Pinterest has partnered with e.l.f. Beauty on a first-of-its-kind color analysis activation, which will enable Pinterest users to get feedback on ideal color combinations for their skin.
As you can see in these examples, using the “e.l.f.nalysis” activation, you can either upload a selfie or a photo from your camera roll (I’ve nominated Mr. Pitt in my place), along with a manual tag fr your eye color, which will then be analysed to highlight your best color palette.
A per e.l.f. Beauty:
“Simply snap a photo or upload from your camera roll, and the tool will analyze your natural coloring – hue (warm or cool), value (high or low contrast), and chroma (bright or muted) – to determine your season.”
You’ll then get access to a Pinterest board curated to your season, “filled with elf products that take out the guesswork out of finding the most complementary.”
Which could be popular. According to Pinterest data, searches for “color analysis test” have grown 22x year-over-year.
In addition, searches of related products have also increased:
“By looking at user search, save, and shop behavior on Pinterest – including, a 23% increase in “true summer makeup” and a 30% increase in “spring color palette analysis” – the Pinterest team identified trending searches to fuel e.l.f.’s curated boards. The experience also features Pinterest’s newest collages format, bringing color ideas to life in a dynamic way that reaches shoppers exactly when inspiration strikes.”
The activation shows how Pinterest trend data can be used to fuel creative, engaging experiences, while also demonstrating how Pinterest’s developer tools could be a consideration for bogger brand campaigns.
Though even if you don’t have the resources of a big brand, you can still use Pinterest’s trend insights to determine search activity relevant to your products, which could help to fuel your own activations.
It’s an interesting example of how to tap into Pin activity, and angle your promotions to fit.
