Jones Road Beauty

Jones Road Beauty’s video ad: “Coverage That Doesn’t Cake”

Running 74 days·Facebook and Instagram·Winner

How it opens

“Some days I don’t want to fuss with foundation, but I still want to look pulled together.”

Angle: Desire

The first three seconds

Close-up of a makeup brush dipping into a rich cream foundation jar while text reads 'Your Skin doesn't suck, you just need to change your makeup.'

Pattern: Provocative reframing statement text overlay ('Your X doesn't suck, you just need to change Y') paired with a macro texture visual.

ugc talking head with live beauty demo and product macro close-ups · Moderate cuts between talking head and texture close-ups (~0.3 cuts/sec), conversational tone

Why it works

It has run for 74 days and is still running, on 7 ads at once. Brands keep paying only for ads that make money, so this one is proven. First-person ads read like a post from a real person, not an ad.

How it’s built

1. Hook: Some days I don’t want to fuss with foundation, but I still want to look pulled together.
2. CTA: Shop now

What to borrow

• Lead with the outcome people want, not the product's parts.
• Test a ugc ad for your own product.
• It has run for over a month: the idea is proven demand, so test it in your own words.

Its words

Coverage That Doesn’t Cake

Some days I don’t want to fuss with foundation, but I still want to look pulled together. This is my everyday answer: What the Foundation by Jones Road. It’s easy, it’s quick, and it really does replace three steps in one—hydrator, skin tint, and glow.

Button: Shop now

What’s said

The transcript

Just start by taking a little bit. This is What the Foundation by Jones Road. Honestly, you don't need much. This is probably a little too much, so I'm gonna wash my brush off. Watch how this just blends in. It's super hydrating, so it's really good for normal to dry skin or mature aging skin. This is a medium to full coverage. As a 40-year-old, I'm always looking for something that's a little bit more lightweight that will still give me enough coverage to make my face look evened out. And you can just tell by the texture. It's super hydrating and dewy. It's gonna be one that's not going to sink into any of your fine lines and wrinkles. And it's loaded with skincare. So it's not only gonna give you that coverage and put-together makeup look, but it's going to also benefit your face from the ingredients in it. I was getting so tired of my foundation making me look older. It's supposed to make you look better. And look at how that just smooths everything out and just creates an even look without looking like cakey makeup. If you find yourself feeling aged when you put on any sort of foundation, you just need to change your foundation. I'll take this one to this video. This is such a goodie to add to your lineup.

Where and how long

• First ran 28 Jul 2026; still running.
• Run as 7 ads, 7 of them running now.
• Links to jonesroadbeauty.com.
• Style: UGC.