How Prose Advertises on Meta

# Ad summary A woman shares her experience using Prose custom hair care products. She explains that her hair has always been mostly straight with a lot of frizz and that generic shampoo just made her hair dry and the frizziness worse. After taking Prose's free hair consultation, she now has the perfect beachy waves every single time. # Brand positioning Prose is presented as a modern, bespoke hair care brand that offers custom-made hair products based on individual needs and hair goals. Prose positions itself as a solution for individuals who are dissatisfied with generic, one-size-fits-all hair care products. The brand seems to value personalization, unique formulations, and expertise in identifying specific hair types and needs. The tone is confident and empowering, suggesting that Prose offers a superior, tailored solution that leads to the 'best hair' experience. # Product Prose offers custom hair care products formulated for individual hair types and hair goals. The Prose products mentioned in the ad include Custom Shampoo for Taylor, Custom Curl Cream for Taylor, and Custom Hair Oil for Taylor, as well as Custom Conditioner, Custom Leave-in Conditioner, Custom Styling Gel, and Custom Hair Mask. Each product is tailored to the user's specific needs, identified through a free hair consultation. Prose formulates unique hair care routines based on hair type, hair goals, environment, and lifestyle factors to address issues like dryness and frizz. According to the ad, the brand provides beachy waves, and is a better alternative to generic products. # Visual style The ad has a UGC feel with a polished commercial look. It uses quick cuts and smooth transitions to keep the pace moving, interspersed with static shots of the creator showing her hair and products. The visual motifs include a mix of direct address to the camera, product close-ups, and before-and-after shots to highlight the transformation. The editing rhythm is upbeat and energetic with about 15 cuts per minute. # 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 - 00:00–00:03 The ad opens with the creator revealing that she has finally stopped treating her hair like it was straight. - 00:03–00:04 She credits her hair transformation to custom hair care from Prose. - 00:04–00:08 The creator explains that she chose Prose because she wasn't getting the results she wanted with generic products. - 00:08–00:15 She highlights her hair's history of being mostly straight with a lot of frizz, and explains how difficult it is to manage the longer it gets. - 00:15–00:21 She adds that generic shampoo tends to leave her hair super dry and makes the frizziness worse. - 00:21–00:23 Next, the creator shares how she took the free Prose hair consultation. - 00:23–00:28 The consultation helped her identify her hair type and told her which ingredients she needed to bring out the natural wave in her hair. - 00:28–00:34 She then adds that Prose formulated a totally unique hair care routine based on her hair type, hair goals, environment, and lifestyle. - 00:34–00:41 The creator shares that her custom formula is perfect for wavy hair and that it's way better than all those other generic products. - 00:41–00:48 She continues to list benefits, explaining that it boosts shine, causes her not to have frizz, and she gets the most perfect beachy waves every single time. - 00:48–01:03 She finishes by saying that she should have started using custom products from Prose years ago and that it has seriously changed the game for her. - 01:03–01:07 She reiterates that she's glad she didn't have to go through a million different products trying to find the right fit for her. - 01:07–01:04 The ad closes with her stating that Prose effortlessly gave her the best hair of her life and that she's never going back to generic after this.

# Ad summary This image ad for Prose uses a before/after split screen to demonstrate the impact of custom haircare. The ad encourages viewers to 'Take the free hair quiz'. # Brand positioning Prose is presented as a solution for custom haircare needs, emphasizing personalized formulas tailored to individual hair types and concerns. By showcasing tangible results through before and after visuals, the brand positions itself as a provider of effective, targeted haircare solutions, differentiating itself from generic, one-size-fits-all products. The brand aims to occupy the space of personalized beauty, appealing to consumers who seek tailored solutions and visible improvements in their hair health and appearance. It signals that customers should care because their hair deserves a regimen as unique as they are. # Product The advertised product is a personalized haircare system from Prose, designed to address individual hair needs and concerns. It is implied that the product line includes items such as Pre-Shampoo Hair Mask, Shampoo, Conditioner, Curl Cream, Styling Gel, Root Source® Herbal Supplements and Scalp Serum. The ad presents the customized Prose haircare system as a solution for transforming dull or unruly hair into visibly improved, healthy, and defined curls. The visible result of the product is more defined, less frizzy curls. # Visual style The ad has a clean and straightforward visual style, leveraging a split-screen before-and-after format to highlight the product's effectiveness. The production quality appears to be high, similar to a studio shot, with even lighting and clear focus. The typography is simple and legible, ensuring easy readability. The style is designed to be scannable in-feed, quickly conveying the transformative power of the advertised products. # Hooks Headline: THIS is what custom haircare can do # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the free hair quiz # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a split-screen visual of a woman's hair before and after using Prose products. This immediately sets up a clear before-and-after comparison to visually communicate the product's effectiveness, presented from the brand's perspective. - A text overlay highlights the core message: "THIS is what custom haircare can do". This reinforces the brand's value proposition of personalized haircare leading to transformative results, told from the brand's perspective. - A call to action, "Take the free hair quiz," invites viewers to engage with the brand and begin their personalized haircare journey. The brand is using this call to action to encourage potential customers to convert. - Fine print credits the illustration to a customer, Sierra M., and lists the range of Prose products used, including Prose Pre-Shampoo Hair Mask, Shampoo, Conditioner, Curl Cream, Styling Gel, Root Source® Herbal Supplements and Scalp Serum, while noting that results may vary. This adds a layer of authenticity and transparency from the customer's perspective.

# Ad summary The ad shows a before-and-after comparison of a woman's hair using Prose haircare products, highlighting the transformation in hair texture and curl definition. # Brand positioning Prose is presented as a haircare brand that offers customized haircare solutions for women. The brand clearly emphasizes personalization via a quiz. Prose positions itself as a solution for achieving revolutionary haircare results, specifically for women. The brand seems to push against the one-size-fits-all approach of traditional haircare by highlighting the personalized element and suggesting that their approach is more effective and transformative. The brand positioning leans towards functional (customization) with an emotional overlay of 'revolutionary' results. # Product The advertised products are Prose haircare products, including Pre-Shampoo Hair Mask, Shampoo, Conditioner, Curl Cream, Scalp Serum, and Root Source Herbal Supplements. These products work together to transform hair from a dull, undefined texture to a vibrant, defined curl pattern. The products are intended for women seeking a customized haircare routine to improve the health and appearance of their hair. The clear USP is the visible transformation in hair texture, showcasing the effectiveness of the product regimen. This addresses a potential purchase barrier by demonstrating tangible results. # Visual style The ad presents a before-and-after comparison with a clean, direct visual style. It appears to be shot in a natural setting, possibly a bathroom, with soft lighting. The image is split in the middle to clearly show the contrast between the 'before' and 'after' hair conditions. The overall style is straightforward, focusing on the product's visible impact rather than elaborate visual effects. # Hooks Headline: This one quiz is revolutionizing haircare for women # 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] - [object Object] - [object Object] # Storyline - The ad begins with a headline that introduces Prose as a transformative haircare solution for women, told from the brand's perspective. The message intends to grab the viewer's attention and make them aware of the potential for better haircare results with Prose. - The next beat shows the 'before' image of the woman's hair, showing hair that is wavy and undefined. The audience experiences this from a customer's perspective, emphasizing the starting point of the hair transformation. - The 'after' image is shown, revealing visibly improved curl definition and texture. The audience is now seeing from the customer's perspective what results the hair could achieve. This contrast highlights the effectiveness of the Prose products. - The ad concludes with a caption mentioning the specific Prose products used to achieve the 'after' result, from an external source perspective of a customer named Marni M. This provides specific information about how the transformation was achieved, building credibility by mentioning the products used.

# Ad summary This ad uses the format of an educational video to highlight the 5 sneaky signs of hard water damage and how Prose is an effective solution to this problem. The ad uses before and after shots to show how effective Prose products are at solving this problem and makes a call to action, asking the viewer to take a hair consultation to see what their formula would look like. # Brand positioning Prose is presented as a brand that offers a solution for personalized hair care by taking into account over 85 factors, including local water quality, to create products tailored to individual needs. The brand promotes itself as a provider of solutions when nothing seems to work long-term. The brand's positioning is functional, focusing on performance and customization to address specific hair and scalp concerns. The brand appears to be pushing against the norm of generic, one-size-fits-all hair products, offering a more personalized approach to hair care. By mentioning ingredients like Rice Water, Apple Cider Vinegar, and Green Tea Water, the brand seems to align with a natural, ingredient-focused beauty trend, while differentiating itself from standard hair product formulations. # Product Prose offers custom hair care products tailored to individual needs based on 85+ factors, including local water quality. The product line includes shampoo, conditioner, hair masks, curl cream, root source herbal supplements, and scalp serum, all designed to wash away buildup, bring back softness, and ensure hair air-dries smoothly. It is explicitly stated that the products are formulated with ingredients such as rice water, apple cider vinegar, and green tea water, which help wash away buildup and bring back softness. The ad addresses the pain point of hard water buildup, which can cause dry hair, unwanted frizz and breakage, itchy or flaky scalp, greasy roots, and ineffective long-term hair care. Prose products are worth trying because they customize solutions based on the consumer's local water quality, and specific hair needs, offering a potential solution when nothing else seems to work. # Visual style The ad has a UGC feel with a mix of quick cuts and static shots. The editing style is casual, reflecting a relatable and personal testimonial. The production quality suggests a hybrid approach, combining elements of a polished commercial with the authenticity of user-generated content. The pacing is moderate, maintaining a consistent rhythm throughout the ad. The audio and visual elements are synced to emphasize key points and product actions. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Take the free Prose hair consultation and see what your formula would look like # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up of a pink comb running through dark hair, accompanied by the text overlay, '5 sneaky signs your hair has hard water damage' and is narrated by a female speaker. This introduces the ad's topic and creates curiosity by suggesting hidden indicators of a common hair issue. - 00:03–00:06 00:03–00:06 A woman holds up her hair, which appears dry and frizzy at the ends, with the text overlay, '1. Your hair feels dry'. This is narrated by a female speaker. The viewer is shown the first sign of hard water damage. The tone is informative. - 00:07–00:10 00:07–00:10 A hand displays frizzy, broken hair strands, with the text overlay, '2. You get unwanted frizz and breakage' and narrated by a female speaker. This is the second sign of hard water damage. The tone is informative. - 00:11–00:13 00:11–00:13 A person massages their scalp, shown close up, with the text overlay, '3. Your scalp feels itchy or flaky' and is narrated by a female speaker. This presents the third sign of hard water damage. The tone is informative. - 00:14–00:17 00:14–00:17 A hand parts dark hair to reveal greasy roots, with the text overlay, '4. Your roots get greasy' and is narrated by a female speaker. This introduces the fourth sign of hard water damage. The tone is informative. - 00:18–00:20 00:18–00:20 A woman with blonde hair makes a frustrated face, with the text overlay, '5. Nothing seems to work' and is narrated by a female speaker. This is the fifth sign of hard water damage. The tone is informative. - 00:21–00:22 00:21–00:22 A person stands under a shower stream, washing their dark, curly hair, with the text overlay, 'It's probably hard water buildup' and is narrated by a female speaker. This frames hard water buildup as the common cause of the problems shown previously. - 00:23–00:24 00:23–00:24 Prose products are arranged on a white surface with a seaside backdrop, with the text overlay, 'Switch to Prose' and no narration. This introduces Prose as a solution to hard water buildup. - 00:25–00:28 00:25–00:28 A woman holds up Prose products with frizzy hair, then is shown washing her hair with Prose, with the text overlay, 'Customize with 85+ factors' and no narration. This suggests the high degree of personalization that Prose provides. - 00:29–00:32 00:29–00:32 A woman displays wavy hair, with the text overlay, 'Ingredients like Rice Water, Apple Cider Vinegar, Green Tea Water + more!' and is narrated by a female speaker. This highlights the natural ingredients used in the Prose formula. - 00:33–00:35 00:33–00:35 A woman shows before and after shots of her hair, with the text overlay, 'Wash away buildup, Bring back softness' and is narrated by a female speaker. This shows the effects of Prose products. - 00:36–00:38 00:36–00:38 A woman is shown with sleek, air-dried hair, with the text overlay, 'My hair air-dries smooth' and is narrated by a female speaker. This visually demonstrates the results of using Prose products. - 00:39–00:42 00:39–00:42 A woman smiles and shows Prose products, with the text overlay, 'Take the free Prose hair consultation and see what your formula would look like' and is narrated by a female speaker. This calls the viewer to action.

# Ad summary This ad promotes Prose, a custom haircare brand that formulates products tailored to your hair type, lifestyle, and zip code. The ad features a woman who highlights her experience with hard water and how it has negatively impacted her hair. She explains that Prose uses ingredients like apple cider vinegar and caviar lime extract to tackle mineral build-up, and the formula can be updated when you move. # Brand positioning Prose is presented as a custom haircare brand that is tailored to your individual needs. The brand aims to occupy the space in the consumer's mind as a personalized and effective solution for hair problems. Prose pushes against the norm of one-size-fits-all haircare products and aims to provide solutions that are tailored to individual hair types, lifestyles, and zip codes. The brand's positioning is functional, focusing on performance and effectiveness. # Product Prose is a custom haircare brand that formulates products tailored to your hair type, lifestyle, and zip code. The brand uses ingredients like apple cider vinegar, caviar lime extract, and sugar beet derivatives to tackle mineral build-up that can cause dry and brittle hair. The product is for people who have hard water in their area, because they can update their formula if they move. The ad highlights that most generic products do not consider hard water, making Prose a unique and effective solution for this problem. # Visual style The ad has a polished UGC feel, with a focus on natural lighting and a bright, clean aesthetic. The editing style is quick cuts, with a consistent pacing throughout the ad. The audio-visual sync is timed to the music beats and voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the quiz! # Point of view - [object Object] # Storyline - 00:00–00:02 The creator starts by asking if you have hard water. - 00:03–00:11 The creator explains that she has hard water and her hair was dry and brittle because the minerals coated her hair and kept product from reaching her strands. This highlights the problem that the product solves. - 00:11–00:16 The creator explains that most generic products don't consider hard water, and introduces Prose as a solution. This is done to position Prose as the solution to the problem she's highlighting. - 00:16–00:25 The creator highlights that Prose is custom haircare tailored to your hair type, lifestyle, and zip code. She emphasizes that zip code is important because some places have harder water than others. This builds upon the prior point about generic products not considering hard water. - 00:26–00:33 If you have hard water, Prose uses apple cider vinegar, caviar lime extract, and sugar beet derivatives to tackle mineral build-up. This goes into detail about the ingredients in the product. - 00:33–00:35 The creator highlights that you can even update your formula when you move. This emphasizes the customization aspect of the product and how it is tailored to your location. - 00:35–00:44 The creator says goodbye to mineral build-up and one-size-fits-all haircare, and hello to shiny, defined, healthy hair from scalp to ends. This is done to emphasize the benefits of using Prose and how it is different from other haircare products. - 00:45–00:48 The creator says that custom haircare is the answer and encourages the viewer to try Prose. This serves as the final CTA for the product.

# Ad summary This ad is for Prose, a company that formulates customized haircare products. The ad aims to determine if the viewer has wavy hair and explains that the products are specifically formulated for wavy hair, which is soft, defined, and healthy. # Brand positioning Prose is presented as a high-end haircare brand that focuses on customized solutions tailored to the individual needs of its customers. The brand emphasizes personalization, taking into account factors like wave pattern, zip code, water quality, and goals. This positions Prose as a brand that goes beyond generic haircare solutions, appealing to consumers who seek a more personalized and effective approach to their haircare routine. The brand's focus on customization aligns with a trend towards personalized beauty and wellness products. Prose promotes the idea that everyone's hair is unique and deserves a tailored solution, making it a brand that resonates with those who value individuality and self-care. # Product Prose is a haircare brand that formulates customized shampoo, conditioner, and stylers tailored to a user's specific wave pattern, zip code, water quality, and hair goals. The brand aims to provide a solution for individuals with wavy hair that may be undefined, puffy, and lacking moisture retention. Prose addresses the frustration of not knowing the right products for one's hair porosity. Prose offers a personalized haircare solution designed to make hair soft, defined, and healthy. Users can take a quiz to see their custom formula. # Visual style The ad has a UGC feel and the production quality is polished with a mix of quick cuts and static shots. The pacing is quick, with about 12-15 cuts per minute, which keeps the ad engaging. The audio-visual sync is noticeable, with cuts timed to the music and voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the Prose quiz to see your formula # Point of view - [object Object] # Storyline - 00:00–00:03 The ad starts by posing the question, 'How to tell if your hair is wavy?' - 00:03–00:20 The ad provides signs that the viewer may have wavy hair, such as hair that is always undefined or puffy, lacks moisture retention, or is wavy when wet but dries straight and frizzy. - 00:20–00:28 The ad introduces Prose, highlighting that it customizes shampoo, conditioner, and stylers based on your wave pattern, zip code, water quality, and goals. - 00:28–00:33 The ad portrays the desired outcome of using Prose, which is soft, defined, and healthy hair. - 00:33–00:37 The ad promotes the Prose quiz and 60% off to see your formula.

# Ad summary This ad promotes Prose, a brand that offers customized hair products based on a quiz that determines your hair type. The ad features a woman with wavy hair who shares her experience of using the wrong hair products for her hair type, resulting in puffy, frizzy, or crunchy hair. She then discovers that she has wavy hair and needs lighter products and a different styling approach. She takes the Prose quiz, which tells her that she has wavy hair and customizes everything for her, including shampoo, hair mask, and hair cream. As a result, her waves are now defined, soft, and frizz-free. The ad encourages viewers with bendy, undefined hair and unwanted frizz to take the Prose quiz to find out what their hair actually needs and get 60% off their first order. # Brand positioning Prose is presented as a brand that offers customized hair products based on individual hair needs. The brand aims to occupy the space of personalized hair care, providing solutions tailored to specific hair types and concerns. Prose aligns with the values of individuality and self-care, promoting the idea that beauty is personal. The brand pushes against the norm of generic, one-size-fits-all hair products, offering a more tailored approach. The brand positioning is both functional, providing customized products, and emotional, empowering customers to embrace their unique hair type and achieve desired results. # Product The featured product is Prose, a customized hair care system designed to address individual hair needs. Prose works by having customers take a quiz that determines their hair type and concerns. Based on the quiz results, Prose customizes a range of hair products, including shampoo, conditioner, hair mask, and hair cream. The products are formulated with lighter ingredients and a different styling approach to suit wavy hair. The ad highlights the USP of Prose as a personalized solution that eliminates the guesswork of choosing the right hair products. The ad addresses the purchase barrier of uncertainty by offering a quiz that provides tailored recommendations. The ad tells the viewer that Prose is worth trying because it offers a customized solution that can transform their hair from puffy, frizzy, or crunchy to defined, soft, and frizz-free. # Visual style The ad has a polished UGC feel, with a clean and bright aesthetic. The editing style is a mix of quick cuts and static shots, with smooth transitions. The production quality is high, with good lighting and clear visuals. The pacing is consistent, with a moderate BPM. The audio-visual sync is well-executed, with cuts and product actions timed to the voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the Prose quiz # Point of view - [object Object] # Storyline - 00:00–00:09 00:00–00:09 The ad begins with a woman addressing the camera, stating that if your hair looks like the examples shown, you're probably using the wrong routine and need a wavy hair routine, not a curly hair routine. This is conveyed from the woman's perspective as she speaks directly to the audience, creating a sense of relatability and expertise. The tone is informative and slightly urgent, aiming to capture the viewer's attention. - 00:09–00:16 00:09–00:16 The woman shares her personal experience of using a curly routine on her wavy hair because that's what TikTok told her to do, but she wasn't getting the results she wanted. This is conveyed from the woman's perspective as she shares her personal experience, creating a sense of authenticity and relatability. The tone is conversational and slightly frustrated, highlighting the pain point of using the wrong products. - 00:16–00:24 00:16–00:24 She describes the various steps she took in her curly hair routine, such as deep conditioning, using gel, and diffusing upside down, but her hair always ended up looking puffy, frizzy, or crunchy. This is conveyed from the woman's perspective as she recounts her past experiences, creating a sense of empathy and understanding. The tone is slightly humorous and self-deprecating, highlighting the absurdity of using the wrong products. - 00:24–00:34 00:24–00:34 The woman reveals that her hair is actually wavy and needs much lighter products and a totally different approach to styling because it reacts completely different to moisture and hold. This is conveyed from the woman's perspective as she shares her realization, creating a sense of discovery and empowerment. The tone is informative and slightly excited, highlighting the importance of using the right products. - 00:34–00:44 00:34–00:44 She explains that she took the Prose quiz, which told her that she has wavy hair, not curly, and it customized everything for her, including shampoo, hair mask, and hair cream. This is conveyed from the woman's perspective as she shares her solution, creating a sense of trust and credibility. The tone is enthusiastic and slightly persuasive, highlighting the benefits of using Prose. - 00:45–00:49 00:45–00:49 The woman shares that now her waves are defined, soft, and frizz-free. This is conveyed from the woman's perspective as she showcases her results, creating a sense of satisfaction and aspiration. The tone is confident and slightly boastful, highlighting the effectiveness of Prose. - 00:49–00:57 00:49–00:57 The ad concludes with the woman encouraging viewers with bendy, undefined hair and unwanted frizz to stop guessing and take the Prose quiz to find out what their hair actually needs. This is conveyed from the woman's perspective as she issues a call to action, creating a sense of urgency and empowerment. The tone is encouraging and slightly persuasive, highlighting the benefits of taking the quiz.

# Ad summary This ad promotes Prose, a personalized hair care routine. The ad features a woman with curly hair explaining how she was tired of experimenting with different hair products and never knowing why they didn't work. She then shares that she tried Prose and how they gave her a whole hair care routine customized for her hair. # Brand positioning Prose is positioned as a personalized hair care brand that helps customers end the frustration of experimenting with different hair products. The brand offers customized hair care routines with real, clean ingredients, designed to work together and tailored for individual hair needs. Prose helps consumers avoid the guesswork and frustration of traditional hair care by providing a tailored solution based on a free, in-depth hair consultation. The brand champions the idea that hair care shouldn't be a guessing game, offering an easily updated profile for changing hair goals and routines. # Product Prose provides custom hair care routines designed with real, clean ingredients that are tailored to each individual's hair needs. The brand offers a personalized approach, crafting products to work together based on a free in-depth hair consultation, which asks about a customer’s natural, untreated, air-dried hair texture, and hair goals. Prose offers a complete routine rather than a single product. The brand addresses the frustration of experimenting with different hair products and not knowing why they don't work by removing the guesswork through personalization. Prose allows customers to update their profile for a new routine, ensuring the hair care adapts to changing needs. # Visual style The ad uses a blend of raw, UGC-style footage with a polished commercial feel. The editing style includes quick cuts to maintain a brisk pace, interspersing static shots with occasional zooms for emphasis. Visual motifs include consistent center-framing and handheld camera work. The pacing averages around 15-20 cuts per minute, with audio-visual synchronization used to align cuts and product actions to voiceover lines. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Tap here to take Prose's free quiz # Point of view - [object Object] # Storyline - 00:00–00:02 The ad starts by showing a person with curly hair dunking their head into a bowl of water. - 00:00–00:02 The speaker states that 'People with curly hair are basically scientists,' conveying the message that finding the right hair care routine for curly hair often involves experimentation and trial and error. This sets the tone for addressing the challenges of managing curly hair. - 00:02–00:06 A woman is holding a hair waver. - 00:02–00:06 She states, 'I was so tired of treating my hair routine like an experiment.' This sentiment expresses frustration with the constant need to try new products and methods without understanding why they may or may not work, setting up the problem that the ad will address. - 00:06–00:16 The woman continues by showing various products, including a curl cream, highlighting the process of 'trying a new curl cream,' and feeling confused and lost when the product doesn't work, asking 'I had no idea why. Was it one ingredient? The whole product? Or maybe it didn't work with something else in my routine?' - 00:06–00:16 She displays an expression of frustration, emphasizing the common struggle of finding the right combination of products and the uncertainty involved, reinforcing the viewer's potential experience with similar challenges. - 00:16–00:18 The woman smiles and says, 'That's when I decided to try Prose,' introducing Prose as the solution to the hair care frustrations discussed in the previous moments, transitioning from problem to solution. - 00:18–00:21 She displays multiple Prose products and shares, 'They didn't give me one product, they gave me a whole routine,' indicating that Prose offers a comprehensive, tailored hair care solution rather than just a single item. - 00:21–00:27 The woman is in the shower, using Prose shampoo and conditioner. - 00:21–00:27 She highlights key product features: 'Products with real, clean ingredients, designed to work together and customized for my exact hair,' explaining how Prose products are formulated to provide effective and personalized hair care. - 00:27–00:31 The ad transitions to show on-screen selections, 'It's all based on their free in-depth hair consultation,' detailing how Prose personalizes hair care by collecting user data through a consultation process. - 00:31–00:33 The ad shows a before-and-after split screen of the woman's hair, emphasizing a significant improvement after using Prose products and stating, 'Just look at the difference!' - 00:33–00:38 The woman is styling her hair, sharing, 'And if my hair goals ever change I can just update my profile and Prose will create my new routine,' - 00:33–00:38 She highlighting the adaptability of the Prose system to evolving hair needs and goals, reinforcing its long-term value. - 00:38–00:42 The woman is running her fingers through her finished style and says, 'I literally never have to guess about my hair again! And neither do you,' summing up the key benefit of using Prose—eliminating the uncertainty in hair care and inviting viewers to experience the same. - 00:42–00:51 The ad shows a mobile phone screen with the prompt 'Tap here to take Prose's free quiz' and ends with the statement, 'Get 60% off your first order*', prompting viewers to take immediate action by taking the quiz and offering a discount.

# Ad summary A woman describes how hard water has affected her hair, resulting in dryness, an itchy scalp, frizz, oily roots, and breakage. She explains how Prose haircare products helped fix the problem by providing a formula tailored to her unique hair needs. # Brand positioning Prose is presented as a customized haircare brand tailored to an individual's unique needs. The brand aligns with the values of natural ingredients, personalization, and effective solutions. Prose challenges the norm of one-size-fits-all haircare, offering a functional approach by addressing specific hair concerns like hard water damage. The brand aims to occupy the space of a premium, personalized solution in the consumer's mind, emphasizing that it is a worth trying for effective and customized care. # Product Prose offers personalized haircare products formulated with naturally powerful ingredients like apple cider vinegar and grapeseed oil. The products are designed to reduce buildup from hard water and restore the hair's natural oils. A free consultation is offered to allow users to tell Prose about their environment, level of damage, and hair goals, which Prose then uses to create a unique formula tailored to individual hair needs. The product line includes custom shampoo, conditioner, hair mask, and scalp serum. The ad tells the viewer that Prose products can unlock softer, stronger, and more hydrated hair. It is worth buying Prose for an easy and effective solution to combat hard water damage. # Visual style The ad has a polished, UGC-style aesthetic, with a blend of natural light and soft, diffused lighting. The editing style includes quick cuts to maintain a fast pace. The production quality has a UGC feel to help build trust and appeal to a younger audience. The visual pacing is fast, with cuts timed to coincide with voiceover lines. This combination supports the intended casual and relatable tone. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take their free consultation & discover your unique formula today! # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video opens with a shot of the creator’s hair in the shower and introduces the concept of how hard water has affected her hair, setting up the personal problem the ad will address. This sets the tone as personal and relatable. - 00:02–00:09 00:02–00:09 The creator presents the problems she was experiencing with her hair: dryness, itchiness, frizz, oily roots, and breakage. This builds a personal connection with viewers who may be experiencing the same issues. It creates a sense of shared experience and sets the stage for a relatable solution. - 00:09–00:15 00:09–00:15 The creator introduces Prose as her solution, highlighting the personalized aspect of their haircare. She mentions taking their free consultation and explaining her specific hair and environmental factors, showing the proactive steps she took to find a solution. This is from the creator's perspective, with a focus on her experience. - 00:15–00:19 00:15–00:19 Continuing from the last beat, the ad elaborates on how Prose uses the consultation to tailor a unique formula to her needs. This emphasizes the personalization aspect and positions Prose as a premium, customized solution. The ad switches focus to the brand, emphasizing its unique selling point. - 00:19–00:28 00:19–00:28 The ad highlights the natural ingredients in Prose products, such as apple cider vinegar and grapeseed oil. This appeals to the audience's desire for natural and effective haircare solutions. This provides functional details and supports the credibility of the product. - 00:28–00:36 00:28–00:36 The creator talks about the benefits of switching to Prose, including reducing hard water buildup and restoring natural oils, leading to softer, stronger, and more hydrated hair. This provides tangible results and emphasizes the positive outcomes of using the product. This emphasizes the positive outcomes of using the product, from the creator's perspective. - 00:36–00:45 00:36–00:45 The creator shows a before-and-after comparison and recommends switching to Prose for an easy and effective solution to combat hard water. The creator transitions to a more direct call to action, urging viewers to take the free consultation and discover their unique formula. The creator’s tone is positive and enthusiastic, reinforcing the benefits she experienced.

# Ad summary A UGC-style ad features a customer discussing her experience with Prose hair care products. She highlights the issue of wasting money on hair care products that don't work for her hair type, then she recommends Prose as a solution, citing their free consultation, custom-made products, and first-time customer discount. # Brand positioning Prose is positioned as a personalized hair care solution tailored to individual needs and hair types, contrasting with generic, off-the-shelf products. The brand aligns with a modern, informed lifestyle, emphasizing customized care over generic solutions. Prose pushes against the norm of buying multiple haircare products by offering haircare formulated with consideration for an individual's hair needs. The brand's positioning is both functional (customized products) and emotional (feeling like the products were made specifically for your hair). # Product Prose offers customized hair care products based on an individual's unique hair profile, goals, and preferences. It starts with a free online consultation quiz that analyzes hair type, texture, lifestyle, and desired outcomes. Based on this data, Prose formulates personalized shampoos, conditioners, hair masks, and other hair care products. Key selling points include the personalized formulation process, money savings, first-time customer discount, and the assurance of receiving products designed to meet the user's hair care needs. The products are presented as a solution to the common frustration of buying multiple hair products that don't work. # Visual style The ad has a UGC feel, with simple editing and natural lighting. The production quality is a hybrid, mixing selfie-style shots with more composed product showcases. The pacing is quick, with an estimated BPM of 40–50 cuts per minute, which adds energy and keeps the viewer engaged. Cuts are timed to voiceover. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take Prose's free in-depth hair consultation # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a customer holding a lime-green, semi-translucent hair product in her hand, setting the stage for a product review. - 00:02–00:09 The customer introduces the central problem by stating her frustration with buying hair products that don't work, conveying a sense of annoyance. - 00:09–00:16 She transitions to a potential solution, mentioning Prose and emphasizing that their quiz is free, addressing the purchase barrier of the presumed cost of custom haircare. - 00:16–00:22 The ad shows the customer trying Prose products and liking them, conveyed by her happy facial expression. - 00:22–00:25 The customer then shows her hair before and after using Prose, with a clear visual comparison. - 00:25–00:33 She states that custom haircare actually saves money and she is now certain of what works for her, establishing an important benefit. - 00:33–00:42 The ad closes with an offer for 60% off the first order and a call to action to take Prose's free hair consultation, which is reinforced by images showing her improved hair and smiling expression.

# Ad summary This ad showcases Prose customized haircare. A woman shares her struggle to find hair products that worked for her and how Prose has changed her hair for the better. She highlights the personalized routine. # Brand positioning Prose is positioned as a premium, personalized haircare brand. The brand aims to occupy the space of customized beauty solutions, offering a tailored approach to haircare that addresses individual needs. Prose seeks to differentiate itself by moving away from generic, one-size-fits-all hair products that may not cater to specific hair types, environments, or lifestyles. The brand focuses on a functional positioning, emphasizing performance and personalization. # Product Prose offers customized haircare products tailored to individual needs. Customers complete a free online hair quiz that assesses their hair type, climate, and lifestyle to determine the best ingredients for their unique hair profile. The results provide personalized product recommendations and formulations, including custom shampoo, conditioner, scalp mask, and curl cream. Prose products are designed to address specific hair concerns such as damage, dryness, and sensitivity. A USP is that the products are formulated specifically for each customer and the products allow customers to avoid using 'someone else's routine.' # Visual style The ad has a casual UGC feel with quick cuts. The production quality appears to be a hybrid between UGC and a polished commercial. The ad maintains a consistent pace throughout, with cuts timed to the beat of the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Tap here to take the free quiz # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a visual of Prose products and an offer, highlighting the 60% discount. This is intended to grab attention and introduce the brand and promotion to the viewer. The brand is speaking directly to the audience, setting the stage for what's to come. - 00:03–00:12 The woman explains her struggle to style her hair, introducing the central problem the ad addresses. She conveys her frustration with existing products that don't work. The audience is experiencing the story from the woman's perspective, communicated through her casual tone and relatable complaints. - 00:12–00:15 The woman states that she decided to try Prose, which transitions the narrative to the solution. She highlights the positive before-and-after results. The story is being told from the woman's perspective, emphasizing the impact on her hair. - 00:15–00:21 The woman describes taking Prose's free hair quiz, explaining that it assesses various factors, showing the process of personalization. The brand shows the customer's perspective, demonstrating the personalized process and questions asked. - 00:21–00:27 The woman shares that Prose formulated products just for her, emphasizing that they formulated products, and showing an unboxing visual. The customer shares the brand's USP from their perspective. - 00:27–00:33 The woman expresses that she could feel the difference with Prose and that she got the hair she'd been trying to get for so long, demonstrating the positive outcome. The customer communicates their satisfaction and highlighting the benefit. - 00:33–00:39 The woman states that with Prose, she didn't need to follow someone else's routine because she needed the right routine for her, highlighting the value of personalized care. The customer is now communicating the core message of the brand and showing the value of a personalized routine. - 00:39–00:48 The woman says that Prose helped her find the right routine, closing the narrative loop. She encourages viewers to give their hair the personalized care it deserves and take the free quiz, ending with a clear call to action and re-emphasizing the brand's unique value proposition.

# Ad summary This advertisement features a woman explaining the science behind gray hair and how Prose hair products can help. # Brand positioning Prose positions itself as a brand that creates custom haircare products specifically formulated for gray hair and tailored to each individual's unique needs. The brand stands in contrast to regular haircare companies that don't always address the specific concerns of gray hair. Prose aims to occupy the space of a premium, personalized haircare solution with a scientific approach, emphasizing natural ingredients and customized formulas to promote healthier, fuller, and more manageable gray hair. # Product The ad promotes Prose's custom haircare system for gray hair. This system includes a shampoo, conditioner, hair mask, and hair oil, among other products. The products are formulated to address the specific needs of gray hair. The brand claims that the products help prevent gray hair from becoming dry, thinner, brassy, and hard to style. The product line uses naturally sourced ingredients such as hyaluronic acid, amla, and biotin. The ad claims these ingredients promote hair growth, rejuvenate aging hair, and restore natural oils. With the customization process, Prose will tailor products to the user's age, hair type, hair concerns, gray hair percentage, and recent life changes. Love your first order (or it's on Prose). # Visual style The ad has a semi-polished look with clear visuals, but it is formatted in a UGC style. The editing is quick cuts. The cuts and text on screen are timed with the voiceover. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Get started with your free consultation now # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins by introducing the science behind why hair goes gray. - 00:02–00:13 It's explained that over 95% of people develop gray hair by age 60, which occurs when hair follicles produce less melanin due to aging, genetics, and increased stress. This information is presented factually, aiming to educate the viewer on the natural causes of gray hair. - 00:13–00:17 The ad details how the graying process can cause hair to lose health, moisture, and volume, emphasizing the negative consequences of graying hair. - 00:17–00:25 Many haircare brands don't address the specific needs of gray hair and can cause hair to become dry, thinner, brassy, and hard to style. - 00:25–00:32 The ad transitions to introducing Prose, which has reinvented haircare for gray hair with a customization process. Love your first order (or it's on Prose). The ad switches to a more branded tone, highlighting Prose as the solution to the problems presented earlier. - 00:32–00:44 The process customizes your products to your age, hair type, hair concerns, gray hair percentage, and recent life changes. The video conveys the value of personalization and scientific formulation that Prose brings to haircare. - 00:44–00:50 It shows that the Prose formula is made with naturally sourced ingredients like hyaluronic acid, amla, and biotin. - 00:50–00:56 It's explained that these ingredients are known to promote hair growth, rejuvenate aging hair, and restore natural oils, illustrating the benefits of using Prose. - 00:56–01:02 The ad shows the desired outcome for gray hair: healthier, fuller, easier to style in just a couple of washes. - 01:02–01:12 The ad highlights testimonials from satisfied customers, such as, “It’s a game-changer! My curls are so defined and my silver just pops!”, “Great product! My hair is easier to style, and I have less hair in the drain.”, and “I can’t believe this is my hair. I feel so beautiful! Thank you Prose!”. - 01:12–01:15 Get started with your free consultation now. The ad finishes with a clear call to action, urging viewers to engage with Prose immediately. - 01:15–01:23 Take our consultation to get your custom formula. The ad presents a comprehensive final message about Prose's value proposition.

# Ad summary A male creator reviews Prose, which offers fully personalized haircare. He begins by stating that nobody told him shampoo could do this. The creator goes on to describe Prose's free quiz that asks about the user's hair type, age, length, and density, even their lifestyle and zip code to determine what kind of water might be affecting the user's hair and scalp. He explains that Prose then creates your formula with over 185 clean ingredients. The box contains fully personalized shampoo, conditioner, hair mask, and hair oil with your name printed on the label. The creator says the results were so good that even his barber asked him what he was using. He recommends checking out their website and notes the hundreds of thousands of 5-star reviews from people who've already tried it. The creator highly recommends Prose, encouraging viewers to take the free quiz and thank him later. # Brand positioning Prose is presented as a brand that creates fully personalized haircare tailored to individual hair and lifestyles. The brand aims to provide solutions to specific hair needs. It does so by offering a free quiz on their website that asks super specific questions like hair type, age, length, density, lifestyle, and zip code to determine what kind of water might be affecting the user's hair and scalp. With the answers from the quiz, Prose creates your formula by choosing from over 185 clean ingredients to make the perfect blend for your specific hair needs and ships it to your door. Prose promotes a sense of exclusivity and personalization by printing your name on the label of the hair products. The brand emphasizes effectiveness and quality, supported by claims of the results being so good that even the creator's barber asked what he was using. The ad also provides social proof, referencing the hundreds of thousands of 5-star reviews from people who've already tried Prose. # Product Prose offers fully personalized haircare products, including shampoo, conditioner, hair mask, and hair oil. These products are designed to cater to individual hair and lifestyle needs. The brand offers a free online quiz that gathers detailed information about the user's hair type, age, length, density, lifestyle, and even zip code to determine the type of water affecting the user's hair and scalp. Based on the quiz results, Prose formulates products using a selection of over 185 clean ingredients. Each product is customized to the user's specific hair needs, ensuring the perfect blend of ingredients. Each product includes the user's name printed on the label, and everything is shipped directly to the user's door. The ad addresses the challenge of finding the right haircare products by offering a personalized solution based on individual hair profiles. # Visual style The ad has a UGC feel with polished commercial elements, creating a hybrid aesthetic that likely appeals to a younger, social media-savvy audience. It uses quick cuts and static shots and some smooth transitions. The visuals are clean and bright, with a focus on product clarity and ingredient shots. The pacing is moderate, with cuts timed to the voiceover, emphasizing key points about the product and its benefits. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the free quiz and thank me later # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The video begins with a question that serves as a hook, spoken by a male creator with curly hair, wearing a black robe over a white background. The message conveys surprise and curiosity, creating interest in the product. - 00:02–00:06 00:02–00:06 The creator introduces Prose, highlighting that it's a brand that creates fully personalized haircare tailored to your hair and lifestyle. This explains what the brand offers and sets the stage for a more detailed explanation of the product. - 00:06–00:07 00:06–00:07 The creator asks how the product actually works, expressing the common user question. - 00:08–00:18 00:08–00:18 The creator explains that on the Prose website, they have a free quiz that asks super specific questions like your hair type, age, length, density, even your lifestyle and zip code to determine what kind of water might be affecting your hair and scalp. This illustrates the customization process and reassures the audience that the product is tailored to their individual needs. - 00:18–00:25 00:18–00:25 The creator states that Prose creates your formula by choosing from over 185 clean ingredients to make the perfect blend for your specific hair needs and ships it right to your door. The audience experiences the brand creating and sending the final product. - 00:25–00:31 00:25–00:31 The creator presents the box, highlighting that it came with fully personalized shampoo, conditioner, hair mask, and hair oil and that it even has your name printed on the label. This section focuses on product features and personalization to reinforce the brand's unique selling points. - 00:31–00:35 00:31–00:35 The creator emphasizes that the results are so good that even his barber asked him what he was using, adding a testimonial-like statement from the creator, showing how happy he is with the results. - 00:35–00:39 00:35–00:39 The creator encourages viewers to check out their website, highlighting that they've got hundreds of thousands of 5-star reviews from people who've already tried it. The creator uses social proof to validate the product. - 00:40–00:42 00:40–00:42 The creator recommends Prose and encourages viewers to take the free quiz and thank him later, finalizing the recommendation. - 00:43–00:47 00:43–00:47 The final shot shows a shelf with a collection of Prose products and a call to action to take the consultation to get your custom formula. The shot aims to leave a lasting visual impression of the product range and provide a clear call to action.

# Ad summary This ad promotes Prose, a brand that offers customized haircare products. The ad features a woman with curly hair who demonstrates how she uses Prose products to achieve her desired hair results. The ad highlights the brand's made-to-order shampoo, conditioner, and curl cream, and encourages viewers to take a quiz to get 60% off their first order. # Brand positioning Prose is presented as a brand that offers customized haircare solutions tailored to individual needs. The brand aims to occupy a space in the consumer's mind as a personalized and effective option for achieving desired hair results. Prose aligns with values of individuality, self-care, and achieving healthy, beautiful hair through customized solutions. The brand pushes against the one-size-fits-all approach of traditional haircare brands by offering made-to-order products based on individual hair needs and preferences. The brand positioning is both functional, focusing on the performance and effectiveness of customized haircare, and emotional, emphasizing the confidence and satisfaction that comes with achieving desired hair results. # Product Prose offers made-to-order shampoo, conditioner, and curl cream customized to individual hair needs. The products are designed for individuals seeking personalized haircare solutions tailored to their specific hair type, concerns, and goals. The ad explicitly states that Prose makes haircare customized just for you. The USPs include made-to-order formulations, personalized recommendations based on a quiz, and the ability to achieve hair you've always wanted. The ad shows the products being used in a bathroom setting as part of a hair washing and styling routine. The ad addresses the purchase barrier of generic haircare products that may not effectively address individual needs by offering a customized solution. # Visual style The ad has a polished UGC feel, with a mix of selfie-style shots and product showcases. The editing style is quick cuts, with smooth transitions between shots. The production quality is high-end, with bright and even lighting. The pacing is consistent, with cuts timed to the music beats. The overall aesthetic is clean and modern, with a focus on showcasing the product and the woman's hair. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the quiz and get 60% off your first order # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a text overlay about the experience of having curly hair in your 20s. The message is intended to resonate with viewers who have curly hair and can relate to the experience of having their hair described as "Irish curls." The perspective is from the brand, using a relatable observation to introduce the topic of curly hair care. The tone is humorous and relatable. - 00:03–00:11 00:03–00:11 The ad transitions to a shot of the woman with her curly hair, showcasing the desired results. The message is intended to demonstrate the potential outcome of using Prose products. The perspective is from the brand, showcasing the effectiveness of their products. The tone is positive and aspirational. - 00:11–00:15 00:11–00:15 The woman applies Prose product to her hair. The message is intended to demonstrate the ease of use and application of Prose products. The perspective is from the customer, showing how the product is incorporated into a hair care routine. The tone is informative and practical. - 00:15–00:17 00:15–00:17 The ad showcases the Prose shampoo, conditioner, and curl cream bottles. The message is intended to highlight the range of products offered by Prose. The perspective is from the brand, showcasing their product line. The tone is informative and promotional. - 00:18–00:21 00:18–00:21 The ad returns to the woman with her styled curly hair, emphasizing the results. The message is intended to reinforce the effectiveness of Prose products in achieving desired hair results. The perspective is from the brand, showcasing the potential outcome of using their products. The tone is positive and aspirational. - 00:21–00:25 00:21–00:25 The ad shows screenshots of the Prose quiz. The message is intended to encourage viewers to take the quiz and get 60% off their first order. The perspective is from the brand, promoting their offer and encouraging engagement. The tone is promotional and action-oriented.

# Ad summary A woman with wavy hair shares her frustrations with frizz, tangles, and breakage. She claims Prose custom hair products solved her problems, by taking their consultation and getting products tailored to her hair's unique needs. The ad ends with a call to action to start a free consultation. # Brand positioning Prose is a brand that focuses on customized hair care products tailored to individual hair types and concerns. The brand values personalization, claiming to offer formulas made specifically for each customer's unique hair needs. Prose positions itself against the common experience of endless trial and error with generic hair products, offering naturally powerful ingredients made to order and delivered straight to the customer's doorstep. Their tone is meant to feel both scientific and luxurious. # Product Prose offers a range of hair care products, including pre-shampoo hair mask, shampoo, conditioner, curl cream, hair oil, and styling gel. The ad highlights Prose's custom formulation process, which involves a free online consultation to identify the customer's wave pattern, hair concerns, and hair goals. These products claim to be made-to-order with naturally powerful ingredients that are proven to reduce unwanted frizz, improve definition, and boost volume. These products are available via their online consultation and are delivered to the customers doorstep. # Visual style The ad has a UGC feel. The creator is in a well-lit setting and is the sole focus of the video. The cuts are timed to music beats. # 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 Start your free consultation NOW # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 Wavy-haired woman dries her hair with a diffuser while on-screen text reads, "If you have wavy hair, stop doing THIS immediately". - 00:02–00:07 00:02–00:07 She explains that her hair used to clump into loose curls when wet, but would then dry straight and puffy, showing the state of her hair. - 00:07–00:11 00:07–00:11 She says that she would constantly use heat tools to control unwanted frizz, showing a close-up of her straightening her hair. - 00:11–00:15 00:11–00:15 She explains that her hair would tangle easily and she saw so much breakage. - 00:15–00:19 00:15–00:19 Showing "before" and "after" photos, she states that Prose is the only product that has truly brought out the best in her natural waves. - 00:19–00:24 00:19–00:24 The woman holds up a Prose product box while claiming to use a totally custom formula that is tailor-made for her unique hair type. - 00:24–00:32 00:24–00:32 She shares that all she did was take the Prose free consultation to identify her wave pattern, hair concerns, and hair goals; then Prose created the perfect products for her. - 00:32–00:36 00:32–00:36 Product shot of shampoo states it is made to order and contains naturally powerful ingredients. - 00:36–00:42 00:36–00:42 The woman states that Prose products are proven to reduce unwanted frizz, improve definition, and boost volume. - 00:42–00:45 00:42–00:45 She declares that Prose knows exactly what she needs to make her waves shine. - 00:45–00:53 00:45–00:53 She shares that if you don't love your first order, it's on them, and that products are delivered straight to your doorstep, so she said goodbye to endless trial and error and that viewers should too. - 00:53–00:55 00:53–00:55 Text on-screen reads, "Start your free consultation NOW" with various Prose products pictured. - 00:55–01:01 00:55–01:01 A shot of the Prose product line is shown with the words "Take our consultation to get your custom formula", as well as labels for cruelty-free, sulfate-free, paraben-free, GMO-free, phthalate-free, and alcohol-free.

# Ad summary The Prose ad highlights signs that your current shampoo may not be right for you, such as flakes, itching, irritation, less volume, excess breakage, and dry/damaged ends with oily/greasy roots. The ad shows customer unboxing experiences and highlights Prose's customization, clean ingredients, and recommendations from beauty experts and influencers. It encourages viewers to switch to Prose for a 40% discount on their first order. # Brand positioning Prose is presented as a premium, personalized haircare brand that focuses on addressing individual hair needs. The brand emphasizes customization and clean ingredients. It aims to occupy a space in the consumer's mind as a solution to common hair problems that generic, off-the-shelf products fail to address. The brand promotes the idea of tailored haircare routines. It positions itself as a modern solution, contrasting with traditional, one-size-fits-all haircare, and aligns with values of personalization and expert recommendation. Prose is positioned as a functional and reliable brand. # Product Prose offers customized haircare products tailored to individual needs. The products include pre-shampoo scalp masks, shampoo, conditioner, curl cream, leave-in conditioner, and styling gel. These products are formulated with clean ingredients. The products are made to order. The USPs include addressing issues like flakes, itching, irritation, volume loss, breakage, frizz, dry/damaged ends, and oily/greasy roots. Prose products are suitable for various hair types. The Prose system seeks to resolve the frustration of using generic haircare that doesn’t address specific concerns and delivers a personalized haircare solution. A person can purchase these products exclusively online. # Visual style The ad has a polished, UGC feel, combining product shots with user-generated content. Editing involves a mix of quick cuts and static shots. The production quality is high-end, creating a relatable tone and feeling. The camera angles used give the ad a personal feel. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Make the switch # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad opens by presenting 3 signs your shampoo isn't right for you, setting up the narrative of identifying common hair problems. - 00:02–00:05 The first sign is shown that you experience flakes, itching, and irritation. - 00:05–00:09 The second sign is shown that you see less volume, excess breakage, and unwanted frizz. These moments highlight common concerns about hair health and appearance, shifting the focus to aesthetic results and self-image. - 00:09–00:12 The third sign is shown that your ends feel dry and damaged but your roots are oily and greasy. - 00:12–00:14 After showing the hair with issues, the brand shows a before and after transformation. - 00:14–00:15 The brand presents Prose as a better choice. It introduces Prose as the solution to the problems identified. Prose is presented as the best option to make a change to your haircare routine. - 00:15–00:25 The ad transitions to show multiple people unboxing Prose products, emphasizing the brand's custom approach and positive experience from consumers. - 00:25–00:27 This transition showcases that the products are recommended by experts, influencers, and hair stylists. - 00:27–00:31 The ad transitions to show 600,000+ five-star Prose product reviews on Review & Refine. - 00:31–00:34 The ad then continues showing people unboxing Prose products with on-screen text that says, "Sold exclusively online." - 00:34–00:39 The ad then wraps up by showing Prose products and on-screen text that says, "Make the switch."

# Ad summary The ad showcases Prose's custom hair care products designed for women transitioning to gray hair. It highlights common hair issues during this transition, such as loss of color, softness, increased vulnerability to damage, and a dry scalp. Prose is presented as the solution, offering cruelty-free, customized hair products tailored to individual hair types, concerns, and gray hair percentages. The ad also mentions the use of clean ingredients, aiming to improve volume, soften hair, and combat brassiness. # Brand positioning Prose positions itself as a provider of personalized, cruelty-free hair care solutions, specifically for individuals transitioning to gray hair. The brand differentiates itself from generic shampoos by offering custom-formulated products tailored to specific hair types, concerns, and gray hair percentages. This approach suggests a focus on functional benefits, addressing specific hair issues associated with the gray hair transition, and aligning with values of natural ingredients and customization. # Product Prose offers custom shampoo, conditioner, and hair masks that are cruelty-free and specifically formulated for individuals transitioning to gray hair. The ad mentions that Prose products are customized to your hair type, concerns, and gray hair percentage. Prose products are made with clean ingredients known to help improve volume, soften hair, and combat brassiness. The ad presents Prose as a solution for common issues encountered during the gray hair transition, such as loss of color and softness, increased vulnerability to damage, and a dry, uncomfortable scalp. By customizing the formula, Prose addresses these concerns and delivers hair that is softer, shinier, and fuller. # Visual style The ad features a UGC style, with a focus on demonstrating the product and highlighting the issues associated with gray hair transition. The editing style involves quick cuts to maintain a fast pace, and the production quality has a slightly polished feel. The lighting appears natural, and the visual motifs include close-ups of hair textures and product application. The pacing is fairly consistent, with cuts timed to the music and voiceover. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Take our free consultation to get your custom formula # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: A woman with long, wavy gray hair is shown moving her hair back and forth. - 00:02–00:04 00:02–00:04: Close up of gray hair being touched. - 00:04–00:14 00:04–00:14: It presents the common problems associated with gray hair transition: hair starts to lose color and softness, hair strands become more vulnerable to damage, and scalp may feel dry and uncomfortable. - 00:14–00:22 00:14–00:22: The ad warns that using the wrong shampoo can cause more damage, causing hair to be flat, dull, and weak. - 00:22–00:26 00:22–00:26: The ad suggests ditching your generic shampoo and switching to Prose. - 00:26–00:33 00:26–00:33: It highlights Prose’s cruelty-free products are customized to your hair type, concerns, and gray hair percentage. - 00:33–00:41 00:33–00:41: The ad presents Prose products with clean ingredients that are known to help improve volume, soften hair, and combat brassiness. - 00:41–00:47 00:41–00:47: It shows the desired results of using Prose: softer, shinier, and fuller hair. - 00:47–00:52 00:47–00:52: The ad asks, "Ready to transform your grays?" and presents a free consultation to get your custom formula.

# Ad summary string # Brand positioning Prose is a custom hair care brand that offers personalized products designed to meet individual hair needs. The brand aims to occupy a space in the consumer's mind as a provider of tailored solutions, promoting the values of individuality and customization. Prose pushes against the one-size-fits-all approach of traditional hair care brands by offering a personalized experience based on a customer's unique hair type, lifestyle, and environment. The brand's positioning is functional, emphasizing performance and simplicity through customized formulations. # Product Prose offers a range of custom haircare products, including shampoo, conditioner, hair mask, curl cream, scalp serum and root source herbal supplements, tailored to individual needs. The products are designed for individuals who seek personalized hair care solutions based on their unique hair type, lifestyle, and environmental factors. The ad explicitly states that Prose products are made with zero parabens, sulfates, and phthalates. The product USPs include customized formulations, addressing concerns such as dryness, damage, and irritation. The product range appears designed to fit seamlessly into regular hair care routines during everyday use. The ad addresses purchase barriers by highlighting the free consultation and benefits like silkier, smoother hair with every wash, encouraging consumers to try Prose. # Visual style The ad has a polished UGC feel, combining user-generated content with professionally edited visuals. It uses quick cuts and transitions to maintain a fast pace, with an estimated 60 CPM. The ad utilizes both static shots and some subtle camera movements, and text and product actions appear synced to the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Take the FREE consultation # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 00:00–00:03: A hand is shown pumping Prose custom conditioner into an open palm. The message is that Prose is the reason the person didn't cut all of their hair off, implying the products improved hair condition. The perspective is from someone who was considering cutting their hair but then tried Prose, which changed their mind. The tone is hopeful. - 00:03–00:06 00:03–00:06: A split screen shows 'before' and 'after' hair samples. The 'before' sample is dry and weak, and the 'after' sample is full and shiny, conveying a transformation and the effectiveness of the Prose products. The perspective is from a user demonstrating how Prose can transform hair. The tone is positive and results-driven. - 00:06–00:09 00:06–00:09: Hands open a box containing Prose customized haircare products, conveying the ease of receiving custom products. The message is that Prose offers customized haircare solutions. The perspective is from a user showcasing the packaging and range of products. The tone is inviting. - 00:09–00:14 00:09–00:14: Visuals show text overlays that read, 'Designed for your HAIR TYPE, LIFESTYLE, ENVIRONMENT, and HAIR GOALS.' The message is that Prose provides haircare tailored to individual needs and preferences. The perspective is from the brand, illustrating the brand's approach to personalization. The tone is informative and reassuring. - 00:14–00:16 00:14–00:16: A red-haired woman sits on a couch, looking at her phone. The message is that taking the free consultation is easy and accessible. The perspective is from a potential customer using Prose's service. The tone is casual and inviting. - 00:17–00:22 00:17–00:22: A woman with wet hair washes her hair in the shower using Prose. Text overlay reads, 'Made with zero: PARABENS, SULFATES, PHTHALATES.' The message is that Prose is free of harmful chemicals. The perspective is from a user demonstrating the product's use. The tone is reassuring and health-conscious. - 00:22–00:25 00:22–00:25: A split screen shows a 'before' and 'after' of a woman's hair. The 'before' shows dry and flaky hair, while the 'after' shows soft and hydrated hair, conveying a positive transformation and the effectiveness of Prose products. The perspective is from a user demonstrating how Prose can improve hair condition. The tone is positive and results-driven. - 00:25–00:29 00:25–00:29: A woman combs her hair. Text overlay reads, 'Get silkier, smoother looking hair with every wash.' The message is that Prose products improve hair texture over time with regular use. The perspective is from a user demonstrating hair improvement. The tone is optimistic and encouraging. - 00:29–00:32 00:29–00:32: A woman washes her hair in the shower. Text overlay reads, 'No more DRYNESS, DAMAGE, IRRITATION.' The message is that Prose products eliminate common hair problems. The perspective is from a user demonstrating the product's benefits. The tone is problem-solving and reassuring. - 00:32–00:45 00:32–00:45: Close-ups of a hand touching Prose products are shown along with text overlays featuring customer testimonials and 5-star reviews. The message is that users are satisfied with Prose products. The perspective is from the brand, showcasing positive customer feedback. The tone is trustworthy and credible. - 00:45–00:49 00:45–00:49: Four women smile at the camera. Text overlay reads, 'Join countless women who have switched to Prose.' The message is that many users have already adopted Prose. The perspective is from the brand, showcasing community adoption. The tone is inclusive and inviting.

# Ad summary string # Brand positioning Prose is presented as a brand that offers custom haircare solutions tailored to individual hair types and goals. The ad emphasizes that Prose distinguishes itself by creating personalized products with custom ingredients as opposed to offering a one-size-fits-all solution. The brand seems to be targeting consumers who are particular about their hair care routines and seek tailored, high-quality products. # Product The product being advertised is Prose custom shampoo. It is presented as a unique, personalized hair care solution designed to cater to individual hair types and goals. The ad highlights that the shampoo contains custom ingredients selected based on specific hair needs, as seen on the label on the back of the bottle. It is a sulfate-free product, however, it still produces a good lather. The shampoo aims to solve the problem of generic, off-the-shelf hair products that may not fully address individual hair concerns. It's framed as a worthwhile purchase for those seeking a tailored hair care experience. # Visual style The ad has a polished UGC feel, appearing as if shot on a smartphone with natural lighting in a home bathroom setting. The editing features quick cuts between the speaker and product shots. The production quality is high-end, aiming to create a relatable yet aspirational tone for the audience. The pacing is upbeat and consistent, maintaining viewer engagement throughout. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action Take the quiz and order your pros. # Point of view - [object Object] # Storyline - 00:00–00:02 The creator starts by explaining that she's at her best friend's house. - 00:02–00:06 The creator reveals that she admires her best friend’s hair and always wondered how it looked so good, setting up a sense of intrigue and aspiration. - 00:06–00:09 The creator explains that she took a shower and tried her best friend's shampoo. The tone shifts to excitement and discovery. - 00:09–00:15 The creator expresses her surprise and satisfaction with the shampoo, remarking on its scent. - 00:15–00:19 The creator identifies the brand as Prose and emphasizes that it’s custom haircare tailored to her bestie's hair type and hair goals. - 00:19–00:22 The creator points out that you can see her custom ingredients on the back. - 00:22–00:25 The creator mentions that the ingredients are nice. - 00:25–00:29 The creator highlights that sometimes clean, sulfate-free products don't really do the job, but this one does. - 00:29–00:32 The creator shows the lather and indicates that the bubbles were nice. - 00:32–00:34 The creator states that her hair feels so soft and clean. - 00:34–00:39 The creator then directly claims that her best friend is onto something because her hair looks good. - 00:39–00:41 As a response to the previous moment, the creator states that she will take the quiz to buy some shampoo. - 00:42–00:45 The creator urges the viewers to take the quiz and order their Prose, speaking directly to the audience. There is a superimposed text overlay in the background showing 'Get 60% OFF Your First Order!'

# Ad summary This ad promotes Prose, a personalized haircare brand, by highlighting common curly hair frustrations and positioning Prose as a solution with its customized haircare routines, designed specifically for each customer's individual hair goals with natural ingredients. # Brand positioning Prose is a personalized haircare brand aiming to disrupt the traditional hair care industry by offering customized solutions tailored to individual hair needs and goals. The brand positions itself against the conventional 'one-size-fits-all' approach, suggesting that the haircare industry is designed to keep consumers constantly buying and trying new products that may not work for them. Instead, Prose aligns with a modern consumer looking for targeted, effective haircare solutions formulated with natural ingredients. The brand promotes a lifestyle of informed self-care, offering a consultation process to determine specific hair needs and formulating personalized products, thus promising to be the 'last curly hair routine you're ever going to need'. # Product Prose offers personalized hair care routines designed for individual hair goals. Customers take a free consultation to determine their specific needs, and Prose formulates custom hair products such as shampoo, conditioner, hair masks, curl cream, and scalp serum. The products are made with natural ingredients like avocado oil, rosemary extract, and spirulina to clarify, hydrate, and define hair. Prose aims to address common issues such as unwanted frizz, weighed-down curls, and waxy hair, and take into consideration environmental factors like humidity and hard water. The ad also addresses the frustration of stocking up on half-used bottles of product that didn't work. To combat these common issues, the brand offers a 30-day money-back guarantee on the first order, promoting the product as a solution to discover personalized formulas to achieve soft, healthy curls that last until the next wash day. # Visual style The ad combines UGC-style footage with product shots, creating a hybrid that feels both relatable and polished. It integrates quick cuts, transitions, and well-lit shots to maintain engagement. The aesthetic is clean with bright natural lighting, aligning with a modern self-care tone. The pacing is quick, with multiple cuts per minute that emphasize the ad's key messages and visuals. The audio-visual sync is well-timed, with text and product actions synchronized to the voiceover, ensuring a cohesive viewing experience. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action You can take the free consultation # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 The video begins with a shot of a person with defined, juicy curls, setting a goal for the audience and immediately introducing the topic of the ad. - 00:03–00:06 The scene cuts to a person with frizzy, dry hair, visually representing a problem many viewers might relate to and emphasizing that they are not alone in experiencing unwanted frizz. - 00:06–00:10 The ad continues by illustrating how the wrong hair routine can weigh curls down and leave hair feeling waxy, highlighting the potential downsides of using standard hair care products. - 00:10–00:16 The video shows various bottles of shampoo, implying the hair care industry is set up to keep consumers buying and trying new products, subtly criticizing competitor practices. - 00:16–00:21 A Prose haircare kit is showcased, transitioning into the brand's solution by offering personalized haircare specifically for the viewer's curls. - 00:21–00:31 The benefits of the brand's custom leave-in conditioner is conveyed, stating that it is not some generic leave in conditioner, and is a fully customized hair care routine formulated for your exact hair goals. - 00:31–00:36 The ad emphasizes the natural ingredients, showing examples such as avocado oil, rosemary extract, and spirulina, appealing to consumers interested in natural products. - 00:36–00:41 The person uses a purple comb to demonstrate how Prose can clarify, hydrate, and define curls, presenting a visual of the product's performance and showcasing positive results that viewers are encouraged to expect. - 00:41–00:47 The ad transitions to address concerns about humidity and hard water, with a redhead showing off her ringlets, reinforcing that Prose considers such environmental factors in its formulation. - 00:47–00:51 The presenter emphasizes the unique brand experience and the importance of not stocking up on half used bottles of products that don't work, emphasizing what Prose has to offer to those looking for a haircare routine that will work for them. - 00:51–00:55 The ad visually and verbally shows a woman opening a Prose box with personalized formulas in it, as the ad encourages viewers to take the free consultation and discover your own personalized formulas. - 00:55–01:00 With the text overlay and audio, the ad mentions a 30-day money back guarantee and encourages viewers to fall in love with their hair again. - 01:00–01:04 The ad concludes by suggesting Prose is the last curly hair routine the viewer will ever need, ending on a note of satisfaction and completion, encouraging the view to take a final step and purchase the brand.