Burberry has become the first luxury brand to offer customers a personalised experience on Pinterest, letting them create customised make-up boards to promote its new ‘Cat Lashes Mascara’ product.
The personalisation works by asking visitors three questions. Their answers, along with their initials will be combined to create the personal Pinterest board.
The partnership allows Burberry to benefit from Pinterest’s features and data to cater its posts to individuals though personalised and monogrammed content. Pinterest is currently the largest beauty platform in the world, with 38.5 million unique viewers of its hair and beauty category. Content will include makeup preferences, inspirational images, ‘how to get the look’ guides, product tips and information.
The move comes after Burberry said it would focus on boosting customer loyalty by expanding its “digital prowess”, after its pre-tax profits fell 10% to £415.6m for the year to 31 March 2016.
And it isn’t the first time the company has put the emphasis on personalisation. In September 2015, the brand launched digital ads that responded to consumer interaction as part of an effort to promote its online and in-store personalisation service. It was also the first brand to use a ‘Snapcode’ on Snapchat to provide its visitors in store with exclusive content.
To promote its latest venture Burberry and online cosmetic store Sephora have partnered on dedicated social media posts and Pinterest promoted pins. From each pin, users can click through to make a purchase on Sephora.com and 5,000 users in the US can sign up with a questionnaire, to request a sample of Burberry’s new mascara.