How e.l.f. Cosmetics Advertises on Meta

# Ad summary This ad showcases the elf Power Grip Primer and setting spray, demonstrating its endurance throughout a day of various activities like working, shopping, and hiking. The ad features a creator applying the primer and setting spray, then showcasing her day, and ending with a makeup check at 10:30 pm to prove how well the primer and setting spray held up after a productive day. # Brand positioning The brand e.l.f. is presented as a brand that provides makeup that is practical, useful, and effective for long days. The brand's products are positioned as reliable for maintaining a flawless look through various activities. The tone of the brand is positive, highlighting the reliability and effectiveness of its products in supporting an active lifestyle. # Product The featured product is the e.l.f. Power Grip Primer, a sticky primer that promises to keep up with the user through a full day of activities. It is designed to ensure makeup stays flawless, even when working, shopping, or hiking. The primer is applied by adding a few pumps to the face and patting it in with fingertips. The e.l.f. Power Grip Setting Spray is also featured to finish the makeup look, enhancing the primer's effectiveness and ensuring makeup holds up after a long day. The ad emphasizes that even after a full day, the primer and setting spray help makeup stay intact. # Visual style The ad has a polished UGC style, combining a clean, well-lit studio setup for the product demo with natural outdoor shots for the lifestyle segments. Editing is quick with simple transitions to keep a fast pace, typical of social media content. Visual motifs include close-ups of the product application and consistent, clean backgrounds. Pacing is consistent at around 15-20 cuts per minute. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The creator introduces the e.l.f. Power Grip Primer, noting its stickiness and questioning its ability to keep up with her throughout the day. - 00:05–00:17 She applies the primer to her face, demonstrating how to pat it in with fingertips, and mentions finishing the look with a setting spray. This section sets the stage for the product's performance test. - 00:17–00:22 The creator presents her full makeup look before heading out and previews her productive day ahead. This serves as a before shot, setting the baseline for comparison later. - 00:22–00:31 The ad transitions into a montage of the creator's day, showcasing her working at 10:00 am, shopping at 3:00 pm, and hiking to watch the sunset at 6:00 pm. This shows the active lifestyle the product is designed to endure. - 00:31–00:35 The creator reveals her makeup look at 10:34 pm, emphasizing how well the primer and setting spray held up after the long day. This offers direct evidence of the product’s lasting power.

# Ad summary This ad promotes e.l.f. Cosmetics' soft glam cream blush and bronzer sticks, which are offered in a variety of colors. The ad highlights the ease of application and the affordable price of $9 each. # Brand positioning e.l.f. Cosmetics is presented as an accessible and affordable beauty brand. The brand seems to target a broad audience seeking quality makeup products at budget-friendly prices. This is reinforced by the tagline 'eyes.lips.face.' and the low price point, suggesting that e.l.f. aims to be an inclusive brand, challenging the norm of high-priced beauty products. # Product The ad features e.l.f. Cosmetics' Soft Glam Cream Blush and Bronzer sticks. These are presented as easy-to-use cream-based products that provide a soft, glamorous finish. The products come in stick form, making them convenient for application and on-the-go use. The ad highlights the variety of colors available and emphasizes the affordable price of $9 each, making these makeup essentials accessible to a wide range of consumers. The cream formula suggests a focus on blendability and a natural-looking finish. # Visual style The ad features a polished and clean aesthetic. The editing style is simple with static shots and smooth transitions. The production quality is high, resembling a commercial. The colors are muted, with soft lighting that creates a gentle feel. The pacing is moderate, with cuts timed to the music beats. # 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 - 00:00–00:01 The ad opens with a close-up shot of multiple e.l.f. cream blush and bronzer sticks, immediately introducing the featured product. - 00:01–00:03 The camera shows color swatches, each in an individual stripe, of the various cream blush and bronzer sticks to the customer. - 00:01–00:03 Continuing from the previous shot, text appears on the screen highlighting the price point of "only $9 each!", increasing appeal to the customer. - 00:03–00:04 The bronzer stick is dabbed lightly with a makeup brush. - 00:04–00:05 The ad concludes with the e.l.f. Cosmetics logo and slogan, reinforcing brand awareness.

# Ad summary This ad showcases the e.l.f. Soft Glam Cream Blush + Bronzer sticks. The products are shown in various shades. The ad promotes these products being available for only $9 each and encourages the viewer to "get on the cream team." # Brand positioning e.l.f. is presented as an affordable and accessible beauty brand, with the ad highlighting the budget-friendly price point of just $9 per item. The brand’s positioning focuses on providing consumers with high-quality products at a lower price, making beauty attainable for a broader audience. By promoting "soft glam," e.l.f. aligns with current trends and a more approachable beauty aesthetic. # Product The ad features the e.l.f. Soft Glam Cream Blush + Bronzer sticks, designed to add color and contour to the face with a creamy formula. These products are available in a variety of shades, catering to different skin tones and preferences. Each stick features a twist-up design, allowing for easy and precise application. A key selling point highlighted in the ad is the affordability, with each item priced at only $9. # Visual style The ad has a polished and clean aesthetic with soft lighting and a neutral color palette. The editing style includes smooth transitions and close-up shots that highlight the product details. The production quality appears high-end, creating a commercial feel that aligns with the brand's positioning. The pacing is moderate, allowing viewers to take in the information without feeling rushed. Cuts and product actions are timed to music. # 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 - 00:00–00:02 The ad opens with a display of multiple e.l.f. Soft Glam Cream Blush + Bronzer sticks in various shades. - 00:02–00:04 The frame zooms in closer to the blush and bronzer sticks. - 00:04–00:06 The ad transitions to a swatch display of the cream blush and bronzer in different shades. The text overlay indicates the low price. - 00:06–00:08 The product is shown again. - 00:08–00:11 A close-up shot shows a makeup brush being swirled onto a bronzer stick, with text encouraging viewers to "get on the cream team." - 00:11–00:15 The products are displayed again, followed by swatches with the e.l.f. logo and brand motto, "eyes.lips.face."

# Ad summary This e.l.f. Cosmetics ad showcases the brand's soft glam cream blush and bronzer sticks. It emphasizes the product's affordability, showcasing a close-up of various shades and brush application. # Brand positioning e.l.f. Cosmetics is presented as an accessible and affordable beauty brand for everyday consumers. The brand's positioning is functional, offering quality products at a low price point. It promotes the idea that beauty doesn't have to be expensive. # Product The ad showcases e.l.f. Cosmetics' soft glam cream blush and bronzer sticks. These are presented as easy-to-use makeup products designed to add color and dimension to the face. Each stick features a cream formula that blends seamlessly into the skin. The ad emphasizes the affordability of the products, stating they are "only $7 each!" It is implied that the products are for anyone looking for an easy and affordable way to enhance their natural features. # Visual style The ad has a clean, polished aesthetic with close-up shots and a neutral color palette. The editing is simple and straightforward with static shots and smooth transitions. The production quality is high, giving it a professional commercial feel. The pacing is moderate, with about 12 cuts per minute. # 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 - 00:00–00:01 The ad opens with a static shot of three e.l.f. Cosmetics soft glam cream blush and bronzer sticks. - 00:01–00:03 00:01–00:03 The shot transitions to a close-up of various shades of the cream blush and bronzer swatched in lines. The text overlay states, "only $7 each!" - 00:03–00:04 00:03–00:04 A brush is shown picking up product from one of the bronzer sticks, demonstrating how to use it. - 00:04–00:05 00:04–00:05 The ad concludes with a return to the shot of the blush and bronzer sticks, now accompanied by the e.l.f. Cosmetics logo.

# Ad summary This e.l.f. ad features their Soft Glam Cream Blush + Bronzer, which only costs $7 each. # Brand positioning E.L.F. is presented as an accessible beauty brand that caters to a wide audience by offering trend-driven makeup at affordable prices. E.L.F. occupies a space in the consumer's mind that suggests beauty doesn't have to be expensive. The brand promotes inclusivity and experimentation, encouraging customers to explore different looks without breaking the bank. E.L.F. bucks the trend of high-end, exclusive beauty brands by prioritizing affordability and accessibility. While many brands focus on luxury or prestige, E.L.F. positions itself as a budget-friendly option that doesn't compromise on quality, appealing to a younger demographic and beauty enthusiasts seeking value and variety. # Product The featured product is the Soft Glam Cream Blush + Bronzer, presented in stick form with a bronze bottom and black center. The color of the product is at the top. It is implied that the product is for anyone seeking a soft, glam look, as conveyed by the name of the product line. The products are priced at only $7 each. Use occasion or moment of use is using a brush to apply the product. The ad addresses a purchase barrier, high cost, by presenting the product as affordable. # Visual style The ad's aesthetic is polished and clean. The editing style involves quick cuts and smooth transitions, creating a professional and engaging feel. The production quality is high, resembling a polished commercial with good lighting and color grading. There are no visual motifs. The pacing is fast, with frequent cuts to maintain viewer interest. The cuts and text overlays are timed to match the music beats, enhancing the overall audio-visual sync. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 Several of the Soft Glam Cream Blush + Bronzers are shown in a vertical line. - 00:04–00:07 The color variation of the product can be seen. - 00:07–00:09 More of the product is shown in a vertical line. - 00:09–00:11 The product is shown being applied to the face. - 00:11–00:15 Several products are shown in a vertical line.

# Ad summary This e.l.f. Cosmetics ad promotes its lip gloss with a surrealist, abstract creative framework showcasing a range of individuals applying the product. Accompanied by an original song, the ad challenges norms and showcases the brand's inclusive approach to beauty. The ad uses a UGC-style demo format with quick cuts, vibrant visuals, and a catchy soundtrack to highlight the transformative and confidence-boosting aspects of e.l.f.'s lip gloss. # Brand positioning e.l.f. Cosmetics is presented as an inclusive and boundary-pushing beauty brand that celebrates individuality and self-expression. The brand defies traditional beauty norms and embraces a playful, confident, and modern tone. This is showcased through the diversity of the people shown, the ad's surreal visual style, and the original song about empowerment. e.l.f. promotes the idea that their products can be used in a variety of contexts and by people of all ages and backgrounds, reinforcing a message of accessibility and acceptance. # Product The advertised product is e.l.f. Cosmetics' lip gloss, packaged in a small, clear tube with a black cap. The gloss appears to be available in a variety of shades, ranging from light pink to deep red. The ad showcases the gloss being applied by people across a variety of scenarios, from a teenager filming herself in her bedroom to a mortician applying it to a deceased client. The ad promotes the lip gloss as a tool for self-expression and empowerment, suggesting that it can elevate one's look. It's explicitly stated that once the gloss is on, "glamour is forever," suggesting that it is long-lasting and transformative. # Visual style The ad features a surreal and vibrant aesthetic with quick cuts, abstract visuals, and a mix of real-life and digitally-created elements. The editing style is fast-paced, with cuts timed to the music beats. The production quality is polished, but with a UGC feel in some scenes, creating a hybrid that appeals to a modern audience. There are visual motifs that suggest the brand's values, such as a tunnel of transformation and constant kaleidoscope effects. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [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 a close-up of a person applying e.l.f. lip gloss. - 00:02–00:04 A person is shown recording themself applying lip gloss in their bedroom, presenting a relatable, UGC-style application. - 00:04–00:06 Transitioning to another scene, a person applies lip gloss to another person, highlighting the communal aspect of beauty and self-care. This feels like an inside view of the beauty process between friends. - 00:06–00:08 The visuals shift to an abstract sequence, showing a rocket-like tube of lip gloss flying across a lunar landscape. This is meant to visually translate the idea of transformation and 'glow up.' - 00:08–00:09 The perspective shifts again, displaying a microscopic view of lips with glittery effects. This abstract visual emphasizes the gloss’s shimmery effect. - 00:09–00:12 A mortician applies lip gloss to a deceased client, challenging conventional beauty norms and emphasizing the product's versatility. The visual is unexpected and creates intrigue. - 00:12–00:18 The visuals transition through abstract, kaleidoscopic sequences that suggest transformation. - 00:18–00:24 The ad culminates with lip gloss tubes surrounding a mouth, reinforcing the product's centrality. This is paired with an outro robot. - 00:24–00:30 A robot is shown applying lip gloss and showing the product and branding.

# Ad summary The ad features the e.l.f. Skin Glass Slick Serum Stick. The serum stick is applied to the hand, showing how it can visibly plump skin over time. # Brand positioning e.l.f. Skin positions itself as a brand providing skincare products that enhance the skin's natural bounce and plumpness. The brand is presented as innovative, introducing a new serum stick in a convenient, easy-to-use format. e.l.f. Skin promotes a functional benefit of visibly plumping skin over time, suggesting a focus on effective skincare solutions. # Product The featured product is the e.l.f. Skin Glass Slick Serum Stick, designed to provide a bouncy and plump effect to the skin. It is formulated with a peptide blend. The stick format offers a convenient and mess-free application, differentiating it from traditional serums. The product aims to visibly plump skin over time, addressing the need for effective and easy-to-use skincare solutions. The ad highlights its novelty with the claim of being "new," # Visual style The ad features a clean and polished aesthetic, typical of skincare product commercials. The editing style includes static shots and smooth transitions, contributing to a high-end production quality. The ad maintains a consistent pace with cuts timed to the music beats, creating audio-visual sync. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The product, e.l.f. Skin Glass Slick Serum Stick, is shown rotating on a light blue background. - 00:05–00:07 The brand promotes the product’s ability to provide a "glassy glow," - 00:07–00:09 The product rotates, and the brand promotes the product’s ability to "bounce like woah." - 00:09–00:10 The product is shown with a small amount of product on a light blue surface. - 00:10–00:13 A hand with light-pink nail polish is shown holding the product, and the product is further promoted as containing a peptide blend that visibly plumps skin over time. - 00:13–00:15 The brand's logo is shown over a streaky white background.

# Ad summary In this ad, a content creator questions why makeup has gotten so expensive, before presenting a side-by-side comparison of drugstore makeup products and high-end makeup products. # Brand positioning The ad features multiple brands. E.l.f. Cosmetics is presented as an affordable and accessible brand, offering dupes for higher-end makeup products. Covergirl is also presented as an affordable brand. Milani is portrayed as offering products that can save consumers from needing to buy more expensive alternatives. The overall brand positioning emphasizes that quality makeup does not need to be expensive and that it is possible to achieve the same looks with drugstore products as with high-end ones. # Product The ad features various drugstore makeup products. The ad highlights the following products: the Milani Make It Last setting spray, the e.l.f. Cosmetics Camo Liquid Blush, the Covergirl Squishy Glaze Lip Butter Balm, the L'Oréal Infallible Blur Perfection Powder, the L'Oréal Infallible 3 Second Setting Mist, the Maybelline Lume Matte Foundation, and the Essence Baby Got Bronzed Bronzing Stick. All these products are presented as drugstore dupes for high-end makeup products, providing the same results at a fraction of the price. The ad positions these products as economical choices, suggesting consumers can avoid the high cost of luxury makeup without compromising on quality or performance. # Visual style The ad has a polished, UGC-style aesthetic. It features static shots with smooth transitions. The production quality is high, with good lighting and clear visuals, which supports the informative tone and targets an audience interested in beauty and makeup. The pacing is consistent, with cuts happening every 3-5 seconds as the presenter switches between products. The audio and visual elements sync with the presenter’s speech. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Let me know if this helped, and if you want a part two. # Point of view - [object Object] # Storyline - 00:00–00:04 The creator asks why makeup is becoming so expensive and introduces the concept that drugstore products can be as effective as high-end ones. - 00:04–00:09 The creator holds up the Milani Make It Last setting spray and states that if you have this product, you do not need the Charlotte Tilbury Airbrush Flawless setting spray. - 00:10–00:14 The creator holds up the e.l.f. Cosmetics Camo Liquid Blush and states that if you have this product, you do not need the Rare Beauty Soft Pinch Liquid Blush. - 00:15–00:18 The creator holds up the Covergirl Squishy Glaze Lip Butter Balm and states that if you have this product, you do not need the Summer Fridays Lip Butter Balm. - 00:19–00:23 The creator holds up the L'Oréal Infallible Blur Perfection Powder and states that if you have this product, you do not need the Laura Mercier Ultra Blur Powder. - 00:24–00:28 The creator holds up the L'Oréal Infallible 3 Second Setting Mist and states that if you have this product, you do not need the One Size On 'Til Dawn Setting Spray. - 00:29–00:33 The creator holds up the Maybelline Lume Matte Foundation and states that if you have this product, you do not need the Armani Beauty Luminous Silk Foundation. - 00:34–00:38 The creator holds up the Essence Baby Got Bronzed Bronzing Stick and states that if you have this product, you do not need the Milk Makeup Matte Bronzer Stick. - 00:38–00:41 The creator holds up the products and asks viewers to let them know if they found the video helpful and if they want a part two.

# Ad summary This ad promotes e.l.f Cosmetics' advent calendar, which contains 324 lip product combinations. # Brand positioning E.l.f. Cosmetics (Eyes Lips Face) is presented as a fun and accessible brand. The brand champions a youthful spirit, as highlighted in the advent calendar which is designed to contain lip products for a lifetime of looks. The ad emphasizes fun and experimentation through an array of products. # Product This ad promotes the "Forever Advent Calendar" by e.l.f. Cosmetics. The calendar is presented as a container filled with 324 lip combinations designed to last the customer a lifetime. The lip combinations are packaged in a rectangular case that is on wheels. Each lip combination is separated into its own box and given a number. # Visual style The ad features a clean aesthetic. The background is typically a solid color and the focus of the visuals is the e.l.f. product. The colors are vibrant and youthful, suggesting a fun and energetic atmosphere. Editing and transitions are simple and focus on the product and its contents. The camera framing is close up so the viewer can clearly see the product. # Benefits - [object Object] # Features - [object Object] # Call to action details to enter ⬇️ # Point of view - [object Object] # Storyline - 00:00–00:06 The ad showcases the "Forever Advent Calendar" by e.l.f. Cosmetics, and captures the excitement around the extensive collection of lip combinations it contains. - 00:06–00:14 The camera zooms into the inside of the advent calendar, highlighting the numerous lip product combinations that the product contains. This emphasizes the longevity of the product.

# Ad summary The ad showcases e.l.f.'s Glow Reviver Melting Lip Balm in three flavors: Island Colada, Pink Lemonade, and Blue Razz Slushy. The ad features people applying the lip balms, and highlights the $9 price point. # Brand positioning e.l.f. is presented as a fun, accessible beauty brand offering trendy and affordable products that align with current beauty and lifestyle trends. The brand pushes against the norm of high-priced beauty products by offering a range of cosmetics at budget-friendly price points. The brand targets a younger audience that values both style and affordability, and its positioning is functional and emotional by offering cosmetics that are easy to use, fun, and on-trend. # Product e.l.f. Glow Reviver Melting Lip Balm is a collection of tinted lip balms available in three flavors: Island Colada, Pink Lemonade, and Blue Razz Slushy. The lip balms give lips a shimmer finish and each lip balm is available for only $9. The product is marketed for those looking for a fun and accessible lip product. # Visual style The ad uses a bright, summery aesthetic with a focus on vibrant colors and close-up shots. The editing style is quick, with rapid cuts between different scenes and people. The production quality is polished and professional, creating a fun and playful tone. The visuals sync with the upbeat music track. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad starts by showing a woman applying a blue shimmer lip balm. - 00:01–00:02 The next shot shows a pink lip balm in a cocktail with a lemon and curly straw. - 00:02–00:04 A digital background displays a variety of cocktails, each containing a lip balm in different colors. - 00:04–00:05 A woman holds a pink and blue lip balm while in front of a light blue sky. - 00:05–00:07 A woman holds a cocktail with a lip balm and sips it. - 00:07–00:08 A woman applies a white shimmer lip balm. - 00:08–00:09 A woman holds a pink lip balm with a pink backdrop. - 00:09–00:10 A woman applies pink lip balm to her lips. - 00:10–00:11 The ad displays a close-up shot of a blue lip balm being held. - 00:11–00:12 A woman applies a blue lip balm. - 00:12–00:15 The ad shows a woman applying a pink lip balm while sitting in a beach chair with a blue sky backdrop.

# Ad summary This ad is for the e.l.f. Skin Glass Slick Serum Stick. It shows the product up close and personal, highlighting its hydrating, bouncy, and plumping qualities. # Brand positioning The e.l.f. brand is presented as a company that produces skincare products designed to achieve a dewy, glass-like skin effect. It aligns with a modern, youthful lifestyle, emphasizing hydration and plumpness. The brand's positioning is both functional and emotional, aiming to provide effective skincare solutions while also promoting confidence and a healthy glow. # Product The product featured is the e.l.f. Skin Glass Slick Serum Stick, a skincare product designed to provide a dewy, hydrated look and plump skin. The serum stick is formulated with a bouncy and plump peptide blend. It aims to hydrate and plump the skin, leaving it with a glassy glow. The product comes in a stick format for easy and direct application, addressing the need for a convenient and mess-free skincare solution. The ad highlights the product's ability to deliver hydration and plumpness in a single swipe, making it an appealing option for those seeking quick and effective skincare. # Visual style The ad has a polished, clean aesthetic with a vibrant color palette. The editing style is quick and dynamic, utilizing smooth transitions to maintain visual interest. The production quality is high-end, supporting a modern and appealing tone for the intended audience. The pacing is fast, and the visual elements are timed to the music beats. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens by displaying the product on a bright blue background, introducing the 'Glass Slick Serum Stick' and highlighting its 'NEW!' status. - 00:02–00:04 The camera shifts to show the product rotating against a textured, iridescent background, emphasizing its 'GLASSY GLOW' effect. - 00:04–00:06 The product continues to rotate, with text appearing that reads 'BOUNCE LIKE WOAH,' emphasizing the bouncy texture and feel of the product. - 00:06–00:07 The ad closes with a close-up of the product, showcasing the packaging details and highlighting the 'BOUNCY + PLUMP' peptide blend.

# Ad summary This ad for e.l.f. SKIN bronzing drops shows close-up shots of the bronzing drops ingredients, texture, and a person wearing the bronzing drops. It claims that the bronzing drops bronze and nourish skin with antioxidants. # Brand positioning e.l.f. SKIN positions itself as a brand that offers skincare products made with beneficial ingredients and nourishing antioxidants. This brand seeks to occupy a space in the market that emphasizes both beauty and skin health, appealing to consumers who want to enhance their appearance while caring for their skin. Their positioning is functional, focusing on performance through its ingredient selection. # Product The featured product is e.l.f. SKIN bronzing drops designed to bronze and nourish skin with antioxidants. The product contains vitamin E which moisturizes and nourishes, and sunflower seed oil which helps smooth and soften skin. The ad focuses on the bronzing and skin-nourishing aspects of the product, highlighting its antioxidant properties and ingredient benefits. The bronzing drops are for anyone looking to add a natural-looking bronze to their skin while also benefiting from skincare ingredients. The product claims to bronze and nourish skin with antioxidants. # Visual style The ad has a polished and high-end production quality, with extreme close-up shots and smooth transitions. The editing style features quick cuts that emphasize the product's texture and benefits. The pacing is consistent, maintaining a fast rhythm throughout the ad. The ad uses a lot of vibrant colors like turquoise, orange, and brown. # 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 A close-up shot of a brown shimmery liquid is shown, with the brand logo in the center. - 00:00–00:03 00:00–00:03 shows the brand logo and is meant to convey brand awareness. The shot provides a glimpse of the product's texture and color. - 00:01–00:03 A close-up shot of a drop of bronzing drops is shown over the product container. Text overlay says 'BRONZING DROPS. GOLDEN INGREDIENTS'. - 00:01–00:03 This shot is meant to introduce the product and some of its key features. The visual of the dripping liquid aims to showcase the product's texture and consistency. - 00:04–00:05 A close-up shot of bronzing drops is shown, followed by a text overlay that says 'VE vitamin E moisturizes & nourishes'. - 00:04–00:05 This shot is meant to highlight the ingredient 'vitamin E' and its moisturizing and nourishing benefits. It educates the audience on the skincare advantages of the product. - 00:06–00:08 A close-up shot of bronzing drops is shown, followed by a text overlay that says 'SO sunflower seed oil helps smooth & soften skin'. - 00:06–00:08 This shot highlights the ingredient 'sunflower seed oil' and its benefits in smoothing and softening skin, further emphasizing the skincare benefits of the product. - 00:09–00:11 A close-up shot of a person with bronzed skin is shown, followed by a text overlay that says 'BRONZE & NOURISH SKIN WITH ANTIOXIDANTS'. - 00:09–00:11 The shot aims to show the end result of using the bronzing drops, highlighting the bronzed and nourished skin. It also reinforces the product's key claim of providing antioxidant benefits. - 00:12–00:12 A close-up shot of a person's face holding the product is shown. - 00:12–00:12 This shot shows the product in context with a user, reinforcing its use and purpose. It also shows the brand logo. - 00:13–00:14 A close-up shot of bronzing drops is shown, followed by the brand logo in the center. - 00:13–00:14 This shot is meant to reinforce brand awareness and end the ad on a visual of the product's texture.

# Ad summary This ad promotes e.l.f.'s Glow Reviver Melting Lip Balm Shimmer, highlighting its suitability for achieving a 'festival-ready' look. It features a model with a fresh, dewy makeup look holding three different shades of the lip balm, emphasizing the product's affordability and variety. # Brand positioning E.l.f. (Eyes Lips Face) is presented as an accessible beauty brand, offering trendy and affordable products that cater to a youthful and vibrant audience. The brand aims to occupy a space in the consumer's mind as a go-to for achieving current beauty looks without breaking the bank. The brand aligns with the values of experimentation, self-expression, and inclusivity, and it pushes against the notion that high-quality makeup must come with a high price tag. E.l.f.'s brand positioning is functional, providing quality makeup at a budget-friendly price point, and emotional, empowering customers to express themselves creatively. # Product The featured product is e.l.f. Glow Reviver Melting Lip Balm Shimmer, a lip balm designed to provide a shimmery glow and hydration. It is available in three flavors. The lip balm is packaged in a small tube with a black cap. The ad promotes its use for going 'from day stage to afterparty,' suggesting versatility for various occasions. It is presented as an affordable option, priced at $9. The melting formula is meant to revive the lips, providing both color and hydration. # Visual style The ad features a bright, youthful, and vibrant aesthetic, suitable for social media. The production quality appears to be professionally shot, with clean lighting and sharp focus on the products and model. The visual motifs include a bright color palette and a single-person focus. The image treatment involves background removal to create a smooth gradient, enhancing the overall visual appeal. Typography is integrated in a large, bold, and easily readable format. The ad is designed to be platform-native, fitting into the style and format commonly seen on platforms like Instagram and TikTok. The style aims to quickly grab attention and communicate the product's key features and benefits in a visually appealing manner. # Hooks Headline: EYES. LIPS. FESTIVAL-READY. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by declaring 'EYES. LIPS. FESTIVAL-READY,' setting the context for the kind of makeup the ad will focus on. This is told from the brand's perspective to communicate the overall look or occasion the product is suited for, and to grab the viewers' attention. - The ad then introduces the product by stating, 'Go from day stage to afterparty with NEW Glow Reviver Melting Lip Balm Shimmer. $9'. This follows the initial hook, and provides the specific product as the solution to the need the brand has presented. This part of the story is being told from the brand's perspective, aiming to position the lip balm as a versatile and affordable way to enhance your makeup look. - The inclusion of a person holding the products up to the camera, looking up and showing the colors on the packaging helps reinforce the variety and ease of access to the lip balms. The model seems happy with the product, which builds trust with the viewer.

# Ad summary This is a video ad for e.l.f. Cosmetics' Shimmer Glow Reviver Melting Lip Balms. The ad features a creator matching each balm color to her Coachella-inspired outfits. # Brand positioning e.l.f. Cosmetics is presented as a fun, trendy, and accessible beauty brand. It aligns with current trends and vibrant aesthetics by showcasing the brand's products with Coachella-inspired outfits and shimmery balms. The ad promotes an emotional connection with consumers by aligning with a lifestyle of fun and festivity. It pushes against category norms by showcasing the products in a creative and visually appealing way, rather than focusing solely on functional benefits. The brand is positioning itself as a go-to for those seeking affordable and trendy beauty options, offering a wide range of colors and styles to suit various preferences. # Product The featured product is e.l.f. Cosmetics' Shimmer Glow Reviver Melting Lip Balm, a tinted lip balm designed to add shimmer and color to the lips. The lip balm comes in three shades: Pink Lemonade, Island Colada, and Blue Razz Slushy. It comes in a squeeze tube with an applicator tip. It is for makeup lovers looking for new shades to match their festival inspired looks. It adds a pop of color and shimmer. Each shade is designed to complement different outfits, making it a versatile product for creating various looks. The USPs include the shimmer finish and the variety of colors available. The balm is used to complete various fun, festival-inspired outfits, making it the perfect accessory. The ad highlights the lip balms as a must-have for creating trendy, colorful looks, especially for events like Coachella. # Visual style The ad has a polished UGC feel, combining selfie-style shots with close-ups. The editing style includes quick cuts to showcase the outfits and lip balm application. The overall production quality is high-end. The pacing is upbeat and consistent, with cuts timed to the music. The visual motif is matching each outfit to the lip balm. # Benefits - [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 creator introduces the video. - 00:00–00:03 She shows 3 different tubes of e.l.f. Cosmetics' Shimmer Glow Reviver Melting Lip Balms. - 00:03–00:06 The creator mentions matching her Coachella outfits to the balm colors, highlighting her 'Friday' outfit. - 00:06–00:09 She applies the 'Pink Lemonade' shade and expresses her love for the color. - 00:09–00:12 She then discusses her Saturday outfit. - 00:09–00:12 She then shows herself working with the 'Island Colada' shade. - 00:12–00:15 She applies 'Island Colada' and says that the shimmer brings her look together. - 00:15–00:18 She then talks about her Sunday outfit. - 00:18–00:22 She then applies 'Blue Razz Slushy,' and says the shimmer matches her sequins, closing out with the question, 'What more could you ask for?'

# Ad summary This ad is presented in the style of a true crime investigation show and promotes e.l.f. blush by humorously showcasing several blush colors, creating a sense of 'blush obsession' with the model portraying a character with an unusually large collection of blushes. # Brand positioning e.l.f. (eyes.lips.face) is presented as a brand that winks at beauty norms by using the true-crime genre to highlight its blush products. The brand is positioned as playful and self-aware. The 'Coscrime' tag in the logo suggests they are playfully pushing against traditional beauty norms, using humor to connect with consumers. The ad is focused on individual expression and not being afraid to go to extremes with one's makeup. # Product The ad showcases multiple shades of e.l.f. blush. The blushes are presented as highly desirable and collectable, with the ad humorously implying that one can never have too many. Specific types of blush are mentioned, including 'Sun's Out Blush,' 'Ombre Blush,' and 'Boyfriend Blush.' The blushes are presented for anyone who loves blush and wants to experiment with different looks. The ad language such as "Every shade deserves a standing ovation" and "Breathakingly buildable. You really do need them all" implies a high quality, buildable product. # Visual style The ad has a dark and edgy visual style, mimicking true-crime shows. The editing includes quick cuts, especially when showcasing the blushes and the transitions between scenes. The use of black and white at the beginning and end adds to the 'crime' aesthetic. The production quality is polished, but with a slightly raw feel, combining commercial aesthetics with an unvarnished tone that would appeal to social media users. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action VANITY VANDALS SHOP THE EVIDENCE # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The ad opens with a 'mugshot' of a woman. - 00:01–00:02 The camera pans to a woman sitting in an interrogation room. - 00:02–00:03 An investigator presents a bag full of blush products, as if they are the evidence in a criminal case. - 00:03–00:03 The investigator asks, 'What is all this blush for?' - 00:04–00:07 The suspect begins listing blush types: 'Sun's out blush, Ombre blush, Boyfriend blush.' - 00:07–00:08 The investigator asks, 'Are you taking notes?' - 00:08–00:11 The suspect touches several blush products. - 00:09–00:11 The suspect says, 'They're all different. I need them all!' - 00:11–00:13 The ad transitions to a black and white filter with the words 'Vanity Vandals: Shop the Evidence.' - 00:13–00:15 The e.l.f. logo appears on screen.

# Ad summary Image ad for e.l.f. Cosmetics featuring their new Glow Reviver Melting Lip Balm Shimmer. Three lip balms, each in a different flavor and color, are displayed in front of matching poolside drinks. # Brand positioning e.l.f. Cosmetics presents itself as a fun and accessible brand that doesn't take itself too seriously. By positioning its lip balms alongside playful, summery poolside cocktails, e.l.f. is communicating that beauty can be fun, affordable, and integrated into everyday leisure activities. The brand seems to target younger consumers who are interested in both makeup and trendy lifestyle aesthetics, blending the lines between the beauty and lifestyle categories. # Product The advertised product is e.l.f. Cosmetics' new Glow Reviver Melting Lip Balm Shimmer, available in three "thirst-quenching flavs inspired by your fave poolside drinks". Each balm is presented as a flavored version, mimicking popular poolside cocktails. The lip balms are packaged in small tubes and appear to be tinted to match the color of each drink. # Visual style The visual style of the ad is vibrant and summery, using bright colors and poolside imagery to create a fun and playful aesthetic. The production quality appears highly polished, with professional lighting and crisp product photography. The overall image treatment emphasizes a youthful and trendy vibe, aligning with e.l.f.'s target audience. The layout is clean and simple, ensuring high scannability in the feed. # Hooks Headline: GLOW REVIVER MELTING LIP BALM SHIMMER # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by introducing e.l.f.'s new Glow Reviver Melting Lip Balm Shimmer, immediately highlighting the product and its unique selling point—flavors inspired by poolside drinks. This is conveyed from the brand's perspective to grab attention and inform viewers of a new, themed product launch. - The ad copy continues by describing the product as "thirst-quenching" and ties it to "your fave poolside drinks," suggesting a relatable and desirable lifestyle element. This part of the story is told from the brand's perspective, inviting the audience to associate the lip balms with enjoyable summer experiences. - The visual layout places the lip balms on top of matching cocktails, reinforcing the flavor theme and further conveying a fun, summery association. This visual storytelling is delivered from a brand's perspective and encourages an immediate and direct link between the product and its inspiration. - The ad concludes with a price point of $9, making the product seem affordable and accessible. This part of the story is told from the brand's perspective to make the product more appealing by removing a potential purchase barrier.

# Ad summary This ad showcases the e.l.f. Cosmetics Glow Reviver Lip Oil. The ad features a customer review and displays the product in use. # Brand positioning e.l.f. Cosmetics is presented as a brand that offers high-quality makeup and skincare products at affordable prices. The brand positions itself as a disruptor in the beauty industry, challenging the notion that effective beauty products must be expensive. By offering innovative and cruelty-free options, e.l.f. aims to make beauty accessible to a wide range of consumers, aligning with values of inclusivity and empowerment. The brand's tone is playful and inviting. # Product The e.l.f. Cosmetics Glow Reviver Lip Oil is a moisturizing lip product designed to provide a natural hint of color and a glossy finish. The formula glides on smoothly, offering buildable color and a moisturizing feel, which helps to eliminate the need for multiple lip products. The lip oil comes in a sleek, silver tube, and it is suitable for those looking to add a subtle, hydrating touch to their lips without the commitment of a full lipstick. # Visual style The ad has a polished, commercial aesthetic with a focus on clean visuals and clear text overlays. The editing style consists of static shots with smooth transitions, emphasizing the product and customer testimonials. The production quality is high-end, supporting an intended tone of quality and reliability. The pacing is steady, with cuts timed to key phrases in the testimonials. # 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 - 00:00–00:01 The ad opens with a glamour shot of the product, emphasizing its viral status and high rating. - 00:01–00:07 00:01–00:07 The ad shows a customer testimonial praising the lip oil for its natural color, smooth application, buildable color, and moisturizing feel. This is presented from the perspective of satisfied users who appreciate the product's quality and performance.

# Ad summary This image ad is promoting a special offer from e.l.f. Cosmetics: Buy four concealers for the price of one. The ad features multiple shades of the brand's Hydrating Camo Concealer in a stacked product shot. # Brand positioning e.l.f. Cosmetics is presented as an accessible beauty brand offering high-quality makeup at affordable prices. The emphasis on value is highlighted through the enticing offer of getting four concealers for the price of one. The brand aims to occupy a space in the consumer's mind as a go-to for budget-friendly, effective beauty products, appealing to customers who seek quality without breaking the bank. The presentation of the concealers with spilled product suggests a playful and approachable tone, pushing against the norms of high-end beauty brands that often focus on exclusivity and luxury. # Product The featured product is e.l.f. Hydrating Camo Concealer, available in multiple shades to suit different skin tones. It is a liquid concealer designed to provide full coverage with either a matte or satin finish. The ad mentions the concealer is a 16-hour wear formula and has hydrating properties, addressing potential purchase barriers related to long wear and dryness. The visual presentation showcases a variety of shades, suggesting the product is inclusive and caters to a wide range of complexions. The way the concealers are stacked and partially covered in spilled product is meant to convey the product's creamy texture and rich pigmentation. # Visual style The ad has a playful and accessible aesthetic with a focus on product showcase. The image appears to be studio-shot with controlled lighting and a clear focus on the products. The color palette is monochromatic, using shades of brown to create a cohesive and warm tone. The typography is bold and easy to read, ensuring the promotional message is clear. The product spills add a touch of whimsy and suggest the creamy texture of the concealer. # Hooks Headline: GET 4 FOR 1 OF THOSE $$$ CONCEALERS. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts with a headline that announces the special offer: "GET 4 FOR 1 OF THOSE $$$ CONCEALERS." This is meant to grab the audience’s attention by highlighting a significant value proposition. The brand is telling the audience why they should pay attention to this ad, from a customer POV, by promising a deal on an appealing product, the Hydrating Camo Concealer. - The next beat emphasizes the product's attributes: "Full coverage. Matte or satin finish. 16HR + Hydrating Camo Concealer." This reinforces the quality and versatility of the concealers, highlighting key benefits that make it worth the consumer's money. The brand is telling its audience, from a brand POV, why this product is better than competitors. - The image then displays stacked concealers with a circular badge that says "ONLY $8!" It solidifies the affordability message and creates urgency by showing the extremely low price point. The brand is driving home its central message with this price point, from a brand POV, to make the offer irresistibly appealing.

# Ad summary This ad promotes e.l.f. Cosmetics' new glow reviver lipstick. The image showcases two stacked lipsticks against a pink backdrop with a swipe of lipstick. The text highlights that the product is new and sells for $10. # Brand positioning e.l.f. Cosmetics is presented as an affordable beauty brand, highlighting that its new glow reviver lipstick is only $10. The brand seems to position itself as accessible and budget-friendly, making beauty attainable for a wide range of consumers. By emphasizing affordability and newness, e.l.f. aims to attract customers looking for trendy and budget-conscious beauty options. The brand's positioning is functional, focusing on providing quality products at an accessible price point. # Product The featured product is e.l.f. Cosmetics' new glow reviver lipstick, priced at $10. The lipstick is housed in a shiny silver, hexagonal tube with the brand's name, e.l.f., engraved on the side of the cap and the base. The product is designed to provide a glowing finish to the lips. It aims to revive the lips, likely by providing moisture and color, as implied by the product name. The advertisement explicitly states that it is new, drawing attention to its freshness and relevance. # Visual style The ad has a highly polished, studio-shot appearance with clean lighting and a monochromatic color scheme. The visual motif includes a product showcase with a complementing lipstick swatch, emphasizing the product's texture and color. The image treatment includes a gradient background, reflective surfaces, and a focus on the product's form. The typography is integrated with clean, legible fonts. The style aims to be visually appealing and scannable in-feed, drawing attention with its sleek design and clear product focus. # Hooks Headline: NEW! glow reviver lipstick, $10 # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by announcing the launch of a new product. The message is from the brand, who is trying to create excitement and grab the viewer's attention with this announcement. - Next, the ad focuses on a specific product: glow reviver lipstick. The brand is providing a description of the product being advertised, clarifying the features and benefits of this specific type of lipstick to the customer. - Finally, the ad emphasizes the affordable price point of the lipstick ($10). The brand wants to emphasize accessibility and affordability, highlighting the lipstick’s value to the customer.

# Ad summary This ad serves as a teaser for e.l.f. Cosmetics' new series, "Vanity Vandals," which depicts a comedic crime investigation of disputes over makeup products. The ad uses visuals and audio reminiscent of true crime TV, then subverts the genre for humor. It is designed to build awareness and drive viewers to YouTube to follow the case. # Brand positioning e.l.f. Cosmetics is presented as a brand that is willing to make light of the drama that can exist between people and their cosmetics. This ad is designed to make the case that e.l.f. is self-aware and doesn't take itself too seriously, even leaning into over-the-top satire for comedic effect. e.l.f. breaks category norms by taking the real product usage and drama and blowing it out of proportion. This is an emotional positioning that uses humor and entertainment. # Product This ad spotlights the e.l.f. brand generally by referencing disputes over makeup products. The ad shows a variety of e.l.f. cosmetic products including blush, concealer, brushes, and lip glosses. The ad makes no specific product claims. It implies that the featured products are worth stealing. # Visual style The ad uses a combination of true crime investigation aesthetics and UGC-style footage to create a comedic effect. The editing style mixes quick cuts and static shots, maintaining a fast-paced rhythm. The production quality is a hybrid, blending polished commercial elements with raw, live stream footage to enhance authenticity and humor. The visuals use motifs such as crime investigation boards, close-ups of evidence, and dramatic lighting to parody true crime shows. The pacing is consistent, with cuts timed to the music and voiceover. The audio-visual sync enhances the comedic effect. # Benefits - [object Object] # Features - [object Object] # Call to action FOLLOW THE CASE ON YOUTUBE # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up shot of a case file labeled "Federal Cosmetic Crime Task Force." A man in a suit addresses the camera, setting a serious, investigative tone. He references "territorial disputes over cosmetic jurisdiction or vanity vandalism," establishing the premise of a comedic crime investigation. The serious tone contrasts humorously with the trivial subject matter, immediately grabbing attention. - 00:02–00:05 00:02–00:05 The scene cuts to a live stream recording of a messy vanity, highlighting cosmetics scattered around. A dispute ensues as someone in the live stream says, "Girl, that's mine!," accusing another of stealing their product. This moment is presented from the customer's POV, creating an immediate sense of conflict and drawing the viewer into the drama. - 00:05–00:07 00:05–00:07 The ad shifts back to the official investigation, displaying a brush with powder. The man states, "We laid out the board and followed the paper trail," indicating a thorough investigative process. This maintains the true crime parody, emphasizing the commitment to solving even the most trivial of cosmetic crimes. - 00:07–00:10 00:07–00:10 The man continues, "Once the receipts started talking, the mess turned into a narrative," reinforcing the transformation of a simple dispute into a complex case. Visuals show a corkboard with photos, receipts, and red string, typical of crime investigation scenes, enhancing the comedic effect. - 00:10–00:14 00:10–00:14 The ad concludes with a reveal of the e.l.f. Cosmetics logo alongside the title "Vanity Vandals" and a call to action: "Follow the case on YouTube." This framing positions the ad as a teaser for a larger series, inviting viewers to engage further with the brand's content. The final screen shows the e.l.f. tagline: “eyes.lips.face. COSCRIME.” tying the brand directly to the theme of cosmetic crime.