I'm so excited to introduce

@soshebeauty

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SoundTikTok sound · original sound - soshebeauty

Promoted product

SOSHE Beauty Ectoin Multi-Use Concealer

Why it worked

The video effectively highlights the product's dual functionality as both a concealer and a skin tint, appealing to a broad audience seeking versatile makeup. The emphasis on skincare benefits and natural-looking finish, combined with the creator's genuine enthusiasm, creates a compelling native promotion.

Summary

The creator introduces the new SOSHE Beauty Ectoin Multi-Use Concealer, highlighting its hydrating and skin-benefiting ingredients like Ectoin, polyglutamic acid, and Kakadu plum extract. The video explains its versatility as a concealer or skin tint with buildable coverage and a satin finish, available in 19 shades.

Structure

1Introduction of the product
2Description of its use and finish
3Highlighting key ingredients and their benefits
4Explanation of the product's development rationale

Original caption

Introducing NEW! Ectoin Multi-Use Concealer, a formula that does it all. It's a hydrating, serum-infused skin tint concealer that brightens, evens, and conceals with lightweight, buildable coverage🤍 #ulta #concealer #ultabeauty #newmakeup #soshe

More from @soshebeauty

Product placement

Ectoin Multi-Use Concealer ACTS - it is presented as a makeup product that can be used as a concealer or a skin tint, and its benefits (hydrating, serum-infused, brightens, evens, conceals, buildable coverage, satin skin-like finish) are described. Removing it would change the video's topic. It is the subject of the video. Ulta APPEARS - it is mentioned as a retailer where the product is available. Removing it would not change what happens in the video. It is incidental. Credo Beauty APPEARS - it is mentioned as a retailer where the product is available. Removing it would not change what happens in the video. It is incidental. SOSHE Beauty ACTS - it is the brand name of the product being promoted and is visible on the product packaging. Removing it would change the video's topic. It is the subject of the video.

On-screen text

Ectoin Multi-Use Concealer Build able, medium coverage Satin, skin-like finish 19 shades Ectoin Polyglutamic Acid Kakadu Plum Extract

Transcript

I'm so excited to introduce So she's first ever complexion product our X-twine multi-use concealer. This is a hydrating, serum-infused skin tint concealer. It could be used to spot conceal or use as an all-over base. The coverage is buildable, medium coverage and breathable. The finish is a satin, skin-like finish. That's not gonna be too glowy or too matte. It comes in 19 shades, buildable, breathable shades that have cool, neutral and all undertones. I love this doe foot because it could be used either as a skin tint or a spot concealer. We formulated this with three active ingredients: Ectoin, polyglutamic acid and Kakadu plum extract. Ectoin is amazing at healing and protecting the skin barrier. I love to put this over my tinted sunscreen or just my skincare and retaining moisture levels in the skin. We wanted to develop a formula that was gonna help brighten and heal hyperpigmentation while you're wearing it. Kakadu plum extract is an amazing derivative of vitamin C, but it's a vitamin C that won't break you out. We developed this X-twine multi-use concealer because we noticed that a lot of people were using concealer as a full face of foundation or they wanted a foundation that wasn't heavy, dry or cakey. This is our answer to that. The year and a half in the making. We love it so much and we hope you love it too.