Weekly Trends | August 15th 2016

Social News & Trends

  • Burberry looks to Pinterest to launch newest beauty product. The luxury giant will be capitalizing on the platform’s nearly 40 million users on the app to launch it’s newest beauty product, “Cat Lashes”, a mascara that retails for $29 to an audience of digitally savvy consumers. The majority of the brand’s marketing budget for the launch is locked up in social media, and although both Burberry and Pinterest declined to comment on the figures invested, social media marketing experts agree that the budget could have easily been within the seven figure range in order for Burberry to have been able to integrate it’s product offering with Pinterest’s API in order to create custom boards for the app’s users.
“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’s 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 — “How long do you spend applying your makeup?” and “Does your makeup look include smoky eyes, feline flicks or long lashes?” — 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.”
— Via WWD.
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