One year after bringing digital lipstick swatches to the masses via augmented reality (AR), Pinterest is back with a second shop-able testing tool for eyeshadow.
Same purpose: For shoppers, it’s providing a safe space to relearn that fuchsia glitter belongs on Euphoria. For beauty brands, it’s building an interactive online shopping experience to secure more sales.
Pinterest users can test more than 4,000 eyeshadow shades from brands including Thrive Causemetics, Urban Decay, and bareMinerals. They can also co-ordinate eyeshadows with lipsticks from Pinterest’s catalog of 10,000 lip shades.
If shoppers like what they test, they can directly purchase the item within the Pinterest app. Read more here
It’s a different reality now, back in January 2020, AR was an at-home complement to an in-store experience. Now, beauty counters are covered in plastic wrap.
That altered how Pinterest approached its AR evolution, Jeremy King, SVP of Engineering at Pinterest, told Retail Brew. “As more retailers were bringing their products online and shoppers were in need of easily browsable shopping experiences that mirrored the discovery they could find in-store, we made improvements to catalog ingestion and product discovery,” King said.
Pinterest also worked on the tech’s ability to recommend products for multiple skin tones and to detect faces wearing a mask. Read the full article here
Results so far? Pinterest users try an average of six lipstick shades once they’re in AR mode—and they’re 5x more likely to show purchase intent after using the tools. Between March and September, Pinterest users interacting with shopping tools had increased more than 85%.
Tech companies want to make AR shopping happen, more than they want to clone TikTok. Unrealised potential: The pandemic provided the use-case, but it hasn’t determined whether shiny AR tech will have a lasting impact on online shopping—yet.
“[I]t’s likely shoppers will never try makeup on in a store again,” King told Retail Brew. “Brands are experimenting with ways to reimagine online shopping while people can’t go in store, and those learnings and advancements will carry on even after quarantine ends.”
Interesting Pinterest Stats
All stats have been supplied directly from Pinterest
335 Million people from around the world come to Pinterest each month.
240 Billion + pins are saved per month
5 Billion boards are created monthly
80% are mums
1 in 2 are millennials
76% are millennial women
40% are millennial men
These people, are all decision makers looking to make purchases, 83% of Pinners have made a purchase based on content they saw from a brand on Pinterest.
If you are need more advice on a Pinterest strategy and want to take that next step to grow your Pinterest visibility, speak to the Stellar Search Team today.