Why it worked
The video leverages anticipation for a new product launch by showing the manufacturing process, creating a sense of exclusivity and excitement around the "Swipe Serum Foundation" and its upcoming release on the Sephora app.
Product placement
Sephora app (APPEARS - a platform where the product is sold, removing it would not change what happens in the video); Sephora Canada app (APPEARS - a platform where the product is sold, removing it would not change what happens in the video); Swipe Serum Foundation (ACTS - a product being manufactured and prepared for sale, removing it would change what happens in the video); Tower 28 (APPEARS - brand name on product packaging, removing it would not change what happens in the video); Tower 28 Beauty (APPEARS - creator's brand, removing it would not change what happens in the video)