Consumer Education Done Right By MAELYS Cosmetics
Yee Xuen Hong
Turn ad creatives into revenue / $1.2M+ USD Generated (still counting) / I scroll & dissect ad creatives daily so you don't have to
Hey y'all, Yee Xuen here again.
This newsletter is all about dissecting performing creatives and landing pages to see why they perform and how they work!
Estimated read time: 8 minutes
Sometimes, we feel insecure about our body.?
Especially when it comes to the season of showing our skins…
We're always looking for products to help us feel confident.
This makes beauty & personal care a $571 billion market…
That’s right, it’s a billy with a B!
With lots of products out there…
The skepticism from the consumer is sky high.
To lower the skepticism, we would need a lot of education.
I mean, like a lot.
The ad by MAELYS is a great example of education done right.?
As always, watch the ad first before diving into my analysis
(Or else, you're going to be a lost like a tree without its roots)
Once you're done, scroll down for our favorite part, the analysis.
The Big Picture
You might be thinking...
Why the wives?
Well, there're a couple of possible reasons.
First of all, we need to know what problem is the product solving.
For this case, it is "tightening loose skin on tummy"
Who tends to have these problems?
Well, if we think about it (or google/ChatGPT up)...
It is people who've gone through weight-loss, post pregnancy
Great, now let's zoom in further!
As people tend to get married first then have kids...
The ideal target market would be...
Yup, you've guessed it, wives!
As studies has shown that women shows a strong preference for goods made by women... (source)
They've used female content creators.
Besides that, here's another potential reasons to consider:
Greater Purchasing Power
As people tend to settle down and get married at a later age, it is fair to assume that they have more economic spending power compared to younger gens.
So...what makes the ad tick (psychologically)?
Well...here's a list of emotional motivators humans would have:
Based on all of the list above, the bolded ones are the emotional motivators the ad has hit.
How so?
Allow me to explain.
The Structure
Before dividing into the nitty gritty...
Let's see how the ad structure works:
Looks complicated doesn't it?
Let's dive into each part and break'em down!
Hook
It starts off with an intrigue based hook (e.g. Tummy Tuck)...
Calling out the wives getting compliment from their hubbys.
If you're wondering: "Why not just callout the wives directly at the start?"
Well, there's a reason why.
It is called "Approval-Seeking Behavior"
It's a behavior where we get others to weigh in an opinion about a decision.
It builds up an ideal dream state for the wives watching the video...
That it's so good that the husband actually noticed and give a complement!
This hits the Esteem psychology motivator as it helps them to feel good about themselves.
Before & After
What's the best way to show our audience how the product can help them?
Results.
Especially it can affect your appearance directly...
We would need to see a visible difference to justify our purchase.
So, this sets up a premise that it will work for you.
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Problem
Even when we show how it has worked...
Users will still be skeptical.
They will have a list of stuff they're feeling skeptical about...
And we need to address them...
Just like checking off tasks from a checklist.
"Why couldn't I just do workout more or create weight loss plans?"
These are crucial questions we need to address.
This then leads to the creator highlighting the part where...
Working out & losing weight can’t help…
Establishing the “Ah right, those can’t fix my problem” in their head.
Demonstration
Once they're aware that the alternatives can't solve their problem...
Time to bring in some external validation...
The dermatologists!
People trust experts.
In fact, we trust it so much that we can just buy because our celebrity uses it.
This is called an authority bias...
A cognitive shortcut where we trust credible experts that they know what's the best for us.
Hence, this gets people to pay more attention to how it works.
With the established trusts, time to introduce our hero to our problem!
Ideal Benefit
People love stories, particularly ones that has a happy ending.
So, this is when they highlighted the happy ending.
The awesome transformation...
To have a tighter, firmer and smoother tummy in a couple of weeks.
Ooh la la, don't that feel good?
This appeals to the Accomplishment psychology motivator with a better-looking belly for the users!
Social Proof
Feeling suss? Don’t worry, here’s a couple of social proofs!
Besides our customer’s photos, here’s a stat for you too!
93% of women in a clinical study saw the same results I did
Now, we're talking!
Product Introduction
After crossing out alternatives...
Giving our users reasons to buy (clinical trial, ideal result, testimonial, authority)...
Time to bring in the product!
Overcome Objection
What if it doesn’t work on me?
Some users might still have that question in that head...
And that's where this section of the ad comes in.
Don’t worry, here’s a money back guarantee!
Plus, this is how in demand our products are...
(e.g. 1 million bottles sold or 1 bottle every 20 seconds)
In case if you're not convinced still...
See it for yourself!
Callout
Finally, it ends with a great CTA…
Providing a timeline (just 4 weeks) to solve their problem (firmer, smoother tummy).
This helps users to anchor in an expectation...
Rather than providing a blanket promise...
Increasing their likelihood to make a purchase!
This, is a core part of hitting the security psychology motivator...
Giving them a target to work on.
And...That's a wrap!
Thank you so much for reading my newsletter and hope you're enjoying it.
To make sure I'm delivering a better quality content, I would love to get feedback from you :)
If you're in a good mood, my DM's are open for feedback!
P.S. If you need any help to analyze your ad creatives, my DM's are open ;)