@refybeauty
TikTok · Quick Hit
@refybeauty WE HEARD YOU. MEET CLOVE. You told us our lip collection needed deeper, richer tones, so we created Clove. Our deepest shade to date, Clove is a rich, neutral brown created specifically to sculpt, define and complement tan to deep skin tones. The same transfer-proof precision of Lip Sculpt, the same high-shine finish of Lip Gloss, now in our richest shade yet.
Performance
Video #40766 · Quick Hit
[01]
The video showcases a new dark brown lip gloss shade using a rapid montage of extreme close-up shots on the lips of different Black models, interspersed with portrait shots to demonstrate the product's look on deep skin tones, all synchronized to a moody music track.
[02]
[03]
1M3×Aesthetic montage teasing new lipgloss@sephora · Product Showcase
376.7KAesthetic product application montage.@gisou · Brand Showcase
458.6KSensory product and dessert pairing@sephora · Product Showcase
876.3K1.2×Demonstrates three lip gloss shades@gisou · Product Showcase
220.5K11.6×Aesthetic close-ups of shimmer product@sonsieskin · Hype Teaser
2.9M8.9×Fast-paced product showcase montage@nyxcosmetics · Product Showcase
3.1M20.6×Aesthetic black and white product montage@rhode · Vibe Showcase
2.1M7.9×Montage of people using product@glossier · Product Showcase
625.3KSequential product shade try-on@gisou · Product Showcase
3.7M3.4×Halloween lip gloss product demo@nyxcosmetics · Product Demo
3.1M7.6×Lip oil swatches next to bottles@gisou · Product Showcase
66.6M1940.9×Exaggerated reactions to makeup products@melinda_melrose · Review[04]
[05]
What stops the scroll in the first 3 seconds
Visual hook · 100%
An extreme close-up of dark, glossy lips, highlighting the product's texture and shine with dramatic lighting.
[06]
Steal this for your own video
Open on an extreme close-up of with finish, lit dramatically to make impossible to ignore.
[07]
The promise the opener makes, and how the video pays it back
Hook
An extreme, sensory-focused close-up that isolates a single compelling attribute (texture, shine, color), creating immediate visual intrigue and a question of 'what is this?'
Payoff
The viewer is left with a strong, memorable aesthetic impression of the subject, associating it with the high-end, rhythmic, and sensory feel of the video.
[08]
The structural pattern this video runs on
Framework
The Rhythmic Reveal
A rapid-fire montage that alternates between extreme, sensory close-ups of a core attribute and wider shots showing the full effect in context. This creates a hypnotic, pulsating rhythm that builds a strong aesthetic impression.
The Abstract Introduction
To present the subject in an extreme close-up, focusing on a single, compelling texture or detail, divorced from its full context to generate curiosity.
The Contextual Reveal
To cut to a wider shot that reveals the full subject, providing context to the initial abstract detail and showing its overall impact. This beat often uses a pattern interrupt (like an unusual angle) to maintain engagement.
The Attribute Reinforcement
To return to a close-up, reinforcing the key attribute from the hook and solidifying its importance in the viewer's mind.
The Versatility Proof
To introduce a new subject or a different context for the same subject, demonstrating broader applicability and appeal.
The Dynamic Finale
To conclude with a final, compelling close-up that incorporates subtle movement, adding a sense of life and leaving a lasting sensory impression.
WE HEARD YOU. MEET CLOVE. You told us our lip collection needed deeper, richer tones, so we created Clove. Our deepest shade to date, Clove is a rich, neutral brown created specifically to sculpt, define and complement tan to deep skin tones. The same transfer-proof precision of Lip Sculpt, the same high-shine finish of Lip Gloss, now in our richest shade yet.