interest have embedded a new AR ‘Try On’ option into their platform which allows the user to open their smart camera and try on the cosmetics with a face filter.
From there, users are able to go straight into the experience and experiment with a wide range of products featured, an additional feature allows the user to search for a specific makeup item such as “red lipstick” which allows the user to try on a range of different shades.
Several brands have already signed up to be the first to push their products through this new tool, those brands include; L’Oréal as well as Estée Lauder, Sephora and bareMinerals.
L’Oréal is no stranger to AR and have been reaping the rewards from the impact that AR technology can have on cosmetic sales.
Lubomira Rochet, Chief Digital Officer of L’Oréal, stated in an interview that though L’Oréal’s own face filter ‘try on’ tool named Modiface, which it’s running on several sites including Amazon, L’Oréal have seen conversion rates on products featured triple since the feature has been active.
Rochet stated in the interview that:
“People are trying 42 looks because it's fun and entertaining and the experience is easy and the colour rendering is precise… People are really playing with it and are really starting to spend time with the brand.”
Pinterest have narrowed their focus to become the go-to platform for beauty and makeup inspiration, and now that L’Oréal group’s brands, including Lancôme, Urban Decay, NYX Professional Makeup and YSL Beauté now have cosmetics featured on Pinterest, consumers will be immersed in the cosmetics try on experience and come back to use it over and over again.
According to Pinterest, more than 52 million users search and engage with beauty content on its platform in the US alone every month and with the AR try on feature it’s expected to grow even more.