Pinterest has emerged as a dominant platform in the social media realm, attracting over 522 million monthly active users, with Gen Z making up a significant portion of its audience. This demographic now accounts for more than 40% of Pinterest’s global user base, which has prompted brands to adapt their marketing strategies to engage with younger consumers effectively.
Initially seen as a space for visually appealing mood boards, Pinterest has evolved into a robust search and discovery engine, particularly following the introduction of shopping and advertising features in 2020.
The beauty industry, in particular, has recognized Pinterest’s potential as a marketing platform. L’Oréal USA has been collaborating with Pinterest since 2014, and this partnership has intensified in recent years. The company has actively participated in launching new features on the platform, using creative campaigns to engage users.
For instance, L’Oréal’s collaboration with over 20 Pinterest creators to produce content for seven of its personal care brands, leveraging the new Idea Pins feature, successfully drove engagement and sales, especially for brands like Maybelline.
Pinterest Transforms into Marketing Powerhouse as Brands Target Gen Z Engagement
Maybelline has harnessed Pinterest’s capabilities to connect with its Gen Z audience, which constitutes nearly half of its engaged users on the platform. The brand has implemented various innovative advertising strategies, including a homepage takeover and the introduction of Collages Remixes, allowing creators to enhance existing collages.
Working with digital strategist Gregory Littley, Maybelline achieved remarkable engagement rates that far surpassed both the brand’s average and Pinterest’s average across beauty brands, underscoring the importance of creator involvement in marketing efforts.
In its ongoing partnership with Pinterest, Maybelline continues to explore new initiatives. For Halloween, the brand has become the exclusive partner for a Pinterest trend report, which highlights the most-searched terms for the season.
This collaboration enables Maybelline to utilize Pinterest’s data to inform its content creation, focusing on makeup tutorials that align with Halloween trends. By capitalizing on Halloween as a crucial moment for makeup, Maybelline emphasizes Pinterest’s role as a primary source of inspiration for consumers during this festive time.
Looking forward, Maybelline is committed to strengthening its partnership with Pinterest, viewing it as an essential social partner in its marketing strategy. The brand recognizes the platform’s unique ability to engage consumers actively and provide valuable insights into trending topics, especially for holiday preparations.
With L’Oréal reporting continued growth in its consumer products segment, particularly from brands like Maybelline, the collaboration with Pinterest is expected to play a vital role in future marketing endeavors aimed at reaching younger audiences effectively.
