Shift in online beauty personalisation as brands embrace diversity

Pinterest now enables consumers to filter pins by different skin tones, helping them personalise their hair, make-up or fashion searches.

Consumer interest in tailored beauty products is high, with more than 1 in ten (14%) consumers globally saying that a beauty product that is advertised for their skin tone or hair texture would make them feel like it is tailored to their needs, according to GlobalData’s 2017 Q4 global consumer survey research.

Acknowledging this and the gradual shift across the beauty industry to embrace ethnic diversity, the social media platform Pinterest has launched an experimental feature that narrows down beauty-related content, enabling consumers to filter pins by different skin tones, helping them personalise their hair, make-up or fashion searches to closely match their individual beauty needs.

To achieve this, the company collaborated with ModiFace, the L’Oréal-owned augmented reality beauty app maker, to create an algorithm that using machine learning which can detect the skin colour of people in images. This new tool not only proves to be time-efficient by reducing the time consumers have to spend scrolling for make-up and skincare products suitable for them, but also would encourage consumers to engage in DIY at home, following beauty tutorials to achieve their desired look based on their unique beauty features.

Fenty Beauty, a brand launched in September 2017 by singer Rihanna, has become a modern disruptor in offering an inclusive range of complexion products, addressing diversity, encouraging consumers to be true to themselves.  While there is still a lot of work to be done in embracing diversity, the beauty industry appears to be making progress.

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