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Miami Herald
18-06-2025
- Entertainment
- Miami Herald
This new AI tool could change how you shop for makeup
I will admit it. I currently have four different foundations and two tinted moisturizers sitting on my vanity. Not one of them actually matches my skin. They're all either slightly too orange, a touch too gray, or perfect in the store lighting and totally off in natural light. So when it comes to being frustrated with makeup shopping, I get it. You see something trending on TikTok or Pinterest and think, "That could work for me." But then you buy it, try it, and realize once doesn't. It's not that the product is bad. It's just not made for you. Related: Bankrupt beauty brand to return after $1 billion collapse That's why when I saw the press release about a new AI-powered tool from E.l.f. and Pinterest, I was instantly intrigued. It promised to analyze your face (yes, literally your selfie) and tell you which colors actually work with your skin tone, contrast, and brightness. Not just vibes. Not just influencer guesses. Actual, customized color analysis in seconds. And the best part? It's totally free. Image source: E.l.f. Cosmetics The tool, called "color lives on a dedicated microsite. All you have to do is upload a selfie (or take one in real time), and the AI will get to work. It scans your image for three key things: hue (warm or cool), value (your level of contrast), and chroma (bright vs. muted). In other words, it figures out your "color season." You could be a True Summer, a Deep Autumn, or one of the other 12 variations that color theory lovers on TikTok are obsessed with. And rather than leaving you with a vague label, the tool gives you something far more useful: a curated Pinterest board full of shoppable E.l.f. products that complement your features. Related: E.l.f. drops $1 billion on Hailey Bieber's Rhode Yes, the AI actually builds a personal shopping experience for you, complete with makeup recommendations that fit your skin tone, undertone, and style. To build the tool, E.l.f. worked closely with Pinterest's insights team to analyze search, save, and shopping behavior from over 1.6 billion beauty-related queries. Searches for "color season analysis" jumped 22x in the past year - so yeah, people are into it. In other words: this isn't a gimmick. It's not just giving the people what they're literally searching for. E.l.f. didn't just stop at product recommendations. They also teamed up with Pinterest creators to build season-specific content, turning color theory into a scroll-stopping experience tailored for Gen Z. From Pinterest's new collage tools to Idea Ads with paid partnerships, Pinterest is making sure this thing hits right when inspiration (or let's be real, boredom scrolling) strikes. This launch also comes at a strategic time. Pinterest just rolled out a suite of AI-powered shopping features (including auto-collages and improved trend forecasting) designed to keep users in-platform and move them from inspiration to purchase faster. For E.l.f., a brand already known for clever, culture-forward marketing, the move reinforces just how committed they are to staying ahead of trends and deepening customer loyalty through personalized experiences. They're even debuting color at this year's Cannes Lions International Festival of Creativity, showcasing the tool to media insiders and marketers alongside a mini styling experience. Bottom line: this AI tool isn't just changing how we shop - it's redefining what personalized beauty looks like in 2025. Related: Sephora unveils new brand partnership Gen Z will love The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Business Wire
16-06-2025
- Business
- Business Wire
e.l.f. Introduces 'color e.l.f.nalysis' and Curated Pinterest Boards
OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), introduces 'color global, immersive digital experience for personalized beauty. With this tool, users can discover makeup shades that harmonize with their unique features and get matched with a curated Pinterest board featuring shoppable e.l.f. products tailored to their individual color story. e.l.f. introduces 'color and curated Pinterest boards. The personalized tool democratizes access to color analysis for every eye, lip, and face. Share This innovative and free experience delivers color-season analysis at your fingertips—no gatekeeping, no guesswork. Just snap a selfie (or upload one from your camera roll), and the tool analyzes your hue (warm or cool), value (light or deep contrast), and chroma (bright or muted) to reveal your color season and custom board. ''color is about breaking down beauty barriers and making personalized color analysis accessible to every eye, lip, and face—for free,' said Patrick O'Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. 'This tool, developed with Pinterest and in collaboration with real-life color experts, complements—not replaces—the human touch. It's a smart, seamless, and fun way for our community to discover what works for them—and find their perfect e.l.f. product matches in just a few taps.' To bring this experience to life, e.l.f. worked with Pinterest's insights team to map seasonal trends. By looking at user search, save, and shop behavior on Pinterest —including, a 23% increase in 'true summer makeup' 1 and a 30% increase in "spring color palette analysis' 2 — 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. 'With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like 'color season analysis,' it's clear consumers are craving personalized beauty experiences,' said Katie Dombrowski, VP of CPG at Pinterest. 'We're thrilled to partner with e.l.f. to bring this innovation to life and meet users exactly where inspiration strikes.' e.l.f. partnered with Pinterest creators to develop season-specific content through the platform's new creator partnership packages. This collaboration enables creators to produce Pinterest-first content and amplify their reach using Idea Ads with paid partnerships. To bring 'color to life, e.l.f. also tapped Movement Strategy — a social-powered creative agency that uses real-time insights and platform behavior to build brand strategies, breakthrough content, and influencer partnerships that move culture. e.l.f. is changing the way beauty lovers discover, explore, and shop for their perfect colors on Pinterest. Explore the experience here. e.l.f. and Pinterest will bring 'color to Pinterest Manifestival at the Carlton Beach Club in Cannes on June 19, 2025. Attendees will get an exclusive first look at the new tool and enjoy a mini seasonal makeup styling session. About e.l.f. Cosmetics e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at About Pinterest Pinterest is a visual search and discovery platform where people find inspiration, curate ideas and shop products—all in a positive place online. Headquartered in San Francisco, Pinterest launched in 2010 and has over half a billion monthly active users worldwide.
