Scrolling through Pinterest is a daily ritual for many Gen Z users, a place where endless inspiration meets instant discovery. It’s a platform where new ideas, styles, and products come to life with each swipe, capturing attention in a way few other social networks can. For L’Oréal, this visual playground presents the perfect space to connect with Gen Z on a personal, creative level. And they’ve done just that, transforming how this generation experiences beauty brands by focusing less on traditional advertising and more on collaboration, personalization, and genuine engagement.
How L’Oréal is captivating Gen Z through collages remix
As L’Oréal looked for ways to connect meaningfully with Gen Z, they turned to Pinterest, knowing this audience loves discovering and creating in equal measure. Recognizing that 84% of Gen Z Pinterest users report finding products that fit their style on the platform, L’Oréal leaned into a different approach. Rather than using Pinterest solely to promote products, L’Oréal aimed to offer a unique, interactive experience that lets users take part in something memorable.
The result? L’Oréal partnered with Pinterest to become the exclusive launch partner for Collages Remix, a tool where Pinterest users can co-create with brands in a fresh and personal way. Leading brands like Maybelline, NYX Professional Makeup, Garnier, and Essie kicked off the feature, creating “Collages” that combined popular trends with brand products. Gen Z users weren’t just shown a curated collection; they were invited to remix it, add their touch, and even make it shoppable, turning inspiration into action.
Maybelline took it a step further by focusing on the trendy “CorpCore” aesthetic, blending office-inspired fashion with a youthful edge. The response was immediate: engagement rates jumped to five times higher than the brand’s average, and searches for “Maybelline” on Pinterest surged by 32% year-over-year. Half of these searches came directly from Gen Z, showing that the generation was not only paying attention but also actively participating.
Halloween with Maybelline: Reaching Gen Z at just the right moment
Seasonal moments are key when connecting with Gen Z, and L’Oréal knows how to make them count. For Halloween, Maybelline and Pinterest teamed up for early access to Halloween trend insights, allowing the brand to create timely tutorials and tips through their “Babellines” influencer network. Maybelline’s dedicated Halloween section on their website included everything from spooky-glam tutorials to influencer-driven looks, making it easy for young users to get Halloween-ready with trends curated just for them.
L’Oréal didn’t stop at Pinterest. Extending the Halloween push to Snapchat’s popular “Phantom House” content series, Maybelline tapped into Gen Z’s excitement for the season across platforms, making sure to meet them wherever they were engaging.
A new chapter for legacy beauty brands
L’Oréal’s strategy isn’t just about riding the latest trends; it’s a shift in how legacy brands approach younger audiences. While newer players like E.l.f. and Rare Beauty strike a note with Gen Z, L’Oréal knows the need to be ahead of the noise in a populated market. Pinterest is more than just a platform for visuals – it’s a space where brands can invite users to create and co-curate, moving beyond traditional marketing and offering an experience that feels personal.
Other brands like Pacsun and Urban Outfitters are also tapping into Pinterest to reach Gen Z, recognizing that Pinterest offers a distinct approach to engagement. For L’Oréal, these efforts go beyond marketing; they’re pioneering a new type of interaction that lets users connect deeply with their favorite brands.
Pinterest’s financial momentum and why it matters for brands
As Pinterest grows, its impact is becoming clear. Reporting $854 million in revenue for the second quarter – a 21% increase year-over-year – the platform’s success signals a shift in how brands think about social engagement. Pinterest isn’t just about finding ideas; it’s about creating them, and Collages Remix has given brands like L’Oréal a way to put this approach into action. By meeting Gen Z’s desire for customization and hands-on interaction, Pinterest is helping legacy brands reach younger audiences in meaningful, memorable ways.
What makes L’Oréal unforgettable to Gen Z
In today’s fast-paced digital world, creating memorable moments for Gen Z requires more than clever ads or promotions. L’Oréal’s presence on Pinterest indicates that involving this generation requires their participation. With features like Collages Remix, L’Oréal has managed to appeal to Gen Z’s creativity and involvement in addition to their attention.
And as Pinterest continues innovating with tools that give users even more ways to interact, it’s clear that this approach is only just beginning. For brands looking to truly connect with Gen Z, L’Oréal’s strategy offers a powerful reminder: invite them to join in, and they just might lead the way.
How established brands can stay relevant with Gen Z (L’Oréal style)
L’Oréal’s success on Pinterest isn’t just a marketing strategy or marketing win; it’s packed with insights for brands looking to keep Gen Z interested and engaged. Here’s how established companies can adapt their approach to reach younger audiences with real impact.
Create content Gen Z can actually engage with
Gen Z wants to do more than scroll – they want to participate, remix, and leave their mark on what they see. For established brands, this means moving away from traditional advertising and diving into interactive content. Think options to customize products, remix visuals, or even try things on virtually. When brands give Gen Z a sense of control and creative freedom, they’re not just building a customer base – they’re building a community of loyal fans.
Use the tools each platform offers to stand out
L’Oréal partnered with Pinterest to launch Collages Remix, which speaks directly to Gen Z’s love of visuals and co-creation. But you don’t need a huge budget or exclusive feature to create that kind of impact. By tapping into the unique tools each platform offers – like Instagram Reels, TikTok’s Duet feature, or YouTube Shorts – brands can connect with Gen Z in ways that feel fresh and fun. These tools aren’t just trendy; they’re perfect for engaging audiences where they’re already spending their time.
Stay flexible and jump on trends quickly
One thing that stands out about L’Oréal’s Pinterest approach is how quickly they adapt to trends Gen Z loves. They’ve shown that being flexible and ready to pivot is essential, even for big brands. This could mean creating content around emerging styles like “CorpCore” or tapping into timely cultural moments that resonate with Gen Z’s interests. If a brand can be nimble and responsive, they’re way more likely to stay in tune with what matters to younger consumers.
Leverage trend data to keep content fresh
L’Oréal worked with Pinterest’s trend data to craft a Halloween campaign that was perfectly on point. For other brands, taking advantage of trend insights can be a game-changer. Social platforms are packed with data about what people care about right now, and by tapping into those insights, brands can shape their campaigns, products, and customer service to align with what’s meaningful to Gen Z.
The bottom line for brands of all sizes
The takeaway from L’Oréal’s success on Pinterest is simple but powerful: today’s younger consumers want to feel connected and involved, not just marketed to. Whether you’re a small business or a big-name brand, if you’re aiming to reach Gen Z, focus on creating visually compelling, interactive content that invites them to take part. The more a brand prioritizes real engagement, the more likely it is to earn Gen Z’s loyalty and enthusiasm.
FAQs
How does interactive content help engage Gen Z?
Gen Z loves to be part of the action. L’Oréal’s interactive collages on Pinterest let them remix and make the content their own. Try adding fun features like polls, custom options, or user challenges to give them that hands-on experience – it builds loyalty and makes them feel connected to your brand.
Why should I care about trend data?
Trend data shows you what Gen Z is into right now. L’Oréal used Pinterest insights to nail their Halloween campaign. Checking platform trends lets you jump on what’s hot, keeping your content fresh and relatable.
What’s the value of running cross-platform campaigns?
Reaching Gen Z where they are means being on multiple platforms. L’Oréal did this by pushing Maybelline’s Halloween campaign on Pinterest and Snapchat. By tweaking your message for each platform, you increase your reach and keep your brand top-of-mind.