A visual analysis of beauty set product imagery across Ulta and Sephora.
According to The NPD Group, more than 25% of U.S. consumers planned to purchase a beauty product this past holiday season, contributing to expected sales increases of 25%-35% over 2020. But as more shopping takes place online than ever before, what makes one product stand out over another on the digital shelf, and how do brands best position themselves to capture the attention and entice their target audience?
Traffic-driving images (hero images)
Conversion-driving images (carousel images)
To get discovered, hero imagery must capture consumer attention and entice them to learn more.
To win the sale, carousel imagery must visually engage the consumer and drive them to click the “buy” button.
To evaluate Visual Brand Performance across Sephora and Ulta online stores, Vizit’s AI technology was used to assess product hero and supporting carousel imagery from hundreds of top-searched beauty gift sets. Vizit’s technology scored each brand image between 0-100 for beauty shoppers to determine the brands with the highest-scoring product hero and carousel imagery on the digital shelf. The result is an understanding of the top performing visual brands across retailers, as well as the specific visual trends and tactics that drive clicks and conversions.
Vizit analyzed hundreds of images from the top 50 searched “beauty set” products across Sephora and Ulta.
All images were current as of November 1st 2021.
Vizit Audience Lenses use AI to simulate a consumer audience’s visual preferences based on online image viewing and interaction data.
For this report Vizit created a “Beauty Shopper” Audience Lens to analyze beauty imagery from multiple retailers.
The Vizit Score is a 0-100 predictive measure of visual engagement. Vizit Scores are predictions powered by Vizit’s patented artificial intelligence.
The higher the Vizit Score, the higher the likelihood an image will visually engage a target audience.
Attention maps display Attention-grabbing aspects of an image at first glance.
Regions of the image that are more likely to visually engage the target audience.
Regions of the image that are less likely to visually engage the target audience.
Focal points display the probability that a person will view specific regions of an image.
The predicted sequence in which a person will view the contents of an image.
Visual Brand Performance rankings show the leading brands at each retailer based on their average product hero and carousel Vizit Scores.
Visual Brand Performance landscapes show the leaders and laggards in Vizit scores at each retailer. The bigger the circle the more images the brand has on the digital shelf.
Vizit is the Global Leader in Predictive Image Analytics. Vizit helps the world’s largest brands and retailers win the race for consumer attention through a patented AI-powered Visual Brand Performance Platform that enables teams, anywhere in the world, to measure, manage, and optimize their image effectiveness at every step of the consumer journey.