Pinterest extends virtual try on technology for makeup

Pinterest has extended its augmented reality (AR) shopping features with AR Try on for eyeshadow, to help more people try products on virtually before they buy.

The new feature, which follows on from existing Lipstick Try on, can now be found across more than 4,000 shoppable eyeshadow shades from brands including Lancome, YSL, Urban Decay and NYX Cosmetics.

It follows findings that revealed that Pinners were five times more likely to show purchase intent on Try on-enabled Pins than standard Pins.

With eyeshadow Try on, powered by Lens, Pinners can use AR technology to try on and shop beauty products in the iOS or Android app.

By clicking the Lens camera, shoppers can browse eyeshadows, try on in-stock shades, and buy.

Pinners can also filter product results by colour, price range and brand, save to a board for later, or view a “more like this” section and see additional Pins with similar shades and filter recommendations by their own skin tone range.

The development comes as Pinterest prepares to expand its product tagging beta, with access opening up to advertisers and creators to create shoppable Story Pins and tag products in the coming months.

It comes after further Pinterest research revealed that Pinners were 70% more likely to show shopping intent on products tagged in scene images than on standalone Product Pins.

“Millions of people come to Pinterest every month to search for beauty ideas and inspiration.

“This is our latest step in bringing together the worlds of visual search and shopping as people come to Pinterest to shop early in their decision-making process, ready to discover new brands and products,” Pinterest said.

The future of shopping would rely on online shopping experiences that were similar to that of in-store and complemented the joy that shoppers found in browsing, seeing curated collections, and trying on products, it added.