Iconic London’s Active Meta Ads

Iconic London's live Meta ads sell the brand's skincare and makeup range, from the Velvet Blur Translucent Setting Powder and Triple Threat Mascara to the Matcha Melting Cleansing Balm and the new Bronzing Elixir Water Tint. The recurring promise is a glow-giving finish, and the offer that runs across the account is free shipping over a spend threshold, with the Outlet ads carrying a discount of up to 15% off everything. The Discovery Gift Set bundles the Underglow Blurring Primer, Blurring Blush Stick, Triple Threat Mascara and Prep-Set-Blur Setting Spray with a makeup bag, and the copy presents it as “FOUR of our best-selling glow icons for only £45”.

The copy opens by naming a problem or a result rather than a product category. The foundation ad addresses people who dislike foundation, the setting spray ad promises no filter and no lengthy routine, and the mascara ad asks what the secret to longer, lifted lashes is before answering with the product name. The primer ad leans on its viral status and calls itself the perfect base for skin and makeup glow, while the toner ad describes a flawless finish and hydration in one step. The Outlet ads state a discount without a deadline, and the gift set ad lists the contents and the makeup bag in the same breath.

Shop now is the dominant button, and the most-linked destination is the Flawless Finishes collection page, which 24 ads point to. The longest-running creative has been live for 124 days, and 65 creatives have run for more than that threshold, showing that the same lines, including “It's VIRAL for a reason. Our Underglow Blurring Primer is the perfect base for making your skin and makeup glow” and “No filter. No 10-step routine. Just two setting sprays”, have carried the account for months.