Burberry turns to Pinterest to host global personalised \u2018Cat Lashes\u2019 mascara campaign<\/strong><\/p>\nBurberry is taking to Pinterest to launch its latest beauty product, aiming to capitalize on the platform\u2019s 38.5 million monthly unique viewers in the space.<\/p>\n
In tandem with the launch of Cat Lashes, the brand\u2019s new mascara that launches today, Pinterest will begin to generate custom boards for users populated with Burberry Beauty content and product. It\u2019s Burberry\u2019s latest attempt at using social media to introduce a new product to consumers.<\/p>\n
\u201cBeauty is huge on Pinterest, and we wanted to bring that to life in an innovative way that had never been done on our platform. It\u2019s taking in [user] beauty preferences and giving them a new way to look at the category through the lens of Burberry,\u201d Radhika Prakash, creative and brand strategist at Pinterest, told WWD Tuesday morning. She said Pinterest approached Burberry to forge a partnership over a year ago.<\/p>\n
Currently, there are more than 2 billion beauty pins and four million beauty boards on Pinterest. According to an internal study conducted by the platform, 42 percent of pinners have made a beauty purchase after viewing a pin.<\/p>\n
Burberry wants in on this. The brand, which spent six months developing the campaign with Pinterest, is betting on the platform\u2019s massive beauty audience to serve as the launch pad for Cat Lashes. The majority of the brand\u2019s marketing budget for the launch is being pumped into social media, according to the brand, which said the campaign will be live through the end of the year.<\/p>\n
It marks the first paid beauty partnership of its kind on Pinterest as well as the first time the platform will sample any kind of beauty product to its users (the first 5,000 people to create a board each get a free sample of the mascara). Both parties declined to comment on fees or speculate on how many boards Pinterest could generate for users in the first month of the campaign being live. But an industry source estimated that, given the scale of the project, Burberry would have had to invest in the seven figures to be first to market to integrate Pinterest\u2019s application program interface, or API, to create personalized boards on users\u2019 profiles.<\/p>\n
Personalization is at the heart of the campaign, with consumers filling out a quiz to determine the Burberry Beauty-centric content they will see on Pinterest. Links to the questionnaire will be posted to Burberry and Sephora\u2019s social media channels (as well as on promoted Pinterest pins starting next week), with users directed to a microsite to fill it out. After plugging in their initials and answering two questions \u2014 \u201cHow long do you spend applying your makeup?\u201d and \u201cDoes your makeup look include smoky eyes, feline flicks or long lashes?\u201d \u2014 they will be prompted to log in to their Pinterest account. Once signed in, they will get a personalized board with content and shoppable pins that all link to sephora.com. Cat Lashes will roll out to Sephora stores over the next two weeks.<\/p>\n
Consumers will be presented with different Pinterest boards depending on how they respond to the questions, Prakash explained.<\/p>\n
For instance, a user with a five-minute routine will get a different set of pins than someone who spends \u201c15 plus\u201d minutes applying their makeup each day. Sample boards, with product suggestions varying on users\u2019 answers, could range from \u201cHow to Get Look-at-Me Lashes in 15 Minutes Made For [Initials here]\u201d to \u201cHow to Get Flawless Smoky Eyes in 10 Minutes Made for [Initials here].\u201d<\/p>\n
Cat Lashes, available in Jet Black, Chestnut Brown and Midnight Blonde, will be sold exclusively at Sephora and on burberry.com starting today. It\u2019s the third mascara in the brand\u2019s beauty collection, designed with an hourglass-shaped brush, varying-size bristles and a cone-shaped tip that extends to corner lashes give a cat eye look. It retails for $29.<\/p>\n
This is just the most recent in a long string of digital firsts for Burberry, which in April took to Snapchat to launch its Mr Burberry fragrance. The brand debuted the scent via a Mr. Burberry Discover channel on platform. True to Snapchat\u2019s ephemeral nature, the channel was only live for 24 hours, but users who scanned a Burberry Snapcode at a point of sale through June were able to access the channel.<\/p>\n","protected":false},"excerpt":{"rendered":"
Burberry’s beauty collection has just expanded with the wave of their mascara-clad wand. Discover the latest addition now…<\/p>\n","protected":false},"author":3,"featured_media":15820,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[224,1606,2730,2494,273],"class_list":["post-15817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","tag-burberry","tag-burberry-beauty","tag-burberry-cat-lashes","tag-burberry-duty-free","tag-world-duty-free"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/15817","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=15817"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/15817\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/15820"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=15817"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=15817"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=15817"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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