How essie Advertises on Meta

# Ad summary This ad demonstrates how to achieve a gel nail look in two steps using Essie's Gel nail polish without needing a UV lamp. It shows the two-step process: applying the gel color and then applying the gel top coat. # Brand positioning Essie is presented as a brand that allows you to create a salon-quality gel nail look at home. Essie emphasizes convenience and ease of use and states that you can achieve the gel look without a UV lamp. The brand aligns with a lifestyle of beauty and self-care, offering a practical solution for those who want polished nails without the time or expense of salon visits. Essie appears to be pushing against the norm of needing specialized equipment for gel nails by offering a product that simplifies the process. # Product Essie's Gel nail polish allows you to create a gel nail look at home without the need for a UV lamp. It involves a simple two-step process. Step one is to apply the "Gel-Farbe" (Gel Color), which comes in a variety of colors, including the shimmery copper shade shown in the ad. Step two is to apply the "Gel-Top Coat," which seals and finishes the look. The USP is that it provides the look of gel nails without the traditional UV lamp requirement. The product is designed for anyone who wants a long-lasting, polished manicure look without the need for salon equipment or visits. # Visual style The ad has a clean and polished aesthetic with bright lighting and solid color backgrounds. The editing style consists of quick cuts between the product showcase and the application process. The production quality is high, giving a commercial feel. The pacing is moderate, with cuts timed to the music. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 A hand holds both the colored polish and top coat. - 00:01–00:02 00:01–00:02 Close-up shot of a nail with copper-colored polish being applied, with text overlay "Schritt 1 Gel-Farbe" (Step 1 Gel Color). This demonstrates the first step in the process. - 00:02–00:04 00:02–00:04 A close-up of a nail with top coat being applied, with text overlay "Schritt 2 Gel-Top Coat" (Step 2 Gel Top Coat). - 00:04–00:05 00:04–00:05 Returning to the shot of a hand holding the colored polish and top coat.

# Ad summary This Essie ad highlights the Gel by Essie line of nail polishes, which provides a gel-like color and finish using a 2-step process without requiring a UV lamp. # Brand positioning Essie is positioned as a brand that offers high-quality, salon-worthy nail care solutions for at-home use. The ad emphasizes convenience and professional results without the need for special equipment or salon visits. The focus is on providing an alternative to semi-permanent gel manicures, suggesting that Essie aims to bridge the gap between regular nail polish and more durable salon treatments. The brand's positioning is functional, highlighting the ease and effectiveness of achieving a gel-like finish at home. # Product The advertised product is Gel by Essie nail polish, a 2-step system designed to provide a gel-like color and finish without the need for a UV lamp. The first step involves applying the color coat, which is shown in a metallic bronze shade. The second step involves applying the top coat, which seals the color and provides a glossy, gel-like appearance. The product is intended for individuals who want the look and durability of a gel manicure but prefer to avoid UV lamps or salon visits. The ad highlights that this system is "la alternativa a la semipermanente SIN LÁMPARA UV" (the alternative to semi-permanent WITHOUT UV LAMP), clearly conveying its unique selling point: easy application and professional results at home. # Visual style The ad has a clean and polished aesthetic with bright, even lighting. The editing is simple with straightforward cuts. The production quality appears high-end, giving a professional feel. The pacing is moderate, ensuring each step and benefit is clearly communicated. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with an overview of the Gel by Essie product line. - 00:01–00:02 The ad cuts to a close up shot that begins to demonstrate how to apply the color coat. - 00:02–00:04 The ad demonstrates applying the top coat as step two in the application process. - 00:04–00:06 The ad then reverts back to the overview shot of the Gel by Essie product line while promoting how to use Essie nail polish as an alternative to UV nail lamps.

# Ad summary This ad for essie gel nail polish features a pair of hands with painted nails. The ad copy asks the viewer if they want gel nails without UV light, implying that this essie product gives the effect of gel nails without UV exposure. # Brand positioning Essie is presented as a go-to brand for salon-quality nail gel without needing UV light. The brand’s positioning is centered around convenience and avoiding potential harm from UV exposure, which differentiates them from competitors that may require UV light. By offering a gel-like finish without the UV light requirement, Essie positions itself as a provider of accessible beauty solutions. # Product The product shown is Essie gel nail polish, designed to provide a gel-like manicure without the need for UV light. The ad is aimed at individuals who desire the look and longevity of gel nails but wish to avoid the potential harm or inconvenience of UV lamps. The primary USP is that it gives the look of gel without needing UV light. # Visual style The ad has a clean and minimalistic aesthetic, with a focus on the product and its benefits. The single color background and glossy nails create a polished image. # Hooks Headline: Du willst Gel-Lack ohne UV? # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a pair of hands intertwined, showcasing a fresh, shiny manicure. This is designed to grab the viewer’s attention and immediately convey the visual result of using the advertised product. The audience sees the nails from an eye-level view, emphasizing the quality of the manicure. - The image includes the question, "Du willst Gel-Lack ohne UV?" (Do you want gel nails without UV?). This headline directly addresses a specific desire of the target audience, offering a solution to those seeking gel-like nails without UV exposure. The viewer is experiencing this from a question from the brand. - The ad concludes with the 'gel by essie' branding. This reinforces the brand association with gel nail products that do not require UV light. The brand is communicating this last message to the customer.

# Ad summary This ad for Essie gel nail polish shows three bottles of nail polish against a green background with a swirl of nail polish in the same colors as the products. # Brand positioning Essie is presented as a nail care brand that offers high-quality, long-lasting gel nail polish. The focus is on salon-quality results without the need for UV lamps, positioning it as a convenient and damage-free alternative to traditional gel manicures. The brand promotes self-expression through a variety of colors and aims to empower customers with beautiful, durable nails. # Product The ad features Essie Gel nail polish, a product designed to provide long-lasting, salon-quality results at home. It's highlighted as a no-UV gel nail polish, meaning no special lamp is required for setting. The nail polish is available in a range of colors, as shown by the three bottles displayed in the ad. A key selling point is its durability, promising up to 15 days of wear. # Visual style The ad features a clean and polished look with soft lighting, creating a professional aesthetic. The product is front and center. The use of a single color in the background keeps the focus on the products. The composition is balanced, with the swirl of nail polish adding a dynamic element to the shot. # Hooks Headline: None used # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by showcasing the Essie brand with the text "gel by essie" letting the audience know which brand is being promoted and what type of nail polish it is from the brand's perspective. - The next beat focuses on the products themselves. It highlights the key attribute that it is a “Gel-Lack ohne UV” implying that it is gel nail polish without the need for UV-light from the brand's perspective. - The final storyline beat ends by highlighting the key selling point by claiming that it has a durability of “Bis zu 15 Tage Halt*” implying that it lasts for up to 15 days from the brand's perspective.

# Ad summary This ad features a close-up image of hands with metallic rose-gold colored gel nail polish. The text overlay asks viewers if they want gel nails without the UV light. The brand logo 'gel by essie' appears at the bottom of the frame. # Brand positioning Essie is presented as a contemporary nail polish brand that addresses user needs with innovative products. This ad emphasizes ease and convenience by offering a 'gel' effect without the need for UV light. The brand leans into product innovation and trendy, sophisticated color palettes to cater to a modern user. # Product The promoted product is a gel nail polish that achieves a professional-quality look without the need for UV light. The metallic rose-gold color is a unique selling point that enhances the polish's appeal. This nail polish is for people who want long-lasting, salon-quality nails without the time commitment and potential harm of UV exposure. The product addresses the barriers of traditional gel nail polish by simplifying the application process. # Visual style The ad has a clean and polished aesthetic. The lighting is soft and diffused, highlighting the metallic finish of the nail polish. The color palette is soft and contemporary, with the rose-gold polish and light green background creating a sense of modern femininity. The overall impression is one of professional quality and attention to detail. # Hooks Headline: Du willst Gel-Lack ohne UV? # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a question to the viewer: 'Du willst Gel-Lack ohne UV?' This is posed from the brand's perspective, immediately engaging the audience by addressing a common desire and concern related to gel nail polish. The intention is to grab the viewer's attention and pique their curiosity. - The 'gel by essie' logo is presented at the bottom of the image. This serves to reinforce the brand identity and assure the viewer that Essie provides the solution being presented. The brand is telling the audience that they can trust this product to deliver the desired results.

# Ad summary This is a video ad for Essie's Gel line that states to deliver a gel color effect in just two steps. The ad displays how to use both products, color and top coat. The ad is in Spanish. # Brand positioning Essie is presented as a brand that offers a simple and effective solution to achieve a salon-quality gel manicure at home. The focus is on ease and convenience, contrasting with the traditional gel manicure process that requires a UV lamp. The brand emphasizes the 'two-step' application for a 'gel color effect,' positioning it as a practical choice for consumers seeking a quick, convenient, and professional-looking nail finish. Essie occupies a space in the market that combines quality and simplicity, appealing to users who value both. # Product The featured product is the Essie Gel line, designed to provide a gel-like manicure effect in just two steps. The first step is the 'Paso 1 Color,' which involves applying the colored nail polish to the nails. This provides the base color and shimmer. The second step is the 'Paso 2 Top Coat,' which is applied over the color to seal it and give it a glossy, gel-like finish. Essie states that this product doesn't require a UV lamp, making it more convenient and safer than traditional gel manicures. The product is targeted towards those who want a long-lasting, professional-looking manicure without the need for salon equipment or visits. The ad highlights the simplicity and ease of use, aiming to address the purchase barriers associated with complex and time-consuming nail care routines. # Visual style The ad features a clean, polished aesthetic. Editing is simple with static shots and smooth transitions between segments. The production quality feels like a hybrid of commercial and UGC, balancing professional polish with a relatable, informal feel. Pacing is moderate, with a few cuts per second. The color palette is consistent, using pastels that enhance the product's appearance. Audio-visual sync is present, with music beats aligning with transitions and text overlays. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens by showcasing a woman's hand holding a bottle of Essie nail polish and its top coat against a solid green background. - 00:01–00:02 The scene transitions to a close-up shot of a nail being painted with the Essie nail polish, while the ad labels the product as step one 'Paso 1 Color'. - 00:02–00:04 The scene then transitions to the application of the Essie top coat, referred to as step two 'Paso 2 Top Coat.' - 00:04–00:05 The ad concludes by restating the initial hand-held product shot from the beginning, but now stating that it's an alternative to semi-permanent without the UV lamp.

# Ad summary This vertical video ad showcases Essie's gel nail polish, highlighting its diamond shine, ease of application, and durability without needing a UV lamp. It targets consumers looking for long-lasting, high-quality nail color. # Brand positioning Essie is presented as a leading nail polish brand, now offering a gel version that is accessible and easy to use at home. The brand emphasizes salon-quality results without the need for professional equipment like UV lamps. Essie aligns with values of convenience, durability, and modern beauty, pushing against the norms of complicated and time-consuming gel manicures by offering a simpler, faster alternative. The brand positioning balances functional benefits (long-lasting, chip-resistant) with emotional appeal (brilliant, diamond-like shine). # Product The Essie Gel Nail Polish is a two-step system that delivers a gel manicure effect without a UV lamp. The product includes Gel-Farbe (gel color) and Gel-Top Coat. The ad emphasizes its features like a diamond-like shine, easy and quick application, and chip-resistant finish that lasts up to 15 days. It targets users who want a salon-quality manicure at home, without the hassle of special equipment. It directly addresses the purchase barrier of needing a UV lamp for gel manicures, highlighting that this product is easy and fast to use. The ad conveys that the product is worth trying because it provides brilliant, indestructible, diamond-strong nails with a long-lasting finish. # Visual style The ad has a polished aesthetic with clean, bright lighting and a focus on showcasing the product's shine and color. The editing style includes quick cuts to highlight different features and benefits, maintaining a fast pace. The production quality is high, resembling a professional commercial. The visual motif includes close-ups of hands and nails to emphasize the finish and durability. The pacing is fast with frequent cuts per minute to maintain viewer engagement, with some audio-visual sync to the voiceover and text overlays. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01: The ad opens by showcasing two bottles of gel nail polish (gel by essie), and the text overlay introduces the brand and product. - 00:01–00:02 00:01–00:02: The ad displays several different colors of gel nail polish and shows the text overlay, "NEU" (new), followed by the brand name. This is intended to showcase a variety of color options and emphasize the newness of this product. - 00:02–00:03 00:02–00:03: A close-up of shiny, pink gel is shown, dripping like honey, while a text overlay appears with the product's new feature, "DIAMANTGLANZ" (diamond shine). This conveys the visual effect of the product. - 00:03–00:04 00:03–00:04: A close-up shot of swirling burgandy gel nail polish appears with the text "GEL-LACK", emphasizing the product as a gel nail polish. This clarifies the product category. - 00:04–00:05 00:04–00:05: An illuminated lightbulb is displayed with the text overlay, "GANZ OHNE uv-lampe" (completely without UV lamp). This highlights a key feature of the product: no UV lamp is needed. - 00:05–00:06 00:05–00:06: A hand holding the copper gel nail polish with painted nails is shown along with the text overlay, "EINFACH & SCHNELL" (easy and fast). This emphasizes the convenience of the product. - 00:06–00:07 00:06–00:07: A nail is shown being painted with gel nail polish (Schritt 1 Gel-Farbe). This demonstrates the first step of the application process. - 00:07–00:09 00:07–00:09: The second step is shown with gel top coat being applied to the nail (Schritt 2 Gel-Top Coat). This shows the top coat step for a finished look. - 00:09–00:12 00:09–00:12: A hand with a finished gel manicure is shown with the text overlay, "KEIN ABSPLITTERN" (no chipping), followed by "BIS ZU 15 TAGE HALT*" (lasts up to 15 days*). This communicates the durability of the product. - 00:12–00:17 00:12–00:17: The ad transitions to showcasing the durability of the manicure by showing close ups of the hand, including the text overlay "Brilliant", teeth chewing on nails with the text overlay "Unzerstörbar", followed by a hand scrubbing a metal pad, while communicating the product is not only brilliant but also indestructible. - 00:17–00:19 00:17–00:19: The ad concludes with diamond-strong nails by showing the hand with rings on each finger and returns to the bottles of nail polish being displayed, reinforcing the main selling points and product branding.

# Ad summary This image ad for Essie gel nail polish features three bottles of nail polish in different metallic shades, paired with a hand adorned with large rings. The ad emphasizes the diamond-like strength and the convenience of a gel-like finish without the need for UV light. # Brand positioning Essie is presented as a modern nail polish brand that combines salon-quality results with the convenience of at-home application. The ad focuses on the 'gel by essie' line, highlighting its ability to deliver diamond-strong nails without the need for UV light. Essie aims to occupy a space in the consumer's mind as an innovative brand that offers both durability and ease of use, appealing to those who want a professional finish without the hassle. The brand values are sophistication and convenience, bridging the gap between traditional nail polish and salon gel treatments. Essie leans into functional benefits, promising strength and a gel-like appearance, while also enhancing the emotional appeal of having beautifully polished nails. # Product The featured product is 'gel by essie' nail polish, designed to provide a gel-like finish without the use of UV light. The nail polish is presented in uniquely shaped glass bottles with white caps. The ad showcases three different shades: a deep brown, a metallic rose, and a lighter, shimmering rose gold. These shades appear to be metallic and are intended for anyone who wants strong, durable, and shiny nails. A key USP is that this nail polish provides the look and strength of gel nails without the need for UV light, addressing the barrier of time and equipment required for traditional gel manicures. The dripping rose gold polish demonstrates the product's texture and shine, further emphasizing its appeal. # Visual style The ad has a polished and sophisticated visual aesthetic, with a focus on product presentation. The production quality appears to be studio-shot, with even lighting and careful arrangement of elements. The visual motif includes the jagged tear in the background, adding a dynamic touch. The image treatment involves color grading to enhance the metallic shades and a background color that complements the product. Typography is integrated cleanly, with bold text that stands out against the background. The overall style is modern and sleek, aiming for high scannability in a social media feed. # Hooks Headline: NEU Diamantstarke Nägel # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the brand and product name, ‘gel by essie,’ to immediately establish the product being promoted. The brand is telling the viewer about their product line and brand name, grabbing the viewer's attention at the top of the image. - Next, the ad states the benefit of the product, ‘NEU Diamantstarke Nägel’ (‘NEW Diamond-strong nails’), which highlights the product’s strength and newness. This is from the brand’s perspective, promoting their product with a focus on its durability and newness. This builds on the intial information. - The ad then shows three nail polish bottles in different colors and a hand with rings and painted nails, visually showing the product and its effect. The image gives the product context with a hand and rings, making the product relatable and showing the viewer how the product should be used on their own nails. It progresses the storyline by showing the product and its effect. - Finally, the ad states ‘Gel-Lack ohne UV’ (‘Gel polish without UV’), emphasizing the convenience of the product. This message, coming from the brand, highlights the main selling point—gel nails without the need for a UV lamp. This message reinforces the product's benefits and adds to the overall value proposition.

# Ad summary This image ad showcases Essie's 'gel by essie' nail polish line. It presents three bottles of nail polish in varying shades. The color palette leans towards warm, earthy tones, emphasizing sophistication and elegance. The ad highlights the line's 'diamond-strength nails' and gel-like finish without the use of UV light. # Brand positioning Essie is presented as a brand synonymous with high-fashion and trendsetting beauty. The brand emphasizes innovation and performance through its 'gel by essie' line, with a focus on providing gel-like results without the need for UV light. This positioning suggests that Essie caters to consumers who desire professional-quality manicures at home, without compromising nail health or convenience. The brand sits in the premium mass market, offering accessible luxury to consumers seeking salon-quality results. # Product The advertised product is 'gel by essie' nail polish, a line of nail polishes designed to provide a gel-like finish without the need for UV light. The product aims to deliver diamond-strength nails. The bottles are made of glass and feature a slanted, geometric design that showcases the color within. Three bottles are featured: one in a deep brown shade, another in a muted pink-brown, and a third in a lighter pink. The ad emphasizes ease of use, salon-quality results, and strong, durable nails. # Visual style The ad has a polished, studio-shot aesthetic. The visual motifs include a color-blocked background and a dynamic product arrangement, creating a visually engaging composition. The image treatment features soft lighting and color grading, enhancing the vibrancy of the nail polish colors and gemstones. The overall style is contemporary and chic, appealing to a fashion-conscious audience. The use of a paper tear effect adds a dynamic, unexpected element that helps to grab attention. # Hooks Headline: Diamantstarke Nägel # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by presenting a hand breaking through a light green paper background, adorned with multiple rings with different gemstones. This immediately captures attention and sets a tone of luxury and beauty from the brand's perspective, drawing the viewer in with an element of visual intrigue and suggesting a connection between nail care and high fashion accessories. - The scene then transitions to showcase three bottles of 'gel by essie' nail polish, arranged in a visually dynamic cascade. As the brand, this is meant to highlight the variety of colors available and demonstrate the brand's commitment to innovation and quality. - The ad concludes by highlighting the key benefit of the product, which is providing a gel-like finish without the use of UV light. As the brand, this reinforces the product's value proposition, emphasizing its convenience and safety. By presenting it this way, the ad assures potential consumers that they can achieve professional-quality results at home, without the potential harm associated with UV exposure.

# Ad summary This ad promotes Essie's Gel nail polish, highlighting its color, volume, gel effect, and durability of up to 15 days. It emphasizes that the polish can be used without a UV lamp, positioning it as an alternative to semi-permanent gel polishes. # Brand positioning Essie is positioned as a brand offering accessible salon-quality gel nail polish without the need for UV lamps. The brand offers products that deliver color, volume, and a gel-like effect, catering to consumers who want long-lasting, professionally finished nails at home. The brand differentiates itself by providing a convenient alternative to traditional semi-permanent gel polishes that require UV lamps, making it easier and safer for at-home use. Essie aims to occupy a space in the consumer's mind as a go-to for achieving durable and glossy nails without the extra equipment. # Product The featured product is Essie's Gel nail polish, designed to provide the color, volume, and effect of a salon gel manicure without needing a UV lamp. This polish promises up to 15 days of wear when reapplying the top coat on the seventh day. The nail polish is available in a variety of shades. The product addresses the barriers of needing special equipment and potential harm from UV lamps, offering a user-friendly alternative for consumers seeking long-lasting, high-quality manicures at home. The ad emphasizes the ease and safety of use, making the polish an attractive option for those who desire professional-looking nails without the salon visit. # Visual style The ad features a polished and clean aesthetic with a focus on close-up product shots and clear text overlays. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high, giving it a commercial feel. The pacing is consistent with the music. The product actions and text are timed to the music beats. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up shot of the Essie Gel nail polish being applied to a nail, showcasing its color and texture. - 00:01–00:02 Next, the ad shows a hand with multiple fingers displaying manicures with the Essie Gel nail polish, highlighting the promise of up to 15 days of wear. - 00:02–00:03 The ad emphasizes that no UV lamp is required for this gel polish, highlighting convenience and safety. - 00:03–00:05 The ad introduces the product as an alternative to semi-permanent gel polishes, positioning it as a more accessible option.

# Ad summary This ad showcases the Essie Gel nail polish. The ad demonstrates how to use the product in two simple steps to get beautiful gel nails at home, without the need for a UV lamp. # Brand positioning Essie is presented as a brand that offers salon-quality gel nail polish that can be easily applied at home. The brand emphasizes convenience and effectiveness with a two-step process, highlighting its gel-like results without needing a UV lamp, which pushes against the traditional salon process. This positioning is functional, focusing on performance and simplicity, making it appealing for those seeking professional results with an easy application process. # Product The advertised product is Essie Gel nail polish, a two-step system consisting of a color coat and a top coat. The nail polish is for individuals seeking a long-lasting, gel-like finish without the need for a UV lamp. The ad highlights the ease of use with the phrase "2 passos para uma cor com efeito gel" (2 steps for color with a gel effect). The unique selling point is achieving the look of a salon gel manicure at home, which is convenient and avoids potential harm from UV lamps. The use occasion is for anyone wanting polished nails. The ad addresses the purchase barrier of time-consuming and potentially harmful traditional gel manicures by presenting a quick, safe alternative. # Visual style The ad has a polished, commercial aesthetic with clean shots and consistent lighting. The editing style includes quick cuts to emphasize the two-step process, maintaining a consistent pace. The visuals are brightly lit, using natural-looking lighting to highlight the product and its application. The audio-visual sync is noticeable, with transitions timed to the music. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a hand holding the Essie Gel nail polish bottle next to nails already painted in the same color. - 00:01–00:02 A hand applies the first step, the color coat, to a nail. - 00:02–00:04 A hand applies the second step, the top coat, to the nail. - 00:04–00:05 The ad returns to the initial image of a hand holding the Essie Gel nail polish, emphasizing the product's key benefit: achieving a gel effect without a UV lamp.

# Ad summary This ad promotes Gel by Essie, a nail polish that offers the color and shine of gel nail polish without needing a UV lamp and is able to last for up to 15 days. # Brand positioning Essie is presented as a brand that delivers salon-quality nail care to its customers. The focus is on accessible beauty and convenience, offering products that simplify the nail care routine without compromising on the desired results. The brand is positioned as an innovator in the nail care space, providing consumers with at-home solutions that deliver professional outcomes without the need for specialized equipment or salon visits. Essie promotes values such as efficiency, self-care, and high-quality results, aligning with a lifestyle where consumers want to look polished while saving time and effort. Essie defies the norm by giving its customers access to gel-like wear, without the equipment needed for traditional gel nail polish. # Product The Essie Gel Nail Polish offers the color and shine of gel polish without requiring a UV lamp. It is designed for individuals seeking long-lasting, professional-looking nails from the comfort of their homes. The nail polish lasts up to 15 days and delivers a salon-quality finish without the need for a salon visit or specialized equipment. The key USP is that the polish avoids a UV lamp without sacrificing the color, gloss, or long-lasting effects of a gel manicure. This aims to address the barrier of needing special equipment when trying to achieve a long-lasting manicure. # Visual style The ad has a clean, polished aesthetic with a focus on vibrant colors and close-up product shots. It features quick cuts, text overlays, and a mix of product displays and application demonstrations. The production quality is high, resembling a commercial, aiming for a sleek and modern feel. The pacing is moderate, maintaining a consistent rhythm with audio-visual sync to emphasize key product features. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins by showcasing the Gel by Essie nail polish collection, highlighting the brand and product category. - 00:01–00:03 The next shot focuses on the polish being applied to a fingernail and highlights that the Essie Gel Polish gives color and shine like a gel polish. - 00:03–00:05 The ad transitions to a UV lamp, and states that the polish does not require a UV lamp. - 00:05–00:06 The ad showcases a manicured hand holding what looks like a nail polish remover package and states that the polish lasts up to 15 days. - 00:06–00:09 The ad transitions to a black screen asking if this is UV Gel before revealing that it is Gel by Essie.

# Ad summary The ad features a woman showcasing Essie's gel nail polish line, Liquid Diamonds, emphasizing its diamond-like shine, gel finish, and ease of application without UV lamps or nail damage. She promotes it as a perfect alternative to salon gel manicures, highlighting its ability to let consumers choose their own brilliance. # Brand positioning Essie presents itself as a provider of high-quality nail products that offer a professional salon-like experience at home. The brand emphasizes convenience and ease of use, positioning its products as a way to achieve a flawless, diamond-like shine without the need for UV lamps or the risk of damaging nails. Essie aligns with a lifestyle that values beauty and self-expression through accessible, high-performing products, defying norms that require professional salon visits for high-quality results and aiming to occupy the space of accessible luxury in the consumer's mind. # Product Essie's Liquid Diamonds gel nail polish is presented as an innovative nail product that delivers a gel-like finish with a diamond-like shine without requiring a UV lamp. The polish is formulated for easy application, promising a quick, at-home manicure experience that doesn't damage the nails. It's described as the perfect alternative to salon-applied gel manicures, addressing the barriers of time, cost, and potential nail damage associated with traditional gel treatments. The Liquid Diamonds line comes in multiple colors, each offering a unique, brilliant effect. # Visual style The ad has a polished, commercial feel, with clear lighting and sharp focus on the product. The editing style includes quick cuts to highlight the product features and application process. The pacing is moderate, aligning with the voiceover to emphasize key messages and benefits. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with the presenter posing the question of what a woman's best friend is, implying it's related to beauty and self-care. - 00:02–00:03 00:02–00:03 The presenter reveals the answer: a good diamond gloss, specifically Essie's, framing Essie as a woman's go-to companion for beauty. - 00:03–00:06 00:03–00:06 The ad transitions to a product demonstration, showcasing the dark blue nail polish from the Liquid Diamonds line, displaying its rich color and texture. The focus is on highlighting the quality and visual appeal of the polish. - 00:06–00:09 00:06–00:09 The presenter applies the clear top coat, emphasizing the product's capability to create a gel and diamond-like shiny finish without the use of UV lamps. - 00:09–00:10 00:09–00:10 The presenter states the polish does not cause damage to the user's nails. - 00:10–00:15 00:10–00:15 The presenter shares that consumers do not need someone to buy them diamonds, as they can choose their own brilliance with Essie's Liquid Diamonds, underscoring the empowerment and self-sufficiency.

# Ad summary This ad features Rachel Zoe, Essie's new Chief Color Director, discussing her role and the importance of color in fashion and style. She shares her personal approach to choosing colors based on her mood and emphasizes how color is the foundation of any look. She also touches on how colors that come out each year are infused from runways, to film, to art. # Brand positioning Essie is presented as a high-fashion brand that values the emotional and psychological impact of color in personal style. They align with a luxury lifestyle, presenting their nail polish as a key element in achieving a cohesive and expressive look. The brand sets itself apart by emphasizing that color is not just an accessory but a foundational aspect of style, as well as taking inspiration from high fashion and art trends. The positioning is both functional, offering nail color, and emotional, offering a way to express oneself and complete a stylish look. # Product The featured product is Essie nail polish, presented as a key element of style and personal expression. The ad highlights that color is not just an accessory but a fundamental component of any look, influencing the overall aesthetic. The products are presented at an Essie event and are shown at a table setting. Overall, the ad tells the viewer that Essie nail polish is worth trying because it can tie together an outfit and serve as a form of personal expression. # Visual style The ad has a polished, high-end commercial aesthetic with a focus on luxury and style. The editing style includes a mix of static shots and smooth transitions, creating a sophisticated and seamless flow. The production quality is high, with attention to detail in lighting, set design, and wardrobe, all supporting the intended tone of elegance and exclusivity. The pacing is relatively consistent, maintaining a steady rhythm throughout the ad. There are no clear audio-visual sync. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 Rachel Zoe introduces herself as Essie's new Chief Color Director. - 00:06–00:08 Rachel states that color to her is very psychological. - 00:08–00:18 Rachel discusses how she dresses and chooses a color from her closet based on how she's feeling, emphasizing the personal and emotional connection to color. - 00:18–00:25 Rachel talks about her styling career and how color dictated what a client was trying to express. - 00:25–00:33 Rachel says that color is everything and the foundation of any look. - 00:33–00:42 Rachel says she thinks about the color, the jewelry that goes with it, the shoes, the nails, the makeup, saying everything depends on the color. - 00:42–00:48 Rachel says color is style and what style begins and ends with. - 00:48–00:54 Rachel discusses how colors that come out each year are the pantone colors of the year. - 00:54–01:04 Rachel talks about how the colors are infused from runways to film, to art throughout fashion, and are definitely considered every season all throughout the year. - 01:04–01:12 Rachel says thank you to Essie for partnering with her and that she is excited, knowing the best is yet to come.

# Ad summary This is a UGC-style demonstration of the Essie Liquid Diamond nail polish collection. The video shows how to use the different colors, top coats, and shimmers to enhance any outfit. # Brand positioning Essie is presented as a nail polish brand that is luxurious and elegant, as conveyed in this ad through its liquid diamond line, but also accessible enough to be applied at home. Essie seems to position itself as a brand that can bring out one’s inner stylist. # Product Essie's Liquid Diamond nail polish is a line of nail polishes that comes in a few shimmery colors. The presenter focuses on shade 566, a nude color, and shade 568, a brown color. It also includes shades 574, a shimmering topcoat. The product aims to give nails a diamond-like effect and elegant look, and the top coat ensures that the polish will last long and also provides shine. # Visual style The ad has a polished and casual feel. It is filmed with natural lighting and maintains steady shots. The editing is simple and there are some transitions that add movement. # Benefits - [object Object] # Features - [object Object] # Call to action Szóval hagyjatok kommentben egy olyan színű szívet. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The video begins with a woman introducing the brand Essie and asking how the audience can spice up an outfit. The question serves as an initial hook. - 00:02–00:07 00:02–00:07: The presenter suggests nail polish instead of jewelry. This is unexpected and piques the audience’s interest. - 00:07–00:13 00:07–00:13: The presenter introduces Essie's latest collection, called Liquid Diamond, which adds an elegant look. This transitions into a product overview. - 00:13–00:17 00:13–00:17: The presenter applies a coat of shade 566. This is a product demonstration. - 00:17–00:22 00:17–00:22: The presenter shows what the color looks like on the nails and calls shade 566 a “clean color.” She also shows its diamond-like effect under the light. This is a demonstration of the product. - 00:22–00:26 00:22–00:26: The presenter introduces her favorite color from the collection, shade 568, and holds the product to the camera. This transitions to demonstrating her personal favorite. - 00:26–00:31 00:26–00:31: The presenter applies shade 568 to her nails, showing the audience the color. This is a continuation of the product demonstration. - 00:31–00:37 00:31–00:37: She mentions applying the second coat, and emphasizes the importance of patience while applying nail polish. This is a demonstration of the product and provides tips. - 00:37–00:42 00:37–00:42: She highlights the importance of using a top coat for a long-lasting effect, and also for the extra shine it provides. This is a demonstration of the product. - 00:42–00:47 00:42–00:47: The presenter notes that shade 574 from this collection can also enhance one’s other favorite shades. This highlights the collection’s versatility. - 00:47–00:55 00:47–00:55: The presenter poses with her hands and shares her admiration for the color. This showcases the desired outcome. - 00:55–00:59 00:55–00:59: The video ends with a question asking the audience which colors they are wearing on their nails. This encourages engagement and conversation.

# Ad summary A woman highlights the Essie Liquid Diamond collection and demonstrates how to apply the Essie 568 Baby Carats and Diamond Dust nail polishes. # Brand positioning Essie is presented as a brand that aligns with 'me time' and helps people make themselves feel more luxurious. The brand offers a range of nail polish colors, with an emphasis on the Liquid Diamond collection, indicating a focus on providing extra shine and radiance. # Product The featured product is the Essie Liquid Diamond nail polish collection. The collection aims to provide extra shine and radiance to any nail color. The ad specifically features Essie Gel by Essie Liquid Diamonds in shade 568 Baby Carats, described as a deep brown shimmery color. The ad also features Essie Gel by Essie Liquid Diamonds Diamond Dust topcoat, enriched with diamond dust, that provides extra shine and radiance to any shade or nail polish. # Visual style The ad has a polished, UGC feel with bright, natural lighting. The editing style uses static shots and smooth transitions. The pacing is consistent. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Ha ti is szeretitek a szikrázóan csillogó körmöket, akkor próbáljátok ki az Essie Liquid Diamond kollekciót! (If you also love sparkling, shimmery nails, then try the Essie Liquid Diamond collection!) # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 A woman says she doesn't go to a nail technician and does her own manicure because nail polishing is "me time". This conveys that this nail polish helps her relax and unwind. - 00:04–00:07 00:04–00:07 The woman is shown making the bed. This shows the first step in her relaxing routine. - 00:07–00:13 00:07–00:13 The woman cleans the table and decorates it with flowers and a candle. This builds on the relaxing routine. - 00:13–00:14 00:13–00:14 The woman says she's going to start painting her nails. The focus is on the routine she does before painting them. - 00:14–00:18 00:14–00:18 The woman presents five Essie nail polish colors from the Essie Liquid Diamond collection. She's deciding which color to use. - 00:18–00:23 00:18–00:23 The woman says she's going to use the deep brown shimmery color and applies two coats. This is to show how the nail polish is applied. - 00:23–00:29 00:23–00:29 The woman says she's going to use the Diamond Dust topcoat to make it extra shimmery. The ad now features the topcoat in the routine. - 00:29–00:34 00:29–00:34 The woman applies the Diamond Dust topcoat to her nails. This continues the demonstration. - 00:34–00:38 00:34–00:38 The woman is pleased with her manicure and says it looks sparkly. This emphasizes how the product is beneficial for the viewer. - 00:38–00:42 00:38–00:42 The woman says she's going out for a date with her husband, so she gets ready. This is the transition from applying the product to showing the use case. - 00:42–00:52 00:42–00:52 The woman is seen putting on earrings and a jacket. This shows her completing her outfit, which is the payoff for the viewer. - 00:52–00:57 00:52–00:57 The woman encourages viewers to try the Essie Liquid Diamond collection. This is the call to action.

# Ad summary An Essie nail polish ad featuring a mother and daughter using the new Essie Liquid Diamond collection during their girls night. The woman in the video talks about the benefits of the product, such as its ease of application and its quick drying time. # Brand positioning Essie is presented as a brand that promotes beauty and self-care rituals, especially those shared between loved ones like mothers and daughters. The brand focuses on accessibility and ease of use, making at-home manicures simple, quick, and long-lasting. The tone is casual and friendly, emphasizing the shared experience of using Essie nail products as part of a fun, relaxing girls' night. The brand aligns with a lifestyle that values connection and taking time for personal care while also promoting a sense of modern beauty and radiance. # Product Essie's Liquid Diamond Collection is a nail polish collection designed for easy application and quick drying. The collection is marketed for anyone who enjoys at-home manicures and features a range of colors that provide a radiant, diamond-like finish. According to the ad, these nail polishes are easy to apply, dry quickly, and last up to 15 days. The collection is highlighted as part of a self-care routine or a shared experience with loved ones during a girls' night. # Visual style The ad features a casual, UGC-style aesthetic. The editing includes quick cuts to show various activities during the girls' night, creating a sense of dynamic movement. The production quality has a polished, everyday feel. The pacing is moderate, with cuts timed to music beats and voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video begins with two women showcasing their manicured hands. - 00:01–00:04 The younger woman states that she and her mother had a girls' night together because they hadn't had much time to spend together this year. - 00:04–00:06 They cleaned around the apartment. - 00:06–00:08 They messed around in the kitchen. - 00:08–00:10 She showed her mother some new make-up. - 00:10–00:13 As an ultimate girls' night activity, they tested out the new Essie Liquid Diamond collection. - 00:13–00:14 The woman displays different colors of the Essie Liquid Diamond collection. - 00:14–00:16 The video shows someone painting the mothers nails with a color from the Essie Liquid Diamond collection. - 00:16–00:20 The younger woman expresses that they loved these products because they were easy to apply and dried quickly. She adds that the products last 15 days. - 00:20–00:25 The video shows the mother lighting a candle and then shows the two woman laying on a couch watching a movie.

# Ad summary This ad demonstrates how to use Essie's Break Fix Liquid Nail Patch to fix a broken nail. # Brand positioning Essie is presented as a modern and accessible nail care brand that empowers individuals to maintain polished nails at home. The ad aligns with a DIY beauty culture, offering a functional solution for common nail problems. Essie pushes against the traditional nail care norms that often require professional salon visits for nail repairs. Its positioning balances functional performance with an emotional element of self-care and confidence. # Product The Essie Break Fix Liquid Nail Patch is designed to repair broken nails at home. It's a liquid formula applied with a tiny, angled brush designed to get into the breakage and push the break together. The product promises a smooth finish and lasts up to five days. The instructions suggest using up to three coats of the liquid nail patch, waiting two to three minutes between each coat. The ad also shows Essie's 'lilacism' nail polish. # Visual style The ad has a polished, DIY aesthetic with clean, bright lighting and a focus on product detail. The editing rhythm is quick, syncing cuts and text to speech. The overall feel is like a professional yet accessible tutorial, emphasizing the product's ease of use and effectiveness. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Let me know if you'll give it a try! # Point of view - [object Object] # Storyline - 00:00–00:04 The video opens with a close-up of a person holding nail clippers to a fingernail, clipping it to demonstrate a broken nail. - 00:00–00:04 The creator speaks directly to the audience, explaining that she broke her nail on purpose to show Essie's new Break Fix Liquid Nail Patch. - 00:04–00:05 The frame shows the product in its packaging. - 00:05–00:08 The creator continues to promote the new product from Essie and shows the bottle without its packaging. - 00:05–00:08 The presenter comments on the tiny angled brush, calling it a great way to get into the breakage. - 00:08–00:17 The presenter demonstrates applying the Break Fix to the nail. - 00:10–00:17 The presenter explains that up to three coats can be applied, waiting two to three minutes between coats. - 00:17–00:21 The creator shows the lilacism polish. - 00:21–00:33 The presenter demonstrates applying a base coat and the lilacism polish. - 00:30–00:34 The presenter asks if the viewer can spot the breakage. The presenter says she personally could not. - 00:34–00:39 The presenter loves the smooth finish and that the Break Fix lasts up to five days. - 00:36–00:39 The presenter asks the viewer to let her know if they'll give it a try.

# Ad summary This ad promotes Essie's Break Fix Liquid Nail Patch, a product designed to protect and patch broken nails. The ad features close-up shots of the product and its application, along with text overlays highlighting its benefits, such as patching broken nails for up to 5 days and protecting against breaks and snags. The visual style is clean and focuses on demonstrating the product's effectiveness, with a simple background and clear shots of the nails before and after application. # Brand positioning Essie is presented as a solution for nail care, specifically targeting the issue of fragile and broken nails. The brand aims to occupy the space of providing practical and effective nail repair and protection. The ad's tone is functional, focusing on the product's benefits and how it solves a common nail problem. Essie aligns with values of simplicity and performance, offering a straightforward solution for nail care without unnecessary complexity. # Product Essie's Break Fix Liquid Nail Patch is a product designed to patch broken nails and protect against breaks and snags. The product is applied like a nail polish with a brush applicator. The ad states that the product patches broken nails for up to 5 days and protects against breaks and snags. It is showcased as a solution for anyone experiencing fragile or broken nails, addressing the need for nail repair and protection. The ad emphasizes the product's ability to strengthen and protect nails, making them less prone to damage. The clear formula is a USP. The product is shown in action, highlighting how it can be used to maintain healthy-looking nails. # Visual style The ad's visual style is clean and straightforward, focusing on clear product demonstration. The editing is simple, with static shots and smooth transitions. The production quality is polished, showcasing the product in a professional manner. The pacing is consistent, with a focus on highlighting the product's features and benefits. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins by highlighting the problem of fragile nails. - 00:01–00:02 It then introduces Essie's Break Fix Liquid Nail Patch as a solution, showcasing the product's packaging and clear formula. - 00:02–00:03 The ad demonstrates the product's application on a nail, emphasizing its ability to patch broken nails for up to 5 days. - 00:03–00:05 The ad showcases the benefits of using the product, highlighting its ability to protect against breaks and snags with a side-by-side comparison.

# Ad summary This ad demonstrates how to use Essie's Break Fix to repair broken nails at home without a UV lamp. The ad starts by showing a broken nail, then shows the Essie Break Fix product and how to apply it. It also shows how to prepare your nails before use and how to apply nail polish after. # Brand positioning Essie is presented as a provider of simple and effective at-home nail solutions. The brand is positioned as convenient and high-quality, offering salon-worthy results without the need for professional intervention. Their product line emphasizes ease of use and portability, catering to consumers who value efficiency and aesthetic appeal. The brand offers functional products that are easy to use and fit into busy lifestyles, aiming to empower individuals to maintain flawless nails effortlessly. # Product The Essie Break Fix is a liquid nail patch designed to repair broken nails. It is applied directly to the break and held together for at least three minutes. It can last up to five days, and is perfect to carry with you on the go. Prior to applying Essie Break Fix, the user prepares nails with Essie Ready Prep Go to remove any dead skin from the nail plate. The Essie Break Fix is applied in between the break and held together, then another layer is added on top and underneath the break. Once dried, Essie nail polish is applied, such as Essie's lilacism, followed by Essie top coat and Essie's Quick-e Drying Drops. The product requires no UV lamp and is undetectable under nail polish. # Visual style The ad uses a clean and polished aesthetic, with a bright, white backdrop that keeps the focus on the products and the application process. The editing is smooth with clear transitions between shots, and product actions are precisely timed to the voiceover. The use of close-up shots emphasizes the texture and details of the nails and products, while the pacing remains consistent throughout. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with the creator referencing her previous method for fixing broken nails, establishing a baseline for comparison. - 00:02–00:05 00:02–00:05 The creator introduces Essie Break Fix as an easier solution, positioning it as an upgrade from traditional methods. - 00:05–00:12 00:05–00:12 The creator highlights the product's key benefits—its function as a liquid nail patch that lasts up to five days, and its portability—emphasizing its unique value proposition. - 00:12–00:19 00:12–00:19 The creator begins a tutorial on how to use the product, starting with preparation steps to ensure longevity, setting the stage for a professional-quality manicure. - 00:19–00:31 00:19–00:31 The creator demonstrates the application of the Essie Break Fix, explaining how to apply the product and then showing its strength and undetectable nature. - 00:31–00:45 00:31–00:45 The creator continues the tutorial by applying nail polish, top coat, and quick-drying drops, showcasing the final steps in achieving a polished look. - 00:45–00:49 00:45–00:49 The creator reinforces the product’s key benefits—no UV lamp needed and undetectable results—driving home its convenience and effectiveness. - 00:49–00:52 00:49–00:52 The creator provides a before-and-after comparison to highlight the transformative effect of the product, visually reinforcing its value.