Why this works:
instead of models, merit gets eight actual customers to bring their own makeup bags and walk through their routines on a plain cream set. the cold open stacks their answers back to back ('a minute max', 'less than four', 'five?'), so the 'under five minutes' point lands before anyone says the product name. then it ends on what they'd do with the extra time: a book, a walk, sun on their face. good takeaway: sell the time you give back, not just the product.
