Burberry harnesses power of Pinterest for mascara launch

Burberry harnesses power of Pinterest for mascara launch

Premium beauty label Burberry has partnered with image-based social media site Pinterest to help launch its new Cat Lashes mascara – a first in the cosmetics industry.

Indeed, Burberry is the first company to create a personalized quiz for Pinterest users, which will allow them to create boards based on their beauty preferences.

Radhika Prakash, Creative and Brand Strategist at Pinterest, told WWD, “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. It’s taking in [user] beauty preferences and giving them a new way to look at the category through the lens of Burberry.”

Users will be able to save tips and tricks, make-up advice and look guides, with each pin having a click-through element where users can then go on to purchase Burberry cosmetics from the Sephora website, the e-Commerce partner for the project.

In order to promote the new mascara, the first 5,000 users that sign up in the US can ask for a sample. The move comes as the luxury brand looks to social media to offset falling sales, with Pinterest only being open to promoted pins in the UK since April this year.