Pinterest and e.l.f.’s new AI collab gives users their seasonal color and makeup to match it. Dubbed the “color e.l.f.nalysis,” the tool will let users upload a selfie and have their seasonal color analyzed—a process that usually costs hundreds to be done by professionals. (Though self-assignment with a TikTok filter has trended before.) Searches for seasonal color analysis have increased by 22x on Pinterest in the last year, and knowing half the platforms users are Gen Z, this campaign is about connecting with them. Once their color is determined by the separate AI site, it’ll lead them back to a shoppable Pinterest board of e.l.f. makeup that matches their hues and chroma. The collab won’t be only AI either, including custom boards and Idea ads from creators on Pinterest—aligning with e.l.f.’s commitment to make AI complementary to human work, not replacing it. (Marketing Dive)
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