Brands that are part of the initial rollout include Estée Lauder, Sephora, bareMinerals, Neutrogena, L’Oreal, NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.
Pinterest has launched ‘Try On” – a new augmented reality (AR) feature that enables users to virtually try on various lipstick shades suited their complexion. Users can then save the Pin for later shopping, or buy through the retailer’s site.
How it works. The feature is powered by Lens, Pinterest’s proprietary visual search technology. Users can access the feature by searching “lipstick” or “lipstick shades” on Pinterest and selecting the “Try On” option, which opens the phone’s front-facing camera. From there, users can swipe through to try on up to 25 different lipstick shades. Once a user finds a shade they like, they can opt to save the Pin for later.
Each shade has a brand associated with it so that users can “Shop the look” immediately. In saved Pins that use the Try On feature, users can go back to view the brand and make a purchase at any time. The initial rollout partners include beauty brands like Estée Lauder, Sephora, bareMinerals, Neutrogena, L’Oreal, NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.
Why we care. Given Pinterest’s authority in the beauty space, the new tool could shape up to be a big grab for beauty retailers looking to connect with online customers in more interactive ways. Sure, other social platforms are getting serious about AR, but few have the clout Pinterest does when it comes to discovering new beauty trends or curating beauty mood boards. Plus, the feature builds on Pinterest’s efforts to create a more inclusive platform by giving users the opportunity to see how colors might look across a range of various skin tones. While Sephora is one brand that’s been using AR technology in its app since 2018, the move by Pinterest could help bring more visibility to beauty retailers that have yet to integrate more immersive technology within their own platforms.
More on the news. In addition to integrating a range of skin tones so users can make more informed discovery decisions, the Try On feature doesn’t use any skin filtering or smoothing enhancements. According to Pinterest, this helps show users the most realistic version of how the product would look on them.