How Horace Advertises on Meta

# Ad summary Horace skincare products are now available in Boots stores. The video shows the Horace skincare product line on the shelves at Boots. The video also includes a man in front of a Boots store in London. # Brand positioning Horace is a men's skincare brand focused on offering accessible, effective, and natural skincare solutions. The brand aims to be a go-to option in the consumer's mind by providing a range of products that address common skincare concerns with simple and efficient formulas. Horace aligns with a lifestyle that values self-care and wellness, emphasizing straightforward solutions without unnecessary frills or complicated routines. Horace pushes against the norm of overpriced skincare by offering quality products at more affordable drugstore prices, making skincare accessible to a broader audience of men. # Product The advertisement highlights Horace skincare products, now available at Boots stores. The featured products include the Purifying Face Cleanser, which is designed to cleanse and purify the skin. The advertisement also shows Anti-Fatigue Eye Patches to reduce signs of fatigue around the eyes. Additionally, the SPF 30 Mattifying Face Moisturizer is highlighted. The moisturizer is formulated to hydrate while providing sun protection and a mattifying effect. These products are presented as best-selling items. # Visual style The ad has a casual, UGC-style aesthetic with a handheld camera and natural outdoor lighting. The editing style includes quick cuts between the speaker, product shots, and location shots, creating a dynamic pace. The video maintains a fast-paced rhythm, with cuts roughly every 2–3 seconds, keeping the energy high and the information concise. The visual transitions are standard cuts, maintaining a quick rhythm, without any apparent audio-visual sync. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The creator stands in front of a large digital display while discussing the increased availability of Horace products. - 00:04–00:06 00:04–00:06 The creator points to a Boots pharmacy location, indicating it as a place to purchase the brand's products. - 00:06–00:11 00:06–00:11 The video transitions to the brand's product line on the shelves at Boots, emphasizing that all of the best-selling items are now available. - 00:11–00:17 00:11–00:17 The creator highlights three specific Horace products. - 00:17–00:22 00:17–00:22 The creator reiterates the availability of the Horace products at Boots.

# Ad summary An image ad for Horace men's skincare. A man applies a Horace eye cream to his face. # Brand positioning Horace is presented as a modern skincare brand for men who want effective routines without excessive time commitment. The brand promotes simplicity and efficiency, promising the right products for your skin and eliminating guesswork. This positioning suggests Horace aims to occupy a space in the market that values straightforward, functional solutions, aligning with a lifestyle that prioritizes time and tangible results over elaborate, emotionally-driven skincare rituals. # Product The featured product is an eye cream from Horace, packaged in a small, white tube. The cream is demonstrated in use, with a man applying it under his eye. The ad promises to deliver "the right skincare routine in 2 minutes", highlighting the product's convenience and speed. This addresses the purchase barrier of time commitment often associated with skincare. The ad emphasizes finding "the right products for your skin" and eliminating "more guesswork,", suggesting the product offers a tailored, effective solution. # Visual style The ad uses a high-quality studio shot of a real person applying skincare. The top half of the ad features a natural, slightly out-of-focus shot of the man. The bottom half uses a clean, minimal design with a solid color background and bold sans-serif typography. This contrast mimics a split-screen format, dividing the visual focus between product demo and key messaging. The overall style is clean, modern, and direct, aiming for scannability in a fast-moving feed. # Hooks Headline: The right skincare routine, in 2 minutes # 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 a man applying eye cream, introducing the product and its use case. The message is that this product can be easily incorporated into a skincare routine, and it is shown from the customer's perspective. - The ad transitions to text promising "the right skincare routine, in 2 minutes". This is designed to be a solution that takes the guesswork out of looking good, and it is being told from the brand's perspective. - The ad highlights the opportunity for up to 15% off the customer's routine. The brand is using an promotional offer to incentivize viewers to purchase the product.

# Ad summary This ad promotes Horace skincare products through a simulated text message conversation where one person recommends the brand's skincare quiz to another as an alternative to Botox. The quiz promises a personalized skincare routine in less than 3 minutes and includes a discount. # Brand positioning Horace is positioned as a modern skincare brand that offers personalized solutions through a simple and free skin diagnosis. The brand aims to provide accessible skincare routines tailored to individual concerns and skin types, promoting a proactive approach to skincare without resorting to more invasive treatments like Botox. Horace aligns with a lifestyle focused on simplicity and effectiveness, pushing against the norm of generalized skincare advice and promoting self-care through customized routines. # Product The advertised product is the Horace skincare quiz, designed to help users find and build a personalized skincare routine in less than 3 minutes. This simple and free skin diagnosis helps users establish their personalized skincare routine according to their concerns and skin type. The quiz addresses the purchase barrier of not knowing which products are right for an individual's specific needs, offering a tailored recommendation approach. The ad suggests that the personalized routine is a proactive and preferable alternative to Botox. # Visual style The ad has a clean, minimalist aesthetic that mimics the look and feel of a standard messaging app. The focus is on the text and information being conveyed, with a simple color palette of white and light green. The editing style is static, with no transitions or cuts, maintaining a consistent focus on the simulated conversation. The production quality gives a UGC feel with the intention of appealing to the intended audience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 A person types “Hey can I ask you a question?” in a messaging app, setting up a casual, conversational tone. - 00:01–00:03 00:01–00:03 The other person responds “Yes go on.”, indicating openness and readiness to engage. - 00:03–00:05 00:03–00:05 The first person asks, “Do you have Botox?” This introduces the core question and potential insecurity about aging or skincare routines. - 00:05–00:07 00:05–00:07 The second person replies “lol no” and “I put on sunscreen every day.”, presenting a laid-back, preventative approach to skincare. - 00:07–00:09 00:07–00:09 The first person asks, “Oh really?” and then shares “Yes, I had the Horace assessment a year ago and they recommended it.”, revealing that the second person uses Horace. - 00:09–00:11 00:09–00:11 The first person asks, “How can I do it?” and the other responds “It’s here”, indicating a desire to learn more about the Horace assessment and skincare routine. - 00:11–00:14 00:11–00:14 The second person sends a link to “Skincare quiz: find and build your personalised skincare routine in less than 3 minutes!” along with a brief description, offering a direct solution to the first person’s question. - 00:14–00:16 00:14–00:16 The second person adds, “Plus, you get a discount at the end, like 15%”, sweetening the deal with a promotional offer, incentivizing the first person to try it out. - 00:16–00:17 00:16–00:17 The first person responds “Great, thanks!”, showing appreciation and suggesting they will take advantage of the recommendation.

# Ad summary A man describes common skincare mistakes men make. He then highlights that Horace will give you a facial diagnosis after taking a 2-minute online quiz. # Brand positioning Horace is presented as a solution for men who struggle with skincare. The ad highlights the brand's ability to provide a 'top notch facial diagnosis' so that the user can have the products that they need, which implies that the brand positions itself as being the expert in men's skincare. The brand aims to occupy the space in the consumer's mind as the best solution for skincare, providing products designed specifically for each individual customer. Horace does this by challenging the norm of consumers buying products randomly in stores without any advice. # Product Horace provides facial diagnosis, products, and kits geared towards men. In the ad, the brand offers a free 2-minute quiz to diagnose the user's skin and provide the necessary skincare routine for them. The quiz takes into account skin type, problems, current routines, and hours of sleep. Horace provides a customized routine in just 2 to 3 products. As the ad states, Horace is adaptable and can give more products to users that need more. # Visual style The ad has a polished commercial feel. It consists of quick cuts and static shots. The aesthetic is clean, with a lot of white space. The pacing is consistent throughout the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Come on, get your diagnosis! # Point of view - [object Object] # Storyline - 00:00–00:01 The man begins by asking, 'Why do you look like a mess?' to grab the viewer's attention by calling them out. This is intended to make them interested in hearing more. - 00:01–00:13 00:01–00:13: The man poses multiple questions regarding the viewer's skincare routine, such as, 'Are you using shower gel instead of a face cleanser?' to highlight the mistakes people make. This is intended to make the viewer feel inadequate about their current skincare routine. - 00:13–00:17 00:13–00:17: The screen shows the Horace website to highlight the facial diagnosis service the company offers. This is intended to show the audience that the company is an expert. - 00:17–00:27 00:17–00:27: The man states, 'In two minutes you'll have the products you need,' to let the viewer know that the Horace service will give them what they need. This is intended to highlight how the company can help the viewer. - 00:27–00:29 00:27–00:29: The man says, 'Come on, get your diagnosis,' to tell the viewer what they should do next.

# Ad summary This ad promotes Horace skincare products through a personalized facial diagnosis. Marc, the co-founder, explains how the diagnosis works, highlighting its simplicity and effectiveness in creating a tailored skincare routine. He also mentions the brand's extensive experience and large client base, offering a discount for those who complete the diagnosis. # Brand positioning Horace is presented as a skincare brand focused on creating personalized routines for customers. The brand prides itself on its ability to tailor a routine for each individual in under 2 minutes. It aims to occupy a space in the consumer's mind as being effective. The brand promotes a simplified and effective skincare experience based on specific skin concerns. It positions itself as being highly effective, with a personalized approach and many thousands of clients. # Product The ad showcases Horace’s facial diagnosis, a tool designed to create a personalized skincare routine for users. The diagnosis involves answering questions about skin concerns, habits, and product usage to tailor a routine. According to the ad, it can be completed in just two minutes. The Horace skincare products are presented as effective solutions for various skin issues, offering a customized approach to skincare. The ad addresses the purchase barrier of not knowing which products are suitable by offering a diagnostic tool that provides recommendations tailored to individual needs. # Visual style The ad has a casual, UGC-like feel, with simple edits and a straightforward presentation. The production quality is decent, but not overly polished, which supports the tone of authenticity and accessibility. The editing style includes static shots with occasional jump cuts. The pacing is moderate. There is audio-visual sync, as the cuts and text overlays are timed to match the voiceover lines. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad starts with a close-up of a man’s face, prompting the viewer to notice his skin. The intention is to immediately capture attention by showcasing clear skin and pique curiosity about how it was achieved. The man speaks directly to the camera, creating a personal connection. - 00:03–00:08 00:03–00:08 Marc, the co-founder of Horace, introduces himself and announces that he will be discussing the facial diagnosis. The intention is to establish credibility by presenting the founder and hinting at a solution for skincare concerns. The message comes from the brand's perspective and is delivered in a friendly and informative tone. - 00:08–00:20 00:08–00:20 He explains that the facial diagnosis helps users find the right products in just two minutes. He highlights that it is super simple, enter in your concerns, mention habits, how much sleep you get, and the amount of product you use. The intention is to demonstrate the ease and speed of the Horace process, positioning it as accessible for everyone. The brand aims to convey ease and efficiency. - 00:20–00:27 00:20–00:27 Marc elaborates that the brand will create a routine tailored just for you and that it’s super effective. “We know what we’re talking about, we have hundreds of thousands of clients.” The intention is to reinforce the effectiveness of the products and build trust by citing expertise and a large client base. The brand uses its authority to position itself as a reliable source. - 00:27–00:32 00:27–00:32 He claims that they've been running Horace for 10 years so they know which product works for whom depending on their needs. The intention is to reinforce the brand's reliability and expertise. The brand wants to establish itself as an experienced and knowledgeable skincare provider. - 00:33–00:38 00:33–00:38 He explains that there is a discount when you go through a personalized facial diagnosis. He concludes, “Yeah, man. Pretty cool right?” The intention is to provide an incentive for customers to try the service, ending with a friendly and approachable remark. The brand voice is casual and inviting. - 00:39–00:40 00:39–00:40 The ad ends with Marc saying, “Alright. Have a great day!” The intention is to leave the viewer with a positive and friendly impression of the brand. It is a casual sign-off from the brand representative.

# Ad summary This ad for Horace uses a split-screen grid featuring diverse men using the brand's skincare products. It emphasizes ease and tailored solutions for men's skincare routines. # Brand positioning Horace is presented as a men's skincare brand that emphasizes tailored solutions and ease of use, aiming to simplify and personalize skincare routines. The brand promotes inclusivity by showcasing a diverse range of men of various ages and skin tones. The visuals suggest a focus on straightforward, effective skincare without complex or intimidating processes. Horace is positioning itself as a modern brand that breaks from the norms of overly complicated or gendered skincare marketing, focusing instead on functional benefits and a streamlined approach to self-care. # Product The ad showcases a range of Horace skincare products including face masks, moisturizers, eye patches, cleansers, and beard products. These products are designed to cater to different skin types and needs, offering a tailored approach to men's skincare. The products are presented as easy to incorporate into a daily routine and are suitable for a variety of use occasions, from morning cleansing to evening treatments. The ad highlights the simplicity and efficiency of finding a personalized skincare routine with Horace, promising a tailored experience in just two minutes. The ad attempts to break down purchase barriers by presenting the skincare process as accessible and not time-consuming. # Visual style The ad features a clean, modern aesthetic with a grid layout showcasing diverse individuals using skincare products. The editing style consists of static shots within the grid, creating a consistent and easy-to-follow presentation. Production quality appears polished, resembling a commercial with a focus on clear visuals and lighting. The consistent pacing maintains a steady rhythm, with each square highlighting a different product or application. The visual elements are timed to align with the text overlay. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad begins with a grid of different men applying various Horace skincare products, such as face masks, moisturizers, eye patches, and cleansers. - 00:00–00:04 This aims to quickly showcase the brand's diverse product range and highlight the ease of use, from multiple perspectives. - 00:00–00:04 The perspective is from the brand, introducing the products and their application. - 00:00–00:04 The tone is informative and inclusive.

# Ad summary The ad showcases a man taking the Horace skincare quiz and features products that would be found in a skincare routine. # Brand positioning Horace is presented as a modern, accessible skincare brand that offers tailored routines. The brand is focused on simplicity and effectiveness, as highlighted by the claim "A tailored routine: simple and effective." The brand targets consumers who want a straightforward and personalized approach to skincare, positioning itself as a solution for those seeking effective yet uncomplicated skincare solutions. # Product The ad highlights a range of Horace skincare products designed to create a tailored routine for effective skincare. The products include the Nettoyant Visage Purifiant (Purifying Face Cleanser), the Hydratant Visage Matifiant SPF 30 (Mattifying Face Moisturizer with SPF 30), and the Sérum Acide Salicylique + Niacinamide (Salicylic Acid + Niacinamide Serum). These products are geared towards individuals looking for simple yet effective solutions for various skin concerns. # Visual style The ad has a clean, modern aesthetic with a focus on simplicity. The editing style is quick, featuring jump cuts to showcase the interactive quiz and product display. The production quality is polished, with natural lighting and a focus on clear visuals. The pacing is fast, designed to capture attention and drive engagement. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a close-up of a man's face, inviting viewers to take a skincare consultation. - 00:03–00:15 The ad transitions to a demonstration of an interactive quiz, where the man selects options for skin type, concerns, and sleep patterns. - 00:15–00:18 The ad showcases a curated selection of Horace skincare products, emphasizing a tailored and effective routine.

# Ad summary A conversation in text is displayed between two people. One person asks if the other has Botox and the person responds no. The person without Botox says they wear sunscreen everyday and had a Horace assessment done a year ago and they recommended it. The other person asks how they can do it and the person responds with a link to the skincare quiz with a discount. # Brand positioning Horace is a brand that offers a personalized skincare routine through an online quiz. They offer a simple and free skin diagnosis that helps users establish a skincare routine according to their concerns and skin type. Horace encourages users to consider their skincare seriously by taking their quiz and offers a 15% discount at the end. # Product The ad promotes Horace's skincare quiz which helps users find and build their personalized skincare routine in less than 3 minutes. The quiz's simple and free skin diagnosis helps users establish a personalized skincare routine according to their concerns and their skin type. As an incentive, the quiz offers a discount at the end, like 15%. # Visual style The ad has a simple, unedited feel. It mimics the style of a real phone screen and iMessage. The aesthetic of the ad relies on a simple text based format to deliver its message. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a text conversation between two people. - 00:00–00:02 Person 1 asks Person 2, 'Hey, can I ask you a question?' This prompts the start of the conversation from Person 1's perspective. - 00:02–00:03 Person 2 responds, 'Yes go on.' This sets up a Q&A framework. - 00:04–00:06 Person 1 asks, 'Do you have Botox?' signaling a specific, potentially sensitive topic. - 00:06–00:07 Person 2 replies, 'lol no', negating the question with a casual tone. - 00:08–00:10 Person 2 follows up by stating, 'I put on sunscreen every day', offering an alternative preventative measure to Botox. This introduces the Horace product recommendation. - 00:10–00:12 Person 1 inquires, 'Oh really?' showing interest in Person 2's routine. - 00:12–00:17 Person 2 confirms with 'Yes' and adds, 'I had the Horace assessment a year ago and they recommended it'. This directly pitches the Horace product as an expert-backed skincare solution. - 00:17–00:17 Person 1 asks 'How can I do it?' showing interest in the Horace assessment. This seeks to further adoption. - 00:18–00:22 Person 2 responds, 'It's here', followed by 'Plus, you get a discount at the end, like 15%'. This provides the solution, and a discount for users. - 00:23–00:25 Person 1 says, 'Great, thanks!' and ends the conversation. This shows appreciation and closes the loop.

# Ad summary This ad promotes Horace skincare, prompting users to take a skincare consultation quiz. It shows a man interacting with the consultation quiz interface while music plays in the background, ending with an array of their skincare product offerings. # Brand positioning Horace is presented as a modern skincare brand focused on providing simple and effective tailored routines. The brand seemingly aims to occupy the space of accessible and personalized skincare, positioning itself as a provider of effective solutions without unnecessary complexity. By offering a quick online consultation, Horace aims to simplify the skincare selection process for its customers. The tone of the brand is clean and straightforward, focusing on functionality. With the skincare consultation quiz, Horace subtly pushes against the norm of generic skincare advice, instead prioritizing a personalized approach. # Product The Horace skincare line is presented as a collection of products designed to create a tailored routine that is both simple and effective. The ad showcases a skincare consultation to help people find the right products. Specific products include the 'Nettoyant Visage Purifiant' Purifying Face Cleanser, 'Hydratant Visage Matifiant' Face Moisturizer, and 'Sérum Acide Hyaluronique + Panthénol' Hyaluronic Acid + Panthenol Serum. The products are designed to work together to address skin concerns, with the consultation offering a personalized experience. # Visual style The ad has a clean and modern aesthetic with a focus on simplicity. Editing involves quick cuts between the man and the quiz. Production quality is polished. The pacing is consistent with the background music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 A man with dark hair stands in front of a white wall and uses his hands to examine his face. - 00:04–00:07 A quiz question appears with multiple choice answers to the question: 'Which description suits your skin best?' The available answers are: 'Oily', 'Combination', 'Dry', and 'Normal'. The man clicks 'Dry'. - 00:07–00:12 The quiz asks, 'What are your skin concerns?' The man clicks 'Sensitive skin, redness' and 'Dehydrated skin'. - 00:12–00:15 The next question of the quiz asks, 'How many hours do you usually sleep per night?' The man clicks 'Between 5 and 7 hours per night'. - 00:15–00:19 The ad concludes by presenting a product offering from Horace skincare with the text overlay, 'A tailored routine: simple and effective'.

# Ad summary A creator shares their daily skincare routine using Horace products. # Brand positioning Horace presents itself as a modern brand that caters to men's skincare needs. The brand is explicitly positioned to help keep skin looking young as the user approaches 30, suggesting an anti-aging focus, and implicitly aligns with a lifestyle that values self-care and grooming. Its products, from cleansers to moisturizers with SPF, cater to a functional approach, focusing on simplicity and effectiveness for daily use. # Product The ad showcases a range of Horace skincare products. First, the Purifying Face Cleanser is used for a clean, soft skin feel. Next, Bio-Retinol + Argireline Peptide Serum is used to reduce wrinkles and frown lines. Third, the Under Eye Moisturizer aims to combat signs of fatigue and refresh the eye area, featuring a metal applicator tip. Finally, the Mattifying Face Moisturizer SPF 30 is applied to prevent aging and hydrate the skin. Each product is explicitly named and described, highlighting its specific benefits and use case within the overall routine. # Visual style The ad has a clean, UGC-style aesthetic with a neutral color palette and minimal editing. The production quality has a polished commercial feel. The visuals are consistently center-framed, with a static camera and smooth transitions. The pacing is steady, mirroring the measured pace of the skincare routine. Visuals are synced with the voiceover descriptions, creating a cohesive and informative experience. # 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 - 00:00–00:02 The creator begins by introducing his skincare routine as he approaches his 30s, setting the context for anti-aging focus, from the perspective of a customer of the brand. - 00:03–00:10 The customer starts with the Purifying Face Cleanser for clean and soft skin, demonstrating its use. The tone is casual and informative, focusing on the product's immediate benefits. - 00:11–00:17 Transitioning to the Bio-Retinol + Argireline Peptide Serum, the customer details its purpose in reducing wrinkles and frown lines, conveying an anti-aging benefit. - 00:18–00:24 The customer uses the Under Eye Moisturizer to combat signs of fatigue and refresh the eye area, highlighting the metal applicator for a cooling effect. - 00:25–00:30 Finally, the customer concludes with the Mattifying Face Moisturizer SPF 30 to prevent aging and hydrate the skin. The storyline reinforces the brand's focus on both prevention and care, ending with a confident smile.

# Ad summary This ad is promoting Horace brand beard products. The ad opens with an African American man who states that a beard is a mess and asks what are you going to do about it? He shows the product line from Horace and then each one gets applied. He ends by saying the beard effect is very real. # Brand positioning Horace is presented as a brand focused on providing essential grooming products for men, particularly beard care. The brand positions itself as a solution for men seeking to maintain a well-groomed and healthy beard through a simple routine. It emphasizes the importance of daily beard washing to remove impurities, weekly exfoliation to prevent ingrown hairs, and the application of beard oil for nourishment and a pleasant scent. The brand offers functional products with a focus on tangible results, promoting a routine that enhances the overall look and feel of a beard. # Product Horace offers a range of beard grooming products, including a shampoo for beards to remove impurities and odors, an exfoliator to prevent ingrown hairs, and a beard oil to nourish the beard. The beard shampoo should be used daily to wash the beard, while the beard exfoliator is used weekly to prevent ingrown hairs. The beard oil, featuring a Tobacco & Vanilla scent, is positioned as a favorite step for its nourishing properties and appealing aroma. The products collectively aim to address common beard-related issues and enhance the overall beard appearance and health. # Visual style The ad has a clean and straightforward visual style, likely aiming for a polished UGC feel. The editing is simple with static shots. The production quality is good, presenting a clean and professional image. The pacing is consistent, and there are no special audio-visual sync techniques used. # 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 A man states to the camera that your beard is a mess and asks what are you going to do about it. This moment aims to directly address the viewer and immediately call out a problem that they may be experiencing with their beard. The perspective is from the brand as an introduction to the problem that their products can solve. The tone is straightforward, and there is no music. - 00:01–00:02 He then holds a bottle of Horace shampoo for beards and states that you need to treat your beard right. This moment aims to introduce the product and its purpose. The perspective is from the brand as an introduction to the solution that they can solve. The tone is straightforward. - 00:02–00:05 He then applies the shampoo to his face and beard and states that you should wash it daily to remove impurities, orders, and anything else stuck in there. This moment aims to describe the product being used and how it works. The perspective is from the brand demonstrating the product. The tone is straightforward. - 00:05–00:08 He then holds a tube of Horace face scrub and states that ingrown hairs are a pain, and that he exfoliates weekly to prevent them. This moment aims to describe the product being used and how it works. The perspective is from the brand demonstrating the product. The tone is straightforward. - 00:08–00:10 He then holds a bottle of Horace beard oil and states that applying beard oil is his favorite moment. He then pours some oil into his hand. This moment aims to describe the product being used and how it works. The perspective is from the brand demonstrating the product. The tone is straightforward. - 00:10–00:13 He then states that a few drops do the work. He then applies the oil to his beard. This moment aims to describe the product being used and how it works. The perspective is from the brand demonstrating the product. The tone is straightforward. - 00:13–00:15 He then states that it nourishes and smells great, and that tobacco and vanilla is his favorite scent. He then rubs the oil into his beard. This moment aims to describe the product being used and how it works. The perspective is from the brand demonstrating the product. The tone is straightforward. - 00:15–00:17 He then states that the beard effect is very real. He smiles at the camera. This moment aims to wrap up the demonstration and show off the results. The perspective is from the brand, and the tone is straightforward.

# Ad summary This ad for Horace Mezcal Musc perfume uses a simple product showcase format. The image features the product bottle along with raw fragrance notes like birch, chili, and musk. These elements imply a connection to natural elements and a unique sensory experience. The copy states that the product is as unique as the consumer. # Brand positioning Horace positions itself as a brand that creates unique fragrances for the individual. The visual presentation focuses on natural, raw ingredients to highlight the brand's unique approach to scent creation. The brand aligns with values of individuality and sensory exploration, suggesting that their fragrances are designed for those who seek to express their personal identity through scent. This brand pushes against the mass-produced generic fragrance market, promoting a niche approach that values complexity and distinctiveness. The brand is functional because it prioritizes quality and uniqueness. It is also emotional because it attempts to connect with customers on a personal level by providing scents that reflect their identity. # Product The product being advertised is Horace's Mezcal Musc Eau de Parfum, a fragrance designed to be unique and tailored to the individual. The key ingredients highlighted are "goudron de bouleau, pimiento et musc," which translates to birch tar, chili pepper, and musk. These notes imply a complex, potentially smoky and spicy scent profile. The fragrance is packaged in a clear glass bottle with a dark blue cap, presented alongside the raw ingredients that comprise its scent. The ad suggests that this product is for individuals who want a scent as unique as themselves. The inclusion of specific fragrance notes aims to address the potential purchase barrier of not being able to sample the scent before buying. # Visual style The ad features a highly polished, studio-shot image. The visual motif is minimalist, with a focus on clean lines and natural elements. The image treatment includes background removal and subtle lighting effects to highlight the product and ingredients. The typography is clean and legible, and the overall style aims for a high-design aesthetic that contrasts with typical, visually noisy in-feed ads. This approach aims to capture attention through simplicity and elegance. # Hooks Headline: Goudron de bouleau, pimiento et musc pour un parfum unique comme vous. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the brand name "HORACE", which establishes the brand's presence and identity, presented from the brand's perspective. - The copy lists the ingredients in French: "Goudron de bouleau, pimiento et musc pour un parfum unique comme vous." This tells the audience from the brand's perspective that the fragrance is made from birch tar, chili pepper, and musk, emphasizing its unique composition and tailoring it to the individual. - The product bottle is centered in the frame, surrounded by the raw ingredients, visually confirming the advertised fragrance notes and creating an immersive sensory experience from the brand's perspective.

# Ad summary A TV segment about men's skincare by the brand Horace. The segment highlights the brand's simple and effective products and affordable price. # Brand positioning Horace positions itself as a straightforward and accessible brand within the men's skincare market. The brand focuses on simple formulas and affordable prices, making it easier for men to integrate skincare into their routines. The brand is French, emphasizing the quality of its products and distinguishing itself from other brands through its commitment to masculine yet simple packaging and effective, easy-to-apply formulas. # Product Horace offers a range of skincare products designed for men, including a salicylic acid serum. The products feature fluid textures for easy application and quick absorption. The brand emphasizes masculine and simple packaging, aiming to make skincare accessible and unintimidating for men. One of their best-selling products is a concealer designed for men. # Visual style The ad uses a polished, professional aesthetic typical of a TV segment. It features bright, studio lighting and clear, well-composed shots. The editing style includes a mix of static shots and quick cuts between presenters and product demonstrations, maintaining a moderate pace suitable for informational content. The production quality is high, aligning with broadcast standards. The ad incorporates split screens and product close-ups to enhance visual engagement and highlight key features. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:08 00:00–00:08 The presenter introduces Horace as a personal favorite and a French brand that has set itself apart from other brands. - 00:08–00:17 00:08–00:17 The presenter introduces Horace, shows the products on set, and highlights the masculine and simple packaging of the product. - 00:17–00:26 00:17–00:26 The presenter demonstrates a salicylic acid serum, noting its fluid texture and easy absorption. - 00:26–00:31 00:26–00:31 The presenter reiterates that the brand has successfully made a name for itself. - 00:31–00:36 00:31–00:36 The presenter explains that Horace's prices are affordable and its formulas are simple, and her co-host asks about the best-selling products. - 00:36–00:41 00:36–00:41 The presenter states that concealer is the cosmetic product men tend to go for and demonstrates the product. - 00:41–00:44 00:41–00:44 The segment has gotten off to a bad start, but the presenter is now onboard.

# Ad summary Horace is advertising their perfumes in a "Perfume Wrapped" format. The presenter introduces the 3 perfumes released in 2025. He then goes on to speak about the new 5 perfumes they will release in 2026, speaking about one of the fragrances, the Mezcal Musk. He describes the target customer, shows a photo from the promotional campaign, mentions the fragrance notes, then shows the perfume bottle. The presenter ends the video by saying that this perfume is out in February 2026. # Brand positioning Horace aims to occupy a sophisticated, and perhaps luxurious, space in the market for personal care and fragrances. They seem to target urban, sophisticated men in their 30s. The brand promotes a lifestyle of attention to detail and refined taste, moving against the grain of mass-market male grooming. Positioning is emotional, emphasizing the sensory experience and aspirational lifestyle associated with their products. Horace presents itself as an accessible luxury brand that men can use as part of a daily grooming regimen. # Product The featured product is Horace perfumes. The ad specifically calls out the Mezcal Musk fragrance to be released in February 2026. According to the brand ambassador, it smells like a sensual guy, set in a Mexican village, with a hint of burnt agave. The fragrance's top notes are pimento, cumin, and pink pepper. Its middle notes are davana, cypress, and guaiac wood for a liqueur-like facet, so it's woody and a bit smoky. It goes all out at the end with Java vetiver, birch tar, and musk, so it is woody, smoky, and sensual. # Visual style The ad has a polished feel. The editing style has quick cuts and static shots, creating a concise and upbeat rhythm. The production quality is a hybrid with studio elements. The ad seems to sync with the voiceover lines. The pacing stays consistent across the ad. # 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 - 00:00–00:02 00:00–00:02 The presenter introduces the Horace perfume wrapped 2025. The intention is to draw viewers in with the new 2025 perfume releases. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 00:02–00:06 00:02–00:06 The presenter asks how many perfumes were released last year, which was 3. The intention is to ask viewers whether they have been following Horace’s releases. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 00:07–00:22 00:07–00:22 The presenter states the inspiration for each of the 2025 fragrances, from the “guy in a suit who thinks he can still smoke on planes” to the “30 something, who snapped quit his finance job to start his organic lemon brand.” The intention is to introduce the audience to each of the perfumes, with different scent profiles for different types of men. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 00:22–00:28 00:22–00:28 The presenter states that 2025 is over, and they’re moving on to 2026 to release 5 fragrances. The intention is to get viewers excited about the new 2026 perfumes. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 00:29–00:45 00:29–00:45 The presenter goes into details about the first fragrance, explaining that it smells like a sensual guy because it's in a Mexican village, with a hint of burnt agave. The intention is to evoke the imagery of the perfume and the sensual vibe it portrays. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 00:46–01:05 00:46–01:05 The presenter then speaks about the fragrance notes: pimento, cumin, pink pepper for the top notes; davana, cypress, and guaiac wood for a liqueur-like facet for the middle notes; and Java vetiver, birch tar, musk for the base notes. The intention is to describe and list the fragrance notes and profile of the Mezcal Musk fragrance. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 01:06–01:11 01:06–01:11 The presenter displays the perfume bottle and declares “It’s Fire!”. The intention is to highlight the Mezcal Musk perfume and use a popular phrase that means “great” to describe the product. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone. - 01:11–01:13 01:11–01:13 The presenter mentions that it's out in February 2026 and that the rest of the perfumes, the audience will have to wait for. The intention is to let the audience know when the Mezcal Musk perfume will be released. The perspective is that of an official Horace brand ambassador, conveying an informative and celebratory tone.

# Ad summary A man shows how to use the Horace skincare line. # Brand positioning The ad presents Horace as a brand offering a range of skincare products designed to help men achieve glowing and youthful-looking skin. The ad emphasizes the functional aspects of skincare, such as moisturizing, UV protection, and impurity removal, showcasing a routine that promotes skin health. The brand presents itself as modern and approachable. # Product The ad features several products from Horace. First is the Purifying Cleanser to rid the skin of impurities. Next is the Bio-Retinol and Peptide Serum for younger-looking skin. Then, the ad presents the under-eye cream with a metal tip applicator for easy application. Lastly, the ad highlights the SPF 30 moisturizer that protects against UV rays and prevents skin aging. The products are designed to be moisturizing, protective, and easy to use. # Visual style The ad has a casual aesthetic, filmed in natural light. The editing style includes quick cuts. The production quality is fairly polished. # 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 - 00:00–00:03 The man warns the viewer not to continue the routine unless they want glowing and younger-looking skin. - 00:03–00:09 The man introduces the routine and starts off with the Purifying Cleanser from Horace. He adds that it rids the skin of impurities and makes the skin feel nice and fresh. - 00:09–00:13 The man introduces the Bio-Retinol and Peptide Serum for younger-looking skin. - 00:15–00:21 The man introduces the under eye cream with a metal tip applicator for easy application. - 00:21–00:29 The man introduces the SPF 30 which moisturizes, protects against the UV rays, and prevents skin aging. He says the routine has made his skin feel so much better.

# Ad summary Image ad displaying Horace skincare products (cleanser and moisturizer) # Brand positioning Horace is presented as a purveyor of essential skincare basics. The brand appears to focus on simplicity and efficacy, offering a concise range of products designed for everyday use. The brand's positioning is functional, emphasizing the effectiveness of its products and straightforward approach to skincare. The values that Horace seem to align with are simplicity, essentials, and effective skincare routines for the modern consumer. # Product The ad features a cleanser and moisturizer. The cleanser is a dark blue liquid product in a cylindrical bottle labeled as "Nettoyant Visage Purifiant / Purifying Face Cleanser", which suggests it is designed to purify the skin. The moisturizer is a white cream in a tube labeled as "dratant Visage Matifiant / Face Mo", it is designed to moisturize. The second moisturizer is a green liquid in a small bottle labeled as "Patchouli & Cédre / Patchouli & Cedar". The products are designed for daily use and emphasize basic skincare. These products are presented as skincare essentials and a simple effective approach to skincare. # Visual style The ad has a clean, minimalist visual style. The production quality is high, with studio-style lighting and sharp focus. The color palette is restricted to blues, greens, whites, and blacks, providing a modern aesthetic. The typography is clean and legible. The overall effect is simple and informative, highlighting the product line and clear messaging. # Hooks Headline: The skincare basics: this # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image first sets the stage by introducing the idea of "the skincare basics" to the viewer, framing the products as fundamental components of a skincare routine, from the brand's perspective. This is intended to establish the context and purpose of the products being presented. - The ad then draws the viewer's attention to each product individually by calling out the key action that each one provides, told from the brand's perspective. The first is “Cleanse” followed by the brand name, the second is the tube of moisturizer, followed by the brand name. The third and smallest product is another bottle of moisturizer with the brand name. This highlights the products' roles in a skincare routine.

# Ad summary This ad showcases the Horace brand toiletry bag and several products that can fit inside it. The ad emphasizes the brand's positioning around travel and convenience by showing a hand packing the bag with items and a text overlay that translates to 'Take everything, everywhere'. # Brand positioning Horace presents itself as a brand focused on men's skincare and grooming, emphasizing convenience and comprehensive care. The brand's products, from face cleanser to perfume, suggest a lifestyle that values personal grooming and travel. The packaging is sleek and dark, conveying a sense of modern sophistication. The positioning is both functional (providing grooming solutions) and emotional (aligning with a lifestyle of travel and self-care). # Product The ad features the Horace toiletry bag along with a range of products designed for men's grooming and skincare. The toiletry bag is a dark navy color and has the brand's name in white on the front. It is spacious enough to hold a variety of grooming essentials. Featured products include: Gentle Purifying Face Cleanser, Mattifying Face Moisturizer, Charcoal & Mint Cleansing Face Bar, Purifying Face Cleanser, a solid shampoo bar for normal/greasy hair, Oud Rose perfume, and a face cream. Each product is shown being placed into the bag, emphasizing the bag’s capacity and the range of products Horace offers for a complete grooming routine. The ad highlights that the products are perfect for travel. # Visual style The ad has a clean, minimalist aesthetic. The production quality is polished, with well-lit product shots and a focus on clear, static framing. The editing style uses quick cuts to showcase each product efficiently, and the pacing is consistent throughout the ad. There are no apparent visual motifs. The color scheme relies on dark blues and contrasting light labels. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Disponible en boutiques et sur Horace.com # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A hand places a green-bottled Horace facial serum next to the toiletry bag. - 00:02–00:03 00:02–00:03 The hand places a white tube of Mattifying Face Moisturizer. - 00:03–00:05 00:03–00:05 The hand places a black bottle of Purifying Face Cleanser. - 00:05–00:06 00:05–00:06 The hand places a small black bottle of a second cleanser. These moments establish the bag’s capacity. - 00:06–00:07 00:06–00:07 The hand places a black jar of face cream. - 00:07–00:09 00:07–00:09 The hand places a white solid shampoo bar. This is the first product shown that is not in dark packaging. - 00:10–00:12 00:10–00:12 The hand places a gold bottle of Oud Rose perfume. - 00:12–00:13 00:12–00:13 The hand zips up the bag and places it so that the brand logo is displayed clearly.

# Ad summary This ad promotes Horace SPF Moisturizer. The creator shares three reasons for using the product daily, highlighting skin aging prevention, sunburn reduction, and hydration. The ad emphasizes ease and necessity. # Brand positioning Horace is presented as a brand offering practical and effective skincare solutions for men who want to maintain a youthful appearance without excessive effort. The brand emphasizes simplicity and necessity, positioning its products as essential tools for everyday skincare rather than luxury treatments. The brand's tone is casual and approachable, aiming to appeal to men who may be new to skincare routines but are concerned about aging and sun protection. # Product The product advertised is Horace SPF Moisturizer, designed for daily use. It functions as both a sunscreen and a moisturizer, hydrating the skin while protecting it from sun damage. The ad highlights three key benefits: slowing down skin aging to prevent wrinkles and dark spots, reducing sunburns, and hydrating the skin simultaneously. The product is suitable for anyone concerned about the effects of aging and sun exposure, and the ad addresses the purchase barrier by positioning the product as an easy, essential step in a daily routine, making it accessible to men. # Visual style The ad has a UGC feel, with natural lighting, simple cuts, and static shots. The production quality is basic, creating an approachable and casual tone. The pacing is consistent, with about 10 cuts per minute. Audio-visual sync is maintained with voiceover lines and product actions. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Our SPF moisturizer now. Horace.com in our stores # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The creator starts with a funny filter and quickly transitions to explain that you probably don't want to look like the filter version of yourself, grabbing attention by contrasting an undesirable outcome with the promise of a solution. The perspective is from the creator who wants to share tips with the audience, which is conveyed by his tone of voice. - 00:04–00:09 00:04–00:09 He introduces the Horace SPF Moisturizer and promises to provide three reasons to use it daily. He is positioning himself as a knowledgeable user sharing valuable information, and his tone is friendly and direct. - 00:09–00:21 00:09–00:21 He applies the moisturizer while explaining that wearing SPF slows down skin aging, preventing wrinkles and dark spots, and maintaining firmer skin around the eyes. This is from the perspective of a user educating the audience about the anti-aging benefits, and his tone is informative and reassuring. - 00:21–00:23 00:21–00:23 He states that the second reason is less sunburns. It is from the perspective of a user educating the audience about the anti-aging benefits, and his tone is informative and matter-of-fact. - 00:23–00:29 00:23–00:29 He notes that the third reason is that the product hydrates skin because it’s an SPF and a moisturizer. This follows logically from the previous point, reinforcing the dual-action benefit. The tone is straightforward. - 00:29–00:37 00:29–00:37 He summarizes by saying there’s no reason not to wear SPF unless you want to look old. The perspective is from the creator again, directly addressing the audience and using humor to create a light tone. - 00:37–00:41 00:37–00:41 He promotes purchasing Horace SPF moisturizer at Horace.com or in stores. His tone is casual and inviting.

# Ad summary This ad promotes men's eye patches for rejuvenating tired eyes and features a testimonial from Rob, age 55-64. The ad has a clean and modern aesthetic and leverages social proof through a Men's Health Grooming Award Winner badge and a customer review. # Brand positioning The brand is presented as a credible and effective solution for men's grooming needs, specifically targeting the reduction of tired-looking eyes. Winning the Men's Health Grooming Award positions the brand as a leader in the market, emphasizing quality and recognition. The brand adopts a functional approach, focusing on the tangible benefit of rejuvenating tired eyes, while also appealing to an audience that values self-care and grooming. # Product The product is a set of eye patches designed to rejuvenate tired eyes. They are dark blue and appear to have a textured surface. The patches are applied under the eyes, and the ad suggests they provide a noticeable improvement. The ad aims to overcome purchase barriers by highlighting the Men's Health Grooming Award and positive customer feedback, reinforcing the product's effectiveness and trustworthiness. # Visual style The ad has a clean, modern aesthetic with a focus on the subject's face and the eye patches, making the product highly visible. The lighting is soft and natural, creating an approachable and trustworthy feel. The color palette is neutral, contributing to a polished and sophisticated look. # Hooks Headline: Men's Health Grooming Award Winner # Benefits - [object Object] # Features - [object Object] # Call to action SHOP NOW # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens by highlighting the Men's Health Grooming Award, immediately establishing the brand's credibility and prestige. The brand aims to impress upon the viewer that this product is award winning, implying it will be effective and worth purchasing. - The ad includes a testimonial from Rob, a 55-64-year-old, who claims the patches rejuvenate tired eyes. The customer's point of view is that the patches live up to the hype, providing social proof and relatable validation. - The ad concludes with a Shop Now button, directly prompting the viewer to purchase the product. The brand aims to convert interest into immediate sales by making it easy for potential customers to buy.

# Ad summary A young man shares his go-to skincare routine, including a purifying face cleanser, serum, and moisturizer to help keep his skin hydrated and smooth after a long day in the city. # Brand positioning HORACE is presented as a high-quality skincare brand focused on providing simple yet effective products for men. The brand is positioned as a go-to solution for maintaining healthy, hydrated, and smooth skin, particularly after exposure to the city environment. With a focus on functional benefits like purification, hydration, and mattifying, HORACE presents itself as a reliable choice for men seeking a straightforward skincare routine that delivers visible results, without unnecessary complexity. The brand aims to occupy a space in the consumer's mind as a functional solution for achieving healthy skin and the value lies in its ability to leave the user feeling confident with a matte finish. # Product The ad features three HORACE products: a purifying face cleanser, a serum, and a moisturizer. The purifying face cleanser is advertised as the first step in the skincare routine, designed to cleanse and soften the skin after a long day in the city. The serum contains hyaluronic acid and panthenol to keep skin hydrated, leaving the face feeling hydrated and smooth. The moisturizer is the final step to maintain a matte finish, while leaving the face feeling smooth and moisturized. Together, these products form a comprehensive skincare routine aimed at maintaining healthy and balanced skin. # Visual style The ad has a polished, natural feel, similar to UGC. The lighting is bright and even, enhancing the natural skin tones. The editing rhythm is smooth with static shots and simple transitions. The production quality is a hybrid between UGC and a commercial, which supports the tone of authenticity and accessibility. The pacing is consistent with medium cuts, creating a relaxed yet informative feel. # 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 - 00:00–00:02 00:00–00:02 The creator introduces the HORACE skincare routine as a solution to dry skin, presenting the three products he uses. - 00:02–00:04 00:02–00:04 The creator highlights the purifying face cleanser as the first step, pouring it into his hand. - 00:04–00:07 00:04–00:07 The creator demonstrates the use of the face cleanser, emphasizing how it leaves his skin feeling clean and soft after a long day in the city. - 00:07–00:12 00:07–00:12 The creator introduces the serum, highlighting its hydrating properties and key ingredients, and shows its application. - 00:13–00:18 00:13–00:18 The creator presents the moisturizer as the final step, focusing on its ability to leave his face feeling smooth and moisturized while keeping a matte finish. - 00:19–00:22 00:19–00:22 The creator concludes by showing his improved skin and expresses his readiness to go out with confidence.