What is most helpful from a brand's descriptions and/or images when making a purchase?

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!).

— Christine


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Leslie Babineaux Avatar

Color description as well as swatches on different skin tones. What looks great on darker skin may not complement lighter complexions, etc.

Ana Maria Avatar

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.

BrandiD Avatar

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.

Nancy T Avatar

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!

Nina Avatar

To me the correct swatching is in a word a conundrum! For people who are not near stores and reliant on correct color itโ€™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.

j. Avatar

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.

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