An Australian first for Pinterest Collections

Henkel Schwarzkopf, renowned for its expertise and innovation in hair care for over 120 years, is now the first Australian advertiser to launch a Collections campaign on Pinterest, which goes live this week.

Leveraging a format that elevates a range of products at once, the 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. And Henkel Schwarzkopf’s latest 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 skincare 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, according to GfK, Pinterest Path to Purchase Study. This makes 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 is the ideal partner for the Schwarzkopf LIVE Colour range,” Schwarzkopf ANZ communications manager, Lauren Gooch, said. “A semi-permanent colour that lasts approximately eight 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.”