Set up a mini studio I guess you could say using some white paper, acrylic, and a tripod for a light stand. This one is using natural lighting to catch the colorful reflections. I took a bunch of pictures of several lenses which are up for sale: Sony 50mm F/1.4, Tamron 17-50mm F/2.8, Tamron 70-200mm F/2.8 (pictured here).
Large on black.