Pinterest is introducing an AR-powered try-on experience for the eyeshadow.

Pinterest is expanding its virtual makeup try-on capabilities with today’s launch of a replacement augmented reality feature that permits internet buyers to virtually try new eyeshadow. Initially, Pinterest is allowing try-on with 4,000 shades from brands like Lancome, YSL, Urban Decay and NYX Cosmetics.

The feature leverages Pinterest’s existing Lens visual search technology, its skin tone ranges feature and computer-vision-powered recommendations, the corporate says. We also understand Pinterest is incorporating elements from data partner ModiFace, including digitization parameters that make sure the products recognized are mapped to ModiFace’s database for higher-quality rendering.

This is not Pinterest’s first virtual makeup feature. the corporate had previously launched an AR try-on experience for lipstick a year ago, which has now grown to incorporate 10,000 shades, discoverable from 48 million beauty pins from brands like Estée Lauder, bareMinerals, Neutrogena, NARS, Cle de Peau, Thrive Causemetics, NYX Professional Makeup, YSL Beauté, Lancôme and concrete Decay. Retailers, including Kohl’s, have also used AR try-on to succeed in consumers.

With the newly launched eyeshadow try-on, users can filter the merchandise search results by factors like color, price range and brand. If they find something they like, they will then purchase it immediately, reserve it to a board, or browse a “more like this” section to seek out more Pins offering similar shades.

The expansion to eyeshadow means users can now experiment with more of a full makeup look, instead of just try individual shades. There’s a toggle that lets users switch between lipstick and eyeshadow to undertake on multiple products directly , Pinterest says.

AR-powered virtual makeup experiences are growing in popularity over the years, thanks partially to AR beauty apps like ModiFace’s YouCam Makeup, Sephora’s Virtual Artist, Ulta’s GLAMLab et al. . L’Oréal has also offered Live Try-On on its website and partnered with Facebook to bring virtual makeup to the location . Target’s online Beauty Studio also offers virtual makeup.

More recently, Google entered the AR virtual makeup space, initially with the launch of a more limited feature on YouTube that allowed some beauty influencers to include an AR try-on experience for products in their videos. In December 2020, however, Google more fully embraced AR try-on with the launch of virtual makeup try-on within Google Search, also in partnership with ModiFace.

But Pinterest’s expansion to eyeshadow means it’s once more before Google when it involves visual search technology and virtual makeup. Not only does it offer more lipstick shades than Google, it now also offers eyeshadow try-on.

Pinterest says the AR try-on feature is being made available for free of charge to brands who want to make visual shopping experiences and reach customers earlier in their decision-making process. the corporate says it continues to get revenue through ads, including shopping ads, and not by monetizing its AR features or doing any revenue share on the try-ons that become sales.

“As we make Pinterest more shoppable through products like AR try , the platform becomes more engaging and actionable to Pinners, which may end in increases in usage and click-through of ads,” a spokesperson explains. “Organic features like try and ingestion of catalogs to make product Pins can oftentimes complement a paid strategy where brands drive traffic across the location ,” they noted.

The support for eyeshadow try-on is timely. Some beauty brand sales are depressed by the pandemic, and particularly lipsticks, since it makes no sense to use lip color when your face is under a mask. Instead, current beauty trends have shifted to highlighting the eyes, with bright and bold colors for eyeshadow shades, the wild floating eyeliner look, large false lashes, and more — trends that also are designed to seem good when filmed for social media posts, of course.

Pinterest says it's indications that its AR features are converting undecided shoppers to customers. In 2020, Pinterest found that users would try a mean of six lipstick shades once they began the AR try-on experience, then were five times more likely to point out purchase bent try-on compared with standard Pins.

The new eyeshadow try-on is live starting today using the Lens camera within the Pinterest app for iOS and Android.