e.l.f.’s colour e.l.f.nalysis leverages AI, Pinterest data, and creator partnerships to meet rising consumer demand for personalised beauty, making professional-level colour analysis free and accessible to all.
e.l.f. Cosmetics has introduced ‘colour e.l.f.nalysis’, an immersive digital experience for personalised beauty. With this tool, users can discover makeup shades that harmonise with their unique features and get matched with a curated Pinterest board featuring shoppable e.l.f. products tailored to them.
They can snap a selfie (or upload one from their camera roll), and the tool analyses their hue (warm or cool), value (light or deep contrast), and chroma (bright or muted) to reveal their colour season and custom board.
“colour e.l.f.nalysis is about breaking down beauty barriers and making personalised colour analysis accessible to every eye, lip, and face – for free,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty.
“This tool, developed with Pinterest and in collaboration with real-life colour experts, complements – not replaces – the human touch. It’s a smart, seamless, and fun way for our community to discover what works for them and find their perfect e.l.f. product matches in just a few taps.”
e.l.f. worked with Pinterest’s insights team on this initiative to map seasonal trends. By looking at user search, save, and shop behaviour on Pinterest, the latter’s team identified trending searches for e.l.f.’s curated boards.
“With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like ‘colour season analysis,’ it’s clear consumers are craving personalised beauty experiences,” said Katie Dombrowski, VP of CPG at Pinterest.
“We’re thrilled to partner with e.l.f. to bring this innovation to life and meet users exactly where inspiration strikes.”
e.l.f. partnered with Pinterest creators to develop season-specific content through the platform’s new creator partnership packages. To bring colour e.l.f.nalysis to life, they also tapped Movement Strategy, a creative agency that uses real-time insights and platform behaviour to build brand strategies, breakthrough content, and influencer partnerships.
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