L’Oréal Professionnel
L'Oréal Professionnel anchors their launch on the Cherry Coded trend with the Pinterest Predicts 2025 badge and immersive formats.
Goal
When it comes to haircare, women leave nothing to chance. They look for inspiration, carefully compare each formula and want to be sure that the treatment they choose will reveal the beauty of their hair. For L’Oréal Professionnel, this decisive moment — where desire takes shape and research increases — is a precious opportunity: how do you capture the attention of these engaged shoppers at the very moment they're envisaging their next style transformation?
As the launch of ‘Vitamino Color Spectrum’ approached, the brand faced a clear challenge: to accelerate brand consideration and preference among women aged 35 and over, a demanding target with strong purchasing power. Rather than staying within the limitations of traditional advertising, L'Oréal Professionnel chose to innovate.
Pinterest was clearly the ideal ecosystem: a space where people actively come looking for ideas, for routines, and new products, with a premium audience ready to invest in high-end haircare. By identifying "Cherry Coded" in the Pinterest Predicts 2025 report, the brand saw the potential to make this emerging trend a real business driver.
Strategy
L'Oréal Professionnel built a 360° experience around the Cherry Coded trend by deploying a full-funnel campaign. This included Premiere Spotlight on Home and Search for maximum visibility, an editorial sponsorship dedicated to the Cherry Coded trend, immersive videos showcasing the shades of dark cherry red and most importantly, interactive quiz ads to help people identify their haircare routine. All this was boosted by the exclusive Pinterest Predicts 2025 badge that positioned the brand as a legitimate expert on this emerging trend.
This approach was underpinned by a strong motive: not to interrupt inspiration, but to nourish it. By letting the Pinterest algorithm identify the most suitable audience — women in the midst of a search for beauty routines— L'Oréal Professionnel turned inspiration into action. The quiz ads played a key role by guiding users to the right care range for their hair, all while guiding targeted traffic to the brand's website. The ecosystem was cohesive, from discovering the trend to a personalised product.
"
Pinterest has enabled us to transform a trend into a truly creative business opportunity. The Predicts badge gave credibility to our Vitamino Colour Spectrum launch and the quizzes helped our shoppers find their ideal hair routine. This is exactly the type of experience we wanted to create."
Kali Pouillault
Media Project Manager, L'Oréal
Results
The results confirmed the success of L'Oréal Professionnel's bet: capitalising on a trend identified in advance can help convert inspiration into action. The campaign generated a 2.9 point increase in Ad Recall and awareness of Pinterest content, proof that the message resonated with the target audience. Brand favourability increased by 2.1 points—a result measured via a Brand Lift Study conducted during the campaign.1
The most striking impact was the lift observed among 35-49 year olds, the brand's priority target. Vitamino Color Spectrum strengthened its perception in color protection, providing hydration, strength and shine among expert haircare.
In terms of engagement, the formats overperformed: border breaks doubled the engagement rate compared to standard formats, Showcase ads showed a 15% increase in engagement vs the benchmark, and the interactive quizzes generated a click-through rate 29% higher than other formats.1 This is tangible proof that personalisation and immersion captivate a demanding beauty audience.
+2.9 pts
Increase in Ad Recall and Pinterest brand awareness measured via Brand Lift Study1
+2.1 pts
Progression of L'Oréal Professionnel brand favourability, the highest lift being among 35-49-year-olds1
+29%
Click-through rate of interactive quizzes compared to other campaign formats1
Resources
The exclusive Pinterest Predicts badge enabled L'Oréal Professionnel to legitimise its launch by being associated with a trend early on. Find out how to use Pinterest Predicts trends to build credibility for your campaigns and capture the attention of an intentional audience.
Personalised quizzes turned inspiration into action by helping people find the Vitamino Color Spectrum products that suited their needs. Learn how to create interactive experiences that identify your audience and drive traffic to your website.
Spotlight formats maximised the launch's visibility by placing L'Oréal Professionnel firmly on the inspiration journey of people who use Pinterest. Find out how you can set up Spotlight campaigns to capture a premium audience.