Pinterest products

02 : 09 : 2016 Burberry Cat Lashes Mascara : Social Commerce Insight : Burberry

Global – Burberry is extending its reach beyond the luxury market by introducing its latest beauty product on Pinterest.

  • The initiative introduces the fashion house’s Cat Lashes Mascara
  • Pinterest users fill out a short questionnaire to receive a specially curated beauty board
Cat Lashes Mascara  website by Burberry, Global Cat Lashes Mascara website by Burberry, Global
Cat Lashes Mascara pinterest campaign by Burberry, Global Cat Lashes Mascara pinterest campaign by Burberry, Global
Cat Lashes Mascara pinterest campaign by Burberry, Global Cat Lashes Mascara pinterest campaign by Burberry, Global
Cat Lashes Mascara pinterest campaign by Burberry, Global Cat Lashes Mascara pinterest campaign by Burberry, Global

These first-of-their-kind boards are generated from three basic questions, which Pinterest’s API uses to configure personalised make-up tips and product recommendations taken from Burberry’s full make-up range. Burberry and the retailer Sephora are marketing the Pinterest boards through social media posts and Promoted Pins to ensure consumer engagement, which is a far shout from the highly directed creative campaigns that luxury brands used to champion.

‘Beauty is huge on Pinterest, and we wanted to bring that to life in an innovative way that had never been done on our platform,’ Radhika Prakash, creative and brand strategist at Pinterest, told WWD. Once consumers have created their board they can click through to Sephora.com to purchase the products online.

Pinterest has a circulation of 38.5m monthly unique hair and beauty viewers and 73% of active users prefer to follow a brand rather than a notable make-up artist so the outreach possibilities for Burberry are significant.

The Big Picture

Luxury brands such as Burberry and Dior no longer purely champion exclusivity and instead are choosing social media as a novel means of selling luxury goods. To read more about the rise of visual commerce, see our Social Commerce insight parts 1 and 2.

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