How Ulta Beauty Advertises on Meta

# Ad summary This ad features various Ulta Beauty products against a pink brick background. The ad is a product showcase promoting ULTA. # Brand positioning Ulta Beauty is a retail brand that curates various beauty, skincare, and wellness products from different brands. The brand aims to be a one-stop destination for beauty and wellness solutions, stocking both high-end and drugstore-level brands. The products are presented in a bright and engaging visual style. The ad highlights that Ulta stocks a variety of wellness products, including health supplements, makeup, and skincare products. # Product The ad features a curated selection of products available at Ulta Beauty. The products include: Olaplex No. 4C Clarifying Shampoo, AG1 Daily Foundational Nutrition Gut Support, a Rare Beauty by Selena Gomez makeup item, and a pink-tinted lip balm. These are everyday beauty and wellness products that are positioned to enhance the user's routine. Each product is presented as a key component for personal care and daily wellness needs. The ad is telling the viewer that these products are available for purchase at Ulta. # Visual style The ad features a bright and vibrant aesthetic with a flat lay presentation. The editing style is simple and static, with no camera movement or transitions. The production quality is polished, and the visual motifs include recurring product displays and the ULTA logo. The pacing is slow and consistent. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad displays different beauty and wellness products against a pink brick background.

# Ad summary This image ad from Ulta Beauty promotes a BOGO 50% off sale on select sun care products. The ad showcases various sun care products from different brands against a summery yellow background with the Ulta Beauty logo prominently displayed. # Brand positioning Ulta Beauty is presented as a one-stop destination for beauty and skincare needs. The brand aims to occupy a space in the consumer's mind as a retailer that provides a wide variety of products from different brands, all in one place, emphasizing convenience and choice. By offering promotions like 'BOGO 50% off,' Ulta positions itself as a place to find value and savings on essential sun care items. The brand aligns with a lifestyle of self-care and beauty maintenance, appealing to customers who are proactive about their skincare routine and enjoy experimenting with different brands. Ulta follows category norms by promoting seasonal skincare needs but differentiates itself through the variety of brands and promotional offers. # Product The ad features a selection of sun care products from various brands, all aimed at protecting and enhancing the skin. These include a mineral sunscreen stick for sun protection, a sunscreen fluid with SPF 50, a tanning foam to achieve a sun-kissed glow, a face moisturizer with SPF, and a sunless tanning mousse. Each product caters to different preferences, whether it's for sun protection or achieving a tan without sun exposure. The products are presented as solutions to maintain healthy and glowing skin, addressing the need for sun protection and the desire for a bronzed look. By showcasing a variety of brands and product types, the ad appeals to customers looking for diverse options and tailored solutions to their sun care needs. # Visual style The ad has a bright, summery aesthetic with a focus on product presentation and promotional messaging. The production quality is high, with well-lit product shots and a clean layout. The visual motif includes a circular frame and a bokeh effect, adding depth and visual interest. The image treatment appears to use color grading to enhance the warm tones and create a cohesive look. The typography is bold and legible, designed to grab attention in the feed. The ad mimics a platform-native style, resembling an Instagram post or story, enhancing scannability. # Hooks Headline: BOGO 50% off # 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 - The ad opens with a brightly colored background and the Ulta Beauty logo, immediately establishing the brand and setting a summery tone. The brand is presenting itself as a go-to destination for sun care products. - Next, the ad highlights the 'BOGO 50% off' promotion on select sun care products, offering a clear incentive for customers to purchase. The brand is communicating a time-sensitive offer to drive immediate action. - Finally, the ad displays a variety of sun care products from different brands, reinforcing the theme of choice and personalization with the phrase "Glow your own way". The brand is showcasing the variety of sun care options available to the consumer.

# Ad summary This ad from Ulta Beauty is promoting a 20% off sale at the New Hyde Park location on May 22-24. The ad features an assortment of beauty products arranged on top of a gift wrapped box. # Brand positioning Ulta Beauty is presented as a go-to destination for a variety of beauty and skincare products. The array of products featured in the ad suggests that Ulta offers a wide range of items, positioning itself as a comprehensive beauty retailer. By highlighting a specific in-store promotion, Ulta encourages customers to visit their physical location, reinforcing the idea of Ulta as a community beauty destination. The overall presentation is clean and appealing, suggesting a modern and accessible approach to beauty. # Product The ad showcases a variety of beauty products from different brands, all available at Ulta. The products include: A tinted serum in a light brown tube with a black cap and white text, a bottle of DECRED, a bottle of NOYZ MYLA DE PARFUM, a bottle of PEACH & LILY, a product from Polite Society, and a DIB product on top of a pink gift box with an orange ribbon. The gift box implies that Ulta offers products that are perfect for gifting. The variety of products on display suggests that Ulta caters to different beauty needs, from skincare to makeup. # Visual style The ad has a clean, bright, and promotional visual style. The use of a pastel pink background and a gift-wrapped box gives it a feminine and gift-oriented feel. The product arrangement is neat and organized, highlighting a selection of beauty products available at Ulta. The lighting is soft and even, contributing to the overall polished and inviting aesthetic. The visual style is platform-native, resembling an in-feed ad with a promotional focus, and the image treatment is bright and airy. # Hooks Headline: 20% off in store only # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The Ulta Beauty logo appears at the top, immediately establishing the brand behind the promotion. This is from the brand's POV to highlight their offering. - Next, the ad specifies the dates of the promotion, May 22-24, creating a sense of urgency for the customer. This section is shared from the brand's POV in order to provide key details. - The focal point is the text "20% off in store only," which highlights the key offer, along with the specification that it can only be redeemed in store. This callout is from the brand's POV to drive in-store traffic. - Below, the New Hyde Park address is provided, offering the customer all the relevant details needed. This serves the customer's POV by giving practical details to the interested customer. - At the bottom, a collection of beauty products from different brands are presented, showcasing the variety available at Ulta. This presentation is visually focused on the beauty products, aiming to encourage customers to take advantage of the sale, from the brand's POV.

# Ad summary This ad highlights beauty and skincare products from a specific Ulta Beauty location. The ad promotes the store's opening and provides its address, encouraging local customers to visit and purchase the featured products. # Brand positioning Ulta Beauty is presented as a go-to destination for a wide range of beauty and skincare products. The brand aims to occupy a space in the consumer's mind as a one-stop-shop for all beauty needs, offering a variety of products from different brands. It aligns with a lifestyle that values beauty and self-care, and it follows the category norms of providing a diverse selection of cosmetics, skincare, and beauty tools. The brand positioning is both functional, by offering a wide array of products, and emotional, by promoting self-expression and confidence through beauty. # Product The ad features a variety of beauty and skincare products from different brands. Included is the PEACH & LILY Glass Skin Discovery Kit, a collection of skincare products designed to achieve clear and radiant skin. Also shown is a medicube moisturizer for hydrating and soothing the skin, a bottle of Anua skincare product, and a spray bottle of hand sanitizer. A Morphe makeup brush set is displayed, offering a range of brushes for various makeup application techniques. Lastly, a pink lip gloss with the number 48 on the packaging and a pink perfume bottle with a pig-shaped speaker are included. The combination of these products suggests a comprehensive approach to beauty, from skincare to makeup, with an emphasis on quality and variety. # Visual style The ad features a bright and clean aesthetic with a solid pink background. The products are arranged in a visually appealing stack, creating a sense of abundance and variety. The lighting is soft and even, highlighting the products' textures and colors. The overall style is polished and professional, aiming to catch the viewer's eye with its simple yet attractive presentation. The ad has a platform-native style, resembling content that would be found in a shopping app. # Hooks Headline: We're Open! # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the Ulta Beauty logo and a message that they're open, communicating the store's operational status. This is told from the brand's perspective and aims to inform customers that the store is ready for business. - The ad then provides the specific address of the Ulta Beauty location in Clovis, California, giving potential customers the information they need to visit the store. This is also told from the brand's perspective and functions to guide local customers to the store. - The ad showcases a collection of various beauty and skincare products, visually highlighting the range of items available at Ulta Beauty. This is presented from the brand's perspective and aims to entice customers with the variety and quality of the products offered.

# Ad summary This image promotes Rare Beauty foundation. The image features Selena Gomez holding the product and facing towards the camera. # Brand positioning Rare Beauty is presented as a brand deeply intertwined with Selena Gomez's image. The brand aims to occupy a space of authentic beauty, leveraging the celebrity's personal values and relatability to resonate with customers. It promotes values of inclusivity and self-acceptance. By aligning the brand so closely with its founder, Rare Beauty potentially deviates from typical celebrity endorsements by emphasizing a more genuine connection. The brand’s positioning is primarily emotional, focusing on empowerment and the message of embracing individuality. # Product The product being advertised is Rare Beauty foundation, packaged in a cylindrical, light beige bottle with a pump dispenser. The foundation aims to address the challenge of finding a natural, skin-like finish. The ad focuses on the product's role in enhancing natural beauty, making it suitable for everyday wear. The product bottle features the (on-package label text) “Rare Beauty”. # Visual style The ad features a clean and polished studio-shot aesthetic, focusing on the subject without excessive visual distractions. The image treatment includes soft lighting, which contributes to a natural and flattering look. The typography is minimal, and the image leverages the celebrity founder to enhance scannability and stop power in the feed. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad showcases Selena Gomez holding the Rare Beauty foundation. This is intended to present the product as an accessible beauty staple. The audience is experiencing it from the brand's perspective.

# Ad summary This image ad promotes Rare Beauty foundation featuring Selena Gomez holding the product. # Brand positioning Rare Beauty is presented as a brand that emphasizes natural beauty and confidence. The brand is aligned with a modern and inclusive lifestyle, promoting self-acceptance and individuality. Rare Beauty likely pushes against the often unrealistic beauty standards perpetuated by competitors, opting for a functional positioning that highlights the product's ability to enhance natural features rather than mask them. # Product The product being advertised is a bottle of Rare Beauty foundation. The foundation is packaged in a cylindrical, light pink bottle with a pump dispenser. The ad focuses on the product’s ability to create a natural-looking complexion, enhancing the wearer’s existing features. The foundation is designed for everyday use and is promoted as being a lightweight and breathable formula. # Visual style The ad has a clean and polished visual style. The image is well-lit and focuses on the subject, Selena Gomez, and the Rare Beauty foundation. The color palette is soft and neutral, creating a natural and approachable aesthetic. The overall impression is one of understated elegance and effortless beauty. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up shot of Selena Gomez holding the Rare Beauty foundation. This is intended to immediately draw the viewer's attention to the product and its association with a well-known celebrity. The POV is from the brand. - The focus is on Selena Gomez's radiant complexion, showcasing the natural-looking coverage provided by the foundation. This is intended to demonstrate the product's effectiveness and appeal. The POV is from the brand. - The ad concludes with the product prominently displayed, reinforcing the brand's message of enhancing natural beauty and encouraging viewers to try the foundation. The POV is from the brand.

# Ad summary A product image showcases Coach's Cherry perfume. The perfume bottle is photographed up close, surrounded by fresh cherries, with the Coach logo in the top right corner. # Brand positioning Coach positions itself as a luxury brand with a sense of classic American style, blended with modern sensibilities. The use of high-quality materials and craftsmanship is implied through the perfume bottle's sleek design, as well as the Coach logo. The brand leverages an aspirational lifestyle, hinting at sophistication and timeless elegance. # Product The product featured is Coach's Cherry perfume. It comes in a glossy red glass bottle shaped like an orb with a solid, cylindrical red cap. The front of the bottle features an embossed design of the brand's logo, which includes a horse and carriage. A small, dark red tag with two gold-colored cherries hangs from a gold chain around the neck of the bottle. This perfume presents itself as a luxurious fragrance with a touch of playfulness, likely targeting consumers who appreciate high-end perfumes with a youthful twist. # Visual style The ad utilizes a polished, studio-shot aesthetic, emphasizing the product's luxury appeal. The visual motif revolves around a strong color story of red tones and the juxtaposition of the smooth glass bottle with the natural texture of fresh cherries. Image treatment includes background blurring, lighting effects to highlight the bottle's shine, and a color grade that deepens the red tones. The typography integration is clean and classic, reinforcing the brand's sophistication. This style contrasts with platform norms by presenting a high-design, carefully staged image meant to capture attention through its professional and stylized execution. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens with a medium shot of the Coach Cherry perfume bottle. The intent is to immediately showcase the product's aesthetic and draw the viewer's eye. This is told from the brand's perspective, highlighting the design and craftsmanship of the product. - Fresh cherries are arranged around the perfume bottle on a reflective surface. This reinforces the perfume's cherry scent and adds a sense of natural elegance. This is told from the brand's perspective, associating the perfume with natural, high-quality ingredients. - The Coach logo is prominently displayed in the upper right corner. The intent is to reinforce brand recognition and association with luxury. This is told from the brand's perspective, ensuring the audience knows who makes the product.

# Ad summary This ad features a close-up of a woman's lips as she applies different shades of lipstick from the Wet n Wild Fat Matte collection. The ad showcases the smooth application and matte finish of each color, and a song plays in the background. # Brand positioning Wet n Wild is presented as a fun and accessible brand that offers a wide range of colorful and trendy makeup products. The brand seems to appeal to younger consumers, prioritizing affordability and self-expression through makeup. By showcasing multiple shades and easy application, Wet n Wild encourages experimentation and playfulness with their products, pushing against the category norm of serious or high-end beauty. # Product The featured product is the Fat Matte Lipstick from Wet n Wild. It is presented as a lipstick that is easy to apply and provides a matte finish. The lipstick comes in a variety of shades, ranging from nudes to reds. It is applied directly from the tube and glides smoothly onto the lips. The product has a thick, chubby design that sets it apart from other lipsticks on the market. The ad showcases several different colors and highlights how easy the product is to use. Each shade showcased is named using terms such as 'coral cuddlin'', 'rose robe' and 'berry smooth' # Visual style The ad has a simple and clean aesthetic with a focus on showcasing the product in a straightforward manner. The editing style is fast-paced with quick cuts to highlight each shade of lipstick. The production quality is similar to UGC content, which contributes to an authentic feel. The visuals are center-framed. The pacing is quick with many cuts per minute. The cuts are timed to the music beats. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a very close shot of a person's lips, focusing intently on the area above the upper lip and below the base of the nose. - 00:00–00:02 The brand is featured here with the text "NEW Fat Matte try-on" - 00:00–00:02 The hand of a person that appears to be the same race is seen applying red lipstick on the lips, while an upbeat song plays in the background. This is shown in a close-up and the camera angle is head-on. - 00:02–00:31 The same shot is then repeated with different shades of lipstick, the names of which are shown as text overlays. The lipstick shades are nude, coral, brown, pink and red. - 00:30–00:31 The ad ends on a close-up of the lips painted with a berry shade of lipstick. The person smiles, showing off their teeth.

# Ad summary This Valentino Beauty ad features Aliousne Gadiaga reflecting on his grandfather. He shares that he didn't get to spend a lot of time with his grandfather, but he is his purpose. # Brand positioning Valentino Beauty presents itself as a brand that is closely associated with personal identity and heritage. The brand's values appear to be rooted in family connections, respect for elders, and the pursuit of personal aspirations. By sharing intimate stories of personal influence, Valentino seeks to create an emotional connection with its audience, positioning the brand as more than just a product, but as a reflection of one's values and journey. # Product Valentino Beauty presents a men's fragrance with a distinctive design. The bottle features a dark, studded exterior that fades into a purple gradient towards the base. The bottle design is visually striking, blending edgy and sophisticated elements. The ad does not explicitly mention the scent notes, ingredients, or intended use occasion. Instead, it focuses on associating the fragrance with values such as respect for heritage, aspiration, and identity. # Visual style The ad has a polished, commercial aesthetic with a focus on clean shots and professional lighting. The editing is smooth with static shots. The visuals and storytelling are aligned, with close-ups of the product intercut with Aliousne's personal story. The pacing is moderate. The audio-visual sync is maintained throughout the ad. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with Aliousne Gadiaga introducing himself and saying that his purpose is his grandfather, Aliousne Gadiaga. This declaration establishes a personal connection. - 00:05–00:09 Aliousne elaborates that he aspires to be like his grandfather every day, even though he didn't get to spend a lot of time with him. This adds a sentimental tone to the ad. - 00:12–00:14 Aliousne concludes by reiterating that his grandfather is his purpose. This reinforces the emotional connection and emphasizes the brand's message.

# Ad summary This ad features a middle-aged woman who uses and recommends Futurecode Booster to enrich and boost her skin. # Brand positioning Dermalogica is presented as a brand for those, like the creator, who are in their 50s. The ad implies that the brand aligns with a lifestyle of prioritizing skincare that works with wrinkles rather than against them, while still enriching and boosting the skin. Dermalogica is positioned in the market as an incredible addition to daily skincare routines. # Product The featured product is Futurecode Booster, exclusively available at Ulta Beauty. The creator states that she has been using the product for about a week and is impressed with the results. She says that it makes her skin look and feel more smooth, with a more even skin tone and a healthy glow. The product is presented as a solution for those in their 50s looking to enrich and boost their skin. # Visual style The ad's overall aesthetic is casual, with natural lighting and static shots. The editing style is simple with smooth transitions. The production quality is UGC-like, giving it an authentic and relatable feel. The pacing is consistent at around 10 CPM. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Shop Futurecode Booster at Ulta Beauty # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The creator holds a bottle of Futurecode Booster, and tells the viewer that she has been using it for about a week, and directs the viewer to look at her skin. This is intended to pique the viewer’s interest in the product by showcasing its potential results on the creator’s skin, establishing her as a credible user. - 00:03–00:05 00:03–00:05 She acknowledges that she is in her fifties, which suggests that she's in the target demographic. The speaker directly addresses viewers who may share similar skincare needs related to aging. This moment builds authenticity and relatability by framing her experience with a problem the target audience may share. - 00:05–00:12 00:05–00:12 She says that she needs to work with the wrinkles, enrich her skin, and boost her skin, while demonstrating how to apply the product. The intention here is to show how the product addresses the skin concerns of mature skin and is conveyed through her tone of satisfaction as she massages the serum into her face. - 00:12–00:17 00:12–00:17 The creator says that she is really impressed and that her skin looks and feels smoother and has a more even skin tone and glow. This is intended to build trust by sharing the creator's satisfaction with the product and highlighting the positive outcomes. - 00:17–00:25 00:17–00:25 The creator concludes the ad by saying that Futurecode Booster has been an incredible addition to her routine and suggests that it can support other people's skin as well. She also points out that it is exclusively available at Ulta Beauty. This acts as a call to action by encouraging viewers to incorporate the product into their skincare routines.

# Ad summary The ad features Tom Holland as he describes the scent of a fragrance. The ad opens with Holland sitting on a chair in front of a green screen. He then smells the fragrance from a tester and describes the scent as woody and green. The ad ends with a shot of the Prada fragrance bottle. # Brand positioning Prada presents itself as a high-end brand with luxury fragrances for men. The brand aligns itself with a sophisticated and modern lifestyle, emphasizing nature through the "woody" and "green" notes of their fragrances. The brand also focuses on traditional methods and quality craftsmanship, making its product worth buying for its refined and unique scents. # Product Prada Paradigm is a new refillable fragrance. According to the ad, the scent is "woody", "warm wood, like a cedar or something," and "green." The fragrance is positioned as a high-quality scent with natural notes, making it a unique choice for those who appreciate fine fragrances. # Visual style The ad has a clean and polished aesthetic. The shots are well-lit, and the color grading is minimal. The editing rhythm is slow and deliberate, with static shots and smooth transitions. The ad has a polished commercial production quality. The pace stays consistent throughout the ad, creating a calm and refined viewing experience. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with Tom Holland sitting on a chair in front of a green screen, setting a simple and focused stage. - 00:01–00:05 00:01–00:05: Tom Holland is shown in a close-up shot as he smells a fragrance tester. He expresses his initial reaction with "Oh wow. It's lovely. It's very woody," conveying a sense of pleasant surprise and appreciation for the scent. This captures his genuine first impression and draws the audience into experiencing the fragrance through his senses. - 00:05–00:08 00:05–00:08: Tom Holland continues to describe the fragrance, saying, "like a warm wood, like a cedar or something." This reinforces the woody scent profile and provides more specific olfactory cues, creating a deeper connection with the audience by appealing to their imagination. - 00:08–00:11 00:08–00:11: Tom Holland concludes his description with "It's very green, it's really nice." This adds another layer to the scent profile, highlighting its natural and refreshing qualities, and reinforces the overall positive impression of the fragrance. - 00:12–00:14 00:12–00:14: A close-up shot of the Prada Paradigm fragrance bottle appears, showcasing its design and the green liquid inside. Text overlays display the product name and highlight that it is a new refillable fragrance, emphasizing the brand and product offering.

# Ad summary The ad features a woman demonstrating a bronzing duo by Too Faced, consisting of a bronzing stick and matte bronzer. She applies both products, highlighting their blendability and blurring effect, and emphasizing the sun-kissed finish. # Brand positioning Too Faced is presented as a brand that offers high-quality bronzing makeup products, focusing on ease of use and superior results. The ad showcases the brand's commitment to providing products that not only enhance the user's appearance but also deliver a smooth and flawless finish. The brand positions itself as a solution for achieving a sun-kissed look with products that are buildable, blendable, and blur imperfections, making beauty routines more accessible and effective for a broad audience. # Product The ad promotes the Too Faced bronzing duo, which includes the Chocolate Bronzing Stick and the Chocolate Soleil Matte Bronzer. The bronzing stick is described as having buildable coverage and being super easy to blend. The matte bronzer is highlighted for its blurring effect, giving the user the smoothest complexion. Together, these products provide a sun-kissed look, allowing users to achieve a naturally bronzed complexion with added benefits of a smooth and flawless finish. The products are shown in use, demonstrating how they enhance the skin's appearance and are suitable for anyone looking for an easy and effective bronzing solution. # Visual style The ad has a polished, commercial aesthetic with bright, natural lighting and smooth transitions. The editing style includes a mix of static shots and quick cuts to maintain viewer engagement. The overall production quality is high-end, supporting the intended tone and audience. The pacing is consistent, with a moderate cut rate that emphasizes key product actions and benefits. The audio-visual sync is well-coordinated, with cuts and text timed to coincide with voiceover lines. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad begins with the creator applying bronzer to her face. - 00:03–00:06 The creator identifies and promotes the product. - 00:06–00:12 The creator applies bronzer and promotes the product's features, emphasizing its blendability and scent. - 00:12–00:15 The creator begins promoting the product and applying it to her face. - 00:15–00:20 The creator continues to apply the product to her face. - 00:20–00:25 The creator highlights the products blurring effects and promotes the end result. - 00:25–00:29 The creator ends the ad promoting the product and the bronzing duo.

# Ad summary A UGC-style advertisement featuring a creator promoting NYX Professional Makeup Fat Matte Lipstick products, showcasing their lightweight feel, rich color saturation, and moisturizing properties for a wedding-day look. # Brand positioning NYX Professional Makeup is presented as a go-to brand for affordable, high-quality makeup that is on par with more luxury brands. The brand is positioning itself as providing accessible, professional-grade cosmetics that can meet the demands of important life events. This is functional because the ad highlights quality ingredients and long-lasting wear; the brand also aligns with emotional value by connecting beauty with self-assurance, especially for significant moments. # Product NYX Professional Makeup's Fat Matte Lipstick is presented as a game-changing product for anyone seeking long-lasting, comfortable, and high-impact lip color. Described as having a whipped texture and infused with raspberry oil, these lipsticks aim to keep lips moisturized while delivering super bold color that doesn't crack or dry out. This product is for anyone seeking a comfortable wear and high color payoff. The featured lipstick addresses common concerns around matte lipsticks, such as dryness and cracking, by offering a formula that feels weightless, flexible, and hydrating. The ad emphasizes that the lipstick provides a lightweight, whipped texture, and bold color saturation, making it ideal for all-day wear without sacrificing comfort. # Visual style The ad has a polished, commercial aesthetic, with a well-lit environment and clear visuals. Editing involves quick cuts to maintain a fast pace. There are also seamless transitions between shots. The quick cuts, which happen roughly every 2-3 seconds, match the fast pace of the trending song. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Let me know what products I should try for my bridal era. # Point of view - [object Object] # Storyline - 00:00–00:03 A woman introduces herself as recently engaged and states she is entering her 'bridal era'. - 00:03–00:08 The woman shares she is partnering with NYX Professional Makeup and wonders if the NYX Fat Matte Lipsticks will be her go-to lippie for her big day. - 00:08–00:11 She swatches one shade on her hand and states that her first impressions are that it feels super lightweight and not dry at all. - 00:11–00:16 She applies the lippie and says that for her big day, she needs something that stays on all day and is super flexible. - 00:16–00:18 She states she loves that it has a whipped texture. - 00:18–00:23 She applies a different color to her lips and states that the color saturation is incredible. - 00:23–00:25 She shares that the color payoff is incredible, super bold, and that it doesn't crack. - 00:25–00:29 She says it's important to her because she needs to have a lip that she is super comfortable with. - 00:29–00:32 She ends by sharing that the lipsticks are infused with raspberry oil, so she knows they will keep her lips moisturized. - 00:32–00:35 She concludes the advertisement by asking what products she should try for her 'bridal era'.

# Ad summary A woman demonstrates how Matrix XXL Volume Mousse volumizes her hair. She shows her hair limp and flat, and then uses the product before styling with a brush and hair dryer. After styling, her hair is voluminous. # Brand positioning Matrix is presented as a brand offering salon-quality hair volumizing and texturizing products. The brand occupies a space in the consumer's mind as a provider of effective solutions for achieving big, soft hair without the undesirable crunchy texture often associated with mousse products. The brand presents itself as pushing against the norm of crunchy hair texture by offering an alternative that delivers volume and softness simultaneously. Its positioning is functional, focusing on performance and achieving specific hair goals while maintaining a pleasant feel. # Product The featured product is Matrix's XXL Big and Soft Mousse, designed to volumize and soften hair without leaving a crunchy texture. It aims to double the hair's volume, providing a noticeable difference for users who struggle with flat or lifeless hair. This product is for individuals who desire voluminous hair but dislike the stiffness or unnatural feel that some mousses can cause. The mousse is applied to wet hair before styling with a blow dryer and round brush. The ad addresses the common purchase barrier of mousse leaving hair feeling crunchy by explicitly stating that this product avoids that issue, offering a softer, more natural feel. # Visual style The ad has a casual, UGC-style aesthetic. The editing is simple with jump cuts, and the production quality has a home-made feel, which supports the authentic tone of a customer review. The pacing is moderate, with cuts timed to match the speaker's changes in expression. # Benefits - [object Object] # Features - [object Object] # Call to action Just get it at Ulta Beauty # Point of view - [object Object] # Storyline - 00:00–00:01 The creator runs her hands through her hair, showing it flat and limp. - 00:01–00:02 00:01–00:02 The creator is surprised that her hair does not get this big. This is said from the creator's perspective, and is designed to introduce the problem. - 00:02–00:04 00:02–00:04 The creator shows the Matrix XXL Big and Soft Mousse product. She demonstrates how the mousse comes out of the bottle into her hand. This is from the creator's point of view, demonstrating the product. - 00:04–00:08 00:04–00:08 The creator rubs the product into her wet hair before styling. This is from the creator's point of view, showing how to use the product. - 00:08–00:12 00:08–00:12 The creator styles her hair with the product, which results in significant volume. - 00:12–00:14 00:12–00:14 The creator talks about how big her hair is using the product. This is from the creator's point of view, designed to convey her satisfaction with the product. - 00:14–00:16 00:14–00:16 The creator holds both the mousse and hairspray products to encourage the viewer to purchase the products.

# Ad summary This ad demonstrates and displays different colors of lipsticks. The products are Color Suave Fat Matte lipsticks. # Brand positioning The brand presented is Color Suave. The ad focuses on lip products, showcasing a variety of lipstick colors and their matte finish. The brand positions itself in the beauty market by offering high-pigment lipsticks in a crayon format. The brand aligns with a playful and trendy lifestyle, encouraging customers to express themselves through vibrant colors. The brand positioning is functional, focusing on the product's quality, color, and ease of use. The product showcased, 'Fat Matte' crayon lipstick, has bold color. # Product The featured product is Color Suave's 'Fat Matte' crayon lipstick. This lipstick is designed for easy and precise application, thanks to its crayon-like format. The lipstick is presented as highly pigmented and providing a matte finish. It caters to individuals looking for bold, statement-making lip colors with long lasting color. The available colors shown include: Fuzzy Flame, Scarlet Snuggles, Berry Smooth, Mauve Cloud, Flamingo Feather, Blush Blanket, Pink Puff, Coral Cuddlin', Rose Robe, Cocoa Cuddles, and Plushin' Plum. # Visual style The ad features a bright and clean aesthetic, with a focus on showcasing the lipstick product. The editing style involves quick cuts, transitioning smoothly between different shades being applied. The production quality has a polished, commercial feel, suggesting a higher-end presentation. There are no specific visual motifs other than the focus on the lips during lipstick application. The pacing is relatively quick, with cuts timed to the background music, maintaining a consistent rhythm throughout the ad. # 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 close-up of a woman's lips as she applies a bright red lipstick. - 00:02–00:04 The next shot shows a different woman applying a peach colored lipstick. - 00:04–00:06 The next shot shows a different woman applying a light pink lipstick. - 00:07–00:08 The next shot shows a different woman applying a brown lipstick. - 00:09–00:11 The next shot shows a different woman applying a dark pink lipstick. - 00:11–00:13 The next shot shows a different woman applying a bright pink lipstick. - 00:13–00:15 The next shot shows a different woman applying a muted pink lipstick. - 00:16–00:18 The next shot shows a different woman applying a bright pink lipstick. - 00:18–00:20 The next shot shows a different woman applying a bright red lipstick. - 00:21–00:23 The next shot shows a different woman applying a plum lipstick. - 00:24–00:26 The next shot shows a different woman applying a light red lipstick. - 00:27–00:30 The next shot shows a different woman applying a dark red lipstick.

# Ad summary A UGC style ad for the NYX Fat Matte lipstick, where a woman talks about how she is looking for the right lipstick for her big day, because she just got engaged. She shows the NYX Fat Matte lipsticks, noting how they are lightweight, don't dry the lips out, stay on all day, are flexible, have a whipped texture, and have a great color payoff. She notes that they are also infused with raspberry oil, so they keep her lips moisturized, and asks for recommendations from viewers. # Brand positioning NYX Cosmetics is presented as a professional makeup brand that creates high-quality lipsticks for everyday use and special occasions. The ad focuses on the brand's ability to deliver comfortable, long-lasting color through its Fat Matte lipstick. It highlights the lipstick's moisturizing properties and raspberry oil infusion, positioning NYX as a brand that cares about lip health in addition to color and boldness. By partnering with the creator as she enters her "Bridal Era", NYX is able to showcase that it is a brand for customers to count on for all of their milestones in life. # Product The NYX Professional Makeup Fat Matte lipstick is a lipstick in crayon form with a whipped texture that delivers a smooth, lightweight, non-drying, and flexible matte finish. It is designed for all-day wear and infused with raspberry oil to keep lips moisturized. The ad highlights that its color payoff is incredible, super bold, and doesn't crack, making it ideal for occasions such as the user's wedding day. The crayon lipstick shown in the ad has a thick barrel and comes in three shades: a bright red, a light nude, and a dark nude. # Visual style The ad has a clean and polished aesthetic, typical of beauty content on platforms like Instagram and TikTok. Editing includes a mix of quick cuts and static shots to maintain an engaging pace, at approximately 24 cuts per minute. The production quality is high-end, with smooth transitions that align with voiceover and product actions. Lighting is bright and even, creating a professional look suitable for promoting beauty products. The overall visual motif centers on clear product demos and close-ups of the creator, enhancing credibility and engagement. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Let me know what products I should try from my brittle era. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The creator announces that she recently got engaged and is entering her "bridal era." This message is conveyed through her excited tone and display of her engagement ring. - 00:03–00:05 00:03–00:05 The creator introduces the fact that she's partnering with NYX Professional Makeup. This message is conveyed as a matter-of-fact statement, and is a continuation of the last sentiment. - 00:05–00:08 00:05–00:08 The creator shows multiple shades of NYX Fat Matte lipsticks to determine if they will be her go-to lippies for her big day. This is delivered in a hopeful and excited manner to set up the rest of her ad. - 00:09–00:11 00:09–00:11 The creator shares her first impressions of the lipstick, mentioning that it is super lightweight and not dry at all. She is speaking from a customer point-of-view, sharing the positives from the product. - 00:11–00:15 00:11–00:15 The creator explains the need for something that stays on all day and is super flexible. She is speaking from a customer point-of-view, as she uses it as her makeup for the day. - 00:16–00:22 00:16–00:22 The creator highlights her love for its whipped texture and the saturation of the colors. She's literally obsessed with its color payoff. This is delivered in an excited manner as if to persuade others that they should use the product. - 00:23–00:28 00:23–00:28 The creator says the lipstick is super bold, but it does not crack and that is important for her big day because she needs to have a lip that she feels comfortable with. She is delivering the facts about the product as if to highlight the benefits. - 00:28–00:32 00:28–00:32 The creator highlights that the product is infused with raspberry oil to help keep her lips moisturized, which is an additional benefit of the product. She continues to speak as a customer, as if to reassure potential buyers. - 00:32–00:35 00:32–00:35 The creator asks her audience what products they think she should try for her bridal era. This serves as a soft CTA to encourage engagement and responses from viewers.

# Ad summary This ad features a woman demonstrating how to achieve a big and soft blowout using Matrix Food For Soft XXL Big 'N Soft Mousse. She shows the application process and the final result. # Brand positioning Matrix presents itself as a professional haircare brand offering products designed to achieve salon-quality results at home. The brand promotes a balance of care and style, focusing on products that not only enhance the hair's appearance but also nourish it. The brand's positioning is both functional, delivering specific hair benefits like volume and softness, and emotional, promising a confident and stylish look without the drawbacks of stiffness or crunchiness. The brand seems to ignore the trend of minimalist packaging, opting for a bright green can. The brand is also pushing against the category norm of achieving hair volume using products that result in stiff hair. # Product Matrix Food For Soft XXL Big 'N Soft Mousse is a volumizing mousse designed for dry and flat hair. According to the ad, it provides "2 times the volume without that crunchy feeling." The mousse contains hyaluronic acid and avocado oil to moisturize and add softness, resulting in big, fluffy, and soft hair with zero crunch. The product is targeted towards people who want to achieve volume in their hair without compromising on softness and moisture. # Visual style The ad has a polished UGC feel, with a bright and clean aesthetic. It is filmed in portrait mode, ideal for mobile viewing. The editing includes quick cuts that match the pace of the voiceover. The production quality is high, with clear visuals and good lighting. The visual motifs include close-ups of the product and the woman's hair. The pacing is moderate, with cuts happening approximately every 1-2 seconds, syncing with the voiceover. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Get yours at Ulta Beauty. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator introduces the product and its benefits. - 00:01–00:03 The creator explains that if your blowouts don't last, it's probably because you're not using a volumizing mousse. - 00:03–00:08 She specifies that she is using the XXL Big 'N Soft Mousse by Matrix and then demonstrates how to apply the mousse from the roots to the ends of her hair. - 00:09–00:11 The creator states the product gives “two times the volume without that crunchy feeling.” - 00:11–00:14 The creator then says that she lets her hair cool and set in rollers after styling it. - 00:14–00:16 The creator highlights the ingredients of the mousse, which are hyaluronic acid and avocado oil. - 00:16–00:20 The creator concludes by summarizing the product’s benefits: “It’s giving big fluffy soft hair with zero crunch”, and recommends viewers “get yours at Ulta Beauty”.

# Ad summary This ad promotes Coach Cherry, a perfume, by showing the perfume and a cherry charm falling through abstract and colorful locations within a city. # Brand positioning Coach is positioned as a luxury brand, given the expensive looking perfume bottle. The ad shows the brand as urban due to the city landscape depicted in the advertisement. The brand is also playful, which is conveyed through the use of animation and the movement of the perfume bottle in the ad. # Product The product is the Coach Cherry perfume. It is packaged in a deep red bottle with the brand name engraved on the front. The bottle also features a small tag attached around the neck. The scent is implied to smell like cherries given the cherry charm shown at the beginning of the advertisement. The product is packaged and designed for women, given the perfume bottle shape, color, and overall tone of the ad. # Visual style The ad has a polished aesthetic with a high-end commercial feel. The video relies on smooth transitions and static shots. The video has a medium pace, with cuts that sync to the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts by showing a cherry charm. - 00:02–00:06 The charm falls to a perfume bottle. - 00:06–00:12 The bottle then falls down several stories of a building before landing on a park bench. - 00:12–00:14 The ad ends by showing the perfume bottle with cherries.

# Ad summary An ad showcasing the Morphe Bake & Set Loose Powder Quad, highlighting its curated customization and availability at Ulta Beauty. # Brand positioning Morphe is presented as a contemporary beauty brand, particularly focused on providing high-quality makeup products. The brand appears to be positioned as an innovator, offering unique and customizable options. The brand is also presented as widely available given the partnership with Ulta Beauty. # Product The ad features the Morphe Bake & Set Loose Powder Quad, described as a new product innovation that is an upgrade from the original best-selling powder. It is presented as being a curated collection of powders. The language highlights effortless customization, suggesting easy use and tailored results. The product is also promoted via Ulta Beauty. # Visual style The visual style is clean and minimalist, with a focus on the product. The lighting is bright, highlighting the product details. Soft color gradients add a touch of visual interest without distracting from the main subject. # Hooks Headline: BAKE & SET # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad showcases the new Morphe Bake & Set Loose Powder Quad and is presented as a top-level product introduction to capture attention by highlighting its key features and benefits, from the brand's perspective. - The ad is focused on the product's unique curated quads and effortless customization. This is intended to create interest and desire, from the brand's perspective. - The ad concludes by indicating the product's availability at Ulta Beauty, reinforcing accessibility and ease of purchase from the brand's perspective.

# Ad summary This Meta image ad promotes Morphe's 'Bake & Set' loose powder quad, emphasizing its best-selling status and curated quads for effortless customization, sold at Ulta Beauty. # Brand positioning Morphe is presented as a modern beauty brand focused on providing high-quality makeup products designed for effortless application and customization. The brand's association with Ulta Beauty implies accessibility and trustworthiness within the beauty market. By highlighting a 'best-selling powder,' the brand positions itself as a popular and reliable choice, appealing to consumers seeking proven and easy-to-use makeup solutions. Morphe’s positioning appears to focus on functional benefits like customization and ease of use, while also conveying a sense of trendiness and popularity. # Product The advertised product is the 'Bake & Set' loose powder quad by Morphe, designed for baking and setting makeup. It is described as a best-selling powder that is now available in curated quads for effortless customization. The product's availability at Ulta Beauty suggests accessibility and aligns it with a broad range of beauty consumers. The ad emphasizes the product's unique selling point (USP) as providing curated quads that allow for effortless customization, which addresses the purchase barrier of achieving a perfect makeup finish. The product is visually shown with a dual-ended brush, implying ease of application and versatility. # Visual style The ad has a clean, polished, and modern aesthetic. The image features soft lighting and pastel gradients, creating a visually appealing and gentle atmosphere. The composition is balanced with clear product placement and concise text. The overall style is designed to be easily scannable in-feed, with a focus on showcasing the product in a visually attractive way. # Hooks Headline: BAKE & SET # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by displaying the Morphe Bake & Set loose powder quad, highlighting its visual appeal and suggesting its premium quality. This is intended to immediately capture attention and establish the product as the focal point, from the brand's perspective. - Next, the ad introduces the key message that the powder is a 'best-selling powder' now available 'in curated quads for effortless customization.' This is designed to communicate the product's popularity and unique benefits, from the brand's perspective. - Finally, the ad includes the Ulta Beauty logo, reinforcing the product's availability and credibility through a trusted retailer, from the brand's perspective.