Pinterest launches augmented reality beauty product fitting feature
The photo-sharing social network Pinterest announced on January 28th the launch of a new feature called “Try On”, which will allow Pinners to virtually try augmented reality beauty products. A boon for brands anxious to reach consumers without going through distributors and e-commerce platforms. Explanations.
OFFER A REALISTIC EXPERIENCE
For example, the user browses a brand’s Pinterest page and finds a product, such as a lipstick. The “Try On” button activates the camera in selfie mode and virtually projects the nuance onto her lips. He can also activate the camera in the search bar, associate specific queries like “matte lipstick” or “red lips”, then browse the results and start the augmented reality fitting session.
For the moment, the functionality is only available on certain references of the Estée Lauder, Sephora, bareMinerals, Neutrogena brands, as well as for some brands of the L’Oréal group, such as NYX Cosmetics, YSL Beauté, Lancôme and Urban Decay.
The technological feat is that the tool does not change the skin color or its roughness, the capture does not change the face of the user. The objective is to restore the color of the product as faithfully as possible on the face, like a real fitting in a store. The solution is optimized for Pinterest Lens, the social media visual search tool that allows you to find a product from the camera. Finally, the user can save the fitting session by taking a photo, then save it on their Pinterest page. The recommendation engine then allows him to access similar shades and products on skin deemed to be close to his own.