Today, we’re announcing the expansion of our skin tone range feature to thirteen additional countries including France, Italy, Spain, Germany, Switzerland, Austria, Netherlands, India, Indonesia, Mexico, Argentina, Brazil and Colombia. Skin tone ranges is a Pinterest-exclusive feature that allows Pinners to refine their beauty-related searches based on a set of skin tone ranges. Applying this filter updates your search results to show content that is similar to the skin tone range you’ve selected.
Pinterest is one of the biggest beauty platforms in the world where millions of Pinners search for fresh beauty ideas each month to get inspired by and take action on. With more than 80 million Pinners searching for beauty ideas over the past month*, we want to continue making it easy for Pinners to discover beauty inspiration that is relevant and personalized for their selected skin tone, style and taste.
Over the past year, we've seen a 5x increase in Pinners using the skin tone range feature to discover beauty ideas on Pinterest.** With this latest expansion, we’re enabling more Pinners around the world to customize their searches to make it easier for them to find the most relevant beauty looks and products. It’s hard to feel inspired when you don’t see yourself reflected in the results of your searches. We’ve listened to our Pinners and know that creating a place that’s inclusive—and inspiring—takes deliberate action. We want to inspire and support everyone to discover ideas that feel personally inspiring and compel them to take action.
“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 personalised, relevant and reflective of who they are. Expanding skin tone ranges to additional countries around the world will help us surface ideas that speak to everyone and drive positive change.”
As we celebrate International Women’s Month, we will continue to highlight inclusive inspiration on the Today tab and on the home feed throughout March. In order to build an inclusive experience that enables everyone to create a life they love, we know that our product needs to reflect the diversity of the broader world at large. As we focus on building inclusive products, we've integrated Try on with our skin tone range feature, so Pinners can see similar lip shades on skin tones that match their own. Exclusive to Pinterest, our augmented reality technology enables this customisation through skin tone ranges. Expanding skin tone ranges to additional countries is our next step in building a globally inclusive platform.
On Pinterest, we’re seeing Pinners increasingly use skin tone ranges to discover more customized beauty content that matches the skin tone range they’ve selected. After triggering skin tone ranges, we saw Pinners searching for “alternative makeup” (up 5x), “cool hair colour ideas” (up 4x), “eyeliner styles” (up 3.5x) and “cool hair colour ideas” (up 4x), enabling Pinners to more easily take action on these beauty ideas.
Inclusion and diversity is a top priority for our teams and while there is still much more to be done, Pinterest is committed to building a global platform that feels uniquely personal to everyone.
*Source: Pinterest internal data; 2/7/21-3/7/21; global.
**Pinterest internal data, Jan.-Dec. 2020 US, Canada, UK, Ireland, Australia and New Zealand.
***Trends are calculated by comparing normalized searches in January ‘21 to January‘20; UK.