Kiehl'sProduct pageProduct page sticky buy bar
What changed Pins the add-to-cart area to the bottom of the screen while scrolling
Seen 31 Jul to 7 Aug 2026
Outcome being confirmed
ABSee / Pulse / Beauty, October 2026
PulseBeauty pulse, October 2026. What beauty brands are testing.
This pulse covers what beauty brands are testing on their own sites: experiments first recorded over the latest month of the ABSee record. ABSee has recorded 50+ brands testing here over the 30 days to 4 October 2026.
Updated October 2026 · Source: ABSee record · Methodology →
Kiehl'sProduct pageWhat brands are testing
Nine themes this month. Most of them on the product page.
Each tile is one kind of change beauty brands were first seen testing in this window. The chip is a size word: how many brands in this set tested it.
- many
Selling the product's benefits
Benefit bullets and reasons-to-buy lists, callouts on the first photo, ingredient carousels with a benefit each.
- many
Cross-sell and routines
Pairs-well-with rows as large cards, routine carousels, cross-sell sheets after add to cart.
- several
Subscriptions, bundles and value
Subscribe-and-save opened by default or not, plan options reordered, price-per-size labels, value sets.
- several
Quizzes, finders and assistants
Shade quizzes and finder prompts, a hair-routine quiz button, an assistant in the support chat.
- several
Badges and proof on listings
Best-seller, mini and retailer-exclusive badges on tiles, star ratings under tiles, a proof tile in the grid.
- several
Product imagery
Infographic-style product images, proof tiles in the gallery, thumbnail strips.
- a couple
Shade and size pickers
Named shade chips, and size options shown without radio circles.
- a couple
Personalised ordering
Category grids and homepage category buttons ordered for each shopper.
- a couple
Gifting season
Advent-calendar stamps on listings and an advent sign-up pop-up.
This page is finalised at month end.
The themes, one by one
The themes, one by one. What brands actually changed.
Four of the themes, with what brands changed. No public beauty example falls inside this window; the cards on this page come from earlier in the record and show the format.
Selling the product's benefits
Many brands tested product pages built around what the product does: benefit bullets, a reasons-to-buy list, a callout on the first photo, a problem-led section under the buy button, and shorter product names.
Subscriptions, bundles and value
Brands tested which purchase option is chosen first, subscribe or buy once, how subscription tiers and plans are ordered, savings badges on the longer plan, a best-price label on the refill size, and value-set lists. One removed a bundle panel.
Quizzes, finders and assistants
Help choosing, in several forms: shade quizzes and shade-finder prompts, a hair-routine quiz button on a collection, a hair-diagnostic pop-in on the homepage, and an assistant button inside the support chat.
Reviews written for the shopper
First recorded in this window: review summaries written by AI at the top of the reviews, and browser-tab titles that ask the shopper to come back. Both are first sightings in the record, not a measure of how common they are.
What a record looks like
One experiment, in full. The record behind every theme.
Every theme above is made of records like this one, with every field shown: before and tested, what changed, the likely hypothesis, the takeaway, the dates and what the brand did next.
LancômeCategory page
Rolled backIntelligence plan
Category page hero layout update- What changed
- Hides the top promotional slot and introduces a responsive hero banner.
- Likely hypothesis
- By hiding the top promotional slot and updating the category hero layout, we can increase product click-through rates, because shoppers face less visual distraction above the fold and can begin browsing the inventory more easily.
Seen 8 Jun to 21 Jun 2026
Problem being solved and strategic takeaway
- Problem being solved
- Intrusive promotional slots and misaligned header text distract users from the core browsing experience.
- Strategic takeaway Intelligence plan
- Simplifying top-of-page layouts by removing secondary promotional slots can help visitors focus immediately on the main content.
- Principle Intelligence plan
- Cognitive Load
Bring a hypothesis
Bring a hypothesis. See who tested something like it.
Three hypotheses a beauty team might bring to its assistant this month, each written as if, then, because:
- SubscriptionsIntelligence plan
Our hypothesis: if we pre-select subscribe-and-save on the product page, then more shoppers will subscribe, because it becomes the default choice.
Comes back with comparable experiments, for and against.
- BenefitsIntelligence plan
Our hypothesis: if we add benefit callouts to the first product photo, then more shoppers will add to bag, because they see what it does before they scroll.
Comes back with comparable experiments, for and against.
- Shade finderIntelligence plan
Our hypothesis: if we add a shade-finder prompt beside the shade picker, then fewer shoppers will leave at shade choice, because they get help where they hesitate.
Comes back with comparable experiments, for and against.
What this page does not tell you
What this page does not tell you. And why.
Whether it works
No outcome rates. Whether each brand kept a change is part of the Intelligence plan.
When a brand started
First seen is when ABSee first recorded a test, not when the brand began it.
What will work for you
One experiment is one brand's decision, with its own shoppers.
Questions
Questions
Which of these beauty experiments worked?
ABSee publishes no rate for any theme here. The record shows, per experiment, whether the brand kept the change; that is part of the Intelligence plan.
Which brands are in this pulse?
Beauty brands in the ABSee record. The named examples on this page are Lancôme and Kiehl's, both from earlier in the year; the brands in this window are named in the record.
Does this show what is popular this season?
No. Many brands entered the record in September, so counts cannot show a change in popularity. The page says what brands are testing, not how often compared with before.
When is this page final?
At month end. The URL stays the same; next month's pulse gets its own page.
Ask your assistant
What are beauty brands testing this month?
Works in Claude, ChatGPT or Gemini once ABSee is connected.
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