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Pinterest has said that its augmented reality shopping feature now allows users to virtually try on eyeshadow from brands including YSL, Urban Decay, Lancome and NYX Cosmetics before buying.
The feature initially launched in January 2020 with the flexibility to try on lipstick from brands including Estée Lauder, Sephora and bareMinerals using Pinterest’s AR Lens camera, with a direct link to check-out.
Pinterest is expanding the feature to recent cosmetics categories as consumers seek recent ways to buy in the course of the pandemic, said Aya Kanai, head of content and creator partnerships at Pinterest.
“As consumers, we’re not going into stores,” she said. “And, in fact, [with the pandemic] we’re frequenting stores much less often than normal.”
Half of Pinterest users use the app to buy, over two times higher than the variety of users on other platforms. 83% of weekly users have also made a purchase order based on content they saw on Pinterest.
The platform is one in all several to enter into the world of social commerce, following Instagram, TikTok, and Facebook. Online sales have accelerated because the start of the COVID-19 pandemic, growing $39 billion within the U.S. during December, in response to Salesforce.
Pinterest’s eyeshadow The try-on feature includes a spread of skin tones and forgoes skin filtering or smoothing effects to create a practical shopping experience. Users can select their skin tone and see other users wearing the product before trying it on themselves. Users can even find products on Story Pins, the platform’s recent video story format, and be redirected to the brand’s page for checkout.
“Our hope is to expand this AR try-on into multiple areas because e-commerce is just not going to decelerate,” Kanai said. “We need to be sure that our customer experience is as protected and as realistic as possible.”
The feature is now available to all brands in beta, following the corporate’s October announcement to make product tagging easier.
Pinterest has greater than 442 million monthly lively users.
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