THE MARKETER'S MEMO — AD LIBRARY

IL MAKIAGE

PAID MEDIA FUNNEL BREAKDOWN · 100 CREATIVES · 90 DAYS

Parent: Oddity Tech

$810M revenue · 2025

Intl. +42% YoY

THE MARKETER'S MEMO — AD LIBRARY

IL MAKIAGE

PAID MEDIA FUNNEL BREAKDOWN · 100 CREATIVES · 90 DAYS

Parent: Oddity Tech
$810M revenue · 2025
Intl. +42% YoY

5

TOFU ANGLES

4

MOFU ANGLES

3

BOFU ANGLES

The Mechanic Worth Understanding

Every paid ad is engineered for one job: get a stranger to finish the PowerMatch quiz. Email + SMS close from there.
Cold creative doubles as conversion. The skeptic-to-believer arc carries doubt → proof → match → purchase in 30 seconds.
Retargeting mechanics (bundles, urgency, restock) run via email at near-zero CPM. That's why BOFU looks thin in the ad library.

📎 TOFU

One goal in the feed: your email and your undertone. PowerMatch quiz is a data acquisition mechanism disguised as a personalization experience.

📎 TOFU

One goal in the feed: your email and your undertone. PowerMatch quiz is a data acquisition mechanism disguised as a personalization experience.

Quiz-driven acquisition

Doubt-to-surprise narrative arcs

Age-specific audience expansion

Situational scroll-stoppers

Personality-based shade matching

📎 MOFU

Every objection is handled before it becomes friction. The messaging is built around specific concerns, so nothing feels broad or generic.

The core product promise

Ingredient-level proof

Objection-handling creative

Condition-specific product fit

📎 BOFU

Paid retargeting is not where they close. Once the quiz data is in, email and SMS take over at near-zero distribution cost.

Risk Reversal

Authority validation
as a closing mechanic

Review mashups,
Social proof overlays