Kosas
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The ad
My new melted flush blush technique with New Impressionist Multistick from @kosas I build the flush in stages, layering blush into the complexion process so the color looks melted into the skin instead of sitting on top. Get the look: 1 —Underpaint the Flush. Apply the first layer of blush using Impressionist Multistick in a soft color like Muse to the back of the hand. Pick up with a powder brush and lightly pat (never swipe) onto apples of the cheeks, blend out and upward, stopping at the tail of the eyebrow. The Impressionist melts seamlessly into the skin while still holding its color, even when you start layering other complexion products on top. 2 — Brighten + Blend. Apply one dot of Revealer Concealer in the corners under each eye and to the sides of the nose. Use the Face Detailer Brush or Cloud Puff to lightly tap and blend under the eyes and around the nose to clean and soften the edges of the blush. This helps create that flushed-from-within look. 3 — Blur + Set. Pat on Cloud Set Loose Brightening Powder in Translucent Candy with a puff to blur and set the makeup. This powder helps sweep away shine but keeps the glow. 4 — Lift. Apply the next layer of blush using Impressionist Multistick in a brighter color like Vibration. Apply to the back of the hand. Using a puff lightly pat, starting at the highest point of the cheek bone and lightly buff out and upward along the cheek bone towards the tail of the brow. The Impressionist has a soft-focus finish for a watercolor effect that looks so natural on skin. 5 — Monochromatic Cheeks + Lips. Apply Impressionist Multistick in Vibration to the back of the hand. Using the Multitasking Eye Brush, apply Impressionist Multistick to the lips, feathering out from right above the cupid’s bow. This pulls the final look together beautifully. shop it today at kosas.com (http://kosas.com/), @sephora, @sephoracanada + @kohls
Shop nowThe funnel behind it
Offer: Melted flush blush technique with New Impressionist Multistick from Kosas - 5-step application guide
Funnel score
8-point CRO breakdown
How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.
This landing page suffers from a critical message-match failure. The ad delivers a sophisticated, tutorial-driven narrative about a specific makeup technique (melted flush blush in 5 steps using Kosas Impressionist Multistick), but the landing page is a generic Sephora homepage focused on seasonal sales promotions and unrelated product categories. The user expects to see the technique explained, product benefits highlighted, and a clear path to purchase the featured product—instead they encounter a cluttered homepage with competing offers. The page's poor PageSpeed score (43) compounds this issue. While Sephora's brand trust and mobile optimization are strong, the disconnect between ad promise and page delivery will significantly reduce conversion rates. The page needs a dedicated product landing experience that mirrors the ad's educational, technique-focused approach.
What this funnel does right. Steal these.
- Trust signals: Strong trust signals: Sephora brand authority, multiple payment options (secure payments, 14-day returns), Click & Collect service, free shipping over €60, professional product photography, detailed reviews with ratings. Privacy/security links present at footer.
- Mobile experience: Mobile-responsive design evident. Navigation, product cards, and CTAs are well-formatted for mobile. Vertical scrolling layout works well. Minor: some text density could be reduced.
- Call to action: Clear 'Découvrir' (Discover) and 'Shop now' buttons throughout. Multiple CTAs present. However, primary CTA lacks urgency and doesn't reinforce the technique/benefit from the ad.
- Social proof: Good star ratings visible on product listings (5-star reviews with 17, 6, 56, 42 avis). Multiple brand endorsements (@kosas, @sephora). However, no specific testimonials about the 'melted flush' technique or the multistick product itself.
Where it's weak
- Page speed: PageSpeed score of 43 is poor. Significant performance issues will impact conversion rates, especially on mobile. Slow load times increase bounce risk.
- Message match: Poor alignment. Ad focuses on a detailed makeup technique tutorial with Kosas Impressionist Multistick. Landing page is generic Sephora homepage with sales promotions, unrelated product categories (Chanel, Clarins, Tarte), and no mention of the 'melted flush' technique or step-by-step application guide.
- Headline: No headline provided in ad data. Page shows generic 'Soldes' messaging and category navigation rather than the compelling technique-focused headline the ad promises.
Full breakdown
Clear 'Découvrir' (Discover) and 'Shop now' buttons throughout. Multiple CTAs present. However, primary CTA lacks urgency and doesn't reinforce the technique/benefit from the ad.
PageSpeed score of 43 is poor. Significant performance issues will impact conversion rates, especially on mobile. Slow load times increase bounce risk.
Strong trust signals: Sephora brand authority, multiple payment options (secure payments, 14-day returns), Click & Collect service, free shipping over €60, professional product photography, detailed reviews with ratings. Privacy/security links present at footer.
Mobile-responsive design evident. Navigation, product cards, and CTAs are well-formatted for mobile. Vertical scrolling layout works well. Minor: some text density could be reduced.
No headline provided in ad data. Page shows generic 'Soldes' messaging and category navigation rather than the compelling technique-focused headline the ad promises.
Good star ratings visible on product listings (5-star reviews with 17, 6, 56, 42 avis). Multiple brand endorsements (@kosas, @sephora). However, no specific testimonials about the 'melted flush' technique or the multistick product itself.
Poor alignment. Ad focuses on a detailed makeup technique tutorial with Kosas Impressionist Multistick. Landing page is generic Sephora homepage with sales promotions, unrelated product categories (Chanel, Clarins, Tarte), and no mention of the 'melted flush' technique or step-by-step application guide.
Product is clear (Impressionist Multistick), but the landing page emphasizes sales/discounts (-30%, -40%, -50%) rather than the specific product benefit from the ad. The ad's 'melted flush blush technique' is not prominently featured on the page.
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