Pinterest is ramping up its beauty focus with beauty guides, designed to help users put beauty ideas on the platform into practice.
Inspirational images for hair, make-up and nails will now come with a ‘Get the Guide’ option which offers how-to guidance on getting the pictured look.
This can include what to ask for at the salon and further inspiration for refining a look, as well as shoppable products to help recreate it and step-by-step instructions.
The artificial intelligence-(AI) powered experience is said to leverage Pinterest’s more than 80 billion monthly searches and trends insights, reported the company.
The new feature is said to address the challenge in beauty discovery of translating what people see into how to achieve it in real life.
“People come to Pinterest with a point of view, even if they do not know the words to describe it,” said Matt Madrigal, Chief Product and Technology Officer at Pinterest.
“Beauty guides use our visual understanding technology and AI to help people go from seeing a look they love to knowing how to make it their own, whether that means knowing what to ask for at the salon, finding the right products or recreating the look at home.”
Beauty guides will be available from8 October to iOS users in the US, with further expansion to more regions expected over time.
Pinterest is also planning to expand the feature to more product categories.
The move comes as Pinterest launched its first standalone Beauty Trend Report with beauty retailer Sephora.
More than 85% of Pinterest users say they discover new beauty trends and ideas on the platform before seeing them elsewhere, the company said.
Maximalist make-up, pink hair and frosted finishes are among the trending looks in beauty, Pinterest found.
Plus, bob haircuts, latte-inspired nails and ‘farm-to-face’ beauty are proving popular among pinners.
Within the make-up maximalism, dramatic looks and amplified single details, such as graphic liner, bold lip or full-colour eye, are on the rise, Pinterest said.
‘Full beat make-up look’ searches were up 460% on the platform, while the term ‘2000s club make-up’ increased 184%, plus ‘bold lip combo’ interest grew 121%.
Lashes were a big focus for Pinterest users, with interest in cluster lash ideas up 646%, ‘Korean lash lift aesthetic’ up 436%, and ‘dramatic cat-eye lashes’ up 415%.
Meanwhile, the Arctic Frost trend includes the rise of frosted make-up (+286%), bleached brows make-up (+53%), metallic lips (+52%) and pastel blue eyeshadow (+51%).
The trend for latte nails takes “cues from seasonal drinks, rich fruit and dessert-like finishes”, the report said.
Among the rise in interest are caramel nude nails (+943%), raspberry jelly nails (+828%), iced latte nails (+295%), latte brown nails (+293%), blood orange nails (+161%) and almond milky nails (+301%).
The farm-to-face trend focuses on beauty “being built from the inside-out”, with the care people put into their skin care routines spilling into what they eat, drink and use at home, according to Pinterest’s report.
Skin foods (+35%) are on the rise with terms such as ‘bone broth benefits for women’ (782%), ‘rosemary water for hair’ (+269%), ‘avocado face mask recipe’ (+141%) and ‘coffee body scrub recipe’ (+129%) among the most searched for terms associated with the trend.
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