Color descriptions help a lot, even if they are off, as they usually tell me more about a product than most brand’s swatches (which often are quite digitally altered!).
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Color description as well as swatches on different skin tones. What looks great on darker skin may not complement lighter complexions, etc.
Keeping simple, but descriptive. Not using over the top metaphors to describe a color or usage. Keeping it straightforward and detailed. It’s a product description, not a poem.
Adding pictures of multiple skin tones and usages on real people. Show the product on it’s own, not in a look with other products that overpower it.
Having multiple uses of the products, adding how to store it and how to dispose of it properly.
Neither are terribly accurate, especially swatches and product pictures, but they give me an idea whether I might be interested. Then I can keep an eye out for legitimate reviews and swatches.
Amen to that, Rachel! Legit, unaltered swatches done preferably in both indoor and natural lighting help so much.
I find arm swatches where multiple colors are compared to each other to be most helpful when I’m trying to narrow down which items I’m interested in. Lipstick does this a lot, and the best makeup blogs do it with foundation. I wish shops did foundation comparison swatches as well. Sometimes it’s easier to tell the undertone of a foundation from contrast with others in the same line.
Seeing swatches on at least light/medium/deep skin colors gives me at least a general idea if something could work for me.
Another thing that certainly helps is to see unaltered swatches photographed in BOTH indoor and natural lighting!
Descriptions, if simple and straightforward, can also help. But, it’s actual lip and even arm swatches that can sell me on something!
How about NO STUPID EXPLETIVE DELETED PHOTOSHOP?
What really helps me when making an online purchase is accurate photos of a lipstick shade and accurate photos of the product on various skintones.
I second the part about colors In different skin tones. And if the darkest skin tone shown is like mine would be if I could tan, not impressed.
To me the correct swatching is in a word a conundrum! For people who are not near stores and reliant on correct color it’s a hassle. I like that all companies are up to date in their ingredients explanation. I will see a powder or lipstick then head to YouTube to find someone with my tone and see if I can get a good idea of the shade.
I’ve found Korean brands like Etude House’s use of the season system really useful. Ideally, brand swatches of the colours on different undertones as well as skin colours would help.