Throughout the month of September, Pinterest is spotlighting diverse and inclusive beauty content and brands through ‘See Yourself on Pinterest’. Pinterest wants people of all complexions, shapes and backgrounds to see themselves truly celebrated on Pinterest, and not just represented, so they can be inspired to take action on relevant beauty ideas offline.
The need for an inspiration platform is evident, with more than a third of people feeling that an online place devoted to inspiration is more important than ever.* Pinterest fills this need, having recently been ranked number one in inspiration among competitor platforms.*
Signalling the start of Spring, September is a big moment for Aussie Pinners as they switch up their beauty products and colour palettes in anticipation of warmer weather and the festive season. This provides an opportunity for inclusive beauty brands to meet Pinners where they are, at this pivotal moment where they are looking for these new Spring-focused beauty products and inspiration.
To celebrate this moment, Pinterest is:
- Working with Australian creators for beauty content that covers a range of diverse topics.
- Creating a ‘See Yourself on Pinterest’ page, that includes curated content from Pinterest.
- Creators that highlight Pinterest’s hair pattern and skin tone search tools as well as shoppable products.
- Highlighting diverse and inclusive beauty brands for all ages, complexions and genders with a dedicated Inclusive Beauty Shop to turn inspiration into action.
As one of the most culturally-diverse countries in the world, Australians identify with over 270 ancestries, highlighting the importance of inclusivity and representation when it comes to beauty. The Inclusive Beauty Shop will spotlight brands that are owned by traditionally under-represented communities and products that are universally wearable and applicable to all complexions, ages and genders, including:
- M.A.C. Cosmetics
- Fenty Beauty
- Embellish by Rowi
- Bush Medijina
- JVN
- Noto Botanics
Pinterest’s policies also set it apart from other places on the internet, with the platform introducing features that specifically highlight its values of diversity and inclusion. Notably, Pinterest’s skin-tone ranges and hair pattern tools are impactful and tangible ways that demonstrate this and help Pinterest stand out from the crowd.
These inclusive tools provide an opportunity for brands to showcase their range of products and shades, so Pinners can see what these products will look like on them, helping them make an informed purchase decision. Interestingly, 97% of searches on Pinterest are non-branded**, which means people are coming to the platform searching for an idea, rather than a specific brand, giving an equal opportunity for businesses of all sizes to be discovered.
*Source: Custom Nielsen study commissioned by Pinterest. Custom Return on Inspiration survey was conducted in Australia between June 18 - 29, 2021 among Adults 18+ who have used at least one media platform in the past month.
** Pinterest Internal Data.
Image sources: Pinterest
