L'Oréal Biolage
Biolage taps into the power of Pinterest trends to reach eco-conscious consumers
To launch their new brand look and increased commitment to sustainability, Biolage targeted consumers who share their eco-conscious values. The impact? Meaningful boosts to brand awareness
Biolage, a L'Oréal hair care brand, have long been focused on creating products that help minimize their impact on the environment. In 2022, they doubled down on their commitments to the planet: achieving Leaping Bunny Certification from Cruelty Free International, investing in vegan formulas and shifting to signature bottles made from 100% recycled plastic packaging.
To launch this brand revamp, Biolage came to Pinterest. Audience trends show sustainability is increasingly important to people on Pinterest. Pinterest Predicts forecasted the Greenaissance was coming.1 And notably in Canada, 54% of Pinterest users say they are willing to pay more for an eco-friendly product — 14% higher than non-Pinterest users.2 As people use Pinterest to seek inspiration, learn about new trends and discover brands that mirror their values, Biolage saw an opportunity to strike a chord with an audience who were eager for new sustainable choices.
3x higher
engagement rate on top performing ads, compared to CPG benchmark3
20% higher
video completion rate above CPG benchmark3
Reaching clean beauty enthusiasts
Biolage used Pinterest insights and trends data to find their target audience: people with a high affinity for eco-friendly products who are more interested in sustainability and conscious consumption than the average consumer. To reach these clean beauty enthusiasts, the brand tapped into Pinterest insights data. This data revealed a rising desire for eco-friendly products and brands among Pinterest users. In fact, the majority of Pinterest users in Canada expect brands to behave in an eco-friendly manner—which is 31% higher than non-Pinterest users.4
Armed with this knowledge, Biolage adopted best practices for awareness campaigns to optimize their outreach. They leveraged a mix of diverse ad formats such as Carousel, Collections, Static and Video, and integrated prominent branding. By aligning their campaign messaging with the specific needs and interests of their audience, Biolage managed to successfully capture the attention of clean beauty enthusiasts on the platform.
“
Sustainability is no trend. Pinterest has long been forecasting that sustainability will become increasingly important to consumers on their platform. With the platform’s tools, we knew we could reach this eco-conscious audience in a meaningful way: as they are in the process of seeking out clean beauty inspiration.”
Karlana Blakely
Group Marketing Manager, L'Oréal
This multi-format approach paid off: the campaign saw an engagement rate that was 3x higher than the consumer packaged goods benchmark for the top-performing creative.2 The video ads boasted a completion rate 20% above benchmarks.2 This shows the power of diverse, well-targeted content and the Pinterest audience’s appetite for brands embracing sustainable practices.
The campaign proved that with the right platform and the right insights, brands can resonate deeply with their audience and carve a niche in the crowded digital space. This strategy offers a fresh perspective for marketers, demonstrating the value of deeply understanding their audience and the power of using platform-specific insights to drive successful campaigns.
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
Leverage Pinterest's Trend Tool and audience insights: Pinterest's user base is interested in sustainability and conscious consumption. Tap into these insights by using the Pinterest Trend Tool to help align your brand messaging to your audience’s values.
Remember, Pinterest is a visual platform: Make sure you thoughtfully choose the right imagery and colors to illustrate the purpose
Follow Pinterest’s best practices for awareness objectives: leverage Pinterest's video formats, iInclude prominent branding and a clear call to action.