Burberry is venturing into social commerce as it teams up with cosmetics retailer Sephora and Pinterest to promote its new mascara line to beauty shoppers. The luxury brand is leveraging Pinterest’s API to create dynamic “beauty boards” that display personalized product suggestions and makeup tips based on the cosmetic preferences users indicate in a Burberry-sponsored questionnaire. The products featured on the beauty board are also buyable on Sephora’s website via clickthrough. To raise awareness for the campaign, Burberry is cross-promoting with Sephora on social media and bought “Promoted Pins” to reach more Pinterest users.
What Brands Need To Do
By offering beauty shoppers a personalized product discovery experience, Burberry is adding a hook to this social commerce campaign to reel in intrigued customers. Besides Burberry, fashion brands such as J.Crew and Madewell have started experimenting with flash sales on Instagram. As more and more brands experiment with selling directly to customers via social channels, brands can take a cue from Burberry’s approach and create personalized and interactive user experiences for their social commerce efforts.