Brands over time

LOOKFANTASTIC
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

132 of LOOKFANTASTIC's own blog posts, press releases and announcements, 2016 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 8 other beauty brands, and what it sounds like in its own words.

Pages measured
132
Years covered
2016–26
Archived before ChatGPT
0
Blog · press
128 · 4

01 · Homepage

One capture a year

LOOKFANTASTIC's homepage from 2005 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026lookfantastic.com1 Jul 2026
LOOKFANTASTIC homepage, 1 Jul 2026

Screenshot of LOOKFANTASTIC’s homepage (lookfantastic.com) as archived by the Internet Archive on 1 Jul 2026. © LOOKFANTASTIC or its licensors. Shown for comparison and review; not endorsed by LOOKFANTASTIC.

Homepage

2026

“Shop Savings by Category”

Page title

LOOKFANTASTIC - Beauty, Fragrances, Skincare & Haircare

Open on the Internet Archive
  1. 2012Top 10 Today
  2. 2017THE POWER OF BEAUTY
  3. 2019BEAUTY WE LOVE
  4. 2022PAYDAY HAS LANDED
  5. 2024STARS OF NARS
  6. 2026Shop Savings by Category

17 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Beauty avg 11.5
10.7
12.8
11.3
11.0
10.9
12.1
11.3
12.1
11.3
9.7
8.3
ChatGPT · Nov 2022
2015no pages
201610 pp
201714 pp
201810 pp
20195 pp
202018 pp
202124 pp
202214 pp
20239 pp
202414 pp
20259 pp
20264 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201610.710
201712.814
201811.310
201911.05
202010.918
202112.124
202211.314
202312.19
202411.314
20259.79
20268.34

Years with pages: 2016 (10), 2017 (14), 2018 (10), 2019 (5), 2020 (18), 2021 (24), 2022 (14), 2023 (9), 2024 (14), 2025 (9), 2026 (4). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 58 pages from before ChatGPT launched and 27 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 58 pp2024 to 2026 · 27 ppChange
Sentence length
11.310.3−8%
Sentence rhythm
0.830.86+3%
Contractions
11.611.3−3%
"You"
59%53%−6 pts
"We"
24%22%−2 pts
Questions
2.92.8−1%
Exclamations
4.034.15+3%
Long words
22%24%+2 pts
Em dashes
0.411.88+364%
AI-associated words
1.252.06+65%
AI-era marketing words
0.981.61+63%
Quieter LLM-favoured words
0.530.70+32%
AI-associated sentence shapes
0.240.21−12%
Page length
1,1721,125−4%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (58 pages); after = 2024 to 2026 (27 pages). Method: SGR-011.

04 · Against its sector

LOOKFANTASTIC among beauty brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    68% less than its sector

    0.76 against a sector average of 2.40; lowest of 9.

  2. "We"

    23% less than its sector

    24% against a sector average of 31%; mid-table, 6th of 9.

  3. Contractions

    18% less than its sector

    11.2 against a sector average of 13.6; 2nd lowest of 9.

Sentence lengthMid-table, 6th of 9
LOOKFANTASTIC 11.3
8.315.6
Contractions2nd lowest of 9
LOOKFANTASTIC 11.2
4.918.6
"You"Mid-table, 5th of 9
LOOKFANTASTIC 59%
33%75%
"We"Mid-table, 6th of 9
LOOKFANTASTIC 24%
18%60%
Questions3rd highest of 9
LOOKFANTASTIC 3.2
1.24.2
Long wordsLowest of 9
LOOKFANTASTIC 22%
22%29%
Em dashesLowest of 9
LOOKFANTASTIC 0.76
0.765.55
AI-associated wordsMid-table, 6th of 9
LOOKFANTASTIC 1.30
0.402.51
ExclamationsHighest of 9
LOOKFANTASTIC 3.82
0.053.82
Page lengthMid-table, 6th of 9
LOOKFANTASTIC 1,138
5225,303

Pages measured: Boots 46 · The Body Shop 75 · Cult Beauty 134 · LOOKFANTASTIC 132 · Space NK 132 · Neal's Yard Remedies 121 · Molton Brown 37 · The INKEY List 100 · Bulldog Skincare 99. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

05 · Vocabulary

Words LOOKFANTASTIC uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

hair105.8 vs 20.0
advice54.2 vs 1.8
discover50.0 vs 4.7
beauty132.6 vs 42.9
makeup56.4 vs 13.6
trends22.6 vs 1.6
brands23.9 vs 3.6
shampoo19.7 vs 3.2
colour21.3 vs 3.9
brush18.5 vs 2.9
LOOKFANTASTICSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 132 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

201911 May · Blog
“If you have sensitive skin, you need the gentlest and most simple formulations in your beauty routine. We have selected 10 of the best hypoallergenic makeup products so you can be sure your complexion looks flawless.”
The Best Hypoallergenic Makeup for Sensitive Skin
20216 Apr · Blog
“Data reveals that searches are up significantly year on year for best men's skincare (+124%) and skincare for men (+83%). With this boom in interest, LOOKFANTASTIC wanted to find out just how popular male grooming has become.”
The Male Grooming Report 2021
202325 Sep · Blog
“What do beauty spending habits look like in 2023? What are people spending their money on and are people still investing in luxury products?Despite pursestrings tightening and disposable income shrinking around the world, the buying of beauty products around the world continues to surge.”
Beauty spending habits in 2023
202630 Sep · Announcement
“October newness has landed at LOOKFANTASTIC, and it's all about cosy textures and warmer scents.”
What's New in Beauty This Month?

07 · Every page

All 137 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 132 count towards the measures; the rest were not measured (5 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20264 pages
20259 pages
202414 pages
20239 pages
202214 pages
202124 pages
202018 pages
20195 pages
201810 pages
201714 pages
201610 pages
In the overall numbers, no year1 page
  • Redkenundated · blog · 1,810 wordsNo date found: in the overall numbers, not in any year
Not measured5 pages
  • LF Beauty Trends Report A/W 20262026 · blog · 1,024 wordsMostly short lines (lists, tables, link pages) rather than prose
  • The Fragrance Christmas Gift Guide28 Aug 2025 · blog · 981 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Limited Edition Beauty Boxes2017 · blog · 286 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Trends2016 · blog · 157 wordsMostly short lines (lists, tables, link pages) rather than prose
  • PCundated · blog · 694 wordsMostly short lines (lists, tables, link pages) rather than prose

08 · Method

How this was measured

The pages

LOOKFANTASTIC's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.