As brands increasingly turn their focus to reaching the influential Gen Z demographic, Pinterest has become a valuable platform for connecting with this audience in fresh, engaging ways.
A recent study revealed that 84% of Gen Z weekly Pinterest users discover products that align with their tastes while using the platform, highlighting its powerful influence.
With Gen Z also emerging as Pinterest’s fastest-growing audience, comprising 42% of its global user base, it’s clear why brands like L’Oréal are investing heavily in this social media space.
L’Oréal Teams Up with Pinterest to Launch Collages Remix
To deepen its connection with younger users, L’Oréal partnered with Pinterest as the exclusive launch partner for Collages Remix, an innovative tool that allows users to create shoppable, branded content through collaborative collages.
Announced in September, Collages Remix provides an interactive format made up of “cutouts” that users can build upon, thus generating unique, user-generated content that brings brands directly into the collaborative process.
Several of L’Oréal’s leading brands, including Maybelline, Garnier, Essie, and NYX Professional Makeup, were the first to market with this feature, each spotlighting a trend inspired by the back-to-school and back-to-college season.
For its week in the Collages creation flow, Maybelline, in particular, leaned into the “CorpCore” aesthetic, resulting in an engagement rate five times higher than its average.
What’s more, the collaboration has driven a notable increase in brand interest, with searches for “Maybelline” on Pinterest climbing 32% year-over-year, and half of these searches coming from Gen Z users.
Maybelline and the Halloween Push
L’Oréal’s strategy to reach Gen Z extends to seasonal promotions as well. In anticipation of Halloween, Maybelline partnered with Pinterest to receive early access to trend insights, leveraging these findings to create custom tutorials through its “Babellines” influencer network.
This content is housed on a dedicated section of the brand’s site, spotlighting Halloween trends and exclusive influencer content to enhance engagement with the younger demographic.
To further amplify its reach, Maybelline is also advertising around Snapchat’s “Phantom House” content series, targeting Gen Z’s Halloween enthusiasm on multiple social media platforms.
A Broader Shift for Legacy Beauty Brands
L’Oréal’s approach with Pinterest marks a broader trend of legacy beauty brands ageing down their marketing to stay competitive. With new players like E.l.f. and Rare Beauty rising to the top among Gen Z, L’Oréal’s efforts underscore a need for traditional brands to innovate in order to maintain relevance.
Other fashion and lifestyle brands such as Pacsun and Urban Outfitters are similarly leveraging Pinterest to reach Gen Z, underscoring the platform’s growing role in digital marketing strategies.
Pinterest’s Financial Success and Future Outlook
The platform itself is riding a wave of financial success, reporting revenue of $854 million (£660 million) for the second quarter, a 21% year-over-year increase.
Pinterest is set to report its third-quarter results on November 7, and expectations are high for continued growth, driven in part by its success in attracting the Gen Z audience and offering new, engaging advertising formats.
Conclusion
With its Collages Remix tool and partnerships with iconic brands like L’Oréal, Pinterest is establishing itself as a crucial platform for engaging Gen Z.
Through creative, interactive advertising strategies that resonate with younger users, brands like Maybelline are not only staying relevant but are also pushing the boundaries of what social media marketing can achieve.
As Pinterest continues to grow its influence among Gen Z and enhance its advertising tools, the platform stands poised to remain a key player for brands aiming to captivate this dynamic generation.
