E.l.f. Gets Granular on Color-Matching With New Makeup Personalization Tool

E.l.f. Cosmetics, a brand from e.l.f. Beauty, has launched a makeup personalization tool and campaign that ties together consumer insights, shoppable Pinterest boards and influencer activations. 

The new, no-cost digital experience, called “color e.l.f.nalysis,” allows consumers to snap a selfie or upload a photo of themselves to determine which makeup shade best suits their unique features. Based on results, participants then get matched with a curated, color-themed Pinterest board, through which they can purchase relevant e.l.f. products. 

The tool analyzes an individual’s:

• hue (warm vs cool)
• value (light vs deep contrast)
• chroma (bright vs muted)

Insights-Driven Personalization

Patrick O’Keefe, chief integrated marketing communications officer at e.l.f. Beauty, said in a statement that the company worked with Pinterest and color experts to identify seasonal consumer trends to develop the color-match results.

Using user search, save and shop behavior insights on Pinterest, the companies found a 23% increase in terms such as “true summer makeup” and a 30% increase in "spring color palette analysis.”

“With 1.6 billion makeup-related searches over the past year and a 22x increase in interest around tools like ‘color season analysis,’ it’s clear consumers are craving personalized beauty experiences,” said Katie Dombrowski, VP of CPG at Pinterest, in a statement. 

E.l.f’s campaign will include an influencer component that allows content creators to leverage Pinterest to amplify their reach using Idea Ads through paid partnerships. The company has also partnered with creative agency Movement Strategy to build real-time, insight-driven brand strategies around the effort. 

Also read: E.l.f. acquires Hailey Bieber's Rhode

E.l.f.'s marketing strategy has been transforming over the years, with a more prominent focus on data at the core of every decision, powered by digital experiences. 

For example, e.l.f. experimented with spatial computing through its launch with Apple Vision Pro to chart a new path in consumer engagement. It has also looked for different approaches to interactive, personalized experiences where users can connect with their “whole self,” rather than just a product.

"We listen to our community — and once we get a signal, we lean in," chief digital officer Ekta Chopra, previously told CGT.