The Question That Sold Thousands of IPL Devices

Today, we’re diving into one of Ulike’s winning ads for their IPL hair remover. We’ll analyze what makes this ad so effective and how you can adapt these tactics to your ads.

Watch the ad here: The Question That Sold Thousands of IPL Devices

"Why do you keep shaving your hair? It'll immediately start growing back anyway.”

This line isn’t just asking a question. It’s planting doubt in the customer’s routine. The phrasing makes the viewer pause and reflect on their frustration with shaving.

Lead with a question that challenges your audience’s current habits. For example, if your product saves time, ask: “Why waste hours on [task] when there’s a faster way?”

The key is to target something your customers are already unhappy with.

"Ulike uses IPL to target hair follicles and stop hair growth at the roots.”

IPL technology is introduced as the hero of the ad. By using a technical term like “IPL” the ad sounds credible while keeping it simple enough for anyone to understand.

If your product has a unique feature or technology, highlight it as the “magic ingredient”. But don’t stop there. Briefly explain why it matters in plain language.

For example: “Our [ingredient/technology] does X so you get Y.”

Apply to work with us here to see how we’re scaling Meta ads with smarter, more cost-effective creative production. I’m happy to share our process and examples to show how this can work for your brand.

"In just three weeks, my pits have gone completely hairless with no irritation and no ingrown.”

This line is hyper-specific. It gives the audience a timeline (three weeks), the outcome (hairless), and reassurance (no irritation or ingrowns). These are all measurable results that people can visualize.

When talking about results, use real numbers or timeframes to make it tangible. Instead of saying “You’ll feel better quickly” say “You’ll feel more energized in 7 days”

Focus on outcomes that address your audience’s biggest concerns.

"I have super sensitive skin, but it is painless. Cold to the touch, actually.”

This line takes a common fear “What if it hurts?” and crushes it with a clear statement. Adding “cold to the touch” is a sensory detail that makes the reassurance feel real.

Think about the #1 fear customers have about using your product. Then, address it head-on.

Layering Benefits Over Time

The ad doesn’t dump all the benefits at once. It starts with the main benefit (permanent hair removal), then adds secondary benefits (no irritation, painless, etc.) as the viewer keeps watching.

USP Repetition

Notice how the ad repeats the main benefit (permanent results) several times in different ways.

Identify your product’s #1 value and mention it multiple times using different phrases. This helps the benefit stick in your audience’s mind.

How We Can Help You

Whenever you’re ready, there are 3 ways we can help you…

1. Looking for a creative partner to handle everything? We’ll produce winning ads every month and help you scale. Apply to work with us here. Our clients include brands like HexClad, BestSelf, and Morning Brew.

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