this may be the DUMBEST business decision

@jadebeguelin

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SoundTikTok sound · original sound - jadebeguelin

Promoted product

4AM Clean Sheets

No sacrifices. Just skincare.

4 videos

Why it worked

The video uses a 'counter-intuitive' hook that challenges standard business practices, which builds immediate trust and curiosity. By explaining the 'why' behind a price drop, it frames the brand as transparent and consumer-friendly.

Summary

The founder of 4AM explains why they are lowering the price of their skincare wipes despite industry trends of rising costs. She uses the concept of economies of scale to justify the price reduction while highlighting the product's value.

Structure

1Hook with a controversial statement
2Context on industry price hikes
3Explanation of economies of scale
4Comparison of old vs new pricing
5

Original caption

we’re really hoping we don’t regret this…

More from @jadebeguelin

Product placement

The 4AM Clean Sheets product is shown throughout the video, held by the founder, and demonstrated as a solution.

Call to action

So pick some up on our website or else.

On-screen text

this may be the DUMBEST business decision WASH YOUR FACE (WITHOUT THE SINK) CLEAN SHEETS HAVE GOTTEN SO POPULAR WE'RE LOWERING THE PRICE EVERY BRAND IS RAISING PRICES EXCEPT FOR NOW LET ME EXPLAIN WHY OUR MOST RECENT INVENTORY RESTOCK WAS 40 TIMES BIGGER ECON 101 demand price WRONG!! economies of scale ingredients packaging fulfillment $29 FOR 25 WIPES $23 FOR 30 WIPES SAME SERUM LEVEL INGREDIENTS SAME SUPER SOAK SHEET

Transcript

this may be the DUMBEST business decision we've ever made. Clean sheets have gotten so popular, we're lowering the price. Every brand is raising prices, tariffs, shipping costs, you name it, it's being passed on to you. Except for now, let me explain why. Our most recent inventory restock was 40 times bigger than our first one when we launched clean sheets one year ago. You think we would pull the oldest move in the book. When demand goes up, price goes up. It's basic economics, right? Wrong! We call it economies of scale. When demand goes up, your costs can actually come down. When we're buying more ingredients, more packaging, and doing more fulfillment, our negotiating power goes up. Clean sheets used to be $29 for 25 wipes, and now $23 for 30 wipes. That's a third less per box and more wipe for every box. Same serum level ingredients like centella and calendula, same super soak sheet you already love. So pick some up on our website or else.