THE WHAT? L’Oréal Luxe has partnered with Pinterest on a new luxury fragrance finder, which will feature luxury brands Armani, Viktor & Wolf and YSL, according to a report by AdWeek.
THE DETAILS The custom landing page will encourage Pinterest users to take part in a quiz, which will then match pinners to the fragrances for themselves or to purchase as a gift.
By narrowing down their preferences, consumers will then be directed to the L’Oréal Luxe website to complete their purchase.
THE WHY? Heritage is going some way to shake off its staid reputation this year, with a digital and social onslaught being its path to keeping up with the agile indies.
Offering Pinterest consumer – we’re talking millennials and gen z –the change to find classic fragrances such as YSL and Armani, L’Oréal Luxe is ticking all the pandemic success boxes – luxury and social interaction.