Brenton Way Beauty Creative Benchmark
A weighted, criteria-based read of how leading beauty brands construct paid social creative — scored from public Meta Ad Library placements against a published rubric.
- Edition
- 2026 year to date
- Last updated
- Brands assessed
- 10
- Version
- 1.0
What this measures
A comparative creative-quality benchmark based on observable public signals. It is not a claim about competitor spend, clicks, conversions, ROAS, or sales.
Source: Public Meta Ad Library competitor research.
Findings
Scoring for this edition is underway. The rubric below is final and published in advance so the method can be read independently of the results.
Findings appear here once every brand in the set has been assessed against all 8 criteria. This page is excluded from search until then.
Methodology
Each brand's public placements are scored against 8 weighted criteria totalling 100 points. Weights are fixed before scoring begins.
| Criterion | Weight | Definition |
|---|---|---|
| Hook clarity | 20 | The opening communicates one recognizable tension, promise, question, or visual interruption immediately. |
| Proof strength | 20 | The creative substantiates its promise through demonstration, ingredient evidence, reviews, expert authority, or a visible result. |
| Native-format fit | 15 | The concept uses the pacing, framing, captions, and visual grammar of its placement rather than feeling repurposed. |
| Product communication | 15 | A viewer can understand what the product is, who it is for, and why it matters without reading a long caption. |
| Offer and CTA | 10 | The next action and any offer are specific, credible, and consistent with the awareness level of the creative. |
| Message match | 10 | The ad promise, product page, merchandising, and destination experience continue the same idea. |
| Longevity signal | 5 | The ad has remained active long enough to indicate continued advertiser confidence, without treating longevity as proof of sales. |
| Iteration signal | 5 | The concept appears in multiple observable variants, suggesting an active testing or scaling system. |
Brands assessed
- e.l.f. Cosmetics
- Fenty Beauty
- Glossier
- ILIA Beauty
- K18 Hair
- Rare Beauty
- Rhode
- Summer Fridays
- Tatcha
- The Ordinary
Want this run on your creative?
We score your live placements against the same rubric and show where the gaps are.