Jones Road Beauty’s carousel ad: “A Fresh Take on Foundation”
Running 151 daysFacebook and InstagramWinner
- How it opens
“The Foundation Stick delivers real coverage while feeling completely weightless on your skin.”
Angle: Feature
- Why it works
It pairs two benefits that usually clash, coverage and lightness, and then backs them with a simple formulation reason. It also names the cakey fear in plain words, which shows the brand understands the audience's frustration. The data shows it has run for 151 days, is still active, and sits across 10 active ads on five placements, which suggests it keeps earning its spend and has been scaled widely, though the data doesn't say why.
Who it speaks to: People who wear or want foundation but dislike the heavy, cakey feel, and want coverage that looks and feels light.
- How it’s built
- Hook: 'A Fresh Take on Foundation' frames the product as a new approach to a familiar item.
- Benefit: 'Real coverage' while 'completely weightless' resolves the usual trade-off between coverage and comfort.
- Reason to believe: 'a blend of lighterweight ingredients' explains why the claim is credible.
- Objection handling: 'without ever feeling cakey' names the common fear directly.
- CTA: The 'Shop now' button sends people to jonesroadbeauty.com.
- What to borrow
- Lead with a short, curiosity-building headline that reframes a familiar category instead of describing the product.
- Resolve a known trade-off in one sentence, such as coverage versus comfort, so the promise feels like a real upgrade.
- Follow every big claim with a plain reason to believe, like the ingredient approach here.
- Name the audience's biggest fear in their own words, as 'cakey' does, to handle the objection before they raise it.
- Its words
A Fresh Take on Foundation
The Foundation Stick delivers real coverage while feeling completely weightless on your skin. Intentionally formulated with a blend of lighterweight ingredients to create a barely-there effect, allowing you to layer on coverage without ever feeling cakey.
Button: Shop now
- Where and how long
- First ran 12 May 2026; still running.
- Run as 10 ads, 10 of them running now.
- Links to jonesroadbeauty.com.
- Style: Product shot, Carousel.
More from Jones Road Beauty
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