Jones Road Beauty

Jones Road Beauty’s carousel ad: “Ditch Your Heavy Makeup”

Running 450 days·Facebook and Instagram·Winner

How it opens

“Tired of foundation making you look older?”

Angle: Pain point

Why it works

It leads with a pain point that its audience feels strongly and resolves it with a clear promise of looking like yourself, only better. The line about wrinkles and freckles widens appeal by welcoming people that beauty ads often leave out. The data also shows it has run for 450 days, is still active, and sits on 5 active ads out of 21 in all, which suggests the brand keeps backing this message across variations.

Who it speaks to: Women who find foundation heavy or aging, including those with wrinkles or freckles, and who want a natural, low-effort look.

How it’s built

1. Hook: The headline 'Ditch Your Heavy Makeup' sets up a clear before and after, leaving heavy makeup behind.
2. Problem: 'Tired of foundation making you look older?' calls out the pain point in the viewer's own words.
3. Solution: 'Meet Miracle Balm' introduces the product as the answer.
4. Benefit: 'Brings out your best skin' and 'sheer, glowy, and never cakey' frame the result as enhancing, not covering.
5. Inclusivity: 'Even with wrinkles or freckles' tells viewers with features they may be self-conscious about that this is for them.
6. Credibility: The description lists what it is free from (sulfates, parabens, phthalates) and mentions other clean products in the range.
7. CTA: A 'Shop now' button sends people to the site.

What to borrow

• Open with a specific frustration your buyer already feels, phrased as a question they would answer yes to.
• Frame the product as the opposite of the problem (sheer versus heavy, enhance versus hide) so the benefit is easy to grasp in one line.
• Name the features or concerns your audience worries about, such as wrinkles or freckles, to make them feel included and seen.
• Use a short list of what the product is free from to add reassurance without needing numbers or reviews.

Its words

Ditch Your Heavy Makeup

Tired of foundation making you look older? Meet Miracle Balm. It won’t hide you; it brings out your best skin (even with wrinkles or freckles). Sheer, glowy, and never cakey.

Clean no-makeup makeup. Free from sulfates, parabens, and phthalates. Uber-black mascara, peppermint lip gloss, and more clean beauty products.

Button: Shop now

Where and how long

• First ran 17 Jul 2025; still running.
• Run as 21 ads, 5 of them running now.
• Links to jonesroadbeauty.com.
• Style: Product shot, Carousel.