Most product-page audits read like the same checklist copied five times: add reviews, add a size guide, add urgency badges. Following that checklist gets you a page that looks like every other beauty brand's page, which is exactly the outcome a strong brand should be trying to avoid.
We pulled five product pages from our own recent client work and from the wider market to separate what actually earns its place on the page from what's just decoration inherited from a template.
A shade-matching tool that takes four taps to reach isn't personalization. It's friction with a nicer name.
The pages we'd kill share a pattern:
The pages we'd steal do less, on purpose. One recent beauty build we worked on strips the page to product truth first: real texture photography, a shade finder surfaced above the fold instead of buried in a modal, and a single clear routine recommendation instead of six. That's the direction we're pushing clients toward this year: fewer modules, each one earning its space through actual buyer behavior, not a best-practices template.