L’Oréal Paris, a top beauty brand, make innovative beauty products accessible to everyone. The legendary L’Oréal Paris tagline, “because you’re worth it”, is all about their desire to inspire and connect with women on a personal level. They use Pinterest to bring a vision of “relatable beauty” to their customers with artful, inspirational tutorial Pins.
Previous experience with Promoted Pins motivated them to take their marketing strategy to the next level for the launch of a new product. L'Oréal Paris wanted their campaign to introduce the Lumi Glow Illuminator to a target audience of women aged 18–34, ensuring that this audience associated the new product with the highlighting trend and encouraging them to purchase. The campaign reached nearly 5 million people and saw a 20% increase on the average engagement rate.
“Pinterest is the ideal marketing channel for L’Oréal Paris products. Our audience is there to shop and discover new beauty products – not just scroll for fun – enabling us to capture them in a consideration mindset when they are further down the marketing funnel” said Kristen Comings, Vice President of Integrated Consumer Communications at L’Oréal Paris.
“We realised that our customers use Pinterest to create a digital shopping list of products they plan to buy, so we strategically create compelling boards with this consumer behaviour in mind.”
To launch their new facial highlighter product, True Match Lumi Glow Illuminator, L’Oréal Paris wanted to give customers a unique experience. In addition to standard Promoted Pins, L’Oréal Paris also showed the product in action with Cinematic Pins, a mobile, motion-based Promoted Pin format that animates when customers scroll.
“Because this was a new product category for us, we wanted to elevate our typical launch strategy and actually show how the Lumi Glow Highlighter can accentuate our customer’s best features” said Amy Whang, Vice President of Cosmetics at L’Oréal Paris. “Since highlighting can be intimidating to some, using the Cinematic Pin not only inspired women to use a highlighter as their finishing touch but also positioned L’Oréal Paris as a leader in the highlighting trend”.
With two different ad types - standard and Cinematic Pins - L’Oréal Paris were able to showcase the Lumi Highlighter to their audience, as well as educate them on how to use it. Standard Pins showed off the key features of the product, whilst Cinematic Pins used motion to demonstrate exactly where to apply the highlighter. Both standard and Cinematic Pins were used to display the variety of highlighter shades available.
L’Oréal Paris measured the campaign with a Millward Brown Brand Lift Insights study. The results showed increases in every metric across the funnel among the L’Oréal Paris target audience. Despite a high level of baseline product awareness, the Pinterest campaign increased aided awareness by 21.3%. It also raised purchase intent by 30.9% and improved message association (“I can use it to highlight my key features”) by an impressive 31.2%. While both ad types performed well, Cinematic Pins showed a particularly high increase in brand metrics, specifically awareness – which Cinematic moved by 30.7% – and purchase intent, which increased by 37.2%.
“Cinematic Pins gave us a platform for deeper storytelling that brought the Lumi highlighter to life. The engaging format, combined with the earned impressions we saw, even after the promotion ended, enabled us to increase brand awareness and purchase intent beyond our expectations” Whang said.
The L’Oréal Paris Pinterest strategy focuses on making their customer feel effortlessly beautiful by giving her the latest products, education and beauty inspiration. Their Pins and boards are centred around these business goals:
- Drive sales: L’Oréal Paris use Product Pins and tutorial Pins to provide their audience with a visual catalogue of beauty products that illustrates feature details and colour palettes, and lets customers create a digital shopping list
- Build community: whilst beauty inspiration is at the forefront of the Pinterest strategy, L’Oréal Paris tap into the community's diverse interests with boards about summer beauty, French cooking and Parisian style.
- Promote brand affinity: Brand Pins inspire their audience with fun quotes and whimsical images, representing L’Oréal Paris’s roots with a certain je ne sais quoi.
- Use Analytics: L'Oréal Paris look at Pinterest Analytics to determine what their customers want to see most.