L’Oréal makes a content marketing bet

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 21, 2021, 5:31 PM UTC

The company’s US subsidiary is tying up with Pinterest content creators to develop branded content for seven of its personal care subsidiaries.

The French-headquartered company is expanding its activation of Pinterest with a new campaign that uses over 20 Pinterest content creators. The collaboration will begin this week and run through the middle of September this year.

These creators will use Pinterest’s video feature Idea Pins. They will create content around beauty tutorials and trends related to L’Oréal products like Maybelline New York, L’Oréal Paris and YSL Beauty. With this latest venture in the digital space, the company is looking to expand its efforts in content marketing for its customer-facing brands.

This new initiative comes after Pinterest reported a rise in beauty searches on the platform, with queries like “soft makeup” and “white eyeliner” reaching record highs. L’Oréal has also experienced an increase in the demand for its products recently.

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