During the holidays, people love visiting Pinterest for seasonal beauty ideas—like spooky makeup and nail ideas for Halloween. But no matter the time of year, most of beauty searches and saves (90%) are for general inspiration.1
Pinterest is a top destination for all types of beauty seekers, who see us as their number one source for discovering trends—outshining YouTube, beauty magazines and even Instagram!2
And in the last year, we’ve seen the number of beauty-related ideas saved double.3 Over 48 million Pinners are coming to Pinterest every month to discover beauty ideas from every category—including hair, makeup, nails, skin and fragrance.4
Curious how to reach this large, engaged audience during the holidays?
When planning holiday content, the earlier you start, the better. Beauty Pinners are planners, and they start to search and save months in advance of the holidays. The activity starts as early as February, when already more than 20 million Pinners are searching for Halloween costume, makeup and nail art ideas.5
Beauty brands can tap into the holiday beauty energy by using Pinterest to share content. Try to highlight the way your products connect with some of the seasonal trends we’re seeing, like “fall nails,” “fall hair,” “fall makeup,” “winter nails,” “winter hair” or “winter makeup.”
Start promoting early, and you’ll be well positioned to capture early interest that eventually leads to sales. Pinterest is the perfect platform to share your holiday ideas with beauty shoppers who are still exploring and deciding just what they want to wrap up this season.
Beyond personal beauty inspiration, people are also gift shopping! They use Pinterest as a digital shopping list, creating boards like “Beauty shopping” or “Gifts for me,” right alongside their “Gifts for him” board.
Targeting people who’ve interacted with your brand in the past gives you an opportunity to reach all kinds of beauty buyers with actionable content personalized just for them.
For more inspiration, review our playbook for driving online and offline sales.
—Vikram Bhaskaran, currently saving ideas to “Eye Want”
1Pinterest internal data, US only, 2017
2“Vertical Research: Platform Perceptions and Trends,” Pinterest, 2017
3Pinterest internal data, US only, 2017
4Pinterest internal data, US only, 2017
5Pinterest internal data, US only, 2017
6Pinterest internal data, US only, 2017