Kosas: ad concepts

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Kosas

Sponsored · Exhibit 01 · Lash Menu Card

Lashes that build, not clump.

Soulgazer Mascara is a lengthening + lifting peptide mascara that builds without clumping. After 8 weeks, 100% of subjects saw on bare lashes a +97% increase in lash volume and a +60% increase in lash length.

Soulgazer Mascara. Safe for sensitive eyes.

Claim to confirm with brand: Claim to confirm with brand

Build lashes without the clump

Soulgazer Mascara

Lengthening + Lifting Peptide Mascara
+97% increase in lash volume
+60% increase in lash length
Safe for sensitive eyes

KOSAS.COM

Meet Soulgazer Mascara

Shop Now

Format: Menu-card split, product photo
Persona: Lash lovers tired of clumpy mascara who want length without mess
Reason to buy: Lash volume study
Funnel stage: Top of funnel
Product: Soulgazer Mascara
Lands on: Landing page

Why it should work. A menu card turns the study numbers into something you can scan in one glance, next to the product itself.

Tests. Whether study numbers lead better than a plain product shot for mascara buyers.

Kosas

Sponsored · Exhibit 02 · Free Mini Seal

A free mini with your next order.

Spend $80+ and a Mini Revealer Concealer comes free. US orders of $50+ ship free, with free returns too. Fill your bag, choose your shades, and the mini rides along with orders $80+.

Free Shipping on US Orders $50+ & Free Returns

FREE Mini Revealer Concealer

A free mini with $80+

with orders $80+

KOSAS.COM

Free Mini Revealer Concealer

Shop Now

Format: Offer on product photo
Persona: Shoppers with a Revealer Concealer in the cart deciding when to order
Reason to buy: Free shipping + returns
Funnel stage: Bottom of funnel
Product: Revealer Concealer
Lands on: Landing page

Why it should work. The real offer sits over the hero concealer, so the reason to finish the order is on the image itself.

Tests. Whether the free mini lifts conversion more than the shipping threshold alone.

Kosas

Sponsored · Exhibit 03 · Three Looks Collage

100% Makeup. 100% Skincare.

Cheeks, eyes, skin. Blush is Life, Soulgazer and DreamBeam SPF 40 PA++++ are easy, weightless clean formulas that blur the lines between makeup and skincare for a healthy, flattering look.

Clean makeup, skincare-powered formulas.

Baked Dimensional + Brightening Blush

Intensifying Gel Eyeliner

Comfy Smooth Mineral Sunscreen

Cheeks. Eyes. Skin. All Kosas.

100% Makeup. 100% Skincare.

KOSAS.COM

Makeup That Is Skincare

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Format: Three-photo collage
Persona: Beauty shoppers who want one routine for makeup and skin
Reason to buy: Cleaner ingredients
Funnel stage: Top of funnel
Product: Blush is Life
Lands on: Landing page

Why it should work. Three products from three zones of the face show the makeup-meets-skincare idea without a single paragraph.

Tests. Whether a broad category message works as a cold-audience opener.

Kosas

Sponsored · Exhibit 04 · SPF Ingredient Chips

Sunscreen that doubles as a makeup base.

DreamBeam SPF 40 PA++++ is a clean, silicone-free, comfy mineral sunscreen packed with ceramides and peptides to moisturize, visibly smooth and brighten, and create the dreamiest makeup base. Formulated with 21.7% non-nano zinc oxide.

DreamBeam SPF 40 PA++++, comfy and clean.

Sunscreen built for your base

121.7% non-nano zinc oxide
2Ceramides + peptides
3Silicone-free + comfy

KOSAS.COM

Meet DreamBeam SPF 40

Shop Now

Format: Product photo, ingredient chips
Persona: Daily sunscreen wearers who want makeup to sit smoother over SPF
Reason to buy: Cleaner ingredients
Funnel stage: Middle of funnel
Product: DreamBeam SPF 40 PA++++
Lands on: Landing page

Why it should work. Ingredient chips give a skeptical buyer the what's-inside answer right on the product photo.

Tests. Whether ingredient-led creative beats benefit-led creative for the sunscreen.

Kosas

Sponsored · Exhibit 05 · Mist Twelve Hours

Your makeup, locked in place.

Cloud Set Mist is a refreshing, skin-caring setting mist that hydrates, smooths, and locks makeup in place for 12 hours. Alcohol free + non-comedogenic. One airy spritz after your last step and you're done.

Cloud Set Mist: airy setting + smoothing.

12 hours, locked in

12 hours

makeup locked in place

KOSAS.COM

Cloud Set Mist

Shop Now

Format: Product hero
Persona: Makeup wearers who want a long day without touch-ups or tacky layers
Reason to buy: Cleaner ingredients
Funnel stage: Top of funnel
Product: Cloud Set Mist
Lands on: Landing page

Why it should work. One big number on a clean hero shot makes the promise readable at thumb speed.

Tests. Whether the twelve-hour claim alone earns the click for a setting mist.

Kosas

Sponsored · Native 01 · Notes Before Coffee

Notes app, before coffee: fix the tired eyes.

Revealer Extra Bright is a full-coverage dark circle corrector and a brightening + depuffing serum in one. It neutralizes + covers dark circles using color theory, the fastest way to transform tired eyes.

Revealer Extra Bright. Serum-powered color corrector.

Notes

Tired eyes, one step

tired eyes again
corrector and serum in one
covers dark circles with color theory
adding it to my bag

KOSAS.COM

Revealer Extra Bright

Shop Now

Format: Notes app over product photo
Persona: Early risers with tired eyes who want one step, not a product pile
Reason to buy: Cleaner ingredients
Funnel stage: Top of funnel
Product: Revealer Extra Bright
Lands on: Landing page

Why it should work. A phone note reads like a person talking to herself, so it escapes the ad feeling in the feed.

Tests. Whether a first-person list outperforms a polished product shot for the corrector.

Kosas

Sponsored · Native 02 · Best Friend Thread

What do you use to take everything off?

After using the Plump + Juicy Double Cleansing System for 2 weeks, 100% of subjects showed 100% removal of makeup. Plump + Juicy Gel Cleanser is the comfy clean half, and the Cleansing Oil is the cushiony calm one.

Plump + Juicy Gel Cleanser. Comfy clean.

Claim to confirm with brand: Claim to confirm with brand

Best friend

What do you use to take it off?

Plump + Juicy Gel Cleanser. Comfy clean.

Ordering tonight.

KOSAS.COM

Plump + Juicy Gel Cleanser

Shop Now

Format: Message thread with photo
Persona: Friends swapping skincare tips who want a cleanser that removes makeup
Reason to buy: Makeup removal study
Funnel stage: Bottom of funnel
Product: Plump + Juicy Gel Cleanser
Lands on: Landing page

Why it should work. A recommendation between friends is the most trusted format for a cleanser, and the study line backs it.

Tests. Whether a chat thread converts warm audiences better than a product shot.

Kosas

Sponsored · Native 03 · Sunday Camera Roll

Camera roll, Sunday evening: the serum shelf.

Plump + Juicy Vegan Collagen Spray-On Serum is dermatologist tested, hypoallergenic, non-acnegenic and safe for sensitive skin. It is 95% naturally derived. Spray it on, done.

Dermatologist tested. Hypoallergenic. Non-acnegenic.

Claim to confirm with brand: Claim to confirm with brand

Plump + Juicy Vegan Collagen Spray-On Serum

RecentsSunday
eveningEdit

Safe for sensitive skin

KOSAS.COM

Spray-On Collagen Serum

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Format: Camera-roll share
Persona: Sensitive-skin shoppers who save routines and want a gentle serum
Reason to buy: Safe for sensitive skin
Funnel stage: Middle of funnel
Product: Plump + Juicy Vegan Collagen Spray-On Serum
Lands on: Landing page

Why it should work. A camera-roll share feels like a screenshot a friend sends, and the skin-safety wording is the brand's own.

Tests. Whether sensitive-skin wording pulls more clicks than a texture or ingredient angle.

Kosas

Sponsored · Native 04 · Cheeks Or Lips Poll

Poll: cheeks first or lips first?

Blush is Life is a baked dimensional + brightening blush. Lip Pulse is a glassy lip plumper. Pick your side, then join the list for all things Kosas, clean makeup, skincare-powered formulas, and 10% off your first order.

Join the list. 10% off your first order.

Cheeks or lips first?

Blush is LifeLip Pulse

KOSAS.COM

Cheeks Or Lips First

Shop Now

Format: Stories poll
Persona: Makeup lovers who can only buy one new product and love a poll
Reason to buy: 10% off the first order
Funnel stage: Middle of funnel
Product: Blush is Life
Lands on: Landing page

Why it should work. A two-product poll invites a tap and quietly puts two bestsellers in front of the shopper.

Tests. Which of the two products pulls more clicks when they compete head to head.

Kosas

Sponsored · Native 05 · Brow Notes List

My brow notes, no mirror drama.

Air Brow - Clear is a clean, moussey-gel for airy, feathery brows, boosted by hair care actives that condition and support full brow health. Brush it through and go.

Air Brow - Clear. Clean and moussey.

Notes

Airy brows, one clear gel

feathery, not stiff
clean moussey-gel
hair care actives inside
goes in my bag

KOSAS.COM

Air Brow - Clear

Shop Now

Format: Notes app over product photo
Persona: Brow fans who want feathery brows without a stiff, crunchy finish
Reason to buy: Cleaner ingredients
Funnel stage: Middle of funnel
Product: Air Brow - Clear
Lands on: Landing page

Why it should work. A short list in the customer's voice makes a niche product feel like a personal find.

Tests. Whether a brow gel can win cold traffic with a native list instead of a product shot.

Kosas

Sponsored · Meme 01 · Weightless Drake

Satin should feel like nothing.

Weightless Lip Color is a nourishing satin lipstick from Kosas, where easy, weightless clean formulas blur the lines between makeup and skincare for a healthy, flattering look. Choose your shade from the range.

Weightless Lip Color. Nourishing satin.

Satin, not heavy

Heavy, dry lipstick

Weightless Lip Color, satin and nourishing

KOSAS.COM

Weightless Lip Color

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Format: Meme template, product swapped in
Persona: Lipstick wearers who skip heavy formulas and love a satin finish
Reason to buy: Cleaner ingredients
Funnel stage: Top of funnel
Product: Weightless Lip Color
Lands on: Landing page

Why it should work. The Drake format sets up a clear rejection of heavy lipstick in one second.

Tests. Whether humor on texture works for a lipstick with a long shade range.

Kosas

Sponsored · Meme 02 · Powder Distraction

Sweep away shine, keep the glow.

Cloud Set Setting Powder is a super soft, sheer baked setting + smoothing powder that sweeps away shine, not glow, and feels like nothing (but looks like everything). Available in brightening shades.

Cloud Set Setting Powder. Feels like nothing.

Shine out, glow stays

Cloud Set Setting Powder

You, mid-meeting

Your shiny nose

KOSAS.COM

Cloud Set Setting Powder

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Format: Meme template, product swapped in
Persona: Makeup wearers fighting midday shine who still want a glowy finish
Reason to buy: Cleaner ingredients
Funnel stage: Top of funnel
Product: Cloud Set Setting Powder
Lands on: Landing page

Why it should work. The shine-versus-glow tension is relatable, and the meme says it without a claim list.

Tests. Whether a meme opener beats a straight product shot for the powder.

Kosas

Sponsored · Meme 03 · Double Cleanse Dilemma

Oil first or gel first? Why not both.

After using the Plump + Juicy Double Cleansing System for 2 weeks, 100% of subjects showed 100% removal of makeup. Cushiony Calm Botanical Cleansing Oil, then Comfy Clean Gel Cleanser. Two steps, one clean slate.

Plump + Juicy Cleansing Oil. Cushiony calm.

Claim to confirm with brand: Claim to confirm with brand

Oil or gel? Both.

Plump + Juicy Cleansing Oil

Plump + Juicy Gel Cleanser

Me, wanting both

KOSAS.COM

Plump + Juicy Cleansing Oil

Shop Now

Format: Meme template, product swapped in
Persona: Double cleansers who wear a full face and want both formulas
Reason to buy: Makeup removal study
Funnel stage: Middle of funnel
Product: Plump + Juicy Cleansing Oil
Lands on: Landing page

Why it should work. The two-button meme turns the pick-one dilemma into a reason to buy the pair.

Tests. Whether a bundle-leaning joke raises interest in the cleansing system.

Kosas

Sponsored · Meme 04 · Buff Review Count

18,000+ verified reviews on clean makeup.

We have 18,000+ verified reviews of clean makeup and skincare. Revealer Concealer, our super creamy + brightening concealer, is one to start with. Read the reviews, then choose your shade.

Revealer Concealer. Super creamy + brightening.

18,000+ verified reviews

Kosas: 18,000+ verified reviews

Makeup with zero proof

KOSAS.COM

Read The Reviews

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Format: Meme template, product swapped in
Persona: Careful shoppers who read reviews before they add a concealer to cart
Reason to buy: Verified review volume
Funnel stage: Bottom of funnel
Product: Revealer Concealer
Lands on: Landing page

Why it should work. Review volume is the strongest proof we have, and the strong-versus-weak meme makes it feel earned.

Tests. Whether review proof closes warm shoppers better than offers.

Kosas

Sponsored · Meme 05 · Brain Of Concealers

Level up your under-eye routine.

Revealer Extra Bright is a full-coverage dark circle corrector and a brightening + depuffing serum in one, a serum-powered color corrector that neutralizes + covers dark circles. Choose your shade and keep one step.

Revealer Extra Bright. One step for tired eyes.

One step, three jobs

Concealer for dark circles

Plus a color corrector

Plus a brightening serum

Revealer Extra Bright is all three

KOSAS.COM

Corrector + Serum In One

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Format: Meme template, product swapped in
Persona: Under-eye perfectionists who stack products and want fewer steps
Reason to buy: Cleaner ingredients
Funnel stage: Middle of funnel
Product: Revealer Extra Bright
Lands on: Landing page

Why it should work. The escalating format walks the shopper from concealer to the corrector-plus-serum in four beats.

Tests. Whether the stacked-benefit framing beats the single-benefit one.

Kosas

Sponsored · Meme 06 · Makeup Skincare Sign

Change our mind: makeup can be skincare too.

We make easy, weightless clean formulas that blur the lines between makeup and skincare for a healthy, flattering look. DreamBeam SPF 40 PA++++ is a comfy mineral sunscreen with ceramides and peptides. Try to change our mind.

100% Makeup. 100% Skincare.

Change our mind

Makeup should be 100% makeup and 100% skincare

KOSAS.COM

Makeup Meets Skincare

Shop Now

Format: Meme template, product swapped in
Persona: Skeptics who keep makeup and skincare in two separate routines
Reason to buy: Cleaner ingredients
Funnel stage: Top of funnel
Product: DreamBeam SPF 40 PA++++
Lands on: Landing page

Why it should work. The brand's own tagline becomes the debate sign, which opens the category message with a wink.

Tests. Whether a debate-style opener lifts engagement on the brand message.

Kosas