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Pinterest is beta testing a new feature that makes it easier to narrow beauty searches by skin tone.
May 1, 2018
By: Christine Esposito
Editor-in-Chief
Only a few years ago, Pinterest was all about arts and crafts. But the social media site has evolved to become much more than holiday home décor and party planning. In fact, this “visual discovery engine” generates quite a large amount of activity in beauty, too. According to the San Francisco-based firm, 200 million people around the world use Pinterest each month to discover ideas and find inspiration for their lives – including every day and special occasion beauty looks. Pinterest contends 70% of weekly active Pinners discovered a new beauty or grooming product on Pinterest and 89% say Pinterest offers ideas for what products to shop for. Those numbers seem set to rise for Pinterest moving forward. Rolling out in beta, the platform testing an inclusive discovery feature that enables Pinners to narrow beauty search results by a skin tone range. The site is starting with four palette options, each representing a range of skin tones. As a user searches for beauty ideas, she will be able to select a palette to narrow search results, according to Pinterest, which is working with ModiFace on the project. This new feature will make it easier for the site’s users to discover their next look, whether they’re a hairstylist or makeup artist with different clients or an individual looking to try out a new style at work. “People come to Pinterest when they are actively considering what to do or buy next. From searching for a special occasion look to creating boards for products they want to buy, people come to Pinterest with a purpose. By showing personally relevant results for makeup, hairstyles, accessories and more, we're able to help Pinners more easily discover the ideas they can take action on in their everyday lives,” Vikram Bhaskaran, Beauty Vertical Strategy Lead, Pinterest, told Happi. According to Pinterest’s 2017 usage study, among Pinners who engage with beauty content, 60% learn how to create a new look/style for a special occasion (think wedding or prom); 40% show a pin/board to a stylist; 40% create a board/wish list for products they want to buy; and 34% find a specific product for immediate purchase (within the next month).
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