The BEST BEAUTY
FACEBOOK ADS of 2023

This hook is all about making the ad look as if it was an organic video. They accomplish this by using the native font and showing a face in the first seconds of the ad. 

The other part of the hook is that the text explains the concept of the video immediately, that way people interested will stop the scroll straightaway.

The ad is a really cool testimonial that presents the features of the product organically and highlights how it solves a pain point. This type of ad concepts gets great retention rates, and it helps your brand and product become more relatable and achievable.

Great use of the organic message “thank me when you have the best shave of your life” to boost the power of the CTA (Check out leafshave.com)

Really clever use of what we call “key captions” That is the strategy of using captions to highlight the main concepts of the speech, not everything. That way, it makes it easier for the viewer to read each piece of message, and understand the overall offer. 

The main idea of the ad in the first 2 seconds is shown through the clip and written through the top text (i hated shaving until I found this”) 

Super simple but very effective as a hook.

This ad concept is what we call THEM vs US

It works by showing the worst option (competitors) first, and explaining how you got a better alternative. In this ad, we really like the use of organic clips, like the use of shaving cream to draw an X of rejection on top of the generic razors, or the person with a very negative expression holding a competitive product. From there, Harry’s show its razor and describes the benefits of getting it. 

A very clever way to highlight the contrast between Harry’s and the other options. 

Keeping with the organic feeling of the video, the CTA is introduced with the use of “I am only using Harrys from now on” and the end screen shows the brand’s logo with the “ORDER NOW” button.

Great use of descriptive clips to demonstrate the idea of the ad. 

This hook works using depth of field to make the visual of the first clip much more interesting. Add to this the use of movement (the drop) and a very clever text targeting a specific audience, and you get yourself a pretty good hook. 

This is a very popular ad concept for beauty products. The aim of this ad is to link the product with the feeling of organic, natural, and healthy. How do they do that?

Simple, they use different clips where the product is shown surrounded by nature, like trees, lakes and flowers

This ad is all about positioning the product, not selling it per se. That is why you don’t see any direct CTA during the last seconds of the video. 

It’s always worth it to show some faces and expressions to boost the performance of any video ad.

A good interactive hook is the one that has a familiar format, in this case the “question > 4 options”, and it’s also a hook that uses movement to make the visual scroll-stop capabilities a lot more powerful. This ad has it all!

The visual concept of the ad is what we call a flatlay, where the products are positioned over a flat surface and that makes the bulk of the ad visual. 

From there, the interactive window, and checkmarks provide the movement to maintain retention rates, and also display the offer, in this case, of the different products available.

The whole ad is the CTA, it encourages you to select one of the products. 

Really cool use of shadows to create contrast with the color of the background. 

As you have seen throughout Youtube, one of the most common thumbnails are the ones where there is a circle highlighting a particular part of the image. This is the same concept use for this ad. First, the use of a face is already a great scroll-stopper, especially with such a great image as the one here. From there, the circle generates curiosity and makes you wonder what the ad is all about. 

Using this very technical description of the size and position of the eyelash extensions is a great strategy to educate the viewer, and establish the brand as an expert/authority in the field. 

That is the core goal of the ad, and this type of educational ad works extremely well for TOF. 

Notice how, following the idea of the ad concept, the CTA is replaced by a simple reminder of the brand. 

Really cool use of the “I did this myself” to trigger curiosity and boost the performance of the hook. 

A known meme, sometimes is all you need to grab the attention of the viewer and keep him watching. 

This ad is all about using a meme to trigger curiosity and inject a bit of fun to the brand. When using this type of ad, remember to deeply understand your audience, how they communicate, and what they like to consume in terms of content. This type of ad won’t work for everyone. 

No CTA here, they just rely on the meme. 

Again, the change of clips makes the ad entertaining throughout. 

We love how this ad uses positioning, visual objects, contrast and lighting to create a very interesting visual that is both very telling and attention grabbing. 

This is another ad example that uses natural/organic objects to link the product to the idea of organic, healthy and natural lifestyle. 

The native Facebook CTA used is the Learn more. This is a great use of this CTA as it follows the idea of the ad which is describing the product as one made of 10 ingredients. It makes your curious and having the CTA is an opportunity to actually discover what those 10 ingredients are all about. 

Love the use of top and bottom text split by the product itself to keep the message of the ad readable and clear. 

Close ups, and movement are tested hook strategies in the beauty industry. They  don’t only stop the scroll, but they also convey the feeling of quality product. 

This ad continues giving priority to the visuals, and sharing a very simple message depicting the features of the product and branding. It’s pretty clever how they create interesting visual out of simple objects and motions. For example, dropping the product in water makes for a pretty interesting clip.

They didn’t forget about adding faces to the ad. The close-ups of the application of the product is great to enhance the idea that this is a beauty product.

Following the trends of simple CTA at the end of the video ad, this one just adds that little bit of 3d-motion with the product getting close to you, and the CTA at the bottom.

Really interesting how they use incomplete questions to keep you watching after they hooked you with the visuals.