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Face serums
Available · sealed examWinner = a product in the top 20% of the sales rank of its launch quarter (median of days 60 to 180). “Times more frequent” = how many times more often the attribute appears among winners than among all products (1.5 times = 50% more). Only those that hold up when checked with products launched after the ones used to discover them are included.
The reality of the category
3,275 launches with a result. Succeeds = top 20% of the sales rank for its quarter or 100+ purchases in a month (days 60 to 180). Disappears = more than half of those days with no recorded sales or out of stock. Days from listing until the sales rank (7-day median) enters the top 20% of its quarter.
More detail: the Wintraits Success Ratio by quarter (how many out of 100 succeed) and a page for each winning attribute: quantified claim: yes, listing quality: low, content index (actives, concentration and listing quality): low.
The winners' profile
What does each axis measure?
- Formula and actives
- What the product contains and how much: the active ingredients the listing highlights, the concentration of the main one, how many different actives it has and the sun protection factor (SPF), if any. Example: “Serum with 15% vitamin C and ferulic acid” scores on this axis; a “moisturising face serum” with no named actives does not.
- Format and use
- What the product is like and how it is used: packaging, texture, time of use, application, skin or hair type it targets, volume and units per pack. Example: “30 ml dropper, gel texture, day and night, for oily and combination skin”.
- Claims
- What the listing claims about what the product is or how it was tested: labels and guarantees, not results on the skin. Example: “Dermatologically tested”, “vegan”, “cruelty free”, “fragrance free”, “paraben free”, “hypoallergenic”, “made in Spain”. By contrast, “reduces wrinkles” is a promise (Promise axis).
- Listing (text and images)
- How the listing is told on Amazon: length of the title and description, number of bullet points and images, clarity and tone of the text, and how much product information it gives. Example: A title that says what it is, the active and the size, five complete bullet points and seven images, versus a short title with two photos.
- Value for money
- What it costs versus what it offers: price, price per ml, price versus products of a similar size, and how much content and how many promises it gives for that price. Example: Two 30 ml serums at €19.90: the one with 10% niacinamide and two more actives scores better on value for money than the one that names none.
- Promise
- What result it promises the customer: the benefits (hydration, anti-ageing, radiance, anti-dark spots, pores…), how many it promises and whether it gives figures. Example: “Hydrates and adds radiance” are two benefits; “reduces dark spots by 30% in 4 weeks” is also a promise with figures.
Where the winners stand out most: Claims (41 versus an average of 27). It is the green dot: what the typical product lacks most.
Each axis groups the attributes that repeat in the winning combinations of that area, weighted by how many times more frequent they were in the check. 100 = as complete as the most complete 10% of winners on that axis.
TOP index ranking
The 10 winners with the highest Wintraits Match Index among launches from the test period, which the model did not see while learning.
- Rank 1 · 100/100PURITO Sérum Retinol + Retinal para Piel Sensible, 30 mlquantified claim: yeslisting quality: highand 5 more winning attributes (in the full report)
- Rank 2 · 100/100SCÏDERMA 60ml SERUM RETINOL, BAKUCHIOL, MATRIXYL 3000 - Niacinamida, Péptidos, Ácido…and 6 more winning attributes (in the full report)
- Rank 3 · 100/100SCÏDERMA 60ml SERUM VITAMINA C, ASTAXANTINA, VITAMINA E, B1,B2,B6,B9,B12 Y ACIDO…and 6 more winning attributes (in the full report)
- Rank 4 · 100/100Cantabria Labs Endocare Renewal Retinoid Serum - 30 ml - Sérum Antiedad con Retinol…listing quality: highand 4 more winning attributes (in the full report)
- Rank 5 · 100/100Cantabria Labs Endocare Radiance Vitamin C20 Serum – 30 ml – Sérum Antioxidante con Vitamina C…listing quality: highand 4 more winning attributes (in the full report)
- Rank 6 · 100/100Babaria Pack Cremas Mujer Regalo | Crema Hidratante Cara Acido Hialuronico | Crema Cara…and 2 more winning attributes (in the full report)
- Rank 7 · 89/100Jumiso Niacinamide 20 Serum – Sérum coreano con 20% de niacinamida, TXA y glutatión…quantified claim: yeslisting quality: highand 7 more winning attributes (in the full report)
- Rank 8 · 89/100Garnier PureActive Salicylic 7-Day Clinical Sérum AntiImperfecciones, 30 mlquantified claim: yeslisting quality: highand 5 more winning attributes (in the full report)
- Rank 9 · 89/100Yves Rocher Hydra Water Plump Sérum Ácido Hialurónico Hidratante 30mlquantified claim: yeslisting quality: highand 4 more winning attributes (in the full report)
- Rank 10 · 89/100L'Oreal Paris L’Oréal Paris Revitalift Laser Triple Serum Antiedad y Antimanchas. 50mlquantified claim: yeslisting quality: highand 3 more winning attributes (in the full report)
Data from 2026-11-06. We only name listings with an index of 60 or more. Amazon links are not affiliate links: nobody pays us to appear. How it is calculated · Are you the brand and want us to remove your listing? Email us at contacto@wintraits.com
The attribute with the most effect
The strongest combination
“1.5 times more frequent” = it appears 1.5 times more often among winners than among all launches. “Checked” = the same with products launched after the ones used to discover it. Sample: 1,410 products with an outcome; data from 6-Nov-2026. Every month we tell you more in Findings.
Validated findings
There are no validated findings yet: being confirmed, 61 candidates and 0 under observation. Each one has to repeat in two 8-week periods with new launches.
8 more attributes with a proven effect and 90 complete winning combinations, and which ones your listing lacks
Paste your listing into the diagnosis: your first 2 reports are complete and free. With a paid plan, the whole list for your category via API and MCP.
Where they succeed most by price and per ml
The winning price band, checked with new products, is shown in the full diagnosis of your listing.
Winning gaps
And 24 more gaps with a paid plan (or via API and MCP).
Traps
Attributes with fewer winners than usual, also with new products.
And 3 more traps with a paid plan (or via API and MCP).
Trends
Launches from 2025T3–2026T2 against 2024T3–2025T2 (1,698 and 1,241). before now
Rising
Falling
And 15 more trends, and which ones match winning attributes, with a paid plan (or via API and MCP).
Other countries
Data under study: Spain. In preparation: Germany, Italy. Once there are two or more, you will see what wins in all of them and what only wins in one.
Listing changes that come before a rise
In preparationWe measure which listing changes come before a rise in sales rank using regular snapshots of the listings. At least 4 are needed; we have 3.
What about your product?
If you already sell it, check its listing. If it does not exist yet, assess the concept before you make it.
What “low”, “medium” and “high” mean
| Variable | Low | Medium | High |
|---|---|---|---|
| listing quality | ≤ 2 | over 2 and up to 3 | over 3 |
| content index (actives, concentration and listing quality) | ≤ 0.05 | over 0.05 and up to 0.45 | over 0.45 |
Evidence
| Model | v20261103-1000 |
| Products with a result | 1,410 |
| Launched between | 1-Nov-2023 and 30-Apr-2026 |
| Accuracy on new products (AUC) | Pending a new test |
| Data from | 6-Nov-2026 |
The model learned from listings as they are today, not as they were on launch day: it describes what the listings of successful products look like. The accuracy figure at launch is pending a new test.
Correlation, not causation: these are patterns of winning products, not guarantees.