The platform-exclusive feature by Pinterest that filters out search results of beauty-related terms on the basis of the user’s skin tone has now been rolled out in India.
Pinterest users can select their skin tone and apply the filter to see content similar to the range selected. The feature is now live in France, Italy, Spain, Germany, Switzerland, Austria, Netherlands, Indonesia, Mexico, Argentina, Brazil, and Colombia, along with India.
The feature is designed to make it easier for users to engage with beauty-related content that is relevant and customized for their skin tone. The platform claims that over 80 million Pinners searching for beauty ideas over the past month, which makes the feature a significant change for the platform.
Pinterest has observed a 5x increase in users using the skin tone range feature to discover beauty ideas, since its first phase of the rollout. The feature is also unique to the platform, as any social media app apart from Pinterest does not host a similar feature.
The feature would also prove beneficial for cosmetic brands distributing Pinterest content and tapping shopping features on the platform. More personalized content would lead to higher conversion of promotional efforts.
Tyi McCray, Global Head of Inclusion and Diversity, Pinterest mentions “Our mission at Pinterest is to inspire everyone to create a life they love. With that in mind, building a globally inclusive platform where you can see yourself represented is a top priority for us. We want all of our Pinners around the world to discover ideas that feel personalized, relevant, and reflective of who they are. Expanding skin tone ranges to additional countries around the world will help to surface ideas that speak to everyone and drive positive change”.