HOW L'ORÉAL'S BIGGER PINTEREST BETS ARE WINNING OVER GEN Z

Summary from the TLDR Marketing newsletter

To connect with Gen Z, L'Oréal increased its investment in Pinterest, with Maybelline alone boosting its spending by 90% YoY. Leveraging Pinterest's exclusive Collages Remix feature, Maybelline created interactive, shoppable content around Gen Z trends, achieving 5X the average engagement. Searches for “maybelline” have also risen by 32%, largely driven by Gen Z interest. For Halloween, Maybelline used insights from Pinterest's trends report and its influencer network to produce seasonal tutorials.