Product photos should feature both the closed and open versions of the product, so that the stick, applicator, etc., is visible. Exceptions include pencils and eyeliner pens, which should appear without a cap in the final product photo.
If the shades are not distinguishable, the product photo should feature the lid partially open (approx. one-third open). It is essential to maintain the correct perspective, and when multiple shades are included in a single product, all shades should be visible. For products with multiple shade variants, the background template should be completely consistent, including the degree to which the lid is open.
If the shade is not visible through the closed lid, the photo should feature the product open, with the lid partially covering it from the left-hand side.