Kérastase
Influencer-led creative boosted engagement by 83%.
Goal
Luxury haircare brand Kérastase wanted to drive awareness and online sales for their Gloss Absolu range in the Netherlands. Pinterest offered an ideal audience: beauty consumers with premium tastes and the budget to match. But having access to the right people and actually connecting with them are two different things.
Kérastase was already planning to run their brand-led ads on the platform. But they saw an opportunity to expand their approach. What if they added creator content into the campaign alongside their brand ads? The Netherlands campaign gave them a chance to layer in authentic influencer voices and measure the incremental impact.
Strategy
Kérastase built a comprehensive creative campaign. Their brand-led ads showcased Gloss Absolu with professional polish and clear product messaging. Alongside these, they partnered with a creator to develop content that brought authentic energy and relatable perspectives to the campaign. Together, the two creative approaches gave beauty enthusiasts on Pinterest multiple ways to discover and connect with the new range.
"
We are proud to have pioneered one of the first haircare creator campaigns in Benelux. This initiative delivered overwhelmingly positive results, combining creator content with BAU drove significant incremental engagement and click-throughs. Using Pinterest to target our core audience contributed to securing Kérastase’s position as the leading professional haircare brand in the Netherlands.”
Ali Kahyaoğlu
Media Manager, L'Oréal Benelux
Results
The campaign delivered strong results across the board. Adding creator content into the mix proved particularly valuable: the creator-led ads drove substantial engagement and click-through rates while maintaining strong cost efficiency.¹ It was clear evidence that expanding their creative approach had amplified their campaign's impact.
The business results validated the comprehensive strategy. While the overall professional haircare market contracted during the campaign period, Kérastase showed strong year-over-year growth in the Netherlands.² The Gloss Absolu range—promoted through both brand and creator content—became a meaningful driver of that performance, showing that the multi-faceted creative approach translated to actual sales.
85%
increase in click through rate from combining creator content with standard creative1
37%
decrease in cost per click using influencer ads1
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