How Dossier Advertises on Meta

# Ad summary This Dossier ad uses a side-by-side comparison to illustrate how their fragrance line offers a similar experience to luxury fragrances at a more affordable price. The ad quickly alternates between different product comparisons while highlighting a coupon code. # Brand positioning Dossier is presented as a company that creates fragrances inspired by luxury perfumes, offering high-quality alternatives at affordable prices. The brand appears to stand for accessibility, simplicity and value. The brand's positioning seems to be both functional (offering fragrances that are similar to expensive ones) and emotional (allowing consumers to enjoy luxury scents without the high price tag). # Product The ad features Dossier's line of perfumes, highlighting their similarity to higher-end luxury fragrances. Each Dossier perfume is presented as an alternative to a specific popular perfume, offering the same scent profile at a fraction of the cost. The products are described as a "cleaner swap", implying that Dossier's fragrances are made with better or more transparent ingredients. The ad addresses the purchase barrier of high prices associated with luxury perfumes, by presenting Dossier as an accessible, budget-friendly alternative. # Visual style The ad features a clean and minimalist aesthetic with a white background. It includes static shots, with a focus on clear product presentation. The overall feel is polished and commercial, aiming to convey a sense of affordable luxury. The pacing is consistent, showcasing product comparisons in a simple, side-by-side format. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:09 00:00–00:09 The ad features side by side comparison of Dossier perfumes with their high end counterparts to show that their brand creates perfumes inspired by luxurious scents at an affordable price.

# Ad summary This ad showcases two Dossier perfume alternatives to designer fragrances. The ad presents a bottle of Dossier Citrus Ginger next to an inspiration fragrance, Bleu de Chanel, highlighting a significant price difference. # Brand positioning Dossier positions itself as a purveyor of luxury fragrance alternatives, offering scents inspired by high-end designer brands but at accessible prices. The brand implies that luxury can be attainable without overspending, allowing customers to experience premium scents without 'emptying their account.' Dossier offers a functional value proposition by providing similar fragrance experiences at a fraction of the cost. # Product The ad features two perfume options. First, 'Bleu De Chanel de Chanel,' is a well-known designer fragrance for men, encased in a dark, square bottle with 'BLEU' and 'CHANEL' printed on the label. Alongside it is Dossier 'Citrus Ginger,' presented in a clear, minimalist bottle with a silver cap. Dossier’s 'Citrus Ginger' is presented as a fresh fragrance. # Visual style The ad has a clean, minimalist aesthetic with a split-screen layout that directly compares two products. The image features flat product shots against a white background, emphasizing the clean lines and simple presentation of the Dossier bottle. The styling aims to highlight the affordability and accessibility of Dossier's brand, with a layout that is easy to scan and understand. # Hooks Headline: El Lujo De No Vaciar Tu Cuenta. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by suggesting luxury fragrances are available, as long as they don't 'empty your account.' This message from the brand sets the stage for accessible luxury. - The viewer is then shown the two perfumes, side by side, with visual proof of comparable fragrances at different price points. The brand is highlighting a cost-effective alternative to designer fragrances. - Finally, the viewer sees the prices and product names, re-emphasizing the value and options available from the brand. The brand closes by clearly underlining the pricing difference between its products and luxury brands.

# Ad summary This ad features a woman in a Boots store promoting Dossier fragrances as cruelty-free, clean, and affordable, now available for purchase in Boots stores. # Brand positioning Dossier is presented as a brand that offers high-end scents inspired by favorite perfumes, now available at Boots. The brand positions itself as a provider of cruelty-free, clean, and affordable fragrances, making luxury scents accessible to a broader audience. Dossier emphasizes ethical production and affordability, aiming to appeal to consumers who seek quality without compromising their values or budget. # Product Dossier offers eau de parfum fragrances that are clean, cruelty-free and affordable. Some of the scents are inspired by favorite perfumes, offering similar luxury experiences at a lower price point. The perfumes are available for purchase at Boots stores, making them easily accessible to consumers. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and straightforward shots. The editing is simple, with cuts between scenes to follow the woman's shopping experience. The production quality is consistent with typical smartphone videos, giving it an authentic feel. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can grab Dossier in your next Boots haul. # Point of view - [object Object] # Storyline - 00:00–00:02 A woman walks into a Boots store to introduce Dossier fragrances. - 00:02–00:07 The woman picks up a Dossier perfume, highlighting its availability at Boots. - 00:07–00:15 She places the product into her shopping basket and then exits the store carrying her purchases in a Boots shopping bag.

# Ad summary An ad for Dossier perfume featuring three of their fragrances stacked on stone blocks. The ad encourages viewers to discover Dossier at Boots. # Brand positioning Dossier is presented as a brand that makes high-quality fragrances accessible by selling them at affordable prices, allowing customers to experience luxury scents without the traditional high-end price tag. Positioned as 'amazing' by word of mouth, the brand invites customers to discover their scents for themselves at retailers like Boots, thus integrating accessibility with a sense of discovery and personal experience. Dossier leans into a functional brand positioning by making luxury accessible and encouraging personal discovery. # Product The ad features three Dossier fragrances, each housed in a clear glass bottle with a minimalist white label and a silver cap. 'Woody Lychee' is labeled as having notes of lychee, rose, and benzoin, 'Slice Of Heaven' is labeled as having notes of vanilla, date, and musk, and 'Ambery Rose' is labeled as having notes of rose, saffron, and sandalwood. Each fragrance is placed on a rough-hewn stone block, which provides a natural and textured contrast to the clean lines of the bottles. The fragrances are part of Dossier's broader collection of scents that provide luxury fragrances at affordable prices. The ad tells the viewer that these products are worth trying by highlighting the brand's collaboration with Boots and showcasing a selection of their popular fragrances. # Visual style The ad features a clean, minimalist aesthetic with a focus on natural textures and neutral tones. The production quality appears high, with studio-style lighting and careful staging of the products. The rough stone blocks provide a tactile contrast to the smooth glass bottles, creating visual interest. The typography is simple and legible, contributing to the overall sense of understated luxury. This style aims for a high-design, in-feed presence, intended to catch the eye without being overly disruptive. # Hooks Headline: Now Discover Dossier # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action FIND US IN STORE # Point of view - [object Object] # Storyline - The ad opens with the brand name and a quote attesting to its quality, establishing an initial sense of credibility. The brand is telling the viewer that their product is highly-rated and well-regarded to build interest. - Next, the ad invites viewers to personally experience the Dossier brand and directs them to a specific retailer, Boots. This progresses the narrative by turning word-of-mouth into a personal call to action, with the brand guiding potential customers to discover the product for themselves at a familiar store. - The ad then showcases three specific fragrances, each with a clear label indicating its unique scent profile. The brand visually presents a range of options, each with distinct fragrance notes, to appeal to a variety of preferences. - Finally, the ad includes a call to action, encouraging viewers to find the product in stores. The brand offers a straightforward directive that simplifies the process for interested viewers, making it easy to transition from awareness to purchase.

# Ad summary This ad for Dossier perfumes highlights that the brand's products are made with clean and transparent practices. The ad features the product 'Citrus Green Apple' with annotations pointing out the brand's core values: vegan & cruelty-free, transparent practices, clean ingredients, and 100% non-toxic. # Brand positioning Dossier is presented as a brand that prioritizes clean, vegan, and cruelty-free products. The ad highlights the brand's commitment to transparent practices and non-toxic ingredients, positioning it as a trustworthy and ethical choice in the fragrance market. Dossier differentiates itself by focusing on the purity and safety of its ingredients, aiming to appeal to consumers who are conscious about what they put on their bodies and who value environmental responsibility. # Product The product featured is Dossier's "Citrus Green Apple" perfume. This fragrance is described as a crisp getaway with zesty citrus, floral, and apple notes. The ad emphasizes that the product is made with vegan and cruelty-free ingredients, transparent practices, and is 100% non-toxic. This perfume is for individuals seeking a refreshing and clean scent experience without compromising their ethical values. The ad also addresses the common purchase barrier related to ingredient safety and ethical sourcing by highlighting these aspects. # Visual style The ad features a clean, minimalist aesthetic with a focus on the product. The gradient background adds a touch of freshness, while the simple typography and layout ensure the message is easily digestible. The overall style is modern and approachable, fitting for a brand that emphasizes transparency and simplicity. # Hooks Headline: If It's Not 100% Clean, It's 100% Not In Our Lineup. # 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 by emphasizing that the brand only offers products that are 100% clean, setting a high standard for ingredient purity and safety. This message is being conveyed by the brand to highlight their commitment to clean beauty and to immediately capture the attention of health-conscious consumers. - The ad then spotlights the "Citrus Green Apple" perfume, highlighting key attributes such as being vegan & cruelty-free, promoting transparent practices, containing clean ingredients, and being 100% non-toxic. The brand is showcasing their product while reinforcing its core values and addressing potential customer concerns about product safety and ethical sourcing. - The ad concludes by displaying the price of $29, making the product accessible and appealing to budget-conscious customers. The brand is showing the price to make the product more enticing by emphasizing affordability.

# Ad summary A user-generated content (UGC) style advertisement for Dossier's Floral Marshmallow perfume, emphasizing its luxurious scent at an affordable price and availability in Boots stores. # Brand positioning Dossier is presented as a brand offering luxury scents at affordable prices, positioning itself as a provider of high-quality fragrances without the typical high-end markups. The brand aligns with values of accessibility and affordability, promoting the idea that consumers can enjoy premium scents without breaking the bank. Dossier pushes against the category norms of high-priced luxury perfumes by offering designer-quality fragrances at a fraction of the cost, making luxury accessible to a broader audience. The brand positioning is both emotional (luxury experience) and functional (affordable pricing). # Product Dossier's Floral Marshmallow perfume is presented as a luxury scent available at an affordable price. The perfume comes in a clear glass bottle with a simple white label and silver cap, giving it a modern and minimalist aesthetic. The ad emphasizes that the scent is so captivating that it elicits numerous compliments, suggesting it is a unique and appealing fragrance. The product is for anyone who wants to smell luxurious without paying a premium price, as well as those who are looking for a scent that garners compliments. A unique selling point (USP) is that it offers designer quality without the high-end markups. The ad addresses the purchase barrier of high prices typically associated with luxury perfumes by highlighting Dossier's affordability. The ad encourages viewers to find their favorite Dossier scent in Boots stores, making it easier to purchase. # Visual style The ad has a clean, bright, and modern aesthetic with a UGC feel. The editing style is quick with jump cuts to maintain viewer engagement. The production quality appears to be a hybrid between UGC and polished commercial, supporting a relatable yet professional tone. The pacing is moderate, with several cuts per minute that sync with the speaker's pauses, creating a natural rhythm. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Head to your nearest Boots to find yours. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator begins by showing the perfume bottle and boxes from Dossier. - 00:01–00:04 The creator shares that she has received more compliments on this perfume than any other. - 00:03–00:05 The creator reveals the name of the product 'Floral Marshmallow' by Dossier while spritzing the perfume on herself. - 00:05–00:07 The creator emphasizes that Dossier gives luxury for a great price, while showing the packaging. - 00:07–00:11 She mentions that consumers can now find their favorite Dossier scents in Boots stores. - 00:11–00:13 The creator encourages viewers to go to their nearest Boots store to find their Dossier scent.

# Ad summary This ad promotes Dossier perfumes, highlighting their viral, French-crafted, and accessible nature. It features two of their scents, Ambery Rose and Zest For Life, and announces their availability at Boots stores. The ad includes visual elements related to the scents' profiles, such as a rose, amber, pineapple, and grapefruit. # Brand positioning Dossier is presented as a brand offering high-quality, French-crafted perfumes that are more accessible than traditional luxury brands. The brand aligns with values of sophistication and elegance while challenging the norm of expensive luxury fragrances by providing affordable alternatives. Dossier's positioning is both emotional and functional, appealing to consumers seeking a luxurious experience without the hefty price tag. # Product The ad features two Dossier perfumes: Ambery Rose and Zest For Life. Ambery Rose is described (on-package label text) as having a 'sensuous floral scent with a rose-fresh mandarin appeal and an ambery base'. Zest For Life is described (on-package label text) as having a 'zesty herbal and woodland infused pineapple'. Both perfumes are packaged in clear glass bottles with minimalist labels. The scents are presented alongside fruits and flowers that evoke the fragrances’ profiles. The ad addresses the purchase barrier of accessibility by announcing that Dossier is now available at Boots, making it easier for customers to find and buy. # Visual style The ad features a clean, minimalist aesthetic with a focus on showcasing the product and its fragrance profiles through related visual elements. The production quality is high, with professionally shot images and soft, diffused lighting. The image treatment includes background removal and a bright, airy feel, aligning with a modern, platform-native style that is easily scannable in-feed. # Hooks Headline: Dossier Is Now Available At Boots # Benefits - [object Object] # Features - [object Object] # Call to action FIND A STORE # Point of view - [object Object] # Storyline - The ad starts by introducing the Dossier brand as 'Viral. French-Crafted. More Accessible Than Ever. Exciting News:' This establishes the brand's reputation, origin, and affordability, immediately capturing attention and creating a sense of anticipation from the brand's perspective. - Next, the ad announces 'Dossier Is Now Available At Boots'. This message highlights increased accessibility and availability of the perfumes, making it easier for customers to purchase. The brand is communicating this update. - The ad then showcases two specific perfume scents, 'Ambery Rose' and 'Zest For Life', with their packaging and associated fragrance profiles. This is meant to highlight the variety and unique scent profiles, viewed from the brand's perspective. - Finally, the ad includes a 'FIND A STORE' button, directing the audience to take immediate action and purchase the perfumes. This is the brand directly encouraging a sale.

# Ad summary This ad showcases Dossier perfumes. The ad uses minimal visuals to show the availability of Dossier perfumes in Boots stores. # Brand positioning Dossier is presented as a brand offering French-crafted fragrances that are now more accessible than ever, due to their availability at Boots stores. The brand aims to provide exciting news and a high-quality fragrance experience to a broader audience, emphasizing luxury and craftsmanship at a more accessible price point. This appeals to consumers who value sophistication and quality but also seek value and convenience, pushing against the norms of exclusivity often associated with French perfumes by making them available at a local retailer. # Product The ad features Dossier perfumes, highlighting two specific scents: Ambery Rose and Zest For Life. Ambery Rose is described on the bottle as a fully floral scent with a honey-sweet and wood-infused dry down, creating an elegant and romantic olfactory experience. Zest For Life from The Icons Collection, is presented as citrus, floral, and woodland-infused, offering a vibrant, fresh, and invigorating aroma. The bottles are simple and modern, with minimalist labels, reinforcing the brand's emphasis on accessibility and clean aesthetic. The ad does not specifically address purchase barriers but implies convenience through the mention of Boots stores, suggesting easy access. # Visual style The ad has a clean and minimalist aesthetic, with a white background that makes the products and text stand out. The editing is simple, with static shots and direct cuts. The production quality is polished, giving a commercial feel. The pacing is slow and consistent, emphasizing the brand's message and product showcase. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action FIND A STORE # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins by introducing the brand 'dossier' and its positioning: 'Viral. French-Crafted. More Accessible Than Ever. Exciting News'. - 00:01–00:02 This informs the audience that Dossier is now available at Boots, expanding its reach to customers who prefer in-store shopping. - 00:02–00:05 The ad showcases Dossier perfumes, highlighting Ambery Rose and Zest For Life, accompanied by visual elements of their corresponding ingredients such as a rose, amber piece, grapefruit, and pineapple. The ingredients convey the essence and composition of each scent.

# Ad summary This is an image ad for Dossier perfumes now available at Boots. Three different perfumes are displayed with various fruits and nuts. # Brand positioning Dossier presents itself as a brand that offers a range of original scents and design-inspired favorites. The brand seems to occupy a space in the market that values accessibility and discovery, inviting customers to move beyond the digital realm and experience their products in real life. This positioning suggests a brand that is both trendy and grounded, offering customers the opportunity to explore a variety of scents. Dossier is targeting customers who want to discover scents in person in a physical store. # Product The ad features three Dossier perfumes. Each perfume is in a clear glass bottle with a black cap. The bottles are labeled with different names. The first is named "Lost Americana". The second is called "Slice of Heaven", and the third is "Zest For Life". Each perfume is associated with different scents, as implied by the imagery around each bottle (leaf, nut, pineapple, peach, flower, pencil/stick). The ad promotes Dossier perfumes being available at Boots, encouraging potential customers to find and purchase them in-store. # Visual style The ad features a clean, bright aesthetic with a focus on product presentation. The products are the focus of the ad. The items are all on a plain white background. # Hooks Headline: Dossier Originals And Designed-Inspired Favs, # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action FIND A STORE # Point of view - [object Object] - [object Object] # Storyline - The ad opens by inviting the audience to discover Dossier perfumes in real life rather than online. The intention is to encourage potential customers to experience the scents firsthand and move them away from online shopping for fragrance. This is told from the brand's POV. - The ad highlights that Dossier Originals and Design-Inspired Favorites are now available at Boots. This aims to promote the availability of the perfumes in physical stores, specifically Boots, suggesting a new opportunity for customers to access and purchase the brand's products. This is told from the brand's POV. - The ad showcases three different Dossier perfumes, each associated with a different scent. It aims to display the variety and unique characteristics of the Dossier perfume collection. This is told from the customer's POV, as they're being shown the options available to them. - The ad features a "FIND A STORE" button, encouraging customers to locate a nearby Boots store to purchase the perfumes. This aims to provide a direct call to action, making it easy for potential customers to take the next step and buy the product. This is told from the brand's POV.

# Ad summary This ad shows the Slice of Heaven fragrance by Dossier. The fragrance is displayed in a busy city with traffic passing by. The ad highlights the fragrance and its notes. # Brand positioning Dossier is presented as a purveyor of high-quality fragrances, offering an accessible experience of luxury. The brand seems to occupy a space in the market that values simplicity and transparency, focusing on the essence of scent rather than elaborate branding. Dossier aligns with a lifestyle that appreciates sophistication without pretense, as implied by the emphasis on minimalist design. The brand avoids the complexity and exclusivity often associated with high-end perfumes, opting for a straightforward presentation. This positioning suggests a functional approach that prioritizes the enjoyment of the fragrance itself. While details are limited, the brand aims to deliver premium scents without the traditional luxury markup, targeting consumers who seek quality and value. # Product The product being advertised is Dossier's Slice of Heaven fragrance from The Icons Collection. It's a gourmand fragrance, as indicated on the bottle. The fragrance is described as having layers of caramelized vanilla latte and florals for your nose, skin, and (almost) all your senses. The packaging consists of a clear glass bottle with a silver cap and a white label containing the product name and description. The label also features the Dossier brand logo, reinforcing brand recognition. The bottle is designed with a minimalist aesthetic, emphasizing the simplicity and purity of the fragrance. The inclusion of "almost" in the description suggests that while the scent is potent and evocative, it will not literally impact all of your senses. # Visual style The ad's visual style is clean and polished, with a focus on showcasing the product in a natural, urban setting. The editing style consists of static shots with smooth transitions. The production quality appears to be that of a polished commercial, aiming to convey a sense of sophistication. The pacing is moderate, maintaining a steady rhythm. The audio-visual sync is subtle, with the sound effects of the city complementing the visuals. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 A bottle of Slice of Heaven fragrance is in the center of the frame, displayed in the middle of a city. This establishes the product and its name, also letting the viewer know that the brand is Dossier. The sounds of the city, such as cars driving by, are clearly audible.

# Ad summary This ad shows a billboard in London that is being "peeled" to reveal the Dossier brand name and that it is now available at Boots. # Brand positioning Dossier is a fragrance brand that wants to occupy the space in the consumer's mind of making luxury fragrances affordable. This is achieved through offering perfumes inspired by popular scents on the market. The brand aligns with the value of affordable luxury. The ad ignores the typical behaviors of luxury fragrance brands by advertising a product with a plain design on a huge billboard, rather than with an elegant spokesperson, fancy bottle or other signifier. The ad uses both functional and emotional positioning. # Product The advertised product is the Ambery Rose perfume from Dossier. The product is described as a serious fuzzy floral scent with a rose heart, warm spices, and an ambery base. It comes in a clear glass bottle with a silver cap and a white label with black lettering. The purpose of the ad is to alert the viewer that Dossier is now available at Boots. # Visual style The ad has a polished commercial aesthetic with smooth transitions and static shots. The production quality is high-end, which supports the intended tone. The ad is visually clean and simple with a neutral color palette. The pacing is slow and consistent. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The shot focuses on a billboard in London. - 00:00–00:03 The billboard is of a Dossier perfume bottle called Ambery Rose. - 00:03–00:05 The 'skin' of the billboard peels away to reveal the Dossier logo. - 00:03–00:09 The ad states that Dossier has landed and is now available at Boots.

# Ad summary An ad for Dossier fragrances. A fair-skinned presenter with wavy brown hair wears a floral robe and says that the brand is now stocked in Boots. She shows the Dossier fragrance Slice of Heaven, which she says is perfect for spring and summer. She holds up pieces of clothing to style with the fragrance, including white jeans, a white shirt, a black belt, a knitted jumper, and ballet flats. She sprays the fragrance and says that everyone is talking about it, and it can be purchased at Boots. # Brand positioning Dossier is presented as a luxury fragrance brand with unique scents that is now being stocked in Boots, a British retailer. This suggests that the brand occupies a premium space within the market and is trying to align with current trends. The ad promotes the Dossier brand as an exciting, accessible luxury that is worth trying or buying. # Product The product being advertised is Dossier's Slice of Heaven fragrance, sold in a 1.7 fl oz/50 ml bottle. The fragrance has notes of coffee, vanilla, and peach, making it the perfect scent for summer and spring. It is being touted as a popular fragrance that everybody is talking about and available for purchase in Boots. # Visual style The ad has a polished, commercial aesthetic, and is shot with smooth transitions. The presenter is filmed in a bright indoor setting, which creates a clean and aspirational feel. The editing rhythm is steady, and supports the conversational tone of the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can pick yours up now in Boots # Point of view - [object Object] # Storyline - 00:00–00:07 The speaker starts off by mentioning she visited Boots and picked up one of her all-time favorite fragrances. - 00:07–00:13 She identifies the brand as Dossier, saying that it is now stocked at Boots, then labels it as a luxury fragrance brand with unique scents, which emphasizes its special qualities. - 00:14–00:25 The speaker then starts showcasing clothing items that she would pair with the fragrance to style an outfit, and emphasizes the style of the outfits with the fragrance. - 00:26–00:29 The speaker picks up the fragrance, then presents it to the viewer and says that the fragrance is called Slice of Heaven. - 00:30–00:37 She proceeds to spray the fragrance and then describes the specific notes of coffee, vanilla, and peach that the fragrance contains. She also adds that it makes it the most perfect scent for summer and spring. - 00:37–00:42 She concludes the ad by saying that this is the fragrance that everybody is talking about and you can pick yours up now in Boots, which reinforces its popularity and availability.

# Ad summary This ad for Dossier fragrances, intended for Meta, features several different Dossier perfumes, with text overlays highlighting that the brand is now available in Boots stores. The ad contains calming background music. # Brand positioning Dossier is a fragrance company that positions itself as a brand that offers high-quality fragrances without the traditional high price tag. The ad emphasizes accessibility by highlighting that Dossier products are now available at Boots. The brand aims to occupy a space in the consumer's mind as an affordable luxury, challenging the notion that great scents must be expensive. The brand aligns with values of transparency and simplicity, offering familiar scents without the expensive branding markups. Dossier defies category norms by making luxury accessible and pushes against competitor behaviors that rely on high markups and exclusive branding. # Product The ad showcases Dossier perfumes, highlighting that they are now available at Boots stores. Each perfume is presented in a clear glass bottle with a silver cap and a minimalist label indicating the scent name: Woody Lychee, Slice of Heaven, and Ambery Rose. The perfumes are presented as affordable alternatives to high-end fragrances, available for purchase in Boots stores. The ad focuses on familiar scents at accessible prices, inviting customers to discover Dossier for themselves. There are no specific details mentioned about the ingredients or the formulation of the perfumes, but the ad’s overall messaging suggests that these perfumes offer a luxury experience without the luxury price tag. # Visual style The ad features a clean and minimalist aesthetic, with a focus on showcasing the product in a simple yet elegant manner. The editing style is static, with no camera movements or transitions. The production quality appears polished, with attention to lighting and composition, giving it a commercial feel. The pacing is slow and deliberate, creating a calming and sophisticated vibe. The visuals and text are synced to emphasize the key message. # Benefits - [object Object] # Features - [object Object] # Call to action FIND US IN STORE # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a static shot of various Dossier perfumes arranged artfully on stone blocks against a neutral background. - 00:00–00:03 Text overlays appear on screen, highlighting that the fragrances are now available in Boots stores, encouraging viewers to discover Dossier for themselves. - 00:02–00:04 A call to action appears on screen, directing viewers to find Dossier in Boots stores.

# Ad summary A creator recommends amber-scented fragrances from Dossier, purchased at Boots. # Brand positioning Dossier is presented as a brand offering more sophisticated amber scents. The creator implies that Dossier fragrances are designed for a more mature taste than her previous favorites, and the packaging is minimalist, emphasizing the brand's focus on the scent itself rather than flashy presentation. Dossier is positioned as a brand that delivers quality and elegance without unnecessary frills. # Product The ad showcases two Dossier amber scents: Ambery Rose and Ambery Oakwood. The creator mentions that amber scents, in general, offer a more mature fragrance. She uses Ambery Rose mostly in the daytime and Ambery Oakwood at night. The ad addresses the purchase barrier of needing to try every scent before buying by noting that Dossier fragrances are available at Boots, allowing customers to sample them in person. The focus of the advertisement is on showing the products and conveying why the creator appreciates them. # Visual style The ad has a polished UGC feel with a warm color grading and a personal touch. The editing is simple with static shots and smooth transitions. The production quality is high enough to maintain a clean and appealing look, supporting the elegant tone and targeting an audience interested in beauty and fragrance. The pacing is consistent, allowing the viewer to focus on the presenter's message and the products being showcased. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The creator starts by holding up a few items. She announces she will be showing her April favorite Dossier amber scents. - 00:02–00:11 00:02–00:11 She holds up the perfumes and states that she wanted something a little more mature and feels like amber does that. - 00:11–00:17 00:11–00:17 She states that she gets so many compliments every time she wears the perfumes and that she wears one mostly during the daytime and the other at night. - 00:17–00:24 00:17–00:24 She says if you have to try every scent before you pick one like her, then now they're available at Boots, so she went down, tried them all, and picked her favorite two. - 00:24–00:28 00:24–00:28 She sprays herself with each perfume and tells the audience that they were her favorite scents of the month.

# Ad summary A UGC style ad promoting Dossier perfumes, particularly Ambery Rose. The ad features a woman in a black abaya inside of a Boots store (a UK-based pharmacy and beauty retailer). She expresses her love for the perfume, noting that her husband always compliments her when she wears it. She also mentions that she's buying Zest for Life as a gift for her husband, noting that the scent is like walking through a tropical woodland. # Brand positioning Dossier is presented as an affordable luxury fragrance brand that offers high-quality scents inspired by designer perfumes at a fraction of the price. The brand challenges the high prices of designer fragrances by providing accessible alternatives. Dossier positions itself as a go-to for those seeking sophisticated scents without the premium price tag. The ad positions the brand as a provider of everyday luxury. # Product The ad features two Dossier perfumes: Ambery Rose and Zest for Life. Ambery Rose is described as a fruity floral scent with a rose heart and warm amber base. It is inspired by Parfums de Marly Delina. Zest for Life is described as a citrusy, woody scent that smells like walking through a tropical woodland. The fragrances are for everyday wear, and serve as a more affordable alternative to high-end perfumes. One purchase barrier that is addressed is the convenience of in-store shopping, as the creator expresses her excitement that Dossier products are finally available at Boots. # Visual style The ad has a UGC-style aesthetic. The video appears to be filmed on a smartphone, with casual selfie-style shots. The video features quick cuts between shots, with a conversational and enthusiastic tone. The production quality has a natural lighting and unpolished feel, which enhances the authenticity of the customer testimonial. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Make sure you try out Dossier. # Point of view - [object Object] # Storyline - 00:00–00:04 A woman stands in front of a Boots store sign. - 00:00–00:07 She introduces the Dossier Ambery Rose perfume, which she says her husband compliments her on. - 00:07–00:10 She mentions that it's available in-store now, when before, she had to order it online. - 00:10–00:13 She approaches the Dossier display. - 00:10–00:13 She expresses her excitement that the product is available in Boots. - 00:13–00:17 She holds up the Ambery Rose perfume. - 00:17–00:25 She describes Ambery Rose, mentioning that it's inspired by Parfums de Marly Delina, and that it's ambery, fruity, and floral. - 00:25–00:26 She sprays the perfume on her wrist. - 00:26–00:27 She sprays the perfume in the air and then walks through it. - 00:27–00:34 She reiterates how much she likes the perfume, and that her husband likes it, too. Because of this, she will continue to repurchase it. - 00:34–00:38 She mentions that it's like her favorite designer fragrance, but for a fraction of the price. - 00:38–00:40 She decides to grab Zest for Life, the men's version, as a gift for her husband. - 00:40–00:47 She describes the scent of Zest for Life as a citrusy woody scent that smells like you're walking through a tropical woodland. - 00:47–00:52 She shows that the purchase has been placed into a gift bag. - 00:52–00:55 She says that if you want to smell expensive but for a fraction of the price, you should check out Dossier.

# Ad summary An image ad comparing and offering a discount on two different fragrances from Dossier. # Brand positioning Dossier is presented as a brand offering fragrances inspired by well-known designers, but at more affordable prices. This positioning is explicitly stated in the ad copy, highlighting the brand's commitment to making luxury scents accessible. The tone is straightforward and value-driven, appealing to consumers who appreciate high-quality fragrances without the high price tag. # Product The ad features two Dossier fragrances: 'Santal 33 de Le Labo' and 'Woody Sandalwood'. The ad seeks to show they are inspired by designer fragrances but does not explicitly state that they are dupes. 'Santal 33 de Le Labo' is shown on the left, and 'Woody Sandalwood' is shown on the right. The ad focuses on providing designer-quality fragrances at better prices. # Visual style The ad features a minimalist and clean visual style with a focus on product clarity and information delivery. It uses a grid layout to showcase two different fragrances side-by-side, each set against a plain white background to eliminate distractions. High-quality product photography ensures that details like bottle shapes and labels are easily visible. Text elements are concise and neatly arranged, providing essential information without clutter. The overall effect is modern and functional, prioritizing clear communication and ease of navigation. # Hooks Headline: Fragancias Inspiradas En Diseñadores, No En Precios. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with an offer of up to 20% + 20% extra off with code NEW20, immediately capturing attention with a clear incentive to purchase. This offer is positioned at the top of the ad to ensure viewers see it first and understand the potential savings. The brand is telling the viewer they can save money on their purchase if they act soon. This is intended to encourage immediate action and drive sales by highlighting the affordability of the products. - The ad copy emphasizes that the fragrances are inspired by designers but not in prices, highlighting the brand’s value proposition of providing high-quality scents at affordable rates. This message is centered to draw attention to the brand’s unique selling point. The brand is telling the viewer they can have designer quality without the designer price tag. This is intended to resonate with consumers who want luxury fragrances without the luxury price tag. - The ad showcases the two fragrances, 'Santal 33 de Le Labo' and 'Woody Sandalwood,' side-by-side, providing a visual comparison and choice for the viewer. The product presentation is clean and minimalist, with each fragrance accompanied by its price. The brand is inviting the viewer to choose the fragrance that appeals to them, making the selection process straightforward and transparent. This is intended to drive consideration and purchase by presenting the options and prices clearly.

# Ad summary An ad promoting Dossier perfumes as an alternative to more expensive designer brands, specifically comparing a Dossier vanilla scent to YSL's Black Opium. It frames paying for logos as unnecessary when Dossier offers similar fragrances at a lower price point. # Brand positioning Dossier positions itself as a brand offering high-quality fragrances that are inspired by popular luxury perfumes, but sold at more accessible prices. The brand's core value proposition revolves around providing consumers with similar scent experiences without the inflated cost associated with designer labels, implied by calling out 'paying for a logo'. This is achieved by focusing on the essence of the fragrance itself, rather than the brand name, and appeals to value-conscious consumers who still desire sophisticated scents. # Product The ad features two fragrances: 'Black Opium de YSL', a recognizable designer perfume, and 'Ambery Vanilla' by Dossier. The Dossier perfume is presented as a comparable alternative, offering a similar scent profile to the luxury brand. The ad visually emphasizes the Dossier perfume's minimalist packaging, highlighting the brand's focus on the fragrance itself rather than extravagant branding. 'Ambery Vanilla' is presented in a clear, rectangular bottle with a silver cap and a simple label. The ad highlights the significant price difference between the two, suggesting that Dossier provides a way to enjoy similar scents at a much lower cost. # Visual style The ad has a clean and minimalist aesthetic, with a focus on product presentation against a stark white background. The use of simple typography and clear product shots gives it a modern and straightforward feel. The layout is split into two distinct sections to allow for direct product comparison. The bright, even lighting and lack of visual clutter contribute to a scannable and informative design. # Hooks Headline: ¿Pagar Por Un Logotipo? # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with an offer for 'HASTA 20% + 20% EXTRA CON CÓDIGO NEW20'. This incentivizes the viewer to make a purchase by presenting an immediate discount opportunity. The offer is presented from the brand's perspective to attract potential customers with a compelling deal. - The ad asks the question '¿Pagar Por Un Logotipo?' (Pay for a logo?). This introduces the central problem that customers are overpaying for brand names. It's framed from the brand's perspective, challenging the conventional value placed on designer labels. - The ad continues by stating 'Puedes Cambiar Eso' (You can change that). This offers a solution to the problem of overpaying for logos, implying that the viewer can choose a more affordable alternative. This is framed from the brand's perspective, positioning Dossier as the smart choice. - The ad showcases 'Black Opium de YSL' and 'Ambery Vanilla', visually comparing the designer perfume with the Dossier alternative. This aims to illustrate that similar fragrances are available at different price points. The presentation is objective, allowing the customer to visually assess the options. - The ad lists the price of each perfume, 'MXN$3800' for 'Black Opium de YSL' and 'MXN$659' for 'Ambery Vanilla'. This underscores the price difference and reinforces the value proposition of Dossier, viewed from the customer's perspective who is considering the cost savings.

# Ad summary This ad from Dossier compares Dossier's Citrus Ginger fragrance to Bleu De Chanel, highlighting the significant price difference. An offer of up to 20% + 20% extra off is included. # Brand positioning Dossier is positioned as a brand offering high-quality fragrances that emulate the scents of luxury brands but at a more affordable price point. The brand provides an alternative for consumers who appreciate premium fragrances but are price-conscious, emphasizing that one can enjoy a similar sensory experience ("") without the high cost associated with designer brands. # Product The ad features two fragrances: Bleu De Chanel and Dossier's Citrus Ginger perfume. Bleu De Chanel is displayed in its original packaging and is listed at MXN$3000. Dossier's Citrus Ginger perfume is presented as a 'FRESH' alternative, packaged in a minimalist, clear glass bottle with a silver cap and a simple white label; its price is MXN$659. Citrus Ginger aims to offer a similar scent profile to Bleu De Chanel, focusing on citrus and ginger notes, at a significantly lower price. # Visual style The ad has a clean, minimalist visual style with a focus on product presentation. The production quality appears to be studio-shot with even lighting and a plain white background. The composition employs a side-by-side comparison layout to directly showcase the two products. The typography is simple and legible. The overall aesthetic is designed to convey clarity and value. # Hooks Headline: La Misma Energía. Menos Gasto. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with an offer for "HASTA 20% + 20% EXTRA CON CÓDIGO NEW20," capturing the audience's attention with a significant discount, shared from the brand's perspective. - The copy states, "La Misma Energía. Menos Gasto." This communicates the central promise from the brand's perspective: that customers can achieve a similar experience to premium brands while spending less money. - The ad showcases Bleu De Chanel alongside Dossier’s Citrus Ginger, highlighting the price difference. This serves to underscore the value proposition by directly comparing Dossier's affordable option with a luxury counterpart, shared from the brand's perspective.

# Ad summary This Dossier ad compares two fragrances with different notes to show the customer the difference in price point. # Brand positioning Dossier is presented as a fragrance brand offering perfumes that are crafted with transparency and responsibility, as reinforced by the phrase "Perfúmate Con Responsabilidad." The brand is positioned as accessible, with an emphasis on affordability, as demonstrated by the significant price difference compared to its competitor. It aligns with values of ethical consumption and financial accessibility, contrasting with the often high-priced and opaque practices of the traditional perfume industry. # Product The ad features two distinct perfumes. On the left, "Baccarat Rouge 540 de MFK" is presented as a premium fragrance, evident from its higher price point. It comes in a clear, square glass bottle with a gold cap, showcasing a red-tinted liquid. On the right, "Ambery Saffron" by Dossier is shown as an alternative fragrance, positioned as 'WARM'. It comes in a clear square glass bottle with a silver cap, featuring a light yellow liquid. The ad highlights the price difference between the two, suggesting Dossier as a cost-effective alternative without explicitly mentioning similar scent profiles. # Visual style The ad features a clean, minimalist aesthetic with a focus on product clarity. The production quality is high, with studio-style lighting and crisp, clear imagery against a plain white background. There's a grid layout that neatly divides the two products for comparison. The color palette is restrained, relying on the colors of the perfume and minimal text elements. Overall, the visual style prioritizes scannability and direct communication of the products and price points. # Hooks Headline: HASTA 20% + 20% EXTRA CON CÓDIGO NEW20 # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by presenting an offer of up to 20% + 20% extra with code NEW20. This immediately captures the audience's attention by highlighting a discount, enticing potential customers with savings. This messaging is from the brand’s perspective, aiming to incentivize immediate action and draw viewers into the ad. - The ad showcases a comparison of two perfume products side by side. This is done to position the brand's offering against a more expensive, well-known fragrance, suggesting a comparable alternative. The perspective is from the brand, aiming to demonstrate value and affordability by contrasting its product with a premium competitor. - The ad concludes by highlighting the price difference between the two fragrances. This is to reinforce the value proposition, showing how much customers can save by choosing the brand. This point of view is from the brand, driving home the message of cost savings and accessibility.

# Ad summary This ad compares similar scents between two brands, Dossier and Baccarat Rouge. # Brand positioning Dossier is presented as a clean alternative to luxury fragrances, offering similar scents at more accessible price points. The brand is positioned as a modern and approachable option for fragrance enthusiasts, focusing on delivering high-quality scents without the traditional luxury markup. The messaging suggests that Dossier challenges the conventional pricing strategies of the fragrance industry, providing customers with a smarter, more economical choice. # Product The ad features two fragrances: Baccarat Rouge 540 de MFK and Dossier's Ambery Saffron. Baccarat Rouge 540 is portrayed through its iconic bottle, hinting at its status as a luxury fragrance. Dossier's Ambery Saffron is presented as an alternative, described in a badge as a "WARM" fragrance. Both are showcased for scent comparison but distinguished by their brands and price points. The ad emphasizes the price difference as a key selling point, suggesting that Ambery Saffron provides a similar olfactory experience at a lower cost. # Visual style The ad utilizes a clean and minimalist aesthetic. The products are displayed against a white background, emphasizing the clarity and simplicity of the offering. The side-by-side product comparison is a common e-commerce technique. The overall visual style is designed to be scannable and informative, quickly conveying the value proposition. # Hooks Headline: El Intercambio Más Limpio Que Existe. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad first highlights a discount code offer at the top to immediately grab attention and incentivize action, told from the brand's perspective. - Next, the headline "El Intercambio Más Limpio Que Existe." (The cleanest exchange that exists) is displayed to communicate that Dossier offers the same experience but at a more reasonable price, told from the brand's perspective. - Then, a side-by-side comparison of two products, Baccarat Rouge 540 de MFK and Dossier's Ambery Saffron, allows viewers to visually assess the comparison, told from the brand's perspective. - Finally, the price comparison is presented to reinforce the value proposition, which is the brand communicating the key benefit of choosing Dossier over the other brands.