How REFY Advertises on Meta

# Ad summary This ad promotes a blur lip liner by showing a woman with long curly hair applying lip liner in a bathroom. # Brand positioning The brand is positioned as an aspirational beauty brand. Its overall tone is one of beauty paired with simplicity. The brand offers products for beauty enthusiasts. # Product The product is a blur lip liner. It is a lip liner that helps to create a blurred effect on the lips. The lip liner is white and the pigment in the product is a deep reddish mauve color. This product seems to be geared towards beauty enthusiasts. # Visual style This ad has a polished commercial aesthetic. The pacing is slow. The ad seems to be shot in natural light. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] - [object Object] # Storyline - 00:00–00:08 A woman with long curly hair applies a lip liner.

# Ad summary A young woman with fair skin, light brown hair, and green eyes demonstrates the application of Refy Skin base using a brush. She expresses satisfaction with the product's lightweight feel and the hydrated look it provides to her skin. # Brand positioning Refy is presented as a brand that offers high-quality makeup products, particularly known for their skin base. The brand is positioned as one that delivers a hydrated and lightweight feel, aligning with current trends in natural-looking makeup. The brand appears to align with current beauty standards, offering products that cater to achieving a dewy, healthy-looking complexion. Refy seems to target consumers who prioritize skincare benefits in their makeup routines, providing products that enhance natural beauty. The brand seems to be following the trend of brands that use neutral colors and simple fonts and is well received by customers. # Product The featured product is Refy Skin Base, a foundation designed to provide lightweight coverage and a hydrated finish. It is applied with a brush using a pump applicator, addressing concerns about the application process. The shade used is 170 Neutral. The product is for individuals seeking a natural, lightweight foundation that enhances skin hydration. The product aims to provide a natural finish with a lightweight feel. The key selling point is the hydrated, dewy appearance it gives to the skin without feeling heavy. # Visual style The ad has a polished, natural aesthetic, with natural lighting and smooth transitions. The production quality gives it a UGC feel. Pacing is consistent, with static shots and smooth transitions. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 A woman introduces Refy Skin Base and states she's heard good things about it. - 00:04–00:11 She addresses controversy about the applicator but indicates she likes it. - 00:11–00:16 She expresses surprise and satisfaction with the product's appearance on her skin. - 00:16–00:19 She shares the shade number and adds more of the skin base. - 00:19–00:28 The woman reapplies it to her face. - 00:28–00:34 She adds the product to her forehead. - 00:35–00:45 She raves about the product and notes how hydrated her skin looks.

# Ad summary This ad promotes REFY's Skin Base complexion essential, featuring diverse women who describe the product as feeling weightless and natural, providing their skin with a natural glow. The product is positioned as skincare that enhances natural beauty, suitable for everyone. The ad emphasizes that the product delivers a natural 'your skin but on a really really good day' finish. # Brand positioning REFY presents itself as a beauty brand that prioritizes enhancing natural skin rather than masking it. The brand focuses on creating products that feel weightless and seamless, almost like skincare. This positions REFY as a brand that values natural beauty and promotes a 'your skin, your way' approach, appealing to those who seek a minimalist routine. Unlike brands that emphasize heavy coverage or dramatic transformations, REFY emphasizes enhancing one's inherent beauty, creating a 'your skin but on a really really good day' look. This is conveyed through testimonials and visuals showcasing diverse women of all ages and skin tones. # Product REFY Skin Base is described as a complexion essential designed to replace traditional skin tints. It's formulated to perform like skincare, offering a seamless and weightless feel on the skin. The product aims to provide a natural, enhanced look, as if one's skin is simply having a good day. It's presented as suitable for all skin types and tones, promising to blend seamlessly for a complexion that looks and feels natural. It enhances skin in a way that feels light and weightless. # Visual style The ad features a clean and polished aesthetic, with a focus on showcasing natural skin tones and textures. The editing style consists of quick cuts and seamless transitions between shots, maintaining a consistent rhythm. The production quality is high-end, with studio lighting and professional camera work, creating a polished commercial feel. There is a recurring visual motif of close-up shots of diverse women against white backgrounds, emphasizing the product's universal appeal and the brand's focus on natural beauty. The pacing is moderate, with cuts timed to align with voiceover lines and music beats. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up of a woman’s face, showcasing natural, seemingly bare skin. - 00:01–00:02 The woman states, "It's basically my skin, but on a really, really good day," setting the tone for the product's natural-enhancing effect. The message is delivered casually, creating a relatable and aspirational point of view for the viewer. - 00:02–00:04 A diverse group of women are shown applying the product. - 00:04–00:04 The woman applies the product to her face while directly addressing the camera and mentioning that she doesn't feel like she has anything on. - 00:04–00:06 The product's skincare-like feel is emphasized. - 00:07–00:09 The ad introduces REFY Skin Base. - 00:09–00:15 The product is described as a 'complexion essential' that replaces skin tint, performed like skincare, and feels like it was made just for the viewer. - 00:15–00:18 Various women demonstrate the product, emphasizing its universal appeal and skincare feel.

# Ad summary This ad features multiple women answering questions about the new REFY Skin Tint product. They all speak highly of the product. # Brand positioning REFY is presented as a brand that emphasizes natural beauty and skin that looks like skin. The brand aims to occupy a space in the consumer's mind as a company that provides products that subtly enhance natural features, rather than covering them up. The brand aligns with a lifestyle that values simplicity, authenticity, and confidence in one's own skin. REFY appears to push against the norm of heavy makeup and aims to offer a more effortless approach to beauty. The brand positioning is both functional and emotional, providing performance while also empowering individuals to feel good about their natural appearance. # Product The REFY Skin Tint is advertised as a product that enhances the skin's natural appearance rather than covering it up. It is described as a lightweight base that melts into the skin, creating a perfect match and providing a natural, confident look. The product aims to give the impression of "my skin but on a really, really good day," emphasizing its ability to enhance rather than conceal. The target audience includes individuals looking for a skin base that seamlessly integrates into their routine and becomes a staple for everyday use. The ad addresses the purchase barrier by showcasing how the product feels weightless and appears undetectable, offering a solution for those who dislike the feeling of wearing makeup. # Visual style The ad has a polished and clean aesthetic. It features a mix of static shots and smooth transitions. The production quality is high, with well-lit scenes and clear visuals. The editing rhythm maintains a consistent pace, with cuts timed to coincide with changes in speakers and visuals, enhancing the overall flow of the ad. The BPM is estimated to be about 60. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a woman holding a microphone and addressing the camera, introducing REFY's new skin tint. This moment conveys excitement and anticipation for the product launch, positioning the product as something highly anticipated. This is from the brand's perspective, as the speaker is a collaborator and is creating buzz around the brand's new product. - 00:03–00:06 00:03–00:06 A second woman with curly hair is shown, implying inclusivity and diversity among potential customers. She touches her hair, showing that the skin tint allows her to look presentable without extensive preparation or effort. This is shown from the brand's perspective. - 00:06–00:08 00:06–00:08 The first woman reappears and smiles, indicating that the product effectively enhances the skin's appearance. The perspective is from the brand's point of view. - 00:08–00:10 00:08–00:10 The next woman speaks, reinforcing the idea that the skin tint is lightweight. An overhead shot then shows the product and its application process. The perspective is from the brand's point of view. - 00:10–00:16 00:10–00:16 Multiple women from different ethnicities are shown. The brand is showcasing how the skin tint feels weightless and appears undetectable, offering a solution for those who dislike the feeling of wearing makeup. The perspective is from the brand's point of view. - 00:16–00:21 00:16–00:21 The first woman reappears and smiles, indicating that the product effectively enhances the skin's appearance. She is asked if she will include it in her daily routine and the woman responds "100 percent." The perspective is from the brand's point of view. - 00:21–00:27 00:21–00:27 Multiple women from different ethnicities are shown repeating the phrase "100 percent yes." The perspective is from the brand's point of view.

# Ad summary A woman demonstrates black and brown mascara on her lashes. She shows the product in her hand and then applies it to each eye in a split screen to highlight the differences in each. # Brand positioning RELA is presented as a luxury makeup brand offering products in sleek, muted green packaging. The brand positioning seems functional, providing quality products that aim for a natural, polished look. The products are easy to use, but not associated with a budget line of makeup. # Product The product is the RELA Lash Sculpt mascara, which is designed to lengthen and volumize lashes. The mascara is available in both black and brown shades, allowing users to choose a shade that best complements their complexion or desired makeup look. The mascara comes in a light green tube with the brand name on the side. The wand is curved to sculpt the lashes. The ad showcases a side-by-side comparison of the black and brown shades. # Visual style The ad has a UGC feel due to the selfie-style camera framing and casual presentation. The editing style is simple with static shots and straightforward transitions. The lighting is soft and natural. 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 - 00:00–00:00-00:01-00:10-00:101575617483346419299120983852803738842992034265260270921728277904061153103396491262829606837613494873203125 The woman holds up the black and brown versions of the product. - 00:01–00:09 The woman holds up the brown mascara to the camera, showing the curved wand, then repeats the action with the black mascara. - 00:10–00:14 A split screen shows the woman applying the black mascara on her top right lashes and the brown mascara on her top left lashes. The audience is shown the products in use. - 00:14–00:15 The woman holds up both products to the camera, showing the packaging with the brand name visible. The audience is shown the final look.

# Ad summary This ad features a close-up demo of a mascara wand applying product to lashes. The ad is visually driven with no voiceover, demonstrating the lash-enhancing effect of the mascara. # Brand positioning The brand appears to position itself as a provider of makeup products that enhance natural beauty. The overall tone is straightforward and confident, focusing on the product's ability to deliver visible results. The brand aligns with a functional approach, where the product's performance is the key selling point. No specific competitor behaviors or category norms are explicitly addressed or ignored. # Product The featured product is a mascara. The ad focuses on showing its lengthening capabilities. The mascara is applied with a simple wand, and the ad highlights how it makes lashes appear more defined and longer after just one application. There are no explicit details about the mascara's ingredients or unique selling points mentioned in the ad. The ad visually addresses the common purchase barrier of wondering whether the product delivers the visible results it promises. # Visual style The ad's overall aesthetic is clean and polished. The production quality is high-end, resembling a commercial. The editing style involves static shots. The pacing is slow, with minimal cuts, creating a focused and deliberate feel. The audio-visual sync is consistent, with the music setting a calm, elegant tone. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05 The ad begins with a close-up of a person's face and eyelashes. A wand applies mascara to the lower lashes, then the upper lashes. The perspective is from an observer, showing the application process. The intention is to display the product in action and its immediate effect. This creates an impression of efficacy and draws the viewer's attention to the specific visual change achieved by the mascara. - 00:05–00:08 00:05–00:08 The person’s face is shown in full view to display the mascara product tube being held, showing a direct connection between the application and the product responsible. The perspective is again from an observer. The intention is to identify the brand and product, as well as show the packaging.

# Ad summary This ad showcases a before-and-after transformation of skin using the Skin Base foundation. It aims to highlight the product's ability to provide coverage and even out skin tone while promoting the idea of embracing your skin in its natural state. # Brand positioning Skin Base positions itself as a brand that embraces natural beauty and individuality, as conveyed by the tagline “Your Skin, Your Way”. The brand offers a range of foundation shades catering to various skin tones, suggesting inclusivity and a personalized approach to beauty. They seem to push against the norm of masking imperfections, instead promoting the idea of enhancing one's natural skin. The brand positioning seems both functional, offering coverage and evening skin tone, and emotional, promoting self-acceptance and embracing one's natural skin. # Product Skin Base is a foundation designed to provide coverage and even out skin tone. The product is available in a wide range of shades, catering to diverse skin tones and undertones, as indicated by the variety of shade numbers and letters (e.g., 170 N, 130 N, 180 N, 160 W, 230 W, 120 C, 280 N). The ad addresses potential purchase barriers by showcasing the before-and-after transformation, demonstrating the product's effectiveness in covering imperfections and creating a smooth, even complexion. The product seems to be suitable for all types of skin. # Visual style The ad has a polished aesthetic, with bright and even lighting used throughout. The focus is on showcasing the skin's texture and tone, highlighting the product's effectiveness in providing coverage and evening out skin tone. The editing style consists of quick cuts, transitioning between different before-and-after transformations. The production quality is high, with a clean and professional look. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a split-screen showing a person’s face before and after applying Skin Base foundation. - 00:00–00:01 This introduces the product and immediately showcases its transformative effect. - 00:00–00:01 The perspective is from the brand, demonstrating the foundation's capabilities. - 00:00–00:01 This creates interest and establishes the product's value proposition. - 00:01–00:11 The ad then displays a series of before-and-after shots featuring different individuals with varying skin tones and conditions. - 00:01–00:11 This reinforces the product's effectiveness and inclusivity. - 00:01–00:11 The perspective continues to be from the brand, showcasing the foundation's performance on diverse skin types. - 00:01–00:11 This builds credibility and highlights the product's versatility.

# Ad summary This ad features a mascara product and highlights its ability to lengthen eyelashes. It uses a customer testimonial and a five-star rating to build trust and showcase the product's effectiveness. # Brand positioning The brand is presented as a provider of high-quality mascaras that deliver exceptional results. The brand positions itself as a solution for achieving longer, more noticeable eyelashes, even if the customer didn't realize the potential of their own lashes. The brand focuses on functional benefits, specifically lengthening, and aims to occupy a space in the consumer's mind as a reliable and effective mascara provider. # Product The product is a mascara designed to lengthen eyelashes. The ad highlights its ability to "seriously lengthen your eyelashes that you didn't even know you had!" This suggests the mascara provides a noticeable and surprising enhancement to lash length. The product is presented as a "holy grail," implying it is a top-tier, must-have item for achieving desired lash results. The ad addresses the purchase barrier of skepticism by showcasing a customer testimonial and a five-star rating, building trust in the product's effectiveness. # Visual style The ad has a clean and minimalist visual style. The production quality appears to be highly polished, with studio-shot product images. The image treatment includes background removal to focus attention on the product. The typography is large and bold for the headline, with a legible font for the testimonial. The style is designed to be scannable and eye-catching in a social media feed. # Hooks Headline: HOLY GRAIL # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by presenting the product as a "holy grail," immediately establishing its high value and desirability. This message is conveyed by the brand to capture the viewer's attention and create a sense of intrigue. - Next, a customer testimonial is shared, emphasizing the mascara's ability to lengthen eyelashes significantly. This part of the story is told from the customer's perspective, providing social proof and building trust in the product's claims. - The ad concludes with a five-star rating, reinforcing the positive feedback and further validating the product's effectiveness. This is presented from an external source, adding credibility and encouraging the viewer to consider the product.

# Ad summary A woman demonstrates the benefits of a mascara that helps lashes hold a curl. # Brand positioning The brand is not explicitly mentioned, so no brand description can be provided. However, the ad showcases a mascara product that is presented as high-performing and effective at holding a curl. # Product The ad features a gray tube of mascara. The product is presented as the best mascara to hold a curl. The demonstrator holds the mascara wand in her mouth to apply the product to her eyelashes. The mascara is designed to maintain the curl of the eyelashes after application. It is applied on one eye, and then the presenter shows the difference. # Visual style The ad has a UGC feel with a polished commercial look. It is shot in natural light. The editing style consists of static shots with smooth transitions. The video pacing is slow, with a consistent tempo throughout the ad. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:09 The woman applies mascara to her upper eyelashes. - 00:09–00:12 The woman shows off her eyelashes.

# Ad summary The ad is a tutorial demonstrating a simple makeup routine using products by Rare Beauty. The video features a woman applying various makeup products and ends with her showcasing the finished look. # Brand positioning Rare Beauty is presented as an accessible and straightforward makeup brand that emphasizes simplicity and enhancement over heavy transformation. The brand aligns with values of natural beauty, ease of use, and a fresh, modern aesthetic. Rare Beauty pushes against the norms of overly complex, time-consuming makeup routines, positioning itself as a go-to for achieving a refined, everyday look with minimal effort. While several Rare Beauty products are showcased, the brand identity remains consistent as focused on natural enhancement. # Product The ad features multiple Rare Beauty products, each designed to enhance natural features with ease. First is a base that creates a smooth canvas for the skin. Next is a liquid blush is highlighted for giving a natural flush to the cheeks. Next is the mascara, for enhancing the lashes. The lip liner is used to define the lips, and a lip balm to add the finishing touch. Each product is presented as an easy-to-use tool for achieving a polished yet natural look. The overall message is that these products are essential for anyone seeking a simple and effective approach to everyday makeup. # Visual style The ad has a polished aesthetic with a focus on showcasing the natural beauty of the model. The editing style includes quick cuts to highlight each step of the makeup routine. The production quality is high, giving it a commercial feel. The pacing is consistent, with each step of the makeup routine shown efficiently. The cuts are timed to the music beats, enhancing the overall rhythm. # 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 - 00:00–00:02 00:00–00:02 A woman looks directly at the camera to showcase her bare face and a makeup routine that she will be demonstrating. - 00:02–00:06 00:02–00:06 The model begins by applying the base to her face with a brush. - 00:06–00:13 00:06–00:13 The model applies liquid blush with a brush to her cheeks. - 00:13–00:16 00:13–00:16 The model applies mascara. - 00:16–00:19 00:16–00:19 The model completes the look with lip liner and lip balm. - 00:19–00:24 00:19–00:24 The model showcases the finished look to the camera.

# Ad summary This ad features a woman applying lip liner. She applies the product to her lips and then smiles at the camera. # Brand positioning The brand is presented as a go-to for everyday makeup. The ad focuses on a single product, implying a curated selection of essentials. The brand aligns with a natural, effortless beauty aesthetic, as seen in the model's makeup and casual presentation. It seems to ignore the trend of overly complex or dramatic makeup routines, instead promoting simplicity and ease of use. The brand positioning is functional, focusing on the product's ability to enhance natural beauty. # Product The product featured is a lip liner. It is shown being applied to the lips to define and enhance their shape. The lip liner comes in a gray tube with black text. The shade of the lip liner is a mauve color. The ad shows the product being used to create a natural, everyday lip look. The ad implies that the lip liner is a favorite product of the user. # Visual style The ad has a casual, UGC feel. The editing is minimal, with static shots and no transitions. The production quality is simple, suggesting a focus on authenticity over polish. The pacing is slow and steady. There is no clear audio-visual sync. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The video begins with a woman applying lip liner to her lips. - 00:04–00:08 The woman then rubs her lips together and smiles at the camera.

# Ad summary This ad features a woman applying Refy mascara and sharing that it is the best mascara she has ever tried. # Brand positioning Refy is presented as a brand that offers high-quality beauty products, as the woman in the ad claims that their mascara is the best she has ever tried. The brand appears to focus on simplicity and effectiveness, with the ad highlighting a single product and its performance. The brand's aesthetic, suggested by the product's sleek, minimalist packaging, targets consumers who value clean and modern design. # Product The Refy mascara is highlighted as a top-tier product in the mascara category. The woman in the ad explicitly states that it is the best she has ever tried, positioning it as superior to other mascaras on the market. The mascara comes in a sleek, minimalist tube. The ad shows the product being used to enhance the lashes, creating a noticeable effect. The ad aims to convince viewers that this mascara is worth buying due to its exceptional quality and performance. # Visual style The ad has a polished UGC feel, with natural lighting and soft focus. The editing is simple, with static shots and smooth transitions. The production quality is high, giving the ad a professional yet authentic look. The pacing is slow and deliberate, allowing viewers to focus on the product and the woman's expressions. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The woman opens a tube of Refy mascara. - 00:01–00:05 00:01–00:05 The woman applies Refy mascara to her upper lashes. - 00:05–00:10 00:05–00:10 The woman closes the mascara tube and smiles, showing off her finished makeup.

# Ad summary A creator with fair skin demonstrates a full face of Refy beauty. # Brand positioning Refy is a makeup brand positioned toward beauty minimalists. The brand emphasizes a natural style of makeup application and promises that its products are easy to use for all users, regardless of experience level. The brand uses neutral, sleek packaging to convey that it is for the modern consumer who wants to enhance their natural beauty. # Product This ad features the Refy Glow and Sculpt Face Primer, Skin Base Foundation in the shade 11c, Lighter Concealer shade 01, Brow Sculpt (a clear brow gel), two shades of cream blush (Malia and Cherry), the Lash Sculpt Mascara in brown, and four shades of lip liner (Rosewood, Oat, Dusk, and Blush). The primer is applied first to prep the skin for makeup. The foundation is applied with a brush to even out skin tone. The concealer is a serum-hybrid and is shaken before application; it is applied to brighten the undereye area. The Brow Sculpt is a clear brow gel with three brushes in one: a spoolie to apply product, a comb to separate brow hairs, and a flat brush to stick them down. The cream blush is available in two shades. The darker shade, Cherry, can be layered on top of the lighter shade, Malia, to achieve a stronger blush look. The brown mascara darkens the lashes without overloading them with product. The lip liners are used to line the lips before a clear gloss is applied on top. The clear gloss feels super hydrating, has jojoba oil, and shea butter. # Visual style The ad has a UGC feel with simple editing and a handheld camera. The production quality is average, with bright lighting and visible textures. The editing consists of mostly quick cuts, with the camera staying mostly static. The ad’s pacing is consistent, with approximately 23 cuts per minute. # Benefits - [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 - 00:00–00:04 The creator begins by stating that she is going to do a full face of Refy beauty on extremely pale skin. - 00:04–00:06 She starts off with the Glow and Sculpt Primer. - 00:06–00:12 Next, she applies Skin Base foundation in the shade 11C. - 00:12–00:19 She then applies the lighter concealer shade 01, a serum hybrid. - 00:19–00:41 Next, the creator uses the brow sculpt product to shape her brows. - 00:41–00:47 Because the creator is so pale, she doesn't use bronzer and adds color with blush. - 00:47–00:55 The creator shows both shades of blush, Malia and Cherry, and says that, for a natural look, she tries to match her lip color. - 00:55–01:06 She dabs the Malia blush onto the back of her hand to pre-blend it before applying it to her cheekbones. - 01:06–01:11 The creator says to never skip blush if you are as pale as she is. - 01:11–01:26 She puts a bit of blush in her crease to get rid of that stark pale color and says that the blush works with her coloring. - 01:26–01:36 Next, she shows the cherry blush and dabs a small amount on the back of her hand to use if she wants a stronger blush look. - 01:36–01:41 The creator uses brown mascara because she is so fair. - 01:41–01:49 She states that the brush is unique and does not overload her lashes with product. - 01:49–02:00 She swatches four shades of lip liner: Rosewood, Oat, Dusk, and Blush. - 02:00–02:06 The creator lines her lips with the shade Dusk. - 02:06–02:13 She then finishes the look with clear gloss, which she says is super hydrating with jojoba oil and shea butter. - 02:13–02:21 The creator states that she is most impressed with the skin base and the brow sculpt. - 02:21–02:22 She says she will leave all the products and shades she used below, and concludes the video.

# Ad summary This ad promotes the Lash Sculpt product from Refy, now available in brown. The ad features a close-up of a woman applying the product to her lashes, followed by a before-and-after comparison. # Brand positioning Refy is presented as a modern beauty brand focused on simplicity and enhancing natural features. The brand aligns with a minimalist aesthetic, using sleek, understated packaging and focusing on subtle, everyday makeup looks. Refy seems to push against the trend of heavy, dramatic makeup, instead promoting a more natural, effortless beauty style. The brand positioning is functional, emphasizing ease of use and natural-looking results. # Product The product featured is Refy's Lash Sculpt, now available in brown. It is a lash product designed to sculpt and define lashes. The ad shows the product being applied to the lashes using a small brush. The product is for anyone looking to enhance their natural lashes with a subtle, brown tint. The USP is that it is now available in brown, offering a softer alternative to black mascara. The ad addresses the purchase barrier of limited color options by introducing the new brown shade. # Visual style The ad has a polished, commercial aesthetic with a focus on clean visuals and close-up shots. The editing style includes quick cuts to maintain a fast pace. The production quality is high-end, supporting the brand's modern and sophisticated tone. The pacing is consistent, with cuts timed to the music beats. The ad uses natural lighting and focuses on the texture of the skin and lashes. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a close-up of a woman's face as she holds the Refy Lash Sculpt product. The intention is to immediately showcase the product and the person who will be using it. The perspective is from the brand, introducing the product. The tone is straightforward and informative. - 00:02–00:06 The woman applies the Lash Sculpt product to her lashes. The intention is to demonstrate how the product is used and its immediate effect. The perspective is from the user, showing the application process. The tone is practical and instructional. - 00:06–00:08 A split screen shows a before-and-after comparison of the woman's lashes. The intention is to highlight the visible difference and the effectiveness of the product. The perspective is from the brand, showcasing the results. The tone is persuasive and demonstrative. - 00:08–00:10 The ad ends with the woman holding the Refy Lash Sculpt product again. The intention is to reinforce the brand and product identity. The perspective is from the brand, concluding the demonstration. The tone is conclusive and product-focused.

# Ad summary This ad for Refy's Skin Base foundation displays swatches of the foundation on a neutral background alongside models of different skin tones wearing their corresponding shade. It aims to showcase the wide range of available shades. # Brand positioning Refy is presented as a brand committed to inclusivity and catering to a diverse range of skin tones with its foundation line. The ad promotes inclusivity by showcasing 18 different models wearing their corresponding shades of foundation. This suggests that Refy is pushing against the beauty industry's historical lack of representation by creating products for a broad spectrum of consumers. The brand aligns with values of accessibility and empowerment by ensuring customers can find their perfect match. # Product The ad features Refy's Skin Base, a foundation available in 18 shades. The foundation is designed to provide coverage for a wide range of skin tones, from 'lightest with cool tones' to 'deepest with neutral tones.' Each shade is shown on a model that corresponds with it, along with a swatch that features the color and undertone. The ad aims to address the purchase barrier of finding the right shade by showcasing the variety available and clarifying the undertone of each shade. # Visual style The ad features a clean and polished aesthetic, with a focus on showcasing the models' skin tones accurately. The video consists of static shots with smooth transitions between models. The production quality is high-end, giving the ad a professional commercial feel. The consistent center framing and color scheme create a visually appealing and cohesive look. The pacing is moderate, allowing viewers to take in each shade and model individually. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up of a hand opening a foundation bottle of Refy's Skin Base. - 00:01–00:22 Next, different models are shown from the shoulders up, each with different skin tones. A strip of foundation in a corresponding shade appears at the bottom of the frame.

# Ad summary The ad showcases a woman applying lip liner, emphasizing the precision and ease of use of the product. The focus is on achieving a defined lip look with a product designed for effortless application. # Brand positioning The brand is presented as modern and approachable, focusing on simplicity and ease of use in achieving a polished look. The brand's tone is friendly and accessible, aiming to empower everyday users with straightforward beauty solutions. It aligns with a lifestyle that values efficiency and natural enhancement, suggesting a departure from overly complex or dramatic beauty routines. The brand positioning is functional, emphasizing the product's performance and ease of application. # Product The featured product is a lip liner designed for defining and enhancing the lips. It is presented as easy to use, allowing for precise application and a defined lip look. The product is a white, pencil-like component with a colored shade that matches lip color. The product is likely for anyone looking to achieve a polished lip look with minimal effort. # Visual style The ad has a clean, polished aesthetic with soft lighting and a focus on showcasing the product's application. The editing style is simple with static shots to highlight the lip liner. The production quality is high, giving it a commercial feel. The pacing is slow and steady, matching the precision of the lip liner application. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:08 The woman applies lip liner to her lips.

# Ad summary A UGC-style ad that shows the features of Refy's brand new skin base skin tint. # Brand positioning REFY is presented as a brand focused on natural and radiant beauty. The ad highlights the brand's commitment to inclusive shade ranges and Korean-formulated skincare benefits, positioning REFY as a brand that combines makeup with skincare. This suggests that the brand aims to occupy a space in the consumer's mind as a provider of products that enhance natural beauty and promote healthy, glowing skin. By focusing on hydration and a lightweight feel, REFY seems to cater to those seeking a more natural, less heavy makeup look. It also focuses on an emotional benefit by suggesting the product helps the user achieve a 'radiant complexion moment', as well as the functional: light, buildable coverage. # Product The product featured is REFY's brand new Skin Base Skin Tint, a Korean-formulated gel designed to hydrate and melt on contact, leaving a natural finish with light, buildable coverage. It comes in 18 inclusive shades, ensuring a match for a diverse range of skin tones. The product is packaged in a tube with a unique press-and-prime system that dispenses the tint onto a brush. It is highlighted as being made with hyaluronic acid, emphasizing its hydrating properties. The ad conveys the product's worth by showcasing its ability to highlight the skin's natural glow without feeling oily or heavy, and shows how easily it is to apply with the REFY brush. # Visual style The ad features a clean, natural aesthetic with soft lighting, suggesting a focus on authentic beauty. The editing style includes smooth transitions and static shots that keep a consistent pace. The overall production quality has a UGC feel, which supports the intended casual tone and audience engagement. The ad runs at an even pace throughout, with the cuts staying smooth and transitions being simple. No specific audio-visual sync. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action You can make this up right now at Sephora. # Point of view - [object Object] # Storyline - 00:00–00:04 The creator starts by introducing REFy's brand new skin base skin tint. - 00:04–00:12 She shares that it's Korean formulated gel that hydrate and melts on contact leaving a natural finish, which is followed by the fact that its light and has buildable coverage with 18 inclusive shades. - 00:16–00:25 The creator notes the 230W and 240N shades before pairing the product with the Refy brush and applying it to her face. - 00:25–00:35 She compliments how it's beautiful with and without the product and how it highlights the glow, which is what she likes in a skin tint. - 00:35–00:51 Continuing, she mentions the product is made with hyaluronic acid, so it's very hydrating. She notes that it matches her shade well and then explains how she would usually use a mattifying primer, but she really wanted to see how glowy the product could make her without the use of a mattifying primer. - 00:51–01:03 After applying the Refy brush, she mentions that the result is beautiful and what the skin tint looks like on its own. Continuing, she says it's glowy, but not oily and doesn't slip and slide all over her face. - 01:03–01:16 The creator shows the final look and that she is really leaning into a natural, radiant complexion before letting the viewer know that they can make this up right now at Sephora.

# Ad summary This ad features the Refy Signature Sculpt Collection, a curated set of products designed to sculpt and enhance facial features. The collection is displayed in a visually appealing arrangement, highlighting the brand's minimalist aesthetic and focus on natural-looking enhancement. # Brand positioning Refy presents itself as a modern, minimalist beauty brand that focuses on enhancing natural features rather than masking them. The brand aims to occupy a space in the consumer's mind as a provider of effortless, everyday beauty solutions. Refy aligns with values of simplicity and understated elegance, promoting a 'less is more' approach. It appears to push against the trend of heavy, complex makeup routines by offering curated collections and user-friendly products. The brand positioning blends both functional and emotional appeal by offering effective tools that enhance confidence and self-expression. # Product The ad showcases the Refy Signature Sculpt Collection, a curated set of makeup products designed to sculpt and define facial features. The collection appears to include a cream bronzer and blush in compacts, a brow sculpt gel with a dual-ended applicator, a face primer in a tube, a cream highlighter in a tube with a sponge tip applicator, and a blending brush. The products are designed for everyday use, offering a simple and effective way to enhance one's natural features. The packaging is sleek and minimalist, emphasizing the brand's focus on simplicity and elegance. The products' creamy textures and blendable formulas suggest ease of application and a natural finish, addressing potential purchase barriers related to makeup complexity or difficulty. The USPs seem to be the curated collection, ease of use, and natural-looking results. # Visual style The ad adopts a clean and minimalist visual style with a focus on product presentation. The production quality appears highly polished, resembling a studio shot. The visual motif is a flatlay arrangement with a bright, neutral color palette. The image treatment includes background removal and subtle lighting effects to enhance the products' textures and shapes. The typography integration is clean and legible. The overall style is native to social media platforms like Instagram, aiming for scannability and stop power in feed. # Hooks Headline: SIGNATURE SCULPT COLLECTION # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a clean, bright display of the Refy Signature Sculpt Collection. This serves to immediately capture attention and introduce the product line. This is being presented from the brand's point of view to showcase the full range of products within the collection. - The products are arranged artfully to highlight their textures, packaging, and color range. This is included to showcase the visual appeal of the products and emphasize the brand's aesthetic. The customer experiences this as an opportunity to understand the product aesthetic and intended use. - The visual arrangement implies the collection is a curated set for achieving a cohesive, sculpted look. This is included to communicate the convenience and completeness of the collection. The brand wants to reinforce the appeal of easy makeup routines that deliver a finished look.

# Ad summary A beauty ad showcases the application of Refy makeup products on the face. # Brand positioning Refy presents itself as a contemporary beauty brand focused on providing essential makeup products for everyday wear. The brand seems to be trying to occupy a space in the consumer's mind that values simplicity, efficiency, and an enhanced natural look. The brand aligns with a lifestyle of minimalist beauty, focusing on enhancing natural features rather than masking them. With its neutral-toned packaging and straightforward product application, Refy possibly pushes against the norms of overly complex or dramatic makeup trends, promoting a more pared-down aesthetic. # Product The ad features Refy makeup products, including the Skin Base Skin Tint 170N, Concealer 07, Blush in Rust, Lash Sculpt Mascara in Black, Lip Sculpt in Suede, and Lip Gloss in Blush. The Skin Base Skin Tint 170N is a lightweight foundation that evens out skin tone while still allowing the skin's natural texture to show through. Concealer 07 covers dark circles or blemishes under the eye and around the nose and mouth. The rust-colored blush gives the cheeks a natural flush. Lash Sculpt Mascara Black adds volume and length to the lashes. Lip Sculpt in Suede defines and shapes the lips, while Lip Gloss in Blush adds shine and plumpness. # Visual style The ad has a clean and polished aesthetic, with a focus on natural lighting and a minimalist setting. The editing style is straightforward, with static shots and smooth transitions between product applications. The production quality is high-end, lending a commercial feel to the ad. The pacing is moderate, with a consistent rhythm that allows viewers to follow the makeup application process easily. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:11 00:00–00:11 The model applies Refy Skin Base Skin Tint 170N with a brush to her face. The message is that the first step in the Refy makeup routine is the skin tint. The perspective is from the brand, showcasing the product's application and ease of use. The tone is calm and instructional, emphasizing the simplicity of the process. - 00:11–00:18 00:11–00:18 The model applies Refy Concealer 07 to key areas of her face, including under her eyes, around her nose, and on her chin. The message is that the concealer helps to brighten and even out the skin tone, creating a flawless canvas. The perspective is from the brand, demonstrating the concealer's coverage and blendability. The tone remains calm and instructional, focusing on the precision of the application. - 00:18–00:23 00:18–00:23 The model applies Refy Blush in Rust to her cheeks and blends it out using her fingers and a brush. The message is that the blush adds a natural flush of color to the face, enhancing the overall complexion. The perspective is from the brand, showing how the blush can be easily applied and blended for a seamless finish. The tone is still calm and instructional, highlighting the versatility of the product. - 00:23–00:26 00:23–00:26 The model applies Refy Lash Sculpt Mascara in Black to her upper lashes. The message is that the mascara lengthens and volumizes the lashes, opening up the eyes. The perspective is from the brand, demonstrating the mascara's ability to create defined and sculpted lashes. The tone remains calm and instructional, emphasizing the transformative effect of the product. - 00:26–00:30 00:26–00:30 The model applies Refy Lip Sculpt in Suede to outline her lips, followed by Refy Lip Gloss in Blush to add shine and plumpness. The message is that the lip products define and enhance the lips, completing the overall makeup look. The perspective is from the brand, showcasing the products' ability to create a polished and sophisticated lip look. The tone remains calm and instructional, emphasizing the finishing touches of the Refy makeup routine. - 00:30–00:36 00:30–00:36 The model poses, showcasing the finished makeup look. The message is that the Refy makeup routine creates a natural, effortless, and polished look. The perspective is from the brand, presenting the final result as a desirable outcome. The tone is confident and aspirational, highlighting the transformative power of the Refy products.

# Ad summary This ad features a woman applying lip liner while sitting in a car. She demonstrates the product and the final look. # Brand positioning The ad presents a makeup brand with a focus on effortless beauty and on-the-go application. The brand aligns with a modern, fast-paced lifestyle, where makeup should be easy to apply in various settings. The brand ignores the traditional norm of applying makeup in a dedicated space like a bathroom or vanity and instead promotes spontaneity and convenience. The brand positioning is functional through its ease of use and portability. # Product The ad features a lip liner pencil. The lip liner comes in a slim, white pencil packaging. It is for anyone who wants to enhance their lips with minimal effort, as shown through the application while the user is on the go. The ad is telling the viewer that this lip liner is easy to use and apply in any situation. # Visual style The ad has a UGC feel with natural lighting and a handheld camera. The editing style is quick cuts. The production quality is polished, aiming to create a casual yet put-together tone. The pacing is moderate, following the rhythm of the background music. The audio and visual elements sync to match the rhythm of the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04: A woman is applying lip liner while in a car. This conveys a sense of ease and portability, suggesting the product can be used anywhere. The audience sees from the woman's perspective as she looks directly at the camera while applying the product. The tone is casual and effortless.