How Milani Advertises on Meta

# Ad summary This ad promotes Milani's Make It Last Setting Spray. It emphasizes the product's waterproof and sweatproof qualities and its formulation with watermelon extract, niacinamide, and glycerin. # Brand positioning Milani is presented as a brand that offers high-performance makeup products, specifically setting sprays, that can withstand various conditions like water and sweat, ensuring all-day hold. The brand emphasizes the quality of its ingredients, highlighting components like watermelon extract, niacinamide, and glycerin. Milani appears to be a functional brand, prioritizing the performance and effectiveness of its makeup products to meet the demands of active lifestyles. The brand distinguishes itself by focusing on makeup that lasts and is formulated with skin-friendly ingredients. # Product The featured product is the Milani Make It Last Setting Spray, an all-day hold setting spray designed to make makeup waterproof and sweatproof. It is formulated with watermelon extract, niacinamide, and glycerin to deliver a natural finish. The spray is for anyone who wants their makeup to stay put all day. The USPs are its ability to ensure makeup lasts throughout the day while being waterproof and sweatproof and containing beneficial ingredients. The ad addresses the purchase barrier of makeup not lasting or being ruined by environmental factors such as sweat or rain. # Visual style The ad has a polished and clean aesthetic with a focus on natural light and clear shots of the product and its ingredients. The editing style includes smooth transitions and a moderate pacing to ensure that each element of the ad is clearly communicated. The visuals are timed with the voiceover lines to emphasize the product's key features and benefits, such as its waterproof and sweatproof qualities. # 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 by showcasing the Milani Make It Last Setting Spray placed on a rock in front of a blue background. - 00:02–00:04 00:02–00:04: The ad transitions to a woman standing outside. The woman looks toward the sky. - 00:04–00:06 00:04–00:06: A woman sprays the setting spray on her face while looking up toward the sky. This shot is presented to assure the viewer that this product keeps makeup in place. - 00:06–00:09 00:06–00:09: The ad transitions to a close-up shot of a watermelon and leaves in front of a bright sky to show the product's ingredients. This is shown to emphasize the natural ingredients used. - 00:09–00:11 00:09–00:11: The ad transitions back to the woman, and she looks directly at the camera and smiles. This is shown to instill trust. - 00:11–00:15 00:11–00:15: The ad transitions to a shot of the Milani Make It Last Setting Spray and the brand's name is shown to reinforce the product's name.

# Ad summary This ad promotes Milani's Make It Last Sunscreen Setting Spray, emphasizing its ability to lock in makeup while providing SPF 30 protection for up to 16 hours of wear. The ad features a close-up shot of the product against a natural background, highlighting its dual-functionality and long-lasting benefits. # Brand positioning Milani is presented as a brand that offers makeup solutions with added benefits, specifically focusing on long-lasting wear and sun protection. The brand appears to occupy a space in the market that combines cosmetic performance with skincare functionality, appealing to customers who seek convenience and care in their makeup routine. The brand aims to align with a lifestyle that values efficiency and comprehensive beauty solutions. Milani follows category norms by providing functional benefits but pushes against the idea that makeup cannot also offer skincare benefits, positioning itself as a provider of products that enhance beauty while protecting the skin. # Product The featured product is Milani's Make It Last Sunscreen Setting Spray, designed for individuals seeking a setting spray that not only locks in their makeup but also provides sun protection. It is a spray applied after makeup to set the look and protect the skin from sun damage with SPF 30. The ad emphasizes the product's ability to lock in your look with SPF 30 and provide up to 16HR wear. Key features include its sunscreen properties, long-lasting wear, and setting capabilities, offering a dual-action solution for makeup users. This product addresses the purchase barrier of needing to apply sunscreen separately, offering a convenient all-in-one solution for setting makeup and protecting the skin. # Visual style The ad features a product-focused visual style with a highly polished, studio-shot quality. The visual motif centers around a clean presentation of the product against a natural background, enhancing its appeal. The image treatment includes background blurring and color grading that creates a soft, inviting atmosphere. The typography integration is large and bold, ensuring high scannability. The ad aims to mimic a platform-native style, fitting seamlessly into a feed while maintaining a high-design aesthetic. # Hooks Headline: Lock in your look with SPF 30. Up to 16HR wear. # 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 and a headline emphasizing the product's dual benefits: 'Lock in your look with SPF 30. Up to 16HR wear.' This is the brand introducing its product and highlighting its key features upfront to capture attention and immediately communicate value. - The ad then transitions to showcasing the product itself, prominently displaying the Milani Make It Last Sunscreen Setting Spray bottle. The brand uses this visual to reinforce the product's identity and packaging, providing a clear image of what the consumer is purchasing. - Finally, the ad includes on-package label text that details the product's features, such as 'SUNSCREEN SETTING SPRAY' and 'BROAD SPECTRUM SPF 30 +UVA/UVB PROTECTION'. This is the brand providing additional information and reinforcing the product's protective qualities and functionality.

# Ad summary A creator demonstrates the effects of Milani's tubing mascara to her eyelashes. # Brand positioning Milani is presented as a brand that provides consumers with a variety of beauty enhancing options. The brand is positioned as a provider of mascaras that give the false lash effect without the need for false lashes. Milani is positioning itself as a beauty provider that offers extreme results to consumers. # Product The Milani brand highly rated lash extension XL tubing mascara is designed to lengthen, lift, and curl lashes. The mascara is smudge proof, flake proof, and transfer proof for up to 24 hours. It is a tubing mascara that comes in two shades of black and brown and features a wand that has 198 micro bristles. # Visual style The ad has a bright and clean aesthetic, that is polished and high-end. The editing style consists of quick cuts, in a UGC style. The pacing is moderate, and there are no visual motifs used. The cuts and product actions are in sync with the voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 A woman applies mascara to her upper eyelashes. This communicates the intended use case of the product, as well as demonstrating the product in action. - 00:02–00:07 00:02–00:07 The woman holds a tube of Milani mascara, while speaking about how it creates results. This is from the brand's POV to introduce the product and promote its effectiveness, while visually displaying its packaging. - 00:07–00:12 00:07–00:12 The woman looks into the camera, sharing that she was not expecting results like this from this mascara. She shares that the wand has 198 micro bristles. The perspective shifts to the woman as a customer sharing surprise at the results of the product. - 00:12–00:25 00:12–00:25 The woman applies the mascara to her upper eyelashes. She says that she does not curl her lashes, and that this is the result that she is getting on its own. The woman is sharing her experience with the product, and its effects to her eyelashes in real time. - 00:25–00:34 00:25–00:34 The woman speaks about how she cannot believe that the results are coming from this mascara, and that it comes in two shades, black and brown. She says to try the brand new mascara. This closes the narrative by emphasizing the surprise from the customer that the mascara gives lash extension like results.

# Ad summary This ad showcases the MILANI Lash Extensions XL Volumizing Tubing Mascara. It opens with close-up shots of the product and before/after images of a woman's eyelashes, emphasizing the extreme volume it provides. A woman applies the mascara and expresses her satisfaction with its performance, highlighting its ability to make her lashes look like she has extensions, the fact that it does not smudge, and is easy to remove. The ad concludes with a call to action to purchase the mascara. # Brand positioning MILANI is presented as a brand offering high-performance beauty products that deliver professional-quality results without the need for expensive salon treatments. The brand aligns with a modern, confident lifestyle, promoting beauty solutions that are both effective and accessible. MILANI seemingly targets customers who want to achieve dramatic lash looks easily and affordably, pushing against the need for lash extensions. # Product The featured product is MILANI Lash Extensions XL Volumizing Tubing Mascara, a new mascara designed to provide extreme volume and long-lasting results. The mascara is formulated to create the look of lash extensions without smudging. It is applied like a regular mascara, coating each lash to create noticeable volume and length. One unique selling point is its tubing formula, which ensures it does not smudge and is easy to remove. The product is intended for individuals who want dramatic lash looks and the appearance of extensions without the upkeep or cost. The ad shows the mascara being applied in everyday settings, highlighting its ease of use and suitability for daily wear. # Visual style The ad has a polished, clean aesthetic with a focus on product visibility and clear before-and-after results. The editing style includes quick cuts to emphasize key moments, with smooth transitions between shots. The pacing is consistent, enhancing the ad's informative and persuasive tone. The visual style appears to be made for social media, with a high production value typical of beauty brand advertisements. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action You guys need it. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a product shot alongside text highlighting that 100% of surveyed customers agreed that it gives extreme volume that lasts all day. - 00:02–00:04 Before and after images of lashes, as well as the product name and additional product details appear. - 00:04–00:06 A woman is shown applying the mascara, with the visual showcasing the product in use. - 00:06–00:08 The woman's after results are shown. - 00:08–00:18 The woman speaks directly to the camera, conveying her satisfaction with the mascara, stating it looks like she has lash extensions, it doesn't smudge, and it is easy to remove. The perspective is from the customer. - 00:18–00:20 The woman shows the product, and touches her lower lashline to further emphasize that it doesn't smudge. - 00:20–00:26 Closing shot of the mascara with the product name, and the customer speaking directly to the camera with a call to action.

# Ad summary This ad features a woman standing outside in what appears to be Italy and holding two Milani baked powders. She shares that Milani has made the most sophisticated and accessible products at the drugstore. She shows swatches of the product on her arm and gives information regarding the new formula, which has olive oil and grapefruit extract. She finishes the ad by putting the makeup on her face, saying that a single swirl is enough product to hit the key areas of the face. # Brand positioning Milani is presented as a brand that creates sophisticated makeup products that are also accessible at the drugstore. The brand focuses on enhancing textures and pigments in their products. # Product The Milani Baked Powder is an updated formula that includes olive oil and grapefruit extract. The new formula is more pigmented than the previous one and lasts 12 hours. According to the ad, the texture is better and doesn't accentuate pores. The packaging has also been upgraded and is easier to open. The product has three colors in one. # Visual style The ad has a polished commercial style and is shot with natural lighting. The editing is smooth, with static shots that allow the viewer to focus on the product. The ad has a fast pace. # 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 - 00:00–00:04 The creator is introducing the new Milani baked formula. - 00:04–00:07 00:04–00:07 The creator shows the product swatched on their wrist and the overlaid text shares that it lasts 12 hours, conveying that it is long-lasting. - 00:07–00:13 00:07-00:13 The creator shares that Milani products are sophisticated and can be found at any drugstore, reinforcing that the brand is accessible. - 00:13–00:17 00:13–00:17 The creator shares ingredients in the new formula like olive oil and grapefruit extract. - 00:17–00:26 00:17-00:26 The creator talks about how the liquid binding system was adjusted to deliver texture, it does not accentuate pores and is easier to open. - 00:26–00:28 00:26-00:28 The creator shows swatches of different shades of the product on their arm. - 00:28–00:34 00:28-00:34 The creator applies the product to their face. - 00:35–00:44 00:35-00:44 The creator is highlighting the uniformity and blendability of the products, conveying they are easy to use and look good. - 00:44–00:47 00:44-00:47 The creator shares that the product is Italian and that the new generation of baked takes it to a new level.

# Ad summary This ad showcases Milani's XL volumizing tubing mascara, emphasizing its ability to deliver extreme volume, length, and lift for up to 24 hours. The ad visually demonstrates the mascara's application and the resulting lash transformation. # Brand positioning Milani is presented as a brand that offers high-performance beauty products, specifically mascaras, that deliver professional-looking results. The brand aims to occupy a space in the consumer's mind as a reliable and effective option for achieving significant lash enhancement. Milani aligns with a functional and aesthetic tone, focusing on delivering tangible performance benefits and visible results. This approach suggests a brand that pushes against the need for costly, professional lash extensions or treatments by offering a readily accessible and effective alternative. # Product The featured product is Milani's NEW XL Volumizing Tubing Mascara. This mascara is designed to provide extreme volume, length, and lift to the lashes. It is formulated as a tubing mascara, which encases each lash in a lightweight tube, promising up to 24 hours of wear. The product is packaged in a sleek, lavender-colored tube with gold accents. The visual demonstration shows the mascara being applied to natural lashes, resulting in a noticeably fuller and more lifted appearance. The ad focuses on communicating that the mascara offers a quick and effective way to enhance the lashes without the need for professional treatments or extensions. # Visual style The ad features a polished aesthetic with soft lighting and close-up shots. Editing is minimal with static shots. The production quality is high-end, commercial. The pacing is slow and deliberate, allowing viewers to focus on the product and its effects. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 The ad opens with a close-up of a woman's eye and lashes. A mascara wand is shown applying the mascara to her lashes.

# Ad summary A woman with short lashes uses and reviews Milani's Lash Extensions XL Volumizing Tubing Mascara, highlighting the mascara's lift, flake-proof properties, and tubing technology for easy removal. # Brand positioning Milani is presented as a makeup brand that prioritizes ease of use and healthy ingredients, particularly for sensitive skin. The brand aims to occupy a space in the consumer's mind as providing comfortable and high-performance solutions. By including shade, castor, and vitamin B5 the brand aligns with the values of skin health and overall comfort. This mascara is functional, designed to provide instant lift and easy removal. Milani is pushing against the norm of difficult mascara removal, highlighting its tubing technology as a superior alternative. # Product The product featured is Milani's Lash Extensions XL Volumizing Tubing Mascara. This mascara is for individuals with short lashes seeking instant lift and volume. Key features include a brush with 198 bristles for coating every lash, transfer-proof and flake-proof properties, and tubing technology for easy removal. The mascara is available in black or brown shades. The product contains shade, castor, and vitamin B5, which makes it more comfortable and nourishing to the lashes. The ad is telling the viewer that this product is worth trying because it provides instant lift, is comfortable on the lashes, and is easy to remove without smudging or irritation. # Visual style The ad has a UGC feel with a simple background and natural lighting. The editing style is quick cuts when applying the product and static shots when she is speaking directly to the camera. The visuals and messaging align with the platform’s native behaviors. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The creator applies mascara to her eye and shows the mascara smudge on her finger as a way to indicate that it does not apply like other mascaras. This is conveyed as a challenge of other traditional mascaras. - 00:03–00:08 00:03–00:08 The creator introduces Milani's highly rated lash extension XL volumizing tubing mascara as the missing solution to the challenge in the opening. The brand is being presented as the solution to the challenge. - 00:08–00:15 00:08–00:15 The creator continues to apply the mascara to her lashes. She shares that she doesn't have long lashes, she's jealous of people with long lashes, and then states what mistake she's been making. She says that she has been using regular mascara when she needs to be using tubing mascara. She then provides an example of the problem other people may experience with their eye lashes by using the finger smear test again. - 00:15–00:29 00:15–00:29 The creator shares that it's because of the mascara brush. She zooms in to show the brush. She then shares that it has like 198 bristles, and that it really coats every single lash. She says that it is transfer-proof and flake-proof. The creator is delivering on the brand promise. - 00:29–00:33 00:29–00:33 The creator informs the viewers that it comes in black or brown, and the product continues to be framed. - 00:33–00:37 00:33–00:37 The creator shares that it is comfortable on her lashes because of the shade, castor oil, and vitamin B5. The brand is communicating the benefits to viewers. - 00:37–00:45 00:37–00:45 The creator points out that this mascara has tubing technology. She states how it all just came off. She closes the video by stating that the mascara is insane and that she cannot wait to try the brown one.

# Ad summary This ad promotes the Milani Highly Rated Anti-Gravity Mascara. The ad showcases the unique 198-bristle brush designed to deliver maximum volume, showing before and after eye close-ups to highlight the mascara's volumizing effect. The ad also states that the mascara is a tubing mascara. # Brand positioning Milani is presented as a beauty brand focused on delivering high-performance products with innovative features. The brand emphasizes functional benefits, such as maximum volume, aligning with a consumer who values visible results and advanced formulations. Milani seems to position itself within the competitive beauty market by highlighting unique aspects of its products, such as the 198-bristle brush, suggesting a focus on innovation and standing out from category norms. # Product The featured product is the Milani Highly Rated Anti-Gravity Mascara, specifically the new XL volumizing tubing mascara. The ad highlights the mascara's unique 198-bristle brush, designed to deliver maximum volume. It is implied through before-and-after visuals that the mascara is for those seeking visibly enhanced lashes. The ad emphasizes a key USP: the mascara is a tubing mascara. The ad does not showcase any specific use occasions, but the product aims to address the pain point of achieving significant lash volume. # Visual style The ad has a polished, commercial aesthetic with a focus on showcasing the product and its effects. The editing style uses static shots to highlight product details and before-and-after results. The gradient background provides a clean and modern backdrop. The pacing is slow and deliberate. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with text and product visuals describing the mascara's unique brush and volumizing capabilities. - 00:03–00:07 The ad transitions to a before-and-after comparison of the model's lashes, demonstrating the product's effect.

# Ad summary A content creator promotes Milani's Baked Blush product in shade 01 Dolce Pink. # Brand positioning Milani presents itself as an established brand for makeup enthusiasts. The brand promotes the Baked Blush as a staple beauty product for achieving a cool-toned baby-doll aesthetic. It ignores the recent trend of overly saturated or neon blush tones in favor of a softer, more timeless look. # Product The Milani Baked Blush is a pressed powder blush designed for daily use. In the ad, the content creator focuses on shade 01 Dolce Pink, which she describes as a cool-toned baby doll pink that goes perfectly with a cool-toned eye look, and that can give you a little bit of a glow as you can see. # Visual style The ad has a highly polished and professional aesthetic, appearing to be a UGC-style video produced with high production value. It uses a bright, natural lighting scheme. It uses quick cuts to maintain an energetic pace. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The creator applies the product. - 00:01–00:04 The creator holds the product up and calls it a perfect baby doll pink, then identifies it as the Milani baked blush in the shade Dolce Pink. - 00:04–00:05 The creator applies the product on camera. - 00:05–00:08 The creator says that because her eye look is cool-toned, this shade goes perfectly with it. - 00:08–00:12 The creator references the Milani baked blushes that she's been using since she was fourteen years old. - 00:12–00:13 The creator confirms that she is 26 now. - 00:14–00:20 The creator explains that she has been using shade Luminoso for years, but this Dolce Pink shade goes so much better with her eye look today. - 00:20–00:23 The creator closes in on her face, explaining that the blush gives you a little bit of a glow. - 00:23–00:29 The creator applies the product on camera again. - 00:29–00:32 The creator advises the viewer to buy it from Ulta, calling it a good summer shade. - 00:32–00:33 The creator says she's perfect.

# Ad summary An ad for Milani Baked Blush in Dolce Pink. The creator demonstrates how pigmented the blush is and how it can be built up for more color. She applies it to her cheeks and nose to complete the look. # Brand positioning The brand presented is Milani, offering high-quality beauty products that are accessible and inclusive, as suggested by the creator's demonstration of the product. The brand is positioned in the market as providing iconic and beloved beauty items, highlighting the Baked Blush as a standout product. With its highly pigmented colors and buildable formula, Milani appeals to everyday beauty enthusiasts who are looking for makeup products that deliver great results without breaking the bank. The brand's tone is friendly and inviting, aiming to make beauty fun and attainable for everyone. # Product The featured product is Milani Baked Blush in the shade Dolce Pink, an iconic blush known for its rich pigmentation and buildable formula. It is designed for makeup lovers who want to add a pop of color to their cheeks. The blush is praised for its versatility, allowing users to achieve a range of looks from a subtle flush to a bold statement. The product is presented as a must-have item that completes every makeup look, encouraging viewers to try it for themselves. The ad promotes the blush's ease of use, showcasing how just one swipe delivers noticeable color, and highlights the option to build up the color to suit individual preferences. Applying blush to the nose is presented as a tip for a more cohesive look. # Visual style The ad has a polished, UGC feel, blending professional lighting with casual, selfie-style camera work. The editing style is simple, featuring mostly static shots with minimal transitions. The production quality is high, creating a clean and inviting aesthetic that appeals to beauty enthusiasts. Pacing is moderate. Audio-visual sync is standard, with voiceover timed to product actions. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action You should try it. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up of the creator applying blush to her cheek. - 00:01–00:04 She asks viewers if they are familiar with the product she is using, referring to it as a recognizable item. - 00:04–00:04 The creator holds up the Milani Baked Blush in Dolce Pink, highlighting its name and shade. - 00:04–00:06 She applies the blush to her cheek while holding the product. - 00:06–00:09 The creator shows how pigmented the blush is with just one swipe but mentions that she prefers to build it up. - 00:09–00:11 She applies more blush to her cheek, encouraging the viewer to follow her example. - 00:11–00:16 The creator states that the blush is the most gorgeous shade of pink and that she loves applying it to her nose. - 00:16–00:18 She finishes by saying that it completes every look, encouraging the viewer to try it.

# Ad summary A woman demonstrates Milani's Lash Extensions XL Volumizing Tubing Mascara, highlighting its unique bristle brush, nourishing ingredients, ease of removal, 24-hour wear, and its ability to boost length and volume, making it perfect for everyday use. # Brand positioning Milani is presented as a makeup brand that offers highly-rated and innovative products. The ad emphasizes the brand's focus on creating products with unique features, such as the one-of-a-kind bristle brush of their Lash Extensions mascara. It aligns with a lifestyle that values both effectiveness and ease of use, promoting a product that is comfortable, easy to apply, and beneficial for daily wear. The brand differentiates itself through its attention to ingredient quality, as the tubing formula contains nourishing components, and ease of removal while offering long lasting wear. Milani focuses on a functional approach by delivering performance and simplicity. # Product Milani's Lash Extensions XL Volumizing Tubing Mascara is highlighted as a highly-rated product designed for women who want to boost the length and volume of their eyelashes. The ad emphasizes the unique bristle brush and tubing formula, which includes nourishing ingredients and is easy to remove. It lasts up to 24 hours and delivers both length and volume. It aims to address purchase barriers by highlighting its comfort, ease of use, and suitability for everyday wear. # Visual style The ad's aesthetic is polished, with a clean and focused presentation. The editing style is a combination of cuts, smooth transitions, and static shots. The production quality is well done. The pacing is consistent with the audio. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The video begins with a woman showing her lashes before mascara, then holding up the Milani mascara product. - 00:02–00:07 The woman then explains that she is using Milani's Lash Extensions XL Volumizing Tubing Mascara, showing the viewer how the mascara looks as she applies it. - 00:07–00:11 The woman shares the unique one of a kind bristle brush, tubing formula, and nourishing ingredients of the mascara, as well as it’s easy removal. A close-up of the brush head is shown. - 00:11–00:19 The woman mentions how the mascara lasts for 24 hours and boosts length and volume. She emphasizes its comfort and ease of use, stating it is perfect for everyday use, while holding up the Milani mascara product.

# Ad summary A female influencer reviews the Milani Highly Rated Lash Extensions XL Volumizing Tubing Mascara. She highlights the 198 bristles of the applicator and the feather-like wispy and falsy look based on one or two coats. She shares that it comes in black and brown shades. # Brand positioning Milani presents itself as a beauty brand that is highly rated, backed by quality products that deliver lash extension level results. The brand positions itself as knowing mascara, offering volumizing products that can provide falsie level results. This challenges the idea that natural looking lashes need to be sacrificed for extreme volume. # Product The Milani Highly Rated Lash Extensions XL Volumizing Tubing Mascara is a volumizing tubing mascara available in black and brown shades. It's designed to deliver lash extension level results and create a feathery, wispy look with just one light coat, or a voluminous, falsy look when built up with two coats. The mascara features an applicator with 198 bristles that allow for close, personal, and separate application to every single lash. # Visual style The ad has a UGC feel with natural lighting and a close-up perspective, making it feel personal and authentic. The editing style is conversational, and features jump cuts in some places. The pacing is medium speed. # Benefits - [object Object] - [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 - 00:00–00:04 The influencer starts by directly addressing the viewer, acknowledging their potential curiosity about the mascara she is using. This creates a personal connection and sparks interest. - 00:04–00:09 She then reveals the product, highlighting its name and key features (highly rated, lash extension XL, volumizing tubing mascara). This introduces the brand and product. - 00:09–00:13 The influencer reinforces the brand's expertise in mascara, further building trust in the product and hinting at its quality. - 00:14–00:24 She emphasizes the unique applicator with 198 bristles and then highlights its ability to separate and reach every lash for a close, personal application. This emphasizes the product's precision and user-friendly design. - 00:24–00:30 The influencer showcases the product's versatility, revealing that it comes in both black and brown shades and therefore creating options for different looks. - 00:30–00:40 She emphasizes the mascara's ability to create different looks based on the number of coats applied, highlighting its flexibility to create a fibrous wispy look with one coat, or a voluminous falsy look with two coats. - 00:40–00:44 The influencer concludes with a strong endorsement, claiming she won't be reaching for another mascara anytime soon, signaling exceptional satisfaction and suggesting the product's superiority.

# Ad summary A person with makeup on does a demo on the Milani Cheek Kiss Cream Bronzer. The person mentions how to use the product and the benefits of using it. Other Milani products are also used in the application process. # Brand positioning Milani is presented as a makeup brand focusing on quality and affordability. It offers a range of products, including bronzer, concealer, blush, lip plumper, and setting spray, providing a complete makeup routine. The brand aligns with a beauty-conscious lifestyle. Milani targets those looking for effective makeup solutions without breaking the bank. # Product The Milani Cheek Kiss Cream Bronzer is a cream-based bronzer designed to give a sun-kissed look. It is for anyone wanting to bronze their face. The bronzer is available in the shade 120 Spilling Tea and has Vitamin E, making it hydrating and nourishing for the skin. It can be applied to the cheekbones, temples, and forehead with a soft matte finish. The benefits can be improved when added with concealer, blush and lip plumper. # Visual style The ad has a polished commercial aesthetic. It features static shots, smooth transitions, and a hybrid production quality, enhancing the tone and catering to the audience. The pacing is consistent. # 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 Summer is around the corner, and the person will show how to use the Milani Cream Bronzer. - 00:04–00:09 The person lets the viewer know that they already have on their base and that the cream bronzer is in the shade 120 Spilling Tea. - 00:09–00:19 The person states that placement is everything and that they like to place it along the high points of the cheekbones. They also love that the product is infused with Vitamin E, so it's hydrating and nourishing. - 00:19–00:27 The person shows how to apply the cream bronzer and mentions that it blends smoothly. - 00:27–00:38 The cream bronzer has a soft matte finish. The person applies concealer and then adds blush. - 00:38–00:44 The person applies lip plumper and then setting spray. - 00:44–00:47 The person lets the viewer know that they are now sunkissed, bronzed, and good to glow.

# Ad summary A before and after is shown of a woman with short lashes and after she uses the Milani Fan Club mascara, she has long, separated lashes. There is text on the screen explaining how the curved brush can separate every lash. # Brand positioning Milani aims to occupy the space in the consumer's mind as a brand for highly rated makeup. The brand aligns with promoting quality and reliability. The brand appears to follow category norms and the brand positioning seems functional because the brand focuses on the performance of the makeup. # Product The product advertised is the Milani Fan Club Fanning Mascara that comes in a black tube. The mascara has a curved bristle brush. The ad tells the viewer that the curved bristle brush separates every lash. The ad shows the product can make lashes longer and defined. # Visual style The overall aesthetic of the ad is polished. The editing style has static shots with smooth transitions. The production quality seems like a commercial. The pacing is slow and steady. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:07 Before and after picture is shown of eyes without and with mascara.

# Ad summary An ad for Milani Make It Last Sunscreen Setting Spray. The ad emphasizes that you can lock in your look with SPF 30, with up to 16 hours of wear. # Brand positioning Milani is presented as a makeup brand with a focus on providing quality cosmetics that also protect the skin. The brand is positioned as one that understands the importance of both looking good and maintaining skin health, especially by including SPF in its setting spray. The emphasis on long wear suggests that Milani is for those who want their makeup to last all day without constant touch-ups, combining convenience with skincare. # Product The advertised product is Milani's Make It Last Sunscreen Setting Spray, designed to lock in makeup looks while providing SPF 30 protection. This sunscreen setting spray offers up to 16 hours of wear, ensuring that makeup stays in place throughout the day. It is suitable for anyone looking to protect their skin from the sun while maintaining a fresh makeup look. The spray format allows for easy application and touch-ups, making it a convenient addition to any makeup routine. The product addresses the need for sun protection without compromising the longevity of makeup. # Visual style The ad has a clean, bright visual style. The production quality appears to be studio-shot with attention to detail in lighting and composition. The image treatment includes soft focus on the background to make the product pop. The typography is clean and legible. # Hooks Headline: Lock in your look with SPF 30. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - From the brand's perspective, the ad opens by highlighting the dual benefit of locking in your makeup look and protecting your skin with SPF 30. This caters to the audience seeking both beauty and skincare benefits. - The brand states the product offers up to 16 hours of wear, emphasizing the long-lasting nature of the setting spray. This addresses the common need for makeup to withstand the demands of a full day. - The product is presented visually, showcasing the bottle and its branding, allowing the customer to see what they are purchasing.

# Ad summary This ad promotes Milani's Make It Last Setting Spray. It features a confident woman sharing affirmations about herself as she prepares for the day. The ad emphasizes the product's role in helping her makeup stay in place, aligning with her personal values of intention and endurance. # Brand positioning Milani is presented as a brand that aligns with female empowerment and self-confidence. The brand promotes the values of enduring beauty and inner strength, positioning itself as a supporter of women who are bold, comfortable in their skin, and determined. The ad ignores competitor behaviors by focusing on intrinsic values rather than direct comparisons, highlighting an emotional connection with its audience. The brand aims to occupy a space in the consumer's mind as a provider of reliable makeup solutions that embody long-lasting confidence and beauty. # Product The Milani Make It Last Setting Spray is a makeup product designed to keep makeup in place for extended periods. The ad emphasizes the setting spray's ability to provide a natural finish, ensuring makeup looks fresh and lasts throughout the day. The product is for individuals who want their makeup to withstand various conditions without fading. The ad promotes the idea that "what's inside is everything," suggesting the product contains high-quality ingredients that enhance its effectiveness. The setting spray is presented as a solution to prevent makeup from fading, addressing the pain point of makeup not lasting. # Visual style The ad features a polished and ethereal aesthetic with a blend of natural and studio lighting. It combines quick cuts with static shots to create a dynamic yet smooth viewing experience. The production quality feels like a hybrid of UGC and a polished commercial, enhancing the relatable yet aspirational tone. The editing style includes smooth transitions that are timed to the voiceover lines, enhancing the audio-visual sync. The pacing is consistent and moderate, with about 6-8 cuts per minute, contributing to a calming and engaging rhythm. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a product shot of Milani Make It Last Setting Spray set on top of a rock. A woman's voice shares an affirmation, “I am confident and bold.” The intention is to set a tone of self-assuredness and empowerment right from the start. The perspective is from the brand, conveying a message of confidence through the voiceover and product presentation. The tone is calm and aspirational, aiming to resonate with viewers who value self-confidence. - 00:02–00:04 00:02–00:04 A close-up shot of a white flower transitions to a woman outdoors, applying the Milani setting spray to her face. She continues the affirmation: “I am comfortable in my skin.” The flower represents natural beauty, which connects to the woman using the setting spray. The brand is conveying its value of beauty and confidence. The tone is natural and serene. - 00:04–00:05 00:04–00:05 Close up shot of the woman looking into the camera. She states: “I hold steady.” The message is that with this product, the woman can “hold steady” and be confident that her makeup will last. - 00:05–00:07 00:05–00:07 The scene transitions to a bright, overexposed shot of building architecture. She continues the affirmation: “I don’t fade.” This communicates that the woman, and her makeup, will be long-lasting. - 00:07–00:09 00:07–00:09 The woman is now seated outside on a large rock. She is facing away from the camera, looking out over the mountains. She continues the affirmation: “I endure.” The message is that she is resilient and her makeup will endure as well. - 00:09–00:10 00:09–00:10 The scene cuts to the woman in a close-up shot as she states, “Set with intention.” The message is that you can control and intentionally set your makeup with this setting spray. - 00:10–00:14 00:10–00:14 The product is showcased with on-screen text stating “Milani Make It Last Setting Spray” and “What’s inside is everything.” The message is that Milani is the brand that provides long-lasting results because of the quality ingredients inside the spray.

# Ad summary The ad showcases the Milani Highly Rated Fan Club Fanning Mascara, highlighting its curved bristle brush designed to separate every lash for a fanned-out effect. # Brand positioning Milani is presented as an accessible beauty brand focused on delivering high-performance products. The brand emphasizes functional benefits like lash separation and a curved brush, and positions itself as a go-to for achieving a fanned-out lash look. The brand appears to follow category norms by focusing on specific product features and benefits, but also attempts to stand out by calling out the curved bristle brush. # Product The Milani Highly Rated Fan Club Fanning Mascara is a mascara designed to separate every lash. Its standout feature is a curved bristle brush, explicitly designed to achieve lash separation. The product's name suggests it is part of a popular or highly rated line, which positions the product as a reliable choice for consumers. The ad focuses on the functional aspect of the product, presenting it as a solution for achieving defined and fanned-out lashes. # Visual style The ad has a clean, minimalist visual style with a focus on product features. It uses a neutral color palette with a beige background to create a soft, modern aesthetic. The production quality appears to be studio-shot. The typography is integrated well with the design, using contrasting font styles to highlight key information. # Hooks Headline: Curved Bristle Brush Separates Every Lash # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by spotlighting the Milani brand and new product, the Highly Rated Fan Club Fanning Mascara, and builds brand awareness by explicitly stating the brand name and product name. The ad is told from the brand's perspective and intends to capture the user's attention by calling out a new product release. - The ad highlights the key benefit of the mascara: that it separates every lash. The ad is told from the brand's perspective, and intends to emphasize a core product feature intended to create value and increase the likelihood of purchase.

# Ad summary This ad features a collection of Milani's 'Make It Last' setting sprays, highlighting the range of options and finishes available. # Brand positioning Milani is presented as a beauty brand focused on providing high-performance makeup setting solutions. The brand is positioned as a provider of clinically proven formulas designed to prime, set, and perfect makeup. The emphasis on "clinically proven" suggests a focus on efficacy and reliability. The language in the ad promotes the brand as a scientifically backed option, potentially appealing to customers who seek assurance in their beauty products' performance. The range of setting sprays (matte, dewy, original, moisture boost, and sunscreen) suggests that Milani caters to diverse skin types and preferences, reinforcing their accessibility to a wide audience. # Product The ad showcases the Milani 'Make It Last' Setting Spray Collection, which includes several variations of the setting spray, each designed for different skin types and needs. The collection includes: 'Original' (a natural finish setting spray), 'Matte' (a charcoal-infused setting spray with a matte finish), 'Dewy' (designed to create a dewy finish), 'Moisture Boost' (an alcohol-free formula), and 'Sunscreen' (a setting spray with SPF 30). Each spray is packaged in a spray bottle. All the sprays promise to help makeup last longer. The ad highlights key features such as 24-hour wear (for the Original), alcohol-free formula (for the Moisture Boost), and SPF 30 (for the Sunscreen version). These features directly address common concerns like longevity, skin sensitivity, and sun protection. # Visual style The ad features a product-focused studio shot with high production quality. The bottles are arranged in a visually appealing manner to showcase the full product range. Soft, diffused lighting is used to highlight the products without harsh shadows. The overall aesthetic is clean and modern, which is enhanced by the neutral cream background and straightforward typography. # Hooks Headline: Clinically proven formulas designed to prime, set & perfect. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by highlighting Milani as a brand with clinically proven formulas. This serves to establish the brand's credibility and expertise in creating effective makeup products. The brand is conveying its focus on scientifically backed solutions for makeup application and longevity. - The ad then narrows its focus to the 'Make It Last' Setting Spray Collection, showcasing a range of different setting sprays. This is intended to demonstrate the brand's ability to meet diverse consumer needs and preferences in terms of finish and function. The brand is conveying the depth and breadth of its product line. - The presentation of different setting spray variants allows the audience to consider the option that best suits their individual needs, such as the 'Matte' version for oily skin, 'Dewy' for dry skin, or 'Sunscreen' for added sun protection. The brand is speaking directly to the consumer's desire for personalized solutions.

# Ad summary This ad promotes Milani's Make It Last Setting Spray Collection, showcasing multiple products in the line with a focus on their clinically proven formulas for priming, setting, and perfecting makeup. # Brand positioning Milani is positioned as a brand offering clinically proven formulas designed to prime, set, and perfect makeup. The brand appears to be focused on performance and reliability, emphasizing the scientific backing of its products with the claim of being 'clinically proven'. The brand provides different options within their line of setting sprays, allowing the customer to choose the product that best suits their skin type and needs. # Product The ad features the Make It Last Setting Spray Collection by Milani, with multiple product variations displayed. These include Make It Last Matte (finish charcoal), Make It Last Original (natural finish), Make It Last Dewy (dewy finish), Make It Last Moisture Boost (alcohol-free long wear), and Make It Last Sunscreen (SPF 30 broad spectrum sunscreen). Each setting spray is formulated to prime, set, and perfect makeup, providing options for different skin types and preferences. The Moisture Boost variety is highlighted as alcohol-free. The Original and Matte version claim up to 24 hours of wear. The Dewy and Moisture Boost version claim up to 16 hours of wear. The Sunscreen version contains SPF 30. # Visual style The ad has a clean, polished look with a neutral color palette. The product arrangement is neat and organized. The lighting is bright and even, highlighting the product details. # Hooks Headline: Clinically proven formulas designed to prime, set & perfect. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by immediately establishing the brand's name and showcasing the breadth of the Milani Make It Last Setting Spray Collection. The intention is to introduce the brand and create product awareness from the brand's perspective. - The ad shifts focus to the key message, highlighting the clinically proven formulas of the setting sprays designed to prime, set, and perfect makeup. The purpose is to instill confidence and credibility in the product from the brand's perspective. - The ad concludes by showcasing different options within the Make It Last Setting Spray Collection to meet the needs of the customer. The intention is to cater to different skin types and preferences from the brand's perspective.

# Ad summary This ad showcases Milani pressed powder products and promotes a buy one get one 50% off sale. # Brand positioning Milani is presented as a modern beauty brand offering high-quality cosmetics. The brand is accessibly-priced, made evident with the promotional offer. Its positioning pushes against the notion that prestige equates value. Milani creates products for everyday wear that are designed to enhance the user's natural features without overwhelming them. The brand aims to occupy a space in the consumer's mind as a reliable choice for accessible, on-trend beauty that complements any lifestyle. # Product The products featured in the ad are Milani pressed powders in compact containers. The powders come in a range of shades suitable for different skin tones. The product appears to be designed for consumers looking for a makeup product that is both high-performing and accessible, offering a touch of glamor without pretense. The packaging includes a clear lid, allowing the consumer to see the shade of the powder inside. The products are promoted with a buy one get one 50% off deal, appealing to the customer's desire for value and savings. The product's value is further enhanced by the fact that no code is needed to redeem the offer. # Visual style The ad has a clean and minimal visual style. The production quality appears to be high, with a focus on clear product presentation and simple background. The image treatment emphasizes soft lighting and color grading for a natural feel. The visual motifs involve a product focus with clean typography. The ad contrasts from platform norms as it is simplistic and less attention grabbing than other ads, but its lack of distraction could increase scannability. # Hooks Headline: Buy One Get One 50% Off # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The brand announces a 'Buy One Get One 50% Off' sale, enticing viewers with a limited-time promotional offer. The brand is telling the story, highlighting its value proposition. - The brand further clarifies that 'No Code Needed', making the purchase process streamlined. The brand is communicating the ease and accessibility of the offer. - A showcase of Milani pressed powder compacts serves to highlight the range of available shades. The brand showcases the product, and visually communicates its features.