Pinterest has revealed some telling insights on its business blog about how its users in the US are searching for health and beauty topics. And these stats shouldn't be taken lightly given that the first piece of data shared in the article is that 71 per cent of pinners claim that Pinterest is their "guide to life".
The data, which is taken from studies and analysis throughout 2016 reveal that users of Pinterest are looking for a mix of sensitive and mainstream topics from feminine hygiene right through to makeup trends and hair health tips.
Here's a breakdown of the results:
Skincare
This is the largest category for personal care searches on Pinterest. Every year 5 million Pinners conduct 20 million skincare-related searches. The category skews to millennials and teenagers who are looking to get rid of acne, protect their skin and make their own products at home.
Health and wellness
This second most popular category has over 11 million annual searches. People use Pinterest to find on-the-spot remedies for ailments like coughs, back pain and acid reflux. They’re also looking for vitamins so they can stay healthier all year round.
Hair health and shaving solutions
2.1 million people use Pinterest to search for shaving and hair removal content, including Pins about facial hair removal for women and beard oil for men. There are also over 1.5 million searches for hair health topics such as dandruff, hair nutrition and solutions for thick hair are especially popular.
Shower and bath
With 5 million Pins about the sudsy side of life, this category appeals to people of all ages. Soap and shampoo are the stars of the show for this category, since they’re an important foundation of people’s daily routines.
Oral hygiene
Most of the 4.2 million oral health searches focus on finding the secret to a brighter, whiter smile. People want to avoid the dentist, so they’re looking for home whitening solutions.
Feminine hygiene
There are 5 million searches for female hygiene content every year. In a behavioural study by Pinterest, millennial women revealed they search on Pinterest for guidance about topics like feminine care and parenting tips.
Beauty
Beauty topics fluctuate throughout the year, mapping to seasonal trends. Pinterest is already seeing emerging trends for spring ‘17 hit all over Pinners’ boards.
This year mauve is the new pink, with mauve hair and beauty looks up 40 per cent over last year. People are also turning to cooler tones for a bolder lip. Searches for blue lipstick are up nearly 50 per cent in the U.S.
Pinterest finish the article with advice for brands: "When you create personal care content for Pinterest, focus on the specific benefits that your product provides. For this category, people want to understand how the product will work for them, how it will fit into their routine or how it will improve their health. When people respond by clicking or saving, you know that they’re getting closer to purchase."
