E.l.f. Introduces AI-Enhanced Color Matching for Makeup on Pinterest

E.l.f. Cosmetics has launched an AI-powered color analysis tool called “color e.l.f.nalysis” in collaboration with Pinterest. This innovative tool allows consumers to upload selfies on a dedicated microsite to receive a personalized color-season analysis, helping them discover makeup shades that suit their unique features. Users are then matched with curated Pinterest boards featuring shoppable E.l.f. products. This initiative capitalizes on the rising interest in online beauty analysis, evidenced by 1.6 billion makeup-related searches on Pinterest in the past year. The collaboration includes insights from Pinterest’s team to track seasonal trends and involves creators for season-specific content. E.l.f.’s Chief Integrated Marketing Officer emphasized the importance of integrating AI to enhance creativity and efficiency without losing the human touch, committing to responsible, inclusive AI practices. This launch aligns with E.l.f.’s strategy of engaging Gen Z consumers and showcases its marketing innovations at the Cannes Lions International Festival of Creativity.

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