Burberry is introducing customers to their new Burberry Cat Lashes Mascara in a unique and creative way - and it’s an industry first. They are partnering with Pinterest to create personalized beauty boards that showcase ways to use their new product alongside beauty tips and tricks. Pinterest worked with Burberry over the past six months to ensure a seamless integration with Pinterest’s API to support this exciting campaign. This marks the first time a beauty brand has created a customized experience for people on Pinterest.
To get a personalized board, customers are invited to sign up to the Burberry Cat Lashes Mascara Pinterest experience via a short questionnaire. This questionnaire will be promoted through Burberry and Sephora social media posts and Promoted Pins to drive a high level of engagement. Powered by the Pinterest API, the results from the questionnaire and the user’s information are combined to create a customized board that is different for every user.
These boards will automatically generate to include monogrammed content, product tips and get-the-look guides that show people how the Burberry Cat Lashes Mascara can complement their look, all based on their make-up preferences. From each Pin, people can click through to make a purchase on Sephora.com. In the US, the first 5,000 customers to sign-up can request a sample of new Burberry Cat Lashes Mascara.
Pinterest is the largest beauty platform in the world with 38.5 million monthly unique hair and beauty viewers, making this campaign a great fit for the luxury brand to launch Burberry Cat Lashes Mascara. Pins about “luxury” peak among Millennials ages 18-34 with these younger consumers preferring “accessible luxury”.
—Radhika Prakash, currently saving ideas to style.