THE WHAT? A slew of high profile beauty brands such as L’Oréal, Sephora and bareMinerals have signed up to use Pinterest’s new AR tech, according to the Drum.
THE DETAILS The new tool, named Try On, uses augmented reality to allow users to try on beauty products, powered by Pinterest’s smart camera, ‘Lens’.
Consumers can go straight to the relevant section on the app to trial featured products, or use the search engine for generic terms such as the color lipstick they wish to try.
THE WHY? Brands have been quick to adopt the benefits of AR in marketing, with L’Oréal’s Modiface tool said to have seen conversation rates on featured products triple.
Speaking to The Drum about the benefits of AR via its Modiface app, L’Oreal Chief Digital Officer Lubomira Rochet said, “People are trying 42 looks because it’s fun and entertaining and the experience is easy and the colour rendering is precise. People are really playing with it and are really starting to spend time with the brand.”