The power of lighting brought by Ariana Grande herself...

@laviniarusanda

489.1K followers · usually 10.2K views a post

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Promoted product

r.e.m. beautyrembeauty.com

r.e.m. beauty was brought to life by multi-talented creator, ariana grande. inspired by the transformative power of makeup and fueled by her passion for incredible product, ari’s dream come true is a line of high-performing, innovative eye, face, and lip products that is accessible to all.

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Why it worked

The video leverages the star power of Ariana Grande and the aspirational aesthetic of her concert to subtly promote her beauty brand, r.e.m. beauty, by associating good lighting and makeup with her image.

Summary

The creator showcases makeup application, highlighting the "power of lighting" attributed to Ariana Grande. The video then transitions to a concert setting with a neon sign for "r.e.m. beauty" visible.

Structure

1Makeup application with focus on lighting
2Attribution to Ariana Grande
3Transition to concert venue

Original caption

Replying to @R🕊 had to hit a power of lighting check at the Eternal Sunshine tour with @r.e.m. beauty 🥹🫶🏻✨ #realskintexture #skinpositivity #eternalsunshine #arianagrande #beautytips

More from @laviniarusanda

Product placement

r.e.m. beauty (ACTS - it is the brand of makeup used, and the creator is at a concert associated with Ariana Grande, implying the makeup is part of the aesthetic. Removing it would change the context of the makeup application.)