Kosas
Facebook · Instagram · Messenger · Video
The ad
100% agreed it’s the best loose setting powder they’ve ever tried* Meet NEW Cloud Set Loose Translucent Setting + Blurring Powder ⏲️ Sets makeup for 12 hours 💕Smooths pores and fine lines 🌿Bamboo Stem Extract helps reduce excess oil ✨Never cakey, powdery, or drying 💆♀️Melts into skin *Based on a consumer perception study of 30 subjects after using Cloud Set Loose Powder for 1 day
KOSAS AT SEPHORA
Shop nowThe funnel behind it
Offer: 100% agreed it's the best loose setting powder they've ever tried* | Meet NEW Cloud Set Loose Translucent Setting + Blurring Powder | Sets makeup for 12 hours | Smooths pores and fine lines | Bamboo Stem Extract helps reduce excess oil | Never cakey, powdery, or drying | Melts into skin
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 flaw: users clicking an ad for a specific product (Cloud Set Loose Powder) are directed to a generic sign-in page rather than the product page itself. While the ad copy is compelling with specific benefits and social proof, the page fails to deliver on that promise. The sign-in friction is unnecessary for product discovery and creates abandonment risk. Mobile experience is solid, but PageSpeed score of 58 suggests performance optimization is needed. Trust signals exist but are undermined by the poor message-to-page alignment.
What this funnel does right. Steal these.
- Mobile experience: Sign-in form is well-optimized for mobile with large input fields, clear spacing, and readable text. Layout is clean and touch-friendly.
- Trust signals: Sephora is an established, trusted retailer. Legal links (Terms of Use, Privacy Policy) are present. However, sign-in requirement before viewing product may create hesitation for new users.
- Offer clarity: Product benefits are clearly stated (12-hour wear, smooths pores, reduces oil, non-cakey formula). However, the page shown is a generic sign-in screen that doesn't display the actual product offer, creating disconnect.
Where it's weak
- Social proof: Ad mentions '100% agreed it's the best' from a study, but the sign-in page shows no social proof, reviews, ratings, or testimonials. Missed opportunity to reinforce credibility.
- Message match: Significant mismatch. Ad promotes a specific product (Cloud Set Loose Powder) with detailed benefits, but landing page is a generic authentication screen with no product visibility or context.
- Headline: Generic 'Sign In' headline lacks persuasive power and doesn't communicate the product value. Ad headline 'KOSAS AT SEPHORA' is brand-focused but not benefit-driven.
Full breakdown
'Sign In' CTA is clear but generic. Ad promises 'Shop now' but user must first sign in, creating friction. No urgency or incentive messaging visible.
PageSpeed score of 58 indicates moderate performance issues. Page loads but likely has optimization opportunities for faster rendering.
Sephora is an established, trusted retailer. Legal links (Terms of Use, Privacy Policy) are present. However, sign-in requirement before viewing product may create hesitation for new users.
Sign-in form is well-optimized for mobile with large input fields, clear spacing, and readable text. Layout is clean and touch-friendly.
Generic 'Sign In' headline lacks persuasive power and doesn't communicate the product value. Ad headline 'KOSAS AT SEPHORA' is brand-focused but not benefit-driven.
Ad mentions '100% agreed it's the best' from a study, but the sign-in page shows no social proof, reviews, ratings, or testimonials. Missed opportunity to reinforce credibility.
Significant mismatch. Ad promotes a specific product (Cloud Set Loose Powder) with detailed benefits, but landing page is a generic authentication screen with no product visibility or context.
Product benefits are clearly stated (12-hour wear, smooths pores, reduces oil, non-cakey formula). However, the page shown is a generic sign-in screen that doesn't display the actual product offer, creating disconnect.
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