Burberry has become the first beauty brand to create a personalised experience for consumers on social tagging site Pinterest.
The scheme will allow consumers to create their own make-up boards, using Pinterest’s API to enable customers to receive personalised and monogrammed content for the boards. Content will include tutorials, look guides and product information.
The campaign coincides with the launch of Burberry’s Cat Lashes Mascara and will include links to purchase Burberry beauty products at Sephora.com.
The special Pinterest boards will be promoted with dedicated social media posts on Burberry and Sephora accounts. The scheme is also supported with Pinterest’s Promoted Pins tool.
Those who wish to sign up will be asked to complete a short questionnaire which will be used to generate personalised content and monogrammed products.
The first 5,000 users who sign up in the US will be invited to request a sample of Burberry Cat Lashes Mascara.
Pinterest is one of the most popular social platforms for beauty content, with more than 75 billion “pins”. Users create their own boards, comprised of links to external sites for future reference.
The site has 100 million active users and more than 38.5 million unique views of its hair and beauty category.
