How Moroccanoil Advertises on Meta

# Ad summary This ad shows a couple using the Moroccanoil Sculpting Pomade. The woman shows how she uses it for a sleek ponytail, while the man styles his hair with it for an everyday look. They emphasize the product's hold, shine, and ease of washing out, promoting it as suitable for both salon-level styling and everyday use. # Brand positioning Moroccanoil positions itself as a versatile hair care brand suitable for both men and women. The brand emphasizes ease of use, salon-quality results, and products that cater to a variety of styling needs. By showing both a man and a woman using the same product for different hairstyles, the brand promotes inclusivity and simplicity. # Product The Moroccanoil Sculpting Pomade is presented as a versatile hair styling product designed for both men and women. It provides a firm, all-day hold with a high-shine finish. The product is buildable, allowing for strong hold and control for various hairstyles like slick-back ponytails and everyday styles. It is easy to use, requires only a small amount, and washes out easily without leaving buildup or residue, making it a convenient option for achieving salon-level styling at home. # Visual style The ad has a clean, polished aesthetic, resembling user-generated content (UGC) but with a professional touch. It features well-lit shots with neutral backgrounds, and the subjects are styled with natural makeup and clothing. The editing includes quick cuts and smooth transitions, maintaining a consistent pace throughout. The production quality blends UGC authenticity with commercial polish. Pacing is around 20 cuts per minute. The cuts sync with voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action grab the Moroccanoil Sculpting Pomade now 🤍 # Point of view - [object Object] # Storyline - 00:00–00:02 A woman and man pose in a bathroom, setting the stage for their 'his & hers' hair routine. - 00:02–00:04 The woman reveals the Moroccanoil Sculpting Pomade and states they both use it to achieve their desired looks, highlighting its versatility for both genders. - 00:04–00:18 The man demonstrates his everyday style, rubbing the pomade between his palms and applying it to his hair for a firm, all-day hold and high-shine finish, showcasing its ease of use. - 00:18–00:26 The woman takes over, showing how she uses the same pomade to create a sleek ponytail, controlling frizz and flyaways. - 00:26–00:37 They both present their finished looks, highlighting the salon-level styling achievable with just one product and emphasizing that it washes out easily without buildup or residue. - 00:37–00:42 The couple stands side-by-side, encouraging viewers to grab the Moroccanoil Sculpting Pomade now, ending the ad with a direct call to action.

# Ad summary This ad features a UGC-style video by a creator who promotes Moroccanoil Treatment as her number one hair oil, showing how she uses it to refresh her hair in between washes. # Brand positioning Moroccanoil is presented as the leading hair oil brand that caters to individuals who prioritize hair health and manageability. The brand focuses on providing nourishing and protective benefits, fighting against frizz and dullness. The brand aligns with a functional approach to beauty, emphasizing visible results like shine, softness, and ease of styling. The ad promotes the brand as a beauty solution that offers both practical benefits and an elevated sensorial experience, which is emphasized through the iconic Moroccanoil scent. # Product The featured product is Moroccanoil Treatment hair oil, designed to refresh blowouts and maintain hair health between washes. This product is marketed towards individuals who want to avoid overwashing their hair, particularly those with frizz-prone or dull hair. The ad states that it is infused with argan oil, which nourishes the hair while protecting against thermal damage. The product aims to boost shine and conditioning, leaving hair softer, more manageable, and frizz-free. The ad highlights the iconic Moroccanoil scent as an added benefit, contributing to a luxurious hair care experience. # Visual style This ad has a polished, UGC-style aesthetic. The lighting appears natural, and the production quality is high, contributing to the brand's luxurious image. The editing style combines quick cuts with static shots, creating a smooth flow. The pacing is consistent, maintaining a steady rhythm throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Make sure you do so and you could go get this today at Sephora. # Point of view - [object Object] # Storyline - 00:00–00:04 The creator begins by standing in front of the camera to show her hair. - 00:00–00:04 She asks viewers not to scroll, introducing that she will name her one top product to recommend. - 00:04–00:08 She holds up a Sephora bag and reveals a box of Moroccanoil Treatment hair oil, naming it the number one hair oil brand in the US. - 00:08–00:11 The video cuts to the creator sharing that the Moroccanoil Treatment is her number one hair oil. - 00:11–00:18 She calls her hair dull and frizzy, as she styles it to make it look messy. She says that she doesn't have the time every morning to wash and redo her hair. - 00:18–00:25 She is shown dispensing 1-2 pumps of the hair oil into her hands and then rubbing it into the mid-lengths and ends of her hair. - 00:25–00:32 The creator continues speaking to the benefits of the hair oil, which includes nourishing and protecting against thermal damage. - 00:32–00:42 The visual shows the finished hair, and she notes that her hair is now softer, manageable and frizz-free, with the iconic Moroccanoil scent. - 00:42–00:47 She says that she has been using the product for years. She is shown with a Sephora bag, as she calls viewers to try it for themselves. - 00:47–00:50 The video cuts to shots of the Moroccanoil Treatment, both full size and travel size. It is available at Sephora.

# Ad summary This ad from Moroccanoil features a collection of stylist-approved hair styling products. It highlights the products and positions them as essential for achieving professional-quality hairstyles. # Brand positioning Moroccanoil is positioned as a provider of stylist-approved essentials. The brand emphasizes professional quality and suggests its products are trusted and recommended by hair stylists. The overall tone is sophisticated and authoritative, appealing to consumers who seek salon-quality results at home. The brand aims to occupy the space of providing high-end, effective styling products used by professionals, pushing against the norm of generic, less effective drugstore brands. # Product The ad showcases a curated selection of Moroccanoil hair styling products, each designed to meet various styling needs. Products include Moroccanoil Luminous Hairspray in varying sizes, presented in turquoise aerosol cans. There is also a dry texture spray, sculpting pomade and moisturizing cream shown in matching branded packaging. These products are for consumers who want professional-quality styling results and a range of styling options. The USPs include stylist approval and the promise of achieving specific styles with ease and reliability. The products address the purchase barrier of uncertainty about product effectiveness by associating them with professional stylists. # Visual style The ad has a polished, studio-shot quality. The visual motif is a product showcase, with a focus on clean lines and modern design. The image treatment includes background removal and subtle lighting effects to highlight the products. The typography is large and bold, making it easily scannable in-feed. The ad contrasts platform norms with its high-design aesthetic, potentially increasing stop power. # Hooks Headline: STYLIST-APPROVED ESSENTIALS # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by highlighting Moroccanoil's brand name, establishing the source and credibility behind the products, told from the brand's perspective. This creates immediate brand recognition and sets a tone of expertise. - The ad then emphasizes that these products are "STYLIST-APPROVED ESSENTIALS," underlining that they are trusted and recommended by professionals, told from an external source. This positions the products as reliable and high-quality, boosting consumer confidence. - The ad showcases an array of Moroccanoil styling products, each in distinct packaging, to highlight the breadth and variety of the range, told from the brand's perspective. This visual display reinforces the idea that Moroccanoil offers a comprehensive solution for all styling needs.

# Ad summary This ad promotes Moroccanoil's Sculpting Pomade as part of their styling collection. The ad uses a visually driven approach, highlighting the product's texture, high-shine finish, and all-day hold through product shots and textual claims. It is intended to reach an audience that values hair styling products that offer both hold and a polished finish. # Brand positioning Moroccanoil presents itself as a luxury hair care brand focused on styling and finishing products, particularly emphasizing high-quality ingredients and professional-level results. The brand aims to occupy a premium space in the haircare market, aligning with values of sophistication, style, and efficacy. It positions itself by offering specialized styling solutions within a broader collection, suggesting a commitment to complete hair care regimes rather than just basic hair maintenance. The brand positioning leans towards both functional and emotional benefits, promising both tangible styling results and an elevated experience. # Product The ad showcases Moroccanoil's Sculpting Pomade, designed to provide high hold and a high-shine finish for hair. It is implied that this product is for individuals looking to achieve structured and polished hairstyles that last all day. The product's texture is highlighted through visual close-ups, emphasizing its appealing aesthetic and smooth consistency. The ad addresses the purchase barrier of product effectiveness by explicitly stating that '94% agreed Sculpting Pomade has all-day hold,' based on an independent consumer study. The pomade is presented as part of a styling collection, suggesting it integrates into a comprehensive haircare routine. The ad is telling the viewer that this product is worth trying for its ability to deliver professional-quality styling results with a strong, lasting hold and shiny finish. # Visual style The ad has a polished and high-end aesthetic, consistent with a premium beauty brand. The editing style employs static shots and smooth transitions to maintain a clean and sophisticated feel. The production quality is high, with well-lit product shots and clear text overlays. The pacing is consistent, with slow, deliberate cuts that emphasize the product's features and benefits. The visual elements are timed to coincide with text overlays, creating a cohesive and engaging viewing experience. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a visually striking product shot of Moroccanoil Sculpting Pomade against a dark background, introducing the new product and immediately signaling a focus on style and innovation. - 00:03–00:07 Following the initial product reveal, the ad transitions to a close-up shot of the pomade's texture and the gel-like consistency of the product, highlighting its high-shine finish and emphasizing its unique aesthetic and texture. - 00:07–00:11 The ad presents a persuasive statistic: '94% agreed sculpting pomade has all-day hold.' This is based on an independent consumer study, aiming to build trust by suggesting reliable results and all-day hold. - 00:11–00:15 The ad concludes by showing the Sculpting Pomade alongside other styling products in the Moroccanoil collection, framing the pomade as part of a complete haircare routine and suggesting broader product synergies.

# Ad summary This ad features a woman with braided hair. She applies Moroccan Oil treatment and styles it into a bun. # Brand positioning Moroccanoil is presented as a provider of beauty secrets, with this ad highlighting the Argan oil hair treatment. The brand aims to occupy a space of accessible elegance and tradition, by aligning with a beauty routine passed down through generations (mother and daughter). The brand's tone is understated and confident, suggesting a premium yet attainable quality. Moroccanoil ignores the category norm of complex or heavily marketed solutions, opting instead for a focus on a single, trusted ingredient. # Product The Moroccanoil Treatment is a hair oil infused with argan oil designed to provide shine, reduce frizz, and offer a quick boost to the hair. This product is for anyone who wants to instantly elevate their hairstyle. According to the woman in the ad, the treatment smells like spicy amber and sweet florals. The product is applied to the ends of the hair by pumping 1-2 pumps into the hand, rubbing the hands together, and applying to the hair. # Visual style The ad's overall aesthetic is clean and polished. The video is well-lit with static shots. The production quality is professional and looks like a traditional ad. The edits are smooth with a medium pace. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The woman begins by mentioning she has about 20 minutes before a big event, and suggests they do her finishing touches together. - 00:05–00:11 00:05–00:11 She says she was having mixed feelings about her hair, but realized she just needed a little bit of shine and styling. - 00:11–00:15 00:11–00:15 She grabs the Moroccanoil Treatment and says she tried it on the ends of her hair. - 00:15–00:19 00:15–00:19 She says that the treatment is infused with argan oil and gives her hair a quick boost. - 00:19–00:23 00:19–00:23 The woman calls argan oil a beauty secret that she and her mom have been using for years. - 00:23–00:28 00:23–00:28 She decides to style her hair into a bun to keep it neat and cute for an overall very elevated look. - 00:28–00:31 00:28–00:31 She sprays setting spray on her face, and says that she's giving as per usual. - 00:31–00:34 00:31–00:34 The ad ends with the products in front of a Sephora bag, and the woman states that the product is available at Sephora.

# Ad summary This ad showcases Moroccanoil Treatment as "the gold standard" hair oil, highlighting its long-standing presence in the market and availability at Sephora. # Brand positioning Moroccanoil positions itself as a premium brand in the haircare market, emphasizing its iconic and original status. The brand aligns with a lifestyle of beauty and self-care, with a focus on quality and efficacy. The brand messaging centers on its long-standing presence and effectiveness. The brand occupies a prestige position in the haircare market. Its positioning is both functional and emotional, offering practical hair benefits while also creating an elevated self-care experience. # Product The featured product is Moroccanoil Treatment, a hair oil designed for all hair types. It is described as "the hair oil that started it all," highlighting its pioneering role in the hair oil category. The product is packaged in a glass bottle with a teal label and black cap. Key features or ingredients are not explicitly mentioned in the visible text, but the focus is on the product's legacy and availability at Sephora. The ad aims to address any hesitation or uncertainty about trying hair oil by positioning Moroccanoil as the original and trusted choice. # Visual style The ad has a clean and minimalist aesthetic with a focus on product visibility. The production quality is high, with studio lighting and a shallow depth of field. The image treatment includes soft color grading and background blurring. The typography is integrated cleanly, and the image has a soft and inviting tone. The style aims for a high-end, polished look that aligns with the product's positioning. # Hooks Headline: THE GOLD STANDARD # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a top headline, "THE GOLD STANDARD", immediately positioning the product as a leader in its category. This headline is from the brand's perspective, which aims to associate the product with excellence and high quality. - The visual focus is on the Moroccanoil Treatment bottle itself, emphasizing its distinctive teal label and amber-colored oil. The brand uses a close-up shot to highlight the packaging and create a sense of familiarity and recognition for those already acquainted with the product. This is presented from the brand's perspective to showcase the product's visual appeal. - The bottom headline, "DISCOVER THE HAIR OIL THAT STARTED IT ALL" serves to emphasize the product's history and originality within the category. Presented from the brand's perspective, this reinforces the product's credibility as the first and best choice in hair oils. - The final piece of text, "AVAILABLE AT SEPHORA", informs the viewer where they can purchase the product. This part of the story, from the brand's perspective, makes the product readily accessible.

# Ad summary This ad introduces the new lip balms from Moroccanoil that come in three Mediterranean-inspired flavors and tints. The product is presented through visuals of the packaging and application, as well as with diverse women wearing the different tints. # Brand positioning Moroccanoil is presented as a luxury beauty brand, rooted in Mediterranean inspiration. The brand is positioned to align with self-care rituals through a focus on beauty and quality ingredients that provide a luxurious experience. The brand presents a lifestyle of natural beauty and simplicity, highlighting that the products are available in a variety of flavors and tints for self-expression. # Product The Moroccanoil Lip Balm is a new product presented in three Mediterranean-inspired flavors and tints: Vanilla Date (warm and sweet, pinky nude tint), Moroccan Mint Tea (delicate and refreshing, translucent sheen), and Berry Pomegranate (vibrant and juicy, berry tint). The product is packaged in a small tube with a screw-on applicator. It appears to be for anyone interested in lip care with a subtle tint or sheen. The ad focuses on the range of options available and emphasizes the product's Mediterranean inspiration. # Visual style The ad has a clean, polished aesthetic with pastel colors and simple layouts. The editing style employs quick cuts to transition between different product flavors and models. The overall production quality appears high-end, aligning with the luxury positioning of the brand. The visuals are timed to sync with the audio cues. The aesthetic supports the intended tone of sophistication and aspiration, targeting an audience that values quality and style. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SHOP NOW # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins by displaying the Moroccanoil logo and the words 'NEW LIP BALM', immediately introducing the product. - 00:00–00:02 This shot is designed to capture attention and immediately inform viewers about the new product. - 00:00–00:02 The perspective is from the brand, officially announcing the new product line. - 00:02–00:04 Next, the ad transitions to a four-quadrant layout that highlights the 'Vanilla Date' flavor. It shows a close-up of the product, a description of the flavor, and a woman with the product on her lips, giving the viewer a look at the color and finish of the balm. - 00:02–00:04 The split-screen layout is a common social media visual format. The audience receives a clear visual presentation of the product's qualities and its effect on the user. - 00:02–00:04 The tone is informative and visually engaging, designed to keep the viewer interested. - 00:05–00:07 The ad continues with the same visual format but shifts to showcasing the 'Moroccan Mint Tea' flavor. This section features a different woman wearing the balm, along with a close-up and description of the tint. - 00:05–00:07 The consistency in the visual presentation helps viewers understand that this is a variety of a single product. - 00:08–00:10 The ad continues with the same visual format but shifts to showcasing the 'Berry Pomegranate' flavor. This section features a different woman wearing the balm, along with a close-up and description of the tint. - 00:08–00:10 This maintains the visual rhythm and reinforces the ad’s message. - 00:11–00:14 The ad concludes with the call to action 'Try all three' and a 'Shop Now' button. The final visual presents two women, both wearing different shades of the lip balm, hugging and smiling, encouraging viewers to purchase all flavors. - 00:11–00:14 This ending aims to drive immediate action by promoting the full product range and creating a sense of community and aspiration. - 00:11–00:14 The overall message is clear, concise, and visually appealing, designed to introduce the new lip balm line effectively.

# Ad summary This ad features a woman with braids using Moroccanoil Treatment to style her hair before a big event. She pumps one to two pumps of the argan oil-infused formula to add shine and reduce frizz. She styles her hair in a bun and uses finishing spray. The ad ends with a shot of the full sized and travel-sized bottles of Moroccanoil Treatment next to a Sephora bag. # Brand positioning Moroccanoil is presented as a go-to beauty brand that combines luxury and functional benefits. The ad positions the brand as a provider of solutions for hair styling and shine, particularly for those seeking a quick and effective fix before a big event. The brand aligns with values of elegance and self-care, as the model shows herself styling her hair for an elevated look. The brand pushes against the norm of complicated hair routines by offering a simple, shine-enhancing oil treatment. The brand is positioned as both functional, in its ability to reduce frizz and add shine, and emotional, by enhancing the user's confidence and overall appearance. # Product The featured product is Moroccanoil Treatment, a hair oil designed to add shine and reduce frizz. It is an argan oil-infused formula. The product is designed for individuals looking to quickly boost their hair's appearance, especially before a special event, and can be used to provide instant shine. The ad highlights that it can be used to style hair into a bun, keeping it neat and cute for an overall elevated look. The product also addresses the purchase barrier of styling concerns by offering a simple, effective solution for hair that looks lackluster, by adding shine and reduces frizz. # Visual style The visual style of the ad is clean, bright, and polished. The editing style includes quick cuts and static shots. The overall production quality is a hybrid, combining a polished commercial aesthetic with a UGC feel through the use of a personal narrative. The visual motif is a bright white room and the focus on hair close ups. The pacing is moderate and consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Available at Sephora # Point of view - [object Object] # Storyline - 00:00–00:05 The ad opens with the woman facing the camera. - 00:00–00:05 00:00–00:05 The model shares that she has about 20 minutes before a big event and shares that they should do their finishing touches together. This is told from the customer POV, with the goal of making the viewer feel included and establishing common ground. The tone is friendly and casual, as if sharing a behind-the-scenes moment with a friend. - 00:05–00:10 00:05–00:10 She expresses mixed feelings about her hairstyle and decides it just needs more shine and styling. This is shown from the customer POV, with the goal of creating relatability with the audience. The tone is casual, as if sharing real thoughts and feelings. - 00:10–00:15 00:10–00:15 She highlights the Moroccanoil Treatment and shares that she's trying the treatment on the ends of her hair. - 00:10–00:15 00:10–00:15 The brand introduces the featured product, Moroccanoil Treatment, and its specific use case: the ends of hair. This is from the customer POV, with the intention of normalizing the product within a styling routine. The tone is informational, as if the product is a standard part of getting ready. - 00:15–00:22 00:15–00:22 The model shares that the Moroccanoil Treatment is infused with argan oil, which gives her hair a boost, and she shares that it is a beauty secret that her mom has been using for years. - 00:15–00:22 00:15–00:22 The brand reinforces the argan oil and highlights it as a secret that she and her mom have been using for years. This is shown from the customer POV, with the intention of showing its effectiveness. The tone is familial and reassuring. - 00:22–00:28 00:22–00:28 The model states that she decides to style the hair in a bun to keep it neat and cute. - 00:22–00:28 00:22–00:28 The brand demonstrates the product's versatility for different styles. This is shown from the customer POV, with the intention of suggesting its use in day to day life. The tone is cheerful and energetic, as if the model is ready to take on her big event. - 00:28–00:34 00:28–00:34 She shares that she is ready and states that the Moroccanoil Treatment is available at Sephora. - 00:28–00:34 00:28–00:34 The brand presents the final look and calls out the availability to drive purchase. This is from the customer POV, with the intention of presenting a finished and elevated look. The tone is energetic and encouraging.

# Ad summary A woman shares her at-home blowout routine using the Moroccanoil Treatment. She demonstrates how she applies the product to damp hair before blow-drying for smoothness, detangling, and faster drying time. She highlights its argan oil infusion, frizz control, shine enhancement, and thermal protection. After styling, she reapplies a tiny amount for extra gloss on ends and flyaways. She says that it makes her hair look so soft and honestly the scent is amazing. # Brand positioning Moroccanoil is presented as a premium haircare brand with a focus on providing salon-quality results in the comfort of one's home. The brand aligns with a lifestyle that values self-care and beauty. Moroccanoil emphasizes functional benefits such as smoothness, detangling, and protection against thermal damage, which position the brand as both effective and luxurious, appealing to consumers who seek professional-level haircare without the salon visit. # Product The Moroccanoil Treatment is a hair oil designed to be used before and after styling. Intended for individuals who want to enhance their at-home blowout results, this product is applied on damp hair to smooth, detangle, and speed up drying time. Infused with argan oil, the treatment helps with frizz, adds shine, and protects against thermal damage. It can also be used on the ends of the hair and flyaways to provide an extra glossy finish. The product aims to address the purchase barriers related to achieving salon-quality hair at home, emphasizing its soft, and amazing-scented results. # Visual style The ad has a polished UGC feel, created in a bright, airy home setting. The editing style uses static shots with smooth transitions. The pacing is moderate, and the cuts are synced to the voiceover lines. The overall aesthetic is clean and focuses on showcasing the product and the woman's hair. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action shop now at Sephora! # Point of view - [object Object] # Storyline - 00:00–00:02 The video starts with the creator holding up her hair to showcase a blowout style. - 00:02–00:03 00:02–00:03 She uses her hands to tousle her hair to show how it looks prior to styling. - 00:03–00:05 00:03–00:05 She holds up the Moroccanoil Treatment product and explains that it is her at-home blowout staple. - 00:05–00:07 00:05–00:07 The creator pumps some product into her hand and applies it to a section of her damp hair. - 00:07–00:12 00:07–00:12 She uses a Dyson Airwrap to curl a small piece of her hair, demonstrating how it is used during a blowout. - 00:12–00:16 00:12–00:16 The creator pumps more product into her hand and applies it to a different section of her damp hair, and lists the benefits of the product. - 00:16–00:23 00:16–00:23 She curls and styles her hair with the Dyson Airwrap, further demonstrating the product's usage and benefits. - 00:24–00:28 00:24–00:28 The video switches to a close up shot of the top of her head as she applies the product and talks about flyaways and glossy finish. - 00:29–00:35 00:29–00:35 The creator reveals the final hair style, holds up multiple Moroccanoil products, and then a Sephora shopping bag, which promotes where you can purchase the product.

# Ad summary This ad promotes Moroccanoil Spring Kits, which include a full-sized shampoo and conditioner duo, and a free travel-sized styler. The kits come in a cute bag for spring and have different hair care options. # Brand positioning Moroccanoil is presented as a premium brand offering hair care solutions. The language and visuals suggest a focus on high-quality ingredients and effective results. The brand offers a range of specialized products, designed to address various hair concerns. The brand presents itself as a solution for a variety of hair types, providing tailored solutions for hydration, repair, frizz control, and volume, aligning with a consumer-centric approach. Moroccanoil aims to occupy a space in the consumer's mind that is results-oriented and focused on offering a luxurious haircare experience. # Product The Moroccanoil Spring Kits are hair care sets designed to address different hair needs, including hydration, repair, frizz control, and volume. Each kit includes a full-sized shampoo and conditioner duo and a free travel-sized styler, all contained within a cute bag designed for spring. Each kit is priced at $60, with the travel product included at no extra charge. The hydration kit includes Hydrating Shampoo, Hydrating Conditioner, and All in One Leave-in Conditioner. The advertised product is worth trying or buying because the kits provide a complete hair care routine in a convenient package, addressing specific concerns with high-quality products, and offer added value with the free travel-sized styler. # Visual style The ad has a casual aesthetic with natural lighting. The editing style is characterized by quick cuts to keep the pace moving, focusing on product display. Production quality seems like a hybrid between UGC and polished commercial with the video created with a bright and inviting tone. The cuts are timed with the music. The pacing is consistent. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The shot starts by showcasing four Moroccanoil Spring Kits with different hair care options. - 00:01–00:06 The kits are then displayed individually: Repair, Frizz Control, Volume, and Hydration. This is to show the different types of hair care that Moroccanoil offers. - 00:06–00:12 Next, the shot focuses on one of the kits, highlighting that it comes in a cute bag for spring, suggesting a seasonal appeal and visual attractiveness. - 00:12–00:20 Then, the contents of the kit are revealed, one by one: shampoo, conditioner, and a free travel-sized styler, emphasizing the kit's components and value. - 00:21–00:23 The ad concludes with a shot of all the Moroccanoil Spring Kits, reinforcing the variety of hair care options available.

# Ad summary This ad showcases Moroccanoil hair care products and various sets designed to improve different hair types. It emphasizes that the sets come with a free travel sized styler and encourages users to 'spring into your best hair yet'. # Brand positioning Moroccanoil is presented as a solution for achieving your best hair, no matter your hair type or concern. The brand positions itself as a provider of targeted treatments through specialized collection sets. With their tagline 'Spring Into Your Best Hair Yet,' Moroccanoil aligns with a lifestyle that values hair health and beauty, implicitly pushing against settling for less-than-ideal hair. The brand aims to occupy the space in the consumer's mind as a go-to for customized hair care solutions. # Product The advertised products are Moroccanoil hair care collection sets, each targeting specific hair needs such as hydration, repair, volume, and frizz control. Each set contains a shampoo and conditioner. The hydration set contains a hydrating shampoo, hydrating conditioner, and hydrating styling cream. The repair set includes moisture repair shampoo and moisture repair conditioner. The volume set includes extra volume shampoo and extra volume conditioner. The frizz control set includes frizz control shampoo and frizz control conditioner. Each purchase comes with a free travel-sized styler. The ad encourages viewers to try Moroccanoil to achieve their best hair. # Visual style The ad has a polished, high-end commercial aesthetic. The editing style consists of static shots with smooth transitions. The visuals are well-lit and showcase the products against a clean and minimal background. The pacing is consistent, with a moderate BPM or cuts per minute. The cuts and product actions are timed to the music beats. # Benefits - [object Object] # Features - [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 camera focuses on a range of Moroccanoil hair care collection sets, each catering to different hair needs. The text overlay 'SPRING INTO YOUR BEST HAIR YET' appears on screen. This serves as an introduction to the Moroccanoil product line, with the implied promise of achieving optimal hair health and appearance for the audience. The brand's voice is promoting all of its product offerings.

# Ad summary A woman with long, dark hair showcases Moroccanoil's Sculpting Pomade. She begins with a before shot of her hair having flyaways and an unpolished look. She uses the product to create a sleek ponytail with no flyaways. # Brand positioning Moroccanoil is presented as a brand that provides products that deliver high-quality results while being quick and easy to use. The brand aligns with a lifestyle of effortless beauty and polished looks. It addresses the common issue of flyaways, offering a solution for a sleek and perfect finish. The brand positioning is both functional, focusing on simplicity and performance, and emotional, aiming to instill confidence in the user by providing a reliable product for a polished appearance. # Product Moroccanoil Sculpting Pomade is a style product designed to sculpt and smooth hair, providing a soft hold and perfect finish. It is aimed at individuals looking to achieve a sleek, polished look, particularly those struggling with flyaways. The product is presented as lightweight and buildable, allowing users to start with a small amount and add more until they reach their desired slickness. The pomade is showcased in the ad for creating a smooth, flyaway-free ponytail. The ad addresses the purchase barrier of uncertainty by demonstrating the product's effectiveness and ease of use. # Visual style The ad has a polished, clean aesthetic, fitting for a beauty product review. The lighting is bright, likely natural light enhanced by studio lighting, providing clear visibility of the product and the model's hair. The camera work is simple, mostly static shots, to focus attention on the product and its application. Editing is smooth, with seamless transitions between shots, creating a professional feel. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action I grabbed it at Ulta if you want to try it too. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The video begins with the woman presenting her hair, visibly showcasing flyaways. - 00:02–00:09 00:02–00:09: The woman holds up an Ulta Beauty bag and pulls out the Moroccanoil Sculpting Pomade, showing the packaging to the camera. This sets up the introduction of the product that will supposedly resolve the flyaway issue. - 00:09–00:17 00:09–00:17: She opens the container, showing the shiny texture of the pomade, and notes that it is lightweight and buildable. This highlights key features of the product. - 00:17–00:28 00:17–00:28: The woman applies the pomade to her hair, focusing on the areas with the most flyaways. This demonstrates the product in use and its targeted application. - 00:29–00:35 00:29–00:35: She brushes her hair back to smooth it down, further taming any remaining flyaways. This action visually reinforces the product's effectiveness in creating a sleek style. - 00:35–00:40 00:35–00:40: The woman presents her hair, now styled in a sleek ponytail with no visible flyaways. This reveals the successful outcome of using the pomade. - 00:40–00:55 00:40–00:55: She adds more product to the back of her hair to smooth it, then styles it into a ponytail. This shows the product being applied to the rest of her hair. - 00:55–00:59 00:55–00:59: She expresses her satisfaction with the product and states that she will add it to her routine, recommending it to others and mentioning where she bought it. This closes the loop with a personal testimonial and a call to action.

# Ad summary This image ad showcases Moroccanoil's Treatment Collection with four variations of their hair oil products. The ad emphasizes the brand's reputation and variety in its product line. # Brand positioning Moroccanoil is presented as a prestige beauty brand, specifically within the hair care category. The brand emphasizes its expertise in hair oil treatments, and it is positioned as the #1 hair oil brand. The product line offers specialized treatment variations (Light, Brunette, Purple) suggesting a customized approach to hair care, which allows them to align with a consumer base that is seeking tailored beauty solutions. # Product The ad showcases Moroccanoil's Treatment Collection, featuring four variations of their hair oil. The products include: Moroccanoil Treatment, Moroccanoil Treatment Light (for fine or light-colored hair), Moroccanoil Treatment Brunette Brume, and Moroccanoil Treatment Purple (for blonde or highlighted hair). Each product comes in a brown glass bottle, except for the Brunette version, which has a spray nozzle. The Light and Purple treatments have teal and purple labels, respectively, while the other two have the original teal label. The primary USP is a tailored hair treatment based on hair type and color. The products are designed for use on the hair to provide treatment and enhancement, as indicated by the name and product variations. The variety addresses purchase barriers by offering customized solutions for different hair types and colors. # Visual style The ad has a polished, studio-shot aesthetic with a focus on showcasing the product range. The visual motif includes a clean, minimalist layout with the products arranged neatly on a neutral background. The image treatment involves soft lighting and subtle color grading to enhance the product's appeal. The typography is integrated in a clean and legible manner. The style breaks away from platform norms by opting for a highly designed and refined look, which aims to capture attention through visual quality and brand consistency. # Hooks Headline: THE MOROCCANOIL TREATMENT COLLECTION # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins with the presentation of the Moroccanoil Treatment Collection to showcase the variety of hair oil products available, and grab the attention of users familiar with the brand. The brand is telling this part of the story to establish the overall product offering. - The ad highlights the different types of treatments available. The intention is to educate potential customers about the options available for different hair types, which is coming from the brand. - The ad shows Moroccanoil's claim as the '#1 Hair Oil Brand', the intention is to build trust and credibility by emphasizing brand reputation, which is coming from the brand.

# Ad summary This ad features a man demonstrating how to get perfect curls every time using Moroccanoil Curl Defining Cream and Moroccanoil Sculpting Pomade. # Brand positioning Moroccanoil is presented as a high-end haircare brand that offers premium solutions for achieving and maintaining healthy, stylish hair. The brand focuses on functional benefits, particularly in defining and sculpting curls without weighing the hair down. The ad emphasizes the use of argan oil-infused products, which suggests a commitment to nourishing ingredients that cater to hair health. This positions Moroccanoil as a go-to for consumers seeking professional-quality results at home, and aligns with a lifestyle that values both efficacy and luxury in personal care. # Product The ad promotes two Moroccanoil products: Curl Defining Cream and Sculpting Pomade. The Curl Defining Cream is designed to define and hydrate curls, promising perfect curls every time with just one product. The Sculpting Pomade offers a firm and lasting hold, infused with argan oil, ensuring it never feels heavy on the hair. These products are targeted towards individuals with curly hair looking for solutions to tame and style their curls effectively. The pomade comes in a turquoise-colored jar with a brown lid. The ad addresses the common concern of hair products feeling heavy by highlighting the water-based, lightweight formula of the pomade. Together, these products promise to provide defined, healthy, and styled curls effortlessly. # Visual style The ad has a polished, professional UGC feel with clean, bright lighting and a minimalist aesthetic. The editing style includes quick cuts to maintain a fast pace and smooth transitions between shots. The production quality is high, contributing to an overall tone of casual expertise. The pacing is consistent, maintaining attention through the demonstration. The audio-visual sync is deliberate, with text overlays and product actions timed to the voiceover to enhance clarity. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action You can pick these up at Ulta # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a man standing in front of a mirror, stating that he has "a lot of hair." He then presents two Moroccanoil products, setting the stage to demonstrate how these products help manage and style his hair. - 00:02–00:07 00:02–00:07 He transitions to a bathroom setting and demonstrates applying the Curl Defining Cream to his hair, emphasizing how it helps achieve perfect curls every time. The audience experiences the application process from his perspective as he confidently applies the product. - 00:07–00:15 00:07–00:15 Highlighting the importance of a paddle brush, he combs his hair back to create a sleek, styled look. This reinforces the message that achieving a polished style requires the right tools in addition to the product. - 00:15–00:19 00:15–00:19 He shows how to style the hair by running thumbs up the temples toward the scalp and then straight back, demonstrating a specific technique. - 00:19–00:29 00:19–00:29 The man presents the Moroccanoil Sculpting Pomade, emphasizing that it is water-based and infused with argan oil, preventing a heavy feel on the hair. He demonstrates scrunching the hair to style it. - 00:29–00:32 00:29–00:32 He uses a diffuser to lock in the style, reinforcing the message that the product helps with long-lasting curls. The sound of the diffuser suggests a professional salon-quality treatment. - 00:32–00:36 00:32–00:36 The ad presents a before-and-after comparison, highlighting the transformation achieved with the Moroccanoil products. This visual demonstration emphasizes the effectiveness of the styling process. - 00:36–00:41 00:36–00:41 He concludes by stating that with Moroccanoil, "perfect curls" are achievable every time and directs viewers to purchase the products at Ulta. The ad concludes with a confident and friendly tone, ensuring viewers know where to find these products to replicate the look.

# Ad summary A creator demonstrates a new sculpting pomade by Moroccanoil to achieve the popular "slick back" hair style. She purchased the product at Ulta. # Brand positioning Moroccanoil is presented as a go-to brand that has been around for a while and can be trusted. The fact that the influencer bought the product at Ulta suggests it is a quality brand that is mid-range in terms of pricing. Moroccanoil is associated with being a high-quality haircare brand. # Product The Moroccanoil sculpting pomade is a hair styling product intended for a sleek, shiny, frizz-free look. The pomade is applied to the hair to control flyaways and smooth the hair back into a ponytail or bun. The pomade is buildable, meaning that the user can apply a small amount at first, and then add more as needed to achieve their desired look. # Visual style The ad has a highly polished aesthetic. The editing style is smooth and consistent with transitions and cuts that sync with the speaker's words. The production quality is high, with even lighting and a clean, bright background. The ad has a consistent, medium pace that keeps the viewer engaged without feeling rushed. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action If you want to try it too # Point of view - [object Object] # Storyline - 00:00–00:02 The creator presents her hair in a slicked-back style, noting that it has no flyaways. - 00:02–00:07 00:02–00:07 She presents an Ulta bag, noting that she just bought a new product for a slicked-back look. - 00:07–00:10 00:07–00:10 She pulls out and presents the Moroccanoil Sculpting Pomade. She opens it, noting that it looks shiny. - 00:10–00:17 00:10–00:17 She pulls a small amount out of the jar, rubbing it into her hands. Text overlay states that it is lightweight and buildable. - 00:18–00:29 00:18–00:29 She runs the pomade through her hair, focusing on flyaways near her face. She states that she likes to start with a little and add more. - 00:29–00:36 00:29–00:36 She uses a bristle brush to smooth everything down, stating "soft hold & perfect finish". - 00:36–00:45 00:36–00:45 She presents the final look with no flyaways. - 00:45–00:59 00:45–00:59 She puts her hair in a ponytail and states that she loves the final look. She says it looks effortless yet polished. She recommends the product if the viewer wants to try it too.

# Ad summary A woman shows her Sunday morning routine where she highlights the Vanilla Date Moroccanoil Lip Balm that she calls her "go-to". # Brand positioning Moroccanoil is presented as a beauty and lifestyle brand focused on enhancing everyday routines with high-quality, enjoyable products. The brand aims to occupy a space in the consumer's mind that associates beauty with self-care. The tone of the brand is casual and relatable, aligning with a modern, active lifestyle. Moroccanoil seems to follow category norms by focusing on creating enjoyable and efficacious products, while differentiating itself through its focus on the experience of use. The brand positioning is both functional and emotional, delivering performance (hydration) and sensory pleasure (amazing scent). # Product The Moroccanoil Lip Balm is a hydrating lip treatment available in multiple flavors including Vanilla Date, Berry Pommegranate, and Moroccan Mint Tea. It is designed for daily use to provide long-lasting hydration without a sticky feel. The featured product is Vanilla Date, and it is highlighted as a favorite due to its scent. The product is presented as an essential item for on-the-go use. It's perfect as part of a beauty routine or post-exercise touch-up. The absence of a sticky feel addresses a common barrier in lip balm usage, making it more appealing for frequent application. # Visual style The ad features a blend of polished and UGC-style visuals, giving it a relatable yet professional feel. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged, interspersed with static shots for emphasis on certain moments or product details. The production quality is a hybrid, balancing the authenticity of UGC with the higher production values expected of a brand like Moroccanoil. The ad maintains a consistent pace, with cuts timed to the background music. The visual style supports the intended tone of the ad, which is aspirational yet accessible. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a quick montage of a woman making her bed and pouring milk into a mug. The intention is to establish a relaxed, "Sunday Morning" vibe, inviting the audience into a personal, relatable moment. The perspective is from the woman's POV, showing her typical start to the day, setting a calm and inviting tone. - 00:02–00:05 00:02–00:05 The woman shows three Moroccanoil Lip Balms. She states that she “can’t forget” her lip balm. The message is that the lip balms are an important part of her everyday routine. The POV is the woman who is speaking directly to the audience. - 00:06–00:08 00:06–00:08 The woman highlights her go-to flavor as Vanilla Date. The perspective is from the woman’s POV, showing her preference for the Vanilla Date flavor. The intention is to emphasize personal choice and satisfaction with the product. - 00:08–00:17 00:08–00:17 The woman transitions to getting dressed and going to a pilates class. The ad shows her routine, emphasizing the lip balm’s role in her daily activities. The POV is from the woman's perspective, visually taking the audience through her day. The tone is energetic and aspirational, promoting an active lifestyle. - 00:17–00:21 00:17–00:21 The woman applies the lip balm post-class. She says it is a "perfect pinky nude shade" with "long-lasting hydration with no sticky feel." The intent is to show the lip balm in a real-life use case, highlighting its hydrating and non-sticky benefits. The perspective is from the woman's POV, who is sharing her experience with the product, giving it a personal endorsement. - 00:21–00:25 00:21–00:25 The woman goes to the gym and puts on more lip balm. She is showing that the product can be used for all activities and all times. The perspective is from the woman's POV who is speaking directly to the camera.

# Ad summary This ad showcases the Moroccanoil sculpting cream and highlights its ability to offer a tenue that lasts all day. # Brand positioning Moroccanoil is presented as a luxury hair care brand, known for its styling and treatment products. The brand's positioning is functional, focusing on performance and simplicity. The brand is positioned as high end and effective. Its products stand out as reliable solutions for achieving long-lasting and stylish hairstyles. # Product The Moroccanoil sculpting cream is a hair styling product designed to provide a long-lasting hold with a high-shine finish. It is part of the Moroccanoil styling collection. The cream comes in a 2.6 oz (75g)/75 mL container. 94% of users found that the sculpting cream offers a tenue that lasts all day, per an independent consumer study. # Visual style The ad has a polished and professional aesthetic with smooth transitions. The production quality is high-end, supporting the tone of luxury and effectiveness. The pacing is moderate with static shots and clean transitions. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad begins by showcasing the Moroccanoil sculpting pomade against a dark backdrop with lighting. The message conveyed is the introduction of the product. The perspective is from the brand, highlighting the new product in its lineup. This sets a sophisticated and professional tone. - 00:02–00:04 00:02–00:04: The ad transitions to a close-up shot of the sculpting cream, revealing its texture and color, emphasizing its high-shine finish. The brand’s perspective is maintained, showcasing the product's appealing qualities and benefits. This reinforces the premium nature of the product. - 00:04–00:08 00:04–00:08: The ad displays a statistic stating that 94% of users found that the cream offers a tenue that lasts all day, based on an independent consumer study. The message is a validation of the product's effectiveness, using social proof to build trust. The perspective shifts slightly towards the consumer, highlighting the positive experiences of other users, which adds credibility. - 00:08–00:10 00:08–00:10: The ad concludes by showcasing the sculpting cream as part of the larger Moroccanoil collection. The message is the promotion of the broader range of Moroccanoil hair styling products. The perspective is from the brand, reinforcing its complete styling collection, ending on a note of overall brand value and product range.

# Ad summary A beauty influencer demonstrates a traditional African hairstyle using Moroccanoil hair products, offering viewers a fun and different alternative to slicked-back ponytails. # Brand positioning Moroccanoil is presented as a brand that celebrates cultural traditions and empowers customers to express themselves through their hair. The brand aligns with a lifestyle of beauty, self-expression, and cultural appreciation. Moroccanoil pushes against the norm of only modern hair styles by promoting traditional hairstyles. The brand positioning is both functional (providing products for hairstyling) and emotional (empowering customers to express themselves and connect with their heritage). The products featured, Perfect Defense and Sculpting Pomade, offer distinct functional benefits – heat protection and styling hold – while maintaining the brand's identity of empowering cultural expression. # Product The ad features two Moroccanoil hair products. The Perfect Defense is a heat protectant used whenever heat is added to the hair. The Sculpting Pomade is a styling creme that provides a firm hold and high shine. It’s water-based, so a little goes a long way. Both products are presented as tools for creating sleek, defined hairstyles while also protecting and nourishing the hair. The ad suggests these products are worth trying because they allow users to achieve a polished, culturally inspired look with minimal effort and maximum care for their hair's health. # Visual style The ad has a polished, clean aesthetic with bright, natural lighting, giving it a high-end production quality. The editing style involves quick cuts between shots of the content creator demonstrating different steps in the hairstyling process. The pacing is consistent, with a moderate BPM, and many cuts are timed to the beat of the music. The overall effect is professional, informative, and visually appealing, suitable for engaging viewers on social media platforms. # 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 - 00:00–00:05 00:00–00:05 The video opens with the content creator in various traditional African hairstyles. The message is that she is inspired by traditional hairstyles. - 00:05–00:08 00:05–00:08 The content creator presents Moroccanoil Perfect Defense as their go-to heat protectant. The intention is to highlight the necessity of using the product whenever adding heat to the hair. It’s being told from the content creator’s perspective. - 00:08–00:10 00:08–00:10 Continuing from the previous moment, the content creator splits their hair into multiple sections. The intention is to prepare the hair to be sculpted. The perspective is from the content creator. - 00:10–00:14 00:10–00:14 The content creator presents Moroccanoil Sculpting Pomade. The message is that the product gives shine and can be used with less product. The perspective is from the content creator. - 00:14–00:21 00:14–00:21 Continuing with Moroccanoil Sculpting Pomade, the content creator shows product on hand and applies product to hair. The intent is to demonstrate that the product is water based and has firm hold. The perspective is from the content creator. - 00:21–00:29 00:21–00:29 The content creator begins styling hair and states that this style is perfect if you are looking for something fun and different. The intention is to encourage viewers to try new styles. The perspective is from the content creator. - 00:29–00:37 00:29–00:37 The content creator continues to style hair. The message is that after not wanting to do slick-back ponytails as much, this alternative looks gorgeous. The intention is to encourage viewers to try the shown style. - 00:37–00:40 00:37–00:40 The content creator finishes styling hair and poses. The message is that this is a style they will try again and again. The intention is to convey how well the style turned out.

# Ad summary This ad demonstrates a step-by-step tutorial of a traditional-inspired hairstyle using Moroccanoil products. It features a creator who walks through each step, explaining how the products contribute to the overall look and help protect the hair while styling. # Brand positioning Moroccanoil is presented as a brand that blends traditional inspiration with modern hair care. The ad features a brand ambassador who is recreating a traditional hairstyle, showcasing the brand's versatility in preserving cultural hair practices while offering effective hair solutions. The brand aligns with values of heritage and cultural appreciation. Moroccanoil products are designed for protection and style, catering to consumers looking to maintain their hair's health while experimenting with diverse styles. The brand's positioning seems emotional, emphasizing a connection to heritage and personal expression, as well as a functional focus on hair health. # Product The ad showcases two Moroccanoil products: Perfect Defense and Sculpting Pomade. Perfect Defense is a heat protectant used before applying heat to the hair. The Sculpting Pomade is applied to the ends of the hair to provide a sleek, shiny finish with a firm hold. The Pomade is water-based, so little product is required. The ad highlights that the products are for individuals looking to style their hair while providing protection, shine, and a firm hold. The products address the need for hair protection from heat and styling damage while enabling the creation of elegant and culturally inspired hairstyles. # Visual style The ad has a polished, clean aesthetic with natural lighting, creating a bright and inviting feel. The production quality is high-end, resembling a professional commercial, which enhances the credibility of the tutorial. The editing style features smooth transitions and static shots, allowing viewers to focus on the hair styling process. The ad maintains a consistent pace, with cuts timed to voiceover lines. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The video opens with the creator expressing her inspiration from traditional hairstyles and introduces the goal to recreate one together. This opening sets a friendly tone and presents the ad as an exploration of cultural beauty practices. The video is told from the creator's perspective. - 00:05–00:09 00:05–00:09 The creator introduces Moroccanoil Perfect Defense as her go-to heat protectant before adding heat to her hair. The ad is told from the brand ambassador's perspective. - 00:09–00:14 00:09–00:14 The creator introduces Moroccanoil Sculpting Pomade. The creator states that she puts it on the ends of her hair before she starts to brush it. This product demo shows the direct application and intended use of a featured product. This part of the story is told from the brand ambassador's perspective, highlighting the product's benefits. - 00:14–00:18 00:14–00:18 The creator states that a little Sculpting Pomade goes a long way. She touches the product to the ends of her hair and states that it gives her sleek shine. This part of the story is told from the brand ambassador's perspective, highlighting the product's benefits. - 00:18–00:21 00:18–00:21 The creator says the Sculpting Pomade has a firm hold and high shine. This claim reinforces the product's functional benefits and its suitability for creating lasting hairstyles. This is told from the brand ambassador's perspective to establish the product's high quality. - 00:21–00:24 00:21–00:24 The creator states that this hairstyle is perfect if you're just looking for something fun and different. This statement frames the hairstyle and product as ways to explore personal expression. This statement is from the perspective of the brand ambassador. - 00:24–00:30 00:24–00:30 The creator shows her process of smoothing and styling her hair, stating that it was one of those styles that women did back in the day to express themselves while still kind of protecting their hair. This highlights the hair style's cultural background. - 00:30–00:39 00:30–00:39 The creator is using bobby pins to style her hair. The creator states that this felt like a gorgeous alternative that I will definitely try again and again. She then styles her edges using a thin brush. The video concludes with a summary of the benefits and expresses personal satisfaction with the alternative hairstyle. This is told from the perspective of the brand ambassador.

# Ad summary This ad features a woman with curly hair who shares how she uses Moroccanoil Treatment to help lock in moisture in her hair all week. She notes that the formula has argan oil in it, and it helps seal her ends and control frizz. She mentions that Moroccanoil Treatment has been in the salons that her mom would go to when she was a kid, and now is back in her routine. The ad closes with the product next to a Sephora bag and text that reads, “Grab now at Sephora”. # Brand positioning Moroccanoil presents itself as a heritage hair care brand found in salons. The brand is presented as a beauty standard, lasting since the user was a child. It is implied that the brand is a tried and true product, implying that the brand has been around for a long time and is still relevant. # Product Moroccanoil Treatment is a hair oil with rich argan oil in its formula that helps lock in moisture, seal ends, and control frizz all week. The product can be used after wash day. The advertised Moroccanoil Treatment has a pump and is in an amber colored bottle with a teal label. # Visual style This ad uses quick cuts with a UGC feel. The transitions are smooth. The production quality looks polished. Pacing is moderate and consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Grab now at Sephora # Point of view - [object Object] # Storyline - 00:00–00:05 The creator states she needs to add an oil to the end of her routine if she wants her wash day and curls to last all week. - 00:05–00:12 00:05–00:12: The creator grabs a bottle of Moroccanoil Treatment and states it is one of the only oils that actually helps lock in moisture in her hair all week. - 00:12–00:20 00:12–00:20: The creator states that the formula has really rich argan oil in it, seals her ends every time she uses it after her wash day, and helps with frizz control all week. - 00:21–00:29 00:21–00:29: The creator states that the Moroccanoil Treatment has been with her forever, and was always in the salons her mom would go to when she was a kid; it’s funny how it’s made its way back into her routine years later. - 00:29–00:33 00:29–00:33: The creator says her curls are always so soft and beautiful after she uses this, and knows that it’s still going to be on her counter in like twenty years. - 00:33–00:36 00:33–00:36: A shot of the product next to a Sephora bag appears and text reads, “Grab now at Sephora”.