product photography

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I am back again, unfortunately having had another issue with a Colourpop promotional email. Their products are generally really great, so I don’t want to dump all over this brand. However, this issue I have today is a real miss and would be very simple to fix.

Let’s look at the email.

The rest of the email talks about other products in the Xtra Celestial collection, but the look is the same. Lots of product images like what you see here, showing the products in their packaging.

None of these images show me anything about “holographic hues” or “multi-dimensional looks.” I scrolled through the whole email looking for images of these products on a real human, and there weren’t any!

I clicked through to the website to see if I would find some. There they are!

In the eyeshadow products, you get to see this image (apparently from @emmas__eye).

SIDE NOTE: The image notes “emmas_eye” with what appears to be a single underscore. The actual person responsible for these images is “emmas__eye” with 2 underscores. Did no one check this?

Anyway, all 3 shadow palettes have an image showing the product on Emma’s eye, and they are great.

I really get to see the sparkle and color in these images. This content should be in the email somewhere! I find myself much more interested now that I can see the shadow on actual skin. I’m sure that someone at Colourpop is analyzing their emails and perhaps just showing products in packaging gets more people to the website, hoping like myself to see images of the product in use. Maybe I am fretting about this being a fail when it is actually a HUGE win for them. I would absolutely love to find out.

It is a miss that there is not more skin tone representation here. They do have swatches of shadows on multiple skin tones, which is great (and should be the standard), but I find it hard to believe they could not have partnered with a few other makeup/beauty influencers with a variety of skin tones. If they know enough to create the images of swatches on arms, they should know enough to present looks on more skin tones as well.

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Colourpop Product Photos | Brand Experience Project

by Jamie Sanford on September 26, 2019

Click here for all posts in the Brand Experience Project.

I was recently shopping on Colourpop’s website, and was specifically looking at glitter gel, like you do. I got to this product called Trippin on Skies, and had an unfortunate experience with product photos. Let’s get into it.

Here’s my first view of this product page. I’m purposely leaving the bit of box at the bottom of this screenshot. The colors of this product make it a bit difficult to translate, and I found myself immediately wishing to see swatches of this product on actual humans.

I scrolled down a bit and I get to this second image of the product, this time with the box. This is great and I think more companies should show the packaging of items that they sell, but I’m immediately disappointed that there isn’t a swatch image. Many beauty brands have realized that product swatches on a variety of skin tones is the way to go, and with this product, I really wanted to see what it would look like swatched on skin.

I am now to the bottom of the photo area of the product listing, and so I think there are no more photos to see.

Unrelated to the main topic here, but what I would REALLY like to see with products like a glitter gel that probably builds as you apply more are images with one coat, 2 coats, and 3 coats of the product on each skin tone.

Luckily, I scroll down a bit more and see a slider of what may be customer images? Colourpop is using Yotpo to collect reviews and it appears that they are also collecting customer images. Clicking on these images shows me that the images above show the use of the Glitterally Obsessed glitter gels, and the center image shows the actual product that I was reviewing.

This is a huge miss by Colourpop:

  1. There should be some indication in the top images about more images, perhaps “scroll down to see this product in action!” or something similar?
  2. Better yet, find a way to incorporate images of this product from the feed into the actual product image area on the page. Tag the image with the creator’s name or handle. Ask them for permission to use the image in this way – perhaps feature on social channels or in a promotional email as well.
  3. Utilize the standardized layout of showing small versions of the available product images and letting the user use the thumbnails to work their way through the options. This would help to keep everything in a single screen – these screenshots are from a 24-inch monitor and so the way this content is spread out seems a bit unnecessary.

Colourpop has good products, and their business seems quite successful, but there are improvements to be made on these product pages.

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