The following report presents a deep dive into the content and creative used by cosmetics brands on Instagram in order to identify that visual vocabulary and give brands the information required to improve their own visual communications.
Earthy, natural colors significantly outperform vibrant colors, especially purple
Images of arranged lip products outperform all product photos except top eye shadow palette images
Background colors of memes make a dramatic difference in performance
Images of faces perform best when focused on a feature like eyes or lips