rms beauty Makeup Kit: Ad Behaviour & Psychology

The psychology:This leverages DISCONFIRMATION/CURIOSITY around an unexpected outcome (the “not expecting to love this” contradiction) to create curiosity about what changed. It also uses CURRENT-STATE ACTIVATION (the “makeup rut” setup) to make the viewer feel an immediate, relevant problem is being addressed. The combination increases attention because the viewer is waiting to learn the “why” behind the unexpected love during the rut.

The psychology:This leverages Hidden Problem by pointing to an underlying mechanism—“it sits on top instead of actually looking good”—that explains why the viewer’s current products/efforts aren’t working. That Hidden Problem recognition creates Cognitive tension (the mismatch between expectation of improvement and the reality of surface-level effect), making it harder to mentally dismiss and more likely the viewer keeps watching for the fix.

The psychology:This leverages Outcome Bias—viewers anchor on the concrete end state “looks like your skin but better,” making the product feel immediately achievable. It also uses Risk Reversal via the specific reassurance “it doesn’t go on patchy,” reducing the perceived chance of a bad result. Finally, it drives Completion Bias by emphasizing that you can “build it up,” implying progress in layers rather than a one-shot outcome.

The psychology:This leverages Specificity Bias by using concrete descriptors (“soft glow,” “not glittery,” “hydrating,” “still gives you color”) so the viewer can mentally simulate the result immediately. It also uses Contrast/Negative Framing (“not glittery”) to reduce perceived risk and make the alternative feel clearly worse. Finally, Uniqueness/Scarcity Heuristic (“so rare”) increases perceived value, making the viewer more likely to pay attention and remember the product.

The psychology:This leverages Measurable Transformation—“put together,” “still like yourself,” and “skin actually looks healthy” are concrete, observable end-states. It also triggers Identity Alignment by assuring the makeover doesn’t replace the viewer’s self (“still like yourself”), reducing resistance and making the benefit feel personally relevant, so they keep watching to see how it’s achieved.

The psychology:This leverages the Easy Way Reveal principle by contrasting the expected effort/cost with “30 off right now for you” and labeling it “such an easy everyday.” The Cost/Benefit Shift is doing the work in parallel: the viewer instantly reweighs the trade—high price (“156”) versus immediate upside (“30 off right now”)—which reduces friction and increases willingness to take the next step.

The psychology:Because there’s no observable instruction or wrap-up text, the only mechanism consistent with a late-video close is Curiosity Gap: the viewer’s brain stays engaged searching for what’s missing. That leverages Completion Bias to keep them watching/revisiting to resolve the uncertainty.