L’Oréal is hoping to craft memorable consumer experiences using content creators on a platform that is becoming increasingly important to the digital shopping space. Pinterest’s Idea Pins allow creators to publish interactive, short-form videos with which users can closely engage, a feature that also has potential for brands looking to engage some of the site’s 475 million Pinners. L’Oréal’s new campaign seeks to do this by tapping a diverse group of more than 20 creators to develop tutorials and discuss beauty trends pertaining to products from its brands Maybelline New York, Cerave, Redken, L’Oréal Paris, Lancôme, YSL Beauty and Urban Decay.
