26 Jun. 2020  Melbourne

Beauty Care

Schwarzkopf Launches Its First-Ever Collections Campaign on Pinterest

Schwarzkopf – one of Henkel's strongest umbrella brands –  is renowned for their expertise and innovation in hair care for over 120 years, and is now the first Australian advertiser to launch a Collections campaign on Pinterest, which goes live on 23 June 2020. Leveraging a format that elevates a range of products at once, their new campaign celebrates experimenting with hair colours from dusty lavender to shocking pink, bringing many options for people to be expressive and vibrant even as they stay at home.

Collections ads include multiple products and images in a single ad so Pinners can discover great products and click to checkout on the retailer’s site. The latest Schwarzkopf campaign offers Pinterest’s personal care and beauty enthusiasts an easy glimpse at a range of hair colours for inspiration, with an easy way to shop for the products with one click. With 63 million beauty searches on Pinterest in Australia in the past 12 months, the topic is one of the most searched categories on Pinterest.

From skin care tutorials and recommendations to hair styles and even fragrances, 87% of people who use Pinterest for beauty and personal care inspiration come to Pinterest when actively considering what beauty and personal care products to purchase but are undecided (Source: GfK, Pinterest Path to Purchase Study), making it the perfect vehicle for brands to seamlessly engage with new and existing audiences.

“Pinterest is a perfect platform to get visual inspiration for your next hair transformation and as such, it is the ideal partner for the Schwarzkopf LIVE Colour range. A semi-permanent colour that lasts approximately 8 washes so you can change the colour as often as you like, it simply fades out. There is a variety of shades in the range, from soft pastel hues, to ultra-bright looks, and the collections format allows us to showcase the entire colourful range and reach consumers who are specifically searching for this inspiration,” says Lauren Gooch, Schwarzkopf Communications Manager, Henkel ANZ.

The hero tile for the Collections Ad creative.

A look at the Collections campaign on Pinterest.

The Collections ad format has been launched with the LIVE Colour brand.

The Pinterest ad preview of the Collections campaign.