rms beauty Eye Makeup: Ad Behaviour & Psychology

The psychology:This leverages Identity-Based Relevance by making “blue-eyed girlies” feel directly spoken to, so the viewer’s brain treats the next details as relevant to them. It also uses Specificity Bias with “perfect combo” and “exactly how I did it,” which signals a concrete, step-by-step payoff rather than vague advice—reducing mental uncertainty and increasing the urge to keep watching to see the exact method for this specific group.

The psychology:This leverages Object Salience and Relatability Bias. Object Salience makes the viewer’s brain lock onto the named item (“Eyelights in Flare”) as the upcoming focal point, while Relatability Bias is triggered by “made for blue-eyed girls,” making the viewer mentally categorize it as relevant to them. The procedural reassurance (“apply it with your fingers and be fine”) reduces perceived difficulty, which increases the odds they keep watching for the next step.

The psychology:This leverages Live Result Demonstration by using an immediate visual payoff (“look at how easily… blended out” / “looks insane”) as validation, reducing the need to trust an explanation. It also uses Surprise Effect—“insane” framing on an unexpected-looking color (“blue eye color”)—which heightens attention and makes the viewer keep watching to confirm the effect.

The psychology:This leverages Implementation Intentions and Process Lock-In. By laying out a precise order (“First… and then…”), the viewer can map each sentence to a specific action, reducing ambiguity so they can follow along immediately. The step sequence also creates Process Lock-In: once the brain starts “top lash line → drag out → smudge,” it stays engaged to complete the workflow and reach the stated “soft glam moment.”

The psychology:This leverages the “The Easy Way” shift: the viewer is offered a fast mechanism (“this just makes… blue”) rather than effortful trial-and-error. The upbeat intensity (“Wow”, “insanely blue”) strengthens immediate expectation, which helps the viewer emotionally buy into trying the method rather than doubting it.

The psychology:This leverages Action Bias and Demonstration Heuristic: seeing the exact “put that on my lips too” action reduces ambiguity about what to do and increases the chance the viewer mentally rehearses it. It also uses Consistency Bias—having already heard multiple steps, the viewer is primed to complete the routine by matching the same product placement, making the moment feel like the missing final step.

The psychology:This leverages Aspirational Proof by borrowing the viewer’s already-formed admiration for "Victoria's Secret Angel" aesthetics, so the shade inherits that desirability as validation. The follow-up "a smoky eye" anchors the aspirational label to a concrete use-case, which reduces doubt and encourages acceptance of the product choice as the “right” look to recreate.

The psychology:This leverages Reciprocity Norm and Social Proof: by inviting “let me know what you think,” the creator lowers the effort to respond while signaling that others’ opinions matter. It also uses Commitment Bias—once the viewer has been told to try the look, the follow-up request makes them more likely to report back rather than disengage.