How Milk Makeup Advertises on Meta

# Ad summary The ad features a male influencer promoting Milk Makeup Hydro Grip products in his bathroom. He showcases the primer, gel tint, and gel concealer as essentials for achieving long-lasting, sensitive-skin-friendly makeup looks. The ad highlights the upcoming Sephora savings event as a great opportunity to purchase. # Brand positioning Milk Makeup is presented as a modern, cruelty-free brand that emphasizes skin-friendly formulas. Positioned within the beauty industry, Milk Makeup aligns with a youthful and inclusive lifestyle, rejecting traditional beauty norms by offering effective, easy-to-use products. The brand aims to occupy the space of accessible, high-performance cosmetics, appealing to consumers who value simplicity and efficacy. Milk Makeup is presented as a solution for users with sensitive skin who want effective products with the added benefit of being formulated with skincare in mind. # Product The ad focuses on the Hydro Grip line, featuring three key products. The Hydro Grip Primer is described as a makeup base that ensures long-lasting wear. The Hydro Grip Gel Tint offers a second-skin look, providing light coverage and a natural finish. The Hydro Grip Gel Concealer is highlighted as being available in 25 shades to match a broad range of skin tones, offering a customizable and skin-safe option for all-day use. The packaging is identifiable by a blue geometric pattern over the container. # Visual style The ad has a polished, commercial aesthetic with a clean and bright look. The editing style features quick cuts and smooth transitions, creating a fast-paced rhythm that keeps the viewer engaged. The production quality is high-end, with professional lighting and clear visuals. The pacing is consistent throughout the ad, maintaining a steady flow. Cuts, text, and product actions are timed to coincide with the music beats and voiceover lines, creating a synced audio-visual experience. # Benefits - [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 - 00:00–00:07 The influencer introduces the new Milk Makeup Hydro Grip Gel Concealer. - 00:07–00:11 He mentions that it has become a staple in his routine, implying it is a quality product. - 00:11–00:19 He transitions into a skincare routine showing the Hydro Grip Primer, explaining that it preps the skin to help makeup last all day and ensure everything has a good grip. - 00:19–00:28 The influencer applies the Hydro Grip Gel Tint for a second-skin, natural finish. - 00:28–00:42 He applies the Hydro Grip Gel Concealer in multiple shades. - 00:42–00:45 He emphasizes the concealer is sensitive skin-safe and packed with skincare, enhancing the skin's appearance the longer it is worn. - 00:45–00:49 He completes the routine using the Hydro Grip Set + Refresh Spray. - 00:49–00:57 He concludes by reiterating the long-lasting effect of the makeup combination, as well as its availability at Sephora. - 00:57–01:07 The influencer highlights Sephora’s upcoming savings event as a perfect time to purchase the Milk Hydro Grip Gel Concealer and other products from the line.

# Ad summary A beauty creator does a shade match of the Milk Makeup Hydro Grip Gel Concealer in their car after buying it at Sephora. # Brand positioning Milk Makeup is presented as a brand that offers innovative and convenient beauty products. The Hydro Grip Gel Concealer is portrayed as a product that simplifies the beauty routine for people on the go, pushing against the norm of having to wait until getting home to try out a new product. The brand aligns with a lifestyle that values convenience and immediate gratification, positioning itself as a go-to for those who want to quickly try new products. The brand prioritizes functional design (ex: travel-friendly packaging) that delivers visible results. # Product The Milk Makeup Hydro Grip Gel Concealer is a gel-to-cream stick concealer designed for easy and on-the-go application. The concealer is housed in blue packaging and features a twist-up mechanism for dispensing the product. It is marketed towards those who are impatient to try out the product and value convenience. The main selling points are its gel-to-cream formula, which allows for a smooth glide during application and effortless blending for a second-skin finish. The ad addresses the purchase barrier of wanting to test a product immediately after buying it by showcasing how it can be used on-the-go. # Visual style The ad has a UGC feel. The editing style includes quick cuts and smooth transitions. The video has natural lighting and appears to be shot on a phone. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Add the Milk Makeup Hydro Grip Gel Concealer to your cart. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The creator walks out of Sephora with a shopping bag and introduces the Milk Makeup Hydro Grip Gel Concealer, expressing excitement to shade match it in the car due to impatience. - 00:05–00:11 00:05–00:11 The creator enters their car, and the text overlay says, "Parking Lot Shade Match". The creator explains that they don't want to wait until getting home to try out their concealer, so they're going to try it out in the parking lot. - 00:11–00:14 00:11–00:14 The creator holds up the concealer and shows how it works by clicking it up. Text overlay: Twist → Swipe → Blend - 00:14–00:21 00:14–00:21 The creator applies the concealer under their eye. They note that the formula is like a gel-to-cream stick, which glides on but blends out like second skin. - 00:21–00:25 00:21–00:25 The creator says they are shade number seven because the concealer makes their under-eye area look perfect. - 00:25–00:34 00:25–00:34 The creator emphasizes that the "Sephora Parking Lot Glam" is working, mentioning that it is a must to add the concealer to your cart during the Sephora Savings Event. - 00:34–00:35 00:34–00:35 The creator says, "Alright, now we can get out this parking lot".

# Ad summary This ad for Milk Makeup's Hydro Grip Gel Concealer features a creator applying the product and highlighting its features and benefits. The ad emphasizes the concealer's ability to provide a perfect complexion in one step, its blendability, and its hydrating properties for up to 12 hours. # Brand positioning Milk Makeup is presented as a brand that promotes accessible beauty solutions with a focus on ease of use and natural-looking results. The brand aligns with a modern, minimalist aesthetic, offering products that seamlessly integrate into everyday routines for a diverse audience. The brand emphasizes functional beauty with products designed for simplicity and practicality. # Product The Hydro Grip Gel Concealer is a stick concealer with a gel-cream texture, designed to provide buildable coverage and hydration for up to 12 hours. It offers a natural finish that does not crease or settle into fine lines. Suitable for use on freshly prepared skin, it can be applied with fingers, a brush, or a sponge. The concealer is available in 25 shades, catering to a wide range of skin tones. The product is positioned as a click-and-correct solution for all skin tones, promising to correct and care for the skin for up to 12 hours. # Visual style The ad has a casual, UGC-style aesthetic, with a static camera and a single presenter. The production quality is relatively polished, with clear lighting and a focus on showcasing the product's texture and application. The ad's pacing is moderate, with several cuts timed to coincide with changes in the presenter's speech. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action SHOP NOW AT SEPHORA # Point of view - [object Object] # Storyline - 00:00–00:03 The creator introduces the Hydro Grip Gel Concealer, highlighting its ability to provide a perfect complexion in one step. This serves as a direct address to the audience, piquing their interest in a quick and effective beauty solution. - 00:03–00:07 The creator demonstrates the application of the concealer, showcasing its gel-cream texture and ease of blending. This provides a visual demonstration of the product's usability and texture. - 00:07–00:09 The creator highlights the concealer's buildable coverage and hydration benefits, claiming it lasts up to 12 hours. This adds a layer of functional value to the product by emphasizing its longevity and moisturizing properties. - 00:09–00:13 The creator emphasizes the natural finish of the concealer and its ability to avoid creasing or settling into fine lines, addressing common concerns about concealer use. This builds trust by acknowledging potential drawbacks of similar products and positioning the Hydro Grip Gel Concealer as a solution. - 00:13–00:17 The creator explains the various ways to apply the concealer: with fingers, a brush, or a sponge. This shows the versatility of the concealer and makes the product more accessible for users with different makeup application preferences. - 00:18–00:23 The creator mentions that the concealer can be applied on the entire face or on targeted areas, such as blemishes, dark circles, or redness. This provides specific use cases to the audience, showcasing the product's adaptability for various skin concerns. - 00:23–00:31 The creator concludes by stating the product is available in 25 shades. She reiterates the product claims to "click, correct, and care" for up to 12 hours. This summarizes the key benefits of the concealer and provides a compelling reason to purchase.

# Ad summary A creator demonstrates Milk Makeup's Hydro Grip Gel Skin Tint, emphasizing its hydrating properties and long-wear formula. # Brand positioning Milk Makeup is presented as a modern, cruelty-free beauty brand offering innovative products designed for a quick, easy routine. The brand appears to aim for a youthful audience, emphasizing fun and experimentation over traditional makeup norms. The brand positions itself as a provider of hydrating, long-lasting formulas, aligning with the lifestyle of users seeking effective yet effortless beauty solutions. They also seem to follow the category norm of cruelty free formulas. # Product Milk Makeup's Hydro Grip Gel Skin Tint is a tinted moisturizer designed to hydrate and provide light to medium coverage for the skin. The product is intended for users looking for a natural, hydrated look. It contains triple-powered hyaluronic acid, providing deep hydration. Being part of the Hydro Grip family, it promises a long-wear, specifically 12-hour wear. The skin tint addresses the common issue of tinted moisturizers being insufficiently hydrating. # Visual style The ad has a natural and casual aesthetic with a polished feel. It is shot in a straightforward manner, likely with a smartphone or similar camera, focusing on the product demonstration. The editing is smooth and unhurried, emphasizing the real-time application and effect of the skin tint. The pacing is consistent, maintaining a conversational tone throughout. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:09 00:00–00:09 The creator introduces the Milk Makeup Hydro Grip Gel Skin Tint, highlighting its popularity with impressive sales figures and positive reviews. - 00:09–00:14 00:09–00:14 The creator expresses enthusiasm to try the product, mentioning the shade being used and clarifying it provides light to medium coverage. - 00:14–00:19 00:14–00:19 The creator applies the product to their face while sharing their primary issue with tinted moisturizers—lack of hydration—and explains that the featured product resolves this issue due to its triple-powered hyaluronic acid. - 00:19–00:27 00:19–00:27 The creator continues applying the product, highlighting that it is also long-wearing because it's part of the Hydro Grip family. - 00:27–00:32 00:27–00:32 The creator showcases the natural and hydrated finish of the product, inviting the audience to take a closer look. - 00:32–00:36 00:32–00:36 The creator ends by holding up the product again and calling it their "new holy grail."

# Ad summary This is a UGC-style advertisement where a woman recreates her Met Gala-inspired makeup look using Milk Makeup products. # Brand positioning Milk Makeup is presented as a modern, approachable brand that enables its users to recreate high-fashion looks at home. The brand aligns with creativity, experimentation, and self-expression, pushing against the notion that high-fashion makeup is only achievable by professionals. The brand promotes a fun, engaging persona by providing the tools and inspiration for users to explore their creativity. With products like Hydro Grip Primer and Lip Oil, the brand aims to make beauty routines easier while still allowing consumers to achieve a high-fashion look. # Product The ad features a range of Milk Makeup products used to recreate a Met Gala-inspired look. The products include: Milk Hydro Grip Primer, a glowing primer; skin tint, providing a light base; matte bronzer in the shade 'spaced' for creating a chiselled look; blush in the shade 'nude' for adding color to the cheeks; concealer; eyeshadows used on both the lid and under the eye; Kush Mascara for added depth to the lashes; and lip oil in the shade 'Quest'. These products enable users to recreate a jewel-toned, sparkling makeup look from the Met Gala, addressing the need for high-impact makeup that is accessible and easy to apply. # Visual style The ad has a UGC feel with a polished commercial look. It is filmed in a bathroom with natural light. The editing style consists of quick cuts with static shots and smooth transitions, maintaining a consistent pace throughout the video. The audio-visual sync is timed to the voiceover lines, enhancing the engagement. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 The video starts with a woman talking about how Monday's Met Gala look is still in her brain. The message is that she is inspired by the high-fashion event. This is from the perspective of the customer who is enthusiastic about beauty and high fashion, creating a relatable and engaging tone. - 00:07–00:08 00:07–00:08 She states that she is going to show how she did that look and do a quick recreation. The intention is to show how to recreate the Met Gala look. This is from the customer's perspective, creating excitement for the tutorial. - 00:08–00:11 00:08–00:11 She begins by applying her base. The intention is to start the makeup routine. This is from the customer's perspective as she begins the tutorial. - 00:11–00:12 00:11–00:12 She states that she is using the Milk Hydro Grip. The intention is to highlight the brand of product being used. This is from the customer's perspective as she begins the tutorial. - 00:12–00:14 00:12–00:14 She mentions the primer is a glowing hydro grip primer. The intention is to describe the product. This is from the customer's perspective, providing details about the product. - 00:14–00:17 00:14–00:17 She applies the primer to the high points of her skin. The intention is to show product application. This is from the customer's perspective, demonstrating how to use the product. - 00:17–00:19 00:17–00:19 She uses skin tint. The intention is to start on the next product in her routine. This is from the customer's perspective, transitioning to the next step in the tutorial. - 00:19–00:21 00:19–00:21 She shows the difference the product makes. The intention is to demonstrate the effectiveness of the product. This is from the customer's perspective, highlighting the product's impact. - 00:22–00:24 00:22–00:24 She applies the matte bronzer in the shade spaced. The intention is to contour the face. This is from the customer's perspective, providing details about the product. - 00:25–00:27 00:25–00:27 She acknowledges that it looks a little dark but encourages viewers to stick with her. The intention is to reassure viewers that the process will work. This is from the customer's perspective, building trust and engagement. - 00:28–00:31 00:28–00:31 She blends in the bronzer for a chiseled look. The intention is to show how the product blends out. This is from the customer's perspective, demonstrating the blending process. - 00:32–00:33 00:32–00:33 She begins applying blush. The intention is to add some color. This is from the customer's perspective, highlighting a favorite product. - 00:33–00:35 00:33–00:35 She states that the blush is in the shade nude. The intention is to share product information. This is from the customer's perspective, providing details about the shade. - 00:36–00:45 00:36–00:45 She applies a bright under eye concealer. The intention is to brighten the under eyes. This is from the customer's perspective, showing a makeup technique. - 00:46–00:50 00:46–00:50 She brings the eyeshadows onto the bottom lash line. The intention is to show a specific part of the Met Gala inspired look. This is from the customer's perspective, replicating the original makeup look. - 00:51–00:54 00:51–00:54 She begins applying mascara. The intention is to show how to make the lashes pop. This is from the customer's perspective, adding depth to the lashes. - 00:57–01:02 00:57–01:02 She uses lip oil in the shade Quest and adds shimmer to her lips. The intention is to add the finishing touches. This is from the customer's perspective, completing the makeup look. - 01:02–01:04 01:02–01:04 She adds the sparkle. The intention is to complete the look. This is from the customer's perspective, adding the last details. - 01:04–01:05 01:04–01:05 She sets her face with hydro grip spray. The intention is to finish the look and keep it in place. This is from the customer's perspective, demonstrating the final step. - 01:06–01:07 01:06–01:07 She asks what the viewers think. The intention is to engage with the audience. This is from the customer's perspective, seeking feedback and closing the tutorial.

# Ad summary This ad demonstrates the use of Milk Makeup's Hydro Grip Gel Tint, Pore Eclipse Setting Powder, and Pore Eclipse Setting Spray to create a base makeup look that is weightless, controls shine, blurs pores, and lasts for 16 hours. # Brand positioning Milk Makeup is presented as a brand that provides high-quality base makeup products designed for a flawless and long-lasting finish. The ad emphasizes functional benefits like shine control, pore blurring, and extended wear time, positioning Milk Makeup as a reliable choice for consumers seeking makeup that performs throughout the day. The brand aligns with a modern, practical approach to beauty, pushing against the need for heavy or complicated makeup routines. The tone is straightforward and focused on product efficacy, appealing to those who value simplicity and performance in their beauty products. # Product The ad features three key products from Milk Makeup. The Hydro Grip Gel Tint is a lightweight foundation designed to be smudge-proof and crease-proof, providing 12-hour wear. The Pore Eclipse Setting Powder is a weightless, talc-free powder that controls shine. Lastly, the Pore Eclipse Setting Spray blurs pores and provides a matte finish, ensuring makeup lasts for 16 hours. These products are collectively presented as a solution for achieving a flawless, long-lasting base with the '16HR wear combo'. The products are suitable for anyone looking for makeup that stays in place, controls shine, and minimizes the appearance of pores, making them ideal for everyday use or special occasions. # Visual style The ad features a clean and polished aesthetic with a focus on product demonstration. The editing style includes quick cuts to highlight each step of the makeup application process. The production quality is high, giving it a professional feel. The pacing is moderate. The visuals and text overlays are timed to match the background music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins by showcasing the Milk Makeup Hydro Grip Gel Tint, Pore Eclipse Setting Powder, and Pore Eclipse Setting Spray. - 00:00–00:02 The narrator introduces the products as the "16HR wear combo" to showcase the product line's long lasting wear. - 00:02–00:04 The model demonstrates applying the Hydro Grip Gel Tint to her face. - 00:09–00:15 The application of the Pore Eclipse Setting Powder with a powder puff is shown next. - 00:16–00:17 The Pore Eclipse Setting Spray is applied. - 00:18–00:21 The finished makeup look is revealed. - 00:22–00:24 The ad ends by showing the three products together, reinforcing the availability of these products at Ulta Beauty.

# Ad summary Ad for Milk Makeup's Pore Eclipse Collection. It features the brand name, product line, and a tagline of 'Makeup locked. Shine blocked'. It shows an image of the products, with each item colored black. # Brand positioning Milk Makeup positions itself as a modern and straightforward brand that offers high-quality makeup and skincare products. The minimalist design of the packaging, combined with the bold, all-caps branding, projects a cool and confident image. The brand appears to be focused on delivering effective products without unnecessary complexity or pretense, appealing to consumers who value performance and simplicity in their beauty routines. They push against the cluttered and fussy makeup market norms, and provide a simpler, more streamlined approach. # Product The Milk Makeup Pore Eclipse Collection features a range of products designed to lock in makeup and block shine. The collection includes a powder, primer, setting spray, and touch-up tool. Each product is packaged in sleek, minimalist black containers with the brand's logo prominently displayed. The primer likely creates a smooth base, while the setting spray ensures makeup lasts. The powder is used to minimize shine, and the touch up tool to remove excess oil throughout the day. The ad is designed to appeal to customers seeking a long-lasting and shine-free makeup look. # Visual style The ad features a clean, minimalist visual style with a focus on product presentation. The production quality appears highly polished, utilizing studio lighting and precise composition to highlight the products. The monochromatic color scheme, with black products against a white background, creates a visually striking and modern aesthetic. The typography is clean and legible, reinforcing the brand's straightforward approach. This visual style is designed to be easily scannable and attention-grabbing in a social media feed, providing a high-design look that contrasts with more cluttered or amateur styles. # Hooks Headline: The Pore Eclipse Collection. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by presenting the Milk Makeup brand name and the Pore Eclipse Collection. This immediately sets the stage by introducing the brand and the specific product line being advertised. The brand's perspective is conveyed to capture the viewer's attention and make them aware of the product line's existence. - The tagline 'Makeup locked. Shine blocked.' is included. This provides a clear and concise statement of the product's key benefits, highlighting its ability to keep makeup in place and control shine. The brand is telling the story to communicate the primary benefits to the viewer. - The ad visually showcases the products in the Pore Eclipse Collection. This emphasizes the range of products available and allows the viewer to see the packaging and design. The brand is presenting the physical products to reinforce the collection's offering.

# Ad summary A woman shows the difference between using 3 Milk complexion products on one side of her face as compared to the other side. She also describes all of the Milk complexion products and gives advice for the viewer, depending on the viewer's skin goals and type. # Brand positioning Milk Makeup presents itself as a beauty brand that creates complexion products. These products are designed to achieve long-wear, hydrated, and fresh-looking makeup, while providing coverage and a natural aesthetic. The brand seems to follow beauty industry norms, by marketing towards the everyday consumer. # Product The ad promotes a range of Milk Makeup complexion products available at Ulta. First is the Hydro Grip Gel Tint, which comes in shade 1. The gel tint provides a gorgeous finish and blends well on the skin. The second product is the Hydro Grip Gel Concealer, which comes in shade 0.5. It is creamy with body, not super thin, providing coverage that will stay in place all day. Lastly, the ad highlights the Pore Eclipse Matte Setting Spray, which offers a way to control the amount of glow on the face, soften the look of makeup, and blur pores. # Visual style This ad has a UGC feel and is polished, with the creator sharing a demo of Milk products. The video has mostly static shots, and there are some quick cuts. The ad has natural lighting. The pacing is consistent. There is audio-visual sync, as the creator shares product information that matches what is being shown. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Give these a swatch or a spray. # Point of view - [object Object] # Storyline - 00:00–00:11 00:00–00:11 The creator states that the difference between the sides of her face is from using the Milk complexion products, which are all available at Ulta. This grabs the viewer's attention and offers the incentive of learning what products the creator used. The speaker is also a customer, and her tone is casual and friendly, as she is eager to show viewers the products. - 00:13–00:19 00:13–00:19 The creator tells the viewers that she started with the Milk Hydro Grip Gel Tint in shade 1. The creator speaks as the customer to show the usage of the product. Her tone is still casual and friendly, using the endearment 'baby' when speaking about the product. - 00:19–00:25 00:19–00:25 As the creator blends the product into her face, she says that it is gorgeous and it wears so well on the skin. This part of the storyline serves as a testimonial, demonstrating the product's texture and finish. The creator speaks as a customer. Her tone is friendly and excited to share the product. - 00:25–00:29 00:25–00:29 The creator tells the viewers about another product, the Milk Hydro Grip Gel Concealer. The creator speaks as the customer to continue to show the products that she uses. Her tone remains casual and friendly. - 00:29–00:39 00:29–00:39 The creator proceeds to apply the concealer on her face, while complimenting how creamy it is, and how it has body to it. This serves as a demo and testimonial to show the product's texture and use. The creator is speaking as the customer, and her tone is casual and friendly. - 00:40–00:42 00:40–00:42 The creator shares that the coverage will stay in place all day long. This statement serves to tell the viewers that the product is long-wear. The creator speaks as the customer, in a casual tone. - 00:42–00:51 00:42–00:51 The creator reveals the last product, which is a setting spray. The creator describes both the Hydro Grip and Pore Eclipse setting sprays, stating that she loves the Hydro Grip when she wants a little more hydration, and she loves the Pore Eclipse when she wants to mattify her skin and blur pores. This educates the viewer on each setting spray. The creator speaks as the customer, and her tone is still casual and friendly. - 00:51–00:59 00:51–00:59 The creator applies the Pore Eclipse Setting Spray, and adds that this is a nice way to control the amount of glow on one's face. The creator then sprays it on her face. This serves as the demo portion of the ad. The creator speaks as the customer, and her tone remains casual and friendly. - 00:59–01:10 00:59–01:10 The creator adds that the Pore Eclipse Setting Spray will help to soften the look of everything. Then she states that with these three products, the makeup looks fresh and hydrated, and still with coverage that lasts all day. These statements serve to build upon the claims of the products, highlighting them as complexion enhancers. The creator speaks as the customer, and her tone remains friendly and casual. - 01:10–01:19 01:10–01:19 The creator invites the viewers to give the products a swatch or spray the next time they are at Ulta, especially if they are looking for hydrated, long-wear skin. The creator speaks as the customer. Her tone is friendly.

# Ad summary This image ad showcases Milk Makeup's Pore Eclipse Collection, emphasizing blurred pores and a matte finish. It highlights key products from the collection in a minimalist setting, focusing on the functional benefits of the skincare/makeup line. # Brand positioning Milk Makeup is presented as a brand focused on delivering effective skincare and makeup solutions for achieving a flawless, modern look. The ad emphasizes functional benefits like pore blurring and matte finishes. The brand uses minimalist, monochromatic packaging with a contemporary aesthetic, aligning with a clean and straightforward approach to beauty. Milk Makeup appears to value simplicity and effective results, appealing to consumers who want streamlined beauty routines. # Product The ad features several products from Milk Makeup's Pore Eclipse Collection, all designed to minimize the appearance of pores and provide a matte finish. Products include a primer, a setting spray, a setting powder, and a blurring stick. The primer is in tube packaging with a pointed applicator and creates a base layer for makeup application. The setting spray, packaged in a spray bottle, locks makeup in place while reducing shine. The setting powder, packaged in a pot, provides a final layer of pore coverage. The blurring stick is in stick packaging, providing on-the-go targeted application. All products are presented in sleek, minimalist black packaging with the Milk Makeup logo prominently displayed. The products promise to work together for a long-lasting, matte complexion. # Visual style The ad features a minimalist, high-quality studio shot with a focus on the product textures and packaging. The monochromatic color scheme and clean lighting create a modern and sophisticated aesthetic. The flatlay arrangement of the products enhances scannability. # Hooks Headline: BLURRED PORES. MATTE FINISH. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The image starts by introducing the Pore Eclipse Collection as a solution for achieving a matte finish and blurred pores, conveyed from the brand's perspective to immediately highlight the key benefits of the product line. - The image then transitions to displaying the product range, showing the various components of the collection and their textures. This aims to demonstrate the variety of products available and their tactile qualities, experienced from an objective observer's perspective. - Finally, the image focuses on the specifics of each product, showcasing their individual application and intended use. This reinforces the comprehensive approach of the collection, as seen from a consumer's perspective.

# Ad summary The ad features a creator reviewing the Milk Makeup Hydro Grip Concealer. She puts the concealer on and says that it blends well and gives the right amount of coverage. # Brand positioning Milk Makeup is presented as a brand that promotes natural beauty and skin positivity. The brand aims to occupy a space in the consumer's mind where makeup enhances rather than conceals, and encourages showcasing natural features like freckles. Milk Makeup's positioning is functional, focusing on the performance of its products (e.g., smooth blending, natural-looking finish, long wear) while also aligning with emotional values of feeling confident and comfortable in one's skin. The featured Hydro Grip Concealer reflects this ethos by providing coverage that enhances skin without completely masking it. # Product The Milk Makeup Hydro Grip 12-hour Gel Concealer is presented as a product designed to provide the 'perfect coverage' while still allowing natural features, such as freckles, to 'shine through.' It's a gel-based concealer in stick form, housed in distinctive blue packaging. The product is designed for those who desire a natural-looking finish that blends 'out so smooth.' The ad specifically addresses the purchase barrier of concealer looking unnatural or heavy by emphasizing that it 'seriously looks like my skin but better.' The key USPs highlighted are its ability to provide the 'right amount of coverage,' its smooth blendability, its natural-looking finish, and its long-lasting wear of '12-hour'. # Visual style The ad features a UGC aesthetic. It has a polished feel with natural lighting and minimal background. There are frequent cuts that align with the speaker's words. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 The creator shares that she has found the perfect concealer for her freckles. - 00:05–00:07 She reveals the product is the Milk Makeup Hydro Grip 12-hour Gel Concealer. - 00:07–00:12 The creator applies the concealer and blends it out, noting how smoothly it blends with a natural-looking finish. - 00:12–00:22 The creator continues to blend the concealer and speaks about how the concealer looks like her skin, but better, and highlights the long-lasting wear of the concealer, all day with no creases.

# Ad summary This ad promotes Milk Makeup's Hydro Grip Gel Concealer through a UGC-style video. A creator showcases the product's application and benefits, highlighting its long-lasting, hydrating coverage and availability in 25 flexible shades. # Brand positioning Milk Makeup is presented as a brand that offers clean, effective beauty solutions. The brand aligns with a modern, inclusive, and straightforward approach, focusing on delivering high-performance products that cater to a diverse range of skin tones. Milk Makeup is positioned as a brand that pushes against the norm of complicated beauty routines, promoting simplicity and ease of use. The brand positioning is both functional, emphasizing performance and simplicity, and emotional, promoting confidence and self-expression through makeup. Milk Makeup emphasizes being a go-to brand for consumers seeking fuss-free beauty solutions without compromising on quality or inclusivity. # Product The advertised product is Milk Makeup's Hydro Grip Gel Concealer, a clean gel-to-cream concealer stick that provides hydrating 12-hour coverage. The product is designed to offer skin-like coverage that won't quit, preventing creasing or caking. It is suitable for use on freshly prepped skin and can be applied with fingers, a brush, or a sponge. The concealer can be used all over the face or on targeted areas such as blemishes, dark circles, redness, and hyperpigmentation. The product is available in 25 flexible shades to match a wide range of skin tones. It aims to simplify the concealing process, offering easy click, cover, and care for 12-hour wear. # Visual style The ad features a UGC aesthetic with a focus on close-up shots and natural lighting. The editing style includes quick cuts to maintain a fast pace, with smooth transitions between product application and finished look. The production quality has a polished feel, suggesting a collaboration between the creator and the brand. The visuals are timed to match the voiceover, creating a seamless audio-visual experience. The overall aesthetic is modern and approachable, aligning with Milk Makeup's brand image. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action SHOP NOW AT SEPHORA # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A creator holds up the Milk Makeup Hydro Grip Gel Concealer, asking if the viewer is after fresh skin with one quick stick. - 00:02–00:03 00:02–00:03 The creator twists up the concealer to reveal the product and then applies it to their face. - 00:03–00:08 00:03–00:08 The creator introduces the product and states that the product is a gel-to-cream concealer that gives you hydrating 12-hour coverage that won’t quit. - 00:08–00:12 00:08–00:12 The creator continues by stating that there is no creasing or caking, just skin-like coverage all day long. - 00:13–00:16 00:13–00:16 The creator explains how to apply the product, and shows that the product can be applied all over the face with a finger, brush, or a sponge. - 00:16–00:22 00:16–00:22 The creator then goes on to explain that the product can be used on targeted areas such as blemishes, dark circles, redness, and hyperpigmentation. - 00:23–00:28 00:23–00:28 The creator holds up the product again and states that the Hydro Grip Gel Concealer comes in 25 flexible shades so there is a shade for everyone. - 00:28–00:30 00:28–00:30 The creator ends the ad by saying 'click, cover, and care for 12 hour wear.'

# Ad summary A woman shares her go-to hydrating concealer, Milk Makeup Hydro Grip Gel Concealer. She applies it under her eyes, around her nose, and on her cheeks. She then shows a split-screen before and after to showcase the coverage of the product. # Brand positioning Milk Makeup is presented as a go-to brand for everyday beauty and makeup products. The brand’s makeup promises to be high quality and hydrating, for the consumer who prioritizes keeping their skin moisturized and healthy-looking. Milk Makeup seems to ignore category norms by offering unique application methods for their products, as seen in the stick component of the product. # Product The Milk Makeup Hydro Grip Gel Concealer is a concealer that comes in a solid stick form, encased in blue packaging. This concealer is for the consumer looking for hydration and full coverage to even out their skin tone. The product is demonstrated on the undereye, cheeks, and around the nose, where the presenter directly applies the product to her face, then evens out the application using her fingers. The shade being used in the ad is #8. # Visual style The ad has a polished, yet UGC feel. There are quick cuts between the shots. The cuts, actions, and text are timed with the music. The overall aesthetic is clean and bright. # 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 presenter introduces the product as her go-to hydrating concealer. - 00:01–00:03 00:01–00:03 The presenter holds the concealer up to the camera and shows the product to the viewer to identify. - 00:03–00:08 00:03–00:08 The presenter applies the concealer under her eyes, on her cheeks, and around her nose. The intention is to show the viewer how to apply the concealer and demonstrate its coverage. - 00:08–00:11 00:08–00:11 The presenter rubs the concealer in with her fingers to even out the application. The intention is to demonstrate how the concealer blends. - 00:11–00:14 00:11–00:14 The presenter shows a split-screen of the before and after application. The intention is to demonstrate the full coverage of the product and how it evens out skin tone. - 00:14–00:16 00:14–00:16 The presenter holds up the product to the camera and blows a kiss. The intention is to end the video on a positive and friendly note.

# Ad summary This ad promotes the Milk Makeup Hydro Grip 12-Hour Gel Concealer through a UGC-style demo. A creator with long dark hair applies the product to her face and emphasizes its easy application, natural skin-like finish, and long-lasting wear. # Brand positioning Milk Makeup presents itself as a brand that champions effortless beauty and natural-looking results. Their products, like the Hydro Grip Concealer, are designed for easy, on-the-go application, blending seamlessly into the skin for a barely-there feel. Milk Makeup steers clear of the overly-complicated or high-maintenance, offering a streamlined approach that enhances natural beauty rather than masking it. The brand promotes a functional and convenient approach for those who want a quick and effective beauty routine, aligning with a youthful and contemporary lifestyle. # Product The featured product is the Milk Makeup Hydro Grip 12-Hour Gel Concealer, a concealer stick designed for easy and convenient application. It claims to offer 12-hour wear with a natural, skin-like finish. The concealer glides on easily and blends effortlessly, purportedly melting into the skin without requiring extensive blending. The ad claims that the color match is perfect, making the skin immediately look better while feeling like nothing is on the skin. The concealer targets those looking for a quick and effective way to enhance their complexion, offering a long-lasting and natural-looking finish. # Visual style The ad has a clean and polished aesthetic, resembling high-quality UGC content. The video features static shots and smooth transitions, giving it a professional yet approachable feel. The production quality is high, with a focus on natural lighting that highlights the subject's skin. The pacing is consistent, creating a steady rhythm that keeps the viewer engaged. Cuts and text overlays are well-timed with the voiceover, enhancing the overall clarity and impact of the message. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator starts by applying concealer to her face. - 00:02–00:08 She introduces the product as the Milk Makeup Hydro Grip 12-Hour Gel Concealer, framing it as her definition of effortless makeup and highlighting the product name and one of its key selling points. - 00:08–00:14 She applies the concealer to her undereye and cheek, emphasizing the product's easy glide and minimal blending requirements. - 00:15–00:24 She remarks on the perfect color match and the concealer's natural, skin-like finish that feels weightless, further showcasing the product's benefits and ease of use. - 00:24–00:29 She ends the ad by highlighting its 12-hour wear and declaring it her new go-to, adding an additional layer of product efficacy and personal endorsement.

# Ad summary This ad for Milk Makeup promotes a BOGO offer on Hydro Grip Gel Tint with a free Gel Concealer. It features a close-up shot of the products against a white background, emphasizing the limited-time nature of the deal. # Brand positioning Milk Makeup is presented as a modern and innovative beauty brand, with a focus on clean ingredients and effective formulas. The brand aims to occupy a space in the consumer's mind as a creator of effortless, high-performance makeup. Its packaging aesthetic, with the holographic accents, implies a forward-thinking, youthful approach to beauty. The brand does not appear to follow traditional beauty category norms and instead promotes a more inclusive, less fussy approach to makeup. # Product The ad features two Milk Makeup products. The first is the Hydro Grip Gel Tint, packaged in a clear tube with a blue tint. The packaging features the brand name in large vertical letters with holographic accents. The Hydro Grip Gel Concealer is packaged in a matching blue squeeze tube with holographic accents and a nozzle dispenser. The ad focuses on the offer of getting the gel concealer for free when purchasing the gel tint. The products appear to be targeted towards consumers seeking lightweight and hydrating makeup options. # Visual style The ad has a clean, modern aesthetic with a focus on product presentation. The high-quality product shots against a white background give it a polished look. The use of holographic accents adds a contemporary touch. The typography is bold and legible, making the key information easily scannable. # Hooks Headline: BOGO # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a promotion for "BOGO" on the Hydro Grip Gel Tint, offering a free Gel Concealer with purchase, to grab attention and incentivize an immediate purchase. The brand is telling the viewer this is an opportunity they don't want to miss. - The products are then shown prominently, giving the viewer a clear image of what's being offered and reinforcing the brand's aesthetic. The ad is using visuals to show the products included in the promotion. - Finally, the ad displays a "Limited Time Only" badge to create a sense of urgency and prompt the viewer to act quickly, completing the story by emphasizing the short duration of the deal. The brand is telling the viewer to purchase the product now.

# Ad summary A creator shares an offer from Milk Makeup to get a free Hydro Grip Gel Concealer with the purchase of Hydro Grip Gel Skin Tint. She demonstrates both products to show their shade matching coverage and how easy they glide on. # Brand positioning Milk Makeup is presented as a modern brand that offers simple, buildable makeup for a natural-looking skin base. With the Hydro Grip line, the brand focuses on hydration and long-wear ability. It positions itself as an accessible makeup option that is easy to use and delivers results with minimal effort, aligning with a youthful and contemporary lifestyle. # Product The Milk Makeup Hydro Grip Gel Tint is described as a hydrating and long-lasting skin tint. It provides shade-matching coverage that is buildable and can be worn lightly or with more layers for increased coverage. The product comes in a blue tube with the MILK logo printed on the side. The Milk Makeup Hydro Grip Gel Concealer is a complementary product to the tint, working together to improve skin appearance. It glides on easily to cover darkness, hyperpigmentation, and redness. The products are designed for 12-hour wear. The concealer comes in a blue tube with the MILK logo printed on the side. # Visual style The ad has a UGC feel with a selfie-style camera angle and a casual, unfiltered look. The editing style consists of quick cuts to keep the pace moving. The production quality appears to be a hybrid, combining elements of polished commercial visuals with a more raw, unedited aesthetic. The consistent BPM gives the ad a sense of rhythm that supports its enthusiastic tone. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Get your skin gripped and glowing now. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator applies Milk Makeup's Hydro Grip Gel Concealer to a tattoo on her hand. - 00:00–00:02 She expresses disbelief that they are giving the concealer away. - 00:02–00:12 She announces an offer for a limited time. She holds up the Milk Makeup Hydro Grip Gel Tint and says with a purchase of the Gel Tint, you will get a Milk Makeup Hydro Grip Gel Concealer for free. - 00:12–00:14 She suggests she knows the viewer wants to see the combos, so she puts a dot of the Milk Makeup Hydro Grip Gel Tint on her hand. - 00:13–00:16 She says the Milk Makeup Hydro Grip Gel Tint is maybe the most hydrating and long-lasting tint she has ever used. - 00:16–00:22 She applies the Gel Tint to the right side of her face with a brush and talks about the product's shade-matching coverage, saying it can be worn light or added more for more coverage. - 00:22–00:24 She holds up the Milk Makeup Hydro Grip Gel Concealer and expresses the desire to pair it with the Hydro Grip Gel Concealer. - 00:24–00:31 She then applies the concealer to areas of darkness, hyperpigmentation, and redness on the right side of her face. - 00:31–00:34 She blends the concealer and says Milk Makeup Hydro Grip means it’s going to last and both products have 12 hour wear. - 00:34–00:38 She shows her face and says the left side has nothing on it and the right side is with the tint and concealer. - 00:38–00:43 She reapplies the concealer and states to get your free Hydro Grip Gel Concealer with any purchase of Hydro Grip Gel Skin Tint. - 00:43–00:45 She closes the video by saying to get your skin gripped and glowing now.

# Ad summary This ad demonstrates Milk Makeup's Hydro Grip 12-hour Gel Concealer. It features a redhead woman who applies the concealer, emphasizing its smooth blendability and natural-looking finish. She highlights that the concealer lasts all day without creasing, providing coverage while allowing freckles to shine through. # Brand positioning Milk Makeup is presented as a brand focused on providing effective and easy-to-use makeup solutions that enhance natural beauty. The brand promotes a youthful, inclusive aesthetic that values individuality and effortless style. Milk Makeup positions itself as innovative by introducing a Hydro Grip Gel Concealer, suggesting a focus on skincare-infused makeup. The brand aligns with a minimalist, on-the-go lifestyle. # Product The Milk Makeup Hydro Grip 12-hour Gel Concealer is a concealer designed to provide the perfect coverage for freckles and offer a natural-looking finish. It is packaged in a blue stick. It blends out smoothly and promises to last all day without creasing. The gel formula suggests a hydrating quality that keeps the skin looking fresh. Its key USP is that it offers just the right amount of coverage while allowing freckles to shine through, implying a lightweight formula that enhances rather than masks natural skin features. The product caters to individuals looking for a concealer that looks like skin but better, providing a balance between coverage and natural appearance. # Visual style The ad has a bright and clean aesthetic. The lighting is soft and diffused, creating a natural feel. The editing style is smooth with simple cuts to maintain focus on the product and application. The production quality is UGC, aiming for an authentic and relatable feel. The pacing is moderate, allowing viewers to follow the application process easily. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The creator introduces that she finally found the perfect concealer. - 00:01–00:04 00:01–00:04: She specifies that it is the perfect coverage for her freckles, showing the Milk Makeup concealer stick. - 00:05–00:07 00:05–00:07: Applying Milk Makeup's Hydro Grip 12-hour Gel Concealer. - 00:07–00:11 00:07–00:11: She highlights that it blends out smoothly with such a natural-looking finish. - 00:11–00:13 00:11–00:13: She blends the product with her finger and notes that it seriously looks like my skin but better. - 00:14–00:17 00:14–00:17: She uses a brush to blend and highlights the right amount of coverage while still showing her freckles. - 00:17–00:23 00:17–00:22: She concludes that it lasted all day, with no creases, just glowing skin. She ends by saying, "Perfect."

# Ad summary In a video ad, a UGC creator advertises Milk Makeup's Hydro Grip Gel Skin Tint and Hydro Grip Gel Concealer. She demonstrates how the products blend seamlessly, providing buildable coverage. As a limited-time offer, customers receive a free Hydro Grip Gel Concealer with any purchase of Hydro Grip Gel Skin Tint. # Brand positioning Milk Makeup is presented as a modern and innovative beauty brand focused on high-performance products with a clean and vegan formulation. The brand aligns with a youthful, creative, and expressive lifestyle, as showcased by the tattooed UGC creator and edgy makeup aesthetic. Milk Makeup differentiates itself by offering a range of products that are both effective and conscious, attracting consumers who value both quality and ethical standards. # Product The Milk Makeup Hydro Grip Gel Skin Tint is a hydrating and long-lasting tinted foundation designed for buildable coverage. It claims to offer seamless shade matching and can be worn lightly or built up for more coverage. The product comes in a blue squeeze tube. The Milk Makeup Hydro Grip Gel Concealer, also packaged in a blue twist-up stick, is intended for use on areas with darkness, hyperpigmentation, and redness. It's formulated to glide on smoothly and provides 12-hour wear, ensuring it lasts throughout the day. The unique selling point of both products is their 'Hydro Grip' formulation, which promises lasting hydration and adherence to the skin. # Visual style The ad has a UGC feel with a raw and unfiltered aesthetic, as seen through the direct address to the camera. The production quality is simple and straightforward, enhancing the sense of authenticity and approachability, and making it feel like a natural social media post. The pacing is moderate. The cuts and product actions are loosely timed to the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Get your skin gripped and glowing now. # Point of view - [object Object] # Storyline - 00:00–00:01 The creator expresses disbelief that the concealer is being given away. - 00:02–00:09 The creator announces that for a limited time, when you buy the Milk Makeup Hydro Grip Gel Tint, you get the Milk Makeup Hydro Grip Gel Concealer for free. - 00:12–00:12 She says she knows the audience wants to see the combo, so she will demonstrate. - 00:13–00:16 She notes that the tint is possibly the most hydrating and long-lasting she's ever used. This continues the previous concept by building excitement for the product. - 00:17–00:22 She shows how the tint provides a shade-matching coverage that is buildable. - 00:23–00:24 Next, she states that she will pair the tint with the Hydro Grip Gel Concealer. - 00:24–00:31 She applies the concealer to areas where she has darkness, a little hyperpigmentation, and redness, and notes that it just glides on. - 00:32–00:34 She mentions that the Milk Makeup Hydro Grip formula means it's going to last, and both products offer 12-hour wear, emphasizing the products' longevity. - 00:35–00:38 The creator shows one side of her face with nothing on it and the other side with the tint and concealer applied, providing a visual comparison. - 00:38–00:43 She reinforces the offer: get your free Hydro Grip Gel Concealer with any purchase of Hydro Grip Gel Skin Tint. This recap prompts viewers to take advantage of the deal. - 00:43–00:44 She tells viewers to get their skin gripped and glowing now, ending with a strong call to action.

# Ad summary A creator with colorful eye makeup showcases how she uses Milk Makeup's Hydro Grip Primer, Hydro Grip Skin Tint, Hydro Grip Concealer, and Hydro Grip Setting + Refresh Spray for her face routine. She highlights the weightless, buildable coverage of the Skin Tint, and the long-lasting wear of the concealer. # Brand positioning Milk Makeup is presented as a makeup and skincare brand that embraces innovation and challenge conventional expectations in the beauty industry. They deliver high-performance products that offer buildable coverage without feeling heavy. The brand emphasizes skincare benefits, aiming to provide long-lasting, hydrating, and skin-friendly makeup solutions that cater to a youthful and beauty-conscious audience, challenging the norm by offering products that deliver both coverage and a lightweight feel. # Product The ad showcases Milk Makeup's Hydro Grip line, featuring the Hydro Grip Primer, Skin Tint, Concealer, and Setting + Refresh Spray. The Hydro Grip Primer is a staple known for its grip and ability to hold makeup in place. The Skin Tint is presented as a surprising product that provides coverage while maintaining a lightweight feel, challenging the notion that skin tints cannot offer adequate coverage. The Hydro Grip Concealer offers 12-hour wear with buildable, weightless coverage, dispensed through a click mechanism that allows for controlled application. The Hydro Grip Setting + Refresh Spray is described as a long-lasting, hydrating, and skincare-infused product that locks in makeup, providing a dewy, non-greasy finish. # Visual style The ad has a polished UGC feel, filmed in a bedroom with a creator who has a full glam look and clear skin concerns. The video has quick cuts and natural lighting. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator begins by questioning viewers' expectations of a skin tint. - 00:02–00:03 She introduces the Milk Makeup Skin Tint as a product that challenges those expectations. - 00:03–00:07 The creator shows the Hydro Grip Primer, calling it a staple in her routine, setting the stage for the application of other products. - 00:07–00:10 She introduces the Skin Tint. - 00:10–00:12 The creator applies the Skin Tint to her face. - 00:12–00:18 The creator acknowledges its coverage while maintaining a skin-like feel. - 00:18–00:27 The creator introduces the Hydro Grip Concealer, highlighting its 12-hour wear and buildable coverage. - 00:27–00:39 The creator shows Hydro Grip Setting + Refresh Spray, promoting its ability to lock in makeup and provide a glowing, non-greasy finish. - 00:39–00:41 She ends by presenting the Skin Tint and Concealer again.

# Ad summary A creator with pink hair is demonstrating the Milk Hydro Grip Gel Concealer, applying the product to her skin. She discusses how it has a gel-like formula, but is creamy once applied. She concludes that it is skin-like and moisturizing. # Brand positioning Milk Makeup is presented as a brand that offers innovative and high-quality makeup. The brand's products are designed to provide a natural, hydrated, and smooth finish. The packaging is bold, demonstrated through the light blue shade used for the concealer's packaging. The brand values align with modern beauty standards, focusing on providing a comfortable wear, with products that don't feel heavy or cakey on the skin. Milk positions itself to appeal to customers looking for everyday makeup that is easy to use and leaves their skin looking healthy and radiant. # Product Milk Hydro Grip Gel Concealer is a concealer that comes in a stick format and in 25 flexible shades. It dispenses from a solid stick via a click at the bottom. The product has a unique gel-like formula that transforms into a creamy texture upon contact with the skin. It seamlessly melts into the skin, providing a hydrating and smooth finish. The concealer prevents a cakey, dry appearance, avoiding clinging onto dry patches on the skin. It enhances the skin's natural radiance, leaving it looking moisturized and dewy throughout the day. # Visual style The ad has a polished commercial aesthetic. The lighting is soft and natural. The camera is still, focusing on the creator's face. There are a mix of quick cuts and static shots. The ad has a hybrid production quality. The cuts sync with the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:08 00:00–00:08 The creator applies the concealer to her face and holds up the product. This is to introduce the brand and product she'll be reviewing. - 00:08–00:17 00:08–00:17 She demonstrates the texture of the concealer and applies it to her skin. This highlights the unique gel-like to creamy texture of the concealer. - 00:17–00:33 00:17–00:33 She reapplies the concealer and blends it into her skin. This focuses on demonstrating how the concealer melts into the skin, leaving it hydrated and smooth. - 00:34–00:43 00:34–00:43 She reapplies the concealer to her face. This highlights the concealer's wide shade range and encourages viewers to find their perfect match at Sephora. - 00:44–00:51 00:44–00:51 She shows her finished look after only applying the concealer. This shows the product's ability to stand alone and look beautiful. - 00:51–01:03 00:51–01:03 The creator continues to hold the concealer, stating that it's dewy and moisturizing. This reinforces the light and comfortable feel of the concealer on the skin.

# Ad summary This ad features a creator reviewing and demonstrating Milk Makeup's Hydro Grip Gel Concealer. She begins by saying that the power of concealer is real, and introducing the product. She applies two shades to brighten her undereye area, blending with a brush. She shares the results of her finished makeup look, emphasizing how natural the concealer looks, and that she loves it. # Brand positioning Milk Makeup is presented as a brand that creates innovative, high-performing products designed to enhance natural beauty with minimal effort. The brand values inclusivity and accessibility, as evidenced by its wide range of shades and user-friendly product formats. Milk Makeup is known for its dewy, natural finish, and their products appear to be versatile, suitable for both everyday use and more polished looks. The brand emphasizes skincare benefits within its makeup offerings, addressing concerns like dryness and fine lines while promoting a healthy, hydrated complexion. # Product The featured product is the Hydro Grip Gel Concealer by Milk Makeup, presented in stick format and packaged in a bright blue container with the brand name printed in a square grid pattern. It is available in a range of shades and is designed for all skin tones. The concealer is marketed as a product that provides a natural, dewy finish, offering a 'your skin but better' look that lasts up to 12 hours, as tested by the creator. It has a gel-to-cream formula that blends seamlessly, brightening the under-eye area and preventing dryness, caking, and settling into fine lines due to its added skincare benefits. The stick format allows for easy, precise application and is designed to make it easy to apply. # Visual style The ad has a polished UGC feel, with soft natural lighting and static shots. The editing is minimal, focusing on clear demonstrations and real-time application. The production quality is high, with the creator looking well-groomed and the setting clean and simple, giving it an authentic yet professional look. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:08 The creator begins by stating the importance of concealer and introduces Milk's Hydro Grip Gel Concealer as a product she believes in. - 00:08–00:11 She mentions that the concealer is great for 'dewy lovers,' positioning it for customers who prefer a radiant makeup look. - 00:11–00:16 The creator notes that she has completed most of her base makeup but wants to brighten her under-eye area. - 00:16–00:24 She grabs the concealer, states the shade she will be using first, and demonstrates how to apply and blend it with a brush. - 00:24–00:27 The creator says that the formula is gel to cream. - 00:27–00:35 She applies a lighter shade to further brighten the area, mentioning its specific shade number and stating that she always uses two concealer shades. - 00:35–00:46 The creator emphasizes how natural the finish is, as well as its long-wearing quality and skin-caring properties. - 00:46–00:53 She highlights the product's ability to prevent settling into fine lines, which she personally struggles with, then connects that problem to the hydrating qualities of this concealer. - 00:54–01:00 The creator shares her finished makeup look, asking for viewer feedback and expressing her love for the product, creating an inclusive feel by asking 'what do we think?'