5 tips to drive beauty sales on Pinterest in 2024
13 February 2024
Gone are the days when consumers relied solely on glossy magazine ads or billboard campaigns for beauty inspiration. Instead, they come to Pinterest to develop their personal style, discover new brands and products and shop what they find.
In fact, a recent commissioned study conducted by Nielsen in Germany found that in the beauty and personal care category, Pinterest delivered the highest return on ad spending (ROAS) compared to other social media, TV, online video, online display and print.1 Meanwhile, a study across the UK, Germany, France, Spain, Italy and the Netherlands revealed that 1 in 2 beauty campaigns on Pinterest drive a significant lift in action intent.2
That’s because Pinterest is not the place where people mindlessly scroll; they come here to browse and explore products they love until they find just what they’re looking for. Want to supercharge your next beauty campaign on Pinterest? Here are five actionable insights derived from our research to put your brand in front of more shoppers and help drive results.
Position your beauty brand for success on Pinterest
1. Cut through the noise with a multi-format campaign
Catch your audience’s eye with a combination of ad formats. When Guerlain chose to promote their new Rouge G lipstick to women aged 25-49 on Pinterest in France, they used video, static, carousel and collection ads—along with interest and keyword targeting—and saw an impact at every stage of the funnel. Their video ads netted nearly a million views in just 3 weeks. There was a 40% increase in add-to-carts. And the campaign recorded the most competitive CPM compared with other platforms running the same creatives.3
2. Stand out with strong branding
Make your brand the focal point to maximise results. In our meta-analysis, we found that creatives that introduced the brand within the opening three seconds were able to drive a 3x lift in brand awareness. Additionally, campaigns that included max-width video in the creative line-up—in addition to other assets—saw a 2x increase in action intent.2
3. Put people front and centre to drive action
Show your audience how the product can fit into their lives by including people in the campaign creative. When Clarins launched their Lip Comfort Oil in the UK, their suite of ads used striking, people-forward imagery and concise copy. As a result, the video ads achieved 100% completion leading to a nearly 2x lift in awareness as well as increases in Pin awareness and purchase intent.4
4. Expand your reach with creators and user-generated content
Action intent doubles when brands use a well-known influencer or celebrity.2 But beauty brands don’t just have to rely on big names to deliver results. Brands that leveraged creators and user-generated content5 on Pinterest were able to drive a whopping 5x more action intent.2 Allowing advocates to speak on behalf of your brand is an authentic, impactful way to communicate to your customers.
5. Educate with tutorials and how-tos to increase product adoption
There’s a lot of beauty products out there, and so it’s no surprise that people appreciate an in-depth tutorial. Schwarzkopf Italia's DivHAIRsity campaign on Pinterest is a prime example. They recognised the value of inclusive beauty tutorials and consistently updated their creative and targeted ads based on specific interests and keywords. As a result, they achieved a clickthrough rate that was 11% higher than Pinterest’s beauty campaign benchmark for consideration campaigns.6
Don’t miss your opportunity to shine
People on Pinterest are primed for action. Whether they’re switching up their skincare routine or overhauling their hair colour, they’re seeing ads that will help them make those key decisions. What’s more, the commissioned Nielsen marketing mix study in Germany revealed that a mere 5% reallocation of budget from other channels to Pinterest could have a positive impact on ROAS.1 Not to mention, with a refreshed product suite for performance advertisers—featuring mobile deep linking, direct links, shopping ads and more—Pinterest is now a performance platform that delivers. So, why wait? Implement these strategies today and see the growth and success that Pinterest can bring to your beauty brand.
