After testing its inclusive search feature that narrows beauty results by skin tone range, Pinterest is now announcing the expansion of the feature to more searches and more devices.
Millions of women around the world use Pinterest as a visual discovery tool to get beauty inspiration and have saved billions of beauty Pins, making “beauty” one of the most searched categories on the platform. As such, Pinterest wants to make it as easy as possible “for everyone to find the most relevant hair and makeup Pins for their skin tone, style and life.”
Earlier last year, Pinterest started testing an “inclusive search feature on the web” that would help users narrow their beauty results by skin tone range, and last week it announced that “skin tone ranges” is launching on more search. Furthermore, it will also be available on mobile, bringing “personalized makeup and hair ideas on the go.”
In the next few weeks, users searching for makeup and hair ideas on iOS can select a palette to narrow their search from the relevant drop-down in the upper left corner of the app.
As Pinterest explains in the announcement for the new feature, “searches for terms like “beauty tips”, “eyeshadow”, and trends like “glossy makeup” (searches +89%), stand-out lip colors (searches +467%), or “going gray” (+879%), will now result in more personalized videos and Pins,” with each palette representing a range of skin tones, “with more to come.” Finally, Pinterest promises that “the more you search, the more personalized your home feed and recommendations will become.”
The new feature was created as a result of Pinterest’s technical and Inclusion & Diversity teams working together after finding that almost “60% of the top 100 search terms for skin-related searches involved a tone, such as dark skin, pale skin, and olive skin.” The search terms demonstrated that women of different all different skin types wanted a way to customise their searches further.
So, instead of getting Pinners to do the extra work by adding keywords, Pinterest listened and delivered.
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