How Typology Advertises on Meta

# Ad summary In this ad, a woman with short gray hair presents the Typology brand and its products. First, she shows the A70 mask and applies it to her face to target expression wrinkles. Next, she presents the tinted concealer with caffeine and cornflower to reduce dark circles over time. Finally, she presents the ceramide lip balm with hyaluronic acid to deeply hydrate. # Brand positioning Typology is presented as a skincare brand focused on providing simple, effective, and personalized solutions. The brand positions itself as being highly adaptable, as it creates products that are meant to be used in a variety of routines and are tailored to individual skin needs. Typology values a science-backed approach, as the narrator calls out specific ingredients and their benefits within each product, promoting a sense of trust and reliability with its user base. The products are simple and focus on key ingredients and their efficacy. # Product The ad highlights three distinct Typology products. The A70 mask is designed to target expression wrinkles and is enriched with 7% peptide complex and biomimetic fibrillin to stimulate collagen production. The tinted concealer contains caffeine and cornflower to reduce dark circles over time. The ceramide lip balm includes hyaluronic acid to deeply hydrate the lips. All products have a minimalist design and come in white packaging with the brand name in a simple font. The ad emphasizes the functional benefits and the natural ingredients of each product, showcasing Typology’s commitment to straightforward skincare solutions that deliver visible results. # Visual style The ad has a natural, UGC feel with simple framing and static shots. The production quality is high enough to look polished without feeling overly commercial. There are no quick cuts or transitions, maintaining a consistent and relaxed pace. The audio and visual elements are synchronized to support the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 00:00–00:06 The woman introduces the Typology A70 mask for expression wrinkles and states that she absolutely had to test it. The message conveys her genuine interest in the product and creates a sense of anticipation. The story is told from her perspective as a user eager to try the mask, adding credibility to the review. The tone is enthusiastic and curious. - 00:07–00:17 00:07–00:17 She explains that the mask is enriched with 7% peptide complex and biomimetic fibrillin, which stimulate collagen and reduce expression wrinkles. This adds credibility through technical details. The perspective remains hers as a knowledgeable user, and the tone is informative and reassuring. - 00:18–00:28 00:18–00:28 Next, she introduces the tinted concealer with caffeine and cornflower, emphasizing its ability to reduce dark circles over time. This continues from the previous section and adds a new product to the routine. The perspective is still from the user’s point of view, and the tone is informative and practical. - 00:29–00:34 00:29–00:34 The woman concludes by presenting the ceramide lip balm with hyaluronic acid for deep hydration. This adds another product to the skincare routine. The perspective is from the user, with an informative and gentle tone. - 00:35–00:38 00:35–00:38 The woman shares that this routine is superb and especially adapted to her skin. The message creates a sense of trust and personalization, reinforcing the brand’s value. The perspective is from a satisfied user, and the tone is enthusiastic and confident.

# Ad summary The ad features a woman demonstrating her skincare routine using Typology products to combat dry and dull skin in winter. The routine includes an exfoliating scrub and a progressive self-tanning serum for a natural, sun-kissed glow. # Brand positioning Typology is positioned as a skincare brand offering simple yet effective solutions for common skin concerns. The ad emphasizes the brand's focus on gentle exfoliation and natural-looking self-tanning, suggesting a preference for a minimalist beauty approach. The brand aligns with values of achieving healthy, radiant skin without harsh chemicals, as implied by the gentle application and natural results. Typology ignores category norms that push for fast results. # Product The ad features two Typology products: the exfoliating scrub and the progressive self-tanning serum. The exfoliating scrub is designed to gently exfoliate and prepare the skin. The progressive self-tanning serum (Gradual Self-Tanning Serum) is formulated with 10% carrot pulp to impart a natural-looking tan gradually. The serum is applied after moisturizer and claims to give a "joli teint hâlé naturel" (a beautiful, natural sun-kissed complexion). # Visual style The ad has a natural, UGC feel, with simple framing and a focus on the person demonstrating the skincare routine. The editing is straightforward with static shots, and the production quality suggests a standard smartphone camera, supporting the casual, relatable tone. The video has a cut per minute rate of 20. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The woman introduces her skincare routine for avoiding dry and dull skin in winter. - 00:02–00:03 She applies a scrub to her face. - 00:03–00:07 The woman holds up the Typology exfoliating scrub, stating that it gently exfoliates and prepares her skin. - 00:07–00:08 She holds the bottle of Typology self-tanning serum. - 00:08–00:10 She dispenses a few drops of the self-tanning serum onto her hand. - 00:10–00:15 The woman applies the serum to her face after her moisturizer. - 00:15–00:18 She continues to rub in the serum for a nice sun-kissed tan.

# Ad summary This ad features a male creator discussing his oily skin problems and how he uses the Typology mattifying stick to easily fix it on the go. # Brand positioning Typology is presented as a modern and convenient skincare brand that offers simple and effective solutions for common skin concerns. The brand emphasizes ease of use and portability, demonstrated through the stick format of their mattifying product. With a focus on natural ingredients (99% natural origin), Typology aims to appeal to consumers who prioritize skincare that is both effective and conscious of its composition, offering a functional solution for controlling oiliness while maintaining a natural appearance and feel. # Product The featured product is the Typology Paris Mattifying Face Stick. The product is made for those who have oily skin. It is formulated with silica and bakuchiol. It comes in a stick format, making it easy to apply directly to the skin, over makeup, wherever it is needed. The presenter highlights that it is silicone-free and made of 99% natural ingredients. It's designed to absorb excess oil for a matte finish without stickiness, and its compact size makes it ideal for on-the-go use. It also doesn't change or alter the make-up appearance. # Visual style The ad has a bright and clean aesthetic. The lighting is well-lit and natural. The production quality appears to be filmed on a phone, giving it a UGC feel. The cuts are quick and 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] # Storyline - 00:00–00:02 The creator shares his personal skin struggles with oily skin. - 00:02–00:04 00:02–00:04: The creator pivots to introducing the Typology mattifying stick as a solution. - 00:04–00:06 00:04–00:06: The creator shows the product being unscrewed, and speaks about it being silicone-free, and with 99% natural origin. - 00:06–00:11 00:06–00:11: The creator shows how the product can be easily applied onto the T-zone of the face and talks about the silica helping absorb excess oil. - 00:12–00:15 00:12–00:15: The creator showcases the after-effect of applying the product and mentions that the skin tone also appears different. - 00:15–00:20 00:15–00:20: Continuing from the previous moment, the creator states it's easy to carry and use on the go. - 00:20–00:22 00:20–00:22: The creator ends by encouraging people with oily skin problems to try the product.

# Ad summary This ad promotes a tinted skincare set from Typology in collaboration with artist Vivian Suter. The ad features a woman demonstrating the products, including a 9-ingredient moisturizer, an illuminating concentrate, mascara, and a tinted lip oil. # Brand positioning Typology is presented as a minimalist skincare brand focused on simple, effective ingredients. The brand emphasizes a clean and natural aesthetic, aligning with a lifestyle that values simplicity and ease. The collaboration with artist Vivian Suter suggests a brand that appreciates art and creativity, positioning itself as more than just a skincare company but also a lifestyle choice. # Product The ad features a tinted skincare set from Typology, which includes several products. The first product is a 9-ingredient face moisturizer, described as minimalist and lightweight, designed to hydrate and nourish the skin. The second product is an illuminating concentrate with Vitamin C and Aloe vera, which can be used as a highlighter on the cheekbones. The third product is a mascara that defines lashes without clumping and contains ingredients that protect and promote lash growth. The final product is a tinted lip oil in a rose powder shade, designed for easy, everyday wear. The set is presented as a limited edition in collaboration with artist Vivian Suter. # Visual style The ad has a clean and minimalist aesthetic, with soft lighting and a focus on natural beauty. The editing style is smooth, with quick cuts between shots to maintain a brisk pace. The production quality is polished, giving the ad a professional feel while still maintaining a UGC vibe. The pacing is consistent throughout the ad, with cuts timed to the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with an unboxing of the Typology tinted skincare set. - 00:02–00:03 The narrator introduces the set and claims it contains everything you need. - 00:03–00:07 The narrator describes the 9-ingredient face moisturizer, highlighting its minimalist and lightweight properties, and its ability to hydrate and nourish the skin. - 00:07–00:12 The narrator describes the illuminating concentrate, noting that she likes to use it as a highlighter on her cheekbones. - 00:12–00:18 The narrator introduces her favorite mascara, explaining that it defines lashes without clumping and contains ingredients that protect and promote lash growth. - 00:18–00:23 The narrator describes the tinted lip oil in a rose powder shade, noting that it is easy to wear every day. - 00:23–00:29 The narrator expresses her love for the set, noting that it is a limited edition in collaboration with artist Vivian Suter.

# Ad summary A creator shares her updated makeup routine with the Typology Tinted Skincare Trio. She shares how it feels breathable and looks like skin but better. # Brand positioning Typology is presented as a French skincare brand focused on minimalist, breathable products with active ingredients. The brand emphasizes a natural "your skin but better" look, aligning with a modern, effortless beauty aesthetic. It pushes against heavy, cakey makeup and promotes skincare with immediate and lasting results. The products aim to enhance natural beauty with the added benefit of skincare. # Product The ad features the Typology Tinted Skincare Trio, which includes a tinted serum, serum concealer, and glazed chestnut lip oil. The tinted serum is a lightweight, breathable alternative to foundation, formulated with vitamin C, squalane, and aloe vera. It promises a natural, skin-like finish. The serum concealer contains caffeine and niacinamide, designed to reduce puffiness and dark circles both immediately and in the long term with medium-high coverage. The glazed chestnut lip oil contains squalane, vitamin E, and jojoba oil, hydrating lips while giving a pop of color. All products are described as easy to use, minimalist, and made with active ingredients. # Visual style The ad has a polished UGC feel, with natural lighting and minimal editing. The cuts are relatively quick to keep pace. The overall aesthetic supports a casual and relatable tone, ideal for a beauty-focused audience. The video is consistently shot close-up to the presenter. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The video opens with the creator showing her face with full coverage makeup on, and she calls out the look as “cakey, thick, dry, and boring”. This establishes the outdated style that she is now against. - 00:03–00:08 00:03–00:08 The creator starts showing the products from Typology. She puts dots of the tinted serum on her face. She states that it is the “Typology Tinted Skincare Trio” and says she has been “obsessed” with how it makes her skin look. - 00:08–00:20 00:08–00:20 She then applies the tinted serum to her face with a makeup brush. She explains that the tinted serum is not a foundation, but rather “tinted skincare serum” formulated with vitamin C, squalane, and aloe vera. She says it feels “breathable, not heavy” and melts into your skin. - 00:21–00:33 00:21–00:33 The creator shows a tube of serum concealer. She states, “This is the serum concealer it has caffeine and niacinamide” and clarifies that it helps reduce puffiness and dark circles. She highlights the brightening effect and showcases the “medium high coverage” by pointing to the difference. - 00:34–00:42 00:34–00:42 The creator applies the “Glazed Chestnut Lip Oil” to her lips. She explains that it is formulated with squalane, vitamin E, and jojoba oil and that it hydrates your lips while giving a pop of color. - 00:43–00:50 00:43–00:50 She spreads the lip oil on her cheeks like the French ladies. She states, “This is a French skincare brand”, further emphasizing the trend. She then pulls the collection of products toward the camera. - 00:50–00:58 00:50–00:58 The creator says this is what she loves about “tinted skincare and Typology”. She states, “You get active ingredients with real skin benefits and immediate results. It’s minimal, it’s breathable, looks like your skin but better”.

# Ad summary An ad for Typology eye patches that claims to smooth fine lines in 10 minutes. # Brand positioning Typology positions itself as a science-based skincare brand focused on simplicity and effectiveness, cutting through the complexity of traditional beauty routines. The brand appears to promote minimalist, natural beauty, avoiding flashy packaging in favor of clean, understated presentation. Typology products aim to deliver noticeable results with minimal effort, fitting into the daily routines of busy individuals. The brand's alignment with the model having minimal makeup suggests a focus on enhancing natural beauty rather than masking it. # Product This ad features Typology eye patches that are designed to smooth fine lines in 10 minutes. The eye patches are presented as an easy-to-use skincare treatment for those seeking a quick solution to aging signs around the eyes. The product's USP is its rapid action, promising visible results in just 10 minutes, and the product is applied directly to the under-eye area. The patches are shown being applied and worn, demonstrating their ease of use, and the ad addresses the purchase barrier of time, suggesting that effective skincare doesn't have to be time-consuming. # Visual style The ad features a clean, minimalist aesthetic with bright, even lighting. Editing is simple with static shots and smooth transitions. The production quality appears polished, resembling a commercial with a focus on showcasing the product clearly and directly. Pacing is consistent and moderate. # Benefits - [object Object] # Features - [object Object] # Call to action Exclusively at Typology.com # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 A hand is shown manipulating a Rubik's cube where each square contains part of a person's face. As the cube shifts, the face becomes more and less complete, suggesting the difficulty of achieving a perfect complexion and the concept of the product as a solution. - 00:07–00:12 00:07–00:12 The Rubik's cube image transitions to a close-up of a person's face, where the Typology eye patches are applied under their eyes. This transition implies that Typology eye patches can smooth fine lines in 10 minutes.

# Ad summary This ad is for Typology skincare, and features a woman lying down while demonstrating the brand's serum. The ASMR-style audio enhances the appeal of the product. # Brand positioning Typology is presented as a skincare brand focused on delivering a healthy, instant glow and lasting antioxidant care. The brand avoids bright colors and flashy visuals, opting for a minimalist and direct approach with simple text overlays and a clean aesthetic. By associating itself with simple, effective skincare, Typology aims to occupy a space in the consumer's mind as a brand that is reliable, understated, and focused on quality. # Product The product featured is a skincare serum. It is applied using a dropper for precise dosage, and it promises to deliver an instant healthy glow and lasting antioxidant care. The ad emphasizes its ease of use and the immediate visible benefits (glow), alongside the longer-term skincare benefits (antioxidant care). The serum is portrayed as a simple addition to one's skincare routine to improve skin appearance and health. # Visual style The ad has a clean, minimalist aesthetic with soft lighting and a focus on the model's natural appearance. The editing style is simple with static shots and smooth transitions. The production quality is polished, creating a high-end feel that aligns with the brand's emphasis on quality and simplicity. The pacing is slow and steady, creating a calming effect that enhances the ASMR-style audio. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with a shot of a woman lying down, conveying relaxation and self-care. - 00:02–00:03 A dropper dispenses serum onto the woman’s hand, highlighting the product's format and preparing for application. - 00:03–00:08 The woman applies the serum to her face, showcasing how the product is used and demonstrating its application. - 00:08–00:12 The ad concludes with the brand name, Typology, reinforcing brand recognition.

# Ad summary This ad showcases the Typology T51 Fortifying Eyebrow Gel. The ad shows a person applying the product, and highlights that it helps to achieve denser eyebrows in one gesture. # Brand positioning Typology is presented as a brand that offers modern and accessible skincare and beauty products. The brand positions itself as a provider of simple, effective solutions for everyday beauty needs. The ad avoids overly complex messaging and instead focuses on highlighting the product's functional benefits. This suggests a brand that values straightforwardness and simplicity, in contrast to competitors who may rely on hype or overly elaborate marketing. The brand aims to occupy a space in the consumer's mind as a reliable and efficient option. # Product The ad features Typology's T51 Fortifying Eyebrow Gel. This brow gel is designed to create denser, more structured eyebrows instantly. It works in one gesture to comb and structure brows, offering a natural finish without stiffness. The gel is formulated with peptides de pois 1% and huile de ricin. This product seems ideal for individuals seeking a quick and easy solution to enhance their eyebrows without the need for complicated makeup routines. # Visual style The ad has a clean, minimalist aesthetic with bright lighting and a focus on the product and model's face. The editing is simple, using static shots and basic transitions. The production quality is polished. The overall tone is straightforward and functional, aligning with the brand's modern, no-frills positioning. The pacing is moderate, with cuts timed to key product actions and text reveals. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:10 The ad opens with a close-up shot of a fair-skinned model with blonde hair applying a tinted brow gel to her eyebrows. - 00:00–00:10 The perspective is from a close, third-person view, focusing on the immediate impact of the product application. The tone is straightforward and focused on showcasing the product's functionality. - 00:10–00:15 The ad transitions to a close-up of the brow gel applicator and the text describing the product's key ingredients. - 00:10–00:15 This segment provides a functional explanation of what makes this product unique. - 00:15–00:17 The ad ends with the brand's web address.

# Ad summary This ad demonstrates the difference between using a regular lip balm and Typology's lipid-rich lip balm. The ad features a split screen of a person's lips, with one side using a regular lip balm and the other side using Typology's lip balm. The ad highlights the moisturizing benefits of Typology's lip balm. # Brand positioning Typology is presented as a brand focused on providing effective skincare solutions. The ad emphasizes the functional benefits of its products, particularly its lipid-rich lip balm, positioning the brand as a provider of high-quality skincare that addresses specific needs. The brand aligns with a minimalist and scientific approach, focusing on the efficacy of its ingredients and formulations. Typology aims to occupy a space in the consumer's mind as a reliable and effective skincare brand that prioritizes functionality and quality. # Product The featured product is Typology's lipid-rich lip balm. It is presented as a solution for moisturizing and nourishing lips. The ad highlights the balm's ability to provide superior hydration compared to regular lip balms. The product is showcased through a split-screen demonstration, visually emphasizing the difference in moisture and texture between lips treated with the Typology balm and those treated with a standard lip balm. The lip balm is for anyone seeking to improve the hydration and overall condition of their lips, particularly those experiencing dryness or chapping. The ad addresses the purchase barrier of skepticism by visually demonstrating the product's effectiveness. # Visual style The ad has a clean and minimalist aesthetic, focusing on the product and its effects. The editing is simple with static shots and no transitions. The production quality is high, with clear and well-lit close-ups of the lips. The pacing is slow, allowing viewers to observe the differences between the two lip products. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Maintenant sur Typology.com # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a close-up of a person's lips, split in the middle to show two different lip products applied on each side. - 00:02–00:05 The person applies a lip product to one side of their lips, while the other side already has a different product applied. - 00:05–00:08 The person applies a lip product to the other side of their lips, while the other side already has a different product applied. - 00:13–00:15 The ad ends with a black screen with the text "Maintenant sur Typology.com".

# Ad summary A woman shows Typology products being applied to her face. She is lying down as she shows the instant healthy glow and lasting antioxidant care provided by the products. # Brand positioning Typology is presented as a skincare brand that offers a simple and effective approach to skincare. The brand aligns with a minimalist lifestyle, as indicated by the clean aesthetic and unbranded clothing. The brand focuses on providing an 'instant healthy glow' and 'lasting antioxidant care', suggesting that its products offer both immediate and long-term benefits. With its functional positioning, Typology differentiates itself by highlighting simplicity and effectiveness, appealing to consumers who prioritize straightforward skincare solutions. # Product The advertised product is a set of skincare items designed to provide an 'instant healthy glow' and 'lasting antioxidant care'. The products include a serum applied with a dropper and a cream applied in dots on the face. These products are for anyone seeking to improve their skin's appearance and health. The serum and cream are distinguished by their textures and application methods. The ad aims to showcase the immediate and long-term benefits of using the skincare products, positioning them as a worthwhile investment for achieving radiant and healthy skin. # Visual style The ad has a clean, minimalist aesthetic with a bright, white background and soft, diffused lighting. The editing style includes both static shots and smooth transitions, creating a calming and polished feel. The production quality is high, giving the ad a professional and sophisticated look. The pacing is slow and deliberate. The cuts and product actions are timed to the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a blurred shot of a woman lying on a pink rug. - 00:01–00:02 The scene sharpens, revealing the woman in focus, setting a calming and visually intriguing tone. - 00:02–00:03 The focus shifts to a hand holding a Typology product, highlighting its importance in achieving the promised 'instant healthy glow'. - 00:03–00:06 The camera shows the woman's face as she lies on a plush rug, emphasizing the application of the product and setting the tone. The text overlay reinforces the product's benefit of an 'instant healthy glow'. - 00:06–00:08 The product is applied to the woman's face using a dropper, showing the method of application and the type of product. The visuals align with the text overlay, reinforcing the message of an 'instant healthy glow'. - 00:08–00:14 The woman's face is shown with dots of cream, before the cream is massaged into her skin, and the visuals align with the text overlay, reinforcing the message of 'lasting antioxidant care'. - 00:17–00:20 The ad ends with a shot of the woman lying on the rug, accompanied by the brand name 'Typology.', creating brand recognition.

# Ad summary This ad features a creator showing how to create a full face of tinted skincare using Typology products. She highlights that the products are skincare, not makeup, and goes through the process of application to show the effects. The creator uses a light and casual tone to connect with her audience. # Brand positioning Typology is presented as a brand that blurs the lines between skincare and makeup, promoting a minimalist approach to beauty. The brand emphasizes a combination of beauty and skincare, using functional ingredients that offer sheer coverage and an overall improvement to the skin. With a focus on natural finishes and skin health, the brand targets the consumer who is looking for more than just temporary aesthetic enhancements, but also long-term skin benefits. # Product The products featured are tinted skincare products. The first product is the tinted serum, which includes vitamin C and Squalane for sheer coverage and moisturizing effects, applied like a moisturizer. The second product is the serum concealer to cover redness and acne. Next is a powder with 1% zinc, which is antimicrobial and is helpful for fungal acne. Finally, the video features the brow gel and serum mascara, both peptide products that help brow and lash growth, as well as a plum purple lip oil containing vitamin E and Squalane. All products promote a natural finish. # Visual style The video has a UGC aesthetic, filmed in a bright room with a static camera. The video is polished and high quality, with smooth transitions and jump cuts. The pacing is steady, supporting the enthusiastic tone of the creator. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Go get yours. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The creator opens the video by introducing that she is doing a full face of tinted skincare from Typology, not makeup, and holds up the products she will be using. This is intended to engage the audience and challenge their expectations. - 00:02–00:12 00:02–00:12 The creator shows the tinted serum and applies it to her face like moisturizer. The intention is to communicate that this product is skincare-focused, brightening and moisturizing the skin with sheer coverage, showing the audience how to use it in their everyday routines. - 00:13–00:20 00:13–00:20 The creator shows how the serum concealer covers redness on the acne on her chin. This beat aims to show the concealer’s effectiveness in covering blemishes. - 00:21–00:27 00:21–00:27 The creator applies the caffeine serum under her eye to wake up and invigorate the skin, adding light to medium coverage. The goal is to illustrate how the caffeine serum can improve one’s appearance. - 00:27–00:39 00:27–00:39 The creator sets her T-zone with powder that contains 1% zinc which is antimicrobial and helps fungal acne. The intention is to show that the products are designed for people with acne. - 00:40–01:00 00:40–01:00 The creator applies brow gel and explains how this is a peptide brow gel to support brow growth. This moment is intended to show how brow gel both helps one’s appearance and supports brow growth. - 01:00–01:07 01:00–01:07 The creator applies serum mascara, which is also a peptide mascara. The intention is to show that the mascara separates the hairs for a very natural finish. - 01:07–01:17 01:07–01:17 The creator applies plum purple lip oil with vitamin E and Squalane. She puts the excess on her face as blush to show a natural finish. The message is that one can use the lip oil as blush. - 01:17–01:24 01:17–01:24 The creator shows off the final tinted skincare makeup look and recommends the products as groundbreaking and beautiful. The intent is to highlight the natural look after product application.

# Ad summary This ad features a woman applying Typology tinted serum on her face and hand. She speaks in French about its ingredients and the serum's ability to care for and illuminate the skin. She states that the product provides perfect coverage and an ultra-natural finish. # Brand positioning Typology is presented as a skincare and cosmetics brand focused on simplicity and natural beauty. The ad highlights a minimalist, almost bare-faced aesthetic, focusing on enhancing the skin's natural radiance and tone, rather than heavy makeup. The brand positions itself as functional, offering products that serve a dual purpose: providing coverage and care, which implies a commitment to skin health beyond mere cosmetics. The brand aligns itself with a lifestyle centered on simplicity, and efficiency, as the product can be applied with fingers, eliminating the need for tools or complex routines. This no-fuss approach suggests that Typology aims to appeal to customers who value practicality and natural appearance. # Product The advertised product is Typology's tinted serum, a makeup and skincare hybrid product. It is designed to provide light coverage while also caring for the skin. It is intended for anyone looking for a simple way to enhance their skin’s natural appearance while providing a skincare boost. According to the presenter, the serum offers 'perfect coverage' with an 'ultra natural' finish. It is described as being easily applied with the fingers, seamlessly blending into the skin. The serum's formula includes ingredients like Vitamin C, squalane, and aloe vera, highlighting its skincare benefits. The serum is available in different tints, with the presenter mentioning that she uses 'teinte 1', suggesting options for various skin tones. This serum is presented as a convenient, dual-purpose product that addresses the need for coverage while promoting skin health, streamlining the beauty routine. # Visual style The ad has a natural and minimalist aesthetic, consistent with a UGC style. The lighting is soft and appears to be natural, with the use of a shallow depth of field, the background is slightly blurred. The video maintains a consistent pace, with no quick cuts or fast transitions. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 A woman applies tinted serum to her face. - 00:05–00:09 She states that the coverage is perfect and the finish is ultra natural. - 00:09–00:13 The woman applies the serum to her face with her fingers. - 00:13–00:20 She states that the serum contains Vitamin C, squalane, and aloe vera, and that it cares for and illuminates the skin. - 00:20–00:27 The woman states that she uses shade 1, which suits her perfectly, as she holds the bottle in her hand.

# Ad summary string # Brand positioning Typology positions itself as a minimalist skincare brand that prioritizes simplicity and efficacy. The brand emphasizes essential skincare through targeted treatments, aiming to provide a straightforward approach to beauty. The ad avoids complex formulations and trendy ingredients, and instead focuses on core components that deliver visible results. Typology promotes a lifestyle centered on mindful self-care, suggesting that beauty should be uncomplicated and seamlessly integrated into daily routines. By focusing on essential skincare, Typology differentiates itself from brands that offer extensive product lines and elaborate routines, appealing to consumers who seek efficiency and transparency. # Product The featured product is a tinted serum by Typology, designed to enhance skin appearance with an immediate healthy glow. The serum offers an 'effet bonne mine immédiat,' suggesting it provides an instant radiant complexion. The ad also highlights its long-term benefits as an 'antioxidant care,' indicating that the serum works to protect and nourish the skin over time. The serum is applied directly to the face and massaged in, demonstrating its easy integration into a daily skincare routine. The advertisement conveys that this serum is a simple yet effective solution for achieving both immediate cosmetic benefits and sustained skin health. # Visual style The ad has a clean, minimalist aesthetic with a focus on natural light and soft textures. The editing style is simple and straightforward with static shots and smooth transitions. The production quality feels polished, aligning with a high-end commercial vibe, while maintaining a sense of authenticity through the model's natural appearance and minimal makeup. The pacing is slow, with cuts occurring every 2-3 seconds, creating a calm and deliberate rhythm. Product actions are timed to subtle music beats. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with an overhead shot of a woman lying down, showcasing her bare face and hands resting on her stomach. - 00:01–00:03 The perspective shifts to a close-up of hands holding a dropper filled with a tinted serum. The serum is dispensed onto the fingers of the hand. - 00:03–00:09 The camera cuts to a woman sitting on a pink rug, applying the serum to her face. She massages it in with upward strokes, focusing on her cheeks and forehead. - 00:09–00:12 Finally, a text overlay appears, showcasing the brand name Typology.

# Ad summary This ad showcases the Typology T21 tinted eye cream and how it can be used to reduce the appearance of dark circles, eye bags, and imperfections. The ad features a woman applying the eye cream with a brush, emphasizing its lightweight texture and ability to leave the skin luminous. # Brand positioning Typology is presented as a beauty brand that focuses on effective skincare solutions with a minimalist approach. The brand aligns with a lifestyle that values simplicity and long-term skin health. The brand is positioned as offering products that deliver perfect coverage without heaviness or a noticeable feel, emphasizing natural beauty and a luminous complexion. The brand promotes functional benefits such as reducing dark circles, puffiness, and imperfections over time, which places Typology in a functional and effective space within the beauty market. # Product The advertised product is the Typology T21 tinted eye cream. This eye cream contains caffeine and niacinamide, ingredients that help reduce the appearance of dark circles, eye bags, and imperfections over time. The product is applied using a small amount, which is then blended with a brush. It offers perfect coverage without creating a heavy feel and leaves the skin luminous. The ad promotes the cream as an effective solution for improving the skin's appearance around the eyes, addressing concerns about dark circles, puffiness, and skin imperfections without the need for heavy makeup. # Visual style The ad has a natural, polished aesthetic with a clean and bright feel. The editing style consists of quick cuts and static shots with smooth transitions. The production quality feels like a polished commercial with a touch of UGC, suggesting authenticity. The pacing is consistent, maintaining a moderate rhythm that aligns with the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:10 A fair-skinned woman applies small dots of tinted eye cream to the skin under her eyes and around her mouth. - 00:00–00:03 The woman states that it's her favorite concealer of all time, implying her satisfaction and reliance on the product, and positions the product as a staple in her routine. - 00:02–00:04 The woman applies a small drop of product to her hand, and uses a small brush to blend the product. - 00:03–00:10 The woman states the product contains caffeine and niacinamide, and that the product helps reduce the appearance of dark circles, eye bags, and imperfections long term. - 00:10–00:13 The woman blends in the product around her eye and mouth with a small brush. - 00:11–00:14 The woman states that she applies a small amount of the product, which she blends with a brush. - 00:14–00:19 The woman continues blending the product and states that it offers perfect coverage without a heavy feel and leaves her skin luminous. - 00:19–00:21 The woman holds up the product. - 00:21–00:22 The woman smiles at the camera. - 00:22–00:25 The woman blows a kiss to the camera.

# Ad summary The ad features a woman applying Typology's tinted SPF 50 face sunscreen, highlighting its dual benefits of sun protection and providing a radiant complexion. # Brand positioning Typology is presented as a brand that focuses on simple, effective skincare solutions. The brand name itself suggests a scientific, systematic approach, emphasizing personalized skincare based on individual skin "types." The minimalist aesthetic of the ad, with its clean backdrop and straightforward demonstration, reinforces a functional, no-frills approach to beauty. The brand seems to position itself against overly complex or extravagant skincare routines, instead promoting essential products that cater to daily needs. # Product The featured product is a tinted SPF 50 face sunscreen by Typology, designed for daily use. The product's primary function is sun protection, as highlighted by the "SPF 50" text overlay throughout the ad. In addition to sun protection, the product is advertised as providing "éclat," suggesting a radiant, glowing complexion. The ad demonstrates the product's application, showing it being dotted across the face and then massaged in, indicating a lightweight texture and easy absorption. The visual presentation of the product creates the impression of a dual-benefit item that combines skincare with cosmetic enhancement. # Visual style The ad features a clean, minimalist aesthetic with a focus on the product and its application. The editing is simple with smooth transitions and static shots. The production quality appears polished, with natural lighting and soft textures, aiming for a refined yet accessible feel. The pacing is moderate, allowing viewers to clearly see the product and the application process. The visuals are timed to match the tempo of the background music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The ad begins with a woman lying on a furry rug and product applied in dots on her face. This shot introduces the product and its application. - 00:05–00:12 00:05–00:12 The woman massages the product into her face. The messaging highlights the ease of use. - 00:12–00:17 00:12–00:17 The camera zooms out to reveal the full scene, then the text “Typology” is presented. The messaging is that Typology offers a solution for daily facial sun protection.

# Ad summary A woman is shown applying a daily cream with SPF protection and promoting Typology. # Brand positioning Typology is presented as a minimalist and essential skincare brand that offers simple and effective solutions for daily needs. The brand aligns with a lifestyle of simplicity and balance, promoting the idea that less is more. It pushes against the norm of complex skincare routines and offers a straightforward approach. The brand positioning is both functional, providing essential care and sun protection, and emotional, offering a sense of freedom and balance. # Product The featured product is a daily cream blended with a strong SPF, offering both essential skincare and complete sun protection in one product. This blend is designed for individuals who seek simplicity and balance in their skincare routine. The product addresses the compromise of having to choose between skincare and sun protection by combining both needs into a single necessity. The ad emphasizes that blending a daily cream with a strong SPF should not be a compromise, positioning the product as a solution that meets both needs effectively. # Visual style The ad has a clean and minimalist aesthetic, with a white backdrop and soft lighting. The editing style is smooth with a natural feel, resembling UGC content. The production quality is high, but it maintains a simple and authentic tone. The pacing is slow and deliberate, with a focus on showcasing the product and the woman's natural beauty. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a woman lying on a furry white rug with a white backdrop, setting a minimalist and clean tone. She is looking directly at the camera. - 00:02–00:04 00:02–00:04: The woman is shown squeezing a product from a silver tube onto her hand. The message is that blending daily cream with SPF shouldn't be a compromise. - 00:04–00:07 00:04–00:07: The woman is sitting up and looking at the camera, while the voiceover states that she has finally found the balance. - 00:07–00:15 00:07–00:15: The woman applies the product to her face. The ad ends with the brand name, Typology, displayed on the screen.

# Ad summary A model applies Typology tinted serum while sitting on a pink shag carpet. The ad uses French text overlays. # Brand positioning Typology is presented as a brand that offers antioxidant skincare. The overall tone of the brand is clean and simple. They are selling the product as a way to have an immediate healthy glow. # Product The product shown is a tinted serum. The ad positions the product as an antioxidant skincare product that offers an immediate healthy glow. The product is applied using a dropper. # Visual style The ad is shot using studio lighting. The editing style uses quick cuts and static shots. The production quality is polished. The pacing is consistent. Visuals sync with the beat of the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A model sits on a white surface and then pink serum is dropped onto her hand. - 00:02–00:09 The model applies the pink serum to her face. - 00:09–00:11 The screen reads "Typology."

# Ad summary This ad showcases Typology's SPF 50 and Eclat products. A fair-skinned woman applies dabs of the SPF 50 and Eclat formulas to her face. She then rubs the products in. # Brand positioning Typology is presented as a skincare brand focused on simplicity and effectiveness. The brand aesthetic is clean and minimal, emphasizing the products themselves. Typology seems to push against overly complex routines, promoting a straightforward approach to skincare. The brand positions itself with functional benefits, highlighting the SPF 50 and the radiance-boosting qualities of the Eclat line. By using neutral color palettes and natural lighting, the brand aligns itself with a lifestyle of conscious simplicity and an appreciation for natural beauty. # Product The ad features two products: Typology's SPF 50 and Eclat. SPF 50 is a sunscreen product that provides high-level protection from the sun's harmful rays. The bottle is a square, frosted glass bottle with a dropper. Eclat is a radiance-boosting product, as suggested by the French word "Eclat," meaning radiance or glow. It is packaged in a similar frosted glass bottle as the SPF 50, but the liquid appears to be a rose color. Both are presented as easy to use, incorporating seamlessly into a simple skincare routine. The ad addresses the purchase barrier of understanding and incorporating multiple skincare products by showing how both products can be easily added to an everyday routine. # Visual style The ad has a clean, minimal aesthetic with bright, natural lighting and a focus on the product itself. The editing style is simple with static shots and smooth zooms. The production quality is polished and professional, giving the ad a high-end commercial feel. The pacing is slow, with about four cuts per minute, creating a calm and deliberate rhythm. The visuals of the droplets sync with the beat of the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a blurry image of a woman sitting on a pink fuzzy rug in front of a solid white background. In the corners of the shot are the words, "SPF 50" and "ECLAT". - 00:01–00:02 The image goes into focus as the shot zooms in on a person's leg. This moment is meant to tease the audience to keep watching. - 00:02–00:03 The shot zooms in on the product. This gives the audience a better look at the brand and bottle. - 00:03–00:05 The shot zooms in further on the face of the woman who is applying the drops to her face. - 00:05–00:07 The shot shows the dropper applying the product to the woman's face. - 00:07–00:09 The shot shows different products dabbed on the woman's face. This visually demonstrates how to use the products together. - 00:09–00:10 The shot zooms in on the model's eyes as the music intensifies, meant to draw the viewer in. - 00:10–00:13 The model rubs the products into her skin to blend them together. This shows the audience how to properly use the products. - 00:13–00:16 The camera pans out from the model's face as she continues to rub the products into her skin. It emphasizes the feeling of her face and the overall experience. - 00:16–00:20 The model is seen lying down as the brand name appears on the screen to solidify it in the minds of the viewers.

# Ad summary This ad promotes Typology products for the face and lips. A content creator applies the tinted serum and concentrate illuminator to her face, showcasing the illuminating effects of the product on one side of her face, followed by a tinted lip balm. # Brand positioning Typology presents itself as a brand focused on minimalist, effective skincare and makeup solutions. The brand aims to occupy the space of simple, clean beauty, with a focus on key ingredients like Vitamin C, squalane, hyaluronic acid and aloe vera. The brand emphasizes functionality by focusing on skincare benefits, easy-to-understand formulations, and visible results. Its use of minimalist packaging and understated branding further supports this positioning, appealing to consumers who value a less-is-more approach to beauty and self-care. # Product The ad features three Typology products. First, the Sérum Teinté (Tinted Serum) Type 2 Clair T10, a light coverage serum with Vitamin C, squalane, and aloe vera. This product aims to provide a natural-looking tint while offering skincare benefits. The concentrate illuminateur (illuminating concentrate) contains Vitamin C 5% and aloe vera. Finally, the ad showcases the tinted lip balm, formulated with hyaluronic acid and ceramide, designed to hydrate the lips while leaving a subtle tint and luminous finish. # Visual style The ad has a polished and clean aesthetic, typical of beauty and skincare content. It features a bright, evenly lit setting with a focus on showcasing the model's skin. The editing style consists of quick cuts to maintain a dynamic pace, with smooth transitions between shots. The overall production quality gives a professional commercial feel, aiming to convey credibility and quality. The ad maintains a consistent pace of approximately 20 cuts per minute, which helps keep the viewer engaged throughout the video. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The creator introduces the Typology trio of products and establishes the ad's premise. - 00:03–00:08 The creator begins by showing the Sérum Teinté T10 and states it includes Vitamin C, squalane, and aloe vera. - 00:08–00:11 The creator applies the tinted serum to one side of her face only so that the audience can see the difference. - 00:11–00:17 The creator shows the Concentré Illuminateur, stating she will mix it with her serum, and that it also includes Vitamin C and aloe vera. - 00:17–00:21 She then applies the serum-illuminator mix to the other side of her face, noting how it catches the light and visually smooths her skin. - 00:21–00:23 The creator points out how well the two products look together. - 00:23–00:33 The creator introduces the tinted lip balm, stating that it contains hyaluronic acid and ceramide, which hydrates, tints, and leaves a hyper-luminous finish. - 00:33–00:36 The creator states that she is a fan of the results.

# Ad summary The ad features a woman in Paris demonstrating how she uses the Typology Tinted Trio to achieve a quick, effortless makeup look. She highlights the skincare benefits of the products and how they help her look put together in just five minutes. # Brand positioning Typology is presented as a brand that aligns with the values of simplicity and efficiency in beauty routines. It is positioned for individuals who want to look put-together without spending too much time on makeup. The brand promotes a lifestyle that is fresh, natural, and effortless, pushing against the norms of complicated, time-consuming makeup routines. The brand focuses on skincare with added tint, combining functional benefits with an emotional appeal of ease and natural beauty. # Product The Typology Tinted Trio consists of three products: a tinted serum with Vitamin C and Aloe Vera, a concealer with caffeine and niacinamide, and a lip oil with Vitamin E and Jojoba oil. The tinted serum evens out the complexion, allowing users to skip foundation entirely. The concealer brightens and helps reduce puffiness under the eyes. The lip oil hydrates and adds a natural flush of color. These products are lightweight, so the skin still feels like skin, and the entire routine takes less than five minutes. The trio addresses the barrier of time-consuming makeup routines by offering a simplified, efficient approach to beauty. # Visual style The ad has a polished, natural aesthetic with bright lighting and clear shots. The editing style consists of quick cuts to highlight different product applications and benefits. The overall production quality is high, giving it a commercial feel with a personal touch, aiming to resonate with a sophisticated audience. The pacing is moderate, with cuts timed to highlight key points in the voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The video opens with the creator stating that in Paris, people don't have time for full makeup routines but are still expected to look put together. This sets the stage for a quick, effortless beauty solution, highlighting the problem and hinting at the product's value proposition from the creator's perspective, using a relatable scenario. - 00:04–00:06 00:04–00:06 The creator mentions that she has simplified her routine over time. This suggests a personal journey and emphasizes the value of simplicity, which is part of her persona as someone who values effortless style and efficiency. - 00:06–00:09 00:06–00:09 The creator introduces the Typology Tinted Trio and its components. This serves as a product reveal and introduces the brand by name, creating brand recognition while positioning the product as a solution. - 00:09–00:11 00:09–00:11 The creator states that the trio has completely replaced her makeup routine. This serves as a strong testimonial, reinforcing the product's effectiveness and highlighting its benefit as a replacement for a full makeup routine. - 00:11–00:13 00:11–00:13 The creator clarifies that it's actually skincare with just a tint. This highlights the dual benefit of skincare and makeup, differentiating the product from traditional makeup and emphasizing its skin-friendly nature. - 00:13–00:18 00:13–00:18 The creator details the tinted serum, explaining it contains Vitamin C and evens out the complexion, allowing users to skip foundation entirely. This elaborates on the product's features and specific benefits, providing practical reasons to use it. - 00:18–00:23 00:18–00:23 The creator discusses the concealer, noting that it contains caffeine and niacinamide, which brighten and help reduce puffiness under the eyes. This highlights the product's unique ingredients and specific skincare benefits, justifying its value. - 00:23–00:28 00:23–00:28 The creator explains that the lip oil contains Vitamin E and Jojoba oil, hydrating while adding a natural flush of color. This highlights the lip oil’s moisturizing and aesthetic benefits, making it appealing for everyday use. - 00:28–00:32 00:28–00:32 The creator mentions that the formulas are lightweight and clean, so skin still feels like skin. This emphasizes the product's comfortable feel and natural effect, addressing concerns about heavy makeup. - 00:32–00:36 00:32–00:36 The creator states that the routine takes less than five minutes, and the result is fresh, natural, and effortless. This reinforces the product's convenience and the desired outcome of a quick, natural look. - 00:37–00:40 00:37–00:40 The creator shares that she also uses the lip oil as blush. This demonstrates the product's versatility and offers an additional usage tip, increasing its appeal.