Visual Brand Performance Category Report

Beauty Gifting Sets

A visual analysis of beauty set product imagery across Ulta and Sephora.

In today’s digital-centric, visual world, consumers shop with their eyes. For brands, the images they use can mean the difference between an  “add to cart” and a scroll on by. It’s critical for retailers and brands to select the optimal product images for their intended audience – but how do you know what is going to resonate?   

Vizit AI reveals the beauty gifting set visual brand performance leaders across the digital shelf

An AI-powered analysis of dozens of top makeup and skincare set product pages and hundreds of images across the digital shelf reveals the Visual Brand Performance leaders at Sephora and Ulta.

Visual Brand Performance leader at each retailer ranked by overall Vizit Score
Skincare Sets
Makeup Sets
Winning Brand (Overall)
Winning Brand (Overall)
Winning Brand (Overall)
Winning Brand (Overall)

The beauty set image trends and design elements that drive performance across the digital shelf

While the analysis revealed clear Visual Brand Performance leaders within each category at each retailer, it also provided insight into the design elements and trends across retailers that drive visual engagement with a Beauty Shopper audience. 

Visual Trends: Beauty Set product hero imagery

Product hero imagery is a brand’s key to getting noticed and driving traffic to their product pages on the digital shelf. Product hero imagery must capture consumer attention and entice them to learn more. Across Sephora and Ulta, the following visual trends and design elements drive visual engagement with Beauty Shoppers.

Product Hero Image Trend #1 Skincare Beauty Sets

Gift set packaging placement and orientation

High-scoring skincare product hero imagery across Ulta & Sephora include images with gift set products superimposed in front of the gift set packaging. Images where the products are displayed in front of the packaging on the right side are especially visually engaging to Beauty Shoppers. Consumer attention is captured by the gift set packaging itself, while the high image scores are driven by the individual product placement and packaging design.

Original Images
Vizit Image Analysis

Product Hero Image Trend #2: Makeup Beauty Sets

Open product packaging to showcase color and texture

High-scoring skincare product hero imagery across Ulta & Sephora include product packing that is displayed as open or partially opened so shoppers can see the color and texture of the makeup products. Many sets from each retailer’s private label (Sephora Collection and Ulta Collection) exemplify this trend. These images’ high scores with the Beauty Shopper audience are driven by the use of open products that clearly display color and texture. 

Original Images
Vizit Image Analysis

Visual Trends: Beauty Set carousel imagery

While product hero imagery is a brand’s key to getting noticed, carousel imagery drives conversion. Carousel imagery must visually engage consumers, and entice them to buy. Across Sephora and Ulta, the following visual trends and design elements drive performance with skincare and makeup set imagery.

Carousel Image Trend #1: Skincare Beauty Sets

Overhead product shots and the use of shadows

High-scoring skincare set carousel imagery across all retailers include images that are shot from an overhead angle and include drop shadows. These images also include vibrant backgrounds to provide contrast to product packaging. 

Original Images
Vizit Image Analysis

Carousel Image Trend #2: Makeup Beauty Sets

Product smears on white backgrounds

Another makeup set carousel imagery trend resulting in high-scoring images is the use of makeup product smears and smudges on plain white backgrounds. Often, several product types or color variations within the set are displayed next to each other. High image scores and visual engagement for these images are driven by the color and texture of the unpackaged product appearing in smudge patterns on plain white backgrounds.

Original Images
Vizit Image Analysis

How ecommerce and innovation leaders can elevate products and digital experiences with Visual Brand Performance

In this new era of ecommerce, where online brands face more competition than ever before, images will serve as the next battleground. To win, brands need data-driven insights to create highly engaging visual experiences that accelerate customer acquisition and escalate retention. 

For ecommerce teams this means the ability to identify the images and designs that will attract and convert their target audiences on the digital shelf – and understand when consumer preferences change. With Visual Brand Performance software, ecomm teams can now tap into the visual preferences of their audiences in real-time, and understand the visual trends and design elements that drive success across their entire category and competitive set. 

For product innovation and insights teams, AI-powered predictive analytics offer a window into the future, enabling them to move innovative concepts from the idea stage to product launch — and pass through all the stage gates in between — in record time. Visual Brand Performance software brings true agile test & learn to the enterprise – giving insights teams the power to design and develop the most visually engaging products and experiences on the internet.