Diving overview:
L’Oréal brands, including Maybelline, are seeing success with increased investment in Pinterest to reach Gen Z, according to details shared by the social media platform. Maybelline’s investment in Gen Z on Pinterest is up 90% year over year, and they make up nearly half (48%) of the platform’s engaged audience. Gen Z is also a major driver of search traffic growth for the term “Maybelline” on Pinterest. L’Oréal and its brands, including Essie and Garnier, served as exclusive launch partners for Pinterest’s Collage Remix feature. During the back-to-school period, Maybelline created a collage remix that drove great engagement with the brand.
Dive Insight:
As brands continue to focus on reaching the coveted Gen Z demographic, Pinterest is positioning itself as a vehicle to do so. Nearly all (84%) Gen Z weekly Pinterest users report finding products that match their tastes and style while shopping on the platform, according to details shared with Marketing Dive . Gen Z also makes up the platform’s fastest growing audience, accounting for 42% of its global user base.
Hoping to strengthen loyalty from younger generations, the L’Oréal brand has been experimenting with Pinterest’s new advertising features. The makeup and skincare giant was the exclusive launch partner for Collages Remix, a tool Pinterest announced in September. Collages Remix lets Pinterest users collaboratively build existing collages (in the form of interactive pins made up of clippings, or virtual bookmarks) to create shoppable, branded, user-generated content. Encourage.
L’Oréal brands like Maybelline, Garnier, Essie, and NYX Professional Makeup were among the first to bring Collage Remix to market. The initiative featured a week-long feature for each brand in Collage Creation Flow, a premium placement built for L’Oréal, to market around various back-to-school and back-to-school trends. For Maybelline, the brand created a collage remix that leveraged its “CorpCore” fashion aesthetic and reported engagement rates more than five times higher than the brand and beauty industry average.
In addition to Maybelline’s increased investment in Gen Z on Pinterest, searches for “Maybelline” on the platform are up 32% year over year, with half of those searches increasing by 32% year over year, according to release details. It comes from Generation Z.
For Halloween, Maybelline partnered with Pinterest to take a closer look at the latest holiday trend reports and leveraged the brand’s Babellines influencer network to create custom trend-inspired seasonal tutorials . The beauty brand is dedicating a portion of its site to highlighting Halloween trends and influencer content.
L’Oréal’s work on Pinterest is a sign of how traditional beauty marketers are aging as new entrants to the industry like Elf and Rare Beauty (top two Gen Z cosmetics brands) move up the ranks. It shows how they are trying to stay relevant by lowering it. Beyond Pinterest, Maybelline is also looking to capitalize on the Halloween excitement among young people by promoting the return of Snapchat’s “Phantom House” content series.
Other marketers like Pacsun and Urban Outfitters are also using Pinterest for their digital-focused marketing efforts these days. Pinterest reported revenue of $854 million in the second quarter, up 21% year over year. The platform is scheduled to release its third quarter results after the market closes on November 7th.
