L’Oréal relies on Pinterest creators to push content marketing further

Diving brief:

  • L’Oreal USA is expanding its Pinterest activation with a new campaign that leverages the platform’s content creators, according to an emailed announcement to Marketing Dive. The reconciliation begins this week and will continue until mid-September.
  • More than 20 Pinterest creators will develop branded content for seven of L’Oréal’s personal care subsidiaries using the Idea Pins platform’s short-form video feature. Content will cover beauty tutorials and trends for consumers looking to resume social activity amid the ebb of the pandemic.
  • The campaign is L’Oréal’s latest foray into the digital space and sees the company expand its content marketing efforts for its consumer-facing brands.

Overview of the dive:

L’Oréal hopes to create memorable customer experiences using content creators on a platform that is becoming increasingly important to the digital shopping space. Pinterest’s Idea Pins allow creators to post short, interactive videos that users can engage with closely, a feature that also has potential for brands looking to engage some of the site’s 475 million Pinners. L’Oréal’s new campaign seeks to do just that by bringing in a diverse group of more than 20 creators to develop tutorials and discuss beauty trends relating to products from its brands Maybelline New York, Cerave, Redken, L’Oréal Paris. , Lancôme, YSL Beauty and Urban Degradation.

By leveraging creators to promote these brands, L’Oréal can be seen as including its consumer-facing portfolio in its content marketing efforts. Last month, L’Oréal dabbled in content marketing with a series of online videos designed specifically for hairstylists who purchase the company’s professional products. The new campaign is broader, featuring brands from its classic consumer and luxury consumer divisions. These efforts are consistent with a recent advertiser perceptions survey that found marketers are focusing their digital ad budgets more on branded content and influencer marketing.

The new campaign comes as Pinterest reports an increase in beauty searches on its platform, with queries like “soft makeup” and “white eyeliner” hitting record highs, according to the ad. L’Oréal is also seeing renewed interest in its products, especially from countries where vaccination programs have made substantial progress, according to the L’Oréal CEO’s remarks to CNBC. The growth comes after L’Oréal’s annual sales fell 4.1% in 2020 due to the economic fallout from the pandemic.

L’Oréal has been active in the digital space since the pandemic prevented in-person shopping. In April 2020, the company launched its first augmented reality (AR) lenses on Snap’s desktop app, allowing fans to wear its products virtually. A few months later, the company released its first virtual makeup line, which was available on a wider range of social media platforms.

The merger between L’Oréal and Pinterest is not the first for the two companies. L’Oréal has previously used immersive content experiences offered by Ceros, an experiential content creation platform that became a Pinterest Creative Partner last year. These activations have taken the form of “scent detectors”, through which consumers can determine the spray of their choice. Earlier this year, Pinterest also announced that it would launch its AR Try on tool exclusively with eyeshadow from L’Oréal brands. , the feature allows consumers to try on beauty products using their iPhone or Android.

As Pinterest looks to continue last year’s growth in the online shopping space, it’s partnering with a variety of new brands to test its ad offerings. In March, the platform partnered with Anthropologie to design the brand’s first digital-only catalog. Last week, it teamed up with Volkswagen to offer a virtual test drive of the automaker’s electric vehicle. And earlier this month, Pinterest launched Shopping List, another feature that, like with Idea Pins, is aimed at both consumers and advertisers.