Rhode is running 37 ads on Meta right now. I pulled every one of them. I can't tell them apart. Same close-up. Same dewy finish. Same soft lighting. Swap the thumbnails and you wouldn't notice. Someone is getting paid to produce these variants and nobody's asking why they all look the same. That's not creative testing. That's an expensive reshoot factory. And Rhode isn't a small brand making rookie mistakes — this is Hailey Bieber's $200M+ skincare line with a team that should know better. What's actually working in their library: Their hero angle is aspirational texture. Close-up, high-def video of dewy skin. No voiceover. No hard sell. Just the result, on repeat. The scroll-stop isn't the product — it's the skin. Smart. Their UGC angle is 'one-step routine' simplicity. Creators applying Peptide Glazing Fluid in 3 seconds. The implicit message: you're overcomplicating your skincare. Also smart. What's broken: Both angles target the same person. The skincare-obsessed woman who already believes in dewy skin (and the cult of Hailey Beiber) and just needs the right product. That audience has a ceiling. Rhode hit it months ago. The angle they've never tried (and it's obvious): The skeptic. Rhode is a celebrity brand. There is a MASSIVE audience that assumes celebrity skincare is a cash grab. Nobody in Rhode's ad library is talking to that person. A hook like 'I assumed Hailey Bieber's skincare brand was a scam. I was wrong.' would unlock a completely different psychological trigger — the converted skeptic — and reach people their current creative literally cannot touch. That's the difference between testing hooks and testing angles. One tweaks the opening. The other changes who you're talking to entirely. How many of your brand's ads are just variations of the same concept dressed up differently? Be honest. — Alauna Pearson | 1st Frame Media We do this analysis for a living. If you want us to run the same diagnostic on YOUR ad account, our Creative Audit is where most brands start. Full 24-point teardown, prioritized action list, walkthrough call. Takes 7 days. DM me 'audit' and I'll send the details.