How Amend Cosméticos Advertises on Meta

# Ad summary This ad promotes Amend Calming Mask, which is a solution for those with a busy routine who don't have a lot of time to dedicate to their hair. The ad shows a woman preparing instant noodles, implying that she doesn't have time to prepare food. She shows how to use the product and then shows herself with styled hair. She explains that the product can be found at drug stores and on TikTok shop. # Brand positioning Amend is presented as a brand that supports hair care. The product being advertised is a calming mask and is described as helping with sensitive scalps and hair roots that are not as sturdy. The brand aims to occupy a space in the consumer's mind for a calming hair mask that helps with weak hair and scalps. Amend has a functional brand positioning. # Product The Amend Calming Mask is intended for hair care use. It helps to balance the scalp, take away sensitivity, and leave the hair root sturdy. It is for people who want to take care of their hair when they don't have a lot of time. It should be applied after shampoo. Do not forget to take away the excess water before application. Unlike other masks, you can put this one from the root to the ends. # Visual style The ad has a polished commercial aesthetic. The editing style consists of static shots and smooth transitions. There are about 12 cuts per minute. The audio and visual syncs with the spoken words and action. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Garanta já nas melhores drogarias, perfumarias, no site e no TikTok Shop! # Point of view - [object Object] # Storyline - 00:00–00:14 A woman is cooking and explains this product is for people who are busy. She explains that they are so busy they barely have time to make instant noodles. She explains that even with the time crunch she is going to show a mask that can give a spa effect in minutes. - 00:14–00:19 The woman explains the product is new from Amend and it can help equilibrate the scalp, reduce sensitivity, and make the root sturdy. - 00:19–00:31 The woman says this product is calming and perfect for those who want to take care of their scalp and have weak hair. She says the trick is to apply it after shampoo and to remove excess water before application. - 00:31–00:41 She says that unlike other masks, this one can be applied from root to end. Then, you wait 3-5 minutes and rinse. - 00:41–00:54 She says time is running out and then transforms into an image with long hair where she has a bowl of the mask. She exclaims that in a few minutes, the hair can be transformed. She states the product is available in drug stores, on the website, and on TikTok shop.

# Ad summary This ad focuses on scalp health and the importance of scalp care for overall hair health. The ad features a hair professional explaining that people often forget to take care of their scalp. The Amend Máscara Calmante mask is presented as the solution for an unhealthy scalp, aiding in reducing scaling and creating an environment that promotes hair growth and reduces the effect of unhealthy hair. # Brand positioning The brand Amend is presented as specialized in hair care, including the scalp. The ad promotes a tone that values comprehensive care, addressing the root cause for healthy hair. The brand wants to occupy a space in the consumer's mind where true beauty starts from the roots. Therefore, the brand challenges the traditional approach of solely caring for the hair strands and not focusing on the scalp. # Product The product being advertised is the Amend Máscara Calmante hair mask, an essential therapy for hair and scalp. It's designed to strengthen hair and promote a balanced microbiome for the scalp. The mask is intended for anyone experiencing scalp issues such as oiliness, dryness, and scaling. It is applied directly to the roots to soothe the scalp, reduce scaling, enhance comfort, and foster a healthy environment for resilient hair growth. # Visual style The visual style is clean and professional, with well-lit shots in a hair salon setting. The video uses static shots and quick cuts between the presenter and product demonstrations. The production quality has a polished commercial feel, suitable for social media platforms. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video starts with a hair professional stating that this is the reason your hair is still lifeless. This message is intended to grab the audience's attention by addressing a common concern, with the expert positioning themselves as having an answer. - 00:02–00:10 00:02–00:10 The hair professional asks if the audience has ever stopped to think that all people talk about is caring for the strands and forget the most important part; the scalp is where everything happens. The intention is to highlight a gap in common hair care routines and create awareness around scalp health. - 00:10–00:14 00:10–00:14 The hair professional mentions that the root is the living part of the hair and it is often put aside when treating hair. The intention is to emphasize the importance of roots health, a component of the scalp. - 00:15–00:22 00:15–00:22 The video shows an unhealthy scalp and mentions the scalp issues that one can have when it's not balanced such as oiliness, dryness, scaling, and weakening of the strands. The intention is to showcase the problem the scalp can cause. - 00:23–00:34 00:23–00:34 The video presents the Amend Máscara Calmante hair mask, a specific treatment for the scalp. It mentions that it calms, helps reduce scaling, improves comfort, and creates a healthy environment for more resistant hair growth. The intention is to show the product as the solution to the problem of unhealthy scalp. - 00:34–00:39 00:34–00:39 The video mentions that treating only the length can resolve the effect, but does not treat the cause. The intention is to show why it is important to treat the scalp rather than only the hair. - 00:39–00:50 00:39–00:50 The hair professional mentions that people are used to treating only the hair, but it grows from the roots. Healthy hair does not start at the ends, having a healthy scalp changes the results of any treatment. The intention is to reinforce the importance of scalp health.

# Ad summary This ad showcases two contrasting scenarios related to priorities. It humorously contrasts a shelf full of hair products with an empty refrigerator, suggesting that the person prioritizes hair care over groceries. # Brand positioning Amend is presented as a premium hair care brand, offering a range of products that are essential for healthy hair. The brand is positioned for individuals who prioritize the health and maintenance of their hair, even over other everyday necessities. The ad showcases Amend products as a priority, suggesting a commitment to personal care and beauty. # Product The ad features multiple Amend hair care products, including: Hair Mask which are designed to nourish and treat the hair; Hair Scrub which is designed to exfoliate and cleanse the scalp; and Perfumed Dry Oil which is designed to add fragrance, shine, and nourishment to the hair without making it oily. The ad is designed to show that prioritizing these products is a choice for self-care. # Visual style The ad features a simple and direct visual style, contrasting the abundance of hair products with the emptiness of the fridge. The editing is straightforward with quick cuts to emphasize the contrast. The production quality has a UGC feel, which aligns with the casual and humorous tone of the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The video opens with a shot of a shelf filled with Amend hair products. - 00:00–00:03 The narrator laughs while showing off her "priorities," suggesting a humorous take on what she values most. - 00:03–00:06 The video transitions to a shot of an almost empty refrigerator. - 00:03–00:06 The narrator breathes out, indicating the stark contrast between her well-stocked hair care shelf and her nearly bare fridge.

# Ad summary This ad promotes hair products from Amend, including the Scalp Exfoliator, the Scalp Calming Mask, and the Perfumed Dry Mist Oil. The ad targets women who want to maintain healthy and attractive hair, and it offers solutions for both slower self-care days and quick routine days. # Brand positioning Amend is positioned as a provider of quality hair care products that cater to modern women who want effective solutions without sacrificing self-care. The brand offers products to exfoliate and cleanse the scalp while providing calming moisture and heat protection. Amend offers solutions for both time-intensive hair care routines and quick options for busy days. # Product The ad promotes three Amend hair products: The Scalp Exfoliator, a hair product that functions as a scalp therapy from root to ends to remove dead cells; the Scalp Calming Mask, a scalp and hair mask with a lavender scent that fortifies the hair, promoting equilibrium from the scalp, leaving the hair soft, light, and loose from root to end; and the Perfumed Dry Mist Oil, a hair product that provides heat protection, and nourishes the hair during busy days. # Visual style The ad is clean and bright, shot in a vlog style. Quick cuts timed to the music create a fast-paced rhythm, with smooth transitions between scenes. The production quality is a hybrid of UGC and polished commercial, which makes the ad feel authentic and accessible. The camera work involves stationary, zoom-in shots. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 A woman's hand reaches for the Amend Scalp Exfoliator from a shower caddy. This introduces the idea of having time to care for your hair with calm, presented from the perspective of the product user, conveying a sense of self-care and luxury. - 00:05–00:13 00:05–00:13 The ad transitions to show the product being applied to the scalp, using Amend's Scalp Exfoliator. This reinforces the product’s use case and brand association, shown through the user’s point of view. - 00:13–00:19 00:13–00:19 The ad transitions to show a woman’s hand reaching for the Amend Scalp Calming Mask from a shower caddy and then showing the product itself, conveying the benefit of the lavender scent and its hair-fortifying properties. - 00:19–00:24 00:19–00:24 The product is then shown being applied to the scalp and the hair, emphasizing the product's ability to leave hair soft, light, and loose from root to tip. - 00:24–00:26 00:24–00:26 The ad transitions to introduce the Amend Perfumed Dry Mist Oil, setting up a contrasting scenario when there is less time for hair care. - 00:26–00:37 00:26–00:37 The woman from the previous scene is shown holding the Amend Perfumed Dry Mist Oil and spraying the product into her hair. This highlights that it has thermal protection and nourishes hair during busy days.

# Ad summary An image ad listing 5 habits to avoid in order to care for your hair. # Brand positioning The brand is not explicitly mentioned. The ad focuses on providing general haircare advice that promotes healthy hair, implying the brand aligns with a focus on hair health and proper hair care techniques. It positions itself as an informational resource for consumers looking to improve their haircare routine. # Product No product is explicitly being advertised in the ad. The focus is on educating the viewer on 5 habits to avoid to care for their hair: applying conditioner to the roots, using very hot water, scrubbing with fingernails, applying shampoo to a dry scalp, and using too many products. The ad aims to address the purchase barrier of potential customers not understanding how to properly care for their hair and scalp, by listing practices to avoid. # Visual style The ad uses a clean, minimalist aesthetic with a focus on natural light and neutral colors. The production quality appears high, with a professional studio shot of the hair and comb. The image is designed to be visually appealing and easy to understand. There is a use of vector graphics in the white circular images used to help illustrate the text points. # Hooks Headline: 5 hábitos para evitar pelo bem do seu couro cabeludo! # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the text "5 hábitos para evitar pelo bem do seu couro cabeludo!" (5 habits to avoid for the good of your scalp!). The brand is trying to capture the viewer's attention by immediately presenting a helpful claim related to haircare. - The ad continues with a list of hair-related habits, each accompanied by an illustration. This further elaborates the initial statement and provides the audience with a concrete set of guidelines. The brand is building its credibility by informing the customer of useful information.

# Ad summary This ad promotes the Amend Essential Calming Mask. The ad features a male presenter, who introduces the product and explains the benefits of adding it to your routine. The key message of the ad is that the mask is the fourth essential step in a hair care routine, in addition to nutrition, hydration, and reconstruction. The presenter shows the application of the product to the scalp. # Brand positioning Amend Essential is presented as a brand offering specialized hair care solutions, particularly focusing on calming and soothing the scalp. The brand emphasizes a comprehensive approach to hair health by targeting not only the hair strands but also the scalp. The ad implies that Amend Essential products are formulated with advanced technology, such as Actimood fragrance and neuroscientific validation, which promotes self-care. The brand is positioned for consumers seeking more than superficial hair improvements, seeking holistic care that integrates relaxation and well-being with scientifically-backed solutions. # Product The Amend Essential Calming Mask is designed to treat the scalp and hair. It balances and calms the skin while regulating oiliness and reducing flaking. The mask's functional saccharides create a protective shield, while biotin and pro-vitamin B5 fortify hair from the roots. The product improves manageability, reduces hair loss, and promotes stronger hair growth. The Actimood fragrance technology combines lavender notes with herbal nuances to promote relaxation, well-being, and self-care. The hair mask targets those seeking a comprehensive approach to hair care, addressing scalp health in addition to hair strands, with the added benefit of a neuroscientifically-validated fragrance that enhances relaxation. # Visual style The ad has a polished and clean aesthetic, with bright lighting and a professional salon setting. The editing style combines static shots with quick cuts. The production quality feels like a blend of commercial and UGC. The pacing is consistent with moderate BPM. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The presenter asks if the viewer is aware that a hair care routine goes beyond nutrition, hydration, and reconstruction. - 00:03–00:10 00:03–00:10 The presenter notes that there is a fourth step, explaining that he will show the viewer what it is and how to incorporate this product into their routine. - 00:11–00:14 00:11–00:14 The presenter notes that the mask does not only treat the hair, but it also cares for the scalp. - 00:14–00:18 00:14–00:18 The ad shows the mask's texture, as well as the fact that it balances and calms the skin, regulates oiliness, and reduces flaking. - 00:19–00:25 00:19–00:25 The presenter explains that functional saccharides form a protective barrier, while biotin and pro-vitamin B5 strengthen hair from the roots. - 00:26–00:30 00:26–00:30 Because of this, the presenter explains that this mask is the fourth step in a hair care routine: caring for the scalp. - 00:31–00:48 00:31–00:48 The ad shows the application of the mask on the scalp, noting that it calms the scalp, improves manageability, helps reduce hair loss, and promotes stronger hair growth. The mask also provides a relaxing sensation because of its exclusive Actimood fragrance and scientifically-validated technology that combines lavender and herbal notes. - 00:49–00:55 00:49–00:55 The presenter concludes that, in addition to the three classic steps, there is also the step of caring for the scalp.

# Ad summary string # Brand positioning string # Product string # Visual style string # Benefits - [object Object] # Features - [object Object] # Call to action string # Point of view - [object Object] # Storyline - 00:00–00:04 Se o corpo do cabelo dá sinal quando precisa de esfoliação e esse é o sinal número três. - 00:08–00:14 A coceira frequente ou a sensação de sensibilidade costumam indicar que o cor do cabelo está sobrecarregado. - 00:14–00:21 O acúmulo de impurezas, oleosidade de resíduos pode gerar irritação na pele, causando desconforto, ardor ou vontade constante de coçar. - 00:21–00:26 Quando o cor do cabelo está limpo e equilibrado, ele tende a ficar mais confortável e menos reativo. - 00:26–00:33 A esfolução ajuda a remover os fatores que contribuem para esse conforto e melhora a sensação de sensibilidade. - 00:33–00:40 Mas lembre-se, não use o produto, se o seu cor- cabelo estiver ferido ou com algum tipo de alergia. - 00:40–00:52 Esse foi mais um sinal de que o seu cor- cabelo precisa de atenção. No próximo vídeo dessa série eu vou te contar o último sinal e você não vai perder, né? Afinal eu já tô um tempão aqui falando com você sobre o cor- cabelo. Então segue aí para ver todos os vídeos, tá? Beijo.

# Ad summary This is a short video demonstrating how the Máscara Loira Favo de Mel by the brand Frmind helps keep blonde hair bright. The video includes a female using the hair product. # Brand positioning Frmind presents itself as a brand with a product to keep blonde hair bright and vibrant. The product appears to be for home use. # Product The product is the Máscara Loira Favo de Mel (Honey Blonde Mask) by Frmind. It comes in a 300-gram tan-colored jar. The ad shows a woman putting her finger in the jar to scoop out the peach-colored product. It is implied that the product is for people with blonde hair to maintain the color. # Visual style This appears to be a UGC-style video. It has a natural look and simple editing. The video is shot in portrait mode. The pacing is quick, aligning with the music. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video opens with a close-up shot of the product. - 00:01–00:02 00:01–00:02 A woman sticks her finger in the jar to scoop out some product. This conveys the product is easy to access. - 00:02–00:06 00:02–00:06 The woman then scoops out product with a white spatula. This shows how much product to use and its texture.

# Ad summary This ad showcases a hair perfume oil in a white spray bottle from Amendoa Essencial. The creator positions the product as an essential item they always carry in their bag, highlighting its significance for maintaining their desired look and scent throughout the day. # Brand positioning Amendoa Essencial is presented as a brand offering essential hair care products that cater to individuals who value maintaining their appearance and fragrance throughout the day. The brand positions itself as a provider of convenient and effective solutions for on-the-go touch-ups. The focus on a hair perfume oil suggests the brand aligns with a lifestyle where attention to detail and personal grooming are important. The brand positioning is more emotional, centering around confidence and the feeling of being put-together. # Product The advertised product is a hair perfume oil in a white spray bottle. The label reads "OLEO PERFUMADO JATO SECO - PERFUME CAPILAR E OLEO NUTRITIVO," which translates to perfumed dry jet oil - hair perfume and nutritive oil. It is described as neutralizing odors in the strands, reducing frizz, and providing a pleasant fragrance. The product is suitable for anyone looking to refresh their hair's scent and appearance without a heavy or greasy feel, as implied by the "dry jet" claim. The product size is 75ml. The ad addresses the barrier of hair losing its desired scent throughout the day, positioning the product as a convenient solution. # Visual style The ad has a simple, UGC-style aesthetic with bright lighting. The editing consists of static shots. The production quality is standard for social media content. The pacing is slow, and the audio-visual sync is not strong. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad begins with a person holding a small white spray bottle next to a purple handbag. The person pulls the spray bottle out of the bag. The person seems to be setting up the ad and product. - 00:03–00:06 00:03–00:06 The shot transitions to the spray bottle sitting on a white countertop next to an orchid plant. The shot focuses on the bottle's label. - 00:06–00:09 00:06–00:09 The person is holding two spray bottles next to each other above a purple bag. The shot lingers so viewers can note the similar size.

# Ad summary This ad shows a woman using a hairspray product in her bathroom. She sprays the product on her hair. # Brand positioning Amend is presented as a brand that promotes hair care, making sure that people have perfumed, hydrated, and impeccable hair. # Product The product shown in the ad is a hairspray. The woman sprays the product on her hair, showing that it is easy to use. The ad says it makes hair "perfumadas hidratadas impecáveis", which translates to perfumed, hydrated, impeccable. # Visual style The ad is a UGC-style video. It is a casual video with a simple background. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A woman stands in front of the mirror, holding hairspray. - 00:01–00:05 00:01–00:05 The woman sprays her hair with the hairspray.

# Ad summary This ad promotes Amend Cosmetics' scented dry hair oil, presented by a fair-skinned woman. The ad highlights the product's use for hair that smells like food after eating at a restaurant and emphasizes the product's ability to add shine to the hair and provide thermal protection. # Brand positioning Amend Cosmetics is presented as a beauty brand focused on solving everyday beauty issues using accessible and effective products. The brand promotes self-care and convenience, positioning itself as a go-to for quick fixes that fit into busy lifestyles. It focuses on functional benefits like eliminating food smells from hair, adding shine, and providing heat protection. Amend appeals to consumers who prioritize convenience and want to maintain a polished look without extensive effort. # Product The featured product is Amend Cosmetics' scented dry hair oil, a quick solution for hair that smells like food. It is packaged in a spray bottle. It is designed for individuals who want to eliminate unwanted food odors from their hair, add shine, and protect their hair from heat damage. The product delivers a perfumed scent that keeps hair smelling fresh all day. It also offers thermal protection. The ad positions the hair oil as a convenient solution for maintaining hair health and freshness during busy days. # Visual style The ad has a polished, commercial feel, using bright, natural lighting and a clean backdrop. The editing style involves quick cuts and static shots. The visual motifs include the woman sitting in a salon chair and spraying the Amend Cosmetics dry oil into her hair. The pacing is consistent, maintaining a lively rhythm. The cuts and text overlays are timed to sync with the voiceover lines. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Garanta já nas principais drogarias, perfumarias, no site e aqui no TikTok Shop. (Get it now at the main drugstores, perfumeries, on the website and here at the TikTok Shop.) # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a woman sitting in a chair, seemingly preparing to leave the salon. - 00:00–00:03 The woman playfully shoos away another woman who enters the shot. This creates a sense of urgency and sets the stage for a quick beauty fix. - 00:05–00:09 The woman says that she is going to a restaurant, which introduces the context for her need for the product. - 00:09–00:12 She reveals that she will use Amend's scented dry oil to prevent her hair from smelling like food. - 00:12–00:15 The woman sprays the dry oil throughout her hair, which demonstrates its ease of use. - 00:15–00:19 She emphasizes that the product contains thermal protection, which reassures viewers that it is safe to retouch their hair. - 00:20–00:22 The ad transitions to a shot of her hair bouncing. - 00:22–00:28 The woman explains that Amend's line of products is perfect for treating and preparing hair. This highlights its suitability for both quick routines and relaxing. - 00:28–00:33 The woman encourages viewers to purchase Amend products in drugstores, perfumeries, on their website, and through TikTok Shop, providing various purchasing options.

# Ad summary This ad uses the format of an informal informational video from the brand to educate customers on the importance of scalp exfoliation and show the benefits of using its product for this purpose. The ad features a male spokesperson who describes signs of scalp imbalance, then shows the brand's product being applied to a customer in a salon setting. # Brand positioning This brand is positioning itself as an expert in hair care, specifically scalp health, offering solutions for common problems like dandruff and unbalanced scalps. The brand associates itself with routine beauty care, elevating scalp care to the same level as skincare. It follows the norm of brands that sell similar products like shampoos and other hair products. The brand offers solutions for common hair problems. # Product The product being advertised is a hair exfoliating product designed for scalp care. It is recommended for anyone who perceives signs of an unbalanced scalp, like dandruff and build-up. The ad shows the product being applied in a salon setting, suggesting a luxurious or professional application. The product is used to remove the superficial layer of the scalp and balance scalp health. The benefits of the product is a gentle exfoliation that helps release dead cells and create a more balanced environment for the roots. # Visual style The ad has a polished, clean, and professional aesthetic. The editing style is primarily static shots with occasional jump cuts. The production quality is high-end, resembling a commercial. The setting is well-lit and organized, contributing to the overall professional tone. The pacing is moderate, with the edits timed to coincide with the music and voiceover. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Já fica de olho aqui no perfil # Point of view - [object Object] # Storyline - 00:00–00:02 The man is in front of shelves displaying various hair care products. He starts by presenting a hair exfoliating product and announces they will be discussing the signs your scalp gives when it requires exfoliation to introduce the topic. - 00:03–00:04 The man states that they will be talking about "Signal number two". This frames the current video as part of a larger series, suggesting more content. - 00:05–00:09 The text overlay explains that the number two sign is peeling or visible dandruff. - 00:09–00:14 The man states that peeling happens when cell renewal is not balanced, and dead cells start to accumulate and visibly detach. - 00:15–00:22 The video transitions to an overhead shot of two different heads of hair with dandruff. - 00:16–00:22 The male spokesperson states that excessive oiliness, product buildup, or chemical procedures may cause dandruff. - 00:23–00:29 The man states that like the skin on the face, the scalp needs to have the superficial layer removed, which is where the scalp exfoliating product comes in. - 00:29–00:36 The video cuts to a person in a salon getting their hair washed. The person washing their hair is shown applying and massaging the product into their scalp. - 00:31–00:36 The man says gentle exfoliation helps dislodge dead cells and promotes a more balanced environment for the roots. - 00:37–00:41 The video returns to the man in front of shelves that display various hair products, where he mentions that if you notice this often, it is a sign of an unbalanced scalp. - 00:41–00:45 The man finishes the video by telling the viewer to "keep an eye on the profile" because the next videos will have much more.

# Ad summary This ad showcases Amend brand products to highlight what moms really want for Mother's Day. The ad features various shots of the brand's products and speaks to the importance of mothers. # Brand positioning Amend, presented as an essential brand (as indicated by the "Amend Essencial" branding), specializes in hair care products. The brand's product line includes items such as hair exfoliants, calming masks, and perfumed hair oil, suggesting a focus on holistic hair health and sensory experience. Without directly competing with other brands, Amend positions itself as a provider of products designed to care for and enhance hair, underlining the importance of self-care and personal well-being. # Product The ad features various Amend hair care products. This includes "Óleo Perfumado Jato Seco" (Perfumed Dry Oil), described as "Perfume Capilar e Óleo Nutritivo" (Hair Perfume and Nutritive Oil). It claims to neutralize odors and reduce frizz and contains Argan Oil. Also featured is "Esfoliante Capilar" (Hair Exfoliant), and "Máscara Calmante Terapia Raiz e Fios" (Calming Mask Root and Hair Therapy). The mask is for the scalp and hair and strengthens the hair and promotes the balance of microbiota. These products are shown and implied to be used for at-home hair care and are presented as a gift idea. # Visual style The ad has a clean, bright aesthetic with a focus on product presentation. It appears to be a polished commercial with static shots and smooth transitions. The pacing is slow, allowing viewers to take in the details of the products and setting. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:15 The ad opens with a display of various Amend hair care products, including dry oil sprays, hair exfoliant, and calming masks, all neatly arranged among coffee pods and a decorative plant. - 00:00–00:15 This setting suggests a blend of self-care and relaxation, aiming to resonate with viewers who appreciate both beauty products and the concept of taking personal time. - 00:00–00:15 The message conveys a Mother's Day theme through its visuals, by showing what mothers really want.

# Ad summary This image ad promotes exclusive skincare kits from Amend, offering a 20% discount. The ad uses a collage-like design with images resembling polaroids and an envelope motif, creating a visually appealing and gift-like presentation. The overall design is clean and modern, aiming to attract customers looking for skincare gifts. # Brand positioning Amend is presented as a brand that cares about creating exclusive, memorable gifts, positioned to evoke feelings of love and thoughtfulness. The imagery and language suggest a focus on providing specially curated skincare kits that cater to gifting occasions. The brand aligns with the trend of personalized and thoughtful gifts. Amend is presented with a modern, clean aesthetic, emphasizing a curated and loving touch. # Product The ad features exclusive skincare kits by Amend, explicitly promoted as 'presentes inesquecíveis' (unforgettable gifts). Each kit contains multiple Amend skincare products including a cleanser, serum, and cream. The kits appear to be themed, with one kit displayed against a pink tiled background, giving the impression of bathroom usage. The kits are offered at a discount of 20% off and the advertisement encourages customers to take advantage of the offer. # Visual style The ad employs a clean and modern visual style with a collage-like layout featuring images framed as polaroids. The color palette is soft and pastel, primarily using pink and neutral tones to create a gentle, inviting feel. The design mimics a scrapbook or mood board, enhancing the personal and curated impression. The image treatment includes subtle shadows and a light overall filter, giving the ad a polished yet approachable appearance. # Hooks Headline: kits exclusivos # Benefits - [object Object] # Call to action APROVEITAR # Point of view - [object Object] # Storyline - The ad begins with a decorative envelope, setting a tone of special delivery and hinting at the theme of gifting. The intent is to draw the viewer's attention and associate the product with a thoughtful gesture, told from the brand's perspective of highlighting the gifting aspect of the product. - The next narrative beat communicates the offer of 'kits exclusivos' (exclusive kits) and 'presentes inesquecíveis' (unforgettable gifts) with a 20% discount. This is intended to entice the viewer with a value proposition. The brand shares this from their marketing POV. - Finally, the ad showcases product images presented as polaroid snapshots, along with a picture of a woman and child interacting with a gift. This serves to visualize the product and its potential use occasions as a thoughtful present. The brand creates this image to show the user how the product can be used.

# Ad summary This ad promotes Amêndide hair mask and capillary exfoliant, emphasizing scalp care. The ad suggests using the hair mask for scalp concerns and the exfoliant for oily and flaky scalp. It features a creator who highlights their experience using the products. The ad presents two products from Amêndide that helps to hydrate and fortify the scalp and hair follicle, which can result in stronger hair with healthy hair growth. # Brand positioning Amêndide is a brand presented as one that is focused on scalp health. It is positioning itself in the market as a brand that understands the scalp and what is necessary for healthy hair growth. This brand focuses on scientific efficacy to ensure that its product provides the best results, while also positioning itself as a brand of honesty and transparency, the female creator mentions that it's safe to use the product on the scalp because it was created for that purpose. # Product The ad promotes Amêndide’s hair products, specifically their scalp mask and exfoliant. The hair mask is for anyone who wants to care for their scalp and is formulated to do so. The ad states that the mask is effective and safe to use on the scalp and will not make your hair feel weighed down. It hydrates and strengthens the hair at the root because it contains provitamin B5 and biotin. It is a 2-in-1 product that can be used on the length of the hair as well, which will make it soft and frizz-free. Amêndide’s capillary exfoliant contains rice particles which remove dead cells and controls microbiota for those that have excess oil, dandruff, or peeling of the scalp. # Visual style The overall visual style is very clean and polished with bright, soft lighting. The creator is well-lit in her videos with very soft, diffused lighting. The background and surrounding aesthetic is typically white and clean. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad begins with the female creator applying a hair mask to her scalp. - 00:02–00:06 The creator asks if it’s a bad idea to put a hair mask on the scalp because it will weigh down the hair. The creator presents two product that can help with scalp issues. - 00:06–00:09 The creator states that as a pharmacist, she wants everyone to start taking care of their roots. - 00:09–00:14 A woman pulls up her hair to show her scalp. The creator states that scalp sensitivity and oiliness can impact healthy hair growth. - 00:15–00:16 The creator shows a white jar and white tub of the hair product and states there are two products that can help you. - 00:16–00:17 A woman uses the mask on her scalp. - 00:18–00:19 The jar is shown, which is named hair mask and states that it is innovative. - 00:19–00:23 The creator holds up the jar while two diagrams of a scalp in good health and one that is inflamed is shown. The creator says that the scalp is an extension of your skin that has its own microbiota that most people forget to regulate. - 00:23–00:25 The female creator points up as she shows images of dandruff and a diagram of a scalp with inflammation. - 00:25–00:29 A woman is shown putting a white product on her scalp. The narrator says that when you use the mask, you can restore the balance. - 00:29–00:33 The woman puts the white cream on her scalp. The creator states that because it has provitamin B5 and Biotin, it will hydrate and strengthen from the roots. - 00:34–00:36 The creator confirms that it can be used on the length of the hair to make it soft and frizz free. - 00:36–00:38 The creator holds up the jar and states that it’s a typical 2 in 1 product that they love. - 00:38–00:43 The creator points up to images of dandruff and diagrams of an inflamed scalp. The creator follows this by stating that the capillary exfoliant will help with excess oil, dandruff, and peeling. - 00:43–00:44 The woman puts some of the cream with grains on her hand. - 00:44–00:47 The creator puts the grainy cream on her scalp and massages it in. It is followed by the creator stating that it contains rice particles that remove dead cells and control microbiota. - 00:47–00:50 The creator touches her hair and says the results are loose hair that is treated from the root. - 00:50–00:53 The camera follows her hair as she whips it from side to side. - 00:53–00:55 The creator holds up the hair mask and hair exfoliant and states that you need to get Amêndide’s root and hair therapy if you want to have healthy hair.

# Ad summary The ad informs viewers about three facts about the scalp and how to properly care for hair by caring for the scalp. It highlights the new linha terapia by Amend. # Brand positioning The Amend brand is a high-quality hair care brand that encourages users to care about hair and scalp health. Their products promote healthy hair and a balanced scalp. Their products focus on the right ingredients that can make all the difference in one's hair care routine. The brand positions itself in the space of providing hair and scalp care and is a brand that customers should care about because they help promote healthy and strong hair. # Product The Amend brand features hair care products in the linha terapia, raiz e fios line. The hair products are enriched with key ingredients that promote a balance of the scalp's microbiota. The products regulate oiliness and reduce dryness. This line focuses on products and ingredients that focus on scalp care to help with stronger hair. # Visual style The ad has a semi-polished visual style and gives off the vibe of being a hybrid between UGC content and polished commercial content. This is because it features a professional hairstylist standing in front of a beauty salon speaking directly to the camera. The editing style features quick cuts and static shots, with smooth transitions. The pace of the ad is at an average pace but tends to have cuts synced with audio. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The male presenter shows three fingers to the screen and tells the viewer, "3 fatos sobre o couro cabeludo que você precisa saber." - 00:02–00:06 The male presenter states, "fato um: o jeito que você lava seu cabelo importa." Text overlay says, "FATO #1 como você lava o cabelo importa." - 00:06–00:07 As the presenter states, "E muito," a quick clip is shown of a hand washing long wavy hair in a sink. - 00:07–00:13 The presenter instructs, "Evite temperaturas elevadas na lavagem e por favor, nada de condicionador na raiz, hein?" - 00:14–00:16 The male presenter shares, "Fato dois: cuidado com o couro cabeludo." - 00:16–00:25 The presenter continues, "como a esfoliação e aplicação de máscaras e serums específicos, ajudam a criar um ambiente ideal para o crescimento de novos fios mais fortes e saudáveis." - 00:26–00:32 The male presenter says, "Não subestime! Fato três, que muita gente ignora: presença de lubrificação não é igual a oleosidade." - 00:33–00:37 The presenter continues, "Ela é essencial para hidratar e proteger os fios e o couro cabeludo contra o ressecamento." - 00:38–00:46 As a person is seen running their fingers through their dark hair, the male presenter states, "Insistir em produtos e lavagens em excesso é garantia de efeito rebote, e esse sim, minhas amigas, pode te dar muita dor de cabeça." - 00:46–01:03 The presenter concludes, "Para fechar, os ingredientes certos podem fazer toda a diferença no seu hair care! A nova linha terapia raiz e fios, por exemplo, é rica em ativos que promovem o equilíbrio da microbiota do couro cabeludo, regulam a oleosidade e reduzem o ressecamento, caspa e descamação." - 01:03–01:13 The male presenter concludes the ad by stating, "Viram só como o hair care bem feito é o primeiro passo para os cabelos mais fortes, macios, leves e soltos da raiz as pontas? Por isso, aqui vão alguns..."

# Ad summary The ad is about the benefits of using the Amend Essential Calming Mask. It highlights that the mask balances the hair's roots, controls oiliness, reduces dryness, flaking, and sensitivity, and keeps the scalp more comfortable and stable. # Brand positioning Amend Essential is presented as a haircare brand that focuses on comprehensive scalp and hair health. The brand values creating a balanced, healthy environment for hair growth and overall hair quality. Amend aims to occupy a space in the consumer's mind as a functional brand, positioning itself through the benefits of its hair mask, like maintaining scalp health, controlling oiliness, reducing dryness and sensitivity, and ensuring better hair quality over time. The brand aligns with a lifestyle of maintaining complete hair care routines, pushing against the norm of solely focusing on the length of the hair rather than the scalp. # Product The featured product is the Amend Essential Calming Mask, a hair mask designed for both the scalp and the hair's length. It's formulated to balance the hair's roots, control oiliness, reduce dryness, flaking, and sensitivity, and keep the scalp more comfortable and stable. According to the ad, it provides a hydrating protective shield that ensures continuous care, strengthens the scalp, and creates a healthier environment for hair to grow. The mask also acts on the hair's length, reducing friction between strands, improving combability, and making hair softer with natural movement and lightness from the roots. It hydrates, strengthens, and prepares the scalp for healthier hair growth and improved quality. # Visual style The ad has a polished and clean aesthetic, with bright and natural lighting. It combines static shots with smooth transitions, maintaining a consistent pace. The editing aligns with the voiceover, emphasizing key product actions and benefits. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The presenter introduces the video while holding a dark product sample in his hand, stating that treating the hair's roots changes everything. - 00:02–00:07 He highlights that the calming mask is an essential step for a complete care routine, promising to show three benefits of the product. This is conveyed from the perspective of a hair expert or stylist, setting the stage for a product demonstration. - 00:07–00:12 The presenter says that the first major benefit is balancing the root, while a graphic appears that says, 'Equilíbrio do couro cabeludo,' or 'Scalp Balance' in English. - 00:12–00:21 The ad cuts to a close-up of the Amend Essential Calming Mask jar, followed by a shot of a turquoise spatula stirring the white cream inside, and a hand scooping the mask to communicate the product's appearance and texture. - 00:21–00:24 The ad then transitions to hands parting a woman's dark hair to reveal her scalp, indicating the area where the mask's benefits are targeted. Text overlay emphasizes that the product forms a 'Escudo hidratante' (Hydrating Shield). - 00:24–00:29 The scalp is gently massaged with a brush, emphasizing its benefits, while the presenter says that this guarantees continuous care. - 00:29–00:33 The hair is seen again, focusing on the scalp area, while a text overlay stating 'Leveza e melhor penteabilidade' (Lightness and better combability) is displayed, indicating the positive changes and effects of using the product. - 00:33–00:40 The presenter states that the mask also acts on the length of the hair, while a woman is sitting in a salon chair running her hands through her hair, which is conveyed as a benefit that addresses the length of the hair too. - 00:40–00:46 Hands gently lift up and show the scalp, highlighting that the result is softer hair with natural movement and lightness from the roots, emphasizing the product's overall impact on hair quality. - 00:46–00:54 The presenter reappears, reiterating that the calming mask hydrates, strengthens, and prepares the scalp for healthier hair growth and better quality over time, and ends the demonstration from the expert's perspective.

# Ad summary This image ad showcases Amend Essencial's Óleo Perfumado Jato Seco (perfumed dry oil) hair product. It highlights its ability to neutralize odors, reduce frizz, enhance shine, and provide thermal protection. The ad uses a clean, modern aesthetic with a focus on the product and its key benefits. # Brand positioning Amend Essencial is presented as a premium brand focused on hair care, offering specialized solutions for specific needs. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, functional products. The brand positioning is both functional, highlighting the product's performance in neutralizing odors and providing thermal protection, and emotional, enhancing shine. The brand's focus on specific hair care needs suggests a move away from one-size-fits-all solutions, possibly setting it apart from more generic brands. # Product The featured product is Amend Essencial's Óleo Perfumado Jato Seco, a perfumed dry oil for hair. It is designed to neutralize odors, reduce frizz, enhance shine, and provide thermal protection. The dry oil format implies a lightweight application without weighing down the hair. The product's USPs include its ability to combat frizz, add shine, and protect against heat damage, making it ideal for daily use and styling. The ad also addresses the purchase barrier of heavy, greasy hair oils by emphasizing the 'dry' aspect of the product. # Visual style The ad features a clean, modern, and polished aesthetic. It utilizes a gradient background, soft lighting, and sharp product photography to create a professional and appealing image. The use of semi-transparent shapes and text overlays adds a layer of visual interest without cluttering the frame. The overall style is designed to be easily scannable and eye-catching in a social media feed. # Hooks Headline: ÓLEO PERFUMADO JATO SECO # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action CONHEÇA # Point of view - [object Object] # Storyline - The ad starts by showcasing the brand and product name, Amend Essencial Óleo Perfumado Jato Seco, immediately establishing what is being advertised. The brand is telling the audience what the product is from the start. - The ad continues by stating that the product 'neutralizes bad odors of the day to day'. The brand is telling the consumer one of the benefits from using the product. - The ad shows a graphic illustration of a perfume bottle, and notes that the product 'perfumes and nourishes the hair, without weighing it down'. The brand is highlighting the benefits of using the product on the hair. - The ad also emphasizes the product's ability to provide 'rapid absorption and a dry touch' when being sprayed. The brand is trying to reassure the customer that it has addressed the common problem of a product leaving the hair feeling greasy. - Finally, the ad communicates the benefits by highlighting that the product 'reduces frizz and enhances the shine with thermal protection'. The brand is stating what the overall desired results are when using the product.

# Ad summary This ad showcases the benefits of using hair scrub. It features an influencer who explains the benefits of using a hair scrub and how it will lead to a healthier scalp. # Brand positioning The brand, AMEND, is presented as a solution for achieving and maintaining a healthy scalp. It positions itself as going beyond the basic cleansing provided by traditional shampoos, offering a deeper level of care. The brand promotes the values of cleanliness, balance, and calmness for the scalp, which it communicates will lead to more beautiful and healthy hair. This brand pushes against the norm of simply washing hair, instead positioning itself as a brand that provides a complete care solution for the scalp. # Product The featured product is AMEND hair scrub which promotes a healthy scalp. The product is designed to go beyond regular shampoo by removing dead skin cells, impurities, and product buildup that ordinary shampoos cannot completely eliminate. With regular use, the scrub helps balance the scalp's microbiota, reducing excessive oiliness, dandruff, and flaking. The scrub is applied with a massage to stimulate blood circulation in the roots, which improves oxygenation and promotes stronger hair growth. The product is presented as a means to achieve a clean, balanced, and well-cared-for scalp, creating an ideal environment for stronger hair growth. # Visual style The ad has a polished and clean aesthetic, suggesting a high-end or professional production quality. The visual style of the ad includes bright lighting, a consistent focus on the product, and clear, easy-to-read text overlays. The video uses quick cuts and transitions to maintain a fast pace. The production quality is high-quality with smooth transitions. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 The creator holds the hair scrub and explains that the hair scrub is a care essential to having a really healthy scalp, and the benefits will go far beyond cleaning. - 00:07–00:11 00:07–00:11 The creator makes a hand gesture as text appears on the screen explaining that they are going to explain three benefits of the hair scrub. - 00:11–00:14 00:11–00:14 The creator holds the hair scrub and states that the first benefit is that it deep cleans the scalp. - 00:14–00:21 00:14–00:21 The video cuts to a clip of a white jar with the words "AMEND Esfoliante capilar". The video cuts to a light pink cream and a pink spatula scooping some up, then cuts back to text overlay explaining that the product removes dead skin cells, impurities, and other product build-up that a regular shampoo won't get. - 00:21–00:25 00:21–00:25 The creator holds the hair scrub and states the next benefit is oil control. - 00:25–00:33 00:25–00:33 The video cuts to another shot of the same light pink cream product being scooped, then cuts to someone parting the hair and showcasing the dandruff on the scalp as the text explains that the scrub will balance the micro bacteria in the scalp. - 00:33–00:36 00:33–00:36 The creator holds the hair scrub and explains that the next benefit is that it will stimulate blood circulation to the scalp. - 00:37–00:44 00:37–00:44 The video cuts to someone messaging the hair into the scalp, and then text appears that the scrub will help stimulate circulation and improve oxygenation to make the hair stronger. - 00:44–00:52 00:44–00:52 The video cuts to someone parting hair again as the text explains that a healthy and clean scalp is the ideal way to make hair more resistant. - 00:52–00:59 00:52–00:59 The creator shows the product again and states that the hair scrub will clean, balance, and calm the scalp, leading to more beautiful and healthy hair.

# Ad summary This ad features two friends discussing the Amend hair product line. They discuss a hair exfoliator, hair mask, and hair perfume. # Brand positioning Amend is presented as a solution for all hair types. They cater to people who want the best for their hair, encouraging users to prioritize hair health and wellness. The brand aligns with a lifestyle that balances beauty and care, offering products that not only enhance appearance but also promote hair strength and growth. Amend challenges the norm of using harsh chemicals by providing gentle and effective solutions, positioning itself as both a functional and emotional brand. # Product The ad showcases three Amend hair care products designed to revitalize and protect hair. First, the hair exfoliator which removes impurities and residue from hair. Second, the calming hair mask, which hydrates, calms, and strengthens the scalp. It is explicitly mentioned that unlike other hair masks, this one can be applied directly to the roots and then throughout the hair. Finally, the perfumed hair oil in a dry spray format is presented as a solution for neutralizing odors, such as smoke or barbeque smells, while perfuming and nourishing hair to give it shine. The ad promotes these products as a way to maintain healthy, fragrant, and beautiful hair, addressing the need for effective and convenient hair care solutions. # Visual style This ad maintains a polished yet authentic aesthetic, blending commercial quality with a UGC feel. The editing features quick cuts to maintain a snappy pace, syncing closely with voiceover and product actions. Visual motifs like close-ups of the products enhance the viewing experience, offering a visually appealing and persuasive presentation. The pacing is fast, with frequent cuts that mirror the energetic tone of the ad. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:04 A woman wearing a polo shirt and baseball cap as a delivery person hands an Amend package to another woman outside a glass entryway. - 00:04–00:09 The delivery person invites the other woman inside to see what's in the box. - 00:09–00:11 The delivery person cuts open the box, and the other woman pulls out a purple Amend bag with the products inside. - 00:11–00:14 The other woman pulls out a hair exfoliator and asks what it is. The delivery person tells her it's a hair exfoliator made of rice particles. - 00:14–00:19 The delivery person explains that the hair exfoliator cleans and leaves hair feeling amazing, emphasizing the need for such a product. - 00:20–00:27 The other woman holds up a hair mask. The delivery person mentions it is different because it can be applied from the roots to the ends. - 00:27–00:31 The delivery person explains that the hair mask helps with hair growth. - 00:31–00:33 The delivery person pulls out the hair perfume. The other woman seems excited. - 00:34–00:42 The delivery person sprays the other woman's hair with the dry, perfumed oil, explaining that it is good for neutralizing odors. - 00:42–00:52 The other woman loves the smell and how her hair feels, so she asks where to buy the products. - 00:52–00:55 The delivery person hands her the bag and says they will see each other tomorrow.