As the COVID crisis persists, beauty brands are turning their focus to Pinterest. The social media app is experiencing a surge in wellness, self-care, and DIY beauty treatment searches, and beauty brands are evolving their activity on the platform. According to Pinterest, searches for “self-care checklists” and “spa days at home” increased by 102% and 105%, while “temporary hair dye” saw a 441% increase in March. With salons closed, quarantined customers are fueling the hair dye industry by ordering kits to take care of their beauty needs. Because most of the searches are unbranded, it allows brands to grab inspiration from the trend-driven content. The app has played an essential part in the social presence for brands like Aveda, Native, and L’Oréal, who have seen increases in engagement across its sales channels—and it’s something they hope to continue building on post-quarantine. (Glossy)
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