HomeMarketingE.l.f. brings AI-powered color-matching for makeup to Pinterest
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E.l.f. brings AI-powered color-matching for makeup to Pinterest

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Dive Transient: 

  • E.l.f. Cosmetics teamed with Pinterest to create a synthetic intelligence-powered colour evaluation device known as “colour e.l.f.nalysis,” per particulars shared with Advertising Dive. 
  • Shoppers on a delegated microsite can add a selfie to obtain a color-season evaluation and uncover make-up shades that complement their distinctive options. Individuals may even get matched with a curated Pinterest board with shoppable E.l.f. merchandise. 
  • E.l.f. partnered with Pinterest’s insights workforce to map seasonal tendencies and with creators on the platform to develop season-specific content material. The transfer follows Pinterest’s current bulletins round new AI-driven advert options and purchasing development forecasting.

Dive Perception: 

E.l.f. is making it simpler for customers to seek out their preferrred make-up shades with its AI-powered device, an innovation impressed by the rising variety of people in search of on-line magnificence evaluation exams. There have been 1.6 billion makeup-related searches over the previous 12 months on Pinterest, together with a 22-times enhance in curiosity round instruments like “colour season evaluation,” per info shared in launch particulars. Whereas product suggestions are nothing new, E.l.f. has a chance to construct loyalty with Gen Z customers, who make up almost half of Pinterest’s customers, by providing personalised steering in a method that is simply accessible.

The E.l.f. information comes on the heels of different AI-focused bulletins that Pinterest revealed round this 12 months’s Cannes Lions occasion, together with auto-collages, an AI function that permits advertisers to show their present Pinterest product catalog into 1000’s of shoppable collages in minutes. Macy’s is among the many retailers at the moment working with the platform to check and supply suggestions on the brand new answer, which is being piloted by means of Pinterest Advert Labs. 

Together with auto-collages, Pinterest enhanced its Traits device with AI and visible clustering applied sciences to equip advertisers with deeper insights round what customers are planning to purchase subsequent. Along with leveraging search knowledge, the device leverages insights into what Pinterest customers are saving, curating on their boards and looking for. 

To make use of the E.l.f. colour evaluation device, customers on a microsite can both take a selfie or add one from their digital camera roll and wait because the device identifies their hue (heat or cool), worth (gentle or deep distinction) and chroma (brilliant or muted). Customers will obtain their colour season, providing insights into make-up shades that harmonize with their options, and shall be redirected to Pinterest to obtain their customized board with E.l.f. merchandise that align with their outcomes. 

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To construct the device, E.l.f. labored with Pinterest to investigate its customers’ search, save and store habits, which revealed insights like a 23% enhance in “true summer season make-up” and a 30% enhance in “spring colour palette evaluation” that helped inform the curated boards. E.l.f. additionally teamed with Pinterest creators for season-specific content material by means of the platform’s new creator partnership packages, a collaboration that allows creators to provide Pinterest-first content material and maximize their attain utilizing Thought advertisements with paid partnerships, per launch particulars. 

The AI parts behind the e.l.f.nalysis expertise are designed to enrich, not substitute, the human contact, defined E.l.f. Magnificence’s Chief Built-in Advertising Officer Patrick O’Keefe in written feedback to Advertising Dive. E.l.f. is approaching AI as an funding that may ultimately be embedded throughout each perform of enterprise, from advertising and marketing and artistic to expertise, finance and the provision chain. 

“Whereas instruments are nonetheless being examined and refined, they’re already accelerating execution, lowering handbook workload and unlocking new ranges of creativity — all with human oversight in-built by design,” stated O’Keefe. “Accountable AI is core to our method, and we’re dedicated to making sure that e.l.f. AI is inclusive, moral, and consultant of the various group we serve.” 

E.l.f. labored with social-focused inventive company Motion Technique for the hassle. The model and Pinterest will showcase the device on the Carlton Seaside Membership on June 19 throughout the Cannes Lions Worldwide Pageant of Creativity, the place attendees will get a primary take a look at the expertise together with a mini seasonal make-up styling session.

E.l.f. has strategized different buzzy advertising and marketing performs of late, together with a YouTube comedy particular focused at Gen Z customers who overlook to use sunscreen. In February, E.l.f. Cosmetics stepped into the world of telenovelas, a kind of cleaning soap opera primarily produced in Latin America, for a drama-filled collection on TikTok. 

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