e.l.f. Beauty has partnered with social media platform Pinterest on an artificial intelligence (AI)-powered colour analysis tool to make it easier for consumers to find their ideal make-up shades.
The fast beauty brand said ‘color e.l.f.nalysis’ aims to “democratise” access to colour analysis, enabling users to discover make-up shades that “harmonise with their unique features”.
Users are then matched to a curated Pinterest board that features shoppable e.l.f. Beauty products tailored to their individual colour story.
Consumers upload a selfie to the brand’s designated microsite, where the tool analyses their skin hue (warm or cool), value (light or deep contrast) and chroma (bright or muted).
It then uses this data to match them with a curated board of e.l.f. Beauty make-up that complements their skin and features.
“Color e.l.f.nalysis is about breaking down beauty barriers and making personalised colour analysis accessible to every eye, lip and face – for free,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty.
“This tool, developed with Pinterest and in collaboration with real-life colour experts, complements – not replaces – the human touch.
“It is a smart, seamless and fun way for our community to discover what works for them – and find their perfect e.l.f. product matches in just a few taps.”
This news comes hot on the heels of other giants looking into the power of AI to create even more personalised beauty experiences, such as L’Oréal.
e.l.f. Beauty worked with Pinterest's insights team to map seasonal trends to identify ‘trending’ searches to fuel the beauty brand’s curated boards.
This involved looking at user search, save and shopping behaviour on the platform, which, for example, revealed a 23% increase in ‘true summer makeup’ searches and a 30% boost in ‘spring color palette analysis’.
The tool is taking advantage of the seasonal colour analysis trend popular on social media – a method of determining what colour make-up and clothing to wear each season.
e.l.f. Beauty has also partnered with creators on the platform to develop its season-specific content.
This has been enabled via Pinterest’s creator partnership packages, which enables creators to produce Pinterest-first content and amplify their reach using Idea Ads with paid partnerships.
“With 1.6 billion make-up-related searches over the past year and a x22 increase in interest around tools like ‘color season analysis’, it is clear consumers are craving personalised beauty experiences,” said Katie Dombrowski, VP of CPG at Pinterest.
“We are thrilled to partner with e.l.f. Beauty to bring this innovation to life and meet users exactly where inspiration strikes.”
e.l.f. Beauty also tapped social-powered creative agency Movement Strategy to use real-time insights and platform behavior data to build brand strategies for this project.
‘Color e.l.f.nalysis’ will debut at the Pinterest Manifestival in Cannes on 19 June, where attendees will get a first look of the new tool.
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