How MERIT Advertises on Meta

# Ad summary A woman demonstrates the Merit Flush Balm and lip liner in Bespoke. She applies both products, noting they are great for those with cool skin tones or who find themselves with blush and lip colors that turn orange when applied. She states that both provide a sheer wash of color and are easy to apply. # Brand positioning MERIT is presented as a brand for those looking to simplify their makeup routine with effortless, minimalist, and high-quality products. The brand positions itself as a solution for individuals who struggle with finding the right shades for their skin tone. By offering products with cool undertones, MERIT addresses the common issue of makeup turning orange or unflattering on certain complexions. The ad implies that MERIT prioritizes ease of use and a natural, sheer finish. This allows customers to achieve a polished yet understated look with minimal effort. # Product The ad features the MERIT Flush Balm in the shade Bespoke and the MERIT lip liner in the same shade. Both products are described as having a brown-based berry cool tone, addressing the issue of lip liners and blushes turning orange on the wearer. The Flush Balm is depicted as a sheer wash of color that is super easy to apply. The ad explicitly says it can be drawn right onto the cheek, then buffed in with a brush, or alternatively, a brush can be tapped directly into the balm. The lip liner is described as a great sheer color perfect for overdrawing lips. Both are advertised as easy to apply and offer a natural, effortless look. # Visual style The ad has a polished, UGC-style aesthetic with natural lighting and a focus on showcasing the makeup products and their application. The editing is relatively static, with mostly smooth transitions between shots. The production quality is high, giving off a clean and professional feel. The ad has a consistent pace with minimal camera movement, ensuring the focus remains on the speaker and product demo. # 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 - 00:00–00:05 The video opens with the creator addressing the audience directly, stating that if lip liners and blushes turn orange on them, then they should try the Bespoke products from MERIT. - 00:05–00:12 She shows the MERIT blush and lip liner, describing both as brown-based berry cool tones, noting the lip liner especially pulls brown. - 00:12–00:16 The creator applies the lip liner to her lips, highlighting its sheer color and how it's perfect for overdrawing. - 00:16–00:21 She introduces the Flush Balm, describing it as a sheer wash of color that is easy to apply. - 00:21–00:27 She demonstrates application by drawing it directly on the cheek and buffing it in with a brush, or tapping a brush in the balm. - 00:27–00:31 She closes by holding up the blush and lip liner, stating that the duo has been selling like crazy.

# Ad summary This ad features a woman in her car advertising the new Merit lip and cheek bundles. She demonstrates the easy application of the duo and raves about how seamless the look is. # Brand positioning Merit is presented as a brand that prioritizes easy color matching with curated lip and cheek bundles. The ad positions the brand as offering seamless and effortless makeup solutions for a natural, polished look. Merit's products are designed to be user-friendly and versatile, allowing customers to create a beautiful, natural flush with minimal effort. # Product The featured product is Merit's new Lip and Cheek Bundles, consisting of a Signature Lip Liner and a Flush Balm. The lip liner, available in six new shades, is described as easy to apply, smooth, and creamy, preventing application errors. The specific shade showcased is "Subconscious," which the presenter describes as blurring the lips, making it great on its own or with a gloss or oil on top. Paired with the liner is the Flush Balm, specifically in the shade "Après," praised for providing a beautiful, effortless, natural flush. The presenter highlights the ability to pair the balm with the liner, emphasizing the cohesive look. # Visual style The ad has a natural and casual aesthetic, consistent with UGC content. It features bright, natural lighting and simple camera work with mostly static shots. The editing style is straightforward with smooth transitions and a moderate pace. The overall production quality suggests a blend of polished and UGC feel, aimed to connect with viewers in an authentic and relatable way. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action I'll link it down below if you want to shop your bundle. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with the presenter holding three Merit products, stating the brand is making color matching easy with new Lip and Cheek Bundles. - 00:03–00:17 She showcases the Signature Lip Liner and its six new shades, applying the "Subconscious" shade and describing it as smooth, creamy, and mistake-proof. - 00:17–00:31 Next, she features the Flush Balm in "Après," applying it to her cheeks and praising it as effortless and natural. - 00:31–00:45 She suggests pairing the balm with the liner for a cohesive look and emphasizes the limited-time availability of discounted bundles, encouraging viewers to purchase.

# Ad summary A woman in her bathroom demonstrates Merit makeup, explaining why she likes it and mentioning an offer for a limited time. # Brand positioning Merit aims to occupy the space of simple, seamless, and easy beauty. The brand promotes a less is more, effortlessness. The brand ignores the category norm that makeup needs to be complicated or difficult to apply, while leaning into the lifestyle of everyday beauty. # Product Merit makeup is presented as easy and quick to use. The featured products include foundation and blush. All of the brand's makeup is seamless to apply. The ad highlights that with every first purchase, customers will receive a free makeup bag. # Visual style The ad has a UGC-feel due to the informal setting and selfie-style framing. The editing is quick, with frequent cuts to highlight product application. The production quality is relatively polished, which helps to build trust and credibility. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Check out my MERIT sets at this link # Point of view - [object Object] # Storyline - 00:00–00:06 00:00–00:06 The creator introduces the brand and says that it's easy and quick to use, also mentioning a free makeup bag will be included with every first purchase. - 00:06–00:11 00:06–00:11 The creator applies blush and mentions how seamless and easy to apply the makeup is. - 00:11–00:14 00:11–00:14 The creator continues applying makeup and mentions how there is no other makeup like Merit. - 00:14–00:18 00:14–00:18 The creator continues applying her makeup. - 00:18–00:26 00:18–00:26 The creator shows off her face after applying the makeup and points out the brand's offer of 15% off for a limited time, in addition to the first purchase gift of a makeup bag.

# Ad summary A close-up shot of Merit's Signature Lip Liner is displayed along with text promoting the new shades available. # Brand positioning Merit is presented as a luxury makeup brand with a minimalist approach. The focus is on offering essential products that are easy to use and that have a natural look. The clean imagery and simple design aesthetic suggest the brand is about effortless beauty. Merit is likely positioned in the mid-to-high end of the market, emphasizing quality and simplicity over complicated or trend-driven products. # Product The product advertised is Merit's Signature Lip Liner, a lip defining pencil designed for easy and precise application. The product is shown as a retractable crayon with a slim, gold-toned casing. The image emphasizes the lip liner's texture and color payoff. The ad promotes the lip liner as now being available in new shades, suggesting an expansion of options for customers. The overall message conveys that the product is a tool for achieving defined and enhanced lips with ease. # Visual style The ad has a clean and minimalist visual style. The production quality is high, with studio-quality lighting and a focus on showcasing the texture of the product. The image treatment is simple, with a bright and airy feel. The typography is clean and legible, contributing to the overall sophisticated aesthetic. The style aims for a polished and effortless look, aligning with the brand's positioning. # Hooks Headline: Signature Lip Liner # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The brand announces a product, Merit's Signature Lip Liner. The intention is to introduce the product to the viewer, getting the brand name in front of the target audience. This part of the story is told from the brand's perspective. - The brand highlights that the Signature Lip Liner is 'now in new shades'. The intention here is to highlight the updated selection to encourage people who have previously used the product, or new customers, to purchase. This is from the brand's perspective.

# Ad summary This ad features a creator reviewing and demonstrating the application of six new shades in the Merit Signature Lip Liner collection. # Brand positioning MERIT is presented as a brand that offers effortlessly beautiful products that are easy to use. The featured lip liners appear in sleek gold packaging, suggesting an elevated, luxurious feel. The brand is positioned as a go-to for achieving a polished look with minimal effort. This functional positioning is geared towards users who want simplicity and ease of use. # Product The featured product is the Signature Lip Liner collection from MERIT, with six new shades: Rose, June, Cassis, Subconscious, Howboy, and Bauhaus. The lip liners come in gold tubes and are used to define and contour the lips. The presenter emphasizes how effortlessly the lip liner glides on, suggesting a smooth and easy application. The product is for people looking for a nice contour and a polished lip look. When paired with a little bit of Shade Slick, the presenter mentions that it will 'set it off.' # Visual style The ad has a natural and polished aesthetic with soft, diffused lighting. The video appears to be shot in natural light, which gives it a relaxed feel. The editing style is simple and straightforward, focusing on the product demonstration and the creator's commentary. The pacing is consistent and relatively slow, allowing viewers to fully see the application and results. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The creator introduces the new shades of the Merit Signature Lip Liner collection and expresses excitement about them. - 00:03–00:06 00:03–00:06 The creator shows the new shades of the product in her hand, emphasizing their beauty. - 00:06–00:08 00:06–00:08 The creator begins to demonstrate the first shade of the collection, Rose. She expresses excitement and calls the shade 'so pretty.' - 00:09–00:11 00:09–00:11 The creator introduces the next shade, June, describing it as a 'nice warm nude.' - 00:11–00:14 00:11–00:14 The creator mentions how the June shade gives her lips a nice contour. - 00:14–00:17 00:14–00:17 The creator introduces the next shade, Cassis, and applies it to her lips, exclaiming how pretty it is. - 00:17–00:20 00:17–00:20 The creator showcases the Subconscious shade, calling it 'such a pretty mauve.' - 00:21–00:26 00:21–00:26 The creator presents the shade Howboy, describing it as 'our first warm brown' and praising the effortless application of the lip liner. - 00:27–00:31 00:27–00:31 The creator introduces the shade Bauhaus, an 'even deeper plum,' and applies it to her lips. - 00:31–00:36 00:31–00:36 The creator finishes the look with a little bit of Shade Slick, calling the combination her favorite and expressing her love for the product.

# Ad summary This ad features a woman in her car reviewing Merit Beauty's Lip and Cheek Bundles. She demonstrates the application of both the lip liner and flush balm, emphasizing their easy use and flattering colors. She highlights the deep berry shade as perfect and the product bundle as a discounted way to try the brand since Merit products hardly ever go on sale. # Brand positioning MERIT is presented as a brand focused on effortless beauty and ease of use, as presented through the Lip and Cheek bundles. It aims to occupy the space of providing simple, high-quality products that make color matching easy and application foolproof. The brand positions itself as offering products that give a 'beautiful, effortless, natural flush,' suggesting a focus on natural-looking makeup. The brand stands apart from competitors by offering discounted bundles as a rare chance to try their products, given they hardly ever go on sale. # Product MERIT's Lip and Cheek Bundles are designed to make color matching effortless. Each duo includes one of the six new shades of the brand's iconic Signature Lip Liner, known for its smooth, creamy texture that is easy to apply. The lip liner shade featured is 'Subconscious,' described as a perfect deep berry shade that can be worn alone for a blurred-out look or with gloss or oil on top. Paired with the lip liner is the cohesive Flush Balm, specifically in the 'Après' shade, creating a stunning, natural flush. The ad emphasizes that there isn't a better product on the market to give you like the most beautiful, effortless, natural flush. The presenter also mentions that the duo is available in other shade options. # Visual style The ad has a casual, UGC-style aesthetic, likely filmed on a phone camera. Editing is simple with static shots. The production quality appears to be a hybrid, balancing a polished feel with a raw, authentic approach. Pacing remains consistent throughout the ad, at roughly 30 BPM. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action I’ll link it down below if you want to shop your bundle. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The presenter holds up the products and explains the brand's intention to simplify color matching with the Lip and Cheek Bundles. - 00:03–00:11 00:03–00:11 She applies the Signature Lip Liner, highlighting its smooth, creamy texture and ease of use. - 00:11–00:19 00:11–00:19 She shares that the shade is Subconscious which is good and will give you the perfect deep berry shade. - 00:19–00:23 00:19–00:23 She applies the cohesive Flush Balm in the shade Après. - 00:23–00:30 00:23–00:30 She claims that there is no better product to give you a natural flush. - 00:30–00:34 00:30–00:34 She pairs the blush with the lip liner to show that it is good. - 00:34–00:45 00:34–00:45 She mentions the product is offered in other shades and encourages viewers to shop the discounted bundles because Merit hardly ever goes on sale.

# Ad summary This ad for Merit + Sephora showcases their Signature Lip Liner. The visual is of multiple lip liners in different shades with a swatch of one of the colors in the background. The text overlay announces that there are new shades. # Brand positioning Merit, in partnership with Sephora, positions itself as a purveyor of simple, elegant beauty solutions. Teaming up with Sephora enhances Merit's visibility and credibility. The brand's aesthetic is minimalist and polished, focusing on essential products that enhance natural beauty. The brand aligns with a less-is-more philosophy, appealing to consumers who value sophistication and ease of use. # Product The product being advertised is the "Signature Lip Liner" by Merit. This lip liner comes in a pencil format with a metallic gold barrel and a color-matched tip to represent the shade. The lip liner is available in multiple shades, as shown by the various colors of the product tips. The lip liner is part of a new product line, as communicated by the “new shades” text. # Visual style The ad has a clean, minimalist aesthetic with a focus on showcasing the product. The lighting is bright and even, highlighting the texture and color of the lip liners. The layout is simple and elegant, emphasizing the product's sophistication. The overall effect is polished and refined, aligning with Merit's brand identity. # Hooks Headline: Signature Lip Liner # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - The ad presents the Merit brand in partnership with Sephora. This establishes a sense of trust and quality, letting the audience know where the product is sold from the brand's perspective. - The ad highlights the product name, "Signature Lip Liner", and its availability in "new shades" from the brand's perspective, informing the audience about a specific product offering. - The product is showcased with various shades and a swatch, visually demonstrating the product's features and variety from the brand's perspective.

# Ad summary This ad promotes Merit + Sephora lip liner, highlighting its hydrating gel formula, blurred finish, and versatility for soft definition or all-over color. The visual features a close-up of the lip liner with a swatch of product on top. # Brand positioning The brand, Merit + Sephora, is presented as a collaborative effort, immediately aligning itself with the trusted reputation of Sephora. The brand positions itself by emphasizing ease of use and simplicity, as evidenced by the claim that the lip liner is "impossible to mess up." This suggests a brand that prioritizes user-friendly products for customers seeking effortless beauty solutions. This positioning implicitly pushes against brands that promote complex beauty routines or require advanced makeup skills, indicating a focus on accessibility and a minimalist approach to beauty. # Product The advertised product is a lip liner, specifically a Merit + Sephora lip liner. Its key features include a hydrating gel formula and a blurred finish. The lip liner is designed for versatile use, offering the ability to create soft definition or provide all-over color. The primary selling point is its ease of use, highlighted by the statement that it is "impossible to mess up," addressing a common barrier to entry for makeup novices or those seeking a quick and reliable product. The intended user is someone looking for a fuss-free lip product that delivers both hydration and a modern, blurred effect. # Visual style The ad employs a clean, minimalist aesthetic with a focus on product clarity. The production quality is high, with studio-style lighting and sharp focus on the product. The image treatment includes subtle color grading and background removal, enhancing the product's visual appeal. The overall style is modern and understated, aligning with a high-end beauty brand aesthetic. The simple background and use of directional arrows makes the image easy to scan in-feed, providing quick stop power. # Hooks Headline: The impossible to mess up lip liner. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins by showcasing the Merit + Sephora collaboration, establishing instant credibility and brand recognition. This is shown from the brand's perspective to align with Sephora's reputation. - Next, the ad highlights that it is “the impossible to mess up lip liner”. The ad is telling the viewer that this lip liner is easy to use and will give great results no matter your skill level, positioning the brand's perspective as user friendly. - The ad then lists three functional attributes of the product: “Hydrating gel formula”, “Blurred finish”, and “Use for soft definition or all-over color”. This is being told from the product's point of view, designed to be clear, concise, and informative.

# Ad summary This ad features a woman demonstrating and talking about a makeup stick she uses to create a minimal makeup look. # Brand positioning The ad presents a brand offering simple makeup solutions for creating everyday looks. The focus is on streamlined routines and versatile products that allow for quick and easy application. The tone is approachable and friendly, with an emphasis on enhancing natural beauty rather than dramatic transformation. The brand appears to align with a low-effort approach to beauty, suggesting it appeals to those who value time savings and simplicity in their makeup routine. # Product The product featured is a multi-use makeup stick designed for lips and cheeks. It comes in a small, round container. The woman in the ad first uses the stick as a lip liner, then applies it to her lips with her finger. Next, she uses a brush to apply it to her cheeks as blush. The ad language and visuals imply it’s a versatile product that simplifies the makeup routine by combining multiple steps into one product. # Visual style The ad has a UGC feel with a focus on demonstrating the product. The editing is simple with direct cuts between shots. The lighting appears to be natural, and the production quality is standard for user-generated content. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 A woman applies lip liner and lip color. - 00:06–00:12 The woman then uses the same makeup stick as blush on her cheeks.

# Ad summary A creator showcases MERIT's new six-shade lip liner collection and explains how effortless the lip liner glides on. # Brand positioning MERIT is presented as a brand offering simple, effortless beauty solutions for the everyday woman. The brand's focus on a streamlined approach to makeup is evident in the minimalist packaging and easy application demonstrated in the ad. The creator's tone aligns with a lifestyle that values efficiency and natural beauty, promoting MERIT as a go-to for enhancing one's features without the fuss. # Product The ad features the MERIT Signature Lip Liner collection, highlighting six new shades. Each lip liner comes in a slim, gold tube. The collection offers a range of colors, including Rose (a pink shade), June (a warm nude), Cassis, Subconscious (a mauve), Cowboy (a warm brown), and Bauhaus (a deep plum). The lip liners are designed for effortless application, gliding smoothly onto the lips to provide contour. The ad also features the MERIT Shade Slick, which can be paired with the lip liners to complete the look. # Visual style The ad has a bright, natural aesthetic with soft lighting. It is shot in a selfie style, which makes the viewer feel like they're getting a personal recommendation from a friend. The camera is mostly static, with a few subtle zooms to show detail. The editing is simple and straightforward, which contributes to the overall feeling of authenticity. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The creator introduces MERIT's new six-shade Signature Lip Liner collection, expressing excitement and admiration for the shades. - 00:03–00:04 The creator swatches all shades on her hand to present the full collection. - 00:05–00:07 She shows each individual shade while sharing its name, beginning with Rose. - 00:07–00:09 She demonstrates the Rose shade by applying it to her lips. - 00:09–00:14 She moves on to the June shade, describing it as a warm nude and demonstrating its application. - 00:13–00:14 She says the June shade adds nice contour to the lips. - 00:15–00:17 The creator shows Cassis, applying it to her lips. - 00:17–00:20 She moves on to the Subconscious shade and applies it. - 00:19–00:20 She shares that Subconscious is a pretty mauve. - 00:21–00:26 The creator shows Cowboy and applies the product. - 00:23–00:26 She says she loves how effortlessly the lip liner glides on. - 00:26–00:27 She says that Cowboy is her favorite shade. - 00:28–00:32 The creator then displays Bauhaus and applies it. - 00:32–00:34 The creator states that she'll add a little bit of Shade Slick. - 00:33–00:34 She applies a gloss. - 00:34–00:35 The creator says she is in love with the look. - 00:35–00:36 She presents the finished product.

# Ad summary A woman demonstrates a cream blush and matching lip liner from Merit Beauty. She shows how to apply them and raves about the smooth, creamy texture and beautiful color. # Brand positioning Merit Beauty is presented as a brand that prioritizes ease of use and a natural glow. The brand aims to occupy the space of effortless beauty for the everyday woman. The focus on simple application and a dewy finish implies a brand that pushes against the trend of overly complicated or heavy makeup routines, and instead positions itself as a solution for achieving a polished yet natural look with minimal effort. The brand appears to target consumers who value efficiency and want a makeup routine that is easy and quick. The matching products emphasize a cohesive look, highlighting the brand's focus on simplified, coordinated beauty. # Product The ad features Merit Beauty Flush Balm in the shade Cheeky, a cream blush in a round, portable compact with gold trim and a clear lid. The balm is bright pink and the narrator states that the product blends straight into the skin, is easy to apply, and blends like butter. It leaves your skin with the most beautiful glow. The ad also features the matching Merit Beauty Lip Liner in the shade Cassis, which the narrator states is the creamiest lip liner I've ever used. It glides on the lips with barely any pressure, and the shade is stunning. The limited edition set offers a good pink combo and is a must in your collection. # Visual style The ad has a polished feel with a clean background and soft lighting. The editing style is simple, featuring straightforward cuts between shots with a consistent pace. The production quality suggests a UGC feel, but with good lighting and clear focus on the products. There are no specific visual motifs, but the focus remains on the woman's face and the products she is using. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action You have to run # Point of view - [object Object] # Storyline - 00:00–00:02 The creator holds up a Merit Beauty blush balm and lip liner and comments on how cute the packaging is. - 00:02–00:07 The creator states she will put you on to my favorite pink lip and cheek combo. She identifies the blush balm as the Merit Beauty Flush Balm in the shade Cheeky. - 00:07–00:13 The creator uses a brush to apply the blush balm to her cheek, sharing that this product just blends straight into the skin and is so easy to use. She adds that it blends like butter and that she is obsessed with the product. - 00:13–00:18 The creator states the product leaves your skin with the most beautiful glow. She then holds up the Merit Beauty lip liner in the shade Cassis. - 00:18–00:27 The creator applies the lip liner to her lips, sharing that these lip liners have to be the most creamiest lip liners I've ever used. They just glide on the lips with barely any pressure, and again, the shade is stunning. - 00:27–00:31 The creator taps on the blush balm on the inside of her lips to complete the look. - 00:31–00:37 The creator holds up both products again, commenting on how cute they are. She then urges viewers to run because this set is limited edition, and that if you love a good pink combo, this is a must in your collection.

# Ad summary This ad showcases the Merit brand's The Minimalist Perfecting Complexion Stick, promoting it as an SPF product that can protect and blur imperfections in one simple step. It features a sleek, minimalist design and emphasizes its blurring, evening, protective, and skin-like effects. # Brand positioning Merit is presented as a brand focused on minimalist beauty, offering products that are easy to use and provide a natural, effortless look. The brand aligns with a lifestyle that values simplicity and efficiency in beauty routines, positioning itself against overly complicated or artificial beauty standards. The focus on SPF and natural-looking results suggests a functional approach, emphasizing the health and appearance of the skin with minimal effort. Merit aims to occupy a space in the consumer's mind as a go-to for quick, effective, and healthy beauty solutions. # Product The product featured is The Minimalist Perfecting Complexion Stick by Merit, which is a tinted mineral SPF. It claims to blur pores instantly, even out skin tone, provide SPF mineral protection, and give a second-skin effect. The product is presented as a multi-functional solution that combines makeup and skincare, offering both cosmetic enhancement and sun protection in one product. It is designed for those seeking a simplified beauty routine with products that are easy to apply and provide a natural, perfected look. The focus is on achieving a flawless complexion with minimal effort. # Visual style The ad features a clean and minimalist visual aesthetic. It appears to be a studio shot with high production quality, using soft, diffused lighting to create a smooth and even tone. The focus is on showcasing the product in a simple and elegant manner, aligning with the brand's minimalist identity. The image treatment includes background removal and subtle color grading to enhance the product's appearance. The typography is clean and legible, integrated seamlessly into the overall design. # Hooks Headline: Le SPF qui protège et floute en un seul geste # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by highlighting the key benefit of the product, emphasizing that it provides SPF protection and blurs imperfections in one simple step. The intention here is to immediately capture the audience's attention by presenting the product as a convenient and effective solution, speaking from the brand's perspective. - The ad continues by listing specific features of the product, such as its ability to blur pores instantly, even out skin tone, provide mineral SPF protection, and create a second-skin effect. The intention is to further inform the audience about the functional benefits of the product, telling the product's qualities from the brand's perspective.

# Ad summary This ad showcases the Merit Minimalist Complexion Stick, highlighting its lightweight feel and perfect coverage. User testimonials praise the product's texture and skin-like finish, emphasizing a natural look over heavy makeup. # Brand positioning Merit is presented as a brand focused on minimalist beauty, prioritizing a natural, skin-first approach to makeup. The brand positions itself against the norm of heavy, noticeable makeup, promoting a more effortless and skin-enhancing aesthetic. Merit aims to occupy a space in the consumer's mind as a brand that values simplicity and enhances natural beauty rather than masking it. # Product The Merit Minimalist Complexion Stick is a makeup product designed to provide perfect coverage with a lightweight feel. It's marketed as a product that is so comfortable, users can't feel it on their face. The stick format offers easy application and portability. The product aims to address the pain point of heavy, uncomfortable makeup, offering a solution that enhances the skin's natural appearance. The ad conveys that the product is worth buying because it provides excellent coverage without the weight or feel of traditional makeup, allowing users to receive compliments on their skin rather than their makeup. # Visual style The ad has a clean and minimalist aesthetic, with bright, even lighting and a focus on product texture. The editing is simple, with static shots and smooth transitions. The handheld camera style gives it a UGC feel. The pacing is slow and deliberate. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:08 00:00–00:08: A hand applies the Merit Minimalist Complexion Stick to a textured surface, while text overlays display positive user testimonials about the product's quality and feel. - 00:08–00:12 00:08–00:12: The same application continues as the Merit brand name appears alongside a tagline emphasizing a natural, skin-focused result rather than an obvious makeup look.

# Ad summary A UGC-style ad showcasing a woman applying MERIT brand makeup. The ad highlights the ease of use and natural look the products provide, promoting their availability for online purchase in the UK with a free gift offer. # Brand positioning MERIT is presented as a makeup brand that emphasizes simplicity and natural beauty, evident in the effortless application and subtle enhancement of the products. The brand is positioned for consumers who want a quick, easy, and natural-looking makeup routine. The brand aligns with a lifestyle that values efficiency and minimal effort while still achieving a polished appearance. MERIT pushes against the trend of heavy, complicated makeup routines, promoting a more functional and less time-consuming approach to beauty. # Product The ad features a range of MERIT makeup products designed for quick and easy application to create a natural makeup look. The MERIT Great Skin Priming Moisturizer is highlighted for its ability to make the skin glow. The Minimalist Perfecting Complexion Stick comes in many different shades. It is designed to cover redness and takes no time to blend. The Bronzing Stick is praised for providing a natural look on the skin. The MERIT blush, specifically the color Rouge, is presented as a favorite for adding a pretty touch. The ad also mentions new lip liners, which the creator has already ordered. The overall message conveys that these products are user-friendly, versatile, and perfect for achieving a natural, effortless makeup look, addressing potential purchase barriers related to time and difficulty of application. # Visual style The ad has a polished UGC feel, filmed in a well-lit bathroom with natural-looking lighting. The editing style consists of quick cuts, keeping the pace consistent and engaging. The production quality gives the impression of a casual yet professional demonstration, aligning with the brand's tone of effortless beauty. The cuts are timed to the speaker's words. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator starts her day at 5 a.m. and needs to get ready quickly. - 00:02–00:04 The creator says she is going to do a two minute transformation. - 00:04–00:07 The creator applies the MERIT Great Skin Priming Moisturizer to her face and highlights how much it makes her glow. - 00:07–00:13 The creator applies different shades of the Minimalist Perfecting Complexion Stick to her face. - 00:13–00:15 The creator says it takes no time to blend. - 00:15–00:18 The creator blends the complexion stick and mentions that she is in a rush. - 00:18–00:23 The creator applies the bronzing stick and says that she lives for it because it looks so natural on the skin. - 00:23–00:27 The creator notes that she could use their products with her eyes closed, she then applies her favorite blush in the color Rouge. - 00:27–00:30 The creator highlights that you need this brush in your life. - 00:30–00:33 The creator says that she's dying to try the new lip liners and has already ordered them. - 00:33–00:37 The creator expresses her happiness that MERIT has launched in the UK and that she absolutely loves this brand.

# Ad summary This ad features a woman demonstrating a five minute morning makeup routine using Merit brand makeup. She applies foundation, bronzer, eye shadow, mascara, blush, tinted lip oil, highlighter, and perfume. # Brand positioning Merit aims to occupy the space in the consumer's mind as the brand of choice for those looking for a minimalist beauty routine. The brand aligns with a lifestyle that values simplicity and ease, and offers makeup products that can be applied quickly and easily on the go. The brand promotes ease of use, and addresses the purchase barrier of not having enough time to put on makeup. Merit sits in the broader market as a solution for a functional need for a product that performs and is simple to use. # Product The Merit product line is presented as a set of makeup and fragrance items designed for quick, easy application. The line includes: The Minimalist Perfecting Complexion Stick, Brush No. 1 Blending Brush, Bronze Balm Sheer Bronzer, Solo Shadow Eye Color in the shade 'Michelle,' Clean Lash Lengthening Mascara, Flush Balm Cheek Color, Shade Slick Tinted Lip Oil, Day Glow Highlighting Balm, and Retrospect L'extrait de Parfum. The ad demonstrates how to apply each item in a five-minute morning routine. Merit products are for anyone who needs to look put together, but has only five minutes in their day. # Visual style The ad's aesthetic is polished. The setting is a home with natural lighting, which lends itself to a more UGC-like feel. The editing style has quick cuts, which makes the pacing feel fast. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator holds a brown bag with a knotted tie in front of her while introducing the video. - 00:02–00:05 00:02–00:05 She takes the top off of and applies The Minimalist Perfecting Complexion Stick to her forehead. - 00:05–00:07 00:05–00:07 She blends the product into her cheek using Brush No.1 Blending Brush. - 00:08–00:14 00:08–00:14 She applies Bronze Balm Sheer Bronzer to her face and nose. - 00:14–00:19 00:14–00:19 She uses her finger to apply Solo Shadow Eye Color in the shade 'Michelle.' - 00:19–00:23 00:19–00:23 She applies Clean Lash Lengthening Mascara to her upper lashes. - 00:23–00:29 00:23–00:29 She applies Flush Balm Cheek Color to her cheeks. - 00:29–00:34 00:29–00:34 She applies Shade Slick Tinted Lip Oil to her lips. - 00:34–00:39 00:34–00:39 She applies Day Glow Highlighting Balm to her cheeks. - 00:39–00:44 00:39–00:44 She displays Merit's signature scent, Retrospect L'extrait de Parfum. - 00:44–00:59 00:44–00:59 She ties the brown bag back up and presents her super easy Merit beauty routine.

# Ad summary This ad features a creator demonstrating a lip and cheek combo from Merit Beauty. She applies the blush and lip liner and explains why she loves the combo, recommending viewers add the limited edition products to their collection. # Brand positioning MERIT is presented as a brand specializing in effortless beauty products designed for everyday wear. The brand emphasizes simplicity and aims to streamline the makeup routine with its easy-to-use, multi-functional products. With sleek packaging and a focus on blendable formulas, MERIT is presented as a modern beauty brand that prioritizes a natural, radiant look for the minimalist customer. # Product The ad features the MERIT Beauty Flush Balm in the shade Cheeky and the matching Lip Liner in the shade Cassis. The Flush Balm is a cream blush designed to blend easily into the skin, providing a natural glow. It comes in a small, round compact with gold accents. The Lip Liner in Cassis is described as creamy, allowing it to glide on the lips with minimal pressure. Together, the lip liner and blush combo is presented as a favorite pairing for a simple pink lip and cheek look, offered as a limited edition set. The ad highlights the products' ease of use and blendability as key selling points. # Visual style The ad features a polished UGC aesthetic. The editing style features quick cuts and seamless transitions. The production quality is high, with clear lighting and a focus on showcasing the texture and finish of the makeup. The pacing is consistent throughout the ad, emphasizing the product's ease of use and the creator's enthusiasm. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action You have to run. # Point of view - [object Object] # Storyline - 00:00–00:04 A creator introduces the Merit Beauty lip and cheek combo. - 00:04–00:07 The creator names the Merit Beauty Blush Balm and shares the shade name. - 00:07–00:12 The creator applies the blush to her cheek. - 00:12–00:18 The creator shows the finished cheek and introduces the Merit Beauty Lip Liner, naming the shade. - 00:18–00:26 The creator applies the lip liner to her lips. - 00:27–00:31 The creator applies the Merit Beauty Balm to her lips. - 00:31–00:37 The creator urges viewers to shop the limited edition set.

# Ad summary This ad features the Merit 'Intro Set,' consisting of four award-winning beauty products and a signature bag, offered at a promotional price of $119. # Brand positioning Merit is positioned as a brand offering award-winning beauty products designed for simplicity and effectiveness. The brand emphasizes quality, as suggested by the 'award winning' label, and practicality, providing a curated set to introduce customers to a streamlined beauty routine. Merit aims to occupy a space in the consumer's mind as a purveyor of high-quality, essential beauty items, promoting a lifestyle of effortless elegance and efficient beauty practices. By bundling products and including a signature bag, Merit suggests a focus on convenience and value, differentiating itself from brands that might emphasize extensive product lines or complex routines. # Product The 'Intro Set' by Merit includes four award-winning beauty products and a signature bag. The products include a pot of what appears to be balm or cream with a tan lid and gold labeling, a tan stick concealer with gold accents, a black makeup brush with white bristles and gold labeling, and a bronze-colored complexion stick with gold accents. The set aims to provide a comprehensive introduction to the brand's range, likely targeting new customers. The inclusion of a signature bag serves as an added value, potentially addressing purchase barriers related to perceived cost or lack of storage solutions. The products are presented as essential components of a simplified beauty routine, designed for individuals seeking high-quality, effective solutions. # Visual style The ad uses a clean, minimalist visual style with a focus on product presentation against a plain white background. The lighting is soft and diffused, reducing harsh shadows and highlighting the textures and colors of the products and bag. The typography is simple and legible, complementing the overall aesthetic. The composition is balanced, with the products neatly arranged and the bag providing a visual anchor at the bottom. The image treatment appears natural, with minimal filters or color grading, maintaining a realistic and approachable feel. This visual style contributes to a high-end, sophisticated presentation while keeping the focus on the product itself. # Hooks Headline: THE INTRO SET # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by displaying the full Merit 'Intro Set'. This immediately introduces the product and gives a complete view of the offering, conveying a message of value and comprehensiveness from the brand's perspective. - The focus then shifts to the claim of '4 award-winning products + Free Signature Bag'. This informs the viewer about the high quality of the items and the added bonus, reinforcing the value proposition from the brand's perspective. - The ad concludes with the promotional price, presenting the discount. This serves as a clear incentive to purchase, creating a sense of urgency and value from the brand's perspective.

# Ad summary Image showcasing the Merit + Sephora Signature Lip Liner in various shades, promoting the new colors available. # Brand positioning Merit is presented as a brand partnering with Sephora to offer a range of lip liners. The brand focuses on providing signature lip liners, emphasizing quality and a curated selection of shades. The collaboration with Sephora positions the brand as accessible and desirable within the beauty market, suggesting reliability and trendiness. # Product The featured product is the Merit + Sephora Signature Lip Liner, presented in a pencil format with a gold barrel. The lip liners come in a variety of shades, all of which are prominently displayed in the ad. The ad promotes the availability of new shades, enticing customers to explore the expanded color range. The lip liners are designed for easy and precise application, promising to enhance the user's lip definition and overall makeup look. # Visual style The ad features a clean and minimalistic visual style. The focus is on the product itself, using a clear, brightly lit image with a white background to create a sense of luxury and sophistication. The color palette is soft and natural, emphasizing the different shades of the lip liners. # Hooks Headline: Signature Lip Liner # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by highlighting the collaboration between Merit and Sephora, immediately establishing credibility and brand appeal. This partnership suggests a blend of quality and accessibility, catering to beauty enthusiasts seeking reliable products. The audience experiences this through the brand's perspective, emphasizing the prestige of the collaboration. - The focus shifts to the Signature Lip Liner, the main product being advertised, and highlights that there are "NEW SHADES". This message is intended to generate excitement around the freshness and relevance of Merit's lip liners. This is presented from the brand's perspective, showing the launch of an updated product line. - The image provides a visual representation of the lip liners, showcasing the available colors and the product's design. This allows the audience to appreciate the aesthetic appeal and variety of the lip liners. The presentation is designed to be visually pleasing, enhancing the perceived value of the product. The audience experiences this from the customer's perspective, imagining themselves using the product.

# Ad summary This ad features a tube of The Uniform Tinted Mineral Sunscreen, which promises SPF you'll forget you're wearing. # Brand positioning Merit is positioned as a brand offering SPF protection that feels weightless and natural on the skin, so much so that users will forget they are wearing it. The Uniform Tinted Mineral Sunscreen is part of this promise, suggesting the brand prioritizes comfort and ease of use in its products. Merit seems to target individuals who desire skincare that integrates seamlessly into their daily routine without feeling heavy or cumbersome. # Product The product advertised is The Uniform Tinted Mineral Sunscreen. It is a sunscreen product with a tint, designed to provide sun protection with a natural, barely-there feel. The ad copy emphasizes that the SPF is so lightweight that you'll forget you're wearing it. The product's texture and tone are showcased through a thick, smooth smear of the tinted sunscreen, highlighting its color and consistency, suggesting easy application and blendability. The ad addresses the common discomfort or awareness associated with wearing sunscreen by positioning The Uniform as a solution that eliminates this issue. # Visual style The ad has a clean, minimalist visual style with a focus on product presentation. The backdrop is a solid, dark background to help the product to stand out. There is dramatic lighting on the product to highlight the shape of the product and the texture of the tinted sunscreen itself. # Hooks Headline: SPF you'll forget you're wearing # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by highlighting the issue of typical SPF products feeling heavy or noticeable on the skin, setting the stage to introduce a product that solves this problem. The intent is to immediately resonate with viewers who dislike wearing traditional sunscreen due to its feel. The brand is communicating this part of the story. - The Merit product is then introduced, showcasing its texture and tone, with the intent of highlighting that it blends seamlessly into the skin. The focus is on conveying the product's unique selling point of being lightweight and undetectable. The brand is communicating this part of the story.

# Ad summary This ad showcases Merit's tinted mineral sunscreen, highlighting its award-winning formula, light coverage, and suitability for sensitive skin. The ad emphasizes its perfect everyday use. # Brand positioning Merit is presented as a brand focused on minimalist, everyday beauty solutions. The brand emphasizes simplicity, comfort, and efficacy in its products, positioning itself as a go-to for individuals seeking effortless and reliable beauty routines. The tone is straightforward and confident, aligning with a practical approach to beauty that values healthy skin and uncomplicated application. Merit aims to occupy the space of providing high-quality, trustworthy products for daily use, differentiating itself by focusing on gentle formulations and essential coverage. # Product The featured product is Merit's tinted mineral sunscreen, specifically 'The 10x award-winning tinted mineral sunscreen' that offers 'comfortable coverage in a light-as-air finish.' This sunscreen is highlighted as 'Non-comedogenic + safe for sensitive skin,' addressing a key purchase barrier for consumers with skin concerns. The ad emphasizes its suitability for 'Your everyday sunscreen, perfected,' suggesting it's an ideal choice for daily wear. The formulation includes SPF 45, providing broad-spectrum protection. Overall, the ad portrays the product as a reliable, gentle, and comfortable option for daily sun protection with added cosmetic benefits. # Visual style The ad features a clean and polished aesthetic, emphasizing product visibility and key details. The editing style is simple with static shots and smooth transitions, creating a commercial feel that aligns with a high-end product. The pacing is moderate, allowing viewers to focus on each shot and read the text overlays. Visuals and text are well-synced, supporting a clear and direct message. # 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 - 00:00–00:02 Close-up of the product's pump dispensing tinted sunscreen. - 00:02–00:04 Showcasing the product bottle and packaging. - 00:04–00:08 The product is pumped onto a hand to show the texture and color. - 00:08–00:10 The product is held up to the camera.