Lady Diana Manners, the most beautiful woman of English Aristocracy praises this care of the skin
The pattern
This still is filed under Celebrity endorsement.
Define
A named, recognizable person lends their reputation to the claim. The name is the proof.
Mechanism
Transferred authority. The reader believes the person first, the product second. Fame or office does the work a peer testimonial does not.
Verdict
The endorser is actually known to the buyer
Why it works
This is the same testimonial machine as the rest of the campaign, but the endorser is chosen for superlative rather than for wealth, so the ad can make an absolute claim without the brand making it. The opening line is deliberately grand, almost absurd, which is what makes it quotable and gets the ad read. Two portraits are used for a reason: the photograph proves she is real and current, the oil painting proves she is important. The copy then performs the standard descent, from fabulous beauty to a two-step routine any reader can start tonight, so aspiration is converted into an instruction before it can evaporate.
Steal this when
Reach for this when you can secure the single most credentialed user in a category and your product is otherwise ordinary. Let the superlative live in the headline and the endorser's own words, and spend the bottom half turning the glamour into a concrete, repeatable routine.