Inclusiveness is a very important value for Pinterest which announces the expansion of the new function relating to different skin tones in the beauty sector in thirteen new countries, including France, Italy, Spain, Germany, Switzerland, Austria, the Netherlands, India, Indonesia, Mexico, Argentina, Brazil and Colombia. The function relating to different skin tones is called Skin Tone Ranges and is an exclusive to the platform that allows users to refine their research related to beauty, using a set prepared on the platform of different skin tones. Applying this filter updates the search results to show content that is similar to the selected skin tone.
“Inclusion and diversity are among our absolute priorities – let the company know – and, even if there is still a lot to do, we reconfirm our commitment to offer a global platform that seems, at the same time, made on fit for each of our users “. In the last month, over 80 million Pinners were looking for beauty ideas; In the past year, users who have used Skin Tone Ranges to find beauty ideas on Pinterest have quintupled.
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«Pinterest’s mission is to inspire people to create the life they love. Starting from this assumption, it is a priority for us to build an inclusive platform at a global level, where everyone feels represented – comments Tyi McCray, global manager for inclusion and diversity -. We want all of our users, wherever they are, to discover ideas that reflect their interests and personality. The launch of Skin Tone Ranges in new countries will help bring to the platform offers that speak to everyone and bring positive change with them ».
Partnership in Italia
In Italy, with the aim of enriching and diversifying the contents of the platform, Pinterest has started collaborations with editorial partners to bring increasingly diversified content to the platform, from makeup tutorials to hair styling tips.
The most sought-after beauty ideas recently
On Pinterest everything that has to do with beauty continues to depopulate. In Italy, users are looking for ideas such as “makeup courses” (up 16 times), “artistic makeup” (up 5 times), “green eye makeup” (up 4 times), “Light makeup” (up 70%) and “braid hair” (up 65%) that reflect the desire of consumers to renew their look. Thanks to Skin Tone Ranges, users will be able to further refine their beauty searches and discover other personalized ideas in line with the selected skin tone.