Monday July 29 is National Lipstick Day. It also marks 40 years of the Mac cosmetic brand. To celebrate this milestone, Mac has partnered with Pinterest (for the second year in a row) and is the first beauty brand to use Premiere Spotlight with Collections, an ad unit that makes it easier for users to shop what they see.

Premiere Spotlight with Collections is an ad format on Pinterest that allows advertisers to add shoppable product images and details below the maximum width video ad, directly on the home feed. The new ad unit appears on Pinterest’s popular takeover product, Premiere Spotlight. The Mac ad features high-impact video with multiple Mac lip products linked beneath, including the brand’s latest product, Macximal Silky Matte Lipstick.

The ads will run from July 27 to 29 exclusively in English. The creative was managed in-house by Mac.

Laura Vernelli, Mac marketing director, says that since the beauty brand is rooted in makeup artistry, there is a natural fit with Pinterest, which is also focused on inspiration and creativity.

“As leaders in the lip segment, National Lipstick Day is a key moment for the Mac brand where we aim to be top-of-mind for Canadian beauty consumers. Based on last year’s strong results, we’re turning to Pinterest for a second year in a row to amplify our National Lipstick Day campaign, and we’re thrilled to be early movers on the newest ad unit, which will allow pinners to not only discover lip shades, but seamlessly link to purchase.”

Pinterest is also where its users search for beauty inspiration and products. For example, searches for “90s lip” are up 760% and searches for “lip liner” are up 135% on Pinterest. The majority of weekly Gen Z Pinners (63%) say they’re “always shopping” and Gen Zs who use Pinterest are 35% more likely to have purchased a product online in the past week, compared to non-users.