Whether it’s a rainbow makeup look, fresh new haircut or the latest nail art trend – Pinterest knows what’s up when it comes to beauty. This is why it came as no surprise that they are leading the game in augmented reality announcing a new feature called Try On.
The platform revealed, in partnership with Lens, that from today Pinners (only in the US for now, but we’ll keep you updated) will be able to try on different lipstick shades from a huge range of cult brands including bareMinerals, NYX Professional Makeup, YSL Beauté, Lancome, Urban Decay from L’Oréal and Estee Lauder. On top of this, Pinterest will be moving into Instagram territory with the introduction of shoppable Pins, saving for later shopping and visual recommendations to further help with inspiration based on what has already been saved.
For use through the iOS and Android app, the user will essentially be able to ‘try on’ shades using their phone camera, simply clicking the “Try on” button to find different shades. Shopping is intended to be similarly streamlined, with the ability to swipe up to shop and purchase directly from the retailer’s website. Other features include exploring similar shades, by scrolling below the “Try on” section and browsing “more like this”.
While it’s currently only available in the US, Pinterest has plans to roll out the feature globally, as well as an expansion from lipstick into broader beauty and fashion integration. We’ll keep you updated but we cannot wait to see for ourselves the developments in “online to offline inspiration”, especially in the beauty space.