How TULA Advertises on Meta

# Ad summary In a bathroom setting, a woman wearing a satin pajama set and a pink bunny ear headband describes her love for Tula face cleanser. She credits this cleanser to her 'bridal glow.' # Brand positioning Tula Skincare is presented as a simple beauty solution to help women keep their skin glowing. The brand is positioned as beneficial for users during a 'bridal era,' suggesting that the brand offers products that improve the users' skin and leave it visibly glowing. The brand positions itself as helping support the user's skin microbiome through prebiotics. # Product Tula's Purifying Face Cleanser is a skincare product presented as beneficial for the user's skin biome through prebiotics. The user presents the product as the reason behind her 'bridal glow,' implying it is a product that can improve skin health and appearance. The product is presented as being used in the user's 'bridal era,' suggesting this product is beneficial for skin preparation before a wedding. # Visual style The ad has a polished UGC feel, making it appear as though a customer of the brand created the content. The editing style includes quick cuts from the product to the speaker. The visuals feel natural and the lighting is clearly coming from an overhead source. The pacing is consistent at about 120 bpm. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Shop now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:02 The video opens with the creator speaking to the camera as she introduces the topic of 'becoming a wife.' - 00:03–00:06 The creator pivots to discuss her love for Tula face cleanser, calling it a 'purifying face cleanser.' She uses the product to showcase its packaging to the audience. - 00:06–00:09 The creator claims she is told she has a 'bridal glow.' She mentions how it could be her skincare that provides her with the glow, suggesting it is due to the Tula face cleanser. - 00:10–00:12 The creator mentions the product includes 'prebiotics that help your skin's microbiome.' - 00:13–00:16 The creator continues as she applies the cleanser to her face. She states, 'It helps to keep your skin glowing.' - 00:16–00:20 The creator showcases how good her skin looks after using the product, and shares the call to action to shop the product on Tula.com.

# Ad summary A blonde woman wearing a striped bathrobe explains and demonstrates her skin care routine using Tula's cult classic product line. # Brand positioning Tula is presented as a premium skincare brand focused on promoting self-care and wellness through gentle, effective products. The brand is positioned as a solution for maintaining skin health during stressful times, such as wedding preparations, emphasizing the importance of nurturing the skin's microbiome. Tula offers functional benefits like makeup removal, cleansing, and purification in one step, highlighting simplicity and efficiency in skincare routines. # Product Tula's Cult Classic cleanser is a skincare product designed for makeup removal, cleansing, and purification in one step. It is formulated with prebiotics to nourish the skin's microbiome, addressing concerns related to dryness, dullness, and sensitivity. The cleanser is described as gentle on the skin, making it suitable for use during stressful periods like wedding preparations, to help maintain hydrated and refreshed skin. The product promotes a clean and glowing complexion, emphasizing its role in a self-care routine. # Visual style The ad has a natural, UGC-style aesthetic, shot in a brightly lit bathroom with a clean and simple background. The video features smooth transitions and static shots, creating a polished yet accessible feel. The production quality is a hybrid of UGC and commercial, supporting a relatable and trustworthy tone. With a consistent pace, the ad focuses on clear visuals and direct communication. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action You can get yours now at Tula. # Point of view - [object Object] # Storyline - 00:00–00:11 00:00–00:11 The woman introduces the video by stating it's her wedding week and invites viewers to get unready with her as she takes a moment of self-care to unwind and take care of herself before the craziness of the weekend. This message is conveyed through her casual tone and direct address to the camera, giving a personal and relatable feel. - 00:11–00:22 00:11–00:22 She emphasizes the importance of taking care of her skin during this time and introduces Tula's Cult Classic, noting it removes makeup and cleanses and purifies in one step. She highlights the product benefits and use case, positioning it as a staple during her wedding preparations. She then opens the product and puts some on her hand. - 00:22–00:29 00:22–00:29 The creator begins applying the Tula cleanser and notes how the product is formulated with prebiotics, which is gentle on her skin and exactly what she needs in her routine leading up to her wedding day. Her explanation gives context and explains why it is perfect for her skin routine. - 00:29–00:39 00:29–00:39 She emphasizes that, despite wedding week being exciting, it is also stressful and that stress can cause your microbiome to react. The woman explains why it is important to take care of yourself before the wedding and keep calm. - 00:39–00:45 00:39–00:45 She continues to apply the cleanser and states that the prebiotics in the product are built to nourish the microbiome and help the skin feel more hydrated and refreshed. The woman makes direct eye contact with the camera to make sure the viewer feels engaged and heard. - 00:45–00:50 00:45–00:50 The woman uses a white towel to wipe off the cleanser from her face. She says that the product leaves her skin "so clean, so glowy". The tone is enthusiastic and impressed, selling the viewers on the product's impact. - 00:50–00:58 00:50–00:58 She concludes by saying that there is nothing better than a moment to herself, and that she wouldn't want to be here without it, again emphasizing how important taking care of yourself is. The influencer makes a direct point about the brand itself by saying "I genuinely wouldn't want to be here without Cult Classic alongside me". - 00:58–01:02 00:58–01:02 The creator ends the video by giving a highly high recommendation and prompting viewers to get the product on Tula's website. Her tone is persuasive and optimistic. Her last statement solidifies why this product is amazing and worth buying.

# Ad summary A content creator discusses the benefits of using Tula's Purifying Face Cleanser. She explains that it can help with skin health during a bridal era. She then applies the cleanser to her face and encourages viewers to buy the product. # Brand positioning Tula Skincare is positioned as a brand for anyone seeking healthy, glowing skin. The brand aligns with a lifestyle that prioritizes skincare and self-care. Its products aim to nourish the skin's microbiome with prebiotics, differentiating them from competitors who may not focus on this aspect. Tula occupies a space in the consumer's mind as a brand that understands skin health, promotes glowing skin, and provides a smooth appearance. # Product Tula's Purifying Face Cleanser is a skincare product designed to promote skin health, especially during significant life events like getting married. The cleanser contains prebiotics, which are good for the skin's microbiome. The ad highlights that the product helps maintain glowing skin and provides a smooth appearance. It is implied that the product is suitable for anyone experiencing their 'bridal era'. The ad is telling the viewer that this product is worth trying because it helps to keep your skin glowing. # Visual style The ad's overall aesthetic is casual and natural, resembling user-generated content. The editing style consists of static shots. The production quality has a UGC feel, contributing to the tone that resonates with the audience. The pacing is consistent. There is audio-visual sync. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Shop now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:02 The creator starts by telling the audience that people have been telling her she has a bridal glow. - 00:02–00:03 The creator pivots to the idea that the glow is likely due to her skincare routine, not just being a bride. - 00:03–00:04 She states her obsession with the Tula Face Cleanser product. - 00:04–00:05 The creator identifies the cleanser as a purifying face cleanser. - 00:05–00:09 The creator states that the product has prebiotics that help your skin's microbiome. This is a key feature and unique selling point of the product. - 00:09–00:13 The creator explains that in your bridal era, it helps to keep your skin glowing and give a smooth appearance. - 00:13–00:14 She then shows the after effect of the cleanser and claims her skin looks good. - 00:14–00:17 She recommends that if anyone has never tried Tula's products before, they can shop them on Tula.com. - 00:17–00:18 The creator ends the video by telling the audience she loves them and waves goodbye.

# Ad summary The ad features a woman reviewing Tula's Cult Classic cleanser for postpartum skin changes. She explains that after giving birth her skin changed, becoming dull and sensitive. She explains that she learned this is because your skin's microbiome gets thrown off balance after giving birth. She uses Tula's Cult Classic cleanser, stating that it's formulated with prebiotics, which are food for your skin's microbiome. She uses a towel to wipe off the cleanser, then reveals that the towel is clean to show the product removes her makeup, sunscreen, and germs. She reiterates that the cleanser leaves her skin feeling clean and hydrated. She finishes by stating that if you're postpartum and your skin has been feeling off, this might be the solution. # Brand positioning Tula Skincare aims to occupy a space in the consumer's mind as a brand that balances and nourishes the skin's microbiome. The brand aligns with the values of gentle and effective skincare. The brand seems to push against harsh chemicals, with the presenter explaining that the prebiotic formula is food for the skin's microbiome, and that it's an alternative to harsh cleansers that simply strip the skin. The brand is positioning itself as a functional skincare brand, solving the problem of a skin microbiome thrown off balance after postpartum. # Product The product featured in the ad is Tula's Cult Classic cleanser. It is formulated with prebiotics, which the presenter explains are basically like food for your skin's microbiome. Instead of just stripping your skin, it actually brings it back to balance. The presenter uses the product at the end of the day to remove everything from her face including sunscreen, makeup, and germs. The cleanser starts as a gel and then turns into a super soft, gentle foam. The presenter explains that it makes her skin feel super clean but doesn't give you that tight, uncomfortable feeling. The ad shows that if the viewer's skin is feeling really off postpartum, it might be their skin microbiome going crazy. # Visual style The ad's overall aesthetic is casual and natural. It has a UGC feel, and the production quality feels raw and genuine. The ad features static shots and quick cuts, with an editing rhythm that aligns with the beat of the background music. The visual and audio sync up well, with actions timed to music cues. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 One thing nobody tells you postpartum is that your skin totally changes. - 00:03–00:08 The speaker explains that she used to be able to use literally anything but now her skin feels super dull and sensitive. This beat introduces the skincare problem and connects it to the postpartum experience from the speaker's perspective. - 00:08–00:15 The speaker explains that she actually recently learned it's because your skin microbiome gets kind of thrown off. She states that this basically just means your skin isn't as balanced anymore. This beat provides information from the speaker's perspective, positioning her as an expert and providing background information on the skincare issue. - 00:15–00:18 The speaker states that she's been switching to products that actually help with that and reveals that she's been using Tula Cult Classic cleanser. This beat reveals the product solution from the speaker's perspective and presents the Tula cleanser as a helpful product. - 00:18–00:25 The speaker shares that the cleanser is formulated with prebiotics, which are basically like food for your skin microbiome. This beat shares a product benefit from the brand's perspective, conveyed by the speaker. - 00:25–00:28 The speaker states that instead of just stripping your skin, it actually brings it back to balance. This beat continues sharing product benefits from the brand's perspective, conveyed by the speaker. - 00:28–00:37 The speaker shares that she likes to use it at the end of the day to remove everything from her face. She says that it removes your sunscreen, your makeup, and all the random germs her daughter rubs on her face. This beat continues sharing product benefits from the speaker's perspective, and includes a relatable situation that many mothers might find themselves in. - 00:37–00:42 The speaker shares that it starts as a gel and then it turns into the super soft, gentle foam. This beat shares product benefits from the brand's perspective, conveyed by the speaker. - 00:42–00:48 The speaker states that she just loves how it makes her skin feel afterwards. She explains that it makes it feel super clean, but doesn't give you that tight, uncomfortable feeling - she really hates that feeling. This beat highlights the product benefit from the speaker's perspective and positions the product as gentle and non-irritating. - 00:48–00:51 The speaker states that she'll prove to you that this removes literally everything, and shows the audience a light towel. This introduces an element of social proof from the speaker's perspective. - 00:51–00:54 The speaker wipes her face with the towel, then reveals that there's literally nothing on it. The speaker highlights product benefits with social proof from her perspective. - 00:54–01:01 The speaker notes that her skin still looks and feels super duper hydrated. She notes that it's only been three weeks postpartum, but she's noticed such a difference as she switched to this cleanser. This beat conveys a customer testimonial from the speaker's perspective, showcasing the benefits. - 01:01–01:07 The speaker finishes by stating that if you're also postpartum and your skin has been feeling really off, it might be your skin microbiome going crazy. This beat serves as a concluding remark from the speaker, calling out the audience and reiterating the problem and a possible solution.

# Ad summary A woman promotes Tula skincare products in this ad by showing her buying it at Ulta, using it at home, and discussing the benefits with her daughter. # Brand positioning Tula is presented as a premium skincare brand that focuses on clean, effective ingredients like probiotics and superfoods. The brand is positioned as a solution for maintaining healthy, glowing skin without drying it out. Tula aligns with a lifestyle that values self-care, skincare routines, and quality products. The brand promotes its products as a way to simplify skincare by offering cleansers that effectively remove makeup, dirt, oil, and bacteria. Tula emphasizes functional benefits like cleansing and maintaining skin health, appealing to consumers who prioritize practical skincare solutions. # Product Tula Skincare's The Cult Classic Purifying Face Cleanser is a face wash with probiotics and superfoods designed to cleanse the skin and remove makeup, dirt, oil, and bacteria. The product is presented for anyone looking for a cleanser that provides healthy, glowing skin without drying it out. The cleanser is formulated with prebiotics, which the ad describes as 'food for your skin microbiome.' The product aims to solve the problem of harsh cleansers that strip the skin of moisture while effectively removing impurities. The ad highlights that after using the cleanser, nothing is left on the towel, indicating a thorough cleanse. # Visual style The ad has a casual, UGC feel with natural lighting and straightforward editing. The production quality is decent, balancing a polished commercial aesthetic with a sense of authenticity. The editing style includes quick cuts and static shots, creating a steady pace. The overall aesthetic is bright and clean, reflecting the brand's emphasis on skincare and simplicity. The use of natural light and real-life settings contributes to the authenticity of the ad. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with the creator and her daughter outside in a parking lot. The creator addresses her audience with the intent of showing where they are going shopping. - 00:02–00:04 00:02–00:04 The creator announces their first stop is Ulta to get her favorite cleanser, building anticipation for the product reveal. - 00:04–00:07 00:04–00:07 The creator arrives at the Tula display and expresses excitement about finding the 'cult classic' cleanser, which reinforces the product's popularity and desirability. - 00:07–00:12 00:07–00:12 The creator explains the benefits of the cleanser, mentioning that it washes away makeup, dirt, oil, and bacteria. She emphasizes the product's effectiveness and comprehensive cleaning ability. - 00:12–00:16 00:12–00:16 The creator says that she cannot wait to use the cleanser later in the video, and indicates that she has purchased one for her daughter and one for herself. She invites viewers to stay tuned to see the product in use. - 00:16–00:22 00:16–00:22 The creator and her daughter are back outside of Ulta, and the creator lets viewers know they have what they needed and are off to the next store, DSW for her daughter to buy some shoes. This establishes the next goal of the shopping trip and provides context for the following scenes. - 00:22–00:27 00:22–00:27 Inside DSW, the daughter tries on and picks out a pair of shoes. - 00:27–00:31 00:27–00:31 The creator and daughter are walking outside with their juice before heading home. - 00:31–00:35 00:31–00:35 The creator is finally home and is ready to wash off all her makeup with the Tula cleanser, fulfilling the promise made earlier in the video and transitioning to the demo phase. - 00:35–00:47 00:35–00:47 The creator applies the cleanser to her face, emphasizing that it is formulated with prebiotics for a healthy, glowing look. After washing her face she dries it with a white paper towel. - 00:47–00:52 00:47–00:52 The creator shows a makeup-free paper towel and states she has been using the cleanser for years and that this is her go-to cleanser.

# Ad summary The ad features a woman promoting the Tula Skincare Cult Classic Cleanser as her new go-to product for dealing with postpartum skin changes. She emphasizes its prebiotic formulation and how it leaves her skin feeling clean but not stripped or dry. # Brand positioning Tula positions itself as a modern skincare brand focused on supporting skin health. It aligns with a clean lifestyle by formulating products with prebiotics. Tula stands apart by addressing specific skincare challenges, such as those experienced postpartum, suggesting a deeper understanding of its customers' needs. # Product The Cult Classic Purifying Face Cleanser by Tula is a skincare product formulated with prebiotics to support the skin's microbiome, particularly beneficial for postpartum skin changes. The cleanser effectively removes makeup while maintaining the skin's natural moisture balance, preventing it from feeling stripped or dry after use. It is marketed towards individuals seeking a cleanser that not only cleanses but also supports overall skin health, leaving the skin feeling healthy and fresh. # Visual style The ad has a polished UGC feel, using bright, natural lighting in a real-world bathroom setting. Editing involves clean cuts. The pacing is moderate, emphasizing the creator's personal testimonial. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Shop it today at tula.com # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The creator introduces Tula Skincare's Cult Classic Cleanser as a game-changer for her skin and its postpartum changes. This serves as an opening statement, framing the product as a solution to a specific issue. - 00:03–00:08 00:03–00:08 The creator showcases the Tula cleanser, labeling it as her absolute favorite cleanser to use lately. This builds personal endorsement by emphasizing that she has become a loyal user, implying trust and satisfaction. - 00:08–00:14 00:08–00:14 The creator demonstrates the application of the cleanser, highlighting its formulation with prebiotics that support the microbiome postpartum, leaving the skin looking healthy and fresh. This explains a unique selling proposition of the product while visually showing how it integrates into a skincare routine. - 00:14–00:17 00:14–00:17 The creator removes her makeup, emphasizing that her skin is dry. This sets up a potential problem—makeup removal often leads to skin dryness. - 00:17–00:22 00:17–00:22 The creator highlights that the cleanser does not leave her face feeling stripped or dry, directly addressing the dryness concern presented earlier. This serves as a clear benefit, contrasting the product with other cleansers that may cause dryness. - 00:23–00:28 00:23–00:28 The creator concludes by holding up the Tula cleanser, saying her skin is prepped and ready for bed, and recommends shopping for it at Tula.com. This reinforces the product's value and provides a call to action, encouraging viewers to purchase the cleanser.

# Ad summary This ad features a young mom taking off her makeup after a long day. She promotes Tula Skincare's The Cult Classic Purifying Face Cleanser and shares the positive impact the product has had on her skin, especially regarding the changes it's gone through postpartum. She details her face feels clean but not stripped, and recommends the product to other new mothers who may be experiencing skin changes. # Brand positioning Tula Skincare is presented as a modern and effective brand focused on skincare health and wellness, particularly for women experiencing skin changes postpartum. The brand is positioned as a go-to solution, helping customers look and feel their best without over-stripping or drying out the skin. This approach appeals to customers who value healthy, well-cared-for skin rather than heavy makeup or surface-level beauty fixes. The brand positions itself as a trusted partner for mothers to solve their skin concerns postpartum. # Product The Tula Skincare The Cult Classic Purifying Face Cleanser is a skincare product designed to remove makeup and daily buildup while supporting the skin's microbiome, particularly for women experiencing skin changes postpartum. The product contains prebiotics, which supports the skin’s microbiome. It effectively removes makeup and sunscreen. The cleanser is formulated to ensure the skin never feels stripped or dry after use, and helps the user's skin look healthy and fresh. # Visual style The ad has a clean, casual, and natural feel, fitting for social media, particularly with the natural lighting from the bathroom. The focus is on the person’s face, which creates a sense of intimacy and trustworthiness, further supported by the clean bathroom backdrop. The editing style is simple, mostly static shots and straight cuts that maintain a consistent medium pace. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Shop it today at tula.com # Point of view - [object Object] # Storyline - 00:00–00:04 The creator, standing in her bathroom, says that it is time to take off her makeup. - 00:04–00:07 She states she is going to show what products she uses to do so. - 00:07–00:11 The creator holds up the Tula cleanser, calling it a game changer for her skin, especially for changes postpartum. - 00:11–00:16 She pivots to standing in front of the mirror, and states the cleanser is her favorite to use lately. - 00:16–00:26 The creator applies the cleanser to her face. - 00:26–00:29 After washing it off, she dabs her face with a towel to dry it. - 00:29–00:32 She points out how clean her face looks after. - 00:32–00:37 She points out that her face never feels stripped or dry after cleansing. - 00:37–00:47 She holds up the Tula product again, stating it is the cleanser she recommends if anyone is struggling with skin barriers and changes postpartum. - 00:47–00:50 The creator signs off, calling the product good, and prompts viewers to shop today at tula.com.

# Ad summary A woman promotes the Tula cleanser for moms who are experiencing skin barrier issues or changes in skin. She shows how the cleanser removes the days build up and supports the skin's microbiome. # Brand positioning Tula Skincare is positioned as a go-to for those seeking to address skin concerns, particularly for moms experiencing changes in their skin's barrier. The brand promotes functional benefits of microbiome support. The brand aligns with a lifestyle focused on self-care and addressing specific skin concerns postpartum. Tula presents itself as a solution for skin issues that can impact mothers' confidence. The brand emphasizes its formulation with prebiotics. # Product The product featured is Tula's The Cult Classic Purifying Face Cleanser, which is designed to remove the day's build-up of makeup and sunscreen, while also supporting the skin's microbiome, particularly for postpartum skin. According to the speaker, this cleanser easily removes the day's build up and is formulated with prebiotics to support your microbiome postpartum. She shows it being applied to remove makeup and claims that it leaves the skin feeling clean. The cleanser addresses the purchase barrier related to skin changes and concerns, offering a solution for a healthier, prepped complexion. # Visual style The ad has a UGC feel due to its simple editing and natural bathroom setting. The camera is static and there are no transitions between shots. The cuts are timed to the speaker's pace. The production quality is simple. The pacing is medium, with cuts every 3–4 seconds. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Shop today on Tula.com # Point of view - [object Object] # Storyline - 00:00–00:06 The video begins with a woman speaking directly to the camera, addressing viewers who are struggling with their skin barrier, particularly postpartum. She identifies the problem and introduces the product as a solution. - 00:06–00:11 She transitions to showcasing the Tula cleanser, which she claims has been her absolute favorite cleanser to use lately, and demonstrates its use by dispensing the product into her hand. - 00:11–00:17 She applies the cleanser to her face, demonstrating its ability to remove the day's buildup, from makeup to sunscreen. - 00:17–00:23 She shows her skin being cleaned with a white towel and emphasizes how clean it leaves her skin, before moving on to display her prepared skin. - 00:23–00:27 She restates how good the product is before encouraging viewers to shop at Tula.com

# Ad summary A woman shares a 'get unready with me' skincare routine and talks about wedding planning. She uses Tula cleanser, praising how effectively it removes makeup without needing wipes. The content targets 2027 brides who are interested in her planning process. # Brand positioning Tula is presented as a skincare brand offering probiotic-based products that support a healthy skin microbiome. The ad uses the word 'cult' to suggest a product with an avid following. It aligns with a lifestyle where skincare is a priority and a part of daily routines. The brand aims to occupy a space in the consumer's mind as a go-to solution for gentle yet effective cleansing. The brand positioning is functional, focusing on how the prebiotics in the cleanser support the skin's microbiome and provide a clean, hydrated feel. # Product The advertised product is Tula Skincare's 'The Cult Classic' purifying face cleanser. It's a cleanser containing prebiotics and designed to support the skin's microbiome. The cleanser is for anyone who wears a full face of makeup and is looking for a product that can cleanse thoroughly without needing additional makeup wipes. It promises to leave the skin feeling clean and hydrated. The ad focuses on the product's USP which is that it removes a full face of makeup with one rinse, making it convenient and effective. The language focuses on convenience and efficacy: 'one rinse.' # Visual style The ad has a polished UGC feel. The lighting is bright and natural, which gives it a clean and fresh aesthetic. The editing style includes static shots with smooth transitions. The production quality supports the intended tone of a friendly, casual conversation with another bride-to-be. The pacing is steady. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The creator shares that her wedding is less than a year away and invites other 2027 brides to do a 'check-in' and 'get unready with me'. - 00:06–00:27 The creator shares that she has her venue booked and DJ set for the wedding. She emphasizes she wants her wedding to be a fun party. - 00:27–00:35 The creator mentions they also know which photographer they're using, and are talking to their florist and other vendors. They think they are in a good spot with planning. - 00:35–00:53 She shares that she didn't expect how many white outfits she'd be wearing in her bridal era. She mentions that she is now using Tula skin care, specifically the 'Cult Classic' purifying face cleanser, as she begins to cleanse her face. - 01:01–01:05 The creator emphasizes that this is 'one rinse' and begins to remove the cleanser with a white towel. - 01:06–01:15 The creator explains that she would typically need a makeup wipe and cleanser, however with this product, only a cleanser is needed. - 01:15–01:25 The creator announces that she is going for her second dress shopping appointment and will bring viewers along. She concludes by asking 2027 Brides to share what they have gotten done so far for their wedding.

# Ad summary This ad showcases Tula's Rich Rinse Nourishing Cream Cleanser and shows that 97% of users say it makes skin feel softer and smoother. # Brand positioning Tula Skincare is presented as a brand focused on nourishing and improving skin texture through its range of skincare products. The ad highlights the brand's emphasis on creating products that leave the skin feeling softer and smoother, appealing to consumers seeking gentle yet effective skincare solutions. With a focus on consumer satisfaction, Tula positions itself as a trusted brand that prioritizes delivering tangible results and enhancing the overall skincare experience. # Product The featured product is Tula Skincare's Rich Rinse Nourishing Cream Cleanser. According to the ad, 97% of users say it makes skin feel softer and smoother. The product is presented as a nourishing cream cleanser. The ad emphasizes the cleanser's ability to improve skin texture and provide a gentle yet effective cleansing experience. It aims to capture the attention of viewers looking for skincare that delivers tangible benefits. # Visual style The ad's visual style is clean and polished, with a focus on highlighting the texture and qualities of the skincare product. The color palette is soft, contributing to a gentle and appealing aesthetic. The video uses quick cuts and zooms to maintain viewer engagement. The music is soft and modern, enhancing the ad's overall tone. # Benefits - [object Object] # Features - [object Object] # Call to action Shop Rich Rinse now # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins by showcasing the Tula Skincare Rich Rinse Nourishing Cream Cleanser bottle against a blue background with bubbles, creating anticipation and introducing the product. - 00:01–00:03 The camera zooms in on the white cleanser, emphasizing its smooth and creamy texture, highlighting the products sensorial qualities. - 00:01–00:04 Text overlay "97% of users say it makes skin feel softer and smoother" is revealed, emphasizing the product's positive effects on users. - 00:04–00:07 The hand of a woman holding the cleanser bottle is revealed, ending with a call to action "Shop Rich Rinse now", encouraging viewers to make a purchase.

# Ad summary This ad features a content creator doing her skincare routine in her bathroom. While applying a face cleanser, she recommends Tula’s purifying face cleanser. # Brand positioning Tula Skincare is presented as a brand that caters to individuals who want to maintain glowing and smooth skin, especially during significant life transitions such as getting engaged. The brand aligns with values of self-care and confidence, suggesting that taking care of your skin is an essential part of feeling good about oneself. It positions itself in the market as a skincare solution that supports the skin's microbiome through the use of prebiotics, addressing the concerns of those who want to maintain a youthful and healthy complexion. It avoids comparison to competitors. # Product The product featured is Tula Skincare's purifying face cleanser. It is presented as a skincare solution to help maintain glowing and smooth skin. The cleanser contains prebiotics to support the skin's microbiome. The ad implies that this product is suitable for individuals going through life transitions, such as those in their "bridal era", who want to ensure their skin looks its best. The cleanser is highlighted as a way to feel good and confident about one's skin, addressing the purchase barrier of uncertainty about skincare effectiveness and aligning with the desired outcome of feeling radiant. The product is labeled as the content creator's "ride or die." # Visual style The ad has a UGC aesthetic with natural lighting. The content creator is recording in her own bathroom and using her own cell phone, which contributes to the casual feel. The editing style utilizes quick cuts. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Shop them on Tula.com. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The content creator begins by greeting her audience and stating that she will do a life update while doing her skincare routine. - 00:04–00:12 00:04–00:12 She says that ever since she got engaged she feels she is in a transition period of her life. - 00:12–00:26 00:12–00:26 She notes that one thing that has been great is that her skin is glowing and people say she has a bridal glow. She says she is obsessed with her Tula face cleanser and holds it up for the camera. - 00:26–00:34 00:26–00:34 She begins to apply the face cleanser to her skin and continues talking about how much she loves it. She says it helps her to feel really good and confident. - 00:34–00:47 00:34–00:47 She uses a white washcloth to wipe off the cleanser and begins to talk about how she is not a big wedding girl. - 00:47–00:59 00:47–00:59 She tells viewers that she will keep them updated on her small wedding plans and show them what they did. She finishes by stating if you haven’t tried Tula products, you can shop them on Tula.com and she recommends starting with the purifying face cleanser.

# Ad summary string # Brand positioning TULA is presented as a skincare brand focused on delivering clean, glowy skin with its Cult Classic cleanser. The brand promotes a simple, effective skincare routine with the benefit of makeup removal, cleansing, and purification all in one step. The brand aligns with values of gentle, prebiotic-rich skincare that nourishes the microbiome for hydrated and refreshed skin, functional benefits of all-in-one and prebiotic. # Product TULA’s Cult Classic cleanser is a skincare product designed to remove makeup, cleanse, and purify the skin in one step. The product contains prebiotics to nourish the microbiome and is formulated to be gentle on the skin, leaving it clean and glowy. The cleanser is shown being applied to the face and massaged into the skin, emphasizing its ability to hydrate and refresh the skin. The product targets individuals seeking a simple, effective skincare routine that cleanses, purifies, and nourishes the skin, promising a hydrated and refreshed feel. # Visual style The ad features a clean, bright aesthetic typical of skincare product commercials, presented in a UGC style. The editing is simple with static shots. The production quality is polished but still maintains a relatable, accessible feel. The pacing is moderate. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Shop Now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:04 The ad begins with the presenter speaking about her love for ending her days with the product and how it leaves her skin clean and glowy. - 00:04–00:07 She mentions that it is her wedding week, leading into a discussion of how she's using TULA's Cult Classic. - 00:07–00:11 She shares that the product can not only remove makeup but also cleanse and purify in one step. - 00:11–00:13 She shows the cleanser to the camera and pours some out into her hand. - 00:13–00:16 She explains that the cleanser is formulated with prebiotics and that is is so gentle on the skin. - 00:16–00:20 She states that it is exactly what she needs to have in her routine leading up to her big day. - 00:20–00:26 She details that the prebiotics in the cleanser are built to nourish the microbiome to help your skin feel more hydrated and refreshed. - 00:26–00:28 She encourages viewers to visit Tula.com.

# Ad summary string # Brand positioning Tula, as presented in the ad, positions itself as a skincare brand focused on achieving a healthy and radiant complexion. The brand aligns with values of self-care and wellness, particularly for individuals preparing for significant life events like weddings. It emphasizes a functional approach by incorporating prebiotics to support the skin's microbiome, thereby catering to both cosmetic and dermatological needs. The brand differentiates itself by offering products, such as the cleanser highlighted, that remove makeup effectively without leaving the skin feeling stripped or dry, addressing a common concern in skincare routines. # Product The Tula cleanser is a skincare product designed to gently and effectively remove makeup while maintaining skin hydration. It is formulated with prebiotics that support the skin's microbiome, which is particularly beneficial when skin is stressed. The cleanser is designed for individuals who want to thoroughly cleanse their skin without stripping it of its natural moisture. A key USP is its ability to remove all makeup without leaving the skin feeling dry or tight, as demonstrated by the 'white towel test' where no makeup residue is left on a white towel after use. This makes it suitable for daily use, especially for those preparing for significant events like a wedding day, where maintaining healthy, clean, and hydrated skin is essential. # Visual style The ad features a clean and straightforward visual style, typical of UGC content. It has a polished commercial feel due to the clear visuals and professional presentation by the woman. The editing is simple with static shots and smooth transitions, giving it a natural and authentic tone. The pacing is consistent with the woman speaking directly to the camera. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Shop now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:01 The creator introduces the topic of her skincare routine leading up to her wedding, setting the context for why she is prioritizing specific products. - 00:01–00:04 She then introduces the Tula cleanser, highlighting that it leaves her skin feeling clean and hydrated. - 00:04–00:13 She mentions the prebiotics in the formula and how they support the skin's microbiome, which can be affected by stress. - 00:13–00:21 Continuing to highlight its cleansing capabilities, the creator notes that it removes all makeup without leaving the skin feeling stripped or dry, then uses a white towel to demonstrate how effectively it removes makeup.

# Ad summary A woman with a pink headband on is applying Tula's Purifying Face Cleanser. She shares that since her engagement, her skin has been glowing thanks to the product, which she states contains prebiotics and helps your skin's microbiome, keeping your skin glowing and providing a smooth appearance. The woman recommends viewers start with the Purifying Face Cleanser and directs them to Tula.com to shop. # Brand positioning Tula Skincare is positioned as a brand that supports healthy, glowing skin by leveraging the power of prebiotics and superfoods. The brand aims to occupy a space in the consumer's mind as a solution for skin health that goes beyond surface-level cleansing, targeting the skin's microbiome for a smooth, confident look. The ad implies the brand is aligning with a lifestyle focused on self-care, wellness, and maintaining a youthful glow, while appearing to push against the idea that skincare has to be complicated by highlighting the use of prebiotics. The brand aims to convey functional benefits such as purified skin and a healthy microbiome, appealing to consumers who prioritize both skin health and feeling confident in their appearance. # Product Tula's Purifying Face Cleanser is a skincare product designed to cleanse the skin while supporting its microbiome. It is for anyone seeking glowing, smooth skin and confidence in their appearance. The product contains prebiotics that help your skin's microbiome to keep your skin glowing and provide a smooth appearance. The ad addresses purchase barriers by highlighting the product's benefits and encouraging viewers to shop at TULA.com, suggesting it is readily available. The product's key selling points are its ability to promote glowing and smooth skin through the use of prebiotics, targeting those who want to improve their skin's health and appearance. # Visual style The ad has a UGC feel, with a bright, natural lighting, giving it an authentic and relatable vibe. It appears to be filmed on a smartphone, with static shots and quick cuts and edits that align with common social media content. The production quality is polished enough to give the ad a clean look, but not so polished that it loses its authenticity. The pacing is consistent, and there are no visual motifs that stand out. The audio-visual sync is well-done, with cuts and text timed to the music beats and voiceover lines. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Shop now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The woman begins by talking about a "glow up" after getting engaged, implying a significant and positive transition in her life. This sets the stage for her to share her skincare routine. - 00:03–00:06 00:03–00:06 She reveals that her skin has been glowing, and this serves as a 'hook' to grab the viewer's attention and establish her credibility as someone with good skin. - 00:06–00:12 00:06–00:12 She introduces the Tula Purifying Face Cleanser as the reason for her glowing skin, and explains that it contains prebiotics that help her skin's microbiome. This is a direct product endorsement, meant to educate viewers on the cleanser's unique selling point. - 00:12–00:17 00:12–00:17 She applies the cleanser to her face, further emphasizing its ability to keep skin glowing and give a smooth appearance. This demo reinforces the idea that the product is easy to use and fits into her skincare routine. - 00:17–00:19 00:17–00:19 The woman shares that using the product makes her feel really good and confident, showcasing the emotional benefit of good skincare and tying back to her initial statement about a "glow up." - 00:19–00:24 00:19–00:24 She encourages viewers to try Tula's products if they haven't before, suggesting they start with the Purifying Face Cleanser. This is a call to action intended to drive sales and encourage viewers to explore the brand. - 00:24–00:26 00:24–00:26 The woman sends a kiss to the camera and says her 'rider die,' closing out the ad on a personal note and reinforcing the idea that she genuinely loves and uses the product.

# Ad summary A blond woman in a striped robe is in her bathroom sharing a skincare routine using Tula's Cult Classic cleanser. She says that wedding week can be stressful and that stress can cause dryness, dullness, and sensitivity to the skin. She explains that the prebiotics in the cleanser nourish the microbiome and help skin feel more hydrated and refreshed. # Brand positioning TULA is presented as a premium skincare brand focused on promoting healthy skin through the use of prebiotics and probiotics. Positioned as a solution for stress-related skin issues, the brand appeals to consumers seeking to maintain their skin's balance and hydration. The brand emphasizes the nourishing properties of its products, suggesting it aligns with a self-care lifestyle where skincare is about more than just addressing surface-level concerns. TULA stands out by focusing on internal skin health, particularly the microbiome, rather than just external appearance. # Product TULA's Cult Classic cleanser is formulated with prebiotics designed to nourish the skin's microbiome, which helps the skin feel more hydrated and refreshed. The cleanser is positioned as a solution to dryness, dullness, and sensitivity caused by stress. It’s promoted as a skincare product to keep the skin healthy during stressful times, such as wedding week. The cleanser aims to address the underlying causes of skin issues by focusing on microbiome health, setting it apart from typical cleansers that primarily focus on surface-level cleansing. # Visual style The ad has a natural, UGC-feel with straightforward cuts and static shots. The production quality is simple and unpolished, conveying authenticity and a casual tone. The visuals are brightly lit, filmed in a bathroom, and feature a woman wearing light makeup, which helps in the relatability. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] # Call to action Shop Now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04 A woman in a striped robe introduces a "get unready with me" skincare routine as she prepares for her wedding week. The message conveys a sense of personal care and preparation during a significant life event. The perspective is from the woman sharing her routine with a casual, friendly tone. - 00:04–00:08 00:04–00:08 She states that she is being careful with her skin and shows TULA's Cult Classic cleanser. This conveys that she trusts TULA for her skin, which will be on display at her wedding. The perspective is from the woman showing the audience which cleanser she is using. - 00:08–00:17 00:08–00:17 She shares the product ingredients and mentions that the week leading up to the wedding is stressful and that stress can cause a microbiome reaction that leads to dryness, dullness, and sensitivity. This is presented from the perspective of the woman speaking from personal experience. - 00:17–00:27 00:17–00:27 She shares that the prebiotics in the Cult Classic are designed to nourish the microbiome to help skin feel more hydrated and refreshed. She tells viewers that they can get their own product on tula.com. The perspective is from the woman who is telling viewers about her own experience using the product.

# Ad summary A woman is getting ready for her wedding and is explaining the Tula Gel-to-Foam Cleanser with prebiotics. # Brand positioning Tula is presented as a brand that offers solutions for skin care, specifically focusing on maintaining healthy skin. The ad does not directly compare Tula to competitors or align with specific lifestyles, but it implies a focus on effective skincare routines. It addresses a practical need (clean and hydrated skin) and uses ingredients like prebiotics to support the skin's microbiome. # Product The TULA Skincare Cult Classic Purifying Face Cleanser is a gel-to-foam cleanser with prebiotics. The cleanser helps support your skin's microbiome, leaving skin feeling clean and hydrated. It is suitable for daily use as part of a skincare routine. # Visual style The ad has a UGC feel due to its selfie-style, simple setting, and natural lighting. It's shot in a bathroom with a plain background, focusing on the speaker and the product, which supports the authenticity and relatability typical of user-generated content. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Shop now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:05 The creator is telling the audience that her stress levels are very high about the wedding, so she is trying her best to stay calm. - 00:06–00:14 The creator states that, in her skincare routine, she keeps coming back to TULA's Cult Classic, which is a Gel-to-Foam Cleanser with prebiotics, that helps support your skin's microbiome. - 00:14–00:20 The creator states that this cult classic leaves her skin feeling clean and hydrated, which is exactly what she needs going into her wedding day moment. - 00:20–00:24 The creator references a white towel test that revealed that she had a lot of makeup and after using the product, the towel is clean.

# Ad summary A woman preparing for her wedding day shares the Tula skincare product that helps her keep her skin clear and hydrated when stress levels are high. # Brand positioning Tula is presented as a reliable skincare brand. The ad emphasizes the use of prebiotics to support skin's microbiome, especially when stress levels are high, highlighting the brand’s focus on holistic skincare. The brand's products are suitable for users looking to maintain clean and hydrated skin. # Product Tula's Cult Classic cleanser is a skincare product designed to leave skin feeling clean and hydrated. It contains prebiotics that support the skin’s microbiome, which can be affected by stress. The ad emphasizes the cleanser's ability to remove makeup, indicating thorough cleansing properties. # Visual style The ad has a UGC feel with simple and direct visuals. The editing is minimal. The use of natural light and a casual setting gives it an authentic and relatable feel. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Shop now at TULA.com # Point of view - [object Object] # Storyline - 00:00–00:09 A woman shares her experience with wedding preparations and the stress it brings, indicating it is relevant for her skin health. - 00:09–00:16 She mentions her skincare routine, highlighting TULA's Cult Classic cleanser as a go-to product to stay calm and take care of her skin. - 00:16–00:23 She explains how the cleanser leaves her skin feeling clean and hydrated, which is important for her wedding day. - 00:23–00:28 She highlights that the prebiotics in the cleanser helps support skin's microbiome, which is important to keep in check when stressed. - 00:28–00:31 The woman uses a white towel to do a 'towel test' to show that the cleanser gets all the makeup off, and there is nothing left on the towel.

# Ad summary A woman records a video in her bathroom to share her experience using Tula's cult classic cleanser. She applies the product to her face to remove makeup, then wipes her face with a white towel to prove how well it works. # Brand positioning Tula is presented as a skincare brand that provides effective solutions for stressed skin. They emphasize addressing the unique challenges faced by individuals experiencing stress due to wedding planning and various other factors. Tula's products, like the cult classic gel-to-foam cleanser, aim to restore balance to the skin's microbiome, leaving it clean, hydrated, and healthy. Tula aims to be a reliable and effective skincare solution for those navigating the stresses of life and wedding planning. # Product Tula's cult classic gel-to-foam cleanser is designed to remove makeup and support the skin's microbiome. According to the creator, the cleanser effectively removes makeup without stripping or drying the skin. It contains prebiotics to support the skin's microbiome, which can be thrown off when stressed. The cult classic is designed to leave skin feeling clean and hydrated, making it suitable for maintaining healthy skin. # Visual style The ad has a UGC feel. It is shot in a bathroom with standard lighting, and the subject has a casual tone. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The creator introduces a video about her skincare routine after a wedding dress fitting. - 00:03–00:10 She acknowledges that she has had many dress fittings because she has three dresses, and wedding planning has been stressful as she juggles life, work, and RSVPs. - 00:10–00:15 She says that her stress levels have been high because she has been thinking about her skin. - 00:15–00:21 She shares that stress is not good for the skin, and she has been prioritizing her skincare routine. - 00:21–00:31 The creator holds the Tula cult classic cleanser and calls it a gel-to-foam cleanser with prebiotics. - 00:31–00:39 She shares that she had a full face of makeup from her dress fitting, and the cleanser removes her makeup without leaving her skin feeling dry. - 00:39–00:50 The creator says that the prebiotics support the skin's microbiome, and the product leaves her skin clean and hydrated. - 00:50–00:59 She performs the white towel test and removes all of her makeup, then says she will make tea and text her friends to RSVP to the wedding.

# Ad summary This ad is for Tula's Whipped Glow Illuminating Body Moisturizer. It highlights the product's key features, such as all-day hydration, instant illumination, and its formulation with prebiotics and hyaluronic acid. The ad uses a close-up shot of the product being held, along with text overlays to showcase its benefits and positioning the product as a returning favorite. # Brand positioning TULA Skincare presents itself as a brand focused on providing skincare solutions that enhance the skin's natural radiance. The brand emphasizes the use of prebiotics and hyaluronic acid, suggesting a commitment to healthy and effective skincare. The focus on illuminating body moisturizer suggests a desire to offer products that provide both skincare benefits and an aesthetic glow, positioning itself as a brand that cares about both the health and appearance of the skin. The brand positioning aims to blend skincare with a beauty-enhancing product that promotes all-day hydration and instant illumination. This aligns with a modern consumer who seeks convenience and visible results, pushing against basic skincare norms by offering products that provide an immediate radiant effect. # Product The advertised product is TULA Skincare's Whipped Glow Illuminating Body Moisturizer in the sparkling rosé variant. It's formulated with prebiotics and hyaluronic acid to deliver all-day hydration and instant illumination. The product is designed to moisturize the body while providing a radiant glow. This formulation targets individuals seeking skincare that not only hydrates but also enhances the skin's appearance. The product is presented as a returning favorite, implying its prior success and positive reception among consumers. The inclusion of prebiotics and hyaluronic acid addresses the need for nourishing and hydrating ingredients, positioning it as a worthwhile purchase for those seeking both skin health and an aesthetic enhancement. # Visual style The ad employs a polished, studio-shot visual style. The background has a soft gradient, and the overall image is well-lit with a focus on highlighting the product. The visual motifs include floating badges and product close-ups. Image treatment includes background removal and color grading to enhance the product's appearance. The typography is integrated cleanly and legibly, enhancing scannability. # Hooks Headline: She's BACK! # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the statement "She's BACK!" to create excitement about the return of the Whipped Glow Illuminating Body Moisturizer. The brand aims to grab attention and emphasize the product's popularity and previous success. - Next, the ad introduces the product: "WHIPPED GLOW ILLUMINATING BODY MOISTURIZER". The brand states the product's full name to clarify what is being advertised and highlight key benefits like glow and illumination. - Finally, the ad showcases key product features using callouts with checkmarks: "All-day hydration", "Instant illumination", and "Formulated with prebiotics + hyaluronic acid". The brand uses this to explicitly state the product's benefits and ingredients, encouraging trust and interest.

# Ad summary This ad showcases three Tula products that work together to provide a rosy glow: the energizing eye balm, plumping lip treatment, and illuminating body moisturizer. The ad copy highlights that it is a limited edition set. # Brand positioning Tula is presented as a skincare brand that offers simple solutions for a radiant complexion. The brand identity emphasizes a natural glow, healthy-looking skin, and a simplified beauty routine with everyday essentials. The positioning is emotional, focusing on the confidence and allure that comes from radiant skin. # Product This ad promotes a limited-edition Rosy Glow Bundle, which includes three skincare products. First, the Energizing eye balm which helps to awaken and refresh the under-eye area. Second, the Plumping lip treatment, designed to enhance lip volume and hydration. Finally, the Illuminating body moisturizer, formulated to provide a radiant and hydrated skin. # Visual style The ad utilizes a clean, product-focused layout against a soft gradient background. The shot is brightly lit to highlight the products. # Hooks Headline: LIMITED EDITION ROSY GLOW BUNDLE # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad presents the LIMITED EDITION ROSY GLOW BUNDLE, grabbing the customer's attention with a sense of exclusivity and desirability. The brand is enticing the audience to purchase the bundle by highlighting its limited availability. - The ad showcases the three products included in the bundle — the Energizing eye balm, the Plumping lip treatment, and the Illuminating body moisturizer — each identified by a callout line. This educates the viewer on what the product is. - The phrase “*WHILE SUPPLIES LAST” appears, reinforcing the limited availability and creating a sense of urgency to encourage immediate purchase.