- E.l.f. Cosmetics teamed with Pinterest to create a man-made intelligence-powered color evaluation tool called “color e.l.f.nalysis,” per details shared with Marketing Dive.
- Consumers on a chosen microsite can upload a selfie to receive a color-season evaluation and discover makeup shades that complement their unique features. Participants can even get matched with a curated Pinterest board with shoppable E.l.f. products.
- E.l.f. partnered with Pinterest’s insights team to map seasonal trends and with creators on the platform to develop season-specific content. The move follows Pinterest’s recent announcements around latest AI-driven ad solutions and shopping trend forecasting.
E.l.f. is making it easier for consumers to find their ideal makeup shades with its AI-powered tool, an innovation inspired by the growing number of people looking for online beauty evaluation tests. There have been 1.6 billion makeup-related searches over the past 12 months on Pinterest, together with a 22-times increase in interest around tools like “color season evaluation,” per information shared in release details. While product recommendations are nothing latest, E.l.f. has a possibility to construct loyalty with Gen Z consumers, who make up nearly half of Pinterest’s users, by offering personalized guidance in a way that is easily accessible.
The E.l.f. news comes on the heels of other AI-focused announcements that Pinterest revealed around this 12 months’s Cannes Lions event, including auto-collages, an AI feature that permits advertisers to turn their existing Pinterest product catalog into hundreds of shoppable collages in minutes. Macy’s is among the many retailers currently working with the platform to test and supply feedback on the brand new solution, which is being piloted through Pinterest Ad Labs.
Along with auto-collages, Pinterest enhanced its Trends tool with AI and visual clustering technologies to equip advertisers with deeper insights around what users are planning to buy next. In addition to leveraging search data, the tool leverages insights into what Pinterest users are saving, curating on their boards and shopping for.
To use the E.l.f. color evaluation tool, consumers on a microsite can either take a selfie or upload one from their camera roll and wait because the tool identifies their hue (warm or cool), value (light or deep contrast) and chroma (vibrant or muted). Users will receive their color season, offering insights into makeup shades that harmonize with their features, and shall be redirected to Pinterest to receive their custom board with E.l.f. products that align with their results.
To construct the tool, E.l.f. worked with Pinterest to analyze its users’ search, save and shop behavior, which revealed insights like a 23% increase in “true summer makeup” and a 30% increase in “spring color palette evaluation” that helped inform the curated boards. E.l.f. also teamed with Pinterest creators for season-specific content through the platform’s latest creator partnership packages, a collaboration that allows creators to produce Pinterest-first content and maximize their reach using Idea ads with paid partnerships, per release details.
The AI elements behind the e.l.f.nalysis experience are designed to complement, not replace, the human touch, explained E.l.f. Beauty’s Chief Integrated Marketing Officer Patrick O’Keefe in written comments to Marketing Dive. E.l.f. is approaching AI as an investment that can eventually be embedded across every function of business, from marketing and inventive to talent, finance and the provision chain.
“While tools are still being tested and refined, they’re already accelerating execution, reducing manual workload and unlocking latest levels of creativity — all with human oversight inbuilt by design,” said O’Keefe. “Responsible AI is core to our approach, and we’re committed to ensuring that e.l.f. AI is inclusive, ethical, and representative of the various community we serve.”
E.l.f. worked with social-focused creative agency Movement Strategy for the hassle. The brand and Pinterest will showcase the tool on the Carlton Beach Club on June 19 through the Cannes Lions International Festival of Creativity, where attendees will get a primary take a look at the experience together with a mini seasonal makeup styling session.
E.l.f. has strategized other buzzy marketing plays of late, including a YouTube comedy special targeted at Gen Z consumers who forget to apply sunscreen. In February, E.l.f. Cosmetics stepped into the world of telenovelas, a style of soap opera primarily produced in Latin America, for a drama-filled series on TikTok.
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