How The Ordinary Advertises on Meta

# Ad summary This ad promotes The Ordinary's Caffeine 3% + Escin 1% Face Serum for refreshing tired-looking skin. # Brand positioning The Ordinary positions itself as a straightforward and transparent skincare brand, focusing on clinical formulations with integrity. It emphasizes effective ingredients at affordable prices, cutting through industry hype and unnecessary additives. The brand aligns with a no-frills, science-backed approach, appealing to consumers who prioritize efficacy and value. # Product The Ordinary's Caffeine 3% + Escin 1% Face Serum is designed to immediately refresh tired-looking skin. It works by energizing, soothing, toning, and tightening the skin. The serum contains caffeine and escin, which are clinically formulated with integrity to target signs of fatigue. # Visual style The ad has a clean, clinical aesthetic with a focus on showcasing the product and its ingredients. The color palette is minimal and neutral. It has static shots and smooth transitions, providing a polished commercial feel. The pacing is slow and consistent, ensuring the viewer can read the text and absorb the product information. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad opens with a product shot to highlight the product’s attributes and ingredients.

# Ad summary An ad for The Ordinary brand that features a cleanser, serum, and oil designed to combat dry skin. # Brand positioning The Ordinary positions itself as a skincare brand focusing on targeted solutions with transparent and straightforward formulations. The brand avoids unnecessary additives or complexities, offering essential ingredients for specific skin concerns. This approach appeals to consumers seeking effective, science-backed skincare without inflated prices or misleading marketing. The Ordinary aims to occupy a space in the consumer's mind as a direct, honest, and functional skincare provider that values simplicity and efficacy. The focus is on delivering targeted solutions for specific skin issues, such as dry skin, rather than promising unrealistic or exaggerated results. This builds trust and credibility by aligning with consumer values of transparency and informed decision-making, pushing against the industry's norm of overhyped, miracle products. The brand promotes a functional approach to beauty, simplifying routines and empowering consumers with the knowledge to choose the right ingredients for their individual needs. # Product The ad features three products from The Ordinary designed to combat dry skin. The first product is the Squalane Cleanser, a gentle, hydrating cleanser in a squeeze tube format, formulated to remove dirt and impurities without stripping the skin of its natural oils. Next is the Borage Seed Oil, a lightweight serum packaged in a clear glass bottle with a dropper, intended to nourish and soothe dry, irritated skin. Lastly, the ad showcases the Hyaluronic Acid 2% + B5 serum, another hydrating serum in a clear bottle with a dropper, formulated to provide deep hydration and plumpness to the skin. The ad suggests these three products work together as a regimen for those struggling with dry skin, emphasizing a targeted approach to skincare by combining essential ingredients for maximum hydration and moisture retention. By featuring multiple products, the ad promotes a comprehensive solution to dry skin, inviting customers to explore a complete skincare routine from The Ordinary. # Visual style The ad has a clean, minimalist aesthetic with a focus on product presentation. The production quality appears to be high, with studio-shot lighting and a neutral color palette. The visual motif is a simple product flatlay, emphasizing the products' design and labels. The image treatment includes background removal and drop shadows, enhancing the products' visibility and depth. Typography is integrated in a straightforward, legible manner, aligning with the brand's direct communication style. The style avoids platform mimicry, instead opting for a high-design look that conveys professionalism and trustworthiness, potentially increasing stop power in feed due to its polished and deliberate execution. # Hooks Headline: A Targeted Approach to Dry Skin. # 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 copy "A Targeted Approach to Dry Skin" is shown, immediately conveying the ad's intention: to solve a specific skin issue. This message comes from the brand, which is offering a solution-oriented perspective. - The line "Add these to your regimen" is shown, suggesting that the viewer can achieve better results by using multiple products together. The brand suggests incorporating these items into an existing routine to promote use of the line.

# Ad summary This ad demonstrates the use of a cream to increase microcirculation for the face. The advertisement focuses on massaging the cream into the face and using an upward motion. # Brand positioning The ad features Boots, a well-established health and beauty retailer offering a wide range of products. Boots is positioned as accessible, as indicated by the availability mention. The ad showcases a brand that blends science-backed benefits with straightforward application, promoting confidence in skincare through simple routines. # Product The ad features a skincare cream designed to increase microcirculation. The cream is intended for anyone seeking to improve their skin's health and appearance through massage. The user is shown massaging the cream into the face in an upward motion to increase microcirculation. # Visual style The ad has a clean, simple aesthetic with a focus on demonstrating product use. The lighting is bright and even, minimizing shadows and highlighting the model's skin texture. The video uses static shots and smooth transitions to maintain a steady pace. The production quality is polished, giving a commercial feel, while the straightforward approach also feels like UGC. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 A woman massages cream into her face.

# Ad summary A creator promotes a new Caffeine and Escin face serum from The Ordinary, emphasizing its ability to energize and brighten skin in the morning and evening. # Brand positioning The Ordinary is presented as a skincare brand focused on functionality and affordability. The brand avoids aspirational marketing, emphasizing practical results and ingredient science. It challenges industry norms of over-promising and marketing to emotional needs, instead focusing on a straightforward presentation of functional benefits. It aims to occupy the consumer's mind as a no-nonsense brand. # Product The ad features the new Caffeine 3% + Escin 1% Face Serum from The Ordinary. This face serum contains 3% caffeine, which helps stimulate the skin to re-energize tired-looking skin that’s been affected by diet or poor sleep quality. It also contains 1% escin, which complements the effects of caffeine to help with the de-puffing and the firming. The bacillus ferment helps hydrate, energize, and support the structural integrity of the skin. The hydrating formula is suitable for all skin types, and can be used in the morning and the evening. Used regularly, this serum is designed to tone, firm, and tighten the skin, helping define visibly the contours of the face, and is going to improve texture as well. # Visual style The ad has a polished UGC aesthetic. It has a hybrid feel, as it is filmed in a retail environment but looks to be using natural lighting. The editing style consists of quick cuts, and the pacing is moderate with the cuts not particularly timed to the beat of the music. # 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 None used. # Point of view - [object Object] # Storyline - 00:00–00:07 The creator introduces herself and mentions that she's recently had an abundance of compliments for how hydrated, toned, and firm her skin has been. - 00:07–00:14 The creator reveals that the compliments are a result of using a brand new launch from The Ordinary, which she has been secretly testing for over a month. - 00:15–00:39 The creator highlights some of the key components of the new face serum and what benefits those components can provide. - 00:39–00:46 The creator highlights some occasions where the serum can be used, and how to apply it. - 00:52–01:04 The creator emphasizes how The Ordinary serum is going to immediately de-puff, energize, hydrate, and brighten the skin. Over time, it's going to tone, firm, and tighten the skin helping define visibly the contours of the face. It's also going to improve texture. - 01:04–01:11 The creator recommends that viewers see this as the new morning Ordinary reset.

# Ad summary This ad promotes The Ordinary's Balancing & Clarifying Serum. The ad uses a clean, minimalist aesthetic and simple on-screen text to highlight the serum's function of clearing congested skin. # Brand positioning The Ordinary is presented as a brand focused on clinical formulations with integrity. This is conveyed through the simple, clean product design and direct communication of product benefits. The brand seems to occupy a space in the market for consumers who value straightforward, effective skincare without unnecessary additives or inflated prices. The brand aligns with a value of simplicity, transparency, and functional efficacy. # Product The Ordinary's Balancing & Clarifying Serum is presented as a solution for blemish-prone skin, designed to combat skin congestion and promote clearer-looking skin. The serum is showcased in a brown glass bottle with a white label and dropper, emphasizing its clinical approach. The serum functions to balance and clarify the skin, working to visibly improve the look of skin imperfections. The ad addresses the common frustration of skin congestion and presents the serum as a straightforward, effective way to achieve clearer skin. # Visual style The ad uses a clean, minimalist aesthetic. The editing style is simple with static shots and a slow zoom. The production quality appears polished, emphasizing the brand's focus on clinical efficacy. The pacing is slow and deliberate, allowing the viewer to focus on the product and its messaging. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 A bottle of The Ordinary Balancing & Clarifying Serum is shown floating against a white background with several geometric solid shapes, also white, floating behind it. - 00:04–00:06 A hand appears and gently adjusts the bottle.

# Ad summary This ad for The Ordinary's Caffeine 3% + Escin 1% Face Serum features diverse people applying the serum to their face. # Brand positioning The Ordinary aims to occupy a space in the consumer's mind as a brand that offers effective skincare solutions with a focus on simplicity and transparency. The brand appeals to individuals who prioritize function and efficacy, emphasizing scientific formulations and clearly listing key ingredients. The brand positions itself as a no-nonsense, straightforward option, pushing against the norms of overly complex or luxurious skincare marketing. # Product The featured product is The Ordinary's Caffeine 3% + Escin 1% Face Serum, presented as a solution for revitalizing and improving skin appearance. The serum contains caffeine and escin and is designed to provide energy to the skin, even out skin tone, and smooth the skin. The ad promotes the serum's effectiveness in addressing common skin concerns, making it suitable for anyone looking to enhance their complexion. The product is highlighted for its functional benefits, such as its ability to energize and smooth the skin. # Visual style The ad has a polished, commercial aesthetic. The editing style is quick cuts. The pacing is fast, with many cuts per minute. Actions and text are timed to the music beats. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The ad begins with a jarring sound effect of splashing liquid. - 00:01–00:03 00:01–00:03: A person is holding a white mug that appears to have steam coming from it. This person is implied to be tired as the text states to awaken the skin with caffeine and escin. - 00:03–00:05 00:03–00:05: The product is shown with a dropper, as the text states that the product gives the skin energy. The perspective here is from the brand. - 00:05–00:07 00:05–00:07: A person is shown rubbing the product on their face as the text states that the product evens skin tone. This is from the brand's perspective. - 00:07–00:10 00:07–00:10: The ad shows different people applying the product to their face, implying the product smooths the skin. - 00:10–00:12 00:10–00:12: The product is shown again as the brand is displayed on screen.

# Ad summary This ad promotes The Ordinary Glycolic Acid 7% Exfoliating Toner as a multi-functional toner that can be used on the face or scalp to rebalance, hydrate, and reduce dryness. The ad cautions against using the product on sensitive, peeling, or compromised skin and recommends following sun protection guidance after use. # Brand positioning The Ordinary is presented as a clinical and functional skincare brand, focused on providing effective solutions through scientific formulations. The ad positions the brand as a no-nonsense option, highlighting key ingredients and their benefits directly. The brand seems to push against industry norms that rely on elaborate marketing or aspirational messaging, opting instead for straightforward information and transparent claims. This approach makes the brand accessible and trustworthy to consumers who prioritize functional results over brand prestige. # Product The Ordinary Glycolic Acid 7% Exfoliating Toner is presented as a multi-functional toner that improves skin texture, tone, and luminosity. It can be applied to the face to exfoliate and even to the scalp to rebalance, hydrate, and reduce dryness. The ad specifically advises against using the product on sensitive, peeling, or compromised skin. For best results, the ad recommends following sun protection guidance due to increased skin sensitivity to sunlight after use. # Visual style The ad has a polished and clean aesthetic, using bright, even lighting and simple backgrounds to keep the focus on the product. The editing style combines quick cuts and static shots, with smooth transitions and some jump cuts to maintain a fast pace. The production quality is high, giving it a commercial feel, which supports the brand's message of scientific precision and functional efficacy. Sparkly light effects are a recurring visual motif. The pacing is fast, with an estimated 40-50 cuts per minute, maintaining consistent energy throughout. Cuts and text often sync with the music beats or voiceover lines, enhancing engagement. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a shot of The Ordinary Glycolic Acid 7% Exfoliating Toner and states that glycolic acid can be used as a multi-functional toner. This grabs attention by immediately highlighting the versatility of the product. - 00:04–00:07 00:04–00:07 The ad emphasizes that the product is not only effective on the face by showing its label. This reinforces the product's efficacy and appeals to viewers seeking results. - 00:07–00:15 00:07–00:15 The ad shows a person applying toner to their face with a cotton pad and then demonstrates the toner being applied to the scalp, stating it helps to rebalance, hydrate, and reduce dryness. The visuals show the product in use, emphasizing its versatility. - 00:15–00:22 00:15–00:22 The ad shows multiple bottles of the product lined up and states that the formulation should not be used on sensitive, peeling, or compromised skin. This sets expectations for the viewer and establishes trust and transparency. - 00:23–00:28 00:23–00:28 The ad states it is recommended to follow sun protection guidance. This reinforces the importance of safe usage. - 00:28–00:34 00:28–00:34 The ad notes the product’s guidance due to increased skin sensitivity to sunlight after use. This ends by reiterating a key safety point, reinforcing the call to action to use sun protection.

# Ad summary A man shows the effect of using The Ordinary's Volufiline product by showing his transformation month after month with various props and costumes. # Brand positioning The Ordinary is presented as a brand focused on targeted skincare solutions that deliver results. The ad aligns with a value of providing effective treatments for specific skin concerns. It appears to push against the norm of complex skincare routines and aims to occupy a space in the consumer's mind as a brand with targeted solutions for specific issues. # Product The Ordinary Volufiline 92% + Pal-Isoleucine 1% serum is a concentrated solution designed to target specific skincare needs. The product is for individuals looking for targeted skincare to address specific concerns. The serum is highlighted as a specialized treatment featuring a potent concentration of Volufiline (92%) combined with Pal-Isoleucine (1%). The ad conveys that consistent use of the product results in a noticeable improvement in certain areas over time. This product aims to fill in all the right places. # Visual style The ad has a UGC feel with simple edits and straightforward presentation. The production quality is basic but clear, which supports the casual and relatable tone. The editing is quick, cutting between shots to maintain a fast pace. The cuts are timed to the music beat. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 00:00–00:00 The shot focuses on The Ordinary Volufiline serum bottle on a countertop. - 00:00–00:06 00:00–00:06 The ad transitions to the man in the bathroom mirror as he holds a balloon and is taking a selfie. The man says, "One month on Volufiline," then it jumps to two months, then three months on Volufiline. - 00:06–00:09 00:06–00:09 The scene transitions to the man wearing an inflated suit and saying "Six months on Volufiline and I'm filled in all the right places." - 00:09–00:11 00:09–00:11 The ad transitions back to a shot of the serum, then the man in the inflated suit.

# Ad summary This ad is for The Ordinary skincare products, highlighting their ability to target fine lines and loss of firmness with science-backed formulations. The ad displays three different products against a white background, emphasizing the brand's minimalist aesthetic and the effectiveness of their formulations. # Brand positioning The Ordinary is presented as a brand focused on providing science-backed skincare formulations that target specific skin concerns like fine lines and loss of firmness. The brand's positioning appears to be functional, emphasizing the efficacy of their formulations through scientific research. The brand aligns with a minimalist, straightforward approach, focusing on the functionality of its products over elaborate marketing or luxurious packaging. The brand pushes against the norms of the beauty industry, which often relies on aspirational marketing and vague claims. # Product The ad features three skincare products from The Ordinary, each targeting different aspects of skin aging and hydration. The products include an unlabeled brown serum bottle; a white bottle of 'Resveratrol 3% + Ferulic Acid 3%', an antioxidant formulation; and a white bottle of 'Multi-Peptide + HA Serum', a hydrating and anti-aging serum. The ad highlights that The Ordinary products target fine lines and loss of firmness, aiming to provide visible age support. These products are likely designed for individuals looking for effective, science-backed skincare solutions without the premium price tag. The ad addresses the barrier of skepticism by emphasizing the scientific approach, making these products worth trying for those seeking tangible results. # Visual style The ad uses a clean, minimalist aesthetic, emphasizing product focus over elaborate visuals. The editing style is static, with no cuts or transitions, giving it a product-focused look. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad begins by stating its objective to 'Target Fine Lines & Loss of Firmness' and support skin aging with 'Science-backed formulations'.

# Ad summary This ad for The Ordinary features a sleek studio shot of the Azelaic Acid Suspension 10% on a geometric off-white surface. It emphasizes the product's ability to soothe visible redness and promote calmer-looking skin. # Brand positioning The Ordinary is presented as a purveyor of simple, effective skincare solutions. The brand focuses on functional benefits, primarily targeting individuals seeking uncomplicated and scientifically-backed skincare. Eschewing luxury positioning and elaborate marketing, The Ordinary emphasizes transparency, offering products with clearly labeled ingredients and concentrations. The brand aims to democratize skincare by providing affordable and accessible formulations. It pushes against the norms of inflated pricing and complex routines, advocating for straightforward and minimalist skincare regimens. # Product The product featured is The Ordinary's Azelaic Acid Suspension 10%. It is a cream-based formulation designed to soothe visible redness and promote calmer-looking skin. The formulation contains azelaic acid at a 10% concentration. The product is suitable for individuals looking for a solution to skin redness and imperfections. This product comes in a simple, no-frills tube, indicative of the brand's emphasis on functionality over elaborate packaging. # Visual style The ad features a minimalist and clean aesthetic. The production quality is high, indicative of a studio shot. The visual motifs include geometric shapes and a neutral color palette, emphasizing simplicity and clarity. The image treatment includes soft lighting and background removal, creating a polished and modern look. Typography is clean and legible, aligning with the brand's functional approach. The visual style contrasts typical skincare ads by avoiding over-the-top embellishments, focusing instead on a direct and straightforward presentation. # Hooks Headline: Calmer-Looking Skin. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by showcasing the brand, The Ordinary, and immediately establishes its focus: achieving calmer-looking skin through its formulations. The intention is to immediately draw in viewers with a skin concern and present the brand as the solution. The brand is the narrator here, directly positioning itself as a provider of effective skincare. - The image transitions to a close-up display of the Azelaic Acid Suspension 10%, emphasizing its practical design and straightforward labeling. This highlights that the product is the solution to visible redness, further driving home the brand's offering. The brand is communicating the product's key selling point.

# Ad summary This ad is for The Ordinary, which is advertising a product that targets volume loss. The ad highlights areas of the face that volume loss affects and uses the headline "Just Where You Need It." # Brand positioning The Ordinary is presented as a straightforward and scientifically-backed skincare brand, focusing on functional benefits over emotional appeals. The brand aims to occupy a space in the consumer's mind as a no-nonsense, effective solution for targeted skin concerns. It pushes against the norms of over-promising or luxury-driven marketing, emphasizing simplicity, transparency, and affordability. The brand aligns with values of efficacy and directness, appealing to consumers who seek targeted skincare solutions without unnecessary frills. # Product The featured product is designed to target volume loss in specific areas of the face. It is designed for individuals experiencing age-related volume loss in areas such as the temples, under-eyes, cheeks, and smile lines. The ad addresses the concern of volume loss where it shows up first, implying the product helps restore volume in these areas. The product's USP is its precise targeting of volume loss in specific facial areas, providing a tailored solution for a common sign of aging. The ad shows the use occasion as addressing the first signs of volume loss to maintain a youthful appearance. # Visual style The ad has a clean, clinical aesthetic with a focus on direct and simple communication. The production quality appears to be high, with professional lighting and a focus on natural skin texture. A grid-like layout is achieved by the placement of the text and circles, and the font choice is simple and legible. The overall style contrasts with the typical heavily filtered beauty ad, opting for a more transparent and informative approach, which could increase scannability and stop power in the feed. # Hooks Headline: Just Where You Need It. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by stating, "Just Where You Need It," which conveys the message that the product targets specific areas of volume loss. This statement is made from the brand's perspective to highlight the precision and effectiveness of their product. - Next, the ad states "Target volume loss where it shows up first," reinforcing the idea that the product addresses the initial signs of aging. This is from the brand's POV, emphasizing that their product is designed to counteract the first areas where volume loss becomes noticeable. - Finally, the ad uses dotted circles to highlight four specific areas of the face: temples, under-eyes, cheeks, and smile lines. This visual serves to clearly indicate the product's target areas, presented from the brand's perspective to show the precise application points.

# Ad summary A woman demonstrates her morning skincare routine using products from The Ordinary. The routine consists of applying a mask, a face wash, and caffeine serum. A timer in the corner of the video shows how much time is spent on each step, suggesting quick application. # Brand positioning The Ordinary is presented as a clinical skincare brand that prioritizes integrity and offers effective formulations. The brand seemingly competes with brands that overcharge for similar formulations by offering affordable skincare solutions that are accessible and incorporate science. The brand appears to focus on performance and simplicity in its brand positioning. # Product The Ordinary Caffeine 3% + Escin 1% Face Serum is an energizing serum designed to reduce visible signs of fatigue. The product contains caffeine and escin, which work together to revitalize the skin. The advertisement subtly addresses the purchase barrier of time by showing how the face serum can be incorporated into a short, efficient morning skincare routine. # Visual style The ad has a UGC feel, with simple, static shots in a bathroom setting. The production quality is basic, which gives the ad an authentic tone. The cuts align with changes in activity or product application, keeping a consistent pace. The quick time-lapse of the routine is designed to show the audience that the routine is quick and easy to complete. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The video opens with a woman wearing a blue skincare mask and shower cap, dancing to music in her bathroom. The opening conveys a lighthearted and energetic tone. The scene is from the customer's perspective. - 00:00–00:08 00:00–00:08 The scene transitions to a time-lapse of the woman completing her skincare routine. The video intends to convey that the routine is quick and easy, and features the brand’s Caffeine Face Serum.

# Ad summary This ad promotes The Ordinary Volufiline 92% + Pal-Isoleucine 1% A Targeted Plumping Serum. The ad focuses on product shots, dropping the product onto a finger, and close-ups of the bottle. # Brand positioning The Ordinary is presented as a brand that focuses on clinical formulations with integrity. The brand aims to occupy a space in the consumer's mind that values effective skincare solutions with a focus on transparency and simplicity. The brand aligns with a functional approach, highlighting the ingredients and their purpose rather than emotional appeals or lifestyle associations. It pushes against the norm of overly complex or luxurious skincare brands by offering straightforward products with clear ingredient information. # Product The advertised product is The Ordinary Volufiline 92% + Pal-Isoleucine 1% A Targeted Plumping Serum. It is presented as a targeted solution designed to plump the skin. The serum comes in a small amber glass bottle with a silver cap. It is suitable for anyone looking to improve skin plumpness and volume. The product is featured by showing the serum being dropped onto a finger, highlighting its texture and consistency. This serum is shown to address a loss of volume by delivering key ingredients that promote a plumper appearance. # Visual style The ad has a clean and clinical aesthetic, emphasizing the product itself. The editing style consists of static shots and smooth transitions to highlight key aspects of the product. The production quality is polished, with a focus on showcasing the product in a visually appealing manner. The pacing is moderate, with cuts timed to emphasize product features and actions. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A hand holding the product appears from the white clouds and displays the serum. - 00:02–00:04 00:02–00:04 The serum is submerged in water, which illustrates the sensation of the product. - 00:04–00:06 00:04–00:06 The product packaging is highlighted, emphasizing the brand and product name. - 00:06–00:08 00:06–00:08 The serum is dropped onto a finger, showing its application and texture. - 00:08–00:09 00:08–00:09 The product is shown again, reinforcing its presence and recognition.

# Ad summary This image ad for The Ordinary's Caffeine 3% + Escin 1% Face Serum uses a before and after format to show how the product firms and lifts the appearance of skin. # Brand positioning The Ordinary is presented as a straightforward and functional skincare brand, focusing on efficacy and transparency. It positions itself as a brand that pushes against industry norms of overhyped, vaguely defined ingredients by offering clinical formulations with integrity. The brand emphasizes simplicity, both in its product formulations and packaging, and it prioritizes affordable skincare, which appeals to consumers seeking effective solutions without the premium price tag often associated with specialized skincare. # Product The Ordinary's Caffeine 3% + Escin 1% Face Serum is a skincare product designed to firm and lift the appearance of the skin. The serum contains caffeine and escin, which may help to reduce puffiness and improve skin tone. It is suitable for individuals seeking to address concerns related to skin firmness and visible lifting effects, with the ad highlighting a noticeable improvement in the appearance of skin around the mouth. The product is targeted at consumers looking for targeted, functional solutions to specific skincare concerns, without unnecessary additives or inflated costs. # Visual style The ad has a clean, minimalist aesthetic that emphasizes the product's functional benefits. It features a split-screen before-and-after image that is highly polished to showcase the visible results. The typography is simple and straightforward, enhancing readability. The overall visual style is consistent with The Ordinary's branding, which favors transparency and simplicity to convey the product's effectiveness. # Hooks Headline: Firms and lifts the appearance of skin. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by showcasing a split-screen comparison of the customer's skin, presenting 'Before' and 'After' images to demonstrate the product's visible effects. This is intended to immediately grab the viewer's attention with a clear visual of potential skin improvement. - The ad copy introduces the product as a 'New' Caffeine 3% + Escin 1% Face Serum, with the claim that it 'Firms and lifts the appearance of skin.' This informs the viewer about the product's purpose and key benefits, setting expectations based on visible results. - The presentation of the product bottle with the 'Ordinary.' brand displayed on it visually reinforces the brand, reassuring the viewer that the demonstrated effects are achievable through their product.

# Ad summary This ad demonstrates The Ordinary's Caffeine 5% + Escin 1% Eye Serum. A man shows himself applying the product to his face. Text overlays appear listing the ingredients and benefits. # Brand positioning The Ordinary is presented as a skincare brand with a focus on simplicity and efficacy. The brand is positioned as one that offers affordable and scientifically-backed skincare solutions. The minimalist packaging and direct naming of ingredients suggest a functional approach, prioritizing transparency and straightforwardness over aspirational marketing. The brand seems to ignore the norms of high-end, luxury skincare, opting instead for a clinical, no-frills approach that appeals to consumers seeking effective ingredients without the premium price tag. # Product The advertised product is The Ordinary's Caffeine 5% + Escin 1% Eye Serum, designed for use on the face. It contains caffeine at a 5% concentration and escin at a 1% concentration. According to the ad, the caffeine energizes and soothes the skin, while the escin tones and tightens the skin. The serum is packaged in a small, amber glass bottle with a white label and a dropper applicator. The ad addresses potential purchase barriers by highlighting the specific ingredients and their functions, assuring the viewer of the serum's efficacy in energizing, soothing, toning, and tightening the skin. # Visual style The ad has a clean and simple aesthetic with a focus on functionality. The editing style is straightforward with static shots and simple cuts. The production quality is somewhat polished, without feeling overly produced, giving it a UGC feel. The pacing is moderate with cuts timed to the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The ad opens with a man touching his face. - 00:01–00:03 00:01–00:03 The man is shown holding the bottle and opening it. He puts some of the serum in his hand. The message conveyed is the product is easy to use. The perspective is from the brand, highlighting its features. The tone is straightforward. - 00:03–00:07 00:03–00:07 The man applies the serum to his face, massaging it into his skin. Text overlays highlight key ingredients and benefits. The message is that the product is easy to apply and has multiple benefits. The perspective is from the user demonstrating product use. The tone is informative and positive. - 00:07–00:09 00:07–00:09 The product bottle is shown again, providing another look at the product packaging and branding. The perspective is from the brand. - 00:09–00:10 00:09–00:10 The Ordinary's logo and website address are displayed, reinforcing brand identity and providing a clear call to action to learn more.

# Ad summary The ad features a creator unboxing skincare products from The Ordinary that she purchased on Amazon. # Brand positioning The Ordinary is presented as an accessible skincare brand now conveniently available on Amazon. The brand is known for its straightforward approach, focusing on functional ingredients and effective formulations rather than luxury or complex marketing. This positions The Ordinary as a practical choice for consumers seeking quality skincare without unnecessary frills. # Product The ad features skincare products from The Ordinary, specifically purchased through Amazon. The ad highlights the benefit of being able to get your skincare from The Ordinary in a day because they're on Amazon now. The products are contained in simple, minimalist packaging and come in white boxes, consistent with the brand's functional and no-frills approach. # Visual style The ad has a raw and authentic feel, resembling user-generated content. The camera work is handheld, and the editing is minimal, creating a sense of immediacy and relatability. The overall aesthetic is casual and unfiltered, consistent with the content typically found on platforms like TikTok or Instagram Reels. The pacing is quick and energetic. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The creator is holding an Amazon Prime package. - 00:01–00:05 00:01–00:05: The creator is opening the Amazon Prime package to reveal The Ordinary skincare products. This creates excitement and anticipation about the product.

# Ad summary A creator demonstrates how The Ordinary Volufiline 92% + Pal-Isoleucine 1% visibly plumps skin, filling in fine lines and wrinkles. # Brand positioning The Ordinary is presented as a brand committed to efficacious skincare at affordable prices, offering high concentrations of active ingredients that deliver visible results. The ad highlights the brand's popularity and accessibility, noting its frequent sell-outs and availability at major retailers like Watsons, Sephora, and Eve and Boy. This suggests a functional approach that emphasizes ingredient efficacy and broad accessibility. # Product The Ordinary Volufiline 92% + Pal-Isoleucine 1% is a concentrated serum designed to visibly plump the skin, filling in fine lines and wrinkles. The product contains a high concentration of Volufiline (92%) and Pal-Isoleucine (1%). It is applied topically to specific areas such as the under-eye area, smile lines, temples, and lip lines. The primary selling point is its ability to create a fuller, more youthful appearance in areas where volume has been lost, specifically addressing concerns like sunken under-eyes, fine lines, and deflated lips. The serum is suggested to deliver noticeable changes, especially in the under-eye area and lips, creating a plumper and more filled-out look after approximately one month of use. # Visual style The ad features a polished UGC aesthetic with a clean and well-lit environment, suggesting high-end production. It utilizes static shots with smooth transitions, focusing on clear and concise product information delivered by the creator. The pacing is consistent, and the audio-visual sync is timed with the speaker's pace, creating a seamless and engaging viewing experience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The creator displays her fingers together, saying her fingers are getting fatter because of the product. The message is to convey a hook that the product is used so much that it is causing the presenter's fingers to appear fatter. It's delivered from the perspective of the creator with a playful, joking tone. - 00:02–00:05 00:02–00:05 The creator holds up the featured product and says the product always sells out. The message is to convey how popular the product is and the creator notes that the brand always restocks but it always sells out. It's delivered from the perspective of the creator with an informational and playfully frustrated tone. - 00:05–00:08 00:05–00:08 The creator asks if the product is good or if it's just content. The message is to address a potential question that viewers may be thinking and questions whether the product is just for content or if it's actually a good product. It's delivered from the perspective of the creator with an inquisitive and skeptical tone. - 00:08–00:11 00:08–00:11 The creator states that she is going to show the results of using the product for about a month. The message is to build anticipation as the creator is getting ready to share results and add to the product's credibility. It's delivered from the perspective of the creator with a helpful and explanatory tone. - 00:11–00:17 00:11–00:17 The creator presents the name of the product, "The Ordinary Volufiline", and explains where she uses it on her face: under eyes, cheeks, forehead, lips, and neck. The message is to show the product and explain how she uses it in her routine for certain areas of the face. It's delivered from the perspective of the creator with an informational and educational tone. - 00:17–00:21 00:17–00:21 The creator shows a before and after photo of her face and explains that she has been using the product for about a month. The message is to convey the results of using the product in the form of a before and after picture. It's delivered from the perspective of the creator with a helpful and informational tone. - 00:21–00:24 00:21–00:24 The creator shows her lips and says that her lips are fuller. The message is to show one of the positive results of using the product. It's delivered from the perspective of the creator with a satisfied and persuasive tone. - 00:24–00:29 00:24–00:29 The creator touches her under-eye area and says the under eyes also have a change. The message is to show another positive change from using the product. It's delivered from the perspective of the creator with a satisfied and persuasive tone. - 00:29–00:34 00:29–00:34 The creator says that her under eyes feel plumper. The message is to highlight a noticeable positive effect from using the product and is delivered from the creator's perspective with a sincere and satisfied tone. - 00:34–00:39 00:34–00:39 The creator explains that the product may need to be used for longer periods of time to see results in the cheek and forehead area. The message is to prepare the audience for potentially not seeing results right away and to use the product for longer periods of time on certain areas of the face. It's delivered from the perspective of the creator with a realistic and explanatory tone. - 00:39–00:45 00:39–00:45 The creator shares that the product is worth the price. The message is to convey the affordability and the benefits of using the product. It's delivered from the creator's perspective with an honest and enthusiastic tone. - 00:45–00:52 00:45–00:52 The creator recommends purchasing the product at local retailers and online. The message is to tell people where they can purchase the product. It's delivered from the perspective of the creator with a helpful and friendly tone.

# Ad summary This ad showcases The Ordinary's Glycolic Acid 7% Toning Solution and highlights its accessibility on Amazon. The ad positions the brand as providing quality skincare that is now more accessible than ever. # Brand positioning The Ordinary is presented as a brand that offers quality skincare products at an accessible price point. The positioning is functional, focusing on simplicity and effectiveness. The brand aims to democratize the skincare market by pushing against the norm of overpriced or inaccessible skincare solutions. The visuals and language used reinforce a focus on function and accessibility. # Product The ad features The Ordinary's Glycolic Acid 7% Toning Solution. It is presented as a skincare product that is now more accessible than ever, being available on Amazon. The product comes in a transparent plastic bottle with a white label, allowing consumers to see the liquid inside. The product aims to address purchase barriers by being easily accessible through Amazon, and by positioning itself as a quality product. # Visual style The ad features a clean and simple aesthetic with a polished commercial feel. The editing style includes static shots. The production quality looks high-end. The pacing is slow and consistent. # Benefits - [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 ad opens by presenting The Ordinary's shipping box next to its Glycolic Acid 7% Toning Solution. The message here conveys the product’s availability and reinforces the brand’s image. The perspective is from the brand itself, highlighting accessibility and quality. The tone is neutral, and informative.

# Ad summary This ad for The Ordinary promotes the brand as a provider of quality ingredients at accessible prices. The ad features three of their products on a white background. # Brand positioning The Ordinary positions itself as a purveyor of high-quality skincare ingredients available at accessible pricing, emphasizing transparency, honesty, and science-backed formulations in its communication. This approach directly challenges the beauty industry's norms of inflated prices and complicated marketing, opting for a functional focus on effective concentrations of ingredients. The brand aims to occupy a space in the consumer's mind as a reliable source of essential skincare components, aligning with a value-conscious and informed consumer base that prioritizes effectiveness and simplicity over luxury or aspirational lifestyles. # Product The ad showcases three distinct skincare products from The Ordinary, each packaged in a minimalist white bottle with a dropper applicator. The first product, features a milky white fluid and addresses the need for hydration. The second product is a Niacinamide serum designed to visibly reduce the appearance of blemishes and congestion. The third product, Glycolic Acid 7% Toning Solution, it's a toner meant to exfoliate skin for improved texture. All products share a common brand identity, focusing on the core ingredients and their specific skin benefits, appealing to those seeking effective, targeted skincare solutions. # Visual style The ad features a clean and minimalist visual style with a white background that puts the focus on the products. The lighting is soft and even, minimizing shadows and creating a clean, clinical feel. The product bottles are aligned, which contributes to a sense of order and simplicity, and there are no additional design elements that distract from the brand. # Hooks Headline: Quality Ingredients. Effective Concentration. Accessible Pricing. Honest Communication. Science-Backed. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by presenting the brand name 'The Ordinary', setting the stage for what's to follow. The intent is to introduce the brand and establish the foundation of the ad. - The ad highlights the core values, 'Quality Ingredients. Effective Concentration. Accessible Pricing. Honest Communication. Science-Backed.', which speaks about the brand's philosophy and quality. The intent here is to demonstrate how The Ordinary values are different from other brands in the market. - The phrase 'We Made It Ordinary' suggests the brand's goal of making advanced skincare accessible to everyone. - The presentation of the skincare bottles is intended to showcase the product line in a neutral and appealing way, highlighting the simplicity of the brand.

# Ad summary The ad showcases The Ordinary's Volufiline 92% + Pal-Isoleucine 1% serum as a new take on an existing ingredient. The ad promotes the product's plumping qualities and highlights its key ingredients. # Brand positioning The Ordinary is presented as a skincare brand focused on clinical formulations with integrity, suggesting a commitment to effective and honest skincare. The brand is positioned as a provider of high-quality ingredients in a straightforward and transparent manner. With clinical and French labeling, the brand conveys a scientific, dependable, and international appeal, aiming to occupy the space of accessible yet advanced skincare solutions. The brand values simplicity, efficacy, and honesty, contrasting with competitor brands that may rely on exaggerated marketing or overly complex formulations. # Product The product advertised is The Ordinary's Volufiline 92% + Pal-Isoleucine 1% serum, described as a targeted plumping serum. It is a skincare formulation that combines Volufiline and Pal-Isoleucine. The serum comes in a brown glass bottle with a white label featuring the product name, ingredient concentrations, and the brand's logo. The primary USPs emphasized are its targeted plumping action and the high concentration of active ingredients. The ad addresses the potential purchase barrier of ingredient unfamiliarity by asserting that while Volufiline isn't new, The Ordinary's take on it is, suggesting a unique and improved formulation. The labeling includes both English and French, broadening its appeal. # Visual style The ad has a clean, minimalist aesthetic with a focus on product presentation. The production quality is high, with studio-shot lighting and attention to detail. The visual motif involves abstract geometric shapes creating a backdrop. The image treatment includes soft lighting and subtle color grading, maintaining a neutral and sophisticated tone. The typography is modern and legible, contributing to the overall sleek design. This contrasts with potentially busy or cluttered skincare ads, creating a high-design, scannable visual. # Hooks Headline: Volufiline isn't new but our take on it is. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by stating "Volufiline isn't new but our take on it is.", which intends to introduce the featured ingredient while differentiating The Ordinary's product. This sets the stage for the brand to position its product as an improved version of existing solutions. The brand is speaking. - The ad then presents the product itself: The Ordinary's Volufiline 92% + Pal-Isoleucine 1% serum, to show a new item in their product line. This informs the audience of the specific product and its key ingredients. The brand is speaking.