So I've just dug out some comments

@gemandtonicofficial

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SoundTikTok sound · Lullaby for Erik

Promoted product

Gem and Tonic

Energise your skincare routine with gemstone-infused, science-backed formulas. Best for hydrating, reviving and protecting skin and haircare.

Why it worked

The creator leverages social proof by sharing positive customer testimonials and personal anecdotes, creating a relatable and trustworthy narrative around their product.

Summary

The creator shares positive feedback from customers about their skincare product, Gem and Tonic. They compare it favorably to Elemis and Charlotte Tilbury, highlighting its effectiveness and affordability.

Structure

1Reading customer comments
2Discussing pricing and customer input
3Introducing Gem and Tonic
4Comparing to Elemis and Charlotte Tilbury
5Expressing gratitude for positive feedback

Original caption

POV: You finally switch to skincare that actually fits your lifestyle. 🩷✨ Simple. Effective. Made for busy lives. Welcome to Gem & Tonic. #GemAndTonic #GemmaAtkinson #SkincareTok #GlowUp

More from @gemandtonicofficial

Product placement

Elemis Pro Collagen: acts - it is a skincare product that the creator used to use and compares another product to. Removing it would change the context of the comparison. Gem and Tonic: acts - it is a skincare product that the creator is now using and recommends. Removing it would change the video's focus. Charlotte Tilbury: acts - it is a skincare product that the creator used to use and compares another product to. Removing it would change the context of the comparison.

On-screen text

So I've just dug out some comments what I was saying about the prices genuinely I'm so happy when before we launch we put out a questionnaire on what's everyone's price range and we went with the price range that you all chose and this is Lauren I was a devotee of the iconic Elemis Pro Collagen that sounds a mouthful don't it I stopped using it a few years ago as I couldn't afford it anymore I'm now using my first Rescue and Replenish from Gem and Tonic and it's definitely going to be a repurchase and Joe says this is my second purchase of the cream I love it I always used to use Elemis but I find this is just as good at a fraction of the price yes we are and and Karen amazing light and leaves your skin radiant I used to use Charlotte Tilbury but this beats it hands down and in brackets I never thought I'd say that I never thought I would create a brand where people say this about oh I love it thank you

Transcript

So I've just dug out some comments what I was saying about the prices genuinely I'm so happy when before we launch we put out a questionnaire on what's everyone's price range and we went with the price range that you all chose and this is Lauren I was a devotee of the iconic Elemis Pro Collagen that sounds a mouthful don't it I stopped using it a few years ago as I couldn't afford it anymore I'm now using my first Rescue and Replenish from Gem and Tonic and it's definitely going to be a repurchase and Joe says this is my second purchase of the cream I love it I always used to use Elemis but I find this is just as good at a fraction of the price yes we are and and Karen amazing light and leaves your skin radiant I used to use Charlotte Tilbury but this beats it hands down and in brackets I never thought I'd say that I never thought I would create a brand where people say this about oh I love it thank you