With eCommerce on the rise, Pinterest is looking to facilitate more capability in assessing and comparing products, with the expansion of its AR ‘Try On’ tools to better replicate the in-store shopping experience.
After launching its lipstick Try on Pins with selected brands early last year, Pinterest is now expanding its AR overlays into eyeshadow as well, with new, shoppable eyeshadow Pins showcasing products from Lancome, YSL, Urban Decay, and NYX Cosmetics.
As explained by Pinterest:
“With eyeshadow Try on, powered by Lens, Pinners can tap into visual search and AR technology to try on and shop skönhet products right from the camera on their phone. Simply click the camera icon in ‘Search’ and start browsing different shades of eyeshadow, try on in-stock shades, and purchase products.”
As you test out different shades, Pinterest will highlight relevant Pins to match your choices, helping you find the right product aligned with your look.
The new eyeshadow Try On pins can also be viewed in conjunction with the existing lipstick Try On tools, so you can test out variations of both make-up types within the same process (you can see this in the second image above).
Pinterest says that the new virtual eyeshadow experience is now live across more than 4,000 shoppable shades, while its lipstick Try On experience is active with more than 10,000 color options.
“Eyeshadow Try On is also integrated with skin tone ranges, so Pinners filter results by makeup that best matches their skin tone, and can visualize results on others with Related Looks recommendations.”
It’s a good addition, which aligns both with the noted rise in eCommerce, and with the emergence of AR tools to provide more engagement and interaction options. Indeed, Pinterest notes that
“Pinners try on an average of six lipstick shades and are 5x more likely to show purchase intent on Try on-enabled Pins than standard Pins.”
AR, overall, is set to see significant growth in 2021, with the likely arrival of AR-enabled glasses and more advanced visual effects options facilitated by developments like Apple’s LiDAR technology in latest model iPhones. Snapchat’s also working to incorporate more product-related AR functionality into its camera, with scannable bar codes and logos to activate additional features.
Pinterest, which saw big growth in 2020 as a result of more people looking to shop for products online, has been developing its AR and visual recognition tools with a specific focus on product promotion – which leads into the next announcement: an expansion of its product tagging tools.
“In October we announced updates to make product tagging more seamless with a new design and functionality for retailers to tag their own scene images with specific products, and now we’re starting to open the feature in beta to a growing number of advertisers. In the coming months we’ll launch product tagging to creators to tag in-stock products in their own Story Pins.”
Story Pins could soon get a lot more focus in the app, with a current test that sees the addition of a new Stories bar on the home screen of the app.
That could make product tagging within Story Pins even more valuable, while the expansion of product tags into more elements will also provide increased capacity for item promotion within your Pin efforts.
In some ways, Pinterest replaced the physical shopping mall for many users during the pandemic, providing a simple option for browsing a wide range of artisan products, in order to find exactly what you’re after. The dedicated focus on shopping discovery has made Pinterest increasingly relevant in this respect, and with increased usage (Pinterest is now up to 442 million MAU), that’s also seen the platform used for an even wider range of shopping and discovery behaviors. That now includes people searching for new cars, the latest tech items, and even financial planning advice.
Aligning with rising trends like AR and Stories can only further benefit the platform in this respect, while it also provides fresh considerations for marketers seeking additional avenues to connect.
Iran i nya internettillslag för att motverka demonstranter
Activists have expressed alarm the restrictions could allow the authorities to carry out repression ‘under the cover of darkness’ – Copyright AFP –
Iranian authorities have imposed tough and targeted restrictions on the use of the internet in a bid to impede protesters gathering and prevent images of crackdowns on their demonstrations reaching the outside world, observers say.
Activists have expressed alarm that the restrictions, also affecting Instagram which until now has remained unblocked in Iran and is hugely popular, could allow the authorities to carry out repression “under the cover of darkness”.
The protests erupted a week ago over the death in Tehran of Mahsa Amini, 22, following her arrest by the notorious morality police. They first erupted in her northern home province of Kurdistan before spreading nationwide.
Internet access monitor Netblocks described the access cuts as the most “severe internet restrictions” in Iran since the deadly crackdown on protests in November 2019, when the country experienced an unprecedented near-complete internet shutdown.
It says that mobile data networks have been cut — although there are signs of a return to connectivity — and there have been severe regional restrictions of access to Instagram and WhatsApp.
“It’s significantly different to what we saw in November 2019. It’s not as near total and complete as it was back then but more sporadic,” said Mahsa Alimardani, senior Iran researcher for freedom of expression group Article 19.
“But there are definitely a lot of disruptions and shutdowns happening,” she told AFP, while emphasising people were still managing to connect to filtered networks through VPNs.
– ‘Under cover of darkness’ –
Alimardani said Iranian authorities could be wary of the effect of a total internet shutdown on the economy as well as daily life issues like online medical appointments. They were also falling back on the National Information Network, an autonomous infrastructure Iran wants to develop as a homegrown internet, she said.
She said that the restrictions had “added hurdles” to the publishing of videos of the protests but that they are “still coming out”.
Videos posted on social media have included viral images of kvinnor burning their headscarves and demonstrators tearing down images of the Islamic republic’s leadership, and also security forces firing on protesters.
During Iran’s November 2019 protest wave sparked by a rise in fuel prices, activists argue that the internet shutdown allowed the authorities to carry out bloody repression largely hidden from the world.
Amnesty International says 321 people were killed then but it emphasises this only includes confirmed fatalities and the real toll may be much higher.
The rights group said it was now “gravely concerned about Iranian authorities disrupting access to internet and mobile networks” urging world leaders to take urgent action pressuring Iran “to stop killing and injuring more protesters under the cover of darkness.”
New York-based Center for Human Rights in Iran (CHRI) director Hadi Ghaemi said that “the potential for massive bloodshed now is real”.
“The government has blocked internet access because it wants to prevent people from sending evidence of the state’s atrocities to the outside world,” he said.
– ‘Stifle free expression’ –
Instagram head Adam Mosseri has expressed concern over the cuts while WhatsApp, which is also owned by social media giant Meta, insisted it was not behind any access cuts and would “do everything in our technical power to maintain our services”.
Secure messaging service Signal confirmed it remained blocked in Iran and encouraged users outside to set up a proxy server to help people connect.
The blocking of major platforms by Iran in recent years — including Facebook, Twitter, Telegram, YouTube and TikTok — had left Instagram and WhatsApp as the two most widely used social media apps in Iran.
State media reports confirmed that officials had ordered access to the two services to be restricted.
Observers have also noted a regional targeting of the internet cuts, especially in the Kurdistan region where some of the fiercest clashes have taken place.
“Disruptions to the internet are usually part of a larger effort to stifle the free expression and association of the Iranian population, and to curtail ongoing protests,” the UN’s panel of human rights experts said, describing the restrictions as the third such shutdown in Iran within a year.
“State mandated internet disruptions cannot be justified under any circumstances,” they added.
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