Good morning, is AR part of your e-commerce strategy? 

Pinterest has launched “Try On,” a new augmented reality feature that lets users virtually try on various lipstick shades suited to their complexions. The feature is powered by Lens, Pinterest’s proprietary visual search technology. When launched, “Try On” opens a user’s front-facing camera, enabling them to swipe through and try on up to 25 different lipstick shades. Each shade has a brand associated with it so that users can “Shop the look” immediately or Pin it for later. The initial rollout partners include beauty brands like Estée Lauder, Sephora, bareMinerals, Neutrogena, L’Oreal, NYX Professional Makeup, YSL Beauté, Lancôme, and Urban Decay.

So what’s the big deal? Sure, other social platforms are getting serious about AR, but few have the influence Pinterest does when it comes to surfacing fresh beauty trends or curating beauty mood boards. While retailer Sephora has been using AR technology since 2017, the move by Pinterest could help bring more visibility to beauty retailers that have yet to integrate more immersive technology within their own platforms. As an added bonus, the feature builds on Pinterest’s efforts to create a more inclusive platform by giving users the opportunity to see how colors might look across a range of various skin tones. Lipstick feels like just the tip of the iceberg for what the new tool could eventually do. Beauty brands, take note. 

Keep scrolling for more news, including a look at why AMP for email still lacks wide adoption, and an update on Facebook’s new privacy tool that lets users delete tracking data. 

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

AMP for email looks promising but why aren’t brands implementing it?

“Accelerated Mobile Pages is an interesting development for email. In fact, it might be the most interesting thing ever to happen to email,” explains MarTech speaker April Mullen of SparkPost. “AMP allows for the conversion to happen right within emails instead of having to click through to a website to convert. This could potentially change the entire email conversion funnel by putting the conversion right in the body of the email. So why aren’t more brands doing it then? There are a few kinks to work out as it pertains to AMP. But even with the challenges, AMP is a promising development for email that you should consider testing as part of your innovation plan in 2020.”

Learn more »

 

What's "Brand Humanity" and why you should care

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Social Shorts
 

Facebook rolls out web tracking tool to help users, LinkedIn folds Elevate capabilities into LinkedIn Pages

Zuckerberg pulls back the curtain on privacy. In a new blog post on Tuesday, Facebook CEO Mark Zuckerberg outlined the platform’s new (and upcoming) privacy-focused initiatives designed to give users more visibility into how they are tracked across the web. Chief among the new features is Facebook’s long-awaited “Off-Facebook Activity” tool, which has now rolled out globally to all users. The tool, first introduced in beta in 2018, gives users the ability to manage and delete data collected from third-party sites and apps. Additionally, Zuckerberg said that over the next few weeks, Facebook will “show nearly 2 billion people around the world a prompt encouraging them to review their privacy settings.”

LinkedIn Elevate and Pages become one. LinkedIn’s employee advocacy platform Elevate is officially merging its capabilities with the Page tools in an effort to provide more ways for businesses to engage employees to help amplify content, the company announced last week. LinkedIn said that in the last four years since Elevate’s launch, “hundreds of our customers have used Elevate to help their employees be brand advocates. At the same time, these customers – and over 50 million more organizations – have worked to build their LinkedIn Page so they can engage their most important audiences.” By bringing the capabilities together under Page tools, LinkedIn says the “combination will help companies better engage their employees, and build stronger communities in a safe and trusted environment.” For current Elevate customers, the new functionality will be free of cost. 

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Advertisers Keep Fumbling The Ball By Playing The Short Game – Forbes

Loyalty drivers grow complex as consumers get more complicated, report says – Marketing Dive

Microsoft invests in mobile ad startup aimed at kids – Mobile Marketer

VR is the Next Commerce Frontier. Strap on Your Headset – Street Fight

As Marketing Clouds Enter The CDP Category, Simon Data’s CEO Charts A Different Course – AdExchanger

What tech companies should do about their content moderators’ PTSD – The Verge

Facebook’s First Human Rights Chief Seeks to Tame Digital Hate – Bloomberg