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Consumer-generated beauty website Preen.Me is aiming to mix content and commerce with its new Shop Your Instagram feature.

The program is intended to connect the demand for user-generated content and consumer purchasing power, according to Tamar Yaniv, chief executive officer of Preen.Me, which is rolling out the feature with Bumble and bumble this week and has just concluded a Tweezerman trial.

“Preen.Me’s new service allows brands to finally tap into the enormous engagement surrounding user-generated content images on Instagram, driving commerce directly from the images and easily bypassing the lack of links on Instagram,” added Yaniv. “While other Instagram solutions are triggered by liking brand or campaign images, Preen.Me focuses on beauty user-generated content. The final result is an organic product recommendation that’s shoppable straight from the user’s inbox.”

The site already provides personalized recommendations based on the user’s social footprint and crowdsourcing. With this new feature, when a consumer “likes” a product on Instagram, it will trigger a shoppable email to that consumer’s email address.

Yaniv noted that Preen.Me developed the service with its own fan base in mind: the 2.3 million beauty addicts — including more than 8,500 makeup, hair and nail artists — who regularly contribute content. Preen.Me artists tag the products used to create the 35,000 looks uploaded to date, making all the platform’s user-generated content easily shoppable. For instance, with the Tweezerman collaboration, 30 Preen.Me makeup artists received a full set of Brush IQ, Tweezerman’s new brush line. To date, more than 70 user-generated looks, tutorials and videos involving the brushes have been posted to Preen.Me. As well, the company noted that the open rate for the Shop Your Instagram emails was more than 40 percent.

Preen.Me’s technology works with any Instagram account through the sign-in at

The company’s next aim is to widen the program’s reach via a blogger initiative. The plan: bloggers would pay Preen.Me, through a subscription, to use the back-end technology to make their own Instagrams shoppable. Their own followers would “like” an Instagram photo and an email would go out to that person with a purchasing link. That service is still in its development stages, according to Yaniv.

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