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Good morning to everyone except the gap between a brand's organic creative and its paid media strategy,
Topicals has one of beauty's best brand stories. Here's how to make sure paid media tells it.
The Faded Dark Spot Patches launch had everything going for it: a breakout product line and Sephora shelf presence. But there’s still specific creative opportunities to help unlock new audiences at a lower CAC.
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🥊 A Creative Audit of Topicals' Faded Dark Spot Patches Campaign: What's Working and Where to Go Next
Founded in 2020, Topicals quickly gained traction at Sephora with a community-led skincare positioning.
Then came the Faded Dark Spot Patches: a new product launch with everything going for it: a breakout product line, a built-in audience, and Sephora shelf placement as social proof.
The Pilothouse Meta team analyzed four ads from the campaign — two statics, two videos, and one standout brand story format — and found a consistent theme across all of them: there's a meaningful opportunity to put the Topicals brand, not the retailer, at the center of every impression.
Static Ad #1
"Fades the look of discoloration in just 6 hours" — Static Ad #1
The visual concept here is strong: a model in a boxing ring wearing the Faded Dark Spot Patches. It leans into the "knock out dark spots" angle.
The opportunity: align in-creative and ad copy to the same visual story. Right now they pull in slightly different directions.
Strategic note: the Sephora logo features more prominently than the Topicals logo in this creative. Sephora placement is a genuine credibility signal, and it's smart to reference it, but as a supporting badge rather than the lead.
Product launches are prime moments to grow owned audience, leading with Topicals helps maximize that opportunity.
✅ What Works
Good stopping power in-feed. Strong campaign concept with a distinctive creative angle. The boxing ring visual is memorable and connects well to a product targeting a frustrating skin condition.
💡 The Opportunity
Align the copy to the visual concept. If the creative is built around "knockout," the headline should reinforce that same energy. Lead with the Topicals logo and add a small Sephora callout to add retail credibility without overshadowing the brand.
Static Ad #2
"My dark spot vanished overnight" — Static Ad #2
This is a strong approach. The review handles social proof, and the clinical shot signals ingredient credibility.
Topicals’ science-backed positioning is a key differentiator. Pairing this clinical shot with a technically led headline (spotlighting the brightening actives, the formulation, or a speed-of-results claim) could help the copy and creative work in tandem rather than independently.
Strategic opportunity: leverage the Faded line’s existing momentum. Since the Dark Spot Patches are a new addition to an already successful product family, pulling in social proof from the broader line (e.g. review counts, bestseller status, or a "from the team behind Faded" framing) could give this launch a real running start.
✅ What Works
The 5-star customer review format adds credibility at the consideration stage.
💡 The Opportunity
Try testing a technically-led headline alongside the clinical shot. It's also worth actively testing ad copy variations, since the pre-click copy is valuable real estate.
Next up: video creative. 👇
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Video Ad #1
"Just Dropped" — Video Ad #1 (B-Roll Product Shot)
This is where Topicals really shines. ✨
This vertical video features a manicured hand holding the Faded Dark Spot Patches boxes against a warm, moody background, framed with "JUST DROPPED" text overlay. It's on-trend, and it respects the platform format.
Across vertical platforms, simpler almost always outperforms.
A well-executed B-roll product shot with attention to the details (e.g. lighting, framing, prop styling) can outperform heavily produced content because it feels authentic.
Every element is deliberate (lighting, nail color, text placement) and together they elevate the B-roll.
✅ What Works
Platform-native feel with great styling choices throughout. Matching the nail color to the product packaging is the kind of aesthetic detail that builds genuine brand affinity.
💡 The Opportunity
Create additional creative variations to test against this one.
Add contrast tests alongside it: a version showing the product being opened from a first-person POV, then transitioning into shots of the patches being applied.
Video Ad #2
"Knockout Dark Spot Fighting Solution" — Video Ad #2
The core content here is compelling: a striking model portrait with clear, benefit-driven text overlays. "Knockout dark spot fighting solution" is one of the strongest headlines in the rotation. It's specific and tied directly to the product's purpose.
Format note: the primary motion element in this video is text fading into frame, which is a subtle effect. Because video placements cost more than feed, the format should fully earn its keep, ideally through motion that meaningfully adds to the viewer's experience beyond what a static could achieve.
✅ What Works
The headline copy is the clearest, most benefit-forward statement in the rotation. This is the kind of copy direction worth carrying across the full campaign.
💡 The Opportunity
Consider testing this concept as a static placement first. If it performs well, that's a strong signal to then invest in a fuller video version.
Video Ad #3
"Welcome to the World of Topicals" — Video Ad #3 (Brand Story)
This one stands out. The ad uses a desktop screen interface (files opening, notes windows revealing brand facts, behind-the-scenes video clips playing inside the frame) to introduce the Topicals story.
The desktop-reveal format works because it mirrors how Topicals’ audience already consumes content. It feels native to the brand rather than borrowed from a trend.
And layering multiple copy points through opening files rewards longer viewers with more of the story, a smart engagement mechanic.
✅ What Works
The desktop-reveal format is genuinely creative and feels organic to the Topicals brand persona. Multiple layered copy points reward engaged viewers and create a natural reason to keep watching.
💡 The Opportunity
Consider splitting this concept into focused single-angle versions. Each becomes a more targeted creative with a clearer message for a specific audience segment, and together they build a full brand story funnel rather than delivering it all at once.
Topicals has strong raw material for paid: a differentiated mission, Sephora validation, and a loyal community.
The Faded Dark Spot Patches launch is a great opportunity to lean into all of that. Future campaigns could pull in Faded line metrics, use the new SKU as a reason to reach new audiences efficiently, and route more of that traffic to their site to build owned-channel relationships alongside retail.
The creative direction is strong. The next campaign has real room to scale.
The Product Launch Creative Checklist (Before You Go Live)
1️⃣ Lead with your brand logo.
2️⃣ Align copy to your visual concept.
3️⃣ Bring your line metrics into new SKU launches. Unit counts, review totals, bestseller labels — extend existing credibility to the new product.
4️⃣ Make sure video ads earn their placement premium. Before running video, ask what motion adds that static can’t.
5️⃣ Build persona creative with intention. If you have an established line, you already know your buyer — use that insight to pick the right TOF angle.
6️⃣ Balance retail traffic with owned-channel growth. Use retail credibility as a signal, and route paid traffic to your site where possible to capture emails.
More channels, more content, same resources. Can your team keep up? Full-Stack Marketers need to move fast, optimize in real time, and stay on top of marketing trends. Learn more → *
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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