[wadiz Targeted Ad Creative Report #1] The Formula for Beauty Ads That Sell 💄

wadiz Targeted Ad Creative Report #1.
The Formula for Successful Beauty Ads💄

Just know this before you go!

• High-performing and efficient creatives in the beauty category from Q1 to Q3 of 2025 share a common formula.
• Compared to ads that are “just pretty,” creatives that showcase usage scenarios, results, and trustled to actual conversions.
• We’re sharing actionable insightsalongside real-world examplesof high-performing ads fromwadiz beauty makers!

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"I used to think that as long as an ad looked pretty, that was all that mattered… 😅”
If you’re a maker in the beauty category, you’ve probably wondered this at least once.

“Our product is great, so why aren’t our ads performing well?”
“Why isn’t our ad getting any response?”

After analyzing wadiz’s recent beauty category ad data,
we discovered that high-performing ad creatives share a common creative formula.

Now, let’s take a look at the four patterns of “beauty ads that sell” along with real-world examples.

🟩 Insight 01. Show the ‘results’ first with a short GIF!

Ads that intuitively demonstrate a product’s effectsusing short GIFs or 3–5-second videos significantly boosted click-through rates.

Primer Sun Balm	Watercolor Lip Tattoo	Volume Lip Treatment
CTR approx. 4%, CVR approx. 47%, CPA in the 1,500 won range	CTR approx. 3%, CVR approx. 8%, ROAS over 450%	CTR approx. 5%, CVR approx. 63%, CPA under 1,000 won

Real-world example

• Primer Sun Balm:By showing it gliding smoothly ontotheback ofthe hand, the ad intuitively conveyed that it creates a smooth, porcelain-like complexion.

• Watercolor Lip Tattoo:By showing the result immediately rather thanthe application process, it stimulated the desire to think, “If I use this product, I can have lips like that.”

• Volume Lip Treatment:Rather thansimplysaying, “We’ll give you plump, youthful lips,” the ad boosted credibility by highlighting clinical data: “+31% increase in lip volume after just one use.”

💡 Summary of Insights

1. Results-Oriented:Showing the results beforethe usageprocess is the key to boosting both clicks and conversions.
2. Keepitshort and intuitive:About3–5 secondsis enough. If it’s too long, viewers lose focus.
3. Use Numbers and Evidence:Showing real evidence—such asclinical studies, experiments, orstatistics—significantly boosts credibility. (e.g., “+31% increase in lip volume after just one use”)

🟩 Insight 02. “Show” the Trust of Experts

Beauty products are ultimately a battle for “trust.”
Showing an expert actually usingthe product is far more persuasive thansimplysaying, “This was created by an expert.”

This is backed by data as well.
Ads that showcased the expert’s environment, tone of voice, and touch consistently delivered high performance.
Trust conveyed through visualswas far more powerful than 100 words.

Hair Volumizer	Fascia Therapy Tool Knucklex	Lilybes Cushion Compact
CTR approx. 4%, CVR approx. 26%, CPA in the 1,500 won range	CTR approx. 5%, CVR approx. 30%, CPA in the 1,500 won range	CTR approx. 6%, CVR approx. 42%, CPA around 1,500 won

Real-world example

• Hair Volumizer:The ad begins with a narration by an expert, naturally introducing the product. 
  Through the line, “Once you try it, you’ll understand why we’ve been making wigs for 30 years,” the ad effectively conveyed the trustworthiness of an “experienced expert.”

• Myofascial Therapy Tool Knucklex:A myofascial therapist with 30 years of experienceintroduces the product while standing next to a real customer using it.
  By showcasing the product’s USP from both the expert’s and the customer’s perspectives, the ad’s persuasiveness was enhanced.

• Lilybes Cushion Compact:Instead of a scene where the customer applies the product herself, we staged a scene where “someone else is applying her makeup.”
  This brief scene alone naturally conveyed the message that “this is the product professionals use in makeup salons.”

💡 Summary of Insights

1. Don’t just say you’re an “expert”—show it:Convey this naturally through scenes insalons, makeup shops, or expert hand movements.
2. Use a “knowledgeable expert” tone for the narration, rather than the brand representative’s voice:Conveywhythe product is great in a way that inspires trust.
3. Connect to the Story (product detail page):Ensure the trust builtin the adcarries over into the Story.

🟩 Insight 03. Real users’ “reactions” drive conversions.

Worried that your brand doesn’t have any experts? Don’t worry.
There have been many cases where simply using the “real review” tone was enough to deliver results.

Today’s consumers respond moreto real users’ tone, reactions, and emotionsthan to “ads.”
That’s why videos that convey a genuine user experience—even if they’re a little shaky—have much higher conversion rates than perfect studio shots.

Neck Wrinkle Mask	Sebum Cleanser	Sun Mist
CTR approx. 4%, CVR approx. 60%, CPA in the 1,200 won range	CTR approx. 5%, CVR approx. 60%, CPA in the 1,100 won range	CTR approx. 3%, CVR approx. 63%, CPA in the 1,400 won range

Real-world examples

• Neck Wrinkle Mask:This review-style video follows a flow where the narratorshows her own neck wrinkles, identifies the problem, and then solves it with the product.
  By resonating with users, it came across as a “real review” rather than an “advertisement.” 

• Sebum Cleanser: “I’ve really wanted to buy this, and I finally did!” Natural dialogue and reactions emphasized the authenticity of the review. 

• Sun Mist:The product’s USP was revealed through casual conversations with friends.
  This content achieved a conversion rate as high as 63% thanks to its structure, which felt like “word-of-mouth.”

💡 Key Insights

1. Keep it natural and conversational: Speak in a real person’s voice rather than using perfect, formal sentences.
2. Incorporate emotion:Show emotions such as surprise, satisfaction, and empathy.
   Gestures and reactions are far more powerful than simply saying, “This product is great because of this.”
3. Real-life usage scenes are essential:Showingspeakersactually using the product immediately boosts credibility.

🟩 Insight 04. “Take a detour” instead of making “comparisons.”

“Before & After” comparisons or comparisons with competitors’ products are subject to many advertising policy restrictions, which often leads to the dilemma of “wanting to show the results but being unable to do so.”
However, there are plenty ofways to convey “effectiveness” without making direct comparisons.

Beauty Device (AuraLift)	Beauty Device (Thermasera)	EGF Serum
CTR approx. 4%, CVR approx. 3%, ROAS over 700%	CTR approx. 2%, CVR approx. 2%, ROAS over 900%	CTR approx. 5%, CVR approx. 2%, ROAS over 450%

Real-World Examples

• Beauty Device (AuraLift):Although the ad consistedsolelyof text, we included the line, “The before-and-after photos keep not loading,” to pique curiosity and drive traffic. This is a great example of humorously leveraging a limitation!

• Beauty Device (Thermacerra): Since direct comparisons with other brands are prohibited by advertising policies, we filmed a video of the device piercing through an acrylic panel.
  By making the abstract concept of “penetration power” visually understandable, it naturally led viewers to conclude, “This must be really good compared to other products,” even without a direct comparison.

• EGF Serum:We leveraged the trending“subway ranking” meme. Rather than stating outright that EGF ranks higher than other ingredients, we conveyed the message in a fun and playful way.
  As a result, we naturally instilled the perception that “EGF = a premium ingredient = this serum is a high-end beauty product.”

💡 Summary of Insights

1. Use policy restrictions to your advantage: Phrases like“I’d love to show you the results, but I can’t” honestly acknowledge limitations and actually build trust.
2. Persuade with visual analogies:You can convey superiority without direct comparison throughphysicalexperiments or analogies.
3. Lightly incorporate trending elements: Memes andviral formats leave a faster impression than simply conveying information.
   
   
   

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Ultimately, the ads that sell aren’t the ones that “look pretty,” but the ones that “make people want to buy with confidence.”

It’s okay if you don’t have perfect models or flashy videos.
Real-life usage scenes, sincere reviews, and a single sentence that conveys the maker’s confidence can be the reason someone decides to buy.

I hope today’s insights help make your next ad even more persuasive, and I’ll wrap things up here.

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