You Can Now Try On Eyeshadow in the Pinterest App

While most people would rather try on makeup before buying, inviting customers to touch the same product samples and rub them all over their faces is a pretty clear violation of current health and safety guidelines. In the meantime, Pinterest is helping users mimic this real-life experience as closely as possible with the help of a feature that Snapchat took mainstream: augmented reality. After launching a lipstick try-on lens before the pandemic hit last January, the company today introduced technology for trying on makeup that does not have to hide behind your face mask. Augmented reality eyeshadow is Pinterest's latest effort to evolve in the retail space, and was unveiled today at the National Retail Federation's 2021 Chapter One virtual summit. In 2020, the company expanded the skin tone range of its try-on feature, introduced performance-driven pins and launched a verified merchant program. While AR try-on is a feature that's increasingly available through branded online shops, Pinterest's tool gives consumers access over 4,000 shades from brands like Lancome, YSL, Urban Decay and NYX Cosmetics. According to head of content and creator sponsorships Aya Kanai, this development is just another step in creating a more personalized experience for Pinterest users, who can also compare their own image to that of models with the same skin tone and make a seamless purchase if they find the right match. “One of the really important aspects was this idea of not having skin-smoothing or image-altering effects,” Kanai said. “If you’re going to buy this product, what you see in the AR trial is actually what the eyeshadow or lipstick will look like, which I think is a real value to consumers.” 89% of users turn to Pinterest as a tool in their shopping experience, and according to Kanai, they are five times more likely to show purchase intent on enabled pins. “We’re not trying to prove to every consumer that everything is for you, because that’s just simply not true,” she said. “We want all Pinterest users to have a real customer experience. I want to be able to deliver on that promise.” While social commerce features like branded augmented reality and retail livestreams drive revenue, consumers aren’t primarily using social media platforms to shop. When drawing a line between convenience and product overkill, Kanai stressed the importance of staying true to brand purpose. “It comes back to the mission of Pinterest,” she said. “Pinterest is really more about taking time for yourself to pursue your passions and interests. As we continue to layer on these shopping tools, the most important thing is that we are providing consumers with an authentic experience.” Read Next: TikTok Makes Moves in Social Commerce With Shopify Integration

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Virtually Sample 4,000 Shades of Eyeshadow With Pinterest's New AR Try-On Feature

The augmented reality tool is the platform's latest technology innovation

Emmy Liederman

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