Pinterest drives presence as UK beauty shopping destination with ‘try on’ tool

The brand has introduced its AR feature in the UK as parts of the nation remain under lockdown due to the Covid-19 pandemic

Social media site Pinterest is upping its presence as more than just a discovery site by bringing its virtual ‘try on’ tool to the UK market.

From Charlotte Tilbury to MAC and indie brands, users will be able to test colour cosmetics stocked at retailers via the app and easily transition through to purchase from the online shop.

Powered by Pinterest Lens, customers can open the platform and click the ‘try on’ option to discover lipstick shades.

The feature ramps up Pinterest’s status as a beauty shopping destination at a time when national lockdowns due to the Covid-19 pandemic continue to keep many consumers at home and nonessential retailers closed.

“With the UK remaining under lockdown restrictions, shopping for beauty inspiration on the high street is increasingly difficult, ‘try on’ is a simple, easy-to-use and efficient tool that allows consumers to discover new brands and products, and recreate the magical department store make-up counter experience straight from the comfort of their living room,” the company wrote in a statement.

According to Pinterest, the group has seen a 40% increase in searches for ‘make-up routine’ as consumers look for inspiration during the stay at home order.

On the back of the site’s skin tone specification launch last year, via the try on service, shoppers will be able to select their skin tone in order to choose recommended colours that best suit them.

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