Pinterest joins growing virtual shopping trend

Pinterest users can now try on lipstick — virtually.

The social platform is introducing an augmented reality-based service called Try On, supported by its Lens visual search solution, in its mobile app. Customers can open the Pinterest camera in search, click “try on” to find different lipstick shades, and swipe up to shop. They can virtually try on various products, save for later shopping, or buy through the retailer’s site. 

Participating companies include Estée Lauder, Sephora, bareMinerals, and Neutrogena; as well as L’Oreal brands NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay. A “try on” button will also appear on select products, as well as in search with related terms like “matte lipstick” or “red lips”.

Pinterest has integrated Try On with its skin tone range feature, so users can see similar lip shades on skin tones that match their own. Customers can also take a photo of their virtual try-on and save it as a pin which they can shop later. The service does not feature skin smoothing or image altering effects to help ensure accurate virtual representations.

In addition, below the Try On feature, users can browse “more like this” to see select pins with related looks. If customers see someone wearing a lip color they like in a pin, they will be able to try on a similar shade by clicking "see similar looks."
  
Increasingly, retailers of beauty products are utilizing AR and virtual reality (VR) to provide customers a realistic digital view of how cosmetics products would look on them. Amazon and Macy’s are both leveraging artificial intelligence (AI)-based AR technology from ModiFace to enable its virtual cosmetic try-on experiences.

Meanwhile, Ulta Beauty offers GlamLab, an AR-based mobile app feature that enables customers to see how different beauty products would look on them. The retailer is also piloting an AR-based try-on service in its stores. Other retailers leveraging AR for virtual cosmetics try-on include Sally Beauty and MAC Cosmetics.

Try On for lipstick is currently available in the U.S. on iOS and Android mobile. Pinterest says there will be more categories to come.