Elizabeth Arden’s follows a pretty typical social strategy for a beauty brand. On Facebook, where it has 151,000 likes, the company often asks consumers for their input around products, along with deal announcements. On Twitter, where it has less than 18,000 followers, Elizabeth Arden pumps out giveaways, product launch annoucements and expert tips. Over the past few months, Elizabeth Arden has begun to add Pinterest to the mix.
With just five boards, the beauty brand aims to inspire there, whether it’s through product shots or inspirational slogans. For example, a recent post features a photo of Elizabeth Arden’s Red Door fragrance, which when clicked goes to a positive product review on Harper’s Bazaar. Clicking on other items routes consumers to the product page on Elizabetharden.com, where consumers could get more information and purchase.
The brand’s latest effort there is around contests. Pinterest has proven fertile ground for these bedrock Internet promotions, with brands like Lands End and Pepe Jeans running them. It’s also not new in the wider social world. Brands have long run promotions to drive Facebook likes in the promise of charitable donations or even the use of brand hashtags with promises of do-gooder activity. The “Pin It to Give It” program will donate one eyeliner to the Look Good Feel Better charity for each re-pin of any Elizabeth Arden content. The maximum number of eyeliners to be donated is 10,000. It’s a cheap and easy way to drive engagement, as re-pins are the core social interaction on Pinterest. Since it launched on June 27, Elizabeth Arden’s board dedicated to the program has 860 re-pins.
Pinterest attracts a heavily female audience, of course, with ComScore reporting 80 percent of its users are women. Fashion and beauty brands have flocked there. Maybelline, for instance, has 18 boards with the beauty looks, fashion trends, products and pretty pictures for inspiration.
“Inspirational Thoughts,” a noteworthy Elizabeth Arden Pinterest board, focuses on words the company lives by and is meant to inspire viewers. Quotes like, “Believe you can and you’re halfway there,” and “The longer I live, the more beautiful life becomes,” are what the brand calls words of wisdom.
Interestingly, Elizabeth Arden hasn’t set up shop on Tumblr, an early favorite for fashion and beauty brands.
“[Pinterest] not only allows Elizabeth Arden to connect with fans, but brings a sense of meaning and inspiration to the relationship between the brand and its fans,” said Christina Bennett, social media manager at Elizabeth Arden. “At the end of the day, this unprecedented access allows us to create an even better Elizabeth Arden for our consumers.“