Pinterest is expanding its virtual makeup testing capabilities with today's launch of a new augmented reality feature that allows online shoppers to virtually try on new eyeshadows. Initially, Pinterest allows you to try 4,000 shades from brands like Lancome, YSL, Urban Decay, and NYX Cosmetics.
The feature takes advantage of Pinterest's current Lens visual search technology, its skin tone ranges, and computer vision-based recommendations, the company says. We also understand that Pinterest is incorporating elements of the ModiFace data partner, including digitization parameters that ensure recognized products are mapped to ModiFace's database for superior quality rendering.
This isn't Pinterest's first virtual makeup feature. The company had already launched a lipstick AR trial a year ago, which has now grown to include 10,000 shades, detectable by 48 million beauty pins from brands such as Estée Lauder, bareMinerals, Neutrogena, NARS, Cle de Peau, Thrive Causemetics, NYX Professional Makeup, YSL Beauté, Lancôme and Urban Decay. Retailers, including Kohl's, have also used AR proof to reach consumers.
With the newly launched eyeshadow trial, users can filter product search results based on factors such as color, price range and brand. If they find something they like, they can instantly purchase it, save it to a pinboard or browse a "more like this" section to find other Pins that offer similar shades.
The eyeshadow expansion means that users can now experiment with more complete makeup, rather than just trying out individual shades. There's a toggle that allows users to switch between lipstick and eyeshadow to try out multiple products at once, says Pinterest.
AR-based virtual makeup experiences have become increasingly popular over the years, thanks in part to AR beauty apps like ModiFace's YouCam Makeup, Sephora's Virtual Artist, Ulta's GLAMLab, and others. L'Oréal also offered Live Try-On on its website and partnered with Facebook to bring virtual makeup to the site. Target's online Beauty Studio also offers virtual makeup.
More recently, Google entered the AR virtual makeup space, initially with the launch of a more limited feature on YouTube that has allowed some beauty influencers to incorporate an AR test experience for products into their videos. In December 2020, however, Google more fully embraced the AR trial with the launch of the virtual makeup trial within Google Search, also in partnership with ModiFace.
But Pinterest's expansion to eyeshadow means it's once again ahead of Google when it comes to visual search technology and virtual makeup. Not only does it offer more lipstick shades than Google does, it now also offers an eyeshadow test.
Pinterest says the AR trial feature has been made available for free for brands looking to create visual shopping experiences and reach customers early in the decision-making process. The company says it continues to generate revenue through ads, including shopping ads, and not by monetizing its AR features or sharing revenue with evidence that turns into sales.
"As we make Pinterest more purchasable through products like AR Try on, the platform becomes more engaging and usable for Pinners, which can lead to increased ad usage and click-through," explains a spokesperson. "Organic features like Testing and Importing Catalogs to create Product Pins can often complement a paid strategy where brands drive traffic through the site," they noted.
Eyeshadow proof support is timely. Some beauty brand sales have been depressed by the pandemic, and lipsticks in particular, as there is no point in using lip color when your face is under a mask. Instead, current beauty trends have shifted to highlight the eyes, with bright and bold colors for eyeshadow shades, the wild look of floating eyeliner, big false lashes and more - trends also designed to have look good when you shoot for social media posts, of course.
Pinterest says it has indications that its AR features are converting undecided shoppers into customers. In 2020, Pinterest found that users would try on average six shades of lipstick once the AR trial experience began, and thus were five times more likely to show purchase intent during the trial than standard Pins.
The new eyeshadow trial is available starting today using the Camera Lens in the Pinterest app for iOS and Android.