E.l.f. Launches AI Makeup Tool on Pinterest

E.l.f. has unveiled an AI-powered makeup tool on Pinterest, enabling users to discover personalized makeup shades by uploading a selfie. The tool leverages color season analysis to match users with complementary products, tapping into the growing trend of AI in the beauty industry.

The tool, accessible via a dedicated microsite, analyzes users' selfies to determine their hue, value, and chroma. Based on these metrics, it provides a customized Pinterest board featuring E.l.f. products tailored to the user's color season. This initiative aligns with the rising interest in online beauty analysis tools, with Pinterest reporting 1.6 billion makeup-related searches in the past year.

Personalized Guidance for Gen Z

E.l.f. aims to build loyalty among Gen Z consumers, who make up nearly half of Pinterest's user base. By offering accessible, personalized guidance, the brand seeks to cater to this demographic's preference for tailored beauty experiences. The AI tool not only simplifies the process of finding suitable makeup shades but also enhances user engagement through a seamless and interactive platform.

How the E.l.f. Tool Works

To use the tool, users upload or take a selfie on the microsite. The AI analyzes the image to identify the user's hue (warm or cool), value (light or deep contrast), and chroma (bright or muted). Based on these factors, the tool determines the user's color season and provides insights into complementary makeup shades. Users are then redirected to a custom Pinterest board showcasing E.l.f. products that match their results.

Partnerships and AI Enhancements

E.l.f. collaborated with Pinterest to analyze user behavior, revealing trends such as a 23% increase in searches for "true summer makeup" and a 30% rise in "spring color palette analysis." The brand also partnered with Pinterest creators to produce season-specific content, leveraging the platform's creator partnership packages.

Pinterest has been enhancing its AI capabilities, including the introduction of auto-collages that convert product catalogs into shoppable collages. Macy's is currently testing this solution through Pinterest Ad Labs. Additionally, Pinterest has improved its Trends tool with AI and visual clustering to provide deeper insights into user buying plans, utilizing search data and user saving, board curation, and shopping habits.

E.l.f.'s Approach to AI

E.l.f. Beauty's Chief Integrated Marketing Officer, Patrick O’Keefe, emphasized that the AI in the E.l.f.nalysis experience is designed to complement, not replace, human interaction. The brand views AI as a strategic investment across various business functions, aimed at accelerating execution, reducing workload, and fostering creativity under human oversight. O’Keefe highlighted responsible AI as a core value for the company.

E.l.f. worked with Movement Strategy, a social-focused creative agency, on this initiative. The AI tool will be showcased at the Carlton Beach Club on June 19 during the Cannes Lions International Festival of Creativity. Additionally, E.l.f. has launched a YouTube comedy special for Gen Z focused on sunscreen and a telenovela series on TikTok, further expanding its digital presence.

The Future of AI in Beauty

The introduction of E.l.f.'s AI makeup tool reflects a broader trend in the beauty industry, where AI is increasingly being used to personalize consumer experiences. As AI technology advances, it is expected to play a more significant role in shaping how consumers discover and engage with beauty products. E.l.f.'s tool is a step in this direction, demonstrating the potential of AI to enhance user satisfaction and drive brand loyalty.