How Le Labo Fragrances Advertises on Meta

# Ad summary This ad features the Le Labo Discovery Set. The ad shows a box being opened to reveal mini fragrance bottles, offering a glimpse of the variety of scents available. # Brand positioning Le Labo is presented as a sophisticated fragrance brand based in Grasse and New York. The brand aligns with an artistic, high-end lifestyle. The packaging is minimal, simple, and elegant, emphasizing a focus on quality ingredients and craftsmanship over overt marketing or branding. The brand occupies a space of artisanal quality and personalized experience within the perfume market. # Product The featured product is the Le Labo Discovery Set, which includes a collection of small bottles of the brand's fragrances. The set is for fragrance enthusiasts looking to explore a range of scents before committing to a larger bottle. The fragrances come in identical, minimalist glass vials with black caps and simple labels. This sampler set offers customers the opportunity to find their signature Le Labo scent or to layer scents to create a personalized fragrance. # Visual style The ad has a clean, minimalist aesthetic with a focus on product presentation. The editing style consists of static shots and smooth transitions. The production quality is polished, highlighting the high-end nature of the brand. The pacing is slow and deliberate, creating a sense of luxury and sophistication. There is no audio-visual sync. # 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 begins with a top-down shot of a closed Le Labo Discovery Set box on a dark wooden surface. - 00:02–00:04 The box is opened to reveal a collection of mini Le Labo fragrance bottles, arranged in a grid inside a black tray. - 00:04–00:08 A hand reaches into the box, picks up a single vial, and rotates it to show the label. - 00:08–00:12 The hand then places the vial back in the box, and the box is closed. - 00:13–00:16 The ad concludes with a black screen displaying the Le Labo logo and location.

# Ad summary This ad showcases Le Labo's Discovery Set, highlighting its artisanal, handcrafted approach to perfumery through close-up visuals of the brand's atelier and packaging. # Brand positioning Le Labo is presented as a luxury perfumery brand, emphasizing its artisanal and handcrafted approach to fragrance creation. The brand positions itself as distinctively sophisticated, highlighted through the raw materials, dark color palettes, and lab-like environments. Le Labo occupies a niche in the market for those seeking unique, high-quality fragrances, offering a departure from mass-produced perfumes. # Product The featured product is the Le Labo Discovery Set, comprising 17 eau de parfum samples (1.5ml/0.05 fl.oz.liq.). The fragrances are natural sprays, labeled in-house, showcasing the date of preparation. The presentation includes minimalist brown packaging with clear labeling, reinforcing the brand's laboratory-inspired aesthetic. The samples provide an opportunity for customers to explore a variety of Le Labo fragrances. # Visual style The ad features a dark, moody aesthetic with a focus on the raw materials and handcrafted aspect of Le Labo's products. The editing is slow and deliberate, highlighting details and creating a sense of luxury. The overall feel is polished and refined. # Benefits - [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 - 00:00–00:03 The ad opens with the arrangement of products and packaging in an atelier. - 00:03–00:07 00:03–00:07: The ad zooms out to reveal a Le Labo Discovery Set placed in front of the window of the New York City flagship store. - 00:07–00:12 00:07–00:12: The ad fades to black and the Le Labo logo is revealed.

# Ad summary This ad showcases the Le Labo Discovery Set, highlighting the brand's approach to fine perfumery with a behind-the-scenes feel. The ad emphasizes the artisanal quality and the unique experience of discovering different scents. # Brand positioning Le Labo is presented as a manufacturer of fine perfumery, focusing on craftsmanship and quality ingredients. The brand is positioned as operating out of New York and Grasse, France, suggesting a blend of urban sophistication and traditional perfumery expertise. Le Labo aligns itself with a minimalist, artisanal aesthetic, avoiding typical flashy perfume advertising. Its functional focus is on unique, customizable scents, and its emotional appeal is rooted in discovery, personal expression, and understated luxury. # Product The Le Labo Discovery Set features a selection of miniature eau de parfum sprays, presented in simple, cylindrical vials with black caps. The set comes in a plain brown cardboard box, emphasizing a raw, unpretentious aesthetic. The ad shows the perfumes being labeled in a lab-like setting, highlighting their artisanal creation. The Discovery Set allows customers to sample a range of Le Labo's fragrances. The set is presented as an opportunity to experience and select a favorite fragrance before committing to a larger bottle. The ad addresses the purchase barrier of committing to a single scent by offering a variety of options. # Visual style The ad has a muted, vintage aesthetic with a focus on natural light and simple, clean compositions. The editing style is minimal with static shots and smooth transitions. The production quality is high, lending a polished, artisanal feel to the ad, aligning with the brand's luxury positioning. The pacing is slow and deliberate, with a BPM of approximately 60, creating a calm and sophisticated viewing experience. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with an individual opening a box containing a Le Labo Discovery Set. - 00:03–00:07 The camera focuses on the Le Labo Discovery Set box and the small vials of perfume, showcasing the product. - 00:07–00:12 The scene transitions to display the Le Labo logo and brand information.

# Ad summary This ad showcases the Le Labo Bergamote 22 perfume. The ad begins with a person’s hand putting the perfume on a dark surface next to the branded cardboard box. The person opens the box and removes the perfume bottle from a protective paper wrapping. A small card is removed from the box, and the box is closed. The Le Labo logo is displayed. # Brand positioning Le Labo is presented as a luxury fragrance brand with its perfumes manufactured in Grasse, France, and New York City. The brand seems to position itself away from the mass market by focusing on high-end niche perfumes. The brand’s simple packaging is indicative of a minimalist design aesthetic, in which the quality of the product is emphasized over flashy marketing or branding. # Product The advertised product is the Bergamote 22 eau de parfum from Le Labo. The product is packaged in a clear, simple glass bottle with a metal cap. The label features the name of the fragrance, as well as the volume: 100ml / 3.4 fl.oz. The label also says "eau de parfum natural spray / vaporisateur," followed by fields for the location, date of preparation, and to write a name on. The minimalist and utilitarian packaging implies a focus on the quality of the ingredients and the craftsmanship of the fragrance itself. # Visual style The ad has a clean and minimalist aesthetic, consistent with the brand's identity. The focus is on the product and its packaging, with simple shots and a dark, uncluttered background. The editing is simple and clear, in line with the product shots. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The hand places a Le Labo perfume bottle on a dark surface next to the branded cardboard box. - 00:02–00:06 The person opens the box to reveal the perfume bottle encased in a protective paper wrapping. - 00:06–00:08 The person removes the perfume from the box, shifts the paper wrapping, and reveals a small card. - 00:08–00:12 The person closes the box. - 00:12–00:15 The video ends with the Le Labo logo on a black background.

# Ad summary This ad showcases an unboxing of LE LABO's BERGAMOTE 22 fragrance. The ad focuses on the minimalist packaging and personalized label of the product. The closing scene displays the brand's logo. # Brand positioning LE LABO is presented as a luxury fragrance brand with a focus on minimalist, personalized products. The brand aesthetic appears to be very upscale. The brand seems to value simplicity and a unique experience for its customers. LE LABO seems to push against the norm of mass-produced fragrances, emphasizing the individual touch in its products, which aligns with an emotional connection with the brand's offering. # Product The featured product is the BERGAMOTE 22 eau de parfum. The fragrance is packaged in a clear glass bottle with a silver cap and a minimalist label. The label on the bottle can be customized with the customer's name, location, and date of purchase. The fragrance is described as a 'natural spray' which implies an emphasis on natural ingredients. The ad highlights the personalized aspect of the product and the attention to detail in the packaging. # Visual style The ad has a minimalist and sophisticated aesthetic. The editing style features slow, deliberate movements and static shots that emphasize the product and the unboxing experience. The production quality is high-end, creating a polished commercial feel. The pacing is slow and deliberate, with approximately 5 cuts per minute. The audio and visuals are synced, with the background music complementing the smooth, refined visuals. # 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 - 00:00–00:02 The scene opens with a hand placing a clear glass bottle of BERGAMOTE 22 eau de parfum onto a black surface, setting a minimalist and upscale tone. - 00:02–00:05 The bottle is then carefully placed inside a cardboard box filled with black tissue paper, showing the deliberate and luxurious unboxing process. - 00:05–00:06 The tissue paper is gently smoothed down over the bottle, indicating a focus on presentation and care. - 00:06–00:08 A small, elegant card with the handwritten word 'merci!' is placed inside the box, adding a personal touch and suggesting appreciation for the customer. - 00:08–00:11 The box is then closed, showing the LE LABO logo, reinforcing brand recognition and signaling the completion of the unboxing experience. - 00:11–00:12 The closed box is moved to reveal a bottle of LE LABO fragrance lying horizontally, transitioning to a visual of the product itself. - 00:12–00:16 The screen fades to black, displaying the LE LABO logo, finalizing the ad and reinforcing the brand's identity.

# Ad summary The ad showcases the Santal 26 candle by Le Labo. It features a hand lighting the candle, followed by a close-up of the candle burning, emphasizing its scent and the ambiance it creates. # Brand positioning Le Labo is presented as a luxury brand that creates sensorial experiences and aims to occupy the space of sophistication, craftsmanship, and understated elegance. The brand aligns with a lifestyle that appreciates the finer things and a minimalist aesthetic. It promotes a sense of exclusivity and quality over mass appeal, ignoring the norms of loud marketing and instead focusing on subtle cues of luxury. The brand positioning is emotional (creating a mood and an experience) and functional (a high-quality home fragrance product). # Product The featured product is the Santal 26 scented candle by Le Labo. It is a hand-poured candle in a clear glass holder with a minimalist label. The candle is described as bringing "an aristocratic scent to your home," providing a unique and luxurious olfactory experience. The ad emphasizes the aroma it diffuses and the ambiance it creates. The USPs are its distinct scent profile and the creation of an elevated home environment. # Visual style The ad has a polished, high-end aesthetic. The editing style consists of static shots and smooth transitions. The production quality is clean and refined, supporting a tone of understated luxury. The ad maintains a consistent pacing. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05: A hand strikes a match and lights the Le Labo Santal 26 candle. This begins the narrative by introducing the product and its intended use. - 00:05–00:08 00:05–00:08: A static shot of the burning candle. This moment is a continuation of the previous shot, emphasizing the candle's ambiance and reinforcing its purpose as a home fragrance.

# Ad summary This ad shows a candle being lit and burning. # Brand positioning Le Labo is presented as a luxury brand, aligning with values of craftsmanship, personalization, and sensory experience. It aims to occupy a space in the consumer's mind that values unique, high-quality fragrances tailored to individual preferences. The brand promotes a lifestyle of understated elegance, focusing on the intimate and personal experience of scent. By offering customizable labels, Le Labo sets itself apart from mass-produced brands that prioritize scale over exclusivity. Its positioning is primarily emotional, appealing to consumers who seek a deeper connection with their products and appreciate the sensory pleasures of fine fragrance. # Product The featured product is the Santal 26 Classic Candle by Le Labo. It is a handcrafted candle made from soy wax and features a cotton wick. The candle is housed in a clear glass container with a minimalist label that includes the brand name, fragrance name, and space for a personalized message. Santal 26 is described on the label as a 'bougie parfumee' or scented candle. The label indicates that the product is labeled in New York City and allows for customization of the label with your name. The ad highlights the sensory experience of lighting and enjoying the candle's fragrance, creating a relaxing and intimate atmosphere. The key selling points include its artisanal craftsmanship, personalized label option, and the promise of a high-quality fragrance experience. # Visual style The ad has a polished, minimalist aesthetic with a focus on natural light and texture. The editing style consists of static shots, allowing the viewer to focus on the details of the product. The production quality is high-end, supporting the intended tone of understated elegance. The pacing is slow, emphasizing the sensory experience of the candle. The audio-visual sync is subtle, enhancing the overall mood of the ad. # Benefits - [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 - 00:00–00:01 The ad opens with a close-up of the Le Labo Santal 26 candle sitting on a dark shelf next to a window. - 00:01–00:05 A hand enters the frame holding a lit match and proceeds to light the candle. - 00:05–00:08 The camera remains focused on the lit candle as the flame flickers and the wax begins to melt.

# Ad summary This ad shows someone refilling a bottle of Le Labo Santal 33 perfume. # Brand positioning Le Labo is presented as a luxury fragrance brand that is based in Grasse and New York. The brand is distinguished by its artisanal approach to fragrance creation, its minimalist aesthetic, and its focus on high-quality ingredients. The ad underscores the brand’s attention to detail and commitment to a sensory experience. # Product The product shown is Le Labo Santal 33 Eau de Parfum, a fragrance available in a clear glass bottle with a minimalist label that reads "Santal 33" followed by details such as volume (100ml, 3.4 FL.OZ) and concentration (eau de parfum). The fragrance is presented as a refillable product, aligning with sustainability and allowing for continued use of the original bottle. The emphasis on refilling suggests a focus on reducing waste and offering a long-term value proposition to customers, inviting them to invest in a signature scent and experience the brand's dedication to quality and environmental consciousness. # Visual style The ad features a minimalist and clean aesthetic. The focus is on the product, with muted colors and soft lighting, conveying sophistication. The editing is simple, with a clean transition to the logo at the end. The overall impression is one of understated luxury. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 A pair of hands carefully pours liquid from a clear glass beaker into a bottle of Le Labo Santal 33. - 00:01–00:03 The shot zooms in on the label of the perfume bottle, highlighting the "SANTAL 33" name and other details. - 00:02–00:04 The camera zooms back out to show both hands turning the perfume bottle around in order to inspect its label. - 00:04–00:06 The screen fades to black, leading into the Le Labo logo. - 00:04–00:06 The brand name appears alongside the words “GRASSE - NEW YORK.”

# Ad summary This ad showcases the brand's hand balm. It highlights the product's smooth application and emphasizes its luxurious feel. # Brand positioning Le Labo positions itself as a luxury fragrance and personal care brand rooted in the artisanal tradition of perfume making, emphasizing craftsmanship and quality over mass-market appeal. The Grasse-New York tagline conveys a blend of old-world perfume heritage with modern sensibilities. The brand's visual aesthetic avoids the typical polished commercial look, opting instead for a more raw and authentic presentation. Le Labo stands apart from conventional, mass-produced beauty brands. The brand targets discerning consumers seeking high-end personal care products with a story behind them, appealing to their desire for unique and sophisticated experiences. # Product The Le Labo hand balm is a rich, moisturizing treatment designed to nourish and soften the skin on the hands. The product is presented in an aluminum tube with minimalist labeling. It works by creating a protective barrier that locks in moisture and shields against dryness. The balm is suitable for anyone seeking to hydrate and revitalize their hands, especially those exposed to harsh environmental conditions or frequent washing. Its texture is smooth and easily absorbed. The ad shows a single application to the back of the hand. The balm offers a luxurious sensory experience, turning a routine skincare task into a moment of self-care. # Visual style The ad has a clean, minimalist aesthetic, emphasizing the product itself. The editing is straightforward with static shots. The production quality has a slightly raw, authentic feel, steering clear of overly polished commercial visuals. The pacing is relaxed and consistent. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A tube of Le Labo hand balm sits on a white surface, unopened. - 00:01–00:05 00:01–00:05 The tube of balm is picked up and a small amount is squeezed onto the back of a hand. The hand has several illustrative tattoos. This is a demonstration of the product. - 00:05–00:10 00:05–00:10 The hands rub the balm in. The perspective is close-up, focusing on the person's hands and the balm’s application. This demonstrates how easily the hand balm spreads and is absorbed into the skin. - 00:10–00:12 00:10–00:12 The Le Labo logo appears, solidifying the brand identity in the viewer's mind.

# Ad summary The ad features a person putting Le Labo hand pomade on their hands and rubbing it in. # Brand positioning Le Labo is presented as a luxury brand focused on hand care. The visuals are minimalistic, with a plain background and a simple white tube of hand pomade. There are no direct comparisons to competitors, and the brand is positioned through its product and visual aesthetic, suggesting a focus on quality and simplicity. # Product The featured product is the Le Labo hand pomade, packaged in a simple white tube with black text. The product is dispensed from the tube onto the back of the hand. The hand pomade is for anyone who needs a moisturizing product for their hands. The ad focuses on the application and texture of the pomade as it is rubbed into the skin, highlighting its use as a daily self-care item. # Visual style The ad has a clean, minimalist aesthetic with static, directly overhead shots. Production quality appears high-end, with even lighting and smooth transitions. The pacing is slow and deliberate, emphasizing the application of the hand cream. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A tube of hand cream is lying on a white surface. - 00:02–00:05 A hand picks up the tube and dispenses the cream onto the back of the other hand. - 00:05–00:10 The person rubs the cream into the back of their hands and fingers. - 00:10–00:11 The screen cuts to black. - 00:11–00:12 The Le Labo logo appears.

# Ad summary This ad showcases the Le Labo brand and its unique perfume creation process. It begins with a shot behind a wired safety glass wall to show the perfume creation, mixing ingredients and crimping the top of the perfume bottle. The bottle is shown up close after the process is done. # Brand positioning Le Labo is presented as a luxury brand crafting unique and sophisticated fragrances through a meticulous, almost scientific process. The brand aligns with values of authenticity, craftsmanship, and exclusivity. Le Labo's approach distinguishes itself by focusing on the art of perfumery, emphasizing the careful creation process rather than mass production. The brand positioning is functional, where they emphasize the fragrance making process, and emotional, in that the fragrance creation is an art. # Product The product is the Rose 31 eau de parfum, a fragrance from Le Labo. The ad showcases the production process, implying a focus on quality and craftsmanship. The perfume bottle is simple and modern, with a label containing handwritten details of the fragrance composition. The bottle is clear glass with a silver top. The ad emphasizes the care and precision involved in creating a unique, high-end fragrance. # Visual style The ad has a polished, commercial aesthetic with a focus on the perfume creation process. The editing style is slow and deliberate, emphasizing each step of the perfume-making process. The production quality is high-end, with clear shots. The pacing is slow, with static shots. The audio-visual sync is timed to the music beats. # 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 00:00–00:03 The ad begins with a view into a lab through a wired glass window. An employee is seen mixing ingredients. - 00:03–00:06 00:03–00:06 The scene shifts to a closer view of the employee mixing ingredients to create the perfume. - 00:06–00:10 00:06–00:10 The employee pours the mixture into the Rose 31 bottle and uses a machine to crimp the top on the bottle. - 00:10–00:15 00:10–00:15 The employee holds the finished perfume bottle of Rose 31 and sets it down. - 00:16–00:18 00:16–00:18 The ad cuts to black with the Le Labo logo appearing on the screen.

# Ad summary This image ad promotes a Le Labo pop-up event in Hong Kong, showcasing their mobile perfume lab. # Brand positioning Le Labo is presented as a luxury fragrance brand that values craftsmanship and unique experiences. The brand offers high-end perfumes, and the pop-up shop suggests an innovative and personalized approach to fragrance retail. The mobile lab concept pushes against the traditional department store perfume counter, creating a sense of exclusivity and discovery. Le Labo aims to occupy a space in the consumer's mind as a sophisticated and artistic brand that focuses on quality ingredients and individual expression. This positioning blends both functional (quality) and emotional (exclusivity) appeal. # Product The featured product is Le Labo fragrances, specifically displayed in clear glass bottles with minimalist labels. These fragrances appear to be for personal use. The image showcases the pop-up perfume lab, implying a unique retail experience where customers can engage with the brand and products in a more intimate setting. The pop-up format itself suggests exclusivity and limited availability, enhancing the perceived value of the fragrances. The ad doesn't explicitly list features or ingredients but instead focuses on the sensory and experiential aspects of the brand. # Visual style The ad has a polished, studio-shot aesthetic with a focus on clean lines and natural lighting. The visual motif revolves around a grid-like arrangement of perfume bottles and products, giving it a structured feel. The image treatment is subtle, with a slight color grade that emphasizes the natural tones and materials. The overall style is high-design and deliberately avoids platform-native visual tropes, giving it a distinctive and premium look. # Hooks Headline: None used # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a view of the Le Labo on Wheels pop-up, conveying the brand's unique, mobile retail concept. The brand is presenting the location and timeframe of the pop-up event to encourage in-person attendance and build anticipation for the temporary experience. - The image then zooms in on the products and an employee, showcasing the hands-on, personalized service that customers can expect at the event. The brand is highlighting the availability of the product and its point of sale to allow customers to make a purchase. - The setting shows an urban environment, indicating the brand's presence in a specific metropolitan area, Hong Kong. The brand is solidifying its international presence.

# Ad summary This ad shows an individual squeezing the last bit of product from a nearly empty tube of Le Labo hand cream. The ad implies the hand cream is very effective and worth buying again. # Brand positioning Le Labo is presented as a brand of high-quality hand cream. The ad implies that the brand is a luxurious product through its minimalist packaging and the behavior of squeezing the last of the product from the tube, implying it is expensive and worth using every last drop. The brand seems to position itself as a luxurious skincare option. # Product Le Labo hand cream comes in a black tube with minimal labeling. The cream is white and is squeezed from the tube and rubbed between two hands to moisturize them. The ad implies this cream is high-quality because the person in the ad is squeezing the last drop from the tube. # Visual style The ad is minimalistic, with simple shots. The editing style consists of static shots. The ad has a UGC feel. The pacing is slow. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 A hand removes the metal clip from two nearly empty black tubes of Le Labo hand cream. - 00:01–00:03 The hand then grabs one of the tubes and removes the top. - 00:03–00:04 The person squeezes a small dollop of white cream onto their hand. - 00:04–00:07 They then rub the cream between their hands.

# Ad summary This ad showcases the Le Labo hand balm. It features a person opening a tube of hand balm, squeezing it into their hand, and rubbing it in. # Brand positioning Le Labo is presented as a simple and utilitarian brand focused on functional beauty products. The packaging is minimalistic and the product is shown in use without any glamorous or aspirational trappings. This implies a brand that values practicality and effectiveness over superficial luxury, appealing to consumers who appreciate quality without unnecessary frills. # Product Le Labo's hand balm is presented as a moisturizing product packaged in a simple, utilitarian tube. The balm is white and creamy. The ad focuses on its application and absorption into the skin, suggesting a quick and effective solution for dry hands. The ad does not explicitly state features, ingredients, or benefits, but the visual demonstration implies the product is easy to use and provides immediate hydration. # Visual style The ad has a clean and simple aesthetic. The editing is minimal with static shots and smooth transitions. The production quality appears to be a mix of polished commercial and UGC feel, with clear product focus. The pacing is slow and steady. # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 Two tubes of Le Labo hand balm are displayed on a white surface. - 00:02–00:03 One of the tubes is picked up and the cap is unscrewed. - 00:03–00:05 The hand balm is squeezed from the tube into the palm of a hand. This shows the texture and amount of product being used. - 00:05–00:07 The person rubs their hands together, spreading the balm. This shows the user how the product is applied and suggests ease of use. - 00:08–00:10 The brand logo appears against a black background.

# Ad summary This image ad promotes Le Labo on Wheels in Hong Kong, showcasing a branded van and event details. # Brand positioning Le Labo is presented as a unique fragrance brand, known for its distinctive approach to scent creation and retail experience. The ad emphasizes its 'On Wheels' concept, positioning the brand as mobile and accessible, bringing its products directly to customers. The brand aligns with a lifestyle that values personalized experiences, craftsmanship, and a touch of luxury. Instead of strictly adhering to a traditional retail environment, Le Labo defies norms by offering its products through a mobile experience, creating a sense of exclusivity and discovery. The positioning blends both functional (offering convenient access to products) and emotional (creating a sense of excitement and unique experience). # Product The ad promotes the 'Le Labo on Wheels' experience, featuring a mobile retail unit. This involves bringing the brand's fragrances and personalized blending services directly to a specific location in Hong Kong. The mobile unit is a custom-designed van, functioning as a miniature version of Le Labo's retail stores, complete with fragrance creation capabilities. It offers customers the opportunity to explore the brand's collection, consult with experts, and have fragrances freshly blended on-site. The event, held at Harbourside West Lawn, WestK from May 5 to May 17, addresses the purchase barrier of accessibility, making the brand available to a wider audience by bringing it to them. # Visual style The ad has a raw, urban aesthetic, resembling street art or a wheat-pasted poster. The color palette is limited to black and white, giving it a high-contrast and gritty feel. The image treatment includes visible texture on the poster and a worn appearance, enhancing the urban aesthetic. Typography is integrated using a mix of sans-serif fonts that are bold and legible. The style is disruptive, contrasting highly polished marketing materials with a lo-fi approach, which enhances scannability and gives it stop power within a social media feed. # Hooks Headline: ON WHEELS # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The image focuses on a black poster featuring the Le Labo brand name above an illustration of their mobile truck concept, immediately signaling the ad's main focus. This is from the brand's perspective, designed to capture attention and introduce their unique "On Wheels" concept. - Below the illustration, the text "ON WHEELS" reinforces the mobile aspect of the offering, emphasizing the brand's mobility. This continues from the brand's perspective to reiterate the core message. - Event details including the location (Hong Kong, Harbourside West Lawn, WestK) and dates (May 5 - May 17) provide practical information for interested customers. This is factual information from the brand to inform potential customers where and when they can experience the brand.

# Ad summary This ad showcases Le Labo's Another 13 perfuming body lotion and shower gel. The ad features a person applying the lotion to their hands. # Brand positioning Le Labo is presented as a luxury fragrance brand with a focus on perfuming body care products. The brand is positioned as high-end, with a minimalist aesthetic and a focus on sensory experience. The brand aligns with a lifestyle of sophistication and self-care, emphasizing the art of perfuming daily routines. Le Labo ignores category norms by focusing on simple, apothecary-style packaging and detailed ingredient lists, suggesting a commitment to quality and transparency. The brand positioning is both functional, highlighting the moisturizing and cleansing properties of the products, and emotional, emphasizing the sensory pleasure and personal connection to scent. # Product The ad features Le Labo's Another 13 perfuming body lotion and perfuming shower gel. The body lotion is described on the label as a lotion that enriches skin with shea butter, avocado oil, and sweet almond oil, leaving skin softer and smoother. The shower gel is described as a perfuming shower gel that cleanses and also perfumes the body. Both products share the Another 13 fragrance, creating a cohesive sensory experience. The USPs are the combination of high-quality ingredients and the unique Another 13 perfume, designed to elevate everyday body care into a luxurious ritual. The ad addresses the purchase barrier of fragrance commitment by offering these scents in body care formats, allowing customers to experience the perfume in a more subtle and integrated way. # Visual style The ad has a minimalist and clean aesthetic, with soft lighting and a focus on product detail. The editing style is simple, with static shots and smooth transitions. The production quality is polished, giving a high-end commercial feel. The pacing is slow and deliberate, emphasizing the sensory experience of the product. The cuts are timed to the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a shot of the Le Labo Another 13 body lotion and shower gel on a dark surface. - 00:01–00:02 A person's hands come into frame, and they pick up the body lotion. - 00:02–00:05 The person pumps the lotion onto their hand. - 00:05–00:08 The person rubs the lotion into their hands. - 00:08–00:10 The ad returns to a shot of the Le Labo Another 13 body lotion and shower gel on a dark surface. - 00:11–00:13 The ad ends with the Le Labo logo.

# Ad summary This ad showcases Le Labo's Santal 33 perfume. The ad features a hand placing the perfume bottle on a tray with other Le Labo perfumes. The ad then transitions to the brand's logo. # Brand positioning Le Labo is presented as a luxury fragrance brand with a focus on craftsmanship and personalization. The brand emphasizes its origins in Grasse, France, and New York, positioning itself as a blend of traditional perfumery and modern urban style. The brand's minimalist aesthetic and emphasis on individual customization suggest a desire to stand apart from mass-market fragrances, appealing to consumers who value uniqueness and quality. # Product The featured product is Le Labo's Santal 33 perfume, a fragrance presented in a clear glass bottle with a minimalist label. The label includes details such as the volume (100ml), concentration (eau de parfum), and a space for personalization with the location and name of the customer. The perfume is marketed as a natural spray. The ad focuses on the product's visual presentation and brand association, highlighting its exclusivity and customizable nature. # Visual style The ad has a minimalist and clean aesthetic, with soft lighting and a focus on product presentation. The editing is simple, with a zoom and a fade transition. The production quality appears polished, aligning with the brand's luxury positioning. The pacing is slow and deliberate, emphasizing the brand's sophistication. # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A hand places a bottle of Le Labo Santal 33 perfume on a tray among other Le Labo fragrances. - 00:02–00:03 The camera zooms in slightly on the Santal 33 bottle, focusing on its label and minimalist design. - 00:03–00:05 The screen fades to black, transitioning to the Le Labo logo.

# Ad summary This ad showcases Le Labo's Another 13 perfuming body lotion and shower gel. The ad features a person demonstrating the use of the body lotion. # Brand positioning Le Labo is presented as a luxury fragrance and body care brand with a focus on high-quality ingredients and unique scents. The brand emphasizes a sensory experience, suggesting that its products are designed to leave a lasting impression. Le Labo positions itself as a brand that elevates everyday routines into moments of indulgence and personal expression. The brand's products are presented as a way to enhance one's personal scent and leave a memorable impression on others. # Product The ad features Le Labo's Another 13 perfuming body lotion and shower gel. The body lotion is described as enriched with shea butter, avocado oil, and sweet almond oil, designed to soften and soothe the skin. The shower gel is described as a perfuming shower gel enriched with vitamin and aloe. The products are presented as part of a luxurious self-care routine, emphasizing the sensory experience and the lasting impression of the Another 13 fragrance. The ad highlights the moisturizing and skin-softening benefits of the body lotion, as well as the gentle cleansing properties of the shower gel. # Visual style The ad has a minimalist and sophisticated aesthetic, with soft lighting and a muted color palette. The editing is smooth, with static shots and slow zooms. The production quality is high, giving the ad a polished and luxurious feel. The pacing is slow and deliberate, creating a sense of calm and indulgence. # 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 close-up of the Le Labo Another 13 body lotion and shower gel on a dark surface. - 00:01–00:05 00:01–00:05: A person's hands reach for the body lotion. They pump a small amount of lotion onto their finger. The focus is on the product and its application. - 00:05–00:08 00:05–00:08: The person rubs the lotion into their hands, demonstrating its texture and absorption. The setting is a minimalist kitchen with white tiled walls and dark countertops. The perspective is from a third-person view, focusing on the person's hands and the product. - 00:08–00:10 00:08–00:10: The ad returns to a close-up of the Le Labo Another 13 body lotion and shower gel on a dark surface. - 00:10–00:13 00:10–00:13: The ad shows the Le Labo logo.

# Ad summary This ad showcases the Le Labo Santal 26 scented candle. The ad features a person placing the candle in its box and then placing the box on display. # Brand positioning Le Labo is presented as a manufacturer of fine perfumery, emphasizing craftsmanship and attention to detail. The brand is positioned as a luxury brand, with a focus on quality ingredients and hand-crafted products. The brand aligns with a lifestyle of sophistication and appreciation for artisanal goods. Le Labo pushes against mass-produced fragrances, opting for a more exclusive and personalized experience. The brand positioning is both functional, highlighting the quality of the ingredients, and emotional, appealing to a desire for luxury and exclusivity. # Product The featured product is the Santal 26 scented candle. It is described as a soy-based wax candle, hand-poured in the USA, and housed in a concrete vessel, also hand-crafted in the USA. The candle is presented as a luxury item, emphasizing its artisanal production and high-quality ingredients. The ad addresses the purchase barrier of price by positioning the candle as a premium product worth the investment. The candle is for individuals who appreciate fine fragrances and artisanal goods. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product and brand. The editing style is smooth, with static shots and slow zooms. The production quality is high-end, supporting the intended tone of luxury and sophistication. The pacing is slow and deliberate, emphasizing the artisanal nature of the product. # Benefits - [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 ad begins with a shot of the Le Labo storefront, establishing the brand's physical presence and artisanal identity. - 00:02–00:04 A person wearing an apron places a wooden box on a table, suggesting the careful handling and preparation of the product. - 00:04–00:07 The person uses a screwdriver to open the wooden box, creating anticipation and revealing the product inside. - 00:07–00:11 The person takes out the Santal 26 candle from the box, showcasing its concrete vessel and label. - 00:11–00:14 The person places the candle back in the box and then places the box on display in the storefront window, completing the product presentation. - 00:15–00:16 The ad concludes with the Le Labo logo, reinforcing brand recognition.

# Ad summary This ad showcases the Le Labo Discovery Set, featuring three of their popular fragrances in small bottles. The ad focuses on the unboxing and presentation of the set, highlighting the minimalist aesthetic and the individual bottles. # Brand positioning Le Labo is presented as a high-end fragrance brand with a minimalist and apothecary-inspired aesthetic. The brand emphasizes craftsmanship and quality ingredients, positioning itself as a purveyor of unique and sophisticated scents. The brand aligns with a lifestyle that values understated luxury and individuality, pushing against mass-market fragrance norms by focusing on niche scents and a personalized experience. The brand positioning is both functional, highlighting the quality of the ingredients, and emotional, appealing to consumers who seek a unique and sophisticated sensory experience. # Product The featured product is the Le Labo Discovery Set, which includes three 0.17 fl oz bottles of the brand's popular fragrances: Another 13, Santal 33, and Noir 29. The set is designed for fragrance enthusiasts who want to explore different scents before committing to a full-size bottle. The bottles have a minimalist design with a simple label displaying the fragrance name and basic information. The set addresses the purchase barrier of committing to a single fragrance by offering a variety of options to sample. The ad emphasizes the opportunity to experience multiple Le Labo scents in a convenient and accessible format. # Visual style The ad has a minimalist and clean aesthetic with a focus on product presentation. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a high-end commercial feel. The pacing is slow and deliberate, emphasizing the luxury and sophistication of the brand. # 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 00:00–00:03 A pair of hands opens a small, brown cardboard box labeled "LE LABO DISCOVERY SET." - 00:03–00:05 00:03–00:05 The person removes one of the small perfume bottles from the box and places it on a counter. - 00:05–00:09 00:05–00:09 The person removes the remaining perfume bottles from the box and places them on a table. - 00:09–00:12 00:09–00:12 The person arranges the three perfume bottles on the table.