WWD Covers Preen.Me’s Shop Your Instagram feature launch

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.

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