Pinterest has introduced a new AR feature that enables users to try and apply different shades of lipsticks virtually on their smartphone application.
Dubbed as Try On, the application is the first AR filter on the social networking site’s mobile application that will build on its other product discovery tools, such as visual search that can match items in a picture to product catalogues.
To allow its users to “try on” a variety of lipstick shades, Pinterest has collaborated with prestigious cosmetics brands like L'Oréal, Estée Lauder, and Sephora. Users can simply either swipe up to save different shades for later or purchase directly from the retailer’s website. This new AR tool would likely help Pinterest increase engagement on the platform and makes the social media web and mobile application company a stronger discovery tool, especially for beauty brands.
With the new AR tool, the company intends to attract attention of shoppers to discover and try on shades of their liking even before they have made a decision to make a purchase. This process could possibly lead to heightened engagement among Pinterest users, which according to eMarketer surged to 82.4 million in 2019 – an increase of 9.1% and surpassing Snapchat to become the third largest social media platform in the United States.
UK-based online fashion and cosmetic retailer Asos is also trialling See My Fit, an AR tool that offers a simulated view of a product to customers in different sizes and on different body types. The tool is supposed to help Asos customers making more informed buying decisions, as it demonstrates how products look on models that “more closely reflect” individual customers.
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