:05–00:07 The text "LIQUID VIBE" appears, and the scene transitions to a shot of the model's face reflected in water. This shot emphasizes the brand's association with a bold and trend-forward look. - 00:07–00:08 The camera zooms in on the tip of the eyeliner, highlighting its precise design and smooth application. The text "PENCIL GLIDE" reinforces this feature. - 00:08–00:10 The model's face reappears, reflected in water, showcasing the eyeliner's use in creating a dramatic eye look. The text "LINES MADE TO GET WET" suggests the eyeliner's waterproof or long-lasting properties. - 00:10–00:11 Text appears that reads "LINE BLEND RULE BEND," again showing the brand's bold messaging. - 00:11–00:14 The eyeliner product is shown again, emphasizing its features. The text "24/7 LIQUID STICKS retractable eyeliner" is displayed to reinforce the product name and benefits. - 00:14–00:15 The ad concludes with the Urban Decay logo on a blue background, reinforcing brand recognition.

# Ad summary This image ad promotes the grand opening of an Ulta Beauty location, with a focus on beauty products available there. The ad uses imagery of women, presumably customers, and product placement to convey a sense of excitement and invitation. # Brand positioning Ulta Beauty is presented as a one-stop destination for all things beauty, offering a wide range of products, from skincare to makeup. The ad is bright and inviting, positioning Ulta as a friendly and accessible brand. By featuring diverse women, Ulta aims to connect with a broad audience and create a sense of community. The overall tone is upbeat and positive, suggesting that Ulta is a place where customers can discover new products, express themselves, and feel confident in their own skin. # Product The ad showcases several beauty products available at Ulta Beauty. First, the SACHEU Lip Liner Stay-N Trio, priced at $35, is a set of three lip liners. Second, the CECRED hair product that is shown in a silver bottle with a dropper, labeled as "SORTING HAR & EDGE TIES REPARATRICES DEE ET CUT CHEVELE 50 m/ 1.7 FL Oz". Third, the MAELYS GET-DREAMY Overnight Toning Body Whip is in a purple jar. Also featured is an unlabeled lipstick tube, being applied by a woman. These products aim to improve beauty routines, from daily makeup to overnight skincare. # Visual style The ad has a clean and modern visual style, using a bright color palette to draw attention. The product placement is well-lit, and the overall composition is balanced. The use of diverse models and lifestyle imagery aims to create a relatable and aspirational aesthetic. The design feels optimized for social media, with a clear focus on scannability and visual appeal. The contrast of the text against the colored background ensures readability and helps the key message stand out. # Hooks Headline: We're open! # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - The Ulta location is now open. - Brand variety # Benefits - Location opening # Features - Lip Liner Stay-N Trio - Overnight Toning Body Whip - SORTING HAR & EDGE TIES REPARATRICES DEE ET CUT CHEVELE # Call to action None used. # Point of view - Brand: The brand's POV is present throughout the ad, conveying the brand's identity and promoting its products. - Customer: The ad features images of women, reflecting the target audience's perspective and demonstrating the appeal of the products. # Storyline - The ad opens with a bright orange and pink gradient background, immediately capturing the viewer's attention. The brand logo, "ULTA BEAUTY," is prominently displayed at the top, establishing the brand presence. The brand is telling the audience what they will be seeing in the ad. - Next, a set of photos showcases diverse women. This creates a sense of inclusivity and suggests that Ulta Beauty welcomes customers from all backgrounds. The brand is including this to connect with potential customers. - The ad announces, "We're open!" This creates a sense of excitement and invitation, encouraging viewers to visit the new location. The brand is attempting to drive foot traffic with this announcement. - Finally, the ad lists the location's address: "Victoria, 9103 N Navarro St Victoria, TX 77904". The address provides practical information for those interested in visiting. This is included to give the specific location of the Ulta grand opening.

# Ad summary This ad for Ulta Beauty promotes eyeshadow products, highlighting different brands, colors, and formats. The central focus is on eyeshadow products. # Brand positioning Ulta Beauty is presented as a one-stop destination for a wide range of beauty products, offering customers the opportunity to explore and experiment with different brands and styles. The brand is a retailer, and therefore is not aligned with a singular, specific aesthetic. The brand positions itself as a place where 'beauty happens'. # Product This ad features a selection of eyeshadow products from different brands including eyeshadow sticks, mascara, and eyeliner. Products included are: Anastasia Beverly Hills GLIDR Shadow Stick: A black stick with purple eyeshadow. Anastasia Beverly Hills Mascara: Black tube Clinique High Impact Mascara: Short, burgundy tube with a black wand. Tarte smolderEYES: A light brown chubby eyeshadow stick with a lighter tip. Morphe Eyeliner: Black eyeliner with clear plastic case to show the two sides of the eyeliner. # Visual style The ad has a clean, product-focused aesthetic with a light peach background and white product surfaces, creating a bright and airy feel. The products are neatly arranged, and the layout is well-organized with a clear hierarchy, which is all consistent with a typical beauty product ad. # Hooks Headline: SHADOW PLAY # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - Brand: This POV appears in the header of the ad with the tagline, 'BEAUTY HAPPENS HERE', which positions the entire ad as a message from Ulta Beauty. # Storyline - The ad starts with a graphic design element and the text 'BEAUTY HAPPENS HERE' to frame the ad as a message from Ulta Beauty. This creates a sense of place for the Ulta Beauty brand. - The next section shows the text 'SHADOW PLAY', in a large, bolded font, which acts as the central theme of the ad, focusing on eyeshadow and eye makeup. This section sets up the category of product being advertised. - Finally, the ad shows a variety of eyeshadow products from various brands. This section advertises the breadth of eye makeup products available at Ulta.

# Ad summary This Ulta ad features the 'Shadow Play' collection of eye makeup products. The ad cycles through each item one at a time, with the respective brand name displayed on screen. # Brand positioning Ulta Beauty is presented as a retailer of beauty products, specifically featuring various brands of eye makeup in this ad. Ulta is a one-stop shop for all things beauty, and consumers should care because they offer a wide selection of well-known brands. # Product The ad promotes various eye makeup products available at Ulta. These include Tarte's SmolderEYES eyeshadow stick, Anastasia Beverly Hills' Glidr shadow stick, Clinique's High Impact Mascara, and Morphe's dual-ended eyeliner. Each product is shown individually, highlighting its packaging and color. # Visual style The ad has a polished commercial aesthetic. The editing style includes quick cuts between products and brands. The pacing is consistent with about 4 cuts per second. The text and product actions are timed to the music beats. # Hooks Text overlay: BEAUTY HAPPENS HERE / SHADOW / PLAY Visual: 00:00–00:01 On a pale orange background, a white rectangle in the center displays the orange ULTA BEAUTY logo with the tagline "BEAUTY HAPPENS HERE" in light gray above it. / 00:01–00:02 The ULTA BEAUTY logo remains, but the text "SHADOW PLAY" appears above the logo in black and gray, respectively. / 00:02–00:03 The white rectangle remains with the "SHADOW PLAY" text and ULTA BEAUTY logo. On the top left, there is a black, messy makeup line; on the bottom left, a maroon makeup smear; on the bottom right, a dual-tone brown smear and a blue/purple makeup splotch. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Not clearly signaled. # Benefits - Not clearly signaled. # Features - Tarte SmolderEYES eyeshadow stick - Anastasia Beverly Hills Glidr shadow stick - Clinique High Impact Mascara - Morphe dual-ended eyeliner # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand's official voice promotes various eye makeup products available at Ulta. # Storyline - 00:00–00:01 The ad opens with the Ulta Beauty logo. - 00:01–00:02 The title "SHADOW PLAY" is displayed. - 00:02–00:05 Makeup splotches and lines appear as a graphic background. - 00:03–00:05 Different eye makeup products appear on screen. - 00:05–00:19 The shot fades to white, showcasing each product individually with its brand name.

# Ad summary This image ad promotes La Roche-Posay Toleriane Moisturizing Milky Cleanser. It showcases the product's texture and its application on a woman's skin, emphasizing its moisturizing and gentle cleansing properties. # Brand positioning La Roche-Posay is presented as a dermatologically-focused skincare brand, emphasizing its expertise in developing products suitable for sensitive skin. The ad highlights the brand's commitment to gentle and effective cleansing, positioning it as a reliable choice for those seeking skincare solutions backed by scientific rigor. The brand focuses on providing solutions for individuals with sensitive skin, offering products that are both safe and effective. La Roche-Posay products appear to follow category norms, with packaging that resembles standard skincare lines. # Product The product being advertised is La Roche-Posay Toleriane Moisturizing Milky Cleanser, designed for gentle cleansing and moisturizing. It works by removing impurities while maintaining the skin's natural moisture barrier. The cleanser is suited for individuals with sensitive skin, providing a soothing and hydrating experience. The ad emphasizes the product's milky texture, suggesting a gentle and nourishing formula. The language focuses on addressing concerns about harsh cleansers that strip the skin of its natural oils, positioning the cleanser as a solution for those seeking a mild yet effective option. The Toleriane Milky Cleanser promotes a texture that "melts on skin." # Visual style The ad features a clean, polished aesthetic with a focus on showcasing the product's texture. The use of soft lighting and a blurred background creates a gentle and inviting mood. The image treatment includes background blurring and a semi-transparent overlay, directing attention to the product and its application. The typography is clean and legible, contributing to the overall sophisticated feel. # Hooks Headline: MILKY TEXTURE MELTS ON SKIN # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Milky texture melts on skin # Benefits - Melts on skin # Features - Milky texture # Call to action None used. # Social proof - None used. # Point of view - Customer: The close-up of the woman's face and hand applying the cleanser showcases the immediate experience of using the product and focuses on the texture and application. - Brand: The placement of the La Roche-Posay bottle with product information represents the brand's voice, aiming to provide details and build trust. # Storyline - The ad starts with a close-up of a woman's face and hand, showcasing the milky texture of the cleanser on her skin. This is likely included to visually emphasize the gentle and moisturizing properties of the product. The perspective is from a customer's viewpoint, demonstrating the immediate sensory experience of the product. - The product bottle is prominently displayed to the right, reinforcing brand recognition and providing essential product information. This is being communicated from the brand's perspective to highlight product details and establish credibility.