Italian women use this on their baby bumps...

@chelciejomay

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Why it worked

The video taps into a relatable pregnancy concern (stretch marks and belly care) and offers a seemingly 'insider' tip from a different culture, creating curiosity and a sense of discovery. The creator's personal experience and direct question to the audience encourage engagement.

Summary

The creator shares a skincare tip for pregnant bellies, inspired by Italian pharmacy recommendations. She discovered that almond oil is a popular choice in Italy for moisturizing and potentially preventing stretch marks, and she plans to continue using it.

Structure

1Introduction to Italian pharmacy visit for pregnancy products
2Inquiry about belly creams and oils
3Discovery of almond oil as a popular Italian remedy
4Creator's personal experience and intention to continue use
5Sharing the tip and asking for audience engagement

Product placement

Almond oil: used to moisturize and potentially prevent stretch marks on a pregnant belly. It acts as a skincare product. Removing it would change the video's focus and recommendation. The bottle shown has a label that is partially visible, but the brand name is not legible. The creator refers to it as 'almond oil' and 'body oil'.

Call to action

Have you tried it?

On-screen text

Italian women use this on their baby bumps...

Original caption

I went into an Italian pharmacy looking for something for my growing belly, and they recommended almond oil—something I’d never really heard of using for a baby bump back in the U.S. 🤰🇮🇹 Have you tried it? #Maternity #PregnancyBelly #BellyButter #BodyOil #PregnancySkincare

More from @chelciejomay

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Transcript

So I went to an Italian pharmacy as one does in Italy to pick up some beauty products that I couldn't get back in the US. And the one thing I went there for was some cream for my baby bump, some oil, some like I thought in Italy they might have some like special body butter there here that just works better than we have back at home. And when I went up to the counter and I asked them for this, every single lady piped up in the pharmacy, the people that worked there, the nonnas, the moms, people in line, and they kind of had this like banter and laugh about what to use and it was almond oil. Literally every woman said 'Olio di mandorla, olio di mandorla' and I was like, almond oil? Like I've heard of almond oil, but I feel like it's not very common or talked about in the US, especially for pregnancy and baby bump and maybe they're on to something. So I got myself some almond oil. I've been oiling up this bump as much as I can. It's a small bottle, but I'm gonna grab a couple more before I go because I feel like it's probably superior here. And then I will pick up some almond oil back home. And I thought I'd share that with you guys because I feel like we don't talk a lot about almond oil in the US, especially for pregnancy and baby bump and maybe they're on to something. Have you heard of this? Almond oil?

OOTD from Sardegna 🌊 @DANIELLE #italyootd #sardinia #outfitoftheday