Pinterest has launched ‘Try On”, a new AR feature that enables users to virtually try on various lipstick shades. Users can then save the Pin for later shopping, or buy through the retailer’s site.
The feature is powered by Lens, and users can access the feature by searching “lipstick” or “lipstick shades” on Pinterest and selecting the “Try On” option, which opens the phone’s front-facing camera, to try on up to 25 different lipstick shades.
Each shade has a brand associated with it so that users can “Shop the look” immediately. In saved Pins that use the Try On feature, users can go back to view the brand and make a purchase at any time. The initial rollout partners include beauty brands like Estée Lauder, Sephora, bareMinerals, Neutrogena, L’Oreal, NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.
The new tool could shape up to be a big grab for beauty retailers looking to connect with online customers in more interactive ways. Sure, other social platforms are getting serious about AR, but few have the clout Pinterest does when it comes to discovering new beauty trends or curating beauty mood boards.