Pinterest has launched a new tool that lets users virtually try on products from top beauty brands.
The ‘Try On’ option is being powered by Pinterest’s smart camera, ‘Lens’. Shoppers are able to go straight into the section of the app to experiment with different products featured, or they can use Pinterest’s search function to search for make-up related terms like “plum lipstick” to then try on different shades.
L’Oréal is among the first brands to sign up to push products through the new tool; Estée Lauder, Sephora, bareMinerals and Neutrogena have also started come on board.
But L’Oréal is no stranger to the impact that AR technology can have on beauty sales. Last year, chief digital officer Lubomira Rochet told The Drum that though its own version of the tool called Modiface, which it’s running on various retail sites including Amazon, it’s seen conversion rates on products featured triple.
“People are trying 42 looks because it's fun and entertaining and the experience is easy and the colour rendering is precise,” Rochet said at the time. “People are really playing with it and are really starting to spend time with the brand.”
Its brands including NYX Professional Makeup, YSL Beauté, Lancôme and Urban Decay will now all have products featured on Pinterest.
It comes as Pinterest ramps up its focus to become the go-to platform for beauty inspiration.
According to the platform, more than 52 million people search and engage with beauty content on its platform in the US every month.