This year, L2 has witnessed a dramatic shift in product page design as brands relaunched their sites. Diagnostic quizzes and tools are out; filters, informative imagery, and integration are in.

Take Marc Jacob Beauty’s site, which has increased average time on site by 31% since its relaunch in September. Brief, 30-second video tutorials are spread out among product images, some of which are animated. A mouse hover provides a closeup view for shoppers to learn about the texture and grain of the products. Color comparisons also provide a textured view of the shades, which is a new dimension of online cosmetic sales.

 

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Charlotte Tilbury also provides realistic, textured views of its Magic Foundation. Bare model faces are split to show before and after version of using the foundation.

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Filters are also becoming very robust. In addition to addressing product benefits like correction, brightening, anti-aging and hydrating, skin care brands are addressing skin type and rearranging products on the grid page to prioritize the most relevant. Similarly, cosmetic brands are creating filters to sort by color in addition to area of application for faster product discovery.

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What is dropping in popularity: standalone guided selling tools that recommend entire regiments are giving way to tools tailored to individual products. As shown in the graph below, adoption of diagnostic tools and virtual makeover tools were flat year-over-year, while more brands adopted how-to videos, text instructions, and user-generated content on their product pages.

 

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Just two years ago, diagnostic quizzes were considered the go-to for Beauty brands looking to innovate in beauty. The switch to more versatile tools highlights the importance of agility in the beauty sector.

 

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