e.l.f. announces launch of colour e.l.f.nalysis immersive digital experience along with curated Pinterest boards

e.l.f. Cosmetics, a brand from e.l.f. Beauty, 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,” says 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, including, a 23% increase in “true summer makeup” and a 30% increase in "spring colour palette analysis”, the latter’s team identified trending searches for e.l.f.’s curated boards. The experience also features Pinterest's newest collages format.

“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,” says 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, it also tapped Movement Strategy, a creative agency that uses real-time insights and platform behaviour to build brand strategies, breakthrough content, and influencer partnerships.

2025 RTIH INNOVATION AWARDS

Social commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.