LANCÔME
Partnering with Pinterest to tackle
the mature beauty gap with Lancôme
Partnering with Pinterest to tackle
the mature beauty gap with Lancôme
Creative: Meg Day
Art Director: Graziella Tamburro
Agency: DEPT
Videographer: Vlad Jakovlev
Edit: Jen Russell
Created Lancôme‘s first global partnership with Pinterest, tackling the mature beauty gap by showcasing digital beauty tutorials and high-end skincare recommendations tailored explicitly to women 50+.
Instead of pushing standard, short-term click ads, we treated the campaign like luxury editorial blending luxury brand storytelling with Pinterest-native content and creator voices.
The campaign delivered super well - generating 4.1 million impressions in one week (+65% of Lancôme‘s usual content) and 12,461 board opens (+49%), while driving significant brand lift across both Boomer and Millennial audiences.
Instead of pushing standard, short-term click ads, we treated the campaign like luxury editorial blending luxury brand storytelling with Pinterest-native content and creator voices.
The campaign delivered super well - generating 4.1 million impressions in one week (+65% of Lancôme‘s usual content) and 12,461 board opens (+49%), while driving significant brand lift across both Boomer and Millennial audiences.
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