More makeup brands are creating more inclusive shades and opportunities for different skin tones to be acknowledged. Retailers and now digital companies are following suit – like Pinterest.
Oh, how the nineties would have appreciated the matching of makeup to skin tones, now that Pinterest filters skin tone for beauty searches inclusivity now has a digital home.
Looking back at pictures of influential women of color back in the 90s, it’s hard not to notice that their foundation never really matched their true skin tones. Think of women like Naomi Campbell, Beyoncé, and Tyra Banks, when they were all just first starting out.
DIGITAL DIVERSITY BY PINTEREST
A new, inclusive feature is now available on Pinterest that lets users search for beauty and makeup inspiration for different skin tones by choosing from a diverse palette of tones and hues. According to the Instagram account, @LiveTinted, the new rollout is a part of the platforms attempt to create a tool that allows users engage with content is “more relevant and useful to them for their daily lives.”
PINTEREST ON INCLUSION & DIVERSITY
Candice Morgan, the Head of Inclusion and Diversity at Pinterest says, “Last year, nearly 60 percent of the top 100 search terms for skin-related searches involved a tone, such as dark skin, pale skin, and olive skin.” She continues, “Which shows us women of all skin types wanted a way to customize our searches.
Not only do they allow you to filter for different skins but for hair as well. The engineers who worked on this search filter explained their difficulties creating this tool on a Medium post. They cited “lighting, shadows, how prominent a face is and blurriness” as some of the factors creating roadblocks for the Pinterest team.
PINTEREST ENGINEERS INCLUSIVITY & DIVERSITY IN THE DIGITAL SPACE
In the open letter, Laksh Bhasin – one of the Pinterest engineers – writes, “Lastly, skin tones are just the start of building a more inclusive search. We hope to help Pinners find more personalized results by offering more ways to narrow your search. We’re always working on improving our system to give Pinners a more personalized search experience.”
Sade Disu is known and sought after for her ability to leverage storytelling, data, and business operations with her innate understanding of the cultural consumers’ lifestyle attitudes.
She attributes this aforementioned attention (press and awards) to her grit for creating cross-cultural content, platform solutions, and activations that engage (what she coins) the ” multi-hyphenated millennial women.”
Her content strategies and live event platforms were deemed unmatched for its convening power of global content, culture, and empowerment according to Forbes, LA Times, Essence, and Black Enterprise. And even more, was given a proclamation, by former Mayor of New York (now Presidential candidate) Michael Bloomberg in 2010.
All in all, Sade has delivered award-winning and has been press ordained (had a 4-page press feature in Black Enterprise and 2-page press feature in Forbes French Edition for her global experiential marketing and digital work across various clients.
Brands like Kimora Lee Simons, Iman Cosmetics, Pikolinos, Zara, Roommate Hotels and USAID, immediately tapped into her three-tier prong approach “community, content, to commerce” when looking to connect with the cultural consumers.
Under her auspice, she managed a team of 25 and built a 10-year-old marketing and digital communication firm, responsible for offline and online platforms that connected brands to consumers organically and authentically.
The results increased brand awareness 8.5 million views; $300+ K in revenue generated per event (total of 3) for project sponsors, and performance beyond the expected for key performance indicators such as newsletter subscribers. Media giants such as Hearst Magazines caught wind of her competencies — the ability to connect to cultural consumers through content and experiential solutions– and immediately hired her agency to build and produce its international spin-off of COSMO (which Disu also helped cultivate and manage editorial teams for).