Function of Beauty: ad concepts

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Function of Beauty

Sponsored · Exhibit 01 · Inside Out Repair

Repair that starts inside the strand.

Our SOS Custom Repair Shampoo is sulfate-free and strengthening, with U.S. patent pending Biotech Powered Repair that works to help repair hair from the inside out. Dermatologist tested and fully customized to your hair type and damage level.

Stronger, more resilient hair starts here.

Repair from the inside out

SOS Custom Repair Shampoo

Sulfate-free
Dermatologist tested
Biotech Powered Repair
Size: 11oz

FUNCTIONOFBEAUTY.COM

SOS Custom Repair Shampoo

Shop Now

Format: Menu-card split, product photo
Persona: Heat-styled, damaged hair that wants a stronger routine
Reason to buy: Repair backed by data
Funnel stage: Middle of funnel
Product: SOS Custom Repair Shampoo
Lands on: Landing page

Why it should work. Leads with the repair claim in the brand's own words, the most specific line on this product.

Tests. Does a repair-first hook beat a product-name hook for damaged hair?

Function of Beauty

Sponsored · Exhibit 02 · Hair Month Offer

It's National Hair Month. Take 25% off.

Happy National Hair Month. Take 25% off everything through October 23, applied automatically at checkout. Try our Custom Shampoo at $29.00: it gently cleanses the scalp and hair without stripping, while providing hydration.

Not valid on gift cards or previous orders.

25% Off Sitewide

National Hair Month is here

Take 25% off everything through October 23

FUNCTIONOFBEAUTY.COM

National Hair Month Offer

Shop Now

Format: Offer on product photo
Persona: Shoppers who have been eyeing custom shampoo
Reason to buy: National Hair Month offer
Funnel stage: Bottom of funnel
Product: Custom Shampoo
Lands on: Landing page

Why it should work. The real seasonal offer, with its real end date, gives bottom-funnel shoppers a reason to buy now.

Tests. Does the sitewide seal outperform a product-led offer ad?

Function of Beauty

Sponsored · Exhibit 03 · Serum Ingredient Chips

Frizz, shine and heat, in one 3 oz bottle.

Our Custom Hair Serum is formulated with sunflower seed oil and jojoba oil. It smooths frizz, enhances shine and protects hair from heat, in a lightweight formula that is fit for all hair types. Size: 3 oz.

Lightweight enough for every hair type.

What's inside your serum

1Sunflower seed oil
2Jojoba oil
3Smooths frizz
4Enhances shine

FUNCTIONOFBEAUTY.COM

Custom Hair Serum

Shop Now

Format: Product photo, ingredient chips
Persona: Frizz-prone hair that gets heat styled
Reason to buy: Heat protection
Funnel stage: Middle of funnel
Product: Custom Hair Serum
Lands on: Landing page

Why it should work. Named oils make a concrete, scannable ingredient story.

Tests. Do ingredient chips beat a benefit headline for the serum?

Function of Beauty

Sponsored · Exhibit 04 · Wavy Jumbo Pair

Wavy hair gets the 22 oz treatment.

Wavy Hair Shampoo Jumbo and Wavy Hair Conditioner Jumbo each come in a 22 oz size. One for the wash, one for after, both made for wavy hair. Shop them as a pair and keep your routine stocked.

Two jumbo bottles. One wavy routine.

Wavy shampoo

Wavy conditioner

22 oz each

Wavy hair, jumbo pair

FUNCTIONOFBEAUTY.COM

Wavy Hair Jumbo Pair

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Format: Three-photo collage
Persona: Wavy hair that already has a shower routine
Reason to buy: Jumbo value sizes
Funnel stage: Middle of funnel
Product: Wavy Hair Shampoo Jumbo
Lands on: Landing page

Why it should work. Pairs the two wavy jumbo products in one frame.

Tests. Does a pair-led collage lift product clicks over a single bottle?

Function of Beauty

Sponsored · Exhibit 05 · Data Backed Strength

2x stronger hair. 90% less breakage.

We tested the complete SOS system against untreated hair. Instant and 4 weeks results. SOS Custom Repair Conditioner is strengthening and nourishing, and it is dermatologist tested and customized to your hair.

Results on wavy, highlighted hair.

Claim to confirm with brand: Claim to confirm with brand

Scientifically proven, backed by data

stronger hair

FUNCTIONOFBEAUTY.COM

SOS Custom Repair Conditioner

Shop Now

Format: Product hero
Persona: Highlighted or heat-damaged hair, skeptical of claims
Reason to buy: Repair backed by data
Funnel stage: Middle of funnel
Product: SOS Custom Repair Conditioner
Lands on: Landing page

Why it should work. A big number is the fastest proof for skeptical shoppers.

Tests. Does a data-first hero beat a product-first hero?

Function of Beauty

Sponsored · Exhibit 06 · Coily Every Step

Coily hair needs moisture at every step.

Designed for naturally coily hair types like 4A, 4B and 4C, our Coily Hair Shampoo gives a soft, non-stripping cleanse that removes buildup. Add up to 3 Hair Goal Booster Shots: Deep Condition, Strengthen, Anti-Frizz.

Pick the boosters your coils ask for.

Designed for 4A, 4B and 4C

Coily hair, every step

FUNCTIONOFBEAUTY.COM

Coily Hair Shampoo

Find My Formula

Format: Full-bleed photo
Persona: Type 4 hair that wants a gentler wash day
Reason to buy: Two-minute quiz
Funnel stage: Top of funnel
Product: Coily Hair Shampoo
Lands on: Landing page

Why it should work. Names the exact curl types, so the right people stop scrolling.

Tests. Does naming the hair types lift thumb-stop rate?

Function of Beauty

Sponsored · Exhibit 07 · Welcome Offer Seal

Your first subscription starts with 20% off.

Subscribe to our Custom Conditioner, a lightweight formula that provides essential hydration to your individual hair type. It is $29.00 for 11 oz, and you get 20% off your first subscription order.

Subscriptions always ship free.

Welcome Offer

Welcome offer: 20% off

20% off your first subscription order

FUNCTIONOFBEAUTY.COM

20% Off Your First Subscription

Format: Offer on product photo
Persona: Repeat buyers ready to put the routine on a schedule
Reason to buy: Welcome offer
Funnel stage: Bottom of funnel
Product: Custom Conditioner
Lands on: Landing page

Why it should work. The welcome offer is the cleanest first-order incentive in the brand's own words.

Tests. Does the welcome seal convert better than the sitewide offer?

Function of Beauty

Sponsored · Native 01 · Curly Notes App

My curly hair notes, after one bottle.

Curly Hair Leave-In Conditioner with Mango Butter is formulated with mango butter known for root to tip hydration, de-frizzing and defining curls. Our most popular nude (p)each fragrance. Save this note for your next order.

Add it to your list.

Notes

Curly hair notes, mango butter

Root to tip hydration
De-frizzing
Defining curls
Nude (p)each fragrance

FUNCTIONOFBEAUTY.COM

Mango Butter Leave-In

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Format: Notes app over product photo
Persona: Curly hair that is tired of dry ends
Reason to buy: Clean, vegan, cruelty-free
Funnel stage: Middle of funnel
Product: Curly Hair Leave-In Conditioner with Mango Butter
Lands on: Landing page

Why it should work. A notes list reads like a real customer's shopping memo.

Tests. Does a notes-app creative beat a polished product shot for curly hair?

Function of Beauty

Sponsored · Native 02 · Quiz Group Chat

Which shampoo are you using now?

You take a quick, two-minute quiz about your hair history, goals, damage and styling habits. We formulate made-to-order, tailored haircare, prioritizing naturally-derived ingredients, and ship it to you.

Custom Shampoo starts with the quiz.

Maya

Which shampoo do you use?

Quiz. Two minutes. It's made to order for my hair.

Wait, send me that link.

FUNCTIONOFBEAUTY.COM

Take the Two-Minute Quiz

Take the Quiz

Format: Message thread with photo
Persona: Friends who swap shampoo advice in group chats
Reason to buy: Two-minute quiz
Funnel stage: Top of funnel
Product: Custom Shampoo
Lands on: Landing page

Why it should work. A friend-to-friend thread explains the quiz without a hard sell.

Tests. Does a chat format lift quiz starts for cold audiences?

Function of Beauty

Sponsored · Native 03 · Repair Poll

Two steps, one repair system. Which first?

SOS Custom Repair Shampoo is sulfate-free and strengthening. SOS Custom Repair Conditioner is strengthening and nourishing. Both use U.S. patent-pending Biotech Powered Custom Repair, tailored to your hair type and damage level.

Vote, then build your pair.

Shampoo or conditioner? Vote.

SOS Custom Repair ShampooSOS Custom Repair Conditioner

FUNCTIONOFBEAUTY.COM

SOS Shampoo or Conditioner

Shop Now

Format: Stories poll
Persona: Damaged hair deciding where to start
Reason to buy: Repair backed by data
Funnel stage: Middle of funnel
Product: SOS Custom Repair Conditioner
Lands on: Landing page

Why it should work. A poll invites a tap and sets up a two-product basket.

Tests. Does a poll creative raise add-to-cart for the pair?

Function of Beauty

Sponsored · Native 04 · Sunday Mask Roll

Camera roll, Sunday evening: mask day.

Our Custom Hair Mask comes in 10 variants. Take the quick, two-minute quiz about your hair history, goals, damage and styling habits, and we formulate it made-to-order and ship it to you.

Save this one for your next mask day.

RecentsSunday
eveningEdit

Sunday mask day, sorted

FUNCTIONOFBEAUTY.COM

Custom Hair Mask

Customize My Formula

Format: Camera-roll share
Persona: Weekly mask routine fans
Reason to buy: Two-minute quiz
Funnel stage: Top of funnel
Product: Custom Hair Mask
Lands on: Landing page

Why it should work. A camera-roll share fits a casual weekend ritual.

Tests. Does a personal-photo style beat a branded product image for masks?

Function of Beauty

Sponsored · Meme 01 · Shelf Guess Drake

Pick the one that fits your hair.

Custom Shampoo gently cleanses the scalp and hair without stripping, while providing hydration. It is formulated to fit your personalized needs and reveal healthy looking hair. Size: 11 oz.

Start with the quiz.

Shelf guess or custom formula?

Drake Hotline Bling meme about Function of Beauty

Guessing your shampoo off a shelf label

A two-minute quiz, made-to-order formula

FUNCTIONOFBEAUTY.COM

Custom Shampoo, Made to Order

Take the Quiz

Format: Meme template, product swapped in
Persona: Shoppers who buy shampoo by the shelf label
Reason to buy: Two-minute quiz
Funnel stage: Top of funnel
Product: Custom Shampoo
Lands on: Landing page

Why it should work. Contrasts guessing with a custom formula without naming a competitor.

Tests. Does the contrast meme drive quiz clicks?

Function of Beauty

Sponsored · Meme 02 · Bigger Bottle Glance

Eyes on the bigger bottle.

Wavy Hair Conditioner comes in Size: 11 oz. Wavy Hair Conditioner Jumbo comes in Size: 22 oz. Pick the size that fits your routine, then add the matching Wavy Hair Shampoo Jumbo.

Size up when you're ready.

Me vs the bigger bottle

Distracted Boyfriend meme about Function of Beauty

Wavy Hair Conditioner Jumbo

Me, shopping for wavy hair

Wavy Hair Conditioner, 11 oz

FUNCTIONOFBEAUTY.COM

Wavy Conditioner Jumbo

Shop Now

Format: Meme template, product swapped in
Persona: Wavy hair loyal to the smaller bottle
Reason to buy: Jumbo value sizes
Funnel stage: Top of funnel
Product: Wavy Hair Conditioner Jumbo
Lands on: Landing page

Why it should work. Humor around size choice introduces the jumbo line.

Tests. Does a size-choice meme lift jumbo clicks?

Function of Beauty

Sponsored · Meme 03 · Label Button Dilemma

Label reading, solved.

Our Custom Shampoo is formulated for your hair, and our formulas are cruelty-free, sulfate-free, paraben-free and 100% vegan. Dermatologist tested. Both buttons are the right one.

Check both. Then take the quiz.

Which button? Both.

Two Buttons meme about Function of Beauty

Sulfate-free

Paraben-free

Me, reading the Custom Shampoo label

FUNCTIONOFBEAUTY.COM

Sulfate-Free, Paraben-Free

Find My Formula

Format: Meme template, product swapped in
Persona: Label readers comparing ingredients
Reason to buy: Clean, vegan, cruelty-free
Funnel stage: Middle of funnel
Product: Custom Shampoo
Lands on: Landing page

Why it should work. Turns label anxiety into a joke that lands the clean standard.

Tests. Does a label meme beat a plain badge ad for clean-minded shoppers?

Function of Beauty

Sponsored · Meme 04 · Curl Brain Levels

Curl evolution, level four.

Our Super Shape Curl Cream defines and hydrates curls with a flexible, touchable hold that never feels crunchy or sticky. It is lightweight and plant-based, built to reduce frizz while boosting elasticity.

Touchable curls. Not crunchy. Not sticky.

Curl cream, level four

Expanding Brain meme about Function of Beauty

Crunchy curls

Sticky curls

Frizzy curls

Super Shape Curl Cream

FUNCTIONOFBEAUTY.COM

Super Shape Curl Cream

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Format: Meme template, product swapped in
Persona: Curly hair that has lived through crunchy gels
Reason to buy: Clean, vegan, cruelty-free
Funnel stage: Top of funnel
Product: Super Shape Curl Cream for Curly Hair
Lands on: Landing page

Why it should work. The never crunchy or sticky claim is a shared curly pain point.

Tests. Does a pain-point meme lift curl cream clicks?

Function of Beauty

Sponsored · Meme 05 · Heat Protection Sign

Change my mind about heat protection.

Our Custom Styling Primer is formulated with provitamin B5 and provides color, UV and heat protection (up to 450°F), with a personalized level of hold for your hair goals. Size: 6 oz.

Primer first. Then the heat.

Primer before the heat

Change My Mind meme about Function of Beauty

Heat protection up to 450°F belongs in your routine

FUNCTIONOFBEAUTY.COM

Custom Styling Primer

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Format: Meme template, product swapped in
Persona: Heat stylers who skip a primer
Reason to buy: Heat protection
Funnel stage: Middle of funnel
Product: Custom Styling Primer
Lands on: Landing page

Why it should work. A debate-style sign makes a skipped step feel like a mistake.

Tests. Does a debate meme drive primer clicks?

Function of Beauty

Sponsored · Meme 06 · Subscriber Master Plan

The plan: quiz, formula, free shipping.

Subscribe to any product on your next order and get a welcome offer: 20% off your first subscription order. Members also get early access to deals and product launches, and subscriptions always ship free.

Function With Benefits members unlock more.

The plan has a twist

Gru's Plan meme about Function of Beauty

Take the two-minute quiz

Get your custom formula

Subscriptions always ship free

FUNCTIONOFBEAUTY.COM

Subscribe and Save

Format: Meme template, product swapped in
Persona: Shoppers weighing a subscription
Reason to buy: Welcome offer
Funnel stage: Bottom of funnel
Product: Custom Conditioner
Lands on: Landing page

Why it should work. The free-shipping twist makes the subscription perk memorable.

Tests. Does a plan meme lift subscription starts?

Function of Beauty

Sponsored · Meme 07 · Strong Custom Doge

Strong shampoo vs. a shelf guess.

Custom Shampoo comes in 39 variants. You take a quick, two-minute quiz about your hair history, goals, damage and styling habits, and we formulate made-to-order, tailored haircare for you.

Built around you, not a shelf.

Custom beats a shelf guess

Buff Doge vs. Cheems meme about Function of Beauty

Custom Shampoo, 39 variants

One-size shelf shampoo

FUNCTIONOFBEAUTY.COM

Custom Shampoo, 39 Variants

Take the Quiz

Format: Meme template, product swapped in
Persona: Shoppers comparing custom and off-the-shelf shampoo
Reason to buy: Two-minute quiz
Funnel stage: Top of funnel
Product: Custom Shampoo
Lands on: Landing page

Why it should work. The variant count shows the depth of customization.

Tests. Does a strong-versus-weak meme beat a plain quiz CTA?

Photography and product names belong to Function of Beauty. Every ad lands on a page in this package. Memes use real, recognizable templates with Function of Beauty product photography composited in; template rights to clear before running. Hooks, personas and the texts shown inside memes and chats are proposed, not real customer quotes.