Eucerin
Premiere Spotlight and creator partnerships shifted brand perception among beauty shoppers
Goal
Launching a new product is one thing; changing how people think about your brand is another. When Eucerin introduced Epicelline, their largest skincare launch to date, their goal went beyond product awareness. They wanted Epicelline to signal where anti-aging skincare is headed, and to put Eucerin firmly at the centre of that conversation.
That kind of repositioning requires the right context. Pinterest gave Eucerin a platform where people actively seek out beauty and skincare solutions, bringing genuine intent to every search. People on Pinterest are already in discovery mode. That made it the right place for Eucerin to reach women aged 25 to 64 and make Epicelline's case.
Strategy
Eucerin's approach was to meet people at every stage of the funnel. At the top, Premiere Spotlight took over both Home and Search placements, putting Epicelline in front of people across Canada before they even started scrolling. The brand collaborated with Pinterest to design creative assets and give the campaign a platform-native feel, while impactful video placements targeted people based on beauty, fitness and women's fashion interests.
The consideration campaign targeted an anti-aging skincare persona and retargeted people who had already engaged with the awareness and Spotlight placements. Idea ads featuring English and French-speaking creators added another layer, giving the campaign cultural relevance with francophone audiences and making the message feel personal.
“
With Eucerin making its official entry into the face care and anti-aging category, we knew a high-impact launch, and Pinterest helped us build from awareness all the way to action.”
Selena Laneuville
Senior Digital Marketing Specialist, Beiersdorf
Results
Premiere Spotlight and creator partnerships did exactly what Eucerin needed them to do. Spotlight put Epicelline in front of Canadian audiences at scale, driving meaningful lifts in brand favourability, awareness, and recall.1 Creator content carried the message further down the funnel, building ad recall and strengthening the association with Epicelline's core anti-aging claim. Together, they set a strong benchmark for how to launch a new product on Pinterest.
4.0pt
lift in brand favourability from Premiere Spotlight total takeover (home + search)¹
1.5pt
lift in ad recall driven by creator partnerships¹
1.4pt
lift in brand recall from the anti-aging skincare persona¹
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Premiere Spotlight
Premiere Spotlight puts your brand at the top of Pinterest's home feed and search results, giving you maximum visibility right when people are most open to discovery. Read more to learn how it drives awareness at the moments that matter most.
Measurement on Pinterest
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