To celebrate the launch of its new Cat Lash mascara, Burberry is using Pinterest boards personalised to each consumer based on their beauty preferences, tapping into the 38.5 million people who track hair and beauty on the platform.
It's a huge pool of potential commerce - currently, there are more than two billion beauty pins and four million beauty boards on Pinterest, with 42% of 'pinners' having made a beauty purchase after viewing a pin.
To access the boards, consumers have to fill in a questionnaire on Burberry's microsite, promoted via Burberry and French beauty retailer Sephora's social media channels, as well as Pinterest. Questions include: 'How long does it take you to apply make-up?' and 'Does your make-up look include smoky eyes, feline flicks or long lashes?'
On completion, the site redirects shoppers to Pinterest (log in/registration required) where a customised board with the users' initials is generated. Shrewdly editorialising the boards, displayed content (pins) include inspirational product shots as well as make-up tips and tutorials (see also Contextual Commerce). Pins are also accompanied by links to Sephora's e-commerce site, where consumers can purchase any products they like.
For more on Pinterest's retail collaborations, check out its Pinterest Palettes project in S/S 16 Catwalks: Digital, Social Media & Tech Strategies. See also Monetising Social Media, 2016, Personalising E-Tail, Teen-Targeted Beauty: Retail, Luxury Online for Millennials and Rethinking Beauty: Digital Worlds.