What kind of marketing materials do you want brands to put out?

I love great imagery of the products in action that aren’t altered/edited to the point where it’s unrealistic. I like seeing tutorials and how-tos from the brand, especially when they included tips and tricks. I love how ColourPop has swatch videos of their upcoming collections, which I find informative and useful.

— Christine
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I’d like to see realistic photos/realistic end results AND products shown on models “of a certain age”, especially for anti-aging products or those aimed at middle-aged women. And, again, realistic and without a lot of (or any) airbushing and other photo manipulation. I very much like it when products do include little instruction booklets (the UD Smokey palette did and I think KvD’s Shade+Light palette did, as well as quite a few others…even though I’ve been using makeup for eons, I still like a “step by step” or “paint by numbers” guideline).

I like seeing swatches on several different skin shades. It would be nice to see more older models. How-to and swatch videos are great, too.

Truly would like to see more realistic photos, meaning less Photoshop of models and product. No one should be ashamed of flaws and half of the time the product does not compare to the photo.

Also, while on the topic. I love a beautiful packaged items but I am all about less is more. More simplified packaging, less bulky palettes. Also, would like to see the marketing material cut down on Beauty Gurus. Let me explain…. watching various Youtube Guru go thru PR is awesome, I love they have the opportunity to receive new products and share with viewers. However the ridiculous amount of packaging is insane. I am sure you can attest to this. I feel all companies can market their products beautifully without the amount of PR Packaging that only ends ends up in the trash and more trash that harms our environment. The cost alone has to be insane, hence drives price of product up I feel.

I agree, unaltered photos/videos so I can see what products really look like. I like lots of photos of product and swatches. It would nice to see women my age wearing something besides identical barely-there matte nudes. Swatches on multiple skintones.

I want to see more realistic swatches of colors in natural light. As great as some companies do their swatches under studio lights with great quality, it’s also nice to see them in natural lighted well. As more and more consumers are able to get information online, and therefore more likely to online shop, providing accurate shades will more likely give me confidence in buying the right foundation color, let’s say.

I really appreciate companies like Colorpop, MUFE, ColorFX swatching shades side by side so it’s easier to compare undertones and I hope more brands do that. I guess my comment is geared more towards base makeup.. I often have difficulty finding the right shade (thanks rosacea), so the hunt never ends!!

I am more and more being put off by hype type marketing. The whole post a black and white teaser picture of just the side of the packaging, then the whole package, then maybe a snippet of product,, all the while saying it is the most amazing, revolutionary product to ever hit the market and when finally displayed it is a mediocre mascara!! I know I sound cynical but that type of ramp up to the actual product dropping is just not for me any longer. As far as the actual imagery, I have rarely seen imagery that I find totally disgusting or inappropriate. I am sort of blind to a lot of the “appropriation” type concerns that people have about some campaigns even though my daughter is a part of a culture that has been used in these types of campaigns and her major in college was “Women’s Gender and Sexuality Studies”. I just don’t see the obvious some times.
I do love beautiful imagery but I would like companies to spend a little more on product development and worry about the advertising after they have developed a really good product.

1.) Just like the foods we eat have allergen warnings, so should cosmetics. It DOES come into contact with our various facial mucous membranes where it can be absorbed into the sufferer systemically or cause reactions in those very sensitive membranes, such as eyes and mouth. I believe that cosmetic brands are skating on thin ice with certain very allergenic ingredients they are using that do not even belong in our makeup. That said, if they insist on using them, then they ought to warn us!
2.) Please, as Christine said, don’t over edit or Photoshop ads and promo pics to unrealistic expectations for us! I want to see how it really looks. How it really applies. Truth in advertising, mkay?

I always look for swatches on different skin tones – that gives me some idea of whether this product is going to work for me or if I shouldn’t even bother.

I agree with all the comments about not altering or heavily editing photos. Additionally, if any editing is done, other than cropping and clean up, disclose this in the same manner that all mascara ads disclose that the models are wearing lash inserts or extensions.

Also, all ingredients should be listed in all advertising and on any webpage that’s selling the product. Be up front about what’s in there!

If advertising in magazines, have lift-off foil papers with colors underneath so we can actually see what would look good on us and can sample the product.

Swatches, swatches, swatches. On different skin tones. I shop a lot online now, so I want as much info as possible on color.

Ideally, I would love swatches across several skin tones (dark to light) in three undertones (cool, warm, neutral) under a couple of different lighting conditions (studio, outdoors, fluorescent/office).

Cut it out with the photoshop. I can’t get any idea at all what a product looks like with all the edits. I”m so thankfully for your unedited honest swatches.

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