Sample creative plan: Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml
Updated 2026-08-15 · Risk-term list version 2026-08-15c
This is a complete, readable sample of the creative plan a product link produces. It is the whole deliverable, not an excerpt.
It contains three scored and explained ad angles, a Chinese and an English script and storyboard for each, a creator-ready brief, an A/B matrix with kill and scale criteria, a ROAS review sheet, and 9 flagged phrasings found in the seller's own copy.
We do not make the video. This document is what you hand to your creator, your production partner, or any generation tool. Demo sample, fictional product.
What this sample demonstrates
- The angles are scored: Unboxing / Review, Social proof, Myth-bust. Every point is itemised in the score breakdown inside the angle matrix below.
- The script exists in both languages, not as a translation — hooks, pacing and CTA conventions differ between them.
- The risk flags scan the seller's own copy: this sample's selling points hit 9 phrasings, each with a reason and a replacement.
- The brief is ready to send: persona, setting, props checklist, shooting and post notes, delivery specs for five placements.
- The last two sections are the ledger: the A/B matrix says what each cell tests, and the review sheet gets filled in after the flight.
This whole page was produced by the product's own pipeline and rendered by the same renderer as the "download .html" export. What you see here is what a user gets — there is no separate marketing version.
Note: this is not the beachhead category. Beauty / Skincare and body care runs on the generic profile — neither the angle library nor the term list is built out here. It is included to show what the same pipeline looks like in another category. The beachhead is shapewear and functional intimates.
Demo sample, fictional product. The title, shop name, specs and review counts are invented and point at no real seller. The selling points deliberately keep the high-risk phrasings that real listings use, so you can see what the risk flags actually catch.
1. Product file
- TitleNiacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml
- Chinese title5% 烟酰胺 + 神经酰胺精华 无香精 30ml
- PlatformAmazon
- Price$28.99（$39.99）
- Rating / reviews4.5 ｜ 7,382
- ShopAURELI Lab（演示用虚构店铺）
- Data provenanceBuilt-in demo sample (hand-written, fictional product)
- URL
https://www.amazon.com/dp/B0SERUM4567/niacinamide-ceramide-serum-fragrance-free
Specs
| Field | Value |
|---|---|
| 核心成分 | 烟酰胺 5% / 神经酰胺 0.5% / 泛醇 2% |
| 容量 | 30ml（约 60 次用量） |
| 质地 | 水感，无油 |
| 香精 / 酒精 | 无添加香精、无变性酒精 |
| 成分总数 | 12 项 |
| 保存 | 开封后 6 个月内用完，避光 |
Seller’s own selling points (unedited — do not copy straight into a script)
- 5% 烟酰胺 + 0.5% 神经酰胺，配比写在盒子上
- 水感质地，手背推开三秒吸收
- 医美级配方，消炎修复屏障
- 持续使用刺激胶原再生，一夜见效
- 纯天然无添加，零刺激孕妇可用
2. Angle matrix
| Rank | Angle | Fit | Who | Why this angle |
|---|---|---|---|---|
| 1 | Unboxing / Review | 100 | Buyers who are comparing options and want to see the real thing before they commit. | Ingredients and texture are where price scepticism lands: for a $29 serum versus a $9 one, the viewer wants to see the texture, how fast it absorbs, how it sits on skin. An unboxing here is not opening the box — it is putting it on a face. Product adjustments: 4.5 rating — can go on screen as evidence (+4); 6 checkable specs — tests and myth-busting have material (+6); Amazon: strong search intent; tests and spec corrections work better (+6). |
| 2 | Social proof | 95 | Buyers who are hesitating and want to know they are not the first. | Skincare leans heavily on other people's skin, because results vary by skin type — a testimonial that states the skin type ("combination oily, no clogged pores all summer") beats any spec. Product adjustments: 7,382 reviews — plenty of social-proof material (+9); 4.5 rating — can go on screen as evidence (+4). |
| 3 | Myth-bust | 90 | Buyers who have tried this category before and were disappointed. | Skincare myths are everywhere, but this is the riskiest angle in the category: correcting a myth easily turns into an efficacy claim of your own. Product adjustments: 6 checkable specs — tests and myth-busting have material (+6); Amazon: strong search intent; tests and spec corrections work better (+6). |
Score breakdown (the angle was not picked on a hunch)
- Unboxing / Review = 100
- Beauty / Skincare and body care category prior: +84
- 4.5 rating — can go on screen as evidence: +4
- 6 checkable specs — tests and myth-busting have material: +6
- Amazon: strong search intent; tests and spec corrections work better: +6
- Social proof = 95
- Beauty / Skincare and body care category prior: +82
- 7,382 reviews — plenty of social-proof material: +9
- 4.5 rating — can go on screen as evidence: +4
- Myth-bust = 90
- Beauty / Skincare and body care category prior: +78
- 6 checkable specs — tests and myth-busting have material: +6
- Amazon: strong search intent; tests and spec corrections work better: +6
3.1 Angle: Unboxing / Review
Use the credibility of a first-person, hands-on review to carry the conversion.
- Fit score100
- Who it targetsBuyers who are comparing options and want to see the real thing before they commit.
- Why this angleIngredients and texture are where price scepticism lands: for a $29 serum versus a $9 one, the viewer wants to see the texture, how fast it absorbs, how it sits on skin. An unboxing here is not opening the box — it is putting it on a face. Product adjustments: 4.5 rating — can go on screen as evidence (+4); 6 checkable specs — tests and myth-busting have material (+6); Amazon: strong search intent; tests and spec corrections work better (+6).
Risk notes for this angle
- A first-person account ("I wore this all day") is far safer than a second-person claim ("this will slim you").
- If a creator ad-libs an outcome promise, the platform judges the published video, not who wrote the line.
Script · Chinese (Simplified)
- 这瓶最便宜的时候我囤过三支，也踩过一次雷。
- 别买之前先看这一条：它不适合谁。
- 质地、味道、上脸感受，三个问题一次说完。
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:04.3 | Hook | 这瓶最便宜的时候我囤过三支，也踩过一次雷。 | 这瓶最便宜的时候我囤过三支 |
| 00:04.3–00:14.6 | Demo | 直接上手测：上脸之后马上叠一层粉底，看卡不卡，全程没有剪辑。 | 实测，无剪辑 |
| 00:14.6–00:22.3 | Proof | 5% 烟酰胺 + 0.5% 神经酰胺，配比写在盒子上——这是我最在意的一项，它过了。 | 5% 烟酰胺 + 0.5% 神经酰胺，配比写在盒子上 |
| 00:22.3–00:26.6 | Offer | $28.99，一支能用两个多月，这个价位这个表现，我觉得说得过去。 | $28.99，一支能用两个多月 |
| 00:26.6–00:30.0 | CTA | 评论区扣 1，我把链接甩给你 | 评论区扣 1，我把链接甩给你 |
Script · English (US)
- I am putting it on the back of my hand so you can see the texture. Do not take my word for it.
- I use a department-store serum in the same range too. Here is where this one is worse, and where it is better.
- Texture, scent, how it sits under makeup — all three, in one video.
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:04.3 | Hook | I am putting it on the back of my hand so you can see the texture. Do not take my word for it. | Do not take my word for it |
| 00:04.3–00:14.6 | Demo | Testing it right now: put foundation straight over it and see whether it clings. No cuts, one take. | One take, no cuts |
| 00:14.6–00:22.3 | Proof | no fragrance, no alcohol, twelve items on the ingredient list — that was the one thing I cared about, and it passed. | no fragrance, no alcohol, twelve items on the ingredient list |
| 00:22.3–00:26.6 | Offer | $28.99, and one bottle lasts me a bit over two months. For this price and this result, that math works. | $28.99, and one bottle lasts me a bit over two months |
| 00:26.6–00:30.0 | CTA | Comment "link" and I will send it over | Comment "link" and I will send it over |
Storyboard · voiceover language Chinese (Simplified)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:04.3 | Handheld vertical (slight shake is fine), A bathroom or window-lit desk with consistent lighting across takes; on camera: A person aged 20–40 who states their own skin type on camera. Action first — squeeze it onto the back of my hand so you can watch how fast it sinks in | This shot decides completion: action first, core message inside 3 seconds | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | Angle reminder: A first-person account ("I wore this all day") is far safer than a second-person claim ("this will slim you"). | 这瓶最便宜的时候我囤过三支，也踩过一次雷。 | 这瓶最便宜的时候我囤过三支 | The product | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:04.3–00:14.6 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 直接上手测：上脸之后马上叠一层粉底，看卡不卡，全程没有剪辑。 | 实测，无剪辑 | A hand mirror | Upbeat bed comes in at -18 dB, cut to the action |
| 3 | 00:14.6–00:22.3 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 5% 烟酰胺 + 0.5% 神经酰胺，配比写在盒子上——这是我最在意的一项，它过了。 | 5% 烟酰胺 + 0.5% 神经酰胺，配比写在盒子上 | A clean towel | Duck the bed to -26 dB so the numbers are clear |
| 4 | 00:22.3–00:26.6 | Full-screen text card over a product still (Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml); the text must match the voiceover so the price can be swapped later | Price and offer on their own layer so they can be swapped — do not burn them in | Still frame, composited in the editing software — nothing to shoot | $28.99，一支能用两个多月，这个价位这个表现，我觉得说得过去。 | $28.99，一支能用两个多月 | The previous product as the control | Energy rises, one short sting |
| 5 | 00:26.6–00:30.0 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 评论区扣 1，我把链接甩给你 | 评论区扣 1，我把链接甩给你 | The product | Outro sting + 1 s hold so it loops cleanly |
Storyboard · voiceover language English (US)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:04.3 | Handheld vertical (slight shake is fine), A bathroom or window-lit desk with consistent lighting across takes; on camera: A person aged 20–40 who states their own skin type on camera. Action first — squeeze it onto the back of my hand so you can watch how fast it sinks in | This shot decides completion: action first, core message inside 3 seconds | Handheld at chest height, slow push-in; do not over-stabilise — the "real" look comes first | Angle reminder: A first-person account ("I wore this all day") is far safer than a second-person claim ("this will slim you"). | I am putting it on the back of my hand so you can see the texture. Do not take my word for it. | Do not take my word for it | The product | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:04.3–00:14.6 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | Testing it right now: put foundation straight over it and see whether it clings. No cuts, one take. | One take, no cuts | A hand mirror | Upbeat bed comes in at -18 dB, cut to the action |
| 3 | 00:14.6–00:22.3 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | no fragrance, no alcohol, twelve items on the ingredient list — that was the one thing I cared about, and it passed. | no fragrance, no alcohol, twelve items on the ingredient list | A clean towel | Duck the bed to -26 dB so the numbers are clear |
| 4 | 00:22.3–00:26.6 | Full-screen text card over a product still (Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml); the text must match the voiceover so the price can be swapped later | Price and offer on their own layer so they can be swapped — do not burn them in | Still frame, composited in the editing software — nothing to shoot | $28.99, and one bottle lasts me a bit over two months. For this price and this result, that math works. | $28.99, and one bottle lasts me a bit over two months | The previous product as the control | Energy rises, one short sting |
| 5 | 00:26.6–00:30.0 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Comment "link" and I will send it over | Comment "link" and I will send it over | The product | Outro sting + 1 s hold so it loops cleanly |
Creative brief (send this to a creator or production partner as-is)
- On-camera personaA person aged 20–40 who states their own skin type on camera (24-38)
- StylingBare-faced at the start; makeup only if the segment is about makeup sitting on skin
- ToneSpecific and hedged — "on my combination skin" rather than "this works"
- SettingA bathroom or window-lit desk with consistent lighting across takes
Props checklist
- The product
- A hand mirror
- A clean towel
- The previous product as the control
- The product itself: Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml
- Price card asset (list price and current price on their own layer, so the price can be swapped)
Shooting notes
- Lighting must not change between the before and after frames
- Show texture and absorption in real time, not sped up
- Keep any skin condition out of frame that you are not qualified to discuss
- Narrative premise of this angle: Use the credibility of a first-person, hands-on review to carry the conversion.
- Risk reminder: A first-person account ("I wore this all day") is far safer than a second-person claim ("this will slim you").
- Risk reminder: If a creator ad-libs an outcome promise, the platform judges the published video, not who wrote the line.
- Phrasings flagged for review — keep them out of the voiceover and captions:
消炎,修复屏障,医美级,刺激胶原,一夜见效,零刺激,孕妇可用,纯天然,无添加(reasons and alternatives are in the "Risk flags / items to check" section)
Post notes
- Never retouch skin in a segment that is about skin
- Captions must not add an efficacy claim the voiceover did not make
- End on the skin type the demonstration applies to
- [Chinese (Simplified)] Fast delivery and high information density; no pleasantries in the first 3 seconds
- [Chinese (Simplified)] Keep the listing currency ($). If this version is ever run in a Chinese-language market, swap in that market’s currency and real price — never convert out loud
- [Chinese (Simplified)] No absolutes (best / #1 / permanent): China’s Advertising Law fines them directly
- [English (US)] First person, conversational; pauses and self-deprecation are fine — sounding scripted kills conversion
- [English (US)] Use concrete numbers ("3 weeks", not "a long time"); they read as more credible
- [English (US)] The FTC requires a clear disclosure of the commercial relationship (#ad / Paid partnership)
- [Chinese (Simplified)] Must appear: 本品为化妆品，不具备医疗或治疗功能
- [Chinese (Simplified)] Must appear: 效果因肤质与使用方式而异；敏感肌建议先在耳后试用
- [Chinese (Simplified)] Must appear: 如出现不适请停用并咨询医生
- [English (US)] Must appear: This is a cosmetic product. It is not intended to treat any condition.
- [English (US)] Must appear: Results vary by skin type and by how it is used. If your skin is sensitive, patch test first.
- [English (US)] Must appear: Stop using it and ask a doctor if your skin reacts.
Delivery specs (one shoot, two aspect ratios)
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | Leave roughly 130px clear at the top and 480px at the bottom; the interaction rail on the right takes about 140px | Land the core message in the first 3 seconds; captions are on by default; AI-generated content must be disclosed by you, and the platform also labels it automatically |
| Meta (Reels and Feed) | 9:16 as the main cut, with a 1:1 delivered as backup | 30s | Keep text, logo and key elements out of roughly the top 14%, the bottom 35% and 6% on each side | Advantage+ crops automatically, so keep key elements centred; also deliver a version that reads with the sound off |
| Temu on-platform | 1:1 and 3:4 | 30s | About 8% margin on all four sides | The product must appear within the first 2 seconds and fill at least 40% of the frame; do not burn price tags into the footage, so the cut survives a price change |
| Amazon Sponsored Brands | 16:9 — the spec page says "only"; there is no vertical option | 45s | Keep text and key elements out of the bottom-right corner; no black, colour or blurred bars | 6–45 seconds, and the spec page strongly recommends 20 or under; the video language must match the marketplace (an English marketplace needs English captions or an English voiceover) |
| YouTube Shorts | 9:16 | 60s | Keep the bottom 15% clear of the title bar | Watch-through carries most of the weight; hold a still final frame for about a second so the loop feels intentional |
Risk flags / items to check
These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
消炎 | High risk | Chinese list | Seller's listing copy | Inflammation is a medical concept and "anti-inflammatory" describes a therapeutic action. It is the most common phrasing in skincare copy and among the fastest to get a listing pulled. | (no safe alternative — cut the whole sentence) |
修复屏障 | High risk | Chinese list | Seller's listing copy | "Repairs" points at restoring a bodily function, which reads as a drug claim. What you usually mean is "it does not feel tight", which is both safer and more specific. | does not leave my skin feeling tight |
医美级 | High risk | Chinese list | Seller's listing copy | "医美级"不是一个存在的资质等级，但它让读者以为这是医疗机构用的产品。属于制造资质错觉的表述。 | 高浓度配方 |
刺激胶原 | High risk | Chinese list | Seller's listing copy | Claims an effect on a production mechanism inside the skin — the textbook shape of a structure-or-function claim, which is outside what a cosmetic may say. | (no safe alternative — cut the whole sentence) |
一夜见效 | High risk | Chinese list | Seller's listing copy | Immediacy plus outcome — the least arguable line in this family. | (no safe alternative — cut the whole sentence) |
零刺激 | High risk | Chinese list | Seller's listing copy | Any skincare can irritate someone. "Zero" is an absolute nobody can honour, and the moment one person reacts, this sentence becomes the clearest evidence against you. | it did not sting on me (personal experience) |
孕妇可用 | High risk | Chinese list | Seller's listing copy | A safety endorsement for a specific vulnerable group, far beyond what a seller can judge. The right move is to send them to their own doctor. | ask your own doctor if you are pregnant |
纯天然 | Needs review | Chinese list | Seller's listing copy | "Natural" has no agreed definition, and natural does not mean gentle. It reads as a safety promise, which makes it the vaguest and most challengeable line in this family. | (name the actual ingredients instead of characterising the whole) |
无添加 | Needs review | Chinese list | Seller's listing copy | 没说清"无添加什么"时，它是一个空的安全性暗示。写清楚"无香精""无酒精"反而更有说服力，也更安全。 | 无香精、无酒精（写具体没加什么） |
- 本品为化妆品，不具备医疗或治疗功能
- 效果因肤质与使用方式而异；敏感肌建议先在耳后试用
- 如出现不适请停用并咨询医生
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
消炎 | High risk | Chinese list | Seller's listing copy | Inflammation is a medical concept and "anti-inflammatory" describes a therapeutic action. It is the most common phrasing in skincare copy and among the fastest to get a listing pulled. | (no safe alternative — cut the whole sentence) |
修复屏障 | High risk | Chinese list | Seller's listing copy | "Repairs" points at restoring a bodily function, which reads as a drug claim. What you usually mean is "it does not feel tight", which is both safer and more specific. | does not leave my skin feeling tight |
医美级 | High risk | Chinese list | Seller's listing copy | "医美级"不是一个存在的资质等级，但它让读者以为这是医疗机构用的产品。属于制造资质错觉的表述。 | 高浓度配方 |
刺激胶原 | High risk | Chinese list | Seller's listing copy | Claims an effect on a production mechanism inside the skin — the textbook shape of a structure-or-function claim, which is outside what a cosmetic may say. | (no safe alternative — cut the whole sentence) |
一夜见效 | High risk | Chinese list | Seller's listing copy | Immediacy plus outcome — the least arguable line in this family. | (no safe alternative — cut the whole sentence) |
零刺激 | High risk | Chinese list | Seller's listing copy | Any skincare can irritate someone. "Zero" is an absolute nobody can honour, and the moment one person reacts, this sentence becomes the clearest evidence against you. | it did not sting on me (personal experience) |
孕妇可用 | High risk | Chinese list | Seller's listing copy | A safety endorsement for a specific vulnerable group, far beyond what a seller can judge. The right move is to send them to their own doctor. | ask your own doctor if you are pregnant |
纯天然 | Needs review | Chinese list | Seller's listing copy | "Natural" has no agreed definition, and natural does not mean gentle. It reads as a safety promise, which makes it the vaguest and most challengeable line in this family. | (name the actual ingredients instead of characterising the whole) |
无添加 | Needs review | Chinese list | Seller's listing copy | 没说清"无添加什么"时，它是一个空的安全性暗示。写清楚"无香精""无酒精"反而更有说服力，也更安全。 | 无香精、无酒精（写具体没加什么） |
- This is a cosmetic product. It is not intended to treat any condition.
- Results vary by skin type and by how it is used. If your skin is sensitive, patch test first.
- Stop using it and ask a doctor if your skin reacts.
3.2 Angle: Social proof
Lead with the fact that many people already bought it and were happy.
- Fit score95
- Who it targetsBuyers who are hesitating and want to know they are not the first.
- Why this angleSkincare leans heavily on other people's skin, because results vary by skin type — a testimonial that states the skin type ("combination oily, no clogged pores all summer") beats any spec. Product adjustments: 7,382 reviews — plenty of social-proof material (+9); 4.5 rating — can go on screen as evidence (+4).
Risk notes for this angle
- Review counts and ratings must be real and current; a stale number is a false claim.
- Do not stage testimonials or imply an endorsement you cannot produce.
Script · Chinese (Simplified)
- 我混油皮，夏天最怕的就是闷。
- 这瓶最便宜的时候我囤过三支，也踩过一次雷。
- 7,382 条评价、4.5 分，我先说我是什么肤质。
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:04.5 | Hook | 我混油皮，夏天最怕的就是闷。 | 我混油皮，夏天最怕的就是闷 |
| 00:04.5–00:13.6 | Proof | 评价里被提到最多的一句是"上妆前那一步不用再犹豫"，评价里出现最多的词是"好推开"。 | 评价里提最多的一点 |
| 00:13.6–00:21.8 | Demo | 我拿到手也确认了：挤在手背上推开给你看吸收速度，早上出门前少一个步骤。 | 我也验证了 |
| 00:21.8–00:26.3 | Offer | 现在 $28.99 | 现在 $28.99 |
| 00:26.3–00:29.9 | CTA | 想要的点小黄车，库存不多 | 想要的点小黄车，库存不多 |
Script · English (US)
- I have stocked up on this three times, and I have also had one bad experience with it.
- Combination skin here, and what I dread in summer is that heavy feeling.
- 7,382 reviews at 4.5 stars — first, let me tell you my skin type.
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:04.5 | Hook | I have stocked up on this three times, and I have also had one bad experience with it. | I have stocked up on this three times, and I have also had one bad experience with it |
| 00:04.5–00:13.6 | Proof | The line that shows up most in the reviews is "one fewer thing in the morning" — the word that repeats in the reviews is "spreads easily". | Most-repeated review line |
| 00:13.6–00:21.8 | Demo | I checked it myself too: squeeze it onto the back of my hand so you can watch how fast it sinks in, one fewer thing in the morning. | Verified it myself |
| 00:21.8–00:26.3 | Offer | it is $28.99 right now | it is $28.99 right now |
| 00:26.3–00:29.9 | CTA | Tap the cart, they sell out fast | Tap the cart, they sell out fast |
Storyboard · voiceover language Chinese (Simplified)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:04.5 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | This shot decides completion: action first, core message inside 3 seconds | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Angle reminder: Review counts and ratings must be real and current; a stale number is a false claim. | 我混油皮，夏天最怕的就是闷。 | 我混油皮，夏天最怕的就是闷 | The product | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:04.5–00:13.6 | Full-screen text card over a product still (Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml); the text must match the voiceover so the price can be swapped later | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Still frame, composited in the editing software — nothing to shoot | 评价里被提到最多的一句是"上妆前那一步不用再犹豫"，评价里出现最多的词是"好推开"。 | 评价里提最多的一点 | A hand mirror | Duck the bed to -26 dB so the numbers are clear |
| 3 | 00:13.6–00:21.8 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 我拿到手也确认了：挤在手背上推开给你看吸收速度，早上出门前少一个步骤。 | 我也验证了 | A clean towel | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:21.8–00:26.3 | Full-screen text card over a product still (Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml); the text must match the voiceover so the price can be swapped later | Price and offer on their own layer so they can be swapped — do not burn them in | Still frame, composited in the editing software — nothing to shoot | 现在 $28.99 | 现在 $28.99 | The previous product as the control | Energy rises, one short sting |
| 5 | 00:26.3–00:29.9 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 想要的点小黄车，库存不多 | 想要的点小黄车，库存不多 | The product | Outro sting + 1 s hold so it loops cleanly |
Storyboard · voiceover language English (US)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:04.5 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | This shot decides completion: action first, core message inside 3 seconds | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Angle reminder: Review counts and ratings must be real and current; a stale number is a false claim. | I have stocked up on this three times, and I have also had one bad experience with it. | I have stocked up on this three times, and I have also had one bad experience with it | The product | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:04.5–00:13.6 | Full-screen text card over a product still (Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml); the text must match the voiceover so the price can be swapped later | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Still frame, composited in the editing software — nothing to shoot | The line that shows up most in the reviews is "one fewer thing in the morning" — the word that repeats in the reviews is "spreads easily". | Most-repeated review line | A hand mirror | Duck the bed to -26 dB so the numbers are clear |
| 3 | 00:13.6–00:21.8 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | I checked it myself too: squeeze it onto the back of my hand so you can watch how fast it sinks in, one fewer thing in the morning. | Verified it myself | A clean towel | Upbeat bed comes in at -18 dB, cut to the action |
| 4 | 00:21.8–00:26.3 | Full-screen text card over a product still (Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml); the text must match the voiceover so the price can be swapped later | Price and offer on their own layer so they can be swapped — do not burn them in | Still frame, composited in the editing software — nothing to shoot | it is $28.99 right now | it is $28.99 right now | The previous product as the control | Energy rises, one short sting |
| 5 | 00:26.3–00:29.9 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Tap the cart, they sell out fast | Tap the cart, they sell out fast | The product | Outro sting + 1 s hold so it loops cleanly |
Creative brief (send this to a creator or production partner as-is)
- On-camera personaA person aged 20–40 who states their own skin type on camera (24-38)
- StylingBare-faced at the start; makeup only if the segment is about makeup sitting on skin
- ToneSpecific and hedged — "on my combination skin" rather than "this works"
- SettingA bathroom or window-lit desk with consistent lighting across takes
Props checklist
- The product
- A hand mirror
- A clean towel
- The previous product as the control
- The product itself: Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml
- Price card asset (list price and current price on their own layer, so the price can be swapped)
Shooting notes
- Lighting must not change between the before and after frames
- Show texture and absorption in real time, not sped up
- Keep any skin condition out of frame that you are not qualified to discuss
- Narrative premise of this angle: Lead with the fact that many people already bought it and were happy.
- Risk reminder: Review counts and ratings must be real and current; a stale number is a false claim.
- Risk reminder: Do not stage testimonials or imply an endorsement you cannot produce.
- Phrasings flagged for review — keep them out of the voiceover and captions:
消炎,修复屏障,医美级,刺激胶原,一夜见效,零刺激,孕妇可用,纯天然,无添加(reasons and alternatives are in the "Risk flags / items to check" section)
Post notes
- Never retouch skin in a segment that is about skin
- Captions must not add an efficacy claim the voiceover did not make
- End on the skin type the demonstration applies to
- [Chinese (Simplified)] Fast delivery and high information density; no pleasantries in the first 3 seconds
- [Chinese (Simplified)] Keep the listing currency ($). If this version is ever run in a Chinese-language market, swap in that market’s currency and real price — never convert out loud
- [Chinese (Simplified)] No absolutes (best / #1 / permanent): China’s Advertising Law fines them directly
- [English (US)] First person, conversational; pauses and self-deprecation are fine — sounding scripted kills conversion
- [English (US)] Use concrete numbers ("3 weeks", not "a long time"); they read as more credible
- [English (US)] The FTC requires a clear disclosure of the commercial relationship (#ad / Paid partnership)
- [Chinese (Simplified)] Must appear: 本品为化妆品，不具备医疗或治疗功能
- [Chinese (Simplified)] Must appear: 效果因肤质与使用方式而异；敏感肌建议先在耳后试用
- [Chinese (Simplified)] Must appear: 如出现不适请停用并咨询医生
- [English (US)] Must appear: This is a cosmetic product. It is not intended to treat any condition.
- [English (US)] Must appear: Results vary by skin type and by how it is used. If your skin is sensitive, patch test first.
- [English (US)] Must appear: Stop using it and ask a doctor if your skin reacts.
Delivery specs (one shoot, two aspect ratios)
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | Leave roughly 130px clear at the top and 480px at the bottom; the interaction rail on the right takes about 140px | Land the core message in the first 3 seconds; captions are on by default; AI-generated content must be disclosed by you, and the platform also labels it automatically |
| Meta (Reels and Feed) | 9:16 as the main cut, with a 1:1 delivered as backup | 30s | Keep text, logo and key elements out of roughly the top 14%, the bottom 35% and 6% on each side | Advantage+ crops automatically, so keep key elements centred; also deliver a version that reads with the sound off |
| Temu on-platform | 1:1 and 3:4 | 30s | About 8% margin on all four sides | The product must appear within the first 2 seconds and fill at least 40% of the frame; do not burn price tags into the footage, so the cut survives a price change |
| Amazon Sponsored Brands | 16:9 — the spec page says "only"; there is no vertical option | 45s | Keep text and key elements out of the bottom-right corner; no black, colour or blurred bars | 6–45 seconds, and the spec page strongly recommends 20 or under; the video language must match the marketplace (an English marketplace needs English captions or an English voiceover) |
| YouTube Shorts | 9:16 | 60s | Keep the bottom 15% clear of the title bar | Watch-through carries most of the weight; hold a still final frame for about a second so the loop feels intentional |
Risk flags / items to check
These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
消炎 | High risk | Chinese list | Seller's listing copy | Inflammation is a medical concept and "anti-inflammatory" describes a therapeutic action. It is the most common phrasing in skincare copy and among the fastest to get a listing pulled. | (no safe alternative — cut the whole sentence) |
修复屏障 | High risk | Chinese list | Seller's listing copy | "Repairs" points at restoring a bodily function, which reads as a drug claim. What you usually mean is "it does not feel tight", which is both safer and more specific. | does not leave my skin feeling tight |
医美级 | High risk | Chinese list | Seller's listing copy | "医美级"不是一个存在的资质等级，但它让读者以为这是医疗机构用的产品。属于制造资质错觉的表述。 | 高浓度配方 |
刺激胶原 | High risk | Chinese list | Seller's listing copy | Claims an effect on a production mechanism inside the skin — the textbook shape of a structure-or-function claim, which is outside what a cosmetic may say. | (no safe alternative — cut the whole sentence) |
一夜见效 | High risk | Chinese list | Seller's listing copy | Immediacy plus outcome — the least arguable line in this family. | (no safe alternative — cut the whole sentence) |
零刺激 | High risk | Chinese list | Seller's listing copy | Any skincare can irritate someone. "Zero" is an absolute nobody can honour, and the moment one person reacts, this sentence becomes the clearest evidence against you. | it did not sting on me (personal experience) |
孕妇可用 | High risk | Chinese list | Seller's listing copy | A safety endorsement for a specific vulnerable group, far beyond what a seller can judge. The right move is to send them to their own doctor. | ask your own doctor if you are pregnant |
纯天然 | Needs review | Chinese list | Seller's listing copy | "Natural" has no agreed definition, and natural does not mean gentle. It reads as a safety promise, which makes it the vaguest and most challengeable line in this family. | (name the actual ingredients instead of characterising the whole) |
无添加 | Needs review | Chinese list | Seller's listing copy | 没说清"无添加什么"时，它是一个空的安全性暗示。写清楚"无香精""无酒精"反而更有说服力，也更安全。 | 无香精、无酒精（写具体没加什么） |
- 本品为化妆品，不具备医疗或治疗功能
- 效果因肤质与使用方式而异；敏感肌建议先在耳后试用
- 如出现不适请停用并咨询医生
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
消炎 | High risk | Chinese list | Seller's listing copy | Inflammation is a medical concept and "anti-inflammatory" describes a therapeutic action. It is the most common phrasing in skincare copy and among the fastest to get a listing pulled. | (no safe alternative — cut the whole sentence) |
修复屏障 | High risk | Chinese list | Seller's listing copy | "Repairs" points at restoring a bodily function, which reads as a drug claim. What you usually mean is "it does not feel tight", which is both safer and more specific. | does not leave my skin feeling tight |
医美级 | High risk | Chinese list | Seller's listing copy | "医美级"不是一个存在的资质等级，但它让读者以为这是医疗机构用的产品。属于制造资质错觉的表述。 | 高浓度配方 |
刺激胶原 | High risk | Chinese list | Seller's listing copy | Claims an effect on a production mechanism inside the skin — the textbook shape of a structure-or-function claim, which is outside what a cosmetic may say. | (no safe alternative — cut the whole sentence) |
一夜见效 | High risk | Chinese list | Seller's listing copy | Immediacy plus outcome — the least arguable line in this family. | (no safe alternative — cut the whole sentence) |
零刺激 | High risk | Chinese list | Seller's listing copy | Any skincare can irritate someone. "Zero" is an absolute nobody can honour, and the moment one person reacts, this sentence becomes the clearest evidence against you. | it did not sting on me (personal experience) |
孕妇可用 | High risk | Chinese list | Seller's listing copy | A safety endorsement for a specific vulnerable group, far beyond what a seller can judge. The right move is to send them to their own doctor. | ask your own doctor if you are pregnant |
纯天然 | Needs review | Chinese list | Seller's listing copy | "Natural" has no agreed definition, and natural does not mean gentle. It reads as a safety promise, which makes it the vaguest and most challengeable line in this family. | (name the actual ingredients instead of characterising the whole) |
无添加 | Needs review | Chinese list | Seller's listing copy | 没说清"无添加什么"时，它是一个空的安全性暗示。写清楚"无香精""无酒精"反而更有说服力，也更安全。 | 无香精、无酒精（写具体没加什么） |
- This is a cosmetic product. It is not intended to treat any condition.
- Results vary by skin type and by how it is used. If your skin is sensitive, patch test first.
- Stop using it and ask a doctor if your skin reacts.
3.3 Angle: Myth-bust
Take a belief the audience already holds, show why it is wrong, and land the product as the correction.
- Fit score90
- Who it targetsBuyers who have tried this category before and were disappointed.
- Why this angleSkincare myths are everywhere, but this is the riskiest angle in the category: correcting a myth easily turns into an efficacy claim of your own. Product adjustments: 6 checkable specs — tests and myth-busting have material (+6); Amazon: strong search intent; tests and spec corrections work better (+6).
Risk notes for this angle
- Correcting a myth still counts as a claim — do not replace one outcome promise with another.
- Naming a competitor category invites comparison rules; keep it about the belief, not a brand.
Script · Chinese (Simplified)
- 上妆卡粉这件事，我折腾了三年才找到原因。
- 都说含酒精一定刺激——我拿这瓶连用了两个月。
- 别买之前先看这一条：它不适合谁。
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:05.1 | Hook | 上妆卡粉这件事，我折腾了三年才找到原因。 | 我折腾了三年才找到原因 |
| 00:05.1–00:11.1 | Problem | "烟酰胺不是会搓泥吗"——这句话让很多人一直没解决下午三点整张脸开始泛油。 | 所以问题一直在 |
| 00:11.1–00:19.7 | Proof | 实际情况是：差别多在配方体系和肤感，成分表看不出来这一层，（列具体成分，不做整体定性）无香精、无酒精（写具体没加什么），我用下来没有刺痛感（个人体验）孕期请咨询你自己的医生。 | 实际是这样 |
| 00:19.7–00:26.6 | Demo | 所以我改成上脸之后马上叠一层粉底，看卡不卡，上妆前那一步不用再犹豫。 | 改这一步就行 |
| 00:26.6–00:30.0 | CTA | 成分表在评论区置顶，先看再拍 | 成分表在评论区置顶，先看再拍 |
Script · English (US)
- Makeup clinging to dry patches — it took me three years to work out why.
- Everyone says alcohol in skincare always stings. I used this one daily for two months.
- Before you buy, watch this one: who it is not for.
| Time | Beat | Voiceover | Caption |
|---|---|---|---|
| 00:00.0–00:05.1 | Hook | Makeup clinging to dry patches — it took me three years to work out why. | Makeup clinging to dry patches — it took me three years to work out why |
| 00:05.1–00:11.1 | Problem | "does not niacinamide pill up" — that one belief is why makeup clings to the dry lines within an hour never gets fixed. | Why it never gets fixed |
| 00:11.1–00:19.7 | Proof | Here is what is actually true: the difference is mostly formulation and feel, which an ingredient list does not show. the texture is watery — it disappears on the back of my hand in about three seconds. | What is actually true |
| 00:19.7–00:26.6 | Demo | So I switched to put foundation straight over it and see whether it clings, and it does not feel like it is sitting on my face in summer. | Change this one step |
| 00:26.6–00:30.0 | CTA | Comment "link" and I will send it over | Comment "link" and I will send it over |
Storyboard · voiceover language Chinese (Simplified)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:05.1 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | This shot decides completion: action first, core message inside 3 seconds | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Angle reminder: Correcting a myth still counts as a claim — do not replace one outcome promise with another. | 上妆卡粉这件事，我折腾了三年才找到原因。 | 我折腾了三年才找到原因 | The product | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:05.1–00:11.1 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Shoot "life without it" — the more specific the better, no staged feel | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | "烟酰胺不是会搓泥吗"——这句话让很多人一直没解决下午三点整张脸开始泛油。 | 所以问题一直在 | A hand mirror | Low-frequency bed at -24 dB, a touch of tension |
| 3 | 00:11.1–00:19.7 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 实际情况是：差别多在配方体系和肤感，成分表看不出来这一层，（列具体成分，不做整体定性）无香精、无酒精（写具体没加什么），我用下来没有刺痛感（个人体验）孕期请咨询你自己的医生。 | 实际是这样 | A clean towel | Duck the bed to -26 dB so the numbers are clear |
| 4 | 00:19.7–00:26.6 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | 所以我改成上脸之后马上叠一层粉底，看卡不卡，上妆前那一步不用再犹豫。 | 改这一步就行 | The previous product as the control | Upbeat bed comes in at -18 dB, cut to the action |
| 5 | 00:26.6–00:30.0 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | 成分表在评论区置顶，先看再拍 | 成分表在评论区置顶，先看再拍 | The product | Outro sting + 1 s hold so it loops cleanly |
Storyboard · voiceover language English (US)
| # | Time | Visual | Camera | Voiceover | Caption | Props | Music |
|---|---|---|---|---|---|---|---|
| 1 | 00:00.0–00:05.1 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | This shot decides completion: action first, core message inside 3 seconds | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Angle reminder: Correcting a myth still counts as a claim — do not replace one outcome promise with another. | Makeup clinging to dry patches — it took me three years to work out why. | Makeup clinging to dry patches — it took me three years to work out why | The product | No music or ambient only — the voice carries it; any bed in the first 3 seconds dilutes the message |
| 2 | 00:05.1–00:11.1 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Shoot "life without it" — the more specific the better, no staged feel | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | "does not niacinamide pill up" — that one belief is why makeup clings to the dry lines within an hour never gets fixed. | Why it never gets fixed | A hand mirror | Low-frequency bed at -24 dB, a touch of tension |
| 3 | 00:11.1–00:19.7 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot something checkable (a spec, a timer, a seam) and overlay the number | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | Here is what is actually true: the difference is mostly formulation and feel, which an ingredient list does not show. the texture is watery — it disappears on the back of my hand in about three seconds. | What is actually true | A clean towel | Duck the bed to -26 dB so the numbers are clear |
| 4 | 00:19.7–00:26.6 | Product close-up / macro, shallow depth of field, focus on Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml; keep The product in frame for scale | Shoot the whole action uncut; the viewer has to see how it is done | Locked-off macro, f/2.0–2.8, manual focus locked — no autofocus hunting | So I switched to put foundation straight over it and see whether it clings, and it does not feel like it is sitting on my face in summer. | Change this one step | The previous product as the control | Upbeat bed comes in at -18 dB, cut to the action |
| 5 | 00:26.6–00:30.0 | Waist-up talking head, eyes on the lens, background: A bathroom or window-lit desk with consistent lighting across takes; no teleprompter feel | Look at the lens, bring the tone down, hold 1 s at the end | Locked-off, 35mm equivalent, subject centred slightly high, leave the bottom clear for captions | Comment "link" and I will send it over | Comment "link" and I will send it over | The product | Outro sting + 1 s hold so it loops cleanly |
Creative brief (send this to a creator or production partner as-is)
- On-camera personaA person aged 20–40 who states their own skin type on camera (24-38)
- StylingBare-faced at the start; makeup only if the segment is about makeup sitting on skin
- ToneSpecific and hedged — "on my combination skin" rather than "this works"
- SettingA bathroom or window-lit desk with consistent lighting across takes
Props checklist
- The product
- A hand mirror
- A clean towel
- The previous product as the control
- The product itself: Niacinamide 5% + Ceramide Serum, Fragrance-Free, 30ml
- Price card asset (list price and current price on their own layer, so the price can be swapped)
Shooting notes
- Lighting must not change between the before and after frames
- Show texture and absorption in real time, not sped up
- Keep any skin condition out of frame that you are not qualified to discuss
- Narrative premise of this angle: Take a belief the audience already holds, show why it is wrong, and land the product as the correction.
- Risk reminder: Correcting a myth still counts as a claim — do not replace one outcome promise with another.
- Risk reminder: Naming a competitor category invites comparison rules; keep it about the belief, not a brand.
- Phrasings flagged for review — keep them out of the voiceover and captions:
消炎,修复屏障,医美级,刺激胶原,一夜见效,零刺激,孕妇可用,纯天然,无添加(reasons and alternatives are in the "Risk flags / items to check" section)
Post notes
- Never retouch skin in a segment that is about skin
- Captions must not add an efficacy claim the voiceover did not make
- End on the skin type the demonstration applies to
- [Chinese (Simplified)] Fast delivery and high information density; no pleasantries in the first 3 seconds
- [Chinese (Simplified)] Keep the listing currency ($). If this version is ever run in a Chinese-language market, swap in that market’s currency and real price — never convert out loud
- [Chinese (Simplified)] No absolutes (best / #1 / permanent): China’s Advertising Law fines them directly
- [English (US)] First person, conversational; pauses and self-deprecation are fine — sounding scripted kills conversion
- [English (US)] Use concrete numbers ("3 weeks", not "a long time"); they read as more credible
- [English (US)] The FTC requires a clear disclosure of the commercial relationship (#ad / Paid partnership)
- [Chinese (Simplified)] Must appear: 本品为化妆品，不具备医疗或治疗功能
- [Chinese (Simplified)] Must appear: 效果因肤质与使用方式而异；敏感肌建议先在耳后试用
- [Chinese (Simplified)] Must appear: 如出现不适请停用并咨询医生
- [English (US)] Must appear: This is a cosmetic product. It is not intended to treat any condition.
- [English (US)] Must appear: Results vary by skin type and by how it is used. If your skin is sensitive, patch test first.
- [English (US)] Must appear: Stop using it and ask a doctor if your skin reacts.
Delivery specs (one shoot, two aspect ratios)
| Platform | Aspect | Max length | Safe area | Notes |
|---|---|---|---|---|
| TikTok / TikTok Shop | 9:16 | 60s | Leave roughly 130px clear at the top and 480px at the bottom; the interaction rail on the right takes about 140px | Land the core message in the first 3 seconds; captions are on by default; AI-generated content must be disclosed by you, and the platform also labels it automatically |
| Meta (Reels and Feed) | 9:16 as the main cut, with a 1:1 delivered as backup | 30s | Keep text, logo and key elements out of roughly the top 14%, the bottom 35% and 6% on each side | Advantage+ crops automatically, so keep key elements centred; also deliver a version that reads with the sound off |
| Temu on-platform | 1:1 and 3:4 | 30s | About 8% margin on all four sides | The product must appear within the first 2 seconds and fill at least 40% of the frame; do not burn price tags into the footage, so the cut survives a price change |
| Amazon Sponsored Brands | 16:9 — the spec page says "only"; there is no vertical option | 45s | Keep text and key elements out of the bottom-right corner; no black, colour or blurred bars | 6–45 seconds, and the spec page strongly recommends 20 or under; the video language must match the marketplace (an English marketplace needs English captions or an English voiceover) |
| YouTube Shorts | 9:16 | 60s | Keep the bottom 15% clear of the title bar | Watch-through carries most of the weight; hold a still final frame for about a second so the loop feels intentional |
Risk flags / items to check
These risk flags are an assisted check. They are not a compliance ruling and not legal advice — the platform’s review and your own legal judgment decide.
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
消炎 | High risk | Chinese list | Seller's listing copy | Inflammation is a medical concept and "anti-inflammatory" describes a therapeutic action. It is the most common phrasing in skincare copy and among the fastest to get a listing pulled. | (no safe alternative — cut the whole sentence) |
修复屏障 | High risk | Chinese list | Seller's listing copy | "Repairs" points at restoring a bodily function, which reads as a drug claim. What you usually mean is "it does not feel tight", which is both safer and more specific. | does not leave my skin feeling tight |
医美级 | High risk | Chinese list | Seller's listing copy | "医美级"不是一个存在的资质等级，但它让读者以为这是医疗机构用的产品。属于制造资质错觉的表述。 | 高浓度配方 |
刺激胶原 | High risk | Chinese list | Seller's listing copy | Claims an effect on a production mechanism inside the skin — the textbook shape of a structure-or-function claim, which is outside what a cosmetic may say. | (no safe alternative — cut the whole sentence) |
一夜见效 | High risk | Chinese list | Seller's listing copy | Immediacy plus outcome — the least arguable line in this family. | (no safe alternative — cut the whole sentence) |
零刺激 | High risk | Chinese list | Seller's listing copy | Any skincare can irritate someone. "Zero" is an absolute nobody can honour, and the moment one person reacts, this sentence becomes the clearest evidence against you. | it did not sting on me (personal experience) |
孕妇可用 | High risk | Chinese list | Seller's listing copy | A safety endorsement for a specific vulnerable group, far beyond what a seller can judge. The right move is to send them to their own doctor. | ask your own doctor if you are pregnant |
纯天然 | Needs review | Chinese list | Seller's listing copy | "Natural" has no agreed definition, and natural does not mean gentle. It reads as a safety promise, which makes it the vaguest and most challengeable line in this family. | (name the actual ingredients instead of characterising the whole) |
无添加 | Needs review | Chinese list | Seller's listing copy | 没说清"无添加什么"时，它是一个空的安全性暗示。写清楚"无香精""无酒精"反而更有说服力，也更安全。 | 无香精、无酒精（写具体没加什么） |
- 本品为化妆品，不具备医疗或治疗功能
- 效果因肤质与使用方式而异；敏感肌建议先在耳后试用
- 如出现不适请停用并咨询医生
| Term | Level | List | Found in | Why it is risky | Say instead |
|---|---|---|---|---|---|
消炎 | High risk | Chinese list | Seller's listing copy | Inflammation is a medical concept and "anti-inflammatory" describes a therapeutic action. It is the most common phrasing in skincare copy and among the fastest to get a listing pulled. | (no safe alternative — cut the whole sentence) |
修复屏障 | High risk | Chinese list | Seller's listing copy | "Repairs" points at restoring a bodily function, which reads as a drug claim. What you usually mean is "it does not feel tight", which is both safer and more specific. | does not leave my skin feeling tight |
医美级 | High risk | Chinese list | Seller's listing copy | "医美级"不是一个存在的资质等级，但它让读者以为这是医疗机构用的产品。属于制造资质错觉的表述。 | 高浓度配方 |
刺激胶原 | High risk | Chinese list | Seller's listing copy | Claims an effect on a production mechanism inside the skin — the textbook shape of a structure-or-function claim, which is outside what a cosmetic may say. | (no safe alternative — cut the whole sentence) |
一夜见效 | High risk | Chinese list | Seller's listing copy | Immediacy plus outcome — the least arguable line in this family. | (no safe alternative — cut the whole sentence) |
零刺激 | High risk | Chinese list | Seller's listing copy | Any skincare can irritate someone. "Zero" is an absolute nobody can honour, and the moment one person reacts, this sentence becomes the clearest evidence against you. | it did not sting on me (personal experience) |
孕妇可用 | High risk | Chinese list | Seller's listing copy | A safety endorsement for a specific vulnerable group, far beyond what a seller can judge. The right move is to send them to their own doctor. | ask your own doctor if you are pregnant |
纯天然 | Needs review | Chinese list | Seller's listing copy | "Natural" has no agreed definition, and natural does not mean gentle. It reads as a safety promise, which makes it the vaguest and most challengeable line in this family. | (name the actual ingredients instead of characterising the whole) |
无添加 | Needs review | Chinese list | Seller's listing copy | 没说清"无添加什么"时，它是一个空的安全性暗示。写清楚"无香精""无酒精"反而更有说服力，也更安全。 | 无香精、无酒精（写具体没加什么） |
- This is a cosmetic product. It is not intended to treat any condition.
- Results vary by skin type and by how it is used. If your skin is sensitive, patch test first.
- Stop using it and ask a doctor if your skin reacts.
4. A/B test matrix
| Cell | Angle | Hook | Budget share | What this cell tests |
|---|---|---|---|---|
| A | Unboxing / Review | I am putting it on the back of my hand so you can see the texture. Do not take my word for it. | 21.9% | Tests whether the "Unboxing / Review" angle itself holds in this category / market |
| B | Unboxing / Review | I use a department-store serum in the same range too. Here is where this one is worse, and where it is better. | 13.2% | Same angle, different hook — separates "the angle failed" from "the hook failed" so the angle is not killed by mistake |
| C | Social proof | I have stocked up on this three times, and I have also had one bad experience with it. | 20.8% | Tests whether the "Social proof" angle itself holds in this category / market |
| D | Social proof | Combination skin here, and what I dread in summer is that heavy feeling. | 12.5% | Same angle, different hook — separates "the angle failed" from "the hook failed" so the angle is not killed by mistake |
| E | Myth-bust | Makeup clinging to dry patches — it took me three years to work out why. | 19.7% | Tests whether the "Myth-bust" angle itself holds in this category / market |
| F | Myth-bust | Everyone says alcohol in skincare always stings. I used this one daily for two months. | 11.8% | Same angle, different hook — separates "the angle failed" from "the hook failed" so the angle is not killed by mistake |
Kill criteria
- 3-second view-through < 25%: a hook problem. Test another hook on the same angle; do not touch the angle
- 3-second view-through fine but CTR < 0.8%: the middle is not persuading. Go back to the proof beat and add concrete evidence
- CTR fine but CVR < 1%: the problem is the landing page, the listing or the price — not the creative. Do not make new creative yet
- A cell spends its $30 with no orders: stop it and move the budget to the other hook on the same angle
Scale criteria
- ROAS > 1.2× target with $30 spent: add 50% budget to that cell and immediately produce 2 new hooks on the same angle as a relay
- Both hooks on one angle win: that is an "angle win" signal — extend the angle to the other language and another platform
- One hook wins but collapses on another angle: the hook won, not the angle — port that hook to the other angles
5. ROAS review sheet (fill in after the flight)
| Cell | Angle | Platform | Language | Spend | Impressions | 3s view-through | CTR | Orders | ROAS | Verdict |
|---|---|---|---|---|---|---|---|---|---|---|
| A | Unboxing / Review | |||||||||
| B | Unboxing / Review | |||||||||
| C | Social proof | |||||||||
| D | Social proof | |||||||||
| E | Myth-bust | |||||||||
| F | Myth-bust |
Three questions for the review
- Did the angle win or did the hook? (Both hooks up = the angle won. Only one = the hook won.)
- Did the losing angle fail the category or the market? (Check the same angle in the other language.)
- What does this round change in the category knowledge base? (Which prior moves, which hook joins the library.)
6. Build info and render-cost estimate
- Engine
fixture+inference@v0.1 (no live fetching) + rule-engine@v0.1 (category knowledge base; no model called)
| Vendor | Shots / seconds | Estimated cost |
|---|---|---|
| HeyGen Avatar V (talking head) | 61 | $3.03 |
| Kling 3.0 (macro / B-roll) | 9 | $7.20 |
| Veo/Sora (hero shots) | 1 | $6.00 |
| Total (3 angles × 2 languages) | $16.23 |
Run it on your own SKU
Scan your listing copy first (free, no login)See the other samples
FAQ
Was this plan generated by an AI model?
No. This version comes from a rule engine plus the category knowledge base, with no model call — which is why the same link always produces the same plan, reviewable and diffable. When a model is wired in, the knowledge base still constrains the skeleton, the model only polishes and localises, and the risk flags still backstop it.
Why is the product fictional?
Because we do not want a real seller's product tied to advertising advice we invented. Category, price band, spec ranges and review counts follow real ranges; only the title and shop name are made up. Use your own link for your own SKU.
Did you plant those risky selling points on purpose?
Yes. Those lines are what real listings actually say. That is exactly where the risk flags earn their keep: they scan not our generated script but the seller's own sentences, the ones about to be copied into a voiceover and a creator video.
Can I shoot straight from this brief?
Follow the structure, not the content — the product in it does not exist. Take the template and fill in your own SKU, or run a plan on your own link.