Online cosmetics starts from the image, we at Studio Concept believe in the still life that arrives. Professionalism and the right choices are the recipe for an effective sales formula, here are some options.
Indice
The importance of product images in cosmetic e-commerce
Emotion, this is the key to accompanying the target in the sales funnel. The power of images lies in stimulating the impulse towards beauty, and cosmetic product photography is the language that succeeds in the most direct way.
Observing reassures and attracts, prompting informed decisions but also sharing the image when it is pleasing. Photography and cosmetics are cogs in the same engine, the fuel is the right ideas.
Types of product images for cosmetics and skincare
Getting down to technicalities is mostly a function of choosing the right professional collaboration, in cosmetics it is not worth improvising. Knowing the main product pictures can therefore help in the line presentation strategy. Doing your best has a cost, which is why it pays to know how to choose.
Single shots on a neutral background
Much depends on the platform on which the shots will be published, being able to rely on one’s own e-commerce offers more leeway in the choice of backdrop. The rendition is clean when you opt for soft, unbroken lines, the uniform colour brings out the main features.
The camera settings are important, these ensure detail-proof focus. The purpose of the single shot is precisely to allow the zoom to reach its maximum potential, detail wins.
Ambient shots (lifestyle)
The shot works when it succeeds in conveying the potential of the cosmetic in everyday life, the lifestyle interpretation is therefore particularly strategic. Here the technique comes into contact with the knowledge of the target, it is necessary to immerse oneself in its reality in order to hit the mark.
A good shot captures the customer’s imagination, channels it into the most appropriate dimension for the product. The right idea succeeds in creating the need, the cosmetic becomes the centre in an instinctive need for beauty. Movement and consistency in the subjects are some important elements.
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Group shots
This is the ideal tool to convey a clear overview, the target must frame the product range at a glance. It is at its best when cosmetics belong to a specific set, but also in the presentation of collections.
Here it is the order that makes the real difference, the organisation of the field must respond to a precise plan. The shot works when it enhances each product equally, playing on the diffusion of light helps to achieve images with perfect alchemy.
Detailed close-up shots
Here preparation and post-production aim for absolute perfection, the product must be up to the highest magnification. The potential customer can use the image for the evaluation of textures and colour variants. Experience must enhance the uniqueness of the detail.
Technique suggests that light effects are the allies of the right contrasts; natural lighting is sometimes preferred to artificial lighting so that reflections do not dirty the detail. The minimum density is 2048 x 2048 pixels.
Packaging shots
Playing on overlays is one way to interpret packaging, especially when it enters into the product experience. The specific typology is the mix between art and photographic technique as here the rules must be respected.
The aim is to explain the product but this needs to be done in a seductive way. Props reinforce the concept but only if it is organic with the style of the service. Layout is equally important, the rule of thirds comes in handy here.
Innovative Technologies for Product Images
Still life goes to the next level and photographic technique is enriched with digital graphics. The visual experience becomes more complete and amplifies suggestions with concrete information. The product communicates and participates in a more conscious choice, e-shopping is real.
360 degree photography
Digitalisation means offering the target audience the opportunity to enjoy the image in a new and fully immersive dimension. Considering the phygital perspective in cosmetics marketing, the all-round interaction enhances the experience through an even more conscious choice.
All-round representation works when it ensures a fluid feel. Optimisation in format and image weight are parameters to consider in order to avoid the annoying snapshot effect, especially in the mobile environment. Conversions can go up to +40%: used in the right way, the tool makes all the difference.
Augmented Reality (AR)
It is no coincidence that the names in the cosmetics industry have grasped the opportunities, AR is the step towards an increasingly interactive choice. Besides being beautiful to look at, product photography is also becoming richer in content.
Post-production becomes more computer graphics, here AI comes to the rescue. Augmented reality employs important technologies but reduces processing costs. On a dedicated app or in the sales portal, the online marketplace connects with the physical one, so e-commerce goes to the next level.
