Black Friday ads for cosmetics and apparel: which Sume Formats

For cosmetics and apparel ads this season, the Sume catalog has dedicated Formats for both: a beauty set of stills and a studio Format for cosmetics, and try-on, fitting and editorial Formats for clothes. Adobe's forecast, reported 2026-09-29, has cosmetics at $9.2 billion, up 9.5%, and apparel at $51.3 billion, up 4.7%, for the holiday season online.

Beauty

Read each Format's io.output_kind from GET /v1/formats before you choose, since several of the beauty slugs make stills rather than video.

Try-on or fitting

The two apparel Formats have different input profiles, so do not guess. Sume's own post on try-on versus fitting explains why the profile is the first thing to read. Whichever you choose, attach the garment images through attachments, up to 30 images, and say in instruction what must stay unchanged.

For product-on-skin ads, check the result for anything that makes a claim your product cannot support. A generated image of a finished look can imply a result, and that is your responsibility, not the Format's.

Order of work

List the Formats and open the showcase for each candidate. Run one product through two Formats with a spend cap. Pick the better one and send the rest of the range through a bulk run, then review every item, since a queue's completed does not mean every item succeeded.

Apparel growth is slower in Adobe's forecast than cosmetics, so competition for attention may differ by category. Treat the percentages as context, and decide from your own sales data.

Claims and regulation

Beauty advertising is closely watched. Do not let a generated clip show a skin result, a texture or a before-and-after that your product cannot deliver in practice. Keep the real packaging in frame, and have a person who knows the product approve every file before it is posted.

Keep a record

Beauty and fashion ranges change by the week, and a recipe that worked for one serum may need small edits for the next. Keep a short log beside the files: the Format slug, the exact instruction, the Idempotency-Key and the final cost from the receipt. When something works, you can repeat it on demand, and when something fails, you can see what changed between the two runs.